Analysis of Vietnamese customers’ purchasing journey for a sucessful market penetration of new coffee product : case Boss coffee
Tong, Nhi (2019)
2019
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022081819510
https://urn.fi/URN:NBN:fi:amk-2022081819510
Tiivistelmä
The coffee industry is seen as one of the most competitive market in Vietnam. There are a lot of big players both local and international which are available since the early 2000s. However, there are still room for new players to enter. This research is providing practical information on what are key concerns should be focused regarding the marketing plan by analysing customer purchasing journey for both local and international companies which have intention to entry this market with a new coffee product.
Qualitative research is used as main methodology to explore how customers think and see coffee product in their needs, what kind of elements they concern when making purchase. The interview found that brand image and point of purchase display take an important influence on customers’ decisions.
Taking Boss coffee as a case for this research, the author is giving practical recommendations for the company based on what has been studied before. So, the readers can have a closer look at how the findings can be applied into real company case.
Qualitative research is used as main methodology to explore how customers think and see coffee product in their needs, what kind of elements they concern when making purchase. The interview found that brand image and point of purchase display take an important influence on customers’ decisions.
Taking Boss coffee as a case for this research, the author is giving practical recommendations for the company based on what has been studied before. So, the readers can have a closer look at how the findings can be applied into real company case.