Final report topic factors affecting consumer behavior for pepsis carbonated soft drinks

TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION MAJOR: INTERNATIONAL BUSINESS FINAL REPORT TOPIC: FACTORS AFFECTING CONSUMER BEHAVIOR FOR PEPSI'S CARBONATED SOFT DRINKS Lecturer: Le Thi Hong Minh Group: shift (Friday) Class: 19DF0701 Ho Chi Minh City, 25th of December, 2021 20 LIST OF GROUP MEMBERS Full Name Student ID Role Nguyen Thi Hong Ngoc 719D0105 Leader Le Tran Thao Vy 719D0255 Secretary Bui Le Hong Nghia 719D0099 Member Huynh Muoi Luy 719D0082 Member Hinh Van Ty 719D0221 Member Truong Minh Thi 719D0173 Member 20 COMPLETION LEVEL EVALUATION TABLE Full name Huynh Muoi Luy Student ID 719D0082 Assignment of duties - Introduction - Conclusion - Prepare slide Evaluation Signature 100% Signed 100% Signed 100% Signed 100% Signed 100% Signed - Support interview - Chapter (1.2) Bui Le Hong Nghia 719D0099 - Chap (2.3.1) - Suport script - Make interview, plan presentation Nguyen Thi Hong Ngoc 719D0105 - Chapter (2.3.1) - Control all conatct and support for all members - Chapter (2.1) - Truong Minh Thi 719D0173 - Chapter (1.1) - Hinh Van Ty Chapter Chap (2.3.2) 719D0221 20 - Le Tran Thao Vy 719D0255 Support script - Chapter (1.3) - Chapter (2.2) 20 100% Signed ACKNOWLEDGEMENT The first thing we want to say on behalf of the entire group is that this subject is important; it has provided us with a general overview of the worldwide business field This is a significant subject in university programs since it not only provides broad knowledge about the industry but also provides real data on business needs We have gathered a lot of lessons, positive experiences, and skills from this subject over the last few months We'd want to thank PhD Le Thi Hong Minh, who taught and shared vital knowledge and experiences with us over the course of the study The professors' knowledge and fact-sharing stories will undoubtedly lay the groundwork for us to be successful in our future occupations However, preparing essay, report or presentations while researching will almost always result in errors As a result, we expect that our professors and classmates would comment and assess more so that we can progress in other disciplines Thank you for everything 20 COMMENTARY OF TEACHER - 20 TABLE OF CONTENTS INTRODUCTION CHAPTER 1: BRIEF OVERVIEW OF PEPSI BRAND 1.1 Introduction about PepsiCo and Suntory PepsiCo Vietnam Beverage 1.2 History of formation and development .3 1.2.1 History and development process of PepsiCo 1.2.2 Suntory’s journey and the story that brought Pepsi to Vietnam .4 1.3 Overview of carbonated soft drink product lines and the new zero-calorie Pepsi product line .5 CHAPTER 2: AN EXAMINATION OF THE ELEMENTS INFLUENCING CUSTOMER BEHAVIOR IN RELATION TO PEPSI’S CARBONATED SOFT DRINKS 2.1 An overview of the Vietnamese soft drink market 2.2 Pepsi's primary customer segments 2.3 Key theory application, data analysis, and consumer "insights" .9 2.3.1 Internal factors influence consumer behavior 10 2.3.1.1 Perception 10 2.3.1.2 Learning and memory 14 2.3.1.3 Motivation and affect .15 2.3.1.4 The self: Mind, Gender, and Body 16 2.3.1.5 Personality: Lifestyles, and values 18 2.3.1.6 Attitudes and Persuasive Communications .20 2.3.2 External factors influence consumer behavior 26 2.3.2.1 Group Influences and Social Media .26 2.3.2.2 Income and Social Class .28 2.3.2.3 Cultures 30 CHAPTER 3: EVALUATE THE ANALYSIS RESULTS AND PROPOSE SOME NEW STRATEGIES FOR PEPSI IN THE NEXT 3-6 MONTHS 32 3.1 A general evaluation of Pepsi's existing products and strategy .32 3.2 Proposing a new strategy for Pepsi in the next 3-6 months 35 CONCLUSION .38 REFERENCES 39 20 LIST OF TABLE Table Perception 13 Table Learning and memory 15 Table Motivation and affect 16 Table The self: Mind, Gender, and Body 18 Table Personality: Lifestyles, and values .19 Table Attitudes and Persuasive Communications .21 Table "Live for Now" advertisement 25 Table Group Influences and Social Media 27 Table Income and Social Class 29 Table 10 Cultures .31 20 LIST OF PICTURE Picture Pepsi Brand .2 Picture The logo of Pepsi over years Picture Revenue of key beverage brands in Vietnam from 2016 to 2019 Picture Tiki x Ha Anh Tuan Singer .32 Picture Pepsi in "gen Z" 33 Picture The drama of Pepsi 34 Picture Pepsi "ngõ nhỏ" .35 Picture Pepsi x Nguyen Thuc Thuy Tien 37 20 INTRODUCTION Customer behavior is a subject that specializes in the study of psychological as well as external objective elements that influence consumers' purchase decisions, thereby assisting them in selecting items that are appropriate for their needs This is also regarded as a relationship between environmental stimuli and human cognition and behavior In other words, customer behavior encompasses people's thoughts and feelings during the consumption process, as well as the activities they take to eventually conduct a certain behavior, such as purchasing decisions, utilizing or disposing of specific products or services With the outstanding development of the economy today, inter-country cooperation is steadily becoming more common, generating both opportunities and obstacles Faced with this circumstance, multinational firms' collaboration with local enterprises has assisted developing countries like Vietnam in learning from experience, boosting their qualifications in various fields and areas, and making it easier for consumers to access international brands For example, in the sphere of F&B, a slew of foreign brands such as McDonald's, Subway, Pizza Hut, Coca Cola, Pepsi, and others have recently arrived in Vietnam Especially Pepsi, which has now become recognizable to people all over the world, including Vietnam, this brand is increasingly expanding its scope of activities globally and steadily building its place in the hearts of customers When we think of Pepsi, we think of a brand from a multinational firm that is popular among young people and Vietnamese They not only provide a large choice of products at low costs, but they also continually update new trends, such as environmentally friendly packaging and products for clients who lead a healthy lifestyle It is partly because of this allure that we chose the topic "Factors Affecting Consumer Behavior Toward Pepsi's Carbonated Products" to provide an outline of the key to their success Furthermore, we want to understand more about the Pepsi brand, consumer psychology of carbonated soft drinks, and then we will suggest some Pepsi's new development strategy for the next 3-6 months The report is divided into three main chapters: Chapter 1: Brief overview of Pepsi brand In this chapter, we will provide an overview of PepsiCo Corporation and Suntory PepsiCo Vietnam Beverage Corporation From there, we will have a general understanding of the history of the birth and the story that introduced Pepsi to Vietnam Chapter 2: An examination of the elements influencing customer behavior in relation to Pepsi’s carbonated soft drinks 20