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研究生:阮氏嬛芝
研究生(外文):Nguyen Thi Quynh Chi
論文名稱:The Critical Factors Affecting Customers Brand Choice-A Case Study of Phuc Long Coffee and Tea House
論文名稱(外文):The Critical Factors Affecting Customers Brand Choice-A Case Study of Phuc Long Coffee and Tea House
指導教授:鍾紹熙鍾紹熙引用關係
指導教授(外文):Chung, Shao Hsi
學位類別:碩士
校院名稱:美和科技大學
系所名稱:企業管理系經營管理碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2018
畢業學年度:106
語文別:英文
論文頁數:83
中文關鍵詞:Customers brand choiceVietnam coffee marketPhuc Long Coffee and Tea HouseQuality
外文關鍵詞:Customers brand choiceVietnam coffee marketPhuc Long Coffee and Tea HouseQuality
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  • 被引用被引用:0
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Nowadays, the consumption of coffee in domestic market is increasing because the increase in GDP and population has brought about the expenditure on food and beverage such as coffee. Urbanization and the proliferation of Western style coffee shops are also predicted to contribute significantly to this trend. In the period of 2005 - 2015, coffee consumption in Vietnam has grown remarkably from 0.43 kg per capita per year to 1.8 kg per capita per year. This figure is forecasted to rise to 2.6 kg per capita per year by 2021. Therefore, the mass coffee consumption in Vietnam coffee market causes the severe competition among foreign and domestic coffee chains. This research will focus on investigate the critical factors affecting customers brand choice at Phuc Long Coffee and Tea House.
In this study, there are eight factors Quality of beverages and foods, Price, Place, Sales service, Advertisement, Atmosphere, Friend and family recommendations and Brand credibility used to test the relationship with brand choice. This paper is a quantitative research using questionnaire to collect data. There were 265 respondents taking part in survey but 217 valid survey questionnaires were used to make data analysis. Besides, descriptive analysis, reliability test, validity test, correlation analysis and linear regression are also applied to find out factors influence customers brand choice at Phuc Long Coffee and Tea House.
The result of analysis is all of the investigating factors, Quality of beverages and foods, Price, Place, Sales service, Advertisement, Atmosphere, Friend and family recommendations and Brand credibility has positive impact on the choice of brand at Phuc Long Coffee and Tea House. The research found that Advertisement is the most significant factor in customers brand choice.
Nowadays, the consumption of coffee in domestic market is increasing because the increase in GDP and population has brought about the expenditure on food and beverage such as coffee. Urbanization and the proliferation of Western style coffee shops are also predicted to contribute significantly to this trend. In the period of 2005 - 2015, coffee consumption in Vietnam has grown remarkably from 0.43 kg per capita per year to 1.8 kg per capita per year. This figure is forecasted to rise to 2.6 kg per capita per year by 2021. Therefore, the mass coffee consumption in Vietnam coffee market causes the severe competition among foreign and domestic coffee chains. This research will focus on investigate the critical factors affecting customers brand choice at Phuc Long Coffee and Tea House.
In this study, there are eight factors Quality of beverages and foods, Price, Place, Sales service, Advertisement, Atmosphere, Friend and family recommendations and Brand credibility used to test the relationship with brand choice. This paper is a quantitative research using questionnaire to collect data. There were 265 respondents taking part in survey but 217 valid survey questionnaires were used to make data analysis. Besides, descriptive analysis, reliability test, validity test, correlation analysis and linear regression are also applied to find out factors influence customers brand choice at Phuc Long Coffee and Tea House.
The result of analysis is all of the investigating factors, Quality of beverages and foods, Price, Place, Sales service, Advertisement, Atmosphere, Friend and family recommendations and Brand credibility has positive impact on the choice of brand at Phuc Long Coffee and Tea House. The research found that Advertisement is the most significant factor in customers brand choice.
ACKNOWLEDGMENTS I
ABSTRACT II
Contents III
Tables V
Figures VII
Chapter1 Introduction 1
1.1 Background 1
1.2 Motivation 2
1.3 Research Question 3
1.4 Purpose 3
1.5 Research Scope and Limitations 4
1.5.1 Research scope 4
1.5.2 Research limitations 4
1.6 Significance of the Research 4
1.7 Definition of Terms 5
1.8 Chapter Overview 5
Chapter 2 Literature Review 6
2.1 Consumer Behavior 6
2.2 Brand 6
2.3 Brand Choice 7
2.3.1 Product quality 10
2.3.2 Price 10
2.3.3 Place 11
2.3.4 Service quality 12
2.3.5 Advertising 13
2.3.6 Reference group 13
2.3.7 Brand image 14
2.3.8 Brand credibility 14
2.4 Conceptual Framework 15
2.5 Hypotheses Development 16
2.5.1 Quality of beverages and foods 16
2.5.2 Price 16
2.5.3 Place 17
2.5.4 Sales service 17
2.5.5 Atmosphere 18
2.5.6 Friend and family recommendations 18
2.5.7 Advertisement 18
2.5.8 Brand credibility 19
Chapter 3 Research Methodology 20
3.1 Research Design 20
3.1.1 Descriptive study 20
3.1.2 Research strategy 21
3.1.3 Research approach 21
3.1.4 Research process 21
3.2 Research Variables 22
3.3 Sampling Design 22
3.3.1 Sample size 23
3.3.2 Sampling technique 23
3.4 Data Collection 23
3.4.1 Secondary data 24
3.4.2 Primary data 24
3.4.3 Questionnaire design 24
3.4.4 Origin of variables 27
3.5 Data Analysis Techniques 28
Chapter 4 Research Results and Analysis 29
4.1 Descriptive Analysis 29
4.1.1 Respondent demographic profile 29
4.1.2 Descriptive statistics results of dependent and independent variables 31
4.2 Reliability Test 32
4.2.1 Introduction to reliability test 32
4.2.2 Reliability test 33
4.3 Validity Test: Exploratory Factor Analysis 34
4.3.1 Introduction to exploratory factor analysis 34
4.3.2 Exploratory factor analysis for independent variables 35
4.3.3 Exploratory factor analysis for dependent variable 39
4.3.4 Conclusion 40
4.4 Inferential Analysis 42
4.4.1 Pearson correlation analysis 42
4.4.2 Regression analysis 43
4.4.3 Test of hypotheses 45
4.5 Further Analysis 47
4.5.1 Difference in brand choice between gender groups 47
4.5.2 Difference in brand choice between age categories 48
4.5.3 Difference in brand choice between occupation groups 49
4.5.4 Difference in brand choice between monthly income groups 51
Chapter 5 Implications, Conclusions and Recommendations 52
5.1 Conclusion 52
5.2 Recommendations 54
5.2.1 Advertisement 54
5.2.2 Quality of beverages and foods 55
5.2.3 Brand credibility 55
5.2.4 Friend and family recommendations 55
5.2.5 Service 56
5.2.6 Price 56
5.2.7 Place 57
5.3 Implications 57
5.4 Suggestions for Future Research 57
References 58
Appendix A 68
Appendix B 73
Appendix C 77
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