Psmcoffeesurvey20180316fin 180319011458 PDF

Survey - What is the pricing that Vietnamese feel “expensive”
for the coffee?

Q&Me is online market research provided by Asia Plus Inc. Asia Plus Inc.
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.
Coffee shop visiting frequency
Total By Demographic
18% 16%
7% 11%
14%
24% Total Male Female 18-23 24-29 30-39 HCM Hanoi

Low Middle High
9% income income 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%
Everyday 4 - 5 times / week 1 time / week 9% 10% 9% 12% 6% 10% 7% 12% 8% 10% 10%
2 - 3 times / week 1 time / week 2 - 3 times / week 24% 25% 24% 28% 25% 19% 26% 22% 26% 22% 24%
2 - 3 times / month 1 time / month 4 - 5 times / week 11% 15% 7% 7% 15% 11% 14% 7% 8% 10% 15%
Less often Everyday 16% 23% 11% 12% 20% 17% 24% 7% 15% 11% 22%
16% go to the coffee stores daily. The ratio is higher at male, Saigonese & high income
class.
Q. How often do you go to cafe (including local and coffee chains)? (Low income: < 14M, Middle income: 14-20M, High income: > 20M)
Popular coffee shop types - by profile
Canteens in
Chain coffee Local coffee Independent Street coffee Convenience
schools or Street coffee Others
shops hops coffee shops takeaway store
office building
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?

Popular coffee shop types - by household income
Canteens in
Chain coffee Local coffee Independent Street coffee Convenience
schools or Street coffee Others
shops hops coffee shops takeaway store
office building
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)
Popular chain coffee stores (HCM)
Visited
45%
42% Visited most
37%
26% 24%
22%
23% 22%
12%
9% 8% 9%
9% 6% 5% 6%
7% 3%
5% 1%
2% 2% 2% 1% 0% 0% 1% 0%
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?
Popular chain coffee stores (Hanoi)
Visited
42% 44%
Visited most
38%
36%
21%
15% 15%
12%
8%
10% 6%
2% 3% 3%
4% 1% 2% 1% 1% 1%
3% 2% 2% 2%
1% 1% 1% 1% 0% 0% 0% 0%
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?
Price Sensitivity Measurement (PSM) - Total
Price sensitivity measurement is the method to understand the optimal price. We
use this to refer to the price range of coffee in Vietnam
Cheap Too cheap Expensive Too Expensive
100% Acceptable
90% price range
80%
70%
60% Price Indifference

50%
40% Point of Marginal

Cheapness Point of Marginal
30%
Expensiveness
20%
10%
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VNDOptimum
VND Price
VND VND VND VND VND VND VND VND VND VND VND VND
8
Price Sensitivity Measurement (PSM) - Total
Price sensitivity measurement is the method to understand the optimal price. We
use this to refer to the price range of coffee in Vietnam
Cheap Too cheap Expensive Too Expensive
100% Acceptable
90% price range
80%
• Point of marginal expensiveness: Highest pricing where
70% the product may not be purchased if the price be above that
• Point of marginal cheapness: Pricing that people may
60% Price Indifference doubt about the quality if lower
50% • Optimum price: Ideal pricing that are desired by consumers
• Price indifferences: Pricing that people would start to
40% Point of Marginal compromise to buy
30%
Expensiveness
20%
10%
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VNDOptimum
VND Price
9
Price Sensitivity Measurement (PSM) - by profile
Male Female Low income Mid income High income

47,000 VND
42,400 VND
41,400 VND 41,500 VND
36,800 VND
● 37,900 VND
● ● 33,900 VND
● 33,300 VND 33,700 VND
● 30,400 VND
24,800 VND
24,800 VND 25,200 VND
23,700 VND
23,100 VND
Red=Marginal expensiveness (pricing that are felt as too expensive)

Orange=optimal pricing (Ideal pricing)
Blue=Marginal cheapness (Minimum pricing) 1
0
Price Sensitivity Measurement (PSM) - by store
50,000 VND
47,400 VND
● 46,400 VND
42,500 VND
● 41,300 VND
35,000 VND ● 36,700 VND
● 30,000 VND
28,300 VND
26,200 VND
22,600 VND 23,500 VND
Red=Marginal expensiveness (pricing that are felt as too expensive)

Orange=optimal pricing (Ideal pricing)
Blue=Marginal cheapness (Minimum pricing) 1
1
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
• Point of Marginal Point of Marginal
Category Price Indifference = Optimum Price
Cheapness Expensiveness
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

Detailed PSM data
Price Sensitivity Measurement (PSM) - Male
Percentage of Cheap Too cheap Expensive Too Expensive
respondents
100% Acceptable Price
Range
90%
80%
70%
50%

Cheapness
Point of Marginal
30% Expensiveness
20%
10% VND 33,700

0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VNDOptimum
VNDPrice
33,500 VND is the best price for a coffee cup with male.
1
4
Price Sensitivity Measurement (PSM) - Female
respondents
Range
90%
80%
70%
50%

30% Expensiveness
20%
10%
VND 32,900
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VNDOptimum
VNDPrice VND VND VND VND VND VND VND VND VND VND VND VND
33,000 VND is the best price for coffee cup with female.
1
5
Price Sensitivity Measurement (PSM) - HCM
respondents
Range
90%
80%
70%
50%
40%
Point of Marginal
30%
Expensiveness
20%
10%
VND 30,000
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VND VND
Optimum Price VND VND VND VND VND VND VND VND VND VND VND VND
30,000 VND is the best price for a coffee cup in HCM.
1
6
Price Sensitivity Measurement (PSM) - Hanoi
respondents
Range
90%
80%
70%
50%

30% Expensiveness
20%
10%
VND 35,000
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VND Optimum
VND PriceVND VND VND VND VND VND VND VND VND VND VND VND
35,000 VND is the best price for a coffee cup in Hanoi.
1
7
Price Sensitivity Measurement (PSM) – Low income
respondents
Range
90%
80%
70%
50%

30% Expensiveness
20%
10% VND 30,400

0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
Optimum Price
VND VND VND VND VND VND VND VND VND VND VND VND VND VND VND VND
30,500 VND is the best price for a coffee cup with the low income class.
1
8
Price Sensitivity Measurement (PSM) – Middle income
respondents
Range
90%
80%
70%
60%
Price Indifference
50%
40%
Point of Marginal
30% Cheapness Point of Marginal
Expensiveness
20%
10% VND 33,900

0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VNDOptimum
VNDPrice VND VND VND VND VND VND VND VND VND VND VND VND
34,000 VND is the best price for a coffee cup with the middle income class.
1
9
Price Sensitivity Measurement (PSM) – High income
respondents
Range
90%
80%
70%
50%

30% Expensiveness
20%
10% VND 37,900

0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VND Optimum
VND Price
38,000 VND is the best price for a coffee cup with the high income class.
2
0
Price Sensitivity Measurement (PSM) – Heavy users
respondents
Range
90%
80%
70%
50%
Point of Marginal
40% Cheapness
Point of Marginal
30% Expensiveness
20%
10% VND 31,300
0%
5,000 15,000 25,000 35,000
Optimum Price 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
31,000 VND is the best price for a coffee cup with the heavy users (who go to the coffee stores more
than 4 times/week).
2
1
Price Sensitivity Measurement (PSM) – Medium users
respondents
Range
90%
80%
70%
60%
Price Indifference
50%
40%
Point of Marginal
Expensiveness
20%
10% VND 37,900
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VND VND Price
Optimum VND VND VND VND VND VND VND VND VND VND VND VND
38,000 VND is the best price for a coffee cup with the medium users (who go to the coffee stores 1-3
times/week).
2
2
Price Sensitivity Measurement (PSM) – Light users
respondents
Range
90%
80%
70%
50%

30% Expensiveness
20%
10% VND 32,300
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VNDOptimum Price VND
32,000 VND is the best price for a coffee cup with the light users (who go to the coffee stores less than
once/week).
2
3
Price Sensitivity Measurement (PSM) – Trung Nguyen
respondents
Range
90%
80%
70%
Price Indifference
60%
50%
Point of Marginal
40% Cheapness
Point of Marginal
30% Expensiveness
20%
10% VND 30,000
0%
5,000 15,000 25,000
Optimum35,000
Price 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
30,000 VND is the best price for a coffee cup with Trung Nguyen users (who go to Trung Nguyen most
often).
2
4
Price Sensitivity Measurement (PSM) – Highlands
respondents
Range
90%
80%
70%
60%
40%
Point of Marginal
Cheapness
Expensiveness
20%
10%
VND 41,300
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VND Optimum
VND Price
41,500 VND is the best price for a coffee cup with Highlands users (who go to Highlands most often).
2
5
Price Sensitivity Measurement (PSM) – The Coffee House
respondents
Range
90%
80%
70%
60%
Price Indifference
50%
40%
30% Point of Marginal Point of Marginal

20%
10%
VND 36,700
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VND VND Price
Optimum VND VND VND VND VND VND VND VND VND VND VND VND
36,500 VND is the best price for a coffee cup with The Coffee House users (who go to The Coffee
House most often).
2
6
Price Sensitivity Measurement (PSM) – Starbucks
respondents
Range
90%
80%
70%
60%
Price Indifference
50%
40% Point of Marginal Point of Marginal

30%
20%
10% VND 46,400
0%
5,000 15,000 25,000 35,000 Optimum
45,000 Price
55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
46,500 VND is the best price for a coffee cup with Starbucks users (who go to Starbucks most often).
2
7
Price Sensitivity Measurement (PSM) – Chain users
respondents
Range
90%
80%
70%
60%
Price Indifference
50%
40%
Point of Marginal
Expensiveness
20%
10%
VND 36,100
0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
VND VND VND Optimum
VND PriceVND VND VND VND VND VND VND VND VND VND VND VND
36,000 VND is the best price for a coffee cup with chain users (who go to chains coffee shops most
often).
2
8
Price Sensitivity Measurement (PSM) – Chain non-users
respondents
Range
90%
80%
70%
50%
Point of Marginal
40%
Cheapness
Point of Marginal
30% Expensiveness
20%
10% VND 32,300

0%
5,000 15,000 25,000 35,000 45,000 55,000 65,000 75,000 85,000 95,000 110,000 130,000 150,000 170,000 190,000 210,000
Optimum Price
32,500 VND is the best price for a coffee cup with chain non-users (who don’t go to chains coffee
shops most often).
2
9
AUDIENCE PROFILE
Respondent profile (N=526)
Gender City
Male, 48% Hanoi, 45%

Female, 52%
HCM, 55%
Age Household income

More than 30,000,000 VND 17%
30-39, 30% 20,000,001 - 30,000,000 VND 18%

18-23, 34%
14,000,001 - 20,000,000 VND 30%
9,000,001 - 14,000,000 VND 19%
4,000,000 - 9,000,000 VND 13%
24-29, 36% Below 4,000,000 VND 3%

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Age Gender City
31%
22% 19%
18%
44% 47%
14%
56% 18%
7%
6%
3% 3%
1% 1%
0% 3% 3% 4%
Male Female HCM Hanoi Can Tho Da Nang
Hai Phong Dong Nhai Others
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based on the with irrelevant users the experienced panelist priorities
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Average score 73%

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Survey - What is the pricing that Vietnamese feel “expensive”

for the coffee?

There were many coffee stores nowadays and

The survey was conducted over 500 people,

24% Total Male Female 18-23 24-29 30-39 HCM Hanoi

Q. Which cafe chains do you go to the most?

Those with higher income tend to visit chain coffee stores.

60% Price Indifference

40% Point of Marginal

Male Female Low income Mid income High income

Red=Marginal expensiveness (pricing that are felt as too expensive)

Red=Marginal expensiveness (pricing that are felt as too expensive)

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

60% Price Indifference

40% Point of Marginal

10% VND 33,700

60% Price Indifference

40% Point of Marginal

60% Price Indifference

30,000 VND is the best price for a coffee cup in HCM.

60% Price Indifference

40% Point of Marginal

35,000 VND is the best price for a coffee cup in Hanoi.

60% Price Indifference

40% Point of Marginal

10% VND 30,400

10% VND 33,900

60% Price Indifference

40% Point of Marginal

10% VND 37,900

60% Price Indifference

10% VND 31,300

10% VND 37,900

60% Price Indifference

40% Point of Marginal

10% VND 32,300

10% VND 30,000

50% Price Indifference

30% Point of Marginal Point of Marginal

40% Point of Marginal Point of Marginal

10% VND 46,400

60% Price Indifference

10% VND 32,300

Male, 48% Hanoi, 45%

Age Household income

30-39, 30% 20,000,001 - 30,000,000 VND 18%

9,000,001 - 14,000,000 VND 19%

4,000,000 - 9,000,000 VND 13%

24-29, 36% Below 4,000,000 VND 3%

Affordable Quick High quality

Success Criteria Overral score of 80% or higher

89% 97% Overal score 93.5%

Average score 73%

Q&Me is operated by Asia Plus Inc.

Asia Plus Inc.