In the FB sector of Vietnam, Highlands Coffee is wellknown as a signature brand combining traditional coffee beans and modern drinking styles for customers

Table of Contents I Introduction 1 II Literature Review 1 2 1 The decision making process in buying the product 1 2 2 Analyze some factors influencing the target markets buying decision 1 2 3 Explain. Table of ContentsI.Introduction1II.Literature Review12.1.The decisionmaking process in buying the product12.2.Analyze some factors influencing the target markets buying decision12.3.Explain the role of brands in the decisionmaking process2III.Applied consumer behaviour theories23.1.Identification of Highlands Coffee’s applied consumer behaviour theories23.2.Evaluate success of Highlands Coffee marketing and recommendation3IV.Conclusion3References3I.IntroductionIn the FB sector of Vietnam, Highlands Coffee is wellknown as a signature brand combining traditional coffee beans and modern drinking styles for customers. Highlands Coffees target demographic consists of middleclass consumers, office employees, and young individuals.. In this paper, the marketing strategy of Highlands Coffee in Hanoi based on theories of customer behaviour theories will be analyzed in detail.II.Literature Review2.1.The decisionmaking process in buying the productThe consumer purchasing decision process comprises five stages: issue detection, information search, alternative assessment, purchase choice, and postpurchase (Karimi et al., 2018). However, depending on the personalities of different customer groups, they may change the process. As both intrinsic and extrinsic factors can establish customers needs, marketers must be capable of identifying all conditions and circumstances evoking target customers needs. Furthermore, focusing on products existing attributes is critical for marketers to better satisfy customers expectations, as brand trust is affected by buying decisions.2.2.Analyze some factors influencing the target markets buying decisionThere are many different factors with different patterns influencing the buying decision. Firstly, product quality is considered a leading influential factor in customers purchase decisions. Only quality products will meet user needs, be in line with new trends, leave an impression in customers hearts, and make them remember brands immediately when in need. Product quality is often reflected in designs, patterns, colours and the ability to satisfy customer needs (Deepak Jeyakumar, 2019). Secondly, businesses must also provide professional customer care service to consumers to help customers care about the product and be willing to refer more new customers. Thirdly, discounts and promotions also influence consumers purchasing decisions noticeably. Businesses can apply different forms of deals and promotions such as buy 1 get 1 free or preferential policies with loyal customers (Rana Paul, 2020).2.3.Explain the role of brands in the decisionmaking processAnother influential factor in consumers purchasing decisions is brand awareness. Some consumers are often afraid of a new brand and usually choose products from a wellknown or familiar brand. Especially in the era of technology 4.0, when online shopping becomes popular, brand awareness strongly impacts purchasing behaviour (Prentice et al., 2019). Modern customers, especially middleclass consumers, office workers, and young people, know which brands satisfy their needs and which do not. As a result, branding becomes a tool to simplify the customers purchasing decision quickly. This allows customers to reduce the cost of time and effort searching for products (Chang et al., 2018).III.Applied consumer behaviour theories3.1.Identification of Highlands Coffee’s applied consumer behaviour theoriesBeing fully aware of the needs of target customers who need to enjoy delicious, branded drinks and modern spaces, Highlands Coffee always focuses on creating an atmosphere to enjoy coffee for customers. Coming to Highlands Coffee, customers can sit in the cosy room of the cafe sipping a cup of coffee, enjoy the relaxed atmosphere, read a few pages of books and newspapers and listen to deep and relaxing music that flees the fatigue, stress, or anxiety, worry behind. With entrepreneurs doing business, and negotiating contracts with partners, sometimes to achieve their expectations, Highlands is a good place. Highlands is widely recognized as the top leading place for the youths meeting, chatting and dating. The product is key to the Highlands Coffee brands positioning. As a result, Highlands Coffees marketing approach divides its goods into two categories: drinks and food. Café with Cafe Phin Sua Da as the main product, Tea with the Golden Lotus Tea product line as the main product, and Freeze with Freeze Green Tea as the primary development representing each group is always prioritized because these are the three best sellers products that bring Highlands the most revenue (Nguyen, 2020). Furthermore, when it comes to the brand, three primary groups with three important goods have addressed all consumers demands. Speaking of food, there are two main lines, including bread and cakes, as bread is a familiar dish, the national soul of the nation of Vietnam. In addition, in the marketing strategy of Highlands Coffee, there are also additional product lines, such as packaged and canned products, to reach customers far away. Highlands Coffees goods are offered at a fairly broad price range, ranging from 30,000 to 60,000 VND, in order to promote the brand to a wide spectrum of consumers (Nguyen, 2020). In addition, Highlands also pays great attention to attractive promotions such as buy one get one free or free upsize on special holidays of the year and purchase combos with excellent promotions. Furthermore, Highlands Coffee also adopts a loyalty program to award engaged customers with VIP cards, membership offers, etc.

Table of Contents

I Introduction 1

II Literature Review 1

2.1 The decision-making process in buying the product 1

2.2 Analyze some factors influencing the target markets' buying decision 1

2.3 Explain the role of brands in the decision-making process 2

III Applied consumer behaviour theories 2

3.1 Identification of Highlands Coffee’s applied consumer behaviour theories 2

3.2 Evaluate success of Highlands Coffee marketing and recommendation 3

IV Conclusion 3

References 3

I Introduction

In the F&B sector of Vietnam, Highlands Coffee is well-known as a signature brand combining traditional coffee beans and modern drinking styles for customers Highlands Coffee's target

demographic consists of middle-class consumers, office employees, and young individuals In

this paper, the marketing strategy of Highlands Coffee in Hanoi based on theories of customer behaviour theories will be analyzed in detail

II Literature Review

II.1 The decision-making process in buying the product

The consumer purchasing decision process comprises five stages: issue detection, information search, alternative assessment, purchase choice, and post-purchase (Karimi et al., 2018)

However, depending on the personalities of different customer groups, they may change the process As both intrinsic and extrinsic factors can establish customers' needs, marketers must be capable of identifying all conditions and circumstances evoking target customers' needs

Furthermore, focusing on products' existing attributes is critical for marketers to better satisfy customers' expectations, as brand trust is affected by buying decisions

II.2 Analyze some factors influencing the target markets' buying decision

There are many different factors with different patterns influencing the buying decision Firstly, product quality is considered a leading influential factor in customers' purchase decisions Only quality products will meet user needs, be in line with new trends, leave an impression in

customers' hearts, and make them remember brands immediately when in need Product quality

is often reflected in designs, patterns, colours and the ability to satisfy customer needs (Deepak

& Jeyakumar, 2019) Secondly, businesses must also provide professional customer care service

to consumers to help customers care about the product and be willing to refer more new

customers Thirdly, discounts and promotions also influence consumers' purchasing decisions noticeably Businesses can apply different forms of deals and promotions such as buy 1 get 1 free or preferential policies with loyal customers (Rana & Paul, 2020)

II.3 Explain the role of brands in the decision-making process

Another influential factor in consumers' purchasing decisions is brand awareness Some

consumers are often afraid of a new brand and usually choose products from a well-known or familiar brand Especially in the era of technology 4.0, when online shopping becomes popular, brand awareness strongly impacts purchasing behaviour (Prentice et al., 2019) Modern

customers, especially middle-class consumers, office workers, and young people, know which brands satisfy their needs and which do not As a result, branding becomes a tool to simplify the customer's purchasing decision quickly This allows customers to reduce the cost of time and effort searching for products (Chang et al., 2018)

III Applied consumer behaviour theories

III.1 Identification of Highlands Coffee’s applied consumer behaviour theories

Being fully aware of the needs of target customers who need to enjoy delicious, branded drinks and modern spaces, Highlands Coffee always focuses on creating an atmosphere to enjoy coffee for customers Coming to Highlands Coffee, customers can sit in the cosy room of the cafe sipping a cup of coffee, enjoy the relaxed atmosphere, read a few pages of books and newspapers and listen to deep and relaxing music that flees the fatigue, stress, or anxiety, worry behind With entrepreneurs doing business, and negotiating contracts with partners, sometimes to achieve their expectations, Highlands is a good place Highlands is widely recognized as the top leading place for the youth's meeting, chatting and dating

The product is key to the Highlands Coffee brand's positioning As a result, Highlands Coffee's marketing approach divides its goods into two categories: drinks and food Café with Cafe Phin Sua Da as the main product, Tea with the Golden Lotus Tea product line as the main product, and Freeze with Freeze Green Tea as the primary development representing each group is always prioritized because these are the three "best sellers" products that bring Highlands the most revenue (Nguyen, 2020) Furthermore, when it comes to the brand, three primary groups with three important goods have addressed all consumers' demands Speaking of food, there are two main lines, including bread and cakes, as bread is a familiar dish, the "national soul of the

nation" of Vietnam In addition, in the marketing strategy of Highlands Coffee, there are also additional product lines, such as packaged and canned products, to reach customers far away Highlands Coffee's goods are offered at a fairly broad price range, ranging from 30,000 to 60,000 VND, in order to promote the brand to a wide spectrum of consumers (Nguyen, 2020) In addition, Highlands also pays great attention to attractive promotions such as buy one get one free or free upsize on special holidays of the year and purchase combos with excellent

promotions Furthermore, Highlands Coffee also adopts a loyalty program to award engaged customers with VIP cards, membership offers, etc

III.2 Evaluation of the Highlands Coffee's marketing success and

recommendation

Highlands Coffee's marketing strategy has helped this brand make breakthroughs in the domestic and international markets, becoming one of “the leading coffee brands for business” and "coffee for high-income intellectuals" However, after the Covid-19 pandemic, Highland, in the coming years, may face more significant challenges from strong domestic and international brands such

as Phuc Long, Trung Nguyen, Starbucks, etc (Tien et al., n.d) Therefore, it is recommended that Highlands continuously review and adjust its product and pricing strategy to expand the market and reach affordable customers more effectively In addition, Highlands should focus more on CSR to better engage customers, such as launching fashionable water bottles and cups to attract young people and encourage them to bring cups to reduce waste into the environment (MAI et al., 2022)

IV Conclusion

In a nutshell, an intensive understanding of customer behaviour theories would benefit marketing

to make brands approach their target customers more effectively However, it is recommended that Highlands align its customer behaviour knowledge to the market trends for proper marketing campaign design and implementation

References

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https://doi.org/10.1016/j.jbusres.2018.05.038

MAI, T C T., NGUYEN, H S., PHAN, N N D., LE, M H., LUU, P K., NGUYEN, T T T.,

& NGUYEN, T T T (2022) Impacts of Corporate Social Responsibility and Authenticity on

Brand Loyalty: Evidence from the Chain Coffee Shop Industry in Vietnam. The Journal of Asian

Finance, Economics and Business, 9(6), 159-173.

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Prentice, C et al (2019) “The influence of identity-driven customer engagement on purchase intention,” Journal of Retailing and Consumer Services, 47, pp 339–347 Available at:

https://doi.org/10.1016/j.jretconser.2018.12.014

Rana, J and Paul, J (2020) “Health motive and the purchase of Organic Food: A meta‐analytic

review,” International Journal of Consumer Studies, 44(2), pp 162–171 Available at:

https://doi.org/10.1111/ijcs.12556

Tien, N H., Jose, R J S., Mai, N P., Van Thoi, B., & Van Hai, T Analysis of Starbucks’ entry strategy into Vietnam market