Case Study Of Coffee Shop

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CHAPTER 1
INTRODUCTION
1.1 Research Background

The food service industry has gone through a virtual revolution since past two decades. New type of soft drinks, juices, tea and hot chocolate and dairy dispenser were introduced. In general, beverage industry is large compared to other industries. For example, coffee accounting for trade worth approximately US$ 16.5 billion in 2010, when some 97 million bags of 60kg were shipped. Coffee is one of the most widely consumed beverages and internationally most traded commodity in the world (Weinberg & Bealer, 2001). Huang & Dang, (2014), state that the beverages industry is the largest industry especially coffee beverage industry. It is one of the world’s most popular beverages and most widely consumed liquid aside from water. Coffee is an important beverage in the economy and society. it contributes to economic growth, developing countries and the relationship are more valuable to consumer in society (Chapagain & Hoekstra, 2007). According to Talbot (2004), over twenty-five million people are sustained by the production of coffee and are linked to billions of consumer who drink it on a daily basis.

Malaysia coffee culture grows by commercializing kopitiams and branding of local café to upgrades services including adopting technology as part of the marketing plans to attract younger generations (Nurbaya & Rahman, 2010). Coffee shop start to enter Malaysian’s society in the late 1990 's as one with some other fast food chain and

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