Among the three factors influencing purchasing decisions, brand perception has the most significant impact, accounting for 49.5%. The other two factors, product quality and service quality, contribute 46.4% and 37.2%, respectively. The primary target group here is fourth- year students, most of whom visit The Coffee House less than once a week (65.1%).
Therefore, recommendations should focus on enhancing brand perception and encouraging fourth-year students to visit more frequently.
2. Recommendations
2.1. Prioritizing brand perception
The Coffee House should focus on improving brand perception specifically for this group, as the majority of fourth-year UEF students use the service less than once a week. For example, they could regularly place advertisements introducing The Coffee House in campus elevators or promote the brand during career workshops, as these events frequently attract fourth-year students. The Coffee House could sponsor workshops to enhance its brand image. By providing students with samples of their products during these events, they can effectively boost brand awareness and create a positive association with their offerings among students.
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Figure 8. Illustration of improving The Coffee House's Brand Among Fourth-Year Students
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2.2. Improve Product Quality
To maintain high product quality and attract more visits from fourth-year students, The Coffee House should consistently deliver drinks and food items that meet high standards. Offering seasonal or exclusive items, like limited-edition drinks or themed desserts, can capture students’ interest and encourage more frequent visits. Expanding the menu to include items that cater to specific preferences—such as healthier options or customizable drinks—could also appeal to a broader student audience. Generous drink portions that align with value expectations would boost satisfaction, while keeping up with trending flavors or popular drink styles (e.g., matcha or cold brew varieties) would keep the menu fresh and relevant. For example, The Coffee House should continue diversifying its menu by introducing new collections, like the recently launched matcha collection.
Tra Xanh Tay Bac
Matcha Bat Viet suf dung giéng tra Nhat (Yabukita, Meiryoku, Kinsen) mang hương cỏ sớm mai, vi dam da, hau ngot thanh, chat nhe.
Frosty Tra Xanh Trẻ Xanh Trả Xanh Latte Trả Xanh Latte Trẻ Xanh Trả Xanh Đường Đen Latte é¿ Sữa Yên Mọch 4 Dam Vie Espresso Marble
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Figure 9. The latest new matcha collection from the coffee house
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2.3. Enhance Service quality
To enhance service quality and encourage more frequent visits from fourth-year students, The Coffee House could focus on several key improvements. First, training staff to offer friendly and personalized interactions, such as remembering regular customers’ orders, can create a welcoming environment. Efficient service speed is also important; establishing a quick takeout counter or improving mobile app order pickups can reduce wait times. Enhancing the lighting system with adjustable, warm lights, especially around tables near power outlets, can make the space more inviting for studying. Spacious, comfortable seating, including designated quiet study areas, would appeal to students who need a workspace for group meetings or solo study. Finally, managing the sound environment by soundproofing certain sections or playing soft background music can help create a calm, focused atmosphere, making The Coffee House a more attractive option for these students.
Many cafés tend to play loud, lyrical music, which can disrupt focus and reduce study effectiveness, especially for students. The Coffee House could leverage this by positioning itself as an ideal spot for studying and working through a carefully curated sound environment.
By investing in soundproofed areas and choosing soft, instrumental background music, The Coffee House would create a space that enhances concentration and reduces stress. Resear supports that a quiet or calming soundscape significantly aids focus, making The Coffee House a standout choice for students and professionals seeking an effective and comfortable place to work.
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