Title:
CUSTOMERS' WILLINGNESS TO PAY FOR ENGLISH FOR SPECIFIC PURPOSES (ESP) IN HA NOI

Authors:
NGUYEN THI THU

Abstract:
The study aimed to determine the profile of customers- learners in term of age, occupation, income and their correlation to ESP learning. It was also intended to find out factors influence on customers' decision in paying for an ESP course . The descriptive method with 299 randomly chosen respondents, the survey questionnaire together with direct and in - depth interviews were used to gather the data which was analyzed through frequency and percentage, and chi -square as statistical tools. It was shown that the age group 18 -24 who are mostly students (65.3%) was the most interested in ESP learning with no income (64.1%). Their objective in learning ESP is to meet job requirements (61%). There was also significant difference on the customers' willingness's influence in term of paying for ESP course when they were grouped according to the demographic profile. Age ( chi = 34.622; p =.000), occupation ( chi =62.734; p = .000) and income ( chi = 73.154; p = .000). When customers and their learning needs are clearly identified, ESP training institutions need to improve and develop good quality of educational service, good quality of lecturers, update curriculum, modern facilities and reasonable price to meet learners' different requirements so that they can attract more learners to enroll and make them willing to pay for the ESP course.