THAI NGUYEN UNIVERSITY UNIVERSITY OF AGRICULTURE AND FORESTRY SABASTINE OBUM ANIEBONAM THE IMPACT OF SOCIAL NETWORK MARKETING IN BUILDING CONSUMER DEMANDS OF COFFEE PRODUCTS IN THAI NGU
INTRODUCTION
Research rationale
Since the early 20th century, coffee production has consistently been a significant source of income for Vietnam, according to Stephenson (2019) After being introduced by the French in 1857, the Vietnamese coffee business expanded across the plantation economy and eventually became a significant economic power in the area After the Vietnam War and the immediate aftermath, production increased once more, placing coffee second only to rice in terms of the value of agricultural exports from Vietnam One of the most well-known coffees in the world, Robusta coffee, is produced in the highest quantity in Vietnam Drinking coffee has become a tradition in Vietnam, so coffee shops have become well-known (Tran Thuy Hang, 2020) Hang, also said that Vietnamese people drink coffee and offer it as a gift to friends and relatives because they cultivate it and enjoy its flavor Most Vietnamese people drink coffee because the country has a lot of coffee shops They have a large, open area with many of trees, such as the coffee garden A café room with no outside noises, cold air conditioning, the scent of coffee permeating the space, music, art lights, and interior decor Many people claim they "go out for coffee," but when they arrive at the coffee shop, they order juice or milk tea instead "Drinking coffee" has almost become an idiom in Vietnam, and going to a cafe has become a ritual
There are numerous numbers of coffee shops around Vietnam and so as Thai Nguyen City, in Thai Nguyen Province, Vietnam If you roam around the places, it’s almost impossible not to see any cafe in the area Just like cafes being trendy in Thai Nguyen City, online social networks are also trendy nowadays It is used for entertainment, communication, online selling etc
Social media platforms offer a powerful advertising tool that can increase brand awareness and trust However, it's crucial to balance this with the production of high-quality products, as excessive focus on advertising campaigns can be detrimental While social media advertising can be effective, it's important to note its potential drawbacks, such as time consumption, privacy concerns, and negative feedback.
This research is conducted to know “the impact of marketing tactics within an online social network in building consumer demands of coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam.” The findings of the research will show how do consumers and staffs of coffee shops in Thai Nguyen, Vietnam react on marketing tactics within an online network and how it affects their decision in acknowledging the coffee products in Vietnam despite of the given situations in the survey
According to Hall (2014), the descriptive approach is the type of research design that will help researchers plan and conduct studies in line with their goals Descriptive research assisted the current study in establishing the relationship between marketing strategies used in online social networks and consumer demands for coffee products The design was conceptualized to provide descriptive information about people, places, and phenomena that sector significantly broad assertion, nothing through narratives The method is done through survey questionnaires wherein the researcher did the survey in 24 selected coffee shops in Thai Nguyen, Vietnam The answers of the chosen respondents affirm the impact of marketing strategies for social networks on the internet in building consumer demands of coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam
This research will provide valuable insights for consumers, coffee shop owners, and future researchers It explores the impact of online marketing tactics on consumer demand for coffee products in Thai Nguyen City, Thai Nguyen Vietnam The findings will inform consumers about the effective techniques used to promote coffee products online, enabling them to make informed purchasing decisions Coffee shop owners can gain actionable strategies to enhance their online marketing campaigns and attract more customers Researchers can leverage these insights to further expand their understanding of consumer behavior and develop targeted promotional strategies for the coffee industry.
This research specifically it seeks to answer the following questions;
A.What are the most effective viral marketing strategies to use of a certain businessman?
B.What impact does social media have in the demand of the consumers?
C.How do business owners improve their marketing skills through social media?
The online marketing tactics doesn’t have any effects in consumer demand of coffee products in Thai Nguyen City, Thai Nguyen Vietnam
The online marketing tactics have many effects in consumer demand of coffee products in Thai Nguyen City, Thai Nguyen Vietnam
Know the impact of marketing tactics through online social media in consumer demands of coffee products in Vietnam
Know the pros and cons of using social media as a mean of advertising
Find out the relationship of online marketing tactics and consumer demands of coffee products
Propose some recommendation to better select online marketing tactics to build consumer demand of coffee product in Thai Nguyen
This study was carried out at a few Vietnamese coffee shops to learn more about how marketing strategies used in an online social network affected the growth of consumer demand for coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam The information was acquired via a survey questionnaire, and t-test was used for analysis However, the subjects of this study are merely the customers and employees of the selected coffee shops
In the course of doing this study work, 24 coffee shops in Thai Nguyen City, Thai Nguyen Province, Vietnam, were chosen to participate in a survey in a few designated coffee shops.
REVIEW OF RELATED LITERATURE
Definition of marketing tactics
Marketing techniques are the strategic actions that direct a product or service's advertising to achieve a certain marketing target In essence, these are high-level notions The material you produce is part of your strategies Content styles aren't the same as strategies Content styles aren't limited to a single marketing strategy The material you produce to implement the marketing techniques can include white publications, videos, and blog postings (Ellering, 2014) Tactical marketing is the absolute legend of strategic marketing, because it is through tactical marketing that strategy is brought to life A tactical marketing plan, also known as a "marketing action plan" or "marketing relations plan," outlines the concrete actions, expenditure, duties and responsibilities, and timetable for marching toward the goals after setting the strategic groundwork for how marketing can play a role in achieving the overall company objectives (Gallagher, 2020) The researcher will conduct this study to broaden information about the marketing tactics within an online social network
Marketing techniques involve strategic plans for promoting goods or services, aiming to drive sales and maintain competitiveness These techniques encompass various methods, such as direct advertising through flyers and online ads, communication through messages and social media engagement, and traditional advertising channels like radio and television Additionally, targeted content, club affiliations, and organizational memberships are also used as marketing strategies.
Marketing tactics within an online social network
Social network marketing refers to any type of marketing that occurs on social media networks This marketing strategy can be used in a variety of ways, from formal advertising campaigns to casual client involvement (Ward, 2020)
The use of social network sites as a platform of advertisement increases the number of people who tend to believe about the said qualities and characteristics of the product because the advertisement can be shared by anyone and show it to their friend list The trust of other people to the sharer may help a lot since it is their friend who shared and advertised about the certain product Using social media platform as form of advertisement doesn’t secure to have positive effect in the business Most companies made one mistake while advertising on social media that focuses on advertising campaigns instead of the production of high-quality products According to Jackie Owen, (2019) there are some disadvantages of advertising in social media Including; time-consuming, security and privacy issues, negative feedback, etc
The exponential growth of social media platforms over the past few years has significantly improved how influencers engage with their distinct audiences Social media platforms like Facebook, Twitter, and Instagram are used by politicians, businesspeople, sports, and singers to share original ideas, sell products, and build their brands These apps have also made it much simpler to go viral, which is the holy grail for brands all around the world, and gain a following (Olenski, 2018)
Social media marketers must realize the value of social media in business and educate themselves as attitudes shift and technology evolves They use all of the techniques are available to see how the audience responds Find out where they prefer to communicate Find out what makes them happy and what makes them unhappy You will grow your partnership and your brand's popularity by continuing this process Phelps (2013) asserts that businesses that use clever strategies can make the most of their limited financial resources in terms of advertising its products or services specifically A strategy is a plan to achieve a particular objective A technique, on the other hand, outlines the specifics of how the plan will be implemented An idea is all that a marketing plan is a picture of how the objective might be reached
Marketing techniques are the actions taken to execute a marketing strategy To develop effective tactics, it is essential to consider specific marketing methods These methods include targeting specific customer segments, identifying their needs, and developing unique value propositions that address those needs By implementing the appropriate tactics, businesses can effectively reach and engage their target audience and achieve their marketing goals.
• Sending emails to current and prospective customers
• Using sites such as Facebook, Twitter, and Instagram to connect with clients and potential clients A prospect is someone who to believe has the potential to become a customer
• Taking part at trade shows Trade exhibits can also be used as a marketing tool
• Presenting at industry organization events or the chamber of commerce are examples of grassroots activities
• Billboard, radio, television, internet, and print advertisements
• Publish targeted content A well-written post can generate a large number of leads Keep in mind, though, that articles take significantly longer to produce results than, say, advertisements
• Club and organization participation can assist you in integrating several marketing techniques into your networking efforts
Lastly "Tactical blend isn't something that can be set and forgotten Make sure to track the progress each month and make changes based on the outcomes of each technique." (Hartford 2011)
Importance of Marketing tactics within an online social network in building
Social media management companies can assist businesses in expanding their reach (Sherman, 2019) Facebook, a prominent online social network, has become an attractive platform for businesses (Gil-Or, 2010) However, conventional push tactics are ineffective as networkers prefer vendor-free spaces Instead, viral marketing and electronic word of mouth leverage the trustworthiness of messages passed among friends, building upon the ancient concept of word-of-mouth (which encompasses blogs, buzz advertising, and online marketing) Word-of-mouth messages are highly credible due to the lack of perceived compensation influencing the sender's opinion.
As a result, it's ideal for helping service businesses like restaurants With the rise of electronic social networks, electronic word of mouth became very common Friends are sharing other contact mechanisms such as face to face, phone, smartphone, and even electronic mail as social networks become the actual norm in today's communication between friends The goal of this study is to know the effects of online marketing tactics in consumer demands of coffee in Thai Nguyen City, Thai Nguyen Vietnam.
Tools/ Methods of Marketing tactics within an online social network
Social media marketing is more popular than ever before You must essentially be doing it The problem is that this implies competition A great plan is required to make a dent We've discovered some programs that will help us automate some of the tasks
Automating tasks through the use of AI tools is crucial for enhancing efficiency These tools empower businesses to establish a strong social media presence, engage with influencers, and monitor their social media performance By leveraging AI-driven content creation, businesses can save time and resources, while also ensuring that their content is optimized for success.
There are different platforms that you can use for marketing tactic within an online social network that includes, Facebook, Twitter, Instagram, Youtube, Blogs, Pinterest etc There are also some tools that can be use especially in identifying audience such as; Google Analytics – Audience Tab, Keyword Planner, Facebook Business Page Insights
Because social media is such a young technology, its platforms and popularity are continuously changing However, as a point-in-time statistic, platform popularity can be determined According to a Pew Research survey from 2019, YouTube was the most popular platform, with 73 percent of adults in the United States using it Almost everyone has access to social media platforms nowadays, and some people use it to Not all social media platforms may be suitable for marketing tactics,
If you're just getting started with social media marketing, there's no need to use all of them at once Even if your company had the financial resources to hire a marketing firm or create an in-house social media team to engage in all of those channels, it wouldn't necessarily be a good idea due to the variances in user demographics
Pros and Cons of Social Network Marketing
• Cheap: When compared to other types of marketing, social media is a bargain
You may register for free on most platforms, and upload content there Those unpaid postings have the potential to reach a sizable audience, which will (hopefully) encourage them to share the content with their social network contacts Additionally, there are numerous paid advertising options available to make sure that your message is seen For instance, Facebook offers a wide range of ad targeting possibilities, including the capacity to focus on users that reside nearby
• Direct communication with customers: Businesses can utilize social media to interact with their target audience and develop meaningful relationships with clients By leaving comments on other people's posts and starting conversations, you may interact with people directly as opposed to broadcasting a message and hoping it gets through
• Having the ability to learn more about customers: As you interact with and communicate with your customer base, you will learn more about them On their social media profiles, people frequently share personal information, including details about their interests and preferences that may be useful for business
• Time-Intensive: From a commercial standpoint, the biggest issue with social network marketing is that it may be quite time-consuming Campaigns on social media are not one-time events; they must be nurtured over time While bigger corporations have had success with this sort of marketing, they also have the means to assign significant numbers of employees to overseeing social media marketing efforts These are resources that many small firms lack
• Direct Marketing is Ineffective: social media is used by businesses mostly for marketing purposes On social media, however, overt advertising is quite easy to spot Less effective than more subtle forms of social media promotion are overt attempts to sell In order to use social network marketing effectively, businesses must be recognized as members of the social media community The use of original content and active audience participation may help with this
• Increases the Likelihood of public Chastisement and Hac: Because of the community character of social media, businesses must be wary of the potential for negative publicity Customers, ex-employees, and competitors can bombard a public social media page with unfavorable comments (whether true or false) Hackers may attack your page in order to distribute false information or create havoc
Relationship between online marketing tactics and consumer demands
Consumer behavior is how customers behave and react in the retail world, and marketing concepts are used to promote and sell goods or services It is important for a company to consider how and to what the customer will react in order to develop a successful marketing strategy Marketing is mainly concerned with identifying areas where the company should concentrate its resources by identifying an inherent need and satisfying it, thus delighting the consumer and increasing sales The higher a company's market share, the better its chances of surviving in the marketplace Consumer behavior studies, on the other hand, are concerned with deciphering patterns in consumer purchasing behaviors and the factors that lead to repeat purchases, which is the perfect prerequisite for a company seeking to capitalize on those needs and values and increase its market share (Eugeniechew, 2016) In order to more successfully reach your target demographic, you must use platforms that your clients are already using These social media platforms, where the majority of users spend the majority of their day and night, are incomparable You as a social media company could want to capitalize on these consumers' inclinations in order to get some substantial leads These social media platforms help you draw in the right customers and present your brand or product to potential customers at the right times (Hary 2020)
Businesses are being forced to modify their digital marketing approach and strategy as a result of the influence of internet marketing on customer behavior Businesses all throughout the world need data on consumer behavior This is as a result of their ongoing efforts to enhance both the shopping experience and, consequently, their sales figures They can do research on consumer behavior to learn more about market expectations Additionally, it enables them to develop improvements that will assist clients make wiser purchase choices (2021 R Rjoub)
Consumer demand is the willingness and capacity of customers to purchase a variety of goods and services across time or at a certain point in time The mere desire to purchase something does not constitute an effective demand; the ability to pay must be there as well Or to put it another way, demand can only be created when there is sufficient purchasing power Purchasing power is determined by the ratio of current consumer income (or disposable savings) to current price levels (Economic-online 2020)
Furthermore: Participation becomes much more challenging to achieve when there are fewer hours in the day for a variety of Social Apps, information, accounts to follow, and customized advertisements While Facebook algorithms are getting smarter at figuring out which posts to promote "organically" for a user to spend more time on the platform, users are unfollowing and filtering their feeds to control relevancy If you're still trying to sell through each post and statement, users are unfollowing and filtering their feeds (2021 R Rjoub)
The advent of digital marketing has transformed consumer behavior, leading customers to engage in extensive online research prior to visiting physical stores This research includes reading reviews, comparing prices, and exploring alternative products Simultaneously, technological advancements have heightened customer expectations for swift and efficient service Consumers now have access to genuine customer feedback through online forums and user reviews, rendering outdated services and infrastructure unacceptable Brands are expected to respond to inquiries promptly, and failure to meet these expectations can result in negative backlash that damages both revenue and reputation.
Empirical related studies
The primary goal of social media marketing is to persuade customers to purchase goods The measurement of consumers' buying decisions is one way to measure the efficacy of social media marketing Furthermore, brand managers should be mindful of the potency of negative feedback from dissatisfied consumers in order to avoid tarnishing a company's image As a result, businesses must respond quickly to dissatisfied customers and make efforts to convert them into loyal customers through seller goodwill and attentive service Building customer confidence in product/service brands leads to a more optimistic attitude and desire to buy (Hoa et al, 2018) Knowing the underlying drivers of consumer behavior results is critical for e-marketing personnel to effectively devise e-marketing campaigns and allocate sufficient resources to improve customer loyalty and build long-term relationships
As a result, while e-marketing practitioners anticipate how to attract, maintain, and persuade customers to buy goods and services, consumers (or e-consumers, as the case may be) look with them to guide them in making the best choices for them in their purchases (Samuel et al, 2012) The previous studies have been lacked in information about how does online marketing tactics affects the consumer demand of a product that is already a trend all over the country According to a Bazaar voice marketing survey, 54 percent of shoppers in five countries stated they would not buy a product if they felt it had phone reviews (Bazaar voice Marketing Research, 2020) According to an Appetitive survey, 55 percent of reviews on the App Store are phone, while 45 percent of reviews on the Google Play Store are fake (Appetitive Marketing Research, 2014) Bad money drives out good money, and customer perceptions of the value of internet reviews have decreased dramatically In other words, the duped customers are unsure who to trust Obviously, there are no sales without trust The answer could be found in the creation of a successful online social network The anonymity of the online world is at the root of the problem Customers are hesitant to trust sellers or reviewers since they are unfamiliar with them However, if they create a strong and robust online social network for buyers and sellers, trust will naturally develop Take, for example, celebrities on Facebook They've built a strong online community with their fans, and the fans themselves are a formidable online community In this population, distrust is tough to detect (Yue Wang 2020)
E-commerce systems should improve the buyer review and seller response features, minimize the difficulty and time cost of both parties' operations, and improve both parties' user experience They should develop new measures of review efficacy in order to assist potential buyers in receiving useful reviews more quickly, so improving the user experience and increasing the willingness of purchasers to remark on products They should create a point system to incentivize and promote sellers to respond to relevant consumer feedback in a proactive and active manner They could offer purchasers special financial incentives, such as lotteries and other means, to encourage them to actively participate in online evaluations (Bin Zhang 2020)
However, the researcher has digged deeper to know the underlying effects of the online marketing in building consumer demands of coffee given the fact that the coffee is already in trend in Vietnam since early centuries
METHODOLOGY
This chapter presents the research strategy and approach, the methods of data collection of the respondents and instruments for data analysis
This research is a qualitative and quantitative study that aims to understand the impact of social network marketing in building consumer demands of coffee products in Thai Nguyen City, Vietnam Participant observation and informal interviews were done and materials such as notebook, pen, questionnaires and online survey were used for data collection A laptop was also used to transcribe, and analyze data from survey forms and journals
To collect data, we follow conceptual framework of the study
The inputs of the research were primary and secondary data The primary data were consisted of surveyed questions that subjected to different themes And the secondary data are composed of existing researches from the journal, book, article and other reliable sources Then, the transcribed data from the survey was analyzed through t-tests Moreover, correlation and comparison of the existing research will be utilized And finally, an output was to understand the impact of social network marketing in building consumer demands of coffee product in Thai Nguyen City, Vietnam
This research is a quantitative research interview that seeks to understand the impact of social network marketing in building consumer demands Moreover, it is useful for getting the story behind a participant’s experiences and observation The interviewer can pursue in-depth information around the topic This approach was chosen given
• Primary data: survey and interviews
• Interview: checklist survey for consumer and coffee shop staffs coffee shop visitation and observation
• Correlation and comparison of the existing research
Social media marketing significantly influences consumer demand for coffee products in Thai Nguyen City, Vietnam The study's aim was to gather insights into coffee shop experiences through surveys and natural setting observations involving participant observation and informal interviews Primary data was collected from survey transcript responses, providing a comprehensive understanding of consumer perspectives and the role of social media in shaping their demands.
The researcher conducted a survey in Thai Nguyen City, Thai Nguyen Vietnam The places were chosen using subjective sampling Different coffee shops inside Thai Nguyen City were chosen as the location for the research
Figure 2 Location of the research area
The figure shows the map of Thai Nguyen City, Vietnam and the red part shows the coffee shops in
Thai Nguyen (Photo retrieved from: https://www.google.com/maps/search/thai+nguyen+city+map+coffee+shops/@21.5894224,105.81
Survey questionnaires were used in order to know the influence of online marketing tactics to the consumer demands of coffee product in Thai Nguyen City, Vietnam
The sample size of the study is a total of 396 respondents that are both consumer (260) and staffs (136) that are from a total of 27 coffee shops in Thai Nguyen City, Thai Nguyen Vietnam
A checklist questionnaire was initially prepared for the interview session that was utilized for this research The interviewees are grouped into two; (i) consumers, and (ii) staffs
The data was obtained within a 3 month-long face to face and online survey from selected respondents Surveys were documented using printed checklist or online survey All respondents were respectfully asked about their consent by having them sign the survey form below, and this was done out of an ethical concern for all participants For improved interaction and comprehension between the interviewer and subject, all questions were translated into the town's native tongue Moreover, to research secondary data sources relevant to the study, books, online databases, and scientific journals were used
The quantitative analysis of survey data, all responses were transcribed accordingly and a t-test was performed.
RESULTS AND DISCUSSION
Data from the staff respondents
The following data were the following information transcribed from the answers of the “cafe staffs” respondents It shows their demographic information as well as their response to the given statements
4.1.2 Demographic and working experience of the respondents: “staffs”
There are a total of 136 staff respondents that answered the survey 65.4% were male and 34.6% were female While the range of age of the staff were shown below
The age of 66.9% of the total population is ranging from 16 to 25 years old While 25.7% is ranging 26-35 years old and the remaining 7.4% are the staffs wherein the ages were 36 and above years old
16-25 years old 26-35 years old 36 and above
There are 63 “staff respondents” that are waiters/waitress in the total population while there are 26 cashiers, 21 bartenders, 9 managers and 7 owners
There are 79 “staff respondents” of the total population that are working for 0-3 years while there are 43 staffs that are working for 4-6 years, then the 7 staff respondents have been working from 7-10 years already while the remaining 7 are working for more than 10 years already
Waiter/Waitress Manager Bartender Cashier Owner
Of the 132 staff respondents, 85% work for 5-6 hours per day, while 12% work for 7-8 hours per day The remaining 3% work for more than 8 hours per day.
4.1.3 Interview questions about the “coffee shops”
Based on the answers of respondents, 51.5% are already using online platforms in order to advertise their coffee products while the rest are using brochures, posters etc to advertise their coffee products There also people who’s using both online platforrms and printed advertisments
Of the respondents surveyed, the majority (75.7%) work in coffee shops that have been in operation for 1-5 years A smaller proportion (19.1%) work in coffee shops that have been operating for 6-10 years, while the remaining percentage work in coffee shops that have been operating for over 10 years.
The researcher asked the respondents to put as many online platforms they were using to advertise their coffee products In the graph above, you can see that the most-used social media platform to advertise products is Facebook followed by blogs and then the others are not as high as the users who’s advertising products through Facebook
According to the selected respondents, 58% said that the positive effects of posting their coffee products on social media are mainly to increase sales followed by increasing of customer’s awareness the expansion of target market
3 What are the positive effects of posting your coffee products on social media?
Increase salesIncrease Customer's awarenessExpansion of target marketOthers
According to the selected respondents, 46% said the main common problem that their shops faced is competition Coffee shops are on trend nowadays so a lot of competition just keeps on coming and building their own advertisements through social media platforms Then it is followed by negative feedback wherein some customers will post bad stuff about their products While they also considered those
“no feedback/no comment” by the consumers as a common problem because it is not really helping their shop Some people may think that it’s not bad, but it is not good either and there is the wrong impression comes because some people will just be based on the posts, they see on social media in order to purchase a product
4 What are the common problems that the store faced due to social media advertising?
No FeedbackWrong ImpressionOthers
According to the selected respondents, 45% said the main common marketing strategies they used to sustain business operation is online advertisement Then it follows by giving promo which is 22% then knowing the target which is 21% and the remaining 12% has no comment at all
5 What additional information can you provide regarding marketing strategies you used to sustain business operations?
Online advertisement Know the target market Give promos
4.1.4 Transcribed data from the survey checklist
The legend below will represent how the researcher interprets the answers of respondents to the given statement
Q1 This café always posts and advertise the whole café itself on online network to increase consumer demands
Q2 Advertising online is one of our main marketing strategies to encourage consumers to buy coffee products from our shop
Q3 The pricing of our products depends on the marketing strategies of the competitors Q4 The comments on social media about our coffee shops affects the demand sales of our coffee products
Q5 This café uses different social media platforms to advertise our coffee products
The survey data reveals that the most prevalent strategy among staff is online promotion of the entire cafe (statement 1) with a mean response value of 4.28 Additionally, the overall mean response of 3.77 suggests that staff frequently utilize social media platforms for a variety of marketing purposes, including pricing, sales, and competitor analysis.
Q1 The main source of income in this café is the coffee products itself that is advertised on social network
Q2 There are other products that we are offering in our social network that has higher revenue than our coffee products
Q3 Posting coffee products is the reason why our store always has customers
Q4 Our store is willing to sell coffee products even though the price of coffee increases Q5 This store prefers using coffee beans made from other country than coffee beans from
Vietnam because the information helps to encourage people in social media
Q6 The owner and the staffs are grateful for the social media platforms because it helps our store to increase the number of consumer demands of coffee products
The table above shows that the first statement has the highest value of answers which is 4.1 It indicates that it is always the coffee that they advertise online is the main source of their income The mean of all the answers is 3.72 which conclude that in building consumer demands, most coffee shops considered both online advertisements and the coffee products themselves
With all the data shown above, the researcher concludes that selling coffee products in Thai Nguyen Vietnam at all costs is important but advertising it online makes it more significant for the business to flow and grow There are negative impacts of using social network marketing strategies such as the wrong impression because of comments and posts on social media but the positive impacts are much more important because, through social media, business owners can know what are the things they should improve and do in order to make the business successful
4.2 Data from the consumer respondents
CONCLUSION AND RECOMMENDATIONS
Permission letter for survey in Vietnamese
Trường Đại học Nông Lâm Thái Nguyên
Tiêu đề nghiên cứu: "TÁC ĐỘNG CỦA TIẾP THỊ MẠNG
XÃ HỘI TRONG VIỆC XÂY DỰNG NHU CẦU TIÊU DÙNG CÁC SẢN PHẨM CÀ PHÊ TẠI THÀNH PHỐ THÁI NGUYÊN, VIỆT NAM"
Gửi những người liên quan,
Tôi là sinh viên năm 4 Trường Đại học Nông Lâm Thái Nguyên Tôi là một sinh viên nước ngoài đến từ Nigeria hiện đang trong quá trình thực hiện luận án tốt nghiệp, trong đó những người trả lời mục tiêu là chủ quán cà phê, nhân viên và khách hàng
Tôi đang viết lá thư này để khiêm tốn xin phép bạn thực hiện một cuộc khảo sát với một số diễn viên của quán cà phê của bạn, cụ thể là chủ sở hữu, nhân viên và khách hàng Tôi sẽ mãi mãi biết ơn nếu bạn cho phép tôi thu thập thông tin cần thiết từ những người trả lời được chọn trong quán cà phê của bạn thông qua danh sách kiểm tra bảng câu hỏi khảo sát Tất cả thông tin thu thập được chỉ nhằm mục đích nghiên cứu và sẽ được giữ bí mật
Tôi đang mong đợi phản ứng tích cực của bạn trong vấn đề này Cảm ơn bạn và có một ngày tốt đẹp phía trước
Trường Đại học Nông Lâm Thái Nguyên
Permission letter for survey in English
Thai Nguyen University of Agriculture and Forestry
Research Title: “THE IMPACT OF SOCIAL NETWORK MARKETING IN BUILDING CONSUMER DEMANDS OF COFFEE PRODUCTS IN THAI NGUYEN CITY, VIETNAM”
I undersigned is a 4 th year student in Thai Nguyen University of Agriculture and Forestry I am a foreign student from Nigeria that is currently in the process of doing a graduation thesis wherein the target respondents are the coffee shop owners, staffs and customers
I am writing this letter to humbly ask your permission to do a survey with some of the actors of your coffee shop, specifically, owners, staffs and customers I will be forever grateful if you let me gather needed information from the selected respondents in your cafe through survey-questionnaire checklist All the information collected is merely for the research purpose and will be kept secret
I am looking forwards to your positive response in this matter Thank you and have a nice day ahead
Thai Nguyen University of Agriculture and Forestry
Questionnaire for consumers in Vietnamese
TRƯỜNG ĐẠI HỌC NÔNG LÂM THÁI NGUYÊN
CÂU HỎI DO NHÀ NGHIÊN CỨU THỰC HIỆN VỀ "TÁC ĐỘNG
CỦA TIẾP THỊ MẠNG XÃ HỘI TRONG VIỆC XÂY DỰNG NHU CẦU
TIÊU DÙNG CỦA NGƯỜI TIÊU DÙNG ĐỐI VỚI CÁC SẢN PHẨM
CÀ PHÊ TẠI THÀNH PHỐ THÁI NGUYÊN, VIỆT NAM"
Hướng dẫn: Dưới đây là các hạng mục đánh giá, đánh giá một số thông tin cơ bản của người trả lời sẽ được sử dụng làm dữ liệu hỗ trợ để đánh giá tác động của tiếp thị mạng xã hội trong việc xây dựng nhu cầu tiêu dùng của các sản phẩm cà phê tại thành phố Thái Nguyên, tỉnh Thái Nguyên, Việt Nam
Vui lòng điền vào chỗ trống bằng cách trả lời các thông tin cần thiết dưới đây:
4 Tình trạng việc làm Làm việc thất nghiệp sinh viên
5 Tần suất truy cập (Mỗi tuần)
Lòng trung thành của người tiêu dùng (Số lượng quán cà phê / quán cà phê thường ghé thăm)
1-2 chỉ quán cà phê/quán cà phê 3-4 quán cà phê/quán cà phê > 5 quán cà phê/quán cà phê
PHẦN 2 BẢNG CÂU HỎI ĐÁNH GIÁ
Chỉ Dẫn Đường: Dưới đây là các mặt hàng đánh giá, đánh giá tác động của tiếp thị trên mạng xã hội trong việc xây dựng nhu cầu tiêu dùng các sản phẩm cà phê tại thành phố Thái Nguyên, tỉnh Thái Nguyên, Việt Nam
Vui lòng xếp hạng từng mặt hàng theo tiêu chí cụ thể theo thang điểm sau:
5- Luôn luôn 4- Rất thường xuyên 3- Đôi khi 2- Hiếm khi 1- Không bao giờ
Vui lòng đặt dấu kiểm (/) dưới cột tương ứng với xếp hạng của bạn
1 Tôi đi đến các quán cà phê bất cứ khi nào tôi muốn
2 Thiết kế nội thất của các quán cà phê là lý do tại sao tôi thường đến một quán cà phê nhất định
3 Cà phê là lý do tôi đến các quán cà phê
4 Tôi thích gọi các loại đồ uống khác hơn là gọi cà phê
5 Tôi thường đi đến các quán cà phê vì ai đó giới thiệu nó với tôi
6 Những bình luận tiêu cực trên phương tiện truyền thông xã hội về một quán cà phê tôi thường đi ảnh hưởng đến quyết định mua cà phê của tôi mà tôi thường mua
7 Quảng cáo của các quán cà phê trực tuyến là lý do tại sao tôi đến một quán cà phê nhất định
8 Tôi uống cà phê ở bất cứ đâu bất kể quảng cáo và bài đăng trên phương tiện truyền thông xã hội
9 Tôi đang kiểm tra các bài đăng hoặc quảng cáo trên phương tiện truyền thông xã hội trước, trước khi quyết định mua cà phê trong một số quán cà phê nhất định
10 Tôi thường khuyến khích bạn bè của mình đến và thử một số quán cà phê nhất định vì cà phê của họ
B S ự hài lòng của người tiêu dùng
1 Tôi hài lòng với các sản phẩm cà phê của Việt Nam bất kể tên của các quán cà phê
2 Tổng kinh nghiệm uống cà phê trong quán cà phê khiến tôi hài lòng
3 Tôi đã trải qua một số thất vọng trong các sản phẩm cà phê được phục vụ trong các quán cà phê
4 Những bình luận tiêu cực trên phương tiện truyền thông xã hội về một quán cà phê nhất định ảnh hưởng đến mức độ hài lòng của tôi trong các sản phẩm cà phê của họ
5 Tôi thích hài lòng thông qua trải nghiệm của mình trước hơn là đọc và tin vào các bài đăng trực tuyến
6 Tôi luôn hài lòng mỗi khi đến các quán cà phê khác nhau để mua các sản phẩm cà phê
7 Tôi hài lòng với những lợi ích được cung cấp bởi các sản phẩm cà phê tôi đã mua
C S ẵ n sàng tr ả ti ề n cho các s ả n ph ẩ m cà phê
1 Tôi vẫn sẽ mua các sản phẩm cà phê ngay cả khi giá tăng
2 Tôi vẫn sẽ mua các sản phẩm cà phê mặc dù quảng cáo trực tuyến không tốt
3 Tôi sẵn sàng trả số tiền cao hơn vì các sản phẩm cà phê không phải vì quảng cáo
4 Tôi sẵn sàng trả nhiều tiền hơn và ghé thăm nhiều quán cà phê hơn để mua các sản phẩm cà phê hơn các sản phẩm khác
5 Tôi sẵn sàng mua các sản phẩm cà phê ngay cả khi giá cao hơn các sản phẩm khác do quán cà phê cung cấp
Chữ ký trên tên in
Questionnaire for consumers in English
A researcher-made questionnaire was employed in a study conducted by Thai Nguyen University of Agriculture and Forestry to explore the impact of social network marketing on consumer demand for coffee products in Thai Nguyen City, Vietnam The questionnaire aimed to gather insights into how social media platforms influence consumer purchasing decisions, evaluate brand perception, and determine the effectiveness of social network marketing strategies in driving consumer demand for coffee.
The data collected from respondents includes their demographic information, social media usage habits, and coffee consumption patterns This information will serve as supporting data for assessing the impact of social network marketing on consumer demand for coffee products in Thai Nguyen City, Thai Nguyen province, Vietnam.
Please fill-up the blanks by answering the needed information below:
9 Employment status Employed Unemployed Student
(Number of Cafes/Coffee shops that usually visits)
1-2 café/coffee shops only 3-4 café/coffee shops > 5 café/coffee shops
Directions: Below are items which assess and evaluate the impact of social network marketing in building consumer demands of coffee products in Thai Nguyen City, Thai Nguyen province, Vietnam
Please rate each item under specific criterion using the following scale:
5- Always 4- Very often 3- Sometimes 2- Rarely 1- Never
Please put a check (/) mark under the column that corresponds to your rating
11.I go to cafes whenever I want to
12.The interior design of coffee shops is the reason why I usually go to a certain cafe
13.Coffee is the reason I go to coffee shops
14.I prefer ordering other types of drinks rather than ordering coffee
15.I usually go to cafes because someone introduce it to me
16.Negative comments on social media about a coffee shops I used to go to affects my decision in purchasing coffee I usually buy
17.The advertisements of cafes online are the reason why
18.I drink coffee anywhere regardless of the advertisements and posts on social media
19.I’m checking social media posts or advertisement first, before deciding to purchase coffee in certain cafes
20.I normally encourage my friends to go and try a certain coffee shops because of their coffee
8 I am satisfied with coffee products of Vietnam regardless of the name of coffee shops
9 The total experience of drinking coffee in cafes makes me satisfied
10.I’ve experienced some disappointment in coffee products that’s serve in cafes
11.Negative comments in social media about a certain café affects my satisfaction level in their coffee products
12.I prefer being satisfied through my experience first than reading and believing in posts online
13.I am always satisfied every time I visit different coffee shops to purchase coffee products
14.I am happy with the benefits provided by the coffee products I purchased
F Willingness to pay for Coffee Products
6 I will still buy coffee products even the price goes up
7 I will still buy coffee products even though the advertisements online are not good
8 I am willing to pay higher amount because of the coffee products not because of advertisement
9 I am willing to pay more and visit more coffee shops to purchase coffee products than other products
10.I am willing to purchase coffee products even if the price is higher than the other products offered by the café
Questionnaire for staff in Vietnamese
TRƯỜNG ĐẠIHỌC NÔNG LÂM THÁI NGUYÊN CÂU HỎI DO NHÀ NGHIÊN CỨU THỰC HIỆN VỀ "TÁC ĐỘNG CỦA TIẾP THỊ MẠNG XÃ HỘI TRONG VIỆC XÂY DỰNG NHU CẦU TIÊU DÙNG CỦA NGƯỜI TIÊU DÙNG ĐỐI VỚI CÁC SẢN PHẨM CÀ PHÊ TẠI THÀNH PHỐ THÁI
Vui lòng điền vào chỗ trống bằng cách trả lời các thông tin cần thiết dưới đây:
13 Giới tính Nam giới Nữ giới
15.Vị trí công việc chủ nhân giám đốc Bartender
Bồi bàn / Bồi bàn Khác
16.Kinh nghiệm làm việc (Bạn làm việc trong quán cà phê bao lâu?)
18.Chiến lược tiếp thị (Làm thế nào để bạn quảng cáo các sản phẩm cà phê của mình? trực tuyến Phích Tài liệu quảng cáo/Tờ rơi Khác
PHẦN 2 BẢNG CÂU HỎI ĐÁNH GIÁ
Mục 1 Đánh giá các câu hỏi
1 Doanh nghiệp này hoạt động được bao nhiêu năm? trả lời:
2 Bạn thường sử dụng nền tảng truyền thông xã hội nào trong quảng cáo? trả lời:
3 Những tác động tích cực của việc đăng sản phẩm cà phê của bạn trên phương tiện truyền thông xã hội là gì? trả lời:
4.Những vấn đề phổ biến mà cửa hàng phải đối mặt do quảng cáo trên mạng xã hội là gì? trả lời:
5.Bạn có thể cung cấp thêm thông tin nào liên quan đến các chiến lược tiếp thị bạn đã sử dụng để duy trì hoạt động kinh doanh? trả lời:
Mục 2 Đánh giá các tuyên bố
Vui lòng xếp hạng từng mặt hàng theo tiêu chí cụ thể theo thang điểm sau:
5- Luônluôn 4- Rất thường xuyên 3- Đôi khi 2- Hiếm khi 1- Không bao giờ
Vui lòng đặt dấu kiểm (/) dưới cột tương ứng với xếp hạng của bạn.
1 Quán cà phê này luôn đăng tải và quảng cáo toàn bộ quán cà phê trên mạng trực tuyến để tăng nhu cầu của người tiêu dùng
2 Quảng cáo trực tuyến là một trong những chiến lược tiếp thị chính của chúng tôi để khuyến khích người tiêu dùng mua các sản phẩm cà phê từ cửa hàng của chúng tôi
3 Giá cả của các sản phẩm của chúng tôi phụ thuộc vào chiến lược tiếp thị của các đối thủ cạnh tranh
4 Các bình luận trên phương tiện truyền thông xã hội về các quán cà phê của chúng tôi ảnh hưởng đến nhu cầu bán các sản phẩm cà phê của chúng tôi
5 Quán cà phê này sử dụng các nền tảng truyền thông xã hội khác nhau để quảng cáo các sản phẩm cà phê của chúng tôi
B Nhu c ầ u của người tiêu dùng
1 Nguồn thu nhập chính trong quán cà phê này là chính các sản phẩm cà phê được quảng cáo trên mạng xã hội
2 Có những sản phẩm khác mà chúng tôi đang cung cấp trong mạng xã hội của chúng tôi có doanh thu cao hơn các sản phẩm cà phê của chúng tôi
3 Đăng sản phẩm cà phê là lý do tại sao cửa hàng của chúng tôi luôn có khách hàng
4 Cửa hàng của chúng tôi sẵn sàng bán các sản phẩm cà phê mặc dù giá cà phê tăng
5 Cửa hàng này thích sử dụng hạt cà phê làm từ nước ngoài hơn hạt cà phê từ Việt Nam vì thông tin này giúp khuyến khích mọi người trên phương tiện truyền thông xã hội
6 Chủ sở hữu và nhân viên rất biết ơn các nền tảng truyền thông xã hội vì nó giúp cửa hàng của chúng tôi tăng số lượng nhu cầu tiêu dùng của các sản phẩm cà phê
Questionnaire for staff in English 60 QUESTIONNAIRES Error! Bookmark not defined
THAI NGUYEN UNIVERSITY OF AGRICULTURE AND FORESTRY
RESEARCHER-MADE QUESTIONNAIRE ON “THE IMPACT OF SOCIAL NETWORK MARKETING IN BUILDING CONSUMER DEMANDS OF COFFEE PRODUCTS IN THAI NGUYEN CITY, VIETNAM”
Please fill-up the blanks by answering the needed information below:
22.Work Position Owner Manager Bartender
(How long are you working in café?)
(How do you advertise your coffee products?
Online Posters Brochures/Flyers Others
Please write specific answer that corresponds to the questions below
B Interview questions about the coffee shop
1 How many years does this business operates?
2 What social media platform/s do you usually use in advertising?
3 What are the positive effects of posting your coffee products on social media?
4 What are the common problems that the store faced due to social media advertising?
5 What additional information can you provide regarding marketing strategies you used to sustain business operations?
