INTRODUCTION
1. Reason for choosing the topic
As a beverage with a unique flavor, coffee is widely consumed at various price points
in society. It is an important agricultural export product for many countries, including
Vietnam. Coffee is not just a simple beverage; it is also a part of the culture and lifestyle
of the Vietnamese people. Used for various purposes and different needs, coffee brings
alertness and concentration during a long day of studying or working, or simply due to a
habit formed in many people. Besides the benefits of coffee such as preventing
drowsiness, helping with alertness and concentration, aiding digestion, and fighting
cancer,... that coffee brings to users, we cannot overlook the drawbacks of long-term
coffee consumption such as rapid heartbeat, insomnia, and anxiety disorders,...
Understanding the importance and impact of coffee, our group decided to conduct a
survey to gather information about the coffee consumption habits of students at the
Banking Academy, specifically targeting the K26 cohort.
2. Research subjects
- The demand for coffee among K26 students at the Banking Academy.
3. Scope of the study
- Survey period: 2023 – 2024.
- Scope: K26 students of the Banking Academy.
4. Research Method
- Use Google Form to design the survey questionnaire, send the survey link to the K26
students in the Academy to collect data and evaluate.
Chapter I: Theoretical Basis
1.1: Overview of Demand:
1.1.1: Some concepts:
Demand (D-Demand)
Concept: It is the quantity of goods that buyers are willing to purchase and are
able to purchase at different price levels within a certain period of time (other factors
being constant). The desire to purchase goods (demand) and the ability to purchase goods
(reflected in the buyer's income) are the two factors that form demand. [1]
For example: Students at the Banking Academy set up a stall selling second-hand
goods, requiring a large amount of second-hand items such as old clothes, old furniture,
etc., to meet their business activities.
Quantity Demand (QD- quantity demanded)
Concept: is the quantity of goods that buyers are willing to buy and are able to
buy at specific prices within a certain period (other factors being constant). [1]
Example: With a price Po = 20 thousand for one mixed bread, consumers will buy 5
breads each week, the demand is Qo = 5. If that bakery decides to raise the price of a
sandwich to P1 = 30 thousand, then consumers will only buy Q1 = 3 sandwiches each
week. However, if the price is reduced to P2 = 15 thousand, consumers will want to
consume 8 loaves of bread per week, Q2 = 8.
1.1.2 Law of Demand:
Under the condition that other factors remain constant; when the price of a good
increases, the demand for that good will decrease, and conversely, when the price of that
good decreases, the demand for that good will increase.
Figure 1
1.1.3: Factors affecting demand:
-Income (Y): is a factor that affects consumers' purchasing power. When income
increases, the demand for normal goods will increase and the demand for inferior goods
will decrease, and vice versa. [1]
-Related goods prices (Py):
+Price of substitute goods: These are goods that have a relationship with each other and
are chosen by consumers as substitutes for each other. If the price of one of these goods
increases, the demand for the other good increases, and vice versa. For example, if the
price of Coca-Cola increases, the demand for Pepsi will increase.[1]
+Complementary goods: These are goods that have a close relationship with each other;
when using one good, it is necessary or mandatory to use the other. The price of this good
increases, leading to a decrease in the demand for that good. For example, if the price of
smartphones increases, people will buy fewer phones and therefore there will be fewer
applications.[1]
-Taste (T): is the preference of consumers formed through habits, age, etc. any change in
preferences also affects demand; if preferences increase, demand increases, and vice
[Link]: Advertising advises consumers to go to the gym to have a healthy body:
demand for gyms increases.
-Consumer expectations (E): expectations about future prices, consumers will buy more
in the present, current demand increases and vice versa. For example, if consumers
expect their salaries to increase, the demand for expensive restaurant meals will rise.
-Number of buyers: the more buyers there are, the higher the demand, and vice versa.