Research Project Assignment 2

The impact of Vietnam counterfeiting law on awareness and behavior of PepsiCo’s customers Transmitted to: PepsiCo Prepared for: Mrs Nguyen Thanh Nhan (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: 11/06/2013 Page | TABLE OF CONTENTS EXECUTIVE SUMMARY INTRODUCTION 1.1 Research Background 1.1.1 History of the company 1.1.2 Mission and Vision 1.1.3 Value and Philosophy 1.1.5 PepsiCo’s Products 1.2 Problem Statement 1.3 Research Objective 12 1.4 Significant of study 13 1.5 Research Questions/ Hypotheses 13 1.5.1 Research Questions 13 1.5.2 Hypothesis 14 1.6 Action Plan and Target Date 16 1.8 Research ethics 20 1.9 Layout of chapter 21 LITERATER REVIEW 22 2.1 Introduction 22 2.1.1 Area 22 2.1.2 Topic 22 2.2 Articles about problem 23 2.2.1 Quality inspection factor 23 2.2.2 Regulation factor 24 2.2.3 Customer awareness factor 24 2.2.4 Activity factor 25 2.2.5 Living standard factor 26 2.3 Conclusion 27 RESEARCH METHODOLOGY 28 3.1 Research Design 28 3.1.1 Type of research 28 3.1.2 Research method 28 Page | 3.1.3 Research Design Technique 29 3.2 Research Sampling 30 3.3 Research instrument 30 3.4 Data gathering procedure 33 3.4.1 Primary Data 33 3.4.2 Secondary Data 34 3.5 Methods of Data Analysis 34 REFERENCES 101 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 PepsiCo 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  Chapter 4: Research findings includes present and summaries the findings using suitable methods, charts, diagrams, and tables; evaluate the methodology used and critically analyze the findings  Chapter 5: Conclusions and recommendations, proposes recommendations based on the findings that identify, and justify areas for future research 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.) 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, Page | 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 1.1: PepsiCo’s organizational Chart (Source: PepsiCo.com) 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.) Page | 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 1.1: PepsiCo’s Product 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 Page | 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 - Pepsi Cola 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 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.) Page | 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: - 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 Page | 10 Question 19: PepsiCo hold propaganda programs to help customers distinguishing original and counterfeit product “Based on the data gathered, the assessment of customers about holding propaganda programs to help customer distinguishing original and counterfeit product of PepsiCo which has interpretation in the Likert Scale as “Neutral”.” a Conclusion Through this result, we can see that customers assess about holding propaganda programs to help customers distinguish original and counterfeit product is “neutral” However, in specific data, percentage of customers chosen “Strong disagree” and “Disagree” accounted for small rate with 3% and 15% respectively while the percentage of customers chosen “Agree” and “Strong agree” is higher with 28% and 12% respectively This proves that still have some customers not know about propaganda programs of PepsiCo b Recommendation PepsiCo need more introduce propaganda programs on mass media such as television, radio as well as using ICT tools such as direct mails to send information (time, place…) about events for customers based on customer databases which company collected from transactions Besides, company need create promotion strategies such as discount product or free products for customers who attend propaganda program to attract them Only when they join in these events, they can understand and evaluate high propaganda program of PepsiCo Question 20: PepsiCo has many policies to ensure legal benefits of customers “Based on the data gathered, the assessment about the policies of PepsiCo in ensuring legal benefits of customers had a mean score of 5.56 interpreted as "Neutral” in the Likert scale.” a Conclusion With this question, the large portion evaluates PepsiCo has many policies to ensure legal benefits of customers at the level of “Neutral” However, in specific data, percentage of customer chosen “strongly disagree” and “disagree” accounted for small rate while the percentage of customer chosen “agree” and “strongly agree” is higher with 42% and 9% respectively The reason is that in fact with a large company as PepsiCo, customers is always concerned first of PepsiCo because it is important Page | 89 element which decide succeed of company Therefore, company sure has many policies to ensure benefits of customers b Recommendation Company need have program to propagandize for customers about policies ensuring benefit of customers to them know and show the benefits policies bring to customers when buying PepsiCo product As a result, customers can understand efforts of company in ensuring their benefits and company can get more customers’ trust Correlation Correlation 1: Correlation between the beliefs in product’s quality and level of satisfaction about the prices of PepsiCo products of customers “The chart shows the relationship between customers’ belief in product’s quality and their level of satisfaction about the prices of PepsiCo products Almost points spread from to and appear around the linear Because r = 0.485, therefore it is positive correlation which means that level of customers’ satisfaction about prices depend on their belief in product quality However, the correlation co-efficient (r²) is not high, just 0.24.” a Conclusion Based on this correlation, it can be known that the close relationship between customer’s beliefs in product’s quality and their level of satisfaction about the prices of PepsiCo product The customer’s belief about product’s quality will evaluate level of satisfaction about prices of PepsiCo product Only when company have high quality product to meet requirement of customer, customer can accept to buy product and satisfy prices that company give although product’s prices is high b Recommendations The important thing in running business is improving product’s quality It is considered as a tool to enhance value for product and increase customers’ belief When gain customer’s belief, PepsiCo not need have suitable pricing strategies to attract customer, customers still can accept to buy it easily Therefore, PepsiCo should focus more on product quality instead of focusing too much on setting up price strategies to attract customers Correlation 2: Correlation between customers’ awareness about counterfeiting law and evaluation of customer about power of Vietnam counterfeiting law in protecting customer and PepsiCo Company Page | 90 “The calculation shows the correlation between customers’ awareness about counterfeiting law and evaluation of customer about power of Vietnam counterfeiting law in protecting customer and PepsiCo Company Because r = 0.401, therefore it is positive correlation which means that assessment of customer about power of Vietnam counterfeiting law depend on their awareness about Vietnam counterfeiting law However, the correlation co-efficient is not high; the coefficient of determination (r²) is 0.161, expresses as a percentage is over 16% It can be understood that over 16% of variances in customer awareness about Vietnam counterfeiting law can be explained by power of Vietnam counterfeiting law.” a Conclusion Based on this correlation, it can be known that the close relationship between customer awareness and power of Vietnam counterfeiting law When customers have good awareness about Vietnam counterfeiting law and effort in detecting fake or counterfeited product, the power of Vietnam counterfeiting is enhanced and affirmed by customers b Recommendations Government need have more programs to propagandize about laws for business specifically PepsiCo company to them understand clearly and cooperate with the government to prevent counterfeit product and raise customer awareness about Vietnam counterfeiting law and help them distinguishing between original and counterfeiting product As a result, customers will evaluate highly about power of Vietnam counterfeiting law in protecting customers and PepsiCo Company Hypothesis Hypothesis 1: Is there a significant relationship between gender of respondents and their awareness PepsiCo’s customers about Vietnam counterfeiting law? “Reject null hypothesis at 5% significance level” a Conclusion: Yes There is significant relationship between gender of respondents and their awareness PepsiCo’s customers about Vietnam counterfeiting law Female always care about food and beverage than male However, male have higher awareness about counterfeited products than female b Recommendation: PepsiCo should try to improve the awareness of female customer and also need to make male customer concern more about its product PepsiCo can use personal selling to help Page | 91 female can distinguish counterfeiting product for and more advertising in newspapers, sport channel for male customers Hypothesis 2: Is there a significant relationship between age of respondents and their awareness of PepsiCo’s customers about Vietnam counterfeiting law? “Reject null hypothesis at 5% significance level” a Conclusion Yes There is significant relationship between age of respondents and their awareness PepsiCo’s customers about Vietnam counterfeiting law High awareness is only at the age 31- 40 and over 50, “So-so” is at the age 21-30, low awareness is in other age The younger customers not care about counterfeiting law as much as older customers b Recommendation PepsiCo should improve awareness of young customer about the bad effect of counterfeiting law and low quality products PepsiCo can celebrate more propaganda for young customer about counterfeiting law and advertising its bad effect in some way to attract customer such as social network: Facebook, Twitter Hypothesis 3: Is there a significant relationship between occupation of respondents and their awareness of PepsiCo’s customers about Vietnam counterfeiting law? “Reject null hypothesis at 5% significance level” a Conclusion Yes There is significant relationship between occupation of respondents and their awareness PepsiCo’s customers about Vietnam counterfeiting law Most of students have low awareness and business have high awareness When student being a customer, they not care much about the counterfeiting law, because they think it is not important b Recommendation PepsiCo has a large of customer is student, when student not care about counterfeiting law; they need to raise their awareness The most positive ways is celebrate more workshops in University to help student can understand the bad effect and more knowledge for the better of life Hypothesis 4: Is there a significant relationship between education level of respondents and their awareness of PepsiCo’s customers about Vietnam counterfeiting law? “Reject null hypothesis at 5% significance level” Page | 92 a Conclusion Yes There is significant relationship between education level of respondents and their awareness of PepsiCo’s customers about Vietnam counterfeiting law Most of ungraduated respondents have low awareness, bachelor have high awareness Ungraduated respondents not have enough knowledge about law, and not understand the bad impact of fake product b Recommendation Same as the previous hypothesis, un-graduated respondent also mean they are studying To raise their awareness, PepsiCo should celebrate more workshops in University to help student can understand the bad effect and more knowledge for the better of life Hypothesis 5: Is there a significant relationship between civil status of respondents and their awareness of PepsiCo’s customers about Vietnam counterfeiting law? “Reject null hypothesis at 5% significance level” a Conclusion Yes There is significant relationship between civil status of respondents and their awareness of PepsiCo’s customers about Vietnam counterfeiting law Base on the above figure, we can easy to recognize that most of married people have high awareness about Vietnam counterfeiting law than others The reason is that they are people who have children so they concern about counterfeiting law as well as detecting counterfeiting product to ensuring their children health Due to limitation of respondents, only 100 respondents in which only 8% is divorced, we cannot assess exactly the relationship between civil status of respondents and their awareness about law Therefore, the chi-test results only reject null hypothesis at 5% significance level b Recommendation It is necessary for government and PepsiCo Company need have propaganda program to help customers improve their awareness about Vietnam counterfeiting law whatever they have not family and children yet, they still care about health of themselves Hypothesis 6: Is there a significant relationship between quality inspection factor and behavior of PepsiCo’s customers? “Reject null hypothesis at 5% significance level” a Conclusion Page | 93 Yes There is significant relationship between quality inspection factor and behavior of PepsiCo’s customers Most of respondent feel normal believe in quality of PepsiCo’s product assess that quality inspection of PepsiCo is good Quality inspection is very important in anti-counterfeit product in Vietnam market, lack of people that have knowledge and experiences to inspect the quality of product but also due to Vietnamese behavior b Recommendation It is necessary for government and PepsiCo Company to improve the techniques and increase knowledge of human resources in this field Besides, they need to promote more about the quality inspection to enhance more belief of customer by many way such as advertising in TV, celebrated more propagandas program Hypothesis 7: Is there a significant relationship between regulation factor and behavior of PepsiCo’s customers? “Reject null hypothesis at 5% significance level” a Conclusion Yes There is significant relationship between regulation factor and behavior of PepsiCo’s customers A half of respondent agree PepsiCo policy to ensure legal benefits of customers and against counterfeiting and fake products, and other respondent not know about it Therefore, the belief of customer only at the range “so-so” It because PepsiCo is a large, they produce food and beverage drink, they need to concern benefit of customer more and more b Recommendation PepsiCo concern about benefit of customer but the belief of customer on PepsiCo product is not high, therefore, the best way can help PepsiCo enhance both belief and behavior of customer is hold more program to propagandize for customers about policies ensuring benefit of customers to them know and show the benefits policies bring to customers when buying PepsiCo product Hypothesis 8: Is there a significant relationship between customer awareness factor and behavior of PepsiCo’s customers? “Reject null hypothesis at 5% significance level” a Conclusion Yes There is significant relationship between customer awareness factor and behavior of PepsiCo’s customers Most of people sometimes registry their information have Page | 94 normal awareness When customer registry their personal information for product suppliers, PepsiCo can protect them when PepsiCo have their profile Because lack of registering personal information lead to the dispute with company when buy fake and poor quality product as well as create good opportunity for fake product spread into market b Recommendation To raise customer’s awareness and make them know the important of providing personal information, PepsiCo also can use customer information to set up marketing strategies through ICT tools such as email, telemarketing…, it also help PepsiCo improve customers’ awareness about important role of providing personal information Hypothesis 9: Is there a significant relationship between activity factor and behavior of PepsiCo’s customers? “Reject null hypothesis at 5% significance level” a Conclusion Yes There is significant relationship between activity factor and behavior of PepsiCo’s customers Most of respondent have normal and agree with PepsiCo program believe in PepsiCo product’s quality However, a half of respondent not know about PepsiCo propaganda program It because PepsiCo fail to marketing their program to customer b Recommendation PepsiCo can link with other organization such as “protect customer benefit organization” to introduce propaganda programs on mass media such as television, radio as well as using ICT tools such as direct mails to send information about events for customers based on customer databases which company collected from transactions When customer join PepsiCo program, it can raise their awareness and make them feel safe and belief in PepsiCo’s product Hypothesis 10: Is there a significant relationship between living standard factor and behavior of PepsiCo’s customers? “Reject null hypothesis at 5% significance level” a Conclusion Yes There is significant relationship between living standard factor and behavior of PepsiCo’s customers The respondents have average income from to million buy PepsiCo product to times per week However, there are many respondent have high Page | 95 income but only buy PepsiCo product less than times per week PepsiCo still needs to continue to improve product’s quality b Recommendation PepsiCo need to attract more new customer and maintain old customer It is not difficult but it also not easy to implement PepsiCo should have more suitable approach for each kind of customers and create more marketing strategy to each market segmentation base on customer income According to the literature review, low income is also a reason why customer use fake products, PepsiCo need to protect customer by hold more program to help customer know about the bad impact of fake product Page | 96 Summary of data Question 1: What is your gender? Gender Male Female Frequency 43 57 Question 2: How old are you? Age < 21 21-30 31-40 41-50 >50 Frequency 34 41 19 Question 3: What you do? Occupation Student Worker Office staff Business Other jobs Frequency 52 16 21 j Question 4: What is your education level? Education level Nothing Graduate Undergraduate Bachelor Master PhD Frequency 38 45 13 1 Question 5: What is your civil status? Civil status Single Married Divorced/Separated Frequency 43 49 Question 6: What is your monthly income? Income Nothing Frequency 39 < million 2-5 million 5-10 million > 10 million VND VND VND VND 43 Question 7: How many times you use PepsiCo’s product per week? Frequency < times 4-6 times 7-9 times > 10 times 21 45 26 Page | 97 k Question 8: Have you ever distinguished between original and counterfeit product? Gender Yes No Frequency 91 l Question 9: Have you ever known about Vietnam counterfeiting law? Gender Yes No Frequency 74 26 m Question 10: Before buying PepsiCo’s product, you registry sufficient personal information for product suppliers? Frequency Never Rarely Sometimes Often Always (0-2) (2-4) (4-6) (6-8) (8-10) 31 37 19 n Question 11: What will you if you buy PepsiCo’s counterfeit product? Frequency Don’t care Throw away Go back and change 11 39 Report to the authorities Require for a compensation 19 23 o Question 12: Does PepsiCo state copyright stamp, product code on the product to distinguish between original and fake products? Frequency I don’t care Never heard it Normal Good Very good (0-2) (2-4) (4-6) (6-8) (8-10) 21 14 27 34 p Question 13: Please rate totally belief with the PepsiCo’s quality product? Frequency Strongly Do not Normal Believe Strongly not believe believe (4-6) (6-8) believe (0 -2) (2-4) 15 (8–10) 39 27 11 Page | 98 q Question 14: How satisfied are you with the price of PepsiCo? Extremely Dissatisfied So-so Satisfied Extremely dissatisfied (2-4) (4-6) (6-8) satisfied (0 -2) Frequency (8–10) 11 27 42 15 r Question 15: How you assess about your awareness of Vietnamese about counterfeiting law? Frequency Very low Low So-so High Very high (0-2) (2-4) (4-6) (6-8) (8–10) 17 31 24 20 s Question 16: Human greed is a factor leading to appearances of counterfeit product in the market? Strongly disagree Disagree Neutral Agree Strongly agree (0 -2) (2-4) (4-6) (6-8) (8–10) 0 11 52 37 Frequency t Question 17: How you evaluate about product’s quality inspection stage of government agencies and PepsiCo Company? Frequency Very bad Bad So-so Good Very good (0-2) (2-4) (4-6) (6-8) (8–10) 17 43 24 12 u Question 18: Vietnam counterfeiting law is strong enough to protect benefits of customer and PepsiCo Company? 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