Comparison of Stimulus-Organism-Response Framework between International and Local Retailer

Abstract

he popularity of coffee drinking in Malaysia has attracted a lot of local and international retailers to invest in a specialist coffee-house chain. This study aims to compare Stimulus-Organism-Response (SOR) model between international and local coffee-house chain. A consumer intercept survey was conducted to collect 281 usable and valid data from Starbuck and Old Town coffee-house chain. A t-test and Structure Equation Model was performed to analyse the data. The results show that there is a difference between international and local specialist coffee-house store in terms of stimulus, organism, and response. The SOR model confirmed that stimulus strongly influences organism and response. Implications are suggested to the local specialist coffee-house for successful businesses.