Hoàng-Thị-Hương-Thesis-Sửa

THAI NGUYEN UNIVERSITY INTERNATIONAL SCHOOL FACTORS AFFECTING THE EXPANSION OF CONSUMPTION MARKET IN VSAPAT COMPANY An Undergraduate Thesis Presented to The Department of Economics and Management International School of Thai Nguyen University The Socialist Republic of Vietnam In Partial Fulfillment Of the Requirements for the Degree Bachelor of Economics Major in International Business By HOANG THI HUONG January, 2019 THAI NGUYEN UNIVERSITY INTERNATIONAL SCHOOL UNDERGRADUATE THESIS APPROVAL Part A – Candidate’s Information (To be completed by the candidate) Full name: PHAM THI HOA Class: IB-K4 Email Address: nymphhoang@gmail.com Telephone No.: 0336570054 Student’s ID: DTQ 1453401200044 _ Title of Thesis (print in BLOCK letter): The factors affecting the expansion of consumption market in VSAPAT Company Candidate’s Signature Date Part B – Supervisor’s Recommendation (To be completed by the supervisor) I have checked the candidate’s Thesis and hereby recommend to the committee for the final defense Supervisor’s Name: Department: Supervisor’s Signature: _Date: _ Part C – Checker’s Approval (To be completed by the Report Checker) I have checked the two (02) copies of candidate’s Thesis and hereby recommend to the University for submitting their Thesis report Checker’s Name: _ Department: _ Checker’s Signature: _ Date: _ DECLARATION OF ORIGINALITY I, Huong, hereby declare that this thesis and the work reported herein was composed by and originated entirely from me Information derived from the published and unpublished work of others has been acknowledged in the text and references are given in the list of sources This work presented here has not been previously presented at this or any other university for similar purposes Date of submission (dd/mm/yyyy): Signature of declarer: ACKNOWLEDGEMENTS I would like to extend thanks to the many people, in many countries, who so generously contributed to the work presented in this thesis Firstly, I would like to thank for the researchers before, they provided for my research about the concepts, the methods to recognize, evaluate, build the issue, and how can they dealt with accordingly, helped me approach, and solve the issue in the my study easier I would like to thank the Board of Directors and staffs of VSAPAT Company in Ha Noi have created favorable conditions to help me learning and collecting data was easier than expected I also extend my sincere gratitude to all the research study’s respondents for their valuable input and suggestions Special mention goes to my enthusiastic supervisor, Dr.Nguyen Khanh Doanh My study has been an amazing experience and I thank him wholeheartedly He as a mentor, monitor, he gave me the necessary knowledge about the theory, experience, as well as give me the share, guidance about the steps to implement a research paper concretely, details, so that, according to her guidelines, I can perform and complete my research article Finally, but by no means least, thanks go to my family and friends, they were always listening, encouragement, ready to assist to resolve my questions, any time TABLE OF CONTENT DECLARATION OF ORIGINALITY iii ACKNOWLEDGEMENTS .iv TABLE OF CONTENT v LIST OF TABLES vii LIST OF FIGURES .viii ABSTRACT .ix CHAPTER 1: INTRODUCTION .1 1.1 Back ground of the study 1.2 Statement of the problem 1.3 Objective of research 1.4 Research questions .5 1.5 Hypotheses 1.6 Significant of the research 1.7 Scope and Limitation of the study .6 1.8 Definition of terms .6 CHAPTER 2: LITERATURE REVIEW 2.1 Theoretical foundation .8 2.1.1 Concept of market, consumption market 2.1.2 Classification and market segmentation 10 2.1.3 Importance of expanding consumption market 12 2.2 Related empirical studies 17 CHAPTER 3: RESEARCH METHODOLOGY 20 3.1 Conceptual Framework 20 3.2 Research Approach and Design .21 3.3 Data Collection 21 3.3.1 Working themes 21 3.3.2 Source of data 21 3.3.3 Data collection technique 23 3.3.4 Instrumentation (data collection tools) .24 3.4 Sampling 25 3.5 Data gathering procedures .25 3.6 Research Instrument 25 3.7 Data processing and data analysis 26 CHAPTER 4: FINDINGS AND DISCUSSTION 27 4.1 Descriptive analysis of respondents’ profile 27 4.2 Descriptive analysis of the respondent evaluation 30 4.2.1 Descriptive Statistic of Product quality 30 4.2.2 Descriptive Statistics of Product price 30 4.2.3 Descriptive Statistics of Consumer tastes 31 4.2.4 Descriptive statistics of Product market 31 4.2.5 Descriptive Statistics of Expansion of consumption market 32 4.3 Testing the Reliability Statistics .33 4.4 Factor analysis 36 4.4.1 Factor analysis for Product quality 36 4.4.2 Factor analysis for Product price .36 4.4.3 Factor analysis for Consumer tastes 37 4.4.4 Factor analysis for Product market 38 4.4.5 Factor analysis for Expansion of consumtion market 38 4.5 Hypothesis Test 39 CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS 41 5.1 Conclusions 41 5.2 Recommendations 41 REFERENCES .44 APPENDIX .46 LIST OF TABLES Table 3.1: Values of Cronbach’s Alpha 26 Table 4.1: Statistics 27 Table 4.2: Gender 27 Table 4.3: Age 27 Table 4.4: Marital Status 28 Table 4.5: Occupation .28 Table 4.6: Educational Level 29 Table 4.7: Income 29 Table 4.8: Descriptive Statistics 30 Table 4.9: Descriptive Statistics 30 Table 4.10: Descriptive Statistics 31 Table 4.11: Descriptive Statistics 31 Table 4.12: Descriptive Statistics 32 Table 4.13: The Reliability Statistics 33 Table 4.14: KMO and Bartlett's Test .36 Table 4.15: Total Variance Explained .36 Table 4.16: KMO and Bartlett's Test .36 Table 4.17: Total Variance Explained .37 Table 4.18: KMO and Bartlett's Test .37 Table 4.19: Total Variance Explained .37 Table 4.20: KMO and Bartlett's Test .38 Table 4.21: Total Variance Explained .38 Table 4.22: KMO and Bartlett's Test .38 Table 4.23: Total Variance Explained .39 Table 4.24: Model Summary 39 Table 4.25: ANOVAa .39 Table 4.26: Coefficientsa 40 LIST OF FIGURES Figure 3.1: Conceptual Framework 20 ABSTRACT The study was conducted to influence of factors on expansion of consumption market of VSAPAT Company in Ha Noi City The expansion of consumption market has been one of the main concerns of enterprises This has been necessitated by the stiff competition in the foodn enterprises The enterprises are striving hard to offer products in a bid to maintain existing customers and finding new ones as well There are some basic objectives of this study: the general objectives of this research aim to analyze the factors affecting the market expansion; based on the results to provide solutions for market expansion Moreover, the specific objectives of this research are to identify the factors that affect the expansion of the consumption market for VSAPAT Company, to assess the importance of expanding the consumption market for VSAPAT Company, to propose solutions to expand the consumption market of VSAPAT Company The study used primary data The survey used convenient random method and collected 225 questionnaires that were entered into a computer and analyzed by SPSS 20 software The research also used some method such as point-Like scale, Descriptive Statistics Analysis, Cronbach's alpha and Multiple Regression Analysis and ANOVA to found the factor accepted The main findings of the study included the following factors are analized namely product quality, product price, consumer tastes and product market Recommendations made also included the following that improving product quality to help VSAPAT can better in expansion of consumtion market Key word: product quality, product price, consumer tastes, market product, expansion of consumption market CHAPTER 1: INTRODUCTION 1.1 Back ground of the study Currently, the world's population has reached billion people - a huge number and widely distributed with different habits of habit Every business is aware that making everyone's favorite products is a utopian and impossible First of all, they need to be clever to focus on serving a certain part of the market, finding every way attractive and conquering it Business activities of enterprises contribute to satisfying the needs of the market, stimulating the emergence of new demands and improving the quality of demand However; in the market mechanism that play an especially important role in the production and business activities of enterprises The market is a driving force, a condition, a measure of the results and business efficiency of enterprises - Being the driving force: The market places consumer needs, forcing businesses to survive, to grasp those needs and the direction of their operations must also come from those needs Today, the living standards of people are significantly increased so their solvency is higher In addition, the production base of the business alternate in the competition to win customers in a harsh way because the market is acceptable, the new business exists, if the opposite will be bankrupt So the market is the driving force of business production - Being a condition: The market ensures the efficient supply of necessary elements for the enterprises to well perform their production and business tasks If the enterprise has a demand for a certain type of production factor, the supply situation in the market will directly or negatively affect the production and business activities of the enterprise So the market is the business conditions of the business - A measure: The market also tests the feasibility and effectiveness of business production plans In the process of production and business, enterprises always face difficult cases that require careful consideration before making decisions Every decision influences the success or failure of the business Market acceptance, customers have preferred goods