A Functional Approach to Understand Consumer Behavior while Selecting Coffee Parlor

This research studies the relationship between utilitarian, ego defensive, value expressive and knowledge functions on consumer attitude and consequently on the selection of coffee parlor by consumers. Primary data has been collected by using a structured questionnaire designed on the Fishbein model. Regression model was used to test the effect of the four functions on the consumers’ choice of coffee parlor. The subjects included in the sample consisted of males in various age groups. The hypotheses assumed that all four functions being stated carry a significant effect on attitude. The statistical test showed that significant valueF (9, 91) (p value)= 0.000, at p < 0.05 so the result is acceptable and there is a relationship between dependent variable i.e. selection of coffee parlor and independent variables i.e. the utilitarian, value expressive, ego defensive and knowledge functions.