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- Tác giả: Nguyễn Minh Duy
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 141 p.
- Tóm tắt: The thesis investigates the factors influencing Generation Z's purchasing behavior in modern coffee shops in Ho Chi Minh City. It highlights the significant role of psychological and societal factors in shaping Gen Z's preferences and behaviors, particularly focusing on building brand image and customer perception of service value. The research also discusses the demographic trends of Gen Z consumers, their income levels, and the practical implications for coffee shop businesses in optimizing customer ...
- Từ khóa: Generation Z; Purchasing Behavior; Coffee Shops; Brand Image
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- 58
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