Customer attractiveness : the case of Enkelana Coffeehouse

Abstract

Marketing literature provides little discussion on the Customer Attractiveness. However, some authors have considered it as very important factor in terms of buyer seller relationship. Therefore, marketing approaches such as CS, CL, MM, CP, etc, were conducted for setting the objectives of the dissertation with the aim to present, analyze, discuss and interpret the Customer Attractiveness in Enkelana Coffeehouse. The research methodology used for utilising these objectives was chosen the com- bination of the two basic methods: quantitative and qualitative research. A survey was distributed to the clients of Enkelana coffeehouse, and an interview was conducted with the owner of the coffeehouse. Overall it was found that the owner's opinion ac- cords with the survey's results. However, he did not agree on the two main problems (high prices and low promotion) on which clients complained.