(Tiểu luận) demographic, lifestyle, household structure and consumptionbehavior factors affect the roles of family members inchoosing an ielts language center

The English Center can offer courses that match the hobbies and interests of the students and make learning more enjoyable and engaging for them.. English language centers can segment th

VIETNAM GENERAL CONFEDERATION OF LABOR

TON DUC THANG UNIVERSITY

FACULTY OF BUSINESS ADMINISTRATION

FINAL ASSIGNMENT:

CASE STUDY:

Demographic, Lifestyle, Household Structure and Consumption Behavior Factors Affect the Roles of Family Members in

Choosing an IELTS Language Center

Lecturer: PHAM VAN PHAT

Group: 704003 – Shift: 3 (Thursday)

HO CHI MINH CITY, 2023

LIST OF GROUP MEMBERS

5 Trần Nguyễn Phương Anh 721K0430 Identify the target

II MARKETING STRATEGY AND GENDER ROLE 6

A The market segmentation 6

1 Geographic segmentation 6

2 Demographic segmentation 7

3 Psychographic segmentation 7

4 Behavioral segmentation 8

B Product/Service Strategy 9

C Marketing Communication ( IMC ) 10

D Household and Personal Income 11

III DETERMINANTS OF LIFESTYLE 12

LIFESTYLES 13

1 Likes 13

2 Dislikes 13

3 Attitudes 14

4 Interests 14

5 Expectations 15

IV THE NATURE OF HOUSEHOLDS 16

A The household decision-making process 16

1 Information Gatherer 16

2 Influencer 16

3 Decision Maker 16

4 Purchaser 16

5 User 17

B Managerial framework for evaluating the household decision-making process 17

V CONCLUSION AND RECOMMENDATIONS 20

LECTURER’S COMMENTS

I IDENTIFY THE TARGET CUSTOMERS FOR IELTS

A Demographics

The demographic of consumers who want to study IELTS (International English Language Testing System) may vary depending on the location and context However, some common demographic characteristics of IELTS test takers are:

Age group: As mentioned earlier, the majority of IELTS test takers are from 15 to 22 years old However, there are also younger and older test takers The younger group may be between 16-19 years of age, while the older group may be above 30 years of age

among test takers

Geographical area: In urban areas, people often have a high demand for studying IELTS for

various reasons such as pursuing higher education abroad, obtaining a certificate as a requirement for admission to universities, and so on Especially in large metropolitan cities like HaNoi and Ho Chi Minh City, there are many people who are preparing for the IELTS test In HoChi Minh City, some of the districts that have the most English centers are District 1, District 3 and Binh Thanh District

Occupation: The IELTS test attracts test takers from a wide range of occupations, such as

students, professionals, and skilled workers Students may require the test to apply for higher education programs in English-speaking countries, while professionals and skilled workers may use it for employment or immigration opportunities In Vietnam, there are two specific occupations that have a high demand for IELTS, which are English teachers and people who work for foreign companies However, the majority of test takers are still students

II MARKETING STRATEGY AND GENDER ROLE

A The market segmentation

1 Geographic segmentation

 Geographical location: A suitable location for an English center should have easy access

to various modes of transportation, such as buses, trains, or bikes It should also be close

to schools where students need to learn English for their academic purposes The target customers of the English center are young people who have a high demand for English proficiency in order to graduate and pursue their careers

 Population and population characteristics: The population size and distribution in

different regions can affect the potential market for the English center Therefore, it is important to analyze the demographic factors of the population, such as age, education level, income level, English learning needs, and other preferences This can help to identify the most suitable segments for the English center’s services and products

 Competition: Another factor to consider is the presence and performance of other

English centers in the same region By studying their strengths and weaknesses, such as

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their curriculum, teaching methods, prices, facilities, and reputation, the English center can improve its own marketing strategy and differentiate itself from its competitors.

2 Demographic segmentation

 Age: One way to segment the students who attend the English Center is by their age

group For example, the center can target different segments such as high school students,college students, or working professionals Each segment may have different learning goals and preferences, and the center can offer courses that cater to their specific needs

 Gender: The English Center does not need to differentiate its students based on their

gender, as this factor is not relevant for learning English The center can welcome and serve students of any gender equally

 Income: Another factor that can influence the segmentation of students is their income

level The English Center can focus on attracting students who have an average income orhigher, as they are more likely to afford the tuition fees and other expenses associated with learning English The center can design study programs that are affordable and valuable for this segment of students

 Education level: The education level of the students is also an important factor to

consider for segmentation The English Center can target students who have completed high school or higher, as they are more likely to have a basic foundation of English and a higher motivation to improve their skills The center can offer study programs that are tailored to the level and interests of the students

3 Psychographic segmentation

 Hobbies: Another factor that can help segment the students is their hobbies and interests

related to learning English For example, some students may have a passion for language learning, culture exploration, travel experiences, technology trends, etc The English Center can offer courses that match the hobbies and interests of the students and make learning more enjoyable and engaging for them

 Values and beliefs: The values and beliefs of the students can also influence their

segmentation For example, some students may view learning English as a way to

improve their work skills, advance their career opportunities, or graduate on time The English Center can emphasize the benefits and outcomes of learning English for these students and motivate them to achieve their goals

 Lifestyle: The lifestyle of the students can also affect their segmentation For example,

some students may have an active and sociable lifestyle, while others may have a more traditional and conservative lifestyle The English Center can adapt its courses and

teaching methods to suit the lifestyle of the students and make learning more convenient and comfortable for them

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affect their segmentation Some students may be very eager and determined to learn English, while others may take a more casual and laid-back approach English language centers can segment their customers based on their motivation level and design programs that suit their needs For example, they can offer more intensive and challenging courses for highly motivated students, and more flexible and fun courses for less motivated students

 Learning Styles: The learning styles of the students can also differ, and some may favor

a more structured and organized approach, while others may favor a more experiential and interactive approach English language centers can segment their customers based on their learning styles and offer courses that match their preferences For example, they canoffer more formal and systematic courses for students who like structure, and more informal and creative courses for students who like interaction

 Learning Objectives: The learning objectives of the students can also be specific or

general, and this can influence their segmentation Some students may have clear and concrete learning goals, such as achieving a high score on an English proficiency test or enhancing their English communication skills for work purposes English language centers can segment their customers based on their learning objectives and offer courses that focus on achieving these goals For example, they can offer test preparation courses for students who want to pass an exam, or business English courses for students who want to improve their work skills

 Learning Experience: The learning experience of the students can range from having

previous English learning experience, such as attending courses or living abroad, to beingbeginners who have little or no exposure to English English language centers can segment their clients based on their learning experience and offer courses that are tailored

to their level of proficiency and confidence For example, they can offer more advanced and challenging courses for experienced students, and more basic and supportive courses for beginner students

 Study habits: The study habits of the students can also vary, and some may have a habit

of studying English regularly, even during their normal activities, such as listening to podcasts or reading books, while others may study only when necessary, such as before a test or a presentation English language centers can segment their clients based on their study habits and offer flexible courses that meet their needs For example, they can offer more structured and guided courses for students who need more direction and motivation,and more self-paced and independent courses for students who have more initiative and discipline

some may want to learn English quickly and actively, by attending frequent and intensiveclasses, while others may want to learn English more slowly and sustainably, by attending less frequent and moderate classes English language centers can segment their customers based on their frequency of learning and offer courses with flexible study schedules to meet their needs For example, they can offer more accelerated and immersive courses for students who want to learn fast, and more gradual and balanced courses for students who want to learn steady

B Product/Service Strategy

Online IELTS preparation courses: One of the products that Vietnamese consumers may

be interested in is online IELTS preparation courses that offer flexibility and convenience for busy and tech-savvy consumers These courses can include various features such as video lessons that cover the four skills of reading, writing, listening, and speaking, interactive exercises that provide instant feedback and correction, practice tests that simulate the real exam format and difficulty, and personalized feedback from qualified and experienced instructors who can provide tips and guidance The courses can be designed to meet the different needs of various market segments, such as students who need to pass the IELTS for academic purposes, working professionals who need to pass the IELTS for immigration or career purposes, and language learners who want to improve their English skills for personal

or professional reasons

Classroom-based IELTS preparation courses: Another product that Vietnamese consumers

may prefer is classroom-based IELTS preparation courses that offer face-to-face interaction and social learning opportunities These courses can be offered at various locations such as language centers, schools, or universities and can be designed to meet the needs of different market segments The courses can include various components such as lectures that explain the IELTS test format and strategies, group discussions that enhance communication and collaboration skills, role-playing that practice real-life situations and tasks, and practice tests that assess the progress and performance of the learners

IELTS study materials: A third product that Vietnamese consumers may also be interested

in is IELTS study materials such as textbooks, workbooks, and audio recordings These materials can be designed to help consumers improve their reading, writing, listening, and speaking skills in a self-study mode or in combination with other courses The materials can

be tailored to meet the needs of different market segments by providing different levels of

difficulty, topics, and formats The materials can also include answer keys, explanations, sample answers, and tips for improving the scores.

IELTS practice tests and assessment services: A fourth product that Vietnamese consumers

may also need access to is IELTS practice tests and assessment services to measure their language proficiency and prepare for the actual exam These services can include online or offline practice tests that are similar to the official IELTS test in terms of content, format, timing, and scoring The services can also include scoring and feedback services that provide detailed analysis and evaluation of the strengths and weaknesses of the learners Additionally,the services can include personalized coaching and support that provide individualized advice and assistance to help the learners achieve their desired scores

 Social media marketing: Vietnamese consumers are very active on social media

platforms such as Facebook, Instagram, and YouTube, where they spend an average of 2.5 hours per day These platforms are ideal for businesses to reach and engage with their target market by creating and sharing informative and engaging content For example, businesses can post tips for IELTS preparation, success stories from previous students who achieved high scores, and testimonials from satisfied customers who recommend their products and services

 Search engine marketing: Vietnamese consumers often use search engines such as

Google to find information about IELTS preparation courses and related services They may use keywords such as “IELTS course”, “IELTS tutor”, or “IELTS tips” to search for relevant results Businesses can use search engine marketing techniques such as search engine optimization (SEO) and pay-per-click (PPC) advertising to increase their visibilityand attract more customers SEO involves optimizing the website content and structure torank higher on organic search results, while PPC involves bidding on keywords to displayads on the top or side of the search results page

 Influencer marketing: Vietnamese consumers tend to trust and follow social media

influencers and bloggers who specialize in education and language learning These influencers have a large and loyal fan base who value their opinions and

recommendations Businesses can collaborate with these influencers to create content thatpromotes their products and services and reaches a wider audience For example, businesses can invite influencers to try their courses and share their feedback, or sponsor influencers to create videos or blog posts that feature their products and services

 Content marketing: Vietnamese consumers are interested in informative and educational

content that provides tips and strategies for IELTS preparation This type of content can help them improve their skills and confidence in taking the test Businesses can create