Consumer's media exposure, attitude and purchasing behavior on "café amazon for chance"

Abstract

The objective of this research was to study the media exposure, consumers’ attitude and consumers’ purchasing behavior toward Café Amazon for Chance by using surveys to collect the data from current customers at Café Amazon for Chance aged 18 and above. Two hundred and seven were collected. The result shows that the media exposure of Café Amazon for Chance’s is low level. However, the majority of the sample has a good attitude toward the social enterprise concept of Café Amazon for Chance that supports social disabilities to have a career and be able to work equivalent to normal employees. Moreover, the majority of the respondents have a positive attitude toward Café Amazon for Chance’s brand image that supports the community, which gives portions of profits to numerous projects in the community around each branch. The results in the consumer’s purchasing behavior illustrates that most of the samples agreed to support Café Amazon for Chance in high level, especially supporting disabilities. According to the hypothesis found that, media exposure and consumers’ attitudes have very low correlation in statistics. However, the results further reveal that consumer’s attitude and consumer’s purchasing behavior have high correlation.