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1 CHAPTER 1: RESEARCH OVERVIEW significance to meet the urgent demand of instant coffee business in 1.1 Urgency of the thesis topic terms of economic and social aspects Coffee tree plays an important role in the local economy in general and 1.2 Research objectives, questions, and purpose in the agricultural sector in general Moreover, it is meaningful in terms 1.2.1 Research objectives of both social and political aspects Vietnamese coffee has high has high The thesis aims at identifying and measuring the level of impact of a yield and a delicious natural flavor thanks to favorable and and weather number of factors affecting consumption intention towards instant coffee conditions Coffee trees are planted on the highland and, high among Vietnamese consumers to see whether they are positive or mountainous areas Even though Vietnam ranks high in the list of coffee negative From that, the thesis provides some recommendations to help exporters in terms of yield and export revenue, the product value and instant coffee manufacturers and traders promote local consumption, export value are low due to the low processing content Globally enhance brand value, increase export sales and value as well as to speaking, the reputation of Vietnamese coffee is still weak It is promote Vietnamese coffee products and industry in the international necessary to develop the local coffee market, reduce the dependence on markets importers, and build trademarks for Vietnamese instant coffee 1.2.2 Research questions According to the Vietnam Coffee - Cocoa Association (Vicofa), retail 1.How is the Vietnamese customers’ consumption intention towards sales of coffee and instant coffee in the local market have achieved instant coffee? continuous growth for many years with rosy growth forecast ( ground 2.What are factors affecting consumption intention towards instant coffee coffee and instant coffee account for 2/3 and 1/3 of market shares, among Vietnamese consumers? respectively) In 2016, retail sales of Vietnamese coffee reached USD 3.How to identify the level of impact of chosen factors on consumption 573,75 million and Vietnam was included in the top Asian countries intention towards instant coffee among Vietnamese consumers? with highest instant coffee consumption (the other four are: Korean, 4.Is there any differences in consumption intention towards instant coffee Japan, Thailand, and Malyasia) Vietnamese consumers still drink coffee among different groups with regards to control variables? in the traditional way as an habit while there are consumers who are 5.What are recommendations to promote consumption of instant coffee unable to afford buying and using instant coffee However, the local among Vietnamese customers? market for instant coffee consumption has great potential for growth 1.2.3 Research purposes From that reality, the author realized that in-depth studies about - To provide an overview of local and international studies about factors customer’s coffee consumption behavior is required As a result, the affecting consumption intention towards coffee among customers in author chose the following topic for the doctoral thesis: “A study on order to propose the research model factors affecting consumption intention towards instant coffee among Vietnamese consumers”, which has both theoretical and practical - To investigate, collect, and analyze reviews of consumers about factors 1.4 Research methodology factors Overview of research methodology: To achieved research objectives and affecting consumption intention towards coffee among Vietnamese customers and then verify the thesis’ research model clarify the research content, the author has chosen qualitative and - To sum up the research results as a basis for proposing solutions to quantitative research methods Information used in the research is improve instant coffee consumption among Vietnamese customers collected from primary and secondary sources 1.3 Research subjects and scope Research sample: Since the study objects are consumers, the sample size 1.3.1 Research subjects must be big enough to ensure generalizability The author plans to The thesis has studied a number of factors and their impacts on achieve the sample size of 1000 observations by using the non- consumption intention towards instant coffee among Vietnamese probability sampling methods (convenience sampling) customers Specifically, the thesis has studied: (1) Theoretical basis Research procedure: it include basic steps such as: proposing research about behavior intention (2) Overview of a number of studies about model and scale of measure, testing the model, collecting preliminary consumption intention towards coffee and instant coffee in Vietnam and data to test the reliability of scale of measure, collecting official data, in the world, and (3) Impacts of these factors on consumption intention verifying the reliability of scale of measure, analyzing factors, verifying among Vietnamese customers the model and research hypotheses 1.3.2 Research scope 1.5 New contributions of the thesis Space: Instant coffee is a type of consumer food that can be used The thesis has provided a number of new contributions in terms of theory anywhere; its consumption is not limited to any particular area In and practice for business management as follows: Vietnam, the urban areas, especially in Hanoi and Ho Chi Minh, are 1.5.1 Theoretical contribution local and international trading hubs and also big markets for food - The thesis has applied the Theory of Planned Behavior (TPB) to build consumption, including coffee and instant coffee In addition, due to the research model for new factors affecting consumption intention limited conditions, the thesis only covered collected research data in towards instant coffee among Vietnamese consumers; they are suitable seven inner-city districts of Hanoi and two districts, namely Phu Nhuan with the consumption culture and conditions in Vietnam The study helps and Go Vap, in Ho Chi Minh City The selected districts are areas with to improve theoretical basis consumption intention towards food in high population density, including people from many regions across the general and instant coffee in particular country; they show a lot of typical features of regional consumption - The thesis has identified factors that affect consumption intention culture towards instant coffee among Vietnamese consumers and are suitable Time: The thesis investigated and collected data about consumption with the conditions in Vietnam intention towards instant coffee among people in Hanoi and Ho Chi 1.5.2 Practical contribution Minh during the period of 2014-2015 5 - The thesis identified and measured the impact level of each factor on suppliers, and willingly spend more to use products On the other hand, consumption intention towards instant coffee of Vietnamese consumers negative behavioral intent results in consumers’ tendency to reduce or Evaluation and conclusions of thesis are reliable and have practical strop using the products, even to the point of turning to direct value, providing objective and comprehensive basis for business and competitors and leaving bad reviews about products and suppliers marketing managers of coffee manufacturers and traders Prediction of intention is the first step in prediction of actual behaviors - The thesis provided a number of recommendations of practical value to Thus, behavioral intent is described as the willingness of consumers in state organizations and coffee manufacturers and traders Such their actual behaviors As a result, consumption intention is described as recommendations act a good source of reference to help micro- the willingness of consumers in using the product; studying consumption policymaker create a standard institutional environment; business intention carries more weight than studying actual behaviors, especially managers can also apply them to create, maintain, and improve their for researches that provide forecast or to find solutions overall competitive ability in general and for instant coffee in particular 2.1.2 Theoretical basis – Theory of planned behavior in accordance with business and production conditions, material sources The author selects and present a highly important and pioneering theory and consumption tendency of instant coffee in Vietnam within the next in the study of behavioral intent: the Theory of Planned Behavior, which few years is an extended, upgraded version of the Theory of Reasoned Action 1.6 Structure of the thesis 1, The Theory of reasoned action (TRA) is founded by Ajzen and - Chapter 1: Overview of the thesis Fishbein (1975) proved that behavioral intent is influenced by two - Chapter 2: Theoretical basis and research model factors: consumers’ attitude toward behaviors and their subjective norms - Chapter 3: Research methodology Behavioral intention variable is a dependent variable and the focus of - Chapter 4: Research results research because behavioral intention is the best predictive factor of - Chapter 6: Conclusions and recommendations actual behavior Actual behavior is defined by the intention in conducting the action CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL 2.1 Theoretical basis 2.1.1 Principal concept - Consumption intention Consumption intention is defined as the subjective intention of consumers in conducting a specific behavior or action Consumption intention consists of and is measured by two extremes Positive behavioral intent has the tendency to create loyalty between consumers and products, increase sales, encourage good review of products and 2, Theory of planned behavior by Ajzen (1991) is an extension from the reasoned action theory This theory is developed in order to solve the limitation of the prior theory in assuming that individual behavior is exclusively determined by their will According to the theory of planned behavior, behavioral intention is under influence of three factors in which two factors of Attitude and Subjective norms are inherited from the theory of reasoned action The third factor is Perceived behavioral control, which reflects the level of difficulty human conduct a behavior 7 In this thesis, the author select theory of planned behavior as the Shepherd and Sparks (1992) proved that in addition to attitude, subject theoretical foundation and conduct test on part of the theoretical model in norms and perceived behavioral control, awareness of personal character Vietnam market Aside from using the majority of factors from the is the 4th factor affecting clean vegetable consumption of English theoretical model, the author wish to add on new factors suitable for the consumers In addition, and Arkus (2009) proved that consideration for economic, cultural and social context of Vietnam in order to explain the health and trust in brand have positive and direct impact of food consumption intention toward instant coffee of consumers consumption intention of English consumers The demographic factor 2.2 Overview of several studies on factors affecting coffee (specifically education level and social status) and consider for health are consumption intention driving factors while the unavailability of product is the limiting factors Coffee and instant coffee are fast-moving consumer goods; therefore the for food consumption intention (Justin and Jyoti, 2012) In another author presents a number of studies on factors affecting food research direction, the attitude factor is deducted into sub-factors such as consumption intention of Vietnamese and foreign consumers awareness of selling price, awareness of usage convenience (Anssi and 2.2.1 Factors affecting food consumption intention Sanna, 2005), awareness of quality ((Dickieson and Arkus, 2009), 2.2.1.1 Research orientation about personal characters, product awareness of usage motive and reason (Cardello, 1995) in studies about characteristics and social-economic factors affecing food consumption safe food consumption intention These factors play important role in the intention of consumers process of looking for food information which is the basis for forming The are researches that were carried out in this orientation, such as: the food consumption intention Studies point out that these factors have Pilgrim (1957), Khan (1981), Randall and Sanjur (1981), Shepherd (in strong impacts on safe food consumption intention In Vietnam, there are 1985 and further study in 1989) Research results proved that there are several studies on safe food purchase intention such as: study of Truong three groups of main factors affecting food consumption intention of T Thien et al (2010) proving Vietnamese consumers to concern more consumers: personal characters, food (product) characteristics, and about the quality than the prices of products; study of Nguyen Phong characteristics of the surrounding economic and social environment The Tuan (2011) showing the effects of factors as Attitude toward researchers personal environment, Value awareness, Consideration of Healthy, Knowledge of characteristics and food characteristics toward food consumption food and Subjective norms having meaningful relation toward the intention of consumers These studies have some shortcomings as they purchase intention of consumers in Hanoi and Ho Chi Minh City; study seem to only mention factors positively affecting food consumption of Le Thuy Huong (2014) proving six factors affecting the food purchase intention without explaining the operation or identifying the impact level intention of consumers with Subjective norms accounted for the highest of each factor impact on safe food purchase intention, followed by Consideration for 2.2.1.2 Research orientation about applying the TPB model in health identifying factors affecting food consumption intention of consumers 2.2.2.Factors affecting coffee consumption intention have highlighted the influential role of 10 Studies in Korea, Malaysia, Indonesia, and India gain attention because To support for business and product development objectives, several of a number of similarities to Vietnam in terms of culture and companies such as Trung Nguyen Coffee (2002) and Nestle Vietnam consumption habit of tea and coffee (2002) have conducted market researches by qualitative method in Hanoi 2.2.2.1 Factor affecting coffee consumption intention outside from home and Ho Chi Minh city to identify consumers’ perception toward coffee Several highlighted are Hung (2012), Huang and Dang (2014), Chin et al products in general and instant coffee products in particular of each (2016) Study of Lee et al (2014) in Korean also applied the TPB and company Also through these researches, consumers’ purposes and quantitative research method to identify that social responsibilities of reasons for using instant coffee are established In 2006, a group of enterprises, consideration to moral aspect, price, health, coffee quality, authors Tran Thi Quynh Chi, Muriel Figue, Tran Thi Thanh Nhan from discount, and promotion have important impact on safe coffee Institute of Policy and Strategy at Ministry of Agriculture and Rural There are shortcomings in these studies because the research models Development has conducted “Research on domestic coffee consumption seem to mainly mention factors with positive impact on coffee in Hanoi and Ho Chi Minh City” which identified the geographic consumption intent without giving consideration to substitute products, consumption habit and trend for different types of coffee In 2013, limiting factors and product availability In addition, these factors are Vinaresearch conducted “Survey on instant coffee market in 2013” to quite different in nature, are not classified and not have solid study consumption habit for instant coffee among Vietnamese explaination consumers, and to research instant coffee labels and positioning within 2.2.2.2 Factors affecting coffee consumption intention at home the market The research has identified factors affecting the In an independent research direction, Geel et al (2004) proved that consumption of instant coffees among consumers: Prices, Customer sensory characteristics of instant coffee (its usefulness) affect the services, Distribution, Product advertisement, and Quality Of these five consumer’s attitude towards the product In another research setting in factors, quality factor took the highest ranking Karnataka, India where coffee ranks only behind coffee in terms of 2.3 Proposed model and research hypotheses consumption like in Vietnam, Varum et al (2009) identified factors that The proposed research model in figure 2.10 consists of 11 independent have considerable impact of coffee consumption intention while coffee variables (awareness of convenience when using, awareness of price is the limiting factors motivation for usage, awareness of selling price, awareness of product The shortcomings of these studies are that the research methods are quality, subjective norms, corporate image, trade and Promotion, simple, data analysis is done using the descriptive statistics method, and distribution system, consideration for health, appeal of traditional coffee, the study scope is quite limited because of of their main purposes to perceived behavioral control), 01 dependent variable (instant coffee describe and evaluation intention), and 04 control variables (age, gender, education, income) 2.2.2.3 Purpose, reason, and factors affecting instant coffee consumption Respectively, there are eleven research hypotheses proposed Hypotheses intention of Vietnamese consumers 11 12 H1, H2, H3, H4, H5, H6, H7, H8, H9, H11 all have positive relationship while correct meaning of research content; then the official version of the H11 has inverse relationship with dependent variable questionnaire is completed Questionnaire content: Aside from the introduction of the research’s purposes and meanings as well as invitation and thank for participants, the questionnaire consists of three main parts: (1) Part 1: Statistical information including age range, gender, income range, and education levels This information is necessary to identify the target group using instant coffee; (2) Part 2: Research information in order to: Identify instant coffee brands; Explore habit and reason for using instant coffee; Position and segment several instant coffee brands on the market; (3) Part 3: The main content with questions designed according to Likert Figure 2.10 : Proposed Research Model scale with five levels with first choice of “extremely not agree”, than “not agree”, “neutral”, “agree”, and lastly “extremely agree” CHAPTER 3: RESEARCH METHODOLOGY 3.1 Design of Research 3.1.1 Research process The research process includes three main steps: qualitative research, preliminary quantitative research and official quantitative research 3.1.2 Process of developing questionnaires - Concept and measurement methods of variables in the model are identified based on previous empirical studies - The Vietnamese version of the questionnaire is developed based on interpreting and taking reference of measurement scales from English to Vietnamese - The questionnaire is then translated into English to compare and review the Vietnamese version - The Vietnamese questionnaire receives evaluation and review from 10 types of objects who are consumers and specialists in the food and coffee industry The language and wordings are reviewed to ensure clarity and 3.1.3 Research sample 3.1.3.1 Overview of sampling The sampling population are Vietnamese consumers who had previously used, purchased instant coffee or those with knowledge about instant coffee They are the decision makers in choosing instant coffee or be an important factor in making choice and using instant coffee 3.1.3.2 Methods of sampling Sampling is chosen through non-probability sampling methods (convenience sampling) where subjects are selected because of their convenient accessibility and proximity to the researcher In this method, the total sample is divided equally into sub-areas according to geography In Hanoi, each area is one central district including: Dong Da, Thanh Xuan, Cau Giay, Ba Dinh, Tay Ho, Hoan Kiem, and Hai Ba Trung In Ho Chi Minh City, two selected ares are Go Vap district and Phu Nhuan district In study areas, questionnaires are handed out and collected at supermarkets, markets, areas with high density of retail shops that target 13 14 consumers of instant coffee at households In addition, to reach make it easier for understanding Measurement scales completed after consumers outside house and several canteens at universities qualitative research are encoded to use in quantitative research 3.1.3.3 Sample size 3.3 Quantitative research According to Saunders, Lewis and Thornhill (2003), the determination of Quantitative research consists of two phases of preliminary quantitative minimum sample size to ensure the reliability of survey results is research and official quantitative research (1) Preliminary quantitative specifically calculated via the formula: research is conducted with a sample size of 100 consumers in Hanoi n × 100 na = ––––––– re% na : Minimum sample size Results from data analysis confirms the reliability of measurement scales n : Sample size per population scale as almost all variables are suitable as the corrected item-total correlation re%: Expected respondent rate coefficient are smaller than 0.3; Cronbach Alpha coefficients are all more With a current population of around 7.5 million in Hanoi plus million than 0.6 but smaller than 0.95 The three variables TL3, KM3 and SK3 in districts Go Vap and Phu Nhuan (Ho Chi Minh City), this research have corrected item-total correlation coefficients smaller than 0.3 (2) determined a sample size per population scale of 10 million citizens at Official quantitative research includes: verifying measurement scales n=384 Assuming the expected respondent rate is determined at using EFA factor analysis; verifying measurement scales’ reliability re%=70% then the minimum sample size essential to ensure the using Cronbach Alpha value; validating hypotheses about the reliability of the research is na=548.57 observation (rounded up to relationship between independent and dependent variables using multiple na=549) regression analysis; and lastly verifying the difference among research For this study, it is imperative that sample size is greater or equal to 549 groups by using T-test and ANOVA methods observations to ensure reliability and high level of generalizability Thus, CHAPTER 4: RESEARCH RESULTS as time, resources and finance allowed, the author selected the sample size of 1000 observation 3.2 Qualitative research Qualitative research is conducted through in-depth interview and direct discussion with 07 consumers and 03 experts in coffee industry and instant consumer goods in Hanoi in December 2014 The result from qualitative research confirms the relationship between dependent variable and independent variables and the compatibility between measurement scales and research terms Moreover, some modifications in wordings and content of the questionnaire are requested to clarify meanings and 4.1 Descriptive statistics of research sample 4.1.1 Descriptive statistics of research sample according to control variable The total collected questionnaires that are eligible for using is 709, accounting for 89.97% and is more than the minimum required sample size According to collected data, 433 observations are from female, accounting for 61.07% The number of people from the age of 36 to 5 is 308, accounting for the highest ratio of 43.44% There are 305 people of high education background (high school graduates) 15 16 4.1.2 Descriptive statistics research sample according to independent The mean value of measurement scale for instant coffee consumption variables intention reaches 3.27 (out of in Likert scale) The results show that the The mean value of variable for awareness of convenience when using is general level of instant coffee consumption intention is average In 2.89, awareness of usage motivation is 2.92, awareness of product price addition, the mean values of observation variables in the scale for instant is 2.91, awareness of quality is 2.91, subjective norms is 3.37, coffee consumption intention are quite similar at 3.16, 3.16, 3.24 (out of consideration for health is 3.34, appal of traditional coffee is 3.45, and in Likert scale) According to this, Vietnamese consumers have average perceived behavioral control is 3.52 This show the response of reaction towards these variables The positive point is that the two factors consumers is of average level (the converted point is: 1-1,8: Strongly receiving the highest response from consumers are “I will actively search disagree; 1,81–2,6: Do not agree; 2,61–3,4: Normal; 3,41–4,2: Agree; for instant coffee” (3.46/5) and “I intend to change to regularly use 4,21–5: Strongly agree) instant coffee in the future” (3.31/5) This can be considered the 4.2 Assessing the general level of consumption intention for instant opportunities for managers to make plans for increasing the general level coffee of consumers of instant coffee consumption intent among Vietnamese consumers 4.2.1 Assessing the behavioral characteristics of consumers towards today instant coffee 4.3 Evaluation result of official measurement scale Through survey result, 100% of survey respondents had clear awareness 4.3.1 Evaluation of distribution type of measurement scale of instant coffee, of which 621 people accounting for 87.6% had The maximum and minimum value in the measurement scale lie in the previously used instant coffee This is a remarkably high rate of range of to 5, showing that there are not a lot of limits in terms of awareness that correctly responds with the general research of constant fluctuations for applied measurement scale The mean value of growth for instant coffee production and consumption in domestic observation variables display differences, from 2.82 to 3.63 point (out of market the past years The reasons for choosing instant coffee in Likert scale), showing the difference in valuation about the level of concentrated on three main factors: reasonable prices, available importance among control variables Mean values are between “Normal” promotion (48.5% and 47.2%) and ready availability of instant coffee at to “Agree”, showing the practicality of independent variables and home, work or the high coverage at supermarkets and shops making it consumers’ acceptance of these factors The absence of “Strongly Agree” easy to purchase (44.4%) Other reasons such as good quality, suitable value shows that provided administrative personnel have the capability to flavors or influenced by advertisement also shows high respond rates exploit further the impact of these factors, there will be opportunity with 34.6%, 33.5% and 32.5% respectively window to raise consumers’ consumption intention for instant coffee 4.2.2 Assessing the general level of consumption intention towards Testing result for Skewness and Kurtosis (test how the concerned instant coffee variables are positioned in relative to the normal distribution) of the variables shows that absolute values of these two statistics both lies 17 18 within the accepted interval, verifying the data validity for testing and Cronbach’s Alpha values for all measurement scales satisfy the condition analysis in the next part of having Corrected Item-Total Correlation larger than 0.3 and 4.3.2 Validation of the value of official measurement scale Cronbach’s Alpha if Item Deleted coefficient smaller than Cronbach’s Factor analysis is conducted times on all observed variables after Alpha coefficient Thus, these measurement scales are secured in their testing the validity of available data by KMO and Bartlett index Through reliability and have close correlation with each other in order to measure that, observation variables DC1, TL3, and KM3 are one by one the studied term as well as can be used for further regression models eliminated because they not satisfy convergent validity or 4.3.4 Modified research model discriminant validity Based on the value validation result and assessment of reliability of Results of factor analysis for the 4th time with dependent variable official measurement scale, the adjusted researched model is presented in following the standard of Eigenvalue greater than show factors figure 4.5 consists of independent variables, 01 dependent variable, and extraction with the sum of variance explained value from factor 04 control variables Corresponding to independent variables, six extraction being 74.766% (>50%) All variables have factor loadings hypotheses are proposed Hypotheses H1, H2, H3, H4, and H6 all have greater than 0.5, satisfying the convergent validity and discriminant positive relationship while hypothesis H5 has inverse relationship with validity Of all variables, four factors maintain as in the previously the dependent variable proposed research model, namely: Subjective norms, Consideration for health, Appeal of traditional coffee, and Perceived behavioral control Two factors are newly created as followed (1) Marketing effort of company (DN) created through the combination of remaining variables for three factors: Coporate brand, Trade and Promotion, and Distribution system; and (2) Awareness of instant coffee usefulness when using (denoted as HI) is created from the combination of the remaining variables for factors: Awareness of convenience when using, Awareness Figure 4-5: Modified research model of motivation for usage, Awareness of selling price, and Awareness of 4.4 Verifying hypothesis about correlation among variables product quality 4.4.1 Verifying correlation coefficient In conclusion, the results from factor analysis and examination of The relation among independent variables, namely usefulness when measurement scales show that all selected measurement scales are using, subjective norms, marketing effort of company, consideration for adequate and could be used in further analysis health, appeal of traditional coffee and dependent variable has statistical 4.3.3 Evaluating the reliability of measurement scales significance at 99% level The relation between perceived behavior control and dependent variable does not have statistical significance 19 20 since the Sig value is greater than 5% However, the correlation relation among variables The adjusted R2 value of the model is 0.653, coefficient between these two factors is 0.067, which is in the range of meaning the independent and control variables in the research model can to 0.3 Therefore, in the next part, the author applies the multiple explain 65.3% the fluctuation of dependent variable To put it differently, regression method to confirm and validate the relation among six up to 65.3% the changes of dependent variable can be explained by independent variables and the dependent variable independent and control variables There is no correlation among the independent variable of perceived By comparing the first model with the second model, it is seen that in the behavioral control with other independent variables, namely subjective first regression model, control variables stand separately without norms, marketing effort of enterprises, consideration for health, appeal of correlation with the dependent variable; it has no statistical significance traditional coffee There is also no correlation between the independent and control variables not explain the change of dependent variable variable of marketing effort of enterprise with the independent variable Meanwhile, the second regression model has statical significance with of subjective norms since the Sig value is greater than 5% The the reliability level of 99% when adding six independent variables in the independence of these variable can be affirmed model; these variables are accepted The standard regression equation is 4.4.2 Verifying hypotheses about the relation among variables re-written as follows: The author carries out regression analysis for two models: the first model NC = 0,458 HI + 0,068 TL + 0,249 DN + 0,252 SK - 0,142 TT includes all control variables with the role of independent variables; the Regression analysis result confirms that of the six variables in the study, second model includes all independent variables and control variables five of them are identified as having impact on the consumption intention that are analyzed at the same time By comparing the two model, the of impact of independent used in the research model can be shown Since impact, followed by consideration for health, marketing effort of control variables are not consecutive, in order to out them in the enterprises, appeal of traditional coffee and finally subjective norms regression model, the author uses dummy variables for age, education, Appeal of traditional coffee is the limiting factor for consumption and income intention while the others are motivating factors The relation between Result of regression analysis according to the first model for all control perceived behavioral control with consumption intention towards instant variables with the role of independent variable and dependent variable coffee has not yet been identified This result answers the second and show that R2 is 0.004 - approaching 0, F value has sig.>0,05 Therefore, third research questions it can be concluded that there is no correlation between control and 4.5 Validation of the difference of control variables to consumption dependent variables; the first model has no statistic significance and is intent towards instant coffee not suitable with actual data The general conclusion is that there is no difference in the consumption Result of regression analysis according to the second model for all intention among different groups according to control variables The control variables and independent variables show that R2 is 0.658 there is consumer’s consumption intention towards instant coffee does not instant coffee with awareness of usefulness having the strongest 21 22 depend on whether the consumer use instant coffee before or not or the - The thesis has outlined the overall picture of consumption intention demographic characteristics such as age, gender, education, and income towards instant coffee among Vietnamese consumers Research results also answer the fourth research question of the thesis - The thesis has determined the direction and impact level of each factor on consumption intention towards instant coffee Based on that, the thesis CHAPTER 5: PROPOSALS AND RECOMMENDATIONS 5.1 Contributions of the thesis in the next section) which contribute to promoting the development of The thesis has provided a number of new contributions in terms of theory and practical application for business and management, specifically: 1, Theoretical contributions the stufy for consumption intention towards instant coffee Specifically, the modified TPB model includes: Consumption intention – the center factor that is affected by thee other factors, namely Awareness of Perceived behavioral control In this modified model, the Subjective norms and Perceived behavioral control factors are inherited from the original TPB model The third factor - Awareness of product’s usefulness – shows the attitude and awareness of each individual in which a person believes that using a certain type of product can bring about many benefits for himself or herself - The thesis identifies and proved two new factors affecting instant coffee consumption intention which have not yet mentioned in previous studies: Consideration for health (being the motivating factor) and Appeal of traditional coffee (being the limiting factor) - The thesis builds and verifies the research model as well as finds the meaning of five factors affecting instant coffee consumption intention The thesis also improves scales of measure suitable for the research condition in Vietnam 2, Practical contributions Vietnam's coffee industry 5.2 Proposals and recommendations 1, Proposals and recommendations from research results: - The modified TPB (Theory of Planned Behavior) model is applied in product’s usefulness, Subjective norms, and has presented practical, feasible and valuable proposals (to be presented Firstly, price and quality matter the most to awareness of instant coffee’s usefulness Therefore, in addition to investment in technology to create products of best quality, instant coffee manufacturers and trading companies also need to build reasonable pricing policies to attract customers Secondly, consideration for health is the factor with biggest impact level to consumption intention as customers consider whether products are good for their health or not Secondly, consideration for health is the factor with biggest impact level to consumption intention as customers consider whether products are good for their health or not As a result, companies need to pay attention to activities that raise better health awareness for consumers and help them choose what to buy (via building health and nutrition consultation programs ) Thirdly, in addition to promotion and advertising activities (which are mainly done during a specific time), companies need to step up product distribution Reasonable distribution density will help shorten the time and distance required to send the products to the customers Thanks to this, company can gain long-term and sustainable competitiveness Fourthly, regarding consideration for traditional coffee, the habit of using traditional coffee is the bar In addition, the group reference factor takes 23 24 the role of leading consumers to use instant coffee As a result, the the required investment value is huge) In addition, it is necessary to take solution to be taken is the rational combination of promotional activities measures to control the production and trading of instant coffee more to help consumers realize the usefulness and benefit to health when using tightly; this helps to avoid the existence of products which are of instant coffee It is necessary to provide instructions on using instant unknown origin and affect consumer health and confidence coffee safely and in the right way to maintain coffee flavor Companies 5.3 Shortcomings of the research and further research directions should stimulate the demand for instant coffee in social development Shortcomings of the research through the images of brand representatives at households, workplace, - The thesis has only identified affecting factors that explain 65,3% of and learning places the change in consumption intention towards instant coffee among Fifthly, research results show that consumers are willing to support Vietnamese consumers; the remaining 34,7% is due to factors that have companies that always care about social responsibility Therefore, not been identified yet companies need to focus on social activities that are beneficial to both - The research scope is limited to seven inner-city districts in Hanoi and them and the society The proposed solution here is to utilize the “Cause two districts in Ho Chi Minh The size of valid research sample is 709, Related Marketing” strategy in Integrated Marketing Communication which is modest compared with Vietnam's population of over 90 This strategy combines a company’s marketing communication activities millions to promote it products/services with donation to a non-profit organization - Proposals and recommendations are qualitative; obstacles occurred for charity or a social activity when implementing them have not been assessed 2, Some recommendations at marco level from analyzing and 2, Further research directions synthesizing secondary sources of information: - Expand geographic scope of study, increasing the size of research Creating local demand stimulus programs at the national level with the sample and changing the sample selection method to have the most government taking the leading role for two specific goals: connecting representative sample Survey will also be done in households and coffee with consumers and increasing institutional relations among companies shops manufacturing, processing, trading instant coffee These programs act as - Add more factors to study their influence level on consumption the focal intention towards instant coffee link to promote communication and create new consumer trends in line with the development requirements of the society - Continue research on the relation between consumption intention and - Carrying out large-scale periodical surveys about the consumption actual behavior of Vietnamese customers towards instant coffee./ market of instant coffee to identify the consumer trend, habit and taste This will assist research and development activities for companies - Encourage production of instant coffee by providing reasonable interest rates and long-term loans for company investing in production line (as