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.

1. Q&Me is online market research provided by Asia Plus Inc.
Survey - What is the pricing that Vietnamese feel “expensive”
for the coffee?
Asia Plus Inc.

2. 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.

3. 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)

4. 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?

5. 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)

6. 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

7. Popular chain coffee stores (Hanoi)
Trung Nguyen, Highlands & the Coffee House are the stores visited most in Hanoi.
Q. What chain cafes stores have you been to in last 3 months? / What chain cafes store do you go the most?
42% 44%
21%
12%
15%
6%
8%
2% 1%
3%
2% 1% 1% 1%
3%
15%
38%
36%
10%
4% 3% 2% 2% 1% 1% 1% 1% 0% 0% 0%
2%
0%
Visited
Visited most

8. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
8
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Price Sensitivity Measurement (PSM) - Total
Price sensitivity measurement is the method to understand the optimal price. We
use this to refer to the price range of coffee in Vietnam
Acceptable
price range

9. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
9
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Price Sensitivity Measurement (PSM) - Total
Price sensitivity measurement is the method to understand the optimal price. We
use this to refer to the price range of coffee in Vietnam
Acceptable
price range
• Point of marginal expensiveness: Highest pricing where
the product may not be purchased if the price be above that
• Point of marginal cheapness: Pricing that people may
doubt about the quality if lower
• Optimum price: Ideal pricing that are desired by consumers
• Price indifferences: Pricing that people would start to
compromise to buy

10. 1
0
Price Sensitivity Measurement (PSM) - by profile
Male Female Low income Mid income High income
23,700 VND
41,400 VND
33,300 VND●
24,800 VND
41,500 VND
33,700 VND●
23,100 VND
36,800 VND
30,400 VND●
25,200 VND
42,400 VND
33,900 VND●
37,900 VND●
24,800 VND
47,000 VND
Red=Marginal expensiveness (pricing that are felt as too expensive)
Orange=optimal pricing (Ideal pricing)
Blue=Marginal cheapness (Minimum pricing)

11. 1
1
Price Sensitivity Measurement (PSM) - by store
22,600 VND
35,000 VND
30,000 VND●
26,200 VND
47,400 VND
41,300 VND●
23,500 VND
42,500 VND
36,700 VND●
28,300 VND
50,000 VND
46,400 VND●
Red=Marginal expensiveness (pricing that are felt as too expensive)
Orange=optimal pricing (Ideal pricing)
Blue=Marginal cheapness (Minimum pricing)

12. Price Sensitivity Measurement (PSM) - Summary
• Chain store optimal pricing is higher than the non-chain
• Starbucks optimal pricing is the highest among the 4 top coffee chains
• Trung Nguyen is the lowest, probably due to their big penetration and the image of Vietnamese coffee
• Highlands optimal pricing is higher than The Coffee house
•
Category
Point of Marginal
Cheapness
Point of Marginal
Expensiveness
Price Indifference = Optimum Price
Total 24,200 41,400 30,900 33,300
Male 23,700 41,300 30,300 33,700
Female 24,800 41,500 31,400 32,900
Trung Nguyen 22,600 35,000 28,100 30,000
Highlands 26,200 47,400 34,300 41,300
The Coffee House 23,500 42,500 31,300 36,700
Starbucks 28,300 50,000 33,200 46,400
Chain users 25,600 45,300 33,100 36,100
Chain non-users 23,500 38,700 29,300 32,300

13. Detailed PSM data

14. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
1
4
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 33,700
Price Sensitivity Measurement (PSM) - Male
33,500 VND is the best price for a coffee cup with male.

15. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
1
5
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 32,900
Price Sensitivity Measurement (PSM) - Female
33,000 VND is the best price for coffee cup with female.

16. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
1
6
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 30,000
Price Sensitivity Measurement (PSM) - HCM
30,000 VND is the best price for a coffee cup in HCM.

17. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
1
7
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 35,000
Price Sensitivity Measurement (PSM) - Hanoi
35,000 VND is the best price for a coffee cup in Hanoi.

18. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
1
8
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 30,400
Price Sensitivity Measurement (PSM) – Low income
30,500 VND is the best price for a coffee cup with the low income class.

19. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
1
9
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 33,900
Price Sensitivity Measurement (PSM) – Middle income
34,000 VND is the best price for a coffee cup with the middle income class.

20. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
0
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 37,900
Price Sensitivity Measurement (PSM) – High income
38,000 VND is the best price for a coffee cup with the high income class.

21. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
1
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 31,300
Price Sensitivity Measurement (PSM) – Heavy users
31,000 VND is the best price for a coffee cup with the heavy users (who go to the coffee stores more
than 4 times/week).

22. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
2
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 37,900
Price Sensitivity Measurement (PSM) – Medium users
38,000 VND is the best price for a coffee cup with the medium users (who go to the coffee stores 1-3
times/week).

23. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
3
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 32,300
Price Sensitivity Measurement (PSM) – Light users
32,000 VND is the best price for a coffee cup with the light users (who go to the coffee stores less than
once/week).

24. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
4
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 30,000
Price Sensitivity Measurement (PSM) – Trung Nguyen
30,000 VND is the best price for a coffee cup with Trung Nguyen users (who go to Trung Nguyen most
often).

25. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
5
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 41,300
Price Sensitivity Measurement (PSM) – Highlands
41,500 VND is the best price for a coffee cup with Highlands users (who go to Highlands most often).

26. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
6
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 36,700
Price Sensitivity Measurement (PSM) – The Coffee House
36,500 VND is the best price for a coffee cup with The Coffee House users (who go to The Coffee
House most often).

27. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
7
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 46,400
Price Sensitivity Measurement (PSM) – Starbucks
46,500 VND is the best price for a coffee cup with Starbucks users (who go to Starbucks most often).

28. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
8
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 36,100
Price Sensitivity Measurement (PSM) – Chain users
36,000 VND is the best price for a coffee cup with chain users (who go to chains coffee shops most
often).

29. 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
5,000
VND
15,000
VND
25,000
VND
35,000
VND
45,000
VND
55,000
VND
65,000
VND
75,000
VND
85,000
VND
95,000
VND
110,000
VND
130,000
VND
150,000
VND
170,000
VND
190,000
VND
210,000
VND
Cheap Too cheap Expensive Too Expensive
2
9
Acceptable Price
Range
Point of Marginal
Expensiveness
Point of Marginal
Cheapness
Price Indifference
Optimum Price
Percentage of
respondents
VND 32,300
Price Sensitivity Measurement (PSM) – Chain non-users
32,500 VND is the best price for a coffee cup with chain non-users (who don’t go to chains coffee
shops most often).

30. AUDIENCE PROFILE

31. Respondent profile (N=526)
Gender
Male, 48%
Female, 52%
18-23, 34%
24-29, 36%
30-39, 30%
Age
HCM, 55%
Hanoi, 45%
City
Household income
3%
13%
19%
30%
18%
17%
Below 4,000,000 VND
4,000,000 - 9,000,000 VND
9,000,001 - 14,000,000 VND
14,000,001 - 20,000,000 VND
20,000,001 - 30,000,000 VND
More than 30,000,000 VND

32. Q&Me – About Online Market Research Services

33. Our Solution
Survey is conducted via mobile phone and the data is processed real-time
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Takes 24 - 48 hours for
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Superb real-time
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1/3 of the competitor
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34. Our Advantage: Direct Panel Management
Our strength is 16-39 years old and urban areas. This is where most biz
customers would like to research. 330,000 members as of Mar, 2018
0%
1%
18%
31%
22%
14%
7%
3% 3%
1%
Age
19%
18%
6%
4%3%3%
47%
HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
56%
44%
Male Female
Gender City

35. Process for the quality assurance
Questionnaire
based on the
exact profile
• Refined and very
derailed database
panel
Take out users
with irrelevant
replies
• Remove Fake
questions hit
users
• Remove
Contradicted
answer users
• Take out straight
answer users
Take out speed
users
• We count the
average median
time and take out
those who are
less than that
Manual check by
the experienced
researchers
• Our experienced
researchers will
check the
relevance as well
as open
comments
Re-assortment of
panelist priorities
• Based on the
survey results, bad
users are screened
out while prioritizing
those who return s
good feedbacks.

36. Online is considered to be “cheap and bad” in general. Q&Me provides
several methods providing data with quality
FACT CONSISTENCY SCORE
97%
THOUGHT
CONSISTENCY SCORE
91%
STRAIGHT-LINER/ FLAT-
LINER SCORE
89%
SPEEDERS SCORE
97%
QUALITY CHECK SURVEY SPECIFICATION
N (Sample size) 300
IR (Incident rate) 100%
LOI (Lenght of Interview) 10 minutes
Success Criteria Overral score of 80% or higher
THE RESULTS
Overal score 93.5%
Average score
in the industry
73%
(*) QC scores are generated by Survey Sampling International (SSI), the Worldwide Leader in Survey Sampling and Data Collection
Solutions. Asia Plus (Q&Me) is the preferred partner of SSI in Vietnam.
Our quality score by SSI
Evaluation for our quality assurance

37. Contact Us
URL: http://www.qandme.net
Contact: info@qandme.net
Q&Me is operated by Asia Plus Inc.
Asia Plus Inc.
Floor 1 25/7A Nguyen Binh Khiem str., Ben Nghe ward, District 1, HCMC,
Vietnam
Tel. +84 839 100 043