Location via proxy:   [ UP ]  
[Report a bug]   [Manage cookies]                
Scribd Logo
Upload

Welcome to Scribd!

  • 204 views

    Behavior Highland

    Uploaded by

    Phan Bao Nhi (K17 QN)
    Highland coffee has developed a sub-culture in Vietnam including farmers, roasters, and consumers who enjoy the coffee. The culture surrounding highland coffee is influenced by the history and traditions of the regions it is grown in. Highlands Coffee aims to preserve Vietnamese culture and pride in each cup by using high quality local ingredients and unique brewing methods. The brand strives to appeal to masses with traditional values blended with modern Vietnamese lifestyle.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd

    Behavior Highland

    Uploaded by

    Phan Bao Nhi (K17 QN)
    204 views2 pages
    Highland coffee has developed a sub-culture in Vietnam including farmers, roasters, and consumers who enjoy the coffee. The culture surrounding highland coffee is influenced by the history and traditions of the regions it is grown in. Highlands Coffee aims to preserve Vietnamese culture and pride in each cup by using high quality local ingredients and unique brewing methods. The brand strives to appeal to masses with traditional values blended with modern Vietnamese lifestyle.

    Original Description:

    jhbkj kl kl kj j

    Original Title

    behavior highland

    Copyright

    © © All Rights Reserved

    Available Formats

    DOCX, PDF, TXT or read online from Scribd

    Did you find this document useful?

    Is this content inappropriate?

    Highland coffee has developed a sub-culture in Vietnam including farmers, roasters, and consumers who enjoy the coffee. The culture surrounding highland coffee is influenced by the history and traditions of the regions it is grown in. Highlands Coffee aims to preserve Vietnamese culture and pride in each cup by using high quality local ingredients and unique brewing methods. The brand strives to appeal to masses with traditional values blended with modern Vietnamese lifestyle.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    204 views2 pages

    Behavior Highland

    Uploaded by

    Phan Bao Nhi (K17 QN)
    Highland coffee has developed a sub-culture in Vietnam including farmers, roasters, and consumers who enjoy the coffee. The culture surrounding highland coffee is influenced by the history and traditions of the regions it is grown in. Highlands Coffee aims to preserve Vietnamese culture and pride in each cup by using high quality local ingredients and unique brewing methods. The brand strives to appeal to masses with traditional values blended with modern Vietnamese lifestyle.

    Copyright:

    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    of 2

    The role of sub-culture and culture of highland coffee:

    In recent years, the coffee market in Vietnam has become more vibrant than ever with the entry
    of a series of domestic and foreign brands. This means that, on the market, there are many
    famous coffee brands that are diverse for consumers, but it can be said that Highlands Coffee is
    still the most familiar name with a history of nearly 20 years. accompanying Vietnamese coffee
    culture.
    Sub-culture refers to a group of people within a larger culture who share certain customs, beliefs,
    or practices. In the context of highland coffee, sub-cultures could include the farmers who grow
    the coffee, the roasters who process the beans, or the consumers who enjoy drinking the coffee.
    Culture refers to the larger shared beliefs, values, and practices of a society or community. In the
    context of highland coffee, the culture surrounding the coffee may be influenced by the history
    and traditions of the region where it is grown, as well as by broader societal trends.
    To preserve and spread "Vietnamese pride", the Highlands Coffee brand was born as an
    affirmation of the product's origin. On the other hand, the name Highlands helps affirm the
    position of the product in the hearts of customers, being the brand that brings top products when
    using the leading raw materials in Vietnam. In addition, the combination with the unique filter
    recipe makes the Vietnamese coffee culture fully preserved in each cup of coffee.
    With Highlands Coffee, it can be said that David Thai has put his whole heart into creating a
    coffee brand that is coveted by the masses, imbued with traditional Vietnamese values, uniquely
    combined with the modern rhythm of a Vietnamese life. dynamic .

    Consumer decision-making process of highland coffee:


    Problem recognition, information search, alternative evaluation, purchase and post-purchase
    behaviour are stages included in the consumer purchasing decision making process. Highlands
    Coffee has satisfied their customers in each step of the decision-making process to guarantee the
    retention of customers.
    1. Problem recognition: This stage occurs when the consumer realizes they have a need or
    desire for high-quality coffee.
    2. Information search: The consumer will then seek out information about highland
    coffee. This can be done through online research, recommendations from friends or
    family, or visiting local coffee shops.
    3. Evaluation of alternatives: The consumer will compare different brands or types of
    highland coffee based on factors such as flavor, aroma, price, and sustainability.
    4. Purchase decision: After evaluating the alternatives, the consumer will make a decision
    on which brand or type of highland coffee to purchase.
    5. Post-purchase evaluation: Once the consumer has tried the highland coffee, they will
    evaluate their decision and determine if it met their expectations. If they are satisfied,
    they may become a repeat customer and share their positive experience with others.
    Reference:https://www.highlandscoffee.com.vn/en/highlands-coffee-proudly-born-from-
    the-viet-s-land-since-1999.html
    https://oriagency.vn/chien-luoc-marketing-cua-highlands-coffee

    You might also like