The study on consumer acceptance for instant coffee in Ho Chi Minh City, Vietnam

Coffee consumption in Ho Chi Minh City, Vietnam, has seen a significant rise in recent years. This study seeks to explore the determinants of instant coffee consumption in Ho Chi Minh City, Vietnam, with a specific focus on the coffee trade and the consumer's behavior. In this study, 1164 customers who like to drink instant coffee were surveyed in Ho Chi Minh City of Vietnam in randomly selected places, and consumers' willingness to use (WTU) instant coffee was measured. This study uses an interval regression to investigate individual demographic and consumption characteristic impacts on WTU. Among the surveyed participants, 62.71% are women and 37.29% are men. Results show that on average, consumers were willing to pay for instant coffee like Vinacafe (40.03%), Nescafe (34.02%) and then others. Based on the survey, the consumers who often drink instant coffee are workers, housekeepers and low-income officers. The people usually chose coffee based on the flavor (76.46%) and most of them prefer the price of US$ 0.125-0.15 bag-1 (73.37%). � 2018 International Society for Horticultural Science. All rights reserved.