(A thesis submitted in partial fulfilment of the requirements for the degree of MASTER OF ARTS IN DEVELOPMENT ECONOMICS, VIETNAM – THE NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS)
By Nguyen Van Vien (VNP 21)
Academic Supervisor: Dr. Truong Dang Thuy
3in1 coffee is known as an important product of instant coffee market in Vietnam, especially in Ho Chi Minh City. The main objective of this study is to identify demand curve of 3in1 coffee that illustrates the relationship between price and consumer's utility in Ho Chi Minh City. This study is a practical research with the basis of random utility theory. Specifically, empirical result is produced from the estimation of conditional logit model for the dataset that is collected from consumers in Ho Chi Minh City in 2016. The survey process relies on the revealed preference method with several additional hypothetical scenarios. The main finding of this study emphasizes the importance of main ingredients and manufacturers of 3in1 coffee in consumer's choices. Moreover, it is recognized that price may not matter consumer's choice. However, consumers love discount and promotion. In addition, an interesting finding is that the common trend of marginal utility may not work for several manufacturers in 3in1 coffee market. On the other hand, price change may give small effects on choice probability of 3in1 coffee products.
Keywords: consumer's choice, consumer's utility, 3in1 coffee, revealed preference method
Abbreviations: ICO – International Coffee Organization
Full version is available at Library of Vietnam-Netherland Progamme: 1A Hoang Dieu, Phu Nhuan Dist, Ho Chi Minh city, Vietnam.