TOPIC ACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET ENGLISH CENTER

INTRODUCTION

The business internship period is crucial for students' growth and future career opportunities, providing invaluable experience in their chosen fields As part of the business English and corporate communication curriculum at Hoa Sen University, I received clear guidance on how to enroll in this internship, which proved to be highly beneficial The university's partnerships with various companies allow students to immerse themselves in a professional work environment, enhancing their learning experience.

During my internship at WESET English Center from April 18, 2022, to July 29, 2022, I had the opportunity to observe the dynamic and professional work environment while gaining valuable insights into my chosen career field As a Social Content intern in the Marketing department, I set personal goals to enhance my understanding and skills within the industry.

My primary objective is to acclimate to my new role effectively Additionally, I aim to complete all assigned tasks punctually Lastly, I strive to enhance my work by infusing my own creativity into the projects I undertake.

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instructors, course content, and the center's reputation Additionally, personal goals and motivations play a significant role in decision-making Customer reviews and testimonials also impact perceptions and choices Furthermore, pricing and available discounts can sway potential students towards specific courses Understanding these dynamics is essential for enhancing customer satisfaction and enrollment rates at WESet English Center.

ORGANIZATION

General information

Legal representative: Mr Nguyen Tan Sang - Title: Director Head office address: 873A Tran Hung Dao, Ward 1, District 5, HCMC Fanpage: https://www.facebook.com/WESETEnglishCenter

Founded in 2016, WESET ENGLISH CENTER introduces an innovative approach to English language education, prioritizing the long-term goals of students The center emphasizes that learning English extends beyond merely passing exams for certifications; it aims to equip students with the skills to communicate fluently in English as a second language, preparing them for successful integration into the global community.

WESET's IELTS and Communication courses utilize the Root-Based Learning method, emphasizing the fundamental principles of grammar and vocabulary This approach fosters the development of English skills grounded in scientific, academic, and social knowledge As a result, students not only reach their desired IELTS scores but also gain the ability to use English fluently in real-life situations and professional environments.

Several key factors influence the behavior of customers when selecting courses at WESet English Center These include the quality of instruction, course offerings, pricing, and the reputation of the center Additionally, customer testimonials and word-of-mouth recommendations play a significant role in shaping potential students' perceptions Accessibility, including location and scheduling flexibility, also impacts decision-making Understanding these elements can help WESet English Center tailor its marketing strategies to better attract and retain students.

Table 2 1 Overview of WESET English Center

Company’s name WESET ENGLISH CENTER COMPANY LIMITED

Email marketing@weset.edu.vn

Website https://www.weset.edu.vn/

Branch 1: 873A Tran Hung Dao Street, Ward 1, District 5,

HCMC - 0283 838 3877 Branch 2: 875 Tran Hung Dao Street, Ward 1, District 5, HCMC -

0283 838 3877 Branch 3: 780 Vo Van Kiet Street, Ward 5, District 5, HCMC -

0283 838 3877 Branch 4: 835/12 Vo Van Kiet Street, Ward 5, District 5, HCMC

Picture 2 1 Company’s Logo Source: weset.edu.vn

Business activities

WESET English Center aims to serve individuals in Ho Chi Minh City who are eager to enhance their language skills and achieve greater proficiency in English, targeting both students and the working population.

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, the quality of instructors, course offerings, pricing, and student testimonials Additionally, marketing strategies and online presence play a significant role in attracting potential students Understanding these elements can help enhance customer satisfaction and drive enrollment at WESet English Center.

WESET students are dedicated to fostering a dynamic and effective English learning environment Their goal is to improve their English skills to make valuable investments in both their present and future As a result, they are highly skilled and sought after in the English-speaking marketplace.

WESET's products include: IELTS classes, Communication classes, tutoring classes and TOEIC practice classes

Table 2 2 WESET English Center service courses are in business

Pre-Intermediate 72 hours Mon, Wed, Fri/ Tue, Thu, Sat Intermediate 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Upper 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Advanced 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Intensive 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Basic communication 54 hours Mon, Wed, Fri/ Tue, Thu, Sat Advanced communication 54 hours Mon, Wed, Fri/ Tue, Thu, Sat

2.2.3 Partners of WESET English Center

When selecting courses at WESet English Center, several key factors influence customer behavior These include the reputation of the center, the qualifications of instructors, course content, and pricing Additionally, personal recommendations and online reviews play a significant role in shaping prospective students' decisions Understanding these factors can help WESet English Center tailor its offerings to better meet customer needs and enhance enrollment rates.

Picture 2 3 Political and social organization partners

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the center, the quality of instructors, course content, pricing, and customer reviews Additionally, marketing strategies and promotional offers play a significant role in attracting potential students Understanding these dynamics helps WESet English Center tailor its offerings to meet customer needs effectively.

Picture 2 7 Clubs - Teams – Groups Partners

In the competitive landscape of Ho Chi Minh City, WESET faces numerous rivals in the IELTS preparation sector, including notable competitors like IELTS Fighter, The IELTS Workshop, IELTS Vietop, IELTS IPP, and IELTS Dinh Luc.

When selecting courses at WESet English Center, several key factors influence customer behavior These include the quality of instructors, course offerings, pricing, and the center's reputation Additionally, personal goals and recommendations from friends or family play a significant role in the decision-making process Understanding these factors can help WESet English Center tailor its services to better meet the needs of potential students, ultimately enhancing customer satisfaction and enrollment rates.

Picture 2 9 The IELTS Workshop's Logo

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instruction, course offerings, and the center's reputation Additionally, customer reviews and testimonials play a significant role in shaping perceptions Pricing and promotional strategies also affect decision-making, as potential students seek value for their investment Lastly, the convenience of location and scheduling flexibility are crucial elements that impact course selection at WESet English Center.

Several key factors influence customer behavior when selecting courses at WESet English Center These factors include the reputation of the institution, the qualifications of the instructors, course content relevance, and pricing Additionally, customer reviews and testimonials play a significant role in shaping perceptions Marketing strategies and promotional offers also attract potential students Ultimately, understanding these actors can enhance the decision-making process for prospective learners at WESet English Center.

Picture 2 12 IELTS Dinh Luc's Logo

2.2.5 The achievement of the company

WESET English Center has consistently demonstrated its commitment to the community through various initiatives since its inception They have collaborated with numerous businesses as sponsors, playing a vital role in local social activities Recently, they have continued this tradition by sponsoring several impactful community events.

When selecting courses at WESet English Center, several key factors influence customer behavior First, the quality of instructors plays a crucial role, as experienced teachers can significantly enhance the learning experience Additionally, the course offerings and their relevance to students' goals are vital in attracting potential learners Pricing and payment options also affect decisions, with competitive rates often swaying customers Furthermore, testimonials and reviews from previous students can build trust and credibility, impacting the choice of courses Lastly, marketing strategies and online presence are essential in reaching and engaging prospective students, ultimately guiding their enrollment decisions at WESet English Center.

Picture 2 14 CMO THINK & ACTION 2022 event

Several key factors influence customer behavior when selecting courses at WESet English Center The reputation of the institution plays a crucial role, as potential students often seek established and trusted centers for their education Additionally, course offerings and flexibility in scheduling significantly impact decision-making, as customers look for programs that fit their needs and lifestyles The effectiveness of marketing strategies, including online presence and promotional activities, also affects customer perceptions and choices Lastly, word-of-mouth recommendations from previous students can greatly sway potential enrollees, highlighting the importance of customer satisfaction and community engagement in shaping course selections at WESet English Center.

Picture 2 16 ENGLISH STATION 2022: COLORLIFE event

Picture 2 17 Launching ceremony of summer volunteer programs and campaigns 2022

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, course offerings, pricing, and the quality of instructors Additionally, personal goals, peer recommendations, and marketing strategies play significant roles in shaping customer decisions Understanding these elements can help WESet English Center tailor its services to better meet the needs of prospective students.

WESET has succeeded in helping students achieve good results

Picture 2 18 The students achieved good results

BOARD OF MANAGER Director: Mr Nguyen Tan Sang

Functions and duties of the director:

• Establish diplomatic relations to application and enrollment

Academic EC Marketing Accountant HR -

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instructors, course content relevance, and the center's reputation Additionally, customer testimonials and word-of-mouth referrals play a significant role in shaping perceptions Pricing strategies and promotional offers can also impact decision-making Ultimately, understanding these actors can help WESet English Center tailor its offerings to better meet customer needs and enhance enrollment rates.

• Organize the decisions that the center makes

• Organize the implementation of the center's enrollment and exam plans

• Promulgate regulations on internal management of the center

• Proposing the organizational structure plan of the center

• Notify the exam information in a timely manner to the junior staff

• Provide reasonable training programs for the center in accordance with human resources force

• Responsible for managing and coordinating teaching activities and training programs

• Develop operating procedures of the training department, plan to recruit, train and manage a team of teachers and teaching assistants

• Develop a process of teaching quality management and coordinate and control the implementation process

• Develop test documents, report standards, assess students' qualifications in each period and stage, ensure that training quality assessment activities take place in the most effective and efficient manner

• Organizing professional meetings, evaluation meetings, planning meetings related to the training room

• Serving as a consultant to educators, parents, school leaders, school boards, and public authorities

• Evaluating educational policies and standards as well as grades and test results

• Helping to make educational adjustments based on data

• Surveying students to adjust curricula or programs

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, the quality of instructors, course offerings, pricing, and the availability of flexible scheduling Additionally, word-of-mouth recommendations and online reviews play a significant role in shaping potential students' perceptions Understanding these elements can help the center tailor its marketing strategies to attract more learners Ultimately, a positive learning environment and successful student outcomes are crucial for fostering customer loyalty and encouraging course enrollment.

• Reporting on how well the existing educational system is working

• Preparing accounts and tax returns

• Budgeting and keeping track of expenses

• Studying of financial performance auditing

• Financial planning and risk assessment

• Providing guidance on ways to increase profits and reduce costs

• Preparing and presenting financial and budget reports

• Checking that all relevant laws and regulations are followed by the financial statements and records

• Updating accounting records and infrastructure

• Helping with the hiring process

• Keeping physical and digital records of individuals, such as employment contracts

• Assisting in the creation of briefs, complaints, motions, and other court documents

• Choosing and overseeing the work of outside counsel

• Writing and editing complex commercial agreements

• Ensuring the company operates in compliance with applicable laws and regulations

POSITION AND TASKS

The department of company

The WESET English Center includes three primary departments, each of which is active and important:

EC deputy manager EC deputy – operation

EC team leader (part – time)

EC team leader (full - time)

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instructors, course content, pricing, and the center's reputation Additionally, marketing strategies, student testimonials, and the availability of flexible scheduling play significant roles in attracting potential learners Understanding these elements can help enhance customer satisfaction and improve enrollment rates at the center.

Content creator

❖ Work position: Social content - The staff of the Marketing Department

This is my main job at WESET English Center My daily work is observed by the instructor

3.2.1.1 Write content according to the content pillar

During this internship, I was given the position of Social content and I was in charge of writing articles for the company's fanpage and the company's website

Marketing Team Leader cum Graphic Designer

When selecting courses at WESet English Center, several key factors influence customer behavior Firstly, the reputation of the center plays a crucial role, as prospective students often seek institutions with a proven track record of success Additionally, course offerings and flexibility in scheduling are significant considerations, allowing customers to choose programs that fit their needs The quality of instructors and the availability of resources also impact decision-making, as students prioritize effective teaching and supportive learning environments Furthermore, testimonials and recommendations from previous students can greatly sway potential customers, highlighting the importance of social proof in their choices Overall, understanding these actors is essential for WESet English Center to attract and retain students effectively.

Picture 3 1 WESET English Center fanpage

Picture 3 2 WESET English Center’s Website

For the WESET English Center fanpage, I will write articles according to the content pillar as follows:

• Update Internal events: Speaking club, Mock test,

• Students review and show off student scores

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instruction, the reputation of the center, course availability, pricing, and the effectiveness of marketing strategies Additionally, personal recommendations and online reviews play a significant role in shaping potential students' perceptions Understanding these elements can help WESet English Center tailor its offerings to better meet the needs and preferences of its clientele.

• Promotion of the month and event

• Academic lesson from team aca (sample post and video sharing)

Picture 3 3 Post for the Speaking club event

Several key factors influence customer behavior when selecting courses at WESet English Center The reputation of the center plays a crucial role, as potential students often seek established institutions with positive reviews Additionally, course offerings and flexibility in scheduling are significant, as they cater to diverse learning needs and lifestyles The qualifications and experience of instructors also impact decisions, as students prefer knowledgeable and approachable teachers Furthermore, pricing and available financial aid options can greatly affect enrollment choices, making affordability a critical consideration for many customers Lastly, effective marketing strategies, including online presence and community engagement, are essential in attracting prospective students to WESet English Center.

Picture 3 4 Post for external events

Picture 3 5 Post for showing off student scores

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of course content, instructor qualifications, and the center's reputation Additionally, customer reviews and testimonials play a significant role in shaping perceptions Pricing and available discounts also affect decision-making, as do the convenience of location and scheduling options Understanding these elements can help WESet English Center tailor its offerings to better meet customer needs and enhance enrollment rates.

To create engaging content for these posts, I will gather insights from the event team, the academic team, and various other departments, using this information to craft a comprehensive and appealing article.

- I often write articles on Google doc for easy storage and commenting

Picture 3 6 Content is saved on Google doc

Step 2: Waiting for content review

- The instructor will edit directly on each Google doc file for the content that I write

- Errors will be clearly pointed out and I will correct them

- After I fix it, I will send it to the instructor until there are no errors in the content

3.2.1.2 Order picture (from design team)

- For each post will need a banner with the content so I need to order them from the design team

- Each post will have different images, so I will provide the necessary information for the designer to capture and make banners according to that information The

When selecting courses at WESet English Center, several key factors influence customer behavior These include the quality of the teaching staff, the range of courses offered, pricing structures, and the center's reputation Additionally, personal goals and recommendations from peers play a significant role in decision-making Understanding these actors can help enhance marketing strategies and improve student satisfaction at the center.

21 information that I provide includes: what type of content the image is for, where to post it and what to show

- The content will be ordered on the Google sheet file for the teams to grasp

Picture 3 7 Sheet for members to order products and pictures 3.2.1.3 Make a content plan for next week

- Every weekend I will plan the content to be posted next week based on the content pillar

- Next week's content will have all kinds of content according to the content pillar

- Content plan will be approved by the instructor

- Content plan will be filled in Google sheet for the whole team to grasp

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, the quality of the teaching staff, course offerings, pricing, and promotional strategies Additionally, personal motivations, such as career advancement or personal interest in language learning, play a crucial role Social proof, including testimonials and word-of-mouth recommendations, also significantly impacts decision-making Understanding these factors can help WESet English Center tailor its marketing strategies to better attract and retain students.

At the end of each week, I will provide my superiors with a report detailing key metrics, including the number of followers and engagement levels on the company's social media pages Additionally, I will update them on work progress and address any issues encountered, along with proposed solutions for future improvement.

- Weekly reports will be sent via Gmail every weekend

Weekly collaboration is essential for our team's success By working together and sharing updates, each member can stay informed and enhance their productivity This collective effort fosters better communication and contributes to overall improvement in our work.

In recent weeks, I have gained valuable experience by collaborating with the core team of the Marketing department, learning from the insights and expertise of my predecessors.

As a beginner in content creation, I've had the fortunate opportunity to learn extensively under the guidance of an instructor Although I initially made numerous mistakes throughout my writing journey, each error has served as a valuable lesson At first, gathering information from other groups posed a challenge, but as I became more familiar with the workflow and processes, I found it increasingly manageable.

Creating engaging content poses challenges, primarily the need for creativity and effective editing to captivate readers To enhance my writing, I immerse myself in diverse sources, including books, music, movies, and online content, allowing me to infuse my unique perspective into my work Additionally, I recognize the importance of evolving my writing style, as I strive to break free from a repetitive approach and continuously improve my craft.

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instruction, course offerings, pricing, and the reputation of the center Additionally, personal goals and preferences, such as learning style and career aspirations, play a significant role Social proof, such as testimonials and recommendations from past students, also impacts decision-making Understanding these factors can help WESet English Center tailor its marketing strategies to attract and retain students effectively.

TOPIC: “FACTORS AFFECTING CUSTOMER BEHAVIOR

Matter/Issue Identification & Description

A market research survey by Taylor Nelson in August 2017 revealed that approximately 47% of Vietnamese people's expenditures are allocated to education, highlighting the growing recognition among Vietnamese citizens of the importance of learning.

Business in the Vietnamese education industry is now considered as one of the industries with wide opportunities and growth rates with a very high demand for learning

Education and training activities are increasingly recognized for their vital role in enhancing educational standards and fostering personal development among students They significantly contribute to the cultivation of skilled human resources, particularly high-quality professionals, who are essential for meeting the evolving demands of the labor market.

As consumers become increasingly selective in their choices, particularly regarding education services, they carefully evaluate various factors before selecting a teaching service The advancement of technology and the internet has made learning more accessible, yet finding the ideal course or learning environment remains challenging Businesses in the education sector must recognize the factors influencing students' decisions to enhance service quality and meet customer expectations effectively By understanding these influences, educational institutions can adapt and improve their offerings to better align with the needs of their clients.

In this regard, there have been a number of research works both at home and abroad

It can be seen that research on behavioral decision to choose an educational service is an important and meaningful issue for schools/centers/enterprises in this field, helping

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instruction, course content, and the reputation of the center Additionally, customer reviews and testimonials play a significant role in shaping perceptions Pricing and available promotions also affect decision-making, as do the convenience of location and scheduling flexibility Understanding these elements can help WESet English Center enhance its offerings and attract more students.

Understanding the factors that influence consumer decisions is essential for developing innovative products and services, as well as crafting effective marketing strategies This knowledge also serves as a foundation for providing optimal support and services to students.

As society continues to develop and integrate, the importance of English, particularly the IELTS certificate, is increasingly recognized This growing demand has led to the emergence of numerous English centers catering to a wide range of learners, from students to professionals Many individuals believe that the English skills acquired in school are insufficient for the workplace, prompting them to seek additional training at these centers While established English centers are well-known, numerous smaller, newer centers have also emerged, creating a competitive landscape filled with various advertisements and promises of high-quality teaching, modern facilities, and dedicated support Ultimately, the true quality of these programs can only be assessed through direct participation in the learning process.

Some of the most prestigious IELTS training centers in Ho Chi Minh City such as IELTS Fighter, The IELTS Workshop, IELTS Vietop, IELTS IPP, IELTS Dinh Luc, etc

To thrive in a competitive market, centers must implement various programs aimed at enhancing quality Key initiatives include improving training quality through professional skill development, effective teaching methods, increased interaction with native speakers, and offering extracurricular activities These measures are essential to meet student needs and enhance overall service capacity.

Matter/Issue Analytical Interpretation

The consumer buying process is a complex matter with many internal and external factors influencing consumer purchasing decisions When purchasing a product, the consumer walks through the steps in the process

Several key factors influence customer behavior when selecting courses at the WESet English Center These include the reputation of the center, the quality of instructors, course offerings, pricing, and customer reviews Additionally, personal goals and motivations play a significant role in the decision-making process Understanding these elements can help potential students make informed choices and enhance their learning experience at WESet.

Need recognition arises when a customer perceives a gap between their current situation and their desired outcome, prompting them to initiate the buying process This motivation can stem from dissatisfaction with existing products or services, as well as a desire for new offerings, which is referred to as internal stimulation Additionally, external factors such as advertising, promotions, and sensory experiences like taste and smell play a significant role in influencing purchasing decisions.

During the purchase decision process, consumers are prompted to gather information, either by noticing relevant details or actively seeking out the necessary information to inform their buying choices.

Consumers assess various products and services based on information from multiple sources, focusing on the significance of their needs and the benefits offered Their evaluations are influenced by brand confidence and the perceived utility of the product or service Often, consumers gravitate toward a select few brands, shaped by personal experiences and the recommendations of their social circles.

After evaluating their options, consumers often intend to make a purchase; however, their final decision can be influenced by external factors, including the opinions of others and unforeseen circumstances According to Kotler et al (2005), the perceived risk significantly impacts a consumer's choice to change, delay, or forgo a purchase This perceived risk fluctuates based on the purchase amount, the consumer's confidence level, and the uncertainty associated with the transaction.

Post-purchase behavior is “the stage of the buyer decision process in which the consumer will take further action after a purchase based on their satisfaction or

Several key factors influence customer behavior when selecting courses at the WESet English Center These factors include personal motivations, course availability, and the perceived quality of instruction Additionally, recommendations from friends and family play a significant role in decision-making Marketing strategies and online reviews also impact customer choices, as they seek assurance of the value and effectiveness of the courses offered Understanding these dynamics is essential for the WESet English Center to attract and retain students effectively.

Consumer satisfaction and dissatisfaction are influenced by the alignment between expectations and product perceptions (Kotle P, Saunders J; Armstrong G, 2005) While the decision-making processes for online and traditional shopping share similarities, the execution varies significantly, leading to different impacts on consumers for each shopping method.

Thus, the consumer buying decision process begins before the actual purchase takes place and continues after the purchase

The consumer buying decision process model addresses the various challenges consumers encounter when selecting products and brands, particularly during significant purchases requiring careful consideration Conversely, for items that consumers purchase regularly with minimal thought, they may bypass or revisit certain stages of this process.

(Source: Kotler P, Wong V, Saunders J, Armstrong G (2005)) 4.2.1.2 Factors influencing consumer behavior

4.2.1.2.1 The concept of consumer behavior

In Vietnam, Clause 1, Article 3 of the Law on Protection of Consumer Rights in

2010 stipulates: “Consumer is a person who buys and uses goods and services for personal consumption and living purposes, family, organization” [19, Article 3, Clause 1]

Research on consumer behavior, the essence of this process is to find answers to the questions: How do consumers buy products? What products do they buy? Consumer

Figure 4 1 Consumer buying decision process

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instruction, course offerings, pricing, and the center's reputation Additionally, customer testimonials and online reviews play a significant role in shaping potential students' perceptions Promotional strategies and the availability of flexible scheduling also impact decision-making Understanding these elements can help WESet English Center enhance its appeal and attract more students.

27 behavior is influenced to different degrees by factors: cultural, social, personal circumstances and psychological factors, etc (Hoyer, 2007)

According to Kotler & Levy (1969), customer behavior is the specific behavior of an individual when making decisions to purchase, use and dispose of a product or service

Customer behavior, as defined by the American Marketing Association, involves the interplay between environmental stimuli and human perception, shaping how individuals interact and transform their lives This encompasses the thoughts, feelings, and actions that consumers experience during the consumption process Influential factors include peer opinions, advertising strategies, pricing details, packaging design, and product aesthetics, all of which significantly impact customer emotions, thoughts, and behaviors.

Consumer behavior encompasses the actions and decision-making processes that individuals or groups engage in when researching, purchasing, using, and evaluating goods and services It reflects how consumers allocate their resources, such as money and time, to meet their needs and preferences.

The expansion of businesses and markets has led to a disconnect between marketing managers and their customers, resulting in fewer opportunities for direct communication Consequently, executives are increasingly focused on understanding consumer behavior to bridge this gap and enhance their marketing strategies.

What do they buy? (Product)

Why do they buy? (Target)

Who is involved in the purchase? (Organization)

How do they buy? (Opportunity)

Where do they buy? (Place of sale)

The key issue is to understand how the consumer responds to the various marketing agents that businesses may use Businesses that truly understand how consumers will

When selecting courses at WESet English Center, several key factors influence customer behavior First, the reputation and quality of the courses play a significant role in attracting potential students Additionally, the availability of flexible scheduling options caters to diverse needs, enhancing the appeal of the center Marketing strategies, including online presence and promotional offers, also impact customer decisions Furthermore, personal recommendations and testimonials from previous students can significantly sway potential enrollees Understanding these actors is crucial for WESet English Center to effectively engage and retain customers.

28 respond to product features, prices, and advertising messages have a distinct advantage over their competitors

Figure 4 2 Consumer buying behavior model

(Source: PGS.TS Nguyễn Văn Phát, TS Nguyễn Thị Minh Hòa (2015), Giáo trình

Stimulating factors are all factors and forces that can affect consumers' buying behavior, apart from consumers These agents can be divided into two groups:

Group 1: Marketing stimuli: Factors that fall into this group such as product, price, mode of distribution, and promotional activities These factors are within the control of the enterprise

Group 2: Stimulating factors not under the absolute control of enterprises, including economic environment, political environment.Hộp đen ý thức người tiêu dùng:

Buying behavior: Buy what, where, when, how much Brand store, company

Several key factors influence customer behavior when selecting courses at WESet English Center These factors include the quality of course content, the reputation of the instructors, and the overall learning environment Additionally, customer reviews and testimonials play a significant role in shaping perceptions and decisions Pricing and promotional offers also impact choices, as potential students seek the best value for their investment Furthermore, the flexibility of course schedules and the availability of online options cater to diverse needs, enhancing customer satisfaction and engagement Understanding these elements can help WESet English Center tailor its offerings to better meet the demands of prospective students.

The Conscious Black Box, which represents the human brain's structure and function in processing stimuli and generating responses, is divided into two distinct components.

Part one: Consists of consumer characteristics These factors fundamentally affect how consumers will receive and respond to those agents?

Matter enhancement/ Solutions

4.3.1.1 The context of the IELTS certification training market in Ho Chi Minh City

In Vietnam market in general and Ho Chi Minh City in particular, IELTS review and exam support still has a lot of potential for development The development of economy

The choice of courses at WESet English Center is influenced by several key factors Customer behavior is shaped by personal goals, such as career advancement or academic requirements Additionally, recommendations from friends and family play a significant role in decision-making The reputation of the English center, including its teaching quality and success stories, also affects customer preferences Furthermore, promotional offers and course flexibility can entice potential students Understanding these actors is essential for WESet English Center to effectively attract and retain customers.

As the demand for essential skills and certifications rises, the competition in the IELTS preparation and test support market in Ho Chi Minh City has intensified To thrive sustainably, companies must continuously innovate and adopt effective business strategies that align with the evolving needs of society.

Research indicates that the "Academic Interest Group" significantly influences customers' decisions to select courses at WESET English Center, while the "Communication Working Group" has the least impact This finding aligns with the characteristics of the research sample, which primarily consists of young, dynamic individuals who are keen on adapting to contemporary changes Additionally, many respondents are either employed or students, highlighting the importance of convenient learning factors such as location and suitable class schedules in their decision-making process.

The study identifies six key factors that significantly influence the decision to enroll in an IELTS course at WESET English Center in Ho Chi Minh City Understanding these factors is essential for prospective students seeking to enhance their English proficiency and achieve their desired IELTS scores.

The "Academic Interest Group" significantly influences course selection, demonstrating the strongest positive impact with a standardized beta coefficient of 0.386 This is followed by the "Attitude Group" at 0.292 and the "Reference Group" at 0.225 The "Reputable Quality Group" ranks fourth with a beta coefficient of 0.156, while the "Communication Group" holds a fifth position with a value of 0.123 Conversely, the "Tuition" factor negatively affects course choice, showing a standardized beta coefficient of -0.150.

To enhance student enrollment and boost revenue, WESET English Center should prioritize improving factors that positively influence course selection while minimizing negative influences A key focus of this strategy should be on the tuition fee aspect, as it plays a significant role in attracting more customers to the center.

Several key factors influence customer behavior when selecting courses at WESet English Center These factors include the quality of the teaching staff, the variety of courses offered, pricing strategies, and the center's reputation Additionally, customer reviews and testimonials play a significant role in shaping perceptions Effective marketing and promotional strategies also attract potential students Understanding these elements can enhance the decision-making process for prospective learners at WESet English Center.

Table 4 5 Analysis of the current situation, problems and solutions for the IELTS course at

The survey results of 110 customers showed that “Academic interest group”, “Attitude group”,

“Reference group”, “Prestige quality group”, “Communication group” are factors that has a positive impact on customers' decision to choose an IELTS course at WESET English Center

The level of influence of the factors mentioned above is not high and not clear

Consolidate activities that influence and influence students' decision to choose courses

The survey results of 110 customers show that “Tuition fee group” is a factor that has a negative impact on customers' decision to choose a course at WESET English Center

The lower the cost, the higher the decision-making ability and vice versa

Minimizing the negative impact of

“Tuition group” on students' decision to choose courses

4.3.2.1 Solution 1: Improve activities that affect and influence student's course choice behavior

The "academic interest group" significantly influences customers' course selection, with a Beta value of 0.386, the highest among all factors in the model As economic growth enhances living standards, residents of Ho Chi Minh City increasingly seek convenient services that offer numerous benefits to support their professional and personal lives.

To better serve a diverse clientele across various geographical locations, the center should expand and diversify its course offerings by incorporating flexible scheduling and diverse learning methods This includes providing online learning options and classes outside of regular office hours, ensuring optimal access for all customers.

To do so, WESET English Center needs to focus on conducting market surveys, in order to discover the hidden needs of customers, thereby helping to improve the company's

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instructors, course content, and flexibility in scheduling Additionally, customer reviews and testimonials play a significant role in shaping perceptions Pricing and promotional offers also impact decision-making, as potential students seek value for their investment Lastly, the center's reputation and location are crucial considerations for customers choosing the right English course.

In today's competitive market, effective branding is essential for companies to meet the diverse needs of various customer groups For instance, students typically enroll in IELTS courses to enhance their knowledge and academic performance, while working professionals often seek specialized courses that align with their career goals and business requirements.

To effectively cater to specific customer groups, the company should tailor its courses accordingly Additionally, enhancing the teaching quality and consulting services provided by staff who directly engage with students is crucial Prioritizing the interests of learners is essential, as it significantly impacts their study decisions.

Utilizing fanpage posts to highlight the benefits of IELTS can significantly enhance engagement while informing potential customers about employer certificate requirements By sharing recruitment agency information and necessary qualifications, fanpages can stimulate interest in pursuing IELTS certification, ultimately motivating individuals to enhance their career prospects through education.

The "reference group" significantly influences course selection, with a beta coefficient of 0.225, indicating a third-degree impact To enhance customer confidence in training quality and services, it is crucial to develop the consulting and persuasion skills of advisors Encouraging former students to refer friends and family can be beneficial, so implementing preferential policies for these referrals is essential Positive word-of-mouth is likely when alumni have had favorable experiences with the center or engage with its online presence Therefore, consultants should foster relationships both online and offline to broaden awareness of themselves and the center.

This is a central factor that is always given top priority, but its influence is only ranked 4th

With the strength of having a team of young, friendly, enthusiastic and dynamic employees, the center needs to promote more and offer appropriate employee care policies

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, the quality of instructors, course offerings, pricing, and promotional strategies Additionally, personal recommendations and online reviews significantly impact decision-making Understanding these elements can help WESet English Center tailor its marketing strategies to attract more students effectively By addressing customer needs and preferences, the center can enhance its appeal and increase enrollment rates.

Limitations of the topic

The study's sample size is limited due to time and budget constraints, and the data was collected using a convenient sampling method, which may compromise reliability While this approach is cost-effective and easy to implement, it lacks confidence in its representativeness Future research employing probability sampling techniques could enhance the reliability of the findings.

Second, the variables in the scale still have repetitions between the elements, which is a waste of time for the researcher and the interviewees Thus, the construction of the scale

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of instruction, course variety, pricing, and the center's reputation Additionally, personal recommendations and testimonials play a significant role in shaping potential students' decisions Marketing strategies and online presence also contribute to attracting customers, as a strong digital footprint can enhance credibility Understanding these elements is crucial for WESet English Center to effectively meet the needs of its clientele and improve enrollment rates.

56 has not been completed and achieved the expected results The next research direction is to overcome this limitation when building the survey scale and questionnaire

The author asserts that the factors influencing students' course selection are continually evolving in today's dynamic market Additionally, there are likely numerous other unexamined elements impacting this decision The identified factors represent fundamental influences on students' choices, suggesting that future research at WESET English Center could explore additional aspects affecting course selection.

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of the instructors, course content relevance, and the reputation of the institution Additionally, customer reviews and testimonials play a significant role in shaping perceptions Pricing and flexible scheduling options are also critical considerations for potential students Ultimately, understanding these factors can help WESet English Center tailor its offerings to better meet the needs of its clientele.

SELF-EVALUATION

Working in the Marketing department allowed me to apply my university lessons in a real-world setting, providing invaluable experience that I deeply cherish.

After my internship at WESET English Center, I was able to conclude the following things about myself while working:

- I am very responsible with my work and proactive when working When in trouble,

I will tell the people in the team to get help

- I am quick to new things and can grasp them, which is very helpful for my work

- I am used to the workflow so I can develop it easily

- My writings need to be taken care of more with creativity to avoid being boring

- Although the previous bugs have improved a lot, they are still there and I should read more to get this fixed

- I need to learn more to be able to develop my work in a positive direction as I am still a novice and have little experience

- I need to improve my hard and soft skills such as: communication skills, problem solving skills, leadership skills and time management to work more effectively in the future

- I need to learn more knowledge in this field to apply in my work

Several key factors influence customer behavior when selecting courses at WESet English Center These include the quality of course content, the reputation of instructors, and the center's overall credibility Additionally, customer reviews and testimonials play a significant role in shaping perceptions Pricing and promotional offers can also impact decision-making, as potential students seek value for their investment Furthermore, the availability of flexible scheduling and personalized learning options attracts a diverse range of learners Understanding these factors is essential for WESet English Center to effectively meet customer needs and enhance enrollment.

1 Company’s Logo

2.2 Business activities 2.2.1 The target customers

WESET English Center caters to individuals in Ho Chi Minh City who are eager to learn the language and enhance their proficiency, focusing on both students and the working population.

Several key factors influence customer behavior when selecting courses at the WESet English Center These include the quality of instruction, course variety, pricing, and promotional strategies Additionally, customer reviews and recommendations play a significant role in shaping perceptions The center's reputation, along with the convenience of location and scheduling flexibility, also affects decision-making Understanding these elements can enhance marketing efforts and improve customer satisfaction at WESet English Center.

WESET students are dedicated to fostering a dynamic and effective English learning atmosphere Their goal is to improve their English skills to make valuable investments in both their present and future As a result, they are highly competent and in great demand in the English language.

WESET's products include: IELTS classes, Communication classes, tutoring classes and TOEIC practice classes

Table 2 2 WESET English Center service courses are in business

Pre-Intermediate 72 hours Mon, Wed, Fri/ Tue, Thu, Sat Intermediate 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Upper 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Advanced 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Intensive 72 hours Mon, Wed, Fri/ Tue, Thu, Sat

Basic communication 54 hours Mon, Wed, Fri/ Tue, Thu, Sat Advanced communication 54 hours Mon, Wed, Fri/ Tue, Thu, Sat

2.2.3 Partners of WESET English Center

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, course offerings, pricing, and the qualifications of instructors Additionally, personal recommendations and online reviews play a significant role in shaping potential students' decisions Marketing strategies, such as targeted advertising and social media presence, also impact customer choices Understanding these factors can help WESet English Center enhance its appeal and attract more students.

5 High School Partners

When selecting courses at WESet English Center, several key factors influence customer behavior These include the reputation of the institution, the quality of instructors, course offerings, pricing, and personalized recommendations Additionally, the availability of flexible schedules and the center's location play a crucial role in decision-making Understanding these actors can help WESet English Center tailor its marketing strategies to attract more students and enhance their overall learning experience.

7 Clubs - Teams – Groups Partners

In the competitive landscape of Ho Chi Minh City, WESET faces numerous rivals in the IELTS preparation sector, including prominent names like IELTS Fighter, The IELTS Workshop, IELTS Vietop, IELTS IPP, and IELTS Dinh Luc.

When selecting courses at WESet English Center, several key factors influence customer behavior These include the quality of the instructors, the variety of courses offered, and the overall reputation of the center Additionally, pricing and promotional offers play a significant role in decision-making Customer testimonials and success stories also impact potential students' perceptions, while the learning environment and available resources can enhance or deter interest Understanding these actors is crucial for WESet English Center to effectively attract and retain students.

9 The IELTS Workshop's Logo

When selecting courses at WESet English Center, various factors influence customer behavior Key elements include the quality of teaching staff, course offerings, and pricing structures Additionally, the center's reputation and student testimonials play a significant role in decision-making Marketing strategies, including online presence and promotional activities, also impact customers' perceptions Ultimately, understanding these factors can enhance the center's appeal and attract more students seeking English language courses.

11 IELTS IPP's Logo

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, the quality of instructors, course offerings, pricing, and promotional strategies Additionally, customer reviews and testimonials play a significant role in shaping perceptions Understanding these elements can help WESet English Center tailor its marketing strategies to attract and retain students effectively.

12 IELTS Dinh Luc's Logo

2.2.5 The achievement of the company

WESET English Center is committed to community responsibility, having established partnerships with numerous businesses as sponsors since its inception Their recent social activities reflect this dedication to supporting the community.

13 YOUPRENEUR LAUNCHPAD 2022 event

Several key factors influence customer behavior when selecting courses at WESet English Center Firstly, the reputation and quality of the courses offered play a significant role in attracting potential students Additionally, the availability of flexible scheduling and diverse course options enhances the appeal for various learners Marketing strategies, including online presence and customer testimonials, also significantly impact decision-making Furthermore, the support and resources provided by the center, such as experienced instructors and learning materials, contribute to a positive customer experience Ultimately, understanding these factors can help WESet English Center tailor its offerings to meet the needs of its clientele effectively.

15 FTUSHINE 2022 event

Several key factors influence customer behavior when selecting courses at the WESet English Center These factors include the quality of instructors, course content, pricing, and the overall reputation of the institution Additionally, customer testimonials and peer recommendations play a significant role in shaping perceptions Accessibility and convenience of course schedules also impact decision-making Understanding these elements can help WESet English Center tailor its offerings to better meet customer needs and enhance enrollment rates.

17 Launching ceremony of summer volunteer programs and campaigns 2022 11

Several key factors influence customer behavior when selecting courses at WESet English Center These include the reputation of the institution, the quality of instructors, course offerings, pricing, and promotional strategies Additionally, customer reviews and testimonials play a crucial role in shaping perceptions and decisions Understanding these elements can help WESet English Center tailor its marketing strategies to attract and retain students effectively.

WESET has succeeded in helping students achieve good results

18 The students achieved good results

BOARD OF MANAGER Director: Mr Nguyen Tan Sang

Functions and duties of the director:

• Establish diplomatic relations to application and enrollment

Academic EC Marketing Accountant HR -

When selecting courses at WESet English Center, several key factors influence customer behavior These include the reputation of the center, the quality of instructors, course content, and pricing Additionally, personal goals, peer recommendations, and marketing strategies play significant roles in decision-making Understanding these elements can help enhance customer satisfaction and improve enrollment rates at the center.