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
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
33. Our Solution
Survey is conducted via mobile phone and the data is processed real-time
Affordable Quick High quality
Takes 24 - 48 hours for
most surveys, proving
real-time analysis
Superb real-time
analysis for flexible and
accurate data collection
1/3 of the competitor
pricing
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.
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Vietnam
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