REPORT BUSINESS RESEARCH METHODOLOGY TOPIC factors affecting students choice of coffee shop in ho chi minh city

UNIVERSITY OF ECONOMICS AND FINANCE FACULTY OF ECONOMICS - REPORT BUSINESS RESEARCH METHODOLOGY TOPIC Factors affecting students' choice of coffee shop in Ho Chi Minh City Lecturers NGUYEN THANH LUAN Students NGUYEN DAC TRUONG 205142039 NGUYEN DUC HIEU 205142112 Ho Chi Minh City, October 2022 0 BUSINESS RESEARCH METHOD RUBRIC ASSESSMENT TOPIC: Factors affecting students choice of coffee shop in Ho Chi Minh City STUDENTS’ NAME and ID: Nguyen Dac Truong: 205142039 Nguyen Duc Hieu: 205142112 LECTURER: LUAN THANH NGUYEN BUSINESS RESEARCH METHOD RUBRIC ASSESSMENT Criteria Exceeding S Proficient tandard (1) (0.5) Progressing (0.3) Not meeti Total ng standa rd (0) Introduction (1 point)) Literature revi ew (2 points) Hypotheses de velopment (2 p oint) Methodology (1 point) Results and Di scussion (2 poi nts) Conclusion (1 point) References (1 point) Total Comment: _ _ Ho Chi Minh City, October, 2022 Nguyen Thanh Luan ABSTRACT 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city This is one of the first topics to research scientifically and systematically about coffee shop services in general and factors affecting students' decision to use coffee shop services in the area Ho Chi Minh City in particular The obtained results are to classify the factors affecting the choice of coffee shop in order of priority, respectively, the common perception of the cafe, the social factor, the product characteristics, the The Place element, the Price factor, and the Promotion factor Based on the results that the author's team researched and proposed appropriate and practical directions with today's reality, specifically for the influencing factors From there, coffee shop businesses can refer to it to come up with the right business strategies to attract and achieve business efficiency with the student customer segment I Introduction Problems and research In HCM city, there are cafes everywhere, from small corners to multi-avenues At present, no one can accurately count how many cafes there are in Ho Chi Minh City, because the distribution density of cafes is very high It is especially convenient to serve in a cafe in Saigon, where most of the residents live Work, play, study, and meet your friends in the cafe Obviously, the number of customers of this service industry is extremely large The most typical of that group of customers is students At present, for cafes, the customer base is a group of potential customers who are unwilling to pay high cost for the products Therefore, the needs of the customer base have been ignored and the service has not been noticed But if you look carefully, the characteristics of students are often gathered together with regular frequency With a place where the largest number of schools in the country are concentrated in HCM, reasonable investment will bring huge profits to cafes With such a large customer group, what is the important point for coffee shops to conquer these "gods"? How would you choose a coffee shop among the countless shops in Ho Chi Minh City? Why so many coffee shops meet your needs quite low but exist for a long time while some others with a higher level of response not attract more students? Which standard is the norm for this customer group? The problem here is how to determine the factors affecting students' choice of coffee shop to narrow as much as possible the gap between students' expectations and real coffee shop business services The problem posed here is how to determine the factors affecting students' choice of coffee shop in order to narrow as much as possible the gap between students' expectations and real coffee shop business services Therefore, the topic "Factors affecting students' decision to choose a coffee shop in Ho Chi Minh City " will study and analyze the factors affecting students' decision to use coffee shops This service, at the same time offers solutions to improve and improve the quality of coffee shop business services, to meet the maximum needs of students Objectives - Identify factors affecting students' decision to choose a coffee shop in Ho Chi Minh City - Evaluate the influence of factors on students' choice decisions for coffee shop business services - Provide solutions and recommendations to help coffee shop operators improve and develop this service  The study was conducted to determine the factors affecting students' decision to choose a coffee shop in Ho Chi Minh City Research methods and Procedures The research process was carried out in two steps: Preliminary research and Formal research Preliminary research: Conducted through qualitative research, the group focuses on discussions and interviews to get a better overview and analyze the meaning and add other opinions - Meta-analysis: Using and synthesizing on the basis of previously studied documents, forming a preliminary scale 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city - Discussion and exchange: Meet and discuss with the target group to perform the preliminary assessment and adjust the scale Formal interview questionnaire Formal research: Conducted through quantitative research by direct interviews through questionnaires and using computer tools to process the data Gaps in the research During the implementation, the team encountered certain limitations of the study: Firstly, the scope of the study is the whole of Ho Chi Minh City, the sampling only covers areas with a large concentration of students as well as cafes and entertainment areas frequented by students, so the results are only approximate Secondly, the research topic is based on similar research models, there are no homogeneous models, so the scales and variables in the questionnaire are still subjective Thirdly, the research topic is complex on a diverse research scope but the implementation time is limited, so the data collection may not be large enough to achieve high accuracy as well as lead to the most objective results Fourth, in the process of processing and collecting data by means of a survey, it is not possible to cover and completely cover the research problem, so the data may be omitted and affected by other factors (social environment, geography, etc.) Review Of Literature 2.1 Theory of planned behavior * History and evolution of the theory The theoretical model of rational behavior (TRA) was developed by Fishbein1 and Ajz en1 built in 1975 Put the action manager in the center of the user's actions and define their B ehavior Guide, which in the Behavior Guide is part of a behavior driven system (for example: Their usual feelings of like or dislike lead to behavior) and others are standard subjects (Other people's influences also lead to their regimes) It is a trend-following and trend-following mod el that is more suited for behavior-oriented users than for product or service-oriented users Attitude and behavior before and after the test based on reasonable action theory (Hill, 2003) To explain the previous limitations, we should use the personal concept of behavior to drive behavior, and use the actual definition of behavior and the elements separated from beha vior (Hirnle Deng, 1988) The theory of reasonable action is a model of predicting intention (f ishbein, member in 1975) The model has two main factors: attitude and subjective standard 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city Fishbein (Martin Fishbein, Ph.D): He is a professor in the Department of Psychology and t he Institute for Media Studies at the University of Illinois at Urbana, IL He is a consultant for the International Atomic Energy Agency, the Federal Trade Commission and Warner Commu nications, Inc He is also the co-author of Dr Ajzen's book Beliefs, Attitudes, Intentions and B ehaviors: An Introduction to Theory and Research Ajzen (Icek Ajzen): Is a social psychologist and professor emeritus of the University of Mas sachusetts Amherst, known for his work, with Martin Fishbein, on the Theory of Expected Be havior Ajzen has been ranked as the most influential individual scientist in social psychology for Research Cumulative Impact, and in 2013 he received the Distinguished Scientist Award f rom the Psychological Association Test His research has been influential across fields as dive rse as advertising, health psychology, and environmental psychology, and has been cited more than 200,000 times * Definition of the theory This theory assumes that behavioral intentions lead to behavior and that intentions are determi ned by individual attitudes toward the behavior, along with the influence of subjective norms surrounding the performance of those behaviors (Fishbein and Ajzen, 1975) In which, Attitud 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city e and Subjective Norm are important in behavioral intention + The components in the TRA model include: - Behavior: The actions of the subject are determined by the will of behavior (Fishbein & Ajzen, 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theor y and Research, tr 13.) -Behavioral intention measures the subject's subjective ability to perform a behavior and can be viewed as a special case of belief (Fishbein & Ajzen, 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Resear ch, tr 12.) Determined by an individual's attitude towards behaviors and subjective norms -Attitudes are attitudes toward an action or behavior, expressing an individual's positive or negative perceptions abo ut performing a behavior, which can be measured by synthesis of strong beliefs and assessment of these beliefs (Hale, 20 03) If the outcome is personally beneficial, they may intend to engage in the behavio (Fishbein & Ajzen, 1975, Belief, A ttitude, Intention and Behavior: An Introduction to Theory and Research, tr 13) -Subjective norms are defined as an individual's perception, with important references of that individual, that the beh avior should or should not be performed (Fishbein & Ajzen, 1975) Subjective norms can be measured across people inv olved with consumers, as determined by normative beliefs about behavior expectations and personal motivations to perfo rm in accordance with those expectations ( Fishbein & Ajzen, 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, t r 16) 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city DS EP IL IM SF TA TPF Notes: Cronbach's alpha 0.85 0.805 0.702 0.736 0.853 0.83 0.877 Composite reliability (rho_a) 0.885 0.823 0.715 0.749 0.863 0.848 0.942 Composite (rho_c) 0.908 0.885 0.87 0.851 0.911 0.899 0.914 reliability Average (AVE) 0.768 0.719 0.769 0.657 0.775 0.748 0.728 variance DS= (Customer’s decision); EP= (Promotion); IL= (Location); IM= (Tangible media); IP= (Price); SF= (Social Factor); TA= (Service); TPF= (Product features) DS EP IL IM IP SF TA TPF DS1 0.796 DS2 0.909 DS3 0.92 EP2 0.865 EP3 0.779 EP4 0.897 IL1 0.855 IL2 0.898 IM2 0.728 IM4 0.868 IM5 0.829 IP2 0.813 IP3 0.924 IP4 0.9 SF1 0.936 SF2 0.801 SF4 0.853 TA2 0.802 TA3 0.888 TA4 0.916 TA5 0.801 TPF1 0.772 TPF2 0.945 Table Cross Loadings DS1 DS2 DS3 EP2 EP3 EP4 DS 0.796 0.909 0.92 0.721 0.796 0.909 EP 0.779 0.897 0.824 0.865 0.779 0.897 IL 0.309 0.4 0.416 0.5 0.309 0.4 IM 0.378 0.333 0.376 0.26 0.378 0.333 IP 0.252 0.417 0.381 0.365 0.252 0.417 SF 0.63 0.782 0.936 0.853 0.63 0.782 TA 0.167 0.267 0.276 0.239 0.167 0.267 TPF -0.06 0.054 0.048 0.129 -0.06 0.054 extracted REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city IL1 IL2 IM2 IM4 IM5 IP2 IP3 IP4 SF1 SF2 SF4 TA2 TA3 TA4 TA5 TPF1 TPF2 TPF3 TPF4 TPF5 0.356 0.4 0.281 0.367 0.345 0.311 0.352 0.406 0.92 0.704 0.721 0.153 0.303 0.284 0.164 0.01 0.018 0.018 0.048 0.068 0.379 0.465 0.23 0.327 0.349 0.331 0.344 0.414 0.824 0.63 0.865 0.154 0.274 0.278 0.175 0.012 0.078 0.025 0.042 0.032 0.855 0.898 0.299 0.449 0.352 0.454 0.637 0.567 0.416 0.426 0.5 0.038 0.055 0.189 0.18 0.049 0.059 0.039 -0.038 -0.021 0.488 0.33 0.728 0.868 0.829 0.48 0.503 0.524 0.376 0.343 0.26 0.25 0.387 0.491 0.488 0.175 0.166 0.158 0.185 0.22 0.616 0.504 0.346 0.549 0.478 0.813 0.924 0.9 0.381 0.427 0.365 0.091 0.097 0.273 0.312 0.042 0.051 0.023 -0.016 0.016 0.412 0.486 0.288 0.345 0.276 0.355 0.418 0.407 0.936 0.801 0.853 0.194 0.242 0.339 0.19 0.026 0.08 0.03 0.022 0.001 0.019 0.216 0.582 0.346 0.248 0.202 0.181 0.23 0.276 0.256 0.239 0.802 0.888 0.916 0.801 0.346 0.392 0.522 0.581 0.542 -0.02 0.09 0.225 0.122 0.129 0.094 0.017 0.003 0.048 -0.03 0.129 0.576 0.417 0.388 0.372 0.772 0.945 0.861 0.782 0.73 Notes: DS=(Customer’s decision); EP=(Promotion); IL=(Location); IM=(Tangible media); IP=(Price); SF=(Social Factor); TA=(Service) ; TPF=(Product features) 5.4 Structural model The structural model is the next step after confirming the measurement model The results in Table a nd Fig.2 show that besides H3 and H6, all other hypotheses were supported Hypothese s H1 H2 H3 H4 H5 H6 H7 Original PLS Path sample (O) EP -> SF 0.83 IL -> SF 0.085 IM -> SF -0.037 IP -> SF 0.055 SF -> DS 0.909 TA -> SF 0.081 TPF -> SF -0.028 Standard Sample deviation mean (M) (STDEV) 0.822 0.052 0.087 0.05 -0.026 0.06 0.048 0.044 0.911 0.02 0.084 0.061 -0.038 0.051 Remarks T statistics (| O/STDEV|) 16.107 1.681 0.618 1.264 45.338 1.323 0.539 P values 0.000 0.033 0.537 0.020 0.000 0.186 0.049 Notes: DS= (Customer’s decision); EP= (Promotion); IL=(Location); IM= (Tangible media); IP= (Price); SF= (Social Factor); TA= (Service); TPF= (Product features) 0 Supported Supported Unsupported Supported Supported Unsupported Supported REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city Discussion Based on the analysis of research results, it is shown that in order to attract students to increase their decision to choose a coffee shop, according to the authors, coffee shops in Ho Chi Minh City need to focus resources to improve their weaknesses Factors affecting the decision to choose a coffee shop in order of priority are the overall perception of the cafe, the Social Factor, the Product features, the Location, the Service, the Price and Promotion element 5.1 The impact of Product Features Nowadays, with a higher standard of living, students tend to care more about product quality than pric e It seems that with students, coffee shops have not done well in keeping the quality of their products at the hi ghest level In addition, in recent times, more and more cases related to drink safety, origin and quality of beve rage products have been exposed and spread strongly through many media Information makes consumers mo re confused and concerned about quality issues (Lee et al., 2015) Therefore, coffee shops should also pay atte ntion to this issue through: ensuring hygiene in the processing stage, ensuring the quality of raw materials In addition, the development of an exclusive drink line, enhancing the taste, and developing new products for the cafe is also one of the factors that help the cafe attract and retain students 5.2 The impact of Service In order to gain competitive profits and improve competitiveness, investment in manpower, especially service personnel, is the most important factor Nowadays local cafes don't consider human investment for a long time, and this is the key point Most bars only pay attention to the main service personnel, but ignore the services nearby such as vehicles, safety and hygiene Therefore, cafes need to improve their services to have more attractive media, and customers will visit more, which will ultimately make a higher profit (Deogaonkar & Washimkar, 2014) Ultimately in order to create positive feelings from customers, every cafe must let customers see the visible value, the actual value and feel the different values of customers for service 5.3 The impact of Price 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city For the coffee shop market in Ho Chi Minh City having a relatively equal price level, there is not a big price difference in the same customer segment as well as in the same business model, especially the coffee shop model targeting students, so students seem to only use price as a reference factor and relatively low influence in the decision to choose a cafe With student cafeteria spending limited, cafes can use the advantages of size to offer prices that are more affordable than students, or the same price but more expensive Increasing the volume, quantity, investment in quality, product benefits will help the coffee shop improve its competitiveness compared to other direct competitors in the same coffee shop business (Chen et al., 2020; Keil et al., 2001) 5.4 The impact of Promotion Promotion is the factor that has the weakest influence on the decision to choose a student cafe in Ho Chi Minh City, but this is a factor that has many statistically significant differences in the degree of influence by promotional factors between male and female customer groups Exactly, women will pay more attention to this Promotion factor, will also have a higher tendency to choose that cafe In fact, the Promotion element is not very effective in attracting students Students are inherently less affected by the price factor because of the low difference between cafes, so the extra discount may sway the decision of this group of customers, but not their behavior The truth is, promotions at student cafeteria models are also quite scarce However, with the current market when the coffee shop business is entering the saturation phase, fierce competition when there is the appearance of milk tea shops, the combination of coffee shop Promotion in its marketing strategy to increase its competitiveness and attract students is essential (Chen et al., 2020) 5.5 The impact of Location This factor has a strong impact on the behavior of students in choosing a cafe in Ho Chi Minh City today In fact, students' choice of coffee shop based on the location of the coffee shop is often heterogeneous, sometimes they prefer to go to cafes near school or work to facilitate group study, but it's not uncommon for them to choose to go to larger, more remote places to relax or meet friends; Sometimes students like to go to cafes in the central location, but many small cafes, located deep in the alley, always attract a large number of customers every day Therefore, students' choice of coffee shop location often depends on their mood and personal preferences However, after this study, the team found that if a coffee shop wants to be more attractive, it should have a nice, spacious, airy, easy-to-find location to make a good impression on customers Besides, coffee shops with many branches will easily reach more customers, increasing awareness for their coffee shop brand You need to carefully evaluate the situation of the population, traffic, and visitors in the area you choose to open a restaurant, then decide whether to open a shop or not and in what style to open the shop accordingly It is necessary to consult many people, especially those with experience in this field because in addition to the necessary knowledge, they also have a very reliable intuition when choosing a business location In addition, no matter where the coffee shop is located, regardless of the distribution density, the shop also needs to pay attention to the style and distinctive features so that customers can easily recognize the shop in the current coffee shop market (Yen et al., 2020) 5.6 The impact of Social Factor Social factors have a relatively strong impact on the choice of coffee shop of students who are students Today, in the age of connectivity, an individual customer determines his or her own attitude towards the coffee shop brand In the connected age, the initial appeal of a brand is influenced by the surrounding 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city community Students learn more about the brand that attracts them from their friends or directly from the brand They contact friends for advice, search for brand reviews online(Chen et al., 2020; Deogaonkar & Was himkar, 2014; Kluza et al., 2021) Update new, attractive and interesting information to attract students' interest, bring psychological feelings about the story, sweet feelings to create more favorable effects through: - Social network: Popular social networking channels today: Facebook, WhatsApp, Instagram, LinkedIn, Zalo help increase interaction with students Today, most students know about their favorite coffee shop through social media channels The image of the cafe, food, drink, and space shared on social networks with fast spreading speed and cost savings is what this form of marketing brings to your brand - Put banners on online newspapers, create Youtube channels to share with the community, ask KOLs – celebrities and influencers, write introductions… Bring your coffee shop to culinary social networks are very "hot" in Vietnam such as Foody, Lozi, Meete to receive "review" of customers will also create good interaction - Reaching customers through the website: On the website, news on activities, business, promotions or feedback channels for customers' comments and suggestions will also be a reliable communication channel for customers your brand In addition, maximum use in doing SEO helps the brand's brand quickly be found and known by students - Use Social Listening: Listen and analyze customer opinions based on what they discuss on social media This is an effective tool for your coffee shop to see how consumers' feedback and interactions are with their products, thereby promptly adjusting online communication plans in a timely manner, building Build and develop a stronger brand of the shop In short, consumer-led information generation strategies will instill confidence in students when choosing your coffee shop brand Conclusion This study aims to analyze the issues affecting the choice of coffee shop of students who are students; proposes a direction to build business strategies, develop products and improve the quality of coffee shop business services to meet the needs of the target customer group which is students Based on the results that the author's team researched and proposed appropriate and practical directions with today's reality, specifically for the influencing factors From there, coffee shop businesses can refer to it to come up with the right business strategies to attract and achieve business efficiency with the student customer segment References: Chen, P., Zhao, R., Yan, Y., & Li, X (2020) Promotional pricing and online business model choice in the presence of retail competition Omega (United Kingdom), 94 https://doi.org/10.1016/j.omega.2019.07.001 Deogaonkar, A., & Washimkar, G (2014) Impact of Changes in Service Sector in Shaping Business and Society T elecommunication Industry Procedia Economics and Finance, 11, 495–499 https://doi.org/10.1016/s2212-56 71(14)00215-9 Keil, S K., Reibstein, D., & Wittink, D R (2001) The impact of business objectives and the time horizon of perfo rmance evaluation on pricing behavior In Intern J of Research in Marketing (Vol 18) www.elsevier.comrloc aterijresmar 0 REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city REPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.cityREPORT.BUSINESS.RESEARCH.METHODOLOGY.TOPIC.factors.affecting.students.choice.of.coffee.shop.in.ho.chi.minh.city Kluza, K., Ziolo, M., & Spoz, A (2021) Innovation and environmental, social, and governance factors influencing sustainable business models - Meta-analysis In Journal of Cleaner Production (Vol 303) Elsevier Ltd https:/ /doi.org/10.1016/j.jclepro.2021.127015 Lee, M Y., Jackson, V., Miller-Spillman, K A., & Ferrell, E (2015) Female consumers’ intention to be involved in fair-trade product consumption in the U.S.: The role of previous experience, product features, and perceived b enefits Journal of Retailing and Consumer Services, 23, 91–98 https://doi.org/10.1016/j.jretconser.2014.12.0 01 Yen, B T H., Mulley, C., Burke, M., & Tseng, W C (2020) Parking and restaurant business: Differences in b usiness perceptions and customer travel behaviour in Brisbane, Queensland, Australia Land Use Policy, 92 ht tps://doi.org/10.1016/j.landusepol.2019.01.021 Candidate Ubedullah Amjad Ali SHAIKH, M., & Naveed Ur Rehman KHAN, P (n.d.) 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