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Báo cáo cuối kỳ môn Hành vi người tiêu dùngI.INTRODUCTION3A.Rational3B.Consumer Behavior intro3II.BODY3A.Industry Product background31.The Coffee industry in Vietnam32.Brief introduction about the company43.Historical Development of the company5B.Product introduction5C.Indepth interview5D.Key insight51.DecisionMaking perspective52.Product Choice: How Do We Decide?63.Nghia evaluate of Highlands6E.Reccommend61.Promotion strategy62.Frequency promotion73.Indication7III.CONCLUSIONS7
FINAL REPORT CONSUMER BEHAVIOR OF HIGHLAND COFFEE Thành phố Hồ Chí Minh, ngày 23 tháng năm 2020 Instructors: Mr Nguyen Dinh Cuong Group: Dream Makers Member: Mã Các Tường Trần Thị Hồng Cẩm Nguyễn Thị Ngọc Mai Phạm Thị Mỹ Linh Phạm Ngọc Ánh Nguyễn Thị Thanh Phương Trần Trịnh Hoài Bảo Lý Bảo Thư DREAM MAKERS GROUP TABLE OF CONTENTS: I INTRODUCTION A Rational B Consumer Behavior intro II BODY A Industry / Product background The Coffee industry in Vietnam Brief introduction about the company Historical Development of the company .5 B Product introduction C In-depth interview D Key insight Decision-Making perspective .5 Product Choice: How Do We Decide? Nghia evaluate of Highlands E Reccommend Promotion strategy Frequency promotion Indication III CONCLUSIONS DREAM MAKERS GROUP I INTRODUCTION A Rational Vietnam today stay in the second place in the ranking of top three coffee exporters and the production forecast to be growing year by year together with the exanding on coffee plantation area intil 2015 Besides, the coffee consuming in Vietnam also ranked high place in the ranking of coffee consumer in the world Knowing the potential of Vietnamese market, coffee shop grow like mushroom after rain in Vietnam from famous brand like Starbucks, The Coffee Bean & Tea Leaf to domestic brand such as Passio, Urban Station, Thuc Coffee and finally we chose Highlands Coffee for our assignment topic about Consumer Behavior The reason why we chose this organization is that “ Highlands Coffee “ is one of the F&B brand and also one of the most famous coffee chains in Vietnamese market and in the developing process B Consumer Behavior intro We this research with the purpose to study what the main customer of Highlands behave and thins In different process, including Deccesion Making process to find out what they look for at a coffee shop about the price, product, places and the spaces The next process it the produce choice: How we Decide?, which study the behavior of a customer when standing in-front of a coffee shop menu to know how they choose, what they choose, what can make them notice us, … And the final stage it how the customer feedbacks on our branch to personally know what they like and don’t like about us and after three stages we going to give out recommendation promotion plan based on what we just studied from our target customers II BODY A Industry / Product background The Coffee industry in Vietnam In Asia, Indonesia, Thailand and Vietnam are the fastest growing coffee markets in the world The boom in the Asian coffee market is fueled by innovations and innovations in coffee products Coffee exports in the first half of 2020 earned an estimated US$1.6 billion, a year-on-year rise of 2.5%, according to the Import-Export Department under the Ministry of Industry and Trade • The volume shipped during the first six months of the year reached 955,000 tonnes, up 3.7% compared with the same period last year • In June alone, Vietnam exported 140,000 tonnes of coffee worth US$237 million, an increase of 7.5% in volume and 7.4% in value compared to May DREAM MAKERS GROUP • The average export price of coffee in the January-June period was approximately US$1,685 per tonne, a year-on-year decrease of 1.2% The output volume grows accordingly, which promotes the processing, sales and export of coffee beans Coffee has formed a complete industry chain in Vietnam, which is also an important part of Vietnamese economy providing millions of job opportunities Presently, Vietnam forms strong production capacity of coffee bean rough processing and deep processing The designed rough processing capacity is 1.5 million tons/year, coffee bean baking and coffee powder processing capacity is 52,000 tons/year and instant coffee production capacity is 36,500 tons/year Picture 1:Coffee export volumes worldwide in January 2020, by leading countries Brief introduction about the company Highlands Coffee is a trademark of Viet Thai International Joint Stock Company (VTI) Viet Thai International is a 100% Vietnamese joint stock company The main office is located in Hanoi and the transaction office is located in Ho Chi Minh City Founded in 1998 and focused only on packaged coffee, in 2002, the first Highlands Coffee cafe was officially launched Up to now, there have been more than 40 shops operating throughout Vietnam Highlands Coffee is confident in a sustainable future with the country's growth and growth Highlands Coffee always wants to bring customers the feeling of a traditional and immortal value Highlands Coffee strives to bring customers a sense of a part of the modern dynamic life in parallel with the unique and long-standing cultural traditions of Vietnam All of these things are evident in: DREAM MAKERS GROUP Coffee culture: We are proud to serve Robusta coffee with Vietnamese style along with Arabica products with international flavor Service culture: Enthusiastic and considerate as "guest come to play" (Source: http://www.highlandscoffee.com.vn ) Historical Development of the company 2000: Producing packaged coffee 2002: First store opened in HCMC 2018: 233 stores across Vietnam htt p://www.brandsvietnam.com/17153-Chuoi-ca-phe-Highlands-Coffee-dan-dau-thi-truong B Product introduction Product lines: Product line 1: Traditional Coffee Product line 2: Espresso Coffee Product line 3: Freezee Product line 4: Tea Product line 5: Other drinks Product line 6: Highlands cans Product line 7: Instant coffee Product line 8: Coffee Bean Product line 9: Break Product line 10: Other food C In-depth interview Time issue: 7:30 pm Tuesday, August 12, 2020 Location: Highland coffee republic (Lotte cinema republic) Space: Infusing, vibrant, rhythmic Temperature: 20oC- 23oC Type of issue: Interview DREAM MAKERS GROUP D Key insight Decision-Making perspective After doing research we can conclude that Nghia don’t usually make a research and he just go everywhere his friends goes Price: Nghia favorite price range is from 20.000 to 40.000 vnd and will accept higher price when he go with friends And he also love Vietnamese street coffee with low price, it make he feel Vietnamese life-style Product: He like simple taste coffee but he mostly focus on health and the coffee ordinary But he specialize the after taste But Nghia demand a diversity of the menu People: Nghia really appreciate a friendly employee who can make you feel like home And he prefer being serve than self-serve he thinks it make it money feel worth Place: Nghia like noisy place to easily can communicate or having a fun time with his friends And he want the location at near at possible to malls, workplace … Product Choice: How Do We Decide? Nghia usually spent half a minute or one to decide what to order when he see the menu But he mostly just re-order previous order from last time When it come to price or product he will prioritize the price, but he still consider taste come into the room • • • • • • • • Nghia evaluate of Highlands Highlands employee is really friendly, professional and they make he feel welcome But most specially they don’t create pressure of ordering like other places Highlands price is worth for it product Higlands drinks is really unique and have quite good taste Smart location always appear around hotspot But Higland can-not created the after taste that he wanted as he expected Nghia said that Highland have really good original product Rated: 9/10 Ranking: 2/5 Why Nghia choose Highlands is because Nghia really appreciate the good price, service and space of Highland brand The drinks is good have the right price with university students and a fun space to easily communicate with friends What Nghia unhappy about Highland: Highland haven’t used any enviroment friendly product DREAM MAKERS GROUP E Reccommend Promotion strategy Customers tend to go out for coffee when invited by their friends, based on the psychology of going in large groups with friends, customers often want to focus on choosing to get a more economical and beneficial price rather than a bonus Therefore, Highland Coffee can provide promotion strategíe for group buying to motivate customers The Highlands Coffee proposal can apply programs such as group discounts, gifts for customers when buying more than 200.000d/ bill, buy get free,… In addition, Highland Coffee can create short-term campaigns to attract groups when there is a need to go to coffee such as: shaping packaging for products to checkin, creating photobooth check-in, check-in program to be get discounts for groups Frequency promotion Hao usually go to coffee to work regularly 5-6 times/week Therefore, it is very important that Highland Coffee has programs to promote and attract customers to come back Suggesting Highland Coffee can develop a point-of-sale application for customers, promotions if customers use Highland Coffee continuously for days, give Highland Coffee-branded gifts to remind customers of the brand row Hao can work from morning to noon, to facilitate lunch, Highland Coffee can have Happy Lunch combos to serve customers Normally, Hao will sit at the coffee shop to work 3-4 hours, morning / afternoon Therefore, the Highland needs to pay attention to the position of the tables and chairs to create a comfortable feeling, quiet space, suitable music in the morning and afternoon, and add power outlets for the convenience of workers who need charging laptop or phone battery Working 3-4 hours, Hao will drink all the water he ordered and may need more water or order more Therefore, Highland Coffee should refill fresh water for free service or they can discount strategy when customers order a second drink of the day Indication Hao usually will not spend too much time on choosing dishes, so Highland should highlights for some special dishes on the menu, it avoids the case of customers being overwhelmed by too many items, and highlighting one number of items will help increase their favorite drinks and brand love of customers when coming to Highland The Highland proposal should eye-catching the menu design and include high recommend icons for customers, such as: best, new, must try, DREAM MAKERS GROUP Hao also tends to order more when seeing desserts introduced or advertised by the staff at the cashier, customers will be forced to look at the cashier at checkout, that's when Highland Coffee banners to introduce new products/discounts/events that Highland wants to customers are impressed Recommended Highland to advertise banner at the cashier, mini banner on each table, login wifi Hao tends to find cafes near their location, therefore, Highland Coffee should combine running social advertising in around buildings, co-working space, schools, along with the posters advertising on elevators or certain locations in the above locations III CONCLUSIONS As for Hao, introverted people like Hao tend to look from the outside to assess if the space inside is suitable for them And research on Hao shows that customers tend to focus more easily on menus thanks to more realistic images and tend to buy side dishes when they are displayed next to the money counter Since the work is mainly done by computer, a special requirement is necessary that any power plug is available for use Finally, because he often had to sit for a long time, Hao often had no water to drink, leading to disappointment with the service DREAM MAKERS GROUP