A deep understanding on students perception towards coffee shop models in ho chi minh city

MINISTRY OF EDUCATION AND TRAINING j HCM CITY UNIVERSITY OF FOREIGN LANGUAGES & INFORMATION TECHONOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINITRATION GRADUATION PAPER A DEEP UNDERSTANDING ON STUDENTS' PERCEPTION TOWARDS COFFEE SHOP MODELS IN HO CHI MINH CITY STUDENT NAME: CUONG NGOC NGUYEN CLASS : KMII03 STUDENT ID : IlDH490326 ADVISOR : BINH VAN NGO, PhD's student ACKNOWLEDGEMENT ! It is my pleasure to express my gratitude to several people who help me directly or indirectly to conduct this research I convey my heartfelt thanks to those who helped and supported me on my graduation paper •1 Firstly, I would like to express my deep and sincere gratitude to Mr Ngo Van Binh, my caring and enthusiastic advisor, for his expertise, invaluable advices, encouragement, patience and warm-heart guidance during all stages of my paper I myself feel that I am very lucky to have a wonderful period of working with such a conscientious teacher like you, my dear instructor For me, you are far more than a teacher and words cannot express all of my appreciation to you This research cannot be completed without the support of respondents I would like to express my gratitude to my respondents, most of whom are my friend, for helping me to answer the questionnaire and giving dates Last but not least, I would like to express my special appreciation to all of my teachers and friends at Ho Chi Minh City University of Foreign Language and Information • Technology (HUFLIT) - Department of International Business Administration, who gave me knowledge, guidance, support, encouragement and stimulus to work harder so that I can complete my graduation paper Once again, I would like to thank you all for everything sincerely This study is my very first complete product that for the first time in my life, I seriously invest my effort on I believe that this study has indeed helped me to explore more knowledge to my topic and I am sure it will help me a lot in my future career :~ I I •• r • CuongN Nguyen I ADVISOR'S ASSESSMENT j , •••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••••• 11 ••••• ' •••••• • • I I ii ", Cuong N Nguyen ADVISOR'S ASSESSMENT ) ,• • ' 9*2"., kf.l:~?1 ~~\~~~~j, :k :;;DJ.l ~ - tlii?i.\i.~;;'(.\ (, -R~B.~ ::1Y.\.Z3 ~ ~.?:~ ~ ~ 04 2.>.1 hour On your last visit to the coffee shop, what is the amount you spent (for your order o o < 20,000 20,000 - 50,000 51,000-100,000 > 100,000 Whom you generally visit a coffee shop with? o Friends or lover Alone o o Family o Group members Colleagues Which coffee shop models you patronize? o over Tea products (tea, matcha, ) only)? (VND) o o and How long you usually stay in a coffee shop? o What beverages you usually order when coming to a coffee shop? o Coffee products o Soft-drinks (include soda) o Fmit products Uuices, smoothies) o 4-6 times Coffee brand chains Local private-owned coffee shop What style of coffee shop you like? o o o Italian drink coffee shop o Vietnamese traditional coffee shop o Coffee shop with pet (Pet coffee) Live music coffee shop Coffee shop with book (Book coffee) • What kind of order you prefer? o Order and served in table o Order and receive drink in the bar o Order in the bar and wait for the drink in your table Besides enjoying the products, what activities you usually in the coffee shop? Please rate your level offrequency towards each activity Activities Every Never Rarely Sometimes Usually time Chatting Reading Using internet Playing game (chess, puzzle, ) Working (Do assignment, teamwork) Smoking Nothing but enjoying the product Others: 10 What factors influence your choice of coffee shop? Please rate your level ofinfluential; = not influential, = extremely influential Factors • Product quality (drinks and foods' quality Near your place • Value for money • Good-looking from the outside Good package for takeaway The coffee shop is doing promotion activities Friendly staff Famous Coffee Brand Crowded Others: 11 In your opinion, how important are the benefit attributes in a coffee shop? Please rate your level o/important; = least important, = most important • Benefits Wi-Fi/wireless connection Electricity availability Decoration Atmosphere Music (theme or live) Helpful staff Safety and convenient parking Available newspaper and magazme Others: • THANK YOU! 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