Determining the effects of marketing mix on customers' purchase decision using the grey model GM(0,N) - case study of the western style coffeehouse chains in Vietnam

Western style of coffeehouse chain presents a new market trend for beverage business industry with more opportunities and challenges in Vietnam. However, consideration of the Vietnamese consumer perception on this issue has not been introduced in the scholarly study yet as our knowledges. Thus, this study aims at utilizing the questionnaire approach to obtain the consumers' information, and then, the grey model GM(0,N) is applied to determine the major factors of marketing mix impact on Vietnamese's purchase decision who was serviced at western style coffeehouse chains. Based on the data from 176 valid questionnaires among of 220 responses, the results indicated that, five elements of marketing mix significantly impacted to the consumer decision on purchasing coffee beverages. Among them, promotions and products have been evaluated as the crucial factors which factor weightings are 0.3571 and 0.3041, respectively. Follow by, the price (0.1387), place (0.1254) and people (0.0791). This study found that Vietnamese consumers take more considerations on promotions activities and the taste of coffee beverages when purchasing coffee beverages in western style of coffeehouse chains. In spite of that products of coffee beverages with good taste and reasonable price can make consumers have a high level satisfaction and confidence to purchase.