Luận văn thạc sĩ UEH customer based brand equity a study of trung nguyen coffee in viet nam

UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Nguyen Thi Kim Nhung ID: 22110042 CUSTOMER-BASED BRAND EQUITY A STUDY OF TRUNG NGUYEN COFFEE IN VIETNAM MASTER OF BUSINESS (Honours) SUPERVISOR: Prof LE NGUYEN HAU HO CHI MINH CITY - August, 2014 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ACKNOWLEDGMENTS This research could not have been done without the help and contributions of many people that I am very thankful to First of all, I would like to express my deepest acknowledge to my supervisor, Professor Le Nguyen Hau for his help, valuable advices and recommendations Especially during the whole time of doing thesis, his patient helps me to get through all mistakes in my work Moreover, he also teaches me much more than just finishing this thesis Again, I want to say “Thank You Very Much” to my advisor for all he has done for me I would like to use this chance to express my earnest appreciation to the professors and lecturers of International School of Business (ISB) – UEH for their guiding me in during my academic years at ISB I have been assisted very much in the completing of this thesis by the knowledge and skills that I have learned Furthermore, I would like to appreciate the contribution of people who help me complete the survey questionnaires to share their valuable time and support me with useful information for completing this thesis I also want to say “Thank You” to my friends, other senior students at ISB, who are doing thesis at the same time with me, for your supporting and encouragement during this difficult period of time and two years studying as well Most of all, we like to thank our families and friends for their unconditional support and understanding during the research process LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com TABLE OF CONTENTS CHAPTER I INTRODUCTON 1.1 Background of research 1.2 Research problem and purpose 1.3 Research objective 1.4 Scope of the study 1.5 Contribution of the study 1.6 Organizational structure of the study CHAPTER II LITERATURE REVIEW & THEORETICAL FRAMEWORK 2.1 Concepts & Definitions 2.1.1 Overview of branding 2.1.2 Brand equity 2.1.3 Customer based brand equity 11 2.1.4 Aaker’s Brand Equity Model 12 2.2 Research model 15 2.2.1 Brand awareness 16 2.2.2 Brand association 17 2.2.3 Brand loyalty 18 2.2.4 Perceived quality 19 CHAPTER III RESEARCH METHOD 21 3.1 Research methodology 21 3.2 Quantitative approach 21 3.3 Questionnaire design 22 3.4 Sampling 27 3.5 Pilot test 28 3.6 Data collection 28 3.7 Data analysis 29 CHAPTER IV DATA ANALYSIS & DISCUSSIONS 32 4.1 Respondent demographic profile 32 4.1.1 Sample demographic 33 4.1.2 Central tendencies measurement of construct 34 4.2 Evaluation and refinement of measurement scale 36 iv LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 4.2.1 Reliability analysis 36 4.2.2 Exploratory factor analysis 39 4.2.2.1 EFA results for measurement scales of independent factors 40 4.2.2.2 EFA results for measurement scales of dependent factor – brand equity 42 4.2.2.3 Testing the relationship of independent factors and dependent factor 42 4.3 Hypothesis testing 44 4.4 Discussion 48 CHAPTER V CONCLUSIONS & RECOMMENDATION 49 5.1 Conclusion 49 5.2 Recommendation 50 5.2.1 Perceived quality 51 5.2.2 Brand loyalty 53 5.2.3 Brand association 55 5.3 Limitation and future research 57 REFERRENCES 59 APPENDIX A 65 APPENDIX B 71 APPENDIX C 78 v LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF TABLES Table 3.1: Measurement scale 23 Table 4.1: Demographic profile 30 Table 4.2: Descriptive statistics 33 Table 4.3: Reliability Statistics 37 Table 4.4: Rotated component matrix 41 Table 4.5: Cronbach‟s alpha after EFA 42 Table 4.6: Pearson correlation 43 Table 4.7: Model summary 45 Table 4.8: The coefficients 46 Table 4.9: The hypotheses testing result 47 vi LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com LIST OF FIGURES Figure 2.1: Brand equity 10 Figure 2.2: Aaker‟s Brand Equity Model 14 Figure 2.3: Research model 15 Figure 3.1: Research design 19 Figure 4.1: Final model of the study 44 vii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ABSTRACT Brand equity is one of the important concepts in brand management, as well as in business practice and academic research Developing and properly managing brand equity has been emphasized as an important issue for most firms Along with coffee brand in Vietnam, the competition of coffee shop market is fierily and fragmented due to numerous brands strike for consumer attention This study uses Trung Nguyen coffee as example to explore the impact of brand equity in Vietnamese coffee shop market The research is to develop a model to measure the customer based brand equity of Vietnamese Coffee and study the impacts of the brand equity‟s four dimensions on brand equity The findings in this paper with supporting of Trung Nguyen Coffee‟s case study were found that only three dimensions of brand equity (perceived quality, brand loyalty and brand association) have positive effect on Brand equity The study shows that Trung Nguyen Coffee‟s managers and executives should put their efforts primarily on building brand loyalty, brand association and perceived quality in designing the marketing and brand building strategies This study also provides important insights about the understanding of Hochiminh City consumers‟ perceptions of brand equity and its dimensions in the premium roasted coffee market viii LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com CHAPTER I INTRODUCTON 1.1 Background of research According to data from MARD (2013), Vietnam exported 14.5 million bags of green coffee in the first seven months of 2013, an increase of percent over the previous year, designating Vietnam as the second largest coffee exporter in the world Moreover, Vietnam is also known as a coffee country with a long-standing coffee culture with first appeared in 1857 Gradually it becomes a popular and important drink in the lives of many Vietnamese people Nowadays, many coffee brands, both foreign and domestics have been penetrating all over Vietnam to satisfy the huge demand for coffee of Vietnamese people Due to globalization, the domestic coffee market has also become very attractive to foreign investors and many famous international coffee brands have appeared and developed in Vietnam, such as NYDC Coffee, The Coffee Bean and Tea Leaf, Angel In Us Coffee, Starbucks coffee, etc which make the domestic roasted coffee market become more competitive than ever Confidence with many years‟ experience in producing roasted coffee, Vietnamese coffee brands like Trung Nguyen coffee, Highland coffee, Gogo coffee, etc have tried to break into this market Notwithstanding, most companies have admitted it was difficult to increase even a small market share The competition of coffee market in the segment of premium roast coffee is now moving from price and product‟s quality to brand building, particularly, the branding and product image are becoming more and more significant to Vietnamese customers So, brand equity is LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com recognized as an important part that assisting Vietnamese coffee marketers or companies increase competitive advantage and assist to make management decision Beginning with the application of trademarks to products for the purpose of product differentiation, brands have developed and become one of the key success factors in firms achieving competitive advantage though differentiation (Wood, 2000) Brands create added value for both firms and customer According to Aaker (1991), brands play a key role in increasing the value of products and protecting the product from being imitated by competitors If Vietnamese roasted coffee brands could deeply understand the importance and get benefit from brand equity, they get greater profit and loyal customers These circumstances motivated me to investigate the relationship between selected brand equity‟s dimensions and brand equity Founded by Dang Le Nguyen Vu in 1996, Trung Nguyen coffee was a small business processing coffee in Ban Me Thuoc city At that time, Vietnam had risen once again to be one of the leading coffee producers in the world, but almost solely producing "green" coffee (unroasted beans) that were sold on the commodity market This resulted in no control over the final coffee quality or prices In 1998, the first Trung Nguyen coffee shop was officially launched in Ho Chi Minh City In 2001, Trung Nguyen coffee shops were launched in all provinces Up to now, Trung Nguyen coffee has more than 50 coffee shops operating throughout Vietnam Trung Nguyen coffee is confident in the future of sustainable development with the emergence and continuous growth of the country At the beginning, Trung Nguyen Coffee has recognized the importance of LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com branding and always tried to build its brand to become a high-class brand of coffee for customers who have high income 1.2 Research problem and purpose Competition is the most fundamental factor that directly affects the brand emergence and growth (Laaksonen, 1994) Today, the competition is fiercely in all fields due to the threat of new entrances and rivals, coffee shop market are not an exceptional The company always try to outperform their competitors to grab a greater share of market, thus, an appropriate marketing strategy is necessary Here, brand equity is a concept in marketing field which plays an important role that affects developing business for a company When the market is full of competition, the brand, the style and the quality of a product are vital points in customer‟s selection Vietnamese roasted coffee brands have spent much money on producing mass of products, reducing prices, and introducing promotional campaigns to attract customers but they forget that customers always choose famous, trusted and reliable brands Up till now, many domestic coffee enterprises cannot build their own unique brand in an effective way associated with their roasted coffee Most of them have not yet achieved national recognition 1.3 Research objective The main purposes of this study are to understand of the brand equity concept employ in marketing Especially, to measure and examine the effectiveness of brand equity dimensions, i.e., brand awareness, brand association, perceived quality and brand LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 93 94 95 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 BAS4 4 3 4 4 4 3 4 5 BAS5 4 3 4 3 4 4 4 4 4 3 5 BAS6 5 3 4 4 4 4 4 4 3 PQU1 4 4 4 4 3 4 4 3 4 3 4 PQU2 4 3 4 4 3 2 4 4 PQU3 3 4 4 4 3 3 4 4 4 PQU4 4 4 4 4 4 3 3 2 4 3 4 PQU5 4 3 4 4 3 4 3 4 4 2 4 PQU6 4 4 4 4 4 4 2 3 4 PQU7 4 4 4 4 3 4 4 4 PQU8 4 4 4 4 4 4 2 3 4 PQU9 4 4 4 4 3 4 4 4 Page 15 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 120 121 122 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 BAS4 4 3 3 4 3 4 4 5 BAS5 4 4 4 4 4 4 4 5 BAS6 3 4 4 4 4 4 5 4 4 PQU1 4 5 4 4 4 4 3 4 4 3 PQU2 5 3 5 3 3 3 4 3 PQU3 4 4 4 4 4 4 4 PQU4 4 4 4 4 4 4 4 3 PQU5 3 5 4 4 3 4 4 4 PQU6 4 4 3 4 4 4 4 4 PQU7 4 5 4 4 4 4 3 4 4 PQU8 4 4 3 4 4 4 4 4 PQU9 4 5 4 4 4 4 3 4 4 Page 16 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 147 148 149 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 BAS4 5 4 4 5 5 5 4 BAS5 4 4 4 4 5 5 3 BAS6 4 5 4 4 4 5 5 PQU1 4 4 3 4 3 4 4 5 4 4 PQU2 5 4 1 3 4 4 4 PQU3 5 4 4 4 5 4 3 PQU4 5 4 4 4 4 3 4 4 PQU5 5 4 4 4 4 4 4 PQU6 4 4 4 4 4 3 3 3 PQU7 5 4 4 5 4 4 4 PQU8 4 4 4 4 4 3 3 3 PQU9 5 4 4 5 4 4 4 Page 17 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 174 175 176 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 BAS4 4 3 5 4 5 4 BAS5 4 4 4 3 5 5 4 BAS6 4 4 5 5 4 4 PQU1 4 4 3 4 4 3 4 4 4 PQU2 4 4 3 4 4 4 2 4 PQU3 4 5 3 4 4 4 4 4 4 PQU4 4 4 4 4 3 4 4 4 4 PQU5 5 4 3 3 3 4 3 4 4 PQU6 4 4 4 4 4 4 4 PQU7 4 4 3 4 3 3 4 5 PQU8 4 4 4 4 4 4 4 PQU9 4 4 3 4 3 3 4 5 Page 18 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 201 202 203 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220 221 222 223 224 225 226 227 BAS4 3 4 4 4 5 5 4 3 BAS5 4 4 4 5 5 4 4 3 BAS6 3 4 5 4 5 5 4 4 PQU1 4 5 4 4 4 4 5 4 4 PQU2 3 4 5 4 4 4 4 4 PQU3 4 5 4 5 4 4 5 4 4 3 PQU4 4 4 4 4 5 4 3 3 PQU5 4 4 4 4 4 5 4 3 PQU6 4 4 4 3 4 4 4 5 4 4 PQU7 4 4 5 4 4 5 4 4 PQU8 4 4 4 3 4 4 4 5 4 4 PQU9 4 4 5 4 4 5 4 4 Page 19 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 228 229 230 231 232 233 234 235 236 237 238 ID 10 11 12 13 14 BAS4 4 4 3 4 BLO1 4 3 3 4 BAS5 4 4 4 BLO2 4 3 3 4 BAS6 5 4 4 4 3 BLO3 4 4 3 3 PQU1 4 5 3 4 BLO4 3 4 3 3 PQU2 3 2 4 PQU3 3 4 4 BLO5 4 4 3 PQU4 5 2 4 BLO6 4 3 4 3 3 PQU5 4 3 4 4 BEQ1 5 3 2 5 PQU6 4 4 2 3 BEQ2 4 4 3 PQU7 4 4 BEQ3 4 3 3 4 3 PQU8 4 4 2 3 BEQ4 4 5 3 4 4 PQU9 4 4 BEQ5 4 3 3 3 Page 20 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 31 32 33 34 35 36 37 38 39 40 41 BLO1 3 3 4 2 4 4 3 BLO2 3 3 2 3 4 4 3 BLO3 3 4 3 4 2 4 3 4 BLO4 2 3 3 4 3 4 3 4 BLO5 3 4 5 4 4 4 4 3 4 BLO6 2 3 3 4 3 4 3 4 BEQ1 2 4 3 5 2 5 3 BEQ2 3 5 4 4 4 4 3 4 BEQ3 4 4 3 4 4 4 4 4 BEQ4 4 3 4 4 5 2 4 2 4 BEQ5 3 4 3 4 4 4 2 4 Page 21 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 42 43 44 45 46 47 48 49 50 51 52 53 54 55 56 57 58 59 60 61 62 63 64 65 66 67 68 BLO1 4 3 4 3 4 3 3 3 3 4 BLO2 4 2 4 3 4 4 4 3 4 4 BLO3 4 5 4 3 3 5 4 4 4 BLO4 4 4 3 4 3 3 3 3 4 4 BLO5 4 3 5 4 4 5 4 4 4 BLO6 4 4 3 4 3 3 3 3 4 4 BEQ1 4 3 4 4 4 3 3 5 BEQ2 5 4 5 4 4 5 4 BEQ3 4 3 4 4 5 5 3 4 4 BEQ4 4 4 4 5 3 4 5 5 3 4 3 BEQ5 4 3 3 3 4 4 4 3 3 4 3 Page 22 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 69 70 71 72 73 74 75 76 77 78 79 80 81 82 83 84 85 86 87 88 89 90 91 92 93 94 95 BLO1 4 3 5 5 5 4 5 BLO2 4 3 4 4 4 4 5 BLO3 4 4 4 3 4 3 4 3 BLO4 4 4 4 3 5 4 3 BLO5 4 4 4 4 4 4 4 4 BLO6 4 4 4 3 5 4 3 BEQ1 4 4 5 4 4 4 4 BEQ2 5 2 4 4 3 5 4 BEQ3 4 4 3 5 4 4 4 4 5 BEQ4 4 3 4 3 4 4 5 BEQ5 4 4 1 3 4 3 4 4 Page 23 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 96 97 98 99 100 101 102 103 104 105 106 107 108 109 110 111 112 113 114 115 116 117 118 119 120 121 122 BLO1 4 4 4 4 4 5 5 4 4 5 BLO2 4 4 4 4 4 4 4 5 4 BLO3 4 4 4 3 4 5 BLO4 4 4 4 5 4 4 4 4 BLO5 4 4 4 4 3 4 4 4 BLO6 4 4 4 5 4 4 4 4 BEQ1 4 4 5 4 4 4 5 5 BEQ2 4 4 4 4 5 5 5 4 5 BEQ3 4 4 4 4 4 4 5 4 BEQ4 4 4 4 5 3 5 BEQ5 3 4 5 4 4 3 4 Page 24 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 123 124 125 126 127 128 129 130 131 132 133 134 135 136 137 138 139 140 141 142 143 144 145 146 147 148 149 BLO1 4 5 5 2 3 4 4 BLO2 5 5 5 4 4 4 3 4 3 3 BLO3 5 4 4 4 4 4 2 4 BLO4 4 5 4 4 4 3 3 3 4 2 BLO5 5 5 4 5 3 3 4 4 4 3 3 BLO6 4 5 4 4 4 3 3 3 4 2 BEQ1 5 4 4 3 3 4 3 5 BEQ2 4 5 5 5 3 4 4 5 BEQ3 5 3 4 4 4 4 3 4 3 3 BEQ4 5 4 4 2 3 2 1 BEQ5 5 4 4 3 3 3 Page 25 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 150 151 152 153 154 155 156 157 158 159 160 161 162 163 164 165 166 167 168 169 170 171 172 173 174 175 176 BLO1 4 4 4 5 5 4 4 4 4 4 BLO2 3 4 5 5 4 4 4 4 4 4 BLO3 5 4 3 4 4 4 4 3 BLO4 4 3 4 3 4 4 4 4 4 3 BLO5 4 4 4 5 4 4 4 4 4 BLO6 4 3 4 3 4 4 4 4 4 3 BEQ1 4 4 5 4 4 5 4 3 5 BEQ2 4 4 4 5 5 4 4 5 4 4 5 BEQ3 3 4 5 4 4 4 4 4 4 5 BEQ4 3 5 3 4 4 3 4 4 BEQ5 2 3 3 4 3 4 3 4 Page 26 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 177 178 179 180 181 182 183 184 185 186 187 188 189 190 191 192 193 194 195 196 197 198 199 200 201 202 203 BLO1 4 4 4 4 4 4 3 BLO2 5 4 4 4 5 4 4 BLO3 4 4 3 4 4 4 4 3 4 BLO4 4 4 4 5 5 4 4 3 4 4 BLO5 4 4 5 5 5 3 4 4 BLO6 4 4 4 5 5 4 4 3 4 4 BEQ1 5 3 3 4 4 5 4 4 4 BEQ2 4 4 4 4 4 4 5 5 5 BEQ3 4 4 4 5 4 3 3 3 BEQ4 4 4 4 4 4 4 3 BEQ5 4 4 4 5 5 4 4 3 4 4 Page 27 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 204 205 206 207 208 209 210 211 212 213 214 215 216 217 218 219 220 221 222 223 224 225 226 227 228 229 230 BLO1 4 3 4 5 4 4 4 3 5 BLO2 4 4 5 5 4 5 3 4 BLO3 4 3 4 5 4 5 4 4 BLO4 4 4 4 4 5 5 5 4 4 BLO5 4 4 3 3 5 5 4 4 4 BLO6 4 4 4 4 5 5 5 4 4 BEQ1 4 3 4 4 5 4 3 BEQ2 5 5 5 5 5 5 4 5 BEQ3 3 3 4 3 4 5 4 3 BEQ4 3 4 3 3 4 4 4 2 3 BEQ5 5 4 4 4 4 5 4 3 4 Page 28 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ID 231 232 233 234 235 236 237 238 BLO1 5 5 4 BLO2 4 4 4 BLO3 4 BLO4 4 4 4 BLO5 4 4 BLO6 4 4 4 BEQ1 5 5 3 BEQ2 5 5 4 BEQ3 4 3 3 BEQ4 4 3 2 BEQ5 4 4 Page 29 of 29 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... overall perception of entire customers in Vietnam about brand equity of Vietnam„s coffee brand This research may not reflect the opinions of all Vietnam‟s coffee brand customers in Ho Chi Minh... market has also become very attractive to foreign investors and many famous international coffee brands have appeared and developed in Vietnam, such as NYDC Coffee, The Coffee Bean and Tea Leaf, Angel... 12 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com some research as parts of the combination of attitudinal components of customer based brand equity, brand performance (Lassar et al.,