Volume 3, Issue 1-2, February 2015, Page: 152-156
Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study
Dam Sao Mai, Institute of Biotechnology and Food technology, Industrial University of Ho Chi Minh City, Ho Chi Minh City,Vietnam
Vo Trung Au, Dong Nai University of Technology, Bien Hoa City, Dong Nai province, Vietnam
Ngo Ke Suong, Dong Nai University of Technology, Bien Hoa City, Dong Nai province, Vietnam
Received: Oct. 5, 2014;       Accepted: Oct. 28, 2014;       Published: Jan. 30, 2015
DOI: 10.11648/j.jfns.s.2015030102.39      View  3222      Downloads  266
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%).
Keywords
Roasted Coffee, Willingness to Use, Behavior, Vietnam
To cite this article
Dam Sao Mai, Vo Trung Au, Ngo Ke Suong, Consumer Willingness to Use for Roasted Coffee: A Vietnamese Case Study, Journal of Food and Nutrition Sciences. Special Issue: Food Processing and Food Quality. Vol. 3, No. 1-2, 2015, pp. 152-156. doi: 10.11648/j.jfns.s.2015030102.39
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