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"The Consumer buying behavior toward Nescafe instant coffee" CONTENTS PAGE 1.0 Research Objectives and Key Hypotheses Page 3 2.0 Critical Analysis of Past Research Page 5 2.1 Consumer Preference in FMCG Page 5 2.2 Choice of Subject Page 5 2.2.1 A bit about coffee Page 5 2.2.2 Nescafe Page 6 2.2.3 Nescafe's Management Decision Problem Page 6 2.3 Price Page 6 2.4 Advertising Page 7 2.5. Taste and Satisfaction Page 8 2.6 Brand Page 8 2.7 Lifestyle Page 9 3.0 Research Methodology Page 9 3.1 Sampling Page 9 3.2 Data Collection Method Page10 3.2.1 Time Frame Page10 3.3 Pre-Test Page11 3.4 Statistical Analysis Page11 3.5 Limitations Page12 Appendixes Page13 References Page32 LITERATURE REVIEW Consumer behaviour is one of the subjects that are often reviewed as it is believed that a better understanding in consumer behaviour will result in higher profit. With Nescafe as the most popular brand in Malaysia, this descriptive research, therefore, will explore the complexity of consumer behaviour factors that influence the choices of consumers on coffee, particularly the instant coffee. 1.0. RESEARCH OBJECTIVES AND KEY HYPOTHESES In measuring the accomplishment of this study, following are the research objective that has been defined: * What...

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