thesis final)
TRANSCRIPT
VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY
THE INTERNATIONAL UNIVERSITY
SCHOOL OF BUSINESS
STRATEGIES FOR RESTAURANTS IN HO CHI
MINH CITY INCREASE SALE VOLUME BY
GROUP BUYING BUSINESS MODEL
Advisor: CHEAH KUAN YEAN
Student’s name: NGUYEN TAN MANH (BA070269)
Ho Chi Minh City, Vietnam
2011
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STRATEGIES FOR RESTAURANTS IN HO CHI
MINH CITY INCREASE SALE VOLUME BY
GROUP BUYING BUSINESS MODEL
APPROVED BY Advisor APPROVED BY: Committee, Cheah Kuan Yean, MBA, Member Ho Thi Bich Van, PhD., Chair
_____________________________ ________________________________ MBA. Nguyen Huu Dang Khoa, Secretary
________________________________ MBA. Cheah Kuan Yean, Member
________________________________ MBA. Le Trong Hieu, Member
________________________________
THESIS COMMITTEE (Whichever applies)
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ACKNOWLEDGEMENTS
Foremost, I would like to thank my supervisor, Dr. Cheah Kuan Yean, who is also the
lecturer of the School of Business for his knowledge and helpful advice during the time I wrote
this thesis.
Furthermore, I would like to give many thanks to my friends, ms Pham Huynh Kim
Khanh, Nguyen Ngoc Mai Vy, Hoang Vu Thu Ut Quyen, Nguyen Thi Phuong Loan. They helped
me to find the documentaries, theories, and data for this research.
Also, I would like to express my gratitude to all the respondents for their time and
open-heartedness to participate in my interviews. They made a great effort, and without their
answers, it would not have been possible for me to finalize my research completely.
Last but not least, I greatly appreciate my family, their support and encouragement
helped me so much to finish this thesis
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Abstract
This thesis is written to find out the strategies for the restaurants in Ho Chi Minh to
increase their sale volume by Group Buying model. In this study, I will analyze customer
characteristic, restaurants characteristic, product characteristic, environment
characteristic, distribution channel and the services method to build this strategy.
The primary data of this research are from the survey to the customers who used online
coupons in the past. The secondary data are from the previous researches about group
buying, customer behavior, online businesses in the past. The research method will
combine both quantitative and qualitative methods to analyze the data; the quantitative
method will use to analyze the primary data, the qualitative method will use to analyze
the secondary data to support the primary data.
The research will establish the strategies for most of common types of restaurant in Ho
Chinh Minh City to deal with local “groupon” websites smartly, reach the need of
customers and don’t hurt the brand.
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TABLE OF CONTENT
Chapter 1:..........................................................................................................................................9
Introduction.....................................................................................................................................11
1.1/ Introduction about “groupon”:.............................................................................................11
1.2/Group-buying websites in Viet Nam....................................................................................12
1.3/Restaurants in Ho Chi Minh City.........................................................................................13
1.4/Rationale of the study...............................................................................................................14
1.5/ Problems statement and objective........................................................................................15
1.5.1/ Problems statement.......................................................................................................15
1.5.2/Objectives......................................................................................................................15
1.5.3/Scope of study................................................................................................................15
1.6/Strengths and limitation of this thesis...................................................................................16
1.6.1/Strengths:.......................................................................................................................16
1.6.2/Limitation:.....................................................................................................................16
1.7/ Structure of the study...........................................................................................................17
Chapter 2 : Background of group buying business model, groupon business model and the pro
and cons of using this model...........................................................................................................18
2.1/Introduction about e-commerce............................................................................................18
2.3/introduction about Group buying..........................................................................................19
2.3.1/ introduction...................................................................................................................19
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2.3.2/The basics of group buying models in e-commerce.....................................................21
2.4/Introduction about Groupon business model........................................................................22
2.5/ advantage and disadvantage of using “groupon” business model in restaurants.................26
Chapter 3: Literature review...........................................................................................................30
3.1/Business strategies:...............................................................................................................30
3.1.1/ Definition of business strategies:..................................................................................30
3.1.2/Strategy at Different Levels of a Business.....................................................................31
3.2/Strategic management.......................................................................................................31
3.3/ Sale and sale promotion:........................................................................................................33
3.3.1/Definition of sale.................................................................................................................33
3.3.2/Definition of sale volume..................................................................................................33
3.3.3/Sale promotion...............................................................................................................33
3.3.4/Types of sales promotion activities...............................................................................35
3.3.5/Sales promotion strategies.............................................................................................38
3.4/Consumer behavior...............................................................................................................39
3.4.1/Definition of consumer behavior...................................................................................39
3.4.2/ Online consumer behavior............................................................................................43
3.4.3/Maslow’s Hierarchy of needs........................................................................................44
3.5/Design the model for this thesis............................................................................................46
3.6 Questionnaire design.............................................................................................................48
CHAPTER 4: RESEARCH METHODOLOGY............................................................................50
4.1./Secondary data.....................................................................................................................50
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4.2/Primary data..........................................................................................................................50
4.3/Theoretical framework..........................................................................................................50
4.3.1 /Quantitative Approach..................................................................................................50
4.3.2/ Qualitative Approach....................................................................................................51
4.4/Research design....................................................................................................................51
4.4.1/Research strategy: Survey..............................................................................................51
4.4.2/Design the measurement................................................................................................52
4.4.3/Design the sample..........................................................................................................52
4.4.5/Sampling size.................................................................................................................53
4.4.6/ Process of gathering the information:...........................................................................53
4.4.7/ Statistical analysis technique........................................................................................54
CHAPTER 5: Discussion and Conclusion......................................................................................55
5.1/ Filter the data:......................................................................................................................55
5.1.1/Remove the inappropriate responses.............................................................................55
5.1.2/Data encryption:.............................................................................................................55
5.2/ Discussion............................................................................................................................56
5.2.1/Customer characteristic:................................................................................................56
5.2.2/Environment characteristic............................................................................................59
5.2.3/Product characteristic.....................................................................................................62
5.2.4/ Restaurants characteristics:...........................................................................................69
5.2.5/Distribution channel.......................................................................................................71
5.2.6/ Services.........................................................................................................................77
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5.3/ Establish the strategies for the restaurants to increase their sale volumes via group buying
channel........................................................................................................................................82
CHAPTER 6...................................................................................................................................86
Conclusion and Suggestion.............................................................................................................86
6.1/ Conclusion...........................................................................................................................86
6.2/ Suggestion............................................................................................................................86
6.3/ Implication of this study......................................................................................................87
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LIST OF TABLES
Table Page
1. List of table about customer characteristics.............................................................90
2. List of table about products characteristics .............................................................91
3. List of table about restaurants characteristics..........................................................98
4. List of table about distribution channel.................................................................101
5. List of table about services.................................................................................................105
5. List of survey questions......................................................................................................105
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LIST OF FIGURES
Figures Page
1. Groupon business model..........................................................................................23
2. Kinds of sale promotion ..........................................................................................36
3. Advantages and disadvantages of coupon promotions............................................37
4. Influences on and of consumer behavior.................................................................42
5. Influences on and of online consumer behavior......................................................44
6. Maslow’s hierarchy of needs...................................................................................45
7. Model for this thesis.................................................................................................46
8. Internet penetration in selected Asian countries......................................................60
9. Internet usage by city...............................................................................................60
10. Frequency of Internet usage by city.......................................................................61
11. Demand of restaurants vouchers............................................................................63
12. Daily traffic rank trend of nhommua.com.............................................................73
13. Audience demographic of nhommua.com, muachung.vn and hotdeal.vn.............75
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14. Audience demographic of vndoan.com.................................................................76
15. Discrimination between the customers who have and haven’t vouchers..............79
CHAPTER I
INTRODUCTION
1.1/ Introduction about “groupon”:
Groupon is the name of the website (groupon.com) which is the pioneer offers the special
deals to the customers by selling vouchers to them via internet. It is the sign off Chicago-
based Internet Company called The Point. Groupon was launched in November 2008, and
its growth since then has been outstanding. It now covers over 565 cities around the
world and has seen its web traffic grow from just 2 million unique visitors per month to
over 15 million (source: Crunchbase). Annual revenue is around $2 billion. They are the
market leader in the group-buying category by some distance. Nowadays, Groupon is not
only a name of the website but also a name of a new E-commerce’s methods.
Groupon is the combination of two words “group” + “coupon” and its meaning also the
combination the meaning of these words. Groupon is a collective buying service, they
will gather customers into a big group and sell vouchers for them with a very special
prices .Groupon firms work with local businesses to create discounts that are offered to
consumers. Put simply, it offers discounts on products and services which only become
valid once a set number of consumers buy into them. The numbers required may change,
as will the amount of discount you get, but the principle remains the same: once enough
people buy, the discount becomes active and everyone benefits. The discounts are
generally greater than 50%, and consumers can buy up to two vouchers for themselves
and up to two vouchers as gifts for others. Groupon does not only work with restaurants
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but also with businesses that offer services such as beauty salons, massage, spas,
specialty stores, carpet cleaning, car services, area attractions, and more.
1.2/Group-buying websites in Viet Nam
Group buying and daily deal sites like Groupon and LivingSocial have spawned
thousands of clones around the world and Vietnam is no exception. The coupon sites are
catching on there in a big way.There are: Muachung.com of VC Corp, Vndoan.com of
Thien Hy Long, Nhommua.com of Dia Diem, Cung Mua of Cyvee, Zing Deal of Vina
Game, HotDeal.vn of Vina book, RuNhau.com of Cartel holding SJC, Cucre.com of Vat
Gia, Phagia.com.vn of phununet, Kenhgia.com of PMTIS, and others. In general, Viet
Nam groupon websites operate by basing on the model of the original groupon websites
(groupon.com). they just adjust some features to suit Viet Nam market such as payment
systems, delivery systems.
An article on Vietnam.net says that Groupon-like sites were introduced in Vietnam last
year and have quickly become popular with students and white-collar workers.
According to Vu Hong Quang, a representative of the Southern VC Corp which owns
muachung.com, there are currently 20 such sites in the country offering from 40 to 70
percent savings on products and services. After just 7 months of operation his site already
has 100,000 members. Muachung.com’s main competitor, nhommua.com has the same
number of registered users but even some of the newer sites have 60,000 members.
As we’ve seen here in the states, daily deals sites can create a winning situation all
around. Businesses get some much needed traffic, the coupon sites get a commission for
pulling in that traffic and consumers get a good deal. And Vietnamese love this model.
One expert in online business, Minh Bui, says these sites create a form of interactive
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promotion and marketing that allows businesses to have a better idea of how many people
are using their products or services.
The article on Vietnam.net goes on to say that daily deal sites are not without their share
of problems. Since many consumers are not familiar or comfortable with online
payments, most vouchers are purchased by money transfer or cash on delivery. Vouchers
are often lost or delivered late and the cost of delivery can be costly.
There’s also the problem of many merchants that don’t follow the rules of the contract,
provide inferior service or treat voucher holders differently than they do customers that
are paying full price.
Despite these issues, most of which we have seen here in the United States as well, the
group buying and daily deals industry seems to be thriving in Vietnam. Says Manh who
believes offering a deal has benefited his resort, success comes from quality of service,
price and customer trust.
The common customers of “groupon” websites in Viet Nam are the restaurants because
they have tremendous demand on offer promotions and do marketing via these channels.
The vouchers of restaurants also the best seller on those websites because it has
reasonable prices and reaches the demands of customers.
1.3/Restaurants in Ho Chi Minh City
Ho Chi Minh city is largest city in Viet Nam with the population are approximate 10
million people. The restaurant market is very competitive because of the demands of
having a meal outside the house are considerable.
Base on the database of anan-vietnam.com, the big website which provides the
information of restaurants in Ha Noi and Ho Chi Minh City. There are approximate 1500
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restaurants in Ho Chi Minh City, but in reality this figure may be bigger. From this
website, we can see too many new restaurants or new branches open each month
1.4/Rationale of the study
In contemporary days, there are many of restaurants in Ho Chi Minh have good facilities,
delicious foods with suitable prices and acceptable services but don’t success on their
businesses. In the other hand, some restaurants have good business but they still don’t
reach their revenue peak. Selling online vouchers can solve these problems for
restaurants if they know how to use it effectively.
In fact, there are many restaurants in Viet Nam tried to use “groupon” websites as a new
sale and marketing tools. We can find many specials online coupons of restaurants easily
in Viet Nam “groupon” websites, and a thousand of it has been sold out. It can be seen
that selling the promotions online is very useful for restaurants in Ho Chi Minh City. For
example, Muoi Xiem – Vietnamese crepe restaurant can sell approximate 3000 vouchers
in just 1 day at nhommua.com.
However, it’s hard for all of these restaurants to sell many of vouchers effectively;
especially the fresh restaurants which are lack of experiences on dealing with groupon.
Furthermore, there are many restaurants in Ho Chi Minh city don’t know about group
buying business model or don’t know how to increase sale volume by selling online
vouchers.
In the other hand, some restaurants have used group buying business model already but
the business still not good, the customer just use the vouchers and never come back. Deep
discount hurt the branding of the restaurants. Reasons of these problems are they don’t
know how to make the online coupon promotions in the right ways. Group buying model
is good for business but if we use it with a wrong ways, it can hurt the business.
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In hope to help the restaurants solve these problems, I will do the thesis on:” The
Strategies for Restaurants in Ho Chi Minh City to Increase Sales Volume with
Group Buying Model “
1.5/ Problems statement and objective
1.5.1/ Problems statement
At mentioned, there are many restaurants in HCMC don’t have strategies to deal with
“groupon” websites. Without strategies, their coupons are hard to match the need of
customers and can’t sell the large quantities. In the other hand, the “groupon” websites
will convince the restaurants create the coupons with very deep discounts. These deep
discounts can help the restaurant attract many of customers and sell large quantity of
product in short time but can’t help the restaurants increase profit and will hurt the brand
of the restaurants. Therefore, preparing the strategies before dealing with the group
buying websites is so necessary.
1.5.2/Objectives
Firstly, this thesis will analyze the factors affect to the buying decision of the customers
and create the method for to build the suitable coupon that can reach the customers need
Secondly, this study will find the right “groupon” channel for the restaurants to distribute
their coupon efficiently
Lastly, this thesis will research about the ways to satisfy customers when they use the
restaurant food and drink coupons and build the strategies to bring them back in the next
time.
1.5.3/Scope of study
Geographic: Ho Chi Minh urban areas.
Objects of this thesis: restaurants in Ho Chi Minh City which exclude the street
restaurants along the streets.
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1.6/Strengths and limitation of this thesis
1.6.1/Strengths:
The data of vouchers and discount percent were public in Viet Nam groupon websites,
easy to get number for analysis. Moreover, it’s easy to find which restaurants have used
group buying websites in the past to collect the useful data. In the other hand, we can
connect with the customers through the group buying websites or the Facebook, Twitter,
Yahoo blog of these websites to gather their experiments on using the restaurants
vouchers.
1.6.2/Limitation:
Nowadays, groupon methods are so new and there are lacks of academic research about
it, the documents about it in the internet almost written by the end user are hardly to
verify the accurate level.
Controlling this bias: try to find academic literature to support this thesis as much as
possible, try filtering the information in the internet to find the high academic level
document about groupon.
There are too many groupon websites in Viet Nam and many online special deals of
restaurants on there. So, the data will be too complex to analysis.
Controlling this bias: narrow down the data and if the information is similarity choose the
represented data to analysis
The managers of the restaurants or customers who we want to interview or give surveys
may be busy or forget to do that or don’t want to share information with us.
Controlling this bias: sending messages to remind them, or finding others if not being
able to reach them.
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1.7/ Structure of the study
This thesis is divided into six chapters.
Chapter 1 - Introduction will introduce the basis of the subject, research objectives, scope
and limitation of research
Chapter 2 – Background of group buying business model, groupon business model and
the pro and cons of using this model
Chapter 3 - Literature review
Chapter 4 – Methodology of study
Chapter 5 - Results of the study
Chapter 6- Conclusions and recommendations
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CHAPTER II
BACKGROUND OF GROUP BUYING BUSINESS MODEL, GROUPON BUSINESS MODEL AND THE PROS AND CONS OF USING THIS MODEL
2.1/Introduction about e-commerce
The first e-commerce model was introduced in 1979 by Michael Aldrich base on
Electronic data interchange (EDI) and Electronic funds Transfer (EFT). This model
allowing business to send the commercial documents like purchase orders or invoices
electronically. Nowadays, e-commerce develops with a high speed with the new
inventions of technology and new business models.
Nowadays, E-commerce can be divided into six groups:
E-tailing or “virtual storefronts” or virtual mail: Provide the place for direct retail
shopping with 24-hours availability and can reach worldwide. This model has ability to
interact and give custom information and ordering, and multimedia prospects; the web is
rapidly becoming a multibillion dollar source of revenue of the world’s businesses.
Market research by the gathering and use of demographic data through web
contacts: Companies can collect the data about prospects and customers in
unprecedented amounts through site registration, questionnaires, and as part of taking
orders. The issue of whether data was being collected with the knowledge and permission
of market subjects had been raised.
Electronic data interchange (EDI): EDI is the exchange of business data using an
understood data format. EDI involves data exchange among parties that know each other
well and make arrangements for one-to-one (or point-to-point) connection. EDI is
expected to be replaced by one or more standard XML formats, such as ebXML
Email, Fax, and Internet Telephony: Enterprises can use it as the tools to communicate
with the partner globally with the cheapest cost, utility, and fast. In the other hand, Email,
fax, internet telephony can be used at marketing tools such as unsolicited advertisement.
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An increasing number of business websites offer email newsletters for subscribers. This
is a new trend in which web users voluntarily sign up to receive email, usually sponsored
or containing ads, about product categories or other subjects they are interest in.
Business-to-business buying and selling: Thousands of companies that sell products to
other companies have discovered that the web provides not only 24 hours/day showcase
for their products but a quick way to reach the right people in a company for more
information.
The security of business transactions: Security includes authenticating business
transactor, controlling access to resources such as Web pages for registered or selected
users, encrypting communications.
(“What is e-commerce”, 2005, www.cse.buffalo.edu/DBGROUP/, viewed 3/3/2011)
2.3/introduction about Group buying
2.3.1/ introduction
As a channel that is characterized by convenience, wide product selection, and
easy comparison shopping, the Web has enjoyed tremendous growth in consumer
spending in recent years.
Such market mechanisms are what Spulber (1996, 1999) and O’Hara (1997)
refer to as market microstructure, a term that is often associated with the
operational mechanics of the financial markets.Andrews (2000) identifies three
difference kinds of mechanisms including group-buying models, price-reduction
models and traditional auction models. We add to Andrews’ list the non-
traditional auction models, including such recent phenomena as reverse auctions
and other “name-your-own-price” mechanisms
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MODEL TYPES KEY CONCEPT
Traditional auctions
Apply long-standing concepts associated with real world auctions.
These include: the single -item open-outcry ascending-price English auction; the
single -item open-outcry descending-price Dutch auctions; the single -item first-
price sealed-bid auction; the single - item second-price sealed-bid Vickrey
auction2; the multiple -item, open-outcry call market; and the open- and closed-
bid, double auctions, in which both buyers and sellers simultaneously update
their bids and offers.Non-traditional auctions Apply variations on the auction approaches mentioned above.
Examples include: reverse auctions, in which buyers either state an interest in
purchasing a sale item or a bundle of items and sellers indicate their offers; 3-D
auctions, in which price-quantity is supplemented by utility reflecting
willingness-to-trade; among others.
Price-reduction models Enables buyers to obtain lower prices, but only based on a pre-
Announced time schedule for price drops from a higher starting price.
Operates without consideration given to the number of participants in the
marketplace. Similar to Dutch auction.Group-buying models Enable buyers to obtain lower prices, as more people indicate a
Willingness to buy from the Internet-based seller’s Web site. There are two
varieties, involving group-buying with a fixed time period to completion of an
auction, and group-buying with a fixed price that is achieved only when enough
buyers participate
Four Types of Dynamic Pricing Models for Internet Marketplaces
(Sources: Robert J. Kauffman, 2001 BID TOGETHER, BUY TOGETHER: ON THE EFFICACY OF
GROUP-BUYING BUSINESS MODELS IN INTERNET-BASED SELLING, Carlson School of
Management)
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2.3.2/The basics of group buying models in e-commerce
We next discuss group-buying models in Internet-based selling in greater detail. We
first describe the market mechanisms, and then consider the core value proposition
that they offer to their participants.
The Market Mechanisms
Pricing to match buyers and sellers is an important function of a market (Spulber,
1996). In the bricks-and-mortar world, posted pricing mechanisms have been the
dominant pricing strategies, where retailers display the prices they ask for the
merchandise and consumers decide whether they would accept the prices or not.
Under dynamic pricing mechanisms , however, buyers are no longer left with this
take-it-or-leave-it decision. They can actively negotiate with the sellers to reach a
satisfactory price. For example, buyers in online auctions, such as we have seen at
eBay, place their bids and the final transaction price is the highest price offered at the
end of the auction. At Priceline, for example, consumers can name their own price for
airline tickets and hotel rooms. Based on the demand from consumers and their
assessment of their own supply of perishable assets, sellers then can decide whether
they would like to accept the prices. What makes dynamic pricing different from
posted pricing strategies is that, with the wide network connection and lower operation
costs enabled by technology, consumers become more active in the price discovery
process, resulting in greater a likelihood for transactions to occur and for higher market
efficiency and effectiveness.
As a special instance of dynamic pricing mechanisms, group-buying discounts allow
buyers to aggregately determine transaction prices and take advantage of the savings
that a seller can offer in the presence of many buyers of the same product. This is how
it usually works on group- buying Web sites. A product is put on sale on the company’s
Web site with a specified starting and ending time for what they typically call an
auction cycle . As more buyers join the group to purchase this product, the price drops
from the starting price according to a predetermined price change trajectory. Some
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Web sites reveal this price change trajectory, and some do not. The auction cycle can
also end before the specified ending time if a maximum number of units have been
sold. At the end, everyone who participated in the cycle will be charged the same final
low price, even if some of them indicated a willingness to buy earlier at a higher price.
The Value Proposition for Group-Buying on the Internet
The primary value proposition of group-buying business models to consumers is the
lower prices they can provide, due to the buyers’ collective bargaining power. By
accumulating a large number of orders in a short period of time, group-buying Web
sites claim they can negotiate low prices with manufacturers and suppliers, and then
pass these savings on to their customers. On these Web sites, the starting prices are
typically higher than the prices charged by discount posted-price merchants, reflecting
their lack of purchasing power with suppliers in the face of small order quantities.
However, prices drop as more people buy. When enough people join an auction cycle,
it is possible that the final price will be lower than the lowest price charged elsewhere.
In fact, just as the name “group-buying” tells us, if purchasing does not reach a critical
mass, the pre-conditions for the success of this kind of business model will not be in
place.
2.4/Introduction about Groupon business model
Group buying model is the win-win-win business model which can bring benefits
to customers, the sellers and companies who sell online vouchers. Firstly, customer can
buy various vouchers or the special deals with very good prices. Secondly, the vendors
can sell a big amount of products at the sort time; furthermore “groupon” websites are
very useful marketing implement for them to attract customers. Lastly, the enterprises
which offer deals can earn profit base on the commission between them and the
merchants; moreover they will attract the customer base attention to their websites by
these deals, build the reputation to offer another deals.
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Figure 1: Groupon business model
(Venkateswaran, Network effects in groupon business
model,2010,<http://www.ebizcolumn.com/2010/12/network-effects-in-groupon-
business.html>, viewed 30th,April,2011)
The deal of groupon wonders for local small businesses that need foot traffic.
Traditional online advertising isn’t nearly as effective as social buying platforms for
getting people to visit local storefronts. For approximately the same price as a decent-
sized online advertising campaign, a collective buying site will feature your business’s
deal offering on their website and notify local email subscribers. With many of these
online services boasting readership in the millions, they can literally flood your store with
hundreds to thousands of new customers within a single day or two. Moreover, these
daily deal websites only charge you when sales are generated. So not only will this
promotional tool earn a bucket load of cash flow and new customers for you, but you’ll
only have to pay when real results are obtained for your business. A pay per sale model
combined with a powerful distribution system, time-sensitive discounts, and social media
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based user referral incentives make group buying sites a hands down winner for most
local business owners seeking to gain new customers and elevate sales.
Instantly acquire new customers – For budding small businesses that are starved for
clients, group buying sites are the most effective solution to acquiring new customers.
Groupon and others like it can send you hoards of deal crazed consumers for you to
convert into long-term customers. Your return on investment (ROI), in terms of getting
new customer in the door, is unmatched compared to other advertising options.
Quickly generate cash flow – Top daily deal sites like Groupon have generated sales in
the tens of thousands for some business owners. If a merchant sold 10,000 vouchers at
$10 each, that’s $50,000 (minus Groupon’s standard share) in cash flow that was raised
in just a matter of a few days. No other advertising model rivals the rate at which deal
sites can inject cash flow into a business.
No upfront costs – Deal sites utilize a pay per sale (PPS: a.k.a. cost per sale; CPS) model
to generate revenue which means business owners pay nothing upfront to use their
services. In contrast to traditional cost per thousand impressions (CPM) or cost per click
(CPC) advertising fees, a cost per sale charge ensures that you only pay Groupon when a
sale is generated for your business. Barring unauthorized purchases or any refunds that
buyers submit to the deal site, your advertising expenses produce real results in terms of
customer acquisitions and the production of sales.
Measurable results – Companies can spend millions of dollars on local radio, television,
print, and online advertising campaigns and never see any clear increase in offline sales,
let alone any change in traffic to their local stores. Vouchers require that the customers
visit your storefront in order to redeem them. When they do this, you can easily track the
profits and expenses for each voucher sale that’s generated. Before that however, you’ll
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already know exactly how many people received your deal offer in their inbox, how
many people opened it, and the number of people that purchased it.
Increase offline visitor traffic – Previously, the resources available to convert online
sales into foot traffic for local store owners was limited to gift cards and simple coupons.
The conversion rates of the latter are quite poor and without a discount, gift cards don’t
fair much better when it comes to getting customers into stores. Social buying sites on the
other hand represent a very efficient way for merchants to push traffic into local
storefronts and acquire new customers.
Gain Facebook & Twitter followers – People love businesses that offer deals to their
customers and they’re more willing to hit that “Like” or “Follow” button on Facebook
and Twitter because of it. Business owners have reported that their Facebook fans and
Twitter followers have increased after being featured on daily deal websites like
Groupon.
Minimal time commitment – Groupon and other daily deal sites do nearly everything
for you. Your time commitment upfront is limited to gathering a few images and creating
some text copy regarding the limitations of your deal offer. Groupon employs nearly one
hundred full-time writers to ensure your featured deal pops off the page and it creates
quite a buzz for your establishment. In comparison, effective online advertising requires a
much larger investment of time to create the ads, complete the necessary keyword
research, and setup conversion tracking.
Incredible business exposure – Large social buying sites like Groupon have millions of
email subscribers and they get just as website visitors each month. They distribute your
deal offering to local site members that then retweet and share your deal throughout the
Web. Since you only pay when a sale is generated you’re essentially getting free
advertising to boot and lots of more buzz for your business.
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Highly desirable customer demographic – The average user of daily deal sites like
Groupon tend to be educated females with money to spend that are socially active both
online and offline. If you’re a local business owner that utilizes Groupon this means that
those new customers possess a great potential to return to your establishment and share
their experience with their friends.
Reduce your advertising budget – The primary goal for advertising is to acquire new
customers for your business. Social buying websites are much more effective at this than
traditional advertising channels. By redirecting your company’s advertising budget to
offer a group deal instead of traditional local ads allows you to spend less on advertising
and still acquire more customers.
(“Top 10 reasons to using groupon”, 2010, http://tomuse.com/daily-deal-sites-groupon-
business-advertise/, viewed 4/3/2011)
2.5/ advantage and disadvantage of using “groupon” business model in restaurants
Groupon has its advantages and disadvantages, so, the restaurant need to decide if this is
something worth thier business getting into. Here are five reasons in favor of and five
reasons against group buying promotions.
Pros
It attracts a lot of consumers. You can reach new customers by appealing to those who
are looking for inexpensive deals and a chance to save money. You get to charge lower
prices to new customers who aren't willing to pay more. Existing customers are willing to
pay full price for products or services. Dholakia says that Groupon promotions offer the
most benefit for businesses in which the promotion does not cannibalize sales to existing
customers.
26
It advertises your business. A Groupon promotion can be a way to announce the
existence of your business to consumers who are unfamiliar with your products or
services. You get to entice potential customers to try your goods. The idea is that they are
going to like it so much that they will come back and buy from you again. You must
make your promotion grab consumers but at the same time increase your potential
conversion rate for repeat customers, says Dholakia.
It helps move inventory. Use Groupon deals to sell slow moving items in your inventory
or unutilized services. Discounts seem to be most compelling for merchants with low cost
of goods sold. Use price deals to promote a product that is not that expensive. A Groupon
type promotion should be something that you do once in a while for a specific, narrow,
limited reason, adds Dholakia.
It builds relationships. Use price promotion deals for building customer relationships
rather than just creating one-time buys, recommends Dholakia. Meaning, instead of a
restaurant owner offering $60 worth of food for $30, parcel it out to offer $20 worth of
food for $10 over the customer's next three visits. Don't offer discounts on a total bill,
rather offer a specialized discount for various products or services.
It generates incremental revenue. If you have a low-cost or fixed-cost structure, you
can make money on promotions. Take an owner of a rock-climbing business that has
existing equipment and a storefront. The operating costs don't change based on the
number of people who show up. A coupon deal can actually generate some extra cash by
getting more bodies into the facility. Customers paying $10 for a $20 service, still nets
the owner $5 per voucher. Dholakia says each merchant must know their costs, factor in a
price that draws customers, project the number of costumers that will buy the coupon,
and estimate incremental revenues
27
Cons
Deals attract low-end bargain seekers. Because the Groupon customer base is made up
of deal-seekers and bargain shoppers they might not be willing to purchase beyond the
value of the coupon. So, there are low rates of spending and low rates of return. One
problem with price deals is diminishing returns; thus, merchants need to put a cap on the
number of deal coupons that are to be sold, says Dholakia.
Deals hurt the brand. The obsession with price doesn't necessarily make for a lot of
brand loyalty or even brand awareness. One negative aspect of daily deal sites is that
price promotions usually hurt the brand of the company offering it, says Dholakia. It
makes customers price sensitive. When they get something at a much lower price, they
then become less inclined to pay full price for that same product or service in the future.
Deals don't generate repeat customers. Groupon has a low conversion rate for repeat
customers, according to marketing experts. You may never see the person again once
they use your coupon. Or that person may not be willing to buy from you again without a
coupon in hand. The percent of new customers that redeem the voucher that becomes
repeat visitors of the business is estimated at around 19 percent. It varies by product
categories.
Deals are not profitable. Another problem is the split. Groupon keeps 50 percent of the
revenues from each coupon deal. If you do the math, merchants need to gross margins
well in excess of 50 percent for Groupon to work for them. The promotion is very steep,
usually 50 percent or more. Most businesses are built on margins of 75 percent, which
means if the customer just comes in and buys the deal, the owner is going to lose money,
says Dholakia. Restaurants usually have higher margins. "By offering huge discounts and
giving 50 percent to Groupon, they just aren't earning enough to cover the cost of serving
that customer."
There are better deals out there. Daily deals sites are not the only game in town. You
can run a similar promotion for less money. There are plenty of marketing programs you
can use; does it make sense to use this one, asks Dholakia. For example, you can offer a
28
discount or promotion on a Facebook fan page. It's an effective way to engage new and
existing customers at a very low cost, he adds.
(“10 pros and cons of using groupon”, 2010, http://www.inc.com/guides/201104/10-
pros-cons-for-using-groupon.html, viewed 4/3/2011)
29
CHAPTER III
LITERATURE REVIEW
3.1/Business strategies:
3.1.1/ Definition of business strategies:
The object of this research is creating the strategies for the restaurant, so we need to find
out what is strategy?
Strategy is the direction and scope of an organization over the long-term: which achieves
advantage for the organization through its configuration of resources within a challenging
environment, to meet the needs of markets and to fulfill stakeholder expectations.
Strategies exist at several levels in any organization - ranging from the overall business
(or group of businesses) through to individuals working in it (Johnson, 2006, Exploring
Corporate Strategy: Text and Cases, 7th edition, Prentice Hall)
A business strategy typically is a document that clearly articulates the direction a
business will pursue and the steps it will take to achieve its goals. In a standard business
plan, the business strategy results from goals established to support the stated mission of
the business. A typical business strategy is developed in three steps: analysis, integration
and implementation (Geek, 2011, “what is business strategy”,
http://www.wisegeek.com/what-is-a-business-strategy.htm, viewed 4-5-2011)
The definition of business strategy is a long term plan of action designed to achieve a
particular goal or set of goals or objectives. Strategy is management's game plan for
strengthening the performance of the enterprise. It states how business should be able to
achieve the desired goals. (Syd 2008,”A Definition of business strategy”,
30
http://www.rapid-business-intelligence-success.com/definition-of-business-strategy.html,
Viewed 1/5/2011)
3.1.2/ Strategy at Different Levels of a Business
According to Gerry Johnson (2006), Strategies exist at several levels in any organization
- ranging from the overall business (or group of businesses) through to individuals
working in it.
Corporate Strategy is concerned with the overall purpose and scope of the business to
meet stakeholder expectations. This is a crucial level since it is heavily influenced by
investors in the business and acts to guide strategic decision-making throughout the
business. Corporate strategy is often stated explicitly in a "mission statement".
Business Unit Strategy is concerned more with how a business competes successfully in a
particular market. It concerns strategic decisions about choice of products, meeting needs
of customers, gaining advantage over competitors, exploiting or creating new
opportunities etc.
Operational Strategy is concerned with how each part of the business is organised to
deliver the corporate and business-unit level strategic direction. Operational strategy
therefore focuses on issues of resources, processes, people etc.
3.2/Strategic management
When we have strategies for the restaurant, we must know the way manage it, so this
thesis will research on what is strategic management?
Strategic management is a field that deals with the major intended and emergent
initiatives taken by general managers on behalf of owners, involving utilization of
31
resources, to enhance the performance of firms in their external environments. It entails
specifying the organization's mission, vision and objectives, developing policies and
plans, often in terms of projects and programs, which are designed to achieve these
objectives, and then allocating resources to implement the policies and plans, projects and
programs. A balanced scorecard is often used to evaluate the overall performance of the
business and its progress towards objectives. Recent studies and leading management
theorists have advocated that strategy needs to start with stakeholders expectations and
use a modified balanced scorecard which includes all stakeholders.( Nag.; Hambrick, and
Chen, 2007,What is strategic management, really? Inductive derivation of a consensus
definition of the field. Strategic Management Journal. Volume 28, Issue 9, pages 935–
955.)
Strategic management is a level of managerial activity under setting goals and over
Tactics. Strategic management provides overall direction to the enterprise and is closely
related to the field of Organization Studies. In the field of business administration it is
useful to talk about "strategic alignment" between the organization and its environment or
"strategic consistency." According to Arieu (2007), "there is strategic consistency when
the actions of an organization are consistent with the expectations of management, and
these in turn are with the market and the context." Strategic management includes not
only the management team but can also include the Board of Directors and other
stakeholders of the organization. It depends on the organizational structure.
Strategic management is an ongoing process that evaluates and controls the business and
the industries in which the company is involved; assesses its competitors and sets goals
and strategies to meet all existing and potential competitors; and then reassesses each
strategy annually or quarterly [i.e. regularly] to determine how it has been implemented
and whether it has succeeded or needs replacement by a new strategy to meet changed
32
circumstances, new technology, new competitors, a new economic environment., or a
new social, financial, or political environment. (Lamb, 1984:ix)
3.3/ Sale and sale promotion:
This thesis will find the way to increase sale volume of restaurant in HCMC, so I will
review the literature about the sale and sale promotion to make the objects become
clearer.
3.3.1/Definition of sale
A sale is the act of selling of products or services in return for money or other
compensation. It is an act of completion of a commercial activity.
Based on the definition on businessdictionary.com, sale is Contract involving transfer of
the possession and ownership of a good or property, or the entitlement to a service, in
exchange for money or value. Essential elements that must be present in a valid sale
are competence of both the buyer and seller to enter into a contract, mutual agreement
on the terms of exchange, a thing capable of being transferred, and a consideration in
money (or its equivalent) paid or promised
3.3.2/Definition of sale volume
Sale volume is the quantity or number of goods sold or services sold in the normal
operations of a company in a specified period (businessdictionary.com, 11-5-2011)
Another definition about sale volume published by economics-dictonary.com (11-5-
2011) is the amount of sales of goods or services by a company the amount of sales of
goods or services by a company
3.3.3/Sale promotion
Sales promotion describes promotional methods using special short-term techniques to
persuade members of a target market to respond or undertake certain activity. As a
reward, marketers offer something of value to those responding generally in the form
33
of lower cost of ownership for a purchased product (e.g., lower purchase price, money
back) or the inclusion of additional value-added material (e.g., something more for the
same price) (“What is sale promotion”, http://www.knowthis.com/principles-of-
marketing-tutorials/sales-promotion/what-is-sales-promotion/, University of Sussex,
View day 27/05/2011)
Sales promotion has been defined as “a direct inducement that offers an extra incentive
to buy. This incentive is usually the key element in a promotion program; it may be a
coupon or price reduction, the opportunity to enter a contest or sweepstakes, a money
back refund or rebate, or an extra amount of a product. (E.Blech And A.Blech (2007),
Advertising and Promotion-an integrated marketing communications perspective, 7th
edition)
According to Dave Dolak, MBA, PCM; Sales promotions are short-term incentives to
encourage the purchase or sale of a product or service. Sales promotion includes
several communications activities that attempt to provide added value or incentives to
consumers, wholesalers, retailers, or other organizational customers to stimulate
immediate sales. These efforts can attempt to stimulate product interest, trial, or
purchase. Examples of devices used in sales promotion include coupons, samples,
premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes.
Sales promotion is an important component of a company's marketing communication
strategy along with advertising, public relations, and personal selling. At its core, sales
promotion is a marketing activity that adds to the basic value proposition behind a
product (i.e., getting more for less) for a limited time in order to stimulate consumer
purchasing, selling effectiveness, or the effort of the sales force. As this definition
indicates, sales promotion may be directed either at end consumers or at selling
intermediaries such as retailers or sales crews.( Blattberg, Robert C., and Neslin. Sales
Promotion: Concepts, Methods, Strategies. New York: Simon & Schuster, 1995. Bunish,
Christine. "Sales: Expanded Use of Collateral Material, Catalogs Boosts Sales
Promotion." Business Marketing, 1 May 1999.)
34
Sales promotion is one part of the promotional mix that is becoming an important tool in
Integrated Marketing Communication. This marketing strategy help boost sales. Sales
promotion is an important tool in Integrated Marketing Communication. It provides
several distinct benefits in the achievement of company objectives that may account for it
becoming one of the fastest growing IMC tools. It is one of the four aspects of
promotional mix. Advertising, personal selling, and publicity/public relations are the
other three (Cuizon, “what is sale promotion” article, 2004,
http://www.suite101.com/content/sales-promotions-a96994 viewed may-05-2011)
3.3.4/Types of sales promotion activities
Sale promotion can be divided into two major categories: consumer-oriented and trade-
oriented promotions. Activities involved in consumer-oriented sales promotion include
sampling, couponing, premiums, contest and sweepstakes, refunds and rebates, bonus
packs, price-off, frequency programs, and event marketing. These promotions are
directed at consumer the end of purchasers of goods and services, and are designed to
induce them to purchase the marketer’s brand. Trade-oriented sales promotion includes
dealer contests and incentives, trade allowances, point-of-purchase display, sales training
program, trade shows, and cooperative advertising to motivate distributors and retailers to
carry a product and make an extra effort to push it to their customers. Many marketing
programs include both trade and consumer-oriented promotions, since motivating both
groups maximizes the effectiveness of the promotional program. (E.Blech, and A.Blech
(2007), Advertising and Promotion-an integrated marketing communications perspective,
7th edition)
35
Figure 2: Kinds of sale promotion
(Sources: George E.Blech, Michael A.Blech (2007), Advertising and Promotion-
an integrated marketing communications perspective, 7th edition)
This study will deep research in the couponing promotion program, I will give the
specific theory about coupons in this part.
In marketing, a coupon is a ticket or document that can be exchanged for a financial
discount or rebate when purchasing a product. Customarily, coupons are issued by
36
manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a
part of sales promotions. They are often widely distributed through mail, magazines,
newspapers, the Internet, and mobile devices such as cell phones. Since only price
conscious consumers are likely to spend the time to claim the savings, coupons function
as a form of price discrimination, enabling retailers to offer a lower price only to those
consumers who would otherwise go elsewhere. In addition, coupons can also be targeted
selectively to regional markets in which price competition is great. (Geuss, Megan
(October 2010), "First Coupon Ever", Wired)
Coupons have number of advantages and disadvantage that make them popular sales
promotion tools for both new and established products. The chart below will show the
pro and cons of coupon:
Figure 3: Advantages and disadvantages of coupon promotion
(Sources: George E.Blech, Michael A.Blech (2007), Advertising and Promotion-
an integrated marketing communications perspective, 7th edition)
37
3.3.5/Sales promotion strategies
According to Dave Dolak, MBA, PCM, There are three types of sales promotion
strategies: Push, Pull, or a combination of the two.
A push strategy involves convincing trade intermediary channel members to "push" the
product through the distribution channels to the ultimate consumer via promotions and
personal selling efforts. The company promotes the product through a reseller who in turn
promotes it to yet another reseller or the final consumer. Trade-promotion objectives are
to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a
brand in advertising, and/or push a brand to final consumers. Typical tactics employed in
push strategy are: allowances, buy-back guarantees, free trials, contests, specialty
advertising items, discounts, displays, and premiums
A pull strategy attempts to get consumers to "pull" the product from the manufacturer
through the marketing channel. The company focuses its marketing communications
efforts on consumers in the hope that it stimulates interest and demand for the product at
the end-user level. This strategy is often employed if distributors are reluctant to carry a
product because it gets as many consumers as possible to go to retail outlets and request
the product, thus pulling it through the channel. Consumer-promotion objectives are to
entice consumers to try a new product, lure customers away from competitors’ products,
get consumers to "load up" on a mature product, hold & reward loyal customers, and
build consumer relationships. Typical tactics employed in pull strategy are: samples,
coupons, cash refunds and rebates, premiums, advertising specialties, loyalty
programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP)
displays.
38
3.4/Consumer behavior
In the restaurant online coupons market, people buy product, the coupons online and use
it offline. Therefore, if we want to build the coupons suitable for customers on this
market, we should satisfy both online and offline consumer behavior
3.4.1/Definition of consumer behavior
Professor Lars Perner give "official" definition of consumer behavior is "The study of
individuals, groups, or organizations and the processes they use to select, secure, use, and
dispose of products, services, experiences, or ideas to satisfy needs and the impacts that
these processes have on the consumer and society."
Consumer behavior involves the psychological processes that consumers go through in
recognizing needs, finding ways to solve these needs, making purchase decisions (e.g.,
whether or not to purchase a product and, if so, which brand and where), interpret
information, make plans, and implement these plans (e.g., by engaging in comparison
shopping ocpor actually purchasing a product).
According to Marieke K. de Mooij in “Consumer behavior and culture: consequences
for global marketing and advertising”, 2004, Sage publication, Consumer behavior can be
defined as a study of the process involved when individuals or group select, purchase,
use, or dispose of products, consumer behavior is viewed as a process that includes the
issues that influence the consumer before during, and after a purchase
According to Malcolm Tatum, 2011 Consumer behavior consists of the actions that
consumers take in regard to making decisions about purchasing various goods and
services. A study of this phenomenon will often focus on the psychological and other
factors that motivate people to either buy a product or reject it in favor of some other
option. In order to create a successful marketing campaign, it is necessary to understand
39
these factors and utilize those behaviors in a manner that motivates consumers to make
purchases.
One of the key elements that influence consumer behavior is the self-image of the
consumer. People who crave admiration in order to feel good about them will often go to
extraordinary lengths to receive validation from others. This will often lead them to
purchase the latest trendy clothing and the newest car loaded with extras, and being seen
in the right places can be extremely important. By contrast, people who are less
concerned with what others think are likely to focus on making purchases they deem as
practical and capable of providing them with the comfort and service they require.
Based on Sandhusen and Richard L: Marketing (2000). Cf. S. 218, Consumer behavior is
the study of when, why, how, and where people do or do not buy a product. It blends
elements from psychology, sociology, social anthropology and economics. It attempts to
understand the buyer decision making process, both individually and in groups. It studies
characteristics of individual consumers such as demographics and behavioral variables in
an attempt to understand people's wants. It also tries to assess influences on the consumer
from groups such as family, friends, reference groups, and society in general.
Customer behavior study is based on consumer buying behavior, with the customer
playing the three distinct roles of user, payer and buyer. Relationship marketing is an
influential asset for customer behavior analysis as it has a keen interest in the re-
discovery of the true meaning of marketing through the re-affirmation of the importance
of the customer or buyer. A greater importance is also placed on consumer retention,
customer relationship management, personalization, customization and one-to-one
marketing. Social functions can be categorized into social choice and welfare functions
Consumer behavior theories are used by businesses in order to optimize their selling and
marketing strategies. These theories tend to concentrate on how consumers spend money,
40
what causes them to spend more money, and how the spending of consumer money
should impact the planning and strategies practiced by businesses. Different types of
consumer behavior theories may focus on the choices consumers make based on their
budgets, how consumers make decisions to reach the highest level of satisfaction, how
consumers consider the utilities and features of different products, or what and how much
consumers know about particular products.
One of the most commonly used consumer behavior theories states that consumers
behave rationally. In other words, consumers tend to want to get the most from their
products while spending the least amount of money. Likewise, this theory asserts that
consumers are unlikely to spend all of their money at once, leaving them with no savings.
On the other end of the spectrum, consumers often do not save all of their money, an act
which could force them to live without purchasing even basic needs, such as food,
shelter, and clothing.
Another important theory posits that consumers have tastes and preferences that dictate
which products they show interest in. Marketing experts often perform consumer studies
that they break down into different demographics, such as occupation, age, and location,
since these factors contribute to consumer preferences. Income is another important
factor in this theory since income is what places a limit on a consumer's budget.
Prices of products are often considered in one of the most commonly used consumer
behavior theories. In general, businesses believe that by pricing their products at the
lowest possible sums, they can encourage consumers to purchase more of their products.
This is because rational consumers tend to buy products that provide them with the
greatest degree of satisfaction while costing the lowest sum of money.
The features or utilities of different products tend to change the prices of the products.
For this reason, consumers attempt to match features that they can use with added price.
41
This theory can be applied, for instance, to automobile sales. A consumer may determine
how much extra he or she would pay for a car that has bonus features, such as extra
entertainment or media devices. A professional in the marketing department might try to
determine how much extra the company can charge for bonus features without losing
sales.
The impact of knowledge on consumer behavior is the focus of another of the consumer
behavior theories. Consumers are more likely to choose products that they understand or
which they are familiar with. The nature of the information is also important, since a
company or product's bad reputation can influence an individual to purchase a
competitor's product instead.
Figure 4: Influences on and of consumer behavior
(Lars Perner, 2007,” consumer behavior, viewed 10/4/2011,
<http://www.consumerpsychologist.com/intro_Consumer_Behavior.html>)
42
3.4.2/ Online consumer behavior
The phrase “online consumer behavior” describes the process of online shopping from a
consumer’s perspective. Online consumer behavior is often described as the study of
trends, including the influence of online advertising, consumer willingness to click on
links, the prevalence of comparison shopping, among others. The decision-making
process of an online consumer is often very different from that of a consumer in a
physical store. Companies are increasingly studying online consumer behavior in order to
adapt their sales and marketing strategies to appeal to the Internet purchaser. (Wisegeek,
“what is consumer behavior”, 2009,<www.wisegeek.com/what-is-online-consumer-
behavior.htm>,viewed 4/42011)
Online sales have increased all over the world, with more and more shoppers looking to
the Internet before they head out to malls or other stores. In order to remain competitive,
many companies are electing to devote at least some of their marketing capital to the
online space. Companies decide many of the finer points of online sales, including
advertising strategies, page layout, and ease of website searching by analyzing online
consumer behavior.
The field of online consumer behavior can be broad. Most of the time, online consumer
behavior theories are posited by economists or market analysts who specialize in
consumer analysis. Companies hire some consumer analysts on a contract basis to
provide tailored advice. Others work for independent market analyst firms, for think
tanks, or in academia.
In many respects, the study of online consumer behavior is the study of the intersection
between online consumers and online businesses. Analysts look at how consumers
respond to various aspects of an online business, and compare the factors that led to a
consumer either making a purchase or leaving the website. The consumer psychology of
43
making purchases online is usually a major part of an analyst’s considerations, and
analysts often conduct market segmentation studies based on gender, age, and relative
sophistication.
Online consumer behavior can also be forward-looking. Behavior studies can tell
businesses how consumers are responding to ads and site layouts, but they can also
predict how consumers will respond to other future campaigns or web features. Market
analysis in the online space often leads to innovation. Businesses develop new
advertising campaigns, and come up with different ways to reach potential purchasers
based on behavioral statistics
Figure 5: Influences on and of online consumer behavior
(Lars Perner, 2007,” consumer behavior, viewed 10/4/2011,
<http://www.consumerpsychologist.com/intro_Consumer_Behavior.html>)
44
3.4.3/Maslow’s Hierarchy of needs
Maslow has set up a hierarchic theory of needs. All of his basic needs are instinctoid,
equivalent of instincts in animals. Humans start with a very weak disposition that is then
fashioned fully as the person grows. If the environment is right, people will grow straight
and beautiful, actualizing the potentials they have inherited. If the environment is not
"right" (and mostly it is not) they will not grow tall and straight and beautiful. Maslow
has set up a hierarchy of five levels of basic needs. Beyond these needs, higher levels of
needs exist. These include needs for understanding, esthetic appreciation and purely
spiritual needs. In the levels of the five basic needs, the person does not feel the second
need until the demands of the first have been satisfied or the third until the second has
been satisfied, and so on.
Figure 6: Maslow’s hierarchy of needs
(<http://www.selfmademiracle.com/prosperity/maslow%E2%80%99s-hierarchy-of-
needs-what-are-man%E2%80%99s-needs-according-to-maslow/>, viewed 5/5/2011)
45
With this hierarchy, we can determined the level of need of target customers of food and
drink online vouchers
3.5/Design the model for this thesis
Figure 7: Model for this thesis
This thesis will establish the strategies for restaurants in Ho Chi Minh City to increase
sale volume of online vouchers via group buying channel. In this case, customers will
buy the food & drink coupons online on Vietnamese “groupon” website and use it offline
in the restaurants which offer these deal. Strategy for this case must focus on both offline
46
and online consumer behavior. The process to create these strategies will content 3 parts;
part 1 aimed to create the suitable online coupon promotional for the restaurants, part 2
will select the suitable channels for them to enlarge their online sale volume, the rest part
will make the strategies for them to satisfy the offline customers by service tacticals on
sale and after sale.
In part1, I combine and filter the factors affect online and offline consumer behavior of
these literatures above and observation in the online vouchers in Viet Nam, Consumer
characteristics, Social characteristics, Products characteristics, and restaurants
characteristics are 4 main factors have high effects to the buying decision of customers in
these products. The mission of this part are identify the target customers for the
restaurants which want to use online promotion programs, evaluate the environment of
the Ho Chi Minh online market and Ho Chi Minh group buying market for them,
determined the characteristic can make their products become suitable with buyer’s need,
and find the advantages & disadvantages of common types of restaurants in Ho Chi Minh
City which often sell online vouchers. In consumer characteristics, this thesis tries to
research about the age, gender and job of the customers who interest in the online coupon
promotion programs of restaurants in Ho Chi Minh City. In environment characteristics, I
will research about the outside factors effects online customers in “groupon” market, for
example: the effect of comments from the people who used this product in the past. In
product characteristics, this study will find the characteristics make restaurants coupons
reach the demand of the buyers by how to design the promotion, how much percent off
are good, etc. In restaurants characteristics, I will research about types of restaurants
suitable to sell online coupons and the aspects made the customers like the restaurants
and buy their products.
In part 2, after design the coupons suitable with customer needs, I try to find the right
distribution “groupon” websites in Viet Nam to sell these coupons base on the
47
information from the survey and the real life. This thesis will research on the most
famous group buying websites in Viet Nam such as nhommua, muachung, cungmua,
hotdeal, etc. The distribution channels are found will appropriate with the online
shopping conditions in Viet Nam, online customers and the restaurants.
In part 3, when we have right coupons design and good sale channel, we can have good
sale in online coupons. If the restaurants want the customers use their promotional and
come back in next time, they must have good services to satisfy the offline customers,
make them love their restaurants, their foods and their services. Combination of all
factors above, we can create the strategy for restaurants in Ho Chi Minh City to increase
their sale volume via group buying channels
3.6 Questionnaire design
The model above is used for conducting the survey. I will divide my questionnaire
into 3 parts corresponding with the 3 part in the strategies. In each first part, the question
will try to identify the characteristic of customers, products; restaurants and environment
have effect on the buying decision of online customer. The second part is use to
determine the distribution channel for the restaurants which want to sell online vouchers
and the third part will try to understand the feeling of customers when they used the food
and drink coupons at the restaurants.
Part Question Measurement Purpose
Cus
tom
er
char
acte
rist
ics
How old are you? Nominal Identify target customers
What is you gender? Nominal Identify target customers
What is your job Nominal Identify target customers
48
Pro
duct
s ch
arac
teri
stic
s.
Interesting level of restaurant online
vouchers5 points Likert scale
Identify the online consumer
behaviors about restaurants
online vouchers
How many percentages off of the
coupons are reasonable with you?4 Option to answers.
Identify the price sensitive
level of customers
What kind of promotions do you want
in online coupon promotion?5 points Likert scale
Identify the online consumer
behaviors about restaurants
online vouchers
What are the factors affect your buying
decision5 option to answers
Identify the online consumer
behaviors about restaurants
online vouchers
Interesting level in online vouchers of
specific types of restaurant5 points Likert scale
Identify the online consumer
behaviors about restaurants
online vouchers
Dis
trib
utio
n
chan
nel
Which are the websites you often buy
the restaurants online vouchers5 points Likert scale
Identify the distribution
channel for the restaurants to
increase sale on online
vouchers
Ser
vice
s
Did you have discrimination from the
restaurants when using their food and
drink vouchers?
5 points Likert scaleIdentify the factor effect the
offline consumer behavior
Have you came back to use the products
of the restaurant that you buy their
coupons in the back without coupons.
5 points Likert scaleIdentify the factor to effect on
the offline consumer behavior
49
CHAPTER IV
RESEARCH METHODOLOGY
4.1./Secondary data
To support the primary data gathered from the online survey, secondary data will be also
collected. In particular, this will help clarify the study through similar situations in
reality, point out relations among those different circumstances, and make comparison
among them. In this research, there are many sources of secondary data including
electronic articles, websites (specialized in researching Groupon statistics), Internet
reports about Groupon websites and previous studies (from foreign authors and thesis of
previous years).
4.2/Primary data
Form the survey of the customers in HCMC who used the food and drink online coupons
in the past. This thesis will use the combine of both quantitate and qualitative methods to
analyze these data.
4.3/Theoretical framework
4.3.1 /Quantitative Approach
Quantitative approaches deal with numerical measurements (i.e. quantities). They are
typical of the mainstream scientific approach in psychology. They are the preferred
methodologies of empirical, hypothetical-deductive and experimental psychology.
Quantitative approaches aim to test hypotheses, and usually to identify numerical
differences between groups.
50
Quantitative research attempts precise measurement of something. In business research
quantitative methodologies answer questions related to how much, how often, how many,
when and who.
In this study, quantitative approach is used to analyze the primary data through
descriptive statistic, frequencies statistics and Cross table.
4.3.2/ Qualitative Approach
Qualitative approaches deal with how people understand their experiences (i.e. qualities).
The use of these approaches in psychology is often associated with a broader theoretical
critique of quantitative approaches. This critique tends to point to certain problems with
naturalism. Naturalism is the application of the methods of the natural sciences to the
study of social or psychological phenomena. (Michael, Quantitative and qualitative
approaches to research, http://www.psy.dmu.ac.uk/michael/qual_aims.htm, viewed
14/4/2011)
The purpose of qualitative research is based on “researcher immersion in the
phenomenon to be studied, gathering data which provide a detailed description of events,
situations and interaction between people and things, thus providing depth and detail.
Qualitative research is designed to tell the researcher how and why things happen as they
do.
In this study, qualitative method will be used to get conclusion from secondary data and
support for primary data in giving recommendation for the whole thesis.
4.4/Research design
4.4.1/Research strategy: Survey
Research strategy is a general plan of how to answer the research questions. It is mainly
guided by the research questions and research objectives, among other things. It
51
determines to a large extent the choice of data collection methods. The main research
strategies are action research, ethnographic studies, experiment, survey, case study,
grounded theory or archival research (Saunders et al 2000, 2007; Cooper and Schindler
2006; Malhotra and Birks 2007). In this study we chose basically survey strategy which
is conducted to collect data that seek a characteristic or the opinion of a target population.
It allows for the collection of large amount of data from a large population economically
and most frequently conducted to answer research questions relating to ‘who, what, how
much and how many’ involved in a problem of study. For the study’s purpose, we use
questionnaire to evaluate customer satisfaction level in online shopping.
4.4.2/Design the measurement
This thesis researches about the strategies to increase sale volume for the restaurants via
group buying websites channels. The strategies must be suitable with the online
consumer behavior to sell a large amount of internet coupons online and satisfy the
customers when they using these coupons offline. To analyzing the behavior of the
people who will do the survey, we can create two types of questions that are open and
close question. In open question, customer can give their own comments or experiences
about using the online vouchers. In close question, the people who do the survey will
answer the question about the factors affect their buying decision, their behavior, or give
their ideas about the wish prices of these coupons. In additional, this study will use the
Likert 5 scales question in the survey. This question will use to analyze the caring level
of customer to specific restaurant types or the satisfy levels when using coupons
4.4.3/Design the sample
To reach the goal of this thesis, non-probability sampling is selected to research this
study. With this sampling method, respondents can reach the question easily and just take
a short-time to answer the question. In the other hand, This method can save time and
cost to collect the data for the writer.
52
According to Copper and Schindler (1998), the important reasons make people use the
sampling method is saving time and cost for the study. In this aspect, the non-probability
has more advantages than other methods. However, the disadvantage of this method is
biased-opinion in the sampling process can make the result distorted.
4.4.5/Sampling size
Sampling size will depends on what we want from the data collected and the relationship
of this data we want to establish (Kumar, 2005). The large of problems we want to
research, the large sampling size. In additional, the large sampling size can give the level
of correct result.
Gorsuch (1983) and Kline (1979) suggest that the number should be 100 but
Guiford(1954) think the number should be 200. Comrey and Lee (1992) suggest the
scale: 100= bad, 200= fair, 300= good, 500= very good and from 1000 is wonderful
Another research didn’t the specific number. For example, Goursuch (1983) think the
sampling size must greater 5 times than the number of various. Hoang Trong & Chu
Nguyen Mong Ngoc (2005) thinks rate must be 4 or 5 times.
In this thesis, I have 47 various and the necessary sampling size is 47 x 5 = 235.
So the sampling size equal 252 is suitable with this thesis
4.4.6/ Process of gathering the information:
The questionnaire was designed by Google Docs and send to the email of some of my
friends who used restaurants vouchers in the past. In the other hand, I try to post this
survey in some famous forum such as webtretho, 5giay, tinhte, vozforum, vnzoom to
invite the members of these forum help me to do the survey. In addition, I post this
questionnaire on the Facebook fan page of nhommua.com, muachung.vn, cungmua.com,
hotdeal.vn, vndoan.com to calling the help from the “groupon” user in this website to do
this survey
53
In the other hand, I often buy the restaurant vouchers to use and observation the strategies
of these restaurants. Moreover, I try to interview the restaurant managers if he or she has
free-time
4.4.7/ Statistical analysis technique
This thesis use Excel and SPSS 18 to analyze the data from the surveys. The SPSS
software is the main tools to do the statistical of the data from the answer of the
respondent buy Describe statistic, frequencies statistics and cross table.
54
CHAPTER V
DISCUSSION AND CONCLUSION
In this chapter, I will show the result of researches via analyzing and processing
the data collected from the surveys and the observations in real-life.
5.1/ Filter the data:
5.1.1/Remove the inappropriate responses
The survey was sending in 20/3/2011 and stop receives the response in 20/5/2011. When
I closed the surveys in Google docs, there are 257 answer sheets was recorded by Forms-
Google Docs. In the Filter process, there are 5 responses are removed which are response
number 3, response number 96 response number 167, response 198 and response 221.
In the response number 3, this is match 100% with the response number 4, the receive
time is only minutes apart. It might be made by the same respondent or there are problem
with Google Docs software and make the answer sheet double. Therefore, I just keep the
response number 4 and remove the response number 3. It’s the same problem in the
answer sheet number 167 and 168. Thus, I remove the response 167.
In response number 96, the respondent answers all questions by the first option. It shows
he didn’t answer the survey carefully and the value of his data is invalid. Therefore, I
removed his response. This is the same with the answer number 221, the respondent
choose all of the last option for her answer. Thus, I removed her answer sheet
In the answer sheet 198, the respondent gives illogical information about their age or
their job. He said that he is under 18 years old but his job is government official. Thus, I
remove this answer sheet
5.1.2/Data encryption:
55
All of the answer will encode to the number, for example In the question about the age of
the respondent, the people who are under 18 years old will be encode to the numbers 1 or
in the question about the demand level of the customers about the types of restaurants, all
of answer about Asia restaurants will convert to number 1, Europe restaurant will convert
to number 2, etc. the aim of this process to make the answer data suitable with the Spss
software to analyze the result data.
5.2/ Discussion
5.2.1/Customer characteristic:
Using Spss software to analyze the answer about the age of customers who did the
surveys, we have frequencies analysis table of the age of people who use restaurants
online vouchers:
Age
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid <18 12 4.8 4.8 4.8
18-25 216 85.7 85.7 90.5
25-35 15 6.0 6.0 96.4
>35 9 3.6 3.6 100.0
Total 252 100.0 100.0
From these data, we can identify target customers for the restaurants which want to sell
online vouchers. Most of customers who interest in internet coupon are from 18-25 years
old (85.7%). The rest customers just took very little percent such as under 18 group is just
4.8%, 25-35 group is just 6% and over 35 group is just 3.6%. Form this result; the
56
restaurant must research on the behavior of the people from 18-25 years old and try to
build business strategies to satisfy them
Gender
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Male 123 48.8 48.8 48.8
Female 129 51.2 51.2 100.0
Total 252 100.0 100.0
From the gender frequency table, there are not so different in the gender of customers.
The number of male customers are approximate the number of female customers. From
these figures, the restaurants will not have the strategies to the specific genders, they will
create the sale statics which are suitable for both gender.
57
Job
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Student 62 24.6 24.6 24.6
Government official 47 18.7 18.7 43.3
Desk worker 142 56.3 56.3 99.6
Other 1 .4 .4 100.0
Total 252 100.0 100.0
This table shows us the occupation of the buyers who have interest in online vouchers.
There are nearly 60% of them are desk worker and most of the rest are student and
government official, the customers who have other job are so little and just took 0.4%.
Thus, restaurants want to sell vouchers online effectively must have strategies to made
their product appropriate with the demand of student and government official, especially
desk worker
Combination of all data about age of the customers and using the Maslow’s hierarchy of
needs, we can determine the need level of customers; that is social needs. In this level,
people want to improve their social relationship. Thus, the restaurants which want to sell
the online coupons must be a good place for customers to date with their friend, to build
friendships, social relationship. If the restaurants can do that, they will attract many of
target customers and make them willing to buy their products.
58
In addition, the average year income per capital of HCMC in 2011 is approximate 3200
USD. That’s mean the customer have about 9 USD/per day. The restaurants should sell
the coupons with the prices suitable with the income of customers in HCMC. The people
who are 18-25 years old and student or desk worker don’t have high income, their income
just higher than the average income a little. Therefore, the luxury restaurants are not
suitable to sell online coupon join in this market, if they still want to they must have so
deep discount and it’s not good for their business. In addition, it’s so hard for luxury
restaurants increase sale volume with the so deep discount. The suitable restaurants for
this business are the middle-class restaurants which have prices suitable with the budget
of target customers. By observation in some famous group buying website in Viet Nam,
most of restaurants coupons have the prices from 50.000 to 100.000 Viet Nam Dong,
with those prices they can sell many coupons. For example Dijon’s pizza can sell 3000
vouchers in 2 days in nhommua.com at 75.000 Vnd/ voucher or Yasakoi restaurant sell
1595 vouchers at 60000 Vnd/voucher in hotdeal.vn, etc.
5.2.2/Environment characteristic
In this part, I will analyze the outside factor effect on buying decision of the customer via
the data from the real-life data and the result from the previous researches.
Viet Nam is one of 20 countries in the world have highest number of people have used
internet. There are 26% of Viet Nam populations have used internet and more than 50%
of population in Viet Nam urban areas (Sources:
http://www.hanoimoi.com.vn/newsdetail/Cong-nghe/364763/viet-nam-xep-20-the-gioi-
ve-so-nguoi-dung-internet.htm, viewed 20-5-2011). The chart below shows the internet
penetration of Viet Nam and some other Asian countries in the world
Figure 8: Internet penetration in selected Asian countries
59
Next, I will use some information about the number of people using internet in several
cities in Viet Nam which content Ho Chi Minh City, Ha Noi, Da Nang, Hai Phong, Can
Tho, Nha Trang. This is the result of Cimigo did on March, 2010
Figure 9: Internet Usage by city
Base on the this table, we can see that the number of people use internet in Ho Chi Minh
is so high, there are about 50% people in HCMC have already accessed the internet just
little than Ha Noi. In fact, the population of HCMC is greater than Ha Noi so much and
we can say that HCMC have largest number of people have used internet.If we take a
60
look at the below chart, we can see the nicer picture about the internet user in Viet Nam
and HCMC
Figure 10: Frequency of internet usage by city
There is 69% of internet user in HCMC use the internet every day, this number is greatest
number in the frequency of usage by city in the research of Cimigo. In additional the
numbers of people use internet few-time a week also so high 24%. We can see that most
of people in HCMC have habit to access internet every day and there are the big chances
for online businesses to introduce their products to customers. Thus, “groupon” business
model will have many potential customers and the restaurants can sell large number of
coupons in short-time if they choose the group buying websites as the distribution
channels.
61
Groupon business model just appeared in Viet Nam about 10 months but have very high
growth speed and become a trends of youth consumer in Viet Nam nowadays .Ho Chi
Minh City is the place have biggest number of “groupon” today, there are about 20
group-buying in Ho Chi Minh City and most of them have large number of register users
such as Nhommua and muachung have more than 100.000 register users, Hot deal has
about 60.000 register users.
(http://nhipsongso.tuoitre.vn/nhip-song-so/433541/%E2%80%9CSot%E2%80%9D-voi-
mua-hang-theo-nhom.html, viewed 1/5/2011). Because the “groupon” market have high
competitive level, Restaurants in HCMC which want to sell online vouchers will have
many options too choose the good channel for them. In addition, the commission fees
between them and the group buying websites will so little because these websites want
food and drink deals to enrich the product categories.
5.2.3/Product characteristic
Analyze the results of survey question: “Do you interest with restaurants online
vouchers” with Spss 18, we have the below table and chart:
Descriptive Statistics
N Minimum Maximum Mean
Std.
Deviation
Demand of restaurants
vouchers
252 1.00 5.00 3.5040 1.15527
Valid N (listwise) 252
Figure 11: Demand of restaurants vouchers
62
Base on the table, we can see the Mean of the result is 3.5040; it shows up that the online
vouchers captured high attention of customers. In the graph, we can see the demand of
restaurants coupon clearer, there are approximate 80 people answer the demand of
restaurant is normal, and approximate 130 said they have high and very high demand of
these vouchers. In the other hand, just about 16 people don’t interest with the coupon that
offered by restaurants and the rest have low level of interesting in these products. With
these results, the restaurants have high level of confidence to provide the online coupons
because it matches customer needs Next, we will see how many percentages of
discounts are reasonable with the buyers by analyze the results of question: “How many
percentages of restaurant voucher discounts are reasonable with you”.
63
N Minimum Maximum Mean Std. Deviation
Asia restaurants 252 1.0 4.0 2.917 1.0660
Eroupe and American
restaurants
252 1.00 4.00 2.9087 .97560
Vietnamese Restaurants 252 1.00 4.00 2.8849 .99733
Seafood, Hotpot, Grill
Restaurants
252 1.00 4.00 3.0198 .93387
Snacks restaurants 252 1.00 5.00 2.5675 1.05968
Coffee Bar, Live music
coffee
252 1.00 4.00 2.7381 .95874
Gardern Coffee 252 1.00 4.00 2.5992 .97073
Cream,Mik Tea 252 1.00 4.00 2.5714 1.02889
Valid N (listwise) 252
This question have 4 option for the customers to choose the discount level that suitable
for them, option number 1 is less than 30%, number 2 is 30-45%, number 3 is 45-60%
and number 4 is greater than 40%. Base on the table, we can see all mean of the rest types
64
of restaurants are greater than 2 and the seafood, hot pot and grill also have highest mean
compared with the other (their mean=3.0198). It can be seen that beside the demand of
seafood, of pot, grill coupons is highest; customers also want to have deep discount on
these vouchers (>45%). Snacks restaurant, Coffee shop, Cream and milk tea have less
mean value than the other, the reason is their food price is not so high and there are not so
many customers want to have the so deep discount to try their products.
Base on the observation and analyze the data on the 2 biggest group buying websites in
Viet Nam (nhommua.com and muachung.com). All Seafood, hot pot, grill restaurant have
promotion price from 45% always sell the large number of coupons for example, Paradise
Hot Pot restaurant sold 2500 coupons in 3 days at nhommua.com with the discount
approximate 45%, Huong Bien Seafood restaurants sold 1200 coupons in 1 day with the
discount 60% at nhommua.com, Number 1 riverside restaurants sold 1745 60% discount
coupons in 2 days at nhommua.com or Bali Seafood and BQQ sold 1888 50% discount
coupons in 3 days at muachung.vn. Another types of restaurant also thousands of
coupons with the discount from 45% like Samurai sushi bar (Asia restaurant) sold 2400
vouchers at nhommua.com with 53% discount, or Mon Ngon Dan Gian restaurants
(Vietnamese Restaurant) sold 2000 vouchers with 50% discount. From datas of these
websites, we can see most of restaurants often offer the promotion discount from 40%
often sold many vouchers in short-time.
65
Asia Restaurants
Frequen
cy Percent
Valid
Percent
Cumulative
Percent
Valid Very low 117 46.4 46.4 46.4
Low 8 3.2 3.2 49.6
Normal 108 42.9 42.9 92.5
Very high 19 7.5 7.5 100.0
Total 252 100.0 100.0
Vietnamese Restaurants
Freque
ncy Percent
Valid
Percent
Cumulative
Percent
Valid Very low 78 31.0 31.0 31.0
Low 16 6.3 6.3 37.3
Normal 93 36.9 36.9 74.2
High 8 3.2 3.2 77.4
Very high 57 22.6 22.6 100.0
Total 252 100.0 100.0
Seafood, Hotpot, Grill Restaurant
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Very low 88 34.9 34.9 34.9
Low 15 6.0 6.0 40.9
66
Asia Restaurants
Frequen
cy Percent
Valid
Percent
Cumulative
Percent
Valid Very low 117 46.4 46.4 46.4
Low 8 3.2 3.2 49.6
Normal 108 42.9 42.9 92.5
Very high 19 7.5 7.5 100.0
Normal 115 45.6 45.6 86.5
High 5 2.0 2.0 88.5
Very
high
29 11.5 11.5 100.0
Total 252 100.0 100.0
Compare the observation with the frequencies tables analyzed by SPSS 18, we can see
the number match with the data in real life. There are 80% of people who did this survey
think the discounts from 45% of Seafood, hot pot, grill restaurants are suitable with them
and in reality, there are huge number of vouchers can sell at this promotion level in sort-
time. It is the same with of other types of restaurants. In conclusion, all kind of restaurant
want to provide online coupons should give to customer the discount from 40%.
Next, The result of the research number 3 about “what are the features of restaurant’s
online coupon promotions make you interest in?” can help us design the coupon features
that suitable for the behavior of the customers who want to buys food and drink online
coupons
67
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Deep discount (more
50%)
252 1.00 5.00 4.1111 1.20240
0 Dong Discount 252 1.00 5.00 2.5040 1.54223
Multi vouchers per bill 252 1.00 5.00 3.5079 1.23202
Longtime using 252 1.00 5.00 3.3929 1.29987
No time limitation 252 1.00 5.00 3.7302 1.17350
Valid N (listwise) 252
Base on the descriptive statistics table above, the promotions have deep discount make
most of customers interest (its mean value = 4.111). Multi voucher per bill also have high
value of mean (3.5079). It can be seen that customers in food and drink online vouchers
market are very sensitive on price. They want to have chance to use the restaurants
products with low cost and want to try various types of products by combine the coupons
to have deeper discount. About the deadline time and limitation time to use online
coupons, customers want to have long-time using and no limit in time. They want to
dynamic on sort their personal time to use the coupons. With the lowest value of mean
(2.5040), the discount 0 Dong don’t take attention of customers. By observation in the
“groupon” websites in HCMC, these 0 Dong vouchers always have low value of using,
many limitation.
68
In conclusion, the restaurant should give to customers the online coupons have deep
discount and little limitation to reach the need of customers on food and drink online
vouchers market
Analyzing question “what are the factors affects your buying decision on restaurants
online vouchers”, we can find the features help these online coupons attract the customers
on the group buying websites.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Promotion program 252 .00 1.00 .9127 .28284
Menu, additional cost
must be display clearly
252 .00 1.00 .8968 .30479
Comment 252 .00 1.00 .6706 .47092
Location 252 .00 1.00 .3770 .48560
Advertising ways 252 .00 1.00 .3254 .46946
Valid N (listwise) 252
This is the Yes-no question, the answer yes will encode to “1”, no will encode “0”. After
using Spss to analyze, we have the chart above. It can be seen that, the promotion
program (with the mean value 0.9127) is the main factor attract the customer when they
look up the restaurants vouchers. In addition, 89.68% customer want menu, addition cost
of the restaurants must be post clearly on “groupon” websites; most of customers don’t
69
like the hidden cost. About the comment of previous users, 67.06% of customers read
these comments before buying the coupons.
In the other hand, location of restaurants and advertising ways take little attention of
customers. Just 37.7% of customer care about the location of the restaurants and 32.54%
of them are attracted by the ways the restaurants write the advertising on the “groupon”
websites
5.2.4/ Restaurants characteristics:
Survey question is “Do you have demand of online vouchers of the following restaurants”.
Using Spss statistic software to analyze the result of this question we have:
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Demand of Asia
Restaurants coupons
252 1.00 5.00 3.4484 1.38623
Demand of Europe
&American Restaurants
coupons
252 1.00 5.00 3.2302 1.29457
Demand of Vietnamese
Restaurants coupons
252 1.00 5.00 3.5437 1.22152
Demand of
Seafood,Grill, Hot Pot
Restaurants coupons
252 1.00 5.00 3.6111 1.25905
70
Demand of Snack
Restaurants coupons
252 1.00 5.00 3.1270 1.40565
Demand of Bar coffee,
Live music coffee
coupons
252 1.00 5.00 2.8810 1.37483
Demand of Garden
coffee coupons
252 1.00 5.00 2.8889 1.37550
Demand of Cream,
Milk Tea restaurant
coupons
252 1.00 5.00 3.4841 1.31939
Valid N (listwise) 252
We can see that customers are concerned to most types of restaurants coupon. With the
highest Mean value 3.6111, Seafood, Grill, Hot pot restaurants vouchers have highest
advantages in selling internet vouchers because customers have high demand of their
products. Beside this kind of restaurants, customer also interest in the vouchers of Asia
restaurant, Europe & America Restaurants, Vietnamese restaurants, Snacks restaurants
and Cream, Milk Tea restaurants (these kinds have Mean greater than 3.00). In the other
hand, the Mean of bar coffee, live music coffee and garden coffee have less demand than
the rest (their mean less than 3.00). These kinds of restaurants should be careful before
making decision on provide the online coupon promotion. But the numbers are not too
bad, their mean approximate 3.00 and they still have number of customers interested in
their promotions program.
71
5.2.5/Distribution channel
In question, we want to identify the good channel for the restaurants sell their coupons.
Analyze result of this question “Did you buy the restaurant coupons from these websites
in the past”, There 7 most famous “groupon” websites in Viet Nam is 7 option for people
who did this survey chose and one option “other” for them if they buy from other
websites.
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Nhom Mua 252 1.00 5.00 3.2661 1.44877
Mua Chung 252 1.00 5.00 1.8669 1.23480
Cung Mua 252 1.00 5.00 1.9274 1.37457
Hot Deal 252 1.00 5.00 2.4516 1.61147
Deal Zing 252 1.00 5.00 1.5282 1.07944
Vndoan 252 1.00 5.00 1.5806 1.03068
Cucre 252 1.00 5.00 1.2581 .84289
Other 252 1.00 3.00 1.1371 .36739
Valid N
(listwise)
252
72
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Nhom Mua 252 1.00 5.00 3.2661 1.44877
Mua Chung 252 1.00 5.00 1.8669 1.23480
Cung Mua 252 1.00 5.00 1.9274 1.37457
Hot Deal 252 1.00 5.00 2.4516 1.61147
Deal Zing 252 1.00 5.00 1.5282 1.07944
Vndoan 252 1.00 5.00 1.5806 1.03068
Cucre 252 1.00 5.00 1.2581 .84289
Other 252 1.00 3.00 1.1371 .36739
From the descriptive statistics table, we can see Nhommua.com is the website which have
largest customers interest and buy their food & drink vouchers (Its mean have largest
value, 3.2661). About the economics scales or number of registration members in reality,
Hotdeal.vn is less than Muachung.vn but in the restaurants vouchers aspect, they have
lager customer buy their vouchers than muachung.vn (Mean value of Hot Deal is 2.4516
compare with muachung.vn value 1.8669). Other website like cungmua.com,
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deal.zing.vn, cucre.vn, vndoan.com has small Mean value, it mean restaurants managers
should careful if choose these websites as the distribution channel for their restaurant
coupons.
Figure 12: Daily traffic rank trend of nhommua.com
(Sources: http://www.alexa.com/siteinfo/nhommua.com, viewed 1/6/2011)
Comparing Nhommua.com with other websites such as muachung.com, hotdeal.vn,
vndoan.com, cungmua.com, it’s has highest rank (12,645 in the world and 68 in Viet
Nam). Nhommua’s rank increase dramatically in the last 3 month from the position
14801 to 12645 in the world. Muachung are seem to be not a good channel for selling
food and drinks vouchers, when lookup at their restaurants deal in the part, the number of
sold coupons were often less than 1000, compare with nhommua.com which always have
the number greater than 1500. However, muachung.vn is also the good channel because
74
they have a lot of register user (Muachung has a high rank position, which is 111 in Viet
Nam and 17030 in the world and more than 100.000 register user). Hotdeal.vn can be the
good channel to distribute the food and drink vouchers, their register user, ranking just
little than nhommua.com and muachung.vn and there are many food and drink deals can
sell a large quantity on their websites. By observation on hotdeal.vn, we can see many of
food and drink coupons are sold out in there and the quantities often greater than 1000
vouchers.
The chart below will show the statistics of the audience that were access on
nhommua.com, muachung.vn, hotdeal.vn
Figure 13: Audience demographic of Nhommua.com, Muachung.vn and hotdeal.vn
75
(Sources : http://www.alexa.com/siteinfo/nhommua.com#,
http://www.alexa.com/siteinfo/muachung.vn,
http://www.alexa.com/siteinfo/hotdeal.vn#,viewed 2/6/2011)
76
Base on the data of audience demographics which is analyzed by income, age education,
gender, children and browsing location on Alexa statistic website of nhommua.com and
muachung.vn. The most of their audiences are match with the target customers that we
determined in the customer characteristics part. For example, most of audiences from 18-
24 years old match with the 18-25 year old of the target customers.
From these databases of this part, nhommua.com and muachung.vn is the best channel for
the restaurants which want to sell the online coupons. However, these websites always
have strict requirements to the restaurants such as high commission fees, deep discount,
etc. If the restaurants conditions can’t satisfy these requirements, there are some smaller
websites can be the good channel to selling food and drink coupon such as cungmua.com,
vndoan.com or deal.zing.vn. These websites also have large number of register customers
and suitable with the customer behavior of “groupon” customers. For example, the chart
below will provide information about audience demographics of cungmua.com.
Figure 14: Audience demographic of vndoan.com
77
5.2.6/ Services
In this part, we will analyze the services of restaurants which selling online food and
drink coupons. Firstly, I will show the descriptive statistic of the question“ will you go
back to restaurants and use their products without coupons”
N Minimum Maximum Mean Std. Deviation
Asia Restaurants 252 1.00 5.00 2.2659 1.20290
Europe & American
Restaurants
252 1.00 5.00 2.8294 1.39387
Vietnamese Restaurants 252 1.00 5.00 2.7183 1.39292
Seafood, Hotpot, Grill
Restaurant
252 1.00 5.00 2.5238 1.23181
Snack Restaurants 252 1.00 5.00 2.5040 1.33449
Coffee Bar, Live music
coffee
252 1.00 5.00 2.5238 1.23181
Garden Coffee 252 1.00 5.00 2.8413 1.31442
Cream, Milk Tea 252 1.00 5.00 2.6389 1.65337
Valid N (listwise) 252
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All of types of restaurants have the mean less than 3, it can be seen that the customers
often don’t go back to the restaurants to use the products if they don’t have other the
coupon promotions. Surprisingly, the Seafood, Hot pot, grill restaurants which are the
restaurant take highest of attention from the “groupon” customers have low mean value
in this case. Their mean value is just 2.5328; it’s greater than snack restaurants mean
value and less than all of the rest. In the other hand, these mean values is not so bad, all
of them are greater 2.5 and many of its approximate 3.0. With the good services and
giving extra promotion for customers, the restaurant can bring more customers come
back and use their products.
In services aspect, many Vietnamese marketing authorities worry about the services
quality of the seller in group buying model when it applied in Viet Nam. They warn the
customers who use the food and drink coupons will discriminate with the ones use the
products without promotion vouchers
79
Discrimination between people have and haven’t coupons
Frequency Percent
Valid
Percent
Cumulative
Percent
Valid Very
Low
134 53.2 53.2 53.2
Low 24 9.5 9.5 62.7
Normal 72 28.6 28.6 91.3
High 16 6.3 6.3 97.6
Very
high
6 2.4 2.4 100.0
Total 252 100.0 100.0
Figure 15: Discrmination between the customers who have and haven’t vouchers
The question about “Do you have discrimination from the restaurants when using their
vouchers”. There are nearly 60% customer said they never ever have discrimination from
the restaurants that provide the coupons for them. Approximate 20% of buyer said that is
normal and just about 5% have discrimination prolems from restaurants. These numbers
are quite good, it can shows the previous restaurants that give the internet coupons
promotion in the past did the good job to statisfy the customers
80
Discrimination * Asia Restaurants Cross tabulation
Asia Restaurants
TotalNever Few time Sometime Often
Very
often
Discrimination Very Low 11 18 79 13 13 134
Low 15 2 5 1 1 24
Normal 15 3 53 0 1 72
High 8 2 3 0 3 16
Very high 3 2 1 0 0 6
Total 52 27 141 14 18 252
Discrimination * Vietnamese Restaurants Cross tabulation
Count
Vietnamese Restaurants
TotalNever Few time Sometime Often
Very
often
Discrimination Very Low 21 30 54 9 20 134
Low 7 2 8 1 8 26
Normal 7 6 39 3 17 72
High 6 4 4 0 0 14
Very high 4 1 1 0 0 6
Total 45 43 106 13 45 252
81
Discrimination * Seafood, Hotpot, Grill Restaurant Cross tabulation
Count
Seafood, Hotpot, Grill Restaurant
TotalNever Few time Sometime Often
Very
often
Discriminatio
n
Very
Low
29 23 64 11 9 136
Low 6 2 11 1 4 24
Normal 13 2 46 0 11 72
High 6 4 4 0 0 14
Very
high
2 3 1 0 0 6
Total 56 34 126 12 24 252
By the cross table above, it can be seen that the customer who have high level of
discrimination from the restaurants will have low level of coming back to the restaurant
again. I just show 3 types of restaurant that take high level of interest of customers :Asia
restaurant, Europe restaurants, Seafood, hotpot, grill restaurants for example. You can
find the same stituation of the rest types of restaurants in the chart and table part of this
thesis.In the other hand, most of customer who feel comfortable when using coupons will
come back in the next time to use their products again. In conclusion, customers will
willing to buy the food and drink online coupons if there are no scare of discrimination.
So, the resaurants must trained their staffs to server customers better and do not feel
discriminated.
In the other hand, when the online customers use restaurants products offline; there are
the chances for the restaurant manager collect the information of the customers, build the
relationship, and gather their comment to make the business become better. To increase
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the number of user comeback in the next-time, the restaurant should give them an extra
promotion if they back. By interview the manager of Coca hotpot restaurants and
Peperoni Pizza restaurants which are the restaurants have already sold the online coupons
several times; they said that giving the extra promotions bring 40% customer which used
the “groupon” vouchers in the past back. When they didn’t give the extra promotion, it
was just 20% of “groupon” customers back.
5.3/ Establish the strategies for the restaurants to increase their sale volumes via group
buying channel
Base on the data from the discussion part and the theory on Literature review chapter, we
can create the strategy for the restaurants in Ho Chi Minh City to satisfy online customer
behavior, after that we create the sale tactical and select the right marketing channel for
them, and the last is the strategies to satisfy the offline customers to build brand loyalty,
brand reputations. Combined all of these strategies, we will have the strategy for
restaurants in Ho Chi Minh City to increase sale volume by using group buying channel.
In the part designing the suitable online coupon, based on the environment characteristic,
we can affirm HCMC internet conditions is good for growth group buying model and the
restaurants should use this model to promote themselves and increase sale volume. The
target customer of Restaurant online coupon business is the people from 18-25 years old
and most of them are desk worker. In addition, we will determine the factors make online
coupon promotion programs reach the need of online consumer behavior. After all of
these processes, we can have the strategies to design the good online food and dirk
coupons:
Part 1:
83
Firstly, the prices of the coupon must be suitable for the income of people who are
students or the desk workers. Base on the analyzed about customer characteristics above,
the price should from 50.000 to 100.000.
About the percentage of discount per voucher, the restaurants should give to customer the
discount from 40-60% off. They shouldn’t give so deep discount (more than 60%), it can
hurt the brand, make customers become so sensitive on prices. If the restaurants can’t
give to the customers the discount from 40% because it’s over profit margin of
restaurants and make the restaurants become unprofitable, they can do by the following
ways. The first way is create the “groupon” menu which is the menu just for the
customers who own the vouchers. This menu will content the food that restaurants can
get profit more than 40%. The restaurants must make sure their foods are reasonable
prices and various. The Sushi express restaurant did this way in the past with 8 foods on
their “groupon” menu; price is 50.000 vnd and has using value 100.00 vnd. With this
way, sushi express sold out 4088 vouchers in 4 days at nhommua.com. Another way is
just give discount for only food or drink. There are many restaurants do this way
nowadays, just give discount to food for customers; the buyer must buy the drink at
normal prices and the restaurants will get main profit from the drink. I interview the
manager of Bao Anh restaurant which have sold online coupons and used this strategy in
the past. He said that discount 60% make his restaurant has 0 profit, but the profit from
the drink which sold at normal prices to “groupon” customer help his restaurant increase
sale volumes a lot. Both of two ways have applied on real-life already and can increase
sale volumes for the restaurants which sell online coupons
Secondly, Most of common types of middle-class restaurants in HCMC are suitable to
provide food and drinks online coupon such as Asia restaurants. Europe & American
restaurants, Vietnam restaurants, Seafood, hotpot, grill restaurants, snack restaurants,
Coffee shop, and Milk tea, cream. The inconvenient locations don’t take a big effect on
the business of online coupons of the restaurant. If the restaurants in inconvenient
84
locations have special foods or special space for customers to date with their friend, they
will sell a large amount of online food and drinks coupons. However, the convenient is
the big comparative advantages.
About the regulations of the online coupons, restaurants should accept the customers
using 2 vouchers/ bill. As we know that most of customers are in social level of
Maslow’s hierarchy, they need to build the friendship, relationship and the restaurants is
the good place for them to do that. Accepting 2 vouchers/ bill help them able to invite
their friends to come together and enjoy the food. In the other hand, accepting 2
vouchers/ bill is not only matching with the customer need but also increase the sale for
restaurants. If the restaurants allow the customer to use more than 1 voucher per bill,
most of them will purchase more than 1 voucher per time. The time limitation and the
using time will decide base on the situation of the restaurants. Commonly, most of
restaurant often limit the time for using online coupons on the National holiday and some
big holiday like valentine, Christmas, etc. The expiry date of these coupons often is 1 to 3
months. In fact, if the restaurants can give the customer the right to take initiative on the
time of using, they will have comparative advantages on selling food and drink coupons.
In addition, the restaurants must public their menu and show all the addition fees on the
“groupon” websites when selling the vouchers. When the customers pay the hidden fees
or eat the food with the higher price than their expectation, they will have bad feeling
about the restaurants and will comment badly about the restaurants on “groupon”
websites or on the social network. These actions will take bad effects on the brand
reputation of the restaurants. On the contrary, if all of extra fee and menu are public on
the websites, the customer will feel secure to buy the coupons.
About the advertising language in “groupon” websites, it doesn’t need to have special or
meaningful advertising language on “groupon” websites. The restaurants just introduce
about them clearly, introduce the promotion program and its regulation by the ways can
85
me the buyer easy to understand. In fact, there are the comparatives advantages if they
have the attractive advertising languages to promote themselves,
Part 2
In part 2finding the right distribution channel to increase the online coupons sale volume,
Nhommua.com, muachung.vn, hotdeal.vn are the 3 most efficiently channels to distribute
the coupons. In addition, the restaurants can choose cungmua.com, vndoan.com,
deal.zing.vn, etc if don’t suitable with the requirements of nhommua.com, muachung.vn,
hotdeal.vn.
Part 3
Part 3 is about the services to satisfy the offline customers which used the online coupon
of the restaurants. The most important thing is make sure there is no discrimination on
serve between the customers have online coupons and don’t have online coupons.
Moreover, the restaurants should use the chance to gather the information of the
“groupon” customers, build relationship with them to make the good impression to the
customers. In addition, providing the extra promotions such as free some foods and drink
in the next time or the plus point promotion can help the restaurants attract the customers
come back in the next time and use their products without online coupons.
Combine the strategies of 3 parts; the restaurant in HCMC can increase sale volume via
group buying channel.
86
CHAPTER VI
CONCLUSION AND SUGGESTION
6.1/ Conclusion
These strategies can help the restaurant increase their sale volume by using the group
buying business model and avoid the bad effects from this model. However, it’s just the
general strategies for all common types of restaurants in Ho Chi Minh City. Therefore,
when applied to specific businesses, the owner should change and improve the strategies
to suitable with their conditions and their types of business.
In the other hand, the Viet Nam currency and Viet Nam economics are not stable; the
price of coupons and percentage off can be change a lot in the near future. The
restaurants should adjust these numbers to appropriate with the currency value on that
time.
Moreover, the development speed of “groupon” business model and internet is so fast;
some features of this strategy can behind the time in the near future. The restaurant’s
87
owner should update the information to improve the backward point of this study if they
want to use.
6.2/ Suggestion
This study is limited on the area of research: just in Ho Chi Minh urban area. The next
research can use the data of my thesis to research on the larger area such as in Viet Nam
or In Asia.
This strategies are general for all common types of restaurants in Ho Chi Minh to
increase sale volume by “groupon” business model. The next research can base on it to
build the strategies for specific types of restaurants.
This strategy is just for the restaurants to using “groupon” efficiently, the next research
can use it to establish the strategies for health care services, travel services, etc.
6.3/ Implication of this study
In general, all results of my study will support the restaurants in Ho Chi Minh City on
dealing with groupon websites. Besides that, groupon companies in Ho Chi Minh City
can use my thesis to adjust some features to more suitable their local merchants.
Furthermore, another business types which offer services in Viet Nam can use this study
to make a decision about using groupon or not and choose the effect ways in offers online
vouchers
In the other hand, there are lacks of academic literatures about groupon in Viet Nam. This
thesis result can be used as references for other peoples who have interest on research
about selling online coupons or do a research about marketing for restaurants.
88
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groupon-business-advertise/
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91
APPENDIX
I/ List of table
APPENDIX A: List of table about consumer characteristic
Statistics
Job Age Gender
N Valid 252 252 252
Missing 0 0 0
Frequency Table
92
Job
Frequency Percent Valid Percent Cumulative Percent
Valid HS-SV 62 24.6 24.6 24.6
Can Bo, CNV 47 18.7 18.7 43.3
Nhan Vien Van Phong 142 56.3 56.3 99.6
Other 1 .4 .4 100.0
Total 252 100.0 100.0
Age
Frequency Percent Valid Percent Cumulative Percent
Valid <18 12 4.8 4.8 4.8
18-25 216 85.7 85.7 90.5
25-35 15 6.0 6.0 96.4
>35 9 3.6 3.6 100.0
Total 252 100.0 100.0
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Male 123 48.8 48.8 48.8
female 129 51.2 51.2 100.0
Total 252 100.0 100.0
Appendix B: List of table about products characteristic
93
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Demand of restaurants vouchers 252 1.00 5.00 3.5040 1.15527
Valid N (listwise) 252
Demand of restaurants vouchers
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 14 5.6 5.6 5.6
Low 32 12.7 12.7 18.3
Normal 81 32.1 32.1 50.4
High 63 25.0 25.0 75.4
Very high 62 24.6 24.6 100.0
Total 252 100.0 100.0
Promotion program
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 22 8.7 8.7 8.7
Yes 230 91.3 91.3 100.0
Total 252 100.0 100.0
94
Menu, addtional cost must be display clearly
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 26 10.3 10.3 10.3
Yes 226 89.7 89.7 100.0
Total 252 100.0 100.0
Comment
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 83 32.9 32.9 32.9
Yes 169 67.1 67.1 100.0
Total 252 100.0 100.0
Location
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 157 62.3 62.3 62.3
Yes 95 37.7 37.7 100.0
Total 252 100.0 100.0
Advertising ways
Frequency Percent Valid Percent
Cumulative
Percent
Valid No 170 67.5 67.5 67.5
Yes 82 32.5 32.5 100.0
Total 252 100.0 100.0
95
Deep discount (more 50%)
Frequency Percent Valid Percent
Cumulative
Percent
Valid very low 16 6.3 6.3 6.3
Low 12 4.8 4.8 11.1
Normal 37 14.7 14.7 25.8
high 50 19.8 19.8 45.6
very high 137 54.4 54.4 100.0
Total 252 100.0 100.0
0 Dong Discount
Frequency Percent Valid Percent
Cumulative
Percent
Valid very low 97 38.5 38.5 38.5
Low 50 19.8 19.8 58.3
Normal 37 14.7 14.7 73.0
high 17 6.7 6.7 79.8
very high 51 20.2 20.2 100.0
Total 252 100.0 100.0
96
Multi vouchers per bill
Frequency Percent Valid Percent
Cumulative
Percent
Valid very low 22 8.7 8.7 8.7
Low 26 10.3 10.3 19.0
Normal 73 29.0 29.0 48.0
high 64 25.4 25.4 73.4
very high 67 26.6 26.6 100.0
Total 252 100.0 100.0
Longtime using
Frequency Percent Valid Percent
Cumulative
Percent
Valid very low 24 9.5 9.5 9.5
Low 43 17.1 17.1 26.6
Normal 62 24.6 24.6 51.2
high 56 22.2 22.2 73.4
very high 67 26.6 26.6 100.0
Total 252 100.0 100.0
No time limitation
Frequency Percent Valid Percent
Cumulative
Percent
Valid very low 9 3.6 3.6 3.6
Low 29 11.5 11.5 15.1
Normal 75 29.8 29.8 44.8
high 47 18.7 18.7 63.5
very high 92 36.5 36.5 100.0
Total 252 100.0 100.0
97
Asia restaurants
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 33 13.1 13.1 13.1
30-45% 55 21.8 21.8 34.9
45-60% 64 25.4 25.4 60.3
>60% 100 39.7 39.7 100.0
Total 252 100.0 100.0
Eroupe and American restaurants
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 26 10.3 10.3 10.3
30-45% 54 21.4 21.4 31.7
45-60% 89 35.3 35.3 67.1
>60% 83 32.9 32.9 100.0
Total 252 100.0 100.0
Vietnamese Restaurants
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 38 15.1 15.1 15.1
30-45% 27 10.7 10.7 25.8
45-60% 113 44.8 44.8 70.6
>60% 74 29.4 29.4 100.0
Total 252 100.0 100.0
98
Seafood, Hotpot, Grill Restaurants
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 28 11.1 11.1 11.1
30-45% 23 9.1 9.1 20.2
45-60% 117 46.4 46.4 66.7
>60% 84 33.3 33.3 100.0
Total 252 100.0 100.0
Snacks restaurants
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 53 21.0 21.0 21.0
30-45% 59 23.4 23.4 44.4
45-60% 85 33.7 33.7 78.2
>60% 54 21.4 21.4 99.6
5.00 1 .4 .4 100.0
Total 252 100.0 100.0
Coffee Bar, Live music coffee
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 25 9.9 9.9 9.9
30-45% 82 32.5 32.5 42.5
45-60% 79 31.3 31.3 73.8
>60% 66 26.2 26.2 100.0
Total 252 100.0 100.0
99
Gardern Coffee
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 36 14.3 14.3 14.3
30-45% 81 32.1 32.1 46.4
45-60% 83 32.9 32.9 79.4
>60% 52 20.6 20.6 100.0
Total 252 100.0 100.0
Cream,Mik Tea
Frequency Percent Valid Percent
Cumulative
Percent
Valid <30% 51 20.2 20.2 20.2
30-45% 57 22.6 22.6 42.9
45-60% 93 36.9 36.9 79.8
>60% 51 20.2 20.2 100.0
Total 252 100.0 100.0
Appendix C: List of table about restaurants characteristics
100
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Demand of Asia Restaurants
coupons
252 1.00 5.00 3.4484 1.38623
Demand of Europe&American
Restaurants coupons
252 1.00 5.00 3.2302 1.29457
Demand of Vietnamese
Restaurants coupons
252 1.00 5.00 3.5437 1.22152
Demand of Seafood,Grill, Hot
Pot Restaurants coupons
252 1.00 5.00 3.6111 1.25905
Demand of Snack Restaurants
coupons
252 1.00 5.00 3.1270 1.40565
Demand of Bar coffee, Live
music coffee coupons
252 1.00 5.00 2.8810 1.37483
Demand of Garden coffee
coupons
252 1.00 5.00 2.8889 1.37550
Demand of Cream, Milk Tea
restaurant coupons
252 1.00 5.00 3.4841 1.31939
Valid N (listwise) 252
Demand of Asia Restaurants coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 35 13.9 13.9 13.9
Low 30 11.9 11.9 25.8
Normal 49 19.4 19.4 45.2
High 63 25.0 25.0 70.2
Very high 75 29.8 29.8 100.0
Total 252 100.0 100.0
101
Demand of Europe&American Restaurants coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 32 12.7 12.7 12.7
Low 40 15.9 15.9 28.6
Normal 70 27.8 27.8 56.3
High 58 23.0 23.0 79.4
Very high 52 20.6 20.6 100.0
Total 252 100.0 100.0
Demand of Vietnamese Restaurants coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 17 6.7 6.7 6.7
Low 33 13.1 13.1 19.8
Normal 70 27.8 27.8 47.6
High 60 23.8 23.8 71.4
Very high 72 28.6 28.6 100.0
Total 252 100.0 100.0
Demand of Seafood,Grill, Hot Pot Restaurants coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 18 7.1 7.1 7.1
Low 33 13.1 13.1 20.2
Normal 60 23.8 23.8 44.0
High 59 23.4 23.4 67.5
Very high 82 32.5 32.5 100.0
Total 252 100.0 100.0
102
Demand of Snack Restaurants coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 41 16.3 16.3 16.3
Low 48 19.0 19.0 35.3
Normal 64 25.4 25.4 60.7
High 36 14.3 14.3 75.0
Very high 63 25.0 25.0 100.0
Total 252 100.0 100.0
Demand of Bar coffee, Live music coffee coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 44 17.5 17.5 17.5
Low 79 31.3 31.3 48.8
Normal 35 13.9 13.9 62.7
High 51 20.2 20.2 82.9
Very high 43 17.1 17.1 100.0
Total 252 100.0 100.0
103
Demand of Garden coffee coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 50 19.8 19.8 19.8
Low 62 24.6 24.6 44.4
Normal 47 18.7 18.7 63.1
High 52 20.6 20.6 83.7
Very high 41 16.3 16.3 100.0
Total 252 100.0 100.0
Demand of Cream, Milk Tea restaurant coupons
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 30 11.9 11.9 11.9
Low 24 9.5 9.5 21.4
Normal 65 25.8 25.8 47.2
High 60 23.8 23.8 71.0
Very high 73 29.0 29.0 100.0
Total 252 100.0 100.0
Appendix D: List of table about distribution channels
104
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Nhom Mua 252 1.00 5.00 3.2619 1.45410
Mua Chung 252 1.00 5.00 1.8611 1.23065
Cung Mua 252 1.00 5.00 1.9127 1.36851
Hot Deal 252 1.00 5.00 2.4603 1.60998
Deal Zing 252 1.00 5.00 1.5198 1.07285
Vndoan 252 1.00 5.00 1.5873 1.04687
Cucre 252 1.00 5.00 1.2540 .83677
Other 252 1.00 3.00 1.1389 .36880
Valid N (listwise) 252
Nhom Mua
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 52 20.6 20.6 20.6
Low 10 4.0 4.0 24.6
Normal 85 33.7 33.7 58.3
High 30 11.9 11.9 70.2
Very high 75 29.8 29.8 100.0
Total 252 100.0 100.0
105
Mua Chung
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 150 59.5 59.5 59.5
Low 29 11.5 11.5 71.0
Normal 49 19.4 19.4 90.5
High 6 2.4 2.4 92.9
Very high 18 7.1 7.1 100.0
Total 252 100.0 100.0
Cung Mua
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 160 63.5 63.5 63.5
Low 13 5.2 5.2 68.7
Normal 48 19.0 19.0 87.7
High 3 1.2 1.2 88.9
Very high 28 11.1 11.1 100.0
Total 252 100.0 100.0
Hot Deal
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 125 49.6 49.6 49.6
Low 6 2.4 2.4 52.0
Normal 50 19.8 19.8 71.8
High 22 8.7 8.7 80.6
Very high 49 19.4 19.4 100.0
Total 252 100.0 100.0
106
Deal Zing
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 198 78.6 78.6 78.6
Low 1 .4 .4 79.0
Normal 41 16.3 16.3 95.2
Very high 12 4.8 4.8 100.0
Total 252 100.0 100.0
Vndoan
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 182 72.2 72.2 72.2
Low 12 4.8 4.8 77.0
Normal 47 18.7 18.7 95.6
High 2 .8 .8 96.4
Very high 9 3.6 3.6 100.0
Total 252 100.0 100.0
Cucre
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 228 90.5 90.5 90.5
Normal 16 6.3 6.3 96.8
Very high 8 3.2 3.2 100.0
Total 252 100.0 100.0
107
Other
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very low 219 86.9 86.9 86.9
Low 31 12.3 12.3 99.2
Normal 2 .8 .8 100.0
Total 252 100.0 100.0
Appendix E: list of table about services of the restaurants
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Discrimination 252 1.00 5.00 1.9524 1.13515
Valid N (listwise) 252
Discrimination
Frequency Percent Valid Percent
Cumulative
Percent
Valid Very Low 134 53.2 53.2 53.2
Low 24 9.5 9.5 62.7
Normal 72 28.6 28.6 91.3
High 16 6.3 6.3 97.6
Very high 6 2.4 2.4 100.0
Total 252 100.0 100.0
108
Frequency Table
Asia Restaurants
Frequency Percent Valid Percent Cumulative Percent
Valid Very low 105 41.7 41.7 41.7
Low 12 4.8 4.8 46.4
Normal 113 44.8 44.8 91.3
High 7 2.8 2.8 94.0
Very high 15 6.0 6.0 100.0
Total 252 100.0 100.0
Europe&American Restaurants
Frequency Percent Valid Percent Cumulative Percent
Valid Very low 67 26.6 26.6 26.6
Low 17 6.7 6.7 33.3
Normal 111 44.0 44.0 77.4
High 6 2.4 2.4 79.8
Very high 51 20.2 20.2 100.0
Total 252 100.0 100.0
109
Vietnamese Restaurants
Frequency Percent Valid Percent Cumulative Percent
Valid Very low 72 28.6 28.6 28.6
Low 27 10.7 10.7 39.3
Normal 99 39.3 39.3 78.6
High 8 3.2 3.2 81.7
Very high 46 18.3 18.3 100.0
Total 252 100.0 100.0
Seafood, Hotpot, Grill Restaurant
Frequency Percent Valid Percent Cumulative Percent
Valid Very low 77 30.6 30.6 30.6
Low 23 9.1 9.1 39.7
Normal 120 47.6 47.6 87.3
High 7 2.8 2.8 90.1
Very high 25 9.9 9.9 100.0
Total 252 100.0 100.0
Snack Restaurants
Frequency Percent Valid Percent Cumulative Percent
Valid Very low 91 36.1 36.1 36.1
Low 15 6.0 6.0 42.1
Normal 103 40.9 40.9 82.9
High 14 5.6 5.6 88.5
Very high 29 11.5 11.5 100.0
Total 252 100.0 100.0
110
Coffee Bar, Live music coffee
Frequency Percent Valid Percent Cumulative Percent
Valid Very low 80 31.7 31.7 31.7
Low 16 6.3 6.3 38.1
Normal 123 48.8 48.8 86.9
High 10 4.0 4.0 90.9
Very high 23 9.1 9.1 100.0
Total 252 100.0 100.0
Garden Coffee
Frequency Percent Valid Percent Cumulative Percent
Valid Very low 61 24.2 24.2 24.2
Low 13 5.2 5.2 29.4
Normal 127 50.4 50.4 79.8
High 7 2.8 2.8 82.5
Very high 44 17.5 17.5 100.0
Total 252 100.0 100.0
Appendix F: The survey that was send to the customers
Khảo sát thói quen mua phiếu ăn uống của bạn trên những trang web mua theo nhóm
(nhommua, muachung,...)
các bạn đã dành thời gian cho bài khảo sát của chúng tôi Bài khảo sát nhằm làm rõ sự tác động
của các deal giảm giá đến thói quen ăn uống của khách hàng ngày nay. Nhiệm vụ của bài khảo sát
là cải thiện các chương trình khuyến mãi cho phiếu ăn uống tại các nhà hàng ở TP HCM cho phù
hợp hơn đối với nhu cầu thực tế của khách hàng. Đối tượng của bài khảo sát là tất cả những
khách hàng đã từng mua và sử dụng phiếu giảm giá ăn uống của các nhà hàng tại thành phố Hồ
Chí Minh trên các website mua theo nhóm hoặc những khách đang quan tâm và có ý định mua
111
những phiếu giảm giá này Thời gian ước tính để hoàn thành: từ 3-4 phút Sự hợp tác của bạn là
nhân tố chính cho sự thành công của bài khảo sát. Xin chân thành cảm ơn
Bạn là*
Nam
Nữ
Nghề nghiệp hiện tại của bạn *
Học Sinh-Sinh Viên
Cán bộ công nhân viên
Nhân viên văn phòng
Other:
Độ tuổi của bạn *
dưới 18
18-25
25-35
trên 35
Bạn có quan tâm đến những phiếu giảm giá ăn uồng từ các nhà hàng
112
1 2 3 4 5
Không quan tâm Rất quan tâm
Những yếu tố ảnh hưởng đến quyết định mua phiếu giảm giá của bạn *
Phương thức giảm giá
Menu,giá các món ăn, phụ phí phải được công bố rõ ràng
Ý kiến đánh giá của các thành viên đã từng sử dụng
Địa điểm của nhà hàng
Phương thức quảng cáo của nhà hàng trên các trang mua theo nhóm
Sở thích của bạn với loại hình nhà hàng đang giảm giá
Other:
Bạn quan tâm đến loại hình nhà hàng nào nhất khi mua phiếu giảm giá * mức độ
tăng dần từ 1->5 (1: không quan tâm, 5: rất quan tâm)
1 2 3 4 5
Châu Á (Nhật Bản,
Hàn Quốc)
Âu-Mỹ
Món ăn gia đình,
món ăn Việt
113
1 2 3 4 5
Món ăn hải sản, lẩu,
nướng
Thức ăn vặt
Cafe bar, nhạc sống
Cafe sân vườn
Kem, Yaourt, trà sữa
Mức độ quan tâm của bạn đến các hình thức khuyến mãi nào từ các nhà hàng * mức độ tăng
dần từ 1->5 (1: không quan tâm, 5: rất quan tâm)
1 2 3 4 5
Giảm giá nhiều (trên
50%)
Khuyến mãi 0 Đồng
Sử dụng nhiều
vouchers trên 1 hóa
đơn thanh toán
Có thời gian sử dụng
dài
Ít giới hạn thời điểm
sử dụng (thứ 7, CN,
ngày lễ)
114
Theo bạn các loại hình nhà hàng dưới đây nên phát hành vouchers giảm giá bao
nhiêu là hợp lý *
Dưới 30% 30-45% 45-60% Trên 60%
Châu Á (Nhật Bản, Hàn
Quốc)
Âu-Mỹ
Món ăn gia đình, món
ăn Việt
Món ăn hải sản, lẩu,
nướng
Thức ăn vặt
Cafe bar, nhạc sống
Cafe sân vườn
Kem, Yaourt, trà sữa
Bạn thường mua phiếu giảm giá của các nhà hàng tại trang web nào *
115
chưa bao
giờít khi
thỉnh
thoảng
thường
xuyên
rất
thường
xuyên
Nhommua.com
Muachung.vn
Cungmua.com
Hotdeal.vn
Deal.zing.vn
Vndoan.com
cucre.vn
other
Bạn có bị phân biệt đối xử khi xài phiếu giảm giá *
1 2 3 4 5
Thường xuyên bịChưa
hề bị
Bạn có tiếp tục quay lại ủng hộ tại các nhà hàng
sau khi đã xài phiếu giảm giá của họ *
116
Chư
a
bao
giờ
Ít
khi
Thỉnh
thoảng
thường
xuyên
Rất
Thường
xuyên
Châu Á
(Nhật
Bản, Hàn
Quốc)
Âu-Mỹ
Món ăn
gia đình,
món ăn
Việt
Món ăn
hải sản,
lẩu,
nướng
Thức ăn
vặt
Cafe bar,
nhạc
sống
Cafe sân
vườn
117
Chư
a
bao
giờ
Ít
khi
Thỉnh
thoảng
thường
xuyên
Rất
Thường
xuyên
Kem,
Yaourt,
trà sữa
118