3.

1 : Consumer Behavior Analysis for Trung Nguyên Legend

1. Needs and Wants:

Trung Nguyên Legend consumers are not simply looking for a regular coffee but are seeking a
premium, unique experience deeply connected to Vietnamese culture. The brand has succeeded in
building its reputation and expanding its G7 coffee line internationally thanks to its "vision of
innovation and high quality" combined with "the distinctive flavors of Vietnamese coffee" (Vietnam
News, Trung Nguyên Legend brews global success with G7 coffee).

Trung Nguyên Legend’s G7 coffee is crafted to “bring the authentic taste of Vietnam while catering to
global tastes,” making it accessible and emotionally resonant with consumers worldwide, particularly
among Vietnamese communities abroad (Global Coffee Report, Writer, S & Writer, S 2019c, Trung Nguyen
Legend makes global expansion with G7 instant ). This approach allows customers to experience
Vietnamese identity in each cup of coffee, making G7 popular not only domestically but also highly
appreciated in international markets, where consumers value the product's uniqueness and cultural
experience.

2. Purchase Decision:

The purchasing decisions of consumers are significantly shaped by emotional connections, perceived
quality, and brand reputation. Trung Nguyên Legend has effectively established a robust brand identity
that aligns closely with the rich heritage of Vietnamese coffee and a commitment to innovation.
According to “Vietnam News, Trung Nguyen Legend brews global success with G7” coffee, the brand
successfully merges high quality with unique Vietnamese flavors, fostering a sense of pride among
consumers for local products, which plays a crucial role in their purchasing choices.

Additionally, Global Coffee Report, Writer, S & Writer, S 2019f, Trung Nguyen Legend makes global
expansion with G7 instant coffee emphasizes that Trung Nguyên aims to "bring Vietnamese coffee culture
to the world," which further enhances its reputation and emotional resonance with customers,
particularly within the Vietnamese diaspora. This strategic approach of combining quality with cultural
pride has proven essential in motivating consumers to select Trung Nguyên Legend's offerings. Insights
from “Malu Design, Hung, VN 2023, “Marketing strategy of Trung Nguyen coffee - Vietnam's No. 1 coffee
brand Malu Design - Branding Agency,” Malu Design - Branding Agency,” highlight that emotional
connections are vital for building brand loyalty and influencing purchase decisions, demonstrating the
integral role that brand reputation plays in the consumer decision-making process.

https://vietnamnews.vn/brand-info/522002/trung-nguyen-legend-brews-global-success-with-g7-coffee.html.

https://www.gcrmag.com/trung-nguyen-legend-makes-global-expansion-with-g7-instant-coffee/.

https://maludesign.vn/en/news/marketing-strategy-of-trung-nguyen-coffee-vietnams-no-1-coffee-brand/.

3. Social Influences:

Trung Nguyên Legend effectively utilizes social influences to enhance its brand presence and consumer
loyalty. By tapping into its strong cultural heritage, the brand resonates with Vietnamese identity,
fostering pride among consumers, both locally and internationally.

The company actively participates in cultural events and initiatives that promote Vietnamese coffee,
strengthening its emotional connection with consumers. Sponsorship of coffee festivals and
competitions showcases Trung Nguyên's commitment to its cultural roots and encourages community
engagement
 Moreover, strategic marketing campaigns focus on storytelling and emotional branding, appealing to
consumers' feelings and preferences for high-quality coffee. This multifaceted approach not only
reinforces brand loyalty but also elevates Trung Nguyên as a cultural icon within the coffee industry.

3.2 . Segmentation, Targeting, and Differentiation

1. Market Segmentation

Trung Nguyên Legend employs a multi-dimensional approach to market segmentation, focusing on

Consumer Profile: Trung Nguyên primarily targets coffee enthusiasts who have a deep appreciation for
Vietnamese coffee culture. As noted by Vietnamnet, younger generations are increasingly drawn to coffee
experiences that reflect cultural authenticity. This demographic tends to lead modern lifestyles and seeks
unique, culturally rich flavors, which Trung Nguyên effectively addresses by offering products that resonate
with their cultural heritage.

Consumer Psychology: The brand also considers consumer psychology in its segmentation strategy. Many
customers look for an experience that connects them with their roots. Research from Euromonitor suggests that
brands with strong cultural narratives foster loyal consumer bases, particularly among expatriates longing for a
taste of home. Trung Nguyên successfully taps into this sentiment, especially among Vietnamese communities
abroad.

Geographic Focus: Trung Nguyên's segmentation strategy extends to international markets, targeting regions
with a high appreciation for coffee, including North America, Europe, and Asia. This approach aligns with their
broader mission to promote Vietnamese coffee culture globally. According to the Global Coffee Report, this
geographical targeting is essential for establishing a strong presence in markets that value quality and cultural
narratives (Global Coffee Report).

2. Targeting

Trung Nguyên adopts a targeted approach to reach affluent and culturally conscious consumers.

Affluent Consumers: The brand focuses on high-income customers who are willing to invest in premium coffee
experiences. Data from Statista highlights a growing demand for high-quality coffee products among
consumers in North America and Europe. Trung Nguyên meets this demand by offering high-quality
ingredients and unique flavors that appeal to those seeking premium coffee experiences.

Cultural Enthusiasts: Trung Nguyên actively targets consumers who take pride in Vietnamese culture. This
strategy builds a deeper emotional connection with customers who prefer products that reflect cultural
significance. The brand’s storytelling and marketing strategies resonate with this audience, emphasizing the
cultural heritage and craftsmanship behind their coffee.

International Expansion: Trung Nguyên has strategically expanded its market reach to include international
customers, particularly in the U.S., Europe, and parts of Asia. A report from Mintel indicates that consumers in
these regions are increasingly interested in artisanal and culturally rich beverages, perfectly aligning with Trung
Nguyên's product offerings. This targeted international expansion has helped the brand establish a loyal
customer base in diverse markets.

3. Differentiation

Trung Nguyên differentiates itself through a combination of cultural authenticity, product quality, and unique
customer experiences.
Cultural Integration: The brand emphasizes integrating traditional Vietnamese coffee elements with modern
production standards. This strategy allows consumers to appreciate the cultural significance of their coffee. The
Global Coffee Report praises Trung Nguyên for its authentic branding and cultural narratives, which enhance
the overall consumer experience (Global Coffee Report).

G7 Product Line: The G7 coffee line exemplifies Trung Nguyên's innovative approach, combining the
convenience of instant coffee with a distinctively Vietnamese flavor profile. This product line has been
successful not only in Vietnam but also in international markets, appealing to those looking for quality and
convenience.

Brand Storytelling: Trung Nguyên excels in storytelling, creating narratives around its products that connect
consumers to the rich heritage of Vietnamese coffee. By highlighting the story behind each product, the brand
fosters a deeper emotional connection, making consumers feel part of the cultural experience.

Commitment to Quality: Trung Nguyên is dedicated to providing high-quality coffee. Reports from VIRAC
Research indicate that modern consumers increasingly favor brands that offer memorable experiences rather
than just products. This commitment to quality is evident in Trung Nguyên’s rigorous sourcing and production
processes, ensuring that every cup of coffee meets high standards.

https://vietnamnews.vn/brand-info/522002/trung-nguyen-legend-brews-global-success-with-g7-coffee.html.

https://www.gcrmag.com/trung-nguyen-legend-makes-global-expansion-with-g7-instant-coffee/.

https://maludesign.vn/en/news/marketing-strategy-of-trung-nguyen-coffee-vietnams-no-1-coffee-brand/.