GRADUATION THESIS EFFECTS OF PACKAGING ON MILLENNIALS’ BUYING BEHAVIOUR TOWARDS FOOD PRODUCTS IN FMCG SECTOR IN HO CHI MINH CITY Ho Chi Minh City, May 2020 TABLE OF CONTENTS 1CHAPTER 1 INTRODUCTION 11[.]
GRADUATION THESIS EFFECTS OF PACKAGING ON MILLENNIALS’ BUYING BEHAVIOUR TOWARDS FOOD PRODUCTS IN FMCG SECTOR IN HO CHI MINH CITY Ho Chi Minh City, May 2020 TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 Rationale of the research 1.2 An overview of related research 1.2.1 International research .3 1.2.2 Domestic research 1.3 Research aims and research objectives .9 1.3.1 Research aims 1.3.2 Research objectives .9 1.3.2 Research scope .10 1.4 Research questions 10 1.5 Research methodology 10 1.5.1 Collecting data .10 1.5.2 Analyzing data .11 1.6 Contribution of the research 11 1.7 Research structure 12 SUMMARY OF CHAPTER 13 CHAPTER 2: LITERATURE REVIEW 14 2.1 Theoretical basis of food products in FMCG sector 14 2.1.1 Definition of food products in FMCG sector .14 2.1.2 Overview of FMCG and packaged food market in Viet Nam 15 2.2 Theoretical basis of millennials’ buying behavior 16 2.2.1 Definition of consumer buying behavior .16 2.2.2 Factors affecting consumer buying behavior .17 2.2.3 Millennials’ buying behavior .18 2.3 Theoretical basis of product packaging 20 2.3.1 Definition product packaging 20 2.3.2 History and innovation of product packaging 21 2.3.3 Functions of product packaging 23 2.4 Theoretical basis for elements of packaging 25 2.4.1 Packaging material .25 2.4.2 Packaging color 27 2.4.3 Packaging size and shape .29 2.4.4 Graphics .30 2.4.5 Label information 31 2.5 Research model and research hypothesis .33 2.5.1 Research model 33 2.5.2 Research hypothesis .34 SUMMARY OF CHAPTER 34 CHAPTER 3: RESEARCH METHODOLOGY .36 3.1 Research process .36 3.1.1 Research process description .36 3.1.2 Preliminary research 37 3.1.3 Official research 37 3.2 Measurement scale for research 37 3.3 Sample size determination and methods of data collection 40 3.3.1 Questionnaire design 40 3.3.2 Sample size determination 40 3.3.3 Data collection .41 3.3.4 Data analysis method 42 SUMMARY OF CHAPTER 46 CHAPTER 4: RESEARCH OUTCOME 47 4.1 Sample description .47 CHAPTER 1: INTRODUCTION 1.1 Rationale of the research In the market economy as today, the expansion of international trade integration along with technological advances and the improvement in living standards, etc have diversified people’s buying options As stated by Keller (2008), consumers are exposed to more than 20,000 product choices within a 30-minute shopping session This actual situation is true to the fast moving consumer goods (FMCG) which are in demand and purchased every single day by various types of customers from children to the elderly For instance, when a housewife needs to buy a pack of chocolate for her kids, she can choose among numerous relevant brands such as Snickers, Kit Kat, Hershey’s, or Milo, etc.; not to mention that each brand provides hundreds of products varying in flavors including milk chocolate, dark chocolate, matcha, etc.; and also in functions like chocolate for people with diabetes, or for people on diet, etc However, the more choices they have, the more complicated their buying behaviour is, and the more competitive the FMCG market becomes These days, because of such fierce competition among brands, there arises an issue for all companies in the sector, which is how to differentiate their products from other substitute goods in the market in order to capture customers In fact, there are many powerful tactics for them to win the customer buying behavior; and one of them is the product packaging which is believed to be the fifth P of marketing mix by Kotler & Keller (2008)