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1 Final Eastern International University Becamex Business School Repor Vinamilk Dielac: The Path to Raise Consumption of Domestic Powdered Milk in Vietna

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Final project on marketing: consumer behavior of SYM products

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FinalReportVinamilk Dielac:The Path to Raise Consumption of Domestic Powdered Milk in VietnamEastern International UniversityBecamex Business School

Group: SYMNguyn Tn Hin1132300209

Nguyn H Xun Mai1132300064

L Hoa Dng Ngc1132300265

Vng Quc Tun1132300378

Course: MKTG 363 Consumer BehaviorInstructor: Ms. Nhu An Nguyen

ContentsA.Executive Summary4B.Introduction or background5Brief information about the brand - Vinamilk5C.Marketing Problems5ICurrent situation5IIDefine marketing problem6D.Consumer Analysis7IResearch method7Sampling7Data collection method7Questionnaire design7IIFinding11E.Recommendations22IImprove the perceived quality of product22IITaste and suitability22IIIImpact the internal influences22Increase the perception on products quality22Increase learning and memory23IVImpact external influences23Reference groups Group influences23VMarketing activities24F.References25Appendices26Appendix 1: Questionnaire design26Appendix 2: Research question flow29

A. Executive SummaryThe current Vietnamese powder milk market has been occupied large portion by foreign brands, the only domestic brand that appears in this market is Vinamilk, but still less than a quarter of the total market. The brand Dielac of Vinamilk is the brand that concentrates to serve powder milk segment market. The marketing problem of this brand has been defined as to increase customer awareness about the quality of Dielac brand. Through research, we aim to determine the brand awareness, the use of brand, the attitude toward the brand through cognitive, affective and behavioral component, and define what external factors that affect consumers purchase decision. Then, recommendation will be drawn out from the research result to solve the defined marketing problem.

B. Introduction or backgroundBrief information about the brand - Vinamilk Vinamilk (Vietnam Dairy Products Joint Stock Company), one of the fifteen biggest companies in Vietnam, is a dairy-related-product manufacturer. Being established on August 20th, 1976, after nearly 40 years of development, Vinamilk has built many factories across Vietnam and achieved honor awards. To become a world grade brand in food and beverage industry, where people put all their trust in nutrient and health products, Vinamilks mission is to deliver the most valuable nutrition to community with our respect, love and responsibility. (Vinamilk, 2014)The purpose of Vinamilk is to utilize its accredited professional management and structure to provide the best product to customers with the affordable price and the big distribution channel in Vietnam.Vinamilk under the lead of Mrs. Mai Kieu Lien (Chairman and Cheif Executive Officer) aims to accomplish three billion U.S. Dollars as target revenues and become one of the fifty biggest dairy manufacturers in the world during the period of 2012 - 2017. It is accounted for nearly 1.7 Billion U.S. Dollars in Vinamilk revenues in 2014, which is about fourteen percent in the increase as comparison to the previous year and became the second largest milk-related producer in Vietnamese market with 24.6 percent on the market share (Tr, 2015). C. Marketing Problems I Current situation Each year, the import of milk in Vietnam was approximately $1 billion, of which milk powder products entered up to 70%. Currently on Vietnamese market, with nearly 30 dairy companies with about 80 different milk brands, which mainly foreign dairy companies.According to the Ministry of Industry and Trade, the type of imported powder milk accounts for 75% of the market. The leading are Abbott, Mead Johnson, Dutch Lady (Freisland Campina), Dumex, Nestle ... With this rate, foreign dairy companies can lead the market altogether and decide the market price.Of these, more than 120 labels Abbott milk is sold on the domestic market accounted for approximately 30%, with an average turnover 3000-4000 billion / year. Mead Johnson's market share in Vietnam ranges between 14.4%. Nestl's in Vietnamese market is very low, in the single digits (DVO, 2014).

Source: EuroMonitorThe only domestic brand that appears above is Vinamilk, the market share of Vinamilk milk powder in 2013 is accounted for 24.6%, in which the milk powder especially for baby occupied 12.8% (Lam, 2013). II Define marketing problemThe dominance of foreign brands in present is probably significant in demanding markets such as milk powder for children. This is understandable because foreign brands always have a special competitive advantage; there is a high level of brand awareness. In addition, all the marketing strategy, hit right on consumer psychology. Numerous foreign product lines with DHA supplementation advertisement, the advertisement Taurrin with "winged" enough to captivate all mothers (Lam, 2013).Recently, Vinamilk has continuous improved their products and brand awareness toward milk powder under the brand Dielac. The products under the brand Dielac are produced in the milk powder factory has the most modern technology in the world today and is certified by FDA food safety committee United States, to meet the demanding requirements of target standard food for export to the US.Ms. Mai Kieu Lien - Chairman and Chief Executive Vinamilk said: "The aim of Vinamilk is elevated international quality nutritional products for infant formula, thereby creating opportunities for children in Vietnam used nutritional products are not inferior to imported products with reasonable price." (Lan, 2014). We defined the marketing problem of Vinamilk is to increase customer awareness about the quality of Dielac brand. D. Consumer AnalysisI Research method Sampling Define the Population We defined the target market of the Vinamilk Dielac powdered milk product are women whose age is between 25 to 35, the age in which women frequently pregnant or have children. Specific Sampling Frame Due to limited time, we targeted on women, who belong to the defined target population, live around Thu Dau Mot, Binh Duong area. Sampling method In order to prevent the problem with our sample is representative within only specified limits, we choose to use random samples in a random process to select members from a sample frame. It can be anyone in the sampling frame that passed through point-of-purchase display, shopped around the super market, or mothers within the age 25 to 35 living around Binh Duong area. Sample Size44 women, who belong to the sampling frame. Data collection method Qualitative research has been used to collect primary data. The method chosen is survey, which is taken in two forms: 1. Personal interview, which involves structured questionnaires. We conducted personal interview which was took place in Coopmart supermarket with the target market of Dielac powdered milk. 2. Online survey was gathered through a self-administered questionnaire that was posted to website and forum of women in the target market. Questionnaire design The questionnaire design in Vietnamese is appeared on Appendix 1, below is the analysis of questionnaire design in English.

Question 1 and 2 aim to research about the brand awareness and the use of brand Vinamilk Dielac powder milk 1. Do you know about Vinamilk Dielac powder milk?a. Yes (to question 2) b. No (to question 4) 2. Have you ever used Vinamilk Dielac powder milk? a. Yes b. NoQuestion 3 -7 aim to know attitude of consumer about Vinamilk Dielac by measuring three Attitude components: Question 3 a, b, c, d, e, f measure cognitive and affective component of consumer about Vinamilk Dielac. 3. Your evaluation about Vinamilk Dielac powder milk (Attitude scale) Criteria Totally agreeAgreeDisagreeTotally disagree

a. Affordable price

b. High quality

c. Nutritious

d. Childrens favorite

e. Security for children

f. Parents satisfaction

Question 4, 5, 6, 7 measure behavioral component of the target consumer. 4. Would you recommend Vinamilk Dielac powder milk for your friends or colleges? a. Yesb. No5. In the past, did you have to change the powder milk brand? a. Yes (to question 6)b. No (to question 7)

6. Reason that you have to change to the new powder milk brand? a. The new powder milk is more quality b. The new powder milk has more affordable pricec. Friends/relatives recommend d. Kid is not suitable with the old milk e. Other factors 7. What powder milk brand that you usually use? _______________ (If the answer is a foreign brand, move to question 8, otherwise question 9) Question 8 aims to know about the perception of consumer toward Vinamilk Dielac in comparison with other foreign milk products 8. Why did you choose a foreign milk product instead of a Vietnamese powder milk product? a. I believe in foreign milk brand b. Other peoples recommendations c. I think Vinamilk is not good enoughd. Because foreign milk product is more nutritious e. Because foreign milk brands appear more on advertisement f. Other reasonsQuestion 9-12 tried to figure out what external factors influences consumer buying decision, then using the result to recommend for Vinamilk Dielac. 9. Where do you usually buy powder milk product? a. Supermarket b. Groceries storec. Milk stored. Official distributors e. Marketf. Online10. Where do you usually get information about the powder milk product?a. Newspaper/Magazine b. Onlinec. TV Advertising d. Mother or mother-in-law e. Friends/Colleges/Relatives f. Neonatologist g. Pediatriciansh. Product packages i. Sellers 11. What factors influence your purchase decision?a. Priceb. Quality c. Origins d. Brand namee. The display at point-of-purchase (POP) f. Promotion g. Suitable for kids12. Who influences your purchase decision? a. Friends b. Relativesc. Mother or mother-in-law d. Experienced people e. Seller f. Neonatologist g. Pediatriciansh. No one i. Advertisement

II Finding Following are the analysis and discussion about our research result

The research shows that 86% of participants know about the Vinamilk Dielac powdered milk, which means that the brand has the high level of brand awareness in most examinees perception. However, just 48% of 86% participants saying YES used to use or are using the Dielac. It proves that the wide brand awareness is not completely the factor affecting the company sales. Consumers purchase decision are made and influenced by the wide range number of factors such as point of purchase, and their attitude about products. We assume a lot of reasons for participants who have the brand awareness but have not bought Dielac and then test whether the assumption right or wrong. The result of our assumption may be become the recommendations for Dielac Vinamilk.

In marketing, the attitude refers the overall evaluation of a product or service formed by consumers over time (Solomo, 2009), therefore we asked 48% of participants who used to use or are using the Dielac to observe their attitude towards the brand such as their satisfaction, security for their children, their childrens flavor, nutritious, quality and price. After that, their answers were filled into four types: total agree, agree, disagree and total disagree. Percentage of agree makes up the most in six questions at from 29% to 71%. With this result, we conclude that most participants choosing Dielac for their kids do not completely satisfy with Dielac offering, therefore, there is the gap of improvement for Vinamilk to achieve. In this part, multiattribute attitude model with six different types of factors was applied to evaluation the customers attitude about Dielac. When we did research,

Assume that: | : Consumers ideal level (desired performance)X: Consumers belief about the brands performance (levels of performance) Favorable(1)(2)(3)(4)(5)(6)(7)UnfavorableImportance

Low price|XHigh price17%*

High quality|XLow quality32%*

Full nutritious|XLess nutritious8%

Kids favor|XKids unflavored20%*

Secure for kids|XUnsecurefor kids7%

Parents satisfaction|XParents dissatisfaction15%

ADielac = (17)(|2-4|) + (32)(|3-5|) + (8)(|4-5|) + (20)(|5-2|) + (7)(|4-4|) + (15)(|3-4|) = 181This segment of consumers belief (X) that Dielac is average priced, seems low in quality and nutritious, average secured for their kids, have the average level of satisfaction. Their ideal soda (|) would be slightly low priced, average high in quality and nutritious, much high in kids flavor, and extremely high in their satisfaction. As the result, ADielac equals 181, which expresses that there is the big difference between consumers belief and ideal about Dielac of Vinamilk, is at the range of favorable. In above table, kids favor has the largest gap between consumers ideal and belief. In the interview, we saw that a lot of respondents, whose kids used to drink Dielac Alpha, said that it was much unfavorable for their kids in terms of gastrointestinal system and sweet taste mostly. Therefore, we raise the question that why they do not choose the solution of choosing Dielac Optimum, which is the type of milk powder to protect the kids digestion, but choose foreign powdered milk. In question 8, we continue to find out the answer.

After testing the cognitive and affective component in attitude, question 4 helps us know whether behavior happens or not by asking the Would you recommend Vinamilk Dielac powdered milk to your friends or colleges? Through this question, we can estimate how wide network of potential customers is by word-of-mouth (WOM). WOM, which is the most traditional marketing strategy, never lost its effectiveness in marketing and sales, especially in selling products (Berry, Leonard, & Parasuraman, 1991). According to the Bass model, it is proposed that consumers are influenced by two main sources: media and WOM (Mahajan, Vijay, Eitan, Frank, & Bass, 1990). Another evidence proves that in question 10 of ours, relatives marks the second with 18% compared to TV ads with 23% in the source for consumers to get information about the milk powder. In this pie chart above, 82% of Dielac consumers have suggested the product to their relatives and friends. This is bright signal for Vinamilk in raising brand awareness in spite of the large ADielac.If Dielac wins Vietnamese customers, it would have more chances to expand its brand awareness to greater number of potential consumers.

In the question 5 of our research, there are 28 people (61%) out of 44 participants said that they had changed their powdered milk brand at least once. In question 6, the research points out why that 61% of consumers have refused the brands after an attempt of using. To be more specific, the most significant reason why consumers have discarded the previous brands is in the suitability related problem. Among these 28 peoples, 47% of them informed that the ex-brand was not appropriate for their kids, who usually have symptoms like vomit, or digestive problems before changing to the new brand. In this case, the use behavior is really important that may lead to the negative development of cognition and affective component (Hawkins & Motherbaugh, 2010, p. 403). The huge budget on marketing to stimulate experiences with product is nothing when using experience is negative, especially in powdered milk goods. For instance, when women choose an imported powdered milk brand with the highest price because they believe that it is the best for their children. However, when her kid has any symptom, which proves that this kind of product is not suitable, her good belief and feeling about this brand will immediately collapse. Consequently, brand changing is ineluctable. That is the reason why the negative use behavior about suitability related problem accounted for the highest percentage. Specifically, in Dielac case, as mentioned above, unfavorable for kids in terms of gastrointestinal system and sweet taste are the main cause of negative use behavior. Besides, the quality and price are also the main reasons. 15% of the participants informed that they changed to a new product because it had the higher quality; while the same percentage of participants said that the new product had a more affordable price. What is more, 18% of respondents brand changing decision is affected by friends or relatives recommendations.7. What powdered milk brand that you usually use? - More than 60% of participants said they have used foreign powdered milk brand.

60% of participant used foreign powdered milk products according to the result of question 7. The main reason is the western brand oriented psychology of Vietnamese consumers. Western brand oriented psychology is the general sentiment of the majority of mothers nowadays. It has become the way of consumption of Vietnamese consumers, not only for specific powdered milk items. It is the matter of interpretation of consumer it is the assignment of meaning to sensations (Hawkins & Motherbaugh, 2010, p. 293). Specifically, in this case, it is referred to perceptual relativity interpretation is generally a relative process rather than absolute (Hawkins & Motherbaugh, 2010, p. 293). The psychological meaning is the subjective experience, not objective reality, which drives consumer behavior. In the case of using foreign powdered milk products, Vinamilks products may have high quality at a lower price than competitors the foreign milk brand because the firm is more efficient. However, consumers use their own experiences and knowledge to draw inferences about product quality based on a non-quality cue (Hawkins & Motherbaugh, 2010, p. 300). In the case of powdered milk products, consumers use price-perceived quality, it is an inference based on the popular adage you get what you pay for. Consumers often infer that higher-priced brands possess higher quality than lower-priced brands do (Hawkins & Motherbaugh, 2010, p. 300). With that perception, Vietnamese consumers are paying more for the foreign brands to buy the feeling of safety, believing that the quality and formula is better, that explains why the reason I believe in foreign milk brand is given by most of the consumers in the question 8 - Why did you choose a foreign milk product instead of a Vietnamese milk product?Moreover, the group think, consumers are affected by group influences for making the western brand oriented psychology, which becomes more popular. It is noticeable that the reference groups that influence consumers buying decision also have the western brand oriented psychology, that crucified in the mind of consumers that the foreign product is the best (Nguyen H. , 2014). It is understandable to see the reason for participants using foreign powdered milk brands, that represents the high portion of result in question 8 for the second reason why consumers choose foreign powdered milk brands is other peoples recommendation.Nguyen Thi Lam, Deputy Director of the National Institute of Nutrition confirmed that domestic milk is not inferior in quality compare to imported milk.She also said that, as "inherent" and western brand oriented psychological has ingrained into the subconscious, so that the consumption habits of consumers did not recognize the positive changes in domestic production. Powdered milk for kids belongs to the group with extremely high brand loyalty (An update of the milk market in Vietnam, 2014), so once consumers choose a product (and they prefer to choose foreign powder milk brand), as long as it is suitable for their kids, they would not change to another brand. So it is really hard for the domestic brand product to gain the loyal customers of foreign powdered milk products.

Groceries stores, milk stores, supermarkets, and official distributors are the most popular places, where the respondents shop for milk products. In those distribution channels, groceries stores, milk stores, official distributors and markets belong to the traditional trade accounting for 77% of the place that participants refer to buy. The modern trade in this case, including supermarkets and online shopping, occupying for 23% of the place reference.

While searching and learning about powdered milk products, most consumers experience high-involvement learning, as they are motivated to acquire the information about the product (Hawkins & Motherbaugh, 2010, p. 350). According to the research result, people get most information from TV Advertising, following by the relatives, online, product packages, newspapers/magazines, then credible experts with pediatricians and neonatologists with the same rate, sellers and mother/mother-in-law receive the lowest rate for consumers information. Although TV advertising is given the highest rate of seeking information source, it is not effectively led to consumers purchase decision. It shows in the result of question 12, just 1% of participant influenced by the advertisement, therefore we would pass through this source of information. For the second rating information source, relatives are one kind of reference group, they have moderate impact to the purchase decision of buyer since the result in question 12 shows that 16% of participants decisions were influenced by relatives. It makes sense when the powdered milk products buyers are in high purchase involvement and also have the product knowledge, according to the likelihood of seeking an opinion leader below, which is founded in (Hawkins & Motherbaugh, 2010, p. 242), it is moderate likelihood.

Source of information from relatives, others are just the information influencers. Informational influence occurs when an individual uses the behaviors and opinions of reference group members as potentially useful bits of information (Hawkins & Motherbaugh, 2010, p. 234). By that, the customers of powdered milk products often make decision by themselves, as represented in the result of question 12 with 34% of examinees blamed that they always make their own decision with minimum level of influence by others.

The research reveals that the quality is the most important factor that influences participants purchase decision, which accounted for 32% of all answers related to purchase influencers. Because of the time constrain, we have not asked the question related to quality perception of participants, we will use secondary data from an empirical study of consumer-defined quality. This study examined the case of purchasing of milk powder, the consumer consideration and level of importance towards the quality attributes. The study reveals that consumers consider that absence of pathogens and accredited food certification as Must-be characteristics. Apart from that, labeling and compositional integrity increase the consumer concern towards powdered milk products. Several other attributes, including packaging material, size, appearance, advertising, and brand name can create any milk powder variety an attractive product for consumers. (Lakni & Mudalige , 2009). Nguyen, 2014, also blame that the factor of label with innovative formulas is considered as the most crucial element in decision making of Vietnamese consumers, followed by pricing, company image, flavor, tactile packaging, recommendations, promotions, being imported from abroad, package design, and information from the salesman in the order of descending. Those research results imply that the quality that consumers perceive lies heavily on label, including some significant features like accredited food certification, packaging material, appearance, company image, label with innovative formulas. It is also observed that the factors that consumers concerns when influencing their purchase decision the most after quality according to our research on question 12 are: brand name, price, origin, which also the factors that consumer can know through label and advertising. According to Euromonitor, statistics also shows that foreign labels are more favorable by Vietnamese consumers due to high brand awareness and customer-oriented marketing strategy, although there has not been any study either comparing quality of local and western milk products or showing that there is a difference in nutrient supplement of the two kinds. Yet more money is coming out of consumers pocket for labels with more added nutrient formula (Nguyen N. , 2014).It is also proved that marketing plays the crucial part in this industry, so Nestle and Mead Johnson spend generous amount on advertising, which made up 30 percent of their total overhead (Nguyen N. , 2014).

E. RecommendationsAlthough the result in question 12 implies that most examinees affected by no one when making buying decision regard to the powdered milk product, there are a lot of available factors affecting the process from customer awareness to decision making in subconscious that the consumers do not aware of it, those are internal and external factors. Since the most of the participants concern about quality, we would like to express and recommend for the brand Vinamilk Dielac what they could do to improve perceived quality in customers mind in implication of internal and external factors. I Improve the perceived quality of product In order to increase the awareness and expand the customers toward Dielac brand, the first thing Vinamilk should do is to improve the perception of quality of the products in Vietnamese mind as knowing quality of product is the most significant factors influencing buying decision which was showed in the question 11 result. The innovate new quality ingredient for their product in order to step out of others foreign brand product; as Nguyen, 2014 has implied innovative formulas are considered as the most crucial in decision making of Vietnamese consumer. II Taste and suitabilityAs many participants of our research commented that the taste of Dielac is too sweet, the recommendation that can draw from our analysis is that Vinamilk should adjust the taste for their products for less sweet. The suitability is another factor that Vinamilk has to concentrate heavily on, it is the matter of new product development that Vinamilk should put more effort to study in order to be more suitable for Vietnamese kids growth and digestive system because 42% of Dielac consumer changing other powdered milk brands results from that Dielac is not suitable for their kids including not gaining weights, allergy, and taste. III Impact the internal influences Increase the perception on products quality As mentioned above, the label and packaging of the powdered milk products have great influence on customers in the aspect of perceived quality. It is highly recommended that Vinamilk should make the label of Dielac brand become more attractive by adding and emphasizing more functional benefit to kids in the front of the product packaging. Consequently, consumers will perceive and feel the quality through the label and packaging design. Bright colors can be used to attract more attention, convey meaning, and influence consumption. The bright colors are interesting and unique even though they dont taste different (Hawkins & Motherbaugh, 2010, p. 306). So we recommend that Vinamilk should utilize stimulus characteristics by adjusting the packaging color brighter as the current ones are still dark. It is observed that the products of foreign brands such as Abbott and XO always have brighter colors than Dielac brands, and Vietnamese consumers also prefer the Abbott than Dielac brands. Apart from that, nutrition label is the most effective element to impact consumers at point-of-purchase (Grunert, Fernandez-Celemin, Wills, & et. al, 2010). Hence, Vinamilk should add more nutrition value to Dielac powder and make it outstanding on the front side of the product package. Increase learning and memory The powdered milk for kids belongs to the high involvement product and decision, so the strong attention focuses on central, product-related features and factual information. It is recommended that the Vinamilk should use vicarious modeling and analytical reasoning theory to apply in their marketing strategy. Vinamilk can enhance the learning and memory through dual coding, by advertising the powdered milk Dielac brand in variety of themes. For example, making an advertisement to show the variety of situations when moms have to feed kids with powdered milk. Through that, it would provide multiple paths to the brand, which leads to enhance parents to recall later on (Hawkins & Motherbaugh, 2010, p. 340). Also, Vinamilk should avoid the similarity to the advertisement of its competitors in term of powdered milk products and try to approach the customers in the different way, in order to prevent the competitive memory interference. The way to arrange and decorate at point-of-purchase is also considerable as it is related to external retrieval cues, and the image and message should fit the advertising content, by that, enhance the ability of consumers to recall information from the commercial.IV Impact external influencesReference groups Group influences At analyzing the finding part, the powdered milk customers always seek for information; hence, would be affected by informational influence. We suggest that after developing the new products and designing new labels through the above recommendations, Vinamilk should use multistep mass communication information flow. The following figure shows that the multistep flow transfers the marketing activities and other information to opinion leader and/or go directly to the relevant market segment.

In the case of Dielac Vinamilk, we advise that Vinamilk should encourage opinion leaders, who could be e-influential to write and share information and feedback after using the product. To increase the credibility of Dielac powdered milk product, the marketing materials should emphasize credible ingredients by using expert reference groups to recommend. V Marketing activities Although consumers make decision by themselves, they will learn through the advertising, and it will be easier to recall when consumer have intension to buy the products. The research result showed that the quality factor is concerned the most by the participants. Advertising intensity is also a quality signal. Consumers tend to infer that the heavier advertisement appears, the higher the quality of products is. One reason is that effort of the company is believed to predict success, and ad spending is seen as an indicator of effort. Any factor related to the advertising expense such as medium, use of color, and repetition, can increase quality perceptions and choice (Hawkins & Motherbaugh, 2010, p. 300).As powdered milk is considered as the high-involvement product, so the ads should be placed in media outlets with content relevant to the product and interests target audience (Hawkins & Motherbaugh, 2010, p. 305). Also, the advertising should emphasize more functional benefits as the functional advertising plays a more important role in persuasion for making the purchase (Zarantonello, Jedidi, & Schmitt, 2013). F. References

DVO. (2014, June 23). Doanh nghip ni ng u trn th trng sa bt? Retrieved March 6, 2015, from Gafin : http://gafin.vn/kinh-te/doanh-nghiep-noi-dung-dau-tren-thi-truong-sua-bot-3123276/Grunert, K., Fernandez-Celemin, L., Wills, J., & et. al. (2010). Use and understanding of nutrition information. Journal of Public Health, 18, 261-277.Hawkins, D., & Motherbaugh, D. L. (2010). Consumer Behaviors: Building Marketing Strategy (11th edition ed.). New York: Mc Graw Hill/Irwin.Lakni, W. A., & Mudalige , J. U. (2009). CUSTOMER-DEFINED QUALITY OF FOOD: AN EMPIRCAL INVESTIGATION BASED ON KANO ANALYTICAL METHODS FOR MILK POWDER. The Journal of Agricultural Sciences , 4(2), 45-58.Lam, T. (2013, March 6). Sa bt Vit Nam: Nhn ln k l hiu. Retrieved March 6, 2015, from Cafebiz: http://cafebiz.vn/cau-chuyen-kinh-doanh/sua-bot-o-viet-nam-nhin-len-ke-la-hieu-20130304105356794.chnLan, T. (2014, September 14). Vinamilk ng dng nghin cu mi cho sa bt tr em Dielac Alpha Gold. Retrieved March 6, 2015, from dddn: http://dddn.com.vn/doanh-nghiep/vinamilk-ung-dung-nghien-cuu-moi-cho-sua-bot-tre-em-dielac-alpha-gold-2014091403123225.htmNguyen, H. (2014, March 24). Gi sa tng: Ti ngi tiu dng. Retrieved March 10, 2015, from Dantri: http://dantri.com.vn/kinh-doanh/gia-sua-tang-tai-nguoi-tieu-dung-853378.htmNguyen, N. (2014). An update of the milk market in Vietnam. Finland: Arcada.Nielsen. (2012). Vietnam Grocery Report 2012. Nielsen Company.Phi, H. (2012, October 11). Modern trade forecast to grow strongly. Retrieved March 10, 2015, from The SaiGon Times: http://english.thesaigontimes.vn/26014/Modern-trade-forecast-to-grow-strongly.htmlSolomo, M. (2009). In 8th (Ed.), Consumer behavior buying, having, and being . Upper Saddle River: NJ: Pearson Prentice Hall.Tr, M. (2015, January 23). Vinamilk t doanh thu gn 36.000 t ng. Retrieved March 6, 2015, from VnExpress: http://kinhdoanh.vnexpress.net/tin-tuc/doanh-nghiep/vinamilk-dat-doanh-thu-gan-36-000-ty-dong-3137965.htmlVinamilk. (2014). Vinamilk story. Retrieved March 6, 2015, from vinamilk.com.vn: https://www.vinamilk.com.vn/en/ve-cong-tyZarantonello, L., Jedidi, K., & Schmitt, B. (2013). Functional and experiential routes to persuasion: An analysis of advertising in emerging versus developed markets. International Journal of Research in Marketing, 30, 46-56.

Appendices Appendix 1: Questionnaire design 1. Bn c bit v sa Dielac dnh cho tr em ca Vinamilk khng? a) C (chuyn n cu 2)b) Khng (chuyn n cu 4)2. Bn c ang/ s dng sa Dielac ca Vinamilk cho con bn khng? a) C (chuyn n cu 3)b) Khng (chuyn n cu 5) 3. Theo bn nh gi v sa Dielac ang/ s dng:Yu t Hon ton ng ng Khng ng Hon ton khng ng

a. Gi thnh va phi

b. Cht lng tt

c. y dinh dng

d. Tr thch ung

e. Ti thy an tm khi s dng sn phm

f. Bn hi lng v sn phm

4. Bn s gii thiu cho bn b/ngi thn ca mnh mua sn phm Dielac ca Vinamilk? a) C b) Khng5. Trong qu kh, ln no bn phi i nhn sa ang s dng? a) C (Chuyn sang cu 6)b) Khng (Chuyn sang cu 7)6. L do chuyn sang dng nhn sa mi:a) Sa mi cht lng hn b) Sa mi c gi c hp l hn c) c ngi thn, bn b gii thiu d) Do tr khng hp vi sa c e) L do khc7. Bn thng dng sn phm sa no dnh cho em b? _______________________(Nu tr li l 1 hng sa ngoi, hi tip cu 8, cn li hi cu 9) 8. Ti sao bn chn sa ngoi thay v 1 hng sa ni chng hn nh Vinamilk Dielac:a) V ti tin tng cht lng ca sa ngoi hnb) Nhng ngi khc khuyn dngc) V ti ngh Vinamilk khng tt bngd) V sa ngoi c nhiu dng cht hn e) V ti bit nhiu thng tin sa ngoi hn thng qua qung co f) L do khc9. Bn thng mua sa u?a) Siu th b) Ca hng tp ho c) Ca hng chuyn v sad) Ca hng hoc i l chnh hng e) Ch f) Mua online 10. Bn thng ly thng tin ca cc sn phm sa bt tr em t ngun:a) Bo/tp chb) Onlinec) Qung co trn TVd) M hoc m chnge) Ngi thn/bn b f) Bc s s sinhg) Bc s Nhi khoah) Trn v hpi) Ngi bn

11. Nhng yu t no nh hng n quyt nh chn sa cho em b ca bn? a) Gib) Cht lngc) Ngun gc d) Thng hiu e) Cch trng by sn phm ti im bn f) Khuyn mi g) Hp vi tr12. Nhng ngi no c nh hng n quyt nh chn sa cho em b ca bn? a) Bn bb) Ngi thn c) M hoc m chngd) Nhng ngi c kinh nghim e) Ngi bn f) Bc s s sinhg) Bc s Nhi khoah) Khng ai nh hngi) Qung co

Appendix 2: Research question flow

3