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this is a factor that other brand need to concentrate more in the marketing strategies. Chapter 4 also shows the result of T-test and ANOVA to test the difference between demographic variables (such as age, gender, income or occupation) and the choice of brand. T-test was applied to test the difference between two groups of gender in brand choice. The result showed that there is no difference between male and female in the choice of brand at the Coffee Bean and Tea Leaf Ho Chi Minh at the significant level of 95%.
65 One-way ANOVA test was used to test the difference between groups of income, occupation and age in brand choice. Similarly to the result of T-test, there is no difference in brand choice between groups of age, income and occupation.
66 CHAPTER 5 CONCLUSION AND RECOMMENDATIONS In chapter 4, we discussed in detail about the result and some suggestions for enterprise. This chapter will express the main conclusion and point out some recommendations based on the findings in previous chapter, especially in chapter 4 5.1 CONCLUSION The study aims to find out factors influencing the choice of brand at the Coffee Bean and Tea Leaf. From 8 initial independent variables, including Taste of Coffee, Service, Environment, Price, Location, Advertisement, Group Influence and Brand credibility, the result of regression analysis pointed out 4 factors affecting the choice of brand as below equation: BRC= 0.422BC + 0.278ENV + 0.202SER + 0.135PRI Based on this result, the Brand Credibility has the strongest impact on consumer brand choice, with the standard coefficient equal 0.422. It means that when deciding a place to drink coffee, meet friends, the consumer will care about the credibility of brand most. If a brand has a high credibility, a good reputation, they will take many advantages. Because the living standard of citizens is higher, they want to have experiences with brands making them feel satisfy and safe. Brand credibility not only has big impacts on brand choice but also customer satisfaction
67 and loyalty commitment and in result continuing choosing and using these brand more. The second factor that impact on brand choice of Coffee Bean’s consumers in Ho Chi Minh City is Environment of the store. In fact, a store has good space, an elegant decoration will make the customer feel excited. This is a reason why the coffee shop owners always spend much money do decorate their store. An impressive decoration will attract more customers. There is no one want to spend their money to drink coffee in a polluted, noisy and uncomfortable place. Understanding these things, the Coffee Bean makes their environment in flexible ways to meet the customer needs. For example, with young people, who love an opened-place, sometimes noisy, they can choose some stores located at the big buildings, shopping center such as store at Kumho Asiana Building, store at Metropolitan building or at Nowzone shopping center. In these place, the store is set nearly street, has the out-door space. Hence, young customers will feel comfortable when romping with their friend without caring to disturb others. For