VIETNAM NATIONAL UNIVERSITY HO CHI MINH CITY
INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS
.
FACTORS AFFECTING PURCHASE
INTENTION OF COFFEE SHOP IN HO CHI
MINH CITY- A CASE OF STUDIO COFFEE
SHOP
In Partial Fulfillment of the Requirements of the Degree of
BACHELOR OF ARTS in BUSINESS
ADMINISTRATION
Student’s name: NGUYỄN NGỌC MINH THƯ (BABAIU12088)
Advisor: Ms. NGUYỄN TRẦN NGUYÊN KHAI
Ho Chi Minh City, Vietnam,
2016
i
FACTORS AFFECTING PURCHASE
INTENTION OF COFFEE SHOP IN HO CHI
MINH CITY- A CASE OF STUDIO COFFEE
SHOP
APPROVED BY ADVISOR
COMMITTEE
APPROVED BY:
Msc. Nguyen Tran Nguyen Khai
Mai Ngoc Khuong, Ph.D
Msc. Nguyen Tran Nguyen Khai
Msc. Tran Thi Thanh Huyen
THESIS COMMITTEE
ii
ACKNOWLEGMENTS
As a senior student, I have to do the thesis to be graduated from International
University. So that, it is my opportunity as well as my challenge to improve my
knowledge and my skill before working at a professional environment in the future job.
During the time doing thesis, I have to face a lot of difficulties and I have recognized
that I can not complete the thesis without the guidance and support of many people
around me. This is my pleasure to express my appreciation to all of whom made this
thesis possible.
First and foremost, I would like to give my grateful thanks with my
especially gratitude toward my professional advisor Ms Nguyen Tran Nguyen Khai for
his helpful guidance, support and contribution during the whole process from beginning
of this task until finishing the thesis. To be honest, I am very appreciate his patience,
feedbacks, advices and knowledge help me to explore and complete it.
Then, I am sincerely thanks my parents, my younger sisters for their love,
taking care and encouragement during doing the thesis. Their valuable opinons and
comments also inspire me a lot.
Moreover, I’d love to give my deepest thanks to all of my university friends,
who always beside and help me when collecting data, Vo Phuc Thuy Lan, Huynh Le My
Duyen and Dang Xuan Truong. Thank you so much.
Last but not least, Pham Dang Loc and Nguyen Ngoc Minh Thi, who always
together with me with their humor, skills and kindness. Thanks to my special friends,
without them I can not complete the thesis on time.
Again, thank you so much for all your support and valuable time.
iii
TABLE OF CONTENTS
ACKNOWLEGMENTS .............................................................................................. iii
LIST OF TABLES .......................................................................................................vii
LIST OF FIGURES ...................................................................................................... ix
ABSTRACT ................................................................................................................... x
CHAPTER 1 INTRODUCTION .................................................................................. 1
1.1
Background ..................................................................................................... 1
1.2
Research Objectives ........................................................................................ 3
1.3
Rationale.......................................................................................................... 4
1.4
Scope of the study ........................................................................................... 4
1.5
Significant of the study ................................................................................... 4
CHAPTER 2 LITERATURE REVIEW ....................................................................... 6
2.1
Studio coffee shop is a new trend.................................................................... 6
2.2
Definition of consumer purchase intention ..................................................... 7
2.3
Review of relevant theoretical studies ............................................................ 8
2.3.1
The model of Ying – Fang Huang & Hoang Sa Dang (2008) ................. 8
2.3.2
TPB)
Theory of Reasoned Action (TRA) & Theory of Planned Behavior (
10
2.4
Definition of Price ......................................................................................... 12
2.5
Definition of Location ................................................................................... 13
2.6
Definition of Physical Design ....................................................................... 13
2.7
Definition of Subjective Norms .................................................................... 14
2.8
Service quality ............................................................................................... 15
2.9
Promotion & advertising ............................................................................... 15
2.10
Conceptual framework of the study .............................................................. 16
CHAPTER 3 RESEARCH METHODOLOGY ......................................................... 18
3.1
Research design ............................................................................................. 18
3.2
Data collection............................................................................................... 19
3.2.1
Primary data .......................................................................................... 19
iv
3.2.2
Secondary data....................................................................................... 20
3.2.3
Questionnaire design ............................................................................. 20
3.2.4
Pilot Test ................................................................................................ 24
3.3
Sampling design ............................................................................................ 24
3.3.1
Sampling method .................................................................................... 24
3.3.2
Target population and sample size ........................................................ 25
3.4
Data analysis ................................................................................................. 25
3.4.1
Reliability analysis ................................................................................. 26
3.4.2
Exploratory Factor Analysis (EFA) ....................................................... 26
3.4.3
Regression analysis ................................................................................ 27
CHAPTER 4 FINDINGS ........................................................................................... 28
4.1 Sample demographic .......................................................................................... 28
4.2 Descriptive analysis............................................................................................ 34
4.2.1 Price............................................................................................................. 34
4.2.2 Location ....................................................................................................... 35
4.2.3 Physical design ............................................................................................ 35
4.2.4 Service quality ............................................................................................. 36
4.2.5 Promotion and Advertising .......................................................................... 37
4.2.7 Purchase intention ....................................................................................... 38
4.3 Reliability test .................................................................................................... 39
4.3.1 Price............................................................................................................. 39
4.3.2 Location ....................................................................................................... 40
4.3.3 Physical design ............................................................................................ 41
4.3.4 Service quality ............................................................................................. 42
4.3.5 Promotion & Advertising............................................................................. 43
4.3.6 Subjective Norm ........................................................................................... 43
4.3.7 Purchase Intention ....................................................................................... 44
4.4 Exploratory Factor Analysis (EFA) ................................................................... 45
4.4.1 EFA for Independent variables.................................................................... 46
4.4.2 EFA for Dependent variables ...................................................................... 51
4.5 Correlation test ................................................................................................... 53
v
4.6 Multiple Linear Regression Analysis ................................................................. 56
CHAPTER V CONCLUSION AND RECOMMENDATIONS ................................ 61
5.1 Conclusion.......................................................................................................... 61
5.2 Recommendation ................................................................................................ 63
5.3 Limitations and recommendations for further research ..................................... 67
REFERENCES ............................................................................................................ 69
vi
LIST OF TABLES
Table 1.1: Average coffee consuming of some countries ........................................ 1
Table 3.1: Measurement Scale of Variables ........................................................ 21
Table 3.2: Coefficient alpha interval and its significant ........................................ 26
Table 4.1: Descriptive Statistics of Price ............................................................. 34
Table 4.2: Descriptive Statistics of Location ....................................................... 35
Table 4.3: Descriptive Statistics of Physical Design ............................................. 35
Table 4.4: Descriptive Statistics of Service Quality .............................................. 36
Table 4.5: Descriptive Statistics of Promotion and Advertising ............................. 37
Table 4.6: Descriptive Statistics of Subjective Norm ............................................ 37
Table 4.7: Descriptive Statistics of Purchase Intention ......................................... 38
Table 4.8: Reliability Statistics of Price .............................................................. 39
Table 4.9: Item-Total Statistics of Price .............................................................. 39
Table 4.10: Reliability Statistics of Location ....................................................... 40
Table 4.11: Item-Total Statistics of Location ....................................................... 40
Table 4.12: Reliability Statistics of Location ....................................................... 41
Table 4.13: Item-Total Statistics of Location ....................................................... 41
Table 4.14: Reliability Statistics of Physical Design ............................................ 41
Table 4.15: Item-Total Statistics of Physical Design ............................................ 41
Table 4.16: Reliability Statistics of Service Quality ............................................. 42
Table 4.17: Item-Total Statistics of Service Quality ............................................. 42
Table 4.18: Reliability Statistics of PA ............................................................... 43
Table 4.19: Item-Total Statistics of Promotion & Advertising ............................... 43
Table 4.20: Reliability Statistics of Subjective Norm ........................................... 43
Table 4.21: Item-Total Statistics of Subjective Norm ........................................... 44
Table 4.22: Reliability Statistics of Purchase Intention ......................................... 44
Table 4.23: Item-Total Statistics of Purchase Intention ......................................... 44
Table 4.24: KMO and Bartlett's Test of independent variables .............................. 46
Table 4.25: Total Variance Explained of independent variable .............................. 46
vii
Table 4.26: Rotated Component Matrixa of independent variables ........................ 48
Table 4.27: Adjusted Measurement Items of variables.......................................... 49
Table 4.28: KMO and Bartlett's Test of dependent variable .................................. 51
Table 4.29: Total Variance Explained of dependent variable ................................. 52
Table 4.30: Component of Matrixa .................................................................... 52
Table 4.31: result of Correlations testing ............................................................ 54
Table 4.32: Model Summaryb ........................................................................... 57
Table 4.33: Result of ANOVAa ......................................................................... 57
Table 4.34: Result of Coefficientsa .................................................................... 57
Table 4.35: Model Summary ................................Error! Bookmark not defined.
Table 4.36: Results of ANOVAa ..........................Error! Bookmark not defined.
Table 4.37: Result of Coefficientsa .....................Error! Bookmark not defined.8
Table 4.38: Final result of Hypotheses ................................................................ 59
viii
LIST OF FIGURES
Figure 2.1: Model of testing factors affect Coffee Beverage in Taiwan ..................... 09
Figure 2.2: Theory of Reasoned Action ................................................................... 1111
Figure 2.3: Theory of Planned Behaviour (TPB)....................................................... 121
Figure 2.4: Conceptual Framework ........................................................................... 176
Figure 4.1: Percentage of gender of respondents ....................................................... 288
Figure 4.2: Percentage of age of respondents .............................................................. 28
Figure 4.3: Percentage of occupation of respondents ................................................ 300
Figure 4.4: Percentage of income of respondents ...................................................... 300
Figure 4.5: Percentage of frequency of respondents .................................................. 311
Figure 4.6: Percentage of understanding level of respondents .................................. 322
Figure 4.7: Percentage of Information source of repondents ..................................... 332
Figure 4.8: Percentage of Preference of respondents................................................. 343
Figure 4.9: adjusted conceptual framework of the research ...................................... 533
Figure 4.10: Final Conceptual Framework ................................................................ 601
ix
ABSTRACT
This study is conducted to reach the objectives that identifying factors
influencing the purchase intention of coffee shop - a case of Studio coffee shop in Ho
Chi Minh City as well as identifyng the most important factors among them and then
providing some suggestion and recommendation regarding research findings and result.
Based on literature review and conceptual framework in this study, there
are six independent variables, which are Price, Location, Physical Design, Promotion
& Advertising, Subjective Norms and Service Quality that the author thinks it can
influence the consumer purchase intention.
To achieve this research objectives, the author used Quantitative method as
a main tool to test the impact of independent variables above. With statistical techniques
SPSS (version 22) were applied, which is Reliability test, Exploratory Factor Analysis
(EFA), Pearson Correlation test and finally Multiple Regression Analysis to find out
factors affect consumer purchase intention of Studio coffee shop.
The research has been conducted from December 2015 to May 2016 in Ho
Chi Minh City. By distributing surveys through Facebook, E-mail as well as four Studio
coffee shop in Ho Chi Minh City, 270 questionnaire forms were collected and analyzed
by SPSS software, then giving the results that all of six independent variables have
impacted on consumer purchase intention. Among them, Service Quality and Physical
Design have the stronger influence than Price, Location, Promotion & Advertising and
Subjective Norm.
After analyzing data and get the result, although the study still has some
limitations, this study aslo came up with some suggestions and recommendation for
coffee shop onwers to develop their business as well as further research as a reference
to get higher reliability and convincing.
x
CHAPTER 1
INTRODUCTION
1.1 Background
In the 19th century, coffee was introduced to Viet Nam in 1987 by French.
In 1930, according to Tran Trieu Nhan (Viet Nam coffee industry – current situation
and future), Viet Nam coffee plantation area accounted for 5900 hecta including 4700
hecta Arabica coffee, 900 hecta Excelsa coffee and 300 hecta Robusta coffee. With the
development of society, coffee becomes a popular beverage and widely used by
Vietnamese people. So that, coffee becomes an essential part of Vietnamese life style
and culture in its own way. It gets together with people from rural to urban, equalization
for every classes in society. Coffee plays an important role in Viet Nam’s economic,
political, social value, cultural and directly influence the development of Viet Nam – a
large producing coffee country. Viet Nam ranks the 3rd countries among Asia countries
in consuming coffee per people (H.Nhu, 2013).
Table 1.1: Average coffee consuming of some countries
Country
Average coffee consuming per people
Japan
2.9 kg/people
Korea
2.42 kg/people
Viet Nam
1.15 kg/people
Malaysia
1.1 kg/people
(Source: H.Nhu, 3/2013)
1
Viet Nam Coffee retail maket achieved 127.33 million USD in 2008 and
increasing to 287.34 million USD in 2012. According to Mintel (Global Market
Research & Market Insight) predicts that it is about to continuously increasing to 573.75
million USD in 2016. Although Viet Nam ranks 2nd in exporting coffee in the world,
coffee stores are openned widely throughout Viet Nam, the amount of coffee
consuming is still low compares to other countries in the world. Vietnamese people
prefer greentea as a usual drink than coffee, it is considered “expensive” to some
Vietnamese people.
In recently years, Viet Nam coffee consuming is increasing significantly. So
that, many coffee shops open to meet the expectation of the customers who want to
enjoy coffee and entertainment. Cafe is a place that serves coffee and other drinks as
well as simple food. People come to coffee houses to enjoy coffee, relax, to study or
simply take coffee to their work. Depend on target customers, coffee shops are
decorated and built with a different themes and styles. Young people like to enjoy
decoration and special space at coffee shops. To catch up with new trend, some
businessman opens a lot of coffee houses that meet the expectation for young
customers. According to Puriocafe, there are four main categories of coffee shops (
puriocoffee). They can be garden coffee with opened – space such as Du Mien Cafe,
Orchid Cafe, XP Garden cafe. Franchise coffee such as Starbuck, Coffee bean and Tea
Leaf, Angel in Us from foreign countries are popular and bring a new trend in drinking
coffee style in Ho Chi Minh city in recent years. By that time, take - away coffee Viet
Nam such as Passion, Urban Station, Effoc are opened widely and popular to young
customers. Other styles of coffee shop are book coffee, internet coffee and especially
studio coffee shop – a new style of coffee shop that attracts more and more young
customers in Ho Chi Minh city nowadays.
Coffee shops market are facing with highly competitive between domestic
and foreign brands. However, domestic coffee consumption of Viet Nam is still low.
Viet Nam’s culture should be protected and developed by concentrating on opening
more coffee shops with unique features that related to Viet Nam’s coffee culture –
2
Vietnamese people do not consider coffee as a “fast drink”. Customers come there not
only to enjoy coffee but also to relax with the cozy space and the special decoration of
the coffee shops, take photos to keep memories. Life in HCMC is busy, after a hard
working day, they need a comfortable place to chit chat with their friends as well as
enjoy a cup of coffee. Young people in HCMC are active and energetic, always seek to
experience new things and refresh their mind. With necessary demand, more and more
coffee shops that have special decoration space and foreign style brewed coffee and
Vietnamese style, which are suitable and meet the expectation of young people in
HCMC, who have average income level such as students, teenagers and staff office...
Therefore, businessman in HCMC should catch up with new trend and invest more and
more qualified studio coffee shops. Since studio coffee shops is new business model
that have just opened in HCMC recently years, it is necessary to conduct a study to on
service quality and purchase intention toward young customers in HCMC, to find the
current situation and performance development direction in the future.
1.2 Research Objectives

To identify the factors affecting purchase intention of studio coffee shop

To identify which one have the most impact on customer purchase

To suggest recommendation for studio coffee shops to improve service
intention
quality and purchase intention to satisfy young customers’ expectation.
Based on research objectives and research problems, it will provide some
research questions to achieve the necessary information about the study. The questions
are answered in this report are follow:

What factors affect purchase intention of studio coffee shops toward
young customers?

Which service quality factor have the most impact on customer’s
purchase intention?
3

What is the recommendation for studio coffee shops to improve
purchase intention through service quality to satisfy young customer’s expectation?
1.3 Rationale
With a high competitive coffee shops market that the author has mentioned
above, it is necessary to change to exist and develop new kind of coffee shops. So
investing in research in order to find out the SWOT factors (strength, weakness,
opportunity and threat) to achieve competitive advantage compared with other
competitors among Vietnamese coffee shops. When lots of take away coffee appear in
Viet Nam market, Studio coffee brings a new special features and develop Vietnamese
coffee drinking culture in current society. As a result, finding out the factors related to
location, physical design, service quality, promotion & advertising and price which
have the most influence on purchase intention of young customers. From the argument
above, the author of this research determine to conduct a study on topic “Factors affect
purchase intention of coffee shop in HCMC - A case of studio coffee shop”.
1.4 Scope of the study
This study is conducted in Ho Chi Minh City through 4 Studio coffee shops
to investigate factors affect purchase intention of customers. Respondents who used to
enjoy service at studio coffee shops or people who do not ever come to studio coffee
shop yet are also included in this study.
1.5 Significant of the study
This study invests about the coffee service market in Ho Chi Minh city. It
helps entrepreneurs as well as investigators to find out the factors that will affect
customers’choice and which factor is the most important. From that, they will adjust
their business model to catch up with customers’perception. Furthurmore, this study
will aslo be a database for furthur research with the relevant topic.
4
1.6 Structure of the research
 Chapter I: Introduction
In chapter I, the author give an overview of coffee market of Viet Nam in
recently years. Besides, chapter I will provides research’s background as well as
rationale and problems of the study, research objectives and research questions. In the
end, the scope of the study and and some limitations are briefly stated.
 Chapter 2: Literature Review
Chapter II explains some related theories, concepts and previous models in
previous journals. This part defines some concepts related to the topic such as purchase
intention, location, price, subjective norm, promotion & advertising, physical design
and service quality. Finally, the conceptual framework of the study is formed.
 Chapter 3: Methodology
Chapter III plays a role as a core of the study. It will show the method to
conduct the study, which includes research design, method approach, data collection
method, sample size or questionnaire design. In sum, some SPSS tool to test the data
are also introduced in this chapter.
 Chapter 4: Findings
This chapter represents the results of the study. 270 respodents are collected
and analyzed with SPSS (version 22). The data are run with Descriptive test, Reliability
test, Exploratory Factor Analysis (EFA), Correlation test and Multiple Regression
analysis. We cone up with the final results and give some discussions and
recommendations for the next chapter.
 Chapter 5: Conclusions and Recommendation
In the last chapter, the results are summarized and concluded by the author.
From that, the author presents some limitations as well as provides some
recommedations for further researchs.
5
CHAPTER 2
LITERATURE REVIEW
2.1 Studio coffee shop is a new trend
In the beginning, coffee shop is just only a place for people to enjoy coffee
and relax, entertainment or studying, so that the coffee shop had only tables and chairs
for customers. Gradually, with the development of society, Western coffee was
imported into Viet Nam ‘s market, by the time take away coffee was expanded widely.
To compete with famous foreign brands such as Starbucks, Groria Jeans, Coffee Bean
and Tea Leaf, ... Vietnamese entrepreuneurs learn their business model and open many
kind of coffee shops with reasonable price and suitable with habit, culture of
Vietnamese people. Many kind of coffee shops are opened and developed successfully
in Vietnam coffee market such as Book coffee, Internet coffee, Take-away coffee. To
catch up with new hot trend, many entrepreneurs has opened Studio coffee shop. Studio
coffee shop is a combination between a coffee shop and a small studio, use efficiency
space of coffee shop to take photos as a studio. People come there not only to enjoy
coffee but aslo enjoy the decoration or take wedding photos, music videos or even take
pictures for magazines. Studio coffee mainly serves Vietnamese coffee, Western
coffee, juice and soft drinks to for customers to choose with the price fluctuates from
20 to 50 thousand VND. Some Studio coffee shops are free to take photos, others are
free in half an hour, in next 1 hour, customers will have to pay a fee to take photos. So
that, Studio coffee shop was opened and supported by many young customers in
HCMC. Currently, there are about more than 50 studio coffee shops and the numbers
is increasing day by day.
6
2.2 Definition of consumer purchase intention
Intention is an action determined the act that is stronger than the attitude
toward behaviors. The ntention effects directly to consumer buying behavior, the
stronger the intention, the more likely to buy the products or services (Soderlund, 2001).
Purchase intention is widely used by many researchers as an alternative to
defining purchase behavior (Juwaida S, Leelanayagi R, Zainalabidin Mohamed &
Golnaz Reza, 2014). Purchase intention measure a person willing to take a specific
action (Ajzen and Fishbein, 1980). In another word, “purchase intentions are an
individual ‘s conscious plan to make an effort to purchase a product or service” (Spears
and Singh, 2004). Besides that, according to Grewal et al. (1998), the researcher stated
that a customer buy a particular product or service depending on their necessary,
perception on that service and the company produces it. One important thing is that
customers choose to use any service or product through their perception and their
attitude toward.
Many past researchers (Agarwal & Teas, 2002; Han, 1990; Pecotic, Prestly
& Roth, 1996) shows their idea of purchase intention about customers who intend to
buy products or services is the final step in making decision process of purchase
intention. Purchase intention is positively impacted by some independent variables
including price, subjective norms, location, physical design, promotion & advertising,
service quality. In specific, when customer affected by subjective norms that customers
introduced or invited to a coffee shop by friends, relatives and colleges, they will
curious and come to that coffee shop and try with a new style of coffee shop. Besides
that, reasonable price is an advantage competitive with others. Purchase intention can
be defined as individual’s intention to buy products or services which they have chosen
for themselves after their evaluation and consuming attitude. So that, there are variables
by which we can measure purchase intention for considering the service for purchasing
and expected to use the service in the future (Laroche and Zou, 1996). In sum, there are
six independent variables which positively impact on purchase intention studio coffee
shop.
7
2.3 Review of relevant theoretical studies
2.3.1 The model of Ying – Fang Huang & Hoang Sa Dang (2008)
The study of Ying – Fang Huang & Hoang Sa Dang (2014) to analyze on
consumer purchase intention on Coffee Beverage in Taiwan. There are ten variables as
well as ten hypothesis in the conceptual framework, which is product image, price,
product attributes, atmosphere & environment, brand image, taste, health benefits,
motivation, promotion & advertising, convenience. Furthermore, demographic factors
like age, monthly income, gender, material status, education and occupation also
included in this model. According to the authors of this study, purchase intention means
“a consumer prefers to buy a product or service because they find that their needs a
particular product or service, or even attitude towards a product and perception of the
product”. Consumers tend to repurchase product or service after they use for the first
time, consider how useful product or service is, then they decide to whether they should
repurchase or not. Among those factors have mentioned above, advertising &
environment is the most significant on purchase intention. Besides, price, brand image,
product image, motivation, convenience and taste of coffee are also important but less
crucial than promotion. To test the factors that affect purchase intention coffee in
Taiwan, the researcher used this model.
8
PRODUCT
ATTRIBUTES
PRODUCT
IMAGE
PRICE
BRAND IMAGE
GENDER
ATMOSPHERE &
ENVIRONMENT
MATERIAL
STATUS
PURCHASE
INTENTION
TASTE
AGE
EDUCATION
OCCUPATION
MONTHY
INCOME
ADVERTISING &
PROMOTION
CONVENIENCE
HEALTH
BENEFIT
MOTIVATION
Figure 2.1: Model of testing factors affect Coffee Beverage in Taiwan
(Adapt source: Ying - Fang Huang & Hoang Sa Dang, 2014)
9
The study of “Factors influencing purchase intention of Starbuck” of Yee
(2014) proposed factors price, service quality, brand image, trust, corporate social
responsibility. Another study of Wu, Yeh & Hiao (2011) on the topic “the effect of
store image and service quality on brand image and purchase intention for private label
brands”, the prosposed store image, service quality, band image, perceived risk and
price consciousness that influence directly to consumer purchase intention. This
research reveals that service quality and store image have the most significant on
purchase intention. However, these models above ignore elements in two basic model
TRA and TPB, so that it can cause some problems when testing the model.
After investigating Huang & Hoang (2014) model and some studies above
then linking to Studio coffee shop in HCMC, I realize that kind of coffee shop is very
new and developing in coffee market, therefore, in this research, I will adapt some
major significant influencing factors, which is price, location, physical environment,
advertising & promotion and service quality on purchase intention toward Studio coffee
shop to proposed a conceptual framework for this study and have some supplements
to match with this research.
2.3.2 Theory of Reasoned Action (TRA) & Theory of Planned Behavior (
TPB)
The TRA was developed by Ajzen and Fishbein in 1980, after that in 1991,
TPB was developed by Ajzen & Fishbein, which are one of the most researched models
that describe decision making process and explain how people’s attitude lead to certain
behavior.
TRA model includes three main factors, which are attitude, subjective
norms and behavior intention. TRA explains that “individuals are usually rational and
would consider the implications of their actions before making a decision of whether
or not to engage in a particular kind of behavior” (Vicent Cho, 2008). This model has
been applied for many studies in different fields (Alam, Jani & Omar, 2012; Long &
Ching, 2010; Chen, Ching & Tsou, 2009). In TRA model, attitude refers to how a
customer acts or feels about a product or service, it might be positive or negative depend
10
on the performance of a product or service (Dave Ritter, 2008). Subjective norm refers
to group influence or social influence that can impact an individual’s behavior. An
individual will intend to perform a certain behavior when he/she perceives that
important others think he/she should (Ajzen & Fishbein, 1980). Suden et al. (2009)
explain subjective norms as a motivation or a reference of person who influences or
makes a pressure on him to perform that behavior. Thus, among these factors, purchase
intention is influenced by subjective norm or attitude of a customer toward a product
or service (Dave Ritter, 2008). In this research, quality, price, physical environment,
location are the components that refer to attitude toward behavior. Thus, consumer
purchasing intention on Studio coffee shop is affected by these components and
Subjective Norms also. In the conceptual of this study, TRA model can support a factor
Subjective Norms that influencing purchase intention toward Studio coffee shop.
ATTITUDE
TOWARD
BEHAVIOR
BEHAVIOR
INTENTION
BEHAVIOR
SUBJECTIVE
NORMS
Figure 1.2: Theory of Reasoned Action
(Source: Ajzen and Fishbein, 1980)
Ajzen (1991) proposed that TPB was a modification of TRA and solved
the limitation of TRA by adding some factors to the TRA model. According to TPB
model, behavioral intention is determined by three factors: attitude toward the
behavior, subjective norms and perceived behavioral control. Ajzen (1991) explains
11
perceived behavioral control in TPB model as people’perception of the ease or
difficulty of performing the behaviour. In case of coffee shop,
Figure 2.2: Theory of Planned Behaviour (TPB)
(Adapt Source: Ajzen, 1991)
2.4 Definition of Price
Price is one of the most important factors in deciding to buy a products or
service or not. With a service or product, price reflects their value and effectiveness of
using. According to Dodds W. B (1991), when the actual price is higher than
expectation price, purchase intention tends to be decreased. In contrast, when the actual
price is lower than expectation price, customers tend to be suspect the product quality
(Peter, 1996). In the case of Studio coffee shop, if the price is too high and acceptable
service, customers will not come to enjoy coffee frequently and not retain customer’s
loyalty. In addition, young customers often have low and medium income, a high price
is not affordable and refuses to use products. Besides, if the price is too low, customers
will assume that coffee quality is low and may affect their health. So that, purchase
intention also declines.
12
Customers often make comparative evaluate to decide purchase a product
or service. In other words, customer compares the price with other similar product or
service to choose the suitable price for them (Alvarez and Casielles, 2005). If the price
is acceptable to purchase, relevant pricing is a price level that customers use to
determine to purchase (Mayhew and Winner, 1992). Therefore, it is obviously that
coffee shop business in Vietnam always set up their price carefully because any changes
of this factor can affect the number of customers intensely. Generally, for coffee shop
business point of view, price is reward or value given in return of need fulfillment to be
taking care. So that, price is the major factor affecting toward purchase intention
(Anderson, Fornel, 1996; and Lehman, 1994).
H1: there is a positive impact of price on purchase intention
2.5 Definition of Location
A location is a property of an individual subject or object, consisting of a
place and the spatial relationship of the subject or object of the place (Allison Kealy,
Stephen Winner (2008). A coffee shop entrepreneur should care about store’s location,
especially in market service sector like a coffee shop. Location of a coffee shop depends
on target customer segment, convenient and the concept of the coffee shop. This
research mainly focuses on young customers, location is at crowded place such as
District 3, 5, 10,.. or far from centre of HCM such as Go Vap District, Tan Binh District,
Tan Phu District,.. young people are active and like experiencing new places, so that
coffee shops that are far from centre may be preferable. In contrast, with people who
want to save time and busy with their study and work, they may choose coffee shops in
the centre of HCMC, which is more convenient for them. In addition, the concept of
the coffee shop is also affected location of them. With studio coffee shop need space to
decorate and set up facilities, it should be located in quiet and peaceful place. Therefore,
location can influence purchase intention of customers.
H2: there is a positive impact of Location on Purchase Intention
2.6 Definition of Physical Design
13
Physical structure plays an important role in making people feel impressed,
“welcome and warm” as well as develop control of their behavior, emotions and lives
(Keith A & Bailey, 2008). The physical environment in which service is delivered,
known as “servicescape”, refers to manmade and controllable surrounding such as
facility, artifacts, layout, atmosphere. Furthermore, physical environment may affect
customers‘ cognition and emotion (Kim & Moon, 2009; Lin & Lang, 2011; Lin &
Mattila, 2010). When the consumers perceive that the atmosphere of the store could
change their mood and make them feel happy, then their purchase intention would be
promoted. The store design could often bring convenient feeling to the customers,
especially space and the entire shopping arrangement (Chi, Chih, Ting & Kosol, 2012).
In the field of leisure service, physical environment have a positive impact on perceived
quality, excitement, satisfaction and purchase intention (Bee -Lia Chua, Sanghyeop
Lee, Lynn Huffman & hyun – Suk Choi, 2015, cited Wakefield & Blodgett, 1994). In
the case of the coffee shop, the physical environment comes from the facility,
decoration, atmosphere and the deign of the coffee shop. Therefore, physical
environment impacts positively on purchase intention.
H3: there is a positive impact of Physical Design on Purchase Intention.
2.7 Definition of Subjective Norm
“Subjective Norms is the perceived social pressure to comply with
expectation about engaging in the behavior, which should influence the individual’s
intention to perform or not to be the behavior” (Juwaida S, Leelanayagi R, Zainalabidin
Mohamed & Golnaz Reza, 2014). In addition, Ajzen & Fishbein (1975) also shows that
Subjective Norms refer to “ person’s perception that most people important to him think
that he should or should not perform the behavior”. In this study, Subjective Norms is
referred to as the influence of their family, friends and colleges. In term of culture and
traditional of Viet Nam, family, friend and colleges have a positive impact on
consuming behavior. When people want to come to a new coffee shop, they tend to
consults for advice and others opinion about the store and decide to purchase or not. On
the other hand, some research indicated that Subjective Norms have a significant
14
relationship with purchasing intention and purchasing behavior (Karimah, 2012; Smith
and Paladino, 2010)
H4: there is a positive impact of Subjective Norms on Purchase Intention.
2.8 Service Quality
Service quality is a key marketing tool which plays an increasing role in
making customers impressed, experiences and determine their satisfaction level and
repurchase (Choi & Chu, 2001). Parasuraman, Zeitham and Berry (1985) also defines
service quality as “how well the service satisfies or exceeds the customer expectations
on a consistent basis. Service quality reflects the extent to which a service satisfies
customers’need or expectations. In this case, service quality is the performance of
employees, the employees’ attitude toward customers and their perception of their job.
Dayang and Francine (2009) explain service quality as “the quickness of correcting
problems, reliability of the information provided, politeness, helpfulness and
friendliness of employees”. In this case, Service quality in a coffee shop is involved
with a combination of services items such as music, light, place for parking. Many
researchers have shown that service quality has a positive impact on purchase intention
(Clow, Trip & Kenny, 1996). Besides that, Sahoo and Bartaria (2011) also stated that
there is a direct impact between service quality and customer purchase intention
H5: there is an impact of service quality on purchase intention
2.9 Promotion & Advertising
Blattberg & Neslin (1990) describe a promotion usage effect in which brand
repurchase rates are affected because a promotion was used to make a purchase.
Promotion is a motivation that is one of the factors influencing customer purchase
intention. As usual, among too many promotion programs, customer often make a
comparison among alternative offering and attractive promotion programs (Zeithaml et
al., 1985). Kotler ( 2002) explains though promotion activities can be very expensive,
the buyer and seller can negotiate to make a purchase decision. It is not strange to the
consumer that advertising is a popular marketing product strategy to promote the
15
product (Ying & Hoang, 2014). Moreover, MacKenzie (2004) describes advertising is
a tool to introduce to consumers about the benefit and transfer information about the
products or service to customers, tries to persuade customers to buy that product or
service by reminding them time by time. Customers are often being caught attention by
an interesting advertising and then it can increase the brand awareness (McCracken,
1989) and create consumer’s evaluation about the product then give an impression on
it ( Biswas et al., 2006). There are many types of advertising activities such as through
the social network (Facebook, Foody), media (Television, magazines). In the case of
coffee shop, advertising and promotion can attract customers to experience the first
time at the Studio coffee shop by discounting price, giving free gifts to new customers.
So that, based on the related model and literature review above, this research proposed
this hypothesis:
H6: there is an impact of advertising and promotion on purchase intention.
2.10
Conceptual framework of the study
The conceptual framework is proposed based on the research objectives and
research questions. It includes six independent variables and one dependent variable to
test the study. The six dimensions of independent variables are Price, Location, Physical
Design, Promotion & Advertising, Service Quality and Subjective Norms while the
consumer purchase intention toward Studio coffee shop is dependent variable.
16
PRICE
H1
LOCATION
H2
PHYSICAL
DESIGN
H3
PURCHASE
INTENTION
H4
SUBJECTIVE
NORMS
H5
SERVICE
QUALITY
H6
PROMOTION
&
ADVERTISING
G
Figure 2.3: Conceptual Framework of the study.
17
CHAPTER 3
RESEARCH METHODOLOGY
3.1 Research design
This research aims to identify the factors influencing purchase intention
Studio Coffee shop in HCMC. It is designed to answer the previous questions that are
mentioned in chapter 1. The research design is a design or structure to collect the data
and analysis them. In this study, to investigate the dependent variable purchase
intention, I used the quantitative method to measure six independent factors, which are
Price, Subjective Norms, Service Quality, Location, Promotion & Advertising and
Physical Design. Hence, I want to do research on these factors and investigate whether
they impact on consumer purchase intention and find out which ones have the most
impact on customer purchase intention.
First, research design is a “detailed plan for conducting a research study”
(Collis and Hussey, 2003). A research design includes an obviously objective inferred
from the research questions, suitable method strategies approach to conducting the
study (Ling, Lang, Fong & Thamil, 2014). This research was conducted through the
quantitative method in questionnaire form. Quantitative research is defined in many
ways, yet Aliaga & Gunderson (2002) explain it as a phenomenon by collecting
numerical data that are analyzed using mathematics method. Also, Burn & Grove
(2005) define that “quantitative research is formal, objective, systematic process in
which numerical data are used to obtain information about the world. This research
method is used to describes variables, to examine relationships among variables and to
determine cause-and-effect interactions between variables”. The strength of the
18
quantitative method is that it is neutral and easily develop. The research objectives of
this study are to find out the most important factors that affect consumer purchase
intention of Studio coffee shop so that quantitative method is applied because of this
nature and purpose of the study. Furthermore, this approach aims to find out whether it
right among the study’s hypotheses and analyze the relationship among the constructs
which results from study’s hypotheses and models (Crewell, 2003). Descriptive study
is described how the independent variables (Price, Location, Physical Design, Service
Quality, Promotion & Advertising, Subjective Norm) influence the purchase intention
of customers toward Studio Coffee shop. After collecting questionnaire forms from
participants and respondents, I gather information, data and analyze them to understand
deeply and explain the situation in an evidence way. After all, base on that explanation
and reliable data, I will give some suggestion and recommendation for the next chapter.
3.2 Data collection
In this study, we collect two main types of data, which are primary data and
secondary data. Primary data is collected through distributing survey, experimentation
and observation. Those data are original, new and obviously collected by the author
through the survey done by respondents. Besides, they have not been published on the
website or anywhere on the internet or journal. Secondary data have three main types
which are the documentary, survey and multiple sources (Ling, Lang, Fong & Thamil,
2014). Documentary secondary data is written documents which are collected for the
purpose of support the further research study as a reference such as books, journals,
articles and newspapers.
3.2.1 Primary data
In this research, Primary data was collected by distributing online as well as
offline to whom have not come to or at least one time experience at Studio Coffee shop
in HCMC. Online survey link can be distributed through email and different channels
of communication such as Facebook, Email, Google Plus, etc. This method will help
the author to summarize data in Excel file; it is quite easy for the author to code the data
and it is more convenient in the next step such as data analysis and data findings.
19
3.2.2 Secondary data
Secondary data is collected mainly through previous studies on a relevant
topic on some website of the foreign university or International journals such as IISTE
(Knowledge Sharing Platform), UTAR (Universiti Tunku Abdul Rahma). In addition,
I find more information from International University library, newspapers about
consumer purchase intention, customer buying behavior were also collected through
the internet. The source of e-journal from National University Library also provides
many useful references and support for my research. Besides, secondary data is also
collected from customer’s database, customer’s evaluation, and customer’s comments
and feedbacks on Foody, Diadiemanuong, Facebook, etc. The result of the previous
research helps to support and strengthen the conceptual framework of this study.
3.2.3 Questionnaire design
A questionnaire is a list of questions relate to the purpose of the research in
order to gather information from respondents The questionnaires used for this research
is designed based on the conceptual framework and pilot study. In order to collect
correct and do not misunderstand data from the respondents, the questionnaire form is
designed simple and easy for everyone to understand. Basically, the questionnaire
includes two forms: “closed question” are questions that the writer designs the options
for the respondents to choose and “opened question” are the questions the writer state
the questions and leave the space for the respondents to fill in (Mark B. Orams &
Stephen J., 2011). According to Hague (1997), “closed question” is easier and save time
to interpreted and analyze. In addition, “opened question” takes time for people to think
and write down so that it quite hard for the paper survey. In this research, “closed-ended
question” are used with the aim that it is easier to answer, they only need to choose
multiple choice among the level of own opinion agreement and it takes a few minutes
to complete.
The questionnaire includes two main parts. Part I has eight questions asking
about individual information of the respondents. They are asked about the gender, age,
occupation, monthly income, frequency of going to coffee shops, how many studio
20
coffee shop they go to, what sources make they know about studio coffee shop and
what they often do in studio coffee shop. In part II, respondents are required to decide
agreement level about factors influencing Customer Purchase Intention with 35
questions. Questionnaire content was based on the conceptual framework, literature
review, research objectives and research questions. It is divided into seven parts which
include independent variables (price, location, physical design, service quality,
promotion & advertising, subjective norms) and dependent variable (purchase
intention). All the measurement scales are measured based on Five-point Likert scale
(balanced rating scale), ranging from strongly disagree to agree strongly. In which, 1 –
strongly disagree, 2 – disagree, 3 – neither agree or disagree, 4 – agree, 5 – strongly
agree.
Table 3.1: Measurement Scale of Variables
Dimensions
Measurement questions
References
- (LOC1) It is easy to find because it locates - Joseph & Simon
in city center
(2015)
- (LOC2) It locates near my school, my
Location
office.
- (LOC3) It locates in convenient place (on
main street, close to my house..)
- (LOC4) I prefer it locates far from city
center
- (PHY1) The store layout is very attractive - Baker (1994)
Physical
design
- (PHY2) The interior decoration of this - Wu et al. (2011)
store is attractive and attention getting
- (PHY3) I’m impressed with the store
decoration
21
- Kim (2009)
- (PHY4) The table arrangement provides
plenty of space and makes them feel
privacy
- (PHY5)
Music
background
offers
relaxing and pleasant atmosphere
- (PRC1) The store has competitive price
- (PRC2) Price deserves money which I
Tsou (2009)
- Chew, Lee, Lim,
paid for
Price
- Chen, Ching &
- (PRC3) Getting good price is important to
Loke
&
Wong
(2012)
me
- (PRC4) The price of studio coffee shop is - Dave Ritter (2008)
economical
- (SN1) My family, my college and my - Golnaz, Teng &
friends think I should try studio coffee
Mohamed (2014)
- Denise E (2015)
shop
- (SN2) I will ask opinions from my friends, - Dora (2012)
my family and colleges when choosing a
Subjective
Norm
studio coffee shop
- (SN3) I will choose studio coffee shop
because my family, my friends, my
colleges recommend it to me
- (SN4) I trust my family, my friends, my
colleges when choosing a studio coffee
shop.
- (PA1) The store has many interesting sale - Chew, Lee, Lim,
Promotion &
Advertising
promotion programs (buy 9 get 1 free,
Loke
voucher, coupon..)
(2012)
- (PA2) the store provides promotion
loyalty program (membership card)
22
&
Wong
- (PA3) I see the store advertisement on
Facebook very attractive
- (PA4) I see the store advertisement on
magazines,
newspapers,
flyers
very
attractive
- (PA5) My decision to purchase is
influenced by advertisement
- (SER1) Adequate parking is available
- Andaleeb (2006)
- (SER2) The store is neat and clean
- Baker (1994)
- (SER3) Staffs would be willing to help - Ganguli & Roy
customers
(2013)
- (SER4) Staffs are pleasant and friendly
Service quality
- Alavi,
Rezaei,
- (SER5) Staffs are neat appearing
Valeai & Ismail
- (SER6) Drinks are quickly served
(2015)
- (SER7) Seats are comfortable
- (SER8) Air conditioners are always
available
- (SER9) Getting good service quality is
very important to me
- (PI1) I intend to go to studio coffee store - Baker (1994)
and enjoy service here.
- (PI2) I will go to studio coffee store
Purchase
Intention
because it satisfies my expectation.
- (PI3) I intend to go to studio coffee store
more frequently
- Ching Fu & Yu
Ying (2008)
- Chew, Lee, Lim,
Loke
&
Wong
(2012)
- (PI4) I am willing to introduce and - Alavi,
Rezaei,
recommend others to go to studio coffee
Valeai & Ismail
store
(2015)
23
3.2.4 Pilot Test
After designing questionnaire forms, the pilot test should be conducted to
test the reliability, detect weakness and discover any errors of the questionnaire. A
survey of 20 people who have not gone to Studio coffee shop yet or people who at least
one time have experience at studio coffee store are conducted since they can give an
objective opinion about their decision. The respondents’feedbacks about words,
grammars, mistakes and errors in sentences or multiple choice answers are collected
for improvement purposes. They are encouraged to give their opinions freely. After
conducting the pilot test, some questions are added or some words need to be changed
to be easily for everybody to understand. Finally, I complete the officially
questionnaires forms and use it to collect the data.
3.3 Sampling design
3.3.1 Sampling method
Sampling is a method to select a part of the population to represent the
population to complete the survey (Wrenn, Stevens & Loudon, 2006). The objective of
the sampling design is to know the characteristic of the population. There are two types
of sampling technique, which is probability and non-probability. Probability sampling
method is choosing sampling on random or chance selection from the target population.
Non-probability method is choosing sample on unknown population. In this research,
the non-probability method is used because it is convenience and sample could be
chosen from many ways (Ling, Lang, Fong & Thamil, 2014). In order to appoarch
target respondents, this research is applied the convenient sampling technique, which
is one of the main types of non-probability because it is more convenient and easier for
the researcher to select sample and elements for the sample (Black, 2011). In this study,
the researcher distributes survey questionnaires both online and offline as well as studio
coffee stores are convenient to easily reach the target respondents.
24
3.3.2 Target population and sample size
This research will focus on young customers such as teenagers, students,
staffs and others to investigate the factors affect customer purchase intention because
they are young, active and the price is reasonable for them. The sampling frame for this
research is focused on both male and female customers. The target location is only
within HCMC, which is very crowded and a lot of studio coffee shops are opened and
developed. The target population to do the survey is customers who are in studio coffee
shops.
According to DeCoster, J (2004), the minimum sample size used in
statistical analysis should be: N≥100, N ≥ 5 x K (K is the number of variables).
This research has 35 variables, so that, the minimum sample size required
to run EFA in this research is N = 5 x 35 = 175.
So that, in this research, the author decides to collect 300 (>175)
questionnaires to complete the survey because according to Comfrey & Lee (1992),
“the adequacy of sample size might be evaluated on the following scale: 50-very poor,
100-poor, 200-fair, 300-good”. Thus, 320 copies of questionnaires are distributed to the
chosen target population and target location in case of eliminated because of errors or
incomplete survey. After collecting the questionnaire, the data are coded and analyze
by SPSS (version 22). The researcher distributes papers to customers at about four
popular Studio coffee shop in HCMC, which are CI5 coffee shop, Fly Idea coffee,
Marry You coffee and Weeding coffee, which is mainly located in District 10, District
3, District 1, Tan Binh, Phu Nhuan. Moreover, data are collected through social network
sites, mainly Facebook and Email. The researcher uses “snowball” technique, which is
the researcher sends link to acquaintances to do the survey and then they continue to
share the link to other people they know (Velarde, 2012).
3.4 Data analysis
According to Zikmund (2000), after collecting the data, the process of the
analysis begins, which is aimed to summarize and rearrange the data. For quantitative
25
data analysis, data collected from the questionnaires will be analyzed by SPSS software
(Statistical Package for Social Science). Firstly, descriptive statistics were conducted
to provide an overview of the sample. Next, I applied the reliability tests – Cronbach
Alpha and EFA (Exploratory Factor Analysis) to test the reliability and validity of the
scales to measure and refine the construct. Finally, I did the regression analysis for
testing hypothesis. Some tests are used to analyze the data as follow:
3.4.1 Reliability analysis
Reliability test aimed to check the consistency of the data, similar
observations would be made from the raw data. Above all, reliability is defined as the
percentage of the inconsistency in the responses to the survey that is the result of
differences in the respondents. Among these tools, Cronbach’s alpha is the most useful
tool to measure reliability, which was developed in 1951. Besides, Hair (1995) stated
that the coefficient alpha will be high if scale items are highly correlated. A rule of
thumb (George and Mallery, 2003) uses to describe the consistency of Cronbach’s alpha
as below:
Table 2.2: Coefficient alpha interval and its significant
Αlpha
Significant
α < 0.5
Unacceptable
0.5 ≤ α ≤ 0.6
Poor
0.6 ≤ α ≤ 0.7
Acceptable
0.7 ≤ α ≤ 0.9
Good
α > 0.9
Excellent
3.4.2 Exploratory Factor Analysis (EFA)
Factor analysis is conducted to test the construct validity of the measures,
both dependent variables and independent variables to obtain the highest reliability and
26
validity. The accuracy of sampling for factor analysis is measured by Kaiser-MeyerOlkin (KMO). Any item which has low factor loading (<0.3) will be eliminated and
Cronbach Alpha is recalculated for the scales of those items deleted. In this study,
factor analysis is applied to determine the number of common factors influencing the
measurement. Besides, it is also to tool to test the relationship between each factor and
each observed measure.
3.4.3 Regression analysis
According to Pallant (2011), multiple regression is a group of techniques
used to explore the relationship between one continuous dependent variable and number
of independent variables. Therefore, this study uses this tool to explore the factor affect
customer purchase intention and which variable is the best influencing purchase
intention. Besides, the level of influence that each factor has can be measured by
regression coefficient. Independent t-test and one - way ANOVA was used to test the
difference between purchase intention and demographics characteristics. The findings
will be fundamental elements to suggest appropriate solutions in the last section (Ying
& Hoang, 2014).
27
CHAPTER 4
FINDINGS
4.1 Sample demographic
The study is conducted at studio coffee shop within HCMC. As mentioned
in chapter III, the research sampling method is probability and convenience with sample
size were 300. In fact, 320 questionnaires were distributed and after collecting both
online and offline, I received 300 questionnaires, including 162 from the stores and 138
through email and Facebook. After that, the questionnaires were checked again to reject
invalid questionnaires or incomplete questionnaires. The result is 30 questionnaires are
rejected. Therefore, the study came up to analyzing in SPSS software with 270
questionnaires at last. The study gives an overview of demographics by some pie charts.
 Gender
GENDER
37%
63%
MALE
FEMALE
Figure 4.1: Percentage of gender of respondents
28
The pie chart shows the percentage of gender of customers coming to Studio
coffee shop. There are two groups in the pie chart above, which shows that the majority
is female groups with 170 respondents and occupied for 63% while the rest 37% are
male group with 100 respondents. It shows that main target customer of Studio coffee
shop is female. Female has a higher demand to go to coffee shop than male because of
their habbit, hobby and personality. Female tends to be more sociable than male so that
coffee shop is a suitable place for them to relax or chat with their friends. In contrast,
male tend to relax by playing games or playing sports.
 Age
AGE
9,26%
14,81%
15,93%
60,00%
Under 18
18-24
25-35
Over 35
Figure 4.2: Percentage of age of respondents
In term of age demographic, the author divided into four groups to do the
survey easier. Among these groups, 18 to 25 age group has the highest rate, accounting
for 60%. Following this, 25 to 35 and under 18 age group rank the second and third rate
with 43 respodents (15.93%) and 40 respondents (14.81%) respectively. In contrast,
with 25 respondents, which accounts for 9.26%, over 35 age group is the lowest. It
shows that the main target customer of Studio coffee shop is young people (from 1824), who are young, active, have medium income and likely to catch up with new trend
of society. In contrast, customers whose age are over 35 tend to be like peaceful and
quiet place such as book coffee or garden coffee.
29
 Occupation
OCCUPATION
7,78%
6,67%
26,67%
Student
58,89%
Officer
Worker
Other
Figure 4.3: Percentage of occupation of respondents
The research investigated on four mains groups of occupation, which are
student, officer, worker and others. In general, student ranks the first with 159
respondents and account for 58.89%, more than a half of customers coming to Studio
coffee shop. Officer takes the second rank with 26.67% and the last two groups (worker
and other) account for 6.67% and 7.78% respectively. As a description in Age group,
main age group is 18-24, which are mainly student.
 Income
INCOME
5,93%
under 5 million
13,70%
5-10 million
22,22%
58,15%
10-20 million
over 20 million
Figure 4.4: Percentage of income of respondents
30
The figure show the individual income of respondents, the largest group is
a group with the income “under VND 5 million” (58.15%), followed by the income
“from 5 -10 VND million” (22.22%), “from 10 – 20 VND million” (13.7%) and only
5.93% of respondents have their monthly income of “over 20 VND million”. The result
shows that Studio coffee shop attracts young customers, which are students and have
quite low income.
 Frequency
FREQUENCY
3,70%
11,11%
37,78%
47,41%
under 1 time/ week 2-3 times/week
4-5 times/week
over 5 times/week
Figure 4.5: Percentage of frequency of respondents
Figure above shows the customer frequency of going to drink coffee at
coffee shop. Most of them often drink coffee 2-3 times/week, account for 47.41% with
128 over 270 respondents in the survey. With 37.78% and 102 over 270 customers
rarely drink coffee at coffee shop (under 1 time/week). Customers who usually drink
coffee at coffee shop (over 5 times/week) are 10 respondents (3.7%). It shows that
people spend time going to coffee shop in their free time because their demand for relax
and enjoy coffee are higher and higher.
31
 Understanding level
UNDERSTANDING LEVEL
60,00%
50,00%
47,80%
40,00%
33,30%
30,00%
20,00%
7,80%
11,10%
10,00%
0,00%
1-2 stores
3-4 stores
5-6 stores
over 6 stores
Figure 4.6: Percentage of understanding level of respondents
When customers were asked “How many Studio coffee shop have you gone
to?”, most of them go to 1-2 stores (47.8%). With 90 over 270 respondents, account for
33.3%, they have gone to 3-4 stores and 11.1% of 270 respondents have gone to over
six stores in HCM. It shows the fact that Studio coffee is truely a new and developing
form of coffee shop, which are still not known by various of customers.
32
 Information source
INFORMATION SOURCE
80,00%
70,00%
60,00%
50,00%
40,00%
30,00%
20,00%
10,00%
0,00%
73,00%
57,80%
28,90%
20,70%
1,50%
Friends,
relative
Facebook
Website
newspaper,
magazine,
flyers
others
Figure 4.74: Percentage of Information source of repondents
The research questioned “How do you know Studio coffee shop?”, 73% of
them know Studio coffee shop through their friend and family review or recommend.
Followed by Facebook (57.8%) and Website (28.9%) of the stores, which are the main
source of information. Only 20.7% of respondents known Studio coffee shop through
newspapers, magazines. Besides, 1.5% of them going to Studio coffee shop by chance
or randomly.
 Preference
PREFERENCE
80,00%
64,10%
70,00%
61,10%
60,00%
53,30%
40,00%
23,30%
21,90%
20,00%
2,20%
0,00%
taste of
coffee
store
interior
music
photo, read book group
selfie
study
33
other
Figure 4.8: Percentage of Preference of respondents
The survey asks the respondents “what do you often do when you going to
a coffee shop?” The chart shows the answers of 270 customers when they come to
coffee shop, they often enjoy the store interior (70%), relax with music (61.1%), enjoy
taste of coffee (64.1%) or taking photo and “selfie” (53.3%). Furthermore, reading book
(23.3%) and study in a group (21.9%) are also one of their preference when going to
coffee shop. In sum, Studio coffee shop mainly attracts customers by the store design,
space and music to satisfy the young customers in coffee market. Furthurmore, coffee
quality also their main concerns when choosing a coffee shop.
4.2 Descriptive analysis
Descriptive statistics show min, max, mean, standard deviation at this step.
Descriptive analysis is a method that calculates mean value for each variables. We need
to consider “mean” and “standard deviation” to evaluate the importance of variable.
Mean implies the central tendency of the data. Meanwhile, standard deviation indicates
the dispersion level of data. The lower dispersive level the data are, the more valuable
the results.
4.2.1 Price
Table 3.1: Descriptive Statistics of Price
N
Minimum
Maximum
Mean
Std. Deviation
PRC1
270
1,00
5,00
3,4481
0,87249
PRC2
270
1,00
5,00
3,5037
0,95142
PRC3
270
1,00
5,00
3,5667
0,90906
PRC4
270
1,00
5,00
3,5000
0,89505
Valid N (listwise)
270
Four items of Price indicates how customers evaluate about studio coffee
shop’s price. The mean average of price is 3.5, which indicates that consumers evaluate
fairly high score in these questions. This implies that customers quite concern about the
34
price when going to a coffee shop. Items “price is very important to me” (PRC3) has
the highest value of mean (3.57) and disagree with the item “Coffee studio has
competitive price” with the lowest value of mean (3.45). Besides, “price deserves
money which I paid for”and “the store’s price is economical” rank the second and third
are quite agreed by customers.
4.2.2 Location
Table 4.2: Descriptive Statistics of Location
N
Minimum
Maximum
Mean
Std. Deviation
LOC1
270
1,00
5,00
3,6889
0,90818
LOC2
270
1,00
5,00
3,4222
1,04520
LOC3
270
1,00
5,00
3,6926
0,91960
LOC4
270
1,00
5,00
2,7444
1,29248
Valid N (listwise)
270
The mean of factor Location is above average with value of 3.38. They are
above Neutral level but lower than agree opinion. Most of them think that the coffee
shop locates in convenient places such as near their house or on the main road (LOC3)
as well as it is easy to find because it locates in the city center (LOC1) with the highest
value 3.69 and 3.68 respectively. In contrast, LOC4 has the lowest point, which
indicates that customers disagree with the item “I prefer the store locates far from city
center”. Thus, customers prefer the store locates in city center and convenient place. It
is easier for them to find and choose a coffee shop on the main road as well as make a
high purchase intention decision.
4.2.3 Physical design
Table 4.3: Descriptive Statistics of Physical Design
PHY1
N
Minimum
Maximum
Mean
Std. Deviation
270
1,00
5,00
3,9778
0,90818
35
PHY2
270
1,00
5,00
3,9370
0,91645
PHY3
270
1,00
5,00
3,9370
0,90008
PHY4
270
1,00
5,00
3,9407
0,88995
PHY5
270
1,00
5,00
3,9741
0,95788
Valid N (listwise)
270
Similarity, physical design has five variables which are evaluated quite
agree by customers. In general, there are not too many differences among these
variables, their average mean is 3.95. The variable PHY1 (the store layout is very
attractive) has the highest mean (3.977) among above items. Besides, the variable
PHY5 (music background offers relaxing and pleasant atmosphere) also ranks the
second with the mean of 3.97. Thus, store layout and music background is highly
noticed and agreed by the customers.
4.2.4 Service quality
Table 4.4: Descriptive Statistics of Service Quality
N
Minimum
Maximum
Mean
Std. Deviation
SER1
270
1,00
5,00
3,6704
0,95174
SER2
270
1,00
5,00
3,9444
0,92098
SER3
270
1,00
5,00
3,8593
0,98436
SER4
270
1,00
5,00
3,9148
0,96604
SER5
270
1,00
5,00
3,8444
0,95914
SER6
270
1,00
5,00
3,8556
0,97051
SER7
270
1,00
5,00
3,9296
0,95952
SER8
270
1,00
5,00
3,8852
0,98207
SER9
270
1,00
5,00
4,2148
0,98980
Valid N (listwise)
270
36
Factor service quality has nine items, these items measure satisfaction level
of the store’s service quality. Among these items, SER9 (getting good service quality
is very important to me) get the highest mean of 4.21. Following that, “the store is neat
and clean” and “ seats are comfortable” ranks second and third with the value of mean
are 3.94 and 3.92 respectively. Meanwhile, SER1 (adequate parking is available) has
the lowest mean (3.67). Thus, cleanliness and comfortable seats are specially concerned
by customers. Besides, parking lot is not large and convenient enough for the
customers.
4.2.5 Promotion and Advertising
Table 4.5: Descriptive Statistics of Promotion and Advertising
N
Minimum
Maximum
Mean
Std. Deviation
PA1
270
1,00
5,00
3,6741
0,93132
PA2
270
1,00
5,00
3,7074
0,95607
PA3
270
1,00
5,00
3,6667
0,95240
PA4
270
1,00
5,00
3,6037
0,96519
PA5
270
1,00
5,00
3,7926
1,00257
Valid N (listwise)
270
According to the descriptive table, the average mean of promotion and
advertising is neutral (3.68). In general, the customers quite agree with “my decision to
purchase is influenced by advertisement” (PA5), it also has a high value of standard
deviation (above 1). There are not much differences in value of mean among PA1 (the
store has many interesting sale promotion programs), PA2 (the store provides loyalty
promotion program), PA3 (I see the advertisement on Facebook very attractive) and
PA4 (I see the store advertisement on magazines, newspapers, flyers very attractive)
with the mean of 3.67, 7.7, 3.66 and 3.6 accordingly.
4.2.6 Subjective norms
Table 4.6: Descriptive Statistics of Subjective Norm
N
Minimum
37
Maximum
Mean
Std. Deviation
SN1
270
1,00
5,00
3,6741
1,01168
SN2
270
1,00
5,00
3,6963
1,04026
SN3
270
1,00
5,00
3,7815
1,02044
SN4
270
1,00
5,00
3,7222
1,02418
Valid N (listwise)
270
Dimension “Subjective Norms” refers to social influence on customer
decision. Similarity to above variables, factor subjective norm has four items, which
has value of mean pretty high ranging from 3.67 to 3.78. All of items of subjective
norms factor has very high standard deviation and there is a significant difference
among SN1, SN2, SN3 and SN4. According to the result, the customer “will choose
studio coffee shop because their family, their friends and colleges recommend it to
them” (SN3) with the highest mean of 3.78. However, most of them might make
purchase intention decision due to their preferences and opinion.
4.2.7 Purchase intention
Table 4.74: Descriptive Statistics of Purchase Intention
N
Minimum
Maximum
Mean
Std. Deviation
PI4
270
1,00
5,00
3,9407
0,89827
PI1
270
1,00
5,00
4,0185
0,87702
PI2
270
1,00
5,00
3,8037
0,86784
PI3
270
1,00
5,00
3,8741
0,85733
Valid N (listwise)
270
Purchase intention is a dependent variable in this research, used to measure
the customer purchase intention on studio coffee shop. The consumers rate for studio
coffee shop is rather high with mean value of 3.9, which means consumer have positive
attitude in purchasing and also support for new kind of coffee shop. Items PI1 (I will
try some studio coffee shop in the future) has a strong agree with the highest value of
mean (4.01). In addition, following PI1, items PI2 (I will go to studio coffee shop more
38
frequently), PI3 (I will recommend my family, my friends, my colleges to try studio
coffee shop), PI4 (I have intention to go to studio coffee shop in the future) are also
rather high mean of value 3.8, 3.87 and 3.84 respectively. Thus, customers who have
not known about studio coffee shop have intention to go in the future. Moreover,
customers who have already known about studio coffee shop are willing to go to the
store more frequently and also recommend to their family and their friends.
4.3 Reliability test
Reliability test is a method to test the relevant and consistency among
variables in the same factor (Cheng, Kenny Leow, Yeo, 2011). The most useful tool is
Cronbach’s Alpha, which is used to measure both dependent factors and independent
factors. In this reliability analysis step, value of Cronbach’s Alpha and the “Cronbach’s
Alpha if item deleted” are considered. In addition, Corrected Item Total Correlation
must be higher than 0.3 while items are less than 0.3 should be deleted (Hair, 1995).
The higher the Cronbach’s Alpha is, the higher the correlation among measurement
items is. Cronbach’s Alpha should be higher than 0.6 and “Cronbach’s Alpha if item
deleted”should be smaller than Cronbach’s Alpha value, if it is greater than Cronbach’s
Alpha value, it should be removed to increase the reliability of the scale.
4.3.1 Price
Table 4.85: Reliability Statistics of Price
Cronbach's Alpha
N of Items
0,805
4
Table 4.96: Item-Total Statistics of Price
Scale Mean if
Scale Variance if
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
PRC1
10,5704
5,235
0,579
0,774
PRC2
10,5148
4,630
0,677
0,726
PRC3
10,4519
4,910
0,638
0,746
39
Corrected Item- Cronbach's Alpha
PRC4
10,5185
5,135
0,585
0,772
There are four items of Price dimensions have Cronbach’s Alpha at 0.801 >
0.6, which is a very good rate. Besides, all Corrected item-total correlation of PRC1,
PRC2, PRC3 and PRC4 are higher than 0.3, no items are deleted. So, this scale is
reliable.
4.3.2 Location
Table 4.107: Reliability Statistics of Location
Cronbach's Alpha
N of Items
0,650
4
Table 4.11: Item-Total Statistics of Location
Scale Mean if
Scale Variance if
Corrected Item- Cronbach's Alpha
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
LOC1
9,8593
5,415
0,570
0,500
LOC2
10,1259
4,847
0,589
0,466
LOC3
9,8556
5,157
0,634
0,457
LOC4
10,8037
6,314
0,102
0,844
There are four items of Location dimensions have Cronbach’s Alpha at 0.65.
It is a rather acceptable rate but item “ I prefer the store locates far from center” (LOC4)
has Corrected Item-total correlation is 0.102 (<0.3). Thus, this item does not have
correlation with other variables. Besides, the Cronbach’s Alpha will increase to 0.844
if item LOC4 deleted, which is more reliable.
40
As the number of measurement items of Location variable decreases, the
Reliability test is re-conducted as below:
Table 4.12: Reliability Statistics of Location
Cronbach's Alpha
N of Items
0,844
3
Table 4.13: Item-Total Statistics of Location
Scale Mean if
Scale Variance if
Corrected Item- Cronbach's Alpha
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
LOC1
7,1148
3,210
0,701
0,792
LOC2
7,3815
2,765
0,707
0,792
LOC3
7,1111
3,103
0,730
0,764
After deleting LOC4 item, the Cronbach’s Alpha of Location increases from
0.65 to 0.844, which is higher than all value of Cronbach’s Alpha if Item Deleted. In
addition, all Corrected Item - Total Correlation are higher than 0.3, no more items are
eliminated.
4.3.3 Physical design
Table 4.14: Reliability Statistics of Physical Design
Cronbach's Alpha
N of Items
0,896
5
Table 4.15: Item-Total Statistics of Physical Design
Scale Mean if
Scale Variance if
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
PHY1
15,7889
9,758
0,739
0,874
PHY2
15,8296
9,547
0,775
0,866
41
Corrected Item- Cronbach's Alpha
PHY3
15,8296
9,406
0,826
0,855
PHY4
15,8259
10,219
0,661
0,891
PHY5
15,7926
9,578
0,722
0,879
With a very high value of Cronbach’s Alpha (0.896), the Physical Design
dimension is considered well consistent, trustworthy and reliable. Moreover, value of
Cronbach’s alpha is item deleted to increased the reliability are lower than Cronbach’s
Alpha value and all Corrected Item – Total Correction is above 0.3.
4.3.4 Service quality
Table 4.16: Reliability Statistics of Service Quality
Cronbach's Alpha
N of Items
0,915
9
Table 4.17: Item-Total Statistics of Service Quality
Scale Mean if
Scale Variance if
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
SER1
31,4481
37,021
0,612
0,912
SER2
31,1741
36,040
0,735
0,904
SER3
31,2593
35,137
0,763
0,902
SER4
31,2037
35,694
0,726
0,904
SER5
31,2741
36,438
0,661
0,909
SER6
31,2630
35,622
0,729
0,904
SER7
31,1889
35,537
0,748
0,903
SER8
31,2333
35,310
0,749
0,903
SER9
30,9037
36,667
0,614
0,912
42
Corrected Item- Cronbach's Alpha
There are nine items in Service quality dimensions, which has an extremely
high Cronbach’s Alpha value (0.915). The Value of Cronbach’s Alpha if Item Deleted
are very high but still lower than Cronbach’s Alpha. Besides, Corrected Item – Total
Correlation value are above 0.3, so that, there are no items of Service quality dimension
are eliminated.
4.3.5 Promotion & Advertising
Table 4.18: Reliability Statistics of PA
Cronbach's Alpha
N of Items
0,891
5
Table 4.19: Item-Total Statistics of Promotion & Advertising
Scale Mean if
Scale Variance if
Corrected Item- Cronbach's Alpha
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
PA1
14,7704
10,713
0,745
0,866
PA2
14,7370
10,685
0,723
0,870
PA3
14,7778
10,389
0,786
0,856
PA4
14,8407
10,595
0,731
0,869
PA5
14,6519
10,607
0,691
0,878
Similarity to above dimensions, Promotion & Advertising also have very
high value of Cronbach’s Alpha at 0.891 (>0.7) and the Corrected Item – Total
Correlation of five items (PA1, PA2, PA3, PA4, PA5) are also very good (lowest at
0.691). In addition, Cronbach’s Alpha if Item Deleted is lower than value of Cronbach’s
Alpha, so that no items are deleted.
4.3.6 Subjective Norm
Table 4.20: Reliability Statistics of Subjective Norm
43
Cronbach's Alpha
N of Items
0,910
4
Table 4.21: Item-Total Statistics of Subjective Norm
Scale Mean if
Scale Variance if
Corrected Item- Cronbach's Alpha
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
SN1
11,2000
7,886
0,758
0,897
SN2
11,1778
7,634
0,783
0,888
SN3
11,0926
7,579
0,818
0,876
SN4
11,1519
7,534
0,824
0,873
Subjective norm dimension has an extremely excellent rate at 0.91 ( > 0.9),
which means it is highly reliable and well consistent. Moreover, no items need to be
deleted because value of Cronbach’s Alpha if Item Deleted are lower than Cronbach’s
Alpha value and Corrected item – Total Correlation is higher than 0.3 ( lowest is 0.758).
4.3.7 Purchase Intention
Table 4.22: Reliability Statistics of Purchase Intention
Cronbach's Alpha
N of Items
0,896
4
Table 4.23: Item-Total Statistics of Purchase Intention
Scale Mean if
Scale Variance if
Item Deleted
Item Deleted
Total Correlation
if Item Deleted
PI1
11,6185
5,464
0,760
0,870
PI2
11,8333
5,567
0,739
0,877
PI3
11,7630
5,468
0,784
0,861
PI4
11,6963
5,261
0,796
0,856
44
Corrected Item- Cronbach's Alpha
According to the table, dependent variable Purchase Intention has the quite
high value of Cronbach’s Alpha (0.896). In other words, dependent variable Purchase
Intention (PI) has a close correlation among four measurement items (PI1, PI2, PI3,
PI4. Besides, value of Corrected Item – Total Correction are obviously above 0.3 and
Cronbach’s Alpha if Item Deleted is lower than 0.896 (highest is 0.877), so that no
items should be deleted.
Reliability conclusion:
After reliability statistic analysis, there are total 34 variable will continue to
conduct Exploratory Factor Analysis, which included 30 independent variables items
and 4 dependent variable items. Independent item LOC4 is rejected after the test, the
measurement scale is considered as a good design.
4.4 Exploratory Factor Analysis (EFA)
The purpose of Exploratory Factor Analysis method is to investigate factors
affect customer attitude and consumer behavior when they have intention to go to
Studio coffee shop (Ying & Hoang, 2014). After testing the reliability of six
dimensions, the Exploratory Factor Analysis was conducted with 34 variables (except
LOC4) to assess the validity of these dimensions. In this test, the “KMO and Barteltt’s
test of sphericity” and “varimax rotation” will be used. In which, KMO test and
Bartlett’s test of Sphericity were applied to measure the adequacy of data for factor
analysis. Moreover, “varimax rotation” was widely applied to decrease the number of
measurement items. According to Hair (1995), the following criteria should be
followed to conduct EFA:
 Value of KMO (Kaiser-Meyer-Olkin) measure of Sampling ranges from
0.5 to 1 is a good factor analysis and Bartlett’s test of Sphericity should be significant
(sig < 0.05).
 Total Variance Explained needs to be more than 50%.
 Eigen – value of each factor has to be above 1.
45
 Factor loading > 0.3: minimum, factor loading > 0.4: importance and
factor loading > 0.5: significant
 The distance between maximum absolute value and minimum absolute
value must be greater than or equal 0.3, which are accepted in EFA.
In this research, the EFA is applied for two times. We conduct EFA for
independent variables and then for dependent variables.
4.4.1 EFA for Independent variables
After testing the independent variables with EFA, 30 independent variables
were divided into six groups. All of them are satisfy the criteria, so that no items are
eliminated.
Table 4.24: KMO and Bartlett's Test of independent variables
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
0,935
Bartlett's Test of Sphericity
Approx. Chi-Square
5280,917
df
435
Sig.
0,000
According to the table above, the result is very significant for EFA test since
KMO measure of Sampling Adequacy is extremely high value at 0.935 ( >0.9). Besides,
the Bartlett’test of Sphericity is smaller than 0.05 (sig < 0.05). Thus, these variables are
correlated in the population and the data is useful for factor analysis.
Table 4.25: Total Variance Explained of independent variable
Rotation Sums of Squared
Loadings
Loadings
Component
Extraction Sums of Squared
Total
1
12,492
41,641
41,641
12,492
41,641
41,641
5,552
18,507
18,507
2
2,384
7,945
49,586
2,384
7,945
49,586
3,675
12,249
30,756
3
1,720
5,734
55,320
1,720
5,734
55,320
3,399
11,331
42,086
Initial Eigenvalues
% of
Cumulative
Variance
%
Total
% of
Cumulative
Variance
%
46
Total
% of
Cumulative
Variance
%
4
1,664
5,546
60,866
1,664
5,546
60,866
3,211
10,704
52,791
5
1,388
4,627
65,493
1,388
4,627
65,493
2,485
8,283
61,074
6
1,083
3,611
69,104
1,083
3,611
69,104
2,409
8,030
69,104
7
0,827
2,755
71,859
8
0,681
2,270
74,130
9
0,612
2,040
76,170
10
0,576
1,919
78,089
11
0,559
1,862
79,951
12
0,519
1,731
81,681
13
0,464
1,548
83,229
14
0,451
1,504
84,733
15
0,440
1,465
86,198
16
0,420
1,401
87,599
17
0,395
1,315
88,914
18
0,375
1,250
90,165
19
0,359
1,198
91,363
20
0,324
1,079
92,442
21
0,302
1,006
93,448
22
0,288
0,961
94,409
23
0,278
0,926
95,335
24
0,260
0,867
96,202
25
0,247
0,824
97,026
26
0,211
0,705
97,730
27
0,202
0,674
98,404
28
0,179
0,598
99,002
29
0,158
0,527
99,529
30
0,141
0,471
100,000
Extraction Method: Principal Component Analysis.
As mentioned above, condition for factor analysis is Eigenvalues has to be
higher than 1 and the Cumulative extraction sums of squared loadings > 50%.
According to the table above, six independent variables have Eigenvalues at 1.083 (>1)
and Cumulative extraction value at 69.104 (>50%). Therefore, this factor analysis is
considered appropriate.
47
Table 4.268: Rotated Component Matrixa of independent variables
Component
1
SER7
0,775
SER3
0,763
SER2
0,736
SER6
0,733
SER4
0,723
SER8
0,711
SER9
0,652
SER5
0,616
SER1
0,605
2
PA3
0,795
PA1
0,774
PA5
0,753
PA4
0,744
PA2
0,713
3
PHY2
0,773
PHY3
0,767
PHY1
0,730
PHY5
PHY4
0,377
4
5
0,667
0,618
SN4
0,825
SN3
0,791
SN2
0,772
SN1
0,763
PRC4
0,710
PRC2
0,706
PRC1
0,659
48
6
PRC3
0,315
0,651
LOC2
0,812
LOC3
0,799
LOC1
0,778
Extraction Method: Principal Component Analysis.
Rotation Method: Varimax with Kaiser Normalization.a
a. Rotation converged in 6 iterations.
The table shows the component rotate matrix of 6 independent variables and
30 items grouped into 6 components. Two variables that have two - factor loading are
PRC3 (getting good price is important to me) and PHY5 (music background offers
relaxing and pleasant atmosphere) have the difference between two - factor loadings is
greater than or equal 0.3 (0.315 and 0.651; 0.377 and 0.667). As a result, they were still
kept in the component that has higher factor loadings. To sum up, 30 variables were
divided into six components corresponding to six factors in the research model. The
table shows the final independent factors as below:
Table 4.27: Adjusted Measurement Items of variables
Dimensions
Items
Codes
Location
It is easy to find because it locates
LOC1
in center
It locates near my school, my
LOC2
office
It locates in convenient place (
LOC3
main street, near my house..)
Physical design
The store layout is very attractive
PHY1
The interior decoration of this store
PHY2
is attractive and attention getting
I’m impressed with the store
decoration
49
PHY3
The table arrangement provides
PHY4
plenty of space and makes them
feel privacy
Music background offers relaxing
PHY5
and pleasant atmosphere
Service quality
Adequate parking is available
SER1
The store is neat and clean
SER2
Staffs would be willing to help
SER3
customers
Staffs are pleasant and friendly
SER4
Staffs are neat appearing
SER5
Drinks are quickly served
SER6
Seats are comfortable
SER7
Air conditions are always available
SER8
Getting good service quality is
SER9
important to me
Promotion & advertising
The store has many interesting sale
PA1
promotion programs (buy 9 get 1
free, voucher, coupon,..)
The store provides promotion
PA2
loyalty program (membership
card)
The store advertisement on
PA3
Facebook is very attractive
The store advertisement on
PA4
magazines, newspapers, flyers very
attractive
My decision to purchase is
influenced by advertisement
50
PA5
Subjective norm
My family, my college, my friends
SN1
think i should try studio coffee
shop
I will ask opinions from my
SN2
family, my college, my friends
when choosing a studio coffee
shop
I will choose studio coffee shop
SN3
because My family, my college,
my friends recommend it to me
I trust My family, my college, my
SN4
friends when choosing a studio
coffee shop
Price
The store has competitive price
PRC1
Price deserves money which I paid
PRC2
for
Getting good price is important to
PRC3
me
The price of studio coffee shop is
PRC4
economical
4.4.2 EFA for Dependent variables
After conducting EFA for independent variables, I continue to conduct EFA
for dependent variable (Purchase Intention). Similarity, KMO Barlett’s test Sphericity
and Varimax rotation were applied to examine the validity of Purchase Intention item.
Table 4.28: KMO and Bartlett's Test of dependent variable
Kaiser-Meyer-Olkin Measure of Sampling Adequacy.
0,845
Bartlett's Test of Sphericity
630,457
Approx. Chi-Square
51
df
6
Sig.
0,000
Table 4.299: Total Variance Explained of dependent variable
Extraction Sums of Squared
Initial Eigenvalues
Loadings
Component
Total
% of
Cumulative
Variance
%
1
3,051
76,285
76,285
2
0,373
9,324
85,609
3
0,298
7,446
93,055
4
0,278
6,945
100,000
Total
% of
Cumulative
Variance
%
76,285
76,285
3,051
Extraction Method: Principal Component Analysis.
Table 4.3010: Component of Matrixa
Component
1
PI4
0,890
PI3
0,883
PI1
0,867
PI2
0,853
Extraction Method: Principal Component Analysis.
a. 1 components extracted.
According to the table above, the KMO measure of Sampling Adequacy of
purchase intention is rather high (0.845) and the significant of Bartlett’s test Sphericity
is smaller than 0.05 (sig < 0.05). The initial eigenvalue of Purchase Intention variable
is 3,051 (>1) and the Cumulative coefficient is up to 76.285% means that above
52
components can explain 76.285% of the data of variability. Therefore, EFA method is
suitable for analyzing data and can be used in Regression in next analyzing process.
Finally, after conducting EFA, the proposed model in the literature review
in chapter 2 is still kept the same (6 independent variables and 1 dependent variable).
PRICE
LOCATION
PHYSICAL
DESIGN
PURCHASE
INTENTION
SUBJECTIVE
NORMS
PROMOTION
&
ADVERTISING
SERVICE
QUALITY
Figure 4.9: adjusted conceptual framework of the research
4.5 Correlation test
53
The purpose of Correlation matrix is to review the correlation of factor in
forming the factors affect customers purchase intention toward Studio coffee shop.
Before conducting Linear Regression analysis, I run the Correlation Coefficient to
check the relationship between the independent variables has correlated with each other
or not. Correlation is a bivariate measure of association of the relationship between two
variables The higher the Correlation Coefficient, the stronger the relationship among
these variables (Ying & Hoang, 2014).. The following criteria should be followed in
order to analyze Correlation test:
 Pearson correlation coefficient r < 0.2: no correlation, should be deleted
 Pearson correlation coefficient 0.2 < r < 0.4: weak correlation
 Pearson correlation coefficient 0.4 < r < 0.6: average correlation
 Pearson correlation coefficient 0.6 < r < 0.8: strong correlation
 Pearson correlation coefficient 0.8 < r < 1: very strong correlation
Table 4.31: result of Correlations testing
PRC
PRC
Pearson
Correlation
Pearson
Correlation
Sig. (2tailed)
N
PHY
Pearson
Correlation
SER
PA
SN
PI
0,607**
0,000
,000
,000
,000
,000
,000
270
270
270
270
270
270
270
0,488**
1
tailed)
LOC
PHY
0,488** 0,552** 0,579** 0,494** 0,534**
1
Sig. (2-
N
LOC
0,000
270
270
0,552** 0,474**
0,474** 0,475** 0,396** 0,335**
0,507**
0,000
0,000
0,000
0,000
0,000
270
270
270
270
270
1
54
0,634** 0,547** 0,582**
0,664**
Sig. (2tailed)
N
SER
Pearson
Correlation
Sig. (2tailed)
N
PA
Pearson
Correlation
Sig. (2tailed)
N
SN
Pearson
Correlation
Sig. (2tailed)
N
PI
Pearson
Correlation
Sig. (2tailed)
N
0,000
0,000
270
270
270
0,579** 0,475** 0,634**
0,000
0,000
0,000
0,000
270
270
270
270
1
0,510** 0,476**
0,670**
0,000
0,000
0,000
0,000
0,000
0,000
270
270
270
270
270
270
270
0,494**
,396**
,547**
,510**
1
,543**
,568**
0,000
0,000
0,000
0,000
0,000
0,000
270
270
270
270
270
270
1
0,582**
270
0,534** 0,335** 0,582** 0,476** 0,543**
0,000
0,000
0,000
0,000
0,000
270
270
270
270
270
0,000
270
0,607** 0,507** 0,664** 0,670** 0,568** 0,582**
0,000
0,000
0,000
0,000
0,000
0,000
270
270
270
270
270
270
270
1
270
**. Correlation is significant at the 0.01 level (2-tailed).
The table shows the result of Pearson correlation between the independent
variables Price, Location, Physical Design, Service Quality, Promotion & Advertising,
Subjective Norm and dependent variable Purchase Intention. The Pearson correlation
value is quite strong and acceptable, the lowest is 0.507 and highest is 0.670. In
55
addition, those correlation are proven to be significant at the 0.01 level since all Sig. =
0.000 < 0.01.
Among Pearson Correlation value of these variables, Service Quality and
Purchase Intention have the strongest linear relationship since their correlation
coefficient is the highest value (0.670). The next strongest correlation is between
Physical Design and Purchase Intention with the Correlation value of 0.664. Price and
Purchase Intention also have a rather strong relationship with the Correlation value of
0.607. Similarity, Promotion & Advertising and Subjective Norm have a quite strong
relationship with Purchase Intention since both significant values is 0.000 ( < 0.01) and
the Pearson value 0.568 (PA) and 0.582 (SN) respectively. Moreover, with the lowest
correlation value (0.507) and Sig. = 0.000 ( < 0.01), which is still average correlation
(0.4 < r < 0.6), Price is indicated to be the weakest linear relationship with Purchase
Intention variable. Thus, no tiems are eliminated and remain the same for the next step
of analyzing process.
4.6 Multiple Linear Regression Analysis
The purpose of the Multiple Regression Analysis is to figure out the
importance role of each factor in forming the factors affect purchase intention toward
Studio coffee shop by examining the hypotheses that formulated for the research. By
that way, the research finds out the degree to which the Price (PRC), Location (LOC),
Service Quality (SER), Physical Design (PHY), Promotion & Advertising (PA),
Subjective Norm (SN) influence Purchase Intention (PI). Firstly, VIF and Tolerance
should be considered, if VIF value should be lower than 20 (Hair, 1995). Firstly, the F
value was used to test the significant of the regression model. When p-value of F test is
not significant at level 0.05 (p>0.05), the model is not significant, which means there
is no linear relationship with purchase intention and six independent factors (Ying &
Hoang, 2014).
56
Table 4.32: Model Summaryb
Model
R
R Square
1
0,786a
0,618
Adjusted R
Std. Error of
Square
the Estimate
0,609
0,47770
a. Predictors: (Constant), SN, LOC, SER, PA, PRC, PHY
b. Dependent Variable: PI
Table 4.33: Result of ANOVAa
Sum of
Model
Squares
df
Mean
Square
Regression
97,136
6
16,189
Residual
60,016
263
,228
Total
157,152
269
F
Sig.
70,944
,000b
a. Dependent Variable: PI
b. Predictors: (Constant), SN, LOC, SER, PA, PRC, PHY
Table 4.3411: Result of Coefficientsa
Unstandardized
Standardized
Collinearity
Coefficients
Coefficients
Statistics
Model
B
Std. Error
Beta
(Constant)
,223
,183
PRC
,148
,056
,139
LOC
,104
,042
PHY
,206
SER
t
Sig.
Tolerance
VIF
2,645 ,009
,523
1,910
,114
2,453 ,015
,676
1,480
,056
,207
3,656 ,000
,454
2,203
,275
,056
,268
4,952 ,000
,495
2,020
PA
,113
,048
,119
2,384 ,018
,581
1,721
SN
,132
,043
,157
3,059 ,002
,552
1,811
1,222 ,223
a. Dependent Variable: PI
57
The table of coefficient above shows which factors in the research models
had influenced on Purchase Intention toward Studio coffee shop. All the variables have
significant level lower than 0.05 (lowest is 0.000 and highest is 0.18), which means
they are acceptable.
First of all, it is vital to consider VIF value and Tolerance value. If VIF value
is above 10 as well as the Tolerance value is lower than 0.1, the model is fall into
Mulitcollinearity problem (Hoang Trong & Chu Nguyen Mong Ngoc, 2005). In the
table above, although the Tolerance value is acceptable (all of items are higher than 0.1,
lowest is 0,454). In addition, VIF value is lower than 10. So that, no item is eliminated.
Then, to measure the impact level, the Standardized Coefficients – Beta was
considered. The higher the bata is, the higher the level influence of independent factors
on Purchase Intention toward Studio coffee shop. As a result, among beta value of those
variables, Service Quality has the strongest influence on Purchase Intention, which has
the highest value of beta (0.335). Following is the Physical Design (PHY), Subjective
Norm (PRC), Price (PRC), Promotion & Advertising (PA) with the Beta value are
0.207, 0.157, 0.139 & 0.119 accordingly. Location (LOC) variable has the lowest value
of beta (0.114), which means Location variable less strong relationship with Purchase
Intention than other variables. Thus, the linear regressive equation explains the
relationship between independent factors and dependent factor is:
Purchase Intention (PI) = 0.268SER + 0.207PHY+ 0.157SN + 0.139PRC +
0.119PA + 0.114LOC
From the equation above, It can be obviously explained that customers
willing to go to Studio coffee shop because they don’t care much about the space,
decoration or service quality. The store design becomes an unessential factor when they
decide to choose a coffee shop. In contrast, service quality becomes the first concern
when choosing a coffee shop. Aslo, they believe that their friends, family and college
recommedation or review good about a coffee shop (mean of 3.78). When they confuse
to choose a coffee shop, those good reviews from their family, friends, colleges will
make them have high purchase intention. Besides, 40.1% respondents go to a coffee
58
shop which their family, friends or colleges introduced to them. In sum, Service
Quaility, Subjective Norm, Price, Promotion & Advertising and Location are factors
that affect customer purchase intention toward Studio coffee shop.
The confirmation for proposed hypotheses are given in table below:
Table 12.38: Final result of Hypotheses
Hypotheses codes
H1
Statement of hypotheses
There is a positive impact of
Price on Purchase Intention
Results
Accepted
There is a positive impact of
H2
Location
on
Purchase
Accepted
Intention
There is a positive impact of
H3
Physical
Design
on
Accepted
Purchase Intention
There is a positive impact of
H4
Subjective
Norm
on
Accepted
Purchase Intention
There is a positive impact of
H5
Service Quality on Purchase
Accepted
Intention
There is a positive impact of
H6
Promotion & Advertising
on Purchase Intention
59
Accepted
Price
H1
Location
H2
Subjective
Norm
H4
Purchase
Intention
H5
Service Quality
H6
Promotion &
Advertising
Figure 4.10: Final Conceptual Framework
60
CHAPTER V
CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
This study aims to identify the factors affecting purchase intention of Studio
coffee shop as well as identify which factor have the most impact on customer purchase
intention. From that, determine importance level of each factor and then come to the
end of this research, withdraw conclusion and some recommendation for the study. In
order to achieve those objectives have set above, Quantitative method was applied to
find out the factors affecting purchase intention of Studio coffee shop in HCMC.
Accordingly, the conceptual framework of this research is built based on
three related successful models, which are Ying & Hoang, 2014; Ajzen & Fishbein,
1980, 1991. Moreover, all related concepts, theories and former researchers or journals
were also reviewed in this study. Then, the author came up with the model including 6
independent variables (Price, Location, Physical Design, Service Quality, Promotion &
Advertising, Subjective Norm) and 1 dependent variable (Purchase Intention). These
independent variables were built by 31 items and dependent variable was built by 4
items in questionnaire Therefore, there are totally 35 items in questionnaire form. After
distributing both online and offline, there are 270 questionnaire forms collected and
analyzed by five tools of SPSS software (version 22) and find out some results:
Firstly, the data of six independent variables and one dependent variable is
run with Descriptive Statistics. Overall, average mean of those factors are higher than
3, which is quite high. The highest score belongs to Service quality with average mean
is 3.89 and the lowest score belongs to Location with average mean at 3.38. The
61
Descriptive analysis describes the tendency of the customers’answers, not used to
predict the level of consumer purchase intention.
Secondly, according to the result of Reliability Test, there is a variable
LOC4 “I prefer the store locates far from city center” does not have correlation with
others. After rejecting item LOC4, the scale is more reliability. Thus, from 31 items
from the beginning, there are 30 items remain to conduct in Exploratory Factor
Analysis.
Thirdly, in Exploratory Factor Analysis (EFA), 30 remain measurement
items were divided into six groups, which are Price, Location, Physical Design, Service
Quality, Promotion & Advertising and Subjective Norm. After EFA, the conceptual
framework still remains the same as the first one.
Fourthly, Correlation Test was conducted after EFA, the result of
Correlation Test shows that six independent variables (Price, Location, Physical
Design, Service Quality, Promotion & Advertising and Subjective Norm) have positive
relationship as well as close relationship with dependent variable (Purchase Intention).
All items are still kept to conduct in Regression analysis since all items have the value
of Pearson correlation higher than 0.2.
Finally, the result of regression analysis shows that four remain factors
affecting purchase intention as below equation:
Purchase Intention (PI) = 0.268SER + 0.207PHY+ 0.21SN + 0.139PRC +
0.119PA + 0.114LOC
Based on this result, the answer to the research questions is clearly showed
in this equation. In other words, Purchase Intention is positively influenced by Service
Quality, Price, Location, Promotion & Advertising, Subjective Norm, Physical Design.
Among these independent variables, Physical Design & Service Quality have the
stronger impact on customer purchase intention with the value of standard coefficient
beta is 0.268 and 0.207 respectively, which means that when choosing a coffee shop to
drink coffee, customers are influenced by Service Quality the most. Thus, if a coffee
62
shop has a good service quality, care about customers, it will increase the customer
satisfaction and return intention also. Customers are influenced by Social Group
(friends, family, colleges). Besides, Price also affects customer choice and decision
making. Most of customers coming to Studio coffee shop are young people (60%
respondents age from 18 to24), who have low income so they care much for the price
of Studio coffee shop since “getting good price is very important to them”. Reasonable
price is a competitive advantage with other coffee shop in Ho Chi Minh City. Besides,
Promotion & advertising plays an important role in customer purchase intention since
Facebook or trustable Website such as Diadiemanuong, Foody have updated and
reviewed about the intersting coffee shop. Location aslo affects their decison because
nowadays, convenience for the customers is the most concerned of coffee shop owners.
Customers tend to choose a coffee shop near their house, their school, their office or
located in the city center, it is quite easy for them.
Based on demographic analysis result, among 270 respondents valid, there
are 100 male and 170 female. Students account for a large percentage of 59% with the
age from 18-24 (60%), who have low income (under 5 VND million, 58%). Most of
customer consuming coffee at coffee shop at least 2-3 times/ week (47%). It shows that
people demand for relaxing and consuming coffee are quite high. They drink coffee not
only to stay awake at work but also have a good health if they consume coffee at a
suitable level. Furthermore, since Studio coffee shop is still not popular in coffee
market, so that most of customers only know 1-2 stores in Ho Chi Minh City (48%).
Social media or network such as Facebook, fanpage or Website are the source of
information helps them to choose the suitable Studio coffee shop for them.
5.2 Recommendations
The Regression analysis model shows that the Service Quality has the
strongest impact on customer purchase intention with Beta value is 0. 268. In addition,
four remain factors including Physical Design, Subjective Norm, Price, Promotion &
Advertising and Location also influence the consumer purchase intention with less
stronger level Beta (0.207, 0.157, 0.139, 0.119 & 0.114 accordingly).
63
 Service Quality
In Service industry in general and coffee service in special, service quality
is always considered the most important factor and plays a significant role in
influencing customer decision. In other words, if the service meets the expectation of
the customers, the chances of the customer purchase the product will be higher (Cheng,
Kenny, Leow, Yeo, 2011). According to survey result, people pay money to receive
good service quality, SER9 (getting good service is important to me) is highly evaluated
and agreed by 270 respondents (mean is 4.21). Studio coffee shop should improve
facilities such as air - conditioner, seat quality, parking space, hygiene and staffs, which
plays important role in making customer satisfy and gain their affection. Training staffs
should be considered as an important thing since “customers are king”, a warmly smile
or greeting may impress the customers, being friendly and kind, understand what
customers need and solve the customer’s complaint should be included in training
program.
Furthermore, coffee quality is also interested by most of customers (21.7%).
Many coffee shop now in Ho Chi Minh City can make variety of drinks, which includes
Vietnamese coffee and the Western coffee such as coffee ice blended, smoothies,
esspreso, which is similar to foreign coffee but lower price since the ingredients are
imported domestic. So that, the Studio coffee shop owners should improve quality of
drinks and consider it as a competitive advatage to compete the others.
 Subjective Norm
Reliazing that factor Sunjective Norm has a high significant on Purchase
Intention, the coffee shop owners should concentrate on social impact and consider it
as a strength to develop their business.
According to demographic survey, 70.2% of respondents know Studio
coffee shop through their friends and their family. In addition, SN3 (I will choose this
coffee shop since my family, my friends and my college review good about it) received
64
the highest mean value of 3.78. It shows that their familiy, their friends are important
and influence their purchase decision. They trust their friends, their family and collegs
reviews about the store. In other words, group of social influences their attitude and
decision-making so that the coffee shop owner should consider this factor as a key point
to marketing their product. In order to attract more customers, the owners should satisfy
every customers by solving their problems immediately, listen to their feedbacks about
the space, the price as well as their concerns. By that way, every customers satisfy with
their expectation and then recommend or review to their friends, their family and their
colleges.
 Price
In survey result, price also impact on purchase intention with Beta value is
0.139, less strong than Subjective Norm. Studio coffee shop should has economical and
reasonable price to compete with another coffee brand since “getting good price is
important to me” (PRC3 has the highest mean of 3.56). Among coffee shop market,
successful coffee shop such as take away coffee, book coffee, internet coffee, franchise
coffee, Studio coffee is consider getting good price for both beverage quality and
service quality.
Thus, Studio coffee shop should keep this reasonable price, not too high not
too low since most of customers drinking studio coffee are students (59%), who have
income lower than 5 VND million/month (58%). In fact, most of customers often like
a coffee shop with a low price but it still has good quality of coffee. So that, if a coffee
shop with a reasonable, economical price with variety of drinks like take-away coffee
but still in good quality, it still be accepted compare to high price of foreign coffee
chains such as Starbucks, Coffee Bean & Tea Leaf, Angel In Us,etc.
 Promotion & Advertising
The Regression equation shows that Promotion & Advertising also
influence consumer purchase intention. It indicated that the dimension of Promotion &
65
Advertising was considered when purchasing Studio coffee including discount coupon,
voucher, free drink product.
Furthermore, the demographic results show that 48% of respondents know
1-2 Studio coffee store while 11% of them know above 6 studio coffee stores and there
are only 59% of respondents know Studio coffee shop through Facebook, 31.1%
through their website and 21.7% through newspapers & magazines. From that results,
we can see that Promotion & Advertising is not considered important to many Studio
coffee shop owners. They should focus on advertising on many social media channel
like Facebook, Website, Youtube, TV, encourage customers to take photos and checkin at the store and post on Facebook. Facebook is the most popular social networking
with more than 56% young Vietnamese users from 13-24 years old (Nguyen Thi Anh
Mai & CTG, 2015). Friends, family and their college will see and may make purchase
intention. The higher the marketing is, the stronger the purchase intention (Ying &
Hoang, 2014). Besides, the coffee shop owners should promote their image on
Diadiemanuong or Foody, it will increase their reputation and trust from customers.
Promotion program also attracts customer to make purchase decision at
Studio coffee shop. Some promotion programs such as discount 5%, 10% on special
occasion (opening ceremony day, Christmas day, Halloween night or gold hour, go with
friends...). Thus, the customer will follow promotion & advertising to make a purchase
decision and purchase intention.
 Location
Location has a lowest Beta value (0.114), it means Location is the weakest
factor influence consumer purchase intention. Although location is a least mentioned
factor, it is still critical and significant. The finding result shows that customers do not
prefer coffee shop located far from city center (LOC4 has mean value of 2.74). it is
clearly explained that when an officer or a student has a break in the afternoon, instead
of going home, they will find a coffee shop near their school or their office to take a
break or drink a cup of coffee to refresh. Thus, Studio coffee shop should locates near
residence, near school, urban area, main street or crowed district such as Dist 1, 3, 5,
66
10 Phu Nhuan, Binh Thanh. The attractiveness of the store’s location can be a strong
competitiveness advantage for attracting customer purchase decision (Joseph & Simon,
2015).
5.3 Limitations and recommendations for further research
This research is conducted in six months, in an allowance limited time and
personal capability, this research still has some limitations. So that, there are some
recommendations for future researchers with related topic and research’s area.
Firstly, in Regression analysis, the result shows that 40.9% variance of
purchase intention is explained by other factors which are not mentioned in this
research. In this study, the author just picks out some major factors that may affect
studio coffee purchase intention, not all aspects of coffee service. For further research,
the author suggests that other researches should consider other variables such as Taste
of coffee, perceived value, ambiance, which may have influenced the purchase
intention of coffee shop.
Secondly, because of limitation of time, finance and author capability, the
researcher collected only 270 respondents for surveying. In this study, 320
questionnaires are distributed both online and offline but only 270 questionnaires are
received after eliminated invalid forms. Thus, the results of the research do not
represent the whole population. Therefore, the author encourages future researchers
expand sample size in order to enhance the data result more accurate and reliable. The
sample size can be expanded to 400 or 500 respondents to decrease the probability of
uncertainty of invalid data and incomplete questionnaires.
Thirdly, the scope of the study is also a limitation. This research was
conducted in Ho Chi Minh City only, so that data will be collected in Ho Chi Minh
City, not the whole Viet Nam, so that the result can be biased. Therefore, it can not
represent for all studio coffee shops in Viet Nam since different cities have different
types of customers, different economic levels and standard living. Therefore, the author
67
suggests the future researchers to expand their scope of the study to have a larger scope
of research result.
Fourthly, because of limitation of finance, time and ability, the author just
went to popular Studio coffee shop known by many young people in Ho Chi Minh City
in large districts (CI5, Fly Idea Cafe, Marry You Cafe, etc). Therefore, the results of
this study may not completely apply for all customers in Ho Chi Minh City. Thus, it is
recommended to do an investigation on consumer purchase intention in other areas or
cities in Viet Nam.
Finally, during collecting data time, the author got in into problems since
some coffee store owners did not permit to collect data since they scare of making
disturbance and annoy the customers so that the time to collect data quite difficult and
take a long time. Besides, due to the knowledge level of researcher, some concepts in
Literature Review (Chapter II) are not explained clearly and lack some information in
the study. Therefore, the author recommends future researchers to spend more time on
searching for more information, analyzing deeply into previous related concepts,
theories and journals.
68
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74
APPENDIX A
(Vietnamese Version)
BẢNG KHẢO SÁT CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA
HÀNG THÔNG QUA CHẤT LƯỢNG DỊCH VỤ CỦA CÁC QUÁN CÀ PHÊ
STUDIO Ở TPHCM.
Xin chào Anh/Chị, tôi tên là Nguyễn Ngọc Minh Thư, hiện đang là sinh viên
năm cuối, khoa Quản trị Kinh Doanh, trường Đại học Quốc Tế - ĐHQG TP.HCM. Hiện
tôi đang làm khóa luận tốt nghiệp về đề tài “Các yếu tố ảnh hưởng đến ý định mua
hàng thông qua chất lượng dịch vụ của các quán cà phê studio ở TP.HCM”. Những
thông tin mà Anh/Chị cung cấp sẽ giúp tôi rất lớn trong việc hoàn thành khóa luận
Đề tài tôi nghiên cứu chỉ sử dụng cho mục đích khoa học, không mang mục
đích kinh doanh. Tôi cam kết mọi thông tin cá nhân sẽ được giữ bí mật. Nếu Anh/ Chị
có bất cứ câu hỏi thắc mắc nào, mọi chi tiết xin liên hệ qua địa chỉ email:
nguyenngocminhthu94@gmail.com. Rất mong nhận được sự giúp đỡ
Cám ơn quý Anh/ Chị,
Nguyễn Ngọc Minh Thư
Để giúp Anh/ Chị hiểu rõ hơn về loại hình thức kinh doanh cà phê còn khá
mới này, tôi xin đưa ra một số thông tin về loại hình dịch vụ này. Cà phê Studio là loại
hình quán cà phê kết hợp giữa kinh doanh cà phê, bánh ngọt và không gian phim trường.
Mọi người đến với cà phê studio sẽ được trải nghiệ không gian mới lạ, độc đáo được
thiết kế ý tưởng bởi chủ quán. Tùy theo không gian hẹp hay rộng, cao hay thấp mà quán
được thiết kế phù hợp với từng không gian. Một số quán cà phê Studio nổi tiếng ở
TP.HCM được giới trẻ yêu thích như Fly Idea Café, Marry You, Weeding Coffee,
Silence Coffee,...
I. THÔNG TIN CÁ NHÂN
1. Giới tính: □ Nam
□ Nữ
2. Độ tuổi:
□ Dưới 18
□ Từ 18 đến 24
□ Từ 25 đến 35
□ Trên 35
3. Nghề nghiệp:
□ học sinh/ sinh viên
□ công nhân
□ nhân viên văn phòng
□ khác: …………………
4. Thu nhập:
□ dưới 5 triệu
□ từ 5 -10 triệu
□ từ 10 -20 triệu
□ trên 20 triệu
5. Bạn có thường đi uống cà phê không?
□ Dưới 1 lần/tuần □ 2-3 lần/ tuần
□ 4-5 lần/ tuần
□ Trên 5 lần/tuần
6. Bạn đã đến bao nhiêu quán Studio cà phê rồi?
□ 1-2 quán
□ 3-4 quán
□ 5-6 quán
7. Bạn biết đến cà phê Studio từ nguồn nào?
(Có thể chọn nhiều hơn 1 kết quả)
□ bạn bè, người thân giới thiệu
□ qua Facebook
□ qua Website
□ qua báo, quảng cáo, tờ rơi...
□ khác: ….......
8. Đến với studio cà phê, bạn thường làm gì?
(có thể chọn nhiều hơn 1 kết quả)
□ thưởng thức cà phê
□ thưởng thức không gian quán
□ thưởng thức âm nhạc
□ chụp hình với bạn bè
□ đọc sách
□ học nhóm
□ khác:..........
□ > 6 quán
II. NHẬN XÉT VÀ ĐÁNH GIÁ
Xin vui lòng đánh giá mức độ ảnh hưởng của các yếu tó đã tác động đến ý
định sử dụng dịch vụ ở cà phê Studio. Anh/chị vui lòng đánh dấu từ 1 đến 5 chỉ ra mức
độ liên quan đến ý định đến sử dụng dịch vụ ở cà phê Studio (1 = hoàn toàn không đồng
ý, 2 = không đồng ý, 3 = trung lập, 4 = đồng ý, 5 = hoàn toàn đồng ý)
Không
đồng ý
______
Đồng ý
GIÁ CẢ ( PRICE)
1. Cà phê Studio có giá cạnh tranh so với các quán khác
1
2
3
4
5
2. Cà phê Studio rất xứng với số tiền tôi bỏ ra
3. Giá cả hợp lí rất quan trọng với tôi
4. Giá cả của cà phê Studio rất tiết kiệm, kinh tế
1
1
1
2
2
2
3
3
3
4
4
4
5
5
5
VỊ TRÍ, ĐỊA ĐIỂM ( LOCATION)
1. Quán dễ dàng tìm thấy vì nằm ở trung tâm thành phố
2. Quán nằm cạnh trường học/nơi làm việc của tôi
3. Quán nằm ở vị trí thuận tiện (mặt đường, gần nhà ..)
1
1
2
2
3
3
4
4
5
5
1
1
2
2
3
3
4
4
5
5
KHÔNG GIAN, THIẾT KẾ QUÁN ( PHYSICAL DESIGN)
Quán trang trí rất bắt mắt
1
2
Nội thất của quán rất bắt mắt và thu hút được sự chú ý của tôi
1
2
Tôi ấn tượng với sự bày trí của quán
1
2
Bàn được sắp xếp hợp lí và tạo nhiều khoảng cách tạo sự riêng tư
1
2
3
3
3
4
4
4
5
5
5
4
4
5
5
4. Tôi thích quán ở xa trung tâm thành phố hơn là ở gần trung tâm
1.
2.
3.
4.
1
2
3
3
1.
2.
3.
4.
CHẤT LƯỢNG DỊCH VỤ ( SERVICE QUALITY)
Chỗ đậu xe rộng rãi
1
Quán sạch sẽ, gọn gàng
1
Nhân viên sẵn sàng giúp đỡ khách
1
Nhân viên thân thiện và nhanh nhẹn
1
2
2
2
3
3
3
4
4
4
5
5
5
5.
6.
7.
8.
9.
Đồng phục nhân viên gọn gàng, bắt mắt
Đồ uống được nhanh chóng phục vụ
Ghế ngồi thoải mái
Máy điều hòa luôn sẵn sàng
Chất lượng phục vụ rất quan trọng đối với tôi
2
2
2
2
2
2
3
3
3
3
3
3
4
4
4
4
4
4
5
5
5
5
5
5
4
5
4
5
4
5
5. Nhạc nền phù hợp với không gian quán và tạo sự thư giãn dễ chịu
1
1
1
1
1
KHUYỄN MÃI VÀ QUẢNG CÁO ( PROMOTION & ADVERTISING)
1. Quán có nhiều chương trình khuyễn mãi hấp dẫn ( mua 9 ly tặng 1 ly,
1
2
3
voucher, coupon...)
2. Quán có nhiều chương trình dành cho khách quen ( tích điểm thẻ thành
1
2
3
viên,...)
3. Các quảng cáo của cà phê Studio trên Facebook rất ấn tượng
1
2
3
4. Các quảng cáo về cà phê Studio trên báo, tạp chí và tờ rơi rất hấp dẫn
5. Các quảng cáo hấp dẫn rất quan trọng với tôi khi quyết định chọn quán
1
1
ẢNH HƯỞNG CỦA XÃ HỘI ( SUBJECTIVE NORMS)
1. Gia đình, bạn bè, đồng nghiệp nghĩ tôi nên thử quán cà phê Studio này
1
2. Tôi sẽ hỏi ý kiến của gia đình , bạn bè, đồng nghiệp khi chọn quán cà
1
phê Studio
3. Tôi sẽ chọn quán cà phê Studio đó bởi vì gia đình, bạ bè, đồng nghiệp
1
đánh giá tốt về nó
4. Tôi tin ý kiến của gia đình, bạn bè, đồng nghiệp là đúng
1
Ý ĐỊNH MUA HÀNG ( PURCHASE INTENTION)
1. Tôi sẽ thử thêm một vài quán cà phê studio trong tương lai
1
2. Tôi sẽ đến cà phê studio thường xuyên hơn
1
3. Tôi sẽ khuyên gia đình, bạn bè, đồng nghiệp mình đến thử nghiệm cà phê
1
studio
4. Tôi sẵn sàng có ý định đến cà phê studio trong tương lai
1
2
2
3
3
4
4
5
5
2
3
4
5
2
3
4
5
2
3
4
5
2
3
4
5
2
2
3
3
4
4
5
5
2
3
4
5
2
3
4
5
APPENDIX B
GENDER
Valid male
female
Total
Frequency Percent
100
37,0
170
270
Valid
Percent
37,0
Cumulative
Percent
37,0
63,0
100,0
100,0
Valid
Percent
58,9
26,7
6,7
7,8
Cumulative
Percent
58,9
85,6
92,2
100,0
63,0
100,0
OCCUPATION
Valid students
worker
officier
other
Total
Frequency Percent
159
58,9
72
26,7
18
6,7
21
7,8
270
100,0
100,0
AGE
Frequency Percent
Valid under 18
25
9,3
18-24
162
60,0
25-35
43
15,9
over 35
40
14,8
Total
270
100,0
Valid
Percent
9,3
60,0
15,9
14,8
100,0
Cumulative
Percent
9,3
69,3
85,2
100,0
MONTHLY INCOME
Frequency Percent
Valid under 5 VND
million
5-10 VND million
10-20 VND
million
over 20 VND
million
Total
Valid
Percent
Cumulative
Percent
157
58,1
58,1
58,1
60
22,2
22,2
80,4
37
13,7
13,7
94,1
16
5,9
5,9
100,0
270
100,0
100,0
FREQUENCY
Frequency Percent
Valid under 1
time/week
2-3 times/week
4-5 times/week
over 5
times/week
Total
Valid 1-2 stores
3-4 stores
5-6 stores
over 6 stores
Total
Valid
Percent
Cumulative
Percent
102
37,8
37,8
37,8
128
47,4
47,4
85,2
30
11,1
11,1
96,3
10
3,7
3,7
100,0
270
100,0
100,0
UNDERSTANDING LEVEL
Valid
Frequency Percent
Percent
129
47,8
47,8
90
21
30
270
33,3
7,8
11,1
100,0
33,3
7,8
11,1
100,0
Cumulative
Percent
47,8
81,1
88,9
100,0