Problems Customers Encounter When Buying Takeaway Coffee From Highlands Coffee.pdf

Problems customers encounter when buying takeaway coffee from Highlands Coffee

Professor: Nguyễn Hoàng Giang Team Members (Group 6):

Nguyễn Lâm Nhật Minh Phạm Lê Việt Anh

Table of contents Introduction:

Highlands takeaway coffee ……….……….3

Objects, methods, scope of research and goals of the group………3

Problems customers encounter when buying takeaway coffee from Highlands Coffee

I Introduction

Coffee is an important part of many people's daily lives, and buying takeaway coffee from reputable brands like Highlands Coffee has become popular However, along with the convenience of buying take-away coffee, users may also encounter problems related to product quality This report will focus on the issues and quality of takeaway coffee from Highlands Coffee.

II Highlands takeaway coffee

Currently, all Highlands chains have two types of coffee: filter coffee and expresso coffee Filtered coffee includes iced milk filter, iced black filter and iced silver filter Espresso coffee includes Espresso,Americans, Capuchino, Latte, Mocha, Caramel and Machiato All have prices ranging from 29 thousand VND to the most expensive 75 thousand VND In addition, Highlands also sells additional toppings such as coffee jelly, green tea jelly, lotus seeds to drink with coffee But this price range can change according to the area of the village (according to Highlands Coffee), which means if you buy take away coffee at a shop located in the central area, you will have to buy a cup of coffee at a higher price According to Highlands Coffee, their coffee is the perfect combination of premium Robusta & Arabica coffee beans grown in the fertile highlands of Vietnam, through unique roasting secrets.

III Objects, methods, scope of research and goals of the group Research object: take-away coffee from the Highlands coffee store system Method: we use two methods of synthesizing and analyzing data and direct interviews

Objective: analyze the quality of take-away coffee at the Highlands coffee store system, thereby providing solutions to improve and enhance the service quality of take-home coffee at the Highlands coffee store system.

Scope of research: customers who have been experiencing take-away coffee products from the Highlands coffee store system

Sampling method: rapid cumulative sampling method

IV Research process: 1 Question creation process:

We sat together and made an initial list of 20 questions We then asked acquaintances to participate in the survey and get their opinions After collecting opinions, we decided to shorten the number of questions to 16 key questions and rearrange them so that the question order is reasonable.

2 Survey process

The group asked a group member's student friend, who had also used Highlands take away coffee, to introduce other students like him He introduced us to 31 students.

After that, we gave them answer sheets directly and did not do an online survey because we are also students and we somewhat understand the psychology of other students Sometimes they will ignore such online surveys.

List of questions: 16 questions Multiple-choice questions:

1 How much are you willing to pay for takeout coffee in a month? 2 Why do you drink coffee?

3 Why do you choose Highlands coffee?

4 How many times have you bought takeaway coffee from Highlands? 5 Are you still using Highlands takeaway coffee?

6 How often do you buy coffee per week? 7 What kind of coffee do you drink in Highlands?

8 How do you feel about the quality of the coffee you take home? 9 Are you satisfied with Highlands's price? If not, why? 10 Which product do you find the most delicious?

11 When you drink take away coffee, do you feel it satisfies your needs? If not, why? 12 Why do you choose take away coffee instead of sitting at a coffee shop? 13 How long does it usually take to receive your items?

14 Does the delivery time annoy you?

15 What if you choose Highlands' take-away coffee products from a popular store? Would you choose Highlands coffee? If not, why?

16 Do you like to return to using take-away coffee products at the Highlands store? If not, why? Interview question: We called the family of Mr Hoan and Ms Hanh, who are coffee growers in Buon Me Thuot and they are family members of a group member, to ask about the quality of their take-away coffee of Highlands coffee

Our question:

- When drinking Highlands coffee, for a veteran coffee grower like you, how do you feel about the quality of the coffee?

- And is it standard coffee according to what they advertise to users? - Do you feel like this price is worth it?

- How do you compare take-away coffee at Highlands and coffee from other places? - Advantages and disadvantages of Highlands' take-away coffee?

- On a scale of 10, how many points do you give Highlands coffee?

V Research results Q1

Q3

Q5

Q7

Q9

Q12

Q14

Interview answer (summary): I think that the Highlands coffee beans used to make the coffee are not high-quality coffee beans as advertised, Highlands coffee has been mixed with too much cornstarch and soybean meal and even butter The uncle added that in Vietnam, quality coffee beans are mostly exported to foreign countries With such quality and with an average price ranging from nearly 30,000 VND to more than 70,000 VND, we think it is too expensive and not worth the money to drink Regarding comparison, we cannot compare Highlands' take-away coffee and take-away coffee from other places because we have not had the opportunity to drink many types of take-away coffee, especially in the North But compared to coffee in Buan Me Thuot, it is far behind In terms of advantages, perhaps Highlands has a beautiful and luxurious

looking coffee box, but the disadvantage is probably that the quality is not good compared to the price.

VI Analyze results 1 Positive

- The positive point of Highlands' take-away coffee is the quality of service Although the waiting time for a cup of coffee is not short, most people do not feel uncomfortable This is because Highlands' environment is clean and beautiful, helping buyers have to wait but still feel comfortable.

- In addition, the coffee box is also a plus point when the box is decorated quite beautifully and luxuriously.

- Moreover, the number of Highlands coffee types is quite diverse and comes in many sizes, helping customers have many choices for the next time.

2 Negative

- Most people choose to drink coffee to be more alert before going to class or work, so people choose to buy take-away coffee from Highlands, but after drinking, most of them do not feel more alert.

- People choose to buy coffee at Highlands because of Highlands's name, which is quite understandable when Highlands Coffee's market recognition is so great But the number of customers returning to use take-away coffee is quite small.

- They think that the amount of money they spend is too high compared to the quality they receive.

- Highlands' coffee quality is considered not good, not as Highlands advertises to consumers Coffee is mixed with too many impurities, leading to a decline in coffee quality, so it does not help users feel more alert after drinking.

VII Reasons

- Takeaway coffee often loses its flavor because the customer's time on the road melts the ice, especially in the summer

- Heat retention: coffee is also affected while on the road because Highlands only uses thin plastic containers, thus affecting the quality of coffee.

- When drinking at the store, Highlands often has small bags of sugar if customers feel they are not to their taste, but for take-away coffee, staff usually do not remind customers to bring bags of sugar.

- Waiting time for coffee: During peak times such as noon and evening, the number of customers sitting at the shop is quite large, so the waiting time for customers who buy take-out is also longer.

- Plastic boxes, plastic bags and straws will contribute to affecting the environment - Ability of the barista: employees at Highland coffee often have to do a lot of work at once so they will tend to try to brew as quickly as possible In addition, although Highlands recruits very carefully and has a recipe , there are still cases where depending on the ability of each employee, the coffee will taste different.

- Coffee price: almost all customers think that Highlands coffee is quite expensive compared to its quality But we can understand Highlands because their stores are often in shopping centers and beautiful locations such as roadsides and large shops.

- Coffee bean quality: for people who drink coffee, they feel that Highlands coffee is quite diluted According to coffee growers who drink and feel that Highlands coffee is not pure coffee, they believe that Highlands coffee has been mixed with impurities such as cornstarch, soybeans and butter.

- Effects of coffee: users choose coffee to relieve the feeling of sleepiness, but most people still feel not awake after drinking it.

- Customer care: Highlands does not focus on customer care, they do not take customers' opinions to change the quality of coffee

VIII Solutions

- Maintain the same price and increase coffee quality - Lower prices and maintain coffee quality

- Replace plastic boxes and straws with paper boxes and straws or paper straws, replace plastic bags with paper trays

- Reduce the amount of ice with iced coffees so that when the ice melts, it will have less impact on coffee quality

- Listen to customers feedbacks -Source:

Highland coffee CafeBiz

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