-------------- Food / Drink --------------

Coffee price sensitivity survey

There are many high-price coffee shops in Vietnam. What is the pricing that Vietnamese feel "expensive?"

Vietnamese preference over coffee shops
Vietnamese preference over coffee shops

16% go to the coffee stores daily. The ratio is higher as Saigonese males, and high income class.

Female and HCM people rely more on chain coffee shops.

Those with higher income tend to visit chain coffee stores.

Trung Nguyen, Highlands, and the Coffee House are the stores visited most in both HCM & Hanoi.

Average pricing that Vietnamese feel expensive for coffee is 41,000 VND.

Starbucks user is willing to pay the highest, followed by Highland, The coffee house and Trung Nguyen.

Number of respondents: 500

From 16-39 year old, nationwide 

Survey conducted on January, 2018 

Q&Me Vietnam Market Research

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