A marketing final research paper for factors afecting customers’ purchasing behavior in jollibee of ho chi minh university of foreign languages and information technology students

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY FACULTY OF BUSINESS ADMINISTRATION A Marketing Final Research Paper for: Factors afecting customers’ purcha

HO CHI MINH CITY UNIVERSITY

OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY

FACULTY OF BUSINESS ADMINISTRATION

A Marketing Final Research Paper for: Factors afecting customers’ purchasing

behavior in Jollibee of Ho Chi Minh University of Foreign Languages and

Information Technology students

Group 15 : Nguyễn Ngọc Bao Tran-21DH485282

Lê Thị Hồng Yén-21DH484471 Nguyễn Ngọc Như Ý Lectures: Đoàn Gia Âu Du

HCMC, 11/2023

Abstract

The global markets have witnessed major shifts in the consumers’ behavior that have been much influenced by the change of technology, innovation, research and development Therefore, the consumer’s needs thus dynamically change and standars of living increase in order to respond to the change in the social and business environment This contributes to the rapid development of the fast food industry, opening new doors for many stakeholders The objective of the study is to determine the factors that influence Huflit students’ Jollibee fast food purchasing behavior, and explore the impact of factors on fast food purchasing intention From there, provide solutions to overcome the negativity of the factors as well as make recommendations to help Jollibee improve sales The study used quantitative research methods to collect data from a sample of 298 respondents using a survey questionnaire Collected data will be analyzed and presented using Google form and Smart PLS The results show that product and price factors are the most important factors affecting Huflit students' behavior when buying Jollibee However, advertising factors and reference groups also play an important role in determining the purchasing behavior of Huflit students Finally, creating a difference from other competitors in the market and improving product quality, service quality are a complete solution to help Jollibee achieve its goal of increasing sales

Key words: Consumer’s behavior, fast food, Jollibee, Huflit student, purchsing behavior

List of Abbreviation

PLS-SEM Partial Least Squares SEM AVE Average Variance Extracted VIF Varience Inflation Factor

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List of figure

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CHAPTER 1; INTRODUCTION

1.1 Background of the research

Society is increasingly developing, people's living standards are increasing, and the pace of human life is also increasing rapidly Therefore, people increasingly prefer fast, compact foods that meet their needs This contributes

to promoting the birth and development of fast food technology worldwide, in particular, and in Vietnam in general With a population size ranking 14th in the world and a mainly young population, Vietnam is considered an attractive market with large consumption power for the fast food industry In recent years, "Vietnam's fast food industry has a fast and stable growth rate of 15%-17%." Contributing to that development is the presence of many

world-famous fast food companies such as KFC, Lotteria, McDonald's, Jollibee, Pizza Hut, etc These companies

have been increasing their consumption network expansion in Vietnam to increase market share not only in large urban centers but also in neighboring provinces and cities, including Ho Chi Minh City Among them, our group chose Jollibee to carry out the research topic "Factors affecting customer’s purchasing behavior in Jollibee of Ho Chi Minh University of Foreign Languages and Information Technology students" (Truong dai hoc cong nghe Ha Noi, 2022)

The research was conducted to find out the factors that affect HUFLIT students’ purchasing decisions at the Jollibee store chain The research focuses on studying factors such as product, price, advertising, reference groups , etc Thereby, we better understand customer purchasing behavior and propose many strategies to help increase Jollibee’s revenue.This topic is very important and urgent because understanding the market, especially consumption habits, is an important factor in the planning and management decision-making process Therefore, research on the Jollibee fast food consumption habits of HUFLIT students was conducted to help fast food

businesses better understand the awareness and habits of fast food consumption Based on that basis, Jollibee can

come up with appropriate strategies to better serve consumers, as well as improve the competitiveness and business efficiency of businesses in today's vibrant market

1.2 Problem statement

Currently, Vietnam is a country that is highly preferred by foreign brands More and more famous fast food brands

are entering the Vietnamese market to dominate market share They continuously offer policies and promotions to attract customers That creates fierce competition between fast food brands and causes sales of some stores to decline This study is an investigation of the factors behind fast food purchases through quantitative analysis, aiming to reverse the situation The basic objective of this study is to explore the factors that influence fast food purchasing behavior of Huflit students This section begins with the background of the study and includes a discussion of the importance of awareness and the association between planned variables, i.c fast food knowledge, purchasing behavior, and goals consumption related to fast food In this article, information about fast food and various consumer characteristics that may influence the likelihood of purchasing it will be observed This article can assist in exploring consumer characteristics related to fast food purchasing decisions This article can help

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readers understand many factors that have a significant influence on the choice of Jollibee's fast food items This article will help marketing teams prepare well for Jollibee advertising campaigns to market fast food items effectively (Jian , 2021)

1.3 Goals and objectives

The following objectives are highlighted :

(1) Explore the factors that influence the decision to buy Jollibee fast food among students at HUFLIT University

in Ho Chi Minh City and develop a scale for these factors

(2) Consider the influence of factors on the intention to buy products of Jollibee in HUFLIT university: habits, preferences, frequency, spending level, etc How to change situation analysis to serve the economic sector (especially the marketing industry)

(3) Provide solutions to promote the positivity of concurrent factors and overcome negative effects From there, propose some recommendations to help the Jollibee brand develop strongly in the fast food industry

1.4 Scope and limitation

Regarding spatial scope, the research was conducted on the campus of HUFLIT University The research subjects

in this article are students at HUFLIT University Faculty of Business Administration, Faculty of Foreign

Languages, and Faculty of Information Technology at the Hoc Mon campus and Su Van Hanh campus As for time, the research will be conducted in October 2023 The content of the research will focus on factors affecting the Jollibee fast food purchasing behavior of HUFLIT students Through the process of surveying and analyzing data

to conduct group research, it is a process that lasts throughout 12 weeks of study, starting from week 1, but not until week 7 does the group begin to implement Therefore, the implementation of the survey will be limited in time, and the scope of the survey will be limited to students at Hoc Mon campus and Su Van Hanh campus, making the research results not objective

b Liminations

To complete the report completely, besides the advantages, there are also difficulties and shortcomings that the team encountered during the survey process as well as limitations related to the survey form The group discussed and discussed shortcomings and solutions, in addition to drawing experience for future projects to improve Specifically, the team drew the following limitations:

- The sample size is very small compared to the large number of students at Huflit At the same time, students may give sketchy, superficial answers that do not meet the requirements, leading to survey results that are only relative

- The survey form is still limited to mainly 3rd year students and 3 main faculties, so the team also has difficulty

accessing a variety of student courses, causing the data collected to be incomplete and incomplete Shows

effectiveness and positivity throughout society Therefore, it is not possible to fully capture the amount of

information from many sources and individuals to create the most complete survey form

- The group's handling of documents also encountered many problems; The difference in data from different sources makes us confused during the processing process But because we do not have enough experience, professional knowledge, skills to synthesize, process, and analyze parameters and images or charts, so it will take

a lot of time and cannot be exploited effectively In addition, the group also lacks flexibility in planning to ensure the survey will take place on schedule Although there are many shortcomings, we commit to 100% of members participating in full discussions to bring final project results (Thuy, 2022)

CHAPTER 2: RESEARCH METHODOLOGY

2.1 Research approach

In this research paper, the research methodology that will be applied is the descriptive research method and the causal research method First, for the use of descriptive research methods, ask questions related to the research paper After that, the survey will be opened through the creation of a questionnaire in the form of a website, more specifically a survey questionnaire on Google Forms, along with which customers will scan a QR code, and the research paper will be conducted to survey 298 customers (Studocu, 2021) The second method that this article uses is the causal research method, with the important goal of finding the factors that influence the customer's

decision to buy Jollibee fast food This method will make analyzing customer behavior towards buying Jollibee

fast food easier, more efficient, and faster, in addition to clarifying the strengths and weaknesses of the company and company-related issues that the company needs to change to help the company become more and more developed This is the result of implementing a method through which positive opinions can be expressed in ways

to solve problems that the company is struggling with The ultimate goal of using both research methods is that it will help provide the most detailed, complete, and comprehensive way about the remaining problems in the paper, and it will help build the basis for making decisions and help develop the most complete and complete research paper.(Studocu, 2020)

2.1.1 Research Framework

stores, consumers will be less likely to buy Jollibee fast food (Kavaliauske, & Ubartaite, 2014) Dai (Dai, 2010)

found that price fairness has a strong influence on customer satisfaction The more affordable the product, the more satisfied customers will be and the more likely they will purchase the product again (Gustafsson, Johnson, & Roos,

2005) The Jollibee brand knows that its target audience will focus more on students, who have low and limited

finances As a result, they review and calculate how to bring the products the company provides to the market at reasonable prices to fit the financial budget of students Besides, they also create many incentive programs for

students, such as discounts on dishes on Mondays of the week and buying food combos to save money so that

students can enjoy delicious food from Jollibee without having to worry about spending too much money

Hypothesis 2 (H2): Product

The proposed product factors (quality, brand, taste) have a positive mpact on HUPFLTT students' deelsion to purchase Jollibee fast food products (Nguyen, Diep, & Phung, 2021).Product quality or trust in the brand that consumers have for the brand The attention to both internal product quality helps businesses create trust and loyalty of customers, creating opportunities for long-term development (Vu, va nhLng tac giN khac, 2022) A restaurant provides a variety of products with good quality, clear origin and origin, hygienic processing, ensuring food safety and hygiene as well as being presented in an eye-catching, good-looking way, etc, it can influence consumers' intent to choose when they have a need to choose a fast food restaurant (Nguyen, Diep, & Phung,

2021) Jollibee found that today's students are very busy and don't have much time, so they need to eat fast and

convenient food that must be delicious They found that convenience had a mutual impact on students' decision to choose a fast food restaurant (Mai, 2022) Thanks to that, Jollibee has met all the requirements of students with a

variety of dishes, such as fried chicken, pasta, sausage, Besides, Jollibee also regularly listens to customers’

opinions and suggestions to improve its dishes more suitable for students

Hypothesis 3 (H3): Advertising

Advertising factors (media, social networks) positively influence HUFLIT students’ decision to buy Jollibee fast food products (Nguyen, Diep, & Phung, 2021) Retailers often use advertising to attract customers, or by attractive promotions, playing minigames on social networking sites, customers' websites Customers often search for stores and product information from newspaper advertisements before shopping (Phuong & Phan, 2021) An engaging advertisement will have a positive effect on consumers’ perception of the brand The information element refers to

the ability to provide relevant information to consumers effectively, which is the amount of information that

consumers gain from advertising (Vu, va nhLng tac giN khac, 2022) Jollibee company has invested large amounts

of money in advertising campaigns in media such as television, YouTube, Facebook, to create a strong and

attractive attraction from brands to student customers Through that, Jollibee advertising will create strong attraction and create brand trust in students’ decision to buy products

Hypothesis 4 (H4): Reference group

Reference group factors (friends, family, colleagues, mass media, etc.) influence HUFLIT students’ decision to

purchase Jollibee fast food products (Nguyen, Diep, & Phung, 2021) The reference group can be family members, colleagues, classmates or any other group trusted by the customer group Consumer purchases are often made very clear by the expectations of the reference group they consider most important Jollibee has leveraged the intense influence of reference teams in formulating and developing marketing communication strategies (Mai, 2022) Thanks to the introduction of products by students about delicious culinary experiences at Jollibee, positive information about Jollibee has been spread When a student has a good experience with Jollibee's delicious

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products and services, they will often recommend them to their friends, colleagues, and family so that everyone can

come to the store to try them This builds trust and credibility for the Jollibee brand among students When students

write positive reviews after experiencing products at Jollibee, they will feel more secure and confident about the quality of their products and buying experience These assessments will help students confidently make purchasing decisions quickly and fearlessly

2.2 Data collection

2.2.1 Secondary Data

Literature review

The research paper will take 4 steps to serve this data as follows:

Step 1: Develop a complete topic and ask a complete set of questions in the research paper

Step 2: Research, review and select official and reliable information sources

Step 3: Identify and comment on all secondary data sources

Step 4: Conduct analysis of secondary data and solve all problems encountered in the research paper (DVMS, 2022)

References from sources of works, articles:

O Scientific research method of factors affecting fast food consumption behavior at Jollibee of customers in

Long Xuyen city in (Mai, 2022)

O Research on factors affecting Hanoi consumers’ intention to buy Jollibee fried chicken in (Vu, va nhLng tac

giN khac, 2022)

Factors affecting fast food behavior via the Internet of consumers in Da Nang city in (Pham, 2019) Factors affecting consumers’ decision to choose fast food restaurants in Ho Chi Minh City in (Phuong &

Phan, 2021)

O Factors affecting customers purchase decision in fast food restaurants: The Mediating Role of

Dissatisfaction and Negative Word of Mouth in (Hossny, 2022)

O Consumer buying behavior towards fast food outlets in Bengaluru, Karnataka, India in (Devaru &

essay focuses mainly on the three most prominent departments and has a large number of students from the school: students of the Faculty of Foreign Languages; students of the Faculty of Business Administration; and students of the Faculty of Information Technology Selecting the right group of people to survey is important for a topic to study because it profoundly affects the effectiveness and good results of marketing strategies and business plans Therefore, we have selected the group of research subjects in the article as the three faculties with the largest number of students at Huflit University When surveying these three groups, the study will have more objective comments than when surveying other disciplines with a smaller number of students Since then, when there are positive and negative comments from customers, Jollibee will have to change its policies to best suit to improve

sales and satisfy loyal customers

2.2.2.2 Data collection approach

After carefully researching and sifting through key information from secondary sources, the formal study was conducted quantitatively and through questionnaires (surveys) used on Google Forms The sample size for the

formal quantitative study was 298 survey samples The number collected is based on 100% of the survey sample,

from the Faculty of Foreign Languages the survey sample is 40.9% of the sample, information technology is 33.9%

of the survey sample and business administration is 25.3% of the sample Based on the collected data, it is clear that the Faculty of Foreign Languages accounts for the highest number of students and the Faculty of Information Technology is the second with a large number of students and finally the Faculty of Business Administration The official study will be conducted at HUFLIT university in October 2023 The date the research paper starts to survey

is on October 23 at 9am to 12pm at the University of Foreign Languages and Informatics Ho Chi Minh City at Su Van Hanh campus to survey 2 target groups, the Faculty of Foreign Languages with 30 samples and the Faculty of Information Technology with 10 samples On 24/10 from 10am to 15pm at the University of Foreign Languages and Informatics Ho Chi Minh City at Su Van Hanh campus to survey and take 50 more samples of the Faculty of Foreign Languages and 10 samples of the Faculty of Information Technology On 26/10, from 9:30 am to 12 pm at the University of Foreign Languages and Informatics Ho Chi Minh City at Hoc Mon campus, the survey and collected 35 survey samples from the Faculty of Foreign Languages and 20 survey samples from the Faculty of Information Technology and 30 survey samples from the Faculty of Business Administration On 28/10, at 12 pm

to 16 pm at the University of Foreign Languages and Informatics Ho Chi Minh City at Hoc Mon campus, 3 target groups will be surveyed to collect survey data: 35 survey samples from the Faculty of Foreign Languages and 14

survey samples from the Faculty of Information Technology and finally 24 samples from the Faculty Business

Administration The last survey sampling trip on October 30, starting at 12 pm to 17 pm at the University of Foreign Languages and Informatics Ho Chi Minh City at Hoc Mon campus, the research paper will collect 30 more samples of the Faculty of Information Technology and the last faculty, the Faculty of Business Administration, will collect 10 survey samples

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