| dc.description.abstract | The thesis aims at conducting a research on Starbucks coffee to find out the
factors influencing buying behavior of potential customers in Vietnamese market. The
structure of the study includes five main sections. The first chapter introduces the
overview of the thesis, company’s background, and different coffee types that are being
used nowadays. Literature review is displayed in the second chapter, illustrating
theoretical knowledge on brand definitions and brand equity. The second chapter plays a
very crucial role in supporting the author define how the brand affects Starbucks in
building profitable customer relationships. In the third chapter, the author discusses about
the methodologies that are used during the thesis research. The most important
methodologies in the study are quantitative and qualitative, which are shown in the forms
of surveys and interviews. The core of the thesis is presenting in chapter fourth: data
analysis and results. The author provides information about the potential customers in
Vietnam on demographic matters such as age, gender, income, location, ect. The thesis is
written based on reliable sources, which are proven as one sub section called reliability
analysis in chapter four. Additionally, the results of the surveys and interviews are also
presented as one of the most determined facts to make the conclusion. Finally, after the
researches were conducted, the author is able to make valuable conclusion and suggestion
for the company.
Starbucks has been known as one of the most famous coffee chains in the
world, presenting in more than fifty countries. The author wishes to gain a good
understanding on the company’s brand development strategy, thus creating a better
foundation for the future career. | en_US |
