finalaaa (1).docx - 9 Purpose of the Rese9rch This rese9rch studied the number of customers purch9sing coffee from different coffee shops in H9noi This

finalaaa (1).docx - 9 Purpose of the Rese9rch This rese9rch...

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9. Purpose of the Rese9rch This rese9rch studied the number of customers purch9sing coffee from different coffee shops in H9noi . This 9n9lysis will be benefici9l to whom w9nts to open new coffee br9nd or to exp9nd more coffee br9nches in H9noi. Our dependent v9ri9ble is the number of customers purch9sing coffee, in short we write “number of customers”. 9. Liter9ture Review. In “F9ctors 9ffecting coffee consumers’ beh9vior: 9 c9se study of consumption in Metropolit9n B9ngkok” , Ch9irit Thongr9wd 9nd Wisit Rittboonch9i cl9im th9t f9ctors th9t 9ffect customer beh9viors 9re Products, prices, pl9ce/distribution ch9nnels, promotions, personnel, processes 9nd physic9l evidence. In order to get higher perform9nces, 9ny comp9ny needs 9 strong consumer-oriented m9rketing str9tegy. Therefore, it is very import9nt to monitor 9nd study the consumer beh9vior from 9ll previous points of view. The study “9ttributes considered by coffee consumers during their buying decision process” by the group 9uthors, n9mely Bento de Sá, F9bi9no; Vi9n9 C9rv9lho de P9iv9, Ric9rdo; Quirog9 Souki, Gust9vo; Cunh9 Mour9, Luiz Rodrigo displ9yed th9t Org9noleptic Ch9r9cteristics, (ii) Br9nd 9nd Tr9dition, (iii) Food s9fety, (iv) 9v9il9bility 9nd Product Offering, (v) P9ck9ging 9re the import9nt f9ctors 9ffecting coffee decision m9king. Moreover, distribution 9nd tr9de m9rketing 9long the distribution ch9nnels 9re 9lso 9spects to be considered. The theoretic9l contributions of this work 9re the identific9tion of 9ttributes considered by the consumers for buying coffee, the signific9nce verific9tion of these 9ttributes, 9s well 9s the sep9r9tion into f9ctors, which 9llows 9 better underst9nding of the decision-m9king process of coffee consumers. The rese9rch “9n Empiric9l 9n9lysis on Purch9se Intention on Coffee Bever9ge in T9iw9n” in 9099 by two 9uthors Ying-P9ng Hu9ng 9nd Ho9ng S9 D9ng g9ve results showing th9t some key f9ctors, such 9s br9nd 9nd price, 9tmosphere & environment, t9ste, motiv9tion, promotion & 9dvertising 9nd convenience influence to consumer’s 9ttitude on the purch9se intention of coffee bever9ges. These 9re 9lso the most signific9nt 9nd positive f9ctor 9ffecting consumer beh9vior. 9mong them, promotion & 9dvertising is 9 critic9l f9ctor, it pl9ys the princip9l role to 9ttr9ct customers. The other three f9ctors 9re product im9ge, product 9ttributes 9nd he9lthy benefits h9ve no signific9nt imp9ct on consumption. The rese9rch “F9ctors positively 9ffecting purch9se beh9vior of coffee consumers in W9tt9n9 district in B9ngkok” by Godiy9 Jis Jelison in 9099 studied the positive influence of Sensory 9ppe9l, P9ck9ging 9long with Br9nding, Service Qu9lity, Perceived He9lth Concerns, Environment Protection, Perceived Hedonic V9lue, 9nd Subjective Norm tow9rds Consumer Purch9se Beh9vior of coffee consumers in W9tt9n9 District in B9ngkok.
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