AN IDEAL COFFEE SHOP FOR STUDENTS’S STUDYING AND WORKING PURPOSE

Abstract

Today, the coffee shop is more than simply a place to drink; it is also the students'
preferred location for studying and group work. As a result, we created this research to
understand better the structural features of the coffee shop that would be optimal for
meeting this demand. Therefore, the businesses can create a perfect coffee shop for students' studying needs and work.

Full text

UEH UNIVERSITY
COLLEGE OF TECHNOLOGY AND DESIGN
FACULTY OF MATHEMATICS STATISTICS INFORMATICS
RESEARCH PROJECT REPORT
AN IDEAL COFFEE SHOP FOR STUDENTS’S STUDYING
AND WORKING PURPOSE
Course Name: Statistics For Business And Economics
Class Code: 21C1STA50800601
Name of Course Lecturer: Master Hoang Trong
Group Name: Group 2
Ho Chi Minh City, December 26th, 2021

LIST OF MEMBERS
GROUP 2
Member name
Percent of contribute
Phan Ngọc Thùy Dương
100%
Nguyễn Văn Đạt
100%
Nguyễn Hồng Phúc
100%
Nguyễn Phúc Minh Thùy
100%
Đặng Thị Việt Trung
100%

i
EXTRACTED
In the research process, statistics is an industry that plays a critical role in transforming
data into meaningful analysis, which aids professional statistical analysis in obtaining the
most accurate results to solve a variety of problems. Statistics is also a popular science that
studies various topics, including data analysis, interpretation, and visualization. It is widely
employed in many sectors of life. We have a partial understanding of the essentials of this
subject in the times when "information was worth more than oil." Based on the knowledge
taught at the undergraduate level and the process of creating the project, " A survey of an
ideal coffee shop for students' studying and working purpose " in the interval of time from
26/11/2021 to 26/12/2021. Due to the sheer COVID's impact, this project primarily accepts
responses through an online survey. As a result, survey accuracy will be limited;
nonetheless, we still guarantee the project's authenticity.
Today, the coffee shop is more than simply a place to drink; it is also the students'
preferred location for studying and group work. As a result, we created this research to
understand better the structural features of the coffee shop that would be optimal for
meeting this demand. Therefore, the businesses can create a perfect coffee shop for students'
studying needs and work.

ii
THANK YOU
We obtained support from various sources to finish the report with the theme "A
survey of the factors forming an ideal coffee shop for students' studying and working
purpose." First and foremost, we would like to express our gratitude to Master Hoang
Trong, Head of the Statistics – Data Analysis department of Mathematics and Statistics at
the Ho Chi Minh College of Technology and Design. Each lesson from him laid the
groundwork for the most radical aspects of this project, allowing us to apply and implement
this project. He utilized practical examples to make the lessons understandable, in addition
to his enthusiasm and dedication in each lecture. That is what motivates our group to
complete our project to the master's level.
Furthermore, besides Covid-19's limitations, he is still constantly updated on the
project's development. And despite being a dean with jobs on his plate, he devotes some of
his free time to provide recommendations, revisions, and guidance for the student's first
project. One thing is sure: without Master Hoang Trong and his ideas, this project would not
be completed as it is today. Once again, we extend our heartfelt gratitude to you, Mr Hoang
Trong.
In addition, we would like to give special thanks to the participants for taking their time to
complete the survey honestly and objectively. This has been of great assistance to us in
accomplishing this study.

iii
TABLE OF CONTENTS
EXTRACTED ..........................................................................................................................i
THANK YOU ........................................................................................................................ ii
TABLE OF CONTENTS ..................................................................................................... iii
SUMMARY ............................................................................................................................. v
1. Reason to choose the topic: ......................................................................................... v
2. Introduction about research project statistics: ......................................................... v
2.1. Research Objectives: ............................................................................................... v
2.2. Meaning of research: ............................................................................................... v
2.3. Object and scope of the study: ...............................................................................vi
2.4. Execution methods: ................................................................................................vi
3. The content of the information needed to collect: ....................................................vi
3.1. Basic information: ..................................................................................................vi
3.2. Your consent about the following criteria: ........................................................... vii
RESEARCH RESULTS & DISCUSSION ........................................................................... 1
1. Research results: .......................................................................................................... 1
1.1. What is your gender? ............................................................................................... 1
1.2. Where are you studying/working now? .................................................................. 1
1.3. Do you usually go to the coffee shop alone or in group? ........................................ 1
1.4. Which year are you at your university? .................................................................. 2
1.5. How much is your income? (With assistance from parents) ................................... 2
1.6. How often do you go to the coffee shops to study/work in the week? ................... 3
1.7. How much time do you spend going to the coffee shop to study/work? ................ 4
1.8. What is the price you are willing to pay for drinks when going to coffee shops to
study/work? ....................................................................................................................... 5
1.9. Hypothesis testing: .................................................................................................. 6
2. Discussion: .................................................................................................................. 13
CONCLUSIONS, RECOMMENDATIONS & LIMITATIONS ..................................... 16
1. Conclusions: ................................................................................................................ 16
2. Recommendations: ..................................................................................................... 16
3. Limitations: ................................................................................................................. 18
3.1. For research topic: ................................................................................................. 18

iv
3.2. For the research group: .......................................................................................... 18
REFERENCE ......................................................................................................................... s
APPENDIX ............................................................................................................................. a
1. Which year are you at your university?..................................................................... a
2. How much is your income? (With assistance from parents) .................................... a
3. How often do you go to the coffee shops to study/work in the week? ..................... a
4. How much time do you spend going to the coffee shop to study/work? ................. b
5. What is the price you are willing to pay for drinks when going to coffee shops to
study/work? ......................................................................................................................... b
6. Statement Count & Frequency table: ........................................................................ c
6.1. Space statement: ...................................................................................................... c
6.2. Sound statements: .................................................................................................... c
6.3. Food/Drinks statements: .......................................................................................... d
6.4. Customer service statements: .................................................................................. d
6.5. Price statements: ...................................................................................................... e
7. Detailed survey questionnaire: ................................................................................... e
7.1. Basic information: ................................................................................................... e
7.2. Your consent about the following criteria: .............................................................. g

v
SUMMARY
1. Reason to choose the topic:
Today, when people are always busy with study and work, especially those who
require a spacesuit for study and work, the coffee shop is increasingly becoming a popular
place that can meet most of their needs.
The expression "study and work in the coffee shop" has progressively become
familiar to people of all ages, particularly students, over the last few years. This tendency
has given rise to numerous ideas for the startup, which has resulted in the establishment of
multiple coffee shops to satisfy the needs of their clients.
In reality, despite the fact that many coffee shops have been in operation for a long
time, they do not attract a large number of other customers. Meanwhile, others that have
only recently opened but have a huge number of students come and enjoy the drink.
Therefore, the survey of an ideal coffee shop for students' studying and working purpose is
critical because it will immediately affect the coffee shop startup's perception of its business
potential, assisting them in making decisions about opening the coffee shop for students;
this is also why our team chose this issue to research.
At the same time, descriptive statistics, research, and calculator tools like Excel,
SPSS will tell us what information is expressed in the form of data and how to get the best
overview of the survey's results. Startups can develop a setting that is ideal for studying and
working for students with minimized cost.
2. Introduction about research project statistics:
2.1. Research Objectives:
 Overall objectives: discover the criteria for designing the coffee shop that is
conducive to studying and working.
 Specific objectives:
- Know the general information about students (income, place of residence,
gender, ...)
- Know about students’ study habits when they go to the coffee shop to study
and work (frequency, willingness to pay the amount, period, ...)
- Explore from the survey about coffee-related factors that make students
interested (space, sound, food/ drinks, prices, and service)
- Based on the findings, researchers can conclude how students view the coffee
shop as an excellent place to study and work.
2.2. Meaning of research:
 The survey topic is insightful and realistic to today's life.

vi
 Proposed solutions for startups, who are still pondering the concept of developing
the coffee shop in the style of a study/work facility.
 Applying the knowledge and skills learned in university lecture halls into practice
in group projects.
 Practice using Excel and SPSS software to calculate statistics quickly.
2.3. Object and scope of the study:
 Research object: An ideal coffee shop for students' studying and working
purposes.
 Sample: Students
 Research scope:
- Scale: UEH university by filling survey process.
- Duration: The project is conducted from 26/11/2021 - 26/12/2021.
- Sample size: 200 samples.
- Method select model: 200 samples.
2.4. Execution methods:
 Method to collect information: Google Form.
 Methods for descriptive statistics: Frequency, Percentage, Average, Standard
deviation, Graphs, …
 Methods for inferential statistics: Interval estimation, Hypothesis testing,
Inferences about 2 populations.
 Methods for data processing: Excel, SPSS software.
3. The content of the information needed to collect:
Survey of the elements of the coffee shop, ideal to serve for studying and group work
of students.
3.1. Basic information:
- Question 1: What is your gender?
- Question 2: Where are you studying/working now?
- Question 3: Which year are you at your university?
- Question 4: How much is your income? (With assistance from parents)
- Question 5: Do you usually go to the coffee shop alone or in a group?
- Question 6: How often do you go to the coffee shops to study/work in the
week?

vii
- Question 7: What is the average time you spend studying/working in the
coffee shop?
- Question 8: How much time do you spend going to the coffee shop to
study/work?
- Question 9: What is the price you are willing to pay for drinks when going to
coffee shops to study/work?
3.2. Your consent about the following criteria:
(Select from “strongly disagree” to “strongly agree”)
 SPACE
- I like studying/working in the coffee shop with open space.
- I like studying/working in the coffee shop with good lighting.
- I like studying/working in the coffee shop with comfortable tables and chairs.
- Decoration in the coffee shop significantly affects the quality of my
studying/working.
 SOUND
- I like studying/working in the coffee shop having music.
- I like studying/working in the coffee shop that opens moderate and gentle
music.
 DRINKS
- I often change drinks.
- The quality of the drinks affects the quality of studying/working.
- I like studying/working in the coffee shop that serves food.
- I like studying/working in the coffee shop that allows clients to bring in
outside food.
 SERVE
- I like studying/working in the coffee shop with self-service.
- I like studying/working in the coffee shop with comfort regardless of how long
I stay.
- The attitude of the staff in the coffee shop affects my studying/working.
 PRICE
- I like studying/working in the coffee shop that has the price of the drinks
equivalent to their quality.

viii
- I like studying/working in the coffee shop with promotions for frequent
clients.
- I agree that coffee shop should press surcharges for those who stay long (over
4 hours).

ix
LIST OF TABLES & CHARTS
Table 1: The frequency table representing the number of men and women participating in
the survey. ................................................................................................................................ 1
Table 2: The frequency table showing the place that students are living. .............................. 1
Table 3: The frequency table showing the number of students attending the coffee shop
alone or in group....................................................................................................................... 2
Table 4: The frequency table showing the school year of the students participating in the
survey. ...................................................................................................................................... 2
Table 5: The frequency table showing the student's income. .................................................. 3
Table 6: The frequency table showing the frequency of students going to the coffee shop to
study/work during the week. .................................................................................................... 4
Table 7: The frequency table showing the time each student spend going to the coffee shop
to study and work. .................................................................................................................... 4
Table 8: The frequency table showing the price that students are willing to pay for each
time they go to the coffee shop to study/work. ........................................................................ 5
Table 9: The table indicating the level of student’ consent on space of the coffee shop to
study/work. ............................................................................................................................... 7
Table 10: The table indicating the level of student’ consent on sound of the coffee shop to
study/work. ............................................................................................................................... 8
Table 11: The table indicating the level of student’ consent on food and beverages of the
coffee shop to study/work. ..................................................................................................... 10
Table 12: The table indicating the level of student’ consent on customer service of the
coffee shop to study/work. ..................................................................................................... 11
Table 13: The table indicating the level of student’ consent on price of the coffee shop to
study/work. ............................................................................................................................. 12
Chart 1: The percent frequency chart showing the student's income. 3
Chart 2: The percent frequency chart showing the frequency of students going to the coffee
shop to study/work during the week. ....................................................................................... 4
Chart 3: The percent frequency chart showing the time each student spends going to the
coffee shop to study and work. ................................................................................................. 5
Chart 4: The frequency chart showing the price that students are willing to pay for each
time they go to the coffee shop to study/work. ........................................................................ 6
Chart 5: The level of student’ consent on space of the coffee shop to study/work. ............... 7

x
Chart 6: The level of student’ consent on the sound of the coffee shop to study/work. ........ 9
Chart 7: The level of student’ consent on food and beverages of the coffee shop to
study/work. ............................................................................................................................. 10
Chart 8: The level of student’ consent on customer service of the coffee shop to
study/work. ............................................................................................................................. 11
Chart 9: The level of student’ consent on price of the coffee shop to study/work. .............. 13

1
RESEARCH RESULTS & DISCUSSION
1. Research results:
1.1. What is your gender?
Gender
Frequency
Percent frequency
Female
144
72%
Male
56
28%
Total
200
100%
Table 1: The frequency table representing the number of men and women
participating in the survey.
In the 200 students who participated in the survey, female students who participated
in the survey account for more than 70%. The demographic of the survey form is quite
similar to the demographic of UEH university’s students (70% female to 30% male), so this
sample can represent the population.
1.2. Where are you studying/working now?
Place
Frequency
Percent frequency
HCM city
118
59%
Other
82
41%
Total
200
100%
Table 2: The frequency table showing the place that students are living.
Two hundred students from UEH universities conducted the survey, in which: There
are 118/200 students studying and working in Ho Chi Minh City, accounting for 59%, and
82/200 students are studying and working in other provinces, accounting for 41%. Because
of the epidemic in Ho Chi Minh City, many students have been instructed to return to their
hometown, which changed the survey result.
1.3. Do you usually go to the coffee shop alone or in group?
Option
Frequency
Percent frequency
Alone
67
33.5%

2
In group
133
66.5%
Total
200
100%
Table 3: The frequency table showing the number of students attending the
coffee shop alone or in group.
In 200 students who participated in the survey, 133/200 students chose to go to
coffee as a group accounted for 66.5%, almost double the number of students who decided
to go alone, about 33.5%. It can be seen that most of the students from universities go to
coffee to study and work in group.
1.4. Which year are you at your university?
Option
Frequency
Percent frequency
First year
174
87%
Second, Third, Fourth Year
26
13%
Total
200
100%
Table 4: The frequency table showing the school year of the students
participating in the survey.
From the table, the students who participated in the survey, primarily freshmen,
accounted for 87% (174/200); the rest were sophomore, third and fourth-year students,
accounting for 13% (26/200). This is because first-year students primarily sent the survey to
their friends, so the results should be mostly freshman, and statistical results may only
reflect groups of first-year students.
The group’ limitation of the online survey is difficult to access and send the
questionnaire to all students from sophomore upwards, which leads to the majority of first-
year students.
1.5. How much is your income? (With assistance from parents)
Income
(million
VND)
Midpoint
Frequency
Percent
frequency
Sample mean
(million VND)
Confidence interval
(reliability 95%)
(million VND)
from 1 to 2
1.5
86
43%
2.555
From 2.392 to 2.718
from 2 to 3
2.5
51
25,50%

3
from 3 to 4
3.5
40
20%
from 4 to 5
4.5
12
6%
above 5
5.5
11
5,50%
Table 5: The frequency table showing the student's income.
Chart 1: The percent frequency chart showing the student's income.
With a survey sample of 200 students, the income of students from 1 to 2 million
VND contributed the most with 43%. The 2 to 3 million VND income accounts for 25.5%,
and 3 to 4 million VND accounts for 20%. Meanwhile, the income level from 4 million to
over 5 million also makes up a proportion of 11.5%.
Using SPSS, we get: Point estimation of the sample means 2,56 million; 95%
confidence interval is 2.4 to 2.7 million VND. So the average income of a student UEH is
generally from 2.4 to 2.7 million VND.
1.6. How often do you go to the coffee shops to study/work in the week?
Frequency of going to
coffee to study/work
(time/week)
Midpoint
(time/week)
Frequency
Percent
frequency
Sample
mean
(time/week)
Confidence
interval
(reliability 95%)
(time/week)
from 1 to 2
1.5
142
71%
2,160
From 2.002 to
2.318
from 3 to 4
3.5
52
26%
from 5 to 6
5.5
4
2%
above 7
7.5
2
1%

4
Table 6: The frequency table showing the frequency of students going to the
coffee shop to study/work during the week.
Chart 2: The percent frequency chart showing the frequency of students going
to the coffee shop to study/work during the week.
From 200 survey samples, we see that students go to coffee shops to study and work
from 1 to 2 times a week, accounting for a very high rate of 71%. The frequency of 3 to 4
times only accounts for 26%, the students go from 5 to 6 times and over 7 times is deficient
with 2% and 1% respectively.
Using SPSS, we get: Point estimation of the overall average is 2,16 times; 95%
confidence interval is 2.0 to 2.3 times. So the frequency of students going to coffee shops to
study and work in a week is from 2.0 to 2.3 times.
1.7. How much time do you spend going to the coffee shop to study/work?
The time each student
spend going to the coffee
shop to study/work
(hour)
Midpoint
(hour)
Frequency
Percent
frequency
Sample
mean
(hour)
Confidence
interval (reliability
95%)
(hour)
1-2
1.5
40
20%
2.785
From 2.657 to
2.913
2-3
2.5
86
43%
3-4
3.5
51
25,50%
over 4
4.5
23
11,50%
Table 7: The frequency table showing the time each student spend going to the
coffee shop to study and work.

5
Chart 3: The percent frequency chart showing the time each student spends
going to the coffee shop to study and work.
Students tend to study/work in the coffee shop from 1 to 2 hours, accounting for
20%; 2 to 3 hours is the highest rate at about 43%. Meanwhile, the period from 3-4 hours
accounted for 25.5%. The selection of more than 4 hours only accounted for 11.5%.
Using SPSS, we get: Point estimation of the sample mean is 2,785 hours; 95%
confidence interval was 2.7 to 2.9 hours. So once again, going to coffee shops to study and
work for a student is from 2.7 to 2.9 hours.
1.8. What is the price you are willing to pay for drinks when going to coffee
shops to study/work?
The price that
students are willing
to pay
(thousand VND)
Midpoint
(thousand
VND)
Frequency
Percent
frequency
Sample
mean
(thousand
VND)
Confidence interval
(reliability 95%)
(thousand VND)
from 20 to 30
25
82
41%
33.65
From 32.35 to 34.95
from 30 to 40
35
77
38,50%
from 40 to 50
45
33
16.50%
from 50 to 60
55
2
1%
over 60
65
6
3%
Table 8: The frequency table showing the price that students are willing to pay
for each time they go to the coffee shop to study/work.

6
Chart 4: The frequency chart showing the price that students are willing to
pay for each time they go to the coffee shop to study/work.
With a survey sample of 200 students, the amount of money that students are willing
to pay each time they go to the coffee shop to study/work at the price of 20 to 30 thousand
VND accounts for the most at 41%. The 30 to 40 thousand VND is the second highest with
38.5%. Next, at 40 to 50 thousand VND, accounting for 16.5%. Besides, at a price from 50
to 60 thousand VND and over 60 thousand VND, only 4%.
Using SPSS, we have: the estimated score of the overall mean is 33.65 thousand
VND; 95% confidence interval is 32.35 thousand VND to 34.95 thousand VND. So the cost
of one time going to coffee to study and work for a student is from 32.35 thousand VND to
34.95 thousand VND.
1.9. Hypothesis testing:
We have given a rating five-point scale from 1 to 5, corresponding to the level of
strongly disagree to strongly agree to find out the agreement status with the survey
objectives. The student agrees with the given statements if the overall average rating is
above 3.5. From the data obtained and calculated by Excel, it can be shown that students
agree or disagree on the factors that make up an ideal coffee shop to study and work.
The conditional of the null hypothesis and the alternative hypothesis must as follow:
Ho: µ ≤ 3.5
Ha: µ > 3,5
The significant level is α = 0,05 to test the given hypothesis.
 Hypothesis 1: Space being the factor that determines an ideal coffee shop for
work/study.

7
We can calculate the obtained data using Excel:
Statement
Variable
name
Sample
size n
Mean
µ
Standard
deviation
t-
value
Degree
of
freedom
p-value
(upper-
tail)
I like
studying/working in
the coffee shop with
open space.
KG1
200
3.635
0.98826
1.932
199
0.0274
I like
studying/working in
the coffee shop with
good lighting.
KG2
200
4.265
0.89374
12.105
199
<0.0001
I like
studying/working in
the coffee shop with
comfortable tables
and chairs.
KG3
200
4.365
0.85759
14.264
199
<0.0001
Decoration in the
coffee shop
significantly affects
the quality of my
studying/working.
KG4
200
3.810
1.01936
4.301
199
<0.0001
Table 9: The table indicating the level of student’ consent on space of the
coffee shop to study/work.
Chart 5: The level of student’ consent on space of the coffee shop to
study/work.

8
From the table, all four statements regarding space factors all have the p-value<α.
Hence, we reject H0.
Therefore, the results of four statements “I like studying/working in the coffee shop
with open space”, “I like studying/ working in the coffee shop with good lighting”, “I like
studying/working in the coffee shop with comfortable tables and chairs” and “Decoration in
the coffee shop significantly affects the quality of my studying/ working” all scores 3.5/5,
which means that the students agree with the statements about the space of the coffee shop.
Consequently, we can conclude that factors such as open space, well-lighted,
comfortable chairs and tables, the decoration of the coffee shop has a significant impact on
the student’s experience when choosing the coffee shop to work/study.
 Hypothesis 2: Sound being the factor that determines an ideal coffee shop for
work/study
We can calculate the obtained data using Excel:
Statement
Variable
name
Sample
size n
Mean
µ
Standard
deviation
t-
value
Degree
of
freedom
p-value
(upper-
tail)
I like
studying/working
in the coffee shop
having music.
AT1
200
3.270
1.05005
-3.098
199
0.9999
I like
studying/working
in the coffee shop
that opens
moderate and
gentle music.
AT2
200
4.190
0.92639
10.533
199
<0.0001
Table 10: The table indicating the level of student’ consent on sound of the
coffee shop to study/work.

9
Chart 6: The level of student’ consent on the sound of the coffee shop to
study/work.
As shown by the table, we can conclude that the statements about "I like studying/
working in the coffee shop that opens moderate and gentle music" has the p-value<α.
Hence, we reject H0.
Consequently, the result of the statements above is on a scale of 3.5/5, which
indicates that the students like to work/study in the coffee shop opens moderate and gentle
music.
However, the statement "I like studying/ working in the coffee shop having music"
has the p-value>α. Hence, we can't reject H0.
Therefore, the statement "I like studying/working in the coffee shop having music"
does not score over 3.5/5, which means that the students did not agree to study in the coffee
shop that opens music.
 Hypothesis 3: Food and Beverages are the factors that determines an ideal
coffee shop for work/study
We can calculate the obtained data using Excel:
Statement
Variable
name
Sample
size n
Mean
µ
Standard
deviation
t-value
Degree
of
freedom
p-value
(upper-
tail)
I often change drinks.
DU1
200
2.8
1,18619
-8.346
199
0.9999

10
The quality of the
drinks affects the
quality of
studying/working.
DU2
200
3.11
1,11540
-4.945
199
0.9999
I like
studying/working in
coffee shops that
serve food.
DU3
200
3.19
1,13594
-3.859
199
0.9999
I like
studying/working in
coffee shops that
allow clients to bring
in outside food.
DU4
200
3.635
1,18270
1.614
199
0.0540
Table 11: The table indicating the level of student’ consent on food and
beverages of the coffee shop to study/work.
Chart 7: The level of student’ consent on food and beverages of the coffee
shop to study/work.
All four statements "I often change drinks", "The quality of the drinks affects the
quality of studying/working", "I like studying/working in coffee shops that serve food" and
"I like studying/working in coffee shops that allow clients to bring in outside food" all have
the p-value>α. Hence, we can't reject H0.
The overall results of all four statements don’t score over 3.5/5, which means that the
students do not agree regarding those statements.
We can conclude that students will not pay much attention to the coffee shop's food and
beverage when coming to study/work.

11
 Hypothesis 4: Customer service being the factor that determines an ideal
coffee shop for work/study
We can calculate the obtained data using Excel:
Statement
Variable
name
Sample
size n
Mean
µ
Standard
deviation
t-
value
Degree
of
freedom
p-value
(upper-
tail)
I like
studying/working
in the coffee shop
with self-service.
PV1
200
3.160
1.04396
-4.606
199
0.9999
I like
studying/working
in the coffee shop
with comfort
regardless of how
long I stay.
PV2
200
4.465
0.844
16.170
199
<0.0001
The attitude of the
staff in the coffee
shop affects my
studying/working.
PV3
200
4.040
1.03137
7.404
199
<0.0001
Table 12: The table indicating the level of student’ consent on customer
service of the coffee shop to study/work.
Chart 8: The level of student’ consent on customer service of the coffee shop
to study/work.

12
Two statements, “I like studying/ working in the coffee shop with comfort regardless
of how long I stay” and “The attitude of the staff in the coffee shop affects my studying/
working” has the p-value<α. Hence, we reject H0.
Accordingly, the results of the mentioned statements above scored 3.5/5, which
indicates students like to work/study in the coffee shop that makes them feel comfortable
regardless of how long they stay and the attitude of the staff in the coffee shop affects their
studying/working.
Notwithstanding, the statement “I like studying/working in the coffee shop with self-
service” has a p-value>α. Hence, we can’t reject H0.
Therefore, the statement “I like studying/working in the coffee shop with self-
service” does not score 3.5/5, which means that the students disagree with the opinion of
studying/working in a self-service coffee shop.
 Hypothesis 5: Price being the factor that determines an ideal coffee shop for
work/study
We can calculate the obtained data using Excel:
Statement
Variable
name
Sample
size n
Mean
µ
Standard
deviation
t-
value
Degree
of
freedom
p-value
(upper-
tail)
I like
studying/working in
the coffee shop that
has the price of the
drinks equivalent to
their quality.
GC1
200
4.030
0.91283
8.211
199
<0.0001
I like
studying/working in
the coffee shop with
promotions for
frequent clients.
GC2
200
4.040
0.89577
8.525
199
<0.0001
I agree that coffee
shop should press
surcharges for those
who stay long (over
4 hours).
GC3
200
3.380
1.17152
-1.449
199
0.9255
Table 13: The table indicating the level of student’ consent on price of the
coffee shop to study/work.

13
Chart 9: The level of student’ consent on price of the coffee shop to
study/work.
Based on the analysis table, we can conclude that these statements "I like studying/
working in the coffee shop that has the price of the drinks equivalent to their quality." and "I
like studying/working in the coffee shop with promotions for frequent clients." has the p-
value<α. Hence, we reject H0.
All these two statements mentioned above scored 3.5/5, which illustrates that
students would like to study/work in the coffee shop that price commensurate with their
drinks and often offers discounts for loyal customers.
On the other hand, the statement "I agree that coffee shop should press surcharges for
those who stay long (over 4 hours)" has a p-value>α. Hence, we can't reject H0.
In conclusion, the statement mentioned above does not score 3.5/5, which indicates
that students disagree with being surcharged when they sit for a long duration.
2. Discussion:
The Statistics for Business and Economic project group has conducted a survey of
200 students from the first to the fourth year of UEH University to find out what students
think of an ideal coffee shop to study/work in this modern era. Survey results show that
students' opinions are diverse when assessing the group project's notion about duration,
frequency of going to coffee, space, the quality of food, drink, service, and price. Most
students will choose the coffee shop to study/work, but individuals' favor and preferences
differ a lot. Through the survey results, the team can make valuable recommendations for
startups.
From the collected and processed data, we can see that students tend to go to coffee
in group twice as much (66.5% of the 200 students participating in the survey) compared to
the number of students who study and work alone. Most students in the university often
have group exercises that require a lot of discussion and group work, so they often choose
the coffee shop as an ideal destination to meet and discuss. The students who often decide to

14
go alone usually need space to focus their thoughts because the space at home may not be
suitable for studying or not bring the learning motivation they want. In addition, students
often spend about 2 to 3 hours studying or working in the coffee shop every time (43% of
the total 200 students), the section of 1 to 2 hours and 3 to 4 hours are less selected (25,5%
and 11,5% of the total 200 students). The fact that the time each student goes to coffee to
study/work is so widely distributed maybe because each student's workload to complete is
different and depends on the possibility of processing and managing each student's work.
Students are those whose income is not high enough to go to the cafe regularly, and
the primary source is from their parents' support and part-time money after school. Hence,
the average monthly income of students is usually around 2.4 to 2.7 million VND. The
reason why the student's income is not high maybe because most of the respondents in the
survey are first-year students who have not had many opportunities to work, and those from
other provinces account for 41% (out of a total of 200 students) have to pay more for
accommodation and living expenses.
Their monthly income is not high, so the frequency of students going to the coffee
shop to study and work weekly is also limited. The survey team has found that the average
frequency of students going to the coffee shop to study and work in a week is from 2.0 to
2.3 times, which is also a compatible number compared to the student's income. In addition,
the frequency of students studying/working in the coffee shop is more or less affected by
factors such as money, time, and workload, so there is a big difference between the number
of times they choose the coffee shop. Students who go to the coffee shop to study/work 1 to
2 times a week rate 71%. Meanwhile, the frequency of 3 to 4 times a week is only 26%, and
the frequency of 5 or more times/week is the lowest, about 3% (out of a total of 200
students).
Besides, the price factor is also greatly influenced by the student's income, so the
number of students willing to pay for each coffee visit to study/work is primarily low. (20 to
30 thousand VND, accounting for 41% of the 200 students participating in the survey).
Along with that, the number of money students is willing to pay is also strongly influenced
by the value they receive when they go to coffee to study/work (quality of drinks, space, ...).
From here, we find that the average willingness-to-pay price of students when
studying/working in the coffee shop is from 32 to 35 thousand VND. This price is
reasonable with the income and frequency of going to the coffee shop of the students
mentioned above.
To test the hypotheses about the factors affecting the students' need to study/work in
the coffee shop, the research team has used the Likert scale with the gradual increase of the
level of agreement (1-strongly disagree to 5-strongly agree) indicates the influence and
importance of the listed factors on a suitable coffee shop for studying and working. The
hypothesis of consent is tested through calculations on the software SPSS and Excel to give
results with high accuracy. After that, the team found that the students strongly agreed with

15
the appropriate statements and disagreed with the statements that were contrary to their
thinking. Most students believe that factors such as food and drink, playing music in the
coffee shop do not affect their studying/working experience. On the contrary, other factors
such as space, service, and price are believed by many students to influence their study and
work.

16
CONCLUSIONS, RECOMMENDATIONS & LIMITATIONS
1. Conclusions:
After the survey team has collected information, summarized, and studied the data
through descriptive statistics, inferential statistics, hypothesis testing by statistical software
such as SPSS and Excel with a sample of 200 students from UEH University, the group has
concluded that an ideal coffee shop for students to study/work will be guaranteed to
complete the following factors satisfactorily:
 Space: Open and airy space; whole light; comfortable tables and chairs; the
decoration and layout of the restaurant are suitable for students to study/work.
 Service: The staff's attitude is pleasing, creating a comfortable feeling for students
even if they sit for a long time.
 Price: Reasonable drink prices; have promotions for customers.
In addition, the remaining factors are not necessary for students to influence an ideal
coffee shop to study/work, such as:
 Sound: Music in the coffee shop.
 Beverages: The variety of the menu, the quality of the drinks, the food in the
coffee shop, and the permission to bring food from outside the coffee shop.
2. Recommendations:
Through the process of surveying and analyzing the factors affecting the selection of
the ideal coffee shop for students to study/work, we realize the importance of the factor
space. From here, we propose that the ideal coffee shop startup should have an open and
airy study/working space. If it is a closed space like air conditioning, you should make many
mirror windows to create an open and comfortable space. Supplement adequate light, cover
the coffee shop's area and increase the light in the afternoon and evening to make the
studying/working process of the students more comfortable and more manageable. In
addition, it is necessary to build spacious and convenient tables and chairs such as padded
chairs that have backing for students to sit during their studying/working time comfortably;
startups need to invest in square tables and large square tables that are arranged and properly
allocated to maximize the area for students, convenient for studying/working in group. With
the consent of the students through the inspection, the decoration at the shop is also an
essential thing that startups also need to pay attention to and invest in. Decorate and arrange
the layout of the cafe so that it is creative and suitable. From which, the coffee shop can
attract students to study/work.
According to the test results from 200 students, the ideal coffee shop does not need to
play music. It will distract and make it difficult for students to focus or have a discussion
while studying/working in the coffee shop. Instead, startups can open white sound

17
reproduction programs to help students work more efficiently. However, startups should
note that the volume adjustment is light or moderate and the sound distribution should be
uniform in the coffee shop, avoiding the case where the volume is too loud or unstable,
causing discomfort to students while studying/working in the coffee shop.
According to a survey of 200 students from UEH University and thorough analysis,
the price from 20 to 40 thousand VND is the price that students choose the most (accounting
for 79.5% of the 200 students participating in the survey) for a visit to the coffee shop to
study/work. Hence, the project team has researched and given that the willing price of
students for drinks when studying/working is from 32 to 35 thousand VND. Startups can
offer drinks and services that are suitable for this price. It can be as low as from 20 to 30
thousand VND (accounting for 41% of the 200 students participating in the survey) and as
high as from 30 to 40 thousand VND (accounting for 38.5% of the 200 students
participating in the survey).
Through the research results from the survey, the beverage is a factor that does not
have too much influence on students' experience of going to the coffee shop to study/work.
Startups can cut down on this factor; they don't need too many drinks on the menu because
the students all disagreed with the statement that they often changed glasses. Startups can
focus only on popular drinks for students, such as milk tea, fruit juice, soda, coffee, ...
Besides, it is also advisable to invest in a typical drink, bearing the coffee shop's brand and
focusing on the price range from 32 to 35 thousand VND (the average price students are
willing to pay) to attract students to come to study/work. With the cut in the beverage
element, startups can invest in other factors such as space, service. The quality of drinks
does not need to be excellent but must be compatible with the amount of money that
students spend. The coffee shop does not need to have food because students think it is
unimportant because their average time to sit is not too long (2.7 to 2.9 hours for one trip).
Bringing outside food into the coffee shop needs to be given as a general rule, through the
survey, most students will not want to study/work in the coffee shop that allows outside
food because the scent from food will affect the space and student's studying/working
experience in the coffee shop, especially in the air-conditioned area.
Regarding the service factor, in the opinion of the students who participated in the
survey, most did not like the self-service coffee model; they needed staff at the shop to
support and help them. The service staff in the coffee shop is an essential factor. Students
need to feel comfortable when they sit for a long time to finish their work and the service
attitude will more or less affect their studying/working experience. Therefore, startups need
to recruit employees seriously and create regular training sessions for them. Dedication, fun,
enthusiastic support for students and no negative attitude when they sit for a long time from
staff are necessary and sufficient conditions to help students return.
In addition to the above factors, the factor price is also vital. Through the survey
results, startups should consider reasonably pricing their drinks, commensurate with the

18
quality of the drinks and suitable, affordable for students' wallets. In addition, startups
should also regularly offer promotions and incentives for customers. According to the
survey, the promotion factor of the shop has an influence on students about an ideal coffee
shop to study/work (about 71.5% choose to agree and strongly agree out of a total of 200
students participating in the survey). Participating in promotions such as promotions for
points and promotions for customers according to the hierarchy helps students save a part of
their expenses as well as create excitement when going to the coffee shop to study/work.
From here, startups can build connections with students and have their loyalty and priorities.
With an average student sitting time of 2.7 to 2.9 hours, along with an intermediate
frequency of students going to coffee from 2.0 to 2.3 times a week, startups do not need to
be too concerned about the "rooted" status of customers because the students who went to
coffee for 4 hours or more according to the survey accounted for a low percentage (11.5%
of the 200 students participating in the survey). According to the surveyed data, startups
should not impose a surcharge when students sit longer than 4 hours because this is the
solution that students disagree with from the survey.
After our recommendations on the factors that make up an ideal coffee shop for
students' study/working purpose through the research project. With the upon analyzed
results and recommendations, coffee shop startups can get the winning points in the targeted
student tier.
3. Limitations:
3.1. For research topic:
The survey was conducted with 200 students from UEH University, so the results
and recommendations are only relevant around the area of UEH University; startups should
notice if based on results, discussions, and hints of this survey when building the coffee
shop for studying/working in other provinces or around the area of other universities.
Because the topic was conducted during the period affected by the covid epidemic,
the project team collected survey information only online. Therefore, the level of accuracy
is not high, lack of seriousness when students are doing surveys and easy to make mistakes.
Along with that, the group could not reach students from sophomore upwards, leading to the
scope of the surveyed subjects only focusing on first-year students, so the collected data is
still subjective. In addition, the lack of expertise in applying the knowledge is also a
significant obstacle to calculating the information effectively.
3.2. For the research group:
Because this is the first research project of the members, we still have doubts, lack of
skills in using specialized software, and insufficient professional knowledge, so errors
cannot be avoided when making reports.

19
During the epidemic, the members were far away from each other and communicated
only online, so we encountered obstacles in terms of time and transmission. The continuity
of the exam schedule makes it difficult for the team to arrange a reasonable and practical
time to analyze further the problem posed. However, the implementation team tried to
complete the project most completely.
REFERENCE
1. Statistics For Business And Economics, 11th edition, David R. Anderson - Dennis J.
Sweeney - Thomas A. Williams. Compiled by Hoang Trong - Editor-in-Chief.
Published by UEH University.
2. Document from UEH 500 “Survey the recreational needs of students”, Topic Code:
TTK10 of K46 student (31201024886) from Faculty of Mathematics Statistics
Informatics of UEH University. TTK10 - 31201024886 - Khảo sát nhu cầu giải trí
của sinh viên
3. Seongun Joen, Chulwon Park, Youjae Yi. (2016). Co-creation of background music:
A key to innovating coffee shop management. International Journal of Hospitality
Management. https://doi.org/10.1016/j.ijhm.2016.07.006
4. Jennifer Ferreira, Carlos Ferreira, Elizabeth Bos. (2021). Spaces of consumption,
connection, and community: Exploring the role of the coffee shop in urban lives.
Geoforum. https://doi.org/10.1016/j.geoforum.2020.12.024
5. Won Seok Lee, Joonho Moon, Myungkeun Song. (2018). Attributes of the coffee
shop business related to customer satisfaction. Journal of Foodservice Business
Research. https://doi.org/10.1080/15378020.2018.1524227

a
APPENDIX
1. Which year are you at your university?
Option
Frequency
Percent frequency
First year
174
87%
Second year
23
13%
Third year
2
1%
Fourth year
1
0.5%
Total
200
100%
Table A: The frequency table showing all the school year of the students
participating in the survey.
2. How much is your income? (With assistance from parents)
Income (million VND)
Frequency
Percent frequency
Cumulative
Percent
from 1 to 2
86
43%
43%
from 2 to 3
51
25,5%
68.5%
from 3 to 4
40
20%
88.5%
from 4 to 5
12
6%
94.5%
above 5
11
5,50%
100%
Total
200
100%
Table B: The frequency table showing the student's income.
3. How often do you go to the coffee shops to study/work in the week?
Frequency of going to coffee to
study/work (time/week)
Frequency
Percent frequency
Cumulative
Percent
from 1 to 2
142
71%
71%
from 3 to 4
52
26%
97%

b
from 5 to 6
4
2%
99%
above 7
2
1%
100%
Total
200
100
Table C: The frequency table showing the frequency of students going to the
coffee shop to study/work during the week.
4. How much time do you spend going to the coffee shop to study/work?
The time each student spend going to
the coffee shop to study/work
(hour)
Frequency
Percent frequency
Cumulative
percent
1-2
40
20%
20%
2-3
86
43%
63%
3-4
51
25,5%
88.5%
over 4
23
11,5%
100%
Total
200
100
Table D: The frequency table showing the time each student spend going to
the coffee shop to study and work.
5. What is the price you are willing to pay for drinks when going to coffee shops to
study/work?
The price that students are willing to pay
(thousand VND)
Frequency
Percent
frequency
Cumulative
Percent
from 20 to 30
82
41%
41%
from 30 to 40
77
38,5%
79.5%
from 40 to 50
33
16.5%
96%
from 50 to 60
2
1%
97%
over 60
6
3%
100%
Total
200
100

c
Table E: The frequency table showing the price that students are willing to
pay for each time they go to the coffee shop to study/work.
6. Statement Count & Frequency table:
6.1. Space statement:
We calculated the obtained data using SPSS:
Variable name
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
KG1
Count
5
17
66
70
42
200
Percent
2.5%
8.5%
33%
35%
21%
100%
KG2
Count
3
6
24
69
98
200
Percent
1.5%
3%
12%
34.5%
49%
100%
KG3
Count
3
4
20
63
110
200
Percent
1.5%
2%
10%
31.5%
55%
100%
KG4
Count
6
10
60
64
60
200
Percent
3%
5%
30%
32%
30%
100%
Table F: The count & frequency table of student’ consent on space of the
coffee shop to study/work.
*KG1: I like studying/working in the coffee shop with open space.
*KG2: I like studying/working in the coffee shop with good lighting.
*KG3: I like studying/working in the coffee shop with comfortable tables and chairs.
*KG4: Decoration in the coffee shop significantly affects the quality of my
studying/working.
6.2. Sound statements:
We calculated the obtained data using SPSS:
Variable name
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
AT1
Count
11
29
83
49
28
200
Percent
5.5%
14.5%
41.5%
24.5%
14%
100%
AT2
Count
4
5
31
69
91
200
Percent
1.5%
3%
12%
34.5%
49%
100%

d
Table G: The count & frequency table indicating the level of student’ consent
on sound of the coffee shop to study/work.
*AT1: I like studying/working in the coffee shop having music.
*AT2: I like studying/working in the coffee shop that opens moderate and gentle music.
6.3. Food/Drinks statements:
We calculated the obtained data using SPSS:
Variable name
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
DU1
Count
31
52
62
36
19
200
Percent
15.5%
26%
31%
18%
9.5%
100%
DU2
Count
17
39
73
47
24
200
Percent
8.5%
19.5%
36.5%
23.5%
12%
100%
DU3
Count
18
35
62
61
24
200
Percent
9%
17.5%
31%
30.5%
12%
100%
DU4
Count
13
21
48
62
56
200
Percent
3%
5%
30%
32%
30%
100%
Table H: The count & frequency table of student’ consent on food and
beverages of the coffee shop to study/work.
*DU1: I often change drinks.
*DU2: The quality of the drinks affects the quality of studying /working.
*DU3: I like studying/working in coffee shops that serve food.
*DU4: I like studying/working in coffee shops that allow clients to bring in outside food.
6.4. Customer service statements:
We calculated the obtained data using SPSS:
Variable name
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
PV1
Count
31
52
62
36
19
200
Percent
15.5%
26%
31%
18%
9.5%
100%
PV2
Count
17
39
73
47
24
200
Percent
8.5%
19.5%
36.5%
23.5%
12%
100%
PV3
Count
18
35
62
61
24
200

e
Percent
9%
17.5%
31%
30.5%
12%
100%
Table I: The count & frequency table of student’ consent on customer service
of the coffee shop to study/work.
*PV1: I like studying/working in the coffee shop with self-service.
*PV2: I like studying/working in the coffee shop with comfort regardless of how long I stay.
*PV3: The attitude of the staff in the coffee shop affects my studying/working.
6.5. Price statements:
We calculated the obtained data using SPSS:
Variable name
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
Total
GC1
Count
31
52
62
36
19
200
Percent
15.5%
26%
31%
18%
9.5%
100%
GC2
Count
17
39
73
47
24
200
Percent
8.5%
19.5%
36.5%
23.5%
12%
100%
GC3
Count
18
35
62
61
24
200
Percent
9%
17.5%
31%
30.5%
12%
100%
Table J: The count & frequency table of student’ consent on price of the coffee
shop to study/work.
*GC1: I like studying/working in the coffee shop that has the price of the drinks equivalent
to their quality.
*GC2: I like studying/working in the coffee shop with promotions for frequent clients.
*GC3: I agree that coffee shop should press surcharges for those who stay long (over 4
hours).
7. Detailed survey questionnaire:
7.1. Basic information:
Question 1: What is your gender?
 Male
 Female
Question 2: Where are you studying/working now?
 Ho Chi Minh city
 Other

f
Question 3: Which year are you at your university?
 First year
 Second year
 Third year
 Fourth year
Question 4: How much is your income? (With assistance from parents)
 From 1 to 2 million VND
 From 2 to 3 million VND
 From 3 to 4 million VND
 From 4 to 5 million VND
 Over 5 million VND
Question 5: Do you usually go to the coffee shop alone or in a group?
 Alone
 Group
Question 6: How often do you go to the coffee shops to study/work in the week?
 From 1 to 2 times/week
 From 3 to 4 times/week
 From 5 to 6 times/week
 7 or above times/week
Question 7: How much time do you spend going to the coffee shop to study/work?
 From 1 to 2 hours
 From 2 to 3 hours
 From 3 to 4 hours
 Above 4 hours
Question 8: What is the price you are willing to pay for drinks when going to coffee shops
to study/work?
 From 20 to 30 thousand VND
 From 30 to 40 thousand VND
 From 40 to 50 thousand VND
 From 50 to 60 thousand VND

g
 Above 60 thousand VND
7.2. Your consent about the following criteria:
(Select from “strongly disagree” to “strongly agree”)
SPACE
Statement
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
I like studying/working in
the coffee shop with open
space.
I like studying/working in
the coffee shop with good
lighting.
I like studying/working in
the coffee shop with
comfortable tables and
chairs.
Decoration in the coffee
shop significantly affects
the quality of my
studying/working.
SOUND
Statement
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
I like studying/working in
the coffee shop having
music.
I like studying/working in
the coffee shop that opens
moderate and gentle
music.
FOOD & DRINKS
Statement
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
I often change drinks.

h
The quality of the drinks
affects the quality of
studying /working.
I like studying /working in
coffee shops that serve
food.
I like studying/ working in
coffee shops that allow
clients to bring in outside
food.
SERVICE
Statement
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
I like studying/ working in
the coffee shop with self-
service.
I like studying/ working in
the coffee shop with
comfort regardless of how
long I stay.
The attitude of the staff in
the coffee shop affects my
studying/ working.
PRICE
Statement
Strong
disagree
Disagree
Neutral
Agree
Strongly
Agree
I like studying/ working in
the coffee shop that has
the price of the drinks
equivalent to their quality.
I like studying/ working in
the coffee shop with
promotions for frequent
clients.

i
I agree that coffee shop
should press surcharges
for those who stay long
(over 4 hours).