Factors affecting choice of customers for Starbukcs brand name in Ho Chi Minh City, Vietnam
Abstract
Currently, economic development, people's lives increasingly busy with work and
pressure. With coffee daily habits, consumers have higher expectations of their choice
for the coffee company and brand name. With today's coffee market, there are many
types of coffee prepared with many different ways and flavors. Apart from the taste of
coffee, the brand name and the different conditions of the brand also affect decisions
and consumption habits of customers.
The study used based on 266 survey of consumer usage habits coffee in Ho Chi Minh
City. By controlling the quantitative methods and qualitative data analysis through
SPSS, recommendations are proposed for coffee brand Starbucks wants to penetrate
new markets in Ho Chi Minh City in particular and the entire land of Vietnam in
general.