Research Project Assignment 1

The impact of Vietnam counterfeiting law on awareness and behavior of PepsiCo’s customers Transmitted to: PepsiCo Prepared for: Mrs Nguyen ThanhNhan (Lecturer) Unit 8: Research Project Banking Academy, Hanoi BTEC HND in Business (Finance) Prepared by: Maple Group Vương Thị Quỳnh Anh - Lynn Ngô Thị Huyền Trang - Jess Nguyễn Phương Thảo - Key Nguyễn Thị Kiều Anh - Snow Submitted: 22/04/2013 Page | TABLE OF CONTENTS Page | EXECUTIVE SUMMARY Nowadays, counterfeit products become more and more development in the Vietnam market The negative consequences that it brings to society are not small It effects on consumer finance, undermine the confidence of consumers about the transparency of commodity markets, and detract reputation of the genuine manufacturer As a result, counterfeiting law of Vietnam’s government is a tool to protect the benefits of company and customers In addition, it will reduce the effects of counterfeit products with the development and reputation of company in customers’ perception The research title is: “The impact of Vietnam counterfeiting law on awareness and behavior of PepsiCo’s customers” PepsiCo is a famous brand, it leads in convenient snacks, foods and beverages with revenues of more than 60$ billion and over 285,000 employees from over 200 countries in over the world Especially, all of PepsiCo products are very easy to counterfeit This research with the aims of investigates the Viet Nam counterfeiting law in situation of PepsiCo, and it based on PepsiCo’s customer The research includes chapters which are introduction, literature review, and research methodology • Chapter 1: Introduction, the report gives the information of NTC including history, operation, and structure Besides, there are some problem statements, following by research objectives, research questions, action plan and target dates, research limitation, and research ethics • Chapter 2: Literature review includes all the definition or phrases related to the research • Chapter 3: Research methodology includes research design, research sampling, research instrument, and methods of data analysis Page | CHAPTER INTRODUCTION 1.1 Research Background Currently, counterfeiting, piracy, poor quality goods is one of the big problem of the society The negative consequences that it brings to society are not small It effects on consumer finance, undermine the confidence of consumers about the transparency of commodity markets, and detract reputation of the genuine manufacturer Therefore, in order to know how is the state of counterfeiting, piracy, the current poor quality in Vietnam? And the causes of counterfeiting, counterfeit, inferior quality product exist and develop? What ways are needed to curb counterfeiting, counterfeit, inferior quality? This is the main reason why our group chose research" The impact of Vietnam counterfeiting law on awareness and behavior of PepsiCo’s customers" to discuss in the research 1.1.1 History of the company PepsiCo, Inc is an America multinational company headquartered in Purchase, New York, United States Currently, it leads in convenient snacks, foods and beverages with revenues of more than 60$ billion and over 285,000 employees from over 200 countries in over the world PepsiCo consists of PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB) and PepsiCo International (PI) According to detail information which is posted in PepsiCo’s website, the company experiences more than 47 years with many development stages Below is some main point in the history of PepsiCo: • 1965 - PepsiCo was formed by Donald M Kendall, President and Chief Executive Officer of Pepsi-Cola and Herman W Lay, Chairman and Chief Executive Officer of Frito-Lay, through the merger of the two companies • 1970 - PepsiCo moves from New York City to new world headquarters in Purchase, N.Y PepsiCo is the first company to respond to customer preference with lightweight, recyclable, plastic bottles • 1974 - PepsiCo becomes the first American consumer product to be produced, marketed and sold in the former Soviet Union Page | • 1980 - PepsiCo Food Service International (PFSI) is formed to focus on overseas development of restaurants • 1982 - Pepsi Free and Diet Pepsi Free, the first major brand caffeine-free colas, are introduced Inauguration of the first Pepsi-Cola operation in China • 1985 - PepsiCo is now the largest company in the beverage industry The company has revenues of more than $7.5 billion, more than 137,000 employees Pepsi-Cola products are available in nearly 150 countries and territories around the world Snack food operations are in 10 international markets • 1986 - PepsiCo purchases 7Up international, the third largest franchise soft drink operation outside the United States • 1993 - Pepsi- Cola introduces Aquafina bottled water into test market • 1996 - Pepsi-Cola launches Pepsi World at www.pepsiworld.com (PepsiCo, n.d.) 1.1.2 Mission and Vision At PepsiCo, they believe being a responsible corporate citizen is not only the right thing to do, but the right thing to for their business • Mission PepsiCo’s mission is “to be the world’s premier consumer Products Company focused on convenient foods and beverages PepsiCo try to produce financial rewards to investors as we provide opportunities for growth and enrichment to our employees, our business partners and the communities in which we operate And in everything we do, we strive for honestly, fairness and integrity” (PepsiCo, n.d.) By always create the belief and trust for stakeholder, also always set themselves ethics in business, PepsiCo deserve getting more succeed in the future • Vision Besides, PepsiCo also set a specific vision which is “PepsiCo’s responsibility is to continually improve all aspects of the world in which we operate- environment, social, economic social, economic- creating a better tomorrow than today” (PepsiCo, n.d.) Page | It can be said that vision of PepsiCo is very precious because they understand the role of customer in business They focus more on customers and environment around customers This proves that PepsiCo only interested in economic development - immediate benefit, that they ignored the long-term benefits of environmental protection and health of customer as well This makes increase the belief of customer with company Therefore, since established, the strategic vision of PepsiCo makes the company develop significantly and in a short time, it becomes market leader of Fast-Moving Consumer Goods (FMCG) industry 1.1.3 Value and Philosophy Values & Philosophy are the foundation for business decision of PepsiCo PepsiCo’s values are sustained growth, empowered people, responsibility and trust “They are committed to delivering sustained growth through empowered people acting responsibly and building trust” The company maintains their values by philosophies: - Care for our customers, our consumers and the world we live in - Sell only products we can be proud of - Speak with truth and candor - Balance short term and long term - Win with diversity and inclusion - Respect others and succeed together (PepsiCo, n.d.) 1.1.4 Organizational structure Chart 1: PepsiCo’s organizational Chart (Source: PepsiCo.com) Page | For PepsiCo’s robust growth in recent years, PepsiCo felt it was time to manage the company as three units instead of two to sustain our growth rate and also to develop global senior leadership talent for PepsiCo’s future Therefore, PepsiCo created three operating business units: PepsiCo Americas Foods (PAF), PepsiCo Americas Beverages (PAB), and PepsiCo International (PI) They believed that this organizational structure will help them deliver strong top-line performance and profit growth (PepsiCo, n.d.) 1.1.5 PepsiCo’s Products Products Pepsi, Twister, Sting Beverages Lipton Ice Tea, Aquafina, Gatorade Snack Poca, PocNutz, Snack PocaSelectz Foods Snack Cheetos, Lays Chip, Flat Earth Snack Table 1: PepsiCo’s Product Page | 1.1.6 Overview of the PepsiCo’s operation in Vietnam • 4/12/1991 - International Beverage Company (IBC) was established as a joint venture between SP.Co and Marcondray-Singapore with capital contribution of 50% - 50% • 2/ 1994 - The US Embargo to Vietnam was lifted marking the phenomenal entrance of PepsiCo into new market The diverse product portfolios including PepsiCola, 7Up, Mirinda, Aquafina, Sting, Twister, and Lipton Ice Tea are widely and deeply distributed to Vietnamese consumers from the five operations branches located across Vietnam - Officially, PepsiCo teamed up with International Beverages Company (IBC) – a well-established local joint venture to manufacture and distribute Pepsi-Cola and 7Up products in Vietnam - PepsiCo held 30% equity of the joint venture (JV) with the other two partners – SP.Co (Vietnamese) and Macondray (Singapore) sharing the balance • 1998 - PI bought 97% stocks, SPCo 3%, up to $110 million invested • 2003 - PepsiCola Global Investment bought the remaining 3%, renamed the company into the International Beverage Company PepsiCo Vietnam • 2005 - Officially became the company which has largest market share in Vietnam • 2006 - Launch of the first food product (Snack Poca) • 2007 - Development of new sector - Soy Milk • 2008 - Inauguration of factory packaged foods in Binh Duong (PepsiCo, n.d.) 1.2 Problem Statement Research title is about: “The impact of Vietnam counterfeiting law on awareness and behavior of PepsiCo’s customers” There are many problems in Vietnam counterfeiting law and applying Vietnam counterfeiting law that cause impact on customers of PepsiCo With each problem, PepsiCo also has to face specific influences Page | Problem 1: The difficulties in product quality inspection in Vietnam (Quality inspection factor) Director of market manager department of Hanoi said that the identification of counterfeit and poor quality goods on the market is not difficult, but in order to prove it is counterfeit products before handling is not easy According to Decree No.140-HĐBT (25/4/1991) assign about inspection, handling the production, trafficking in counterfeit goods and Decree No.115-HĐBT (13/4/1991) provides for the implementation of the Ordinance Measurement, it wrote: - The handling of counterfeit and poor quality products required assessment concluded counterfeiting - The applicant must pay the amount of violation assessment (moi.gov.vn, n.d.) The fact is that the costs of inspection for counterfeit and poor quality products are very expensive Assessment agency must pay inspection fee in advance After inspection, if it is counterfeit goods, they will destroy it immediately and the violators will have to pay penalty, but hardly violators pay it This is difficult for assessment agency to complete their responsibility Thus, it leads to many kinds of products which does not ensure about quality still exist in market blatantly Therefore, these problem effects directly on PepsiCo’s operation and especially they make reduce the belief of customers to company’s products Problem 2: There are many gaps in Vietnam counterfeiting law (Regulation factor) Currently, Vietnam government is fighting against counterfeit goods by applying laws strictly However, Vietnam counterfeiting law still exist gaps leading to the appearance of new criminal behavior According to article 320 of Law of Trade “Since 2001 - 2011, relevant agencies have conducted tests and discovered handled 2017 cases of administrative violations, of which, poor quality service is 1752, counterfeiting and violations of intellectual property rights, industrial designs of 265 cases” (moi.gov.vn, n.d.) According to Do Van Phuoc, the Director of Market Management Department, and Deputy Minister Steering Committee 127/TG, the difficulties that the industry is facing in fighting against counterfeit goods and trade fraud is: Page | - The regulations in term of counterfeit goods are unclear, for instance in many cases, quality goods are very poor, but lack of basic legal to conclude that that is fake products - The legal documents also lack of unity - There are not any methods strong enough or suitable for fighting against counterfeit and poor quality products (dantri.com, n.d.) This problem is very serious and it effects significantly on legal benefits of customers and PepsiCo as well Problem 3: Citizens not have high awareness in fighting against counterfeit products (Customer awareness factor) In some transactions, when customer purchases and uses goods, they hardly interested in providing sufficient information to ensure legal benefits after buying goods At the same time disregard the reference manual goods manufacturers, which led to the dispute with company when they buy fake and poor quality products Moreover, almost Vietnam consumers not concern more about detecting fake goods In contract, they only interested in product’s beauty (whether it are beautiful or not) and product’s price (whether it cheap or not) However, in fact fakes products always more beautiful, and especially their prices is cheaper than original products so consumers always are attracted by counterfeit and poor quality products Customers not assess serious impact of their counterfeit product to their health so they not have high awareness in fighting against counterfeit product This also is a big problem make difficulties in applying Vietnam counterfeiting law Problem 4: Vietnam government and company is lack of propaganda program to help customer distinguish between original and counterfeit products (Activity factor) Nowadays, counterfeiting and piracy is the risk of the economy in Viet Nam; many activity counterfeiting, piracy is going on around the world with various large and small scale The product counterfeiting, piracy increasingly in many forms such as: copy brand, style or false geographical indication One of the most reasons is because consumer cannot distinguish between original and counterfeit products PepsiCo produce snack, foods, and beverages; all Page | 10 counterfeit goods It is the second propaganda program help customer during 30 years when counterfeiting goods appears in Viet Nam while the first hold more than 10 years ago; it shown that we need more and more propaganda Exhibition attract a large numbers of consumers to take are, find out According to the organizers, this is an opportunity to help businesses involved introducing genuine products; reference guide directly with their consumers distinguish genuine goods, counterfeit goods, announced policies to protect the consumers, announced that receive complaints and consumer inquiries However, the number of items displayed to distinguish is very humble; just climb around the helmet, toilet paper, masks, lotions, disproportionate market realities It shown that many company feel hesitate so they not want to show their products According to another survey conducted by the Protection of Consumers Association (2013), they will sign agreements and commitments awarded certified implementing policies to protect consumers from producers, distributors, and organize workshops between businesses and consumers with the State management in order to find the right solution for consumers increasingly popular widely throughout society 2.2.5 Living standard factor Living standard is the level of wealth, comfort, material goods and necessities available to a certain socioeconomic class in a certain geographic area The standard of living includes factors such as income, quality and availability of employment, class disparity, poverty rate, quality and affordability of housing, hours of work required to purchase necessities, gross domestic product, inflation rate, number of vacation days per year, affordable (or free) access to quality healthcare, quality and availability of education, life expectancy, incidence of disease, cost of goods and services, infrastructure, national economic growth, economic and political stability, political and religious freedom, environmental quality, climate and safety The standard of living is closely related to quality of life (Investopedia) In fact, we cannot prevent counterfeiting development because the majority of people with low and middle incomes will accept and prefer cheap goods brand While, tricks Page | 25 and techniques produce increasingly sophisticated fakes, are closed from production, transportation and circulation, extensive distribution from urban to rural, remote areas "Low-income people of Vietnam love using counterfeit" is the result of the survey by Research Company Nielsen in Vietnam, was published the morning 16/9 in Ho Chi Minh City (VNPlus, 2009) Survey "Research attitudes and usage of Vietnam against counterfeiting - consumer objects and retailers" to see the garments accounted for the largest share of fakes in the market of Ho Chi Minh (mostly domestic goods), while in Hanoi restaurant appliances and pharmaceuticals (mainly from China).Buyers are mostly women, mostly aged 25-34, most career falls into self-employment and income According to other survey of Department of Intellectual Property, the rate of buyer in Hanoi use fake pharmaceuticals accounted for 47% of household appliances account for 37% Meanwhile, the percentage of counterfeit apparel buyers in Ho Chi Minh City accounted for approximately 27% for aviation enthusiasts who buy luxury goods Before consumers still prefer the use of counterfeit, retailers optimistic that demand for counterfeit goods will increase in the next 12 months, so they will continue to sell as long is increasing revenue for the store 2.3 Conclusion To sum up, all information above shown that counterfeiting products is a serious problem which damaged companies as well as consumers Negative consequences that it brings to society such as affecting health, consumer finance, undermine consumer confidence in the transparency of commodity markets, diminished followers of the true manufacturer Until now, we not have any study about impact of counterfeit goods to a specific company It is difficult for us to identify the specific harmful of counterfeit goods to company and all statistics is public by government This research illustrate on the situation of PepsiCo about this problem because PepsiCo is a famous brands and its products is easy to counterfeit Then, it will be much easier for PepsiCo to find out the solutions to prevent counterfeiting Page | 26 CHAPTER RESEARCH METHODOLOGY The system of collecting data for research projects is known as research methodology The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of your data (Tutors India, 2013) The process used to collect information and data for the purpose of making business decisions The methodology may include publication research, interviews, surveys and other research techniques, and could include both present and historical information (Business Dictionary, 2013) 3.1 Research Design 3.1.1 Type of research There are types of research: Exploratory research, Descriptive research, Causal research Our research type is Descriptive research Descriptive research is considered as survey research It collects data in order to answer questions about the current status of the subject or topic of study, and uses formal instruments to study preferences, attitudes, practices, concerns, or interests of a sample In order words, descriptive research involves collecting data in order to test hypotheses or to answer questions about the opinions of people about the topic or issue (villanova.edu, n.d.) There are basic steps in conducting descriptive research is recognizing and identifying a topic to be studied, selecting an appropriate sample of participants, collecting valid and reliable data, and reporting conclusions (villanova.edu, n.d.) 3.1.2 Research method There are types of research design which are qualitative research and quantitative research: Quantitative research is the standard experimental method of most scientific disciplines and Qualitative research is a research method used extensively by scientists and researchers studying human behavior and habits Page | 27 We use Quantitative research design to conduct this research Quantitative research designs are either descriptive (subjects usually measured once) or experimental (subjects measured before and after a treatment) (Hopkins, 2008) A descriptive study establishes only associations between variables An experiment establishes causality For an accurate estimate of the relationship between variables, a descriptive study usually needs a sample of hundreds or even thousands of subjects; an experiment, especially a crossover, may need only tens of subjects (Hopkins, 2008) The estimate of the relationship is less likely to be biased if you have a high participation rate in a sample selected randomly from a population In experiments, bias is also less likely if subjects are randomly assigned to treatments, and if subjects and researchers are blind to the identity of the treatments In all studies, subject characteristics can affect the relationship you are investigating Limit their effect either by using a less heterogeneous sample of subjects or preferably by measuring the characteristics and including them in the analysis In an experiment, try to measure variables that might explain the mechanism of the treatment (Hopkins, 2008) 3.1.3 Research Design Technique PepsiCo methods are applied by opening a small survey 100 random customers with simple multiple choice questions such as "Yes or No", "Agree, Disagree, and Normal" Then, PepsiCo attempts to gather information have been issued to 100 customers in Vincom shopping mall center, BigC supermarket, Indochina Plaza, National Economic University, and Banking Academy to review The system of collecting data for research projects is known as research methodology The data may be collected for either theoretical or practical research for example management research may be strategically conceptualized along with operational planning methods and change management Some important factors in research methodology include validity of research data, Ethics and the reliability of measures most of your work is finished by the time you finish the analysis of your data The process used to collect information and data for the purpose of making business decisions The methodology may include publication research, interviews, surveys and other research techniques, and could include both present and historical information This research focused on analyzing the impact of counterfeiting law on customers of PepsiCo Studies are built on data collected after the survey of 100 people in Vincom shopping mall center, BigC supermarket, Page | 28 Indochina Plaza, National Economic University, and Banking Academy In addition, data is collected through the books, newspapers, magazines, and internet 3.2 Research Sampling • Participants PepsiCo collect data and review of information based on a survey of 100 random customers in Vincom shopping mall center, BigC supermarket, Indochina Plaza, National Economic University, and Banking Academy • • • • • 20 customers in Vincom shopping mall center: 191 Ba Trieu, Hai Ba Trung, Ha Noi 20 customers in National Economic University: 207 Tran Dai Nghia, Ha Noi 20 customers in BigC supermarket: 222 Tran Duy Hung, CauGiay, Ha Noi 20 customers in Banking Academy: 12 Chua Boc, Dong Da, Ha Noi 20 customers in Indochina Plaza: 239 XuanThuy, CauGiay, Ha Noi The question was brought to customers by leaflets with simple questions This method has many advantages such as cost reduction more than organization one program to know opinions customers, and saving customer time because of interview is faster with these multiple questions and simple choice Collect information quickly and direct feedback, opinions from customers such as price, product quality All result is also objective due to respondents are chosen at random • Sampling method There are three main type of research sampling includes: random sampling, quasi-random sampling, and non- random sampling Our group decided to choose the quasi-random sampling to conduct the survey “Quasi-random sampling, which provides a good approximately to random sampling, necessitates the existence of a sampling frame” (BPP, n.d.) There are many advantages of random sampling: simple to use, is consider like a fair method of taking samples from a certain population because each member is provided equal chances of being chosen, and enable researches to draw clear conclusions from results gotten from the study (benefitof.net, n.d.) Therefore, this research sampling helps our team to get the opinion of real customers about affect of Vietnam counterfeiting law on awareness and behavior of PepsiCo’s customer It also means the result of survey will be more reliable Page | 29 3.3 Research instrument In order to collect and analyze the data effectively, the questionnaire is designed on one A4 page including 20 questions related to the research title divided into main parts: • Part I (from question to question 5): Profile of customers, including genders, age, occupation, education level, and civil status The response format is design with fixed response: multiple choices The answers of these questions will identify the attitude, awareness, and reaction of each group of customers because different age groups, genders, occupation and education level will have different awareness about Vietnam • counterfeiting law Part II (from to question 20): Evaluate the impact of Vietnam counterfeiting law on customer’s behavior Almost of these 15 questions use Likert scale questions with levels of evaluation, except for question 6, 7, 8, 9, 10, 11, 12 Likert scale questions are listed in the following table: I not care (0-2) Never heard it (2-4) Strongly not believe (0-2) Do not believe (2-4) Extremely dissatisfied (0-2) Dissatisfied (2-4) Very low (0-2) Strongly disagree (0-2) Strongly disagree (0-2) Low (2-4) Question 13 Normal (4-6) Question 14 Normal (4-6) Question 15 So-so ( 4-6) Question 16 So-so (4-6) Good (6-8) Very good (8-10) Believe (6-8) Strongly believe (8-10) Satisfied (6-8) Extremely satisfied (8-10) High (6-8) Very high (8-10) Disagree (2-4) Question 17, 18 Neutral (4-6) Agree (6-8) Strongly agree (8-10) Disagree (2-4) Question 19, 20 Normal (4-6) Agree (6-8) Strongly agree (8-10) Table 2: Research Instrument 3.4 Data gathering procedure Page | 30 The procedure of gathering data consists of gathering from primary data and gathering from secondary data Primary data is a data which is created for the first time and there is no previous source available Secondary data is a readily available data like data from website, internet (answers.com, n.d.) In this research, the researchers use survey to collect primary data, and a lot of information from website, internet, books, and newspapers to collect secondary data Objectives of each step in making survey and search information from sources will be describes in the following table 3.4.1 Primary Data Steps Objectives Questionnaire layout is very logical (is designed on one A4 page), and all questions are very clear It included main parts: part has five questions about profile of respondents The rest Making questionnaire fifteen questions are research question related to title: “The impact of Vietnam counterfeiting law on awareness and behavior of PepsiCo’s customer” Therefore, it is very easy for respondents to answer it This is also most important thing is to help researchers easily in collecting the data Before conducting the survey, it is very important for the Doing survey researchers to explain for respondents about the purposes of the survey This thing will help them understand and be willing to answer and support the research The last step in this process of gathering primary data is collect, analyze and report the results By calculating exactly the data by Collecting, analyzing and suitable formula, researcher can analyze the results to discuss and reporting give out opinions, comments why respondents choose this answer From that, researcher can draw conclusions about the impact of Vietnam counterfeiting law on customers’ behavior Table 3: Collecting primary data 3.4.2 Secondary Data Page | 31 Sources Objectives The official website of PepsiCo provided the exact information The official website of PepsiCo related to company’s background, product, history, and organizational structure…for researchers Books are precious sources for any research, especially research Books related to law Almost policy related to Vietnam counterfeiting law is listed briefly in books It helps researcher to find out the useful information to support the research Internet is abundant, available source It helps researchers search information quickly through key words Besides online books Internet are uploaded free in the internet, internet also contained many opinions, ideas from bloggers in many websites It is a useful information source for researcher to compare and contrast their opinion together in literature review The articles in newspapers or magazines about Vietnam Newspapers/ Magazines counterfeiting law is reliable information All information is written by journalist, and their comments are also highly valued in this study Table 4: Collecting secondary data 3.5 Methods of Data Analysis There are methods to analysis data; these are frequency distribution, weighted mean, and correlation coefficient a) Frequency distribution • Definition: Frequency distribution is a statistic method to illustrate and simplify a large set of data It is simply a method of organizing and simplifying the data to make it more understandable (Ali, n.d.) • Advantage of frequency distribution - To organize the data in a meaningful way - To determine the nature or shape of the distribution - To compute measures of central tendency, variation, and position Page | 32 - To make comparisons among different data sets - To draw charts and graphs for data presentation (Ali, n.d.) b) Weighted mean • Definition: The weighted mean is similar to an arithmetic mean (the most common type of average), where instead of each of the data points contributing equally to the • final average, some data points contribute more than others (princeton, n.d.) Advantage of weighted mean - Allows the final average number to reflect the relative importance of each number that is being averaged - Easy to evaluate the data and give conclusion (ehow, n.d.) c) Correlation coefficient • Definition: Correlations are a simple form of statistical analysis that looks for numerical relationships between two equally sized data sets By comparing numbers from two different data sets together, correlations look at how movement in the value of numbers in one data set is related to movement in the value of numbers in the other • data set (McDunnigan, n.d.) Advantage of correlation coefficient - Looking for simple correlations between two data sets - Precise information about the degree of the relationship can be established by the correlation coefficient No manipulation of behavior is required Establishing a relationship between the variables may imply that there could be - a cause and effect relationship Further experimental research can be conducted to establish cause and effect (revisionworld, n.d.) From methods of data analysis, researchers applied for each question as following table: Questions Frequency of the: Formula Frequency Distribution Question 1: Gender Question 2: Age Question 3: Occupation Page | 33 Question 4: Education level Question 5:Civil status P= ∑ Fx ∑F x 100 P = Percentage Fx = Frequency F = number of respondents Question 6, 7, 12: Customer’s buying Frequency Distribution behavior Question 8, 9, 10, 11: Vietnam counterfeiting law P= ∑ Fx ∑F x 100 P = Percentage Fx = Frequency F = number of respondents Question 13: Does PepsiCo state Weighted mean copyright stamp, product code on the X = [ fnc (0-2) + fnh (2-4) + fn(4-6) +fg (6-8)+ fvg (8-10) ] n product to distinguish between original and fake products? fnc: frequency for I not care fnh: frequency for never heard it fn: frequency for normal fg: frequency for good fvg: frequency for very good n: number of respondents Page | 34 Question 17: Human greed is a factor Weighted mean leading to appearances of counterfeit X = [ fsd (0-2) + fd (2-4) + fn (4-6) +fa (6-8)+ fsa (8-10) ] n product in the market? fsd: frequency for strongly disagree fd: frequency for disagree fn: frequency for neutral fa: frequency for agree fsa: frequency for strongly agree n: number of respondents Question 19: PepsiCo hold propaganda programs to Weighted mean help customers X = [ fsd (0-2) + fd (2-4) + fn (4-6) +fa (6-8)+ fsa (8-10) ] distinguishing original and counterfeit n product? fsd: frequency for strongly disagree many fd: frequency for disagree policies to ensure legal benefits of fn: frequency for normal Question customers? 20: PepsiCo has fa: frequency for agree fsa: frequency for strongly agree n: number of respondents Page | 35 Question 14 and question 15: The Correlation coefficient relationship between the belief in product’s quality and level of r= satisfaction about the prices of PepsiCo n × ∑ xy − ∑ x × ∑ y [n × ∑ x² - (∑ x ) 2] × [n × ∑ y² - (∑ y ) ] products of customers b = n ∑ xy − ∑ x ∑ y n ∑ x − (∑ x ) a= We have the straight line under the equation: y = ax + b x: is the mid- point of question 14 y: is the mid- point of question 15 Question 16 and question 18: The Correlation coefficient relationship between customers’ awareness about counterfeiting law and r= evaluation of customer about power of Vietnam counterfeiting protecting customer and law n × ∑ xy − ∑ x × ∑ y [n × ∑ x² - (∑ x ) 2] × [n × ∑ y² - (∑ y ) ] in PepsiCo company b = n ∑ xy − ∑ x ∑ y n ∑ x − (∑ x ) a= We have the straight line under the equation: y = ax + b x: is the mid- point of question 16 y: is the mid- point of question 18 Table 5: Data Analysis Page | 36 REFERENCES Ali (n.d.) 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Retrieved from http://www83.homepage.villanova.edu/richard.jacobs/EDU %208603/lessons/descriptive.ppt VNPlus (2009) Người Việt Nam thu nhập thấp thích dùng hàng nhái Retrieved April 11, 2013, from http://www.baomoi.com/Nguoi-Viet-Nam-thu-nhap-thap-thich-dung-hangnhai/45/3220835.epi Page | 39 [...]... 06/03/2 013 All members 07- 09/03/2 013 All members 10 /03/2 013 All members 11 /03/2 013 All members 14 /03/2 013 16 /03/2 013 18 /03/2 013 All members All members Lynn Preparing approval letter 19 /03/2 013 Snow Meeting PepsiCo’s manager for a permission 21/ 03/2 013 All members - Think and choose aresearch title for PepsiCo - Find any documents from books and Internet which related to 5 6 7 8 9 1 0 1 1 1 2 1 3 1 the research. .. include publication research, interviews, surveys and other research techniques, and could include both present and historical information (Business Dictionary, 2 013 ) 3 .1 Research Design 3 .1. 1 Type of research There are 3 types of research: Exploratory research, Descriptive research, Causal research Our research type is Descriptive research Descriptive research is considered as survey research It collects... to respondents 09 10 /04/2 013 All members - Summarising the results of doing questionnaire 2 0 2 1 2 2 2 3 2 4 2 5 Doing chapter 3: Discuss the tasks for chapter 3 and divide work Doing assigned tasks in chapter 3 at home Asking lecturer for checking chapter 3 Fixing chapter 3 11 /04/2 013 12 14 /04/2 013 15 /04/2 013 16 - - Conducting a completed report including introduction, 17 /04/2 013 18 - conclusion,... Normal (4-6) Question 14 Normal (4-6) Question 15 So-so ( 4-6) Question 16 So-so (4-6) Good (6-8) Very good (8 -10 ) Believe (6-8) Strongly believe (8 -10 ) Satisfied (6-8) Extremely satisfied (8 -10 ) High (6-8) Very high (8 -10 ) Disagree (2-4) Question 17 , 18 Neutral (4-6) Agree (6-8) Strongly agree (8 -10 ) Disagree (2-4) Question 19 , 20 Normal (4-6) Agree (6-8) Strongly agree (8 -10 ) Table 2: Research Instrument... n.d.) 3 .1. 2 Research method There are 2 types of research design which are qualitative research and quantitative research: Quantitative research is the standard experimental method of most scientific disciplines and Qualitative research is a research method used extensively by scientists and researchers studying human behavior and habits Page | 27 We use Quantitative research design to conduct this research. .. list, etc 21/ 04/2 013 Submitting Assignment 1 22/04/2 013 All members All members All members All members All members All members Page | 17 Chart 2: The Gantt chart for action plan of Maple Group Chart 3: The Gantt chart for action plan of Maple Group 1. 7 Research limitations Our paper carries out a research into the impact of counterfeiting law on employees and customers of PepsiCo To complete the research, ... feedbacks - Checking and fixing together chapter 1 01 03/04/2 013 All members - Dividing new tasks of chapter 2 for all members Page | 16 1 7 Doing chapter 2: - Dividing work and doing research about chapter 2 1 All members submitted their work to leader to conduct a 8 completed chapter 2 04-07/04/2 013 All members 08/04/2 013 Key Submit to lecturer to receive feedbacks 1 9 - Checking together chapter 2 and fixing... conducting the questionnaire 25/03/2 013 All members Asking lecturer for checking the questionnaire 28/03/2 013 Jess Doing chapter 1: 5 - Leader divided works for each member with a deadline - Members went home and did their own tasks 6 22 - next meeting 4 1 1 Key 29 31/ 03/2 013 All members - Members submitted their work to leader to complete chapter 1 - Submitted total chapter 1 for lecturer to give feedbacks... questionnaires are designed based on factors existing in the fact and are modified to suit with the aim of the research and achieve the best results The research question for this study will be: 1 What is the respondents’ profile in terms of? 1. 1 Gender 1. 2 Age 1. 3 Occupation 1. 4 Education level 1. 5 Civil status 2 What is the significant relationship between the respondents’ profile and their awareness... rules, regulations, implementation which researcher need to comply; it describes the behavior and responsibility of researcher with their research objects The objective of research ethics is prescribe what researcher can or cannot to do research, determine the power and responsibilities of researcher before doing research It also protects the safety and benefit of research objects to avoid abuse To implement