 | | Photo: C.L |
Hanoi people like to drink coffee at home.
Results of an investigation from 540 families, 60 people drinking coffee at coffee shops and 40 cafes in Hanoi and Ho Chi Minh City made by Institute of Policy and development strategy of agriculture and rural areas showed that the coffee drinkers still increase both in quantity and value.
Consumption of coffee in urban areas increases twice more than in the rural with ground coffee and instant coffee decreases. In the rural, the consumption of coffee is low but it has high speed, in which both ground coffee and instant coffee are increasing.
A survey from this Institute showed that coffee drinkers in teenage and under age have highest rate of coffee consumption in ground coffee and instant coffee. Teenage and middle-aged drinkers have highest level of coffee consumption. Old-aged drinkers have low coffee consumption and only increase quantity of ground coffee. In industries, skilled people drink much coffee than others. Level of coffee consumption is also increasing strongly for unskilled workers.
In the South, coffee consumption is higher from 4 to 5 times than the North and the Central. A survey in two big cities showed that, in 2008, in average a family in Ho Chi Minh City consumes 6.1 kg of coffee per year, this is higher 3 times than that in Hanoi. In Ho Chi Minh City, people drink coffee in the cafes most. Conversely, in Hanoi people often drink coffee at home and some drink coffee in their offices.
The favorite coffee in two cities is different. People in Ho Chi Minh City mainly drink ground coffee but in Hanoi, people drink instant coffee. In Hanoi, instant coffee is often presented as a gift.
The customers are often interested in the taste, type and trademark of coffee, and then they are interested in price, packaging and where to buy. The survey indicated that restrictions in the consumption of coffee are that people have no habits and do not know how to choose coffee. They also worried about fake coffee, quality of instant coffee (to replace the ground coffee).
Coffee may be sold at petrol stations
Mr. Carlos Henrique Jorge Brnado, Director of P&A Marketing International, said, for Vietnam, it may apply forms of display of coffee including packaging in small bags, introducing sample of products to households, setting up different models of coffee stores in different markets, and performance of ads in public and shopping areas.
Coffee may be sold at the petrol stations and utility shops, mobile cafes in small trucks, and encouraging the promotion of domestic consumption ...
Through the survey in the tastes of coffee consumption in domestic market, the institute of agriculture, rural development Policy and strategy proposes solutions for promoting advertising programs and coffee promotion in domestic market, focused on media and trade fairs.
This Institute noted the setting up the system of information and evaluating needs of coffee consumers every year, particularly in rural markets; closely controlling quality retailed coffee; supporting systems of retailing coffee in rural areas, in which instant coffee is paid more attention; supporting researches on coffee processing technology, in order to upgrade product quality.
For businesses, This institute said that it is necessary to orient strategy to rural market, young, instant coffee, lowering cost price and retail price; noting much to taste and drinking style of low-income group and low educated level, priority in market segment. As for instant coffee at home, potentials of coffee in Hanoi are men, old age, leadership, and handicraftsman; in Ho Chi Minh City are men, intellectuals, high-income group.
Grounds coffee at home, the potentials in Hanoi are the service staff and technicians; in Ho Chi Minh City are staff, handicraftsman, and the army forces. As for drinking coffee at cafes, the potentials in Hanoi and Ho Chi Minh City are women.
Translated by: C.L
- Last Updated : Wednesday 05/27/2009 07:47(GMT+7) |
