the intermediate copy v4

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The Intermediate copy of research

Thesis topic:

WHAT FACTORS INFLUENCING ON

LAPTOP BUYING BEHAVIOR IN HO CHI

MINH CITY. THE CASE OF DELL

Thesis made by: Nguyen Hieu Truc

Thesis Tutor: Dr Vuong Hung Cuong

18th Intake

HO CHI MINH CITY

2009/ 2011

CFVG HCMC

University of Economics of Ho Chi Minh City

54 Nguyen Van Thu – Dist. 1

Tel: (84 8) 824 10 80

Fax: (84 8) 824 18 86

[email protected] – www.cfvg.org

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TABLES OF CONTENTS

ABSTRACT..............................................................................................................4

1 INTRODUCTION............................................................................................5

1.1 Background and rationale of research.................................................................5

1.2 Problem statement..............................................................................................6

1.3 Thesis Objective...................................................................................................7

1.4 Thesis scope and limitations................................................................................7

1.4.1 Scope............................................................................................................7

1.4.2 Limitation.....................................................................................................7

1.5 Thesis Framework................................................................................................8

2 LITERATURE REVIEW................................................................................9

2.1 Definition of Buying Behavior..............................................................................9

2.2 The role of consumer behavior research...........................................................10

2.3 Buyer decision process.......................................................................................10

2.3.1 Need recognition........................................................................................11

2.3.2 Information search.....................................................................................12

2.3.3 Evaluation of Alternatives..........................................................................13

2.3.4 Purchase decision.......................................................................................14

2.3.5 Post-purchase Behavior.............................................................................15

2.4 Factor influencing buying behavior....................................................................16

2.4.1 Cultural Influences on Consumer buying decision.....................................17

2.4.2 Social Influences on Consumer buying decision.........................................18

2.4.3 Individual influences on consumer buying decisions.................................19

2.4.4 Psychological influences on consumer buying decisions............................21

2.5 Research Model.................................................................................................23

3 PERSONAL COMPUTER SECTOR ANALYSIS.....................................24

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3.1 Overview Personal Computer industry..............................................................24

3.2 Vietnam computer market.................................................................................25

3.2.1 Demand and threats..................................................................................25

3.2.2 Competitive landscape...............................................................................26

3.2.3 Trend and forecast.....................................................................................27

4 RESEARCH METHODOLOGY.................................................................29

4.1 Research approach.............................................................................................29

4.2 Data collection...................................................................................................29

4.2.1 Qualitative research...................................................................................29

4.2.2 Quantitative research.................................................................................29

4.2.3 Sample selection........................................................................................30

4.3 Validity and Reliability........................................................................................30

4.3.1 Validity.......................................................................................................30

4.3.2 Reliability....................................................................................................31

5 ANALYSIS AND FINDING RESULTS......................................................32

6 CONCLUSION & RECOMMENDATIONS..............................................33

7 REFERENCES...............................................................................................34

8 Appendices......................................................................................................36

8.1 Questionnaires...................................................................................................36

8.1.1 Qualitative survey......................................................................................36

8.1.2 Quantitative survey....................................................................................38

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ABSTRACT

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1 INTRODUCTION

1.1 Background and rationale of research

It is undeniable to argue that Vietnam is an emerging country with a fast growing

and developing economy. Its growth rate was being 7.3% - 8.5% from 2004 to

2008, ranking from 29th to 23rd in the world. In 2008, according to AT Kearney,

Vietnam was ranked the first most attractive retailing market in world (Reuters,

Article-press release), surpassing India, Russia and China. Moreover, according to

Nielsen Vietnam, more than 50 percent of households earn more than four million

VND per month and Vietnam consumers are savviest on technology products.

Consumer spending has

increased by more than

75% between 2000 and

2007. With a population

about 86 million in 2009

(General Statistics

Office, 2009), Vietnam

has been considered as

the good target market

for personal computers, especially laptop.

Nowadays, laptops are not something new, luxury product or Vietnamese people.

They become more and more familiar and useful tools for people to do their works,

teaching and entertainment. According to IDC report, there were about 365.600

PCs had been sold in the third quarter of 2008, increased 8,5% compare with

previous quarter and 12,5% compare with the same quarter last year. In the first

quarter of 2010, Vietnam consumers had been bought 433.911 PCs; it increased

25% compare with the same period in 2009. Laptops with many benefits have been

recurred market of its brother –desktop computer. Evidently, in 2009 the rising of

desktop computers sale volumes were only 7% while laptop’s sales volumes

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increased appreciably by 97%. In fact, multinational brands dominate the

Vietnamese PC market, they are HP, Dell, Acer, Lenovo and Toshiba who

concentrate 67,9% Vietnam laptop market (GFK report,2010). One of main

competitors is Dell which is an American multinational information technology

corporation based in Round Rock, Texas, United States, that develops, sells and

supports computers and related products and services. Dell has marked its present

in the domestic market from 17/06/2008 and chooses Digiworld as a first local

partner. By this local partner and others Dell has launched a campaign to target the

local consumer segment, which is fuelling much of current growth.

In this emerging market or any market researching on consumer behavior will

provide the basis for solid marketing strategy, which can further strengthen the

core management and enhance corporate value. Consumer behavior nowadays has

become an inevitable topic in marketing management. An understanding in depth

of customer behavior is a powerful driver for sales volume. It is also very

interesting to point out that half of the market value of the fortune is tied to the

intangible assets. Therefore customer behavior understanding during crisis period

is believed to be very important because it transforms inconvenient into new

potentialities and more importantly, it helps to optimize marketing activities.

1.2 Problem statement

Ho Chi Minh City can be considered as commercial capital of Vietnam. This is the

biggest economic center and contributing the major revenue of many industries,

personal computers industry is not an exception. According to GFK, the majority

of laptops had been sold in Ho Chi Minh city in 2009, it took 43,9% of Vietnam

sales volume. However, where are high demands also having many competitors

come, and Dell is one of them who are enjoy this emerging market. Moreover,

price of product and exchange rate have been increased highly in recent day. In

addition, there is always the non-stop development of technology in this industry.

The general objective of Dell is survive and earns more money in this hot potential

marketplace where there are many competitors and many factors that can influence

http://en.wikipedia.org/wiki/Computer

http://en.wikipedia.org/wiki/United_States

http://en.wikipedia.org/wiki/Round_Rock,_Texas

http://en.wikipedia.org/wiki/Corporation

http://en.wikipedia.org/wiki/Information_technology

http://en.wikipedia.org/wiki/Multinational_corporation

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on consumer’s buying decision. To do this, Dell has to identify who are target

consumers and foresee their needs, and then Dell can deliver to its customers what

they want in the best way. This problem could be solved by do the research on

consumer behaviors and try to answer these questions:

- What are influence factors on laptop buying decision and which are the

most important?

- Which one is more important than other between the quality and price of

laptop?

- What are the awareness and perception of Dell in the mind of consumer

- What Dell managers should do to improve its market share?

1.3 Thesis Objective

The research aims to identify the main factors influencing buying behavior in case

of Dell laptop.

Redefining consumer profile in Ho Chi Minh City and ranking the position of Dell

among its competitors.

Make the recommendations to Dell managers to improve market performances.

1.4 Thesis scope and limitations

1.4.1 Scope

There are many aspects in consumer behavior theory which cannot be analyzed

fully in one research. Thus, this research only focuses on buying behavior.

In the contemporary society, there are many products and markets need to research

on consumer behavior, however; this thesis will only focus on personal computer

market in Ho Chi Minh City, especially on Dell laptops.

1.4.2 Limitation

PC market is the huge market with different companies and products. For the time

constraint, this research will be analyzed in the context of Ho Chi Minh City only.

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Consequently, its result could not be used to conclude for the Vietnam’s laptop

market. In order to get the further conclusion for Vietnam market, this thesis must

be expanding more.

1.5 Thesis Framework

This thesis has six main parts as below:

Chapter 1: Introduction

The introduction of this research will be discussed in this chapter which will give

you the context of research and the interest of author.

Chapter 2: Literature review

Author will provide the background of theory in buying behavior which is the

general knowledge of decision-making process of consumers and some factors

influencing this process. Basing on this academic knowledge, buying behavior of

consumers toward Dell laptops will also be analyzed particularly in next chapter

Chapter 3: Personal computer sector analysis

Chapter 4: Research methodology

This part will present:

- Research approach

- Data collection and Analysis

Chapter 5: Analysis and Finding results

Base on feedback from the questionnaires author will show the analysis results and

key finding from this analysis. This will be use for the recommendations and

conclusion in next chapter.

Chapter 6: Conclusion and Recommendations

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Base on the result of analysis and Key findings, author will make the recommendations to Dell managers in this chapter. Then, the conclusion of this research will be summarized.

2 LITERATURE REVIEW

In fact the human mind contains as many interacting neurons as there are leaves in

the jungle, it is not surprising that buying behavior is not simple. The more

complicated it is, the more interesting in knowing that buyer behavior is central to

marketing management. Consequently, this chapter will explore the definition of

buying behavior, what factors influence it and explain why marketing managers

should understand consumer behavior clearly. There are many models of consumer

behavior; however, this thesis presents only key notions of Philip Kotler’s model

because this model is not only foundation of marketing theory, but also use to be

applied by many marketers. Definition of Buying Behavior

Actually, pick up any textbook that examines customer behavior and each seems to

approach it from a different angle. The perspective we take is to touch on just the

basic concepts that appear to be commonly accepted as:

Buying behavior is the decision processes and acts of people involved in buying

and using products.

The definition of buying behavior seem to be simple, however; it really is complex

one. Before deciding to make their choices, there is a series of actions behind to

react various stimuli marketing as the figure below:

(Source: Philip Kotler, Principles of Marketing, 2009)

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Figure 2.1: Model of buying behavior

This shows that marketing and other stimuli enter the consumer’s ‘black box’ and

produce certain responses. What marketer wants to study is the mysterious things

in this ‘black box’, which has two parts. First, the buyer’s characteristics influence

how he or she perceives and reacts to the stimuli. Second, the buyer’s decision

process itself affects the buyer’s behavior.

2.1 The role of consumer behavior research

In earlier times, marketers could understand consumers well through the daily

experience of selling to them. But as firms and markets have grown in size, many

marketing decision makers have lost direct contact with their customers and must

now turn to consumer research. They spend more money than ever to study

significantly the relationship between marketing stimuli and consumer response as

below questions:

- Why they decide to buy this product and not buy other ?

- What factors influence consumer purchases?

- What are the changing factors in our society?

In fact, it is impossible to answer these questions until we make a consumer

research. Whenever the managers have the reasonable answers of these questions,

they will have a great advantage over their competitors by using this information to

generate marketing programs that can influence their consumers efficiently.

2.2 Buyer decision process

Marketers can study purchases decision of consumer to find answers to questions

about what they buy, where and how much. But this could not answer the question

why consumer buy until they study fully five steps of buying process which are

shown in Figure 2.3 : (1) Need recognition; (2) Information search; (3)Evaluation

of alternatives; (4) Purchase decision; (5)Post purchase behavior. Generally,

consumers usually pass through all these stages with every purchase decision. But,

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it is important to note that in some cases consumers may end the process at any

time; he or she may skip or reverse some of these stages. Here, we use the model in

Figure 2.2 because it shows all the considerations that arise when a consumer faces

a new and complex purchase situation

(Source: Philip Kotler,2001, Principle of Marketing)

Figure 2.3 Buyer decision process

2.2.1 Need recognition

This figure shows that consumers usually start their buying process with need

recognition stage when they sense an imbalance between actual state and desired

state. The need can be triggered by either internal stimuli or external stimuli.

Hunger and thirst are internal stimuli while the color, the designing of package, a

brand name was suggested by friend … are considered as external stimuli.

Basically, the need is probably different person by person; it could depend on how

old they were. For examples, young children might want toys, video games, and

baseball equipment to meet their innate need to play and learn new skills.

Teenagers may want compact discs, fashionable sneakers, and wide-leg jeans to

fulfill their need of belonging. On the other hand, person have different working

time are need varying kind of product. For instance, busy consumers may want

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ready–to-eat meals, drive-through dry cleaning service catalog shopping while free

time buyers may want goods and services that offer convenience, comfort, and

security. Behind that, there are other factors led consumers want a certain product

or service. Consequently, all important tasks marketers need to do at this stage is

determine the factors and situations that usually trigger consumer need recognition.

It means that marketers should research consumers to find out what kinds of need

or problem arise, what brought them about and how they led the consumer to this

particular product. By gathering such information, marketers can identify main

factors that most often trigger interest in the product for tailoring their products and

services or designing promotion programs that involve these factors.

2.2.2 Information search

Next stage of buying decision process is search for information about goods and

services to satisfy consumer’s needs. For experience consumers, the process of

recalling stored information in their memories will be taken place. This process is

called internal search while other consumers which have not any information

about goods and services will seek information in outside environment, which is

called external search.

Normally, consumers can get information from any of several sources:

- Non marketing controlled: include personal experience (handling,

examining, using the product); personal sources (family, friends,

acquaintances and coworkers).

- Marketing controlled: is biased toward a specific product, because it

originates with marketers promoting that product. Marking controlled

information sources include commercial sources (advertising, salespeople,

the Internet, packaging, display…); public sources (mass-media, consumer

rating organization, community forum, review article,...)

The amount of searching consumer does in this stage will depend on his or her

perceived risk. Generally, as the perceived risk of the purchase increases, the

consumer enlarges the search and considers more alternative brands. Moreover, in

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case of consumer is knowledgeable and well informed about a potential purchase,

he or she is less likely to search for additional information. Furthermore, the

product experience also influence on this stage, consumers who have had a

positive prior experience with a product are more likely to limit their search to only

those items related to the positive experience. Finally, the extent of the search

undertaken is positively related to the amount of interest in product. A consumer

who is more interest in a product will spend more time for searching its

information and alternatives. For example, suppose you are a dedicated runner who

reads jogging and fitness magazines and catalogs, in searching for a new pair of

running shoes, you may enjoy reading about the new brand available and spend

more time and effort than other buyers in choosing the right shoes.

Because there are many sources and many factors influence buyers in searching

their information to decide purchasing, a company must understand which sources

and factors would be the most important to its target consumers and then design its

marketing mix to make prospects aware of and knowledgeable about its brand. If it

fails to do this, the company has lost its opportunity to sell to the customers.

2.2.3 Evaluation of Alternatives

After collecting information from internal sources and external sources, a set of

alternatives will be ready for evaluating. The step, which the consumer use

information to evaluate alternative brands in the choice set, is called evaluation of

alternatives. Unfortunately, consumers do not use a simple and single evaluations

process in all buying situation. That is a reason why marketers need understand

how the consumer processes information to make their choices.

Basically, in order to evaluate for selecting one product or brand among a lot of

alternatives to satisfy consumer’s need, they must base on the set of criteria. For

example, in case of buying a camera consumer would evaluation alternatives base

on: picture quality, ease of use, camera size, price, support service…

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These attributes will be different person to person because each of people will have

various needs that they expect to satisfy. For instance, one person will consider the

price more than picture quality because he or she only want to know how to take a

photograph and his budget is medium while the experience photographer will focus

on the picture quality and less pay attention on price because maybe he is rich

person.

In fact, there are many ways to narrow the number of choices in the evoked set.

First, consumer can pick a product attribute and then exclude all products in the set

that do not have that attribute. For instance, suppose that Mr. Toan intend to

replace his old desktop by buying new laptop. He is interested in one with a 13.1”

screen, 2GB RAM. Thus, he excludes all laptop without these features. Second,

another way to choose an alternative is use cutoffs or minimum or maximum levels

of an attribute that an alternative must pass to be consider. Final way, consumers

also can rank the attributes under consideration in order of importance and evaluate

the products based on how well they perform on the most important attributes.

Besides that, brand image, which is the set of beliefs held about a particular brand,

can also have a significant impact on the alternative choice. The consumer’s beliefs

may vary from true attributes based in his or her experience to the effects of

selective perception, select distortion and selective retention.

Actually, it could not conclude that the single attribute such as price can explain

how consumers form their evoke set. Moreover, in some circumstances marketers

consider some attributes are important, but may be these attributes are not

significant in the eyes of consumers. Consequently, the most important tasks of

marketers is determine which criterions are the keys for consumers to select

alternatives and how each criterion is evaluated. If they can answer these questions,

they can take steps to influence the buyer’s decision.

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2.2.4 Purchase decision

After evaluating alternatives, consumers intend to decide buying the best

alternative in their evoke portfolio which is defined as purchase intention.

However, this is not actual purchase decision which is argued as the stage of the

buyer decision process in which the consumer actually buys the product.

According theory of Philip Kotler, there are two factors come between the

purchase intention and purchase decision.

The first factor is the attitudes of others such as friends or family of buyers can

impact on their decisions even they already chose which product is the best choice.

For instance, husband of female consumer feels strongly that she should buy the

lowest price laptop, then she probably think another alternative for lower price

compare with her choice. How much another person’s attitudes will effect this

buyer’s choices depends both on the strength of the other person’s attitudes

towards her buying decision and on her motivation to comply her demand.

On the other hand, unexpected situation also impact on purchase decision. For

example, when consumer is going to act, the consumer may lose her job or some

other purchase may become more urgent or there are some issues about her

preferred product raise to her. These unexpected situations could make her cancel

the actual purchase decision.

2.2.5 Post-purchase Behavior

The fact of matter is that, the buying decision process is never end after finishing

buying decision. It meant that, there are jobs for marketers even their consumers

bought their product. Regularly, when consumers buy a product, they always

expect certain outcomes from the purchase. As a result, they may be satisfy or

dissatisfy depend on how well this product adapt their expectations or we can call

product’s perceived performance which will be engage in post-purchase

behavior. If the product falls short of expectations, the consumer is disappointed;

otherwise he or she is satisfied and if it exceeds expectations, the consumer is

delighted.

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Normally, there are always some cognitive dissonances or discomfort cause by

post-purchase conflict after purchasing decision was made. On one hand,

consumers are satisfied with the benefits of the chosen brand and glad to avoid the

drawbacks of the brands not purchased. On the other hand, consumers can also feel

unhappy because of losing benefit of the brands not purchased. To reduce

dissonance, consumer can seek new information that reinforces positive ideas

about the purchase or they can let friends and family know they are displeased.

The art of marketing is how to reduce the cognitive dissonances in order to

increase the satisfaction of consumers because the satisfied consumer always give

high profit to company. Moreover, they can tell to their friends or family about

good product experience that they satisfy then the company can earn more profit

from these new consumers. In contrary, dissatisfied consumer responds differently,

they also tell to others but about bad product experience. In this case, company not

only loss current consumer but also loss their potential consumers whether their

products are good or bad. Clearly, bad word-of-mouth travels farther and faster

than good word-of-mouth and can quickly damage consumer attitudes about a

company and its product.

There are some ways can help consumers reduce dissonance. Firstly, marketers can

reduce dissonance of consumers by effective communication. For example,

advertising that displays the product’s superiority over competing brands or

money-back guarantees. Secondly, marketer can build the system that consumer do

not hesitate to raise their complaint and then try to solve them. By these ways,

marketer can help consumer reduce their dissonance and increase satisfaction

which is very important to their company and product.

2.3 Factor influencing buying behavior

The consumer decision-making process does not occur in a vacuum. According to

Philip Kotler, 2009 there are four group factors that influence strongly consumer

behavior from the time a consumer perceives a stimulus through post-purchase

behavior. They are Cultural factors, Social factors, Personal factors and

Psychological factors which will be introduced in figure 2.4

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Figure 2.4: Factors influencing behavior

Source: Lam, Hair, MacDaniel, 2005,Essential Marketing

2.3.1 Cultural Influences on Consumer buying decision

The first major groups of factors that influence consumer decision making are

cultural factors. Consumer behavior is influenced deeply and broadly by cultural

factors. Marketers want to know what important culture, subculture, and social

class are and how they impact on consumer behavior

2.3.1.1 Culture

Culture is the essential character of a society that distinguishes it from other

cultural group. During consumer’s childhood, he or she learn many things about

value, language, myths, customs, ritual, and laws that shape the behavior. People

are different in culture must be differed from buying behavior. For example,

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Americans like fast food because they have not much time for eating, while

Vietnamese like traditional food and have more time to prepare family meal.

2.3.1.2 Subculture

A culture can be divided into subcultures on the basis of demography

characteristics, geographic regions, national and ethnic background, political

beliefs, and religious beliefs. Sub-cultural differences may result in considerable

variation within a culture in what, when, where, and how people buy goods. For

example, people live in the North of Vietnam mostly like well known brand, while

people live in the West of Vietnam like product which has good features.

2.3.1.3 Social class

A social class is a group of people who are considered nearly equal instants to

community esteem, who regularly socialize among themselves both formally and

informally, and who share behavioral norms.

Social class is typically measured as a combination of occupation, income,

education, wealth and other variable

2.3.2 Social Influences on Consumer buying decision

Most consumers are likely to seek out others’ opinions to reduce their search and

evaluation effort or uncertainty. When they want to buy a new product, they also

seek out others’ opinion for guidance. Specially, consumers have the relationship

with Reference Group, Family, and Roles and Status.

2.3.2.1 Reference Group

Reference Group includes formal (leader, tutor,..) and informal such as friend,

classmate,.. who have a certain influence on purchase decision. They can impact on

consumers directly or indirect. For example, when consumer sees her friend buy a

new stylish laptop then she likes it and wants to own this kind of laptop. In other

case, When Ms Thao want to buy a new laptop for her job, unfortunately she has

never used it before and does not know which lap top is best for her. Then she asks

her friend or specialist to choose her best laptop.

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2.3.2.2 Family

Family members can strongly influence buyer behavior. We can distinguish

between two families in the buyer’s life. One site is parents and other site is

husband, wife and children. According Philip Kotler, both of them influence on

consumer purchase decision significantly.

2.3.2.3 Roles and Status

A roles consist of “the activities a person is expected to perform according to the

people around consumers”(Philip Kotler,2009). One consumer can play many

roles which is depend on the relationship between them and others. With parents,

they play a role of son or daughter, with their children they could play a role as

father or mother, with the employee they play as manager.

Each role carries a status reflecting the general esteem given to it by society.

People often choose products that show their status in society.

The higher of status, they play more important role in society and they tend to

consume high class product.

2.3.3 Individual influences on consumer buying decisions

A buyer’s decisions are also influenced by personal characteristics that are unique

to each individual such as gender, age and life-cycle stage, occupation, economic

situation, lifestyle, and personality and self-concept. Individual characteristics

are generally stable over the course of one’s life. For instance, most people do not

change their gender, and the act of changing personality or lifestyle requires a

complete reorientation of one’s life.

2.3.3.1 Gender

Physiological differences between men and women result in different needs, such

as health and beauty products. Most women enjoy shopping and usually bargain

about price, while men often dislikes shopping for a long time, they do not like

bargain price of product.

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2.3.3.2 Age and life cycle stage

From the beginning to the end of the life everyone will pass to many stages such as

baby, child, and teenager, adult, older adult that are call life cycle-stages. Each of

stages is correspond in the range of age. In fact, people have different needs in

each of stages which they will pass in their lifetimes. As the result, they will

change the goods and services through these periods. For example, children like

toys and teenagers like fashion, entertainment products while adults are interest in

household and other comfortable products.

2.3.3.3 Occupation & Economic situations

A person’s occupation affects directly the goods and services that they intend to

buy. Blue-color workers tend to buy more work clothes, whereas office workers

buy more smart clothes. Marketers try to identify the occupational groups that have

an above-average interest in their products and services. Besides that, the

economic situations or incomes also influence on purchase decision. To survive

consumer could not spend more than the money they earned. For example, in the

case of laptop sector, the worker wills not willing to pay for a laptop with the price

more than ten millions VND if his salary is two to three millions VND because his

income may be enough only for his living cost.

2.3.3.4 Lifestyle

According Philip Kotler, 2001, lifestyle is a person’s pattern of living as expressed in his or

her activities, interest and opinions. People coming from the same subculture, social class

and occupation may have quite different lifestyles. The technique of measuring lifestyles

is known as psychographics.

2.3.3.5 Personality and Self-concept

Each person’s distinct personality which refers to the unique psychological

characteristics that leads to relatively consistent and lasting responses to his or her

own environment (Source: Philip Kotler, 2001). We can divide personality as: self-

confidence, dominance, sociability, autonomy, defensiveness, adaptability and

aggressiveness. Personality can be useful in analyzing consumer behavior for

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certain product or brand choices. For example, coffee makers have discovered that

heavy coffee drinkers tend to be high on sociability. Thus Nescafe ads show people

together over a cup of coffee.

On the other hand, there is another concept related to personality which is called

self-concept or self image. It is a key factor that the marketers need to understand

in terms of customer behavior. It means that while buying something, the customer

wants to reinforce the self-image of who he or she is. For someone who sees

himself/herself as professional, modern, well-cultivated and fashionable will have

the trend to buy laptop product with a well designed and high class brand like Sony

Vaio, Dell Xps, HP Envy.

2.3.4 Psychological influences on consumer buying decisions

An individual’s buying decisions are further influenced by psychological factors:

perception, motivation, learning, and beliefs and attitudes. These factors are

what consumers use to interact with their environment.

2.3.4.1 Motivation

It is undeniable to argue that, a person may have many needs at any given time.

Basically, there are two types of need; one is biological, arising from states of

tension such as hunger, thirst. Other is psychological, arising from the need for

recognition, esteem. However these sources will not be strong enough to motivate

the person to act at a given time. The need can strongly encourage person act when

it becomes a motive that sufficiently pressing to direct the person to seek

satisfaction. For example, a student learns English need laptop for relax or search

dictionary, but this need is not strong enough to buy a laptop because he or she can

relax or search through others tool. In contrary, the IT student has to use computer

for his study, thus he will be motive to seek information to buy a computer.

2.3.4.2 Perception

A motivated person is ready to act. The fact of matter is that, even the same

situation but two people may be act differently because their perception, which is

the process by which people select, organize and interpret information to form a

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meaningful picture of the world (Philip Kotler, 2001), is also different. By seeing,

smelling, touching, tasting something in environment people can learn the

knowledge and formulate them in their memory. When they face of these things or

situations again, they will act follow their formulated knowledge. For example, in

the first times of buying laptop, consumers usually ask for a lot of information

from others or seeing, hearing from advertising to decide which laptop they should

buy. After they use it they learnt that it is good for them, thus when they want

another laptop, they could choose again this brand, otherwise they will not be

influenced by the advertising of this brand anymore and may be choose another

brand.

People can form different perceptions of the same stimulus because of three

perceptual processes: selective attention, selective distortion, and selective

retention.

In fact people usually receive a large of number of stimuli every day, thus it is

impossible for them to pay attention to all these stimuli. Naturally, there is the

tendency of people to screen out most of the information to which they are exposed.

This process is called selective attention (Philip Kotler, 2001, The principles of

marketing). In order to get attention from people marketer have to make their

messages stand out of others.

However, get attention of consumers is not enough for them to choice our products

because people also tend to adapt information to personal meaning which is call

selective distortion. It meant that, the messages have to fit into an existing mind-

set of consumers so that they can understand easy.

Moreover, there is the tendency of people to retain only part of the information to

which they are exposed which is called selective retention, usually information

that supports their attitudes or beliefs. Consequently, beside easy to understand the

messages have to adapt consumer’s belief and attitudes to make them remember.

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Because of selective exposure, distortion and retention, marketers have to work

hard to get their messages through. This fact explains why marketers use so much

drama and repetition in sending messages to their market.

2.3.4.3 Learning

In the life, people always learn from themselves or others when they act. Learning

is described by Philip Kotler in his textbook, 2001 as changes in an individual’s

behavior arising from experience. It meant that there is an opportunity for

marketers who can demonstrate to consumers that their products are better than

competitor’s product; even the competitors had been entry market before them.

2.3.4.4 Beliefs and Attitudes

After getting experience and learning, beliefs and attitudes are set up. Belief is a

descriptive thought that a person thinks about something. For example, customer

may believe that Dell is durable and suitable price. Marketers are interested in

detecting correctly the beliefs that people define for specific products in order to

build brand images to affect buying behavior. Beliefs play an important role in

forming attitudes. Attitudes are understood as consistent evaluation, feelings or

tendencies about an object, idea, product or service… For example, buyers may

have the attitude as “buy the strong and durable laptop” toward DELL brand.

Attitudes are consistent over time and difficult to change. So, in many cases, the

marketers should try to satisfy the existing attitudes rather than to seek to create

new attitudes.

2.4 Research Model

In this thesis we will not research all factors below because the constraint of time and money. Base on the objective of this thesis we choose only the following factors will be survey and analysis:

External:

Cultural factors: Culture: Urban, Rural

Social factors: Family, Reference group

Product, Price, Promotion, Place

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Internal:

Personal factors: Gender, Age, Income, Occupation, Personality, lifestyle

Psychological: motivation, perception, belief & attitude.

3 PERSONAL COMPUTER SECTOR ANALYSIS

3.1 Overview Personal Computer industry

Around one hundred and fifty years ago, businesses ran their day to day operations

completely different from what businesses of the modern era do. People worked

under candle light doing math calculations on paper, before electricity came about

in the early 20th century. Today, Information Technology (IT) has been played a

significant role in the human life. Especially, personal computers are more and

more familiar to people for helping them not only in daily activities but also

improving their knowledge and decision making. Moreover, the personal

computers together with the innovation of internet not only open new way of doing

business as e-commerce, but also is one of factors that encourage the trend of

economic globalization. As a non-stop development of technology, laptops had

been introduced to the market with its remarkable utilities as portability, lightly,

and connectivity…, people are able to access information anytime and bring to

everywhere. As a result, laptop’s manufacturers have been convinced their

consumers and open a large potential market all over the world.

According to Gartner, 2008 the number of laptops on global reached one billion

(1bn) PCs and there were 305,6 million laptops had been sell to consumer all over

the world in 2009, then 366,7 million units in 2010. Moreover, Datamonitor

forecasts that the global PC industry is projected to grow at a compound annual

growth rate (CAGR) of 5.4% in market value during 2007-2012, with laptops (a

sub-segment) being the major contributor to its growth. In this industry, there are

five main competitors on global: HP, Acer, Dell, Lonovo, Toshiba and others.

According to Gartner report in 2009, HP, Dell and Acer were top leaders this

industry in term of market share and shipments as the table below.

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Source: Gartner,2009

Figure 3.1 Market shares of Preliminary Worldwide PC Vendors

3.2 Vietnam computer market

The PC market had slowed to about 8% growth in 2008, with high interest and

inflation rates and currency instability meaning those consumers cut back on

spending to save money. However, sales showed some signs of and growth is

expected to be about 18% in 2009. The performance of computer market in 2010 is

acceptable. Vietnamese computer market started the first quarter in 2010 with the

unexpected sales volumes growth rate by reducing 27% while the global computer

sales volume increased 24%. PC imports and local production around 433,900 PCs

fell 27% in Q110 (Source: IDC consumer market report, 2010). However, PC

imports and local production in Vietnam took a slow step to recovery in 2010’s

second quarter with growth increasing by 6.6 per cent against the first quarter,

making a year-on-year increase of 12 per cent in 2010’s first half.

3.2.1 Demand and threats

According BMI report, computers were the second largest consumer electronics

spending category in 2009 at 35%. In Vietnam, the demand of using computer has

been increased significantly in recent years. According to General Statistics Office

Vietnamese the number of PC per 100 families (no of PC/100 families) were rising

considerably (2004: 5.14 ; 2006:7.73 ; 2008: 10.35). Moreover, PC penetration in

Vietnam was around 9.6% in 2007, according to World Bank figures, and in 2010

was estimated by BMI at around 15%. Laptops are owned by an estimated 7% of

the Vietnamese population. These information points out that there is a significant

and potential growth of the local PC market, currently Hanoi and Ho Chi Minh

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City are the biggest markets with 85% of notebook sales (source: BMI, Vietnam

consumer electronic report, 2010).

Fortunately, behind the high demand of using computer, there are also some

elements that encourage computer industry growing. First, when Vietnam joint in

WTO in 2006, the government decided cutting in import tariffs on finished

electronic products and computers are one of these products. Second, government

also supports by some stimulus programs. For instance, in August 2009, the

Vietnamese government announced a national program to supply computers at

favorable prices to Vietnamese schools by 2011. On the contrary, computer market

is deflated by VAT policy and inflation as well as exchange rate. According to

BMI, the reason of unexpected growth rate in the first quarter of 2010 is VAT

increase from 5% to 10%. The other deflated element is big stockpiles of old

models because consumers may be looking for up to date model.

3.2.2 Competitive landscape

Multinational brands dominate the Vietnamese PC market, with HP the top selling

PC brand in Q110, ahead of Dell and Acer. However the top three vendors account

for less than one-third of sales in this price-sensitive market. Other multinational

vendors including Toshiba and Asus have also enjoyed strong recent growth in

Vietnam. HP’s market share is currently around 15% according to estimates from

market research firm IDC. Other vendors, including Dell and Acer, have less than

10%, while Toshiba is below 5%. HP’s sales have been boosted by government

and education sector projects, as well as by its strategy to target the consumer

segment. HP is also the leader in the printer segment, while Acer has a strong

position in notebooks. Vendors continued to roll-out new models in 2009 in an

attempt to stimulate the market. The popularity of the small form factor laptops

was a significant focus. In May 2009, Intel said that Vietnam was the leading

consumer of its net-top product in the Asia Pacific region so far this year, with

demand up some 400% compared with the last quarter of 2008. The reduction of

import tariffs from January 2009 offered a boost to sales of high-end laptop. Sony

announced that it was starting to sell its VAIO notebook in Vietnam, as it started to

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shift to importing for domestic sales. Sony already has 180 distributors nationwide.

Meanwhile, working with its partner DigiWorld Corp, Dell has launched a

campaign to target the local consumer segment, which is fuelling much of current

growth. As in many other markets, telecoms carriers are emerging as a significant

channel option for PC vendors. Dell has launched a partnership with military-run

telecoms company Viettel, which will distribute Dell PCs. Viettel has a substantial

presence in rural areas, which have big PC market growth potential. Meanwhile,

Dell has also partnered with local retail company The Gioi Di Dong to sell both

online and through the company’s 40 retail outlets.

3.2.3 Trend and forecast

Firstly, Vietnam’s computer market has been witnessing the domination of laptops

over desktops. This explains why in the last several years, the growth rate of the

laptop market in Vietnam has been beyond all expectations and forecasts. In 2009,

the laptop market obtained an impressive growth rate of 70 percent, and laptops

were the top choice for people who sought to purchase computers for work. Sales

of laptop were down by around 50% in Q1 2010, compared with the previous

quarter, but still recorded high double-digit growth in whole year (46%) (Source:

GFK mobile computer report, 2010). According BMI consumer electronic report,

during the first half 2010, there were around 462,400 imported and locally

assembled PCs in the market, of which 59 per cent were desktops and the

remainder laptops. The growth rate of desktop imports and local production was

only 1 per cent, while the laptop figure was 33 per cent. However, desktops remain

the major of the market, at around two-thirds of PC sales.

Secondly, laptops average price will reduce year by year. It was expected to fall

about 10-15% in 2009. In 2009, the effects of recent cuts in duty were apparent in

electronics retail stores, with leading brands of notebooks selling at notable

discounts to their 2008 prices. At local electronics and home appliance retail

centers, prices for popular notebooks models by vendors such as HP, Sony and

Dell had been reduced by 7-12%.

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Despite a relatively weak performance in the first quarter of 2010, BMI forecasts

Vietnamese domestic market computer hardware sales (including notebooks and

accessories) of US$1.5bn in 2011, up from US$1.4bn in 2010. Computer hardware

CAGR for the 2011-2015 period will be about 11%, with laptops accounting for

above 30% of shipments currently.

This thesis will check how much degree that price and hardware configuration

impact on buying decision of consumers.

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4 RESEARCH METHODOLOGY

This chapter will describe the methodology applied to conduct the research and we

use this as a guideline to help the reader to follow easily steps and analyses. We

will present six contents: research approach, data collection, validity and

reliability.

4.1 Research approach

There are varieties of methodologies for researchers to apply in their researches.

To select reasonable methodologies we have to base on the objective and

expectation of our researches. Especially, Qualitative and Quantitative will be

applied for this research. The feedback from questionnaire will be analyzed

through SPSS software and present as chart or table to mention what author finding

from feedback, then base on finding result author will make the recommendation

and conclusion.

4.2 Data collection

Data in this thesis will be collected from two main sources: primary data and

secondary data. The qualitative and quantitative research will be primary data. On

the other hand, we also collect the information from some newspapers and articles

from market research companies such as Forester, GFK, and IDC that we call

secondary data.

4.2.1 Qualitative research

Firstly, a series of in-depth interview questions will be undertaken with ten

supervisors in computer shops and consumer electronic shop randomly to get their

opinions of factors that influence on laptop buying decisions and perception of

consumers. This result will be used to design questionnaire for quantitative

research and may be contribute in recommendation.

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4.2.2 Quantitative research

We have to perform quantitative research because the objective of this research is

determine not only which is the most important factors influence on laptop buying

decision, but also the impact degree of these factors. Before composing the

questionnaire for quantitative research, the pilot survey will be taken place to make

sure responders understand clearly what we intend to ask them, then the final

questionnaire will be sent through email and website to get feedback from

consumers.

4.2.3 Sample selection

As a rule, the sample must be representing for the population. In this thesis, the

scope of research is Ho Chi Minh City. Thus, in this case the population is all

people in Ho Chi Minh City. Until now, there are more than seven million people

in Hochiminh city (HCM city Statistical Office, 2009). At the beginning, we would

like to conduct direct survey by sending interviewers to 16 districts of HCM city to

collect samples, which are allocated according to the population percentage of each

district. However, because of the limited in time and money we are obliged to be

satisfied with an indirect survey by random sampling and the its size is 150

people which could be considered as reasonable size.

4.3 Validity and Reliability

Validity and reliability are the measurements connected to the quality of the

research. According to Mari-Louise Andersson [6], “The Validity is defined as to

which extent the researcher really measure what was supposed to be measured”

and “The reliability is defined as the level of trustworthy in the measurement, like

if the researcher should get the same result if the study were repeated”.

4.3.1 Validity

The major objectives are to understand the opinions of consumers when buying

laptop to identify factors influencing purchase decision making and to know where

Dell’s position in the customer perception is. To reach these objectives, we have to

based on secondary data (from newspapers, internet, and market research

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information) combine with the result of primary data (from qualitative and

quantitative surveys). Moreover, the questionnaire is composed by a wide range of

questions, which are based on the key concepts of Philip Kotler model and problem

statement. By these reasons we are totally agree that this survey is meaningful for

the validity of research result.

We also believe that with a larger population, if we had enough resource for

interviewing more responders, we could provide better answer to research

questions in the context of laptop products.

4.3.2 Reliability

The sampling is mainly made by consumers with a wide range of ages and

occupations that we think most related to our thesis. We conducted the survey by

ourselves to guarantee the reliability of collected results to have the same result for

the repeated trial. For online survey, we limited that one person can give

independently the result once a times; this way help us to avoid bias data.

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5 ANALYSIS AND FINDING RESULTS

<Will be develop later>

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6 CONCLUSION & RECOMMENDATIONS

<Will continue later>

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7 REFERENCES

[1] Philip Kotler, Principles of Marketing, 12th edition, 2009.

[2] Lamb, Hair, McDaniel, Essentials of Marketing fourth edition, 2005.

[3] Michael Solomon, Consumer behavior – A European Perspective, Prentice

Hall, 2006.

[4] Adeolu B. Ayanwale, Taiwo Alimi and Matthew A. Ayanbimipe The Influence

of Advertising on Consumer Brand Preference,2005

[5] BMI-Vietnam consumer electronics report Q4-2010.

[6] Nielsen Vietnam Grocery Report, 2008.

[7] Nielsen Vietnam Grocery Report, 2010.

[8] IDC personal computers market report, 2010.

[9] Gartner report,2008,2009

[10] GFK notebook top line report, 2010

[11] General Statistic Office,2009.

[13] Forrester-Ted Schadler Laptop Ownership is rising in Europe, 2007.

[14] PriceGrabber.com, Portable Laptop Trends, 2008

[15] Kurt Scherf, Vice President and Principal Analyst, Part Associates, 2006

[16] Bartlett, Kotrlik, & Higgins Information Technology, Learning, and

Performance Journal, Vol. 19, No. 1, Spring 2001.

[17] Aditya Sha, Abhinav Dalal, Global Laptop industry analysis, 2009.

[18] http://EzineArticles.com/510915, Article Information Age.

[19] http://EzineArticles.com/6080639, Article Internet.

http://EzineArticles.com/6080639

http://EzineArticles.com/510915,%20%20%20Article

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[20] http://www.pcworld.com.vn/articles/chuyen-muc/thi-truong/2010/09/1220659/chuyen-tu-may-tinh-de-ban-sang-xach-tay-gia-re/

[21] Vietnam Information Technology Report Q1 2011

[22] http://www.thesaigontimes.vn/Home/kinhteso/thitruong/39901/

[23] http://www.ictnews.vn/Home/kinh-doanh/Quy-I-Thi-truong-may-tinh-Viet-Nam-giam-manh/2010/06/1MSVC828271/View.htm

http://www.thesaigontimes.vn/Home/kinhteso/thitruong/39901/

http://www.pcworld.com.vn/articles/chuyen-muc/thi-truong/2010/09/1220659/chuyen-tu-may-tinh-de-ban-sang-xach-tay-gia-re/

http://www.pcworld.com.vn/articles/chuyen-muc/thi-truong/2010/09/1220659/chuyen-tu-may-tinh-de-ban-sang-xach-tay-gia-re/

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8 Appendices

8.1 Questionnaires

8.1.1 Qualitative survey

8.1.1.1 Vietnamese version

1/ Những yếu tố nào là quan trọng đối với anh chị khi quyết định mua laptop?

2/ Anh chị hãy kể tên năm hãng máy tính nổi tiếng nhất trên thị trường?

3/ Theo anh chị khách hàng mua máy tính khoảng độ tuổi nào?

4/ Theo anh chị thì khách hàng mua máy tính với những mục địch nào?

5/ Trước khi mua máy tính thì anh chị tự tìm thông tin hay tham khảo một ai khác? Nếu tự tìm thì thường tìm ở đâu? Còn nếu tham khảo thì hỏi những ai?

6/ Anh chị đã từng sử dụng laptop Dell hay chưa? Anh chị đánh giá về máy tính Dell như thế nào?

7/ Anh chị có nghĩ là nam sử dụng Dell nhiều hơn nữ hay không? Vì sao?

8/ Nếu anh chị muốn mua máy tính thì anh chị thích thực hiện việc đó khi nào? Tại sao?

9/ Trong trường hợp bạn đã quyết định mua laptop thì bạn sẽ tới đâu để mua laptop.

10/ Theo anh chị thì Dell có nổi tiếng không? Dell xếp thứ bao nhiêu trong các hãng laptop hiện tại trên thị trường.

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8.1.1.2 English version

1/ According to you which factors are important when you decide purchase laptop?

2/ Would you please list out five famous brand name of laptop on market?

3/ How old are you? According to you, normally how old laptop’s consumers are?

4/ Do you need laptop? If yes, please tell me what will you do with your laptop?

5/ before decide buying laptop, do you search its information by yourself or you

ask from someone for its information? In case of search by yourself, where did you

usually search? Otherwise; who will you ask?

6/ Have you ever use Dell laptop? What do you think about it?

7/ Do you think the man will use laptop more than woman ? Why?

8/ If you want to buy a laptop, when would you like to do it? Why?

9/ In case of you have been decided purchasing laptop, where will you go for

buying it? Why ?

10/Do Dell are famous brand? Where is Dell position among its competitors?

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8.1.2 Quantitative survey

8.1.2.1 Vietnamese version

Chào anh/chị

Tôi cần sự giúp đỡ của các anh chị để hoàn thành đề tài với chủ đề “nghiên cứu

những yếu tố ảnh hưởng đến hành vi của người tiêu dùng đối với sản phẩm máy

tính xách tay. Xin anh chị vui lòng giành ít phút để trả lời bảng câu hỏi này. Tất cả

những câu trả lời này đều nhầm mục đích nghiên cứu.

Cám ơn anh chị rất nhiều.

Nguyễn Hiếu Trực – CFVG MBA Intake 18

*******************************************

1. Anh chị đã sử dụng máy tính xách tay chưa ?Có Chưa

2. Giới tính của anh/chị?Nam Nữ

3. Anh chị thuộc khoảng độ tuổi nào?20-30 31-4041-50 >50

4. Anh chị sống ở khu vực nào?Thành thị Nông thôn

5. Anh chị làm nghề gì?

Quản lý Tư vấnKỹ sư Tự doCông nhân Chủ doanh nghiệpSinh viên Nghỉ hưuKhác,… Nhân viên văn phòng

6. Theo anh chị thì DELL là gì?

Một nhãn hàng của laptop Một nhãn hàng may mặcMột loại thực phẩm Nổi tiếng trong thị trường bất

động sản7. Nếu muốn mua một laptop, anh chị sẽ mua vào thời điểm nào?

Chờ có đợt khuyến mãi Sớm nhât có thểBất cứ khi nào anh chị muốn Khác, ghi rõ ở đây……….

8. Nhãn hiệu nào của máy tính xách tay anh chị thích nhất?

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DELL TOSHIBAHP ACERLENOVO/IBM Khác, ghi rõ ở đây………..

9. Anh chị sử dụng máy tính để làm gì?

Trò chuyện Chơi gameLàm việc văn phòng Thiết kếTìm tòi và học Không cần sử dụng laptopGiải trí (xem phim, nghe nhạc,..) Khác,ghi rõ ở đây …………..

10. Yếu tố nào khiến anh chị thích nhãn hiệu máy tính đã chọn ở câu 6?

Sự nổi tiếng của nhãn hiệu Chức năng đầy đủ và cấu hình mạnh

Giá cả hợp lý Dịch vụ bảo hành tốtThiết kế đẹp Bền bỉ, ổn địnhCó nhiều khuyến mãi Khác, ghi rõ ở đây….

11. Xin vui lòng đánh giá mức độ quan trọng của các yếu tố sau đối với

quyết định mua máy tính xách tay của anh chị. Có năm mức độ tăng

dần từ 1 đến 5, 1= không quan trọng; 5 = vô cùng quan trọng?

Thương hiệu nổi tiếng 1 2 3 4 5Tính năng đầy đủ và cấu hình mạnh 1 2 3 4 5Thiết kế đẹp 1 2 3 4 5Bền bỉ, ổn định 1 2 3 4 5Dịch vụ bảo hành và hỗ trợ tốt 1 2 3 4 5Giá cả hợp lý 1 2 3 4 5Khuyến mãi 1 2 3 4 5

12. Cũng với các yếu tố này, anh chị đánh giá Dell đạt được mức độ như

thế nào?Có năm mức độ tăng dần từ một đến 5, 1 = hoàn toàn không

đạt được; 5 = hoàn toàn đạt được?

Thương hiệu nổi tiếng 1 2 3 4 5Tính năng đầy đủ và cấu hình mạnh 1 2 3 4 5Thiết kế đẹp 1 2 3 4 5Bền bỉ, ổn định 1 2 3 4 5Dịch vụ bảo hành và hỗ trợ tốt 1 2 3 4 5Giá cả hợp lý 1 2 3 4 5Khuyến mãi 1 2 3 4 5

13. Nếu muốn mua laptop thì anh chị tham khảo thông tin từ ai?

Bạn bè Chuyên giaGia đình Người bán hàngKhác,ghi rõ ở đây…. Tự tìm hiểu, không tham khảo

14. Nếu mua laptop thì anh chị đến đâu để mua?

Cửa hàng máy tính lớn (như Siêu thị điện máy (Wonder buy,

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Phong Vũ, Hoàn Long,..) Cholon, NguyenKim,..) Nhờ người thân mua xách táy từ nước ngoài

Cửa hàng máy tính nhỏ gần nhà

Khác, ghi rõ ở đây…………. 15. Anh chị có thể giành bao nhiêu tiền cho việc mua laptop ?

nhỏ hơn 10 triệu VND Từ 10 cho đến 15 triệu VND từ 15 cho đến 20 triệu VND Lớn hơn 20 triệu VND

16. Thu nhập hằng tháng của anh chi là bao nhiêu?

Ít hơn 10 triệu VND Từ 10 đến 15 triệu VND Từ 15 đến 20 triệu VND Nhiều hơn 20 triệu VND

17. Anh chị có đang dùng laptop của Dell không?

Có KhôngNếu anh chị đã chọn Có ở câu 17 xin vui lòng không trả lời câu 18

18. Nguyên nhân gì khiến các anh chị không sử dụng laptop của Dell?

Dịch vụ hỗ trợ không tốt Thiết kế không đẹpKhông làm cho tôi nổi bậc với người khác

Giá cao

Ít khuyến mãi Chưa biết DELLCấu hình yếu Khác, ghi rõ ở đây….

19. Nếu muốn mua một máy tính mới hoặc tư vấn cho một người khác

mua máy thì bạn có chọn Dell hay không?

Có Không20. Nếu đã có sử dụng laptop của Dell xin vui lòng đánh giá mức độ đạt

được của Dell đối với các yếu tố sau? Nếu chưa sử dụng xin vui lòng

không trả lời câu hỏi này. Có năm mức độ: 1: kém;2: trung bình; 3:

khá; 4: tốt 5 rất tốt)

Thương hiệu nổi tiếng 1 2 3 4 5Chức năng đầy đủ và cấu hình mạnh 1 2 3 4 5Thiết kế đẹp 1 2 3 4 5Bền và ổn định 1 2 3 4 5Dịch vụ bảo hành và hỗ trợ 1 2 3 4 5Giá cả hợp lý 1 2 3 4 5Khuyến mãi 1 2 3 4 5

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8.1.2.2 English version

Dear Madam/Sir

In order to complete the thesis with the topic “Consumer’s behavior for laptop

product”, I would like to have your helps. Please take some minutes to answer this

questionnaire. All collected answers from this survey are only for study purpose.

Thank you very much for your help.

Nguyễn Hiếu Trực – CFVG MBA Intake 18

*******************************************

21. Have you ever use laptop ?Yes No

22. What is your gender?Male Female

23. How old are you?20-30 31-4041-50 >50

24. Where are you living?Urban Rural

25. What is your occupation

Manager ConsultantEngineer FreelancerWorker Business OwnerStudent RetirementOther,…

26. What is DELL?

A brand of laptop A brand of garmentA food product Very famous in Vietnamese real

estate market27. If you want to buy a laptop, when will you do it ?

Waiting for price reduce or promotion

As soon as possible

Whenever I like Other, please detail here ……….28. Which is your most preferred brand among the following brand?

DELL TOSHIBAHP ACER

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LENOVO/IBM Other, please detail………..29. What is the most purposes of using laptop?

Chatting Playing GameWoking with (email, office..) DesignSearching and Learning No need use laptopEntertainment (video, music,..) Other,…

30. Which following factors influenced your answer to question 6?

Reputation of the company Full features and strong configuration

Suitable Price Good support serviceWell-designed DurablePromotion Other,….

31. Please rank the following factors influencing your favor to laptop

product. There are 5 degrees, 1 = not important at all; 5 = very

important?

Reputation 1 2 3 4 5Full Feature and Strong Configuration 1 2 3 4 5Well-designed 1 2 3 4 5Durable 1 2 3 4 5Good support service 1 2 3 4 5Suitable Price 1 2 3 4 5Promotion 1 2 3 4 5

32. By evaluation DELL please rank the following factors. There are 5

degrees, 1 = not important at all; 5 = very important?


33. Who will you ask if you want to buy laptop?

Friends Expert reviewFamily Sales personOther,…. No one

34. Where will you come if you want to buy laptop?

Big computer Shops (Phong Vũ, Hoàn Long,..)

Consumer Electronic centers (Wonder buy, Cholon,

of 43


NguyenKim,..) Bring from foreign by friends or family

Small shop

Other,…. 35. How much could you pay for laptop?

less than 10 million VND Between 10 and 15 million VND Between 15 and 20 million VND More than 20 million

36. How much could you earn per month?

less than 10 million VND Between 10 and 15 million VND Between 15 and 20 million VND More than 20 million

37. Have you ever use Dell laptop?

Yes NoIf you choose Yes for question 13 please answer question 16 and 17 and

do not answer question 15

38. What reasons make you refuse to buy Dell?

Bad customer service Bad-designedNot make me stand out of High priceLess Promotion Do not know it beforeLow performance Other,….

39. If you want to buy a new one or your friends need your advice, would

you like to choose Dell or give Dell as your advisement?

Yes No40. Please rank again the following factors after you used DELL laptop?

(This question for those chose Yes in question 14; 1: not important; 5

very important)


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the intermediate copy v4

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