TOPIC ACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET ENGLISH CENTER

MINISTRY OF EDUCATION & TRAININGHOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES – INTERNATIONAL CULTURES GRADUATION INTERNSHIP REPORT TOPIC: “FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS

MINISTRY OF EDUCATION & TRAINING

HOA SEN UNIVERSITY FACULTY OF FOREIGN LANGUAGES – INTERNATIONAL CULTURES

GRADUATION INTERNSHIP REPORT

TOPIC: “FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES AT WESET

First of all, I would like to thank WESET English Center for agreeing to let mepractice and work here Furthermore, I feel proud to receive the help of theMarketing Department, and Ms Nguyen Ngoc Thao Nguyen guided me as well asshared working experiences for me when I worked here It means a lot to me andreally helps me in my future career

For this internship, I am extremely grateful to Mr Le Huu Chau - whoorganized the program and created conditions for me to come to the business, toexperience I would like to express my sincere thanks to lecturer Trinh Binh ThanhSon - who helped me a lot from guiding to observing my internship at the companyand also answering my questions and problems Thanks to the dedicated guidance

of two teachers, I was able to successfully complete the internship and complete thereport

I am very grateful to Hoa Sen University - the university where I am studyingfor knowledge that I can apply in my life as well as in my future work Thank you

to the School Board and the teachers for opening such a practical course like this

Finally, I would like to thank the other trainees who helped me a lot duringthis internship

StudentNguyen Thi Thu

SUPERVISOR’S REMARKS

Ho Chi Minh City, July 2022

Supervisor’s Remarks (Sign full name and stamp)

TABLE OF CONTENT

ACKNOWLEDGEMENTS I SUPERVISOR’S REMARKS .II LIST OF TABLE V IMAGE INDEX VI LIST OF FIGURE VI

CHAPTER 1: INTRODUCTION 1

CHAPTER 2: ORGANIZATION 2

2 2 1 General information 2

.2 Business activities 3

2 2 2 2 2 2.1 The target customers 3

.2.2 Areas of operation 4

.2.3 Partners of WESET English Center 4

.2.4 The competitors 6

.2.5 The achievement of the company 9

2.3 Company sructure 12

CHAPTER 3: POSITION AND TASKS 15

3 3 1 The department of company 15

.2 Content creator 16

3.2.1 The tasks 16

3 3 3 3 2.1.1 Write content according to the content pillar 16

.2.1.2 Order picture (from design team) 20

.2.1.3 Make a content plan for next week 21

.2.1.4 Weekly report 22

3.2.2 Work experience 22

CHAPTER 4 TOPIC: “FACTORS AFFECTING CUSTOMER BEHAVIOR WHEN CHOOSING IELTS COURSES AT WESET” 23

4.1 Matter/Issue Identification & Description 23

4 4 1.1 Issue identification 23

.1.2 Issue description 24

4.2 Matter/Issue Analytical Interpretation 24

4.2.1 Theoretical basis 24

4 4 2.1.1 Consumer buying decision process 24

.2.1.2 Factors influencing consumer behavior 26

4 4 4 4 2.1.2.1 The concept of consumer behavior 26

.2.1.2.2 Buying behavior model 27

.2.1.2.3 Factors influencing buying decision 29

.2.1.2.4 Theories related to behavior and behavioral decisions 33

4 4 2.1.2.4.1 Theory of Reasoned Action - TRA 33

.2.1.2.4.2 Theory of Planned Behavior – TPB) (Ajzen, 1991) 34

4 4 2.1.4 Factors affecting educational services choice behavior 36

.2.1.5 Related studies 36

4.2.2 Research models 37

4 4 2.2.1 Building a proposed research model 38

.2.2.2 Building the scale in the research model 41

4.2.3 Results of customer evaluation analysis for IELTS course at WESET English Center 43

4 4 4 2.3.1 Sample descriptive statistics 43

.2.3.2 Descriptivestatistics according to customer behavior 45

.2.3.3 Descriptivestatistics of observed variables 47

4.3 Matter enhancement/ Solutions 49

.3.1 Basis for proposed solution 49

4 4.3.1.1 The context of the IELTS certification training market in Ho Chi Minh City 49

4 4 3.1.2 Results from customer survey 50

4.3.2 Solution 50

.3.2.1 Solution 1: Improve activities that affect and influencestudent's course choice behavior 51

.3.2.2 Solution 2: Minimizing the negative impact of "Tuition group" on students' decision to choose courses 55

.4 Limitations of the topic 55

4 4 CHAPTER 5: SELF-EVALUATION 57

CHAPTER 6: CONCLUSION AND RECOMMENDATIONS 58

REFERENCES 60

APPENDICES 62

LIST OF TABLE

Table 2 1 Overview of WESET English Center 3

Table 2 2 WESET English Center service courses are in business 4

Table 2 3 Company Organization chart 12

Table 3 1 EC Department chart 15

Table 3 2 Marrketing Department chart 16

Table 3 3 HALA Department chart 16

Table 4 1 Recommended scale table 42

Table 4 2 Survey sample characteristics 44

Table 4 3 The source ofinformation that customers know about IELTS courses at WESET English Center 46

Table 4 4 Statistical table describing observed variables 47

Table 4 5 Analysis of the current situation, problems and solutions for IELTSthe course at WESET English Center 51

IMAGE INDEX

Picture 2 1 Company’s Logo 3

Picture 2 2 WESET Corporate Partners 5

Picture 2 3 Political and social organization partners 5

Picture 2 4 Media partners 5

Picture 2 5 High School Partners 5

Picture 2 6 University partners 6

Picture 2 7 Clubs - Teams – Groups Partners 6

Picture 2 8 IELTS Fighter's Logo 7

Picture 2 9 The IELTS Workshop's Logo 7

Picture 2 10 IELTS Vietop's Logo 8

Picture 2 11 IELTS IPP's Logo 8

Picture 2 12 IELTS Dinh Luc's Logo 9

Picture 2 13 YOUPRENEUR LAUNCHPAD 2022 event 9

Picture 2 14 CMO THINK & ACTION2022 event 10

Picture 2 15 FTUSHINE 2022 event 10

Picture 2 16 ENGLISH STATION 2022: COLORLIFE event 11

Picture 2 17 Launching ceremony of summer volunteer programs and campaigns 202211

Picture 2 18 The students achieved good results 12

Picture 3 1 WESET English Center fanpage 17

Picture 3 2 WESET English Center’s Website 17

Picture 3 3 Post for Speakingthe club event 18

Picture 3 4 Post for external events 19

Picture 3 5 Post for showing off student scores 19

Picture 3 6 Content is saved on Google doc 20

Picture 3 7 Sheet for members to order products picturesand 21

Picture 3 8 Content plan 21

Picture 4 1 Number of IELTS courses at WESET English Centerthat customers have attended 46

LIST OF FIGURE Figure 4 1 Consumer buying decision process 26

Figure 4 2 Consumer buying behavior model 28

Figure 4 3 Detailed model of factors affecting behavior 30

Figure 4 4 Factors that determine value for customers 31

Figure 4 5 Theory of reasoned action model (TRA) 33

Figure 4 6 Theory model of intended behavior (TPB) 35

Figure 4 7 Proposed research model 38

CHAPTER 1: INTRODUCTION

Along with the process of studying hard at the school, the business internship period

is really meaningful and plays an important role in the growth of students and later careeropportunities Internships are the best way for students to gain experience in their field ofinterest I was given clear directions to sign up for and participate in this internship as part

of the business English and corporate communication curriculum I took, and it was reallybeneficial to me Hoa Sen University has partnered with companies to give students thechance to experience a fulfilling and professional job environment

During this internship I got to work at WESET English Center Internship at thiscompany is an opportunity for me to observe the daily work there, the culture and workingenvironment (dynamic, professional or other criteria that I am looking for), as well as This

is an opportunity for me to understand more about the field of career that I am pursuing Istarted my internship here from April 18, 2022 to July 29, 2022 with the position of SocialContent in Marketing department During my work at WESET English Center, I have set

my own goals:

The first goal Try to catch up with a new job with a new role

The second goal Try to complete the assigned tasks on time

The third goal Develop my work with my own creativity

CHAPTER 2: ORGANIZATION

2.1 General information

Legal representative: Mr Nguyen Tan Sang - Title: Director

Head office address: 873A Tran Hung Dao, Ward 1, District 5, HCMC

Fanpage: https://www.facebook.com/WESETEnglishCenter

Established in 2016, WESET ENGLISH CENTER is an English language centerthat applies a new model of English teaching, focusing on the long-term interests ofstudents: studying English is not only to take exams to get additional certificates in yourstudy abroad records, to apply for jobs, but also to use English fluently as a second language,ready to integrate into the international environment

Based on that core value, WESET's IELTS and Communication courses all applythe Root-Based Learning method: taking the foundation of grammar and vocabulary as theroot, developing English skills based on scientific knowledge, academic, social fromthence, students can not only achieve the desired IELTS score but also be able to applyEnglish fluently in real life and work

Table 2 1 Overview of WESET English Center

283 838 3877Branch 4: 835/12 Vo Van Kiet Street, Ward 5, District 5, HCMC

2.2.1 The target customers

WESET's target audience consists of those who desire to study the language andadvance their proficiency The WESET English Center's target demographic is Ho ChiMinh City's students and working population

WESET students always strive for a vibrant and productive learning environmentfor English They want to enhance their English in order to make investments in the presentand the future They are competent and in high demand in English.

Mon, Wed, Fri/ Tue, Thu, Sat

Mon, Wed, Fri/ Tue, Thu, Sat

Mon, Wed, Fri/ Tue, Thu, Sat

Mon, Wed, Fri/ Tue, Thu, Sat

Mon, Wed, Fri/ Tue, Thu, Sat

Mon, Wed, Fri/ Tue, Thu, Sat

Mon, Wed, Fri/ Tue, Thu, Sat

(Source: WESET English Center)

2.2.3 Partners of WESET English Center

Picture 2 2 WESET Corporate Partners

Picture 2 3 Political and social organization partners

Picture 2 4 Media partners

Picture 2 5 High School Partners

Picture 2 6 University partners

Picture 2 7 Clubs - Teams – Groups Partners

2.2.4 The competitors

For a big city like Ho Chi Minh City, WESET has countless competitors in thisbusiness Some competitors such as IELTS Fighter, The IELTS Workshop, IELTS Vietop,IELTS IPP, IELTS Dinh Luc, etc

Picture 2 8 IELTS Fighter's Logo

Picture 2 9 The IELTS Workshop's Logo

Picture 2 10 IELTS Vietop's Logo

Picture 2 11 IELTS IPP's Logo

Picture 2 12 IELTS Dinh Luc's Logo

2.2.5 The achievement of the company

WESET English Center is always responsible to the community during its operation.Since day one, they have partnered with countless businesses as sponsors and similar roles

Here are the most recent social activities they sponsor:

Picture 2 13 YOUPRENEUR LAUNCHPAD 2022 event

Picture 2 14 CMO THINK & ACTION 2022 event

Picture 2 15 FTUSHINE 2022 event

Picture 2 16 ENGLISH STATION 2022: COLORLIFE event

Picture 2 17 Launching ceremony of summer volunteer programs and campaigns 2022

WESET has succeeded in helping students achieve good results

Picture 2 18 The students achieved good results

BOARD OF MANAGER

Director: Mr Nguyen Tan Sang

Functions and duties of the director:

• Establish diplomatic relations to application and enrollment

Organize the decisions that the center makes.

Organize the implementation of the center's enrollment and exam plans

Promulgate regulations on internal management of the center

Proposing the organizational structure plan of the center

Recruitment of central staff

Notify the exam information in a timely manner to the junior staff

Provide reasonable training programs for the center in accordance with humanresources force

• Organizing professional meetings, evaluation meetings, planning meetings related

to the training room

(2) Education Consultant Department

Functions and duties:

• Serving as a consultant to educators, parents, school leaders, school boards, andpublic authorities

• Reporting on how well the existing educational system is working

Preparing accounts and tax returns

Budgeting and keeping track of expenses

Studying of financial performance auditing

Financial planning and risk assessment

Providing guidance on ways to increase profits and reduce costs

Preparing and presenting financial and budget reports

Checking that all relevant laws and regulations are followed by the financialstatements and records

• Updating accounting records and infrastructure

Updating corporate policies

Processing employee data

Helping with the hiring process

Keeping physical and digital records of individuals, such as employment contracts

Writing and editing complex commercial agreements

Ensuring the company operates in compliance with applicable laws and regulations

CHAPTER 3: POSITION AND TASKS

3.1 The department of company

The WESET English Center includes three primary departments, each of which isactive and important:

HR Accountant Legal Academic

Table 3 1 EC Department chart

ECmanager

EC deputy –operation

Table 3 2 Marrketing Department chart

MarketingManager

DigitalMarketingExcutive

ExternalCommunication

Marketing Team Leader cumGraphic Designer

Co-ordinator MarketingAssociate

GraphicDesignerAssociate

Editorassociate

Table 3 3 HALA Department chart

❖ Work position: Social content - The staff of the Marketing Department

This is my main job at WESET English Center My daily work is observed by the instructor

3.2.1 The tasks

3.2.1.1 Write content according to the content pillar

During this internship, I was given the position of Social content and I was in charge ofwriting articles for the company's fanpage and the company's website

Picture 3 1 WESET English Center fanpage

Picture 3 2 WESET English Center’s Website

For the WESET English Center fanpage, I will write articles according to the content pillar

as follows:

•

•

•

Update Internal events: Speaking club, Mock test,

Update External events

Students review and show off student scores

Academic lesson from team aca (sample post and video sharing)

Picture 3 3 Post for the Speaking club event

Picture 3 4 Post for external events

Picture 3 5 Post for showing off student scores

Step 1: Create content

- When writing content for the above types of posts, I will collect information fromthe event team, from the academic team and from other departments and based onthat information I will write a complete and attractive post

- I often write articles on Google doc for easy storage and commenting

Picture 3 6 Content is saved on Google doc

Step 2: Waiting for content review

After I fix it, I will send it to the instructor until there are no errors in the content

3.2.1.2 Order picture (from design team)

information that I provide includes: what type of content the image is for, where topost it and what to show.

- The content will be ordered on the Google sheet file for the teams to grasp

Picture 3 7 Sheet for members to order products and pictures

3.2.1.3 Make a content plan for next week

- Every weekend I will plan the content to be posted next week based on the contentpillar

Content plan will be filled in Google sheet for the whole team to grasp

Picture 3 8 Content plan

3.2.1.4 Weekly report

- At the end of each week, I will report to my superiors important information suchas: the number of followers, the amount of interaction of the company's mediapages; work progress; If there is any problem, it is necessary to provide a solution

to apply for the next time

-Weekly reports will be sent via Gmail every weekend

This is very important and indispensable work every week The whole team willwork together and report to each other, then report individually This will helpeveryone in the team capture information and improve work

3.2.2 Work experience

The past few weeks have been very helpful to me I have the opportunity to workwith the core team of the Marketing department, from which I can gather experiences fromthe predecessors

Since I'm a newbie, there's a lot I need to learn and I'm lucky I got the chance Asfor the content creator, I learned a lot and was led by the instructor Initially, I made a lot

of mistakes and those mistakes repeated a lot and in the process of writing I made manymistakes so I need to learn from those times It was also difficult for me to get informationfrom other groups at first, but once I got used to the work and understood the process, I wasable to do it more easily

When writing content, the first difficulty for me is that the content needs to be editedand creative to attract readers To do that, I need to read more, listen more, and be creativewith my own writing I also need to consult and accumulate new things from varioussources I often draw inspiration from the closest things like listening to music, watchingmovies and surfing the internet to bring my personal color to the content that I write Thesecond difficulty that I want to mention is that the content that I write has the same styleand I need to improve this

CHAPTER 4 TOPIC: “FACTORS AFFECTING THE BEHAVIOR OF CUSTOMERS CHOOSING COURSES

AT WESET ENGLISH CENTER”

4.1 Matter/Issue Identification & Description

4.1.1 Issue identification

According to an August 2017 market research survey by Taylor Nelson, about 47%

of Vietnamese people's spending is spent on education As can be seen, Vietnamese peopleare increasingly aware of the role of learning

Business in the Vietnamese education industry is now considered as one of theindustries with wide opportunities and growth rates with a very high demand for learning

Over the years, Education and Training activities are receiving more and moreattention and concern Along with improving the educational level and developing thepersonality for generations of students, Education and Training also make an effectivecontribution to the training of human resources, in which there is a division that is high-quality human resources, meeting the demand for labor in the market with constant changes

Consumers are becoming more and more discerning in choosing any product orservice One of which is indispensable is education services Considerations andconsiderations before choosing a teaching service are always carefully considered With thedevelopment of science and technology, the proliferation of the internet along with themodern educational infrastructure system, learning becomes not too difficult However, It

is not easy to choose for yourself or your loved ones a course, an ideal and useful learningenvironment, this is influenced by many different factors This also means that businesses

in the education sector must meet the expectations of customers And to do this, businessesmust clearly understand what factors influence students' decision to choose services.Thereby in order to adjust, improve the quality, add services, etc to suit their requirements

In this regard, there have been a number of research works both at home and abroad

It can be seen that research on behavioral decision to choose an educational service

is an important and meaningful issue for schools/centers/enterprises in this field, helping

them to understand the factors affecting the consumer's decision to consume, therebydeveloping additional new products and services, building effective marketing policies andplans At the same time, it is the basis to approach and serve students in the best way.

at the end of the course However, students will only know when they have participated inthe learning process

Some of the most prestigious IELTS training centers in Ho Chi Minh City such asIELTS Fighter, The IELTS Workshop, IELTS Vietop, IELTS IPP, IELTS Dinh Luc, etc

To be able to compete in this fierce market, the centers have to come up with manyprograms and measures to improve the quality of the centers One of them cannot fail tomention the quality of training with activities such as enhancing professional skills,teaching skills, increasing interaction with foreigners through native teachers, includingextra-curricular sessions, improving service capacity, etc to satisfy the needs of students

4.2 Matter/Issue Analytical Interpretation

4.2.1 Theoretical basis

4.2.1.1 Consumer buying decision process

The consumer buying process is a complex matter with many internal and externalfactors influencing consumer purchasing decisions When purchasing a product, theconsumer walks through the steps in the process

Problem recognition

Need recognition occurs when the customer senses a difference between the statusquo and the desired one This motivates the consumer to start the buying process withvarious reasons such as dissatisfaction from the current product or service, wanting andwanting the new product is known as internal stimulation The influence of advertising,promotion, taste and smell, as extrinsic stimuli in purchasing decisions (Kotle P, Saunders

J, Armstrong G, (2005))

Information search

“During the purchase decision process, consumers are stimulated to seekinformation; consumers may simply notice or may engage in the activity of seekinginformation necessary to make a purchase decision” (Kotle P, Saunders J, Armstrong G,(2005))

Purchase decision

After going through the evaluation process, consumers form the intention to buy,but before deciding to buy, there are also a few other factors that affect, such as otherpeople's attitudes and unexpected situations “A consumer decision to change, postpone, oravoid making a purchasing decision is heavily influenced by perceived risk” (Kotle P,Saunders J, Armstrong G, (2005)) The degree of perceived risk varies depending on theamount, confidence level and quantity of purchase uncertainty of the consumer

Post-purchase evaluation

Post-purchase behavior is “the stage of the buyer decision process in which theconsumer will take further action after a purchase based on their satisfaction or

dissatisfaction” (Kotle P, Saunders J), Armstrong G, (2005)) The level of satisfaction anddissatisfaction depends on the relationship between consumer expectations and productperception Although, the decision-making process of consumers shopping online andshopping is similar, but the method of implementation is different This will affectconsumers differently for each shopping method.

Thus, the consumer buying decision process begins before the actual purchase takesplace and continues after the purchase

The model of the consumer buying decision process below covers the full range ofproblems that arise when a consumer needs to choose between products and brands,especially when facing a new purchase that needs a lot of attention However, in the case

of products or brands that consumers buy frequently and with little concern, the buyer canskip or reverse some stages in that process

Figure 4 1 Consumer buying decision process

(Source: Kotler P, Wong V, Saunders J, Armstrong G (2005))

4.2.1.2 Factors influencing consumer behavior

4.2.1.2.1 The concept of consumer behavior

In Vietnam, Clause 1, Article 3 of the Law on Protection of Consumer Rights in

2010 stipulates: “Consumer is a person who buys and uses goods and services for

personal consumption and living purposes, family, organization” [19, Article 3, Clause 1]

Research on consumer behavior, the essence of this process is to find answers tothe questions: How do consumers buy products? What products do they buy? Consumer

behavior is influenced to different degrees by factors: cultural, social, personal

circumstances and psychological factors, etc (Hoyer, 2007)

According to Kotler & Levy (1969), customer behavior is the specific behavior of

an individual when making decisions to purchase, use and dispose of a product or service

According to the American Marketing Association, customer behavior is theinteraction between environmental stimuli and human perception and behavior throughwhich interaction, people change their lives In other words, customer behavior includes thethoughts and feelings that people have and the actions they take during consumption.Factors such as opinions from other consumers, advertising, pricing information,packaging, and product appearance can all influence how customers feel, think, and behave

Through the above two definitions, we can understand that consumer behavior isthe whole action that consumers reveal in the process of investigating, purchasing, using,and evaluating goods and services to satisfy the needs of consumers themselves, is the way

in which consumers make decisions about the use of their assets (money, time, ) related tothe purchase and use of goods and services to satisfy the needs of an individual or a group

of people

4.2.1.2.2 Buying behavior model

The growth in size of businesses and markets has created a gap between marketingmanagers and their customers They have less opportunity to communicate with customers.Executives have had to strive towards understanding consumers to know

What do they buy?

Why do they buy?

Who is involved in the purchase?

How do they buy?

Where do they buy?

(Product)(Target)(Organization)(Opportunity)(Place of sale)The key issue is to understand how the consumer responds to the various marketingagents that businesses may use Businesses that truly understand how consumers will

respond to product features, prices, and advertising messages have a distinct advantage overtheir competitors.

Buying decisionprocess

Buying behavior: Buywhat, where, when, howProduct

Promotion Culture

Figure 4 2 Consumer buying behavior model

(Source: PGS.TS Nguyễn Văn Phát, TS Nguyễn Thị Minh Hòa (2015), Giáo trình

Group 2: Stimulating factors not under the absolute control of enterprises, includingeconomic environment, political environment.Hộp đen ý thức người tiêu dùng:

As the way the human brain is called and its mechanism of action in receiving andprocessing stimuli and proposing solutions to respond to that stimulus, the Conscious BlackBox is divided into two parts:

Part one: Consists of consumer characteristics These factors fundamentally affecthow consumers will receive and respond to those agents?

The second part: Includes the customer buying decision process The customerbuying decision process is the entire journey through which the consumer performsactivities related to the appearance of a desire, inquiry, purchase, consumption and howcustomers feel when consuming will depend greatly on whether the steps of this process areimplemented smoothly or not

Consumer response:

These are the reactions consumers show during the exchange that we can observe.For example, the act of finding out information about goods and services; selection of goodsand brands

4.2.1.2.3 Factors influencing buying decision

Consumer buying process is strongly influenced by culture, society, individual andpsychological characteristics (Kotle P, Saunders J, Armstrong G, (2005)) These factors areshown in the figure below For management, most of these factors are uncontrollable, butthey need to be carefully analyzed and their effects on buyer behavior considered

Occupationstatus