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VOL. 8, ISSUE 12 (2021)
Factors affecting intent to use instant coffee from Vietnamese consumers
Authors
Ai Huu Tran, Tuan Duc Tran
Abstract
Coffee is an important product, accounting for 3% of Vietnam's GDP, the turnover of exports for many years has reached over $3 billion. In recent years, although the world economy had many difficult times leading to a decrease in purchasing power, our country still maintained an encouraging growth rate of coffee exports - reaching 8.2%. /Year with an average turnover of US$3.13 billion/year for the period 2011-2018, representing 15% of the country's total agricultural exports. In this study, the authors looked at the effects of these factors on the instantaneous coffee sample itself. Our research results demonstrate that: (1) Perception desires to use, (2) Price collection of products, (3) Awareness of product quality, (4) Perceived control of behavior, (5) Business image, (6) Interest in promotions and advertising, (7) Take care of your health, (8) The magic of traditional coffee, (9) Intended use of instant coffee.
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Pages:87-94
How to cite this article:
Ai Huu Tran, Tuan Duc Tran "Factors affecting intent to use instant coffee from Vietnamese consumers". International Journal of Multidisciplinary Research and Development, Vol 8, Issue 12, 2021, Pages 87-94
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