Study on the elements that affect the buying decision of milk bottle DR. Brown in new generation company limited

Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Advisor’s assessment RESEARCH PROJECT (BMBR5103) STUDY ON THE ELEMENTS THAT AFFECT THE BUYING DECISION OF MILK BOTTLE “DR BROWN” IN NEW GENERATION COMPANY LIMITED Research Proposal STUDENT’S FULL NAME : Ly Vinh Kien Huynh Pham Ngoc Lam ID# 2448464 ID# 2448452 INTAKE : May 2012 ADVISOR’S NAME & TITLE : Dr Ut Tran Advisor’s signature October 2013 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran EXECUTIVE SUMMARY: I INTRODUCTION 1.1 Research Background 1.2 Problem Statement 1.3 Research Objectives and the Scope of the Research II LITERATURE REVIEW 2.1 Research definition (operational definition of key words) 2.2 Related research 10 2.3 Related Model in an analysis 13 III CONCEPTUAL FRAMEWORK 15 IV HYPOTHESIS AND OPERATIONAL DEFINITION 16 STUDY ON THE ELEMENTS THAT AFFECT THE BUYING DECISION OF MILK V Methodology 17 BOTTLE “DR BROWN” IN NEW GENERATION COMPANY LIMITED Type of research choice 17 Research design 18 Estimated budget of the research 21 Activity plan: 22 Conclusion 22 REFERENCES 23 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran I INTRODUCTION EXECUTIVE SUMMARY: 1.1 Due to the economic recession, all enterprises are facing with the income and benefits, our company also face those problems too We would to make research on “The elements that affect the buying decision of milk bottle “Dr Brown” in New Generation Company Limited” to discover the elements and give the solutions for those problems The world economy has tendency of being in risk The weaker domestic demand and slower growth in several countries cause the import and export to slow down The New Generation Company is an importer of milk bottle products from USA which were also affected by those changes in the world economy today The research is processed by phases: preliminary research with the peer interview to discover the elements affecting on Dr Brown milk bottle buying decisions and the official research with the 100 samples to find out the elements in addition, we can use more descriptive statistics, EFA, Cronbach alpha to make our research more clearly In the Research Background The sales situation of this product line is being decreased since the first quarter this year while inventory increased There must be several key reasons for that Therefore, this research will be focused solely on identifying the causes of that situation, and then offering some suggestion to overcome the difficulties and get the business back on track limitation of research, the researchers are only the references and it also helps to find solutions of business activities and distribution products efficient The research will be arranged as following 1.2 Problem Statement 1.2.1 Main Problem The sales volume status and profit of this milk bottle product “Dr Brown” are EXECUTIVE SUMMARY: decreasing since 1st quarter 2013 It caused the company fail to obtain the goals I INTRODUCTION 1.2.2 Sub –Problems: II LITERATURE REVIEW a The price of Dr Brown milk bottle is no match against competitors It is quite high III CONCEPTUAL FRAMEWORK in comparison with the other milk bottle products in the market According to Mankins IV HYPOTHESIS AND OPERATIONAL DEFINITION (2005) concluded that the quantity demanded falls when the price rises and the quantity V.METHODOLOGY demanded rises if the price falls, and the quantity demanded is negatively related to the price He also proposed the law of demand “Other things equal, when the price of a good rises, the REFERENCES quantity demanded of the good falls” APPENDICES b Brand awareness: More competitive products with unknown origin appear on the market which affected the customer’s brand awareness against the milk bottle products of New Generation Co., Ltd Brand awareness has great influences on buying purpose from the customers who intend to pay money for well-known product (Keller, 1993; Macdonald & Sharp, 2000) c Advertising is not good and attractive Due to the change of advertising budget, the advertising methods are changing so much, the managers does not make advertisement in the retail shop, but they did in the small website column Mohamad et al (2013) used the multiple regression analysis and applied Pearson correlation to examine the connection Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus between the advertising and buyer decision making, and they conclude that there is relation between two variables Business Research Method Instructor: Dr Ut Tran The research is intended of making the research of the element affecting on buying decision in New Generation Company and finding the solution to resolve the low sale and d Customer satisfactions play an important role in the business The customers feel that the new milk bottle 240 ml is not satisfied because there is leak of milk from the milk bottle neck and the customers feel very annoying when they feed the milk to their babies and profit 1.3.3 Limitation of the research they expect that the milk bottle will be design better at the milk bottle’s neck Besides, The proposed research is limited on the mother and children shops in Ho Chi Minh Murekio (2010) uses the revenue data, and customer satisfaction survey data in ten retails City area, we also narrow the target customers’ income to over million VND, assuming the center in Nairobi, she concludes that there is significant relationship between the customer retailers average purchase volume is 10 million VND per month satisfaction and the revenue in 10 retail center The research is conducted within Ho Chi Minh City, so the result is not intended to be e Personal factors: The current economic recession is presently a source of concern used and compared in any other areas due to geographic differences for marketers’ attempts to determine the current buying behaviors of the consumers, consumers are changing their buying behaviors and greatly decreasing there overall spending According to Armstrong & Kotler (2009) proposed that if economic indicators point to a recession, marketers can take steps to redesign, and reprise and their product closely, they also concludes that a person’s economic situation such as personal income, savings, and The research is limited to baby product market in Ho Chi Minh city, Vietnam It will only look at the market share and competitions that may affect Dr.Brown milk bottle product directly It may use other similar products such as baby care, toys, baby medical products etc as references for analysis, but should not consider them as key factors for comparison It also should not refers and mention other product lines of New Generation Co., Ltd interest rates will influence their product choices in the store If not being reviewed and reacted properly, this problem may get worse: 1.3.4 Research significance Once completed, the research can help the management of New Generation Co., Ltd -“Dr Brown” milk bottle manufacturing line may have to declined or shut down due to overstock realizing the situation and prepare a clear strategy for future business of this milk bottle product line It also may help the consumers to be aware of how important it is to choose an -Inventory of milk product increases and unusable appropriate baby product -Workers of this manufacturing line might lose their jobs, increase unemployment -The company competitive position will suffer damage II LITERATURE REVIEW 1.3 Research Objectives and the Scope of the Research 2.1 Research definition (operational definition of key words) 1.3.1 Research Objectives Consumer behavior: Cook (2009) conclude that consumer behavior is described in This research is to identify the important aspects which affect the buying decision of this way: set of activities is directly achieved, use and disposal of goods and services milk bottle’s consumers within Ho Chi Minh City area, Vietnam, in 2013 Base in the information found, we will suggest the solutions for improving buying decisions and the sales revenue of Dr Brown milk bottle product in New Generation Company Limited Despite some limitations, the study results are considering valuable references; we would like to offer useful solutions to enhance the product recognition and its sales evaluation, purchase, and post purchase activities Customer satisfaction: According to Blackwell, Engel & Miniard (2006), there are three major factors of satisfaction such as product performance, consumption feelings, and 1.3.2 The scope of the proposed research? Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Buying decision process: Engel et al., (1986) suggest that high involvement with a product results in which starts with problem recognition, an information search, alternative Class : OUM MBA 0512-1C Page Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran expectations The study showed that building customer satisfaction resulted in better returns bring the same benefits, but the benefit can be bad or good factors which are dependent on to companies (Reichheld, 1996) the brands in a group of comparisons Price acceptability: Herrmann, Huber & Wricke (2001) and Homburg, Hoyer & Package design: According to Stewart (2007), packaging design skill is Koschate (2005) stated that consumer satisfaction has a positive relationship with price communicating design thinking effectively He defines the elements of design as: material acceptability and readiness to pay From that research, these author want to say that higher choices, color, text, photography and illustration According to Sustainable Packaging consumer satisfaction will make higher price acceptance and readiness to pay and low Coalition (SPC), strategies for sustainable packaging design are: price sustainability , transport environmental best practices sensitivity appear In contrast, a low consumer satisfaction will affect price acceptance and readiness to pay positively, and make price sensitive in high level package Design for However, Soroka (2002) proposed that packaging is the combination of the science, Advertising: Moschis and Mitchell proposed that the effect of TV advertising and technology, art and fashion to protect and keep the products to customers Variawa (2010) interpersonal influences and social structured on family consumption decisions Batra et al analyzed the effects of packaging on decision making process of Consumer Goods in retail (1995), the effectiveness of advertising is considered for the effects on sales in the short term shopping Brand awareness: Brand awareness is essential because consumers remind the brand in the time of a specific product, and the brand will be a part of the mindset Awareness can also effect on consumer decision making by influencing brand associations that create the brand image (Keller, 1998) 10.Supplier : Keeping good relationships with suppliers is recognized as an impressive factor in sustaining a competitive advantage (Stevenson 2009:525) 11 Buying decision: Sproles and Kendall (1986) proposed that buying decision is also having related a confused over choice form the customers They feel very confusing A brand name gives a characteristic which leads the retailers and consumers to find when they choose suitable product because it’s over choice out service providers and expect the outcomes of the services Kan (2002) suggests the brand 12 Supplier-manufacturer relationship: Michael Maloni and W.C Benton (1999), in awareness can make to increased profitability evaluation Brand awareness has great their research stated that the power source of the supplier, once overrun the manufacturer, influences on buying purpose from the customers who intend to pay money for well-known could affect their relationship and damage the business of the manufacturer product Keller (1993); Macdonald & Sharp (2000) Addition, Nazia et al (2011) use the 13 Mothers’ communication orientation and consumer socialization: Carlson, regression to test on 200 retailers on two brands i.e L’Oreal and Ganiers with variables Grossbart and Walsh (1990) explored that mothers’ communication orientation and consumer brand awareness and perceived quality, customer loyalty They concluded that the study was socialization have the close relationship tendencies on buying decision brand awareness significantly influences the profitability Personal factor: Linehan and Cadogan (2000) conclude that personal factors influence buying decisions such as economic, age, gender, occupation, and lifestyle Armstrong and Kotler also has similar opinions and argued that if people with a good secure job and income, have the tendencies of buying more expensive and even luxury product, where people with less income and less secure jobs tend to buy cheaper products 14 Need Recognition: Neal and Questel (2006) stating that need recognition occurs due to several factors such as personal, professional and lifestyle which ead to formation of idea of purchasing 15 Information search: Schiffman and Kanuk (2007) stated that consumer finds information related to desired product 16 Evaluation of alternatives: Kotler and Keller (2005) consider this stage as one of Brand loyalty: Chaudhuri & Holbrook (2001) said that brand loyalty has the relationship with brand price In addition Aaker (1996) shows that price is the first sign of brand loyalty In addition, Aaker also emphasized that Price premium is distinguished as the important stages as the consumer considers when they take into account the factors such as size, quality and price 17 Purchase decision made: Kacen (2002) stated purchasing decision can be divided a customer is willing to pay for the brand loyalty in comparison with another brand which into planned purchase Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page Class : OUM MBA 0512-1C Page Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran 18 Post-purchase evaluation: Neal et al (2004) proposed that the important process in the consumer decision making process when it makes the influences on the consumers’ purchases of the same product or service from the same supplier Problem recogniti on style Information search style Evaluation of alternative Purchase decision Post purchase evaluation 19 Internal search refers to the process where consumers rely on their personal experiences and believes (Rose and Samouel, 2009) 20 Life style: Due to Morganosky (1986) He states that Life style in relation to the Figure Kotler’s Consumer decision -making process purchase of different consumer products, shopping behavior, retail behavior and online From this model, it implies that the buyers must go through steps when they buy the purchasing behavior were also found in the consumer literature products Actually, it is not true in real life; the buyers can eliminate one steps or steps when buying the goods 21 Self-concept: Self-concept is another factor affecting consumer decision-making It is defined as “the totality of the individual’s thoughts and feelings having reference to 2.2.2 Kotler's model of stimulus response of buyer behavior him/herself as an object (Rosenberg, 1979) 22 Social factor : Kim et al (2002) concluded consumers product choice for a brand are affected by a social influence, and Linehan and Cadogan (2000) proposed that social factor also influence on consumers behavior, like family, peer group 23 Psychological factor: Armstrong & Kotler (2009) proposed that person’s buying decisions are influenced by motivation attitude and perception 24 Personal value: Rokeach (1973) and Kahle (1983) proposed that a personal value is an enduring belief that a specific end-state of existence or specific mode of conduct is preferred over others 25 Purchasing strategy segments: Blattberg, Gary, and Joshua (1981) conclude purchasing strategy segments based on three purchase areas: brand loyalty (single brand many brands), type of brand preferred (national, national and private label), and price Figure Kotler's model of stimulus response of buyer behavior sensitivity (regular price, deal price) The consumer’s personal characteristics will illustrate in order to stimulate the buying 2.2 Related research decision and help the company classifying the buyers due to the way of buying, and assist the 2.2.1 Kotler’s Consumer decision -making process marketing ways implementing better The characteristics include: In the process of buying decision, Kotler (2003) stated that the consumers always go through steps: problem recognition, information search, and evaluation of alternative, purchase decision, post purchase evaluation It showed that the process of buying has -Social: family and reference groups -Personal: age & lifecycle stage, economic circumstances and lifestyle -Psychological: Beliefs, perception, attitudes and motivation been formed for a long time and it also stretches for long time after the customers sell 2.2.3 Sproles and Kendall research the products Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 10 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 11 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Sproles and Kendall concluded that the decision making is the basic consumer personality The model is consisted of elements: Perfectionism consciousness, brand consciousness, Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran 2.3 Related Model in an analysis 2.3.1 Model of Phuoc’s research proposal novelty and fashion consciousness, recreational and hedonistic consciousness, price and value consciousness, impulsiveness and carelessness, confused by over choice, habitual and brand According to Bharadwaj (2004), there are elements which effects on buying decision loyal such as quality, delivery, price, service In addition, Nguyen Kim Phuoc (2007) analyses the research of Lehman and O’Shaughnessy (1974) Perfectionism consciousness Kelly and Coaker (1976), Demssey (1978), he concluded with four criteria: delivery – quality – price, guarantee system, technology ability, implementation ability which are Brand consciousness popular and analyses and validated in the past research From that synthesis, Phuoc uses them into applying his research proposal on the topic: the elements affecting buying decision of A4 printing paper in the state enterprise, private enterprise, foreign company Novelty and fashion consciousness Consumer decision making style in Ho Chi Minh City In her research, she does not pay much attention quality of A4 Printing Paper; the quality also plays an important factor which causes the effect of buying decision Recreational and hedonistic consciousness Delivery Price and value consciousness Quality paper Impulsiveness and carelessness Price paper Buying decision of A4 printing paper Guarantee paper system Confused by over choice Technology ability to make good paper Habitual and brand loyal Figure Phuoc’s model of buying decision of A4 printing paper Figure Sproles and Kendall‘s Consumer decision making style Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 12 2.3.2 Kwan’s model research proposal Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 13 Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Besides, according to Kwan Chui Yan (2006) , she made the PhD thesis on the factor Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran III CONCEPTUAL FRAMEWORK affecting young Chinese consumers’ decision making behaviors towards casual wear The model is designed on the retail buying theory and former research at 2.3 about the purchase to observe the decision making styles existing in young Chinese choices of elements affecting on buying decision and the distinguished elements of baby products such casual wear and check the relationship between decision making styles and the others as milk bottle, we will process the model as follow factors In addition, she gives the model which comprises of major elements including consumer individual characteristic (personal values, life style characteristics, selfconcept, and fashion involvement), environmental characteristics (social factor and Customer satisfaction culture factor, clothing choice criteria and consumer decision-making styles The H1 To me, the research of Kwan Chui Yan has limitations which he choose the area of research so large and diversifies, because the Hong Kong, Taiwan and China also share Price H2 Minh City with average income customers Advertising H3 H4 Individual characteristics: Environmental characteristics: Personal values Social factor Lifestyle characteristics milk of bottle Suggested solutions “Dr Brown” the same culture, but taste of life style are also different due to the different incomes in areas To my research, I would like to make the limitation; I only focus on the Ho Chi buying decision Brand awareness in New Generation Company Limited Dependent Variable H5 Cultural factor Self-concept Personal factors Fashion involvement Independent Variables Figure 6: The Theoretical Framework buying decision of milk bottle “Dr Clothing choice criteria Brown” in New Generation Company Limited The model is consisted of basic elements: Customer satisfactions, Price, advertising, Brand awareness, and Personal factors They are considered as independent variables The core Consumer decision making styles Figure Kwan’ model of Consumer decision making styles component and the major dependent variable of the framework is the last componentconsumer decision making The purpose of the study (as mentioned above) is to find out the relationship between independent variables and dependent variable Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 14 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 15 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran IV HYPOTHESIS AND OPERATIONAL DEFINITION Business Research Method Open University Malaysia HUTECH Campus V Instructor: Dr Ut Tran Methodology Operational definitions are instrumental in determining the exact process by which research data should be collected and processed Because operational definitions outline how Type of research choice data will be measured, we can know the elements that affect the buying decision of milk There are three types of research design, describing their purpose very well The bottle “Dr Brown” in New Generation Company In addition, we would like to give the Exploratory research is to discover ideas, information and insights Descriptive research is definition of variables According to Wikipedia; all the definitions are given as following: usually to describe a population with respect to important variables Causal research is used to establish cause – and - effect relationships between variables Customer satisfaction, a term used in marketing, is a measurement of how products and services supplied by a company adapt and give to customer expectation Since we are dealing with the elements affecting on buying decision of milk bottle Dry Brown In New Generation Company Limited, the method used in this research should be Price refers to the quantity of payment settled by a seller of goods or services, rather than the eventual payment amount Descriptive In the process of making the questionnaire, we will use the Linker for related variables such as customer satisfaction, price, advertising, brand awareness, personal factors Advertising or advertising is a form of communication for marketing and used to encourage, support, an audience such as viewers, readers or listeners; a specific group to Those variables reflect the important observations in the process of buying milk bottle Here is the diagram to be followed in the research continue some new action RESEARCH PROBLEMS Brand Awareness is the extent which a brand is known by potential customers, and is Researching on the elements affect the buying decision of milk bottle “Dr Brown” in New Generation Company associated with a distinguished product Personal factors help us understand the buying tendencies and spending actions of consumers LITERATURE REVIEW Using buying decision theory from Kotler, Sproles and Kendall research and Phuoc’ master thesis model and Kwan’ PhD thesis model The following hypothesis was tested in this study as following: Hypothesis 1: There is a positive relationship between customer satisfaction and the buying decision of Dr.Brown milk bottle product Hypothesis 2: There is a positive relationship between Price and the buying decision of QUALITATIVE APPROACH Making peer interview with correspondents PRETEST OBSERVATION Adjusting the interview draft, the sample is 30 retail shops Dr.Brown milk bottle product Hypothesis 3: There is a positive relationship between Advertising and the buying decision of Dr.Brown milk bottle product Hypothesis 4: There is a positive relationship between Brand awareness and the buying decision of Dr.Brown milk bottle product Hypothesis 5: There is a positive relationship between Personal factors and the buying QUALITATIVE RESEARCH Making observations on retails shops in HCM City Coding and putting the data Refresh the data Analyzing ANOVA, Cronbach’Alpha, etc Writing the research and making a deep interview in some case Figure 7: Research Process decision of Dr.Brown milk bottle product Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 16 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 17 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran type of measurement they use on determining customer’s loyalty By reviewing the Research design positive and negative points, it is hoped that the researcher can conclude the reasons a Data collection (Secondary and Primary data collection) for Dr.Brown milk bottle’s product declining and from that find possible solutions for Primary data is information which the author gather by himself and secondary data improving the situation is information gathered by others sources such as scientists or institutions (Andersen,  1998) In this research, the primary data consists of interviews with the retailers, and Assumptions : questionnaire in the retail shops and customers which I have chosen to investigate In the - That the 100 milk bottle customers will represent the total number of customers secondary data, the author use to gather data and facts about the retailers and retailers’ - The 10 stores responses will represent the total number of retailers customers and markets from different websites, retail stores - Those 90% respondents will answer the questionnaires truthfully - Those results will reveal the factors of why Dr.Brown milk bottle product buyers decrease b Data analysis: their purchases and go to substitute or competition’s products The questionnaire is processed by the pretest interview with 30 samples to distinguish and discover the mistakes and unclear elements so that we can adjust the mistakes and adjust them   The questionnaire is designed: The questions related to the elements affecting buying decision of milk bottle from the Qualitative approach: our qualitative approach is to identify the elements affecting customers and retailers shop owner include Customer satisfactions, Price, advertising, Brand on buying decision of DR Brown milk bottle in the New Generation Company From awareness, and Personal factors In addition, the deep information relating to the buyers, the the qualitative information, we can create the suitable questionnaire The peer product efficient, the price, the distribution, the buying capacity, etc will be mentioned interview is rather good and suitable because we can use the face to face method to  gather information and collect the data from the correspondents The chosen people Individual research: the customers and owners of shop retailers buying and selling Dr Brown milk bottle and others milk bottle in the area of HCM city are seven such as sale person, shop owner, customers in the retail store The highest age is 50, and the lowest age is 22, and the peer interview is processed from  Sampling: The respondents of the study will consist of consumers of New 02/07/2013 to 25/09/2013 All participants’ information will be recorded and Generations and its retailers/distributors The reason for this is to determine that they classifies to determine the elements affecting on buying decision of milk bottle in have enough time experience to evaluate the milk bottle product, whether they have New Generation LTD This data and literature review will be synthesized in the satisfied with it and, if not, what are the reasons The retailers/distributors to be preliminary interview From the preliminary interview, we will make the official surveyed, on the other hand, should have knowledge about consumers’ complains and interview sheet customer satisfaction of the product They should be aware of what is usually being complained and being praised, as well as what makes consumers happy about the   Quantity approach: this method permits us measure and analysis the data in the real product or what are their substitute’s products According to Hair & CTG (1998), we number Basing on the quantity research method and literature review, we can adjust should use at least about 100 samples or 150 samples if we use SEM Besides, Hoelter the preliminary model and give the suitable model, questionnaire, and scales in the (1983) proposed that we also need 200 samples Meanwhile, Hatcher (1994) official research suggested that the samples can be multiplied times by the variables, or there must be The statistical results will help determine the level of loyalty and accepting among 100 samples From that reason, we will take 100 samples for our research Vietnamese consumers Furthermore, the survey with retailers will help determine the Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 18 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 19 Open University Malaysia HUTECH Campus  Business Research Method Instructor: Dr Ut Tran Collect data: We will handle 100 samples which are given to the customers and the owners of retail shops The samples must be obligated the rules in the questionnaires Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Example: Which brand of soft drink you like best? a.Pepsi b.Coca-Cola c Chuongduong d 7-up and all the respondents should answer all the questions in the questionnaire The  sample choice must be process by the convenient method and secure the average Frequency determination questions: are the types which suggest the respondents to ration in the term of income and attitudes choose one answer about the frequency Analyze data: after collecting the data, the question and interview must be observed and we also delete the data which is not attained the demands Next, the variables will Example: How many times you drink soft drink a week? a.1 time b times c times d.over times be coded and, input, refreshed with 11.5 SPSS version  Checklist questions: are the types which suggest the respondents to choose many Instruments used: We use the questionnaire, interview to analysis the data through answers in the questionnaire 115.5 SPSS updated version Example: Where you find the information the mass media? Personal interview: is the form of direct communication which an interview will ask the interviewees by using face to face methods, the most unstructured interviews are a processed by face to face Through the interview, we can clarify the doubts and reconfirm Newspaper b Internet c Television d Radio Scales: it is about the extent of agreement questions the questionnaire are clearly understood but the interviewees Besides, we can receive the value information from the respondents which is very precise in our future study In Example: What extent you agree with the price of soft drink? contrast, it costs so much when we move to many places to receive the informant on, and a Strongly agree b Agree c Neutral d Disagree e Strongly agree some interviews might unreleased to answer some personal questions relating to them Questionnaire: is a form of descriptive and opinion related survey In this research we would like to use the self-administered questionnaire which the respondents is suggested to complete the questions in his time We use main kind of phrasing questions: Determinants choice question: are the types which suggest the respondents to choose Estimated budget of the research one answer, response from several possible answers The cost for each respondent answer, including printout, transportation, time, gas will be 50,000 VND x 210 = 10,100,000 VND (a) Cost per person process, based on Vietnamese law average salary: 10,000 VND (b) Number of person processing: 03 persons (c) Total time is months x 26 days x 40 hour = 4,160 hours (d) Total cost for the research = (a) + (b) x (c) x (d) = 134,900,000 VND Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 20 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 21 Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Instructor: Dr Ut Tran Aaker, David (1996) Building Strong Brands Free Press: New York Primary research will begin on July through September 2013 Business Research Method REFERENCES Activity plan: No Open University Malaysia HUTECH Campus Research Process Days End Start Research Proposal 19 03/07 23/07 Introduction 10 03/07 13/07 Literature review 14/07 21/07 Research Methodology 8/08 11/08 Survey Design 12/08 19/08 10 19/08 29/08 Statistic result 29/08 31/08 Situation Analysis 01/09 04/09 Conclusion 04/09 07/09 07/09 10/09 Batra R., Lehman D.R., Burke J., Pae J (1995), «When does advertising have an impact, A Study of Tracking Data», Journal of Advertising Research, 35, Blackwell, RD, Engel, JF & Miniard, PW 2006, Consumer Behavior (10th ed.) Thomson South-Western USA Survey sent to sample and make the surveys Blattberg, Robert, Gary Eppen and Joshua Liebermann (1981), "A Theoretical And Empirical Evaluation of Price Deals in Consumer Nondurable”, Journal Of Marketing, 45 (winter), 116-129 Carlson, Les, Sanford Grossbart and Ann Walsh (1990), “Mothers Communication Orientation and Consumer-Socialization Tendencies”, Journal of Advertising, 19 (3), 27-38 Chaudhuri, A., & Holbrook, M B (2001), “The chain of effects from brand trust and brand affect to brand performance: The role of brand loyalty”, Journal of Marketing, Final reflection First draft 11/09 15/09 Final dissertation 17/09 20/09 65(2), 81-93 Cook, D.T (2009) “Knowing the child consumer: historical and conceptual insights of Qualitative children’s consumer research”, Young Consumers, Vol 10, No 4, pp 269-282 Engel, J F., Blackwell, R D., and Miniard, P W (1986), “Consumer Behavior, 5th ed., Conclusion Dryden In this baby product business, brand loyalty, price and quality are crucial factors Hair & Ctg (1998), Multivariate Data Analysis, Prentice-Hall International, Inc.111 leading to buying decision However, people have different perception of satisfaction because of culture Although Dr.Brown is an USA brand, while selling in Vietnamese market, it has to adapt the culture and demand of the local consumer There are several research on Hatcher, L (1994) A Step-by-Step Approach to Using the SAS® System for Factor Analysis and Structural Equation Modeling Cary, NC: SAS Institute, Inc customer satisfaction and brand loyalty occurs in Asia in related fields, however, for the Herrmann, A, Huber, F & Wricke, M 2001, “Customer Satisfaction as an Antecedent of specific Vietnamese area, this research results will reveal important characteristics on how Price Acceptance: Results of an Empirical Study‟, Journal of Product & Brand Vietnamese consumers accepting baby product such as Dr.Brown milk bottle Based on Management, vol 10, no 3, pp 160-169 found result, the researchers suggest that the company should change product and package http://en.wikipedia.org/wiki/Customer_satisfaction, Retrieved 28 September 2013 design and improve customer service quality http://en.wikipedia.org/wiki/Price,Retrieved 28 September 2013 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 22 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 23 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Business Research Method Open University Malaysia HUTECH Campus Instructor: Dr Ut Tran Macdonald, E K., ＆ Sharp, B M (2000) “Brand awareness effects on consumer decision http://en.wikipedia.org/wiki/Advertising, Retrieved28 September 2013 making for a common, repeat purchase product: A replication” Journal of http://en.wikipedia.org/wiki/Brand_ awareness, Retrieved 28 September 2013 Business Research, 48, 5-15 http://en.wikipedia.org/wiki/Personal_factors, Retrieved 28 September 2013 Morganosky, M.A (1986) “Cost versus convenience oriented consumers: demography Life Hoelter, D R (1983) The analysis of covariance structures: Goodness-of-fit indices, style and value perspective.” Psychology and Marketing, Vol3 (1), PP 35-46 Sociological Methods and Research, 11, pp 325–344 Neal, C., Quester, P and Pettigrew, S (2006) “Consumer Behavior: Implications for Homburg, C, Hoyer, WD & Koschate, N 2005, “Do satisfied Customers Really Pay More? A Marketing Strategy” (5th edition) Berkshire: McGraw-Hill Study of the Relationship between Customer Satisfaction and Willingness to Pay‟, Reichheld FF, 1996, The Loyalty Effect, Harvard Business School Press, Boston, MA Journal of Marketing, vol 69, pp 84-96 Kacen J J and Lee J A., (2002) “The influence of culture on consumer impulsive buying behavior”, Journal of consumer psychology 12(2), pp 163-174 Rosenberg, Morris (1979) Conceiving the Self, New York: Basic Books, Inc Schiffman, S L, Hansen H and Kanuk L (2007) “Consumer Behavior: A European Kan, W H (2002) The Study of Relation between Product Value, Brand Trust, Brand Affect and Brand Loyalty Unpublished master thesis, Tamkang University, Taiwan Keller, K L (1993) Conceptualizing, measuring, and managing customer-based brand equity Journal of Marketing, 57(1), 1-22 Outlook”, London: Pearson Education Spoles, G.B & Kendalle, E.L (1986) « A Methodology for profiling consumers’ decision making styles », Journal of Consumer Affairs, Vol.20 (2), PP 267-279 Stewart, B (2007) Packaging Design Published by Laurence King Publishing Ltd, England Keller, Kevin (1998) Strategic Brand Management Building, Measuring, and Managing Brand Equity Prentice Hall: Upper Saddle River Underwood, Mick (2004) The Linkert Scale In Communication Studies, Cultural Studies, Media Kim Phuoc, Nguyen (2006) Buying decision of A4 printing paper Unpublished master Studies (CMMS) Infobase Available at: [www.cultsock.ndirect.co.uk/MUHome/cshtml/index.html] Accessed: [15/01/04] thesis.Ho Chi Minh city Open University Commonwealth of Learning (2000) Manual for Educational Media Researchers: Knowing your Audience Vancouver, Canada: Commonwealth Educational Media Centre for Asia (CEMCA) Kwan Chui Yan (2006) The factor affecting young Chinese consumers’ decision making behaviors towards casual wear purchase Unpublished PHD thesis.Hongkong Technology University Lehmann, D.R., and J O’Shaughnessy 1974 Difference in attribute importance for Different industrial products Journal of Marketing 38 (April):36–42 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 24 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 25 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran If you were not totally satisfied with the customer service, please describe the reasons for APPENDICES your dissatisfaction Part Pretest questions We would like giving those questions for our pretest Was the process for getting your question resolved? Have you used DR Brown bottle for your baby? According to you, what are the elements affecting on your buying decision? Would you like mentioning the main characters affecting on your buying decision? To you, what is the most important service when you buy the Dr Brown milk bottle? a Excellent b Good c Average Who will decide to buy the Dr Brown milk bottle if the needs are raised? What you think about the close relationship among customer satisfaction, price, advertising, brand awareness, personal factors with buying decision making? d Poor e Very poor Where you like to buy Dr Brown milk bottle? How can you find information on Dr Brown milk bottle? If you were not totally satisfied with the process of getting your problem resolved, please What brands you like to use except Dr Brown milk bottle? describe the reasons for your dissatisfaction 10 What characteristics don’t you like when you use Dr Brown milk bottle? Would you say the value of the Dr.Brown, as compared to its price? a Excellent Part Questionnaire on customers Dear our value customers, B Good We are making the research on the topic “The elements that affect the buying decision of milk bottle “Dr Brown” in New Generation Company Limited” for our company We are wondering would you mind using your precious times to response this questionnaire on that c Average e Poor research Through that research, it is very useful for you in term of buying and using Dr f Very poor Brown milk bottle In thinking about your most recent experience with New Generation Co Ltd, was the quality of customer service you received: The customer service representative was very courteous a Strongly Disagree a Excellent b Somewhat Disagree b Good c Neutral c Average d Somewhat Agree d Poor e Strongly Agree e Very poor Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm The customer service representative handled my call quickly Class : OUM MBA 0512-1C Page 26 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 27 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus a Strongly Disagree e Pest b Somewhat Disagree f Other c Neutral Business Research Method Instructor: Dr Ut Tran 11 The main reason you choose Dr.Brown brand is because: d Somewhat Agree a It is known for high quality e Strongly Agree b It used good material which is safer for my baby The customer service representative was very knowledgeable c It is recommended by my friends or family members a Strongly Disagree d It is cheaper than other brands b Somewhat Disagree e It is looks nice c Neutral f I just buy it randomly d Somewhat Agree 12 All things considered, over the next 12 months how likely are you to replace your Dr.Brown milk bottle product? e Strongly Agree Consider the total package of New Generation Co Ltd including customer service, features and benefits, and cost How satisfied are you with the New Generation Co Ltd Company? a Certain b High Chance a Strongly Disagree c Not sure b Somewhat Disagree d Low Chance c Neutral e Never d Somewhat Agree 13 If you are looking to replace Dr.Brown, what are your reasons? e Strongly Agree 14 Please indicate the approximate total amount your family spent on Dr Brown within the 10 If the Dr.Brown were no longer available, what would you replace it with? a 1-2 millions a Dr brown b 3-4 millions b Pigeon c Over millions c Event f Don't know/Not sure d Kuku Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm last month (Individual buyers) Class : OUM MBA 0512-1C Page 28 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 29 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran Open University Malaysia HUTECH Campus 15 Please indicate the approximate total amount your family spent on Dr Brown within the a Totally agree last month (Retailer buyers) b Agree Business Research Method Instructor: Dr Ut Tran c Neutral a 10-20 millions d Disagree b 30-40 millions f Totally disagree 20 Dr Brown is obvious different than others…… c Over 50 millions a Totally agree f Don't know/Not sure b Agree 16 How many times have you purchased from New Generation’s product in one year? c Neutral d Disagree a 1-2 f Totally disagree b 3-4 21 Which brand you know in your mind? c More than times e Dr brown d Don't know/Not sure f Pigeon 17 In your opinion, the price of Dr Brown milk bottle is g Event a Higher than other brands h Kuku b Acceptable e Pest c Lower than other brands 22 Select the TWO retailers you always buy the Dr Brown milk bottle 18 I can mention a couple of features of Dr Brown a Mass Retailer a Totally agree b Baby Specific Store b Agree c Online website c Neutral d Disagree d Supermarket f Totally disagree 23 Dr Brown you use for your baby's or are you willing to try new milk bottle products? a I try a new product if it costs less b I try a new product if I receive a sample 19 I think I know Dr Brown well Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm c I try a new product if a friend suggests me Class : OUM MBA 0512-1C Page 30 Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 31 Open University Malaysia HUTECH Campus Business Research Method Instructor: Dr Ut Tran d Once I find something that works, I'm sticking to it 24 You currently use Dr Brown for your baby products, how did you find out about them? a Friend or Family member told me b Advertising on TV or in a magazine c Found the product in a retail store or supermarket d Found the product at online website 25 What kind of advertising you like best in accordance to Dr Brown milk bottle a TV advertisement b Newspaper advertisement c Columns advertisement on internet d Leaflet e Others Students: Lý Vinh Kiên Huỳnh Phạm Ngoc Lâm Class : OUM MBA 0512-1C Page 32 [...]... milk bottle? describe the reasons for your dissatisfaction 10 What characteristics don’t you like when you use Dr Brown milk bottle? 5 Would you say the value of the Dr .Brown, as compared to its price? a Excellent Part 2 Questionnaire on customers Dear our value customers, B Good We are making the research on the topic The elements that affect the buying decision of milk bottle “Dr Brown in New Generation. .. used DR Brown bottle for your baby? 2 According to you, what are the elements affecting on your buying decision? 3 Would you like mentioning the main characters affecting on your buying decision? 4 To you, what is the most important service when you buy the Dr Brown milk bottle? a Excellent b Good c Average 5 Who will decide to buy the Dr Brown milk bottle if the needs are raised? 6 What do you think about... Generation Company Limited for our company We are wondering would you mind using your precious times to response this questionnaire on that c Average e Poor research Through that research, it is very useful for you in term of buying and using Dr f Very poor Brown milk bottle 1 In thinking about your most recent experience with New Generation Co Ltd, was the quality of customer service you received: 6 The. .. 7-up and all the respondents should answer all the questions in the questionnaire The  sample choice must be process by the convenient method and secure the average Frequency determination questions: are the types which suggest the respondents to ration in the term of income and attitudes choose one answer about the frequency Analyze data: after collecting the data, the question and interview must... Disagree e Strongly agree some interviews might unreleased to answer some personal questions relating to them Questionnaire: is a form of descriptive and opinion related survey In this research we would like to use the self-administered questionnaire which the respondents is suggested to complete the questions in his time We use 3 main kind of phrasing questions: Determinants choice question: are the types... the questionnaire 115.5 SPSS updated version Example: Where do you find the information the mass media? Personal interview: is the form of direct communication which an interview will ask the interviewees by using face to face methods, the most unstructured interviews are a processed by face to face Through the interview, we can clarify the doubts and reconfirm Newspaper b Internet c Television d Radio... about the close relationship among customer satisfaction, price, advertising, brand awareness, personal factors with buying decision making? d Poor e Very poor 7 Where do you like to buy Dr Brown milk bottle? 8 How can you find information on Dr Brown milk bottle? 4 If you were not totally satisfied with the process of getting your problem resolved, please 9 What brands do you like to use except Dr Brown. .. from New Generation s product in one year? c Neutral d Disagree a 1-2 f Totally disagree b 3-4 21 Which brand do you know in your mind? c More than 5 times e Dr brown d Don't know/Not sure f Pigeon 17 In your opinion, the price of Dr Brown milk bottle is g Event a Higher than other brands h Kuku b Acceptable e Pest c Lower than other brands 22 Select the TWO retailers you always buy the Dr Brown milk bottle. .. Scales: it is about the extent of agreement questions the questionnaire are clearly understood but the interviewees Besides, we can receive the value information from the respondents which is very precise in our future study In Example: What extent do you agree with the price of soft drink? contrast, it costs so much when we move to many places to receive the informant on, and a Strongly agree b Agree... product business, brand loyalty, price and quality are crucial factors Hair & Ctg (1998), Multivariate Data Analysis, Prentice-Hall International, Inc.111 leading to buying decision However, people have different perception of satisfaction because of culture Although Dr .Brown is an USA brand, while selling in Vietnamese market, it has to adapt the culture and demand of the local consumer There are several