Evaluating factors that affect customer's purchase intention toward coffee at Western and traditional coffee chains in Ho Chi Minh City
Abstract
Vietnam is one of the leading coffee exporters in the world, but the domestic coffee
consumption is relatively modest compared to other countries. The number of traditional
coffee chain is quite common in Vietnam, but until after the presence of the western
coffee chains the consumption for domestic coffee has slightly increased and new
markets were wide opened. The purpose of this study is to evaluate factors affecting to
customers‟ purchase intention towards traditional and western chains, identify important
factors affecting this purchase intention and provide some recommendations which
reflect the research findings and analysis.
The survey questionnaire was designed to collect the data both via online and offline in
Ho Chi Minh City. A total of 217 respondents completed and submitted the usable
questionnaires. The data gathered from the answered questionnaires were analysis by
SPSS software (version 20).
According to the data analysis, Traditional coffee chains are evaluated high in “Delicious
taste”, “convenient location”, and “reasonable price” than those of Western coffee chains.
However, the western coffee chains are received many consents from “Impressive
decoration”, “Warranty quality”, and “Brand name” than those of Traditional coffee
chains. Besides, among 6 attribute is considered as important when buying coffee; the
customers has determined “Warranty quality” is the most important, followed by
“Delicious taste”, and “Reasonable price”.
The results also indicate Vietnam consumers tended to be moderately ethnocentric
toward traditional coffee chains; otherwise they were less likely to be materialistic toward
western coffee chains. However, demographic did not affect to customer purchase
intention. Besides, almost of respondents of this research sample agreed that they would
intend to buy traditional coffee.