TABLE!OF!CONTENTS! 1.!ABSTRACT... 3! 2.!INTRODUCTION/BACKGROUND... 4! 3.!LITERATURE!REVIEW...

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1 TABLEOFCONTENTS 1.ABSTRACT INTRODUCTION/BACKGROUND LITERATUREREVIEW EXISTENCEOFCOFFEECULTUREINMALAYSIA FirstWave...5# 3.1.2SecondWave...5# 3.1.3ThirdWave...6# 3.2GENERATIONDY COFFEETREND&ITSIMPACTINTHELOCALMARKET METHODOLOGY DATAANALYSIS/DISCUSSION AGERANGE GENDER FREQUENCYOFCOFFEECONSUMPTION AMOUNTOFCOFFEECONSUMPTIONPERWEEK PREFERREDCOFFEEPLACES CRITERIAOFAPERFECTCUPPA FAVOURITEBREWINGMETHOD REASONFORCOFFEECONSUMPTION ACEPABLEPRICERANGE CONCLUSION BIBLIOGRAPHY

2 1.ABSTRACT Thisisastudydoneafterobservingthevastdifferenceincoffeeconsumption amongst the younger generation or to be more precise, the generationdy in Malaysia.ThecoffeecultureinMalaysiadoesnotactasjustameetingpointbutalso a place where people will learn how to appreciate coffee and how it has evolved sincetheoldendays.theaimofthisstudyistofindoutwhygenerationdyisslowly pickingthecoffeetrendsandtherelationinbetween. Using the quantitative approach, questionnaires will collect the data and information. The results of the research shows that the GenerationDY is slowly startingtobringupthiscoffeetrendinmalaysiaandtheyarelearningandexploring theareaofappreciatingcoffeeandgettoknowtheknowledgeofit.thiswillshow howthecultureofcoffeehasevolved. Thisresearchpapermayaidintheexpectation,predictionofsalesprojectile andearlyfinancialplanningforcoffeeshopowner,industryexpert,andinterested. For this research paper focuses on GenerationDY consumption of coffee and it s impacttowardsthecoffeeculturetrend. 3

3 2.INTRODUCTION/BACKGROUND One of the significant current trends emerging from the Food & Beverage industryistheriseoftheempireofindependentcoffeeshops.acoffeeshopcanbe definedasasmallrestaurantwherecoffeeissoldanddrankandwherelightmeals are served as well. In Malaysia, during the days of our grandparents, these coffee shopsareknownas kopitiam andconsideredfirstwavecoffeeculturewhereyou canfind kopio, tehoais and milokaw.therenownedplayerssuchasstarbucks andcoffeebean&tealeafscontrolsthesecondwaveofcoffeeculture.makingup the third wave coffee culture are coffee shops like Artisan Roast and Coffee Stain thatareslowlyovertakingtheindustryofcoffee. Recently, GenerationDY has largely picked up coffee appreciation, making themoneofthemostimportanttargetedaudiencesinthemarket.thethirdwave coffeeculturecanseeownersbelowtheageof30yearsopeningcafésandcoffee shops that are becoming a hit amongst the youngsters. Why this trend you might ask.whatissofascinatingorsodefinedthatpeoplegocrazyoveritthatsomeare evenwillingtotraveltheworldtoexploreevenfurther. This surveys today's coffee phenomenon and to study the trend of coffee cultureamongtheyounggenerationswhoareunderagerangefrom15to30years oldinmalaysia.wewillbeabletounderstandthegendypreferencesinregardsof theconsumptionfrequencypercups,perweek,coffeeplaces,brewingmethodsand thecriteriatomakeaperfectcupforthem.atthesametime,thisresearchwillbe looking into the factors influencing such as the reason as to why people consume coffeeaswellastheacceptablepricerangeforacup.theseinformationanddatais goingtohelpinfindingouttheeffectofcoffeecultureamongstgendythesedays. Thereasonastowhythisresearchisbeingconductedistofindoutthewhy andhowthenewcoffeetrendisgrowingthesedaysespeciallyamongstthegendy because new cafés are slowly appearing. The existence of café hopping has also startedduetothemanycoffeeshopsavailableoutthere.itisinterestingtofindout moreaboutthistrendastohowandwherewillitmovetointhefuturewiththe evolvingeraofgenerationdy. 4

4 3.LITERATUREREVIEW 3.1EXISTENCEOFCOFFEECULTUREINMALAYSIA AccordingtoTheMalayMail,dated25thJuly1932,coffeewasonceamajorcropin Malaysia. Thomas Heslop Hill was the man responsible for first starting the coffee cultivation in Perak, Selangor and Sungai Ujong in The first coffee shop establishmentwasbornin1895inhollandstreet,kualalumpur. Coffee,orbetter known as Kopi by Malaysians, is said to have come about during the British colonizationtime. ThecoDfounderofPodgy&TheBankerinSriHartamas,KualaLumpur,NeilNg,has said, We#are#now#in#the#third#wave#generation, #says#neil#ng,#co:founder#podgy#&# The# Banker# in# Sri# Hartamas,# Kuala# Lumpur.# The# second# wave# is# the# commercial# coffee# joints,# Starbucks# and# Coffee# Bean.# Now# the# third# wave# is# artisan#cafes. #The#first#wave#would#be#the#traditional#kopi:o#that#you d#find# at#coffee#shops#and#mamak#spots FirstWave Theword coffee isanenglishwordthatwasadaptedintomalaymakingit kopi. Theword kopi wasthencombinedwithahokkienword tiam whichmeans shop in English letting it become kopitiam, (Mahen Bala, 2014). After Malaysia s independencein1957,throughoutthe80 sand90 s,kopitiamandlocalfoodstalls haveexpanded.coffeeshopsservesasagatheringpointforpeoplewhereallraces gathered together sat down and talked over a cup of coffee. It has also played a huge role in the economic activity and social change in the society of Malaysia. Coffeeshopsismostopenedintownareaswhereeconomicmovementisrapidand whereyoucanfindbusinessman,coolies,andlabourers.malaysiancoffeebeansare made by roasting it with butter and sugar. Then, it is made by putting the coffee powderinaclothfilterandpouringboilingwaterthroughitratherthanbrewing. Coffeefromthiscoffeeculturegavebirthtotheterm instantcoffee andthecoffees madeatcoffeeshopsarecalled: Dblackcoffeewithsugar=KopiDO(ThisisaHokkiendialect) Dblackcoffeethatisextrathickandstrongwithmilk=KopiDkau Dblackcoffeethatisextrathickandstrongwithoutmilk=KopiDODKau 3.1.2SecondWave ThepioneerofwesternDinfluencecoffeeshopthatfirstmadeitsentryintothefood and beverage industry of the AsiaDPacific region is The Coffee Bean and Tea Leaf Company in1996andisfollowedsuitbystarbucksthatopenedtheirfirststorein KualaLumpurin1998.Thesechaincoffeeshopsarepoppingupallovertheworld making it a huge franchise. During this time, coffee became more specialised and also commercialised as it transformed to using big brand names and instilled the featuresofbigcupsizes,artificialflavouringsandsyrups(thebeanvagrant,2007). 5

5 AscitedbyWilsonandKhor(2008), Cafes#mushroom#everywhere#in#KL's#trendiest#spots,#and#big#names#such#as# Coffee#Bean#and#Tea#Leaf#and#Starbucks#made#their#presence#felt.#With#these# cafes,#klites#often#lepaked#(hung#out)#way#into#the#wee#hours#and#now#it#has# become#a#part#of#our#pop#culture ThirdWave# This third wave coffee phenomenon is more focused on the barista s skills as they aim in serving you a perfect cup of quality coffee. The barista is the face of the coffee and the contact point with the end consumer(pipunic, 2011). He would be abletotellyouthenameofwhereyourbeansoriginatefromandhowthebeansare roastedaswellasopposedtomassproductionchainandretailcoffeeshops(knisely, 2013). AssaidbyMs.LoofromCafeDepartureLounge, The#third:wave#coffee#movement,#on#the#other#hand,#is#the#antithesis#of#the# corporate:driven,#chain#coffee#phenomena.#specialty#coffee#makers#say#they# devote# attention# to# every# step# of# the# process# # from# growing# to# roasting# to# brewing# #to#extract#the#best#characteristics#from#the#humble#coffee#bean. These specialty coffee outlets are opened by Malaysians who have returned from overseas,australiaandnewzealandforexample,withtheaimofseekingtochange themalaysianperceptionofcoffeedrinkingandteachingthemonhowtosavourit. Fromtheroastingofbeanstothepouringofacupofcoffee,everydetailinbetween has to be precise. The temperature of the water and milk is essential in producing one cup be it big or small (Lim, 2013). Each coffee house uses different roasting method, coffee beans and cooking or boiling method and this is how each cup of coffee produced in different coffee houses brings a distinctive taste and smell. ( Fromcoffeeshoptocoffeehouse,n.d.,para8). Therefore,baristacompetitions could help to distinguish the specialty coffee industry from the nondspecialty industry by improving the barista s knowledge, skills & experience in order to completethelaststepofthecoffeestorysuccessfullyddtoactuallyproduceaquality cupofcoffee(pipunic,2011). 6

6 3.2GENERATION6Y To be considered as GenerationDY, one has to be within the age range of 18 to 30 yearsolddtheearly1980 stotheearly90 s(ryangibson,2013),oralsopeopleborn between1977and1995(dalton,2003;bartlett,2004;dorsey,2010).gendyisalso known as a Culture War "battleground" with growing disagreements between conservativeandprogressiveperspectives. From small coffee shops, it has expanded to retail coffee shops that has begin to enter Malaysian local society in the late 1990 s together with other fast food franchises. This rapid growth comes together with economic changes and buying power. The new lifestyle leads to sudden changes in the Food & Beverage (F&B) industry resulting in coffee shops to have noticeably mushroomed in cities and towns over the last few years and a cup of coffee is gaining strong demand, particularlyamongstthegendy(lee,2014). Thecaffeineinthecoffeekeepsthosewhoconsumecoffeeawakeespeciallythose who have long sleepless nights, particularly GenDY, during periods of assignments, quizzes, and examinations (Lee, 2009). Study shows that Generation Y do not consumecaffeinatedbeveragesduetohealthissueshoweveritcontradictswiththe statisticsasithasbeenfoundthatgendyconsumescaffeineintheirdailylife. 3.3COFFEETREND&ITSIMPACTINTHELOCALMARKET Coffee service has evolved into a highly specialized profession in recent years with profusion of advanced delivery systems and a wider variety of products, enabling operators to meet diverse customer tastes. Learning how to compete in this new and improved industry requires ongoing commitment to coffee and business managementeducation(elliotmarras,2011). Coffeedrinkingculture,especiallythecultureofdrinkinglocalcoffeeeverydayhas beenpresentinmalaysiaformanyyears.however,westerntrendsincoffeedrinking culture, due to the influence of foreign residents that live and work in Malaysia, were less established in Malaysia in However, with the growing number of cafésinmalaysia,consumersareslowlyindicatingmoresophisticateddemandwith regard to the quality of coffee. For example, although instant standard coffee remained the most popular type of coffee through retail channels in 2012, various consumershaveswitchedtofreshcoffeeastheyhaveacoffeemachineathome.in conjunction with this, manufacturers and retailers have also made efforts to offer morevarietyofpremiumcoffee,forexamplehacoswisscoffee. Overtheforecastperiod,coffeeisexpectedtogrowbyaCAGR(CompoundAnnual GrowthRate)of6%inconstantretailvalueterms,whichisexpectedtobeslightly lower than the equivalent CAGR over the review period. Although the coffee drinking culture in Malaysia is expected to have a continued positive effect on demandforcoffee,strongpricecompetitionbetweenmanufacturerswilleventually lead to a slowdown in constant retail value growth. However, rising demand for premium coffee over the forecast period will also help to support constant retail 7

7 valuegrowth(euromonitor,2013). This has brought coffee to a whole new level, for coffee is not just your average beverage,itisacommodity.likeeverycommodity,coffeehasitsowntickersymbol, contract value and margin requirements. To successfully trade a commodity, you must be aware of these key components and understand how to use them to calculateyourpotentialprofitsandloss(investopedia,2009). 4.METHODOLOGY To complete this research, methodology is important to generate the correct collection of data for referencing purposes. As defined by the business dictionary, methodology is the process of collecting information and data for the purpose of making a business decision that may include the use of publication research, interviews,surveysandothers.inthisresearch,thequantitativeapproachhasbeen usedtoobtainourresults.creswell(2003)definedquantitativeapproachas; A# quantitative# approach# is# one# in# which# the# investigator#primarily# use# post# positivist#claim#for#developing#knowledge#(i.e.,#cause#and#effect#thinking,#reduction#to# specific#variables#and#hypotheses#and#questions,#use#measurement#and#observation,# and# the# test# of# theories),# employs# strategies# of# inquiry# such# as# experiments# and# surveys#and#collects#data#on#predetermined#instruments#that#yield#statistical#data. Thechoiceofusingaquantitativeapproachisbecausetheresultscanbegeneralized fromthesampletothepopulationofinterest,alargersamplesizemaybecovered and randomly selected, the data can be computed into statistical form and the findings can be conclusive and descriptive. A questionnaire has been created by using google document to collect data and the areas covered in it are such as demographics(ageandgender),andconsumptionpatterns.thequestionnairewas spread by group members through the internet by using social medias sites and social networking applications through computer and telephones. The sample targetedismainlyfocusedonthegenerationdyandsomostoftherespondentsare aroundthesameageandfromtheklangvalley. 8

8 5.DATAANALYSIS/DISCUSSION To gather the data, a set of questionnaire has been developed by using the quantitativemethod.themainchanneloftabulatingtheresultsisthroughthesocial media. A total of 53 responses have been successfully gathered from the questionnaireprepared.belowarethetabulateddatagathered: 5.1AGERANGE Table5.1 GenDYiscategorizedfromtheagerangeof18to30yearsoldDtheearly1980 sto the early 90 s (Ryan Gibson, 2013), or also people born between 1977 and 1995 (Dalton, 2003; Bartlett, 2004; Dorsey, 2010). To handle information for study purposeseffectively,wehavecategorizedtheagerangeintofourgroups:15d18isa mixofhighschoolandcollegestudents.19d21isfocusedoncollegeanduniversity students with or without part time jobs, 22D25 are university students and fresh graduates whom are fresh in the workforce and lastly, 26D30 are the mature categoryintheworkforce,withorwithoutfamily. Based on the pie chart above, the highest amount of respondent: 68% (36 respondents) comes from the age group of 19D21 years old. This is due to the assumption that most people in this age category tends to be occupied with their studies,inwhichthecaffeineinthecoffeehelpstokeepthosewhoconsumecoffee awake especially those who have long sleepless nights during periods of assignments, examinations and quizzes (Lee, 2009), and also because of their willingnesstospendtheirmoneyonthingstheyfindworthyof. 9

9 5.2GENDER Table5.2 Female respondents have provided a larger share of responses on the survey standingat70%(37femalerespondents)whereasthemalerespondentsrepresent theremaining30%(16malerespondents). 5.3FREQUENCYOFCOFFEECONSUMPTION Table5.3 Basedonresultsofthesurvey,majorityoftherespondents(38%)consumecoffeeon a weekly basis, whereas another group of respondents(23%) consume it monthly. Following that, 15% of the respondents drink coffee annually, 12% daily & 12% fortnightly.thisresultreflectsthedegreeofacceptanceinhavingcoffeeaspartof theirdiet,whichwillenableustoestimateontheoverallcoffeemarket. 10

10 5.4AMOUNTOFCOFFEECONSUMPTIONPERWEEK Table5.4 The objective of this question is to enable the focus on consumption frequency of coffee in a period of a week, and it has a direct relationship with the previous question, How often do you consume coffee?. Thebridgebetween both linkages canbeseeninthosewhoconsumecoffeeonaweeklybasisthatstoodthemajority shareof38%withtheresultof38%forthosewhoconsumes lessthan5cups of coffeeperweek.rankingatsecondhighestis32%fromtheoption lesserthanthe options above which matches perfectly with the options of those who consume coffeelessoften,withtheoptions: fortnightly, monthly and annually. The tabulated data from this question enable us to focus on how frequent, in a week;coffeehasbeenasoulcomfortingbeveragechoiceforrespondentinalimited period of time. The data has shown the highest result to be less than 5 cups at 38%, proving the presence of coffee drinking culture and the impact of it s role amongtheyoungmalaysians. 11

11 5.5PREFERREDCOFFEEPLACE Table5.5 Third Wave Coffee Shops are independent coffee shops that usually operate only oneshopanddoesnotinvolveinmajorfranchiseinmanylocations.ifthereismore thanoneshop,itisusuallyselfdownedratherthanfranchise.onlysettingitsfootin thelocalmarketbackin2011,inthisshort3years,itssuccesscanbedeterminedby 43%oftherespondentsanswertohavethirdwavecoffeeastheirpreferredcoffee placetobe. ItisnotsurprisingthatSecondWaveCoffeeshopsstillwinthemajorityvoteat53% asithasbeenexpandingsteadilyinthelocalmarketsincetwodecadesago,butit reached its peak only after 2006 where major chains such as Starbucks is being franchised by the Berjaya Group. This has brought about a phenomenon where Second Wave Coffee Shops opened up virally in many locations. This success has contributed in high accessibility due to its location and volume of cafe; increase in jobopportunities,andmostimportantly,abasicbeginningtofellowmalaysianson enjoying coffee. In the past two years, one of the viral Second Wave Coffee phenomena can be seen in the implementation of McCafe in McDonald s outlets. McCafehadbeenapartofMcDonald sbusinessinmanyothercountriesalloverthe worldandmalaysiaisjustoneofthenewbietojoinin.thishasproventhepotential ofexpandingcoffeecultureinthemalaysianmarket. Lastly, the First Wave Coffee Shop has lost its charm to GenDY as compared to the olden days. Standing at 4%, this could be the fact that there may be no aird conditioner, no internet, and crowded and noisy as Kopitiams usually comes with stallsfordifferenttypesoffoodanddelicacies. 12

12 5.6CRITERIAOFAPERFECTCUPPA Table5.6 46%respondentsvotedtoBarista sskillstobethemostanticipatedelementintheir perfectcuppa.itisasurprisingfactthattheartofcoffeeappreciationisnotlatteart, 23%,whereitwouldhaveattractmoreattentionespeciallyfromthecontributionof social media. The coffee bean variety, 25%, would link handdindhand with barista s skill, for the type of coffee bean used solely depend on the barista s expertise in bringingoutthemaximumpotentialofeachvarietyofcoffeebean. 5.7FAVOURITEBREWINGMETHOD Table5.7 Machinebrewed,espressobasedcoffee,istheextractionofthecoffeebeanoutof pressurefromforceofacoffeemachine,itworksasacoffeebean sessencewhere 30mlofespressoisextractedfor30seconds.Ontheotherhand,brewsaresuchas siphone,pouroveroranyotherbrewingmethodnotresultinginmakingofespresso. There is a tie between two tabulated result where 40% of the respondent has chosen Machine and another 40% has chosen both espresso and brew. Machine (espressobased)coffeeishighlyappreciatedduetoitseasieraccessibilitywhereitis an essential coffee beverage in any coffee shop. Usually, coffee drinkers would go for pure espresso such as doppio, and espresso with milk such as caffe latte, 13

13 cappuccinoandpiccololatte.brewingmethodsuchassiphoneandpouroverarenot essentials in coffee shops but rather additional services to provide more variety of flavourforthecoffeeenthusiast,hence,itisnotsurprisingthatthevotesforbrewis atonly19%,lowestinthepiechart. 5.8REASONFORCOFFEECONSUMPTION Table5.8 Resultsofthesurveyrevealsthatalargepartofrespondentsdrinkcoffeeinorderto chillwithfriends(40%).possiblereasonsforgenerationdytochoosecoffeeshopsas aplacetocatchupandhangaroundisduetotheavailabilityoffreewidfiservice and the relaxing environment. Other than that, since coffee shops are almost available in every corner, the ease of locating a shop and its long operating hours also plays an important part of the reasons as to why GenDY prefer to spend their timethere. On the other hand, another big part of the respondents(25%) consumes coffee in theaimofappreciatingitsqualityandtaste.inthiscase,thebarista sskillsandthe coffeebeanvarietyarethemaincontributorstoaqualitycupofdrink.inaddition, some third wave coffee shops have mini libraries that can provide customers who seekaplaceofsolitudetohavetheirownqualitytimewhilebeingabletoappreciate and enjoy coffee at the same time. The popularity of third wave coffee shops nowadayshasencourageditsgrowthinthemarket,andtheamountofsuchcoffee shopsareadequateforacoffeemaptobecreatedalongkualalumpurandpetaling JayauptoSabahandSarawakanditisstillgrowing,wheretheventureiscalledCafe HopKL(Hong,2013). Also, 23% of the respondents consume coffee while studying or working. This is becausethecaffeineinthecoffeehelpstokeepthosewhoconsumecoffeeawake especially those who have long sleepless nights (Lee, 2009), which is highly applicable for students who are often accompanied by assignments and examinations and workers who needs to rush proposals. Other than that, there is 14

14 now an increased tendency for people to conduct their work such as business meetings at a space outside of their office, known as the third space, and coffee shopsarethepopularchoiceamongthemascoffeeaidsinmaintainingtheirfocusin workanditenablesthemtoworkinamorerelaxedsetting(hong,2013). Amongsttheotheroptions,thepercentageofcaffeineaddictionisratherlow.Other thanthereasonofhavingfewerpeopleaddictedtocoffee,itispartlybecausethe otheroptionofanswerstowardstherespondentsmaybestrongerascomparedto this.however,thisdoesnotstrictlymeanthatmajorityofthemarenotaddictedto caffeine,justthatthisisnotthemainreasonforthemtoconsumecoffee. 5.9ACCEPTABLEPRICERANGE Table5.9 MostrespondentscouldaccepttheircoffeetobechargedatapricerangeofRM6D 10(52%),whichisoftenofferedinthirdwavecoffeeshops.Yet,therearealsomany whothinkthatthepricerangeofrm11d20issimilarlyacceptable(38%),andcoffee atthispricerangeisusuallyofferedinsecondwavecoffeeshopssuchasstarbucks wheredifferentpricesfordifferentsizesofbeverageareavailable.respondentswho chosethepricerangeoflessthanrm5areatasmallerportion(8%)ascomparedto theothertwomentionedabove.thisisbecauseourtargetaudienceforthissurvey arepeoplefromgendy,inwhichtheirdemandforthequalityofcoffeearenolonger intheonesservedinkopitiamdayswherecoffeecostslessthanrm5.also,thereis only one respondent (2%) that can accept his coffee to be more than RM21. However, coffee that is charged at such a high price is not common, unless it is specialtycoffeeorthecoffeeisservedinahighdrankingvenue,e.g.5starhotels. 15

15 6.CONCLUSION Fromtheanalyseddata,itcanbesaidthatthecoffeecultureinMalaysiais expanding rather rapidly amongst GenerationDY. The consumption pattern and frequency of consuming coffee stands at a weekly average of up to 5 cups. Patronization to third wave coffee shops is at par with second wave coffee shops even though it has been in the industry for only a few years. The increased patronagecanberelatedtothefactthatgenerationdyisslowlystartingtolearnhow to appreciate the art of coffee and the barista s skills in coffee making. As time passes,thethirdwavecoffeeculturewillgraduallyexpandatanincreasingrateas more and more people are starting to know how to appreciate the art of coffee. Based on the research above, there are still a small a small group of people who prefersfirstwavecoffeeshop,thiscouldbeduetothesweettaste,smootharoma, and lower price for our traditional coffee shop offers Malaysian a very different roasting method which produces the white coffee. Margerine is added into the roasting process and release a unique aroma that no regular coffee could offer elsewhere. However, only a partial part of the maximum potential market consumes coffee, and only 43.9% that falls on this category are frequent coffee drinkers purchasing regularly from coffee shops. Most coffee drinkers brew their coffee at home or buy powdered coffee (nescafe). Coffee is still not the most preferred beverage as compared to tea for excessive caffeine may bring many health issues and coffee addiction could take place. If an individual is addicted to caffeine, the absense of caffeine in their system may lead to migraine, shaky hands, or nervous systembreakdown,orlackofenergy.ontheotherhand,coffeeaddictionisanaided advantage in coffee shop businesses as they are there to provide this form of product and generates a more constant and foreseeable sales projectile, just from theregulars. Some people drink coffee just to abuse the content of caffeine available in coffees. Hence, the objective of truly appreciating coffee will deteriorate. The friendlybaristasbehindthecoffeebararewarmdheartedbeings.talktothemabout coffee;findoutmore,theyarealldinsharingtheircoffeeknowledge. To conclude all, the hypothesis of our research is reached, for GenerationDY has broughtaboutanewrevolutionofcoffeetrend. 16

16 7.BIBLIOGRAPHY (2014)(1sted.).RetrievedfromTheYGenerationisknownasaCultureWar "battleground"withgrowingdisagreementsbetweenconservativeandprogressive perspectives. Amecrown.com.my,.(2014).HistoryofCoffee.Retrieved13May2014,from mid=41 Euromonitor.com,.(2014).CoffeeinMalaysia.Retrieved16May2014,from Gibson,R.(2013).GenerationYYearsSpan&Impactoftheseyearsonbusiness. Generation#Y.Retrieved13May2014,from Investopedia,.(2009).Commodities:Coffee Investopedia.Retrieved16May2014, fromhttp:// Hong,C.(2013).Caféhopping:AgrowingtrendDBusinessCircle.Business#Circle. Retrieved5June2014,from Jennings,L.(2013).CoffeeBean&TeaLeafacquiredbyprivateDequityfirms CorporateNewscontentfromNation'sRestaurantNews.Nrn.com.Retrieved13May 2014,fromhttp://nrn.com/mergersDacquistions/coffeeDbeanDteaDleafDacquiredD privatedequitydfirms Knisely,L.(2013).SteamedUp BitchMedia.Bitchmagazine.org.Retrieved16May 2014,fromhttp://bitchmagazine.org/article/steamedDup Lee,J.(2014).Cashinginoncoffeeculture.Retrievedfrom culturednescafedridingdhighdasdcoffeeddrinkingdhabitdgrowsdamongdmalaysians/ Lim,S.(2013).FoodFridays:InMalaysia,ThirdDWaveCoffeeBrewsaBuzz.Retrieved fromhttp://blogs.wsj.com/searealtime/2013/11/15/fooddfridaysdindmalaysiadthirdd wavedcoffeedbrewsdupdadbuzz/ MyMalaysiaLife,.(2014).FromCoffeeshoptoCoffeehouse.Retrieved15May2014, fromhttp://life.malaysia.my/en/articles/lifestyle/food/fromdcoffeeshopdtod coffeehouse Pipunic,A.(2011).Competition#Worthy#Barista#Skills(1sted.,p.28).Retrievedfrom Rahman,N.K.,Yusof,Y.,&Mubin,T.M.A.INVESTIGATINGLIFESTYLEOF GENERATIONYONTHECONSUMPTIONOFTHECAFFEINATEDBEVERAGES. StarbucksCoffeeCompany,.(2014).StarbucksMalaysia.Retrieved13May2014, fromhttp:// 17

17 T.,W.,&YokeLim,K.(2009).Corporate#and#Consumer#Conception#of#Fast#Food# Branding#in#Malaysia(1sted.,p.8).Retrievedfrom TheBeanVagrant,.(2007).WhatisEspresso,andThirdWaveCoffee?.Retrieved16 May2014,fromhttp://thebeanvagrant.com/espresso/ Timeoutkl.com,.(2014).ThecaffeinedealersDFoodDTimeOutKualaLumpur. Retrieved13May2014,fromhttp:// CaffeineDDealers Timeoutkl.com,.(2014).Watch:KopitiamDKualaLumpur?soriginalcoffeeshopD Food&RestaurantsDTimeOutKualaLumpur.Retrieved13May2014,from LumpurDoriginalDcoffeeDshop VendingMarketWatch,.(2014).2011StateoftheCoffeeIndustryReport:Anew professionalismdefinesocs.retrieved16may2014,from definesdocs 18

18 TheMalaymailarticledated25 th July1932,titledCoffeeGrowinginMalaya(2pages) 19

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20 PetitionregardingtheestablishmentofacoffeeshopinHollandStreetdated23 rd February1895(3pages) 21

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22 23