FACTORS AFFECTING BUYING COFFEE DECISION OF JAPANESE CONSUMER

Abstract

The study aims to conduct a more in-depth analysis of consumer behavior in a new market, which can lead to a clear view on Japanese consumers, the opportunities and challenges that Vietnamese exporting coffee companies have to face in order to gradually build their own brand, a new look for products from Vietnam in general and coffee in particular. The study uses a linear regression model based on online survey data of 120 Japanese consumers between March and April 2018. The results show that QUALITY, ORIGIN and PACKAGE factors have a direct impact on the buying coffee decision of Japanese consumers.

Keywords: consumer behavior, buying coffee behavior.