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

A MARKETING RESEARCH PROJECT Major: Faculty of Business Administration AWARENESS OF CONSUMERS ABOUT NECA FRESH YOGURT AT HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES – INFORMATION TECHNOLOGY IN 2021

Student’s name: Đào Cẩm Duyên (18DH480427) Nguyễn Minh Đức (18DH480723) Trương Tuệ Châu (18DH480483) Class: 1425053 Course: 2018-2022

HCMC, June/2021

ABSTRACT Customer awareness is a strong effect on their decision to buy products. Researching awareness of the youth to help Neca Fresh Yogurt reach its target of reaching more users. To create brand stability on market, Neca Fresh Yogurt needs to have real data and results on the awareness of the young consumers. A study of consumer awareness about Neca Fresh Yogurt at Ho Chi Minh City University of Foreign Languages - Information Technology (HUFLIT), with the aim of surveying to have practical comments and solutions for this business to improve brand value. To analyze this study, we employ the type is descriptive research. Three factors have a strong relationship with brand awareness of Neca Fresh Yogurt, specifically: subjective norms, brand image, advertising. Search and survey consumers based on these three factors to find out the problems. The case study results show that the majority of customers are well-known the brand image of Neca Fresh Yogurt, but some cases contribute opinions to this brand to have some activities so that attract young people. And to make our young consumers happy, we have come up with solutions and strategies. The most principal thing is to successfully attain the research objectives. Keywords: neca fresh yogurt, ho chi minh city, customers awareness, yogurt.

Table of Contents CHAP 1: INTRODUCTION...................................................................................................6 1.1.

Background of the study.................................................................................................6

1.2.

Problem Statement..........................................................................................................6

1.3.

Research Objectives........................................................................................................7

1.4.

Research Methodology....................................................................................................8

1.5.

Scope and limitations......................................................................................................8

1.5.1 Scope.........................................................................................................................8 1.5.2. Limitations...............................................................................................................9 CHAP 2: FINDINGS AND DISCUSSIONS........................................................................10 2.1. Overview of Neca Fresh Yogurt.......................................................................................10 2.2. Focus Group.......................................................................................................................11 2.3. Data collection...................................................................................................................12 2.3.1. Secondary data......................................................................................................12 2.3.2. Primary data.........................................................................................................13 2.4. Data Analysis.....................................................................................................................14 2.4.1. Data Analysis Method...........................................................................................14 2.4.2. Surveying Results..................................................................................................15 2.5 Problems and Solutions.....................................................................................................26 CHAPTER 3: RECOMMENDATIONS AND CONCLUSIONS......................................28 3.1. Recommendations.............................................................................................................28

3.2. Conclusions........................................................................................................................28 REFERENCES......................................................................................................................29 APPENDIX.............................................................................................................................31

List of Figures Figure 1. The percentage of people who regularly use yogurt products........................................16 Figure 2. Consumers' perception of the product's price.................................................................16 Figure 3. Customer satisfaction with the product's price...............................................................17 Figure 4. Source of information make consumers know Neca Fresh Yogurt................................17 Figure 5. The factors that make consumers recognise Neca Fresh Yogurt....................................18 Figure 6. The effectiveness degree of Neca Fresh Yogurt on network media advertising............19 Figure 7. The attraction degree of promotional images from the Neca Fresh Yogurt brand.........19 Figure 8. The degree of attractive messages on social media from Neca Fresh Yogurt................20 Figure 9. The usefulness degree of the product information on Neca's website...........................20 Figure 10. The consumers' agreement degree that Neca Fresh Yogurt is a quality brand in the Vietnam beverage market..............................................................................................................21 Figure 11. The agreement degree that Neca Fresh Yogurt has a prestigious brand image for the majority of customers..............................................................................................................22 Figure 12. The agreement degree that Neca Fresh Yogurt furnished healthy products for the consumers......................................................................................................................................23 Figure 13. The agreement degree that Neca Fresh Yogurt is a potential brand for growth in the competitive beverage market.........................................................................................................23 Figure 14. The agreement degree that the brand image of Neca Fresh Yogurt should be known to more people...............................................................................................................................24 Figure 15. The agreement degree that Neca Fresh Yogurt will be their first choice when the consumers want to enjoy the yogurt products...............................................................................25 Figure 16. The agreement degree that the consumers will be glad to recommend Neca Fresh Yogurt products for the other people.............................................................................................25

CHAP 1: INTRODUCTION 1.1.

Background of the study Ho Chi Minh City is home to a large number of young people, creating a diversified beverage industry. Currently, we still have no clear survey results on the development of the drink industry in this city. However, this market has attracted a lot of domestic and foreign investment. [ CITATION SGG17 \l 1033 ] When people’s economic life is greatly improved, humans needs are also increasing. And human expectation includes the need to have a new experience like a new choice of the drinking establishment. From the beginning of 2020, yogurt products have become a trend in not only Ho Chi Minh City also Vietnam. [ CITATION Ngo21 \l 1033 ] There are many brands of yogurt products on the market, including Neca Fresh Yogurt. With the strong competition, this brand needs to understand the attitudes, desires, and perceptions of the young customer segment. So, the question is, how do Neca Fresh Yogurt’s brand positioning activities achieve success? – a growing and competitive beverage market. Certainly, to survive and lead the market, Neca Fresh Yogurt had to have a proper pathway to attract customers as well as create a strong brand. Because of limitations in the research process, we decided to focus on the awareness of HUFLIT undergraduates about Neca Fresh Yogurt. [ CITATION SGG18 \l 1033 ] Therefore, the research paper “Awareness of consumers about Neca Fresh Yogurt at Ho Chi Minh City University of Foreign Languages – Information Technology in 2021” will examine the effectiveness of some factors relate to brand awareness.

1.2.

Problem Statement The problem statement presents the content and identifies the general analytical method of the study. From practical problems that tend to research needs to answer the question:

Why should this study be done? To keep up with the competitor in the beverage market today, there have been many attractive activities implemented Neca Fresh Yogurt. Nowadays, drinking establishments realize the importance of making an impression on attracting customers and retaining them. Many competitors of Neca have already had marketing strategies, brand positioning, advertising campaigns,… Ultimately, the result that they want to achieve is to increase the number of potential customers. How to acknowledge the psychology of consumers and change their wants over time will allow yogurt products establishments in general and Neca Fresh Yogurt to become more attractive to customers, thereby earning corresponding profits over time. Neca Fresh Yogurt should know what customers want from them, thereby building a good image and quality to attract more and more customers. Given the point above, the main problem of the study is: Are consumers in HUFLIT approached to Neca Fresh Yogurt? Based on this, the principal objective of the study was clearly defined. 1.3.

Research Objectives The most dispensable research objective is to define consumers’ awareness about Neca Fresh Yogurt at HUFLIT. In addition, we also dig deeper into the brand’s performance through 3 factors: subjective norms, brand image, advertising. The study of consumer common opinion on a brand is an essential tool in today’s business environment. To be the winner in the market war, Neca Fresh Yogurt must understand the attitudes and expectations of customers towards its brand. From understanding consumers, this brand can exploit new customer segmentation, at the same time, create a source of loyal customers. Growing sales and more products sold in the market, we must do customer

research to find information, responses, needs, self-satisfaction to improve the brand quality of Neca Fresh Yogurt and to maximize the good behaviour of the buyers. 1.4.

Research Methodology The research paper provides data as well as information on the brand awareness of young people in Ho Chi Minh City. This is the basis for Neca Fresh Yogurt to guide the business strategy and brand promotion. The methodology of this research is descriptive. Neca is famous these days, so this study will give more understanding the awareness of customers about this brand. We focus on research and survey three factors that subjective norms, brand image, advertising to affect customer’s awareness. After that, this study will describe the effects of subjective norms, brand image, advertising on customer’s awareness.

1.5.

Scope and limitations 1.5.1 Scope This study gives the insight to understand the awareness of young consumers at the age from 18 years old to 25 years old in District 10 about Neca Fresh Yogurt. Because the beverage market is a consumer industry largely for young customers, we have chosen the age from 18 to 25 with the desire to have positive results when surveying this customer segment. This age range is suitable for freshmen, sophomores, juniors, and seniors at universities. With a period of 8 weeks to carry out research, we have selected the place at Ho Chi Minh City University of Foreign Languages and Information Technology (HUFLIT). HUFLIT is located in District 10 of Ho Chi Minh City and Neca also has 3 stores in this district. [ CITATION Het \l 1033 ] Given the regional similarity with some Neca stores, this is a good reason for us to choose HUFLIT to exploit the awareness of potential customers. Other factors that can play an important role in affecting customer’s awareness of Neca Fresh Yogurt include attitude, information quality. Therefore, we will

focus on collecting data and information from the source of young consumers in this region to get reliable results for the research. 1.5.2. Limitations In the process of doing the research paper, we encounter many limitations. As students studying at the university, we have difficulty allocating time and money to collect survey samples. The human resource for surveying is a group of three members, this is a small number to be able to complete the research with the best data and quality. With only 150 samples, it has not enough information for the research group to understand the awareness of consumers at HUFLIT about Neca Fresh Yogurt clearly. This is a topic of the marketing research subject, business data and information sources play a very important role. However, as students, we had a lot of difficulties finding and collecting them. In addition, enterprises have not yet believed in the results of the researches of students, so they have not taken any necessary supporting action. The most difficult problem often encountered in students when our foreign language is quite limited. Specifically, here is in receiving, searching, using and referencing documents of foreign origin as the basis and source of reference in a study. The above limitations are a barrier to our research team during the process of the research project on customer awareness about Neca Fresh Yogurt at HUFLIT. Therefore, the quality of the topic is also limited and has not fully exploited the working efficiency of students as well as the significance of the research topic. Although there are certain difficulties, we affirm that this research brings a lot of practical knowledge for us in the research process.

CHAP 2: FINDINGS AND DISCUSSIONS 2.1. Overview of Neca Fresh Yogurt Nowadays, a new trend in society is the yogurt franchise. Neca Fresh Yogurt (Neca) has become more popular thanks to the franchise model. Neca is New Experience Comes Amazingly! Neca Fresh Yogurt of Black Pearl Vietnam Co., Ltd has established a certain position. The founder of this yogurt products establishment is Mr Dam Hoang Viet. [ CITATION Anh21 \l 1033 ] Currently, Neca has 2 representative offices located in Ho Chi Minh city and Hai Phong city. After 1 year of operation, Neca Fresh Yogurt system has 60 members and mainly concentrated in 2 big cities is Hanoi and Ho Chi Minh. [ CITATION Het \l 1033 ] "Speed chain multiplication" is one of the secret business successes of the founder of this beverage brand. In addition to focusing on product quality and store decor, the operational process and brand identity are also top factors. With a good start in February 2020, the franchise Neca Fresh Yogurt has opened 5 stores in Ho Chi Minh City, Hai Phong, Nha Trang, and Bac Ninh. In April 2021, Neca has achieved certain results when increasing the number of stores in Vietnam to more than 60 stores, of which 26 stores are located in Ho Chi Minh City. With a unique and playful logo decoration that attracts many young customers, Neca Fresh Yogurt has created a reputation in the yogurt market. Another advantage of yogurts is that health products should be used regularly by consumers, thereby generating a steady revenue for the stores. The current social trend is to use healthy products, so this will be a model with long-term growth potential in the future. Regardless of students, young people, office workers or older people can be customers of this brand. From the familiar snack every afternoon, the idea of developing yogurt into a product closer, more dynamic and modern than tradition is the reason for Neca to be formed. The first batch of Neca yogurt was carefully brewed at the right temperature for fermentation

and counted every hour to achieve the ideal softness and acidity. After that, these batches of milk are made to become yogurt ice cream and yogurt drinks with different recipes and toppings. Neca yogurt is freshly made during the day, retains all-natural nutrients, has a delicious taste, is good for your health, and your physique. This brand wants to take care of customers' health every day by providing nutrients for the body and spirit from its products. Besides, with the creative energy of young people, Neca Fresh Yogurt gives customers a new experience in how to enjoy yogurt. More than just a snack, Neca yogurt will be a drink that deserves to be loved. Neca's products have 2 main types: yogurt drink and yogurt ice cream. With customer's mindsets is healthy and fit food, Neca Fresh Yogurt has used good ingredients: oats, glutinous rice, fruits such as peaches, strawberries, kiwi,... The highlight of Neca's yogurt drink menu is glutinous rice yogurt. Besides, there are many typical flavors of this brand such as oat yogurt, taro yogurt, oreo yogurt, matcha yogurt,... In addition, other products such as yogurt drinks or yogurt ice cream are loved not just glutinous rice yogurt. With a varied menu, Neca is confident that it will have what customers need. [ CITATION Men \l 1033 ] Neca Fresh Yogurt has many advertising activities on the Facebook page, holiday promotions or discounts are always updated regularly to attract customers. Not only that, some posts about healthy products information to enhance consumers' sense of protecting their own health. In addition, the Neca website also has a lot of information posted such as store addresses, product information, franchise contact information, customer care policy, ... Neca's customer reach is quite effective with the number of interactions on the Internet. [ CITATION Zin20 \l 1033 ] 2.2. Focus Group Focus groups are clinical focus groups and experiencing focus groups. Surveyors will survey undergraduates who have awareness of Neca Fresh Yogurt. The objectives of this

survey are students at Ho Chi Minh City University of Foreign Languages and Information Technology. We are also students of this school, so it is easier to select students here to collect information for the research paper. Another reason for us to select students at Ho Chi Minh City University of Foreign Languages and Information Technology is that Neca Fresh Yogurt has three stores near Ho Chi Minh City University of Foreign Languages and Information Technology. 2.3. Data collection 2.3.1. Secondary data When consumers have a positive impression of the store's image, they will trust its own brand (Wu et al., 2011). A purchase decision is a personal activity that is directly related to the decision to buy a product supplied by a seller (Hendra et al., 2017). Subjective norms are defined as the perception of an individual, with the individual's key references to whether the behaviour should or should not be performed (Fishbein & Ajzen, 1975). Consumers' attitudes toward a received advertising message, first of all, depend directly on the value of the message (Ducoffe, 1996). Brand image is important because the brand image can increase the trust of a customer. Brand image can affect the purchase decision of customers. The awareness of customer about Neca Fresh Yogurt can increase when customers love the brand image of Neca Fresh Yogurt. Having a good impression of the brand image of customers can increase the awareness of customers about the brand. When customers have a good impression about the bra...