| dc.description.abstract | The pace of modern life forces people to hurry up and run to keep up with and equal
the heat and speed of modern life. Needs and time spent on fundamental tasks like eating
and drinking are becoming more convenient as packaged items emerge to service clients
rapidly. The purpose of this article is to investigate the efficacy of ready-to-drink coffee
products via the formation of attitudes that lead to customer purchase intention, using
Highlands Coffee as an example of a Vietnamese coffee brand. The quantitative research
approach will be used to transmit information from a sample size of 287 young customers
residing in HCMC. According to research, there are 5 factors impact on the customer's
attitude and whether or not a good attitude contributes to the choice to purchase a product,
including Brand Image, Quality, Taste, Shape, and Price . To create successful instant
coffee products, the following recommendations are made: (1) maintain a familiar and
positive brand image, (2) ensure good and stable product quality, (3) create flavors that
match user preferences and needs, (4) secure and convenient shape, and (5) offer customers
an acceptable price. | en_US |
