Among all brands in leisure and personal goods specialist retailers industry, it can be seen that PNJ has the highest brand shares in 202

From my personal experience at the store, it can be figured out that main target customer of PNJ is: Segments Demographic s Psychographic Behavioral Geographic Women want to look fashion

I INTRODUCTION:

Among all brands in leisure and personal goods specialist retailers industry, it can be seen that PNJ has the highest brand shares in 2020 Especially, PNJ main competitors, DOJI and SJC’s brand shares are lower with 0.7 and 0.4 respectively

Figure 1: Brand shares of Retailing store in Vietnam by Euromonitor, 2021

Figure 2: PNJ’s competitors by Euromonitor, 2021

In this report, I will briefly describe about consumer behaviour in PNJ store in Dong Ha city The context is before the Covid-19 pandemic From my personal experience at the store, it can be figured out that main target customer of PNJ is:

Segments Demographic

s

Psychographic Behavioral Geographic

Women want

to look

fashionable

(Millenials and

Generation Z)

- Age: 28-40

years old

- Gender:

Female

- Income:

middle to high income

- Social status: middle

to high

- Individualism lifestyle: want to

be unique in the crowd

- Rapidity lifestyle: run

after digital world, update fashion trends

- Benefit sought:

trendy and elegant design

- Occasion:

when they want to change jewelry, PNJ has discount

- Online: PNJ

websites, Shopee

- Offline:

official store

II SITUATIONAL INFLUENCES ON CONSUMER BEHAVIOUR:

Due to my personal experience and customers interview, the customers are easily be affected by situational influences in purchase and communication situation

A PURCHASE SITUATION ANALYSIS:

1 Physical surroundings: the owner has put the store in the large street, which is

easily for the customer to find the store and a parking lot Furthermore,

Concung's store is directly next to PNJ Though, once the young ladies and mothers have completed shopping at Concung, they can conveniently stop by PNJ's store to do some purchasing (Appendix 2) Inside the store, the space is designed in a minimalist style but still luxurious PNJ uses high-intensity lighting

to highlight their products to customers According to Lin and Yoon, when

shopping in a bright light environment, it stimulates excitement and create active feelings among customers (cited in Sorca, 1987) In other cases, PNJ does not show the price of the jewelries while displaying product Huddleston et al (2015) claimed that people tend to make a purchase faster if the product information is being provided instead of price Indeed, if the product is high-qualified, they will buy it without any consideration of pricing

Figure 3: PNJ’s is adjacent to Concung by Nguyen, 2021

Figure 4,5,6: PNJ uses high-intensity lighting by Nguyen, 2021

2 Social surroundings: from my interview, the customers used to visit PNJ with

their friends and mum (Appendix 1,2) This is because they do not want to do

shopping alone, also, they want to hear the recommendation from their peers Kurt, Inman and Argo (2011) claimed that when shopping with other people, the customers tend to arise and spend more than expected Generally, PNJ’s

customers are easily affected by other comments, then, the staff are generally taking advantage of this context by emphasize the opinions of their partners to increase the probability of purchasing

3 Temporal influences: when it is crowded, the staff will invite guests to the

waiting area to be served juices and visit some other display areas (Appendix 3) Consequently, the customers are roughly pleased with the customer service experience and it is also prevent the customer switching store behaviour

(Microsoft, 2019) Moreover, PNJ also have suitable promotions to stimulate purchases During each special occasion, PNJ will launch or run promotions of related product lines so that customers can easily select appropriate product at a reasonable price For instance, on Mother's Day, PNJ gave out some products and offered a discount code for customers who came to the store to check in with their mother during the promotion period (Appendix 3)

Figure Z: The rate of customers switching-store behavior due to poor customer service

experience by Microsoft, 2019

Figure Z: PNJ’s collection in each special occasion by PNJ 2021

4 Task definition: Tiger claimed that when women wearing a jewelry, it will affirm

their social status in the society (n.d.) Specifically, these women do not have much worry to their physical needs, then, wearing jewelry is a way to show their standard living Likewise, PNJ’s customer from my interview said the reason that she chooses PNJ’s product is because it let her to show her aristocracy and affirm her social status in society (Appendix 1,2) Marketers are fully aware of this, which is why they have continued to introduce increasingly expensive product lines, such as diamond jewelry and small brands like Disney|PNJ, to pique the interest of these customers

Figure Z: PNJ’s diamond products line pricing by PNJ, 2021

Figure Z: Price of Disney|PNJ products by PNJ, 2021

5 Antecedent states: customers are having a tendency of buying jewelry when

they are both in good and bad mood (Appendix 1,2) Precisely, to fulfill the “felt” needs, customers tend to purchase more items than they normally do because it make they released stresses and feel comfortable (cited in Heath et al., 2011) -Moreover, with the well-behaved characteristics of PNJ’s staff, it is a positive point which engage in customer purchase decision Then, PNJ has created a blog for its customers to assist ladies in better coordinating their jewelry and propose jewelry that will bring them luck Hence, it will somehow increase purchase probability among customers

Figure Z: PNJ’s blog for their customers by PNJ, 2021

B COMMUNICATION SITUATION ANALYSIS:

1 Physical surroundings: PNJ has placed a banner in front of the store so that

consumers know more about discount program Hence, PNJ has successfully drawn consumers due to its convenient placement in the city center Within the store, PNJ has an LCD screen that is suspended from the ceiling to advertise its campaigns to clients According to Roggeveen, NordfElt and Grewal (2015), putting digital displays in retailing store is might worthy investment if the content

is about price promotion or the products detail However, PNJ is putting the content of their campaign, hence, it is roughly cannot strong enough to attract the customer do some purchase

Figure Z: PNJ put banner in front of the store by Nguyen, 2021

Figure Z: LCD screen in PNJ by Nguyen, 2021

2 Social surroundings: The staff at PNJ has a great attitude and provides

excellent service Whenever people come to PNJ, staff will advise on everything from the jewelry's size and to protect it from deteriorating That is why I have

been a regular client at PNJ since they make me feel at ease when I visit Even if people go into the store with no intention of purchasing anything, staff still greet warmly

Figure Z: Staff are advising customers by Nguyen, 2021

3 Temporal influences: whenever people visit the store regards of launching

new collection involved with special occasion such as Spring or Valentine, the staff will advertise it in detail so that the purchaser may make purchase

(Appendix 1)

-III RECOMMENDATION:

- Physical surroundings: to stimulate the decision-making process faster, the

content of the digital display ads is a prominent factor Specifically, Sanden, Willems and Brengman (2020) claimed that the LCD screen should contain the product and price information, instead of the brand’s campaign Hence, PNJ should focus more on showing the information involved with the sales promotion

or best-seller jewelry rather than just about their campaign

- Task definition: as most of PNJ’s customer want to wear jewelry because they

want to affirm their social status, I think PNJ should have a collection collab with unique brands like MLB because MLB is a middle high-end Korean brand and roughly viral in Vietnam Specifically, PNJ will provide their materials which is silver and diamonds to MLB, then, MLB will design their products and mix with these materials Hence, this collection will aim at high-class customers who want

to look flashy and high fashion Swarovski and Nike have done a collaboration and has created a booming news in worldwide (Hypebae, n.d.) Consequently, I believe that through the collaboration with MLB, PNJ will create a milestone in Vietnam’s jewelry industry

Figure Z: The design of Nike’s sneaker collab with Swarovski (Hypebae, n.d.)

IV REFERENCES:

Clarke, P & Mortimer, G 2013, ‘Self-gifting guilt: an examination of self-gifting

motivations and post-purchase regret’, International Journal of Retail & Distribution Management, vol 30, no 6, pp 472-483, Emerald Insight.

Euromonitor International 2021, Leisure and Personal Goods Specialist Retailers,

industry report, Euromonitor International, viewed 17 July 2021, Passport database Huddleston, P, K Behe, B, Minahan, S & Fernandez, R 2015, ‘Seeking attention: an eye

tracking study of in-store merchandise displays’, International Journal of Retail &

Distribution Management, vol 43, no 6, pp 561-574, Emerald Insight

Hypebae, n.d., Is 50,000 Swarovski stones on your feet too dazzling?!, SNKRVN,

viewed 23 July 2021, <https://snkrvn.com/50000-vien-da-swarovkski-tren-chan-lieu-co-choi-mat-qua/>

Kurt, D, Inman, J & Argo, J 2011, ‘The Influence of Friends on Consumer Spending: The

Role of Agency— Communion Orientation and Self-Monitoring’, Journal of Marketing Research, vol 48, no 4, pp 741-754, JSTOR collection.

Lin, Y F., & Yoon, S Y 2015, ‘Exploring the Effects of Lighting on Consumer Responses

in a Retail Environment using 3D Walk-Through Animation’, Archives of Design

Research, vol 28, no 2, pp 5-25,.

Microsoft Dynamic 365 2019, State of global customer service report, market report, Microsoft Dynamic, viewed 18 July 2021,

<https://info.microsoft.com/rs/157-GQE-382/images/EN-US-CNTNT-ebook-2018-State-of-Global-Customer-Service.pdf>

PNJ, 2021, blog, PNJ, viewed 20 July 2021, <https://www.pnj.com.vn/blog/?

utm_source=pnj&utm_medium=header-menu>

PNJ, 2021, viewed 16 July 2021, <https://www.pnj.com.vn>

Roggeveen, Anne L, NordfElt, J & Grewal, D 2015, ‘Do Digital Displays Enhance Sales?

Role of Retail Format and Message Content’, Journal of Retailing Research, viewed 19 July 2021, Elsevier SD Freedom Collection database.

Sanden, S, Willems, K & Brengman, M 2020, ‘How do consumers process digital

display ads in-store? The effect of location, content, and goal relevance’, Journal of Retailing and Consumer, vol 56, viewed 23 July 2021, Elsevier SD Freedom Collection

database

SSI, 2017, VIETNAM CONSUMER TRENDS: SHIFTING TASTE, SSI, viewed 24 July

2021,

<http://ftp2.ssi.com.vn/Customers/Research/2018/Sector_Report/Vietnam_Consumer_T rends_Shifting_Tastes_20180627.pdf>

Tiger, n.d., ‘6 Little-known Psychology of Wearing Jewelry You Should Know’,

Afashionblog, blog, viewed 18 July 2021,

<https://www.afashionblog.com/psychology-of-wearing-jewelry/>

V APPENDICES:

- Appendix 1: Miss Anh, 29 years old She has a high income which is

approximately 20 million VND per month She is unmarried and hope PNJ to have a special collaboration in the future Here is the interview link:

https://drive.google.com/drive/u/0/folders/141eT1rvrnQ91w7L4DFqBI9EOyc_SSh m8

- Appendix 2: Miss Oanh, 22 years old She has already graduated Her income

is mainly come from the online internship, approximately 10 million VND per month She is single and will purchase PNJ if her favourite person will be the campaign ambassador Here is the interview link:

https://drive.google.com/drive/u/0/folders/141eT1rvrnQ91w7L4DFqBI9EOyc_SSh m8

- Appendix 3: Interview with the staff of PNJ

Me: Hi PNJ I’m a student at RMIT University, currently I’m working on my

assignment which is about consumer behaviour and psychology and my chosen brand is PNJ Due to the social distancing so that I cannot go to the store to ask you directly Then, can I ask you through Messenger? Is it convenient for you?

Staff: What do you want PNJ to support?

Me: What do PNJ do when the store is crowding?

Staff: PNJ ask for your information PNJ always has a reception room and an

area to visit product lines such as watches, Style, Gold While guests are a bit

crowded PNJ can invite guests to the waiting room to be served juices,

confectionery and visit more Some other display areas

Me: Do PNJ have any incentive for customers who come as a group?

Staff: PNJ currently only has a special promotion program for VIP customers that

will run throughout The rest of the other promotions will run at each suitable time

of the year to stimulate customers to visit and buy products

Me: Love it How about special occasion like Valentine or Lunar New Year, what

do PNJ do to stimulate customer purchase behaviour?

Staff: On the holidays, PNJ will have appropriate promotions to stimulate

purchases During each holiday, we will launch or run promotions but related products so that customers can easily choose to buy the right product at the best price

For example, on Mother's Day recently, PNJ gave out some products with the message "I Love Mom" and offered a discount code for customers who came to the store to check in with their mother during the promotion period forever

Me: Do your customer go shopping when they have free time or in u rush? Then,

how much time do customers spend at PNJ's store on average?

Staff: Usually, PNJ's customers will visit and buy products at the store when they

really have a demand They usually spend about 15-30 minutes to choose and buy products

Me: Yeah, got it I think that is enough for me Thank you PNJ for spending time

answer my questions

Appendix 4: Sales of PNJ from 2011 to 2017 by SSI 2017

Appendix 5: Vietnamese jewellery demands by SSI 2017

Appendix 6: Quarterly jewelry demand in Vietnam by SSI 2017