REPORT BUSINESS RESEARCH METHODOLOGY TOPIC factors affecting students choice of coffee shop in ho chi minh city

UNIVERSITY OF ECONOMICS AND FINANCEFACULTY OF ECONOMICS ---REPORT BUSINESS RESEARCH METHODOLOGY TOPIC Factors affecting students' choice of coffee shop in Ho Chi Minh City Lecturers NGU

UNIVERSITY OF ECONOMICS AND FINANCE

FACULTY OF ECONOMICS

-REPORT BUSINESS RESEARCH METHODOLOGY

TOPIC Factors affecting students' choice of coffee shop in Ho Chi Minh City

Lecturers NGUYEN THANH LUAN

Students NGUYEN DAC TRUONG 205142039 NGUYEN DUC HIEU 205142112

Ho Chi Minh City, October 2022

BUSINESS RESEARCH METHOD RUBRIC ASSESSMENT

TOPIC: Factors affecting students choice of coffee shop in Ho Chi Minh City

STUDENTS’ NAME and ID:

Nguyen Dac Truong: 205142039

Nguyen Duc Hieu: 205142112

LECTURER: LUAN THANH NGUYEN

BUSINESS RESEARCH METHOD RUBRIC ASSESSMENT

Comment:

_ _

Ho Chi Minh City, October, 2022

tandard (1)

Proficient (0.5)

Progressing (0.3)

2 Literature revi

ew (2 points)

3 Hypotheses de velopment (2 p oint)

4 Methodology (1 point)

5 Results and Di scussion (2 poi nts)

6 Conclusion (1 point)

7 References (1 point)

Total

This is one of the first topics to research scientifically and systematically about coffee shop services in general andfactors affecting students' decision to use coffee shop services in the area Ho Chi Minh City in particular

The obtained results are to classify the factors affecting the choice of coffee shop in order of priority, respectively, thecommon perception of the cafe, the social factor, the product characteristics, the The Place element, the Price factor, andthe Promotion factor

Based on the results that the author's team researched and proposed appropriate and practical directions with today'sreality, specifically for the influencing factors From there, coffee shop businesses can refer to it to come up with theright business strategies to attract and achieve business efficiency with the student customer segment

I Introduction.

1 Problems and research.

In HCM city, there are cafes everywhere, from small corners to multi-avenues At present, no one can accuratelycount how many cafes there are in Ho Chi Minh City, because the distribution density of cafes is very high It isespecially convenient to serve in a cafe in Saigon, where most of the residents live Work, play, study, and meet yourfriends in the cafe Obviously, the number of customers of this service industry is extremely large The most typical ofthat group of customers is students

At present, for cafes, the customer base is a group of potential customers who are unwilling to pay high cost forthe products Therefore, the needs of the customer base have been ignored and the service has not been noticed But ifyou look carefully, the characteristics of students are often gathered together with regular frequency With a place wherethe largest number of schools in the country are concentrated in HCM, reasonable investment will bring huge profits tocafes

With such a large customer group, what is the important point for coffee shops to conquer these "gods"? Howwould you choose a coffee shop among the countless shops in Ho Chi Minh City? Why do so many coffee shops meetyour needs quite low but exist for a long time while some others with a higher level of response do not attract morestudents? Which standard is the norm for this customer group?

The problem here is how to determine the factors affecting students' choice of coffee shop to narrow as much aspossible the gap between students' expectations and real coffee shop business services

The problem posed here is how to determine the factors affecting students' choice of coffee shop in order tonarrow as much as possible the gap between students' expectations and real coffee shop business services

Therefore, the topic "Factors affecting students' decision to choose a coffee shop in Ho Chi Minh City" willstudy and analyze the factors affecting students' decision to use coffee shops This service, at the same time offerssolutions to improve and improve the quality of coffee shop business services, to meet the maximum needs of students

2 Objectives

- Identify factors affecting students' decision to choose a coffee shop in Ho Chi Minh City

- Evaluate the influence of factors on students' choice decisions for coffee shop business services

- Provide solutions and recommendations to help coffee shop operators improve and develop this service

 The study was conducted to determine the factors affecting students' decision to choose a coffee shop in Ho ChiMinh City

- Discussion and exchange: Meet and discuss with the target group to perform the preliminary assessment andadjust the scale.

- Formal interview questionnaire

Formal research: Conducted through quantitative research by direct interviews through questionnaires and using

computer tools to process the data

4 Gaps in the research

During the implementation, the team encountered certain limitations of the study:

Firstly, the scope of the study is the whole of Ho Chi Minh City, the sampling only covers areas with a largeconcentration of students as well as cafes and entertainment areas frequented by students, so the results are onlyapproximate

Secondly, the research topic is based on similar research models, there are no homogeneous models, so the scalesand variables in the questionnaire are still subjective

Thirdly, the research topic is complex on a diverse research scope but the implementation time is limited, so thedata collection may not be large enough to achieve high accuracy as well as lead to the most objective results

Fourth, in the process of processing and collecting data by means of a survey, it is not possible to cover andcompletely cover the research problem, so the data may be omitted and affected by other factors (social environment,geography, etc.)

2 Review Of Literature

2.1 Theory of planned behavior

* History and evolution of the theory

The theoretical model of rational behavior (TRA) was developed by Fishbein1 and Ajzen1 built in 1975 Put the action manager in the center of the user's actions and define their Behavior Guide, which in the Behavior Guide is part of a behavior driven system (for example:

Their usual feelings of like or dislike lead to behavior) and others are standard subjects (Otherpeople's influences also lead to their regimes) It is a trend-following and trend-following mod

el that is more suited for behavior-oriented users than for product or service-oriented users

Attitude and behavior before and after the test based on reasonable action theory (Hill, 2003) To explain the previous limitations, we should use the personal concept of behavior todrive behavior, and use the actual definition of behavior and the elements separated from behavior (Hirnle Deng, 1988) The theory of reasonable action is a model of predicting intention (fishbein, member in 1975) The model has two main factors: attitude and subjective standard

Fishbein (Martin Fishbein, Ph.D): He is a professor in the Department of Psychology and t

he Institute for Media Studies at the University of Illinois at Urbana, IL He is a consultant forthe International Atomic Energy Agency, the Federal Trade Commission and Warner Communications, Inc He is also the co-author of Dr Ajzen's book Beliefs, Attitudes, Intentions and Behaviors: An Introduction to Theory and Research

1 Ajzen (Icek Ajzen): Is a social psychologist and professor emeritus of the University of Massachusetts Amherst, known for his work, with Martin Fishbein, on the Theory of Expected Behavior Ajzen has been ranked as the most influential individual scientist in social psychologyfor Research Cumulative Impact, and in 2013 he received the Distinguished Scientist Award from the Psychological Association Test His research has been influential across fields as diverse as advertising, health psychology, and environmental psychology, and has been cited morethan 200,000 times

* Definition of the theory

e and Subjective Norm are important in behavioral intention.

+ The components in the TRA model include:

- Behavior: The actions of the subject are determined by the will of behavior

( Fishbein & Ajzen, 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theor

y and Research , tr 13 )

-Behavioral intention measures the subject's subjective ability to perform a behavior and can be viewed as a specialcase of belief (Fishbein & Ajzen, 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Resear

ch, tr 12.) Determined by an individual's attitude towards behaviors and subjective norms.

-Attitudes are attitudes toward an action or behavior, expressing an individual's positive or negative perceptions abo

ut performing a behavior, which can be measured by synthesis of strong beliefs and assessment of these beliefs (Hale, 20

03) If the outcome is personally beneficial, they may intend to engage in the behavio (Fishbein & Ajzen, 1975, Belief, A ttitude, Intention and Behavior: An Introduction to Theory and Research, tr 13)

-Subjective norms are defined as an individual's perception, with important references of that individual, that the behavior should or should not be performed (Fishbein & Ajzen, 1975) Subjective norms can be measured across people involved with consumers, as determined by normative beliefs about behavior expectations and personal motivations to perfo

rm in accordance with those expectations

( Fishbein & Ajzen, 1975, Belief, Attitude, Intention and Behavior: An Introduction to Theory and Research, t

r 16)

Strength of the theory

-The TRA model is similar to the three-component attitudinal model, but it combines three components: cognitive, affective, and propensity components arranged in a different order from the three-way vertical model element part The attitude measurement method in the TRA model is similar to the multi-attribute attitude model However, the TRA model explains in more detail than the multi-attribute model because there is a more subjective component

Limitation of the theory :

- The theory of rational action TRA is limited in predicting the performance of consumer behaviors over which they cann

ot control because the model ignores the importance of social factors on reality Economics can be a determinant of individual behavior (Grandon & Peter P Mykytyn 2004; Werner 2004)

* Theory of Planned Behavior

- Given the limitations of the theory of rational action (TRA), Ajzen (1991) improved this model into the theory o

f planned behavior (TPB) The theory has been widely used and studied for human behavior, especially those related to the quality of individual and community life

- There are three basic determinants in this theory, (1) the individual factor is the individual's attitude towards thebehavior about the positive or negative of performing the behavior, (2) about the perceived intention the person's social pressure, as it copes with perceived normative pressures or compulsions, is called the subjective norm, and (3) ultimately t

he determinant of self-perception (self-efficacy) or the ability to perform a behavior, is called cognitive behavioral contro

l (Ajzen, 2005) The theory suggests the importance of attitude towards behavior, subjective norm and cognitive behavior

al control leading to the formation of a behavioral intention

The coffee shop business is a service business, so the coffee shop's products will also be differentfrom normal tangible products Within the limits of this topic, the authors research and proposeproduct characteristics of coffee shops, including: Tangible products are coffee, food and drinksserved at the cafe; Intangible products that the shop serves and sells to customers are beliefs,attitudes, style and product quality.

From there, the group came up with the first hypothesis H1: Product characteristics have

an influence on students' decision to choose a coffee shop in Ho Chi Minh City.

H2 Service

The relationship between service and customer satisfaction has been a topic of discussion amongresearchers for decades Many studies on customer satisfaction in service industries have beencarried out (Kumar Baksi & Bhusan Parida, n.d.; Seth et al., n.d.).Services have an impact oncustomer satisfaction, and indirectly and directly affect customer loyalty (Kumar, 2021) One ofthe aspects of service in the coffee shop business is the staff's service capacity, attitude, respect,and ability to satisfy customers Many studies have tested the positive relationship of servicecapacity factor with customer satisfaction (Candidate Ubedullah Amjad Ali SHAIKH & Naveed U

r Rehman KHAN, n.d.; Chow & Luk, 2005)

In addition, with the increasing demand of people When a number of cafes begin to appear, there

is no difference in visible products, and service becomes the best competitive edge This is thefactor that most customers will pay attention to and decide whether to use the service or not Acafe with good service areas (excluding other factors) will more or less make a good impression

on customers Customers are very good students As long as they are not satisfied with the service

of the cafe, they can "turn their backs" Therefore, students are willing to provide more funds forthe services they deserve This is obviously reflected in the brand cafes in Ho Chi Minh City.Although the price is not less than that of students, these customers are our best choice

Therefore, the group put forward the second hypothesis H2: Service has an influence on students' decision to choose a coffee shop in Ho Chi Minh City.

H3 Tangible Media

When going to a coffee shop, students do not simply buy coffee The problem is that they also

"buy" the services, facilities of that cafe for a certain period of time The tangible facilities such

as facilities, equipment, service space of the cafe will be one of the "products" that customerswho are students want to use when coming to the cafe Maybe it's not the coffee shop theyfrequent Therefore, when faced with choices when deciding to go to a coffee shop, this group ofcustomers will be greatly affected when they see certain differences in tangible means betweenshops Depending on the needs at the time of use in terms of space, wifi, location that customerswill make a decision (Lee & Jeng, 2003)

For that reason, the group put forward the third hypothesis H3: Tangible means have an influence

on students' decision to choose a coffee shop in Ho Chi Minh City.

H4: Price

Within the defined scope, the payment amount of a product or service Broadly speaking, price isthe total value that consumers spend in exchange for products or services (Kotler, 2005) Whenpurchasing a product, customers always consider the value between their required value and thevalue of the required product, and they always hope that these two factors are equal or equal invalue, which may lead to higher cost of the product Product price creation attracts or returnscustomers, service (Monroe, 2012) especially when price is a function of product quality In acompetitive environment, customers are usually used to comparing different suppliers (Shankar &Rangaswamy, 2001) this is even more important for products of a clearly standardized nature.Many different studies show the relationship between product and service prices and customersatisfaction and choice decisions(Opata et al., 2021; Shankar & Rangaswamy, 2001), in which theperception of a good price will create satisfaction and influence the consumption decision ofcustomers

In addition, the world is in the development stage of industrial revolution 4.0- Network revolution,which includes the application of virtual reality technology, Internet and objects (IoT), 3Dprinting, big data and artificial intelligence in various fields of life and economy In order not toreduce the consequences of business, especially the service enterprises, they are required toconstantly change their service enterprises to meet the market demand In addition, with theconvenience of the Internet, customers can easily search for information and compare the pricesbetween cafe business models, which is also one of the behaviors that have an impact oncustomers

According to these conclusions, the fourth Hypothesis: Prices will affect the choice of cafes for college students in Ho Chi Minh City.

distributed The presence of many cafes means that students in this area will have a variety of

choices when they need to use it However, the inevitable consequence is the difficulty of making

decisions Based on the initial criteria that I have set to choose the restaurant, but also inevitably

the obstacles of geographical location, so customers will have alternatives to meet their choices

Therefore, the distribution of branches and coffee shop chains has a great impact on whether

students can easily use the products of that store or not

So, we put forward the fifth hypothesis H5: Location has an influence on students'

decision to choose a coffee shop in Ho Chi Minh City.

H6: Promotion

Although the price difference between cafes is not expected, students pay special attention to the

promotion activities of shops, especially shops (such as Cheese coffee, Starbucks coffee, etc.)

Under the viaduct, this customer can choose not to go to the cafe you are familiar with if there is

an opportunity At the same time, it also affects consumers' needs and gets the recommended

intimate customer psychology

We hypothesize the sixth hypothesis H6: Promotion also has an influence on students'

decision to choose a coffee shop in HCMC.

H7: Social factors

At present, consumers’ shopping process is influenced by external factors, especially social

factors, such as reference group, family, role and social status Factors influencing the

purchase/use of services and products (Kotler et al., n.d.) Connected with the world we live in

now a day the power of social harmony is constantly increasing in various fields Customers are

paying more and more attention to the opinions of other customers Research shows that revealed

that 83% of examiners in 60 countries rely on friends and family as the "most reliable advertising"

source, and 66% pay attention to the opinions of others online (Rummo et al., 2020; Shoaie et al.,

2015)

Particularly for coffee shops, students are more easily influenced by reference groups because

they are the ones who confirm the quality of that coffee shop

Therefore, the group put forward the seventh theory H7: Social factors determine the cafe

choice of college students in Ho Chi Minh City

Summary

This part introduces the overview, related concepts and theoretical basis of cafe business

market The influencing factors determine the choice attitude and related research mode of college

students' coffee in Ho Chi Minh City, and suggest the scope of the research object

* Conceptual Framework

The conceptual framework shown in this figure is based on the hypotheses discussed above to assess theimpact of those variables on students' intention to choose a coffee shop

4 Methodology

Research methodology

Data were collected from several locations in the Ho Chi Minh City area, due to the relativ

ely high population density (9.35% of the population of Vietnam)

Website: https://worldpopulationreview.com/countries/vietnam-population

In Ho Chi Minh City, sensory evaluation shows that more and more people agree with the

number of cafes Along with that, the trend can be seen clearly, in recent years a large number of y

oung people participating in the market have put pressure on the market, especially customers who

are students, who have a lot of leisure time free time and have the need to frequent cafes, whether

at street cafes or expensive famous brand cafes

st number of schools in the country are concentrated in TP, a reasonable investment can make a huge profit forcafes.

Website: https://diendantuyensinh24h.com/danh-sach-cac-truong-dai-hoc-khu-vuc-tp-hcm/

Besides the traditional coffee shop models such as toad coffee, sidewalk coffee, flat coffee or smallcoffee shops, the introduction of large coffee chain brands from abroad into the Vietnamese market such asStarbuck, The Coffee Bean, and the formation of domestic brands such as Trung Nguyen, Highlands Coffee orThe Coffee House have created a diverse and dynamic coffee business market, targeting many differentcustomers According to a report by market research firm Euromonitor, the coffee shop chain model inVietnam is growing at about 7% a year (https://vnbusiness.vn/business-doanh-nghiep/cuoc-dua-chuoi-ca-phe-

with the growth of the independent coffee shop model

The minimum sample was estimated using G*Power software to be 103 given the presence of 7exogenous constructs and a significance level of 0.05 to achieve a statistical power of 95% As such, thesample size of 120 obtained from the distribution of 120 surveys which translates to a response rate of 100%

is sufficient

Table 1 - Measurement items.

Constructs and adapted sources of survey items

* The influence of factors related to Product Features (TPF)

TPF1 I feel confident about the quality of the products at the coffee shop I usually choose choose(ThG et al., n.d.)

TPF2 I see the coffee shop's products have their own characteristics

TPF3 I feel that the style of the shop is suitable for the purpose of choosing a cafe (Wehnert etal., 2019a)

TPF4 Regularly develop new products to serve the diverse needs of customers

TPF5 The quality is always the same at all shops (Wehnert etal., 2019b)

* The influence of Service-related actors ( TA )

TA1 The restaurant staff has a cheerful, friendly and polite service attitude (Kumar, 2021)TA2 The service style of the restaurant has its own characteristics and professionalism

TA3 The staff handles the business quickly and accurately

TA4 I am satisfied with the service waiting time (Kumar Baksi & Bhusan Parida, n.d.; Seth et al.,n.d.)

TA5 Shop always updates information, responds quickly to customer comments directly, using socialnetworks