Consumer behavior towards choosing ice cream shop and give suggestions to improve the Công Trường ice cream shop

Abstract

Consumer behavior is one of the most critical subjects to study since understanding their decision making process is the only way to realize the customers’ wants and needs, which help the vendors to increase sales and gain a larger market.

Today ice cream market in Viet Nam is growing quickly because of many reasons and this market is a very potential market to land in. In order to survive and stand still in this billion market, the vendor should acknowledge and understand not only which factors influence the customers come to have ice cream but also the reasons why they choose this ice cream shops instead of the other one. This research project is conducted in order to exploit the factors that affect customers within their choosing ice cream shop procedure; and take the Công Trường ice cream shop as the case to apply the researching findings to suggest some points for the shop’s improvement. The conclusion indicates that young people should be the main target in this field.