The study on customer behaviour to avo washing liquid product of haso company

Cohort 2016 – 2018 Master’s Thesis By Le Ha Phuong THE STUDY ON CUSTOMER BEHAVIOUR TO AVO WASHING LIQUID PRODUCT OF HASO COMPANY Supervisor: Dr Do Thi Binh Hanoi, August 2018 ACKNOWLEDGMENT To complete this thesis, I would like to give deep gratitude to my supervisor Dr Do Thi Binh and her enthusiastic guidance during writing the graduation report I would also like to thank lecturers and admin staffs of International School Vietnam National University, Nantes University for useful supports during studying and researching to complete this paper This course has equipped and improved and added a lot of knowledge about the different areas In addition, the course also helps me to have a relationship, have the opportunity to share information and learn from other students in the program I am pleased to gratitude my leaders, colleagues and customers of Hanoi Soap Company for their enthusiastic support and creating favorable conditions for me during the time I conduct my internship in there They also contribute many useful information that help me to complete thesis Finally, I would like to send many thanks to my family and friends, who inspired and supported me to write this thesis Sincere thanks Author Le Ha Phuong ASSURANCE I assure you, this is my own research The data used in the thesis is true, the topic does not coincide with any scientific research topic Results of the thesis are not used in any other works In the thesis, source of the references are cited in detail Author Le Ha Phuong ABSTRACT The study on “Customers’ behaviour to AVO washing liquid product of Hanoi soap company” aim to find the behavior, preferences and habits of consumers washing liquid in Hanoi through qualitative research and quantitative research method The results of the analysis will be used by the company to develop appropriate marketing solutions for the product The study used both qualitative and quantitative methods with in-deep interviews and a questionnaire to assess customers’ awareness about AVO washing liquid product of Hanoi soap company and evaluate the factors affect customer satisfaction and loyalty There were 326 participants who are current customers and potential customers of HASO company took part in the survey The result showed that AVO washing liquid brand is known to the majority of customers in the countryside and rural areas who evaluated well on the quality of AVO washing liquid products However, they did not satisfied with the company's promotional policies Price differences and other forms of promotion were found in different income groups by one-way ANOVA test Moreover, the majority of consumers in Hanoi did not know about AVO washing liquid brand due to the low frequency of its advertising on mass media Based on these findings, the author has proposed three solutions to enhance the competitiveness of AVO washing liquid products including improving product quality and packaging, increased density of advertising products on the media and social netwwork Table of content ACKNOWLEDGMENT ASSURANCE ABSTRACT Table of content List of figure and tables CHAPTER INTRODUCTION TO PROJECT AND LITERATURE REVIEW 1.1 Introduction to Vietnam washing powder market and HASO company 1.1.1 Overview of Viet Nam washing powder market 1.1.2 Overview of Haso Company 13 1.2 Problem statement 17 1.2.1 Problems from the market 18 1.2.2 Problems from the company 18 1.2.3 Problems from AVO washing powder 19 1.2.4 Analyzing rival’s price strategy 22 1.3 Scope of project 23 1.4 Research objective 24 1.5 Literature recview 24 1.5.1 Consumer behavior 24 1.5.2 Customer satisfaction 25 1.5.3 Customer loyalty 26 1.5.4 Customer care service 27 1.5.5 The relationship among consumer behavior, customer satisfaction and loyalty 27 CHAPTER RESEARCH METHODOLOGY 29 2.1 Qualitative research 29 2.1.1 Sampling discription 30 2.1.2 Data collection 30 2.1.3 Interview guideline 31 2.1.4 Result of qualitative research 31 2.2 Quantitative research 32 2.2.1 Sampling collection 33 2.2.2 Data collecting methods 33 2.2.3 Data analysis methods 34 2.2.4 Analyzing data plan 35 CHAPTER RESEARCH RESULTS AND SUGGESTIONS 37 3.1 Descriptive analysis 37 3.1.1 Age 37 3.1.2 Occupation 38 3.1.3 Average income 39 3.2 Consumer awareness of AVO washing liquid product 40 3.2.1 Frequency of using and buying AVO washing liquid product 40 3.2.2 Approach forms of advertising programs 42 3.3 Consumer behaviour 43 3.3.1 The criteria affect consumer’s choosing of AVO washing liquid product 43 3.3.2 The criteria affect consumers’ purchasing decision 44 3.4 Consumer satisfaction with AVO washing liquid product 47 3.5 Customer loyalty 50 3.6 Suggestions to enhance AVO washing liquid’s competitiveness in domestic market 52 3.6.1 Improving product quality 52 3.6.2 Improving packaging 53 3.6.3 Increasing advertising on mass media 54 CONCLUSION 55 REFERENCE 56 APPENDIX 1: Qualitative Research Transcript 58 APPENDIX QUESTIONNAIRE 64 List of figure and tables Figure 1 Brand of washing powder or liquid used by Vietnamese consumer 10 Figure Organization structure of HASO company 14 Figure Age of respondents 37 Figure Occupation 38 Figure 3 Average income 39 Figure Approach forms of advertising programs 42 Table Coding variable 35 Table Frequency of using and buying AVO washing liquid product 40 Table The criteria affect consumer’s choosing of AVO washing liquid product 43 Table 3 The influence factors to consumers’ purchasing decision by age groups – Desrcriptive statistic analyse 44 Table Test of Homogeneity of Variances 45 Table The influence factors to consumers’ purchasing decision by age groups – one way ANOVA analyse 46 Table Consumer satisfaction on AVO washing liquid product by groups of average income – Descriptive statistic 47 Table Test of Homogeneity of Variances 48 Table Consumer satisfaction on AVO washing liquid product by groups of average income – one way ANOVA test 49 Table Customer loyalty to AVO washing liquid product by age groups – Descriptive statistic 50 Table 10 Test of Homogeneity of Variances 51 Table 11 Customer loyalty to AVO washing liquid product by age groups – one way ANOVA test 52 Picture 1 Automatic production system 16 Picture Mordern production lines 16 Picture Advanced production technology 17 Picture Environmental treatment system 17 Picture AVO washing liquid products 19 CHAPTER INTRODUCTION TO PROJECT AND LITERATURE REVIEW Hanoi Soap Joint Stock Company – HASO Company is a manufacturer and trader of detergents with a long history of establishment and development in the Vietnam market, but before year 2013, its main business activities is processing, manufacturing according to multinational corporations’ orders Therefore it has not yet focused on building its branding or its own branded products From the year 2013, HASO has changed its business objectives, which are not only cover processing operations with modest profit margins, step by step the Company is striving to recover its position of a leading manufacturer and trader of detergent in the Vietnam market and expand to regional markets and on the world In order to realize these goals, the Company strengthens its traditional business line and a big advantage in trading chemicals with domestic partners Promoting and enhancing in building HASO brand and produce its own branded products to penetrate the company’s target markets AVO washing liquid is one of HASO’s branded products which is highly evaluated by consumers in rural or countryside areas However, not many consumers in big cities such Hanoi, Hochiminh, Danang know this washing liquid product So in order to help HASO’s mannager make decision in building brand and marketing strategies effectively the author has implemented “The study on customer behaviour to AVO washing liquid product of Hanoi soap company” 1.1 Introduction to Vietnam washing powder market and HASO company 1.1.1 Overview of Viet Nam washing powder market With a market has a population of over 90 million, average income reached over 1,540 USD/person/year and increasingly, the demand for consumer goods in Vietnam include detergent powder products is huge Moreover, with the estimated revenue of about USD 600 - 650 million a year, the average growth rate of over 10%, the washing powder market in Vietnam is considered to be very potential Despite of the economic crisis and reducing in consumer demand, the production and processing of laundry detergents has increased by an average of 10% in 2012 According to the survey report of Euromonitor, in the period 2013 - 2017, the scale of detergent market increased from 7,500 billion VND to more than 8,600 VND billion Previously (in the period 2007 - 2012), the market size has doubled, from 3,800 billion VND to nearly 7,300 billion VND [10] 1.1.1.1 Big brands are holding the market Washing powder is one of the popular consumer goods, has a stable growth with a variety of brands, but first glance, then, in essence, the market for this powder is "bubbly" with only a few big brands and even the open and silent competition of global consumer consortiums Although there are countless different detergents in the market, they are essentially the brands of two major consumer groups, Unilever and P & G Unilever currently occupies 65% of the market with brands OMO, Viso and Surf P & G holds about 23% of the market share with Tide, Ariel More than 30 companies producing detergent in Vietnam with products such as Lix, Daso, My Hao, Net, Dan etc and many products washing powder imported from Thailand, Malaysia, France 12% market share the rest [27] Figure 1 Brand of washing powder or liquid used by Vietnamese consumer Source: brandsvietnam.com According to Nielsen Vietnam, the three most known brands of washing powder are OMO, Tide and Viso This is thanks to the distribution channels of the two companies operating very efficiently and widely from rural to urban, from large supermarkets to small grocery stores Therefore, it is not difficult to find at a small 10 Table 11 Customer loyalty to AVO washing liquid product by age groups – one way ANOVA test ANOVA Sum of Squares Use AVO product in along time Thu san pham moi Do sach Between Groups 050 Within Groups 74.623 323 231 Total 74.724 325 211 106 Within Groups 40.013 323 124 Total 40.224 325 450 225 Within Groups 33.884 323 105 Total 34.334 325 501 250 Within Groups 80.999 323 251 Total 81.500 325 448 224 Within Groups 80.165 323 248 Total 80.613 325 551 276 Within Groups 54.418 323 168 Total 54.969 325 Between Groups Between Groups Muc ko hai tay Hinh thuc khuyen mai Mean Square 101 Between Groups Do thom df Between Groups Between Groups F Sig .219 804 852 428 2.147 118 998 370 903 407 1.637 196 Source: SPSS output The difference between the independent variables (age groups) and the dependent variables (customer loyalty) was conducted by one – way ANOVA test It can bee seen the result in table 3.11 that all dependent variables have got Sig > 0.05 so a statically significant difference in loyalty level among different customers age groups was not found 3.6 Suggestions to enhance AVO washing liquid’s competitiveness in domestic market 3.6.1 Improving product quality In the market of Fast Moving Consumer Goods in general and the detergent powder market in particular, no consumer wants to spend money to buy poor quality products, so the basic factor for AVO to gain the trust of customers is constantly improve the product quality Similar to the Vietnamese washing powder brands, AVO is inferior to the foreign detergent manufacturers not because of quality factors but 52 because of technological factors For example, in advertising programs, Omo and Tide often emphasize intelligent particles that are capable of defeating stains etc.that is more persuasive customers in choosing their products Although the quality of AVO washing powder products can not be better than foreign detergents powder products, but at a competitive price and cheaper than the competitors’ price AVO selects target customers who have got low and medium income, thus it can offer reasonable prices that meet their needs and retain loyal customers and attract potential customers Furthermore, in the fierce competitive market of washing powder, AVO's competitors include both foreign and domestic producers So finding a distinct characteristic is essential AVO should improve its fragrance and its adhesion on clothing The survey results also show that consumers prefer detergent powder with mild and natural scent This may come from their psychology of product safety, if washing powder has a strong scent, it is probably that the manufacturer added a lot of scent chemicals so it is not safe for consumer’s health Thereby, HASO should be flexible in launching AVO detergent powder products with different fragrant and preferable to each season, should not use the strong scent For example, AVO washing liquid with a light fragrance suitable for summer and AVO washing liquid with a stronger fragrance will be suitable in winter Diversificating products will helps AVO meet the tastes and preferences of different customer groups Generally, consumers not prefer washing powder products that have strong detergents because it will damage clothes quicker and unsafe to the skin AVO should also not emphasize the level of bleaching but ignore other factors 3.6.2 Improving packaging Nice packaging design is an indispensable part to attract and satisfy consumers’ tastes Many Vietnamese washing powder producers think that due to company's tendency of choosing low-cost strategies, it needs to find ways to cut costs They design simple packaging with basic information about the product, however, in a market with too many kinds of domestic and imported detergent powder, the initial sense of the customer is an important factor in choosing a trial product If the packaging designs boring it will not attract the initial choice of customers because when they choose to try a new product they will not know it is quality or not While foreign manufacturers of powdered detergents are constantly 53 introducing eye-catching packaging, Vietnam's detergent powder products have very little improved packaging to attract customers This contributes to widen a gap between domestic and foreign laundry detergent as well as make Vietnamese laundry detergent producers hard to position their brand in customers mind Therefore, HASO should invest more in the designing various packaging to attract the attention of customers 3.6.3 Increasing advertising on mass media HASO should increase the frequency of advertising AVO washing powder products on the media such as TV ads, social networks, leaflets, banners; free gifts at local traditional markets; advertising on buses, bus stations, bus shelters, etc The company should also increase more selling points in wholesale supermarkets, consumer goods supermarkets such as Big C, Metro, Fivimart etc Distribution to Vinmart+ system, retailers in areas such as universities, residential areas, local markets etc Because the proportion of customers buy according to compliment is high so, in early stage AVO can increase commissions for agents and offer higher sale discounts to agents, encouraging them introduce and sale AVO washing liquid; increased showrooms in urban areas of the target customers Launching campaigns promoting products in a direction “Vietnamese use Vietnamese goods” Compared with competitors, especially the products of joint ventures companies, AVO washing powder has many advantages The satisfy rate with AVO is quite high In addition, for Vietnamese washing powder producers, if they have the consumers’ confidence in terms of quality, they have got consumer’s supporting for domestic goods Therefore, the company can emphasize this advantage to call for the response and trust of customers Applying promotional methods to loyal customers The analysis results found that among promotion forms, consumers prefer the form of donation percentage of products Therefore, the company can apply the exchange form such as cut printed stamp on the product packaging, or use the bottle caps to exchange the new washing liquid bottle 54 CONCLUSION Detergent powder market in Vietnam is a fertile ground for both domestic and foreign manufacturers and traders However, the game is certain fierce competitive and not easy especially for Vietnamese detergent powder manufacturers The famous Vietnamese detergent powder brands such as VISO and HASO have quickly been taken over by Unilever and P&G because of their financial strength and experience on the market is too big Their acquired purpose is not only to turn the Vietnamese washing powder brands into their brand but also to eliminate potential competitors in the market In order to survive, the washing powder manufacturers such as HASO one hand received processing for foreign detergent powder manufacturers, on the other hand also strengthen producing its own branded products and promote export AVO washing liquid products is HASO's own brand that focused on cheap and medium segment The study on customers' behaviour to AVO washing liquid was conducted in Hanoi to assess customer awareness of this brand and the factors affect customer satisfaction and loyalty The analyse results show that low and middle-income consumers in rural and suburban areas evaluated well on the quality of AVO washing liquid products However, they did not satisfied with the company's promotional policies Price differences and other forms of promotion were found in different income groups by one-way ANOVA test Moreover, the majority of consumers in Hanoi did not know about AVO washing liquid brand due to the low frequency of its advertising on mass media Based on these findings, the author has proposed three solutions to enhance the competitiveness of AVO washing liquid products including improving product quality and packaging, increased density of advertising products on the media and social netwwork 55 REFERENCE Al-Wugayan, A., Pleshko, L P., & Baqer, S M (2008) An investigation of the relationships among consumer satisfaction, loyalty, and market share in Kuwaiti loan services Journal of Financial Services Marketing, 13(2), 95-106 doi:10.1057/fsm.2008.9 Arokiasamy, A A (2013) The impact of customer satisfaction on customer loyalty and intentions to switch in the banking sector in Malaysia Journal of Commerce (22206043), 5(1), 14-21 Bearden, W O & Teel, J E (1983, February) “Selected Determinants of Consumer Satisfaction and Complaint Reports,” Journal of Marketing Research, 20, 21-28 Caruana, A (2002) Service loyalty The effects of service quality and the mediating role of customer satisfaction European Journal of Marketing, 36(7/8), 811-828 Caruana, A., Money, A.H & Berthon, P.R (2000) Service quality and satisfaction, the moderating role of value European Journal of Marketing, 34(11/12), 1338-1352 Claes, F., Johnson, M.D., Anderson, E.W ,Cha, J & Bryant, B.E (1996, October), “The American Customer Satisfaction Index: Nature, Purpose, and Findings,” Journal of Marketing, 60 , 7-18 Fisher, A (2001) Winning the battle for customers Journal of Financial Services Marketing, 6(2), 77-83 Gremler, D.D., & Brown, S.W (1996) Service loyalty: its nature, importance and implications Proceedings American Marketing Association, 171-180 Hanson, W (2000) Principles of Internet Marketing, Cincinnati, Ohio: South- Western 10 HASO company’s annual report 2012-2017 11 HASO company’s financial statement 2012-2017 12 Kotler, P., Ang, S.H., Leong, S.M., & Tan, C.T (1999) Marketing Management: An Asian Perspective New Jersey: Prentice Hall Inc 13 Lymperopoulos, C., Chaniotakis, I.E., & Soureli, M (2006) The importance of service quality in bank selection for mortgage loans Managing Service Quality, 16(4), 365-379 14 Levesque, T.J., & McDougall, G.H.G (1996) Determinants of customer satisfaction in retail banking International Journal of Bank Marketing, 14(7), 12-20 56 15 Lewis, R.C., & Booms, B.H (1983) The marketing aspects of service quality Emerging Perspectives in Service Marketing In Berry, L.L., Shostack, G and Upah, G (Eds) 16 American Marketing Association, Chicago,IL 99-107 17 Lehtinen, U., & Lehtinen, J.R (1982) Service quality- a study of dimensions unpublished working paper, Service Management Institute, Helsinki, 439-460 18 LaBarbera, P A & Mazursky, D., (1983, Novermber) A Longitudinal Assessment of Consumer Satisfaction, Dissatisfaction: the Dynamic Aspect of Cognitive Process, Journal of Marketing Research, 20, 393-404 19 Mittal, V & Carly, F.(2010) Customer Satisfaction: A Strategic Review and Guidelines for Managers Cambridge, MA: MSI Fast Forward Series, Marketing Science Institute 20 Mittal, V & Kamakura W.A (2001, February) Satisfaction, repurchase intent, and repurchase behavior: investigating the moderating effect of customer characteristics Journal of Marketing Research, 38, 131-142 21 Parasuraman, A., Zeithaml, V.A., & Berry, L.L (1985) A conceptual model of service quality and its implications for future research Journal of Marketing, 49, Fall 22 Portela, M.C.A.S., & Thanassoulis, E (2005) Profitability of a sample of Portuguese bank branches and its decomposition into technical and allocative components European Journal of Operational Research, 162(3),850-866 23 Pleshko , L P & Heiens , R A ( 1996 ) Categories of customer loyalty: An application of the customer loyalty classification framework in the fast-food hamburger Market Journal of Food Products Marketing , 3(1), – 12 24 Teich, I (1997) Holding on to customers: the bottom-line benefits of relationship building Bank Marketing, 29(2), 12-13 25 Zairi, M., (2000) Managing customer dissatisfaction through effective complaint management systems, The TQM Magazine, 12 (5), 331-335 26 Zeithaml, V A., Berry, L.L., & Parasuraman, A (1996, April ) The behavioral consequences of service quality Journal of Marketing, 60, 31—46 27 brandsvietnam.com 28 www.thoughtco.com 57 APPENDIX 1: Qualitative Research Transcript Hello every one, glad to have you here in the afternoon The weather today is very nice, convenient for us to share some information related to laundry I would like to introduce, I am currently doing some research related to consumer behavior for laundry products of the Hanoi soap company (HASO) to help companies improve quality, promote the market segment on the segment of Hanoi I invite you to come here today because you used AVO washing liquid products of HASO We need to know what you think about the product’s quality, design, information, service your comments are very important to the company, whether it is favorable or not I am also note and it is the basis for the company to overcome their bad points and promote more points they have done I pledge your information today will be kept confidential, and the comments will only be used for the purpose of product development Now we start, invite you to introduce yourself to we get to know each other first Please introduce yourself and give me some of your information (probe: What your name? How are you? Where are you working for? ) I am Lan, 24 years old, working for GPbank I am Linh, 23 years old is working for an audit firm I am My Phuong, 20 years old is a student of Hanoi National University I am Tu Anh, 25 years old, is a banker I am 34, currently working as an officer in the Dyke Department I am Linh, 35 currently doing media for Tourism Intermediate School My name is Van, 40 years old is a banker I am Huong, 54, is currently the chief accountant of a state-owned enterprise I am Thuy, 60 years old now retired I am Giang 62 years old, now retired I am Hong, 60 years old now retired I am Minh, 64 years old now retired Well, now that everyone knows about each other, I would like to be able to get into today's main business Can you tell me when talking about washing liquid, what’s kind of the washing liquid you think about? And what is the reason? 58 Ms Thuy: Talk about washing liquid, the first thing I think about is OMO Since this is a great brand that has appeared on television for decades, their packaging is red, easy to remember, the advertising is very impressive, they have many programs to fortune in the spring, to donate gold Good for customers Ms Giang: I think about Ariel, this kind of laundry is also advertised a lot, there is singer My Linh advertising so I remember In addition, this wash water is also high bleaching, aroma pleasant aroma Ms Tu Anh: I like Carefor because the scent is very fond Miss My Phuong: I think of AVO because this wash water is clean, the scent is a little light and dark but the price and quality ok So what’s criteria you care when using washing liquid? Ms Hong: I care about the cleanliness first, then the damage to the skin For smell, I can use fabric softener Miss Linh: I care about the cleanliness and the scent, of course, the price Miss Hoa: I care about cleanliness, skin damage and price Me: not you care about the smell? Ms Hoa: Yes, but you prefer the other factors If washing liquid meets all the factors, it is good But I'm a student, so be sure to clean and not damage your hands, the quite good price is enough Ms Giang: I can buy a little expensive but importantly clean and aromatic, now mainly using washing machine so the skin damage is not be afraid Me: So when you started using AVO washing liquid? Ms Lan: I’ve used since 2016 and still use Ms Linh: from 2017 Miss My Phuong: I’ve used from 2017 Ms My: I’ve used it from 2015 Ms Linh: I’ve used it since 2016 Ms Van: I’ve used it from 2016 Ms Huong: I’ve used it from 2015 59 Me: Wow, all of you have used AVO for a long time, can I know what is the most of AVO make you satisfy? Ms Thuy: I am most satisfied with the cleanliness and price match Ms Linh: I am also happy about the price of the product quite pleasant while the cleanliness I appreciated Miss Hoa: I also like the cleansing and AVO price Ms Van: I also like cleansing Compared to the price I not condone anything So most of you satisfy about the quality of AVO washing liquid, so did you knowed through which information sources? Have you ever seen advertisements for them in internet, TV, newspapers, radio or supermarket? Ms Thuy: I watch TV but I have never seen an AVO show Ms Linh: I work in the media field so a couple of times I have seen ads on social networks Ms My Phuong: a few times you see on the Website Ms Van: Once I saw the ad on the VTC channel Ms Giang: I have never seen an AVO wash commercials Not all of you have seen any advertising about AVO laundry I provide some information that AVO Laundry is currently being advertised on VTC, on social networks and on the website Then, could you tell me where you can buy AVO? Ms Thuy: I buy it from a friend Ms Giang: Me too Ms Hoa: I buy in the supermarket Ms Huong: I buy in the shop introducing products in Nguyen Xien Ms Linh: I buy at the supermarket Do you easily buy AVO? Ms Lan: I often go to the supermarket but rarely see AVO laundry on the shelf I also often subscribe through acquaintances I find it not convenient to buy Although I like the product and want to introduce to friends 60 Ms Thuy: I find it not very easy Ms Huong: Because my house is near introducing products store of the company, I often go to buy laundry and other products Ms Linh: I often go to the supermarket but I not often see the AVO laundry Me: Have you ever visited the company's website? Ms Linh: I have not visited yet My, Linh, Hoa, : I have not visited yet So everyone has not visited the website of the company already The website also has a lot of good information about products and promotions there Me: Ms Van, you have seen ads for washing AVO on VTC, the content of advertising, according to you, how you think? Ms Van: I see normal advertising, not impressed me What about you, Linh? Ms Linh: I see in social networking, but I'm not impressed either So you have any comments for our advertising program? Ms Thuy: I buy AVO washing liquid from my acquaintance, I am very satisfy But, if I has not a friend that she sells, I don’t know where to buy AVO Because it is not be sold much at supermarkets Ms Linh: I think the AVO laundry product is very good and suitable for the average income of the people Therefore, the company should promote distribution and marketing of products Advertising should be more attractive, emphasizing the strength of the product such as bleach and price What you think about the packaging of products? Ms Giang: AVO washing liquid bottles are not really eye-catching,but is also quite good and easy to use, clean, with lid to measure washing liquid, not wire to hand Ms Lan: I also think like Giang Ms Tu Anh: I see that too Ms Linh: Basically I see also But if you change a bit for the eye, it will be more effective I just change a bit of color, but the way I bottle it is fine Now we go to quality of the product Are you satisfied with the quality of AVO laundry such as bleach, scent, hand skin, foam ? 61 Ms Hong: I am satisfied Ms Lan: I am also satisfied Ms Phuong: I am also satisfied Ms Thuy: she is pleased with me Ms Giang: she is also satisfied According to you, how about the price of the product ? Ms Thuy: price is good Previously I used OMO but I found it harmful skin, feeling much bleach Use AVO I feels comfortable Ms Lan: I find AVO affordable but good quality Ms My Phuong: I am also happy with the price of AVO Ms Tu Anh: I am too Do you get customer care services from HASO? Ms Lan: No I don’t Ms Thuy: No, nothing Ms Giang: No What people like the most when using washing liquid AVO? What makes people the most disappointed? Ms Thuy: I like the product because of its cleaning However, the aroma is mild The products have Fragrance providing more comfort in washing Ms Tu Anh: I also think that The scent makes laundry more enjoyable and when you wear it, it's more like it Ms Linh: I also like this washing liquid but not satisfied about the fragrance The price is reasonable Average product Me: In the future, will you continue to use AVO? Ms Lan: I will continue to use Ms Thuy: I still use Ms Giang: I also use Ms Linh: If AVO constantly innovate model and improve quality, I will still believe Ms Tu Anh: If AVO improves scent, I will use it for a long time Because I like the smell 62 We have gone whole the problem from product quality to distribution, marketing and after sales The opinions of everyone are very valuable to the company In addition to the issues that have been raised, are you willing to share more information, or advice for the company? Ms Lan: I think the company should invest more advertising I think the quality of AVO is not inferior to other brands in the market but people not know much Ms Thuy: I think so too I found everyone here satisfy about this product, especially this is the local brand so she is very supportive She used OMO, Ariel but with AVO I like price and quality She is hoping this product will be more widely available Ms Hong: I also think like Mrs Thuy On the market are many powerful brands such as OMO, Areal, then add water washing Thai, Japanese While AVO washing liquid of Vietnam is also very good, affordable Iis very supportive and wants to sell more widely Thank you very much for your kind comments I noted them And this will be the basis of a market research paper that I will do, to improve quality, increase market share for AVO laundry products Once again thank you and wish you, a lucky day! 63 APPENDIX QUESTIONNAIRE Select sample: Questionaires is sent to females from 18 years old to 65 years old in apartment building, office, universities, local markets, supermarkets, retail stores etc irrespective occupation and living place I CONSUMERS’ AWARENESS OF AVO WASHING LIQUID PRODUCT Do you use washing liquid to wash clothes? a Yes How long you buy washing liquid? a time/a month Where you see advertising washing liquid products on mass media? a Tivi Where you buy washing liquid? a Supermarket b Retail stores You use washing liquid for what? a Hand washing Do you often try to use a new laundy water product? a No b No b Internet b time/a month c Leaflet c tháng lần d.Baner c Showrooms d online b machine washing b rarely e Social netwwork c both a and b c sometime d often II CONSUMER BEHAVIOR When choosing washing liquid, what criteria you concern? a Cleanness b scent d Attractive packaging e bubble What things affect on your buying decision of laundy water? a Strong advertising b Good reviews of consumers c Domestic products d Good brand Go to supermarket and see the advertising of washing liquid, can you prioritize c no harm hand skin e Agent’s consulting your options; a Bonus items by increasing percentage of products b Other kinds of gifts are aromatic soap, face towel c The banner of new products with the content of domestic product, price and foreign quality d Loyalty with washing liquid in use III CUSTOMER SATISFACTION 64 Do you satisfy with the price of AVO washing liquid? a Dissatisfy Do you satisfy with the cleanse ability of AVO washing liquid? a Dissatisfy Do you satisfy with the scent of AVO washing liquid? a Dissatisfy Do you satisfy with no harmful hand skin of AVO washing liquid? a Dissatisfy Do you satisfy with the bubble level of AVO washing liquid? a Dissatisfy Do you convenient to buy AVO washing liquid? a Dissatisfy Do you satisfy with the promotion programs of AVO washing liquid? a Dissatisfy b a part c satisfy b a part c satisfy b a part c satisfy b a part c satisfy b a part c satisfy b a part c satisfy b a part c satisfy d very satisfy d very satisfy d very satisfy d very satisfy d very satisfy d very satisfy d very satisfy III CUSTOMER LOYALTY Do you satisfy with your washing liquid (quality, price, customer care post sale) If a new kind of washing liquid was introduced to you, similar quality, better price Do you try it? a Yes b No Will you believe and going to use AVO washing liquid products in a long time? a Yes What thing you loyal with a washing liquid product ? (choose criteria b No maximum) a cleanness b scent c no harm hand skin d Promotions, post-sale customer care IV DEMOGRAPHIC How old are you? a 18 – 25 Your occupation? a e b 26 – 55 c 55 – 65 Student b Housewwife c Freelancer officer f businessman g retiree d worker Your average income a < million VND b – 10 million VND 65 c > 10 million VND 66 ... 1960 to 1990, the factory operated under the direction of the Ministry of Heavy Industry, production and business according to the plan of the State Consumption of goods consumed by the state, the. .. expansion, commitment, and dissolution (Arantola 2000) Customer loyalty can be considered to be a byproduct of customer satisfaction The satisfaction of business customer leads to customer loyalty... in any other works In the thesis, source of the references are cited in detail Author Le Ha Phuong ABSTRACT The study on “Customers’ behaviour to AVO washing liquid product of Hanoi soap company? ??