Customer-perceived values affecting consumers' choice of coffee shops - Case of Monkey in Black coffee
Abstract
In current economic development, people are more and more busy at work and taken a lot of pressures. In this situation, coffee might be a good choice to refresh you from stress and weariness. With coffee daily habits, consumers expect more not only to the quality of coffee but also to the company and brand name. In the coffee market, there are many different types of coffee which are prepared in diverse ways and special flavors. Apart from the taste of coffee, the brand image and the other conditions of the brand also influences on the decisions and consumption habits of customers.
The study was conducted with 251 surveys of consumer using coffee as a habit in Ho Chi Minh City and used to use Monkey In Black Coffee. By adapting the qualitative methods and quantitative data analysis through running SPSS, we also give some recommendations for Monkey In Black brand to reach closer to their customers and build a better image for the brand to attract more consumers in Ho Chi Minh City.