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Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study

Received: 5 October 2014     Accepted: 28 October 2014     Published: 30 January 2015
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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%).

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

Keywords

Roasted Coffee, Willingness to Use, Behavior, Vietnam

References
[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.
Cite This Article
  • 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

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    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

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    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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  • @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}
    }
    

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  • 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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Author Information
  • Institute of Biotechnology and Food technology, Industrial University of Ho Chi Minh City, Ho Chi Minh City,Vietnam

  • Dong Nai University of Technology, Bien Hoa City, Dong Nai province, Vietnam

  • Dong Nai University of Technology, Bien Hoa City, Dong Nai province, Vietnam

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