Factors influencing the decision of consumers to buy beverages at Katinat and Phuc Long coffeeshop chains in Ho Chi Minh city
Published: July 28, 2026
Abstract
This study aimed to explain why Phuc Long and Katinat coffeeshops are located near each other but they still develop together. The study also explored the decisions of consumers when they have many choices at the same time. Based on the study’s findings, some management implications were made to help managers of Katinat and Phuc Long coffeeshop chains develop their business strategies. The study found that the factor of brand has the strongest impact on the Phuc Long coffeeshop chain. Meanwhile, the factor of ubjective standards is the most influential factor for the Katinat coffeeshop chain.
Keywords
consumption decisionsbeveragesPhuc Long coffeeshop chainKatinat coffeeshop chainHo Chi Minh City
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