FACTORS AFFECTING CUSTOMER BRAND PREFERENCE a CASE OF BEER INDUSTRY IN HANOI

1 TABLE OF CONTENTS CHAPTER 1: INTRODUCTION 1.1 The rationale of the research 1.2 Objectives of the research 1.3 Scope of the research 1.4 Research methodology 1.5 Structure of the research CHAPTER 2: LITERATURE REVIEW ON CUSTOMER BRAND PREFERENCE IN BEER INDUSTRY .8 2.1 Brand 2.1 Customer brand preference in beer industry 2.2 Factors affecting Customer brand preference in beer industry .12 CHAPTER 3: RESEARCH METHODOLOGY 19 3.1 Research process 19 3.2 Research method 20 3.2.1 Qualitative research .20 3.2.2 Quantitative research .21 3.3 Research model 24 3.3.1 Variables, hypotheses and equation 24 3.3.2 Research model 26 3.4 Data analysis 27 3.4.1 Population and Samples 27 3.4.2 Data collection .27 3.4.3 Data analysis procedure 28 CHAPTER 4: RESEARCH FINDINGS 29 4.1 An introduction about beer industry in Vietnam 29 4.2 Demographics 32 4.3 Descriptive statistics .36 4.4 Scale test on factors affecting beer preference .39 4.3 Correlation matrix 41 4.4 Exploratory factors analysis 43 4.5 Confirmatory factors analysis .48 4.6 Structural equation model 51 4.7 Regression Results .53 CHAPTER 5: RECOMMENDATIONS AND CONCLUSIONS 56 5.1 Conclusions and research limitations 56 5.2 Recommendations 58 5.2.1 Recommendations based on beer characteristics 58 5.2.2 Recommendations based on branding 60 5.2.3 Recommendations based on situation appropriateness 62 REFERENCES 63 APPENDIX A v LIST OF FIGURES Figure 3.1: Research process Figure 3.2: Research model Figure 4.1: Vietnamese market-share 2012 - 2016 Figure 4.2: Measurement model in Confirmatory Factor Analysis Figure 4.3: Structural model Figure 5.1: Beer production process LIST OF TABLES Table 3.1: Acronym for variables22 Table 4.1: Top 10 Asian countries with highest market growth Table 4.2: Demographics - Gender Table 4.3: Demographics - Age Table 4.4: Demographics - Marital status Table 4.5: Demographics - Level of education Table 4.6: Demographics - Monthly income Table 4.7: Demographics - Consumption frequency Table 4.8: Demographics - Favorite beer brands Table 4.9: Questionnaire descriptive statistics Table 4.10: Reliability test on factors Table 4.11: Correlations matrix Table 4.12: KMO and Barlett's Test Table 4.13: Extraction of communalities Table 4.14: Total variance explained Table 4.15: Factor loading based on the size of a sample Table 4.16: Pattern Matrix Table 4.17: Evaluation of Model Fit Table 4.18: Evaluation of Model Fit Table 4.19: Unstandardized regression coefficient CHAPTER 1: INTRODUCTION 1.1 The rationale of the research A critical component of marketing in any product is consumer behavior As a result, this paper aims to answer what makes a consumer buy a product, especially where other similar products and brands are available The study of consumer behavior in purchasing beer would allow marketing managers to come up with an insight on what factors governing a consumer's decision in order to put forward strategies and predictions that align with customer brand preference Beer-making and its resultant beverage have been present for multitudinous centuries alongside the development of human history However to Vietnamese people, beers as a topic only caught on since its first introduction in the 19th century, by the French colony Ever since, it has grown on the general populace, gradually replacing traditional home-brewed liquors as a national favorite, through its lighter alcohol level, more refined taste and affordable price [ CITATION FPT18 \l 1033 ] Even for today, the beer industry is still ceaselessly expanding in Vietnam in both growth rate and production capacity, rivaling other big nations such as England, Japan and Poland [ CITATION FPT18 \l 1033 ] Consequently, there is an increasing number of both local brand breweries and international brands emerging from within the market competing for market-share Therefore it was one primary goal of this study to investigate beer brand preference pattern in Hanoi - a cosmopolitan city as a focus of this study A set of identified intrinsic and extrinsic [ CITATION Sunkamol16 \l 1033 ] factors will be examined for their potential influence on customers' behavior Myriad research has already been published internationally on the subject of brand preference in the beer market Brand preference in these studies were discovered to be affected by both intrinsic factors [ CITATION Aqu15 \l 1033 ], [ CITATION Sunkamol16 \l 1033 ] and extrinsic factors [ CITATION Chr14 \l 1033 ] Nevertheless, this topic of research was still few and far between in Vietnamese literature Hence, this paper aims to fill in the gap; it will put brand preference into a conceptual framework in Hanoi 1.2 Objectives of the research This research aims to investigate factors affecting customer brand preference in Hanoi beer industry In detail, it resolves the main objectives, as state below: First of all, it sets to identify factors that can positively or negatively affect Vietnamese customer's beer brand preference Next, using an empirical framework, it aims to unravel the underlying reasons and to explain the correlation between factors in the model, all has a basis on the context of the overview of beer industry in Vietnam Finally, the findings may be of use to marketers and policy makers to better understand a customer's mindset and create corresponding strategies In order to give light to the objectives above, this research will also aim to answer some research questions: Do beer characteristic, branding, beer types, situation appropriateness statements, packaging, social media and country of origin have relationships with consumer brand preference in Hanoi beer industry? Do beer characteristic, branding, beer types, situation appropriateness statements, packaging, social media and country of origin a with consumer brand preference in Hanoi beer industry? 1.3 Scope of the research The study is conducted in the area of Hanoi, through non-random convenience sampling method Data collected by questionnaires from 300 respondents aged over 18 who had experienced drinking before will be analyzed to seek the correlation between independent variables: Beer characteristic, Branding, Beer types, Situation appropriateness statements, Packaging, Social media, Country of origin and the latent dependent variable: Brand preference The study was conducted from March, 5th 2019 to May 30th 2019 With the first month (March) spent on reviewing the literatures and drafting research outline as well as the questionnaires; from April st to May 5th dedicated to survey collection and the remaining time spent on analysis and developing a conclusion 1.4 Research methodology Most scientific research is done through either qualitative or quantitative method With qualitative research - a method primarily employed for exploratory purposes, does not involve numbers or numerical data It often involves words and languages to express observations gathered from a variety of methods such as interviews, focus group, secondary data or plain observations Quantitative research on the other hand can be more easily identified and defined The data produced are always numerical, and they are analyzed using mathematical and statistical methods [ CITATION Mar09 \l 1033 ] The data for quantitative research are primary data through surveys, observations and other secondary data These data will be further analyzed and visualized for correlation and statistical significance through quantitative programs For the sake of this research, a mixed method will be utilized to both the collection and analysis of data Qualitative method will be used in the survey development phase of the study when latent variables are encoded with representing questions While quantitative method will be utilized in model development process, when IBM SPSS and IBM AMOS are used to analyze the resulting surveys 1.5 Structure of the research This research will be divided into distinct chapters, each with a singular purpose as detailed: Chapter - INTRODUCTION: We will discuss the rationale of the research, what this thesis aims to accomplish, its respective area of scope and also lightly touch on relevant researches on the same field Chapter - LITERATURE REVIEW ON CUSTOMER BRAND PREFERENCE IN BEER INDUSTRY: This chapter aims to cover all the literature review on all factors, such as customer brand preference, beer characteristic, branding, beer types, situation appropriateness statements, packaging, social media and country of origin with their respective previous findings and how these will come together to build a feasible theory model Chapter - REASEARCH METHODOLOGY: This chapter is to build research methodology and data analysis The study will discuss the data collecting procedures, questionnaires, how data would soon be analyzed and finally come up with a conclusive model to test out all my previous hypotheses Chapter - RESEARCH FINDINGS: This chapter aims to illustrate research findings from said questionnaires, and further analysis on both individual factors and the model's regression validation, using Confirmatory Factor Analysis and Structural Equation Modeling These results are then compared to a set of indices for model fit and used to either approve or reject the hypotheses Chapter - RECOMMENDATIONS AND CONCLUSIONS: This final chapter sums up all previous findings, and give recommendations for future further research, strategies for marketers and students who are interested in bettering the beer industry in Vietnam CHAPTER 2: LITERATURE REVIEW ON CUSTOMER BRAND PREFERENCE IN BEER INDUSTRY 2.1 Brand Brand is considered firm asset which can contribute identity and character, guide consumers' product choices and form the relations among consumers Other than that, brand has several benefits for firms, consumers and society [ CITATION Bah15 \l 1033 ] In terms of consumers, brand is a quality indicator and creates awareness for products A highly sought after brand is great indicator that it is a brand of good quality and reputation In terms of firms, brand provides customer loyalty, consistent sales amount and a high profit margin As a result of consumer and firm benefits, brand plays a key role on social development, where both the incentives of firms and customers are satisfied in the act of exchanging goods, services and cash In intense competitive conditions, firms need to create strong brands in order to survive and gain a competitive advantage However, the exact definition of a "brand" is still in debates Some would consider it the personality of a business [ CITATION All16 \l 1033 ], where it must be able to illustrate several attributes: name, design, positioning, brand promise, target market and awareness Others define that brand is the perception of customers about said companies, organizations or individuals [ CITATION Bri18 \l 1033 ] Since it is an intangible concept, it must be defined in the place where it shows Brand lives in people's minds, which includes all employees, investors, consumers and the media A brand’s personality is the reason it is identifiable to its loyal customers and the basis for the highly personal relationships they form with it To sum up, brand is the sum total of how people perceive a particular organization This is influenced by the brand compass - of where the direction of the brand is going through the use of a clear vision statement, mission statement, purpose statement, values proposition and strategic objectives to attain these goals In this regards, values proposition or core values are especially important in guiding how the brand will engage and leave its mark with the world outside, and in turns, be perceived favorably or unfavorably 2.1 Customer brand preference in beer industry Amadi and Sunday [CITATION Chr14 \l 1033 ] definition of brand preference being a measure of brand loyalty where a consumer would prefer a one brand in presence of competing others, but will switch to substitute products should that brand is unavailable The notion of preference has been considered by different disciplines, such as economist, psychologists and sociologists Economists [ CITATION Sam78 \l 1033 ] state that preferences are exogenous stable, known with adequate precision and are revealed through choice behavior, but many other refused to believe on this exclusive exogenous characteristic In marketing, the concept of preference means the desirability or choice among alternatives This concept of Brand Preference is often denoted differently by different academic authors But in summary, first brand preference is created from consumers' differentiation and comparisons between various alternatives of brands considered by them Second, the resulting preference displays several biases in certain brands in evaluation of alternatives And finally, the attendant predisposition of customers is reflected by affective, cognitive and behavioral responses[ CITATION Reh13 \l 1033 ] A successful brand would know how to take advantage of groups of customers who have positive attitude towards their products or brand and inspire them to prefer its brand over the competitors However, as a good attitude can only last so much, that is why obtaining brand loyalty is a highly desirable next step for firms after brand preference [ CITATION Reb02 \l 1033 ] in that they retain existing customers instead of increase costs to find new ones, deter customers from switching brands, encourage related purchases and cause customers to be more tolerant in event of product failures Unfortunately, further research on brand loyalty will be needed as this concept is not covered by this research As have established, customer loyalty towards a brand is reflected through brand preference It can be difficult to accurately measure brand preference, but the number of repurchases and referral programs can be a good starting point Plans to develop brand preference should be regarded utmost importance Nevertheless, building brand loyalty was only the stepping stones to gain more advantages on brand equity [ CITATION Hai08 \l 1033 ] In a market of similar producers with similar products, competitive advantages must be gained through the use of a higher brand equity - the manifestation of confidence customers have on particular brands In order to better understand brand preference more precisely, it is important to get the distinction between brand preference and other relating constructs, such as brand loyalty (as have mentioned), brand choice, brand attachment and brand awareness Brand preference and Brand loyalty - in the dictionary brand preference means “a measure of brand loyalty in which a consumer will choose a particular brand presence of competing brands, but will accept substitutes if that brand is not available." Whereas, brand loyalty means “extent of the faithfulness of consumers to a particular brand, expressed through their repeat purchases, irrespective of the marketing pressure generated by the competing brands [ CITATION Bus19 \l 1033 ] As taken from dictionary definition, the main theme is that brand preference is related to brand loyalty However, brand loyalty is depicted more consistent by long-term repeat purchasing behavior, consistent with [ CITATION Reb02 \l 1033 ] research About brand preference and brand choice, brand choice is concerned with the selection and consumption of the brand[ CITATION Bet98 \l 1033 ] Brand preference can be viewed as a motivator of brand choice Consumer choices are based on well-defined preferences through which consumers can determine the set of alternatives from which they will make their choices Marketing managers are more interested in brand preference than brand choice to signal repeated purchases, since consumer preferences tend to be constant across the different contexts, rather than choice-limited to a specific context 65 prime strategy By cooperating different channels, online and offline, to a singular purpose, or campaign, brands can be sure that customers will always be reminded throughout the day of your brand image All of these are to increase brand's equity - an intangible asset with which, brands can gain an edge over their competitors through a better brand recognition and preference As nowadays people purchase beer because they can see their reflected individual identity through the use of brand image, marketers of these beer brands should emphasize the need for clear brand image, logo, taglines, message, public events and advertisements 5.2.3 Recommendations based on situation appropriateness - Segmentation for different uses This segmentation comes as a supplement to the differentiation strategy above As it is virtually impossible for one single product to act as a panacea which can satisfy the diverse needs of different people, beer brands need to shift their attention to who they can serve best and utilize the limited resources to improve their products or services Since we have established that each beer brands should possess a different personality to appeal to a different segment of customers, product segmentation is also of dire need Vietnamese beer market naturally divides itself into main categories: The premium beer, the middle-income beer and cheap beer [ CITATION FPT18 \l 1033 ] with the rising middle-income customers increasingly shift their preference towards premium and middle category Therefore, in order to stay on top of customer's mind, brands need to have different products serving different segment of customers For example, La Rue beer was created by Heineken to serve the large portion of middle-income consumers, who like to hang-out with friends at the public beer pubs, while Heineken itself is a premium beer brand which is best served in fancy restaurant or when meeting with business partners Another key point taken from the research is that people also tend to drink beers for special occasions, such as anniversaries, birthdays, new years or at any big 66 events Since these events call for celebration of a mark which is both important and personal to the customers, beer brands should apply personification in their product or services to celebrate together with the customers Therefore the place to sell beers should be expanded beyond just supermarkets and convenient stores - bars, restaurants, pubs, hotels and at public events (Old Quarter walking street or at music concert) are ideal places to reach different segments of customer 67 REFERENCES A Vietnamese sources FPTS, 2018 Danh Gia Trien Vong 2019, Hanoi: FPT Securities Hoang Trong, C N M N., 2008 Thong ke ung dung Kinh te - Xa hoi Hanoi: Statistics Khang, K., 2017 Doanh nghiệp thống trị thị trường bia Việt [Online] Available at: 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Instructions: The objective of this questionnaire is to collect data for use in the Graduation Thesis research, Foreign Trade University The result of this research will be of benefit to the beer industry In order to so, cooperation from the respondents are required to complete the survey Thank you for having participated in this questionnaire Please answer the following questions and tick a ✓ in the box where it matches you most Section 1: Demographics Gender ☐ Male ☐ Female ☐ Others Age ☐ < 23 ☐ 40 - 49 ☐ 24 - 29 ☐ 50+ ☐ 30 - 39 Marital status ☐ Single ☐ Other ☐ Married Level of education ☐ Below high school ☐ Above graduate study ☐ Vocational training ☐ Female ☐ College/university degree Monthly income ☐ < 3.5 ☐ 5.6 - 8.5 ☐ 3.6 - 5.5 ☐ 8.6+ Consumption frequency ☐ Daily ☐ Once per month ☐ Once per week ☐ Several times per month ☐ Several times per week ☐ Special occasions Which is your favorite beers? ☐ Saigon ☐ Larue ☐ Heineken ☐ 333 ☐ Hanoi ☐ Halida ☐ Tiger ☐ Huda ☐ Tuborg ☐ Budweiser ☐ Sapporo ☐ Su tu trang Section 2: From (Strongly disagree) to (Strongly agree), pick the one that relates to you most Agreeable level Latent variables Statement I choose beer based on its aroma I choose beer based on its foam structure Beer Characteristics (CR) I choose beer based on its color and texture I buy beer based on my previous experience with its brand I buy beer because of product quality I choose beer based on its brand's trustworthiness I choose beer based on its brand's reputation Branding (BRAN) I have at least 01 favorite beer brand I am very familiar with my favorite beer brand I have a clear image of the type of people who drink my favorite beer brand Beer Types (BTY) I can tell the difference between malt, fruit or wheat beer I can tell the difference between manufactured beer and craft/draft beer Strongly disagree Disagree Neutral Agree Strongly agree I prefer malt beer than any others I prefer craft beer (Bia Tươi) than any others I prefer draft beer (Bia Hơi) than any others I drink beer when I am at a casual dining restaurant I drink beer when I relax alone at home Situation Appropriateness (SA) I drink beer when I am at parties I drink beer when I want to impress someone I drink beer for a special occasion Buying beer with extravagant packaging makes me feel good about myself I buy beer with sufficient information printed on its packaging Packaging (P) I have a strong urge to buy beer with a really well designed packaging Beer's packaging design can be a source of satisfaction for me Sufficiency of printed product information on packaging can be a source of satisfaction for me I use social media to enhance my understanding of my favorite beer brand I use social media to interact with my favorite beer brand Social Media (SM) I use social media to catch up with my favorite brand's promotional activities I use social media to follow up news and events regarding my favorite brand My purchasing decision is influenced by other opinions on social media Beers from Vietnam have the best quality Beers from German have the best quality Country of Origin (CO) Foreign beers are generally better than domestic ones International beer brands have the best quality I often drink international beers more than domestic beers Brand Preference (BPRE) I am loyal to only a selected few of my favorite beer brands If my favorite beer is available, I won't buy beers from another brand I am willing to recommend others to buy my favorite beer brand I will definitely purchase my favorite beer brand in the future I am completely confident in the quality of my favorite beer brand ... brand preference into a conceptual framework in Hanoi 1.2 Objectives of the research This research aims to investigate factors affecting customer brand preference in Hanoi beer industry In detail,... consumer brand preference in Hanoi beer industry? Do beer characteristic, branding, beer types, situation appropriateness statements, packaging, social media and country of origin a with consumer brand. .. draft beer (Bia Hơi) than any others BTY5 I drink beer when I am at a casual dining restaurant SA1 I drink beer when I relax alone at home SA2 I drink beer when I am at parties SA3 I drink beer