Phuc Long Coffee and Teas is one of the most popular brands of food and drink in

Vietnam. The chain of Phuc Long Coffee and Teas cafés are situated in the most
developed cities in Vietnam such as Ho Chi Minh City, Da Nang, Vung Tau, etc. The
reasons why I believe that Phuc Long chose these places is because of the factors
that can affect the consumer’s buying behavior, which are culture, social and
personal.

It is well known that Vietnam is one of the largest consumers of coffee and tea. It has
always been in Vietnamese culture to drink tea from the past to the present. As a
developing country, our people's lifestyle has changed a lot, therefore, they are often
looking for ways to entertain themselves. The form of sitting at a table and drinking
coffee and tea, hanging out with friends and family has been popular in Vietnam.
Phuc Long has created this feeling of peace and calmness when entering their store,
which makes people enjoy their time at their café. So people often come here to
hang out or even study and work.

In the social factor, word-of-mouth influence affects the consumer’s buying behavior
of Phuc Long the most. Many people have come to know the brand from friends and
family, especially from social media. Many influencers such as Youtubers, Beauty
Bloggers who are famous like Chloe Nguyen have often posted or shown
themselves drinking or spending time at Phuc Long. This encourages a lot of people,
especially young people to come and try their drink. Family factors also influence the
buying decision. As many young children have come to like Phuc Long, their family
also come here to drink.

The largest consumers of coffee and tea in Vietnam are people that are in the age
range of 15 to 35, who are mostly office workers and students. The economic
situation of the consumers also is one of the influence factors. A drink at Phuc Long
has the price of around 50 000 VND, which is considered as a fair price; therefore,
many people like to buy from here. Also, the experience of drinking at Phuc Long is
described as pleasant for many customers. The taste of the tea here is also one of
the main reasons people keep coming back to the place.

After taking a look at the buyer’s black box and researching, I believe that these are
the factors that influence the buying behaviors of the consumers of Phuc Long coffee
and tea. I think that social, cultural and personal factors play an important part in the
buying behaviour of the customer at Phuc Long café.