(TIỂU LUẬN) MKTG 1421 CONSUMER PSYCHOLOGY AND BEHAVIOR SUSTAINABLE CONSUMPTION PROJECT

   MKTG 1421 - CONSUMER PSYCHOLOGY AND BEHAVIOR SUSTAINABLE CONSUMPTION PROJECT              Lecturer: Nguyen Anh Thu Group - SEM B 2018 Vu Pham Nha Thu - S3712379 Ngo Tran Thuc Anh - S3695429 Tran Kha Doanh - S3730082 Diep The Huy - S3678710 Nguyen Hoang Viet - S3557731 Nguyen Cao Hoang Linh - S3634558   Sustainable Consumption Project MKTG1421 Table of contents Executive summary Introduction 1.1 Nature of the company 4 1.2 Product 1.3 Competitors 1.4 Target market 1.5 Positioning map Stimulus for the company/the store/the product/the brand 2.1 Online advertising 2.2 Stimulus of brand/product 2.3 Events/contest 8 11 13 13 18 20 Internal Influences 24 3.1 Learning 24 3.1.1 Condition Learning 3.1.2 Cognitive Learning 3.2 Motivation 3.3 The Components of Customers’ Attitude 3.3.1 Cognitive Components 3.3.3 Behavioral Components 3.4 The attitude-change strategies: 3.4.1 The strategies of changing cognitive component: 3.4.2 The strategies of changing behavioral component: External Influences 4.1 Culture Influence 4.2 Demographic 4.3 Group Influence 24 25 25 29 29 31 32 32 34 35 35 37 39 Recommendation 40 Appendix 41 Reference list 54     Sustainable Consumption Project MKTG1421   Executive summary TH true milk is a favorite milk brand, which is well known as the fresh milk with organic ingredients grown by themselves. Recently, TH true milk also launches the new product is TH true ice-cream so as to compete with others rivals such as Vinamilk, Dutch Lady, Nestle. Therefore, TH true milk is trying to shift itself to be the most quality fresh milk that provides the natural flavor and 100% organic, which is illustrated in the positioning map. TH true milk has implemented 3 chief stimulus which is online advertising, the stimulus of brand/product and event/contest. In the online advertising, TH true milk mainly focuses on the Facebook fan page, organize with prizes for the customer to get the promotion. Moreover, it also has the eco-friendly event to purchase empty boxes and bottles of milk for a canvas bag. In the stimulus of brand and product, TH true milk uses only 2 main color which is green and light blue to make the customer feel fresh and natural when they see TH true milk products and advertising. TH true milk has 2 main charity event, which is annually for students and kids over the country, they collaborate with schools to provide unprivileged students the most quality and comfortable study environment and lifestyle. Besides, the internal influences are starting with the learning stage. This stage will analyse the condition learning, both classical (TH true milk charity event and game show), operant conditioning (promotions “buy 8 get 1” and purchase empty boxes, bottles for a canvas bag), and cognitive learning including Iconic rote (the company slogan and theme color want the customer to remember the brand as the most natural of Vietnamese dairy). Furthermore, the motivation part is applying the McGuire theory to show how TH true milk gets into their customers’ awareness of the natural milk with organic ingredients. Cognitive, affective and behavioral components in the attitude part are used to how the brand image effect to customers’ consensus. In the last part of internal influence, the attitude-change strategies will be included as the supporting idea for TH true milk to reconsider their cognitive and behavioral component. Last but not least, the external influences is successfully applied by TH true milk. Specifically, they exploit Vietnamese culture influences (humor vs seriousness, adult vs child, problem-solving vs fatalism, status vs performance). At the same time, TH true milk main target customer is middle age people who are most parents and the consumer will be teenagers (12-18) and kids (5-12), the income will be the focus in the middle to high as the parents are willing to pay for the quality milk for their children. At the same time, the group influences are including primary groups Sustainable Consumption Project MKTG1421 (co-workers, friends, family members), secondary groups (colleagues, members of social groups), strategy - informational (social media group, Facebook fanpage), and strategy - word of mouth. Overall, utilizing the external influences, TH true milk has done well in targeting the right segmentation of customers and consumers, exploiting Vietnamese culture to set prices, perfect timing to release the new product collection, attractive advertising and also apply the effective strategy of group influences to increase their reputation. Finally, for the recommendation, TH true milk should apply the level 4 in Maslow’s theory to motivate more customers to purchase their milk items. On the other hand, they also need more special and unique strategy for their branding so as to impress their potential customers and outstanding in the dairy market of Vietnam. Introduction 1.1 Nature of the company TH group was established in 2010 and is located in district Tan Binh, HCMC. TH true milk is an organization specializing in milk product in Vietnam such as fresh milk, yogurt, and ice-cream. With the slogan “ True Happiness” or “ Fresh Milk”, TH true milk create a phenomenon in Vietnamese customer and make the consumer trust them in the short time because TH group is the first company milk in Vietnam applies the most modern technology in milk industry that imported in foreign countries. On the other hand, TH group is the first brand milk in Vietnam breed a cow by themselves. Moreover, TH group has the fields of corn, sunflower seed, walnut to make the organic food for their cow (New.zing 2015). Control Union certificate TH true milk is the first organic milk brand company from Vietnam compliance all procedure of Europe Standard (Dantri 2017). Sustainable Consumption Project MKTG1421 Overview of TH True milk farm in Nghia Dan (Nghe An)  Inside the farm of TH True milk   Sustainable Consumption Project MKTG1421             The overview inside of TH True milk's factory  Applying the new modern method for cropping  Sustainable Consumption Project MKTG1421 1.2 Product Although launched in 2010, TH true milk gets the trust of many Vietnamese customers. According to Brands Vietnam (2013), 85% customer after buying the products of TH true milk, they want to come back and become the loyal customer of TH in the future. Moreover, the product has been checked in the National Institute of Nutrition, announced good weight loss effect and suitable for Vietnamese ( Ven 2015). In July 2014, TH true Yogurt was launched for the children over 1 year old, with the two special from Denmark are TH.acidophilus and TH.paracasei (TH milk 2015). In the beginning of 2018, TH group continues to launch the new product is TH true ice-cream with the slogan” No food addictive”.  Sustainable Consumption Project MKTG1421  1.3 Competitors Since the launch of TH true yogurt and TH true ice-cream, the company has confirmed its brand in the Vietnam market but TH true milk has many competitors in Vietnam’s market such as Vinamilk, Dutch Lady, Nutifood, Nestle or Milo. Hai maintains that Vinamilk continues to lead the fresh milk industry in Vietnam and Vinamilk occupied nearly about 50% market in Vietnam (2018). Dutch Lady and Nestle also followed with the increase in the market share and the consumer’s preference in Vietnam. Therefore, TH group has to expand the market value and improve their product in the future to catch up with Vinamilk, Dutch Lady or Nestle. 1.4 Target market    Sustainable Consumption Project MKTG1421  Sustainable Consumption Project MKTG1421  Sustainable Consumption Project MKTG1421 since their loyal customers will have the informational influence on the others. Another way which many firms have used is to create a viral advertisement by making it extremely touching, extremely funny or extremely iconic (Appendix 2 and 3). Therefore, people will talk and discuss it, share it around and at a time, TH True Milk brand is also spread. Recommendation Firstly, based on the external influences, TH True Milk have been branding their business very seriously and formally. They decided to stay inside of their “safe zone”. Unfortunately, this makes their brand a little bit boring and insignificant in the “multicolor” Vietnamese culture. TH True Milk needs something more special and unique, in order to be outstanding in the market and impress their potential customers. In this case, it will be brilliant for TH True Milk to add some humour into their brand. Overall, we would recommend TH True Milk to make more humorous advertisements, so that they can fit in with the sense of humor of the Vietnamese people. Also, they can create a theme song with a happy and joyful melody for their own business. In addition, TH True Milk haven’t had mascot yet, so they can create a cartoon character that represents their company, the kids will absolutely love it. Secondly, regarding to the internal influences, the children are actually the main consumer but they are not the buyer who directly purchase the products. Thus, TH True Milk should apply the level 4 in Maslow’s theory: “The need of self-pride” to motivate the customer purchasing milk items. TH True Milk can design an advertisement with the content that children who drink TH True Milk will be grown rather than using the milk of competitors such as Vinamilk or Lothamilk. This leads to the awareness of the esteem needs in the Maslow’s theory because parents always want the children to be go across their friends. In addition, the advertisement can also promote the organic ingredient using in milk product and it is beneficial for children in physical health. 39 Sustainable Consumption Project MKTG1421 Appendix Appendix - Search result of “Sữa sạch" on google.com.vn  Appendix - Social Groups         A Facebook Group where the housewives discuss and share information. It now has more than 420 000 members and 900 daily posts. A recommendation article from Webtretho      40 Sustainable Consumption Project MKTG1421        Appendix - “Got milk?” viral ad campaign               In 2017, the To Quoc Appendix 4 - e-newspaper (an official e-newspaper of the Vietnamese Culture, Sport and Tourism Department) published the article about the TH true milk pathway of producing the purest milk. (http://toquoc.vn/kinh-te/con-duong-san-xuat-sua-sach-cua-th-true-milk-225086.h 41 Sustainable Consumption Project MKTG1421 tml)  Appendix 5: 30 profiles of Middle Age customers 42 Sustainable Consumption Project MKTG1421 43 Sustainable Consumption Project MKTG1421 44 Sustainable Consumption Project MKTG1421 45 Sustainable Consumption Project MKTG1421 46 Sustainable Consumption Project MKTG1421 47 Sustainable Consumption Project MKTG1421 48 Sustainable Consumption Project MKTG1421 49 Sustainable Consumption Project MKTG1421 Reference list Alexa 2018, ‘Top Site in Vietnam’, viewed 15th September 2018 .  Business dictionary.com, ‘Definition of cultural values’, b  usiness dictionary   BrandsVietnam 2013, 'TH true MILK- Thương hiệu sữa tươi hàng đầu', vol.  Cafef.vn  2017, ‘Sữa Tươi Hữu Cơ TH true MILK Organic đoạt giải cao tại Triển lãm  Thực phẩm Thế giới World Food Moscow.’, viewed on 14 September 2018   Carmen, P 2008, 'MARKETING APPLICATIONS OF THE LEARNING PROCESS', ANALELE UNIVERSITĂŢII DIN ORADEA, vol., p 1142.  CIA 2018, 'Vietnam factbook'   CHICIUDEAN, D., FUNAR, S., ARION, F., CHIRLA, G., & MAN, A. 2012, ‘The Factors of Influence over the Consumer Buying Behaviour for Organic Food’. B  ulletin of the University of Agricultural Sciences & Veterinary Medicine Cluj-Napoca. Horticulture, 69(2).  Dantri.com.vn 2015, ‘Vì sao TH true MILK có 2 loại bao bì?’, viewed on 14 September 2018  50 Sustainable Consumption Project MKTG1421 Dantri 2017,’TH true milk Organic: San pham nho, buoc di lon cua nganh sua Vietnam’, viewed on 14 September 2018, published on August 18,  Euromonitor 2018, 'Company Shares of Drinking Milk Products', vol.   Giaoduc.net.vn 2016, ‘Cơng bố chương trình Sữa học đường quy mô quốc gia’, viewed on 14 September 2018   Knoema.fr 2015, ‘Vietnam - Literacy rate of adults (+15)’, viewed 15th September 2018   Pavlov, PI 2010, 'Conditioned reflexes: an investigation of the physiological activity of the cerebral cortex', Annals  of neurosciences, vol 17, no 3, p 136. big.vn 2018, B  ảng giá sữa TH true milk 2018, viewed .  Quora.com 2018, ‘What is Vinamilk’s market share in Vietnam, and what are its competitors?’, v  iewed 15th September 2018  51 Sustainable Consumption Project MKTG1421 Tanner, C., & Wölfing Kast, S. 2003, ‘Promoting sustainable consumption: Determinants of green purchases by Swiss consumers’, P  sychology & Marketing, 20(10), 883-902.   Thmilk 2015,’Tap doan TH chinh thuc ra mat sua chua TH true YOGURT- That su thien nhien’, viewed on 14 September 2018, published on August 21,   Tutorialspoint 2018, ‘Consumer Behavior - Reference Groups’, viewed 15th September 2018 .  TradingEconomics 2018, 'Vietnam GDP', viewed  15th September 2018   Truong, T. T., Yap, M. H., & Ineson, E. M. 2012, ‘Potential Vietnamese consumers' perceptions of organic foods’, British  Food Journal, 114  (4), 529-543.   Ven 2015,’TH true milk certified as Asia’s biggest hi-tech cow farm’, viewed on 14 September 2018, published on May 18,   52 Sustainable Consumption Project MKTG1421 Vir 2018,’TH true MILK making a splash in the international market’, viewed on 14 September 2018, published on May 15,   Vneconomy 2009, ‘Hồi kết cho hãng sản xuất sữa nhiễm melamine’, viewed 15th September 2018   Wiley, A. S 2010, ‘Dairy and milk consumption and child growth: Is BMI involved?’, An analysis of NHANES 1999–2004.American Journal of Human Biology: The Official Journal of the Human Biology Association,  2(4), 517-525.   Zing 2015,’Toan canh trang trai bo sua TH true milk dat ky chau A’, viewed on 14 September 2018, published on April 9,       53 ... Sustainable Consumption Project MKTG1 421 45 Sustainable Consumption Project MKTG1 421 46 Sustainable Consumption Project MKTG1 421 47 Sustainable Consumption Project MKTG1 421 48 Sustainable Consumption. .. Sustainable Consumption Project MKTG1 421 tml)  Appendix 5: 30 profiles of Middle Age customers 42 Sustainable Consumption Project MKTG1 421 43 Sustainable Consumption Project MKTG1 421 44 Sustainable. .. the customers’ subconscious.        25 Sustainable Consumption Project MKTG1 421          26 Sustainable Consumption Project MKTG1 421                     As