Augmented reality application and memory marketing on consumer attitudes and behaviors case study the tale of cuoi from the coffee house

  MINISTRY OF EDUCATION AND TRAINING UEH UNIVERSITY UEH BUSINESS SCHOOL INTERNATIONAL BUSINESS -MARKETING DEPARTMENT Research the impact of Augmented Reality application and Memory marketing on consumer attitudes and behaviors Case Study: “The Tale of  Cuoi” from The Coffee House  Course number: 22C1MAR50313602 Course name: Consumer Behaviour - EN Members of group 04: Tran Ngoc Thien Kim - 31201020435  Nguyen Pham Thanh Mai - 31201025847 Le Thi Thao Trang - 31201024368 Le Thi Tuyet Nhi - 31201023084 Le Ngoc Yen Nhi - 31201024647 Ho Chi Minh City, September 28th, 2022   TABLE OF CONTENTS ABSTRACT .1 I INTRODUCTION Reasons for choosing the topic .2 Summary of The Coffee House's "The Tale of Cuoi" Campaign 3 Research purposes Research subjects Research scope .3 Research methods II THEORETICAL FRAMEWORK Market Overview SWOT and Key Competitor 2.1 SWOT 2.2 Key Competitor: Cong Coffee .7 The motivation and goals for The Coffee House to launch the campaign “The Tale of Cuoi” 7  Theories applied to the study: III FINDINGS 11 Summary of the focus group 11 Research results and analysis: .12 IV CONLUSION & RECOMMENDATION 20 Conlusion: 20 Limitations: 21 Recommendations 21 VI REFERENCES 23   ABSTRACT The study aimed to determine the impact of augmented reality technology and nostalgic marketing on the attitudes and behavior of Gen Z consumers in Ho Chi Minh City by interviewing 23 customers (divided into groups) living in Ho Chi Minh City who have experienced advertising using augmented reality technology on mobile phones.This study presents the results of a campaign that uses the fairy tale "Chu Cuoi in the Moon" as the foundation for innovative products combined with technology through AR to stimulate the purchasing power of mooncakes of  consumers of The Coffee House Capturing mobile usage behavior of TA, the brand that develops AR technology for The Coffee House app Users can use the new function to scan product packaging to experience the story "The Tale of Cuoi" This method not only helps the brand convey the story more vividly and completely, but also allows users to unleash their imagination when immersed in eye-catching AR  movements The results show that the application of AR in marketing and product  packaging of The Coffee House has successfully left a positive impression on consumers, and especially stimulated the eyes Since then, the research has contributed academically and practically to businesses in applying AR shopping to  provide information and create added experience value for customers At the same time, the study also proposes some managerial implications to help businesses increase customers' positive attitudes towards advertising, thereby helping businesses  better meet customers' needs and building customer loyalty as well as building more successful advertising campaigns Keywords : AR technology, Augmented reality, AR apps mobile application, memory marketing, nostalgia, experience, decision-making   I INTRODUCTION Reasons for choosing the topic The fourth industrial revolution is well underway, with the introduction of new technology and procedures Smartphones and other technology gadgets have become indispensable components of contemporary life and consumerism (Braun et al., 2016) These technology gadgets have integrated applications such as: Shopping apps with augmented reality technology (Augmented Reality, AR shopping apps for short), allowing consumers to participate and experience a new approach for customers to discover more about items and services and experience them in a real-world context (Huang & Liao, 2015), which can enhance the customer experience Due to the fact that more than 73% of people in Vietnam use smartphones (according to Tin tuc newspapers, 2022), businesses and retailers may benefit from the chance to promote products and services through digital technology platforms like AR  shopping applications to their clients The use of technology in daily life has altered how people behave New technology applications, like augmented reality shopping apps, have made it easier to get information and have product images that match the user or their surroundings For instance, users can try on shoes, lipsticks, watches, or  home appliances that will fit their space Numerous businesses currently make use of  smartphone augmented reality purchasing apps (eg: YouCam App, IKEA, ) It is difficult to ignore the highly effective marketing effort for "The Tale of Cuoi 2020." from The Coffee House (With The Coffee House app, customers may experience the tale of "The Tale of Cuoi" by scanning product packaging This approach not only allows the business to easily transmit the tale in a more vivid and full manner, but it also allows consumers to release their creativity while engaged in eye-catching AR motions; moreover, it recalls recollections of the traditional values and beauty of the event They had forgotten about the mid-autumn celebration because of their present hectic schedule This campaign resulted in a media frenzy, and total sales in 2020 soared by 250% compared to 2019, with items selling out before the Mid-Autumn Festival (with over 60,000 cakes) (Brands Vietnam) As a result, we can conclude that AR shopping application technology is a tool for potential and successful marketing that businesses should use to fit client wants In fact, in a developing country like Vietnam, the application of AR technology is not really popular Therefore, the authors have conducted a research paper “ Research on the impact of AR technology and Nostalgic Marketing on the shopping behavior of Gen Z consumers in Ho Chi Minh City” is needed to study how the impacts of AR  will affect the attitudes, shopping experiences and behavioral trends of Gen Z consumers in Ho Chi Minh City The results of this study will help administrators who have used or intend to use AR advertising on mobile phones to have a more detailed view of the impact of factors on customer attitudes, thereby helping businesses better  meet the needs of customers and build more successful campaigns   Summary of The Coffee House's "The Tale of Cuoi" Campaign Grasping the trend of the Metaverse Virtual Universe, The Coffee House has developed AR technology for its own branded app Users can use the new function to scan product packaging to experience the story "The Tale of Cuoi" This method not only helps the brand convey the story in a more vivid and complete way, but also allows users to unleash their imagination when immersed in eye-catching AR movements, helping to stimulate the eyes Besides, The Coffee House first aired its own radio program called "Moon Storyteller" The program brings listeners back to their childhood with interesting, honest stories and poetic songs Comment: The Coffee House used Sensory marketing to stimulate customers' vision and Memory Marketing to remind customers of good memories Through the campaign, The Coffee House attracted the public's attention and successfully turned "The Tale of Cuoi" into a strong brand platform to engage with the  brand's consumers during each Mid-Autumn Festival The 2020 campaign ended with the following outstanding results: Communication results: - Nearly 37 million impressiom, exceeding 116% KPI - More than 16 million reach, exceeding 144% KPI; million engagements, exceeding 467% KPI - million views of short films, exceeding 139% KPI - 200% Earned PR vs Paid PR  Business results: Total sales in 2020 increased by 250% compared to 2019 with products sold out before the Mid-Autumn Festival (more than 60,000 cakes) Research purposes This research aims to explore and identify the impacts of augmented reality technology and nostalgic marketing on the attitudes, shopping experiences, and  behavioral trends of gen Z consumers in Ho Chi Minh City, thereby proposing  proposes some recommendations to increase the positive attitude of gen Z consumers in Ho Chi Minh City towards advertising using AR technology on mobile phones Research subjects  Research object : The impact of augmented reality technology and nostalgic marketing on the shopping behavior of gen Z consumers in Ho Chi Minh City Survey object : Gen Z customers living and working in Ho Chi Minh City have experienced advertising using AR technology Research scope Spatial scope: Ho Chi Minh City Time range: Starting time from August 20, 2022 to September 29, 2022   Research methods In this study, the authors used the qualitative research method The authors have conducted a case study using information gathering/exploitation techniques through group interviews and discussions with groups (including 23 people) to be able to comprehensive and in-depth study and assessment of the impact of  augmented reality technology and nostalgic marketing on the shopping behavior of  Gen Z consumers in Ho Chi Minh City II THEORITICAL FRAMEWORK  Market Overview a Market overview: In 2020, the Mooncake market is said to be quite gloomy, without many impressive advertising campaigns Although the Covid-19 epidemic in Vietnam is well controlled, the negative impact on the economy is still heavy and will lead to many changes in the Mooncake market When the economy is affected, the demand for non-essential goods will decrease It can be said that the Mooncake market in 2020 is developing slowly and less excitingly than the previous year b Competition in the high-end segment: Every year, the Mooncake market is fiercely competitive in terms of taste, design, packaging, and even promotions In Ho Chi Minh City, Mooncake products of brands such as Kinh Do, Nhu Lan, Dong Khanh are popularly traded on downtown streets such as Cach Mang Thang Tam, Pham Van Dong, Hoang Van Thu, Cong Hoa, Quang Trung Most  business units operate in parallel with traditional and online wholesale methods, so they not store goods in large quantities as in previous years On the other hand, the business unit also provides free home delivery for customers, so the quality of  mooncakes is guaranteed from production, distribution and transportation to consumers Some business units also offer paper lanterns of various designs for  customers In terms of price, the price of Mooncakes in 2020 has increased by 5-10% compared to the previous year (depending on the type), due to an increase in some input materials Specifically, mooncakes of brands Kinh Do, Nhu Lan, and Dong Khanh are priced from 250,000 to 500,000 VND/box (depending on the number of  cakes and weight of each product) c Competition among coffee chains: Mid-Autumn Festival 2020 products associated with the brands of bakeries, coffee shop chains, etc have the upper hand on the brand reputation In particular, this year's mooncake season welcomes the participation of more and more brands such as Givral, ABC, Phuc Long Coffee&Tea, MyLife Coffee, The Coffee House   These brands conquer consumers with unique products such as mooncakes  produced and processed from green beans, coffee, and salted eggs; or use a variety of  specialty ingredients such as ginger jam, lemon, lime leaves, malt, dragon fruit, cheese Meanwhile, the price is only different from other cakes of the same type and weight The price on the market is only about 100,000 - 150,000 VND/box Typically, The Coffee House has a line of Ram Tu Quy mooncakes selling at VND 590,000/box; Ram Song Phuc at 350,000 VND/box; The Tale of Cuoi at 790,000 VND/box And Phuc Long Coffee&Tea has a line of Song Hao Trang Ram mooncakes with the price of 320,000 VND/box; Luc Bao Huong Thu 820,000 VND/box In addition, consumers can choose individual bakery products to design their own cake boxes according to their preferences d Many units enter the market: After years of absence from the market, in July 2020, KIDO Group (KDC) announced its participation in the moon cake market in 2020 with Kingdom In which, KDC with the strength of experience in making fresh cakes (mooncakes) and at the same time processing them will save a lot of costs, this is an advantage that helps the Company to compete on price The company will R&D the  product while the production is carried out to order from outside This will help the company avoid the burden of costs (mostly depreciation costs), especially amid the unpredictable COVID-19 pandemic KDC chooses the mid-range segment, the price ranges from 55,000 to 150,000 VND/cake In addition, the Company also develops gift products for the high-end segment, with prices ranging from VND 700,000 to VND 1,000,000/box SWOT and Key Competitor 2.1 SWOT * Strengths: Unique, out-of-the-ordinary content: After only days of release, the film received positive feedback from the online community with nearly 6,000 likes, 396 shares, and thousands of comments on fanpage, more than million views on the Youtube channel The interaction of  The Coffee House far exceeds that of competitors in the same industry even though it was launched many days before One of the reasons why "Ve nha don trang" attracted a lot of attention is  because of the novel script If every year, users are often overwhelmed by short films, TVC ads focus on exploiting family affection, reunion season has become so familiar, this year, The Coffee House decided to change, and don't follow that path anymore It can be seen that it is rare for brands to develop such a scenario that integrates such folk tales The meaningful message, integrating Vietnamese identity:   Integrating Vietnamese identity and national spirit in business is not new, but to cleverly transform into short films, TVC advertising is something few businesses can The image of the god buffalo appearing was inspired by the symbol of the country with wet rice civilization Applying smart technology to business: Capturing customers' mobile device behavior, the brand develops AR  technology for The Coffee House application Users can use the new function to scan  product packaging to experience the story "The Tale of Cuoi" This method not only helps the brand convey the story more vividly and completely, but also allows users to unleash their imagination when immersed in eye-catching AR movements * Weaknesses: Sparsely distributed selling points: The Coffee House is a chain of stores that is mostly concentrated in the city center, so it has not yet been able to reach customers in more remote areas Many customers still not have access to the product Narrow market segment: In the Nostalgia trend, The Coffee House the target is Gen Z customers, who offer products that combine tradition and modernity But besides that, the product is difficult to reach other segments Narrow market segment (medium to high), price: 350,000 VND - 790,000 VND/box * Opportunities: The rise of the Nostalgia trend: With the rise of the Nostalgia trend in recent years, The Coffee House is also extremely observant when choosing traditional Vietnamese cultural materials with the pure Vietnamese story Chu Cuoi Cung Trang to tell its very own story New technology trends: Combined with available phone applications for both iOS and Android operating systems, AR technology not only brings a special visual experience, pure Vietnamese cultural elements, thereby bringing a new life to life Active in common  packaging design, forming an interaction protocol between brands and general customers, especially Millennials and Centennial customers * Threats: Fierce competition: Every year, hundreds of large and small brands, and thousands of production facilities… race to launch new products Besides, under the impact of the Covid-19  pandemic, the lines of "handmade" mooncakes made by hand at home have also sprung up a lot The market fluctuates due to the pandemic:   The moon cake market is also greatly affected by the pandemic due to  prolonged social distancing Therefore, production must be narrowed due to reduced  purchasing ability and a difficult economic situation 2.2 Key Competitor: Cong Coffee * Overview Cong Coffee is a coffee chain established in 2007 At present, Cong Coffee is  present everywhere in Vietnam and has opened branches in Korea and Malaysia * Pursuing the Nostalgia trend: Cong Coffee's resounding success is undeniable when it decides to enter the mooncake market Like a nostalgic person who stubbornly refuses to be modern, Cong Coffee mooncakes still appear with rustic green packaging, simple but very familiar to those who are fans of Cong * Cong Coffee's opportunity in the mooncakes market  To save the original things of the Mid-Autumn Festival, Cong Coffee only launches users with traditional flavors: Mixed and green beans with melon seeds It is the simplicity of the Cong that has created a great resonance, not only instilling fire in young people about the national culture but also bringing the story of Vietnam further to friends around the world The gift box has the brand's iconic blue color, and the design is inspired by the night of the lantern procession, with innovative flavors: coffee coconut milk, coconut milk green tea, blueberry salted egg and mixed The price of a box of is 360,000 VND, retail is 70,000 VND/piece In addition, this coffee chain also offers cake - tea combos to boost sales at the shop These combos have two prices, VND 85,000 and VND 145,000 Because there are branches in Korea and Malaysia, Cong Coffee can bring traditional flavors to other countries around the world With a nostalgic style and always drawing its own stories for each of its products, Cong Coffee has brought customers special experiences from taste to vibe Therefore, Cong Coffee always creates a great resonance both at home and abroad, always being pursued by young  people The motivation and goals for The Coffee House to launch the campaign “The Tale of Cuoi” ●  Actual situation: The level of commercialization has increased gradually over  time, losing the meaning and cultural value of the Mid-Autumn Festival in the hearts of Vietnamese people Life keeps dragging us away with all our busy worries, so the Mid-Autumn Festival is also difficult to be as complete as before Over time, we also ignored the customs and habits of this traditional festival to adapt to the hustle and bustle of life, leading to the traditional beauty of the August Full Moon festival in danger of being lost before the development of    minds However, The Coffee House's connection to mooncake was brought up, and a targeted campaign was recalled The moderator finished the session by asking participants about the potential of Augmented Reality technology in the future, "do you want brands, including The Coffee House, in  particular, to continue using augmented reality technology in their goods and services in the future? Why?”, as with these participants (82.6% of respondents encouraged The Coffee House to apply AR more in the future, 17.4% of respondents encouraged The Coffee House not to continue using AR): “I think they should continue because AR and VR applications are quite popular now and their use of them can bring more experiences to customers In a way, it will stimulate customers' curiosity about their products So I think Vietnamese brands should continue to research and have impressive AR products.” “I think most consumers want to eat good, quality food rather than just looking at it.” Research results and analysis: In the Findings section, there will be main topics to discuss: Topic I: Consumers' attitudes towards the application of AR in products Topic II: Buying intentions’ of consumers towards the application of AR in products Topic III: The impacts of memory marketing on customer purchasing decisions We will analyze in detail the data collected from the Focus - Group interview, and delve into the feelings and experiences of the interviewees to find out the attitudes and purchase intentions of Gen Z consumers before the application of AR and nostalgic marketing to Mid-Autumn Festival products The interviewees are all Gen Z generation and come from Ho Chi Minh City In general, in the interview, we see the answers of the majority of the respondents repeating phrases such as "impressive", "new", "unique", and "eye-catching" Thus we also partly see the results of certain effects on the consumer experience We will analyze in more detail the results of the impacts in each chapter 2.1 Consumers' attitudes towards the application of AR in products 2.1.1 Consumers' degree of familiarity with augmented reality (AR) 14   When surveying the level of understanding of Gen Z consumers about AR, the results showed that 95.7% of respondents said that they had heard about the concept of Augmented Reality (AR), but only 4.3% of respondents never heard of AR Most of them know about AR through game applications, real experiences, and information on social networks Never heard or experienced AR Experiences at shopping mall Social Media, Daily News Pokemon Go Game 10 12 14 16 Specifically, 21.7% of respondents said that they had experienced AR through the  popular Pokemon Go game, 65.2% of respondents heard about the concept of AR  through information on social networks about applications of AR in real life, 8.7% of  respondents had real experiences with AR at shopping malls in Vietnam when  buying cosmetics and fashion, and only 4.3% of respondents had not been exposed to any information and experiences about AR technology However, the majority of  interviewees who have been exposed to AR only know some basic information such as AR which integrates virtual information and graphics into the real world, in real coordinates But when it comes to complex theories such as how AR works, most survey participants not understand  The results show that the majority of Gen Z consumers have been exposed to the concept of AR and have basic knowledge of AR This is a good signal that  businesses can plan to deploy AR applications in Marketing or business activities This may also be the motivation for The Coffee House brand to launch the campaign "The Tale of Cuoi" The campaign has applied the AR filter scan on the product  packaging with many vivid character images The Coffee House's AR application has received many positive responses from customers, attracting more customers because of its novelty and investment, especially the young Gen Z who are passionate about technology 2.1.2 The first impression when being introduced to The Coffee House's "The Tale of Cuoi" campaign 15   In general, most of the respondents felt impressed and new when they heard about the campaign “The Tale of Cuoi” 100% of the respondents responded positively to The Coffee House's mid-autumn promotion campaign Although sharing many different feelings, in most of the responses, the interviewees repeated phrases such as: "impressive", "new", "attractive", and "creative" We can see, the campaign "The Tale of  Cuoi" has successfully conveyed the values that the brand wants to customers The core value of the campaign is Impressive, creative, and charismatic Consumers have fully embraced these values When being shown the AR filter scan video on the product cover, most of the respondents were very impressed by the vivid colors and sound of the AR graphic images brought into the real space Respondents said that seeing animated characters in video content move in real space like in their own homes is really interesting and visually stimulating, “Feels like the characters are slowly coming out of the page and dancing in front of me.” The AR images left a lot of impressions on all the respondents,  but to reach the "Wow" point, leaving an unexpected and unforgettable feeling, the campaign only reached a few people, specifically: 16 14 12 10 Have a deep impression, feel "wow" Impressive but not impressed to the point of "wow" Only 39.1% of respondents said that AR images reached the "Wow" point, leaving them with a deep and unforgettable impression The reason why they are so impressed is  because of the brand's investment, knowing how to grasp trends and refresh the midautumn experience The remaining 60.9% of respondents said that the application of AR left a lot of  impressions for them, but not to a deep and unforgettable level The reason they weren't so impressed was that they had no interest in the technology, and they didn't care about other factors about the product other than price  Through the survey results, we see that the application of AR in marketing and  product packaging of The Coffee House has successfully left a positive impression on consumers, and especially stimulated the eyes However, to reach the "Wow"  point, and leave the deepest impression, perhaps the brand needs to change its 16   strategy of using AR technology, such as adding eye-catching graphics or  diversifying the plot 2.1.3 Visual effects on emotions Have no different feelings Feel different than when watching the video  10 12 14 In the survey, we showed the respondents a 3D animated video of the characters from the short film “The Tale of Cuoi” and then showed the AR filter scan video on the story page of the mooncake box We asked respondents about emotional differences when seeing characters in virtual and real settings The results show that 56,5% of  respondents feel that seeing the characters come out of the story and move in real space feels more interesting and vivid, making them feel happy and nostalgic Regarding cozy mid-autumn memories, these respondents also said that they were in a better mood when experiencing this AR filter The remaining 43,5% of respondents feel normal and not too impressed, the emotions are no different when watching 3D cartoons Through the survey results, we see that the visual effects of AR have had a positive effect on consumers' emotions and moods This may be the motivation for The Coffee House brand to apply Sensory Marketing through the use of AR technology to influence consumers' visuals, thereby helping to improve consumers' moods and create motivation to purchase for consumers 2.2 Buying intentions’ of consumers towards the application of AR in products 2.2.1 Consumer preference factors when choosing a brand When asked, "Are you willing to spend money to buy The Coffee House's ARintegrated Mooncake Box instead of famous popular brands like Kinh Do or Nhu Lan?" The number of respondents with the intention of being willing to buy The Coffee House's AR-integrated Mid-Autumn Moonlight Box accounted for 52.2% of  the total, while the remaining 47.8% still preferred to choose the cakes of the brands they often buy, the most popular numbers are Kinh Do and Nhu Lan 17   Reasons for choosing the Coffee House's mooncake box Want to experience AR technology Keep as a souvenir for loved ones The mooncake box design is novel and creative, integrated with vivid AR technology For the respondents who intend to buy The Coffee House's AR-integrated products, they said the reasons for buying include: 58.3% of respondents feel that the cake box design is novel, creative, has an investment like a book and has AR integration that brings to life the characters on the cover, so it is worth buying, 25% of the respondents want to buy it to keep as a souvenir of the mid-autumn festival, give it to their loved ones, friends, the remaining 16,7% because they are technology-loving users, want to buy to experience the AR filter Reasons for not choosing the Coffee House's mooncake box no need to experience AR technology loyal to their old brand Prioritize price For respondents who not intend to buy The Coffee House's AR-integrated  products, they said the reasons for not buying include: 45,4% of respondents said that although they were impressed with The Coffee House's products, they still Prioritize price and their purpose is mainly to buy to eat, so they only choose popular brands and not want to spend more money, 27,3% of respondents said they are loyal to the brand and are afraid to try The brand Coffee House because The Coffee House has only recently entered the mooncake market The remaining 27,3% said they were not interested in AR integration and chose to buy brands with better prices  The results show that more than 50% of the total respondents intend to buy The Coffee House's AR-integrated products even though they have never bought the 18    brand's mid-autumn products before This shows that AR technology has had a  positive effect on the purchase intention of consumers However, there are still some obstacles when there are factors that take precedence over, which is price and the AR  experience are not widespread enough to generalize to many customers Therefore,  businesses need to strategize to integrate AR technology into products and services suitably 2.2.2 Product’s Price and AR experience With the campaign "The Tale Of Cuoi", The Coffee House has launched many different versions of mooncake boxes, but of which there are versions of mooncake  boxes with integrated AR scanning technology Consists of: The Tale of Cuoi” version Lantern version Crafted like a magical storybook by the -Crafted in the shape of a lantern Built-in  pinnacle combination of art and AR LED light that changes color and glows "virtual reality" technology, AR is The box design is also integrated with AR integrated into each story page technology - 01 Coffee cake - Cake with chia seeds, dried apricots, - 01 Peach kernel black sesame cake and salted egg filling - 01 Chicken with shark fins cake - Tiramisu with coffee, and cheese - 01 Mixed flavor cake filling - Paper filter coffee (4 packs) - Matcha cake with red bean paste - Nutritional seeds (65 grams) - box of tea packs of Ten Ren King's Oolong 913 Price: 790,000 VNĐ/1 box Price: 450.000đ/1 box When asked, "Between the two versions of the cake box with AR integration with the above price, which box will you give priority to?" About 60.9% of the respondents chose to buy the lantern box version and 39.1% of the respondents chose to buy the  box version “The tale of Cuoi” For the respondents who chose to buy the lantern box version, they said that depending on their current financial ability (also a low-income student), the lantern  box is more affordable And although the lantern box does not integrate AR as much as the box "The Tale of Cuoi", the respondents said that although AR technology is impressive, their priority is always the price because of their financial ability Because of their limited financial capacity, they will choose to buy a lantern box for  themselves as a souvenir or as a gift for relatives and friends For the respondents who chose to buy the box version of “The Tale of Cuoi”, the majority said that the reason was that they were deeply impressed with the diverse, eye-catching and attractive AR technology integration and packaging design, lively sound Most of the interviewees buy it for the purpose of giving to their loved ones to 19    keep as a souvenir, especially relatives with small children who will be very interested in the packaging designed in the form of comics and with many eyecatching moving characters Through the survey results, we see that although AR technology leaves an impression on many people, it is still not a priority when considering the price factor However, through the responses of the candidates, we can see that the consumer's shopping intent for AR-integrated products is to keep as a souvenir, increase personal experience or give as a gift to their relatives, friends 2.2.3 Shopping experience and AR technology The Tale of Cuoi campaign took place in late 2020, when the Covid-19 epidemic  broke out and Vietnam was in a period of social distancing When asked, “Do you think it is appropriate to apply AR technology to The Coffee House's products at this time? The results show that 34.8% of the total respondents think that the integration of AR technology at this time is appropriate, while the remaining 65.2% think that the integration of AR technology at the time of the 2020 epidemic is not appropriate For those who think that integrating AR into products during the epidemic is appropriate The reason most of the respondents gave was that during the time of  separation, Mid-Autumn Festival activities were stopped, so the integration of AR,  bringing to life the characters and images representing the Mid-Autumn Festival, therefore, brought back the atmosphere of the mid-autumn festival, making the 2020 mid-autumn season as lively as previous seasons, and also refreshing the consumer  experience as customers can enjoy stories with moving animated characters just by scanning the AR filter For those who think that integrating AR at the time of the epidemic is not appropriate The candidates said the reason was that the AR experience was still not really necessary and not enough to make a strong impression During the epidemic, most people have financial difficulties, the integration of AR will increase product  prices, the implementation of technology is too new for Vietnamese consumers, and it will be difficult to attract users, somewhat redundant  The Survey results show that Vietnamese consumers will prioritize price or purchase experience depending on their financial situation But most of the interviewees found the advantage of AR technology to enhance the experience for consumers So this is a good sign because the Covid-19 epidemic has partly changed the needs of  consumers, if AR technology can enhance the consumer experience, businesses can  plan to integrate this technology more effectively 2.2.4 The prospect of AR technology in the future When asked, "In the future, you want The Coffee House brand in particular and other brands in general, to continue to apply AR technology to products and services?" The survey results show that 82.6% of the respondents agree that the 20    brand should continue to apply AR in the future because it can bring more new and vivid experiences The remaining 17.4% of respondents think that the application of  AR is not appropriate because Vietnamese consumers are still quite new to this technology, so it will be difficult to deploy, so focus on price and product quality  because AR experience is not so necessary  We can see that the number of people who want brands to continue to apply AR in the future accounts for more than 80% This shows that Vietnamese consumers, especially Gen Z, are completely accepting of AR technology This is a good sign for   businesses to research and deploy AR application strategies in production and  business activities 2.3 Effect of Memory Marketing on consumers’ buying behavior Initial studies on memory identified it as a crucial marketing consequence that should  be investigated by researchers studying consumer behavior For instance, in advertising, if customers find it difficult to recall important brand information, the advertisement may not be particularly efficient in assisting consumers in making wise decisions After watching the short animated videos created viral to promote the characters and AR videos on the packaging of the characters, the group research asked, “describe your impression after watching the commercial with your memory?” in order to know the level of The Coffee House succeeded in influencing purchasing decisions We received both positive and negative answers, as with these  participants: “Not much impressed with the content but much impressed with the graphics WeaknessOnly The voice is hard to hear, and not inspiring.” “The space is very large and well-organized, and the colors are impressive About characters like Ca swallow the moon, jade rabbit, lotus seed crickets, or banyan trees, the graphics are quite nice and smooth Cuoi and Hang Nga feel a bit mechanical, the movement is not quite complete In order to evaluate whether it belongs to which types of Memory (Long term memory, Short term memory, Sensory Memory, or…), we asked the participants to rate, “did that short film makes an impression on you? Please rate (1= not important, 10= very important)”; “Level of remembering events (1= not at all, 10= perfectly)” After rating, we received the result: 100% of the respondents gave a score above In, 60.9% of the total respondents rated the impressive level below and 39.1% rated the score and When asked about their feelings after watching the video, most of the respondents shared positive emotions such as "fun", "close", "creative", "mixed" mix past and  present”, Respondents shared that the color and image of the characters in the video are the most impressive and affect their emotions Regarding the level of remembering the content in the video, most of the respondents remember that the main colors of the video are blue-violet, yellow of the moon, the 21   red-orange of the lamp When asked about the character, no one remembers all the characters clearly, but most of the respondents only remember the familiar characters of the mid-autumn season such as Uncle Cuoi, Ngoc Rabbit, and Hang Nga Regarding specific content, only 26.1% of the respondents could fully tell the video content, while the remaining 73.9% of the respondents could only remember the familiar details such as the scene "The buffalo does the work." moon cake", "The scene of grandparents watching TV in a room with many lamps”, Thus, we see, from the survey on the colors, characters, and content of the MidAutumn Festival 3D movie, we see that the candidates easily remember the familiar  details about the scenes related to the lamp family turns pants or moonlight As for  the newly added details in the film, only a few people remember Thereby, we see that segments containing familiar and close colors and images will help consumers remember advertising content more easily and clearly, from which new brands can easily convey information, message and value to customers When asked, "Does the 3D short film of The Coffee house remind you of any MidAutumn Festival memories?" 100% of respondents told about at least Mid-Autumn Festival memory that they remember Most remember the memories of going to see lantern street, eating moon cakes with their family, etc Memories are similar to the images in the video depicting As we can see, The Coffee House's "The Tale of Cuoi" campaign has helped consumers recall the memories of the mid-autumn festival through the nostalgic touch of images and stories about the Mid-Autumn Festival This helps create an immediate emotional link between the brand and the consumer CONCLUSION & RECOMMENDATION Conclusion: Regarding the attitude of consumers towards the application of AR in products,  because most of the survey respondents have a basic understanding of AR technolog, when deploying information about the "The Tale of Cuoi" campaign , the respondents received information quickly and shared their impressions of the campaign 100% of the candidates were impressed by the novelty, creativity, and eye-catching, but in terms of deep and unforgettable impressions, the campaign was only successful with some people This shows that The Coffee House needs to apply AR technology with more diversified plots and investment images to reach the "Wow" point of more customers In addition, research results also show that AR  technology with visual effects helps positively impact consumers' emotions and moods 82.6% of the candidates felt happier and better when observing the moving characters This can help stimulate consumer motivation to buy Thereby, we see that the consumer's attitude towards AR technology is completely positive, indicating that in the future this technology will be widely applied 22   Regarding consumer behavior before applying AR to products, we see that although AR applications leave many impressions on consumers, most people still appreciate the price factor more Besides, when surveying about the experience, the majority of  consumers believe that the application of AR makes the experience more vivid and enjoyable And finally, many respondents support the idea that the brand should continue to use AR more in the future, showing bright prospects for this technology Regarding the impact of nostalgia marketing on customer purchasing decisions, entrepreneurs are given criteria to determine whether the memorable experiences they are obtaining from customers are useful These criteria include the level of  sensory, the storytelling, the emotional involvement, and the presence of family members Limitations: Although the study has achieved the results as the research goal, it still has certain limitations And these limitations are the things that need to be considered in the future to be able to develop as well as provide for future research Firstly , the topic focuses on researching the impact of Augmented Reality (AR) technology and Memory theory on Vietnamese consumers when applying the case study of  The Coffee House - “The Tale of Cuoi” Campaign, but there is no diversity in the survey interview throughout the age and area (mainly focusing on the audience with the age of 20 and mostly concentrated in the city center) because of the limitation of time the research group can not reach to the participants at various groups Therefore, the accuracy of the data is still not high and meets the expectations of the project team  Secondly, the group has not yet covered and presented all of the previous research, due to time constraints and the group's ability to find documents inside and outside the country is not really proficient In addition, references are quite scarce because this is a relatively new topic which closely related to the development of Augmented Reality (AR) technology as well as the coverage of surrounding technological equipment Thirdly, the price (350,000 VND - 790,000 VND/box)  prevent The Coffee House’s target customer to purchase the products Therefore, participants did not have the chance to expose to the products Due to the lack of time, along with many limitations in qualifications, the research topic will inevitably have certain shortcomings The research team is looking forward to receiving the sincere contributions of the lecturers so that the research team can learn from experience and improve research results in the future Recommendations From the above limitations, the Group Research makes the following recommendations: Firstly , there should be a complete survey database with a larger survey scale 23    Secondly, most applications that use AR technology should be less complex for those less experienced with the technology The research illustrates that 100% of the candidates (Gen Z) feel that scanning the packaging to experience AR is easy, the operation is not complicated but it will be complicated for the respondent's parents This study helps mobile  phone developers in general and The Coffee House in particular, encouraging them to develop apps and devices that are appropriate for older customers, who are often excluded from studies because subjects feel too complicated with such tools to communicate with  businesses about products Thirdly, research helps The Coffee House understand customer needs (Gen Z) Some respondents state that they will only use “The Tale of Cuoi” and scan the characters in the  box once or twice and then feel bored because they believe that it is more suitable for kids Therefore, The Coffee House or other brands that implement AR technology   should add more functions to attract Gen Z Fourthly, The Coffee House should adjust the price in order to stimulate purchasing  power of The Coffee House's mooncakes of gen Z As with this participant when he was asked, “the price of "The Tale of Cuoi" is 790,000 VND/box, are you willing to pay this much for a cake like this? why?”: “I definitely won't, because I don't have a passion for moon cakes, I mean I just eat it to review the tradition, and besides, I don't like drinking coffee, nor eating nuts It's about food and drink As for the form of the cake box, I just like it by looking at it, but I don't have the need to buy it to look at it many times, so is AR technology, I'm not really interested Especially the price is too high for me.” Because of the importance of the topic and the limitations of the team's study, the team recommends further research on understanding issues related to the user experience through online conversations Studies should further explain the causes and effects of the variables, thereby providing an understanding of the level of interest in AR technology as well as how the memory theory impacts Vietnamese people Furthermore, studies should be done more frequently to provide up-to-date analysis, thus recommending up-to-date solutions in real-time Vietnamese scenarios IV 24   V REFERENCES X M B T (2022, April 17). Hướng đến mục Tiêu 85% Người Trưởng thành có điện thoại thông minh Báo tin tức Retrieved September 18, 2022, from https://baotintuc.vn/kinh-te/huong-den-muc-tieu-85-nguoi-truong-thanh-co-dien-thoaithong-minh-20220417160212797.htm#:~:text=Theo%20thống%20kê%2C%20Việt %20Nam,85%25%20vào%20cuối%20năm%202022 Braun, J., Zolfagharian, M., & Belk, R W (2016) How does a product gain the status of  a necessity? An analysis of necessitation narratives Psychology & Marketing, 33(3), 209–222 Huang, T.-L., & Liao, S (2015) A model of acceptance of augmented-reality interactive technology: The moderating role of cognitive innovativeness  Electronic Commerce  Research, 15(2), 269–295 Campaign: The coffee house - ứng dụng AR Thổi Hồn vào Các Giá Trị Truyền Thống  Brands Vietnam (n.d.) Retrieved September 18, 2022, from https://www.brandsvietnam.com/campaign/744-The-Coffee-House-Ung-dung-AR-thoihon-vao-cac-gia-tri-truyen-thong Consumer memory dynamics: Effects of branding and advertising on  (n.d.) Retrieved September 20, 2022, from https://www.researchgate.net/publication/288259412_Consumer_memory_dynamics_Ef  fects_of_branding_and_advertising_on_formation_stability_and_use_of_consumer_me mory  Ecommons: Cornell's Digital Repository: Home LibGuides (n.d.) Retrieved September  20, 2022, from https://guides.library.cornell.edu/ecommons Håkansson, C., & Magnusson , F (2021, May 21)  Influencer marketing from a sensory marketing perspective Social Media Influencers’ impact on the lack of tangibility online Retrieved September 22, 2022, from https://www.diva-portal.org/smash/get/diva2:1436889/FULLTEXT01.pdf  The materiality of memory: Affects, remembering and food decisions (n.d.) Retrieved September 22, 2022, from https://eprints.whiterose.ac.uk/130676/3/1749975518764864.pdf   McDonald company's buyer behaviour and marketing: Free Essay example StudyCorgi.com (n.d.) Retrieved September 18, 2022, from https://studycorgi.com/mcdonald-companys-buyer-behaviour-and-marketing/ Stangor, C., & Walinga, J (2014, October 17) 5.1 we experience our world through  sensation Introduction to Psychology 1st Canadian Edition Retrieved September 20, 2022, from https://opentextbc.ca/introductiontopsychology/chapter/4-1-we-experienceour-world-through-sensation/ Solomon, M R (2020) Consumer Behavior: Buying, Having, and Being  (2020th ed.) Pearson Prentice Hall 25   Tran, L (2020, August 21) The Tale Of Cuội 2020 – Sự Trở Lại Rực Rỡ Của Top 10  Packaging Trung Thu 2018 • RGB RGB https://rgb.vn/the-tale-of-cuoi-2020-sutro-lai-ruc-ro-cua-top-10-packaging-trung-thu-2018/ Tuc, T (2020, August) Quay trở lại thị trường bánh trung thu sau năm, KIDO có tham vọng gì?BrandsVietNam https://www.brandsvietnam.com/20792-Quay-tro-lai-thitruong-banh-trung-thu-sau-5-nam-KIDO-co-tham-vong-gi Trăng nhà sung túc (n.d.) The Coffee House https://thecoffeehouse.com/pages/banhtrung-thu Phuong, M (2020, September) Thị trường bánh Trung thu trầm lắng  TTXVN Thị trường bánh trung thu ảnh hưởng lớn đại dịch (2021, September) MOIT News https://moit.gov.vn/tin-tuc/thi-truong-trong-nuoc/thi-truong-banh-trung-thu-anh-huonglon-do-dai-dich.html GIỚI THIỆU VỀ CỘNG (n.d.) Cong Coffee https://congcaphe.com/post/cong-caphe/171/gioi-thieu-ve-cong Cùng Nhà thưởng thức phim the tale of CUỘI 2020 ĐÓN Mùa Trăng Sung Túc The Coffee House (n.d.) Retrieved September 22, 2022, from https://thecoffeehouse.com/blogs/news/the-tale-of-cuoi-cau-chuyen-trung-thu-dac-bietcua-the-coffee-house APPENDIX INTERVIEW QUESTION FRAME I Consumer understanding of AR  Have you ever heard of augmented reality technology? If yes, please tell us what you understand about AR Sub-question: (if any) II Questions related to Case study The Coffee House Your first impression after being introduced by the Host about The Coffee House's "The Tale of Cuoi" Campaign? What values does this campaign bring to you? Through such application of AR in packaging, you feel that The Coffee House Brand has made any mark on you? If so, what is the mark? If not, why? Are you willing to spend money to buy The Coffee House's AR packaging cake box instead of your usual brand like Kinh Do or Nhu Lan? Why and why not? 26   How you feel about The Coffee House's packaging design in the form of a  book and a temple that integrates AR technology like this? A Creative, novel, attractive, and visually stimulating, well worth it B Don't leave too much impression, feel normal, not too excited C Ridiculous, too picky, AR technology is applied redundantly Box "The Tale of Cuoi" will include: 01 Coffee cake, 01 Black sesame seed cake, 01 Fish fin chicken cake, 01 Bat buu mixed cake, Paper filter coffee (4  packs), Nuts nutrients (65 grams) Designed in the form of a book, with decorative folded paper and integrated AR scanning technology 5.1 The price of "The Tale of Cuoi" is 790,000 VND/box Are you willing to  pay this much for a cake like this? Why? 5.2 Lantern box: 450,000 VND / box including: - Cake with chia seeds, dried apricots, and salted egg filling - Tiramisu with coffee, cheese filling - Matcha cake with red bean paste - box of tea packs of Ten Ren King's Oolong 913 - Carrying case cum lantern with integrated LED light and AR technology Are you willing to spend 450,000 VND/box for a cake like this? Why? 5.3 Between the 790k box with more AR characters and the 450k box with less characters (Less AR), which box would you spend money on? Why? Suppose you have children or grandchildren, your grandchildren are interested in cartoons of The Tale of Cuoi characters and want to buy a box of mooncakes, are you willing to spend money to buy them for your children or grandchildren? If you buy it, what kind of cake box will you choose (The Tale of Cuoi box or the lantern box)? The Tale of Cuoi campaign took place in late 2020, during the outbreak of the Covid-19 pandemic Do you think the application of AR to The Coffee House's products is appropriate and worth the price? Why? Suppose you buy a box of the Tale of Cuoi to give a Mid-Autumn Festival gift to a person, with the nature of the box (AR scan application), who will you give the gift to? Why? Normally, when watching movies, you see moving characters on the screen,  but when you scan AR, you see the characters moving in real space in your own home, how does it feel? Is there any difference? 10 Scanning mooncake packaging via the app is complicated for you or does it  just include simple operations for you? If the operation is complicated, why? 27   III Survey questions about memory marketing 11 Please describe your impression after watching the advertisement with your memory - What is the impression of space, what color, - The characters in the video, - The main emotional circuit in the movie, and what happened 12 ASSESSMENT: Did that short film make an impression on you? Please rate (1= not important, 10= very important) Emotional Involvement (1= Nothing, 5= Extreme) Level of remembering events (1= not at all, 10= perfectly) 13 After using AR technology to experience the story of "The Tale of Cuoi", is this experience associated with any special memories for you? 14 First impressions and current impressions when watching short films? Similar or different? And why? 15 To describe the story "The Tale of Cuoi", of The Coffee House, which senses will you use (Ex: taste, smell, touch, auditory ) 16 In the future, you want The Coffee House brand in particular and other  brands in general, to continue to apply AR technology to products and services? Why? 28