AWARENESS OF CONSUMERS ABOUT NECA FRESH YOGURT AT HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES – INFORMATION TECHNOLOGY IN 2021

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

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY FACULTY OF INTERNATIONAL BUSINESS ADMINISTRATION

-*** -A M -*** -ARKETING RESE -*** -ARCH 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

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 isgreatly 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 undergraduatesabout 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 becomemore 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 thebusiness 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 quitelimited 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 customerawareness 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 thesignificance 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 modelwith 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 brand image of Neca Fresh Yogurt, this can increase the awareness of customer about Neca Fresh Yogurt The brand image

of Neca Fresh Yogurt is important for increasing customer’s awareness about Neca Fresh Yogurt Hence, the brand image of Neca Fresh Yogurt can affect the awareness of customer about Neca Fresh Yogurt Awareness of customers about Neca Fresh Yogurt will increase when other customers buy products of

Neca Fresh Yogurt When customers use products of Neca Fresh Yogurt, relatives of those customers will increase awareness about Neca Fresh Yogurt When customers useproducts of Neca Fresh Yogurt, friends of those customers will increase awareness about Neca Fresh Yogurt When customers use products of Neca Fresh Yogurt,

acquaintances of those customers will increase awareness about Neca Fresh Yogurt Hence, subjective norms can affect the awareness of customer about Neca Fresh Yogurt Advertising is important for increasing the awareness of the customer

Advertisings that impress customers will increase the awareness of the customer Adverting is necessary for increasing awareness of customer because advertising can provide information for customers Hence, advertising of Neca Fresh Yogurt can affect the awareness of customer about Neca Fresh Yogurt

2.3.2 Primary data

Two people in the group will be the surveyors Surveyors use Google Forms for

surveying After the survey results are available, 150 samples are selected With the focus group in Ho Chi Minh City University of Foreign Languages and Information Technology students, we have sent survey questionnaires to the pages and groups of this school In addition, as a student of Ho Chi Minh City University of Foreign

Languages and Information Technology, we can easily send the link to the people in thefaculty to participate in the survey After the survey results of 150 samples are

available, another person in the group analyzes the survey results of 150 samples

This research uses a nonprobability sampling technique Survey sampling by

convenience sampling that surveyors survey 150 students at Ho Chi Minh City

University of Foreign Languages and Information Technology at random Survey sampling by snowball sampling that using Google Forms for surveying Targeted respondents of this survey are 150 samples

The construction of the survey includes four types of answers such as Yes/No questions, multiple-choice questions, open questions, scaling questions The answers of scaling questions are answered on a five-point Likert – type scale The survey construction will research: the thoughts of people that yogurt products are good for health, the frequency with which people use yogurt products, the thoughts of people that a yogurt products with a reputable brand that costs from 20.000 VND to 50.000 VND, source of information to help people know Neca Fresh Yogurt, the first element that people remember Neca Fresh Yogurt, the thoughts of people that Neca Fresh Yogurt focuses on advertising on network media, the thoughts of people that advertising images of Neca Fresh Yogurt attract attention of customers, the thoughts of people that Neca Fresh Yogurt conveys many messages that attract customers with articles on social networking sites, the thoughts of people that Neca Fresh Yogurt provides product information

on the website is very useful to customers, the thought of customers that Neca Fresh Yogurt is a quality brand in the beverage market in Vietnam, the thoughts of people that Neca Fresh Yogurt has built a prestigious brand image for the majority of customers, the thoughts of people that Neca Fresh Yogurt brings ideal products for health of consumers, the thoughts of people that Neca Fresh Yogurt is a potential brand in the competitive beverage market, thoughts of people that brand image of Neca Fresh Yogurt should be known by more people, the thoughts of people that Neca Fresh Yogurt will be their first priority when having the demand for yogurt products, the thoughts of people that they will gladly recommend products of Neca Fresh Yogurt to the people around them.

2.4 Data Analysis

2.4.1 Data Analysis Method

This research is qualitative research and quantitative research Qualitative research is

content analysis We set goals for this research by studying the secondary data The

secondary data helps us identify factors that can affect the awareness of customers about Neca Fresh Yogurt These factors are brand image, subjective norms, advertising Quantitative research is descriptive statistics analysis We use frequency analysis Two people are

surveyors, they select 150 samples after completing the survey, they compile data from 150 selected samples Another person analyzes statistical data from 150 samples We describe data

by charts to show the results of the survey easily.

2.4.2 Surveying Results

Due to the impact of COVID-19, we can't go to Ho Chi Minh City University of Foreign Languages and Information Technology for direct surveys When surveying with google forms, we had a question to screen target consumers The chart below is the result after removing the error questionnaires, with the result that 150 samples are all HUFLIT students

General information about yogurt products

Figure 1 The percentage of people who regularly use yogurt products

When asked do people think yogurt products are good for health, all the people say

"Yes" with this opinion However, 86% of people have a habit of using healthy yogurtproducts and the remaining 14% of people don’t use yogurt products regularly

Figure 2 Consumers' perception of the product's price

With the target that the research group aims to exploit are undergraduates, the issue of price is a very sensitive matter As you can see on the survey chart, 58% of people think that a yogurt product with a reputable brand that costs from 20.000 VND to 50.000 VND is a reasonable price The remaining are the cheap price is 13.3% and theexpensive price is 28.7% With the price from 20.000 to 50.000 VND, 65.1% of respondent feel satisfied when buying this yogurt product Besides that, 34.9% of people feel unsatisfied with this price

Figure 3 Customer satisfaction with the product's price

How do you know Neca Fresh Yogurt?

Figure 4 Source of information make consumers know Neca Fresh Yogurt

In terms of how consumers know about Neca Fresh Yogurt, the responses are quite diverse, but in common, most people know Neca Fresh Yogurt by Internet (website, social media, online newspaper) accounting for 51.3% Next is the recommendation of friends, colleagues, relatives to the surveyed about Neca Fresh Yogurt is 48% In addition, 35.3% of people think that using the products before is the source of

information to help them know Neca Fresh Yogurt The remaining is advertising at the point of sale, accounting for only 20.7% of the source of information

Figure 5 The factors that make consumers recognise Neca Fresh Yogurt

When asking customers about the factors that make them recognise the Neca Fresh Yogurt have the result such as 70.7% is the brand name, 35.3% is the reasonable price and 34% think that the product quality The remaining factors that account for a

relatively low percentage are 12% is packaging and 7.3% is the diverse menu that makepeople remember about Neca Fresh Yogurt

Forms of advertising

Regarding the opinion that Neca Fresh Yogurt focuses on advertising on network media, the highest percentage is 48.7% neither agree nor disagree The lower is 24%

of people agree, 14.7% strongly agree and 12% respondent disagree with this

statement Lastly, 0.7% of people strongly disagree that Neca Fresh Yogurt focuses

on advertising on network media

Figure 6 The effectiveness degree of Neca Fresh Yogurt on network media advertising