Nghiên cứu Marketing lĩnh vực thời trang bền vững tại Việt Nam. Nghiên cứu được thực hiện và kết luận dựa trên kết quả phỏng vấn thực tế. Nghiên cứu cung cấp kiến thức và cái nhìn cũng như phát triển những cơ hội cho doanh nghiệp Thời trang bền vững ( sustainable Fashion ) tại Việt Nam
UNDERSTANDING CUSTOMER NEEDS ON SUSTAINABLE FASHION Lecture: Do Khac Xuan Diem QT19DB02 MARKETING RESEARCH | Marketing Research Project TABLE OF CONTENT Work Con Than g h Hieu Thien Find Secondary data Word Translate Interview Conclution Recommen d Check xx x TOTAL 24% 19% x x x To Uye n x Anh Tuyet Hoan g Minh x x x x x x xx x 19% 19% 19% x ABSTRACT Nowadays, the trend of environmental protection is essential and consumers are responding After the wave of fast fashion, the media has discovered the scary truth behind this industry With a production process that causes heavy pollution to the environment, it consumes fuel and workers' energy when they have to constantly work to keep up with the trend The industry has suffered a lot of backlash from consumers With the current complicated developments, sustainable fashion trends appear as a great solution for the modern fashion industry With long-lasting products because of high quality, natural, and environmentally friendly fabrics, the product can be used all seasons of the year and can be recycled The fabrics are environmentally friendly, which means that it is also very close to consumers such as silk, linen, cloth from coffee grounds, green tea grounds, bamboo fiber cloth, lotus silk fabric, etc Convinced that when using sustainable fashion, consumers will be familiar and feel comfortable Sustainable fashion products help answer the questions of the fashion market Despite its outstanding features, this fashion trend is still too unfamiliar to consumers This trend is not strong enough, many consumers are not aware of the harmful effects of fast fashion and not know about sustainable fashion because these items are not many in the market Sustainable fashion products only appear as a product category of fashion stores, not the main product, so it is difficult for consumers to have a concept of this kind of sustainable fashion Because of the use of natural fabrics, the cost of sustainable fashion products is higher than conventional products Customers not understand the use and benefits and because of the price, they will ignore the choice of products that belong to sustainable fashion | Marketing Research Project Recognizing the potential that sustainable fashion brings, the market is vastly competitive So we decided to launch a sustainable fashion collection and wanted to be at the forefront of this trend To that, we set up this research project to investigate this sustainable fashion market At the same time, interviewing consumers to see how aware they are of sustainable fashion and investigating their need for this sustainable fashion This research project will inform our decision and find the right marketing direction for this collection Key word: sustainable fashion, need, marketing direction,… | Marketing Research Project I RESEARCH ISSUE AND OBJECTIVE Research Problem: Recognizing the potential that sustainable fashion brings, the market is vastly competitive So we decided to launch a sustainable fashion collection and wanted to be at the forefront of this trend But this trend is still new, which requires us to research to investigate the level of awareness and demand of customers about sustainable fashion At the same time, we identified an opportunity to launch a sustainable fashion collection in the Ho Chi Minh market Research Objective: - To investigate sustainable fashion market - To investigate customer's awareness on sustainable fashion - To investigate customer's needs on sustainable fashion - Understanding and capturing the needs of customers for sustainable fashion - Launch and find marketing direction for a new sustainable fashion collection Research Question: (1): What sustainable clothing brands have already appeared in the HCMC market? (2): What are their products, price, distribution channels, promotions? (3): Who are the potential customers of sustainable fashion products? (4): What is the customer's level of understanding about sustainable fashion? (5): What factors influence the desire to buy sustainable fashion? (6): What is the customer's behavior and fashion shopping habits? II LITERATURE REVIEW The concept of consumer behavior: Prof Philip Kotler defines Consumer behaviour as “the study of how individuals, groups and organisations select, buy, use and dispose of goods and services, ideas or experiences to satisfy their needs and wants.” In other words, consumer behavior is how individual decisionmakers will use their available resources (time, money, effort) for consumer products 3.1 Consumer Behaviour Model: | Marketing Research Project 3.2 Theory of Consumer Behaviour: Theoretical model for Consumer Buying Decision Process & Consumer Behavior Factors affecting consumer behavior Excerpt from Philip Kotler's document, factors affecting consumer behavior include: • Cultural factors: + Culture: Culture is the most fundamental cause of one's desires and behaviour Human behavior is largely learned Growing up in a society, a child learns basic values, perceptions, desires and behaviors from family and other important institutions + Specific cultures: Each culture contains subcultures or groups of people with shared value systems based on shared experiences and life situations Cultures include peoples, religions, racial groups, and geographical regions Many subcultures create important market segments, and marketers often design products and marketing programs to suit their needs + Social class: Social classes are relatively permanent, orderly divisions of society whose members share similar values, interests, and behaviors with each other • Social factors: Consumer behavior is also influenced by social factors, such as consumer groups, families, and social status Because these social factors can strongly influence consumer reactions, companies must include it when designing their marketing strategy | Marketing Research Project + Groups: Groups influence a person's behavior Groups that have a direct influence on a person belonging to that group are called members Some are primary groups that have regular but informal interaction - such as family, friends, neighbors, and co-workers Some are secondary groups, which are more formal and have less frequent interactions These include organizations such as religious groups, professional associations, and trade unions + Family: Family members can strongly influence buyer behavior We can distinguish between the two families in the buyer's life The buyer's parents create family orientation Parents create an orientation toward religion, politics, and economics, and a sense of personal ambition, selfworth, and love Even if a buyer no longer interacts very much with their parents, it can still significantly influence buyer behavior In countries where parents continue to live with their children, the influence of this factor can be significant + Roles and status: One person belongs to many groups - Family, Club, Organization The position of people in each group can be defined by both roles and status A role consists of activities that people are expected to perform according to the people around them Each role will influence some of their buying behavior • Personal factors: Buyer decisions are also influenced by personal characteristics such as the buyer's Age and human life cycle; Occupation; Economic Condition; Lifestyle; Personality and self-concept + Age and human life cycle : People change the goods and services that they buy in their lives Taste in food, clothing, furniture, and entertainment is often related to age Buying is also shaped by a family's life cycle - stages that families can pass as they mature over time + Occupation: A person's occupation affects the goods and services purchased Marketers try to identify the occupational groups with an above-average interest in the products and their services A company may even specialize in the production of products needed by a certain occupational group + Economic Condition: A person's economic condition will influence product choice Marketers of income-sensitive commodities closely monitor trends in personal income, savings, and interest rates If economic indicators point to a recession, marketers can take steps to redesign, reposition, and release their products + Lifestyle: People from the same particular culture, social class, and occupation may have quite different lifestyles Lifestyle is the pattern of a person's life as expressed in his activities, interests, and opinions Lifestyle captures something more than a person's social class or personality It sums up the entire pattern of actions and interactions in the world The technique of measuring lifestyle is called psychology + Personality and self-concept: The distinct personality of each person influences their buying behavior Personality refers to unique psychological traits that lead to relatively consistent and lasting responses to one's own environment Personality is often described in terms of traits such as self-discipline, dominance, social ability, autonomy, defensiveness, adaptability, and positivity Personality can be useful in analyzing consumer behavior towards a certain product or brand choices | Marketing Research Project • Psychological factors: A person's buying choices are further influenced by four important psychological factors: Motivation; Perception; Learning; Belief and Attitude + Motivation: A person has many needs at any given time Some are biological, arising from stressful states such as hunger, thirst, or irritability Others are psychological, arising from the need for recognition, self-esteem Most of these needs will not be strong enough to motivate the person to act at a given time A need becomes a motive when it is stimulated to a sufficiently high degree Motivation is a need that is applicable enough to direct oneself to seek gratification Psychologists have developed theories of human motivation Two of the most popular - those of Sigmund Freud and Abraham Maslow - have quite different meanings for consumer analysis and marketing + Perception: A motivated person is ready to act How the person acts is influenced by his or her perception of the situation Two people with the same motivation and in a similar situation can act quite differently because they perceive the situation differently Thus, perception is the process by which people select, organize, and interpret information to form a meaningful picture of the world People can form different perceptions of the same stimulus because of three cognitive processes: selective attention, selective distortion, and selective retention + Learning: When people act, they learn Learning describes changes in an individual's behavior that arise from experience Learning theorists say that most human behavior is learned Learning occurs through the interaction of drives, stimuli, cues, responses, and reinforcement + Belief and Attitude: Through work and study, people acquire their beliefs and attitudes These influence their buying behavior A belief is a descriptive thought that a person has about something These beliefs may or may not be based on real knowledge, opinions, or faith, and may or may not have an emotional charge Based on the concept of consumer behavior, factors affecting purchasing behavior so that we can better understand what factors affect their behavior And after the interview, we have the basis to determine what factors affect consumers with the aim of providing strategies to meet their behavior, promote the purchase process of customers Sustainable fashion overview: - Fast fashion: Fast fashion is defined as a strategy in which the profits of fashion retailers are maximized by the fast supply chain system Over time, the effects of this strategy have increased shopping levels and shortened the life cycle of fashion products to the point where fashion products are now considered disposable goods Because of this trend, many cheap fashion items are discarded only After being worn a few times In fact, it is these things that make time one of the most polluting sectors - Sustainable fashion: Sustainable fashion can be defined as a system in which the supply, production and consumption of fashion products are designed in a way that ensures environmental and social sustainability - Advantages of fast fashion: Products can be used for the longest time possible, no need to constantly replace them with high quality Products can be used in all seasons of the year, | Marketing Research Project reducing consumption during the year, products that are considered "fashionable" regardless of the time of year Products can be used or worn in many different ways, with different features Is a recycled product The concept of Green Marketing Because sustainable products are environmentally friendly, take advantage of that strength and apply it to environmental marketing to harmonize with customers and create value for them First of all, we must learn about environmental marketing: Green marketing (Environmental marketing) is the marketing activities for products and services based on environmental factors or perceptions Green marketing in this article means that manufacturers use environmentally friendly processes in their production, such as reusing water, using renewable energy, or reducing CO2 emissions Green marketing can also refer to the production and marketing of goods based on environmentally friendly properties, which may include avoiding the use of hazardous materials, using recycled materials in products, products made from renewable materials (e.g bamboo), not use too much packaging, or products designed to be repairable and reusable Based on the concept of green marketing, we can come up with appropriate marketing strategies, align the production process with brand goals and gain sympathy from customers So that we can form a link between customers and businesses, aim for the common goal of contributing to protecting the green environment, and using sustainable fashion products to make those wishes come true III METHODOLOGY Marketing research data classification Concept: The qualitative research method is a type of research often used to probe, find out opinions and perspectives to find the focus of issues In addition, this method can also be used to detect future customer trends The methods of data collection of qualitative research are quite diverse and often not have a specific structure like quantitative research Some of these methods include focus groups, individual interviews, and observations The sample of this method is usually smaller and more carefully selected | Marketing Research Project Qualitative research often approaches the research object in the most natural way In order to ensure that the research subjects give the most objective and accurate behaviors, opinions, and views Qualitative research often answers “how” and “why” questions about a phenomenon, behavior, etc For example, in the personal interview method, the interviewer will ask open-ended questions to respondents who can freely give their views, thereby can collect diverse information, even if they never thought about it To understand this method, we choose the qualitative research method to get information from customers, and to answer research questions such as: “Who are our potential customers? What is the customer's level of understanding about sustainable fashion? What is the customer demand for sustainable fashion? Open or list price, quality, shirt form, color, etc " • Interviewing techniques: Structure Q&A Specifically, we use the Q&A interview technique, which is the conduct of questions and answers in an order of a predefined questionnaire The questionnaire was carefully set up, the interviewer was not allowed to arbitrarily change the order of questions or use other words This interview is suitable for research with a large number of respondents Everyone was asked the same questions Then statistical analysis will be easier • Collect data: Since the sustainable fashion trend is new, the target audience cannot be determined at the outset We have planned a random interview in the form of an in-depth interviewing, in order to collect qualitative answers from customers But because of the current epidemic situation, we can't meet and ask randomly, so we can only interview people within a certain range by phone, such as uncles, aunts, cousins, customers, etc neighbors, acquaintances to collect data but still ensure safety • Sampling method: In this research project, our group chose the convenient sampling method Sampling is based on convenience in sampling Advantage of this method are select element based on convenience, easy access, easy to get information However, this method also has some shortcomings, but my team will try to overcome it as much as possible Why we use this sampling method? Because of the current epidemic situation, we are limited in the method, as this method saves time and costs Primary data and secondary data • Primary data: Using the 1vs1 telephone interviewing method for in-depth interviews, to answer the research questions: (3): Who are the potential customers of sustainable fashion products? (4): What is the customer's level of understanding about sustainable fashion? 10 | Marketing Research Project (5): What factors influence the desire to buy sustainable fashion? (6): What is the customer's fashion shopping behavior and habits? • Questionnaire: Questionnaire: divided into three subjects Known (1) - and used (1.1) - but unused (1.2) Unknown (2) Have you ever heard of sustainable fashion? If yes: (1) • • • How you understand sustainable fashion? After listening to the answer, close them clearly about what sustainable fashion is to make sure they understand correctly (State the concept that distinguishes two types of fashion and their benefits) From what information source you know sustainable fashion? (Friends, relatives, social networks, see reviews from celebrities) Have you ever used sustainable fashion? + If yes: (1.1) • • • • • Which brand's sustainable fashion did you buy? (Flexible if customers not know which brand, ask them where to buy – Ask this question to know the distribution channel of your competitors) Why did you choose that brand? Did you buy it to use or give as a gift? How much is the price? Have you been satisfied with that product? What factors make you satisfied or dissatisfied with sustainable fashion? (Cost saving, durable, environmental protection, ) What purpose you often use sustainable fashion for? (Going out, going to work, or as a gift) What factors attract you to use sustainable fashion products? (color, quality, material, meaning, etc ) What price you think is appropriate? Our recommendation for a shirt is 300.000350.000 VND, you think this price is appropriate? + If no: (1.2) • • • What factors keep you from trying sustainable fashion products (Haven't had a chance or have anything influenced your decision to use the product?) What factors make you satisfied or dissatisfied with sustainable fashion? (Cost saving, durable, environmental protection, etc ) If you choose to use sustainable fashion, what elements you want to try (color, quality, material, meaning, etc ) 20 | Marketing Research Project Feedback of customer: 21 | Marketing Research Project Interview data analysis: A total of 24 people participated in the interview There are interviewees who are male and 15 are female The data is divided into three tables with three interviewees - Heard and used: people - Heard but not used: people - Never heard: people The following three tables present statistical data HAVE KNOWN AND USED Thông tin người tham gia vấn Độ hiểu biết khái niệm thời trang bền vững Nguồn thông tin Sản phẩm mua mục đích sử dụng NVVP (1992) Giáo viên (1975) NVVP (1978) Sinh viên (1999) NVVP (1994) Sinh viên (1999) Giáo viên (1991) Chủ cửa hàng mỹ phẩm (1991) 80% 0% 0% 40% 0% 50% 80% 80% Từ bạn bè, trang mạng xã hội Từ trang mạng xã hội, mạng Internet Tìm mạng - + Đầm lụa tơ tằm, áo linen + Áo somi vải sợi tre Sử dụng để chơi, làm Đi làm, kiện, dự tiệc - + Áo vải lụa tơ tằm, vải lanh Đi làm Mạng xã hội , blog thời trang Review từ người quen - +Patagonia uniqlo + Áo Polo vải bã cà phê Áo quần Mặc ngày Đi làm, dự tiệc Đi học + Áo quần Sử dụng nhiều dịp khác + Đầm Đi chơi, làm 22 | Marketing Research Project Nơi mua giá Mochi, thời trang thiết kế 700k 800k Việt tiến, hãng áo công sở 500k trở lên Độ hài lịng khơng hài lịng sản phẩm mua Hài lịng form dáng đẹp khơng hài lịng áo linen dễ nhăn; áo tơ tằm dễ xước Hồn tồn hài lịng, chất liệu thống mát, không nhăn nên tiết kiệm thời gian ủi Yếu tố để sử dụng tiếp Chất lượng, ý thức bảo vệ mơi trường Chất lượng, chất liệu thống mát Đề xuất mức giá 300k 400k 300k 400k Chính sách khuyến Giảm giá có nhu cầu mua Giảm giá kèm thích Uniqlo, Ivy Moda 700k - 1tr Uniqlo từ 200k trở lên Patagonia từ 1tr trở lên Couple TX 400k-500k H&M 500k trở lên Hài lịng độ bền lâu, khơng nhiều thời gian mua sắm Hồn tồn hài lịng sản phẩm độ thống mát, thoải mái độ an tồn sử dụng Hồn tồn hài lịng chất liệu, chất lượng mẫu mã đẹp Ý nghĩa bảo vệ môi trường Chất liệu ý nghĩa Thiết kế bắt mắt, chất lượng vải tốt Chất lượng, mẫu mã sản phẩm 400k - 500k Sinh viên: 150k-300k Người lớn: 300k-350k 300k-350k 300k350k Tơn dáng, chất liệu thoải mái nhẹ nhàng Có voucher, quà tặng thu hút hơn, tăng thị hiếu sử dụng - Có khuyến thu hút sử dụng cịn tùy thuộc vào chất lượng , kiểu dáng Có chương trình giảm giá kích thích mua sắm Zara Áo: 400k500k Quần: 700k trở lên TimTay 1tr 700 trở lên Hoàn Tin tồn hài tưởng lịng tự tin sử chất liệu dụng sản vải phẩm thiên với bề nhiên mềm thu hút, mịn, cách chất phối đồ lượng hợp lý, sử dụng chất liệu lâu bền, vải thiên có khả thiên có tái chất chế bảo lượng tốt vệ môi trường Được Chất người lượng đánh giá chất cao liệu vải sử dụng rộng rãi 300k350k 800k7tr Có voucher, dịch vụ hỗ trợ chăm sóc khách hàng thu hút Có chương trình giảm giá, quà kèm thu hút kích thích nhu cầu mua 23 | Marketing Research Project Thói quen mua sắm Trực tiếp, theo dõi fanpage, thấy đẹp qua shop thử phụ thuộc vào dáng người lướt trang thương mại điện tử hợp với mua Tần suất lý mua sắm năm 3, lần – Mua trước để tới mùa cần thay đổi trang phục Ghi thêm Xem facebook đẹp shop mua, cửa hàng gửi tin nhắn qua facebook giới thiệu mua thường mua vào dịp quan trọng Mua khơng có tần suất Mua 5,6 để sử dụng lâu dài Sẵn sàng thử thương hiệu mới, miễn phù hợp với tính cách cơng việc, giá cả, chất liệu Thích mua trực tiếp muốn kiểm tra loại vải, thử Coi sản phẩm mạng, thấy hợp xem feedback người cửa hàng thử, bạn bè mặc review tốt, qua thấy đẹp vào thử Cuối tuần vui mua, có dịp quan trọng mua - - Thích mua sắm trực tiếp Thích Mua mua sắm trung sắm trực tâm trực tiếp truyến thương muốn Mua sắm mại trực tuyến trang cửa hàng kiểm thương muốn tra, so facebook, mại sánh instagram, điện tử kiểm tra chất liệu trang web trực vải kĩ thương tiếp nhân lưỡng hiệu viên tư trước trung vấn để tâm thương lựa chọn định mại sản mua phẩm phù hợp ưng ý Mua sắm trực tuyến facebook, instagram, trang web thương hiệu tháng từ 3-4 lần Với đề xuất áo 300350k , khách hàng cảm thấy sản phẩm rẻ so với thương hiệu khác có thị trường Với đề xuất áo từ 300k350k, giá ổn phù hợp với học sinh , sinh viên tháng lần Bạn bè mặc đẹp, lướt web thấy sản phẩm hợp nhu cầu tháng mua từ 2-3 lần Với đề xuất áo 300350k , khách hàng cảm thấy sản phẩm rẻ mua thử để sử dụng 24 | Marketing Research Project HAVE KNOWN BUT NOT USED Thông tin người tham gia vấn Sinh viên, quảng cáo truyền thông (2000) Sinh viên (2001) Sinh viên (2001) Sinh viên (2001) Sinh viên (2001) Sinh viên (1999) Sinh viên (2001) Độ hiểu biết khái niệm thời trang bền vững 30% 30% 30% 50% 40% 20% 20% Nguồn thông tin Mua hàng giới thiệu Mạng Internet, mạng xã hội Mạng Internet Mạng Internet, mạng xã hội Từ bạn bè Từ bạn bè, mạng xã hội Mạng xã hội Lý chưa sử dụng Khơng quan tâm, tìm hiểu thời trang bền vững nên Chưa có chưa phân hội biệt, nhận biết chưa có Chưa tiếp nhu cầu sử cận nhiều dụng tới cửa hàng bền vững, không trọng nhu cầu thời trang Chưa tiếp cận nhiều với nơi bán thời trang bền vững, thời trang bền vững chưa có thịnh hành, giá cao Chưa tìm thấy sản phẩm phù hợp chưa có hội để tìm hiểu, tiếp cận nhiều với thương hiệu thời trang bền vững Vì quen sử dụng thời trang nhanh thích thay đổi nhiều mẫu quần áo Chưa biết nhiều thời trang bền vững Không quan tâm nhiều mua sắm Những thiết kế thời trang bền vững đơn giản, không phù hợp với phong cách - - Yếu tố hài lòng chưa hài lòng thời trang bền vững Chưa hài lòng giá thành sản phẩm Đánh giá cao ý nghĩa nhân văn thời trang bền vững thân thiện môi trường, tạo điều kiện việc làm với Hài lịng ý thức bảo vệ mơi trường Khơng hài lịng giá thành sản phẩm Hài lịng chất liệu thiên nhiên Chưa hài lòng giá thành sản phẩm Hài lịng ý nghĩa bảo vệ mơi trường Chưa hài lịng thiết kế khơng đa dạng 25 | Marketing Research Project mức lương ổn định cho nhân cơng Khơng hài lịng giá thành thời trang bền vững cao , không phù hợp với sinh viên Yếu tố thu hút bạn sử dụng thử Đặc tính quần áo có mang lại thoải mái khơng, sử dụng lâu bền khơng Đề xuất mức giá 350k-400k 100k-200k 300k-500k Hạn chế mua sản phẩm có logo, thích mẫu mã Thói quen đẹp mua sắm khơng phơ trương thương hiệu ngồi - Thường mua sắm qua trang mạng xã hội: instagram mua sắm trang thương mại điện tử: shopee - Chất lượng sản phẩm mang lại có tốt sử dụng lâu bền hay khơng Chất liệu sản phẩm có đem lại thoải mái, thống mát êm dịu cho da hay không 400k-2tr 500k-2tr Thơng Thích mua thường sắm trực thích mua tiếp sắm trực cửa hàng tuyến facebook, Nhưng instagram, mua shopee sắm trực Nhưng đôi tuyến qua kênh mua shopee sắm trực taobao tiếp cửa hàng Chủ yếu mua sắm trực truyến thông qua facebook, instargam, shoppee, trang web cửa hàng quần áo Chất lượng, chất liệu, màu sắc Muốn sử dụng sản phẩm bảo vệ môi trường - 200k-500k 300k-500k Mua sắm online : shopee Thích mua sắm trực tiếp thường mua cửa hàng quận thành phố Hồ Chí Minh 26 | Marketing Research Project Tần suất lý mua sắm Ghi thêm Ít mua sắm Chưa biết từ “Thời trang bền vững” có biết qua sản phẩm vải tơ thiên nhiên Coolmate chưa có nhu cầu mua Với mức giá 350-400k áo Polo khơng mua Nếu quần áo khốc mua thử để sử dụng có điều kiện tháng mua từ 2-3 lần tháng Bị tác mua từ 1-2 động lần quảng Bị tác cáo dẫn động mua đến hàng thường quảng cáo xuyên mua sắm Khách hàng có nghe qua biết thời trang bền vững, chưa sâu Chỉ biết thời trang bền vững thời trang thân thiện với mơi trường Khách hàng có nghe qua biết thời trang bền vững, chưa sâu Chỉ biết thời trang bền vững thời trang thân thiện với môi trường tháng mua lần Mua sắm tác động quảng cáo xem review từ youtuber, tiktoker Với đề xuất áo 300350k , khách hàng cảm thấy sản phẩm rẻ mua thử để sử dụng tháng mua sắm lần Mua sắm quần áo gợi ý, giới thiệu bạn bè, qua quảng cáo mạng Đề xuất áo thời trang bền vững với giá 300-350k cảm nhận với mức giá mua để sử dụng thử - Với đề xuất áo từ 300k350k, giá ổn phù hợp với áo thun tháng lần Mua có nhu cầu, đơi mua sắm xem quảng cáo 27 | Marketing Research Project NEVER HEARD BEFORE AND USED Thông tin người tham gia vấn Độ hiểu biết khái niệm thời trang bền vững Yếu tố thu hút bạn sử dụng thử Đề xuất mức giá Thợ may (1980) Nhân viên văn phịng (1990) Tài xế cơng nghệ (1996) 0% 0% 0% Chất liệu sản phẩm ý nghĩa việc bảo vệ môi trường 300k400k Chất liệu, phù hợp với tính chất cơng việc, kiểu dáng Ý nghĩa bảo vệ môi trường, chất lượng sản phẩm độ bền lâu 200k300k 100k200k Sinh viên (2001) Kinh doanh quán trà sữa (1996) Quản lý cửa hàng cà phê (1993) Buôn bán (1976) Freelance r (1991) Nhân viên văn phòng (1991) 0% 0% 0% 0% 0% 0% Ý nghĩa mà sản phẩm muốn truyền đạt Sản phẩm không gây hại môi trường , chất lượng sử dụng lâu dài, giá hợp lý 300k 350k cao 200k500k Sẽ lựa chọn sản phẩm Lựa dựa chọn giá chất cả, có lượng kiểu Chất chất Quan dáng lượng liệu tâm phù sản sản chất hợp phẩm phẩm lượng, phong tốt, chất Chất màu sắc cách, liệu vải lượng thiết sau an tồn có ổn kế chất cho không, sản liệu vải da màu phẩm có sắc có mềm hợp với mại, thống khơng mát có độ co giãn hay không Áo 300kthun: 500k 300kphù 500k hợp với Dưới 300kÁo học 500k 400k khoác: sinh, 500ksinh 700k viên 28 | Marketing Research Project Thói quen mua sắm Tần suất lý mua sắm Ghi thêm Mua sắm trực tiếp shop, siêu thị Vì mạng chạm vào trực tiếp chất liệu, chưa có độ tin tưởng Mua sắm trực tiếp cửa hàng Chỉ mua sắm trực tiếp cửa hàng Thường mua sắm online qua shopee, có nhiều khuyến mãi, tiện lợi đa dạng mặt hàng Tần suất Khơng mua có tần sắm suất khơng mua năm cụ thể 3-4 lần sắm mua phụ năm, Nếu sắm thuộc lần thấy khoảng vào mua từ sản 3-4 khoản 2-3 phẩm lần chi tiêu quần có mẫu Mua đề áo mã đẹp, sắm Mua Mua phù có nhu sắm khi có hợp với cầu cần thấy nhu cầu độ tuổi, thiết sản cơng phẩm việc ưng ý mua phù hợp Chươn Tiêu Chủ g trình chí yếu khuyến mua mua sắm sắm đồ vào dịp phải cơng tết đảm sở, bảo bình chất dân lượng Nếu Mua sắm cửa hàng, trung tâm thương mai hay sàn thương mại điện tử tháng lần Khi mua sắm ưu tiên chọn quần áo đơn giản, Thường hay mua trực tiếp cửa hàng bình thường store Chủ yếu store Thích mua sắm trực tiếp, muốn thử sản phẩm ngắm sản phẩm Không vào hình thức mua online tháng lần Mua có nhu cầu Mua sắm tùy vào sở thích, nhu cầu khơng có tần suất cụ thể Cho ý kiến sản phẩm có kiểu dáng chất liệu mềm Thích mua trực tiếp cửa hàng để cảm nhận sản phẩm Thích mua online: shopee 2-3 tháng mua lần tháng lần giảm giá 2-4 tháng mua lần Thấy sản phẩm đẹp mua Đề xuất cho áo 300350k, khách hàng cảm thấy giá cao 29 | Marketing Research Project sản phẩm Nếu giảm giá giảm chất lượng bị lòng tin sản phẩm mang lại tính tốt cho sức khỏe, bền thời trang nhanh áo giá 300k – 400k đáng để trải nghiệm phù hợp với xu hướng thuộc thời trang nhanh mại, khơng có chất liệu nilon, tốt, phù hợp với tầm nhìn sở thích với mức giá 300k350k cho áo khách hàng cảm thấy ổn The above three tables have compiled the answers of three types of people: those who have used sustainable products, those who have heard of but have not used them, and those who not know about sustainable fashion This classification has been very effective in collecting primary information as well as ways to solve the problem of each type of consumer The vertical column shows the responses of each interviewee Through this interview, we have collected 24 samplings There are people who know and use sustainable fashion products, people who know about this trend but have not used it, and people who not know about sustainable fashion trends We have answered the following questions: who are the target customers, their understanding of sustainable fashion, their prior product satisfaction, and understanding of consumers' shopping habits At the same time, secondary data of two prominent rival brands in Ho Chi Minh City, helped us to locate where the upcoming product will be in the market compared to their products, above all, exploit the points they not have or not well for us to provide solutions to overcome and satisfy customers 30 | Marketing Research Project V CONCLUTION In general, the majority of interviewees were very cooperative, and information collection was not hindered Through the interview, most of the students knew about the concept of sustainable fashion but did not use it because of the price; office workers, teachers who often use sustainable fashion but the term "sustainable fashion" is still too new to them There are a lot of people who not know about sustainable fashion, and that requires a solution to this problem, bringing sustainable fashion trends closer to consumers Through in-depth interviews, people mainly search from two main sources of information: social networking sites, the Internet, and reviews of their acquaintances and friends Through the interview, we found out the target customers of sustainable fashion products: - Occupation: Office worker, teacher, final year student about to go to work We chose these three occupations because, after the interview, we found that the majority of people who have used or have not used but have an interest in sustainable fashion are in these three career areas And the nature of these jobs is all-day activity, which requires a cool, non-itchy product and comfortable eco-friendly materials Sustainable fashion has met the needs of consumers - Age: 25 - 45 Customers at this age have taken more care of themselves, have chosen what suits their personality, personal preferences, and surroundings, rather than buying because of a whim Products of sustainable fashion will be used for the long term, so it requires consumers to choose products that are suitable for themselves so that they can be comfortably worn over and over again, on many different occasions At this age, their shopping tendency is often very careful, they consider fabrics and try on fit and style And so we choose this age to be completely appropriate Moreover, this age is the intersection of adults but young trends and they have enough economy to meet their trendy needs - Income level: million and more With this level of income, they not need to worry too much about the essential needs of life anymore, they have more time to take care of themselves, meet the higher needs in life They buy clothes not only to wear as necessities but also to express the personality and rank of the wearer - Geography: Big City (Ho Chi Minh City) Because the market in Ho Chi Minh is very exciting, it is a market for young people, who have a passion for work, knowledge along with understanding, and quick information updates Consumer demand in the city is also very diverse Starting with customers living in Ho Chi Minh City is completely appropriate - Personal Psychology: Love the environment, love the comfort, simplicity and elegance Interviewees about what makes them willing to use sustainable fashion, their answers revolve around quality, airy materials, and the meaning of environmental protection Therefore, the individual psychology of the target customer is a person who is careful, loves comfort, and wants to contribute to environmental protection 31 | Marketing Research Project The in-depth interview was conducted with 24 participants We get the following conclusions: There are three groups related to target customers: known and used; known but not used; never heard before and used • Firstly, customers have known and used sustainable fashion products: Mainly customers are people who are working, have fashion needs that are both pretty and good of quality and comfortable, meet the durability of use And they often use clothes from diverse brands such as Timtay, Zara, H&M, UNIQLO, etc There are four main factors that influence the satisfaction of customers when they use sustainable fashion products: the style of the product, the quality, the fabric, and the durability of the product Fabric is the most important factor affecting customer satisfaction when shopping for sustainable fashion products Customers who have heard and used products of sustainable fashion have had a good awareness of the importance of quality, natural fabrics for comfort, coolness, and especially long-term use, recycling of products Ecommerce sites, online selling websites of brands they use, or shopping centers are the main places where customers often come and participate in shopping According to the in-depth interview, customers tend to prefer to shop directly at stores or commercial centers to get advice from staff, carefully check the fabric, and try on before deciding to buy Three factors attract customers to use the next products of sustainable fashion: durability, fabric, and good quality They shop for products with the purpose of going to work, going out, or going on important occasions with the frequency of shopping depending on their needs but on average 2-3 times a month The average price a customer is willing to pay for a fashion product also depends a lot on the style, quality, fabric, and comfort when customers use it According to the interview results, customers give suggestions for prices ranging from 300,000 VND to 500,000 VND The results of the interview show that if sustainable fashion products not make them feel that they are suitable for their needs, then they will certainly not choose to buy Therefore, the combination of additional discounts and gift programs only increases the attractiveness for them to try the product, which is a small part of the decision of customers in this target group Customers who often shop for sustainable fashion products, have a typical lifestyle with a preference for shopping, owning product sets that bring comfort, breathability, long-term use, suitable with the working environment • Secondly, customers have known but have not used sustainable fashion products: Mainly customers are students, most of these people like to keep up with trends, prefer to use products from fast fashion, and like to change many product models in their wardrobe Customers are knowledgeable about sustainable fashion: natural fabrics are suitable for environmental protection, good quality, but besides that, they are not satisfied because the designs are not diverse, not stimulating customer shopping There are three factors that affect the fact that customers have never used sustainable fashion: out of trend, high price, they have not had the opportunity to interact, and not understand the advantages of owning a product of sustainable fashion According to the results of the interview, the price of the product is the biggest obstacle leading to them not using this sustainable fashion product Four factors attract customers if they have the opportunity to use products of sustainable fashion: designs, diverse colors; good quality, appropriate natural fabric material that contributes to environmental protection, reasonable price in accordance with the needs of this customer The majority of customers belong to the group of customers who have heard but have not used, they prefer to 32 | Marketing Research Project shop online on major e-commerce sites such as Shopee, Lazada and on advertising social networking sites such as Facebook, Instagram, and other social networking sites The special promotion of these shopping channels is very attractive to customers' shopping behavior Therefore, discount programs with attractive discount codes or special promotions such as Black Friday, Discount 99%, Buy get also affect the frequency of customers' shopping, mainly one or two times per month The reason leading to customers' shopping behavior is mainly through ads on social networks Facebook, Instagram; Reviews from friends and they shop when needed, for going out, going to school, or going to work part-time jobs The average price suggested by customers for a shirt ranges from 200,000 to 400,000 VND depending on their selection needs Customers find that if they combine more discount forms and gift programs, they will be interested and customers in this target group are mainly students with limited financial needs, so they will often choose select products with promotional offers Customers who have heard but have not used it, have had a lifestyle that catches up with modern trends, like variety, and like to own the latest trending products • Thirdly, customers have never heard before of and used sustainable fashion products: The three priority factors for choosing to use products of this group of customers are: suitable for themselves or family; designs; material Mainly middle-aged customers tend to like: the sustainability of products; the long-term use, the meaningful product They tend to prefer to shop directly at shops, malls, and for them, online shopping is not reliable because they can not experience the fabric and product design Customers' shopping behavior is predetermined according to their needs, each shopping will buy many products, so the frequency of shopping is mainly 2-3 times a year When introduced through sustainable fashion, according to the results of in-depth interviews, five main factors will influence customers' purchases: style, fabric, comfort, durability, and long-term use, price The average price suggested by this group of subjects is 100,000 VND - 350,000 VND depending on the preferences of each person, they like discount programs or accompanying gifts, which is a factor to increase the purchase volume of customers VI RECOMMENDATION Strengthen the implementation of Digital Marketing through tools such as social networks, blogs, Google ads, online banners, google shopping to increase the frequency of exposure to sustainable fashion for consumers Thereby increasing the awareness of consumers about the concept of sustainable fashion to the vast majority of customers Advertisements made must emphasize durability and environmentally safe fabrics because these are factors that are highly appreciated by customers and have a strong influence on customers' purchasing decisions Promote online sales forms; maintain, enhance the satisfaction and service quality of the stores because customers tend to buy more directly Increase advertising at locations where objects such as teachers and office workers are in frequent contact because this is the main target group Develop a pricing strategy in line with customer needs, maintaining prices between 400 - 800.000 VND for a product Combine in-store promotions and online shopping vouchers to increase the number of customers visiting the store and website Developing products with better durability and diverse designs without losing the motto of sustainable fashion "Not following trends, not outdated over time" Diversified designs will attract more customer groups and help expand the market Develop a strategy to stretch the product line (Line stretching) below the “Down Market” to increase the chances of attracting more customers at a low price (200 - 400.000 VND), without losing customers in the lower segment Implement proactive product price reduction strategies to 33 | Marketing Research Project increase the brand's market share Increase writing content about sustainable fashion, advertise products through Instagram stories (Instagram Ads) and Facebook Ads to increase awareness (Brand Awareness) for this customer group These are two channels that help marketers easily reach students Because this is a group of customers who not know much about Sustainable Fashion, so when continuously increasing brand awareness for this customer group, the brand will gradually become the top brand of mind for customers when they think of sustainable fashion Brand Recall So when making a purchase, our brand will become the preferred brand in the buying decision process Implement traditional advertising programs such as banners, handing out flyers, vouchers, etc to be able to reach middle-aged customers without much exposure to social networks and the internet Promote the campaign to protect the environment when buying clothes at the store, using biodegradable paper bags, The program deducts money from the revenue of planting trees to protect the environment VII LIMITATION Due to the complicated epidemic situation, random sampling cannot be implemented, so that is also a limitation Most of the interviewees were family acquaintances, the sampling was not diversified, and the subjects were selected conveniently, not randomly This research only shows the target customers, the interviewee's understanding of sustainable fashion, but not too in-depth about consumer psychology about sustainable fashion One of the main limitations with telephone interviewing it’s hard to gain the trust of respondents, unable to observe the respondent's reaction Because of this reason, we may not get responses or may introduce prejudice Since phone interviews are often kept brief to reduce the potential for respondents' discomfort, this method can also limit the amount of data we can collect VIII REFERENCES https://research-methodology.net/consumer-buyerbehaviour-definition/ https://vietnambiz.vn/marketing-xanh-greenmarketing-la-gi-hieu-qua-cua-marketing-xanh-trongthuc-tien-20191017105814893.htm http://rezakord.com/uploads/91b0c5c8c158421fa332a449c435e1b4.pdf https://timtay.me https://timtay.me/blogs/stories/timtay-fall-winter-2020 https://style-republik.com/behind-the-label-timtay-lam-thoi-trang-ben-vung-lamot-hanh-trinh-phai-trau-doi-va-thay-doi-lien-tuc/ https://www.acfc.com.vn/mango.html https://vuakhuyenmai.vn/mango-viet-nam-khuyen-mai/ 34 | Marketing Research Project https://www.lofficielvietnam.com/style%20/bst-denim-2021-loi-cam-ket-baove-moi-truong-tu-mango ... biết thời trang bền vững, chưa sâu Chỉ biết thời trang bền vững thời trang thân thiện với mơi trường Khách hàng có nghe qua biết thời trang bền vững, chưa sâu Chỉ biết thời trang bền vững thời trang. .. với nơi bán thời trang bền vững, thời trang bền vững chưa có thịnh hành, giá cao Chưa tìm thấy sản phẩm phù hợp chưa có hội để tìm hiểu, tiếp cận nhiều với thương hiệu thời trang bền vững Vì quen... bền vững Vì quen sử dụng thời trang nhanh thích thay đổi nhiều mẫu quần áo Chưa biết nhiều thời trang bền vững Không quan tâm nhiều mua sắm Những thiết kế thời trang bền vững đơn giản, không phù