RESEARCH REPORT CONSUMERS BEHAVIOURS IN THE CONFECTIONERY INDUSTRY- Bánh oreo

UNIVERSITY OF ECONOMICS HO CHI MINH CITY DEPARTMENT OF INTERNATIONAL BUSINESS - MARKETING RESEARCH REPORT CONSUMERS BEHAVIOURS IN THE CONFECTIONERY INDUSTRY TEACHER: HUỲNH PHƯỚC NGHĨA CL

UNIVERSITY OF ECONOMICS HO CHI MINH CITY DEPARTMENT OF INTERNATIONAL BUSINESS - MARKETING

RESEARCH REPORT

CONSUMERS BEHAVIOURS IN THE CONFECTIONERY INDUSTRY

TEACHER: HUỲNH PHƯỚC NGHĨA

CLASS: IBC05

MEMBERS :

1 LÊ MINH

2 TRẦN HÀ TRUNG HIẾU

3 NGUYỄN YẾN VY

4 PHẠM CÔNG MINH

5 TRẦN QUỐC TRUYỀN

6 PHAN HỒNG LOAN

Confectionery is not an essential necessity but a commodity with

no small turnover Confectionery market in Vietnam is increasingly vibrant Surely you are no stranger to the confectionery brands such as Kinh Do, Hai Ha, Biscafun, Bibica…

Cultural

Particular

cultural

Social class

Society

Family groups

The role and status

Individual

Age and about life Occupation

Economic situation Personality and self-awareness

Psychological

Motivation Awareness Knowledge Trust and views

Buyer

Research report based on:

Others

Trending

Promotion

Price

Service

Amount

Ingredient

Trademark

3 5

15

38 8

28

41 24

What do you care about the kind of cake you need to buy ?

If the previous products have more discount Will you stay absolutely unchange or move to the other ones? This is our survey:

39.70%

60.30%

Không Có

1/ AT SUPERMARKET, CONVINIENT STORE

Kinh Đô Bibica Orion LU Danisa Hura

0

50000

100000

150000

200000

250000

Price level

Lowest price Average price Highest price

PRICE CHART

A SUPERMARKET SURVEY

Type of

product Trademark Sale price Promotion activities Sponge

cake HURADELI

35.000 – 47.900 VND SOLITE 43.000 –

60.000 VND CUSTAS 30.000 –

93.000 VND

CHOCO PIE ~ 50.000VND get one free pencil caseIf you buy 2 boxes, you

EGG CUSTAS ROLLS

30.000 – 50.000 VND STRAWBERRY

FLAVORED 50.000 VND25.000 – Rice

cake ICHI T.H.K 35.900 VND20.600 –

ORION ~ 21.200VND

TE ANCO ~ 13.500VND KOBANA ~ 30.900VND ONE.ONE

21.200 – 30.000 VND

Cookies OREO 11.400 –36.900

VND

Customers who purchase products with

a receipt of 149.000 VND will receive a Premium travel bag COZY 30.000 VND6.000 – Buy 2 packages for23.000 VND

DANISA 243.000VN55.300 –

D RITZ ~ 40.500VND

AFC 15.000 –

35.000 VND

AFC cracker nutrition box 200g buy 2 boxes get 1 free ceramic plate

or a thermos bottle GOUTE 50.000VND15.0000 –

LU ~ 165.000

VND premium bag if you buyYou will get one free

with the receipt from 150.000 VND GOODY CHIP 25.000 VND15.000 – Discount 5 % ROSIO CHIA 35.000 –

60.000 VND ORANGE

FLAVOR JAMY 50.000 VND25.000 –

Anthropological

characteristics

NUMBE AGE GENDER INCOME JOB EDUCATION LIVING NATIO RELIGION

R (MILION /MONTH

1 U50 MALE 6 TEACHER UNIVERSITY DISTRICT3 KINH BUDDHISM

2 U40 FEMALE 9 OFFICER UNIVERSITY DISTRICT3 KINH BUDDHISM

3 U30 MALE 15 OFFICER UNIVERSITY DISTRICT3 KINH CHRISTIAN

4 U40 MALE 8 OFFICER UNIVERSITY DISTRICT3 KINH CHRISTIAN

5 U20 FEMALE 12 SALE UNIVERSITY DISTRICT3 KINH BUDDHISM

6 U30 FEMALE 16 OFFICER UNIVERSITY DISTRICT3 KINH X

7 U60 FEMALE 5 TEACHER UNIVERSITY DISTRICT3 KINH BUDDHISM

8 U70 MALE 5 TEACHER UNIVERSITY DISTRICT3 KINH CHRISTIAN

9 U40 MALE 10 BANKER UNIVERSITY DISTRICT3 KINH X

11 U50 FEMALE 7 SALER HIGH DISTRICT3 KINH CHRISTIAN

12 U40 FEMALE 11 SALER HIGH DISTRICT3 KINH X

13 U30 FEMALE 13 DOCTOR UNIVERSITY DISTRICT3 KINH CHRISTIAN

14 U20 FEMALE 7 POLICE COLLEGE DISTRICT3 KINH BUDDHISM

15 U20 MALE 0 STUDENT UNIVERSITY DISTRICT3 KINH CHRISTIAN

16 U30 MALE 10 MARKETER UNIVERSITY DISTRICT3 KINH BUDDHISM

17 U40 MALE 7 WORKER HIGH DISTRICT3 KINH BUDDHISM

18 U50 FEMALE 5 SALER SECONDARY DISTRICT3 KINH BUDDHISM

19 U20 FEMALE 6 WORKER HIGH DISTRICT3 KINH CHRISTIAN

20 U30 FEMALE 13 OFFICER UNIVERSITY DISTRICT3 KINH BUDDHISM

21 U40 FEMALE 5 SALER SECONDARY DISTRICT3 KINH CHRISTIAN

22 U50 FEMALE 6 BIKER HIGH DISTRICT3 KINH BUDDHISM

23 U40 MALE 8 DRIVER PRIMARY DISTRICT3 KINH X

24 U30 MALE 6 BIKER SECONDARY DISTRICT3 KINH BUDDHISM

25 U20 MALE 0 STUDENT UNIVERSITY DISTRICT3 KINH CHRISTIAN

26 U20 FEMALE 0 STUDENT UNIVERSITY DISTRICT3 KINH BUDDHISM

27 U40 MALE 12 SALER UNIVERSITY DISTRICT3 KINH X

28 U30 FEMALE 20 DESIGNER UNIVERSITY DISTRICT3 KINH CHRISTIAN

29 U50 MALE 10 SALER UNIVERSITY DISTRICT3 KINH CHRISTIAN

30 U60 MALE 8 SALER UNIVERSITY DISTRICT3 KINH BUDDHISM

- Customers ages ranged from 20 to 50 and a lot of people go shopping in rush

hour

- The average salary of consumers are from 6 to 12 millions dong

- Most of them are officers and students

- The major are local people

- When they were asked ‘which is your favorites cakes?’, the bigger part said

they liked bakeries but they usually choose overpacked to buy

- According to our survey, 82,8% of supermarket consumers whose income is

over 10 millions consider to great trademark, quality and color of packaging while the rest of survey such as workers, students often care about price, quality and quantity

- When we asked ‘what think do you want to improve?’ the high-income don’t

want to change but the low-income want to improve quantities of product

2/ AT MARKET

A MARKET SURVEY

Type of product Trademark Sale price Promotionactivities

Wafer LU 52.000 VND23.000 – Bargainable

BISSIN ~ 22.000 VND Bargainable SUPER STAR 13.000 –

23.000 VND Bargainable Porous cake GREY 40.000 VND20.000 – Bargainable

BENG BENG ~ 20.000 VND Bargainable JULIE’S ~ 42.000 VND Bargainable PUFFY BITES ~ 32.000 VND Bargainable NABATI 6.000 – 43.000

VND Bargainable Chocopie ORION ~ 40.000 VNĐ Bargainable

LOTTE 52.000 VND50.000 –

Bargainable SOLITE ~ 43.000 VND Bargainable CHOCO PN ~ 60.000 VND Bargainable Cookies MIZ ~ 11.000 VND Bargainable

MARINE BOY ~ 13.000 VND Bargainable PEPERO ~ 20.000 VND Bargainable OREO ~ 15.000 VND Bargainable

Ant

hro

pol

ogic

cha

ract

eris

tics

NUMBE

R AG E GENDE R

INCOME (MILION / MONTH )

JOB EDUCATIO N LIVING AREA NATIO N RELIGION

1 U60 MALE 0 HOUSEWIFE SECONDARY DISTRICT3 KINH BUDDHISM

2 U70 FEMALE 5 SALER SECONDARY DISTRICT3 KINH CHRISTIAN

3 U30 MALE 12 OFFICER UNIVERSITY DISTRICT3 KINH CHRISTIAN

4 U40 MALE 7 TEACHER UNIVERSITY DISTRICT3 KINH CHRISTIAN

5 U20 MALE 8 DRIVER HIGH DISTRICT3 KINH BUDDHISM

6 U20 FEMALE 10 SALER HIGH DISTRICT3 KINH X

7 U50 MALE 8 TEACHER UNIVERSITY DISTRICT3 KINH BUDDHISM

8 U50 FEMALE 0 HOUSEWIFE HIGH DISTRICT3 KINH X

9 U60 MALE 5 SALER PRIMARY DISTRICT3 KINH CHRISTIAN

10 U30 FEMALE 7 BIKER SECONDARY DISTRICT3 KINH CHRISTIAN

11 U40 FEMALE 6 SALER HIGH DISTRICT3 KINH BUDDHISM

12 U40 FEMALE 13 BANKER UNIVERSITY DISTRICT3 KINH BUDDHISM

13 U30 FEMALE 15 MARKETER UNIVERSITY DISTRICT3 KINH BUDDHISM

14 U40 MALE 20 MARKETER UNIVERSITY DISTRICT3 KINH BUDDHISM

15 U20 FEMALE 11 BANKER UNIVERSITY DISTRICT3 KINH BUDDHISM

16 U40 MALE 8 SALER HIGH DISTRICT3 KINH CHRISTIAN

17 U30 FEMALE 5 BIKER HIGH DISTRICT3 KINH BUDDHISM

18 U30 FEMALE 9 BIKER SECONDAR DISTRICT KINH CHRISTIA

Y 3 N

19 U40 FEMALE 10 SALER HIGH DISTRICT3 KINH X

20 U30 MALE 14 OFFICER UNIVERSITY DISTRICT3 KINH BUDDHISM

21 U40 FEMALE 0 HOUSEWIFE COLLEGE DISTRICT3 KINH X

22 U40 FEMALE 7 TEACHER COLLEGE DISTRICT3 KINH CHRISTIAN

23 U30 FEMALE 5 TEACHER UNIVERSITY DISTRICT3 KINH BUDDHISM

24 U20 FEMALE 0 STUDENT COLLEGE DISTRICT3 KINH X

25 U50 MALE 9 SALER HIGH DISTRICT3 KINH CHRISTIAN

26 U60 FEMALE 7 SALER SECONDARY DISTRICT3 KINH CHRISTIAN

27 U70 FEMALE 6 SALER PRIMARY DISTRICT3 KINH BUDDHISM

28 U80 FEMALE 0 X PRIMARY DISTRICT3 KINH BUDDHISM

29 U30 FEMALE 25 OFFICER UNIVERSITY DISTRICT3 KINH BUDDHISM

- Customers ages range from 30 – 60, they usually go to the

market between 7 a.m to 9 a.m

- Alsmost of people going to the market are housewife and live

near the market

- Cake at market doesn’t have any trademark so that

customers usually base on smell, taste and packaging,

prices

3/ IN CONCLUSION

 People need products which

are able to be taken away,

convenient

 People need hot, cheap, delicious food

 People consider to quantity,

People consider to health

problems, quality and

Ingredient

Consumers are attracted by

discount, advertisement

smell and prices

 Consumers have to bargain

to reduce money

 Strategy to increase customers:

- At supermarket and convenient store: Have more advertising activities, direct and non-direct discount such as sample, free gift… Make brand more colorful, show more

complements to raise bonus money

- At market: yell a attractive deal, improve hygiene problems, smell and taste to make attention

THE END