Factors influencing customers behavior of butter oil substitute (bos) in ho chi minh city master project in business and marketing management

TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBMM4 Tran Anh Tuan Factors Influencing Customer Behavior of Butter Oil Substitute In Ho Chi Minh City MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Tutor’s name: Dr Ha Nam Khanh Giao Ho Chi Minh City (2010) i ASSURANCE This thesis contains no material that has been accepted for the award of any other degree of diploma in any university or other institution and to the best of my knowledge contains no material previously published or written by another person, except where due reference is made in the text of this thesis In this study, professional interviewers, observed by an independent quality controller and the author of this thesis, conduct the survey Thus, it has high level of trust, confidence and agreement This information of this thesis use for limited purposes and not allow to be spread out excepting for the jury of Solvay Business School and some marketing professionals including the MBMM tutor ii ACKNOWNLEDGEMENT I am grateful to Dr Ha Nam Khanh Giao for having read several chapters in my thesis and giving me invaluable comments and suggestions Besides, without his intellectual support and his continuous guidance, full of patience and enthusiasm, my thesis would not have been materialized I also wish to thank my study group in MBMM4 class, who gave me endless experienced and mental support Finally, my thanks go to the Professors of Solvay Business School for wonderful program and intellectual support during my MBA program Ho Chi Minh City, Dec 14th, 2010 -Signature of the student Tran Anh Tuan Master of Marketing & Business Management iii TUTOR’S COMMENTS The thesis on the topic customer behavior of Butter oil substitute in HCM is high practical significance Research objectives are properly identified Student has used the appropriate methodology Results obtained with the new creation with scientific content as well In particular, the author highlights the factors that influence customer behavior in coffee industry The results and conclusions of the thesis with applicable recommendations are useful information for the organizational who want to enter the specialty fats business in Viet Nam However, the project also has certain limitations, such as only on HCM scale, small samples size … Student tries his best to conduct the thesis and has a lot of efforts to gather information as well as to conduct a research to understand the purchase decision of customers in coffee roasting industry The thesis meets requirements of MBA thesis I suggest the committee should allow the author to present it to your kind perusal and consideration Ho Chi Minh City, Dec 14th, 2010 Dr Ha Nam Khanh Giao iv CONTENT ASSURANCE i ACKNOWNLEDGEMENT ii TUTOR’S COMMENTS iii CONTENT iv LIST OF FIGURES vi LIST OF TABLES vii EXECUTIVE SUMMARY CHAPTER 1: INTRODUCTION 2.1 Background introduction 2.2 Problem statement 2.3 Specialty Fats market 2.4 Research objectives 2.5 Research method 2.6 Scope of the project 2.7 Research structure 2.8 Framework of Research CHAPTER 2: LITERATURE REVIEW 3.1 Chapter overview 3.2 Industrial Buying Behavior 3.3 Buying Process 3.4 Factors Affecting Buying Process & Buying Center 3.5 The buying Center 10 3.6 Choice Criteria 10 3.7 Long-term relationships in industrial markets 12 3.8 Scale using in theoretical framework 14 3.9 Research model 15 CHAPTER 3: RESEARCH DESIGN 16 4.1 Chapter Overview 16 4.2 Qualitative research 16 4.2.1 Sampling 16 4.2.2 Data collection 17 4.2.3 Data analysis 17 4.2.4 Interview results 17 4.3 Quantitative research 18 4.3.1 Questionnaire design 18 4.3.2 Survey process 18 4.4 Data Analysis 19 CHAPTER 4: DATA ANALYSIS 21 5.1 Chapter Overview 21 v 5.2 Frequency analysis 21 5.3 Descriptive analysis 23 5.4 Reliability analysis 24 5.5 Factor Analysis 25 5.6 Multiple regression 27 CHAPTER 5: FINDINGS, RECOMMENDATIONS AND CONCLUSIONS 30 6.1 Findings 30 6.2 Recommendations 31 6.3 Conclusions 34 6.4 Limitations of the study and future research 35 REFERENCES 37 APPENDIX - Survey questionnaire 39 APPENDIX – Descriptive Analysis 43 APPENDIX – Reliability Analysis 44 APPENDIX – Factor Analysis 46 APPENDIX – Regression Analysis 48 vi LIST OF FIGURES Figure 2.1: BOS and its application Figure 2.2: Specialty fats market Figure 2.3: Calofic sales Figure 2.4: Imported products Figure 3.1: Areas of industrial buying behavior Adapted from Baptista and Forsberg (1997), p 22 Figure 3.2: The conceptual model of selection BOS supplier 15 Figure 5.1: Position of respondents 21 Figure 5.2: BOS volume per month 22 Figure 5.3: Experience of respondents with BOS in coffee roasting 22 vii LIST OF TABLES Table 3.1: The importance of different classical decision criteria 11 Table 3.2: List of common choice criteria in prior studies 12 Table 3.3: Scale using for independence variable 14 Table 5.1: Descriptive analysis of factors influencing customer behavior 24 Table 5.2: Reliability statistic of five independence factors and one dependence factor 24 Table 5.3: Factor analysis with Promax method 26 Table 5.4: The list of new factors 26 Table 5.5: Anova test 27 Table 5.6: Liner analysis 28 Table 5.7: Model Summary 29 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao EXECUTIVE SUMMARY The study was aimed at determining the impacts of factors that influence the customer behavior of Butter Oil Substitute (BOS) in coffee roasting industry The study was carried out in Ho Chi Minh City on 88 customers using face to face interview and structured questionnaire as the instruments for data collection Questions were designed to find out how consumers behave in relation to BOS for coffee roasting The study showed that the purchase of BOS in coffee roasting industry is influenced mostly by the customer’s price consciousness, relationship between buyer and seller, and customer service Implications of the study used as references for the planning of marketing strategies and as the basis for future researches in the customer behavior with regard to bakery customers (another application of BOS) and specialty fats in general Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao CHAPTER 1: INTRODUCTION 2.1 Background introduction Vietnamese coffee is roasted differently from coffee in other regions of the world, a unique process, involving butter oil and techniques that bring out the highest development of flavor without over-roasting or burning the coffee Coffee beans are generally roasted in what is referred to as butter oil substitute (BOS) Butter oil substitute is a replacement for butter oil BOS is processed from vegetable oil instead of milk therefore it has economic BOS is widely used in the coffee roasting industry to replace the expensive dairy-based butter oil The functionality of BOS is similar to that of butter, which is to smoothly, fatty beans The unique characteristics of the BOS product are its strong butter flavor and a deep yellow color BOS has being hot in recent years in Vietnam due to low price & convenience for coffee roasting industry Figure 2.1: BOS and its application There are about 300 coffee roasters in Vietnam All most all of coffee roasters are using BOS to add in roasting process Dosage is about 3% - 5% According to the association’s date, BOS’s volume from import statistic estimates about 7,000mt per year, almost from Malaysia, Indonesia 2.2 Problem statement Wilmar International Limited is Asia’s leading agribusiness group, and their operations are located in more than 20 countries Wilmar’s business activities include oil palm cultivation, oilseeds crushing, edible oils refining, consumer pack edible oils processing, 35 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao The research was based on the qualitative method which used focus groups and discuss with experts to explore the potential factors, and the quantitative method using questionnaire to confirm those factors This study showed that pricing has the strongest influence on customers’ behavior of BOS in coffee roasting industry Customers care much about promotion & rebate program This study also indicates that relationship plays an important role in buying decision Customer service also has more impact than Quality and Channel In this industry, suppliers play an important role in the purchase of BOS because it is difficult to customers to buy directly from manufacture due to the complicated progress of manufacture and delivery Marketing stimulus have remarkable impacts on promotion, rebate for customers Technical support to solve problem, payment term, consolidate the choice of customer However, relationship between buyers and seller role should not be ignored as internal stimulus may trigger a purchase but only satisfaction with the product ensures a repeat purchase Other customer characteristics that may have an impact such as position, gender, and experience have not been explored due to the limitations in the scope of the study This study provides the preliminary research of customer behavior of BOS in coffee roasting industry in Viet Nam It has opened more space for further development in other application of BOS in specific and specialty fats in general Findings and recommendation from this study can develop some improvement of Calofic in specific 6.4 Limitations of the study and future research Due to constraints in time and other resources the study does have some limitations Firstly, the research site was confined to Ho Chi Minh City Quota sampling was utilized and a relatively small sample (n = 88) drawn As a result, subgroup analysis was not possible therefore implications for market segmentation were not obtained Generalization of the results would have been better if research would be conducted on a larger sample that covers a wider range of geographic 36 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao Secondly, although the study provides a basic insight into factors that determine the purchase of BOS in coffee roasting, there are other influencing factors that have not been identified Future research is recommended for larger sample which includes customers in both coffee and bakery segment It also worthy to note that while the five factors were found to be important of organizational buying behavior, there are maybe other factors which should be studied in further research, such as country origin, the influence of buying situation… 37 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao REFERENCES Anderson J C., Narus J A.; (1990) “A model of distributor firm and manufacturer firm working partnerships” Journal of Marketing, Vol 54; January; 42-58 Anderson E., Weitz B (1992) “The use of pledges to build and sustain commitment in distribution channels” Journal of Marketing Research, Vol 29, February; 18-34 Baptista, C & Forsberg, L-O (1997) Industrial Buying Behavior in the Swedish and Polish Mining Industries - A Comparative Study, Licentiate Thesis, Luleå University of Technology David A Reid, Richard E Plank (2003) Fundamentals of Business Marketing Research, an imprint of the Haworth press In, Oxford Dempsey, W.A (1978) “Vendor Selection and the Buying Process” Industrial Marketing Management, Vol.7, 257-267 Deng, G and Wortzel, L.H (1995) “Importer Purchase Behavior: Guidelines for Asian Exporter” Journal of Business Research,Vol 32 (1), 41-47 Geyskens I., Steenkamp J-B , Scheer L K , Kumar N (1996).” The effects of trust and interdependence on relationship commitment” International Journal of Research in Marketing, Vol 13; 303-317 Han S-L., Wilson D T & S P Dant (1993) “Buyer - Supplier Relationships Today” Industrial Marketing Management, Vol 22, 331-338 Hoang Trong and Chu Nguyen Mong Ngoc (2008) Phan tich du lieu nghien cuu voi SPSS; tap & 2, Hong Duc Publisher 10 Jagdish N Sheth, Arun Sharma (2004) “Behavioral approaches to industrial marketing: Extant and Emerging Research” Handbook of Industrial Marketing, 147-174 11 Jarvis L P & J B Wilcox (1977) “True Vendor Loyalty or Simply Repeat Purchase Behavior” Industrial Marketing Management, Vol.6, 9-14 12 Lehmann, D.R & O’Shaughnessy J (1974) “Differences in Attribute Importance for Different Industrial Products” Journal of marketing, Vol 38 No 2, 36-42 13 Martin Tina (2005) Industrial Buying Behavior in the Telecommunication Market Lubla University of technology 14 Morgan R M & S D Hunt (1994) “The Commitment - Trust Theory of Relationship Marketing” Journal of Marketing Vol.58; 20-38 38 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao 15 Sheth, J.N (1996) “Organizational buying behavior: past performance and future expectations” Journal of Business & Industrial Marketing, Vol 11 No 3/4, 7-24 16 Sheth, J.N (1973) “A Model of Industrial Buyer Behavior” Journal of Marketing, Vol 37 No 4, 50-56 17 Webster, F.E & Wind, Y (1972) “A General Model for Understanding Organizational Buying Behavior” Journal of Marketing, Vol 36 No 2, 12-19 18 Wilson D T (1995) An integrated model of buyer - seller relationships, the Pennsivlavina State University, n°10-1995; ISBM 19 Wind, Y & Thomas R.J (1980) “Conceptual and Methodological Issues in Organizational Buying Behavior” European Journal of Marketing Vol 14, 239–246 20 http://www.vietnamese-coffee.com 21 http://www.wilmar-international.com/ 39 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao APPENDIX - Qualitative questionnaire A Questions for distributors (focus group) When buying butter oil substitute for coffee roasting what are you interested to know, for example price, name of manufacturer, service, etc? What are the selection criteria for your company when selecting BOS suppliers? What factors influence your buying decision? (Product related and personal related factors) How you evaluate quality of butter oil substitute? How you link price with quality? How you find information regarding potential suppliers? How important is order cycle time (time between order and delivery) when choosing the supplier? Does the influence of relationship affect the selection of suppliers? How? B Questions for experts (face to face interview) What you think about the affect of Butter oil substitute in coffee roasting? What are the components of quality of butter oil substitute? What you think about influence of relationship on customers and on BOS sellers? What you think about the role of channeling in BOS or ingredient supplier? What you recommend customers in relation to our products? 40 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao APPENDIX - Survey questionnaire Dear Sir/Madam, We are doing a survey of factors influencing customer behavior of BOS in coffee roasting industry Please help to answer herewith all questions by circling the number which you evaluate The questionnaire includes parts: general information and factors influencing customer behavior of BOS We high appreciated if you spend few minutes of your valuable time There is no right or wrong answer All your answers will make our survey successful PART 1/ General question about company & interviewee: What is your position in company? Director Technical Staff Others: Gender Male Female How long have you working for company? Under year From – years From – years Above 5years Your old From 21 – 30 31 - 40 Above 40 What is your qualification? Business Production Food technology Others: Average volume of BOS using per month: Under 0.50 Mt/mth From 0.5 – Mt/mth From – 3Mt/mth Above Mt/m 41 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao Part 2/ Questions relate to factors incluencing customer behavior of BOS in coffee roasting industry For quality factor, What items you consider to have an important influence in your purchase decision? On a scale of to 5, where is not important at all and is very important please circle the number that most fits your rating on each of the following criteria Not Not Very very Import import Normal import importa ant ant ant nt Flavor is unique Texture is smooth, fatty Color is attractive Packing is convenience for using General analysis For Service factor, What items you consider to have an important influence in your purchase decision? On a scale of to 5, where is not important at all and is very important please circle the number that most fits your rating on each of the following criteria Not very importa nt Not import ant Normal Import ant Very import ant Payment term & Credit limit Customer’s complaint Friendly & willing to help General analysis For Channel factor, What items you consider to have an important influence in your purchase decision? On a scale of to 5, where is not important at all and is very important please circle the number that most fits your rating on each of the following criteria Not Not Normal Import Very 42 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao very importa nt import ant ant import ant Delivery on time Ability to solve urgent order Quality assurance General analysis 10.For Relationship factor, What items you consider to have an important influence in your purchase decision? On a scale of to 5, where is not important at all and is very important please circle the number that most fits your rating on each of the following criteria Not very importa nt Not import ant Normal Import ant Very import ant Reputation of supplier in market Commitment of supplier with their products & service Satisfactory during transaction with supplier General analysis 11 For Price factor, What items you consider to have an important influence in your purchase decision? On a scale of to 5, where is not important at all and is very important please circle the number that most fits your rating on each of the following criteria Not Not Very very Import import Normal import importa ant ant ant nt Reduce or low price Promotion by goods Volume rebate in month/quarter General analysis 43 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao APPENDIX – Descriptive Analysis Descriptive Statistics N QUALITY - flavor 88 Minimum Maximum Mean 4.48 Std Deviation 711 QUALITY - texture 88 4.43 770 QUALITY - packing 88 4.16 709 QUALITY - design 88 3.95 710 SERVICE - payment 88 4.19 641 SERVICE - complain 88 4.02 727 SERVICE - attitude 88 3.83 874 CHANNEL - time delivery 88 4.39 576 CHANNEL - urgent order 88 4.45 545 CHANNEL - guarantee 88 4.32 653 RELATION - trust 88 4.20 681 RELATION - commitment 88 4.22 734 RELATION - satisfaction 88 4.09 783 PRICE - reduce 88 4.12 603 PRICE - promotion 88 4.42 562 PRICE - rebate 88 4.53 566 Valid N (listwise) 88 44 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao APPENDIX – Reliability Analysis Reliability Statistics - Quality factor Cronbach's Alpha N of Items 0.6907 Item-Total Statistics Q7A Q7B Q7C Q7D Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted 12.5455 12.5909 12.8636 13.0682 2.7795 2.7043 2.6938 2.662 0.4568 0.4225 0.5026 0.5189 0.6367 0.6613 0.608 0.5976 Reliability Statistics - Service factor Cronbach's Alpha N of Items 0.7387 Item-Total Statistics Q8A Q8B Q8C Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted 7.8523 8.0227 8.2159 1.9664 1.7006 1.3896 0.5438 0.5937 0.5829 0.686 0.619 0.6489 Reliability Statistics - Channel factor Cronbach's Alpha N of Items 0.7746 Item-Total Statistics Q9A Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted 8.7727 1.1202 0.5982 0.709 45 Solvay Burussels School – MBA Thesis Q9B Q9C Tutor: Dr Ha Nam Khanh Giao 8.7045 8.8409 1.1301 0.9859 0.6514 0.5931 0.6583 0.725 Corrected ItemTotal Correlation 0.5935 0.5922 0.6874 Cronbach's Alpha if Item Deleted 0.7377 0.738 0.6313 Reliability Statistics - Relation factor Cronbach's Alpha N of Items 0.7832 Item-Total Statistics Q10A Q10B Q10C Scale Mean if Item Deleted 8.3068 8.2955 8.4205 Scale Variance if Item Deleted 1.8243 1.7048 1.4649 Reliability Statistics - Price factor Cronbach's Alpha N of Items 0.6554 Item-Total Statistics Q10A Q10B Q10C Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted 8.9545 8.6591 8.5455 0.9404 0.848 0.9864 0.403 0.5915 0.4162 0.6472 0.3863 0.6234 Reliability Statistics – purchase decision (Dependence factor) Cronbach's Alpha N of Items 0.6714 Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted 46 Solvay Burussels School – MBA Thesis QUALITY SERVICE CHANNEL RELATION PRICE 17.1477 17.5682 17.2727 17.3636 17.5568 Tutor: Dr Ha Nam Khanh Giao 3.3228 2.8229 3.373 3.2226 3.2381 0.5068 0.4117 0.3942 0.4196 0.433 APPENDIX – Factor Analysis KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .810 499.760 120 000 Communalities Initial Extraction QUALITY - flavor 1.000 477 QUALITY - texture 1.000 497 QUALITY - packing 1.000 634 QUALITY - design 1.000 784 SERVICE - payment 1.000 651 SERVICE - complain 1.000 673 SERVICE - attitude 1.000 764 CHANNEL - time 1.000 680 delivery CHANNEL - urgent 1.000 742 order CHANNEL - gurrantee 1.000 646 RELATION - trust 1.000 669 RELATION 1.000 663 commitment RELATION - sastifaction 1.000 771 PRICE - reduce 1.000 563 PRICE - promotion 1.000 711 PRICE - rebate 1.000 755 Extraction Method: Principal Component Analysis 0.5935 0.638 0.6335 0.6225 0.6168 47 Solvay Burussels School – MBA Thesis Compon ent 10 11 12 13 14 15 16 Initial Eigenvalues % of Cumulativ Total Variance e% 5.389 33.683 33.683 1.783 11.142 44.825 1.274 7.964 52.789 1.125 7.031 59.821 1.109 6.929 66.750 919 5.741 72.491 760 4.750 77.241 597 3.731 80.972 529 3.307 84.279 506 3.162 87.441 435 2.721 90.162 409 2.554 92.716 358 2.236 94.952 304 1.901 96.853 279 1.747 98.600 224 1.400 100.000 Tutor: Dr Ha Nam Khanh Giao Extraction Sums of Squared Loadings % of Cumulati Total Variance ve % 5.389 33.683 33.683 1.783 11.142 44.825 1.274 7.964 52.789 1.125 7.031 59.821 1.109 6.929 66.750 Rotation Sums of Squared Loadings(a) % of Cumulati Total Variance ve % 3.976 3.445 3.016 3.079 2.997 Total Variance Explained Extraction Method: Principal Component Analysis a When components are correlated, sums of squared loadings cannot be added to obtain a total variance Component Matrix(a) QUALITY - flavor QUALITY - texture QUALITY - packing QUALITY - design SERVICE - payment SERVICE - complain SERVICE - attitude CHANNEL - time delivery CHANNEL - urgent order CHANNEL - guarantee RELATION - trust RELATION commitment 576 619 507 510 574 532 645 688 526 576 638 Component -.512 513 515 615 48 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao RELATION - satisfaction 670 PRICE - reduce 648 PRICE - promotion 629 PRICE - rebate Extraction Method: Principal Component Analysis a components extracted .668 Pattern Matrix(a) Component QUALITY - flavor QUALITY - texture QUALITY - packing 748 QUALITY - design 933 SERVICE - payment 603 SERVICE - complain 802 SERVICE - attitude 937 CHANNEL - time 830 delivery CHANNEL - urgent 806 order CHANNEL - gurrantee 878 RELATION - trust 809 ELATION - commitment 729 RELATION - sastifaction 852 PRICE - reduce PRICE - promotion 726 PRICE - rebate 936 Extraction Method: Principal Component Analysis Rotation Method: Promax with Kaiser Normalization a Rotation converged in iterations APPENDIX – Regression Analysis Variables Entered/Removed(b) Variables Variables Model Entered Removed PRICE1, PRODUCT1, SERVICE1, CHANNEL1, RELATIO1(a) a All requested variables entered Method Enter 49 Solvay Burussels School – MBA Thesis Tutor: Dr Ha Nam Khanh Giao b Dependent Variable: QUYETDIN Model Summary(b) Std Error Adjusted of the DurbinModel R R Square R Square Estimate Watson 791(a) 626 604 27050 1.733 a Predictors: (Constant), PRICE1, PRODUCT1, SERVICE1, CHANNEL1, RELATIO1 b Dependent Variable: QUYETDIN ANOVA(b) Sum of Mean Squares df Square F Sig Regression 10.058 2.012 27.492 000(a) Residual 6.000 82 073 Total 16.058 87 a Predictors: (Constant), PRICE1, PRODUCT1, SERVICE1, CHANNEL1, RELATIO1 b Dependent Variable: QUYETDIN Model Coefficients(a) Unstandardized Coefficients Std B Error (Constant) 750 341 PRODUCT1 011 053 SERVICE1 192 053 CHANNEL1 032 068 RELATIO1 229 057 PRICE1 377 068 a Dependent Variable: QUYETDIN Residuals Statistics(a) Model Minimu m Maximu m Predicted 3.4996 4.9509 Value Residual -.6707 5592 Std Predicted -2.488 1.781 Value Std Residual -2.479 2.067 a Dependent Variable: QUYETDIN Standardi zed Coefficien ts Mean t Sig Beta 015 273 036 327 425 2.201 201 3.633 464 4.025 5.509 Std Deviatio n N 031 841 000 644 000 000 4.3455 34002 88 0000 26261 88 000 1.000 88 000 971 88 ... these factors and study the finding to infer the recommendations 2.6 Scope of the project This study focuses on coffee roasting customers in Ho Chi Minh City, who buy BOS for coffee roasting process... where product offerings are quickly maturing 2.4 Research objectives  Measure the factors influencing the customer behaviors of BOS for coffee roasting industry in Ho Chi Minh City  Provide... Oct 2010 in Ho Chi Minh City Sample included 88 coffee roasting customers The majority of the sample (97%) is young people who are from 30 - 40 years old and most of the interviewed customers