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These main variables are divided into some sub variables. (Refer to figure 2.1)
Figure 2.1 The Research Variables and Sub variables
From the data of the research, it is concluded that the most important variable that trigger the customers to go to donut cafes is firstly product, followed by price, service, and finally situation. (Refer to table 2.1)
Rank Variable Mean*
1 Product 1.71
2 Price 2.49
3 Service 2.6
4 Situation 3.2
* 1=the most important; 4=the least important
Table 2.1 The Overall Customer Preference
2.1.1 Rank I: Product
The variable that holds the most important position is product...
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