Thus, QR code totally can be used as an interactive marketing tool for advertising purposes andeven to collect customers’ s information.. The aim for this thesis came out to clarify the
What is QR COde? 0.0 "®^'
A QR code, a two-dimensional barcode created by Denso Wave in 1994 for the automobile industry, has gained widespread popularity due to its fast readability and large storage capacity Nowadays, you only need a smartphone with a high-resolution camera and compatible software to scan QR codes These codes feature black modules arranged in a square pattern on a white background and can encode information in one of four standardized modes: Numeric, Alphanumeric, Byte/Binary, or Kanji.
Figure 1: A sample QR code (ver 1.0) containing the text '!ABC123'.
The data storage capacity of a QR code is influenced by its mode (such as Numeric or Alphanumeric), version (ranging from 1 to 40), and error correction level (Low, Medium, Quality, or High) The highest capacity is achieved at version 40 with a low error correction level, allowing for a maximum of 7,089 numeric characters (0-9) or 4,296 alphanumeric characters (0-9, A-Z, and space).
$, %,*,+,-,.5/.:) ° Binary/Byte: Max 2,953 characters (8-bit bytes) ° Kanji: Max 1,871 characters
Samples of different versions of QR codes containing the text "ABC123" are given below.
Figure 2: Different versions of QR code
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QR codes have a wide range of applications across various sectors They can facilitate mobile payments for train and airline tickets, provide information about businesses located in buildings through large-scale codes, and enhance TV program guides by allowing viewers to access content via QR codes Additionally, QR codes on bus station maps can help passengers find the arrival times of upcoming buses In marketing, major companies like Amazon and H&M have successfully integrated QR codes into their campaigns, demonstrating their effectiveness as a promotional tool.
1.1.3 How to create a QR code?
Creating QR codes is simple with free online generators, as outlined by Coleman (2011) First, navigate to a QR code generator or search for one online Next, choose the type of data to encode, such as a URL, phone number, or business card information Then, input the required data and customize options like image size or background color Finally, generate the QR code by clicking a button or automatically once all information is provided.
To decode a QR code, you need a QR code scanner, which can be found in various devices like high-resolution commercial scanners, handheld tablets, and smartphones equipped with camera and code reader software Many free code reader applications are available online for most devices; once downloaded, these apps turn your phone's camera into a QR code scanner By simply pointing the camera at the QR code, the application decodes it and displays the information in readable text.
QR codes, as described by Flick2 Know Technologies Pvt Ltd, serve various purposes, enhancing user engagement and convenience A Web Code directs users to a product webpage, enabling informed purchasing decisions An SMS Code allows fans to vote for their favorite celebrity by generating a pre-written message upon scanning The Call Code simplifies restaurant reservations by automatically populating the phone number for immediate dialing An E-Mail Code facilitates quick communication with vendors by pre-filling an email message ready for sending The Contact Code offers a digital alternative to business cards by storing complete vCard information, while the Video Code provides instant access to movie trailers, enriching the user's experience.
Users can easily play the video and, if they find it engaging, proceed to enjoy the show Additionally, utilizing the Facebook Code is an effective method to promote your message or link on Facebook By scanning the FB code printed with the scheme using the Flick2Know mobile app, users can seamlessly share the scheme link on their Facebook wall.
1.1.5 Differences between QR code and Barcode
QR codes have transformed from traditional barcodes, offering a modern way to connect users to extensive information through a simple scan These versatile codes are now found on various products, advertisements, and websites, and are increasingly utilized by retailers, even appearing on personal front lawns.
Barcodes are widely used for their quick readability and high accuracy, but as their popularity has grown, the need for greater data storage has emerged For instance, the ISBN transitioned from 10 to 13 digits in 2007 to accommodate this demand While traditional barcodes can only store about 20 digits in a single direction, QR Codes offer a significant advantage by allowing data storage in multiple orientations, enabling them to hold up to 7,089 characters QR Codes can store a diverse range of information, including numbers, text, hyperlinks, contact details, calendar events, and geo-locations, among others Additionally, they can be displayed in various sizes and resolutions, making them versatile for different applications.
QR Codes can remain functional up to 30% even when partially damaged, unlike traditional multi-bar barcodes that become unreadable This technology is particularly effective for enhancing communication by adding a dynamic, interactive element As a result, QR Codes are commonly found on various printed materials, and they can also be incorporated into knitted or carved designs.
10 shaped, molded or tattooed onto anything Because of this flexibility, creative people have been trying to conjure up new ways to put a QR Code on.
QR Codes offer several advantages over conventional barcodes, including high capacity encoding of data, as they can store up to 7,089 characters compared to a barcode's maximum of 20 digits Additionally, QR Codes require significantly less space, encoding the same amount of information in about one-tenth the area of a traditional barcode They are also resistant to dirt and damage, with error-checking capabilities that allow data retrieval even if the code is partially or fully damaged Furthermore, QR Codes can be scanned from any direction, providing 360° readability.
QR Codes offer 360-degree (omnidirectional) high-speed reading capabilities, utilizing position detection patterns at three corners to ensure stable scanning, even in the presence of background interference They can present information in multiple languages, making them especially valuable in areas where local languages are preferred, facilitating communication in English and Hindi as well Additionally, QR Codes provide easy access to supplementary information from advertisements or street signs, allowing brands to share essential details without requiring users to search independently Furthermore, they optimize advertising space by enabling marketers to convey more information and larger messages efficiently.
QR Codes are increasingly utilized in print advertisements, including business cards, where they display essential information such as name, phone number, email, and website in a scannable format Additionally, QR Codes can feature a Structured Append capability, enabling the division of data into multiple areas This allows for the reconstruction of information from several QR Code symbols into a single cohesive data symbol, with one symbol capable of being split into as many as 16 separate codes, making it ideal for printing in confined spaces.
1.2 Theories applied in QR codes case
This chapter serves as the foundational framework for understanding the entire concept of the thesis It assists readers in navigating the research and guarantees their comprehension of the analytical components once the underlying theories are grasped.
This research will be grounded in theoretical insights from both business and customer perspectives, with a focus on the customer viewpoint first, as informed by marketing research Utilizing Maslow's hierarchy of needs theory, it highlights that individuals possess various physical, social, and personal needs, including essentials like food, companionship, and education.
According to Philip Kotler & Gary Armstrong, Principle of Marketing, 14" edition,
In 2011, "wants" represent the human needs influenced by culture and individual personality, where people have nearly limitless desires but face constrained resources Consequently, consumers seek products that deliver the highest value and satisfaction for their investment When supported by purchasing power, these wants transform into demands Understanding these dynamics allows businesses to effectively segment and target specific consumer groups, ultimately leading to visual marketing through various sales channels and promotional tools To meet these demands, companies must refine their marketing strategies, focusing on how to deliver products to customers and raise awareness of their offerings The market functions as an interaction between consumers and suppliers, enabling businesses to present products that appeal to their target audience.
Businesses can effectively meet customer needs through a pull strategy, which focuses on responding to specific demands Conversely, they can also generate new demand by utilizing a push strategy, where products are actively introduced to the market, creating needs that did not previously exist.
This is being visualized in a following picture:
(Wholesalers 4 Consumers and Retailers) ff
Figure 4 : Push and Pull strategy
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When making a purchase, consumers evaluate whether the benefits they receive justify the costs they incur This assessment leads to the concept of customer value, which reflects the importance an individual places on a product or service Typically, consumers opt for items that offer the highest customer value compared to other available options For instance, one might consider whether enjoying coffee in a local café provides greater customer value than sipping it at Highland Coffee.
Every consumer possesses distinct needs and preferences, making it unlikely for two individuals to perceive the same customer value for a given product or service Furthermore, the highest-quality offerings do not necessarily equate to the greatest customer value, as this value is often assessed in relation to cost While some consumers are prepared to invest more for superior quality or exceptional service, others may prioritize affordability over premium features.
Many users are questioning whether the new iPhone game is worth the 99-cent price tag or if they can find a similar free alternative As a result, 14 potential buyers may decide that the benefits of the game do not justify the cost.
To achieve sales success, a company must ensure that its products or services provide greater customer value than competing offerings When making marketing decisions, such as altering product quality or pricing, companies need to assess how these changes affect perceived customer value Identifying consumers who view their offerings as having the highest value in the market is crucial Once these target consumers are recognized, businesses should focus on consistently delivering superior customer value to maintain a competitive edge.
To maximize efficiency and resources, companies should prioritize their efforts by identifying and targeting specific market segments This process, known as market segmentation, allows businesses to focus their marketing and selling strategies on a defined group of customers, referred to as the target market For instance, Tide, a well-known laundry detergent, exemplifies how a brand can effectively concentrate its efforts on a particular audience, as demonstrated by research conducted by OMO's owner.
Unilever strategically identifies its target markets prior to initiating any marketing campaigns Their research focuses on middle and upper-class mothers willing to invest in premium products that extend the lifespan of their clothing By concentrating their efforts on this demographic, OMO has established itself as one of the leading laundry detergent brands in the market.
Identifying a target market does not guarantee that a product or service is unique; competitors offering similar products will always exist, and new entrants may emerge in the future Therefore, companies must strategically determine how to serve their target customers by differentiating and positioning themselves effectively in the marketplace Market positioning involves ensuring that a company's product occupies a favorable space in the minds of consumers compared to competitors If a product is perceived as indistinguishable from others, consumers will lack motivation to choose it over alternatives.
To effectively meet consumer needs, companies must craft a compelling brand value proposition that highlights the unique benefits they offer As customer desires are ever-evolving, new products or services must deliver greater value than existing options to capture attention Therefore, businesses should focus on developing robust value propositions that provide a competitive edge in their target markets.
Once the marketing strategy is established, the company creates an integrated marketing mix comprising the controllable factors of product, price, place, and promotion, known as the four Ps This marketing mix utilizes tactical tools to engage consumer interest and influence demand for the product A successful marketing program harmonizes these elements into a cohesive strategy aimed at fulfilling the company's marketing goals while delivering customer value to targeted markets.
Modern marketing is evolving to prioritize customer satisfaction, contrasting sharply with traditional marketing methods Today, consumers wield greater power and enjoy a vast array of choices, enabling them to make purchases anytime and anywhere as long as they are willing to pay This shift marks a significant departure from the past, where customers had limited options and were more passive in their buying decisions.
In the past, advertisements on black and white TV shows were limited to specific time slots, but today, consumers can effortlessly purchase products with just one tap on their smartphones, even while jogging in the park This remarkable advancement in convenience stems from the evolution of marketing channels, revolutionizing the way customers engage with advertising.
In today's marketing landscape, particularly with interactive marketing, it is essential for businesses to ensure that customer experiences are seamless, efficient, and secure Companies must actively seek out and engage customers rather than waiting for them to come to them.
In today's competitive landscape, customers hold the ultimate power in decision-making, determining whether to purchase products or services To stand out, businesses must employ innovative strategies to capture customer interest and loyalty amidst a sea of options This highlights the crucial role that effective marketing channels play in a company's success, as they are essential for attracting and retaining customers in a crowded marketplace.
The values of the target audience significantly shape the formation of distribution channels For example, mobile phones are predominantly sold in online e-stores that provide comprehensive technical information, aiding users in understanding the products they are interested in Conversely, when customers seek local food, they typically prefer offline shopping at local stores or supermarkets rather than searching online This illustrates that distribution channels vary greatly depending on the type of product or service.
Marketing channels, though often concealed, play a crucial role in connecting customers and companies throughout the entire supply chain, from initial production to end users This supply chain includes both upstream and downstream partners, with the latter referred to as the company's marketing channel The focus of this marketing channel theory is primarily on Business to Consumer (B2C) markets.
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Marketing channels are a set of interdependent organizations that help make a product or service available for use or consumption by the consumer or
A marketing channel is defined as "the external contractual organization that management operates to achieve its distribution objectives" (Bert Rosenbloom, Marketing Channels 8, p 10) This means that companies establish markets to deliver their products or services to customers, relying on external contractual organizations such as distributors and retailers to facilitate this connection The supply chain encompasses a broader network, extending from raw materials to components and ultimately to the final products delivered to consumers For instance, the supply chain for personal computers includes suppliers of computer chips, the manufacturers, and the distributors and retailers involved in selling the computers.
This table below illustrates typical channels in business-to-consumer (B2C) markets.
The channels are simplified as an example to explain the marketing channels basically:
Figure 5: Typical channels in Business-to-Consumer (B2C)
The shortest marketing channel is the direct marketing channel, which connects producers directly with consumers In contrast, indirect marketing channels involve one or more intermediaries, including retailers, wholesalers, distributors, or agents Typically, direct channels are utilized by small to medium-sized companies that may struggle to meet increasing demand or support a larger customer base effectively.
Pepsi's success in achieving high sales volumes relies on its distribution strategy, which involves supplying products to millions of retail stores rather than solely depending on direct sales channels This raises a critical question for companies: what marketing channels should be prioritized in their marketing strategy? If indirect channels are selected, it becomes essential to identify which members of the distribution network will be incorporated into the company's channels.
A marketing channel is a network of firms that collaborate for mutual benefit, with each member relying on the others for success For instance, Ford dealers rely on Ford to design customer-centric vehicles, while Ford depends on dealers to attract buyers and provide post-sale services Additionally, dealers count on each other to maintain the brand's reputation through quality sales and service The overall success of individual Ford dealers hinges on the competitive performance of the entire Ford marketing channel against other automotive manufacturers Each member has a distinct role, such as Samsung, which focuses on producing desirable electronics and generating demand through advertising, while Best Buy showcases these products in accessible locations, assists customers, and facilitates sales.
For a channel to function optimally, each member must take on tasks suited to their strengths The success of individual members is intrinsically linked to the overall success of the channel, making it essential for all firms to collaborate effectively By understanding and embracing their roles, coordinating activities, and cooperating towards shared goals, channel members can achieve greater success collectively.
1.2.8 Communication and promotion channel tools
After identifying target markets and selecting marketing channels, communication tools become crucial in connecting suppliers with consumers Successfully reaching potential customers hinges on effectively utilizing these innovative channel tools to convey the company's message In B2C markets, the diversity of target groups necessitates a range of complex channel tools tailored to various audiences Below are several promotional and channel tools designed to engage customers effectively.
Radio remains a vital communication channel for reaching specific customer segments, despite its traditional roots The effectiveness of radio advertising hinges on the timing of the message, ensuring it reaches the intended audience when they are most receptive For instance, taxi drivers en route to pick up passengers and bus commuters are prime listeners who can engage with timely news and advertisements broadcasted during their travels.
Newspaper: The type of newspaper defines whether to use it to reach potential customers or not.
Television: Expensive but effective marketing channel because choosing the right channel and timing are the key to reach the right customers.
Mobile marketing is an essential and powerful tool, as a significant number of users access websites via their mobile devices To enhance user experience and accessibility, it is crucial to optimize web pages for mobile compatibility.
Flyers can be a highly effective promotional tool when utilized properly, often providing added value through coupons and special offers However, if not executed efficiently, they can result in wasted resources and fail to achieve desired outcomes.
Magazines provide highly specific targeting for desired audiences, allowing businesses to reach the right consumers effectively For instance, a golf club can focus its advertising efforts on a range of specialized golf magazines rather than general sports publications, ensuring that their message reaches the most relevant demographic of golf enthusiasts.
The internet stands as the most convenient and powerful tool for marketing today, allowing companies to tailor advertisements on social media to specific user demographics such as sex, age, and interests Businesses typically employ a variety of promotional tools to enhance their visibility, creating a diverse marketing strategy This balanced approach is essential for achieving a successful marketing mix.
In conclusion, while these theories may not be perfectly suited for the application of QR codes, they serve as valuable tools within marketing strategies Notably, there are instances where QR codes have effectively functioned as a channel tool, bridging the gap between suppliers and consumers, particularly when utilized as a vital component of the supply chain.
Innovative direct purchasing tools, such as QR codes, have significantly enhanced customer engagement and sales For instance, Tesco Homeplus's virtual grocery store in a Seoul subway station saw a remarkable 130% increase in online sales by allowing shoppers to scan QR codes on products, enabling them to add items to their virtual cart and have them delivered upon returning home Similarly, McDonald's in Japan utilizes QR codes on packaging and tray liners to provide customers with nutritional information and updates These examples illustrate how QR codes serve as effective channels for both customer convenience and business growth.
RESEARCH CONTEXT AND METHODOLOGY
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2.1.1 History of the company development:
VNP Group (Vietnam Price Joint Stock Company) was founded on 6"
Since its establishment in August 2006, VNP has emerged as the leading e-commerce enterprise in Vietnam, operating the country's most successful e-commerce website Over the past seven years, VNP has solidified its brand reputation and currently collaborates with top investment groups in Japan, including Cyber Agent Ventures, Mitsui Financial Group, and IDG.
Vietnam Price Joint Stock Company (VNP) is recognized as a pioneering e-commerce firm that laid the groundwork for the e-commerce market in Vietnam Led by CEO Mr Nguyễn Ngọc Diệp, VNP has emerged as a prominent provider of various popular e-commerce projects, notably the website vatgia.com The company is headquartered at 51 Le Dai Hanh Street, Hai Ba Trung District, Hanoi, and has attracted investments from IDG Venture in April 2008 and Cyber Agent in June 2009.
VNP envisions a thriving e-commerce industry that enhances the quality of life and promotes wealth Leveraging the linguistic, cultural, and intellectual strengths of the Vietnamese people, VNP aims to create a cohesive purchasing ecosystem, positioning itself as the leading e-commerce enterprise in Vietnam.
VNP aims to revolutionize the shopping industry in Vietnam by creating an ecosystem that equips customers with essential tools for a seamless shopping experience By providing reliable information on every product, VNP ensures that Vietnamese shoppers can enjoy a secure and convenient shopping experience anytime and anywhere.
2.1.4 Business Activities ° Since it was launched on 15” July 2007, Vatgia.com is currently one of top ten websites according to Alexa ranking system and becoming the leading e- commerce website in Vietnam Vatgia.com has occupied 30% of all transactions in e-commerce market in Vietnam with millions of views per day In 2010, vatgia.com has been estimated as 60 million USD. ° Appstore.vn which was found in 2009 as an online store where mobile users might upload and download free applications such as games, applications, movies and books At the moment, appstore.vn is considered as one of the most favorite website for young people in multimedia and entertainment Since 2013, following the trend of experiencing QR code in Vietnamese social network, this website started to use QR code as an innovative channel tool to allow users who were interested in download applications instantly by taking the image of QR code At that time, this marketing campaign has been successful with so many of compliments from the Vietnamese youth who were fascinated with QR code applications. ° Besides, VNP has also launched a bunch of well-known e-commerce projects such as cucre.vn, 123doc.vn, mytour.vn, webBNC.vn and baokim.vn.
2.2 Current situation of QR usage
Since their introduction by Denso Wave in 1994, QR codes have revolutionized information processing in industrial applications, outperforming traditional barcodes in handling larger data volumes for production and shipping Recognizing their significant advantages, Denso Wave made the technology publicly accessible, encouraging widespread adoption of QR codes across Japan.
The rapid growth of mobile marketing has led to a significant demand for QR code scanning, establishing it as a vital tool for businesses and individuals alike QR codes are now essential in various applications, from sharing contact information through digital business cards to streamlining electronic ticketing systems, including those used at airports for flight check-ins Consequently, the relevance and value of QR codes continue to rise in today's marketing landscape.
QR codes have become ubiquitous in daily life, highlighting their growing demand and effectiveness as a channel for information sharing The rapid increase in the use of various complex QR code types underscores their success in facilitating communication and access to information.
With a huge number of studies and research about these codes as well as its popularity in many countries such as Japan, Korea, USA, it is time to implement
QR codes are increasingly popular in Vietnamese businesses due to their low cost and versatility They can be easily created and attached to various platforms such as websites, posters, magazines, and public spaces like bus stops, making them accessible to a wide audience Despite their ability to convey complex information, QR codes can be printed inexpensively in a compact size on product labels, enhancing their utility for companies.
2.2.1 QR code as a marketing channel today
Wilson Ltd, a leading tennis equipment company, was a pioneer in utilizing QR codes as an effective marketing channel and information-sharing tool This innovative approach has demonstrated significant benefits, showcasing how QR codes can enhance customer engagement and streamline access to product information.
Since 2011, Wilson has enhanced customer engagement by incorporating QR codes on every racquet, providing essential technical information such as series and sizes, along with a direct link to their website Similarly, Adidas has effectively utilized QR codes in marketing campaigns to relay product information In South Korea, Tesco/Home Plus has innovatively created virtual grocery stores on subway platforms, allowing shoppers to scan QR codes from images of grocery shelves, adding items to a virtual cart, and scheduling home delivery Yearbook Unlimited employs QR codes in high school yearbooks to connect readers to online content, including post-publication event photos and videos Additionally, Famous Dave's BBQ restaurants offer a QR code option for customers to join their P.I.G Club (Pretty Important Guest), further exemplifying the diverse applications of QR codes in enhancing customer interaction and convenience.
QR Patch has launched a service for realtors that connects QR codes on buildings to tailored listings on a dedicated web page, offering one year of free service to the first realtor in each zip code Meanwhile, Funeral Innovations has introduced "Remembrance Codes," which link to online memorials featuring photos and tributes, and can be used during services or placed on headstones The Royal Dutch Mint has integrated a QR code into a commemorative coin design, directing users to a video celebrating the historic Mint Building's 100th anniversary Additionally, the Empire State Building employs QR codes to engage visitors in line for the Observation Deck with a Multi-Media Sustainability Exhibit Notably, during Thanksgiving and Black Friday, QR codes emerged as a key channel for online shopping, providing customers with discounts and promotional information.
Japan and the United States lead the way in the widespread use of QR codes in both business and social settings, while Vietnam is still in the early stages of adopting QR code technology Factors contributing to this slow adoption include Vietnam's status as a developing country with limited technological infrastructure and a cautious cultural approach to new innovations However, recent trends among Vietnamese youth are changing this landscape In 2013, the Vietnamese social networking app Zalo introduced a groundbreaking feature that allowed users to connect with new friends by simply scanning QR codes This innovative function quickly gained popularity, attracting over 2 million users and turning QR code technology into a fashionable trend among the youth, helping to alleviate common social challenges.
25 which other social application could not do due to its security system of mobile phone numbers.
The integration of QR codes in the Zalo application has proven beneficial for fan pages and fan clubs, allowing users to maintain their privacy while expanding their communities By utilizing QR codes, fans of Vietnamese artists like Ho Ngoc Ha, Dan Truong, and the 365 band can share information without disclosing personal phone numbers Additionally, VTV, Vietnam's national multimedia channel, launched the social marketing campaign “Our islands are ours” on Zalo, encouraging users to send messages to support Vietnamese sailors defending the nation's territory.
Since August 2013, LienvietPostBank, a leading bank in Vietnam, has implemented QR codes on their magazines, brochures, and website This initiative allows customers to easily access advertising campaigns and detailed information about the bank's products and services, highlighting the effectiveness of modern marketing strategies.
QR code in marketing strategy as keeping a vital role in delivering message to customers.
RESEARCH RESULTS AND ANALYSIS
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To gain a comprehensive understanding of Vietnamese perceptions of QR codes, an online questionnaire was administered to collect data over time QR codes have emerged as a popular trend among the youth in Vietnam, yet there are concerns regarding their fundamental understanding of this technology Consequently, a survey was conducted involving 62 participants to assess the current awareness and usage of QR codes in Vietnam.
- Age: focusing on the young people, age ranging 15-25 years old and the middle age group, 35-45 years old
- Gender: 56% male (35 male), 44% female (27 female)
- Occupation: students, office employees, businessman, unemployed people.
Question 1; Have you seen a black & white square Quick Respond code (QR code) before? m Yes mNo
Figure 6: The percentage of respondents who have ever seen QR codes
A recent survey indicates that a significant portion of Vietnamese youth lack a fundamental understanding of QR codes, with 65% reporting they have never encountered one In contrast, only 35% acknowledged having seen a QR code, highlighting the limited adoption and awareness of this technology in Vietnam.
Question 2: If you chose no, here is a QR code Do you think it is difficult to use?
First impression of QR codes in term of its usage
| DON'T THINK SO en: PB ee 104 12B 314 16- 1 20
Figure 7 presents the initial impressions of respondents regarding the usability of QR codes for private purposes Among the 40 participants, 19 expressed difficulty in using QR codes, indicating a negative perception of their usability In contrast, only 8 respondents felt that QR codes were easy to use, while 11 showed indifference, and 2 chose not to answer This suggests that QR codes struggle to create a positive first impression among customers, primarily due to their abstract design.
Question 3: What is the operating system of your mobile phone with a camera?
TYPES OF OPERATING SYSTEM OF MOBILE PHONES WITH A
| don’t have mobile phone with a camera | 2 |
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The survey aimed to identify the operating systems of mobile phones equipped with cameras among participants, specifically to determine their compatibility with QR codes As illustrated in Figure 8, the majority of respondents utilized modern smartphone versions, predominantly featuring popular operating systems: 15 participants used Apple, 18 used Android, and a smaller group had Windows Phone devices.
11, whereas just 2 people who was currently using an older one that did not support
QR code reader apps Therefore, it was obvious to say that QR code was totally able to reach these potential customers.
Question 4: Do you have a QR code reader app installed in your smart phone?
Yes, but I’ve never tried it before
No, | might install to try it one day
No and | don’t plan to use it
No, no available QR code app with my phone but | wish to have one
Figure 9: Installation of QR code reader app in smart phone
The survey results indicate that 27% of respondents do not plan to use a QR code reader app even once, while 23% believe they would manage fine without compatibility on their mobile devices When combined with the 6% and 11% of respondents who also selected "NO," this totals 67%, signifying that two-thirds of participants are unwilling to try QR codes Conversely, 23% of participants have already installed a QR code reader app.
A recent study highlights the growing interest in QR code reader apps, revealing that a significant number of users are optimistic about utilizing QR codes Notably, 10% of those who installed the app have yet to engage with it, indicating a potential market for QR code usage in the future, particularly as awareness increases following this research.
Question 5: Have you ever used QR codes?
| have never used Once or twice | have used it a lot
A recent survey revealed that 33 out of 62 respondents had never used QR codes, indicating that over half of the participants have not experienced the benefits associated with this technology This highlights a significant demand for increased awareness and usage of QR codes among users.
QR code were not exploited at all The last of them revealed that they did use QR codes for their purposes but only 7 participants who supposed to appreciate truly
Despite having 32 potential uses, only 7 participants genuinely recognized the value of QR codes in Vietnam This indicates that QR codes are still a relatively new tool in the country, and it may take time for Vietnamese youth to fully embrace them, especially since their understanding of QR codes remains quite basic.
Question 6: Which sources do you see QR codes mostly?
Business cards, air ticketsorgas =, | tickets 2
Figure 11: Types of source that QR codes can be seen
A recent survey revealed that 31 respondents encountered QR codes primarily on social gaming platforms like appstore.vn, while other sources garnered significantly less attention Only 13 users of social applications, such as Zalo, reported seeing QR codes, with 10 of them spotting them on vouchers or coupons Additionally, just 5 participants noted QR codes in newspapers, magazines, or books Email proved to be an unlikely source, with only 1 person having seen a QR code, and business cards and air tickets were also minimally recognized, with only 2 respondents This indicates that QR codes are most effectively utilized in environments that attract tech-savvy individuals eager to explore new technologies.
Question 7: What motivates you to use QR code?
Itis ahot | feel luseditto 1 haveno idea Others (please trend of interestedin download be specific): lifestyle these codes some andwantto applications try it once.
Figure 12: Motivation of using QR codes
The motivation for using QR codes is primarily driven by their effectiveness as a quick access and information-sharing tool, as indicated by 28 out of 62 respondents who utilized QR codes to download apps like games from website servers Additionally, 12 participants expressed a desire to explore QR codes to understand the potential benefits they offer Furthermore, 9 respondents acknowledged their engagement with QR codes as part of a current lifestyle trend Other insights included personal opinions on leveraging QR codes for promotions, their relevance in ongoing research, and their application in capturing advertisement campaigns.
Question 8: Do you think the idea of QR code will become more and more popular in Vietnam?
A survey conducted in Vietnam revealed mixed opinions about the future popularity of QR codes While some respondents believe that QR codes may become increasingly popular, a significant 56% expressed skepticism, suggesting that QR codes might merely be a fleeting trend rather than a lasting innovation in the country's digital landscape.
Only 36% of respondents maintained their belief in the growing popularity of QR codes within our increasingly digital lifestyle, and the rationale behind their views will be explored in the subsequent question.
Question 9: What are the reasons for your answer?
There were two sides of opinions about the future of QR codes in Vietnam according to question 8, so that the reasons for that will be summarized on question
- It seems to have a good security - I'm not really aware of it
- Still don't know what is QR.
- It is fast and easy to access the data in the OR code
- It seems a good device for verification/ | - Because it's strange identitication purposes
- It can be very useful and makes media|- I have no idea about its unique more interactive function.
- It is fast and easy to access the data in the QR code
QR code is useful in storing unique data
- It's helpful | - Not common used
- It can store more information than bar | - I don’t know what QR is code
- It seems a simple way to save & | - Not readable without QR reader = — retrieve data a ne aes ee ` " ee
In short, the analysis of current situation of QR code usage is not based on this research but the facts presented are just on assumptions from Internet sources.
The goal of this article is to provide a comprehensive overview of the current QR code industry This research not only serves to benefit the organization but also aims to inspire other companies to adopt QR codes as an effective means of engaging with their customers.
The study involved four specialists, referred to as R1, R2, R3, and R4, who possess extensive knowledge and experience with QR codes in their professional roles These participants provided written responses during a direct interview, allowing for a comprehensive analysis of their insights Their feedback, which was not limited to multiple-choice options, has been synthesized into key findings to reflect the collective opinions of experts at Vatgia JSC regarding the use and impact of QR codes.
Question 1: What is the role of QR code in Vatgia JSC, especially on appstore.vn?
QR codes play a crucial role in enhancing user experience on appstore.vn, serving as a vital tool for quick access to information Respondents highlighted that QR codes enable seamless interaction with users, allowing them to access the website anytime and anywhere using their smartphones Additionally, QR codes have contributed to a significant rise in the number of downloaded apps and attracted the attention of curious users, resulting in a rapid increase in accounts on appstore.vn.
FINDINGS AND DISCUSSION 000 o occececeeeceeceeeeeteeneeeneeenetaee 41 4.1 Findings of the current situation of QR code usage in Vietnam
The role of QR code in Vatgia JSC and Vietnam society
Recent analysis of an online survey, along with insights from four specialists, highlights the significant role QR codes play in providing users with quick access to desired information This technology has successfully fulfilled its mission of delivering rapid responses Furthermore, QR codes have emerged as a primary channel for users to download applications directly from website servers without the need for additional plugins, showcasing their extensive benefits.
During its peak popularity, QR codes became a significant lifestyle trend, capturing the attention of users who eagerly experimented with them This surge in interest led to a remarkable increase in both the number of views and the downloads of related applications on appstore.vn, highlighting the impactful role of QR codes in driving user engagement.
In today's business landscape, quick access to information provides a competitive edge, exemplified by appstore.vn's use of QR codes as a primary interaction tool between users and the website These codes not only enhance user engagement but also contribute positively to society; for instance, they have been instrumental in delivering timely updates for medical devices, potentially saving lives A notable example is Planned Parenthood of the Great Northwest, which distributed over 50,000 QR code-embedded condom wrappers to college students, allowing them to anonymously share their safe sex locations through the site wheredidyouwearit.com Additionally, QR codes foster creativity and convenience, as seen in European art galleries that use them to offer visitors more information about each masterpiece via their smartphones.
4.1.2 Target customers of QR codes
The primary target audience for QR codes in Vietnam is young people, particularly those who are eager to adopt new technology According to quantitative analysis, out of 62 participants, 44 reported using smartphones, highlighting their potential as early adopters of QR code technology This demographic's interest in technological advancements positions them as key customers for QR code applications.
According to AC Nielsen, Vietnamese users, particularly the youth, exhibit a strong affinity for technology, downloading an average of 13 apps per month, compared to the global average of 8 This trend indicates that younger generations are more inclined to embrace new technologies and lifestyle trends on social media Consequently, they are likely to be the first adopters of QR codes, recognizing their potential as an innovative tool In contrast, the middle-aged demographic, particularly those aged 35-45, shows a lack of interest in QR codes, perceiving them as an ineffective means to promote their products or services due to low public awareness.
In the coming years, as the popularity of QR codes continues to rise, individuals will increasingly focus on mastering their usage.
4.1.3 The motivation of using QR codes
QR codes have emerged as a powerful marketing tool, effectively sharing information and driving successful results in countries like Japan, Korea, and the USA In Vietnam, QR codes are currently trending as a lifestyle phenomenon, encouraging young people to embrace new technology This growing popularity raises the question: what motivates the youth to adopt QR codes in their daily lives?
In a recent quantitative analysis, only 9 out of 62 participants identified QR codes as a hot trend, yet many reported frequent use for downloading game apps, indicating a significant interest among Vietnamese youth While experts provided diverse opinions, their constructive feedback contributed to a broader understanding of QR code usage in Vietnam The appeal of QR codes lies in their uniqueness, simplicity, and speed, with high security features also influencing users' decisions to adopt them Given the prevalent issues with internet security, such as hacking and the need to input personal information, QR codes offer a convenient solution by allowing users to download apps without any data entry Consequently, QR codes have emerged as a popular trend among young people in Vietnam, capturing their attention and encouraging experimentation.
QR codes offer a variety of benefits for businesses and the public, but they also come with notable drawbacks While their advantages have been highlighted in recent research, it is essential to acknowledge the significant downsides associated with their use.
A recent quantitative analysis reveals that a significant number of Vietnamese youth lack a fundamental understanding of QR codes, with 65% indicating they have never encountered one Conversely, 35% of respondents confirmed they had seen QR codes, highlighting the current limited usage and awareness of this technology in Vietnam.
1 Additionally, when being asked about the installation of QR code reader apps on mobile phones, 23% of respondents who believed they would be totally fine if even their mobile phone was not compatible with QR code reader apps If these two
A combined total of 67% of respondents, which includes 44% who answered negatively along with 6% and 11% who also chose the "No" option, indicated their refusal to trial QR codes This signifies that nearly two-thirds of participants are not in favor of using QR codes.
Qualitative analysis highlights a significant challenge for QR codes in Vietnam: public awareness R2 noted that the primary users of QR codes tend to be young people, while larger companies in the USA have previously struggled with QR code marketing strategies This raises concerns about the potential for similar failures in Vietnam, where technology adoption is slow R4 elaborated on the obstacles marketers face, including limited compatibility, as many individuals still use older mobile phones that lack QR code applications Additionally, public awareness is crucial; many people in Vietnam do not fully understand QR codes, which hinders their acceptance and use Without a clear understanding of the value QR codes offer, they risk becoming irrelevant despite their convenience and efficiency.
QR codes’ values toward people who have ever seen it once.
4.1.5 Future of QR codes in Vietnam
At the moment, there is no sure statement about the future of the codes inVietnam Theoretically, assuming in the growth of QR codes in social network
The popularity of 45 websites among Vietnamese youth indicates a promising future for digital commerce However, the integration of new technologies like QR codes requires time for widespread acceptance, particularly among the middle-aged demographic.
The debate surrounding the future of QR codes in Vietnam raises the question of whether they will gain lasting popularity or fade away as a fleeting trend A recent questionnaire revealed that 56% of participants expressed skepticism about the long-term viability of QR codes in the country, viewing them as a temporary phenomenon In contrast, only 36% remained optimistic, believing that QR codes would increasingly integrate into the digital lifestyle The responses highlighted two primary perspectives that influenced their views on the potential growth of QR codes in Vietnam.
Recommendations as solutions for Vatgia JSC
This section outlines targeted recommendations for Vatgia JSC to enhance the functionality of QR codes, addressing current social issues associated with their usage These suggestions are informed by an analysis of the existing QR code implementation at Vatgia JSC and insights gathered from discussions with industry specialists By consulting this thesis, Vatgia JSC can effectively tackle their existing challenges related to QR code utilization.
To boost the number of QR code users, businesses should increase their utilization of these codes, enhancing public awareness This can be achieved through targeted advertising campaigns that incorporate QR codes By scanning these codes, users can access exclusive offers on appstore.vn and receive personalized QR codes for their accounts.
In the long term, appstore.vn should enhance its management system to integrate QR codes as a primary purchasing channel and after-sale service tool This upgrade would allow users to register and collect customer information, as well as facilitate online product bookings through QR codes.
In management systems, coding plays a crucial role in enabling companies to efficiently manage large volumes of data Specifically, this system aims to track various mobile applications with a high level of standardization Once implemented, appstore.vn will be poised to launch a significant advertising campaign to promote their purchasing apps across public venues throughout Vietnam.
To inspire young creators, a series of promotional events will be launched, encouraging the design of innovative QR codes for the appstore.vn website.
Currently, QR codes are in the adoption phase, capturing the attention of more users, but they have yet to become a crucial element in the marketing strategy of Vatgia JSC However, advancements in technology are expected to enhance the reliability of QR codes, positioning them as a key marketing tool in the daily lives of Vietnamese consumers.
QR codes, or quick response codes, are two-dimensional barcodes that store small amounts of data like URLs, phone numbers, and email addresses, which can be easily accessed via mobile devices Initially developed in 1994 for tracking vehicle parts in the automotive industry, QR codes have now become integral to social interactions and marketing They are replacing traditional printed labels in various media, including newspapers, magazines, and even pharmaceuticals Today, QR codes are ubiquitous, allowing users to scan them with mobile devices, thus serving as a powerful tool for sharing information Despite their growing presence, QR codes are still in the early stages of development, with limited public awareness and marketing utilization.
This thesis provides a comprehensive overview of the current state of QR code usage in Vietnam It includes insights from specialists through interviews and gathers opinions from young people via an online questionnaire The research highlights a significant lack of public awareness regarding QR codes, particularly among the middle-aged demographic of 35-45 years, who are largely unaware of these codes Even within the target demographic of Vietnamese youth, a considerable portion lacks a fundamental understanding of QR codes.
Main contribution of the thesis
Research indicates that QR codes serve as an effective marketing channel and information-sharing tool, particularly in the Business-to-Customer (B2C) sector The study highlights several advantages of QR codes for both customers and companies, including quick access, cost-effectiveness, ease of use, and high security The thesis concludes with recommendations aimed at enhancing the public's use of QR codes and introduces innovative solutions for their broader application.
Vatgia JSC to implement QR codes as a direct purchasing tool and after-sale service on appstore.vn website.
The data collection process faced minor reliability limitations, primarily due to a small number of respondents in the online survey, which may lead to overstated generalizations about QR codes in Vietnam Additionally, the qualitative analysis relied on insights from specialists who interact with QR codes daily, potentially skewing the findings and failing to accurately represent the general public's understanding of QR codes.
1 Information technology - Automatic identification and data capture techniques —
Barcode symbology — OR Code, 2000, ISO/IEC 18004
2 Jackson, Darla W (2011) , Standard Bar Codes Beware - Smartphone Users
May Prefer OR Codes, LAW LIBRARY JOURNAL Vol 103:1
3 Philip Kotler & Gary Armstrong, Principles of Marketing, 1 4" edition, 2011
4 Bert Rosenbloom 2006, Marketing Channels 8"" edition
5 About QR codes, available from: http://www.qrcode.com/en/index.html http:/www.flick2know.com/QRCodes
6 Mobile Tagging In The German Market: A Comparative Study On User And
Non-user Characteristics, Niklas & Bửhm, 2011
Attp://www.sobiad.org/eJOURNALS/journal_IJBM/arhieves/2012 Vol 4 n_2/steph an_bohm.pdf
7 Gura, O'Shea, Reddy & Sabatté, 2011 http://www.kelogg.northwestern.edu/faculty/greenstein/ftp/Teaching/papers/QRCo des.odf
8 What is customer value in marketing? Available form: http //education-portal.com/academy/lesson/what-is-customer-value-marketing- definition-quiz.html#lesson http //Awww.wiscgeck.com/what-is-customer-value.htm.
9 “Target markets definition, available from:
Philip Kotler & Gary Armstrong, Principles of Marketing, 1 4" e, 2011, page 48-52
/0 Marketing channels definition, available from:
Philip Kotler & Gary Armstrong, Principles of Marketing, 14" e, 2011, page 341-
72 OR codes are considered as hot trend of lifestyle, available from: http //news.zing.vn/Gioi-tre-me-met-voi-trao-luu-QR-code-tren-Zalo- posử25633.html
Lien Viet Post Bank has initiated the use of QR codes to enhance customer interaction, marking a significant step in the integration of technology in Vietnamese businesses This innovative approach aims to streamline transactions and improve service efficiency, reflecting the bank's commitment to modern banking solutions By adopting QR codes, Lien Viet Post Bank is not only enhancing customer experience but also positioning itself as a leader in digital banking within Vietnam.
14.QR codes benefit to save lives by offering medical devices updates quickly, available from: http://mashable.com/2012/03/02/qr-code-condoms/
Questionnaire interview for specialists at Vatgia JSC
What is the role of QR code in Vatgia JSC, especially on “appstore.vn”?
What does QR code benefit to Vatgia JSC businesses, more specifically
“appstore.vn” and the public?
Which type of people do you expect to use QR code?
What motivates customers to trial QR code?
How do you think of the familiarity of QR code in current situation?
How do you expect the development of QR code in Vietnamese social commodity in future?
Please list here some weaknesses of QR code at presents.
What is your point of view about the argument that QR code was just a phenomenon (a trend) temporarily in Vietnam?
APPENDIX 2: Online survey as a questionnaire form
First of all, I want to send thousands of thanks to you, participants!
QR codes have gained significant popularity in Vietnam, revolutionizing various sectors such as retail, marketing, and payment systems Their ease of use and ability to facilitate contactless transactions have made them particularly appealing, especially in the wake of the COVID-19 pandemic Businesses are increasingly adopting QR codes for promotional campaigns and customer engagement, enhancing the overall consumer experience Additionally, the integration of QR codes in mobile banking has streamlined payment processes, making financial transactions more efficient As technology continues to advance, the potential applications of QR codes in Vietnam are expected to expand further, driving innovation and convenience in everyday activities.
In order to protect your identity, after collecting data and analyzing the results, this research will be share anonymously.
1) Have you seen a black & white square Quick Respond code (QR code) before?
LH Xes (| No (| Not sure
2) If you chose no, here is a QR code Do you think it is difficult to use?
Yes _| I have no idea about this
3) What is the operating system of your mobile phone with a camera?
|| I don’t have mobile phone with a camera
4) Do you have a QR code reader app installed in your smart phone?
Many individuals express varying levels of interest in QR code applications Some have never tried using them but are open to the idea, while others may consider installing one in the future However, there are also those who do not currently have access to a QR code app on their phone and wish they did, alongside others who feel indifferent about the lack of such an app.
5) Have you ever used QR codes?
[|] [have never used QR codes before
[] Once or twice time (| I have used it so many times
6) Which sources do you see QR codes mostly?
Newspapers, magazines, books Business cards, air tickets or gas tickets Vouchers, coupons
Websites such as games (appstore.vn) Applications (Zalo)
7) What motivates you to use QR code?
(| Itis a hot trend of lifestyle
(| I feel interested in these codes and want to try it once.
(| [used it to download some applications (] Ihave no idea
8) Do you think the idea of QR code will become more and more popular in
9) What are the reasons for your answer above?
The analysis of these questions will be presented in the following chapter.
CỘNG HÒA XÃ HỘI CHỦ NGHĨA VIỆT NAM ĐỘC LẬP-TỰ DO-HẠNH PHÚC
GIAY XÁC NHẬN THUC TAP
HO VÀ TÊN: VŨ MANH CƯỜNG
CONG TY THỰC TAP: CÔNG TY CÓ PHAN VAT GIÁ VIỆT NAM
NGÀNH: Quản Trị Kinh Doanh
DIA CHỈ: Số 51 Đường Lê Dai Hanh, Phường Lê Dai Hành, Quận Hai Bà Trưng, Hà Nội
Thời gian Nội dung công việc thực hiện
„ (tự đánh giá) ey eh 1 H A
Y kiên của cán bộ quản lí
- Tìm hiệu khái quát về công ty CP Vật
- Học về quản trị gian hàng, tin rao vặt, quảng cáo, các dịch vụ SEO popups, banner trên trang chủ vatgia.com
- Học cách giao tiếp và mời khách hàng sử dụng dịch vụ gian hàng đảm bảo trên vatgia.com
- Hoc cac ki nang tim kiếm khách hang, ki nang dam phan va thuyét phuc khi gap khách hang
- Thực hành các kĩ năng đã được học:
+ kĩ năng giao tiếp khi gọi điện thoại và mời khách hàng sử dụng dịch vụ bên vatgia.com
+ ki nang dam phan và thuyết phục khi với Đạt yêu câu công việc đê ra