A study of brand awareness about Love Beauty and Planet PDF

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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION ---------***--------A MARKETING RESEARCH PROJECT‘ Major: MarketingA study of brand awareness about Love Beauty and Planetamong youngsters in District 10Student’s name: Tran N...

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HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES - INFORMATION TECHNOLOGY DEPARTMENT OF INTERNATIONAL BUSINESS ADMINISTRATION ---------***--------

A MARKETING RESEARCH PROJECT ‘

Major: Marketing

A study of brand awareness about Love Beauty and Planet among youngsters in District 10

Student’s name: Tran Nguyen Xuan Truc Class: Marketing Research Course: 2018-2022

HCMC, June/2021 1

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Abstract The paper concerned with the interest standard of vegan cosmetics. The consumption of vegan products is restrict by many barriers. The first limitation is the lack of understanding of vegan products. Consumers only have a habit of consuming non-vegan products. Consumer behavior affects significantly the amount of vegan product's consumption. Buyers are impacted by social relationships that put an important influence on emotion and attitude toward their decision for vegan products. To increase the vegan cosmetic’s consumption. Businesses widen marketing campaigns to attract customers. The method of increasing brand identity for vegan cosmetics need performing well. The quantitative approach has been used in this study and data was collected through a survey with the questionnaire, which surveyed students in Ho Chi Minh City. This study helps consumers to better understand the value of vegan products, and at the same time helps companies have a better vision when it comes to advertising strategies to attract customers. Key words: vegan cosmetics, consumption, consumer behaviour, awareness, brand percepion.

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TABLE OF CONTENTS CHAPTER 1: INTRODUCTION.................................................................................................5 1.1 Background of the research.......................................................................................................5 1.2 Problem statement.....................................................................................................................6 1.3 Marketing research objectives...................................................................................................6 1.4 Research methodologies............................................................................................................7 1.5 Scope and limitation..................................................................................................................7 1.5.1 Scope of study................................................................................................................7 1.5.2. Limitation......................................................................................................................8 CHAPTER 2: FINDING AND DISCUSSION............................................................................9 2.1 Overview of the chosen company..............................................................................................9 2.2 Focus groups............................................................................................................................10 2.2.1 Sampling Techniques...................................................................................................10 2.2.2 Focus group..................................................................................................................10 2.3 Data collection.........................................................................................................................12 2.3.1 Primary data.................................................................................................................12 2.3.2 Secondary data.............................................................................................................13 2.3.3 Data collection process................................................................................................15 2.4 Data analysis............................................................................................................................16 2.4.1 The type of cosmetics consumed regularly..................................................................16

2.4.2 Love Beauty and Planet Brand Awareness...................................................................17 2.4.3 Priority In Choosing Vegan Cosmetics........................................................................19 2.4.4. Love Beauty Planet Brand Awareness Levels.............................................................20 2.4.5 Brand recognition factors for Love Beauty And Planet...............................................21 2.4.6 The customers’ thinking about brand name Love Beauty and Planet..........................22 2.4.7 Love Beauty and Planet Product recognition through product packaging...................23 2.4.8 The factors that increase brand equity in advertising...................................................25 2.4.9 Love Beauty and Planet's social media channels.........................................................26 2.4.10 Advantages of vegan cosmetics................................................................................27 2.4.11 Price Strategy of Love Beauty and Planet products...................................................28 2.4.12 The significant differences between products of Love Beauty and Planet and those of competitors............................................................................................................................29 2.4.13 The reasons for purchasing Love Beauty and Planet.................................................30 2.5 Problems and solutions............................................................................................................30 CHAPTER 3: RECOMMENDATIONS AND CONCLUSION..............................................33 3.1 Recommendations....................................................................................................................33 3.2 Conclusion...............................................................................................................................33 References.....................................................................................................................................35

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LIST OF TABLE Table 2.4.1 Factors in brand awareness that customers can know……………………………22 Table 2.4.2 Factors in the perception of packaging that customers can know………………..23 Table 2.4.3 Factors related to product advertising……………………………………………..25 LIST OF FIGURES Figure 2.4.1 The type of cosmetics consumed regularly………………………………………...16 Figure 2.4.2 Customer awareness of Love Beauty and Planet…………………………………..17 Figure 2.4.3 Priority In Choosing Vegan Cosmetics…………………………………………….19 Figure 2.4.4 Love Beauty and Planet Brand Awareness………………………………………...20 Figure 2.4.5 Brand recognition factors for Love Beauty and Planet…………………………….21 Figure 2.4.6 The customers’ thinking about brand name Love Beauty and Planet……………...23 Figure 2.4.7 Love Beauty and Planet Product recognition through product packaging…………24 Figure 2.4.8 The factors that increase brand equity in advertising………………………………25 Figure 2.4.9 Love Beauty and Planet's social media channels…………………………………...26 Figure 2.4.10 Advantages of vegan cosmetics…………………………………………………...27 Figure 2.4.11 The level of spending on buying cosmetics……………………………………….28 Figure 2.4.12 The reasonable price of Love Beauty and Planet products………………………..28

Figure 2.4.13 The significant differences between products of Love Beauty and Planet and those of competitors……………………………………………………………………………………29

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CHAPTER 1: INTRODUCTION 1.1 Background of the research Love Beauty and Planet is a vegan product line that does not use ingredients derived from animals and does not test on animals. By entering the market with products which are made from eco-friendly ingredients, the reason why customers are attracted is nowadays people change their mind by consuming environmental protection-oriented products (Stávková et al., 2008). Therefore, the rate of Love Beauty and Planet consumption is registered a significant change. As a result, the profit margin is widened and it is a foundation for Love Beauty and Planet to upgrade the product quality. Although the definition of vegan products is quite strange to some customers, these days people are used to consuming more than those in the past (Morwitz, 2014). The distribution of Love Beauty and Planet is quite popular to young segmentation. With marketing campaigns, consumers are approached and widen their knowledge about vegan products (Satit et al., 2012). In fact, in the market about beauty, there are many branches not only domestic branches but also foreign branches, Love Beauty and Planet have a fixed amount of customers. Throughout the study, Love Beauty and Planet awareness is evaluated and is able to conjecture the level of consumption about this product line, the business can plan strategies that serve customer demand and push sales (Alvarez & Casielles, 2005). The data is collected by the quantitative method which measures the level of brand equity and consumption. In detail, the research is surveyed to serve a goal that approximates the number of people who know and consume Love Beauty and Planet products and create new strategies and

innovations about products following to customer’s feedback in the survey as a result (Aaker, 1996). 1.2 Problem statement Love Beauty and Planet brand desire to enlarge their brand equity to be more popular, and people will take before having experience on beauty care from Love Beauty and Planet as a result. However, the awareness of these products is restricted by some reasons such as competitive brands. In case of not broading its fame in comestic market, Love Beauty and Planet brand is predicted to get out of the mind of customers in the choice of beauty cares. To achieve the goal that consumers are awarded of the brand more, Love Beauty and Planet should propose campaigns related to popularize the brand and the main concept which is a vegan cosmetic brand. 1.3 Marketing research objectives Research topics focus on solving specific goals after: Learn and systematize issues related to brand and brand awareness. Assessing the level of brand awareness and measuring the factors affecting the brand awareness of Love Beauty and Planet in Ho Chi Minh city. Orientation and propose solutions to improve the brand awareness of Love Beauty and Planet. Learn and systematize issues related to brand and brand awareness. Assessing the level of brand awareness and measuring the factors affecting the brand awareness of Love Beauty and Planet in Ho Chi Minh city. Orientation and propose solutions to improve the brand awareness of Love Beauty and Planet cooperative in Ho Chi Minh city. Can offer strategies to promote brand values in the hearts of consumers and increase brand awareness among competitors

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1.4 Research methodologies To collect information, including brand concept identification data, Love Beauty and Planet brand data. In addition, additional data was collected from various sources such as websites, research papers, graduate theses, etc. Essential information was collected through a research using google Forms in Ho Chi Minh City. Key information was gathered through a standardized questionnaire survey aimed at interacting with young people, and those living and working there, who had an understanding of Love Beauly's level of product awareness and Planet. The quantitative poll was launched through a structured google study of 5 customers using a basic poll, at which point the poll changed to lead to a relevant overview with an example size of 200. The information collected will be the actual programming SPSS and the Google Forms prepared. The researchers will process the collected data and conduct descriptive statistical analysis and graph drawing. Since then, the current situation and consumption demand of Love Beauty and Planet products are presented. 1.5 Scope and limitation 1.5.1 Scope of study The target surveyors in the age of 18 to 28 years old study and work in district 10 in Ho Chi Minh City. These groups have an awareness and even an experience of Love Beauty and Planet products. As a result, recorded customer feedback can determine the scale of the brand equity from which Love Beauty and Planet's Research and Development and Marketing departments can plan suitable strategies. 1.5.2. Limitation Although the topic has solved the research objectives, there are still some limitations as follows: First, due to time limitation, the amount of data collected is about 230 samples, so the

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representativeness is not high. Leading to generalization of research results may not fully reflect the research problem. The second limitation relates to the lack of available and reliable data on unforeseen challenges that emerge in the research process. Lack of research studies on the topic is also one of the limitations. This is simply because research could be more special if there is some statistics around the topic.

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CHAPTER 2: FINDING AND DISCUSSION 2.1 Overview of the chosen company Unilever is a British multinational company that supplies a diversity of products about foodstuff and beauty care. Unilever branches are distributed on over the world. In Vietnam, the Unilever market is one of the eventful segmentations, in detail, Vietnam consumers would love to have an experience on Unilever product chains. Love Beauty and Planet is a branch of Unilever that stands for vegan products. The name conveys a message which does not only make consumers more beautiful but also joins hands to go down negative impacts on the environment (Trinh, 2019). Love Beauty and Planet product chains include hair shampoo, hair conditioner, body shampoo, toothpaste, and body lotion. Being produced from organic ingredients, Love Beauty and Planet is well-known for a trend of natural beauty care (Mint, 2019). Vegan cosmetics seem to strange to some consumers. However, thanks to advertising techniques, Love Beauty and Planet win the consumers’ hearts. Besides, in this day and age, the products manufactured under Love Beauty and Planet's name are one of the top options for buyers. Those products are supplied to supermarkets, retail outlets. Besides, buyers are able to buy on the Internet like Shopee, Lazada, or Tiki. Love Beauty and Planet proposed goals that they want to achieve in the near future such as responsible material source, waste limitation, water save all of which take action because of the environment. As a result, Love Beauty and Planet is proving itself as a good choice for people who fall in love with consuming products that consist of organic ingredients in order to lead to beauty care more carefully and decrease drawbacks about the environment.

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2.2 Focus groups 2.2.1 Sampling Techniques Sampling is a procedure, this research's data is collected in target areas and groups of people who conduct the survey. After collecting significant data, a list of the target population from which the sample is selected, called list frame. Probability method is chosen to serve the data analyzing process. This method of sampling is conducted by using the method of randomization. During the analyzing process, each individual has an equal and independent opportunity to be selected. It has further sub-categories. Throughout conducting the collection of data in the mentioned method above, It saves a lot of time, as contacting the entire population would be difficult and time-consuming, cost-effective. However, the quality of data is in danger to some extent such as inaccurate results, difficult management, so on. 2.2.2 Focus group There are five groups selected by the research team as the focus groups for this topic. First, the group of people who are from 18 to 22 years old, the reason the research choose that group is youngsters have knowledge and preferences of using different cosmetics, they can make decision of buying depending on their personal demands. The fact is that Vietnamese young people increasingly follow the trend they want to be the first to assert themselves through learning about trend-following brands and products. Choosing students instead of middle-aged people, the reason given by the researchers is that the research team's students will be more accessible at the same level as the researcher than different social classes (Osman & Jin, 2014). Due to their higher status and they spend less time participating in the survey. Moreover, adolescences who spend most of their time in the social networks is of great benefit to be potential sources for the data collection process since they have more

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understanding about online commercials, current affairs, and so on (Ogburn, 2015). The first group is divided into three branches which are students studying at three universities: University of Foreign Languages and Informatics, University of Economics, and University of Technology. Female gender is selected as the target. Furthermore, most students are required to pass some research course in order for them to understand the importance of taking part in a survey, so they will cooperate and take the survey honestly to avoid error sample omission. They understand the importance of participating in the survey so they will cooperate and conduct surveys honestly to avoid errors in sampling. Those are the target groups that researchers need to study on the vegan brand awareness level of Love Beauty and Planet. The rest in which the papers are also transferred to whom in the aged of 23-28. This is the working ages and product perception will vary with the tertiary age. This group has two smaller focus groups consisting of the group of people working in Ha Do Centrosa and those presenting at Van Hanh Mall in District 10. This is simply because many offices, convenient stores, and even a supermarket are concentrated, it will be more convenient to access survey responses. They represent the degree of interests in vegan cosmetics in the graduated and working age. In different living situations, the level of perception about product types is also affected (Moshrefjavadi et al., 2012).

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2.3 Data collection 2.3.1 Primary data Primary data is defined as information gathered firsthand by the researcher, this information can be gathered using a variety of information gathering tools (Bryman, 2012). However, only questionnaires is primary data were used to collect information in this survey. The author used Google Forms to create a multiple-choice survey with roughly 21 questions, then shared it on Facebook with potential consumer focus groups. Because most of these audiences utilize Facebook, the most convenient way to approach online surveys is through Facebook. Because COVID-19 continues to have a negative impact on human health, the author exclusively conducts an online survey. To improve brand awareness, the research team must collect information from primary data sources such as customer information and factors that influence product awareness, customers' decisions to use the product, customer needs and desires about the product, and customer evaluations of the product. 2.3.2 Secondary data Definition of natural cosmetic products derived from natural ingredients (plant, animal, mineral), obtained through physical methods (pressing, extraction, filtration, distillation, drying), microbiological, or enzymatic processes (Committees, n.d.). Natural cosmetic ingredients should not contain any contaminants that could endanger human health. According to the majority of certifying organizations, those products are made up of 95% certified organic ingredients. Animals are not permitted to be used in the testing of natural cosmetics or their ingredients. Natural cosmetic ingredients should not contain any contaminants that could endanger human health. According to the majority of certifying organizations, those products are made up of 95% certified organic ingredients. Animals are

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not permitted to be used in the testing of natural cosmetics or their ingredients (Braz. J. Pharm. Sci., 2015). Author Jolinda Hacket...