The Research of Factors Affect to Cosumer Choice Motives for Purchasing Pure Coffe in Dalat City

The research is determining factors which affect to consumer choice motives for purchasing pure coffee in Dalat city. The dissertation is executed through two periods: qualitative research and quantitative research. The research results show that: "Choice Motive" positively impact the "Subjective Norm" of customers (β = 0.789), "Purchase Attitude" of customers (β = 0.7053), " Perceived behavioral control " of customers (β = 0.665). And the factors "Subjective Norm" of customers (β = 0.412), "Purchase Attitude" of customers (β = 0.291) and "Perception behavior control" of consumers (β = 0.274) have a positive impact on " Intention to purchase " pure coffee of customers. The result of this research can be a document which used to reference in theory and reality through the basic argument of behavior consumers. From that, the author gives management implications for managers as well as limitations and directions for further research of the topic.