(Luận văn) consumer’s perception of low product quality of saigon special in saigon beer alcohol beverage corporation (sabeco)

t to ng hi ep UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESS w n lo ad ju y th yi pl n ua al n va ll fu m oi Consumer’s perception of low product quality at nh of Saigon Special in Saigon Beer-Alcohol-Beverage Corporation z z l.c gm Name: Tran Thi Thanh Huyen k jm ht vb (SABECO) ID: 221500030 om an Lu MASTER OF BUSINESS (Honours) n va ey t re th Ho Chi Minh City- 2017 t to ng hi ep UNIVERSITY OF ECONOMICS HO CHI MINH CITY INTERNATIONAL SCHOOL OF BUSINESS w n lo ad ju y th yi pl n ua al n va ll fu m oi Consumer’s perception of low product quality nh at of Saigon Special in Saigon Beer-Alcohol-Beverage Corporation z z k Name: Tran Thi Thanh Huyen jm ht vb (SABECO) SUPERVISOR: Dr LE NHAT HANH om l.c gm ID: 221500030 an Lu n va MASTER OF BUSSINESS ADMINISTRATION ey t re th Ho Chi Minh - 2017 t to Acknowledge ng I would like to thank all of my family, friends and colleagues who inspired and supported me in hi ep this thesis writing venture I am really indebted to my supervisor Dr Le Nhat Hanh whose proper w guidance and close supervision helped me to carry out this research to the right direction I n lo would also like to show my gratitude to all of respondents who shared their experiences with me, ad ju y th thanks for all valuable time they have invested in this study that gave me precious information yi for research Last but not least, I would like to express my thankfulness to my company - pl Sabeco, my Boss and all colleagues who supported me a lot during the time doing this research 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 th I t to TABLE OF CONTENTS ng hi EXECUTIVE SUMMARY……………………………………………………… ………… ep CHAPTER PROBLEM IDENTIFICATION……………………………… …………… w n lo 1.1 Background of the company…………………………………………………….…….…….3 ad ju y th 1.2 Background of the problem…………………………………………………………… .7 yi 1.3 Problem identifying …… …………………………….……………………….….…… 11 pl ua al 1.3.1 Problem justifying……………………………………………………………….……… 11 n 1.3.2 Justify the existing of problem………………………………………….……….……… 16 va n 1.3.3 Definition problem……………………………………………………………….……….22 fu ll 1.3.4 Justify the importance of the problem: literature regarding, consequence effect….…….23 oi m 1.4 Potential causes……………………………………………………….……… ………….27 at nh 1.4.1 Opinions from other people…………………… …………………………………….….28 z z ht vb 1.4.2 Situation…………………………………………………….……………………….…….29 k jm 1.4.3 Product physical properties………………………………………………………….…….29 1.4.4 Storage, use, and convenience of beer……………………………………………….…….30 gm l.c 1.4.5 Cause - effect tree………………………………………………………………………….31 om 1.5 Causes validation ………………………………………………………………………….32 an Lu CHAPTER ALTERNATIVE ANALYSIS…………………………………………………36 ey t re 2.1.2 Invest on transportation vehicle beer suitable for ensure quality product………….…… 38 n 2.1.1 To improve warehousing can adapt to these rule in preservation ………………….…… 36 va 2.1 Alternative Solutions……………………… ……………………………………….…… 36 th 2.1.3 Improving reasonable distribution network…………………………………………….….39 II t to 2.2 Solution comparison…………………………………………………………………… 40 ng hi CHAPTER ACTION PLAN……………………………………………………………….43 ep CHAPTER CONCLUSIONS AND RECOMMENDATION… ……………………….52 w n REFERENCES ………………………………………………………………….…………… 54 lo ad APPENDIX …………………………………………………………………….……….……58 y th ju APPENDIX ……………………………………………………………………….………….61 yi pl APPENDIX ……………………………………………………………………….………….63 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 th III t to LIST OF FIGURES ng hi ep Figure 1: Organizational system of SABECO w n Figure 2: Market share of beer market in 2015 lo ad Figure 3: Market share of Sabeco from 2012 to 2015 ju y th yi Figure 4: Saigon Special did not choose much comparing to Heineken, Tiger by users pl n ua al Figure 5: Level of customer’s satisfaction Saigon special beer n va Figure 6: Cause-and-effect tree fu ll Figure 7: Model of determinants and consequences of perceived product quality oi m nh at LIST OF TABLES z z ht vb k jm Table : Company information om l.c gm Table : Market share of all products of Sabeco from 2013 to 2015 Table : Sample details an Lu Table : Customer’s evaluation for Saigon beer report n va ey t re Table 5: Technical requirement of Saigon Special beer th IV t to LIST OF ABBREVIATIONS ng hi ep - SABECO: Saigon Beer-Alcohol-Beverage Joint Stock Corporation w n - HABECO: Hanoi Beer and Beverage Corp lo ad ju y th - MoIT: Ministry of Industry and Trade yi pl - BMI: Business Monitor International ua al n - SATRACO : Saigon Trading Corporation n va fu - SABETRANJSC: Sabeco transportation joint stock company ll oi m at nh - SABECUCHI: SABECO Cu Chi Factory z - QA: Quality Assurance z vb k jm ht - VBA: Vietnam Beverage Association om l.c gm an Lu n va ey t re th V t to EXECUTIVE SUMMARY ng hi Beer industry has witnessed higher total volume growth despite the rise in the Special Consumption Tax ep from 50% to 55% since 2016 Positive economic conditions in Vietnam have boosted consumers’ w n incomes and forced them to shift from unbranded to branded beer, as higher quality and taste Saigon lo ad Alcohol Beer & Beverages Corp (Sabeco) saw a reduction in its market share although it maintained its y th lead in beer Saigon Special is a new brand of SABECO that is aiming at the target segment of people ju yi who tend to drink premium beer Although at present SABECO is the leading beer producer with the pl n ua al market share accounting for 39% in 2016 however the launching of its new brand Saigon Special was not so successful because SABECO lacked of an effective distribution plan especially focusing on n va ll fu preservation during transportation activities for this new brand In exploring the weakness point of the oi m product, Saigon Special, we have given some recommendations to grow market share and market size by at nh investment into quality ptoduct to create the customer need z Customers’ perspective of quality has been proven to be the primary element contributing to the success z vb jm ht of the company In which, four important factors affecting customers’ perspective of quality are opinions k from other people, situation, physical properties and storage, use, convenience of beer The purpose of gm this thesis is to identify the root cause led to the main problem after analyzing all possible causes l.c om Strongly invest for retailer in terms of point of sales material (POSM), display (for short term) and invest implicates potential solutions that can be applied to solve this problem an Lu on distribution system in both policy and display, especially at point of sales (for long term) Finally it n va ey t re th t to CHAPTER 1: INTRODUCTION ng The first chapter presents an introduction to the research, as well as introduces about company hi ep background and discusses the purpose, objectives and research problems of this company Chapter Two w will present the literature review which explains the theoretical framework and give some solutions for n lo this research that will be used for the survey In this chapter, the two main research methods, namely ad ju y th quantitative and qualitative research, will be discussed The third chapter will present the empirical findings Lastly chapter fourth wills conclusion and recommendations for companies and further studies yi pl n ua al 1.1 Company background n va SABECO is built in 1875 In June 1977, the factory was renamed as Saigon Brewery factory In 1993 ll fu the factory was renamed as the Saigon Beer Company and became one of the company has the most m modern equipment in the beer industry in Vietnam In July 2003, Saigon Beer Company expended and oi nh became one of leading enterprises in the beer industry in Vietnam- Sabeco In early in 2008 became at z SAIGON BEER – ALCOHOL – BEVERAGE JOINT STOCK CORPORATION upon the government's z vb decision For over 30 years of operation in the brewery, alcohol and beverage industry, SABECO has jm ht developed to be market leader in Vietnam’s beer business in many respects k l.c SAIGON BEER – ALCOHOL – BEVERAGE JOINT STOCK CORPORATION Table 1: Company information th low alcoholic drinks ey Main product classes Beer (main product), soft drinks, and t re Product n Website : http://sabeco.com.vn va Website an Lu Hai Bà Trưng, Bến Nghé, 1, Hồ Chí Minh om Company name, location Description gm Items t to Achievements ng hi SABECO recognized titles as of to date include: The brand name “Saigon Beer” has been recognized as ep the “trusted brand” for 22 years; The “Saigon Beer” product has been repeatedly voted as a “High – w n quality Vietnamese product” for 13 consecutive years from 1997 to 2012; The “333” canned beer product lo ad won the Silver Medal at the international beer content held in Australia in years 1999, 2000, 2001 y th SABECO business includes three main fields First, manufacture and sale kinds of beer, alcohol, ju yi beverage, packaging, label for beer, wine, soft drinks and food; Sales materials, equipments, parts related pl n ua al to the production of beer, wine, soft drinks, assorted flavors, juice for the production of beer, wine and soft drinks; food Second, import and Export all types of: beer, wine, soft drinks, materials, equipments, n va ll fu wine and soft drink Third, provide training services, research, technology transfer, investment oi m consulting, construction, installation, repair and maintenance in the Beer - Alcohol – Beverage industry at nh and food SABECO main products include 333 Can and Bottle Beer, Saigon Lager Beer (Sai gon Xanh), z Saigon Export (Sai gon Do) and Saigon Special Beer (Sai Gon Lun) Saigon Do, 333, Saigon Xanh are z ht vb among 15 best – selling products of 36 cities Saigon Do takes first place in On – Premise channel while k jm 333 Can become leader in Off – Premise Consumption SABECO Vision to 2025 is to become “national l.c gm leading” Beverage Group, with high position in regional and international market” By the end of 2016, Sabeco included 23 branches and 21 co-owned joined ventures A part of them are dealing only in beer om trading or indirectly connected to beer The production capacity of the 23 breweries reaches about 1800 an Lu mln liters per year In view of growing output volumes the company is investing into construction of new n va breweries planning to bring their net capacity to the level of 2000 mln liters by 2020 ey t re th t to REFERENCES ng hi Benkovskis K, Worz J What drives the market share changes? Price versus non-price factors ep Working paper series 2014;1640(1);1-34 w n lo Kim C Breweries flight for high-end beer market [document on the Internet] Vietnamnet; ad y th 2015 [cited 2016 June 15] Available from: ju http://english.vietnamnet.vn/fms/business/121203/breweries-fight-for-high-end-beer-market.html yi pl Accounting and Makerting report of SABECO from 2013 to 2015 ua al n Jacoby J, Jerry CO, Rafael AH Price, brand name, and product composition characteristics as va n determinants of perceived quality Journal of Applied Psychology 1971;5(2);570-579 ll fu oi m Gardner DM Is there a generalized price quality relationship? Journal of Marketing Research at nh 1971;8(3);241-3 z z Ajzen I, Fishbein M Understanding attitudes and predicting social behavior Englewood vb k jm ht Cliffs, NJ: Prentice-Hall; 1980 gm Hellofs LL, Robert J Market share and customers’ perceptions of quality: When can firms om l.c grow their way to higher versus lower quality Journal of Marketing, 1999;63(2);16-25 Becker GS A note on restaurant pricing and other example of social influences on price an Lu Journal of Political Economy 1991;99(1);199-216 ey t re Journal of Experimental Social Psychology 1973;9(6);285-296 n va McGinnies E Initial attitude, source credibility, and involvement as factors in persuasion th 10 Garvin DA Quality on the line Harvard Business Review 1983;64(5);65-73 47 t to 11 Kevin LK Conceptualizing, measuring, and managing customer-based brand equity Journal ng hi of Marketing 1993;57(1);1-22 ep 12 Mitra D, Peter N How does objective quality affect perceived quality? Short-term effects, w n long-term effects, and asymmetries Marketing Science 2006;25(3);230-247 lo ad y th 13 Fishbein M, Ajzen I Belief, attitude, intention, and behavior: An introduction to theory and ju research Reading, MA: Addison-Wesley; 1975 yi pl ua al 14 Zeithaml VA Consumer perceptions of price, quality, and value: a means-end model and n synthesis of evidence Journal of Marketing 1988;52(3);2-22 n va ll fu 15 Aaker DA Managing brand equity: Capitalizing on the value of a brand name New York: oi m Free Press; 1991 nh at 16 Chaudhuri A, Holbrook MB Product class effects on brand commitment and brand out z z comes: The role of brand trust and brand affect Journal of Brand Management 2002;10(3);33- vb l.c gm 17 Stobart P Brand power London: MacMillan; 1994 k jm ht 58 18 Jacobson R, Aaker DA The strategic role of product quality Journal of Marketing om 1987;51(4);31-44 an Lu th 48 ey Business Research 1995;32(2);213-223 t re 20 Bone PF Word-of-mouth effects on short-term and long-term product judgments Journal of n recommendation sources Journal of the Academy of Marketing Science 1997;25(4);283-295 va 19 Duhan DF, Scott DJ, James BW, Gilbert DH Influences on consumer use of word-of-mouth t to 21 Richins M Negative word-of-mouth by dissatisfied customers: A pilot study Journal of ng hi Marketing 1983;47(4);68-78 ep 22 Watkins HS, Raymond L Collectivism, individualism and in-group membership: w n Implications for consumer complaining behaviors in multicultural contexts Journal of lo ad International Consumer Marketing 1996;8(3);69-78 y th ju 23 Engs RC Family background of alcohol abuse and its relationship to alcohol consumption yi pl among college students: Unexpected finding Journal of Studies on Alcohol 1990;51(6);542-7 ua al n 24 Barber JG, Bolitho F, Bertrand LD Age and gender differences in the predictors of va n adolescent drinking Soc Work Res 1998; 22(3);164-172 ll fu oi m 25 Hajema KJ, Knibbe RA, Changes in social roles as predictors of changes in drinking at nh behavior Addiction 1998;93(11);1717-27 z z 26 Beer characteristics [document on the Internet] Craft beer Academy; no date [cited 2017 vb k jm ht January 20] Available from: http://craftbeeracademy.com/beer-characteristics/ gm 27 Evaluating beer: Tasting and judging for style [document on the Internet] Winning om l.c Homebrew; no date [cited 2017 February 15] Available from: http://www.winninghomebrew.com/evaluating-beer.html an Lu 28 Teas RK, Agarwal S The effects of extrinsic product cues on consumers’ perceptions of n va quality, sacrifice, and value Journal of the Academy of Marketing Science 2000;28(2); 278- t re ey 290 th 49 t to 29 Nick C When good beer goes bad (And why it does) [document on the Internet] Kegerator; ng hi 2015 [cited 2016 December 14] Available from: https://learn.kegerator.com/why-good-beer- ep goes-bad/ w n 30 Charles WLJ, Joseph FHJ, Carl M, Faria AJ, William JW Marketing US: Nelson Education lo ad Ltd.; 2012 y th ju 31 Minh Q Nem nghin ti vao quang cao, ket qua bia Sai Gon nhan duoc khong he te [document yi pl on the Internet] Cafebiz; 2016 [cited 2016 October 20] Available from: http://cafebiz.vn/nem- al n ua nghin-ti-vao-quang-cao-ket-qua-bia-sai-gon-nhan-duoc-khong-he-te-mot-chut-nao- n va 20160618100228607.chn fu ll 32 Ph Dinh gia hon ti USD, Sabeco van co goc khuat khong hao nhoang [document on the oi m Internet] Viet Capital Securities; 2016 [cited 2017 March 23] Available from: at nh https://www.vcsc.com.vn/tin-chi-tiet/-dinh-gia-hon-3-t-usd-sabeco-van-co-goc-khuat-khong- z z k jm ht vb hao-nhoang/110024 om l.c gm an Lu n va ey t re th 50 t to Appendix ng hi ep NB: For Consumer only w n I Research Objective lo ad y th The findings in qualitative research are strongly believed to be the foundation for later ju quantitative research to confirm the intensity of the explored results in previous qualitative yi pl research n ua al II Support information : n va ll fu The respondents were selected as result of convenient grouping Below are their profiles as at the oi m time of the survey Respondent should at least consume Saigon beer time from the date of at nh interviewing Questionnaires were designed to find out best scaled and measurements to reflect z precisely customer evaluation Similarly to Qualitative method, respondent criteria should be z vb selected clearly to have clean data for later analysis In fact, respondents for survey were selected jm ht based on questions listed in the following table The answers are analyzed to explore the k gm existence of the problem for this product in SABECO l.c Respondent information Age breakdown: □ Female □ Under 20 □20 - 25 □ Under 1.000.000 VND □1.000.000 VND - 2.000.000 VND 51 th Average monthly spending for hanging out/relationship (VND) ey □ Manager t re □ Having just graduated (< month) n □ Staff □ Over 30 va Job status: □ Under – graduated student □25-30 an Lu Gender: □Male om III t to □ 2.000.000 VND - 4.000.000 VND □ Over 4.000.000 VND ng hi ep IV Questionnaires items for problem existence justification w Answers n Questions lo ad a 2-3 months How often you y th yi Saigon special b Every month ju typically drink c Every week pl al d Every day n ua beer? n va e Never a Product physical properties (color, taste…) made customers b Brand name choice Saigon c Competitors (promotions, new products…) special beer? d Price ll fu What factors oi m at nh z z Very low Low Regular High Very high brands according Tiger your opinion Sapporo 333 Hanoi beer Huda beer Saigon special beer k quality of these Brand Heineken om Assess the jm ht vb e Other opinions l.c gm 5 an Lu n va ey t re th 52 t to ng hi Appendix ep Interviewer: Tran Thi Thanh Huyen w n lo Question: Could you please share me the reasons why you assess the quality of Saigon Special ad is not high level? y th ju Respondent answers: yi Name Answers pl No al Vo Thi Thanh Ha Ho Viet Du Le Huy Hoang I always feel headache after drinking this product n ua n va Beer has taste high bitter fu I like to drink beer with a lot of foam Saigon ll m oi Special is not like that Beer favor is not characteristics of beer I just feel at Vo Tan Phat nh z z drink it like craft beer Sometimes, I drink has some bottle Saigon Special k beer sour smell jm ht Nguyen Bao Hoang vb gm Tran Van Te I feel tired such as headache and nausea after using this brand Dao Thanh Tung The truth is, they need to improve it He then om l.c an Lu offered a blunt assessment of the importance of n va maintaining quality in an industry that is growing He wants the color of the Saigon Special beer clarity 53 th Nguyen Manh Tung ey t re crazy fast t to Nguyen Van Bau I drink this beer in last month in a festival, he said, ng hi had an off-flavor and “was not the best he drink.” ep 10 Doan Kim Hai Sometimes, I see Haze that is also easily detected w by direct visual observation and can even be n lo ad sufficiently quantified by shining a beam of light A beer’s foam stability is not high I have just put Tran Phong Toan yi 11 ju y th through the beer at right angles to the observer pl Huynh Van Hai CO2 content (carbonation) in bottle Saigon beer is n 12 ua al out beer a few minutes not the foam n va Ha Duy Vinh oi m 14 Sour beers that taste like sweaty vinegar ll Do Van Tung fu 13 not high I drink beer feel like that drink water at nh I drink for enjoyment and taste, sometimes several pints, sometimes sipping after a good meal, i dont z z ht vb decide based on the strength but I always feel Dinh Bao Long Comparing to Tiger, I realize that the flavor of Nguyen Van Cu om 16 l.c Saigon Special beer is regular gm 15 k jm headache after drinking this product My friends or my partners will choose kind of beer an Lu for party I just drink follow to their But if I must n va be chosen Saigon Special beer, I think that the main Phan Kim Hai I’m not satisfied the impact after drinking Saigon 54 th 17 ey others t re reason is the higher alcohol content than these t to Special Beer I always feel headache after drinking ng hi it ep 18 I’m not satisfied about low brand identity and Ho Van Phong w external appearance being quite difficult to get n lo ad product information Nguyen Van Thuan SG special use low price to compete with some ju y th 19 yi international brand But everything have problem pl ua al The disadvantage is the customers thought that n lower price had been the same with lower quality va Nguyen Van Hung 21 Hoang Minh Quan 22 Nguyen Tan Tien After drinking Saigon Special Beer, I often stomach ache 23 Nguyen Hai Phong I like drinking beer high alcohol content 24 Do Van Toan Comparing with some competitors current such as n 20 Beer has taste high bitter fu ll Poor quality output Beer sour smell oi m at nh z z jm ht vb Tiger, Sapporo, Heineken… Saigon Special beer k gm still cannot catch up the aroma and taste in the om l.c premium market share’s beer an Lu n va ey t re th 55 t to Appendix ng hi ep Transcription for customer In Depth Interview w n lo Interviewer: Tran Thi Thanh Huyen ad Customer: Mr Tran Duc Hoang y th ju Title: Marketing and Sales Manager yi pl Company: Global Assurance Company al n ua Age: 36 years old | Gender: Male | Marital Status: Married n va Method of Interview: Telephone interview fu Question: Would you introduce yourself? How about your working day? ll m oi Response: I’m Hoang I’m manager of Marketing and Sales department of Global Assurance nh at Company I’ve worked there from 2010 z z Question: Do you often drink Saigon Special beer? Could you please share me the reasons why vb jm ht you drink this beer? k Response: I usually drink beer with my friends and family, about time per week totally gm Actually we drink many kinds of beers like Heineken, Tiger, not just Saigon Special Some time, l.c an Lu However, last week we drunk Saigon Special so that welcome to your answer om I am not the one to choose beer so that my friend will decide and I just drink it (laughing) Question: But if you can decide to buy beer, will you also choose Saigon Special? Why and why va n not? 56 th store near my house and supermarket ey with other kinds of Sabeco like 333 or Red Saigon It is also easy to buy, I usually buy at the t re Response: Yes I will choose Saigon Special, I think Saigon Special has a better taste compared t to Question: To what extent you evaluate this beer overall? ng hi Response: I grade it 3/5 grade ep Question: Could you please tell me the reasons why you just give it 3/5 grade overall? w Response: Actually I think I have little choices when drink Saigon special Although it’s good n lo ad but sometime I also want to try another taste I think Tiger has more options for customers than ju y th Saigon yi Question: what you expect more about this product? pl ua al Response: Saigon should produce more products to satisfy all needs of customers n Question: How about the quality of this beer? I mean what you feel about taste, aroma or n va alcohol content of it? fu ll Response: I think it’s acceptable It has higher alcohol content and I like it It is one of the oi m reasons I choose it nh at Question: Oh really? So the content of alcohol makes you buy it mostly? z z Response: Yeah ht vb Question: Have you ever drunk beer in bad time? Does your emotion affect your taste? jm k Response: Sometime when I’m not happy, I want to drink some beer I think emotion also gm om Question: Do you think storage period and way can affect the quality of beer? l.c affects to my taste but it is not so much That time, I just feel boring and want to forget all things an Lu Response: Of course n va Thanks for your corporation in this interview! ey t re th 57 t to In Depth Interview ng hi Interviewer: Tran Thi Thanh Huyen ep Customer: Mr Nguyen Duc Anh w Title: Engineer n lo ad Company: Duc Loc Construction Company ju y th Age: 29 years old | Gender: Male | Marital Status: Married yi Method of Interview: Face to face pl ua al Question: Would you introduce yourself? How about your working day? n Response: My name is Duc Anh I am an engineer My company is at HCMC but I usually go to va n other provinces to build house, to fix street and other relating jobs fu ll Question: Do you often drink Saigon Special beer? Could you please share me the reasons why oi m you drink this beer? at nh Response: Because of working condition, I usually drink beer, about 3-4 times per week I z z jm drink it at other provinces like Phu Tho, Quang Tri ht vb usually choose Saigon Special beer when I work at HCMC but it is not a good choice when you k Question: Oh really? Why you say that? Is there any difference between beers at these gm l.c places? om Response: Oh you know that, Saigon Special is not very popular at Central area They like other an Lu kinds instead of this beer Restaurants or stores at these provinces don’t want to keep a lot of this n va beer because it will out of date if customers don’t buy May be because of that, Saigon Special at ey Question: Why you tell that it does not keep the high quality? t re these areas does not keep the high quality like HCMC th 58 t to Response: I drink a lot, so that I feel easy when differentiate beer For me, Saigon Special at ng hi Quang Tri has darker color and lighter aroma than HCMC ep Question: So it will be the reason affect mostly to your choosing decision? w Response: Yes, I will not drink beer at Central area HCM is okey n lo ad Question: To what extent you evaluate this beer overall? ju y th Response: 2.5/5 grade yi Question: what you expect more about this product? pl ua al Response: I think that company should improve quality of beer at the same standard for all n provinces to attract customers Price is also different among provinces It makes consumers va n confuse and don’t want to purchase it again fu ll Question: How about the quality of this beer at HCMC? I mean what you feel about taste, oi m aroma or alcohol content of it? nh at Response: Saigon Special at HCMC is good I like its smell z z Question: Have you ever drunk beer in bad time? Does your emotion affect your taste? vb jm ht Response: Actually in bad or happy time I also want to drink beer But I think it‘s not affect so k much on my evaluation gm om l.c Thanks for your corporation in this interview! an Lu n va ey t re th 59 t to Transcription for Sabeco employee ng hi ep In Depth Interview w Interviewer: Tran Thi Thanh Huyen n lo ad Customer: Mr Duong Anh Hung ju y th Title: Customer service specialist yi Company: SABECO pl ua al Age: 45 years old | Gender: Male | Marital Status: Married n Method of Interview: Face to face ll fu Response: Fine thank you n va Question: Hi Mr Hung, how are you? oi m Question: Are you in-charge of analyzing customers ‘complains each day? Can you talk at nh something about your job? z z ht vb Response: Yes, each year we have to collect customer evaluation about our product Then we company, we also have to send email or call directly to solve problem k jm analyze and send the result to relating Departments When customers send complains actively to gm l.c Question: Are you the person to summarize all information relating to all provinces? om Response: Yes I have to go to other provinces frequently to get information and data from local n va Question: How about customer complains this year? an Lu customers ey complaint everything about our products but Saigon Special may get complaint at the highest t re Response: We have received more complaints of customers from about 2-3 years ago They th number 60 t to Question: What they complaint about Saigon Special? ng hi Response: They talk about price, sale, difficult to buy, quality… so many things But it receives ep fewer complaints in HCMC than other provinces w Question: Have they complained about storage at other provinces? It affects to quality of beer? n lo Response: Yes, I don’t know why but they said a lot that it’s different when drink beer at ad ju y th HCMC I think we have problems with retailers at other provinces yi Question: Why you think that? pl ua al Response: We have overviewed all periods from raw material to finished product, but nothing n happens So that I think retailers have problem with storage which may affect quality of beer va n Thanks for your corporation in this interview! ll fu oi m at nh z z k jm ht vb om l.c gm an Lu n va ey t re th 61