Coffee consumption in Vietnam has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in Vietnam with a specific focus on the roasted coffee trade and the consumer’s behavior. In this study, 7296 customers were surveyed from 19 districts in Ho Chi Minh City of Vietnam in randomly selected places, and consumers’ willingness to use (WTU) for roasted coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTU. Among the surveyed participants, 69.14% people use coffee. Results show that on average, consumers were willing to pay 78.49% more for roasted coffee compared with instant coffee. Unlike other chains, the consumers more often drink roasted coffee in the morning with friends or alone to relax. Most of them like to spend time to drink coffee at the quiet and nice place where they enjoy the view. The people usually chose coffee on the flavor (50.01%) and most of them prefer the price with 0.5US$/cup (56.79%).
| Published in |
Journal of Food and Nutrition Sciences (Volume 3, Issue 1-2)
This article belongs to the Special Issue Food Processing and Food Quality |
| DOI | 10.11648/j.jfns.s.2015030102.39 |
| Page(s) | 152-156 |
| Creative Commons |
This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited. |
| Copyright |
Copyright © The Author(s), 2015. Published by Science Publishing Group |
Roasted Coffee, Willingness to Use, Behavior, Vietnam
| [1] | Tran Thi Quynh Chi. 2006. Research on coffee consumption in Ha Noi and Ho Chi Minh City. The Institute of policy and strategy on the agriculture development. |
| [2] | Economics University. 2011. Segmentation of coffee powder consumption in Ho Chi Minh City. |
| [3] | http://www.pso.hochiminhcity.gov.vn/c/document_library/get_file?uuid=5fdc62bc-0523-453a-b596-57ad36af9831&groupId=18. |
APA Style
Dam Sao Mai, Vo Trung Au, Ngo Ke Suong. (2015). Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study. Journal of Food and Nutrition Sciences, 3(1-2), 152-156. https://doi.org/10.11648/j.jfns.s.2015030102.39
ACS Style
Dam Sao Mai; Vo Trung Au; Ngo Ke Suong. Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study. J. Food Nutr. Sci. 2015, 3(1-2), 152-156. doi: 10.11648/j.jfns.s.2015030102.39
AMA Style
Dam Sao Mai, Vo Trung Au, Ngo Ke Suong. Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study. J Food Nutr Sci. 2015;3(1-2):152-156. doi: 10.11648/j.jfns.s.2015030102.39
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Download@article{10.11648/j.jfns.s.2015030102.39,
author = {Dam Sao Mai and Vo Trung Au and Ngo Ke Suong},
title = {Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study},
journal = {Journal of Food and Nutrition Sciences},
volume = {3},
number = {1-2},
pages = {152-156},
doi = {10.11648/j.jfns.s.2015030102.39},
url = {https://doi.org/10.11648/j.jfns.s.2015030102.39},
eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.jfns.s.2015030102.39},
abstract = {Coffee consumption in Vietnam has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in Vietnam with a specific focus on the roasted coffee trade and the consumer’s behavior. In this study, 7296 customers were surveyed from 19 districts in Ho Chi Minh City of Vietnam in randomly selected places, and consumers’ willingness to use (WTU) for roasted coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTU. Among the surveyed participants, 69.14% people use coffee. Results show that on average, consumers were willing to pay 78.49% more for roasted coffee compared with instant coffee. Unlike other chains, the consumers more often drink roasted coffee in the morning with friends or alone to relax. Most of them like to spend time to drink coffee at the quiet and nice place where they enjoy the view. The people usually chose coffee on the flavor (50.01%) and most of them prefer the price with 0.5US$/cup (56.79%).},
year = {2015}
}
TY - JOUR T1 - Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study AU - Dam Sao Mai AU - Vo Trung Au AU - Ngo Ke Suong Y1 - 2015/01/30 PY - 2015 N1 - https://doi.org/10.11648/j.jfns.s.2015030102.39 DO - 10.11648/j.jfns.s.2015030102.39 T2 - Journal of Food and Nutrition Sciences JF - Journal of Food and Nutrition Sciences JO - Journal of Food and Nutrition Sciences SP - 152 EP - 156 PB - Science Publishing Group SN - 2330-7293 UR - https://doi.org/10.11648/j.jfns.s.2015030102.39 AB - Coffee consumption in Vietnam has seen a significant rise in recent years. This study seeks to explore the determinants of coffee consumption in Vietnam with a specific focus on the roasted coffee trade and the consumer’s behavior. In this study, 7296 customers were surveyed from 19 districts in Ho Chi Minh City of Vietnam in randomly selected places, and consumers’ willingness to use (WTU) for roasted coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTU. Among the surveyed participants, 69.14% people use coffee. Results show that on average, consumers were willing to pay 78.49% more for roasted coffee compared with instant coffee. Unlike other chains, the consumers more often drink roasted coffee in the morning with friends or alone to relax. Most of them like to spend time to drink coffee at the quiet and nice place where they enjoy the view. The people usually chose coffee on the flavor (50.01%) and most of them prefer the price with 0.5US$/cup (56.79%). VL - 3 IS - 1-2 ER -
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