The factors affect consumer purchasing behavior of vietnamese branded coffee products in hanoi city

Cohort 2016 – 2018 Master’s Thesis BY PHAM THU HIEN THE FACTORS AFFECT CONSUMER PURCHASING BEHAVIOR OF VIETNAMESE BRANDED COFFEE PRODUCTS IN HANOI CITY Supervisor: Prof.Dr Pham Thi Lien HANOI, JUNE 2018 ACKNOWLEDGMENT First of all, I would like to send my sincere thanks to the lecturers, especially to my supervisor Prof Dr Pham Thi Lien for her devoted attention, lessons and guidance, which have equipped me with key knowledge and essential skills throughout the course More importantly, everything I have learned here would undoubtedly help me tremendously in my work in the future I would also like to thank lecturers of International School - Vietnam National University, Nantes University for their useful supporting during my process of studying and researching to complete this paper This course has equipped and improved and added a lot of knowledge about the different areas In addition, the course also helps me to have a relationship, have the opportunity to share information and learn from other students in the program I am pleased to gratitude respondents for their enthusiastic support and creating favorable conditions for me to have more useful information to complete thesis Sincere thanks Author Pham Thu Hien ii ABSTRACT Strongly development of the coffee industry shows vital role of this beverage in the our daily life Vietnam is in the top five Asian countries for coffee consumption per capita after Japan, South Korea and Thailand With population of over 90 million people, it has a difference in the coffee culture that older than in other countries This is a lucrative market for Vietnamese coffee companies to exploit and develop their brands But the reality shows that this potential market is to be omitted because Vietnamese coffee enterprises focus on exporting green coffee In a current market economy, the fierce competition occurs among businesses and anyone who wants their products or services to be attended and selected by customers In order to achieve that goal, it is not only base on factors such as good quality products, competitive price, also on other elements that need to be resolved for instance what customers need and want, how their demand change, buying motivation and the personality traits of each customer group as well as the factors directly and indirectly impact on their buying behavior, etc For a long-term, stable development, enterprises need to understand the psychology, age, occupation, average income, behavior of their customers Therefore thesis has focused on investigating customers’ awareness about Vietnamese coffee brand, their habit and purchasing behavior of Vietnamese coffee products, the factors impact on their buying behavior of Vietnamese coffee products Data collection was conducted in five districts of Hanoi city and used quantitative method with survey questionnaire Based on 250 valid responses from customers, the study identified five components – PRODUCT CHARACTERISTICS, PRICE, PRODUCT MOTIVATION and SOCIAL AFFECTS, PERSONALITY – which explain customer purchasing behavior of Vietnamese coffee products in Hanoi city The relationship between these purchasing behavior components and affecting factors is tested by regression analysis As the result showed except component personality has not met analysis condition and rejected, the rest four components have positive influence on Hanoian customer purchasing behavior of Vietnamese coffee products in which PRODUCT CHARACTERISTICS has the most significant impact on consumers’ buying behavior Base on these findings, the thesis also gives some suggestions for Vietnamese coffee producers for further improve their quality of products and service to satisfy customer demand and taste in Hanoi market Key words: Vietnamese coffee, buying behavior, affecting factors, impact iii TABLE OF CONTENT ACKNOWLEDGMENT .ii ABSTRACT iii TABLE OF CONTENT iv ABBREVIATIONS vi LIST OF GRAPHS, FIGURES AND TABLES vii INTRODUCTION CHAPTER THEORETICAL FRAMEWORK AND RESEARCH MODEL 1.1 Concepts of consumer behavior 1.2 Purchase decision making process and different types of buying decision 1.3 Literature review on the customers’ coffee purchasing behavior 1.4 Research models and the the factors affect consumers’ purchasing behavior of Vietnamese branded coffee products 11 1.4.1 Theoretical models of consumer behavior and coffee purchase decision 11 1.4.2 The factors affect consumers’ purchasing behavior of Vietnamese branded coffee products 16 1.5 Research model 22 CHAPTER RESEARCH CONTEXT AND METHODOLOGY 24 2.1 Analyzing Vietnam café industry 24 2.1.1 History and development of Vietnam café industry 24 2.1.2 Categories of planted coffee in Vietnam 25 2.1.3 SWOT analyzing 27 2.2 Analyzing macro environment 29 2.2.1 Political - legal 29 2.2.2 Economic 29 2.2.3 Social - culture 30 2.2.4 Technology 30 2.3 Analysis domestic coffee market and product brand 31 2.3.1 Distribution channel and promotion 32 2.3.2 Purchasing habits and coffee consumption of Vietnamese people 33 2.3.3 Brand awareness 34 2.3.4 Customer satisfaction and loyalty 34 2.4 Research methods 35 2.4.1 Research approach 35 iv 2.4.2 Designing questionnaire and pilot testing 36 2.4.3 Sample and data collection 39 2.5 Analyzing data plan 40 2.5.1 Reliability analysis by Cronbach’s alpha 41 2.5.2 Exploratory factor analysis 42 2.5.3 Regression analysis 43 CHAPTER III RESEARCH RESULTS 45 3.1 Descriptive statistics 45 3.1.1 Sample demographic 47 3.1.2 Customers’ brand awareness and satisfaction on Vietnamese coffee products 48 3.1.3 Customer’s habit of Vietnamese coffee purchasing and drinking 50 3.2 Reliability analysis and measurement scales 55 3.3 Exploratory Factor Analysis 58 3.3.1 Exploratory Factor Analysis of Affecting Factors Scale 58 3.3.2 Exploratory Factor Analysis of Purchasing Behaviors Scale 63 3.4 Regression Analysis and hypotheses tested results 64 3.4.1 Regression analysis 64 3.4.2 Research model and hypotheses tested results 68 CHAPTER IV FINDINGS AND DISCUSSION 70 4.1 Assessing customers’ purchasing behavior and loyalty of Vietnamese coffee brand products in Hanoi city 70 4.2 The affecting factors on customers’ purchasing behavior of Vietnam coffee brand products 71 4.3 Suggestions for Vietnamese coffee companies to attract more customers and increase sale volume in Hanoi market 72 4.3.1 Promoting customer puchase motivation 72 4.3.2 Improve product characteristics 72 4.3.3 Setting an appropriate price 73 4.3.4 Social affects 73 4.3.5 Personality 74 REFERENCE 77 APPENDIX Interview Guideline 81 APPENDIX Questionnaires 85 APPENDIX SPSS data analysis 91 v ABBREVIATIONS MARD Ministry of Agriculture and Rural Development DARDs Department of Agriculture and Rural Development TTP Trans-Pacific Partnership Agreement FDI Foreign Direct Investment BMI BMI research – Fitch group company GDP Gross Domestic Product RTD Ready to drink I.A.M Vietnam Institute of Applied Marketing IPSARD Institute of Policy and Strategy for Agriculture and Rural Development VBCSD Vietnam Business Coucil for substainable development VICOFA Vietnam Coffee - Cocoa Association vi LIST OF GRAPHS, FIGURES AND TABLES Figure 1 Consumer behavior model Figure Stages of purchase decision making process Figure Howard-Sheth Model of consumer behavior 12 Figure Nicosa’s Model of purchasing behavior 13 Figure 1.5 A structural equation model of effective variables on selecting chain stores from the customer perspective 14 Figure Model factors affecting consumers’ buying decision in selection of a coffee brand 14 Figure 1.7 Model factors affecting consumers’ buying decision of foreign coffee in Hochiminh city 15 Figure Research model 23 Table Estimate of Vietnam’s coffee area by province 26 Table 2 Pilot testing result 39 Table Encoded data 40 Table Descriptive analysis 45 Table Gender distribution among 250 respondents 47 Table 3 The customers’ brand awareness of Vietnamese coffee products 48 Table Frequency and types of consumed coffee products 50 Table The influence level of factors on customer buying behavor of Vietnamese coffee products according to average in come 52 Table Test of Homogeneity of Variances 53 Table ANOVA analysis 54 Table Reliability of mesuament scales 55 Table 3.9.1 Exploratory factor analysis of affecting factors on customer purchasing behavior of Vietnamese coffee products in Hanoi city – KMO and Bartlett’s test 59 Table 3.9.2 Exploratory factor analysis of affecting factors on customer purchasing behavior of Vietnamese coffee products in Hanoi city – Total variance explained 59 Table 3.9.3 Exploratory factor analysis of affecting factors on customer purchasing behavior of Vietnamese coffee products in Hanoi city – Rotated Component matrixa 60 Table 3.10.1 Reliability statistics and exploratory factor analysis of affectin g factors on customer buying behavior of Vietnamese coffee products, 2nd time – KMO and Bartlett’s test 61 vii Table 3.10 Reliability statistics and exploratory factor analysis of affecting fa ctors on customer buying behavior of Vietnamese coffee products, 2nd time – Total variance explained 61 Table 3.10.3 Reliability statistics and exploratory factor analysis of affecting factor s on customer buying behavior of Vietnamese coffee products, 2nd time –Rotated component matrix a 62 Table 3.11.1 Exploratory factor analysis of purchasing behavior scale – KMO and Bartlett’s test 63 Table 3.11.2 Exploratory factor analysis of purchasing behavior scale – Total variance explained 63 Table 3.11.3 Exploratory factor analysis of purchasing behavior scale – Rotated component matrixa 64 Table 12 Partial correlation of regression coefficient – 1st time 65 Table 13 Partial correlation of regression coefficient – 2nd time 65 Table 14 Adjusted R square 66 Table 15 ANOVA analyzing 67 Table 16 Hypotheses tested results 68 Bar chart Respondents’ education and occupation 48 Figure Research model result 68 viii INTRODUCTION Rationale In a current market economy, the fierce competition occurs among businesses and anyone who wants their products or services to be attended and selected by customers In order to achieve that goal, it is not only base on factors such as good quality products, competitive price, also on other elements that need to be resolved for instance what customers need and want, how their demand change, buying motivation and the personality traits of each customer group as well as the factors directly and indirectly impact on their buying behavior, etc To sustainable developing, enterprises need to understand the psychology, age, occupation, average income, behavior of their customers Researches on customer behavior focus on individual psychology, habit, core beliefs, values, and customs that affect on of behavior and interactions among people in the buying process Thereby, select the appropriate market segment, support businesses to built appropriate marketing strategies which re-impact the customer Understanding customer behavior also helps organizations and government agencies protect consumer rights and adjust marketing-related policies Strongly development of the coffee industry shows vital role of this beverage in our daily life Vietnam is in the top five Asian countries for coffee consumption per capita after Japan, South Korea and Thailand With population of over 90 million people, it has a difference in the coffee culture that older than in other countries This is a lucrative market for Vietnamese coffee companies to exploit and develop their brands But the reality shows that this potential market is to be omitted because Vietnamese coffee enterprises focus on exporting green coffee Moreover, in the context of regional and world economic integration, the presence of many domestic and foreign brands in the Vietnamese coffee market brings more choices to the consumers The coffee drinking habits of Vietnamese people are gradually changing, now they prefer go to coffee shops to enjoy coffee They come here to drink coffee but also to communicate, meet friends, and satisfy their social needs They are more concern about coffee shop space, quality of products and services, prices, etc To respond those demands, Vietnamese coffee businesses also need to study the desires, perceptions, behavioral choices and purchase decisions of their target customers thereby, develop product quality, price and services Each brand of domestic or foreign coffee businesses with its own competitive advantage has attracted a certain number of customers Nevertheless, they need to catch their customers’ tastes, their competitive strengths, weaknesses as well as their competitors in order to provide appropriate strategies to satisfy the consumer's demand and expectation Furthermore, they need to capture the consumption trends to attract customers, build a strong brand and create competitive advantages Although the penetration of foreign coffee brands gave consumers more choices, meet their different tastes, it has created more pressures on domestic coffee businesses It means that they are forced to be innovated themselves, improve their service quality to better meet local consumers’ needs There are not many studies in the influencing factors on consumer behavior of Vietnamese coffee products, so to better understand purchasing behavior of Vietnamese consumers in general and Hanoi consumers in particular for Vietnamese coffee brands I chose the research topic "The factors affect consumers purchasing behavior of Vietnamese branded coffee products in Hanoi city" Research objectives, questions and objects 1.2.1 Research objectives The thesis focused on the influent factors on customers’ purchasing behavior of Vietnamese coffee products The paper determined impact level of these factors on purchasing behavior of Vietnamese coffee products of different customer groups Thereby, it proposed several suggestions for domestic coffee companies to encourage consumers buy products and improve business efficiency 1.2.2 Research questions In this study, we will find out the answers to following two questions: What are the main elements affects on the customers’ purchasing behavior of Vietnamese branded coffee products? Which solutions encourage consumers to buy much more Vietnamese branded coffee products in the current context? Objects, Research scope, data collection and analysis 3.1 Objects: Based on the research objectives above, the objects of this dissertation included consumer’s purchasing behavior of Vietnamese branded coffee products and the factors influencing purchasing decision on Vietnamese branded coffee products of consumers in Hanoi city 13 David, F D.,1993 Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology MIS Quarterly, 13 (3) 14 Dodds, W B., et.al (1991) Effects of price, brand, and store information on buyers’ product evaluations Journal of Marketing Research, 28(3) 15 Godiya Jis Jelison (2017) Factors positively affecting purchase behavior of coffee consumers in Wattana district in Bangkok MBA thesis by Bangkok University 16 Gerald Smith (2017) Vietnam coffee annual – May, 2017 GAIN report N0 VM7024 17 Hair, J.F., Black, W.C., Babin, B.J., & Anderson, R.E (2010) Multivariate Data Analysis Seventh Edition Prentice Hall, Upper Saddle River, New Jersey 18 Hoyer, W D., & MacInnis, D J (2007) Consumer Behavior (Fourth ed.): Houghton Mifflin 19 Hoang Trong, Chu Nguyen Mong Ngoc, 2005 Analyzing research data with SPSS, Statistical Publish House 20 IPSOS (2013) Vietnam coffee industry www.ipsosconsulting.com 21 International Coffee Organization 2014 Global Coffee Prices Hit Highest Monthly Level In Two Years Amid Severe Volatility http://icocoffeeorg.tumblr.com/post/82189623202/globalcoffee-prices-hit-highestmonthly-level-in 26th March 2015 22 Kotler, P & Keller, K L 2009, Marketing Management, 13th edn, Upper Saddle River, New Jersey, Pearson Prentice Hall 23 Kotler, P and Armstrong, G (2010) Principles of marketing Englewood Cliffs, N.J.: Prentice Hall, p.187 24 Kotler, P., Armstrong, G and Parment, A (2012) Principles of marketing Swedish Edition, Harlow, England: Prentice Hall 25 Khan, M 2006 Consumer Behaviour and Advertising Management New Age International 26 Kim J.O et al, (2002) “Cross‐cultural consumer values, needs and purchase behavior”, Journal of Consumer Marketing, 19(6): 481-502 27 Maciejewski, G (2016), Young consumers’ attitudes towards product innovation, Konsumpcja i Rozwój, 1(14): 19-31 28 Mehmet, M (2012) “Personality effects on experiential consumption” Elsevier Journal, Norway, (52) 94-98 78 29 Mullins, J L (2010) “Management and Organisational Behaviour’ Nineth edition” Prentice Hall Financial Times, New York 30 Muriel Fifue et al, (2006) Research on domestic coffee consumption in Hanoi and Hochiminh city General Statistic Office of Vietnam-Figures and Event Journal Volum 3.Chap.2 31 Nguyen Quoc Viet (2016) The factors impact consumer’s purchasing decision on Trung Nguyen powder coffee in Hochiminh city MBA thesis by NEU, Hochiminh 32 Rundh, B (2009) The multi-faceted dimension of packaging British Food Journal, 107 (9), 670-684 33 Oliva, T.A & MacMillan, I.C (1992), “A catastrophe model for developing service satisfaction strategies'', Journal of Marketing, Vol 56, July, pp 83-95 34 Polyakova Ksenia (2013) Packaging design as a Marketing tool and Desire to purchase Bachelor thesis of Saimaa University of Applied Science 35 Perreau, F 2014 The Consumer Factor The Consumer Buying Decision Process http://theconsumerfactor.com/en/5-stages-consumer-buying-decisionprocess/ 36 Schiffman, L G & Kanuk, L L 2007, Consumer Behavior, 9th edn, New Jersey, Prentice Hall 37 Schiffman, L.G., & Kanul, L L (2000) Consumer behavior (7th ed.) New Jersey, Prentice-Hall Inc 38 Sheth, J.N and Howard, J.A (1977), The Theory of Buyer Behavior, New York, Wiley, 1977, 30 39 Silayoi, P., & Speece, M (2007) The importance of packaging attributes: a conjoint analysis approach European Journal of Marketing, 41 (11/12), 1495-1517 40 Silayoi, P., & Speece, M (2004) Packaging and purchase decisions: An exploratory study on the impact of involvement level and time pressure British Food Journal, 106 (8), 607-628 41 Saunders, M., Lewis, P & Thornhill, A (2009) Research methods for business students, 5th ed., Harlow, Pearson Education 42 Sylwia M (2016) Consumer preferences and behaviour on the coffee market in Poland Forum Scientiae Oeconomia Volume (2016) No 43 Sweeney et al., (2008) Factors influencing word of mouth effectiveness: receiver perspectives European Journal of Marketing, 42 (2008), pp 344-364 79 44 Tanja Lautiainen (2015) Factors affecting consumers’ buying decision in the selection of a coffee brand BA thesis by Saimaa University of Applied Sciences, Lappeenranta 45 Tran Thi Quynh Chi et.al, (2006) Research on domestic coffee consumption in Hanoi and Hochiminh city Institute of Policy and Strategy for Agriculture and Rural Development 46 Trinh Thien Thanh Trung et al (2012) The factors impact customers’ selection of garden coffee shop in Hochiminh city MBA thesis by Hochiminh Economics Uni 47 Turner, J C (1991) Social influence Milton Keynes, England: Open U niversity Press and Pacific Grove, Calif.: Brooks/Cole 48 T.C.Varun et al, (2009) Factors influencing the consumption behaviour of coffee and tea in Karnataka Karnataka J Agric Sci., 22 ( ) (828-830): 2009 49 Vietnam Business Coucil for substainable development (2015) Summary Report: Competitiveness of tea, coffee & rubber sectors 50 Yao, X., Wu, X and Long, D (2016) „University students‟ entrepreneurial tendency in china‟, Journal of Entrepreneurship in Emerging Economies, 8(1): 60 81 51 Yee, W F., & Sidek, Y (2008) Influence of brand loyalty on consumer sportswear International Journal of Economics and Management, (2), 221–236 Website 52 http://vinaresearch.jp/upload/userfiles/files/WS_Bao_cao_thi_truong_ca_phe_hoa_ tan_2013.pdf 53 https://www.vinacafebienhoa.com/content/history/ 54 www.trungnguyen.com.vn 55 http://cafef.vn/5-nam-kinh-te-viet-nam-qua-nhung-con-so-0180106001618102.chn 56 http://www.mintel.com/press-centre/food-and-drink/us-coffee-house-salesexpected-to-reach-28-7-billion-by-2021 57 http://www.brandsvietnam.com/146-Thi-truong-ca-phe-Viet-Nam-va-co-hoi-chodoanh-nghiep-trong-nuoc 58 https://worldcoffeeresearch.org/media/documents/2016_Annual_Report.pdf 59 http://vicofa.org.vn/Default.aspx?tabid=118&language=vi-VN 80 APPENDIX Interview Guideline Vietnamese Version PHẦN MỞ ĐẦU Giới thiệu: Chào Anh/Chị Phạm Thu Hiền, học viên cao học ngành Marketing thuộc Khoa Quốc tế, Trường Đại học Quốc gia Hà Nội Hôm nay, nói chuyện vấn đề liên quan đến hành vi ngưới tiêu dùng, cụ thể định mua sản phẩm cà phê thương hiệu Việt Rất mong nhận tham gia tích cực Anh/Chị xin lưu ý khơng có quan điểm hay sai Tất ý kiến Anh/Chị đóng góp vào thành cơng nghiên cứu Thông tin cá nhân người vấn: - Họ tên: Tuổi: - Nơi ở: Trình độ học vấn: - Thu nhập trung bình: Giới tính: PHẦN NỘI DUNG Nhận diện sản phẩm cà phê thương hiệu Việt - Khi nói đến sản phẩm cà phê, bạn nghĩ đến thương hiệu đầu tiên? - Bạn dùng cà phê thương hiệu Việt đây? (Vinacafe, Nescafe, Trung Nguyên, Highland coffee, Birdy, Mê Trang) - Làm bạn nhận biết thương hiệu hãng này? - Bạn đánh giá sản phẩm cà phê thương hiệu Việt mà bạn dùng nào? (chất lượng sản phẩm, thiết kế bao bì, giá) - Bạn có biết người thân bạn bè xung quanh có dùng sản phẩm cà phê thương hiệu Việt khơng? Thói quen mua uống cà phê - Bạn thường sử dụng loại cà phê nào? (cà phê hòa tan, cà phê rang/xay, cà phê uống liền) - Tần xuất uống cà phê bạn nào? (1 cốc/ngày; từ cốc trở lên/ngày; vài cốc/tuần) - Bạn thường mua cà phê đâu? (siêu thị, cửa hàng tiện lợi, quán cà phê, chợ, cửa hàng tạp hóa, mua online) Đánh giá thang đo Bây đưa phát biểu sau xin bạn cho biết bạn có hiệu ý nghĩa chúng khơng? Nếu khơng? Vì sao? Theo bạn, phát biểu muốn nói lên điều gì? Bạn có bổ sung khơng? Vì sao? 81 Đó loại đồ uống u thích tơi Tôi mua sản phẩm cà phê thương hiệu đáng tin cậy chứng nhận an toàn cho sức khỏe Cần giao tiếp phục vụ công việc Tơi mua cà phê Việt đâu Để trì mối quan hệ với bạn bè (ngồi cơng việc) Sản phẩm có nguồn gốc xuất xứ rõ ràng, bảo quản tốt Sản phẩm đóng gói đẹp mắt, kiểu mẫu đa dạng Cà phê Việt có hương vị đậm đà Chất lượng đồng với tất cửa hàng 10 Sản phẩm đa dạng phù hợp với nhu cầu khác 11 Tôi đọc nhận xét mạng xã hội trước mua sản phẩm coffee Việt 12 Đồng nghiệp cho lời khuyên hữu ích định mua cà phê Việt 13 Bạn bè gia đình cho tơi lời khun có giá trị tơi mua loại cà phê Việt 14 Bị hấp dẫn quảng cáo cà phê 15 Giá phù hợp với thu nhập 16 Tôi mua cà phê thương hiệu Việt có khuyến thời gian giảm giá 17 Tôi không chắn cà phê thương hiệu Việt cung cấp giá trị tương xứng với giá tiền chất lượng sản phẩm 18 Giá rẻ số loại cà phê thương hiệu Việt gợi ý với tơi có số rủi ro, chẳng hạn chất lượng thấp 19 Tơi thích uống cà phê thư giãn bạn bè 20 Uống cà phê để thể đẳng cấp 21 Cà phê giúp tơi giảm căng thẳng có ý tưởng sáng tạo 22 Tơi thấy hài lịng định mua cà phê Việt 23 Tôi tin tưởng sản phẩm cà phê thương hiệu Việt 24 Mặc dù giá số sản phẩm cà phê Việt cao cà phê nhậu khẩu, định mua 25 Tôi sẵn sàng đề nghị bạn bè tơi gia đình mua cà phê thương hiệu Việt Chân thành cảm ơn hợp tác Anh/Chị 82 English Version INTRODUCTION Hello, my name is Pham Thu Hien, sutdent of Marketing Master course – International School, Vietnam National University, Hanoi Today we will discuss about consumerbehavior together, specifically consumer purchasing behavior of Vietnam coffee brand in Hanoi city I am expecting your active participation and there is no right or wrong answers Your oppinion will contribute to this study’s success General information: - Name: - Working place in Hanoi: - Education: - Average income: Age: Gender: Part I Brand Awareness of Vietnam coffee products - About coffee, Which brand name you think first? - Which Vietnamese coffee have you been drunk below? (Vinacafe, Nescafe, Trung Nguyên, Highland coffee, Birdy, Mê Trang) - How you know this brand? - How you evaluate your favorite coffee brand? (product quality, parkage design, price) - Do you know who in your family, friends are using Vietnamese coffee? Purchasing and drinking coffee habit - Which kinds of coffee you often drink? (instant coffee; roasted coffee; RTD coffee) - How you often drink? (a cup/day; from cups/day; some cups/week) - Where you buy it? (supermarket; convenience stores; coffee shops; local market; grocery, online) - Do you drink with whom? Scale measurement Now I give following statements, pleasse let me know wherether you understand their meaning? Why? (if not) What you mean by these statements? Do you want to add anything? Why? 83 It is my favorite beverage I buy coffee products of a trustworthy brand and to be certified for health safety Need to it for my business/work I can buy Vietnamese coffee in anywhere Maintaining relationships with my friends (out of work) Products of clear origin, good preservation Nice packaged products, diversity patterns Vietnamese coffee has got a strong taste and aroma Consistent quality in all stores 10 Varieties products meet different demands 11 I read reviews on social network 12 Colleagues give me useful advice when I decide to buy Vietnamese coffee 13 Family, friends give me valuable advice when I buy a Vietnamese coffee product 14 Attracted by the coffee advertisement 15 Price is suitable with my income 16 I buy Vietnamese coffee because it is in promotion/discount program 17 I am not sure that Vietnamese coffee products provide a correspondent value to price and product quality 18 The cheap price of some Vietnamese coffee products make me think of risky such as low quality product 19 I prefer drink coffee while relaxing with my friends 20 Go to drink coffee to express high class, success 21 Coffee help me reduce stress and having the new creative ideas 22 I satisfy when I decide to buy Vietnamese coffee 23 I believe Vietnamese coffee products 24 Although some coffee products’ price is higher than price of imported coffee products, I decide to buy them 25 I am willing to offer my friends and family to buy Vietnamese coffee products Thanks for your cooperation 84 APPENDIX Questionnaires Vietnamese version BẢNG KHẢO SÁT Mã phiếu:………… Chào Bạn Bảng khảo sát nhằm mục đích đánh giá yếu tố ảnh hưởng đến định mua sản phẩm cà phê Việt người tiêu dùng Hà Nội, mong bạn dành chút thời gian trả lời câu hỏi Ý kiến quý báu bạn giúp cho chúng tơi hồn thành đề tài nghiên cứu tạo hội để thương hiệu cà phê nước cải tiến sản phẩm, đáp ứng nhu cầu khách hàng ngày tốt A Thông tin chung (tick vào ô vuông có câu trả lời phù hợp với bạn) Bạn sống quận Hà nội? Đống Đa □ Hai Bà Trưng □ Cầu Giấy □ Hà Đơng □ Ba Đình □ Khác □ Thanh Xn □ Khi nói đến sản phẩm cà phê, bạn nghĩ đến thương hiệu đầu tiên? Bạn dùng cà phê thương hiệu Việt (có thể tick nhiều lựa chọn) Vinacafe □ Nescafe □ Mê trang □ Birdy □ Trung Nguyên □ Highland coffee □ Khác □ Bạn nhận biết thương hiệu hãng cà phê Việt qua (có thể tick nhiều lựa chọn) Logo (biểu tượng) □ Slogan (khẩu hiệu) □ Đồng phục nhân viên □ Màu sắc chủ đạo □ Thái độ nhân viên □ Bạn thường sử dụng loại cà phê nào? cà phê hòa tan □ cà phê rang/xay □ cà phê uống liền □ Tần xuất uống cà phê bạn nào? cốc/ngày □ từ cốc trở lên/ngày □ vài cốc/tuần □ - Bạn thường mua cà phê đâu? (có thể tick nhiều lựa chọn) siêu thị□ cửa hàng tiện lợi□ quán cà phê □ chợ□ cửa hàng tạp hóa □ mua online □ Bạn có biết người thân bạn bè xung quanh có dùng sản phẩm cà phê thương hiệu Việt khơng? Có □ Khơng (Ngưng) □ Bạn vui lòng xếp thứ tự mức độ yếu tố ảnh hưởng đến định mua sản phẩm? (1ảnh hưởng nhất; 5- ảnh hưởng nhất) 85 Động mua □ Đặc điểm sản phẩm□ Ảnh hưởng xã hội□ Phong cách cá nhân□ Giá□ B Khảo sát yếu tố ảnh hưởng hành vi mua cà phê thương hiệu Việt (tick vào ô vuông có câu trả lời phù hợp với Anh/Chị 1= Hồn tồn khơng đồng ý; 2= Khơng đồng ý; 3= Đồng ý phần; 4= Đồng ý; 5=Hoàn toàn đồng ý) Thang đánh giá Tiêu chí đánh giá Động mua cà phê Việt (PM) Đó loại đồ uống u thích Tôi mua sản phẩm cà phê thương hiệu đáng tin cậy chứng nhận an toàn cho sức khỏe Cần giao tiếp phục vụ công việc Tơi mua cà phê Việt đâu Để trì mối quan hệ bạn bè (ngồi cơng việc) Đặc điểm sản phẩm (CP) Sản phẩm có nguồn gốc xuất xứ rõ ràng, bảo quản tốt Sản phẩm đóng gói đẹp mắt, kiểu mẫu đa dạng Cà phê Việt có hương vị đậm đà Chất lượng đồng với tất cửa hàng Sản phẩm đa dạng phù hợp với nhu cầu khác Ảnh hưởng xã hội (SA) Tôi đọc nhận xét mạng xã hội trước định mua sản phẩm coffee Việt Nam Đồng nghiệp cho tơi lời khun hữu ích định mua cà phê Việt Bạn bè gia đình cho tơi lời khun có giá trị tơi mua loại cà phê Việt Bị hấp dẫn quảng cáo cà phê Giá (PP) Giá phù hợp với thu nhập Tôi mua cà phê thương hiệu Việt có khuyến thời gian giảm giá Tôi không chắn cà phê thương hiệu Việt cung cấp giá trị tương xứng với giá tiền chất lượng sản phẩm Giá rẻ số loại cà phê thương hiệu Việt gợi ý với tơi có số rủi ro, chẳng hạn chất lượng thấp Phong cách cá nhân (PER) Tơi thích uống cà phê thư giãn bạn bè Uống cà phê để thể đẳng cấp Cà phê giúp giảm căng thẳng Cà phê giúp tơi có ý tưởng sáng tạo 86 Thang đánh giá Tiêu chí đánh giá Quyết định mua Tơi thấy hài lịng định mua cà phê Việt Mặc dù giá số sản phẩm cà phê Việt cao cà phê nhậu khẩu, định mua Tôi sẵn sàng đề nghị bạn bè tơi gia đình mua cà phê thương hiệu Việt C Thông tin cá nhân Họ tên: SDT: Giới tính: Tuổi: Từ 18-23 tuổi □ Nam □ Từ 30-34 tuổi□ Từ 24-29 tuổi□ Từ 35-40 tuổi □ Trên 40 tuổi □ Xin vui lịng cho biết trình độ học vấn anh chị THPT □ Nữ □ Trung cấp - Cao Đẳng □ Đại Học □ Xin vui lòng cho biết nghề nghiệp anh chị Quản lý □ Nhân viên văn phịng □ Sinh viên □ Nghề chun mơn (Kỹ sư, bác sỹ, giáo viên ) □ Sau Đại Học □ Công nhân □ Khác □ Thu nhập bình quân hàng tháng < 5.000.000 VND □ 5.000.000 – 8.999.000 VND □ 9.000.000 - 14,999,000 VND □ từ 15.000.000 VND □ Trân trọng cảm ơn hợp tác Anh/Chị 87 English Version QUESTIONNAIRE CODE:………… Dear customer, This questionnaire aims to evaluate factors affect on customer purchasing behavior of Vietnam brand coffee products in Hanoi city We hope that you will spend your precious time to answer questions below Your oppinion will help us complete research that its findings are usefull reference resource for Vietnamse coffee entrepreurs to improve their product quality and meet better customer demand A General information (please tick □ the best answer) Talk about Vietnamese coffee, which brand name you think first? Which Vietnamese coffee have you been drunk below? (may be tick more choice) Vinacafe □ Nescafe □ Me trang □ Birdy □ Trung Nguyen □ Highland coffee □ Other □ How you know this brand? (may be tick one or more choice) Logo □ Slogan □ Staff uniform □ Colour □ Staff attitude □ What kinds of coffee you often drink? Instant coffee □ roasted/grind coffee □ RTD coffee □ How you often drink? A cup/day □ from cups/day □ some cups/week □ Where you buy it? (may be tick more choice) supermarket □; convenience stores□; coffee shops □; local market □; grocery □, online□ Do you know who in your family, friends are using Vietnamese coffee? Yes □ No (stop) □ Please rank the level of factors affecting the purchase decision? (1- most affected; 5least affect) Purchasing motivation□ Product’s characteristics□ Price□ Social affects□ Personality□ B Evaluating factors affect on customer purchasing behavior (Please tell us your agreement level for following statements by tick in the appropriate box below = strongly disagree, = somewhat disagree, = somewhat agree, = strongly agree) 88 = neither agree nor disagree, Measurement scale Items Purchasing motivation of Vietnamese coffee (PM) It is my favorite beverage I buy coffee products of a trustworthy brand and to be certified for health safety Need to it for my business/work I can buy Vietnamese coffee in anywhere Maintaining relationships with my friends (out of work) Product characteristics (PC) Products of clear origin, good preservation Nice parkaged products, diversity patterns Vietnamese coffee has got a strong taste and aroma Consistent quality in all stores Varieties products meet different demands Social affects (SA) I read review on social network Colleagues give me useful advice when I decide to buy Vietnamese coffee Family, friends give me valuable advice when I buy a Vietnamese coffee product Attractted by the coffee advertisement Price (PP) Price is suitable with my income I buy Vietnamese coffee because it is in promotion/discount program I am not sure that Vietnamese coffee products provide a correspondent value to price and product quality The cheap price of some Vietnamese coffee products make me think of risky such as low quality product Personality (PER) I prefer drink coffee while relaxing with my friends Go to drink coffee to express high class, success Coffee help me reduce stress and having the new creative ideas Purchasing behavior I satisfy when I decide to buy Vietnamese coffee Although some coffee products’ price is higher than price of imported coffee products, I decide to buy them I am willing to offer my friends and family to buy Vietnamese coffee products 89 C Personal information Name: Phone number: 10 Gender: 11 Age: 18-23 years old □ Male □ Female □ 35-40 years old □ 12 over 40 years old □ undergraduate □ Hai Ba Trung □ Cau Giay □ Ha Dong □ Ba Dinh □ Other □ Thanh Xuan □ Occupation Manager □ Officer □ Student □ Profesional staff (engineer, doctor, lecturer etc.) □ 15 graduate □ Living place? Dong Da □ 14 30-34 years old□ Education High school □ collegue □ 13 24-29 years old□ Worker □ Other □ Your average monthly income 5.000.000 – 8.999.000 VND □ 9.000.000 – 14.999.000 VND □ 15 million – 20 million VND □ > 20 million VND □ Thanks for your cooperation 90 APPENDIX SPSS data analysis Table A1 How know brand Cumulative Frequency Valid logo Total Valid Percent Percent 150 60.0 60.0 60.0 slogan 30 12.0 12.0 72.0 color 47 18.8 18.8 90.8 staff uniform 16 6.4 6.4 97.2 staff attitude 2.8 2.8 100.0 250 100.0 100.0 Total place buy Percent Table A2 place buy * Coffee type Crosstabulation Coffee type Roasted/grind Instant coffee coffee RTD coffee supermarket Count 26 14 19 % of Total 10.4% 5.6% 7.6% covenience store Count 12 % of Total 3.2% 3.6% 4.8% coffee shop Count 11 64 % of Total 4.4% 25.6% 1.2% local market Count % of Total 1.6% 3.6% 2.4% grocery Count 12 11 13 % of Total 4.8% 4.4% 5.2% online Count 14 % of Total 2.8% 5.6% 3.2% Count 68 121 61 % of Total 27.2% 48.4% 24.4% Table B1- Customer satisfaction * gender Crosstabulation gender male PB1 neither agree nor disagree Count % of Total somewhat agree Count % of Total strongly agree Count % of Total Total Count % of Total 91 female Total 20 27 8.0% 2.8% 10.8% 82 67 149 32.8% 26.8% 59.6% 41 33 74 16.4% 13.2% 29.6% 143 107 250 57.2% 42.8% 100.0% Total 59 23.6% 29 11.6% 78 31.2% 19 7.6% 36 14.4% 29 11.6% 250 100.0% Table B4 Reason for buying Vietnamese coffee products Gender Reason for buying Vietnamese coffee products Total male Count female 70 40 110 28.0% 16% 44% 42 20 62 16.8% 11.2% 24.8% 20 11 31 % of Total 8.0% 4.4% 12.4% I buy coffee products of a trustworthy brand Count and to be certified for health safety % of Total 24 28 1.6% 9.6% 11.2% 11 17 2.8% 4.4% 7.2% 143 107 250 57.2% 42.8% 100.0% Maintaining relationships with my friends (out of work) % of Total Count My favorite drink % of Total Count Need to it for my business/work Count I can buy Vietnamese coffee in anywhere % of Total Count Total % of Total Table B5- Consistent quality in all stores * gender Crosstabulation gender male PC4 somewhat disagree Count % of Total neither agree nor disagree Count % of Total somewhat agree Count % of Total strongly agree Count % of Total Total Count % of Total 92 female Total 48 31 79 19.2% 12.4% 31.6% 50 47 97 20.0% 18.8% 38.8% 32 22 54 12.8% 8.8% 21.6% 13 20 5.2% 2.8% 8.0% 143 107 250 57.2% 42.8% 100.0% ... purchasing behavior of Vietnamese branded coffee products and the factors influencing purchasing decision on Vietnamese branded coffee products of consumers in Hanoi city 3.2 Research scope: About coffee. .. were the most influence factors on consumers’ buying decision of foreign coffee in Hochiminh city 15 1.4.2 The factors affect consumers’ purchasing behavior of Vietnamese branded coffee products. .. and purchasing behavior of Vietnamese coffee products, the factors impact on their buying behavior of Vietnamese coffee products Data collection was conducted in five districts of Hanoi city