Influence Of Determinants on Customers' Choice of Coffee Shops in Ho Chi Minh City.

The objective of the research is from the results of the research on the factors affecting the decision to choose coffee shops of customers in Ho Chi Minh city. Research methods include qualitative research and quantitative research. In the analysis of the quantitative research performed descriptive statistics, verifing the scale, analyzing EFA factor, analyzing the multivariate regression and verifing the difference between demographic characteristics groups of. The number of samples selected for the survey was n = 265 with observed variables through practical research, then the survey results were processed and analyzed to give statistically significant results, based on verifing statistical hypotheses about the research model constructed. The results showed that all of the initial predictions were in line with reality, in 6 factors that have been used before. As this research result, the proposed some implications for managers to help enhance the decision to choose Coffee shops of customers in Ho Chi Minh City. [ABSTRACT FROM AUTHOR]