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Survey: Coffee pricing sensitivity in Vietnam

There were many coffee stores nowadays and many new stores are opened day by day. How about the price of the coffee in consumer’s awareness? What price level is it accepted by consumers? The survey is conducted to measure the price sensitivity of a coffee cup with consumers. The survey was conducted over 500 people, who drink coffee in Hanoi & HCM to understand their perspectives about the coffee price.

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Survey - What is the pricing that Vietnamese feel “expensive”
for the coffee?
Asia Plus Inc.
Objective
There were many coffee stores nowadays and
many new stores are opened day by day. How
about the price of the coffee in consumer’s
awareness? What price level is it accepted by
consumers? The survey is conducted to
measure the price sensitivity of a coffee cup
with consumers.
The survey was conducted over 500 people,
who drink coffee in Hanoi & HCM to understand
their perspectives about the coffee price.
Coffee shop visiting frequency
16% go to the coffee stores daily. The ratio is higher at male, Saigonese & high income
class.
Total Male Female 18-23 24-29 30-39 HCM Hanoi
Low
income
Middle
income
High
income
Less often 18% 11% 25% 14% 18% 23% 14% 24% 23% 19% 13%
1 time / month 7% 7% 7% 9% 7% 5% 2% 12% 9% 8% 3%
2 - 3 times / month 14% 9% 18% 17% 10% 16% 12% 16% 11% 19% 13%
1 time / week 9% 10% 9% 12% 6% 10% 7% 12% 8% 10% 10%
2 - 3 times / week 24% 25% 24% 28% 25% 19% 26% 22% 26% 22% 24%
4 - 5 times / week 11% 15% 7% 7% 15% 11% 14% 7% 8% 10% 15%
Everyday 16% 23% 11% 12% 20% 17% 24% 7% 15% 11% 22%
By Demographic
16%
11%
24%
9%
14%
7%
18%
Total
Everyday 4 - 5 times / week
2 - 3 times / week 1 time / week
2 - 3 times / month 1 time / month
Less often
Q. How often do you go to cafe (including local and coffee chains)? (Low income: < 14M, Middle income: 14-20M, High income: > 20M)
Popular coffee shop types - by profile
Chain coffee
shops
Local coffee
hops
Independent
coffee shops
Canteens in
schools or
office building
Street coffee
takeaway
Street coffee
Convenience
store
Others
Total 41% 24% 16% 6% 5% 4% 3% 0%
Male 37% 30% 18% 2% 5% 4% 3% 0%
Female 45% 18% 13% 9% 5% 4% 4% 0%
18-23 44% 24% 10% 9% 6% 2% 4% 1%
24-29 43% 22% 15% 5% 7% 5% 3% 0%
30-39 36% 26% 23% 4% 2% 5% 3% 1%
HCM 45% 21% 12% 6% 8% 5% 3% 0%
Hanoi 37% 28% 20% 5% 2% 3% 4% 1%
Female and HCM people relies on more for the chain coffee shops.
Q. Which cafe chains do you go to the most?
Popular coffee shop types - by household income
Chain coffee
shops
Local coffee
hops
Independent
coffee shops
Canteens in
schools or
office building
Street coffee
takeaway
Street coffee
Convenience
store
Others
Total 41% 24% 16% 6% 5% 4% 3% 0%
Low income 32% 28% 12% 11% 7% 7% 4% 0%
Middle income 39% 26% 19% 2% 5% 3% 5% 1%
High income 53% 17% 17% 4% 4% 3% 1% 1%
Those with higher income tend to visit chain coffee stores.
Q. Which cafe chains do you go to the most? (Heavy users: More than 4 times/week, Medium users: 1-3 times/week, Light users: Less often)
Popular chain coffee stores (HCM)
Trung Nguyen, Highlands & the Coffee House are the stores visited most in HCM.
Q. What chain cafes stores have you been to in last 3 months? / What chain cafes store do you go the most?
45%
42%
37%
22%
24%
12%
6%
9% 8% 9%
5%
3%
1%
6%
26%
23% 22%
9%
7%
5%
2% 2% 2% 1% 0% 0% 1% 0%
Visited
Visited most

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Survey: Coffee pricing sensitivity in Vietnam