MARKET RESEARCH USING LOCAL BRAND CLOTHES IN UNIVERSITY STUDENTS Using local brand clothes is one of the current fashion trends for students. More and more local brands are born and are famous for their trendy designs. And over the years of development in the market, local brands have been increasingly improved in terms of quality, design, and design. Consumers are becoming more and more familiar with the designs of local brands, those designs have become trends and familiar outfits for everyone, especially for todays students. Although it is currently one of the extremely hot trends of young people, especially students, since the establishment of local brand in Vietnam, it has had many ups and downs. Some brands that young people love so much that it is impossible not to mention: Grimm DC, 5theway, Play dirty, Bloomode, hades studio, the beauter However, in the world these days, the appearance of many domestic brands, besides the penetration of foreign brands into the Vietnamese fashion market has led to the confrontation between Local Brands and Global Brands. . This makes consumers have many choices and also pushes businesses dealing in these items into fierce competition. In order to create a competitive advantage over rivals and expand market share, businesses need to strive to occupy a distinctive and distinctive position in the minds of customers. So, to understand more why young people, especially students today, love Local Brands so much? What factors and external circumstances affect their buying behavior? Between different Local Brands and between Local Brands and Global Brands, how will consumers have ways of consuming and choosing? As well as looking for solutions to develop more Local Brands, contributing to helping businesses orient appropriate strategies, best meet customer needs, and improve reputation and market expansion. For the above reasons, my group decided to choose the topic Market research using local brand in students.
UNIVERSITY OF TRANSPORT HO CHI MINH CITY FINAL REPORT UNIT: MARKET RESEARCH TOPIC: MARKET RESEARCH USING LOCAL BRAND CLOTHES IN UNIVERSITY STUDENTS GROUP 8: Le Trieu Thanh An – IEC21LSM002 Nguyen Nam Khanh – IEC21LSM026 Nguyen Pham Ha My – IEC21LSM041 Le Quoc Thang – IEC21LSM069 Instructor: Mr Tran Quang Dao Submission date: 23/07/2022 INDIVIDUAL CONTRIBUTION IN GROUP (done by students) SCALE Very poor Poor Neutral Good Very good Voting: How many members in group agree with your evaluation? *** Minutes of meeting need to be submitted together with this paper No Full name of Contribution to group work/tasks Scale Voting Nguyen Nam Develop outlines, collect and analyze data, Khanh final check, present in the presentation Le Trieu Develop outlines, collect and analyze data, Thanh An summarize and present word/pdf document, 4 students design slide in the presentation Nguyen Collect and analyze data, present in the Pham Ha My presentation Le Quoc Collect and analyze data (Absent in the Thang presentation) TABLE OF CONTENTS LIST OF FIGURES LIST OF TABLES INTRODUCTION CHAPTER I: THE OVERALL LOCAL BRAND MARKET AND PREVIOUS STUDIES Liturature review 1.1 Theoretical basis 1.2 Definition Previous studies 10 2.1 The authenticity of Celebrity Endorsement on Purchase Intention - Case on Local Fashion Brand in Viet Nam 10 2.2 Impact of Consumer Ethnocentrism on Reasoned Action and Brand Equity: Empirical Evidence from Local Fashion Brands in Vietnam 11 2.3 Develop Brand Love for Fashion Brands in Viet Nam (2020) 13 CHAPTER II: AN OVERVIEW OF THE RESEARCH PROJECT 15 Research framework 15 Research objective 15 Research questions 15 Data collection 16 4.1 Research scope 16 4.2 Data collection method 16 GROUP – IEC21LSM Page Research plan 17 CHAPTER III: RESEARCH RESULTS 18 Overview of survey participants 18 1.1 Age 18 1.2 Gender 19 1.3 Favorite style 19 1.4 Preferred clothing type 21 User understanding of local brands 22 2.1 The number of people who know about local brands 22 2.2 Local brands 23 The level of brand interest when shopping 23 Criteria that consumers set when buying local brand clothes 25 Frequency of buying local brand clothes 26 Money-related factors 27 6.1 Regarding the amount spent on shopping at local brands 27 6.2 Regarding the reasonableness of clothing prices at local brands compared to the market 28 6.3 Regarding the level of satisfaction with the payment method 29 Habits when buying local brand clothes 30 Satisfaction level of clothing quality at the local brand 31 GROUP – IEC21LSM Page Media and advertising channels affect brand recognition 33 10 Analyze why local brands have become popular in recent years 33 CHAPTER IV: CONCLUSION 35 Conclusion 35 1.1 Main results of the research 35 1.2 Limitation 36 Recommendations 37 Further research 37 REFERENCES 39 GROUP – IEC21LSM Page LIST OF FIGURES Figure – Age 18 Figure - Gender 19 Figure - Favorite style 20 Figure - Student' favorite clothes 21 Figure - The number of people who know about local brands 22 Figure - The level of brand interest 24 Figure - Criteria that consumers set when buying local brand clothes 25 Figure - Frequency of buying local brand clothes 27 Figure - Evaluation of the price of local brand clothes compared to the market 29 Figure 10 - Habit when buying at stores 31 GROUP – IEC21LSM Page LIST OF TABLES Table 1- Money spent on buying clothes at local brands 28 Table 2- Satisfaction with payment method 30 Table 3- Level of satisfaction with product quality 32 GROUP – IEC21LSM Page INTRODUCTION Using local brand clothes is one of the current fashion trends for students More and more local brands are born and are famous for their "trendy" designs And over the years of development in the market, local brands have been increasingly improved in terms of quality, design, and design Consumers are becoming more and more familiar with the designs of local brands, those designs have become trends and familiar outfits for everyone, especially for today's students Although it is currently one of the extremely "hot" trends of young people, especially students, since the establishment of local brand in Vietnam, it has had many ups and downs Some brands that young people love so much that it is impossible not to mention: Grimm DC, 5theway, Play dirty, Bloomode, hades studio, the beauter However, in the world these days, the appearance of many domestic brands, besides the penetration of foreign brands into the Vietnamese fashion market has led to the confrontation between Local Brands and Global Brands This makes consumers have many choices and also pushes businesses dealing in these items into fierce competition In order to create a competitive advantage over rivals and expand market share, businesses need to strive to occupy a distinctive and distinctive position in the minds of customers So, to understand more why young people, especially students today, love Local Brands so much? What factors and external circumstances affect their buying behavior? Between different Local Brands and between Local Brands and Global Brands, how will consumers have ways of consuming and choosing? As well as looking for solutions to develop more Local Brands, contributing to helping businesses orient appropriate strategies, best meet customer needs, and improve reputation and market expansion For the above reasons, my group decided to choose the topic "Market research using local brand in students" GROUP – IEC21LSM Page CHAPTER I: THE OVERALL LOCAL BRAND MARKET AND PREVIOUS STUDIES Liturature review 1.1 Theoretical basis History and the trend of Local Brand Local brands have been formed a long time ago and they usually choose the target customer as young people However, at that time, the trend and the youth had not yet formed and accepted the Local Brand lines, so it was not a suitable choice for them They are also afraid of the price, the design, and the most important thing is the quality of each product However, in recent years, local brands have become more and more understood and loved by young people, which helps them to stand firm in the fashion field It can be said that Local Brand's fashion preference has reached 99.9% among young people of the 10x, 9x generation, it is not only a temporary trend but also a fever when it comes to bringing new designs The design is quite impressive and beautiful All ideas should be linked cohesively, rather than appear as isolated units Local Brand Market and Local Brand's Brand Recognition in Ho Chi Minh City Throughout the year, local brands' market has sprouted up, making the fashion playground always bustling and colorful In Ho Chi Minh City, there are dozens of Local Brands scattered throughout the districts, including brands that are popular with young people such as Dirty Coin, Hades, Bad Habits, Missionout, Tsun, 5theway, So what makes this market so hot? First of all, let's talk about product quality With a price that is not too cheap but not too high, the products of Local Brand shops still bring good quality with meticulousness from fabric selection to cutting and sewing and printing Secondly, we are always proud that the Vietnamese fashion market always catches up with new trends in the world to be able to launch unique and beautiful designs, giving customers the best GROUP – IEC21LSM Page Because the number of Local Brands in Ho Chi Minh City has been increasing day by day, creating a unique feature for the store is not easy To be distinguished from others, each brand needs to define its audience, and create a unique name with unique designs that can make a strong impression on customers To prove that, Fancì Club can be mentioned as a brand that has helped the local brand of Vietnam assert its position in the international market Specifically, with the unique designs of Fancì Club, international famous stars such as BLACKPINK, Olivia Rodrigo, DojaCat, have trusted and worn those designs for their important events Current status and behavior of young people towards local brand shopping The development of local brands is increasingly gaining popularity among young people Brands keep coming up with unique and beautiful designs that make shopping even more diverse However, besides that, it is also necessary to mention the fact that buying fake goods with an" insane amount of money" or the fact that young people have to spend an exorbitant amount of money to buy a shirt with the words Limited edition The fact that local brands become a movement will inevitably lead to some products being plagiarized but being overpriced like the real thing Some young people, because they didn't know the details, bought the wrong product at the same price as the real thing, leading to bad product experiences, and then making false judgments about the brand This not only affects shoppers but also greatly affects the reputation of Local Brand shops Therefore, to avoid such situations, we need to buy from genuine places and need to search carefully before buying A new trend in the fashion industry in Ho Chi Minh City In the past, branded goods were luxury items for Vietnamese people, especially schoolchildren With prices of more than 700,000 VND, it is difficult for students to be willing to spend a large amount of money to buy these items for themselves However, in recent years, shopping for students has become easier when Local Brands are born, especially in Ho Chi Minh City With a price that is not too high but offers the same quality and design as big brands, Local Brand has won the hearts of young customers And the trend of the following years, Local Brand will always maintain their position in the Vietnamese fashion market GROUP – IEC21LSM Page FREQUENCY OF BUYING LOCAL BRAND CLOTHES 14 12 10 Once a week Twice a week Once a month Once every Once every Once every two months four months six months Once a year Not buy Figure 8-Frequency of buying local brand clothes, Source: Survey from the research team It is clear that the biggest percentage of students (26.7%) are those who purchase at a local brand once every four months, followed by 11 out of 45 students who so once every two months (24.4 % ) And once a year is the lowest frequency (accounting for 2.2 %) One student also stated that he would not purchase local brands in the future On average, students will shop at local brands 0.82 times a month This is a small number, but it is suitable for the limited financial resources of students The frequency range most frequently chosen is from one month to six months, as shown in the above chart (82.2 percent ) They don't enjoy shopping at local stores, and on the one hand, they don't frequent them very often because of their limited personal budgets The brand designers will follow this frequency, though, and adapt it for the release of new collections There will be more purchasing power for those goods if the collections are released when many students are out shopping A tiny percentage (13.3%) of people shop frequently (once every two to four weeks or more), and most of these are people with high economic conditions either due to needs or high individual preferences buy things at local brands Money-related factors 6.1.Regarding the amount spent on shopping at local brands The vertical column shows the "number of choosing", the horizontal column shows the "frequency" GROUP – IEC21LSM Page 27 A survey of local brand products in Ho Chi Minh City revealed that the cost of a domestic brand product is at least 250,000 VND or more Results from the same study in response to the question, "How much they spend on clothing from local brands?" The following table displays the responses: Criteria Frequency Under 500,000 dong 23 From 500,000 to 1,000,000 dong 14 Over 1,000,000 dong Table 1- Money spent on buying clothes at local brands, Source: Survey from the research team According to the aforementioned data, 23 respondents will spend less than 500,000 VND on local brand clothes (51.1%), 14 respondents will spend between 500,000 and 1,000,000 VND on local brand clothes(31.1%), and the remaining respondents will spend over 1,000,000 VND on local brand clothes purchases (17.8%) Thus, it is clear that, for clothes at local brands, students will spend less than 1,000,000 dong to buy Given the pupils' modest financial situation, this is appropriate Additionally, a small percentage of students spend more than 1,000,000 dong on merchandise When we find out the cause, we get most of the views on this issue They said that they only shop once every six to twelve months, therefore in order to make up for this low frequency, they increase their spending 6.2.Regarding the reasonableness of clothing prices at local brands compared to the market All consumers, especially students, are concerned with price A reasonable price is one that is appropriate for the market and free of overcharging or dumping A chart showing how sensible local brand product pricing is in relation to the market is shown below (The chart depicts a level from to 5, corresponding to being extremely unreasonable, quite unreasonable, is neutral, is quite reasonable and is extremely reasonable): GROUP – IEC21LSM Page 28 EVALUATION OF THE PRICE OF LOCAL BRAND CLOTHES COMPARED TO THE MARKET 25 21 20 15 11 10 0 5 Figure 9-Evaluation of the price of local brand clothes compared to the market, Source: Survey from the research team It is clear from the graph above that almost half of the responses indicate that they consider the prices of local brand goods are reasonable when compared to the market 24.4% of the answers were quite reasonable (corresponding to 4), while 13 out of the 45 responses fell between the extremes of quite unreasonable and extremely unreasonable (corresponding to 1-2) This is also an issue that the survey team posed as to why there is such a disparity And after conducting research and making observations, we came to the conclusion that there is a significant pricing difference between local brands As a result, it's likely that this person finds the pricing in this store to be normal while finding them to be outrageous for others Therefore, it may be affirmed that there shouldn't be a lot of price variation within the same product segment Dumping phenomena that entirely lose their competitive edge will create an unreasonable price for that local brand 6.3.Regarding the level of satisfaction with the payment method One of the aspects that users care about is the payment method There are numerous more methods of payment available today outside the classic cash technique, like bank accounts, ewallets, etc Additionally, these payment options are created to enhance consumer payment The vertical column shows the "number of choosing", the horizontal column shows the " rating scale" GROUP – IEC21LSM Page 29 process security The following table illustrates how satisfied local brands were with their payment options: Criteria Frequency Extremely unsatisfied Unsatisfied Neutral 12 Satisfied 19 Extremely satisfied 11 Table 2- Satisfaction with payment method, Source: Survey from the research team The table above shows that most students are content with the payment options offered by regional businesses The level of choosing 3,4 and is very high and accounts for the majority, at 26.7%, 42.2% and 24.4%, respectively However, a small minority (3 individuals), or 6.7 percent, are still dissatisfied with the way local brands accept payments As was already noted, there are numerous online payment options in addition to conventional ones Additionally, these techniques have made payment simpler, quicker, and more convenient, which has increased student satisfaction Habits when buying local brand clothes The decisions of students are heavily influenced by their habits The chart below depicts habits when shopping for clothes from local brands: GROUP – IEC21LSM Page 30 HABIT WHEN BUYING AT STORES 35 30 30 27 25 21 20 Shop recommended by friends and family Familiar store 20 15 10 Buy online at website View and select online, then buy in person in store Figure 10-Habit when buying at stores, Source: Survey from the research team The graph illustrates that the percentage of people choosing to search and shop on ecommerce sites accounts for a large percentage (66.7%) 27 out of 45 poll respondents have the practice of researching and making their selections online, but then heading straight to the store to make their purchase (60 %) Last but not least, the practice of visiting well-known stores and those that friends, relatives, or family have suggested (together accounting for 46.7% of the total 45 respondents) As a result, e-commerce is now possible thanks to how the Internet has progressed The booming e-commerce industry offers benefits including ease, simple payment methods, all-day purchasing, and time savings over going to the business directly Because of this, local firms are implementing online shopping, making significant financial gains, and gradually developing a buying habit through their websites However, some individuals still prefer to view and make their selections online rather than purchasing the item in-person because they want to be certain that the design and quality are as depicted in the image and how it appears in real life Beside that, the custom of making purchases in-person is still highly common The habit is still used by 46.7 percent of students because they still want to feel like they went shopping for clothes and tried on each item before choosing Satisfaction level of clothing quality at the local brand The vertical column shows the "number of choosing", the horizontal column shows the "Buyer habits" GROUP – IEC21LSM Page 31 As stated in the customer's criteria, the majority of students set and prioritize the clothing quality as their primary criterion A high-quality shirt or pair of pants will win favor with the customer and the user will accept to spend some money to buy that product And that quality will be assessed through customer satisfaction in the table below: Criteria Frequency Extremely unsatisfied (1) Unsatisfied (2) Neutral (3) 22 Satisfied (4) 13 Extremely satisfied (5) Table 3-Level of satisfaction with product quality, Source: Survey from the research team It is clear from the table's data that about 50% of the pupils are satisfied with the caliber of the local band's output 15 out of 45 students agreed that the quality of the goods from local brands was satisfactory to excellent However, of the 45 students still feel that local brands' product quality is lacking The average student satisfaction for local brands is only 3.1/5 When compared to the degree of consumer satisfaction for major global brands, this figure is incredibly low The average score of 3.1/5 is not high There are numerous justifications for this number 3.1, however they are condensed into the key justifications listed below (these reasons are drawn by the survey team from the comments and suggestions from the respondents) First off, they argue that there are already too many local brands available on the market Each local brand has unique attributes, some of which are scored at a or However, a lot of people have produced and labeled "local brands" while being of incredibly poor quality, taking advantage of the rising market and harming the reputation of local brands' quality Too many low-quality brands close to a high-quality brand adversely harms the local brand's reputation for quality Additionally, the respondents claimed that when compared to the quality of the aforementioned things or secondhand goods, the quality of local brand products is only mediocre, which helps to explain the very high ranking of We can therefore conclude based on the students' happiness with the quality of items at local brands and the causes of their poor level of satisfaction that, not only competition in In the local GROUP – IEC21LSM Page 32 market, second-hand and international items are some of the rivals of local brand products Local brands must, therefore, improve the quality of their products and guarantee that customers are satisfied with their created goods Media and advertising channels affect brand recognition Before going into the analysis of how communication channels and advertising affect brand recognition, brand identity is the familiarity and ability of customers to remember the product product/service you want to target them In an era where technology has been developing and growing, products or brands are increasingly being promoted and transmitted to consumers very quickly thanks to communication and advertising channels, playing a very important role to brand recognition According to a report by the Vietnam E-commerce Association (VECOM), the growth rate of Vietnam's e-commerce in 2019 is up to 30% and social networking is one of the platforms that businesses evaluate as bring high efficiency in online promotion activities with the corresponding rate of 52% One of the local brands that have emerged through advertising and media in the country as well as in the international community is Fanci Club when in Black Pink's Lovesick Girls MV, Rose' and Jennie wore the designs of Fanci Club In addition, international singers such as Olivia Rodrigo, Doja Cat, Devon Lee Carlson Besides, the prestigious major newspapers Vogue UK, Who What Wear, 0magazine, and Sheesh! Olivia has reviewed this fashion brand from Vietnam 10 Analyze why local brands have become popular in recent years The fashion industry is one of the leading industries in Vietnam when foreign investors are pouring capital to develop the Vietnamese market At the end of February 2019, Elise - one of the leading women's fashion brands in Vietnam announced the sale of shares to the Japanese investment fund Asia Fund Mr Tokuo Yotaro, a member of Elise's Board of Directors, said that in the coming time, Vietnam's fashion industry will grow fastest in Asia According to Ms Luu Thi Nga, CEO of Elise fashion chain: this market has a large scale worth about billion USD by 2022 and has an average growth rate of about GROUP – IEC21LSM Page 33 30%/year In addition, according to Nielsen's report in the second quarter of 2018, the Vietnamese fashion market will have a growth rate of 15-20% per year Coolmate, one of Vietnam's men's fashion brands, is a trend for the local brand market to grow more and more In 2020, the company's profit is about billion and the company's valuation is up to 150 billion, creating a wave of expanding the local brand market in the country as well as internationally Therefore, at present, local brands are expanding and developing, focusing more strongly on the mid-range price segment and with quality for all audiences, especially students In addition, the majority of students now know and use local brands more widely because of influence from media and advertising As analyzed in the previous section, media and advertising affect a significant part of young people because of the influence of celebrities, advertising makes brands stand out, leading to attracting young people to use more these day Moreover, one of the reasons to attract young people is design, price and brand With longstanding foreign fashion brands such as Zara, H&M, in the Vietnamese market, the price of products is still too high compared to the common ground of Vietnamese people Therefore, users' inclination will use products that are suitable for income sources as well as quality, in addition, there are brands thanks to the influence of media and advertising Those are the reasons why the local brand market is increasingly attracting and developing strongly GROUP – IEC21LSM Page 34 CHAPTER IV: CONCLUSION Conclusion 1.1.Main results of the research Assess the user's objective preferences: Based on the research results, students' fashion preference is T-shirts, one of the most common fashion products for each student, accounting for about 31.5% Besides, the low-fashion product is the dress, accounting for only about 7% of the total answers By knowing these metrics, stores can assess which products stand out in the market, thereby capturing and accelerating their design and production Know the criteria when shopping Fabric Material accounts for the highest proportion of consumer purchasing criteria, accounting for 20% Next, Comfortable and Price also account for about 20% of consumers' purchasing criteria And the criterion with the lowest percentage is Trend which it only accounts for about 0.5% By knowing the purchasing criteria of users, stores can promote and promote their criteria, in order to balance all aspects to develop the brand as well as bring profit to the local brand Determine the frequency and spending of shopping According to research, 52% shop for fashion more than once a month 26% of people surveyed shop for clothes 2-3 times per month, and 52% said they usually shop for clothes once a month In addition, according to the team's research, 60% buy local brands every few months and 24% buy once a month Based on the above data, stores can use it to calculate product launch time, suitable for increasing sales GROUP – IEC21LSM Page 35 In addition, according to the survey, 70% of students will buy fashion under 500,000 dongs, in addition, more than 500,000 dongs will have 27% of students In addition, according to some other studies, 47% of spending on fashion is under VND 500,000 User reviews about local brand Based on survey results, consumers feel Neutral with the local brand when accounting for 49% of the total answers Besides, the amount of disagreement is only 4% Therefore, the research team needs to investigate in more detail to be able to assess more about the Agree and Disagree of customers about the local brand Know the ways shopping and advertising Local brand stores or consumers can use this research data to grow and benefit them Based on research data, media advertising accounts for 64%, in addition, according to other studies, advertising from media and the internet accounts for about 30-42% of media More specifically, it comes from relatives and friends, accounting for about 20% In addition, in terms of purchasing methods, according to the results of the survey, purchases on electronic means are up to 30%, while buying in stores is about 20% With the above analysis and data, store owners, as well as consumers, can know more about buying methods as well as outstanding means to know the local brand 1.2.Limitation Lack of previous studies in the research area As the local brand market has gradually grown in recent years and the market is still new, the research literature on this market is still very limited Currently, the research team can only find articles or documents that are similar to the research topic for reference and research But to take a closer look at the data, information as well as evaluations of previous studies on this topic, there is not enough information at present Therefore, one of the biggest limitations of the group when participating in this topic is that the research papers are so few that it is difficult to give an exact answer GROUP – IEC21LSM Page 36 Difficulty in formulating research questions and objectives Currently, with a new market and too many problems to overcome and develop, plus the lack of market research, one of the limitations of the research team is to find the target Research objectives and questions for the topic This market target is still very much today, but to go into depth to find the main target for the local brand market in terms of users as well as store owners, the group has too little information and means to be grasped Recommendations A shop or business that is currently doing business or intends to sell local brand clothes Through researched and surveyed data, local brand businesses or stores can base on this research to evaluate and make more appropriate decisions to improve the quality of their products product quality, user experience, to boost sales for stores Students are using local brand clothes Students who are using local brands can know more statistics and overview of this market so they can make the best choices for themselves Based on the results of the research paper, students can know more popular local brand stores, know more about the general price level of products as well as know more about buying methods as well as using local brand clothes In addition to the need to use, this research paper can also be used to serve students in the study of this topic in the following research papers Further research After the research has had favorable initial steps and no fewer difficulties, the team has given the future direction to continue developing for the research project: Expanded sample size: As one of the important factors to evaluate a large market, the research team will try to expand the sample size to be able to have the most accurate and objective assessment of the research results assist The local brand market is still a new and strange market, but it is growing and expanding So in order to have an accurate assessment and GROUP – IEC21LSM Page 37 research results that can be met for the market, expanding the sample size is one of the problems for development Increase the rigor of the survey questions and data: After expanding the sample size, the team will continue to edit the survey questions, to increase the rigor of each answer, so that the results are obtained possibly the most accurate GROUP – IEC21LSM Page 38 REFERENCES Áo thun – Thị trường tiêu dùng mạnh ALPHA Retrieved 22 July 2022, from https://mayalpha.com/ao-thun-thi-truong-tieu-dung-manh-hien-nay/ Brand Awareness : Độ nhận biết thương hiệu Brandsvietnam.com Retrieved 22 July 2022, from https://www.brandsvietnam.com/4310-Brand-Awareness-Do-nhan-bietthuong-hieu Chiến dịch truyền thông xã hội – Wikipedia tiếng Việt Bom.so Retrieved 22 July 2022, from https://bom.so/9QTaad Coolmate – Thương hiệu gọi vốn thành công Shark Tank Hành trình mang điều tốt đẹp đến với xã hội Coolmate Retrieved 22 July 2022, from https://www.coolmate.me/post/coolmate-shark-tank-viet-nam-va-hanh-trinh-mangnhung-dieu-tot-dep-den-voi-xa-hoi Định nghĩa điều cần biết Local Brand Công ty truyền thông tổng thể Quảng cáo Báo chí, VOV, OOH, Thang máy, Digital Retrieved 22 July 2022, from 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Top 15 local brand Việt Nam tiếng giới trẻ ưa chuộng năm 2022 GENTO Retrieved 22 July 2022, from https://www.gento.vn/local-brand-lagi-top-15-local-brand-viet-nam-noi-tieng-nhat.html#ftoc-heading-6 11 Local Brand làm để chớp lấy hội chơi tỷ đô thị trường thời trang Việt trendsvietnam.vn (2021) Retrieved 22 July 2022, from https://trendsvietnam.vn/thi-truong-thoi-trang-viet-giua-dai-dich-covid-19-nhung-nguyco-cho-doanh-nghiep-quoc-noi-trong-cuoc-choi-ty-do-2443 12 Local brand Việt Nam: Phát triển chóng mặt, thành tựu đáng khen đơi vướng đạo nhái gây lầm tưởng ''ảo giá'' Kenh14.vn (2022) Retrieved 22 July 2022, from https://kenh14.vn/local-brand-viet-nam-phat-trien-chong-mat-thanh-tuudang-khen-nhung-doi-khi-van-vuong-dao-nhai-va-gay-lam-tuong-ve-ao-gia20220512145223052.chn 13 MÔ HÌNH HÀNH VI NGƯỜI TIÊU DÙNG CỦA PHILIP KOTLER, PHÂN TÍCH KHÁCH HÀNG (KÌ 4) DVNGROUP Retrieved 22 July 2022, from https://dvn.com.vn/mo-hinh-hanh-vi-tieu-dung-cua-philip-kotler-1649875307/ 14 Năm phương pháp nghiên cứu thị trường Concetti.vn Retrieved 22 July 2022, from http://concetti.vn/news/research_and_exchange_news/123/nam-phuongphap-co-ban-trong-nghien-cuu-thi-truong 15 Nguyen, Q M., & Thanh Nguyen, T P (2020) Develop Brand Love for Fashion Brands in Viet Nam International Journal of Management, 11(6) 16 Nguyen, Q Brand Awareness Là Gì? Cẩm Nang Về Nhận Diện Thương Hiệu ? MOVAD MOVAD Retrieved 22 July 2022, from https://movad.vn/brand-awareness-lagi-cam-nang-ve-nhan-dien-thuong-hieu/ GROUP – IEC21LSM Page 40 17 Nguyen, T (2020) Các yếu tố ảnh hưởng đến nhận biết thương hiệu sinh viên công ty thương mại điện tử phương tiện truyền thông xã hội (pp 2-8) Retrieved from https://bom.so/YXdsIl 18 Thị trường thời trang Việt Nam ngày hấp dẫn Tạp chí Cơng Thương (2019) Retrieved 22 July 2022, from https://tapchicongthuong.vn/bai-viet/thi-truong-thoi-trangviet-nam-ngay-cang-hap-dan-60865.htm 19 THỊ TRƯỜNG THỜI TRANG VIỆT NAM VÀ XU HƯỚNG THỜI TRANG 2021 VIRAC (2021) Retrieved 22 July 2022, from https://viracresearch.com/thi-truong-thoi-trangviet-nam-va-xu-huong-thoi-trang-2021/ 20 Thời trang Local Brand gì? Tại trở thành sốt khơng thể bỏ lỡ TSFU Retrieved 22 July 2022, from https://tsfu.vn/thoi-trang-local-brand-la-gi-tai-sao-lai-trothanh-xu-huong-cua-gioi-tre/ 21 VO, M S., NGUYEN, M T., LE, T V., NGUYEN, G B., HO, M D., & PHAM, T P T (2022) Impact of Consumer Ethnocentrism on Reasoned Action and Brand Equity: Empirical Evidence from Local Fashion Brands in Vietnam The Journal of Asian Finance, Economics and Business, 9(5), 87-98 22 Zikmund, William G and Michael d'Amico (1999, 6th ed.), Marketing, Cincinnati, OH: SouthWestern College Publishing GROUP – IEC21LSM Page 41 ... PROJECT Research framework Find out what local brand is? Research Objectives Research Questions • Writing the definition and the background of local brand • Find out the actual use of local brand clothes. .. know the local brand also partly confirms that the coverage of the local brand is very high and will continue to increase in the future 2.2 .Local brands The local brand market is trending and... purchasing, and time savings over going to the business directly Because of this, local firms are implementing online shopping, making significant financial gains, and gradually developing a buying