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signed.
tores are
often located in big streets, in
commercial centers, even very close
to competitors.
b. Subculture:
The brand aims at the young who
are usually into milk tea and new
beverages of these
days.
c. Social class:
This brand has 2 types of stores.
One is in the direction of Take away
express, targeting
the middle class of customers with
the price of 1 cup of medium iced
milk coffee 30,000
VND, hot milk coffee 28,000 VND,
mixed smoothies 35,000 VND, a
medium peach milk
tea 30 thousand VND.
The second type of store is called
Take away house for the upper class
customers. At this
kind of store, prices are higher than
Take away express. For example,
the middle-class
iced milk coffee here is 40,000, the
middle-class peach milk tea is 42
thousand. Phuc
Long's staff said that the second
type is more advanced, the space is
beautiful, spacious,
the service is good, so the price is
higher.
2. Social factors:
It now has a Fanpage on Facebook
with high popularity.
3. Personal factors:
Phuc Long aims mostly on young
customers with average or high
income and have an interest in
milk tea in particular and tea in
general.
4. Psychological Factors:
In Vietnamese belief, tea is good for
the health and together with milk,
the combination does not
only do good for our health but also
taste good.
II/ The Buyer Decision Process:
When customers want a cup of milk
tea they will search for information
and see that Phuc Long
is a highly recommended brand.
Then they compare Phuc Long with
other competitors and
realize that Phuc Long has the most
reasonable price. They decided to
try Phuc Long products
and had a great experience with the
brand since the taste is familiar to
Vietnamese people.
tores are
often located in big streets, in
commercial centers, even very close
to competitors.
b. Subculture:
The brand aims at the young who
are usually into milk tea and new
beverages of these
days.
c. Social class:
This brand has 2 types of stores.
One is in the direction of Take away
express, targeting
the middle class of customers with
the price of 1 cup of medium iced
milk coffee 30,000
VND, hot milk coffee 28,000 VND,
mixed smoothies 35,000 VND, a
medium peach milk
tea 30 thousand VND.
The second type of store is called
Take away house for the upper class
customers. At this
kind of store, prices are higher than
Take away express. For example,
the middle-class
iced milk coffee here is 40,000, the
middle-class peach milk tea is 42
thousand. Phuc
Long's staff said that the second
type is more advanced, the space is
beautiful, spacious,
the service is good, so the price is
higher.
2. Social factors:
It now has a Fanpage on Facebook
with high popularity.
3. Personal factors:
Phuc Long aims mostly on young
customers with average or high
income and have an interest in
milk tea in particular and tea in
general.
4. Psychological Factors:
In Vietnamese belief, tea is good for
the health and together with milk,
the combination does not
only do good for our health but also
taste good.
II/ The Buyer Decision Process:
When customers want a cup of milk
tea they will search for information
and see that Phuc Long
is a highly recommended brand.
Then they compare Phuc Long with
other competitors and
realize that Phuc Long has the most
reasonable price. They decided to
try Phuc Long products
and had a great experience with the
brand since the taste is familiar to
Vietnamese people.