RESEARCH REPORT CONSUMERS BEHAVIOURS IN THE CONFECTIONERY INDUSTRY- Bánh oreo

UNIVERSITY OF ECONOMICS HO CHI MINH CITY DEPARTMENT OF INTERNATIONAL BUSINESS - MARKETING RESEARCH REPORT CONSUMERS BEHAVIOURS IN THE CONFECTIONERY INDUSTRY TEACHER: HUỲNH PHƯỚC NGHĨA CLASS: IBC05 MEMBERS : LÊ MINH TRẦN HÀ TRUNG HIẾU NGUYỄN YẾN VY PHẠM CÔNG MINH TRẦN QUỐC TRUYỀN PHAN HỒNG LOAN Confectionery is not an essential necessity but a commodity with no small turnover Confectionery market in Vietnam is increasingly vibrant Surely you are no stranger to the confectionery brands such as Kinh Do, Hai Ha, Biscafun, Bibica… Cultural Particular Society cultural Individual Family groups Psychological Age and about life Motivation Occupation Economic situation The role and Social class Awareness Personality and self-awareness status Buyer Knowledge Trust and views Research report based on: What you care about the kind of cake you need to buy ? Trademark 24 Ingredient 41 Amount 28 Service Price 38 Promotion 15 Trending Others 10 15 20 25 30 35 40 45 If the previous products have more discount Will you stay absolutely unchange or move to the other ones? This is our survey: 39.70% 60.30% Khơng Có 1/ AT SUPERMARKET, CONVINIENT STORE Price level 250000 200000 150000 100000 50000 price Kinh ĐôLowestBibica Average priceLU Orion Highest price Danisa Hura PRICE CHART A SUPERMARKET SURVEY Type of product Sponge cake Trademark HURADELI SOLITE CUSTAS Sale price 35.000 – 47.900 VND 43.000 – 60.000 VND 30.000 – 93.000 VND Promotion activities Rice cake CHOCO PIE ~ 50.000 VND EGG CUSTAS ROLLS 30.000 – 50.000 VND STRAWBERRY FLAVORED 25.000 – 50.000 VND 20.600 – 35.900 VND ~ 21.200 VND ~ 13.500 VND ~ 30.900 VND 21.200 – 30.000 VND ICHI T.H.K ORION TE ANCO KOBANA ONE.ONE Cookies OREO COZY DANISA RITZ AFC GOUTE LU 11.400 – 36.900 VND 6.000 – 30.000 VND 55.300 – 243.000VN D ~ 40.500 VND If you buy boxes, you get one free pencil case Customers who purchase products with a receipt of 149.000 VND will receive a Premium travel bag Buy packages for 23.000 VND AFC cracker nutrition 15.000 – box 200g buy boxes 35.000 VND get free ceramic plate or a thermos bottle 15.0000 – 50.000VND ~ 165.000 You will get one free VND premium bag if you buy GOODY CHIP ROSIO CHIA ORANGE FLAVOR JAMY 15.000 – 25.000 VND 35.000 – 60.000 VND 25.000 – 50.000 VND with the receipt from 150.000 VND Discount % Anthropological characteristics NUMBE AGE GENDER INCOME JOB EDUCATION LIVING NATIO RELIGION (MILION /MONTH ) R AREA U50 MALE TEACHER U40 FEMALE OFFICER U30 MALE 15 OFFICER U40 MALE OFFICER U20 FEMALE 12 SALE U30 FEMALE 16 OFFICER U60 FEMALE TEACHER U70 MALE TEACHER U40 MALE 10 BANKER 10 U80 MALE x 11 U50 FEMALE SALER 12 U40 FEMALE 11 SALER 13 U30 FEMALE 13 DOCTOR 14 U20 FEMALE POLICE 15 U20 MALE STUDENT 16 U30 MALE 10 MARKETER 17 U40 MALE WORKER 18 U50 FEMALE SALER 19 U20 FEMALE WORKER 20 U30 FEMALE 13 OFFICER 21 U40 FEMALE SALER 22 U50 FEMALE BIKER 23 U40 MALE DRIVER UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY SECONDARY HIGH HIGH UNIVERSITY COLLEGE UNIVERSITY UNIVERSITY HIGH SECONDARY HIGH UNIVERSITY SECONDARY HIGH PRIMARY DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT N KINH BUDDHIS M BUDDHIS M KINH CHRISTIAN KINH CHRISTIAN BUDDHIS M KINH KINH KINH KINH X BUDDHIS M KINH CHRISTIAN KINH X KINH X KINH CHRISTIAN KINH X KINH CHRISTIAN BUDDHIS M KINH KINH KINH KINH KINH KINH KINH KINH CHRISTIAN BUDDHIS M BUDDHIS M BUDDHIS M CHRISTIAN BUDDHIS M KINH CHRISTIAN BUDDHIS M KINH X 24 U30 MALE BIKER 25 U20 MALE STUDENT 26 U20 FEMALE STUDENT 27 U40 MALE 12 SALER 28 U30 FEMALE 20 DESIGNER 29 U50 MALE 10 SALER 30 U60 MALE SALER SECONDARY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT KINH KINH BUDDHIS M KINH CHRISTIAN BUDDHIS M KINH X KINH CHRISTIAN KINH CHRISTIAN BUDDHIS M KINH - Customers ages ranged from 20 to 50 and a lot of people go shopping in rush hour - The average salary of consumers are from to 12 millions dong - Most of them are officers and students - The major are local people - When they were asked ‘which is your favorites cakes?’, the bigger part said they liked bakeries but they usually choose overpacked to buy - According to our survey, 82,8% of supermarket consumers whose income is over 10 millions consider to great trademark, quality and color of packaging while the rest of survey such as workers, students often care about price, quality and quantity - When we asked ‘what think you want to improve?’ the high-income don’t want to change but the low-income want to improve quantities of product 2/ AT MARKET A MARKET SURVEY Type of product Trademark Wafer LU Sale price 23.000 – 52.000 VND ~ 22.000 VND 13.000 – 23.000 VND 20.000 – 40.000 VND ~ 20.000 VND ~ 42.000 VND ~ 32.000 VND 6.000 – 43.000 VND ~ 40.000 VNĐ BISSIN SUPER STAR Porous cake GREY BENG BENG JULIE’S PUFFY BITES NABATI Chocopie ORION 50.000 – 52.000 VND LOTTE Cookies SOLITE CHOCO PN MIZ MARINE BOY PEPERO OREO ~ ~ ~ ~ ~ ~ Ant hro pol ogic 10 43.000 60.000 11.000 13.000 20.000 15.000 VND VND VND VND VND VND Promotion activities Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable Bargainable al cha ract eris tics NUMBE R AG E GENDE R INCOME (MILION / MONTH ) U60 MALE HOUSEWIFE U70 FEMALE SALER U30 MALE 12 OFFICER U40 MALE TEACHER U20 MALE DRIVER U20 FEMALE 10 SALER U50 MALE TEACHER U50 FEMALE HOUSEWIFE U60 MALE SALER 10 U30 FEMALE BIKER 11 U40 FEMALE SALER 12 U40 FEMALE 13 BANKER 13 U30 FEMALE 15 MARKETER 14 U40 MALE 20 MARKETER 15 U20 FEMALE 11 BANKER 16 U40 MALE SALER 17 U30 FEMALE BIKER 18 U30 FEMALE BIKER 11 JOB EDUCATIO N LIVING AREA SECONDAR Y SECONDAR Y DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT UNIVERSITY UNIVERSITY HIGH HIGH UNIVERSITY HIGH PRIMARY SECONDAR Y HIGH UNIVERSITY UNIVERSITY UNIVERSITY UNIVERSITY HIGH HIGH SECONDAR NATIO N KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH RELIG BUDD M CHRIS N CHRIS N CHRIS N BUDD M X BUDD M X CHRIS N CHRIS N BUDD M BUDD M BUDD M BUDD M BUDD M CHRIS N BUDD M CHRIS Y 19 U40 FEMALE 10 SALER 20 U30 MALE 14 OFFICER 21 U40 FEMALE HOUSEWIFE 22 U40 FEMALE TEACHER 23 U30 FEMALE TEACHER 24 U20 FEMALE STUDENT 25 U50 MALE SALER 26 U60 FEMALE SALER 27 U70 FEMALE SALER 28 U80 FEMALE X 29 U30 FEMALE 25 OFFICER 30 U80 MALE X HIGH UNIVERSITY COLLEGE COLLEGE UNIVERSITY COLLEGE HIGH SECONDAR Y PRIMARY PRIMARY UNIVERSITY X DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT DISTRICT N KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH KINH - Customers ages range from 30 – 60, they usually go to the market between a.m to a.m - Alsmost of people going to the market are housewife and live near the market - Cake at market doesn’t have any trademark so that customers usually base on smell, taste and packaging, prices 3/ IN CONCLUSION SUPERMARKET  People need products which are able to be taken away, convenient MARKET  People need hot, cheap, delicious food  People consider to quantity, 12 X BUDD M X CHRIS N BUDD M X CHRIS N CHRIS N BUDD M BUDD M BUDD M BUDD M People consider to health smell and prices problems, quality and  Consumers have to bargain Ingredient to reduce money Consumers are attracted by discount, advertisement  Strategy to increase customers: - At supermarket and convenient store: Have more advertising activities, direct and non-direct discount such as sample, free gift… Make brand more colorful, show more complements to raise bonus money - At market: yell a attractive deal, improve hygiene problems, smell and taste to make attention THE END 13 ...2 Confectionery is not an essential necessity but a commodity with no small turnover Confectionery market in Vietnam is increasingly vibrant Surely you are no stranger to the confectionery