RESEARCH THE DEMAND

OF CUSTOMERS WHEN
CHOOSE ICAFE MODELS

Trần Hoàng Anh Chi B1810511

Nguyễn Trương Mỹ Linh B1800318
Diệp Trần Hoàng Quyên B1810733
Ngô Phạm Phương Chi B1810669
Trần PhúcThịnh B1807369
Contents
1. Research information
2. Information on the Icafe market
3. Summary of research results
4. Detailed report
5. Conclusion
6. Respondent information
1.
Research
Information
• Survey time: 5.10.2021 - 19.10.2021
• Total research sample: 100
• Gender: Male and Female
• Age: 17 years old and older
• Research area: Can Tho City
• Research conditions: Using coffee service
• Research objectives: To discover the customer's behaviour of
using coffee service in Can Tho. In addition, investigate their
need for the Icafe model in Can Tho.
2.
Information
on the Icafe
Market
 What Is Icafe?

• Icafe - Café: A business model combining the Internet

with Cafe.
• When choosing this model, you will experience
Cyber ​Game (which is a high-end network room business
model with a large scale invested heavily in configuration,
service and machine room space) in the space of a café,
extremely convenient.
• You can play games, enjoy coffee, talk with friends or
enjoy the extremely rich dining services provided by Icafe.
Icafe Market in Can Tho

• In the new era of globalization, the

economic development of Can
Tho depends more and more on
the Internet. The Internet has
become an important factor of the
city's economic growth. This is a
testament to the growing
important phenomenon of the
internet in our lives, it has
certainly changed the pattern of
consumption and production.
• The Icafe model is a successful model that has attracted the attention of
many organizations in developing countries because it can be
effectively combined with the online-offline business model to meet
the needs of customers. products and services. Although only
introduced to Vietnam for a few years, Icafe has attracted the attention
of many investors.

• Currently, a number of cafes in Can Tho built according to the Icafe

model in Can Tho are very well received by customers. When using
this service, customers can enjoy coffee and use the internet at the same
time.
Icafe Market in Can Tho

Some Icafe in Can Tho: Nguyễn Vũ Icafe ; The 80’s Icafe,....,

 Summary of
3. research results
The Customer's Behaviour

There are 62% using branded coffee. More than 62% use this service 1-2 times
per week and females use it more often than male.

• In a month, they usually pay less than 2

62% millions VNĐ for coffee service (94%)
• There are 94% of respondents using this
94%
service with their friends, 50% alone and
32% with family.
• The night is the time when the respondents
usually go to coffee the most (64%)
The Criteria Of Customers

69%

• There are 69% of 100 respondents using Icafe service

• They usually enjoy coffee, use high speed internet, meet with friends
play games or work / study when going to an icafe, in which
studying is the highest ratio (59.8%)
• The criteria on the importance of using Icafe service show that the 3
factors customers care most about, in order, are hygiene, high
internet speed and suitable space.
Nguyen Vu Icafe
• According to respondents' satisfaction
about service quality, service style and
internet speed are the 2 factors they are
most satisfied with when coming to
Nguyen Vu Icafe.
• Decoration is one of the factors that are
best rated by the respondents about the
space, however, they are not satisfied
with the noise.
• The brand name of Nguyen Vu is rated
easy to remember, but the packaging is
not satisfied by respondents.
• They are satisfied with the diversity of
the menu and hygiene of products.
4.
Detailed
Report
 The customer's
behaviour of using
coffee service
 Female enjoy going to branded coffee most.
On the other hand, male prefer pavement coffee.
Both gender usually use coffee service 1-2 times/week (62.2%)
2-4M VND
6%

Less than 2M VND

2-4M VND
4-6M VND
More than 6M VND

Less than 2M VND

94%

Most of the respondents pay less than 2M VND for

coffee service in 1 month.
Friends are the objects that respondents most often experience with when using this
service (93.9%). Besides, the ratio of going alone is the second highest ratio - 50%.
 The night 64%

The morning 42%

The arbitrary 42%

The evening 40%

The afternoon 32%

0% 25% 50% 75%

The time when using coffee service

The criteria of customers when using Icafe service
Not used to
Used to
31%
Not used to

Used to
69%

69% of the respondents have used the Icafe model.

However, 31% of them have not used this model but they
really want to try it in the future.
The purposes of female when using the Icafe service are studying (41.3%), using
high speed internet (37%) and enjoying coffee (34.8%). Playing games is the
highest ratio that male choose (27.2%).
Female seem to be pickier than men when there are many
criteria for choosing icafe model
“Suitable space”,
''Hygiene” and
“Internet speed” are 3
of the most important
criteria that the
respondents choose for
the Icafe model.
The brand
"Nguyen Vu Icafe"
Not used to Used to
32%
Not used to

Used to
68%

68% of the respondents have used

Nguyen Vu Icafe service.
 81.2%
74.6%
68.1% 67.1%
75%

50%

Respondents are
most satisfied with 25%
the Internet speed.

0%
 Material facilities

72.4%
Color

60.8%
Decoration

49.3%
The quiet space

28.6%

Material facilities is the factor that respondents are most satisfied with
(72.4%). Nevertheless, they are not satisfied with the quiet space in
Nguyen Vu Icafe.
 87% 71%

Brand name Logo

39.1% 37.6%

Uniform Packaging

Packaging of Nguyen Vu Icafe is underrated because of

using plastic and not attractive.
 Menu 78.3%

Hygiene 73.9%

Price 65.2%

Taste 56.5%

Decoration 52.1%

0% 20% 40% 60% 80%

Most of the respondents are satisfied with the quality of

product, but the decoration is opposite.
Descriptive statistics about
Likert scale
 5.
Conclusion
• Students are the subjects who have a high The customer's
frequency of using coffee services, on average behaviour of using
about 2 times a week. In which, 21-30 years
old is the age group with the highest ratio of coffee service
using this service.

• Research results show that the average price

they are willing to pay for this service in 1
month is under 2 million VND.

• Besides enjoying being alone and family,

customers often use the service together with
their friends. Their favorite time is the night.
 • More than half of the respondents have used
the Icafe model, and the rest have not used
this service.
• Using high speed internet, studying and
enjoying coffee are the 3 most chosen
purposes when coming to Icafe.
• Regarding the criteria when choosing the
Icafe model, customers choose the 3 most
important criteria for them: suitable space,
The criteria of hygiene and internet speed. In which, the
customers when issue of hygiene and the internet are two
using Icafe service criteria with a clear difference compared to
the other criteria.
The brand

"Nguyen Vu Icafe"

Based on the results, the respondents are

satisfied with the hygiene, internet speed
and menu variety when using the service at
Nguyen Vu Icafe. However, the problem of
the quiet space of this Icafe has not been
appreciated by customers.
Proposed research:
“Develop brand promotion through corporation identify program”

The decoration
The packaging
The uniform
The logo
Respondent Information
 30 years old and older
7%

21-30 years old

21% Male
40%

Female
60%
Under 20 years old
72%

Under 20ys old Female

21-30 years old Male

30 years old and older

AGE GENDER
 Freelancer Others
4% 4%
Officer
5%

Student
Officer
Freelancer
Others

Student
87%

CAREER
 CLICK HERE ⇩

https://docs.google.com/forms/d/1VtCnb6cpsGVWrhkGTdYHEdA
Ba8snVpRsnjtbTZ6jSWE/edit?usp=sharing
Thanks for your attention!