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Project title: A research study investigate consumers' buying decision making on instant coffee

Authors: Hoang Thi Chang, Doan Duy Tien, Nguyen Hoang Long, Ko Yun Ah

Class: K56 BA

Supervisor’s name: Dr Nguyen Thi Phi Nga

Prize: Third prize UEB's award 

 

   Abstract content 

 

    In this paper, the conceptual model affecting buying decision making consumer behavior on coffee is developed initially on thesis of four types of consumer behavior: complex decision making, limited decision making, brand loyalty, inertia which concerns how belief, information, habit and evaluation factor control the choice of consumer in buying coffee. The research investigates nearly 200 people living in Hanoi about the way they choose coffee. Three brands: Trung Nguyen, Starbuck, and CLC is used as symbol of three kinds of brand: traditional, inter

   National and not exist. The data is collected and analyzed by Excel and online analysis software. Whereby, the researcher develops a model of buying decision making process on consuming coffee. Furthermore, implication for marketers is important aims which will take the outcome of the research go to practice application.

 

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