Strong development of the coffee industry shows the vital role of this beverage in our daily life. The growth has resulted in Vietnam holding on to second place on the world's most important coffee producing countries. This is a lucrative market for Vietnamese coffee companies to exploit and develop their brands. But the reality shows that this potential market is to be omitted because Vietnamese coffee enterprises focus more on exporting green coffee. In a current market economy, the fierce competition occurs among businesses and anyone wants their products or services to be attended and selected by customers. In order to achieve that goal, coffee businesses need to understand what customers need and want, how their demand change, buying motivation and the personality traits of each customer group as well as the factors directly and indirectly impact on their purchasing behavior. Therefore, this thesis focused on investigating the factors that impact on consumer purchasing behavior of three pupolar Vietnamese coffee brands. The quantitative research method with survey questionnaire was used and the data collection was conducted in five districts of Hanoi, Viet Nam. Based on the responses from customers, the study identified the components, which are Purchase Motivation, Product Characteristics, Price, Social Affects and Personality, as the factors affecting customer’s purchasing behavior of Vietnamese coffee products. The result showed five components have positive influence on customer purchasing behavior, in which product characteristics has the most significant impact and personality has the lowest impact on it. Based on the findings, the thesis gives some suggestions for Vietnamese coffee producers to further improve their quality of products and service to satisfy customer demand and taste in the Hanoi market.

Keywords: Vietnamese coffee, purchasing behavior, affecting factors, impact.