Along with those factors, there goes the importance of price, although it neverappeared on 1st place of importance and for health the price was not among 5 mostconsiderable factors at al
Chapter 1: Introduc琀椀on
Research objec琀椀ve
This study aims to investigate and analyze the factors affecting consumer behavior towards Nutifood's products Especially, this research paper is aimed at students of university age in Ho Chi Minh City
Research Ques琀椀on
Question 1: What are the main factors that can influence customer acceptance of
Nutifood products with respect to co-existing products?
Question 2: How people behave differently towards varety of Nutifood products?
Question 3: What are the potential strategies that can be implemented by Nutifood to further bring products closer to customers?
Question 4: What are the current initiatives taken by the Nutifood developers to satisfy to the customers' consumption behavior?
Analyzing the factors affecting consumer behavior towards Nutifood's products.
We focus on studying the buying behavior of Vietnamese students between the ages of 18-24.
- Qualitative Research: scale likert, form.
- Quantitative Research: gender, age, profession.
Chapter 4: Research results and discussion
Research Methodology
- Qualitative Research: scale likert, form.
- Quantitative Research: gender, age, profession.
Content Structure
Chapter 4: Research results and discussion
Chapter 2: LITERATURE REVIEW
Concepts
- What is customer’s consumption behavior?
Consumer behavior refers to how individuals feel and think when deciding whether or not to purchase a product Researchers may investigate what individuals purchase, when and how frequently they buy it, where they generally buy it, why they buy it, and other factors in the study of consumer behavior.
In monitoring antiperspirant sales, for example, researchers may discover that individuals buy this product more frequently in the summer, generally at pharmacies and grocery shops, and that this is likely due to customers being more worried about managing their perspiration when the weather is hot Understanding the what, where, and why may help retailers and businesses change their marketing to focus on deodorant sales at specific times of the year These consumer behavior analytics-based strategies have the potential to improve revenue.
- What is the importance of understanding customer behavior?
Consumer behavior research helps marketers understand what customers desire and why they choose some items over others Understanding how customers react to goods and marketing allows them to examine their target audience's wants and expectations and work toward achieving them.
It's also crucial for shops and enterprises to remain up to speed with evolving trends in taste, demands and economics, as these elements might impact consumer behavior and necessitate further modifications in both marketing and manufacturing
Theories
In everyday life, consumers will be faced with a choice between what they want, i.e. tastes or preferences, and what the market allows them to do, i.e their income and prices of different goods and services In this chapter, we will go into the study of some basic theories of consumer behavior that are utility theory (measured benefit), indifference - budget analysis (comparable benefits) Thereby, explaining how consumers choose the goods and services they will buy to maximize benefits under budget constraints.
Theoretical Basis of Consumer Behavior in the thesis to better understand the factors affecting consumers' decisions, two factors are considered, which are the attitudes and subjective standards of consumers In the TRA model, attitude is measured by the perception of product attributes Consumers will notice attributes that provide necessary benefits and have varying degrees of importance If the weights of those attributes are known, it is possible to roughly predict the outcome of the consumer's choice.
Theoretical Basis of Consumer Behavior, subjective normative factors can be measured through people related to consumers (such as family, friends, colleagues, ); these people like or dislike they buy The degree of impact of the subjective norm factor on consumer buying propensity depends on: the degree of support/opposition to consumers' purchase and the consumer's motivation to follow the wishes of the consumers influence The degree of influence of related people on consumer behavior trends and the motivation of consumers to follow related people are two basic factors for assessing subjective norm The stronger the closeness of the stakeholders to the consumer, the greater the influence on their purchasing decision The greater the consumer's confidence in the relevant people, the more their purchasing propensity is affected The purchase intention of consumers will be influenced by these people with varying degrees of strong and weak influence.
Theory of Consumer Behavior through the theory of rational action shows interest in customer behavior as well as identifying behavioral tendencies, which are part of attitudes towards behavior and are intentions subjective Theory explains the tendency to perform behavior by attitude towards customer behavior; Therefore, this theory will make an important contribution to research on customer behavior and decision-making to borrow money from banks.
The theory of planned behavior (Ajzen, 1991) is a development and improvement of the theory of rational action According to Ajzen, the birth of the theory of intended behavior TPB comes from the limit of behavior over which people have little control, although the subject's motivation is very high from attitudes and subjective standards, but in some cases In case they still do not perform the behavior because of the effects of external conditions on behavioral intention This theory has been supplemented by Ajzen since 1991 by adding an element of Perceived Behavioral Control Perceived behavioral control reflects how easy or difficult it is to perform a behavior and whether performance is controlled or restricted (Ajzen, 1991) According to the TPB model, motivation or intention is the basic motivating factor of consumer's consumption behavior Motivation or intention is guided by three basic prefixes: attitude, subjective norm, and perceived behavioral control.
Standard beliefs Subjec琀椀ve norms of behavior
The theory of planned behavior (Ajzen, 1991) is a development and improvement of the theory of rational action According to Ajzen, the birth of the theory of intended behavior TPB comes from the limit of behavior over which people have little control, although the subject's motivation is very high from attitudes and subjective standards, but in some cases In case they still do not perform the behavior because of the effects of external conditions on behavioral intention This theory has been supplemented by Ajzen since 1991 by adding an element of Perceived Behavioral Control Perceived behavioral control reflects how easy or difficult it is to perform a behavior and whether performance is controlled or restricted (Ajzen, 1991) According to the TPB model, motivation or intention is the basic motivating factor of consumer's consumption behavior.
Motivation or intention is guided by three basic prefixes: attitude, subjective norm, and perceived behavioral control.
Relevant Research
According to International Journal of Applied Research of 2016: 2(10): 76-80,
Cogni琀椀ve behavioral control
Social factors Cultural factors Economic factors
Prac琀椀cal behavior
The consumer beahvior or buyer behavior is affected by a lot of factors or forces such as internal or psychological, social, cultural, economic, personal factors, etc The method used is a synthesis of different research papers from which to draw out the main factors related to consumer buying behavior.
“The four-stage loyalty model has different vulnerabilitise, depending on the nature of the consumer’s commitment, which are summarized in Table 1.
TABLE 1 Loyalty Phases with Corresponding Vulnerabilities
Loyalty to information such as price, features, and so forth.
Actual or imagined better competitive features or price through communication (e.g., advertising) and vicarious or personal experience. Deterioration in brand features or price Variety seeking and voluntary trial.
"I buy it because I like it."
Cognitively induced dissatisfaction Enhanced liking for competitive brands, perhaps conveyed
Ability to provide through imagery and association Variety seeking and voluntary trial. Deteriorating performance.
Persuasive counterargumentative competitive messages Induced trial (e.g., coupons, sampling, point- of-purchase promotions) Deteriorating performance.
Loyalty to action inertia, coupled with the overcoming of obstacles.
-purchasing the entire inventory of a competitor's product from a merchant) Increased obstacles generally.
“Prior research highlights five broad sociocultural contexts circumscribing relationship attitudes and behaviors: age/cohort, life cycle, gender, family / social network, and culture (Dion and Dion 1996; Gilligan, Lyons, and Hanmer 1990; Levinger1995; Milardo and Wellman 1992; Stueve and Gerson 1977) These factors systematically influence the strength of relationship drives, the types of relationships desired, the nature and experience of emotional expression in relationships, styles of interacting within relationships, the ease with which relationships are initiated and terminated and the degree to which enduring commitments are sought The importance of sociocultural context is mirrored in consumer research concerning the socially embedded character ot consumption meanings and preferences (Holbrook 1993; Holt 1997; Olsen1995; Sherry 1991; Thompson 1996).”
“There are a lot of factors influencing consumer by decision-making process The literature classifies and structures these factors in various ways For example division into inner and outer factors (Koudelka 1997), distinguishing three basic categories: personal, psychological and social factors (Brown 2006), to which Kotler (2001) adds the cultural factors as the independent category… As a personal factors, there are referred the ones unique for each consumer Above all data like age, sex, place of domicile, occupational and economic conditions, personality and self - consciousness can be found here (Horska, Sparke 2007)
Occupa琀椀onal & economic condi琀椀ons
Mo琀椀va琀椀on
Situa琀椀onal factors
Purchase place & 琀椀me
Psychological factors include motivation, percep-tion, skills and knowledge, positions, personality, style of life (Brown 2006) Perception means the adaption of reality The process of selection, processing and interpretation of input data from the environment to make them purposeful (Brown 2006)… Situational factors can notably influence purchase decision social environment, physical environment of the purchase place, time influences and the previous states fall into this group.”
Based on internal and external factors as well as previous studies, the authors summarize The combination of factors affecting the decision to buy infant formula includes: Price, quality, brand, packaging, advertising, reference group, promotion,distribution Through qualitative research with mothers with children aged 1-5 andstore employees selling baby formula Based on that, the authors propose the following research model: Brand, product attributes, promotion, price, influence group
Hypothesis Development and Research Model
Social factors have a big impact on consumer behavior Everyone has someone who influences their purchasing decisions The important social factors are: reference groups, family, role and status (Pereau, 2014).
Every customer is an individual, but they all belong to a group A membership group is a group to which a customer belongs This is a direct and simple classification The second form of group is a reference group Consumers' self-image and conduct are influenced by their reference group Consumers might use the reference group to compare their behavior, lifestyle, or habits There are usually numerous smaller reference groups created by family, close friends, neighbors, work groups, or other persons with whom customers associate Groups to whom a customer does not belong can also have
In昀氀uence group influence These aspirational groups are those in which a customer desires to belong and wishes to participate in the future (“Principle of Marketing”-Kotler, Armstrong 2010 and
“Licensing Effect in Consumer Choice”- Khan&Dhar 2006).
Individual customers' purchasing habits might be influenced by family members A family provides an atmosphere in which an individual may learn values, mature, and shape his or her personality This setting allows for the formation of attitudes and ideas on a variety of topics, including social interactions, society, and politics A family shapes first impressions of businesses or products, as well as consumer habits Family members may impact individual customers' shopping patterns A family provides an environment in which a person may acquire values, develop, and shape his or her personality This environment promotes the development of attitudes and ideas on a wide range of themes, including social interactions, society, and politics A family influences both first impressions of firms and customer behaviors.
Individuals have many different roles throughout their lives Each position consists of tasks and attitudes that an individual must do dependent on the people around him. (Kotler and Armstrong 2010) Persons' social status indicates their position in social groups based on variables such as money and income, education, or work Status is important in many groups, and people want to be admired by others Being successful in life or born into wealth might help you attain social standing A person's social role and status are commonly reflected in product and brand choosing (Wright 200, p 360.). Based on the above literature review, the following hypothesis is proposed:
Hypothesis H1: Social factors (reference groups, family, role and status) might have a negative effect on consumer behavior towards nutifood’s products.
Product quality is one of the prerequisite factors that directly affect consumer behavior.
Firms spend more money on packaging than on advertising, and packaging is often the most distinguished marketing effort (Dickson, 1994) Labels are one of the most important features of product packaging, and they are designed to communicate a message (Héroux, Laroche & McGown, 1988) Product labels are sources of information designed to attract consumers ́ attention, to communicate a message that will motivate consumption Considerable effort and resources are allocated to product labeling,however, little research exists on how consumers actually process and use the information on the product label According to Héroux et al (1988), marketers spend considerable time and money on packaging products in a manner that will attract consumer attention and promote its consumption A question that emerges is therefore how consumers perceive product quality from the product label? To answer this question,this paper focuses on colors and shapes in label design as the symbols that convey quality signals to customers on the basis of an experiment conducted among consumers The emphasis of this study is on the color- shape compositions that are deemed most appealing to consumers, regardless of the reasons for their choices
Consumers' Use of Product Quality Signals
When consumers choose among competing products, they face quality and product performance uncertainty So, they are likely to rely on heuristics to judge quality across competitive products since consumers have finite time horizons and no incentive to perform thorough comparative studies prior to purchase (Dawar & Parker, 1994) The economics and marketing literature have both found that signals serve mostly as heuristics in assessing product quality when there is a need to reduce the perceived risk of purchase (Jacoby, Olson, & Haddock, 1971; Olson, 1977), the consumer lacks expertise and thus the ability to assess quality (Rao & Monroe, 1988), consumer involvement is low (Celci & Olson, 1988), objective quality is too complex to assess or the consumer is not in the habit of spending time objectively assessing quality (Allison & Uhl, 1964; Hoch & Ha, 1986), or there is an information search preference and need for information (Nelson, 1970, 1974, 1978) The signals that are more studied include brand names (Akerlof, 1970; Darby & Kari, 1973; Olson, 1977; Ross, 1988) or brand advertising (Milgrom & Roberts, 1986), product features or appearance (Nelson, 1970; Olson, 1977), price (Leavitt, 1954; Milgrom & Roberts, 1986; Olson, 1972, 1977; Rao & Monroe, 1989; Wolinsky 1983), and product/retail reputation, store names, warranties, or guarantees (Cooper & Ross, 1985; Emons, 1988; Olson, 1977; Rao & Monroe, 1989)
Although few of the results from these studies can be generalized, brand names have been found to be more important than price, which is in turn more important than physical appearance Retail reputation or store name has been found to be least consequential in signaling product quality (Jacoby, Szybillo, & Busato-Schach, 1977; Rao & Monroe, 1989) Nevertheless, packages are one of the main elements of the product appearance and as such are an important source of information since consumers rely heavily on labels for product information and also packaging is a significant marketing expenditure larger than advertising itself.
Product appearance can influence consumers in many different ways Insights into the different ways in which appearance characteristics, such as form and color, may influence consumer choice, and by differentiating the roles played by product appearance managers can make a better use of packaging and labels as marketing tools Colors are a fundamental variable in marketing decisions Inappropriate choice of product package or label color and shape may lead to strategic marketing failure Furthermore, color is the least expensive way of changing a product Thus marketing management has a lot to gain from acquiring a more acute knowledge about the meanings consumers give to colors and shapes and how they use these two attributes to perceive product quality It is possible to improve packaging and label design Additionally, being able to design experiments using both colors and shapes to elicit consumers ́ perceived quality and purchase intent is a powerful tool for managers.” Given these pieces of evidence, the following hypothesis is put forward:
Hypothesis H2: Product’s quality has a positive influence on customer behavior towards nutifood’s products.
Advertising is a subset of promotion mix which is one of the 4 piece in the marketing mix, comprising product, price, place and promotion Advertising is a promotional strategy used in creating product awareness in the minds of consumer to take purchasing decision (Latif & Abideen, 2011) It is a communication tool used by marketers Advertising influences individual’s attitudes, behaviour and life style It is one of major source of communication tool between the producer and the user of product For a company product to be a well known brand, they must invest in their promotional activities especially advertising (Hussein et al, 2008) Latif and Abideen (2011) argued that advertising have the potential to contribute to brand choice among consumers.
Kumar (2011) conducted a study on the impact of advertising on consumer buying behaviour with special reference to Nestle Limited in India He found that advertising and sales promotion together with the image of the company influence the consumer buying decision He also found that the quality and price of product also influence consumer purchase of a good Taylor and Weiserbs (1972) conducted a study on the relationship between advertising and expenditure and aggregate consumption in America They found that there is a simultaneous relationship between advertising and consumption but not in a unidirectional As a result, the following hypothesis is offered:
Hypothesis H3: Advertising has a positive effect on customer behavior towards nutifood’s products.
Culture has influenced many aspects of life, but what people can see clearest is consumer behavior All things like consumer behavior, living behavior, all sorts of needs, etc start from culture Culture defines customs that people follow to satisfy their needs. It’s obvious that consumer behavior is diverse and cultural custom also has an influence on the way people cook their meal Culture decides which kinds of goods can be consumed and which can not The cultural environment is made up of institutions and other elements that influence the core beliefs, perceptions, preferences, and actions of a society “Individuals are raised in a culture that molds their core views and values They imbibe a worldview that shapes their interactions with others” (Kotler, Armstrong, andOpresnik, 2012) According to the National Institute of Nutrition, Vietnamese individuals consume only 15 liters of milk each year, which is half of Thailand's, a third ofSingapore's, and significantly less than Europe's intake of 300 liters In response to this issue, Mr David Anjoubault, Managing Director of Kantar Worldpanel Vietnam, stated that Vietnamese consumers are becoming increasingly distrustful of media influences influencing them, such as news, newspapers, commercials, promotions, or even the introduction of others Mr Anjoubault stated that consumers' health will always be a major priority Vietnamese people have become increasingly interested in not only ecologically friendly items, but also products with natural components, and are prepared to pay greater rates for these products as they follow their cultural quote “Eat cooked, drink boiled” To satisfy their rising level of living, more Vietnamese are turning to premium organic milk or plant milk It should also be noted that one of the features of Vietnamese body shape is that weight and height are both lower in the world, as well as the attitude of trying to prove themselves and draw attention to themselves As a result, one of the highlights of Nutifood's products is the development of a healthy lifestyle that is fully developed physically and cognitively As the meaning that Nutifood delivers via the packaging: the main color of the product is green, which implies nature, healthiness, and hope, Nutifood also advises Vietnamese people to drink more milk, whether they are young or elderly, in order to keep healthy and natural Based on the above literature review, the following hypothesis is proposed:
Hypothesis H4: Culture factors have a positive effect on customer behavior towards nutifood’s products.
Customer service is defined as the assistance and guidance a company provides to people before, during, and after they buy a product or service There’s a direct correlation between satisfied customers, brand loyalty, and revenue growth
Philip Kotler defines customer satisfaction as a ‘person’s feeling of pleasure or disappointment, which resulted from comparing a product’s perceived performance or outcome against his/her expectations Therefore, businesses should have appropriate business and service strategies to satisfy the needs and desires of customers Authors suggested that ”service is an activity or benefit that one party can offer to another that is essentially intangible and does not result in the ownership of anything Its production may or may not be tied to a physical product There are four characteristics of service: Intangibility, Inseparability, Variability, and Perishability Businesses that want to win the hearts of customers need services that meet these criteria.
NutiFood is increasingly asserting its brand position However, digital development creates dilemmas in customer care Therefore, in addition to providing quality products, meeting the consumption needs of customers Nutifood needs to convey the message This is a solid connection to "retain" customers And Nutifood has built aCRM system for customer care and sales The smooth coordination hit the right touch point in the journey of experience Researching the audience with the correct database,and promoting effective interactions has made the project an impressive success.
Nutifood is listening and absorbing opinions from customers, launching a variety of productlines in terms of quality and price Being aware that some high-priced products make it difficult for consumers to access NutiFood's team of doctors and nutritionists has launched products that meet the unique needs of each audience at an affordable price. However, customers have higher requirements for a variety of other types of milk. Therefore, NutiFood will launch a series of other dairy products From there, meeting the daily nutritional needs as well as comprehensive development and bringing joy to people's lives Because of the dedication, listening to the opinions of those customers has created a variety of prices and product quality, reaching many different customers, leading to many purchasing decisions from customers more Nutifood enterprises. Therefore, hypothesis 5 is put forward:
Hypothesis H5: Services have a positive effect on customer behavior towards nutifood’s products.
Social factors Product's quality Adver琀椀sing Cultural factors Services
Chapter 3: Research Methodology
Research Process
Qualita琀椀ve research
Adjust the scale Adjust the scale
Quan琀椀ta琀椀ve research
Cronbach Alpha’s Check the reliability of the scale
EFA test Test the correla琀椀on coe昀케cient of the total variable
Model tes琀椀ng
Theore琀椀cal founda琀椀ons and related studies
De昀椀ne research goals
Hypothesis Development and Research Model
An approach of collecting and evaluating data in customer behavior An approach of collecting and evaluating data in customer behavior research known as a qualitative technique is based on the immeasurable qualities of a data sample This technique can be used to gather and examine pertinent data from customers about their experiences purchasing Nutifood products in the event of researching customer behavior Key elements including consumer happiness, trust, interest, and opinions about Nutifood products can be evaluated using qualitative approaches Researchers can utilize interviews, focus groups, or content analysis to get qualitative data.
There are many advantages to using qualitative methodologies to study consumer purchasing behavior for Nutifood It provides scientists with vital information they may use to improve product quality, increase consumer confidence, and increase Nutifood sales Also, it helps researchers appreciate the psychological and behavioral aspects of consumer impact better.
The purpose of qualitative research is to consider whether the scales used in the study are suitable for the company's environment, and at the same time evaluate the use of terms in the questionnaire, clarifying the meaning of each variable observation before formal study.
Qualitative research was conducted through a group discussion process with a few questions designed to explore, both to confirm, adjust and supplement the elements of corporate culture that affect the success of the company employee engagement At the same time, evaluate the use of terms in the questionnaire, clarify the meaning of each observed variable.
The qualitative research steps are as follows:
• Step 1: Briefly introduce the research topic so that the discussion participants can understand clearly.
• Step 2: The author mentions the component variables measuring corporate culture that the author has inherited from previous studies for group members to discuss whether to add or adjust any factors.
• Step 3: If there are no additions, the author will go to the factors and measured variables of each factor in turn.
The author conducted a qualitative survey with the number of 10 employees working at DXC Vietnam in March 2022 (Appendix 2) Qualitative research results will be the basis for the design of questionnaires for the official scale to conduct quantitative surveys.
At the end of the qualitative survey, the author obtained the following results:Most of the staff participating in the group discussion agreed that: The discussion content is clear and easy to understand, the observed variables are suggested to measure the scale relative to the model The employees participating in the group discussion all agreed with 06 independent variables that are proposed to have an effect on employee engagement at DXC Vietnam.
On the basis of comments through group discussion, the author has adjusted to build the official scale used for quantitative research in the next step.
From the information and primary data collected from interviews with employees working at DXC Vietnam through a quantitative survey with official questionnaires (Appendix 3) The study uses descriptive statistical analysis to assess the influence of corporate culture factors on employee engagement Next, the author processes the data, tests the suitability of each component of the scale by using Cronbach's Alpha coefficient, to remove the scales that do not guarantee reliability and remove the observed variables that are not reliable The small-sum variable correlation does not fit out of the model. The aim is to find out which items should be kept and which items should be omitted from the items to be tested (Hoang Trong and Chu Nguyen Mong Ngoc, 2008) Then the author's exploratory factor analysis (EFA) is used to reduce a set of many interdependent observed variables into a smaller set of variables so that they are more meaningful but still contain enough information of the original set of variables.
The author uses the statistical software SPSS 20.0 to analyze the data by descriptive statistical techniques, to evaluate the reliability of Cronbach's Alpha, to analyze the exploratory factor analysis (EFA) to test the research hypothesis in order to estimate and determine the results determine the level of influence of the independent variables on the dependent variable in this study.
Bulding scales
The result is a draft scale of factors affecting the purchasing behavior of Nutifood consumers in Ho Chi Minh City Scales are built and developed based on the theoretical basis of the research model Before forming a formal scale for research purposes, in- depth surveys were carried out to understand the content of concepts and word meanings.
In the survey on consumer behavior of Nutifood's product users, the questionnaire is divided into two parts: the first part includes individual multiple-choice questions to survey about customers: how to access the product, trust about the elements of the product, whereas the next part includes 21 questions about the level of satisfaction with the product, perceived service and associated quality, along with three other characteristics – cultural influence, brand image and brand communication These are questions on the five-point Likert scale, a psychological response tool that determines how much a client agrees or disagrees with a statement on a scale from one to five The scale includes the following options: (1) Agree; (2) Disagree; (3) Neither agree nor disagree; (4) Strongly disagree; and (5) Strongly agree.
Symbol PS, including 5 observed variables, PS1- PS5
- PS3 : Professionals are concerned with their clients' health
- PS4 : Ways businesses address consumer issues
- PS5 : Rapidity and accuracy in problem-solving
Scales of perceived Social Factors
Symbol PSF, including 4 observed variables, PSF1 – PSF4
- PSF1 : Buy Nutifood products according to family opinion
- PSF2 : Buy product according to the mass
- PSF3 : Buy products used by people of the same class
- PSF4 : Buy products on the recommendation of a relative
Scales of perceived Cultural Factors
Symbol PCF, including 4 observed variables, PCF1 – PCF4
- PCF1 : Products suitable for Vietnamese culture
- PCF2 : Belief in the benefits of Nutifood products
- PCF3 : Brand equity beliefs influence children's choice of flavored milk
- PCF4 : The product lines are suitable for the development of Vietnamese children
Scales of perceived Product’s Quality
Symbol PPQ, including 4 observed variables, PPQ1 – PPQ4
- PPQ1 : Products provide a full range of nutrients - Vitamins
- PPQ2 : Products to help children strengthen their resistance
- PPQ3 : Product quality corresponds to the price
- PPQ4 : Nutifood products guarantee a high level of flavor for the consumer's enjoyment.
Symbol PA, including 4 observed variables, PA1 – PA4
- PA1 : Nutifood brand propagates many humanitarian activities
- PA2 : The Nutifood brand has many promotions
- PA3 : The Nutifood brand has a clear advertising message
- PA4 : Ads for the Nutifood brand are eye-catching and appealing
Services PS1 Is affected by devoted consultants
“The Consequences of Dysfunctional Customer Behavior” - Lloyd C Harris Kate
L Reynolds Cardiff Marketing CEO NUTIFOOD: Trần Thị Lệ
PS2 Provides with affordable support services and price policies PS3 Don’t solve customer problems thoroughly PS4 Impressed by the way companies provide customer services PS5 Expert consultants that prioritizes the concerns of the client's health Perceived
PSF1 Influenced by the brands family frequently used
Research:”Factors affecting consumers’ buying decision in the selection of a coffee brand”-Tanja Lautiainen
Research:”Factors Affecting Consumer Behavior”-DR NILESH &B GAJJAR
“Journal of Applied Research of 2016: 2(10): 76-80”- N Ramya and Dr SA Mohamed Ali
PSF2 Is influenced by the masses PSF3 Tend to buy products used by people of the same class PSF4 Purchase through a referral from a relative
PCF1 Has products that match vietnamese culture
“The Future of Food in Vietnam" (Vietcetera, 2021)
"The Role of Milk and Dairy Products in Cognitive Health of the Elderly" (Frontiers in Aging Neuroscience, 2018)
"Flavored milk consumption and health in children and adolescents: A systematic literature review" (Nutrition Reviews, 2017)
PCF2 Belief that drinking milk supports health and intelligence PCF3 Children often choose flavored milk PCF4 Variety of product lines suitable for the development of children in Viet Nam
PPQ1 Nutrition orientation suitable for Vietnamese consumers' health
“Impact of Product Quality, Service Quality and Contextual Experience on Customer Perceived Value and Future Buying Intentions Abstract” (Dhanya Alex )
PPQ2 Products to help strengthen immunity PPQ3 Product quality is worth the price PPQ4 Nutifood's products ensure the taste experience for customers Perceived
Lattin, James M .and Randolph E Bucklin (1989) Reference Effects of Price and charitable activities Promotion on Brand Choice Behavior, Journal of Marketing Research, 299-310.
Belch, E.B., Belch, M.A (2009) Advertising and Promotion, an integrated marketing communication perspectives, eight edition, Mc.Graw.Hill international edition.
PA2 The brand regularly runs promotions.
PA3 Brands with clear advertising messages PA4 Has an attractive and attractive advertisement
Devoted consultants provide consumers with the items they need to preserve their health.
“The Consequence s of Dysfunctiona l Customer Behavior” - Lloyd C Harris Kate
Nutifood provides customers with affordable support services and price policies
Expert consultants that prioritizes the concerns of the client's health.
Popular brands often don't solve customer problems thoroughly
When companies provide rapid and precise customer service, consumers are impressed
The products and brands that are frequently used by your family influence your purchase perception.
Research:”Facto rs affecting consumers’ buying decision in the selection of a coffee brand”-Tanja Lautiainen
Research:”Facto rs Affecting Consumer Behavior”-DR NILESH &B GAJJAR
“Journal of Applied Research of 2016: 2(10): 76- 80”- N Ramya and Dr SA Mohamed Ali
Your buying behavior is influenced by the masses
You tend to use products that people of the same class
(same income, living environment, ) often use
Purchase through a referral from a relative
NUTIFOOD has products that match the consumer culture in
"The Future of Food in
Customers believe that drinking milk supports health and intelligence
"The Role of Milk and Dairy Products in Cognitive Health of the Elderly"
Children often choose flavored milk (Strawberry,
NUTIFOOD has a variety of product lines suitable for the development of young children in Vietnam
You find nutifood's nutritional orientation suitable for health “Impact of
Product Quality, Service Quality and Contextual Experience on Customer Perceived Value and Future Buying Intentions Abstract” (Dhanya Alex )
Customers feel the quality of
Nutifood's products after using it.
Nutifood’s product quality be comparable to milk brands with higher prices.
Nutifood's products guarantee the taste experience for customers
Increase brand awareness through building subsidized advertising campaigns
Reference Effects of Price and Promotion on Brand Choice Behavior,
Advertising and Promotion, an integrated marketing communication perspectives, eight edition, Mc.Graw.Hill international edition.
Increase Brand love with the image of Nutifood with consumers through promotional campaigns
NutiFood's advertising has touched the hearts of consumers and sympathized with them before the pressing problems of life and society
Nuti's communication campaign is highly effective
NHẬN THỨC VỀ DỊCH VỤ
Nguồn tham khảo Đội ngũ tư vấn tận tâm mang đến cho người tiêu dùng những vật dụng cần thiết để giữ gìn sức khỏe “The
Consequence s of Dysfunctiona l Customer Behavior” - Lloyd C Harris Kate
Nutifood cung cấp cho khách hàng các dịch vụ hỗ trợ và chính sách giá phù hợp
Chuyên gia tư vấn ưu tiên các mối quan tâm về sức khỏe của khách hàng
Thương hiệu nổi tiếng thường không giải quyết triệt để vấn đề của khách hàng
Khi các công ty cung cấp dịch vụ khách hàng nhanh chóng và chính xác, người tiêu dùng sẽ ấn tượng
NHẬN THỨC VỀ CÁC YẾU TỐ XÃ HỘI
Các sản phẩm và nhãn hiệu thường được gia đình bạn sử dụng sẽ ảnh hưởng đến nhận thức mua hàng của bạn.
Research:”Facto rs affecting consumers’ buying decision in the selection of a coffee brand”-Tanja Lautiainen
Research:”Facto rs Affecting Consumer
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Bạn có xu hướng sử dụng những sản phẩm mà những người cùng tầng lớp (cùng thu nhập, cùng môi trường sống, ) thường sử dụng
Mua qua giới thiệu của người thân
NHẬN THỨC VỀ CÁC YẾU TỐ VĂN HÓA
NUTIFOOD có sản phẩm phù hợp văn hóa tiêu dùng Việt
"The Future of Food in
"The Role of Milk and Dairy Products in Cognitive Health of the Elderly"
"Flavored milk consumption and health in children and adolescents: A systematic literature review"
Khách hàng cho rằng uống sữa giúp khỏe mạnh và thông minh
Bé thường chọn sữa có hương vị (Dâu, Socola )
NUTIFOOD đa dạng các dòng sản phẩm phù hợp với sự phát triển của trẻ nhỏ tại
NHẬN THỨC VỀ GIÁ TRỊ SẢN PHẨM
Bạn thấy định hướng dinh dưỡng của nutifood phù hợp với sức khỏe.
“Impact of Product Quality, Service Quality and Contextual Experience on Customer Perceived Value and Future Buying Intentions Abstract”
Khách hàng cảm nhận chất lượng sản phẩm của Nutifood sau khi sử dụng.
Chất lượng sản phẩm của
Nutifood có thể sánh ngang với các nhãn hiệu sữa có giá cao hơn.
Sản phẩm của Nutifood bảo đảm về mặt trải nghiệm hương vị cho khách hàng
NHẬN THỨC VỀ QUẢNG CÁO
Nâng cao nhận thức về thương hiệu thông qua việc xây dựng các chiến dịch quảng cáo được trợ cấp
Reference Effects of Price and Promotion on Brand Choice Behavior,
Gia tăng sự yêu mến Thương hiệu bằng hình ảnh Nutifood với người tiêu dùng thông qua các chiến dịch khuyến mại
Quảng cáo của NutiFood đã chạm đến trái tim người tiêu dùng và đồng cảm với họ trước những vấn đề bức xúc của đời sống, xã hội 310.
Advertising and Promotion, an integrated marketing communication perspectives, eight edition, Mc.Graw.Hill international edition.
Chiến dịch truyền thông của
Nuti đạt hiệu quả cao
Sampling / Data Collec琀椀on
These are the young people who are consuming milk in the HCMC area Specifically, the overall study included people aged 15 - 25 and using or having used the Nutifood company's milk lines.
The sample size depends on the analytical method, this study has a large scale exploratory factor analysis (EFA) According to Gorsuch (1983), factor analysis has a small sampleat least 200 observations Hatcher (1994) said that the rolled sample size was at least 5 times larger than the observed variables (Hair et al., 1998)
Many other empirical rules in choosing sample size for factor analysis are at least 4 or
5 times the number of variables (Excerpt from page 263 by Hoang Trong and Chu Nguyen Mang Ngoc - Analysis of research data SPSS, Statistical Publishing House
In addition, according to other empirical rules of Nguyen Dinh Tho (2011), the number of observations is largebmore than (at least) 5 times the number of variables , preferably 10 times.
In order to apply for the project, the research team had to create a survey of at least
100 samples The research team has received extra submissions in order to reach the target sample size and guarantee that the research findings are representative of the population This totals 240 survey samples and get 192 valid samples (rejected samples due to rejection at screening or no response).
The sample was selected according to the convenience method The entire quantitative survey was conducted in the HCMC area According to the research team's estimate, the paper questionnaire will be distributed directly to observation samples of 1 to 140 at universities and colleges in Ho Chi Minh City.
The remaining 141 to 240 observed samples were subjected to online interviews The survey team built a questionnaire using Google Forms A link to the questionnaire is posted to Facebook through Student Association.
Data analysis
The information gathered through observations, interviews, and focus groups needs to be transcribed into protocols and transcripts in order to be analyzed The procedures and transcripts will then be coded, or marked.
Data validation: Randomly select 20 people in the group of qualified respondents to contact via email or phone number to verify answers.
Data Correction: To ensure that the data is error-free, the team will conduct basic data checks, checking for outliers to identify and remove any data that interferes with the accuracy of the results.
Data encryption: Assign values to survey responses.
SPSS Statistics was used to examine the survey's results The tool offers the chance to numerically evaluate and understand the findings This numerical data can be cleaned up using a statistical technique and modeled into a manner that facilitates drawing conclusions.
Step 1: Prepare information: collect the answer sheet, clean up the information, encode the necessary information in the answer sheet, enter and analyze the data using SPSS 22.0 software.
Step 2: Research descriptive statistics: conduct descriptive statistics of the collected data.
Step 3: Evaluate the reliability: conduct the evaluation of the scale by analysis Cronbach's Alpha.
Step 4: Exploratory factor analysis, scale analysis by Exploratory Factor Analysis (EFA).
A sample statistic is a figure that is computed from a sample of data A sample is a piece or set of objects taken from a statistical population A sample is ideally an accurate representation of the entire population, and a sample statistic would ideally be an accurate summary of the entire population.
Mean: The mean is a measure of central tendency that is calculated by adding up all the values in a sample and dividing by the number of observations It represents the average value of the sample.
Standard Deviation: The standard deviation is a measure of variability or dispersion in a sample or population It is calculated as the square root of the variance and represents how much the values in a dataset vary from the mean
Variance: Variance is a measure of the spread or variability of a set of data points around their mean It is calculated by taking the average of the squared differences between each data point and the mean.
Descriptive statistics are used to describe the basic characteristics of data collected from empirical research in different ways The purpose is to identify different factors affecting the purchasing behavior of Nutifood dairy products (quality of ingredients in products, services, influence from relatives, promotions, etc.)
Cronbach’s alpha is a measure of internal consistency, that is, how closely related a set of items are as a group It is considered to be a measure of scale reliability If, in addition to measuring internal consistency, you wish to provide evidence that the scale in question is unidimensional, additional analyses can be performed Exploratory factor analysis (EFA) is one method of checking dimensionality
Remove observed boundaries with small marginal-tone correlation coefficients (less than 0.3); criteria for choosing a scale when the alpha reliability is greater than 0.6 (the larger the alpha, the higher the internal consistency reliability) (Nunnally & Burnstein 1994; cited by Nguyen Dinh Tho & Nguyen Thi Mai Trang, 2009)
Alpha value levels: greater than 0.8 is a good scale; from 0.7 to 0.8 is use to be; from 0.6 and above is usable in the conceptual case research is new or new in the research scene (Nunnally, 1978; Peterson, 1994; Slater, 1995; gradually follow Hoang Trong and Chu Nguyen Mong Ngoc, 2005).
Observation boundaries with a small variable-total correlation (less than 0.4) that are considered as garbage variables will be removed and the scale is accepted when the alpha reliability coefficient is satisfactory (greater than 0.7)
Exploratory factor analysis is a statistical technique that is used to reduce data to a smaller set of summary variables and to explore the underlying theoretical structure of the phenomena It is used to identify the structure of the relationship between the variable and the respondent.
In factor analysis, the method of extracting Pricipal Components Analysis along with Varimax rotation is the most commonly used method
1 According to Hair & ctg (1998, 111), Factor loading (factor loading factor or factor weight) is an indicator to ensure the practical significance of EFA:
Factor loading > 0.3 is considered minimal
Factor loading > 0.4 is considered important
Factor loading > 0.5 is considered to be of practical significance
2 The (Kaiser – Meyer – Olkin) KMO coefficient is a number of indicators used to determine the appropriateness of factor analysis A large KMO value (between 0.5 and 1) means that factor analysis is appropriate.
3 Bartlett test has statistical significance (Sig < 0.05): This is a statistical quantity used to consider the hypothesis that variables have no correlation in the population If this test is statistically significant (Sig < 0.05), the observed variables are correlated with each other in the population.
4 Eigenvalue is a commonly used criterion to determine the number of factors in EFA analysis With this criterion, only factors with Eigenvalue ≥ 1 are kept in the analytical model.
5 Total Variance Explained ≥ 50% shows that the EFA model is suitable. Considering the variation is 100%, this value shows how much % of the extracted factors are condensed and how many % of the observed variables are lost.
Correlation and regression are statistical measurements that are used to give a relationship between two variables.
Chapter 4: Research Results and Discussions
Test Cronbach's alpha reliability coe昀케cients of the scales
4.3 Test Cronbach's alpha reliability coefficients of the scales
Summary of the results of Cronbach's alpha test of the scales
Code Cronbach's Alpha N of Items
Cronbach's Alpha Cronbach's Alpha Based on
From the above results, it can be seen that the correlation coefficient of the total variable is ≥ 0.3 ⇒ The variable meets the requirements Cronbach's Alpha coefficient is in the range of 0.8 to close to 1, showing that the scale is accurate.
EFA – Exploratory Factor Analysis
The value of KMO reaching a value of 0.5 or more (.776) is a sufficient condition for factor analysis to be appropriate Bartlett's test has statistical significance (