Marketing Environment Analysis: Café Facilities Element Effects on Café’s Consumer Behaviour in Selangor, Malaysia

The food service industry has grown rapidly in response to the changing consumer lifestyles. In this regard, the food service industry is highly competitive as the number of new entrants offering inventive food products and services keep on increasing to keep up with the demand for novel food products. Consequently, café operators are focusing on improving their store environment to gain advantage in the competitive industry. Studies have found that store facility can stimulate consumers' emotions, and in turn, significantly increases positive association with the café environment. Owners are also keen to upgrade their café to become a social space or a co-working space to fulfil consumers' needs. This study aims to investigate the impact of various café environment factors on consumer behaviour. The sample for this survey consists of patrons of cafes in Selangor who were selected using purposive sampling technique. Data from 320 questionnaires were analysed by using the Partial Least Square technique was used to analyse. It was found that café results indicated that café design and café cleanliness significantly influences consumer behaviour. The findings indicate that café facilities have a significant positive impact on pleasure, which has a direct, positive influence on consumer behaviour. The mediation result confirms that pleasure mediates the relationship between café facilities and consumer behaviour.