THE POPULARITY AND CONVENIENCE OF VINMART+ FOR ISBA STUDENTS

Banking Academy of Vietnam International School of Business A Research Report on THE POPULARITY AND CONVENIENCE OF VINMART+ FOR ISBA STUDENTS Teacher: Trương Thùy Anh Student: Nguyễn Châu Anh Class: F14H Course: Project Hanoi, 19/7/2019 The popularity and convenience of Vinmart+ for ISBA students A primary research on The popularity and convenience of Vinmart+ for ISBA students by Nguyen Chau Anh _ F14278 Class: F14H Lecturer: Truong Thuy Anh Course: Project Mark: Hanoi, 19/7/2019 STATEMENT OF AUTHORSHIP Students’ name: Nguyen Chau Anh Class: F14H Student Number: F14-278 Subject: Project Lecturer: Truong Thuy Anh Name of research paper: THE POPULARITY AND CONVENIENCE OF VINMART+ FOR ISBA STUDENTS Declaration I declare that the work attached is entirely my own, and that I have given due acknowledge as required by International School of Business (ISB) I understand that the work submitted may be reproduced and/ or communicated for the purpose of detecting plagiarism Date: 19th July, 2019 Signed _ Plagiarism By signing the declaration, you are stating that you have not plagiarized Use the following as a checklist  This work is entirely my own  I have not copied another student’s work  I have not copied or used in any way material from a text, journal, website or other published source without acknowledgement (including non – English sources)  I have cited and referenced fully and correctly as required by the ISB where applicable  I have not reworded material from another source and presented it as my own  I have not used this work in a previous class (self - plagiarism) The popularity and convenience of Vinmart+ for ISBA students Abstract Along with the development of society, the shopping needs of people, especially students, have been raised to a new level of convenience and easier shopping that are convenience stores As the title above, the purpose of this research paper is to show the convenience and popularity of the Vinmart+ store chain among ISBA (International School of Banking Academy) students based on research questions Based on the results of an online survey with questons that was conducted with 200 ISBA students at Banking Academy, my project partly reflects the products most favored by students, the amount of money they spend as well as the motivation for them to come back to shop at Vinmart+ The survey has shown that the most popular product for students when they come to Vinmart+ is processed food, or they usually spend from 100,000 VND to 500,000 VND monthly to buy goods Futhermore, many stores and product quality are the two reasons why customers care the most when intending to re-purchase A few more things that are shown in the research paper is that it provides more information to the reader about the change in the way young people shop today as well as speaks to a freshman's point of view and I believe these materials can be used for further studies in the future The popularity and convenience of Vinmart+ for ISBA students Table of contents Abstract………………………………………………………………………………………3 List of Figures……………………………………………………………………………… Introduction………………………………………………………………………………6 Literature review…………………………………………………………………………6 Method………………………………………………………………………………… Findings/Results……………………………………………………………………… 10 Discussion of findings…………………………………………………………… … 13 5.1 Students frequently purchased items at Vinmart+……………………………………14 5.2 The amount of money students spent monthly at Vinmart+………………………….14 5.3 Motivation for students to buy things at Vinmart+………………………………… 15 Recommendations…………………………………………………………………… 15 Conclusion…………………………………………………………………………… 15 References………………………………………………………………………………… 17 Appendices………………………………………………………………………………….19 The popularity and convenience of Vinmart+ for ISBA students List of figures Figure 1: Students’ having made purchases at Vinmart+…………………………………….11 Figure 2: Students frequently purchased items……………………………………………….12 Figure 3: The amount of money students spends…………………………………………… 13 Figure 4: Motivation for students to buy things at Vinmart+……………………………… 14 The popularity and convenience of Vinmart+ for ISBA students Introduction The essential needs of people in life have contributed significantly to the quality of our lives Essential need–is a psychological phenomenon of man; is the demand, desire, human desire of material and spirituality to survive and develop (Definition of DAILY,2021) If human needs in the 1900s were just basic eating, now, when we are living in the middle of the 21st century really developing, then human needs are also increasing In the era of development with which the convenience store movement blooms, walking on a street is not difficult to find at least convenience store to meet the needs of customers The survey was conducted by Q&Me with 500 young people on the topic "What Vietnamese people usually eat right in the dining area inside convenience stores" In particular, VinMart chains achieved the highest brand awareness of customers, up to 99% Vinmart+ has created a reform in the procurement of young people's necessities Along with the development of society accompanied by the essential needs of people is also enhanced and improved Not only that, but we also live in a technological society, where all the necessary things are convenient and minimalist to meet the needs of customers Convenience stores are an indispensable thing Among consumers, it can be said that college students are one of the most used convenience stores, especially Vinmart+ because it provides all the necessary necessities, as well as university students, also have enough income to pay for themselves However, they only use the service as an inevitable thing without understanding the popularity of Vinmart+ or the trend when shopping for students as well as the afterpurchase service of Vinmart+ The reason they need to understand the popularity of Vinmart+ is because they also need to understand what service they are using and how it affects their lives, what benefits it brings to them, or simply just to understand more about the origin of the service they use Literature review However, there are not too many research articles to show the advantages of the Vinmart+ chain There are a lot of surveys that are done but most of them only reflect one angle of the problem According to the research by Q&Me Vietnam Market Research (2020), the data is collected through surveying 500 people aged 16-39 regardless of gender The form of data The popularity and convenience of Vinmart+ for ISBA students collection is that participants will fill out an online survey form and give the following results: Vinmart+ is the most popular convenience store chain leading with more than 60%, followed by CircleK stores with 20%, Family Mart in third with 7%, and the rest are some small convenience stores It can be seen that the popularity and wide coverage of Vinmart+ nationwide This research article has shown evidence as well as specific data about Vinmart+ in general as well as other convenience store chains in particular, the data has only been recorded in 2020, but it has not been shown yet why is Vinmart+ so widely and popular? Research by Vina Research (2012) conducted on 305 people aged 19 years and older regardless of gender to show the frequency and shopping habits of consumers gave the following results: 97.6% of consumers have a habit of shopping at supermarkets and the frequency of going to the convenience store is once a week Compared by all ages, men go shopping less than women, while the frequency of women going to the convenience store is 2-3 times a week, men only go once a week The products that consumers frequently buy when going to the convenience store are snacks (62.3%), prepared food (41.7%), fresh food (38.9%), and frozen food (37.7%) 81.1% of consumers tend to repurchase previously used products instead of using new products This study has shown the shopping habits as well as the purchasing frequency of consumers, accurate data However, the study did not focus on a specific target group as well as the data collected years ago, so it is not convincing Another survey by Vina Research (2012) surveyed 674 people regardless of age or gender The survey is conducted to show the amount of money that consumers spend on going to the convenience store 300 thousand VND to 500 thousand VND is the average amount a person pays each time they shop, accounting for 31,2%, followed by 100 thousand VND to 300 thousand VND accounting for 26% The research article has shown the amount that consumers pay each time they shop, but it does not focus on a certain age, nor does it mention the survey location, there is no conclusion In addition, the data was also collected years ago, so not much value was left Initially, the above examinations don't have a reasonable study object, the age of the study is too wide, not concentrating, and an item hard to make inferences, making the study mistaken and problematic In the above reports, there is just one as of late overviewed article, while The popularity and convenience of Vinmart+ for ISBA students different measurements were made numerous years prior, the information contrasted with now has numerous deviations and is not, at this point, valuable Furthermore, the above reviews have practically no or not many remarks and decisions about the insights that have been losing the significance of the overview work Specifically, the previously mentioned information of the reviews is only a glimpse of something larger, giving just typical numbers with no distinction between studies, general inquiries without delving profound into the issue causes viewers to feel exhausted, needs profundity, and doesn't react to sufficient data for viewers Although there is a lot of research on convenience stores, most of those studies have limits that not investigate stimulant factors that influence or impact the choices of ISBA students towards convenience stores as well as the frequency of visiting ISBA student convenience stores Therefore, this study is conducted to answer the three following questions: “ Which are frequently purchased items of ISBA students at Vinmart+? ” ; “ How much money ISBA students spend monthly for Vinmart+? ” and “ What motivates ISBA students to buy in Vinmart+? ” This study aims to study and understand Vinmart's purchasing trends and preferences and convenience for ISBA students Methodology This study provides information from surveys for ISBA students and uses a combination of two methods: quantitative and qualitative Each method has its own strengths to support the research On the method of quantitative research, according to the information extracted from Quantitative Research: Definition, Methods, Types and Examples | QuestionPro (2021), there is a fair, quantitative justification settling on a choice about the thing quality and analyzing issues with the thing and cycle The characteristics of this research method are gathers and dissecting numeric information, test hypothesis deductively, and worried about total properties and measurable induction The strengths of this research method are: It gives significance and detail: breaking down contemplations, estimations, and practices to research the 'why' It upholds discussion: when people foster why they feel or act a particular way, it can introduce new subject domains not as of late considered It considers more prominent flexibility: addressing can change consistently to the quality and nature of information being gathered (Research, 2021) Regarding qualitative research methods, it includes gathering and dissecting The popularity and convenience of Vinmart+ for ISBA students non-mathematical information (e.g., text, video, or sound) to get ideas, feelings, or encounters (Base and research, 2021) It tends to be utilized to accumulate top to bottom experiences into an issue or produce groundbreaking thoughts for research Characteristics of this research method are gathering and dissecting non-numeric information, constructing hypotheses inductively or deductively, worried about depth, diversity, and setting Strengths of this research method give an exceptional profundity of understanding which is hard to acquire from a shut inquiry review, by not being up close and personal with the mediator, respondents are probably going to feel mysterious and consequently are bound to offer the most legit responses, it can moreover be used to assist with creating noteworthy musings for how to improve or change a thing, similarly as sorting out how a brand arranges with its expected vested party (Base and research, 2021) While quantitative and qualitative moves toward each have their qualities and shortcomings, they can be successful in blending with each other Using mixmethod both quantitative and qualitative will help the research become more clear, give a voice to examine participants and guarantee that review discoveries are grounded in participants ' encounters Mix-method also reflect the manner in which people normally gather data by incorporating quantitative and qualitative data In this research, 200 ISBA students will be selected regardless of education level, gender to fill in a questionnaire designed in regard to my three research questions The reasons I chose the respondent were ISBA students because I was an ISBA student myself and I was curious about their experience and how they felt about this convenience store chain The interviewer chooses a questionnaire because it can provide useful information, give an account of the extent as well as the nature of a phenomenon, and can allow generalization from the results to a wider population than that survey Online questionnaires will be used where students will be needed to reply to questions including multiple-choice questions, and ranking questions The first two questions will clarify the interviewer's personal information Then the next questions will let participants answer whether they have ever purchased at Vinmart+ and how they feel after purchasing and using Vinmart+ services Participants will be given an online survey so that they can fill out and provide information for the research Then those data will be aggregated and become statistics for the research All data will be collected into documents so that it can The popularity and convenience of Vinmart+ for ISBA students be served for later student research In addition to providing data for the survey, the above questions are also intended to identify the shopping and spending habits of ISBA students at convenience stores in general and Vinmart + in particular Therefore, the figures in the article are accurate and reliable Findings / Results In the above sections, I have completed the introduction, literature review as well as survey distribution The purpose of the study is to find out the convenience and popularity of Vinmart+ among ISBA students and to that, we have to answer research questions: “Which are frequently purchased items of ISBA students at Vinmart+?”; “How much money ISBA students spend monthly for Vinmart+?” and “What motivates ISBA students to buy in Vinmart+?” With the object of ISBA students and collecting data using online Google form, the survey successfully reflected the shopping needs at Vinmart+ of four target groups The following part will provide data and scientific information about the shopping habits and needs of ISBA students, thereby showing the convenience of Vinmart+ Figure 1: Students have purchased at Vinmart+ Year Year Yes Yes No No 93 85 10 The popularity and convenience of Vinmart+ for ISBA students Year Year 10 18 Yes Yes No No 82 90 It can be seen that most students from four different years of study have purchased and used services at Vinmart+, all of which are over 80% In which, first-year students had the highest rate, accounting for 93% while final-year students had the lowest rate, accouting for 82% Figure 2: Students frequently purchased items Popular products among ISBA students 100% 90% 18% 16% 31% 80% 70% 60% 19% 25% 19% 18% 50% 25% 19% 40% 30% 20% 47% 34% 33% Necessity Fresh food 10% 0% Processed food Year Year Year 11 Year The popularity and convenience of Vinmart+ for ISBA students It is noticeable that when shopped at Vinmart+, processed food were the most popular item among first year students with 47%, while second- and third-year students like to bought necessities at Vinmart at the rate of 25% Unlike freshmen, fourth-year students had the highest percentage of buying fresh food at Vinmart+ with 36% Figure 3: The amount of money students spent monthly at Vinmart+ Year 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% Year 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 65% 18% 11% 6% Less than From From More 100,000 100,000 500,000 than VND VND to VND to 1,000,000 500,000 1,000,000 VND VND VND 35% 14% Year Year Year 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 43% 33% 15% 14% Less than From From More 100,000 100,000 500,000 than VND VND to VND to 1,000,000 500,000 1,000,000 VND VND VND Year 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 35% 9% Less than From From More 100,000 100,000 500,000 than VND VND to VND to 1,000,000 500,000 1,000,000 VND VND VND 20% 29% 27% 24% Less than From From More 100,000 100,000 500,000 than VND VND to VND to 1,000,000 500,000 1,000,000 VND VND VND Year Year In general, the percentage of students spending money for Vinmart+ from 100,000 to 500,000 VND always accounts for the highest percentage in all courses at ISBA, in which first-year students have the highest percentage of more than 70% With the remaining categories, the 12 The popularity and convenience of Vinmart+ for ISBA students percentage of four-year students is always the highest compared to the remaining courses 20% (less than 100,000 VND), 27% (500,000 to 1,000,000 VND), 24% (more than 1,000,000 VND) Figure 4: Motivation for students to buy things at Vinmart+ Motivation for ISBA students buy things at Vinmart+ 100% 90% 80% 70% 60% 50% 40% 40% 33% 30% 20% 31% 41% 43% 36% 34% 26% 25% 22% 17% 17% 15% 8% 10% 10% 15% 0% Year Reasonable price Year Quality service Year There are many chain stores, convenient to buy Year Others With figure 4, many chains store to buy and others were the two most popular reasons for students to shop at Vinmart+ For 3rd year students, reasonable price was the least chosen reason when buying at Vinmart+ with 8% The percentages of reasonable price and quality of service for sophomores are about the same accounting for 17%, the percentages for freshmen and seniors are quite different Discussion of findings The project, as past research has limits as far as being not able to address inquiries according to different viewpoints of college understudies about the accommodation and prominence of Vinmart+ The data displayed above was assembled from a little, designated gathering of understudies at a college In spite of this, the study tries to extrapolate ends from the information about the comfort and notoriety of Vinmart+ 13 The popularity and convenience of Vinmart+ for ISBA students 5.1 Students frequently purchased items at Vinmart+ From figure 2, it is no surprise that processed food is the most popular item among ISBA students at Vinmart+ Meanwhile ranked second is necessities and last is fresh food The reason for this is probably because students often don't have too much time to prepare food when they go to school or work part-time, and they look for the most convenient options: buying readymade food at the grocery store Most of the convenience stores have exploited the segment of fast food, ready-to-eat food, which is very suitable for today's busy life (Convenience stores, mini supermarkets: Modern consumer trends, 2021) Furthermore, Vinmart+ also captures the common psychology of students when there are all kinds of diverse necessities Fresh food items are also sold at Vinmart+, making shopping more convenient and easier for students than ever In the survey conducted by Q&Me (2018) with 500 young people, with the theme "What Vietnamese people usually eat right in the dining area inside convenience stores' ', the results were within the expectation Snacks, instant noodles, and hot pot were the top most commonly ordered dishes at these convenience stores In which, snacks are bought the most regardless of the time of day and night It can be seen that the common result between these two surveys is that processed food is the most popular and preferred item for students The reason for this is that processed food often have a rich variety, diverse flavors, and extremely affordable prices for students The survey has reflected the shopping habits of students when coming to Vinmart+ 5.2 The amount of money students spent monthly at Vinmart+ Looking at figure 3, most ISBA students usually spend about 100,000 VND to 500,000 VND monthly to shop at Vinmart+ One interesting aspect of this data is that while the 100,000 to 500,000 category is overwhelming for first-year students, for the rest of the school year, spending rates are fairly even across categories This data also coincides with the results of a survey conducted by Q&Me (2019) where the number of people paying 100,000 VND to 500,000 VND when going to a convenience store also accounts for the largest percentage From the money that ISBA students spend to buy goods at Vinmart+, we can see the buying 14 The popularity and convenience of Vinmart+ for ISBA students needs of students in general as well as the convenience of this convenience store chain in particular 5.3: Motivation for students to buy things at Vinmart+ The criterion that ISBA students are most interested in to have the motivation to buy again at Vinmart+ is because it has many store systems, so it is very suitable and convenient for students Meanwhile, the lowest-ranked criterion that is the price is the lowest-ranked criterion The reason for this is perhaps because students prefer convenience over cost, they are willing to buy an item with a slightly higher price but in return, they can save time and effort in searching It can be seen that the price factor does not affect the student's shopping decision too much at the Vinamart+ convenience store, which is quite understandable because according to chart analyzed above, ISBA students spend a lot of money to shop here Although with the same survey question, we can have a different reason for each target group to buy at Vinmart+ This can be understood that with each different group of objects, their needs and purchasing purposes will also change Recommendations From the discussion of findings above, we see that there are many recommendations that need to be considered and implemented Firstly, because of the current development of society, many convenience stores appear, so students need to consider which convenience stores are suitable for their budget as well as the criteria for choosing products on their own They need to know the balance between product quality, service quality as well as product advertising methods Second, sellers in general and convenience store chains, in particular, should pay more attention to improve service quality and product quality so that customers will have the best experience when shopping there Conclusion In conclusion, we can expect that the research results compiled from the research paper have given us a more specific and detailed conclusion about the convenience and popularity of Vinmart+ By using the method of combining the two methods together with a survey that has shown us the spending habits as well as the motivations to make ISBA students buy at Vinmart+, from which we have a more general view about the consumption habits of students 15 The popularity and convenience of Vinmart+ for ISBA students in general as well as ISBA students in particular when purchased at convenience stores, typically Vinmart+ From there, it can see the popularity and convenience of Vinmart+ And it is also my hope that in the future there will be more studies to explain and demonstrate potential ideas and information through this research paper (Word count: 2940) 16 The popularity and convenience of Vinmart+ for ISBA students References 2011-2021, (., 2021 Quantitative and Qualitative Research Methods | SkillsYouNeed [online] Skillsyouneed.com Available at: [Accessed 29May 2021] Dictionary.reverso.net 2021 daily needs definition | English dictionary for learners | Reverso [online] Available at: [Accessed 29 May 2021] Inc., A., 2021 Vietnam Market Research Report - Vietnam retail store (modern trade) status 2020 | Q&Me [online] Qandme.net Available at: [Accessed 29 May 2021] Slideshare.net 2021 Xu hướng thị trường người tiêu dùng Việt Nam 2019 [online] Available at: [Accessed29May 2021] Nguyen, H., 2021 Nghiên cứu nhân tố ảnh hưởng tới hành vi mua sắm siêu thị người tiêudùngViệtNam[online]Academia.edu.Availableat: [Accessed 29 May 2021] Storage.googleapis.com 2021 [online] Available at: [Accessed June 2021] Scribbr 2021 What Is Quantitative Research? | Definition, Uses and Methods [online] Available at: < https://www.scribbr.com/methodology/quantitative-research/ > [Accessed 16 July 2021] 18 The popularity and convenience of Vinmart+ for ISBA students Appendices QESTIONNAIRE Dear responders, I am Nguyen Chau Anh, a student at ISBA of Banking Academy This questionnaire is conducted as a part of my project class The following questions are designed to gather information for the research of the popularity and convenience of Vimart+ I really appreciate the information you provided in the survey form and will use those data for the research paper All information you fill in will be anonymous, thanks for your cooperation PART 1 Which year are you study? A Year B Year C Year D Year Have you ever shopped at Vinmart+? A Yes B No • If you answer Yes, please go to Part • If you answer No you don't have to answer the questions below anymore PART What products you usually buy at Vinmart+? A Processed food B Necessity C Fresh food D Others (Please specify) How often you buy things at Vinmart+? A Never 19 The popularity and convenience of Vinmart+ for ISBA students B Once a week C 2-3 times a week D More than times a week How much you pay to buy goods at Vinmart+ every month? A Less than 100,000 VND B From 100,000 VND to 500,000 VND C From 500,000 VND to 1,000,000 VND D More than 1,000,000 VND What makes you decide to buy things at Vinmart+? A Reasonable price B Quality service C There are many chain stores, convenient to buy D Others (specifi answer) Quality assessment when buying at Vinmart+ Type Bad Normal Good Service quality (parking area, drop-off palace…) Food quality Place (is it close to home or convenient to buy or not) 20 Very good Excellent The popularity and convenience of Vinmart+ for ISBA students Employee’s attitude (friendly, welcoming or unpleasant,…) Satisfaction level when buying things at Vinmart + Most satisfied Moderately satisfied Least satisfied Will you continue shopping at Vinmart+ in the future? Yes Consider No THANK YOU (By Nguyen Chau Anh, F14H, ISBA of Banking Academy) 21 .. .The popularity and convenience of Vinmart+ for ISBA students A primary research on The popularity and convenience of Vinmart+ for ISBA students by Nguyen Chau Anh... needs of ISBA students, thereby showing the convenience of Vinmart+ Figure 1: Students have purchased at Vinmart+ Year Year Yes Yes No No 93 85 10 The popularity and convenience of Vinmart+ for ISBA. .. extrapolate ends from the information about the comfort and notoriety of Vinmart+ 13 The popularity and convenience of Vinmart+ for ISBA students 5.1 Students frequently purchased items at Vinmart+ From