| dc.description.abstract | This study was conducted to identify factors influencing the choice of brand at the Coffee Bean and Tea Leaf Ho Chi Minh City. For this study, the concept of brand choice is influenced by eight factors, including Taste of Coffee, Service, Environment, Price, Location, Advertisement, Group Influence and Brand Credibility. Quantitative approach was the major method used, with statistical techniques applied, including reliability test, exploratory factor analysis, correlation and linear regression to find out factors affect brand choice at Coffee Bean. Besides that, T-test and One-way ANOVA were used to test the relationship between demographic variables (Gender, Age, Occupation, Income) and Brand choice. The unit of analysis was at the corporate level with customers
of Coffee Bean brand.
This study found that there are 4 factors influencing the choice of brand, they are Brand Credibility, Service, Environment, and Price. In order to attract more customers, Coffee Bean should: a) use advertising to build strong brand credibility, b) improve service system by training programs for staffs, c) design new concept for store decoration, add more separated spaces for each type of consumer, d) have a right price policy and consider carefully when they have the intension to increase price.
Furthermore, the result of study also shows that there is no difference between choice of brand and groups of age, gender, occupation, income. | en_US |
