03825ntm a22005297i 4500 000703751 CZ-PrVSE 20240127174846.0 m d cr n|||||||||| 240127s2023 xr fsbm 000 0 eng d NEZPRACOVANÝ IMPORT ABA006 cze ABA006 ABA006 rda Nguyen, Thi Ngoc Ha ISIS:157931 dis Attitudes of Generation Z towards coffee consumption in Vietnam eng Attitudes of Generation Z towards coffee consumption in Vietnam / Thi Ngoc Ha Nguyen 2023 ?? stran : digital, PDF soubor Vedoucí práce: Václav Stříteský Bakalářská práce (Bc.)—Vysoká škola ekonomická v Praze. Fakulta podnikohospodářská, 2024 Obsahuje bibliografii Textový (vysokoškolská kvalifikační práce) Rok obhajoby 2024 This thesis aimed to explore the core attitudes and perceptions of Generation Z towards coffee consumption in Vietnam. In this paper, qualitative approaches were used to interpret the data from in-depth interviews with young Vietnamese consumers. The study revealed that Generation Z in Vietnam considers coffee drinking as a youth culture, which is trendy and globalized. Drinking coffee can be seen as an integral part of their life. The main reason for drinking coffee is to socialize. Stimulating effects of coffee such as staying awake and energy boosts are also key drivers. Gen Z mostly drinks coffee on a daily basis with a significant preference for Vietnamese iced coffee with condensed milk. However, they are also experimental and open to trying new flavors and coffee places. The study showed some differences in coffee preferences by gender. The most important factor affecting Gen Z’s coffee consumption is taste and aroma, followed by price, ambiance, and convenience. As digital natives, social media strongly influences Gen Z’s coffee drinking choices and patterns. Surprisingly, Vietnamese Gen Z does not consider drinking coffee for its health benefits, and at the same time, the health concerns related to coffee consumption are not at the forefront of lifestyle choices unless symptoms or adverse effects are directly experienced. Young people in Vietnam do not prioritize sustainability in their choices, yet there are some potential changes in the future. The findings can contribute to the literature related to this industry and may serve as a reference for future research in this area. Recommendations for coffee businesses are made in the end to better target and serve Gen Z customers, potentially leading to increased revenue and customer satisfaction. Způsob přístupu: Internet bachelor of business administration [obor bakal. práce] bakalářské práce fd132403 czenas bachelor's theses eczenas Coffee consumption Gen Z Consumer behavior Attitudes Coffee Vietnam Stříteský, Václav utb2016897848 ths Kottika, Efthymia, 1982- vse20221165123 opn Vysoká škola ekonomická v Praze. Podnikohospodářská fakulta kn20010709402 dgg https://insis.vse.cz/zp/84446/podrobnosti VŠKP v InSIS https://insis.vse.cz/zp/84446 Hlavní práce https://insis.vse.cz/zp/84446/posudek/vedouci Hodnocení vedoucího https://insis.vse.cz/zp/84446/posudek/oponent/81130 Oponentura https://insis.vse.cz/zp/84446/podrobnosti dc:identifier NEPOSILAT VSKP vse84446 240125 84446