(Luận văn) brand loyalty of office women toward cosmetic products in vietnam

UNIVERSITY OF ECONOMICS HOCHIMINH CITY t to International School of Business ng hi ep w n lo ad Hoang Thi Le Thuy ju y th yi pl al n ua BRAND LOYALTY OF OFFICE WOMEN va n TOWARD COSMETIC PRODUCTS IN VIETNAM ll fu oi m at nh z z k jm ht vb STUDENT ID: 22120140 l.c gm MASTER OF BUSINESS BY HONOUR SUPERVISOR: Dr DINH CONG KHAI om an Lu n va ey t re Ho Chi Minh City - 2015 ACKNOWLEDGEMENTS t to ng I would not have been able to complete my thesis without the advice, assistance, hi understanding and encouragement of a number of people I would like to gratefully and ep sincerely acknowledge their assistance and support w First of all, the most important person I would like to thank is my supervisor, Dr n lo ad Dinh Cong Khai Thanks to his valuable advice and generous guidance throughout the ju y th journey of this reseach, I can finish my thesis yi Secondly, I would like to thank all of the staff at International School of Business – pl University of Economics Ho Chi Minh City who are always enthusiastic and give me a lot al n ua of administrative support, assistance and understanding va Furthermore, I would like to express my grateful thanks to my friends and all the n ll fu respondents who participated in filling the questionnaires and provided the valuable oi m information for this study nh Finally, I would like to give my gratefulness to all classmates who have been sharing at z with me all their knowledge and experience as well as happiness and difficulties during z ht vb MBA course I would not complete my thesis without their encouragement and support l.c gm their spiritual support and encouragement during the time of study k jm Personally, I wish to express my deep gratitude to my parents and my brother for In brief, it has been a long journey and I have grown in so many ways I would like to om say “thank you” again for the involvement of everyone who has helped me to complete this n va June 6, 2015 an Lu thesis ey t re Ho Chi Minh, Vietnam, Hoang, Thi Le Thuy Abstract t to ng For cosmetic industry, it is essential for businesses to understand the critical factors that hi influence brand loyalty of office women toward cosmetic products These issues are critical ep to the long term business success of any industry Based on the literature reviews in the w thesis, this study empirically examines the roles of the factors: brand awareness, perceived n lo quality, brand image and brand trust on brand loyalty of office women toward cosmetic ad products in Vietnam y th ju The test processes in a sample of 138 cosmetic users who are office women working in yi pl office buildings Ho Chi Minh City Using a five-point Likert- scale to measure data together ua al with some methods of data analysis (Cronbach‟s Alpha test, Exploratory factor analysis and n Multiple regression analysis), the findings confirm that brand awareness, perceived quality, va brand image and brand trust has the positive effect on brand loyalty n fu ll Extracted from the findings of this research, in order to receive the loyalty of women toward m oi cosmetic products, cosmetic brand must set up effective strategies marketing to keep nh at improving and maintaining the brand image, brand awareness, brand trust as well as z perceived quality The results of this research are important for cosmetic businesses to z ht vb enhance and improve their competitiveness, in other words, to become successful and have om l.c gm Key words: customer retention, brand loyalty k jm more loyal customers, which will ultimately result in more profitability an Lu n va ey t re TABLE OF CONTENTS t to CHAPTER INTRODUCTION .1 ng hi 1.1 Research Background ep 1.2 Research Problem 1.3 Research Objectives w n 1.4 Scope and Research Methodology of Study lo ad 1.5 Significance of the Study y th 1.6 Research Structure ju yi CHAPTER LITERATURE REVIEWAND RESEARCH MODEL pl 2.1 Brand .7 al n ua 2.1.1 From the traditional viewpoint of brand va 2.1.2 From the synthetic viewpoint of brand n 2.2 The Customer-based Perspective of Brand Equity fu ll 2.2.1 Brand equity m oi 2.2.2 The customer-based perspective nh at 2.3 Brand Loyalty 11 z 2.4 Brand Awareness 11 z ht vb 2.5 Perceived Quality 12 jm 2.6 Brand Image 13 k 2.7 Brand Trust 15 gm 2.8 Conceptual Model 16 l.c 2.9 Hypothesis .16 om 2.10 Summary .17 an Lu CHAPTER RESEARCH METHODOLOGY 18 3.3.2 Brand awareness 21 ey 3.3.1 Brand loyalty 21 t re 3.3 Measurement scale 21 n 3.2 Research Process 18 va 3.1 Research Design 18 3.3.3 Perceived quality 22 t to 3.3.4 Brand image .22 ng 3.3.5 Brand trust 23 hi ep 3.4 Question Design 23 3.4.1 Questionnaire structure 23 w n 3.4.2 Qualitative research 24 lo ad 3.4.3 Quantitative research 26 y th 3.5 Data Collection Method 26 ju 3.6 Sampling Design 26 yi pl 3.6.1 Population 26 ua al 3.6.2 Sample size 27 n 3.7 Data Analysis Method 28 va n 3.7.1 Data code .29 ll fu 3.7.2 Cronbach‟s alpha 29 m oi 3.7.3 Exploratory factor analysis (EFA) 29 at nh 3.7.4 Multiple regression analysis 30 3.8 Summary .31 z z CHAPTER DATA ANALYSIS .32 vb jm ht 4.1 Preliminarily Data Analysis 32 4.1.1 Cleaning and screening data 32 k l.c gm 4.1.2 Profile of respondents .33 4.2 Evaluating the Measuring Scales 34 om 4.2.1 Cronbach‟s alpha Reliability analysis 34 an Lu 4.2.2 Exploratory Factor analysis 37 4.2.2.1 Exploratory factor analysis (EFA) for independent factors 37 ey 4.3.1 Correlation analysis .42 t re 4.3 Hypothesis Testing 41 n 4.2.2.3 Summary of Exploratory factor analysis (EFA) 41 va 4.2.2.2 Exploratory Factor Analysis (EFA) for dependent factor 39 4.3.2 Test of assumptions .43 t to 4.3.3 Regression analysis .44 ng 4.3.4 Explanation for the finding results of the hypotheses 47 hi ep 4.4 Summary .48 CHAPTER CONCLUSIONS AND IMPLICATIONS 49 w n 5.1 Conclusion .49 lo ad 5.2 Managerial Implications 49 y th 5.2.1 Brand awareness 50 ju 5.2.2 Perceived quality 50 yi pl 5.2.3 Brand image 51 ua al 5.2.4 Brand trust 52 n 5.3 Limitations and Future Research 52 n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re LIST OF TABLES t to Table 3.1 Measurement scale of brand loyalty 21 ng hi Table 3.2 Measurement scale of brand awareness .22 ep Table 3.3 Measurement scale of perceived quality 22 Table 3.4 Measurement scale of brand image 23 w n Table 3.5 Measurement scale of brand trust 23 lo ad Table 3.6 Measurement scale of the research after doing qualitative research 25 y th Table 3.7 The result of collecting questionnaires 28 ju yi Table 4.1 Descriptive Statistics of Sample 34 pl Table 4.2 Cronbach‟s alpha result 36 al n ua Table 4.3 KMO and Bartlett's Test 37 va Table 4.4 Total Variance Explained .38 n Table 4.5 First EFA analysis results for the independent factors 39 fu ll Table 4.6 KMO and Bartlett's Test 40 m oi Table 4.7 Total Variance Explained .40 nh at Table 4.8 Component Matrixa 40 z Table 4.9 Description of the correlation among variables 42 z ht vb Table 4.10 Model Summary 44 jm Table 4.11 Anova 45 k Table4 12 Coefficients .45 gm Table 4.13 Summary of hypotheses testing result .47 om l.c an Lu LIST OF FIGURES n ey t re Figures 3.1 Research Process .20 va Figures 2.1 Conceptual model 16 Chapter Introduction t to 1.1 Research Background ng hi ep The history of cosmetic industry spans at least 6,000 years along with the development of human history The Food and Drug Administration (FDA) has defined w cosmetics as something that intends to be applied on the human body for cleansing, n lo beautifying, promoting attractiveness, or altering the appearance without affecting the ad y th body's structure or functions, (Lewis, 2000) Cosmetic is generally considered to be make- ju up products However, they indeed present in different forms, varying from powders, body yi makeup, soap, shampoo, and toothpaste (Kumar, Massie, & Dumonceaux, 2006) pl al ua Cosmetic industry is considered to be one of the fastest-growing industries in the n business arena The research of Kumar (2005) has showed that cosmetic products account va n for approximately 18% of the entire global market for cosmetic, toilet, and fragrance The fu ll dramatic growth of the market not only exists in the Western hemisphere, due to the trend of m oi globalization, the markets of cosmetic products gradually develop in the regions such as nh Asia, Eastern Europe and South America which represent a progressive consumption in the at z cosmetic markets (Kumar, 2005) In addition, with the growth of global economics, the z k jm growth rate among the industries every year (Kumar, 2005) ht vb cosmetic and fragrance industry show a successful performance with an average of 5% gm In the traditional agricultural society like Vietnam, cosmetic seemed to be luxury l.c products to Vietnamese people in the past However, due to the improvement of living om standard, people have generated more and more demands toward cosmetic In some cases, an Lu cosmetic becomes one of daily necessities to some people People are even willing to pay a big amount of money for the sake of taking care of the beauty of face and skin by buying ey least once a week That means about 68% women often use cosmetic to makeup excluding t re Specially, the survey showed that 24% women makeup daily and 44% women makeup at n cosmetic of Vietnamese women This survey states that Vietnamese women often makeup va trusted cosmetic For example, through a survey, Q&Me (2015) studies the routine of using cosmetic for skin care Also, Nguyen (2012) notes that cosmetic market in Vietnam very t to potential ng hi In addition, Nielsen (2013) indicates that only 34% of Vietnamese customers seemed ep to be loyalty Based on this result, it shows that office women seemed to be not much w loyalty to cosmetic brand Nevertheless, office women more and more have high demand n lo for using cosmetic products In addition to, high brand loyalty could generate more profits ad and lower many aspects of cost spent by the organization Thus, measuring customers‟ y th perception for cosmetic brand equity in Vietnam becomes very important and necessary ju yi That will be the basis for improving the brand equity for cosmetic industry It is essential to pl reveal the factors that influence the brand loyalty by examining determinants of brand al n ua loyalty Then, research results will support the brand loyalty theory through understanding n va the meaning of the factors that affect office women‟s loyalty toward the cosmetic brands fu Thereby, the results also provide marketing managers with insights of establishing a more ll comprehensive business strategy to keep customers loyal to the cosmetic brand oi m at nh 1.2 Research Problem z The cosmetic market is regarded as one of the most competitive market with an z ht vb enormous potential in business and innovative brands which are developed rapidly every jm day in order to enter this lucrative market It is stated that cosmetic industry is a “very k lucrative, innovative fast paced industry” (Kumar et al., 2006, p.286) Namely, innovation is gm significant and considered to be the key to success In addition, the extent of l.c competitiveness in the cosmetic market becomes more and more fierce Owing to the om volatility of the cosmetic market which is included by a variety of brands and products, the an Lu role of establishing, consolidating and maintaining competitive advantages becomes more n va and more important customer revisits is to understand customers‟ needs and their expectations Numerous of ey profitable ways to differentiate themselves The necessary thing to survive and maintain t re In order to achieve competitive advantage and efficiency, businesses have to seek researches have indicated the importance of brand loyalty The aim of studying brand t to loyalty is to unveil the factors that give rise brand loyalty and provide insights for managers ng to sustain a competitive brand So, brands create higher customer loyalty, the higher profit hi ep the company receives, which means that this brand has high value (Aggarwal, 2004) w Several previous studies have investigated about the brand loyalty and consuming n lo cosmetic products with many different components from many other aspects Such as the ad impact of factors of brand loyalty on cosmetic purchase intention of Iranian female y th consumers (Kambiz and Leila, 2012), investigation about how the respondents are ju yi influenced by factors of brand loyalty towards cosmetics brands (Khraim, 2011), the effects pl of using internet in consuming cosmetics (Lee, Wu, Lin & Lee, 2014) and the effects of al n ua emotional aspects and functional ones on customers‟ decision-making towards cosmetics n va (News Rx Health & Science (2011) ll fu These above reaches evaluate the effect of brand loyalty toward cosmetic brand by oi m using different components and aspects In Vietnam, there are also many researches about at nh cosmetic products and the relationship between determinants of brand loyalty toward cosmetic industry Besides, the target customers of cosmetic companies are principally z z female consumers Along with the development of cosmetic‟s history, it has become more vb jm ht and more familiar to women Especially, cosmetic have even become one of daily necessities to most of office women Office women in this research are considered as k gm women working in office businesses, school or institute Office woman is one of biggest l.c segments of cosmetic market for women They also account for big amount of women om residents who are consuming cosmetic products in Ho Chi Minh City Most of them have an Lu high demand of cosmetic products for their daily activities and supporting their job demand Moreover, they mostly have jobs and stable income to maintain their need toward trusted ey t re to conquer However, it does not find out a specific research about components influencing n cosmetic As a result, the market segment of office women is potential for cosmetic industry va cosmetic Therefore, they are expected to contribute significantly to the consumption of 60 Pappu, R., & Quester, P (2006) A consumer-based method for retailer equity t to measurement: Results of an empirical study Journal of Retailing and Consumer ng hi ep Services, 13(5), 317-329 Pappu, R., Quester, P., & Cooksey, R.W (2005) Consumer-based brand equity: Improving w n the measurement-empirical evidence Journal of Product & Brand Management, lo ad 14(3), 143-154 y th ju Q&Me (2015) The habit of using cosmetics for Vietnamese women Q&Me Market yi pl Research Retrieved from https://qandme.net/vietnam-report/Thoi-quen-su-dung-my- ua al pham-cua-phu-nu-Viet.html n va n Ryu, K., Lee, H., & Kim, W.G (2012) The influence of the quality of the physical fu ll environment, food, and service on restaurant image, customer perceived value, oi m at nh customer satisfaction, and behavioural intentions International Journal of Contemporary Hospitality Management, 24(2), 200-223 z z ht vb Salciuviene L., Ghauri, N P., Mockaitis, I A., & De Mattos, C (2009) Brand image k jm perceptions across cultures: a study of symbolic and functional associations l.c gm Advances in International Marketing, 20, 177–191 Sekaran, U (2003) Research Methods for Business: A skill building approach John Wiley om an Lu & Sons, Inc, Chichester Souiden, N., Kassim, N M., & Hong (2006) The effect of corporate branding dimensions n va on consumers‟ product evaluation: A cross-cultural analysis European Journal of ey t re Marketing, 40(7/8), 825-845 61 Srivastava, R K., & Shocker, A D (1991) Brand Equity: A perpective on its meaning and t to measurement No 91-124, Working Paper Series, Marketing Science Institute, ng hi ep Cambridge, MA Sutikno, B (2011) Does Consumers‟ Brand Identification Matter: The Mediating Roles of w n Brand Loyalty The International Journal of Interdisciplinary Social Sciences, 6(3), lo ad 1833-1882 y th ju Tabachnick, B G., & Fidell, L S (1996) Using multivariate statistics HarperCollins yi pl College, New York ua al Tong, X., & Hawley, J M (2009a) Creating brand equity in the Chinese clothing market: n va n The effect of selected marketing activities on brand equity dimensions Journal of fu ll Fashion Marketing and Management, 13(4), 566-581 oi m at nh Tong, X., & Hawley, J M (2009b) Measuring customer-based brand equity: Empirical evidence, from the sportswear market in China Journal of Product & Brand z z ht vb Management, 18(4), 262-271 k jm Tull, D S., & Hawkins, D I (1987) Marketing Research: Measurement and Method, 4th l.c gm ed., Macmillan, New York Webster, F E., & Keller, K (2004) A roadmap for branding in industrial markets Journal om an Lu of Brand Management,11(5), 388–402 Wood, L (2000) Brands and brand equity: Definition and management Management n va Decision, 38(9), 662-669 ey t re 62 Yoo, B., Donthu, N., & Lee, S (2000) An Examination of Selected Marketing Mix t to Elements and Brand Equity Journal of the Academy of Marketing Science,28(2),195- ng hi ep 212 Yoo, B., & Donthu, N (2001) Developing and validating a multi-dimensional consumer- w n based brand equity scale Journal of Business Research, 52(1), 1-14 lo ad Yoo, B., & Donthu, N (2002) Testing cross-cultural invariance of the brand equity creation y th ju process Journal of Product & Brand Management, 11(6), 380-398 yi pl Zeithaml, A.V (1988) Consumer perception of price, quality and value: A means-end ua al model and synthesis of evidence Journal of Marketing, 52(3), 2-22 n n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 63 APPENDICES t to ng Appendix A: In-depth Interview’ refinement measurement scale hi Comments ep Original measurement scales Final measurement scales Brand loyalty Respondents suggest to change w 2) I will continue to buy Cosmetics “needs” into “demands” to meet n 2) I will continue to buy Cosmetics lo Vietnamese situation ad brand X when having need y th Brand awareness brand X when having demand ju Respondents suggest changing yi “brand I like” into “brand X” It is pl 11) When thinking of Cosmetics, I al can easily think about the modify to understand easily Cosmetics brand X n brand I like Besides, respondents suggest to ua 11) I am aware of the cosmetic applied through the questionnaire va To make the sentence easy to 12) I can now describe the cosmetic brand I like come to my understand, respondents suggest to Cosmetics brand X when mind quickly revise the sentences n 12) Some characteristics of ll fu oi m interrogated Respondents suggest this negative nh sentence should not be put in the cosmetic brand I like in my mind questionnaire at 14) I have difficulty in imagining z Removed z vb Perceived quality quality sentences to make it more clarified very good quality similar to sentence 16 Removed om culture, its meaning seems to be l.c 19) Cosmetic brand I like must be gm sentence because in Vietnamese X is of high quality class k Respondents suggest removing this 15) In my opinion, cosmetic brand jm Respondents suggest revising the ht 15) Cosmetic brand I like is of high an Lu Respondents suggest this negative sentence should not be put in the the way of very poor quality questionnaire Removed To make the sentence easy to 22) Cosmetics brand X shows me 22) Cosmetic brand I like has a understand, respondents suggest clear image of high quality reputation for high quality changing the sentences cosmetic products n va 20) Cosmetic brand I like appears ey t re Brand image 64 Brand trust t to All sentences are easy to ng understandable by interviewees hi Other suggestions ep Make sure that respondents a survey about a specific brand of w n cosmetic with a specific function lo ad For example, an observation must y th present perceptions of a respondent ju about brand cosmetic X with one yi function of mascara only pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 65 Appendix B: Questionnaire t to ng English version hi ep SURVEY Dear Ladies w My name Hoang Thi Le Thuy, a student of MBA program at ISB Institution – n lo ad Economics University of Ho Chi Minh City I am studying about brand loyalty of women y th toward cosmetic products in Vietnam We wish Ladies for taking the time to answer this ju survey Note, there is no right or wrong answer All reviews of Ladies are valuable for this yi pl study ua al Sincere thanks to the support of Ladies n PART 1: GENERAL INFORMATION va n You often use cosmetic several times per week ? ll □2-3 times fu □1 time □4-5 times □ > times m oi Cosmetic Brand which you are familiar with is (specify): nh You use cosmetic to (specify a function): _ at z (for example, to skin care: face lotion, body lotion, face cleanser, etc.; to make up: mascara, vb □ The others □ 0,5- 0,8 m an Lu Call (X) is cosmetic Brand which you mentioned above om PART 2: MESUREMENTS □ > 0,8 m l.c □ 0,2 – 0,5 m gm □ < 0,2 m k The average cost for each time buying cosmetic? (million dong) jm ht □ Make up □ Skin care □ Make up and Skin care z lip stick, liquid foundation, UV protective cream, etc.) Please indicate the level of your agreement for the following statement Note that, all statements Box 3: Neutral ey Box 2: Disagree t re Box 1: Strongly disagree n part above by ticking (√) in the box corresponding to: va must be used to evaluate cosmetic brand with only one specific function that you mentioned in the 66 Box 4: Agree w (3) Strongly Agree (2) Agree ep (1) Neutral hi Brand Loyalty Disagree ng Strongly Disagree t to Box 5: Strongly Agree (4) (5) n My first choice is cosmetic brand X lo ad I will continue to buy Cosmetics brand X when having demand y th The same as me, my friends and the people I know want/ prefer to ju (use) cosmetic brand X yi I will not buy other cosmetic brands if the brand X is not available pl at the store al n still buy cosmetic brand X ua If having other cosmetic brands which are as good as the brand X, I va n I think that cosmetic brand X is superior to other cosmetics brands ll fu I will introduce cosmetic brand X to my friends and relatives Strongly Agree (4) (5) ht vb Agree z Neutral z Disagree at nh Brand Awareness Strongly Disagree buying cosmetic brand X oi m Comparing with other cosmetic brand, I feel more confident when (1) (2) (3) jm I know what cosmetic brand X looks like k gm 10 I can recognize cosmetic brand X among other competing brands l.c 11 When thinking of Cosmetics, I can easily think about the Cosmetics brand X om 12 I can now describe the Cosmetics brand X when interrogated an Lu 13 I can quickly recall the symbol or logo of cosmetic brand X when Agree Strongly Agree Neutral Disagree (4) (5) ey (3) t re 15 In my opinion, cosmetic brand X is of high quality class (2) n (1) va Perceived Brand Quality Strongly Disagree thinking of that brand 67 16 I think the likely quality of cosmetic brand X is extremely high ng high hi 18 The likelihood that cosmetic brand X is reliable is very high ep ad y th (3) Strongly Agree lo (2) Agree n (1) Disagree w Strongly Disagree Brand Image Neutral 19 Cosmetic brand I like must be very good quality (4) (5) 21 Cosmetic brand X is well- known and prestigious ju yi 22 Cosmetic brand X shows me clear image of high quality cosmetic pl products al ua 23 I think cosmetic brand X makes users feel fashionable and confident n when using it va nh at (2) (3) Strongly Agree oi m (1) Agree ll fu (4) (5) z 25 I trust cosmetic brand X Disagree n Brand Trust Neutral 24 Cosmetic brand X is number one among cosmetic brands Strongly Disagree t to 17 The likelihood that cosmetic brand X would be functional is very z 26 Cosmetic brand X delivers the quality products as promised k jm ht 28 Cosmetic brand I like delivers the functions as promised in its vb 27 The quality of cosmetic brand X is always continuous and consistent advertisements gm l.c PART 3: OTHER INFORMATION Please tell us the following information to serve the classification and presentation of om statistical data: □25- 35 old □35- 45 old □ > 45 old ey t re Thank you so much for your kind support! □ >10 m n Income per month: □ < m □ 5- 10 m va Career: □ Manager □ Staff □ Worker □ Other an Lu Age: □ < 25 old 68 Vietnamese version t to ng PHIẾU KHẢO SÁT hi ep Kính gửi Chị, Tơi tên Hồng Thị Lệ Thủy Tơi sinh viên chương trình “Thạc Sĩ Quản w Trị Kinh Doanh” Trường Đại học Kinh tế TP.HCM – Viện Đào Tạo Quốc Tế (UEH- n lo ISB) Hiện nay, tơi thực đề tài nghiên cứu lịng trung thành thương hiệu ad y th phụ nữ loại hàng mỹ phẩm Việt Nam Rất mong Chị dành thời gian trả lời ju Phiếu khảo sát Lưu ý, khơng có câu trả lời hay sai Tất ý kiến Chị yi có giá trị cho nghiên cứu pl n ua al Chân thành cám ơn hỗ trợ Chị! va PHẦN THÔNG TIN TỔNG QUÁT n Chị thường sử dụng mỹ phẩm trung bình lần/ tuần? ll □4-5 lần □ Trên lần oi m □2-3 lần fu □1 lần nh Thương hiệu mỹ phẩm mà Chị thường dùng ( ghi rõ): _ at Chị thường sử dụng mỹ phẩm để (ghi rõ chức năng): z z (ví dụ: Để dưỡng da như: dưỡng da mặt, sữa dưỡng thể, sữa rửa mặt v.v; Để trang điểm ht vb như: mascara, son môi, phấn nền, phấn trang điểm v.v) □ 0,2 – 0,5 tr □ 0,5- 0,8 tr om Gọi (X) thương hiệu mỹ phẩm mà chị đề cập l.c PHẦN NỘI DUNG ĐÁNH GIÁ □ Trên 0,8 tr gm □ Dưới 0,2 tr k jm Chi phí trung bình cho phần mua mỹ phẩm bao nhiêu? ( triệu đồng) an Lu Các chị xin vui lòng đánh giá mức độ đồng ý chức hãng mỹ phẩm X mà chị đề cập đến phần (chú ý: đánh giá chức hãng mỹ phẩm xuyên ey Không đồng ý t re Hồn tồn khơng đồng ý n ứng theo quy ước từ thấp đến cao sau: va suốt bảng khảo sát) Chị vui lòng đưa phát biểu cách đánh dấu (√) vào ô tương 69 Trung lập (không có ý kiến) t to Đồng ý ng Hoàn toàn đồng ý hi ep Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) Đánh Giá Sự Trung Thành Đối Với Thương Hiệu w n Sự lựa chọn thương hiệu mỹ phẩm X lo y th hiệu X ad Khi có nhu cầu mua mỹ phẩm, tơi tiếp tục mua thương ju Bạn bè người tơi quen biết u thích dùng thương hiệu yi mỹ phẩm X giống pl Nếu mỹ phẩm thương hiệu X khơng có cửa hàng, al khác n ua không chọn mua thương hiệu khác mà tìm mua cửa hàng va n Tôi mua mỹ phẩm thương hiệu X, cho dù có thương hiệu ll fu khác trơng tốt giống Tơi giới thiệu thương hiệu mỹ phẩm X cho bạn bè người thân at nh thương hiệu mỹ phẩm khác oi m Tôi nghĩ thương hiệu mỹ phẩm X vượt trội so với jm ht chọn mua mỹ phẩm thương hiệu X vb So với thương hiệu mỹ phẩm khác, cảm thấy tự tin z z tơi 10 Tơi nhận thương hiệu mỹ phẩm X thương hiệu hỏi ey 12 Tơi mơ tả thương hiệu mỹ phẩm X có người t re phẩm X n 11 Khi đề cập đến mỹ phẩm, dễ dàng nghĩ đến thương hiệu mỹ va khác an Lu khác) om biểu tượng & mẫu thiết kế v.v để phân biệt với thương hiệu l.c Tôi biết thương hiệu mỹ phẩm X trông ( tên gọi, logo, gm k Đánh Giá Sự Nhận Thức Thương Hiệu Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) 70 13 Tơi nhanh chóng hình dung logo biểu tượng thương t to hiệu mỹ phẩm X tơi nghĩ đến thương hiệu ng Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) hi Đánh Giá Về Chất Lượng Nhận Thức Của Thương Hiệu ep 15 Theo đánh giá, thương hiệu mỹ phẩm X cho dòng sản w phẩm chất lượng cao n lo 16 Theo tôi, chất lượng mỹ phẩm thương hiệu X có lẽ tốt ad 17 Theo tơi, chức mỹ phẩm thương hiệu X tốt y th 18 Theo tôi, khả tin cậy thương hiệu mỹ phẩm X cao ju yi 19 Chất lượng mỹ phẩm mà chọn mua dĩ nhiên phải tốt pl Hoàn Hoàn toàn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) n ua al Đánh Giá Hình Ảnh Của Thương Hiệu va 21 Thương hiệu mỹ phẩm X tiếng có uy tín n 22 Thương hiệu mỹ phẩm X cho tơi hình tượng rõ ràng mỹ fu ll phẩm có chất lượng cao oi m 23 Theo tôi, thương hiệu mỹ phẩm X khiến cho người dùng cảm nh thấy sành điệu tự tin dùng at 24 Theo tơi, thương hiệu mỹ phẩm X số số thương hiệu z z Hồn Hồn tồn Khơng Khơng tồn khơng đồng có ý Đồng đồng đồng ý kiến ý ý ý (1) (2) (3) (4) (5) 25 Tôi tin tưởng thương hiệu mỹ phẩm X om l.c 27 Chất lượng mỹ phẩm thương hiệu X ln trì gm hứa hẹn k 26 Thương hiệu mỹ phẩm X cung ứng sản phẩm có chất lượng giống jm ht vb Đánh Giá Độ Tin Cậy Của Thương Hiệu quán an Lu 28 Thương hiệu mỹ phẩm X cung ứng sản phẩm có đầy đủ chức quảng cáo va n PHẦN THÔNG TIN KHÁC ey bày liệu thống kê: Nhóm tuổi: □ Dưới 25 tuổi t re Xin Chị vui lịng cho biết thơng tin sau để thuận lợi cho việc phân loại trình □25- 35 tuổi □35- 45 tuổi □ Trên 45 tuổi 71 Nghề Nghiệp: □ Nhà quản lý □ Nhân viên VP □ Công nhân □ Khác t to ng Mức thu nhập/ tháng: □ < triệu đồng □ 5- 10 triệu đồng □ >10 triệu đồng hi XIN CHÂN THÀNH CẢM ƠN SỰ GIÚP ĐỠ CỦA CHỊ ! ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 72 Appendix C: Histogram, Normal Regression & Scatter plot of Dependent Variable t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 73 t to ng hi ep w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re 74 Appendix D: Total Variance Explained t to Exploratory Factor Analyses - analysis results for the independent factors after deleting ng item BA11 hi ep Total Variance Explained Initial Eigenvalues Component Total % of Variance Cumulative % 6.396 39.972 39.972 2.648 16.551 56.524 2.050 12.812 69.335 1.405 8.778 78.114 706 4.412 82.526 606 3.790 86.316 529 3.306 89.622 388 2.422 92.045 306 1.915 93.959 10 236 1.475 95.435 11 209 1.309 96.743 12 161 1.005 97.749 13 142 890 98.639 14 110 685 99.324 15 065 407 99.731 16 043 269 100.000 Extraction Method: Principal Component Analysis w Extraction Sums of Squared Loadings Total % of Variance Cumulative % 6.396 39.972 39.972 2.648 16.551 56.524 2.050 12.812 69.335 1.405 8.778 78.114 n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re