Final Report Consumer Behavior PDF

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FINAL REPORT CONSUMER BEHAVIOR PRODUCT VI DAN WASHING POWDER OF VICO COMPANY Instructor: Mr. Nguyen Dinh Cuong Members: 1. Pham Ba Luc 2. Dao Que Tran 3. Hoang Thi Thanh Minh 4. Nguyen Khoi Nguyen 5. Tran Duc Hung Anh 6. Ngo Quang Huy 7. Pham Thi Mai Thanh Hao

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INSTRUCTOR’S COMMENTS

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Date: …/ …/ …

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I.

INDUSTRY/ PRODUCT INTRODUCTION ......................................................................... 5 1. Consumer behavior introduction .......................................................................................... 5 2. Industry/ Product background .............................................................................................. 5 a.

Washing powder industry in Viet Nam ............................................................................ 5

b. Company VICO introduction ........................................................................................... 8 c.

Vi Dan product introduction ............................................................................................. 9

II. IN-DEPTH INTERVIEW INFORMATION ........................................................................ 10 1. Title of research .................................................................................................................. 10 2. Problem .............................................................................................................................. 10 3. Research purposes .............................................................................................................. 10 4. Research subjects ............................................................................................................... 10 5. Type of research ................................................................................................................. 10 6. Survey object ...................................................................................................................... 10 7. Survey location ................................................................................................................... 10 8. Survey time ........................................................................................................................ 10 III.

RESPONDENTS BACKGROUND .................................................................................. 11

IV.

KEY INSIGHTS ................................................................................................................ 12

1. General behavior – Factors that consumers are interested in buying and using process ... 12 a.

Behavior, opinions and determinants of buying behavior of the worker ....................... 12

b. Behavior, opinions and determinants of buying behavior of the housewife .................. 13 2. Consumer behavior of Vi Dan ........................................................................................... 14 a.

Object 1. .......................................................................................................................... 14

b. Object 2. .......................................................................................................................... 15 c.

Object 3. .......................................................................................................................... 16

d. The outstanding features of Vi Dan through online survey ........................................... 17 3. Analyzing the behavior of two housewives through practical observation (influencing factors: design, layout, promotion, gifts) .................................................................................. 17 V. RECOMMENDATION ......................................................................................................... 19 1. Rising customer’s awareness strategy................................................................................ 19 2. Marketing channels strategy .............................................................................................. 19 3. Display strategy .................................................................................................................. 19

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I. INDUSTRY/ PRODUCT INTRODUCTION 1. Consumer behavior introduction Conducting this research with the purpose of researching how both potential customers as well as loyal customers of Vi Dan behave and think when buying. In three different processes, including the decisionmaking process to find out what customers look for about a detergent product in terms of price, product, location, space, customer service, etc... The next process is the purchase choice: How do the customers decide? In which researches customer behavior when standing in front of detergent products to know how customer choose, what they choose, what can make the customer pay attention to a product... How about company affiliate to personally know what customer like and dislike about the company as product and after three stages, based on the results to come up with a proposed promotion plan based on what somethings have just studied save from company's target customer.

2. Industry/ Product background a. Washing powder industry in Viet Nam 65% of Vietnamese wash their clothes every day and most of them are using washing machine. However, there are still 42% people wash clothes by hand only or before input those to washing machine. In addition, washing powder is the most common product to use for clothes washing.

How do you wash your clothes? 80%

Washing method

Washing products 75%

70% 60%

56%

50% 42% 40% 30%

24%

20% 10%

2%

0% By washing machine

Wash by hand

Use laundry service

Washing powder Washing liquid 5

Omo is the most common used product nationwide. Vietnamese washing powder market used to be the competition of Unilever and P&G for a long time. Since 2012, the new entrance of some domestic products did change the situation which made the market became more active. However, currently Omo from Unilever is still the dominant which overwhelm other competitors for the brand experience with 83% people said that they have used this product at least once. Other brands from Unilever such as Surf, Viso also play good roles in wining consumers’ experiences. P&G with Tide and Ariel are placing at the 2nd and 3rd in the ranking. Surprisingly, some domestic brands such as Aba and Lix are getting more market share despite of late launching.

Which brands of washing powder or liquid have you (or your family) used? Daso

4%

Mỹ Hảo

4%

Net

4%

Attack

7%

Vì Dân

12%

Lix

14%

Aba

17%

Viso

17%

Surf

21%

Ariel

30%

Tide

33%

Omo

83%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

Consumers’ choice of current using is somehow different from their experiences. Besides the number one product still belongs to Omo with 60% market, Ariel is the follower with 12% currently user; then comes Aba (7%) – from Vietcos – a domestic brand with the same target at high segment with Omo and Ariel. Next one is the group of products target at lower segment which are Tide, Surf, Lix and Viso accordingly.

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Which brands of washing powder or liqid are you (or your family) currently using? Omo

60%

Ariel

12%

Aba

7%

Tide

6%

Surf

4%

Lix

2%

Viso

2%

Attack

2%

Vì Dân

1%

Mỹ Hảo

1%

Net

1%

Pao

1% 0%

10%

20%

30%

40%

50%

60%

70%

When analyzing by areas, the share portions of brands are different from the North, Middle and South. Omo is the trusted brands which are common used for all areas. Ariel plays better role in the North (20%) and the South (9%) while Aba is more preferred in the Middle (13%) although its marketing plan focuses more on Mekong Delta River. In the North, there is a new player – Attack from Japan with 3%.

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Which brands of washing powder or liquid are you currently use? 6% 7% South

0% 8% 9% 54% 4% 8%

Middle

0% 13% 5% 61%

North

0% 2% 3% 3% 20% 64% 0%

10%

20%

Surf

Tide

30%

Attack

40%

Aba

50%

Ariel

60%

70%

Omo

b. Company VICO introduction VICO Company is an enterprise specializing in the production and trading of detergents, cosmetic chemicals and specialized chemicals import and export, experiencing more than 20 years of development and continuous innovation. VICO is gradually becoming a leading enterprise in Vietnam. South to conquer the world market. VICO is the owner of famous brands such as Vi Dan detergent, VF detergent, Twolemon dish soap, VICO dish soap... Starting with many difficulties and challenges from rival companies – multinational corporations in the same field as Unilever or P&G with great financial potential, strong marketing campaign, VICO chose for its own path "good product, reasonable price". That is why Vi Dan washing powder was born.

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c. Vi Dan product introduction Consumers' demands are increasing with their lives. Therefore, detergent products that only meet the basic needs of washing clothes will not be enough to satisfy consumers. Understanding this, in 2007, Robot 5 star Vi Dan washing powder was born with five effects: white, clean like new, long-lasting fragrance under all weather, no harm to hand skin, bactericidal and environmental friendly. Robot 5 star Vi Dan washing powder is one of the key products of VICO when it contributes a big part in the development of the company.

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II.

IN-DEPTH INTERVIEW INFORMATION

1. Title of research Vi Dan’s consumer behavior research.

2. Problem The Vi Dan detergent is out of the Vietnam washing powder market share and slowly being forgotten by the consumers.

3. Research purposes Finding out the factors which affect to consumer making buying decision.

4. Research subjects Buying behavior of Vi Dan’s consumers.

5. Type of research Using face-to-face interview, questionnaire survey and online interview (Facebook Messenger) in order to reach the people using and used Vi Dan in urban market.

6. Survey object The survey will be performed on three different kinds of consumers (housewife, worker and student) to observe more generally also to save time but still know their behavior and thinking about buying and using detergent.

7. Survey location The location will be at the interviewees' houses to ensure that they will have the most comfortable mood, avoiding other factors affecting their psychology and answers.

8. Survey time Interview time for 2 workers is in the evening after office hours (March 29 from 7:00 am to 9:00 pm). And interview time of 2 housewives is in the morning of the same day (March 29 before 10:00 am).

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III.

RESPONDENTS BACKGROUND

Demographic Psychographic

Socioeconomic Geographic

Ages from 18 to 60 All gender but mainly housewives Depending on period during marriage and family size Choosing high quality goods and cheap price goods Going to supermarkets and markets every week Often washing clothes for family Buying products recommended by acquaintances Watching TV in free time Office workers, workers and housewives All education Mainly urban market Middle and low income areas in the central region

Vi Dan is a product of VICO Co., Ltd., produced by Vietnamese people, so Vi Dan is made for Vietnamese, brearing Vietnamese cultural styles. Hence Vi Dan has cited that segment: Firstly, the demographic. Vi Dan targets are all gender, but mainly housewives. The price of Vi Dan is not expensive, which is used for people living in middle and low income areas in the central region. Vi Dan’s potential customers are people whose ages from 18 to 60, have high using demand. Secondly, the psychographic. Consumers are very busy in modern life so they are very smart in choosing products. One important factor is depending on period during marriage and family size. Because women who get married (especially the housewives) will have higher using demand than young women. Besides, it depends on their family size. If their family has few people, they will choose the small size of product. On the contratry, the bigger family size is, the more amount of washing powder they use. With the housewives, they like high quality and cheap price products. They can go to supermarkets or markets at weekend to see all the goods and decide to buy the best products for their family. Sometimes they will be affected by recommendation from acquaintances. Housewives often stay at home to take care of their family, so they watch TV in their free time. During watching TV, they can see Vi Dan’s advertisements, these things also influence on them. Thirdly, the socioeconomic. Consumers are the the housewives, or can also be the workers or office workers. They mostly have high education, in addition there are manual workers with low education. Especially, workers care about the ability to clean clothes and remove stains. Finally, the geographic. Vi Dan mainly attacks the urban market, the middle and low income areas in the central region. Because this is a market with a high population density, and urban consumers tend to use detergent products more than rural consumers. Therefore, Vi Dan is able to survive and grow (easily get profit).

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IV.

KEY INSIGHTS

1. General behavior – Factors that consumers are interested in buying and using process In this section, the analysis will be cond...