THE POPULARITY AND CONVENIENCE OF VINMART+ FOR ISBA STUDENTS

Banking Academy of Vietnam International School of Business A Research Report on THE POPULARITY AND CONVENIENCE OF VINMART+ FOR ISBA STUDENTS Teacher: Trương Thùy Anh Student: Nguyễn C

Banking Academy of Vietnam International School of Business

A Research Report

on

THE POPULARITY AND CONVENIENCE OF VINMART+ FOR ISBA STUDENTS

Teacher: Trương Thùy Anh

Student: Nguyễn Châu Anh

Class: F14H

Course: Project 2

A primary research

on The popularity and convenience of Vinmart+ for ISBA students

Students’ name: Nguyen Chau Anh

Class: F14H

Student Number: F14-278

Subject: Project

Lecturer: Truong Thuy Anh

Name of research paper:

THE POPULARITY AND CONVENIENCE OF VINMART+ FOR ISBA STUDENTS

Declaration

I declare that the work attached is entirely my own, and that I have given due acknowledge

as required by International School of Business (ISB)

I understand that the work submitted may be reproduced and/ or communicated for the purpose of detecting plagiarism

Signed _ Date: 19th July, 2019

Plagiarism

By signing the declaration, you are stating that you have not plagiarized

Use the following as a checklist

 This work is entirely my own

 I have not copied another student’s work

 I have not copied or used in any way material from a text, journal, website or other published source without acknowledgement (including non – English sources)

 I have cited and referenced fully and correctly as required by the ISB where applicable

 I have not reworded material from another source and presented it as my own

 I have not used this work in a previous class (self - plagiarism)

Abstract

Along with the development of society, the shopping needs of people, especially students, have

been raised to a new level of convenience and easier shopping that are convenience stores As the title above, the purpose of this research paper is to show the convenience and popularity

of the Vinmart+ store chain among ISBA (International School of Banking Academy) students based on 3 research questions Based on the results of an online survey with 9 questons that was conducted with 200 ISBA students at Banking Academy, my project partly reflects the products most favored by students, the amount of money they spend as well as the motivation for them to come back to shop at Vinmart+ The survey has shown that the most popular product for students when they come to Vinmart+ is processed food, or they usually spend from 100,000 VND to 500,000 VND monthly to buy goods Futhermore, many stores and product quality are the two reasons why customers care the most when intending to re-purchase A few more things that are shown in the research paper is that it provides more information to the reader about the change in the way young people shop today as well as speaks to a freshman's point of view and I believe these materials can be used for further studies in the future

Table of contents

Abstract………3

List of Figures……… 5

1 Introduction………6

2 Literature review………6

3 Method……… 8

4 Findings/Results……… 10

5 Discussion of findings……… … 13

5.1 Students frequently purchased items at Vinmart+………14

5.2 The amount of money students spent monthly at Vinmart+……….14

5.3 Motivation for students to buy things at Vinmart+……… 15

6 Recommendations……… 15

7 Conclusion……… 15

References……… 17

Appendices……….19

List of figures

Figure 1: Students’ having made purchases at Vinmart+……….11

Figure 2: Students frequently purchased items……….12

Figure 3: The amount of money students spends……… 13

Figure 4: Motivation for students to buy things at Vinmart+……… 14

1 Introduction

The essential needs of people in life have contributed significantly to the quality of our lives Essential need–is a psychological phenomenon of man; is the demand, desire, human desire of material and spirituality to survive and develop (Definition of DAILY,2021) If human needs

in the 1900s were just basic eating, now, when we are living in the middle of the 21st century really developing, then human needs are also increasing In the era of development with which the convenience store movement blooms, walking on a street is not difficult to find at least 1 convenience store to meet the needs of customers The survey was conducted by Q&Me with

500 young people on the topic "What Vietnamese people usually eat right in the dining area inside convenience stores" In particular, VinMart chains achieved the highest brand awareness

of customers, up to 99% Vinmart+ has created a reform in the procurement of young people's necessities

Along with the development of society accompanied by the essential needs of people is also enhanced and improved Not only that, but we also live in a technological society, where all the necessary things are convenient and minimalist to meet the needs of customers Convenience stores are an indispensable thing Among consumers, it can be said that college students are one of the most used convenience stores, especially Vinmart+ because it provides all the necessary necessities, as well as university students, also have enough income to pay for themselves However, they only use the service as an inevitable thing without understanding the popularity of Vinmart+ or the trend when shopping for students as well as the after-purchase service of Vinmart+ The reason they need to understand the popularity of Vinmart+

is because they also need to understand what service they are using and how it affects their lives, what benefits it brings to them, or simply just to understand more about the origin of the service they use

2 Literature review

However, there are not too many research articles to show the advantages of the Vinmart+ chain There are a lot of surveys that are done but most of them only reflect one angle of the problem According to the research by Q&Me Vietnam Market Research (2020), the data is collected through surveying 500 people aged 16-39 regardless of gender The form of data

collection is that participants will fill out an online survey form and give the following results: Vinmart+ is the most popular convenience store chain leading with more than 60%, followed

by CircleK stores with 20%, Family Mart in third with 7%, and the rest are some small convenience stores It can be seen that the popularity and wide coverage of Vinmart+ nationwide This research article has shown evidence as well as specific data about Vinmart+

in general as well as other convenience store chains in particular, the data has only been recorded in 2020, but it has not been shown yet why is Vinmart+ so widely and popular? Research by Vina Research (2012) conducted on 305 people aged 19 years and older regardless

of gender to show the frequency and shopping habits of consumers gave the following results: 97.6% of consumers have a habit of shopping at supermarkets and the frequency of going to the convenience store is once a week Compared by all ages, men go shopping less than women, while the frequency of women going to the convenience store is 2-3 times a week, men only

go once a week The products that consumers frequently buy when going to the convenience store are snacks (62.3%), prepared food (41.7%), fresh food (38.9%), and frozen food (37.7%) 81.1% of consumers tend to repurchase previously used products instead of using new products This study has shown the shopping habits as well as the purchasing frequency of consumers, accurate data However, the study did not focus on a specific target group as well

as the data collected 9 years ago, so it is not convincing

Another survey by Vina Research (2012) surveyed 674 people regardless of age or gender The survey is conducted to show the amount of money that consumers spend on going to the convenience store 300 thousand VND to 500 thousand VND is the average amount a person pays each time they shop, accounting for 31,2%, followed by 100 thousand VND to 300 thousand VND accounting for 26% The research article has shown the amount that consumers pay each time they shop, but it does not focus on a certain age, nor does it mention the survey location, there is no conclusion In addition, the data was also collected 9 years ago, so not much value was left

Initially, the above examinations don't have a reasonable study object, the age of the study is too wide, not concentrating, and an item hard to make inferences, making the study mistaken and problematic In the above reports, there is just one as of late overviewed article, while

different measurements were made numerous years prior, the information contrasted with now has numerous deviations and is not, at this point, valuable Furthermore, the above reviews have practically no or not many remarks and decisions about the insights that have been losing the significance of the overview work Specifically, the previously mentioned information of the reviews is only a glimpse of something larger, giving just typical numbers with no distinction between studies, general inquiries without delving profound into the issue causes viewers to feel exhausted, needs profundity, and doesn't react to sufficient data for viewers Although there is a lot of research on convenience stores, most of those studies have limits that

do not investigate stimulant factors that influence or impact the choices of ISBA students towards convenience stores as well as the frequency of visiting ISBA student convenience

stores Therefore, this study is conducted to answer the three following questions: “ Which are

frequently purchased items of ISBA students at Vinmart+? ” ; “ How much money do ISBA students spend monthly for Vinmart+? ” and “ What motivates ISBA students to buy in Vinmart+? ” This study aims to study and understand Vinmart's purchasing trends and

preferences and convenience for ISBA students

3 Methodology

This study provides information from surveys for ISBA students and uses a combination of two methods: quantitative and qualitative Each method has its own strengths to support the research On the method of quantitative research, according to the information extracted from Quantitative Research: Definition, Methods, Types and Examples | QuestionPro (2021), there

is a fair, quantitative justification settling on a choice about the thing quality and analyzing issues with the thing and cycle The characteristics of this research method are gathers and dissecting numeric information, test hypothesis deductively, and worried about total properties and measurable induction The strengths of this research method are: It gives significance and detail: breaking down contemplations, estimations, and practices to research the 'why' It upholds discussion: when people foster why they feel or act a particular way, it can introduce new subject domains not as of late considered It considers more prominent flexibility: addressing can change consistently to the quality and nature of information being gathered (Research, 2021) Regarding qualitative research methods, it includes gathering and dissecting

non-mathematical information (e.g., text, video, or sound) to get ideas, feelings, or encounters (Base and research, 2021) It tends to be utilized to accumulate top to bottom experiences into

an issue or produce groundbreaking thoughts for research Characteristics of this research method are gathering and dissecting non-numeric information, constructing hypotheses inductively or deductively, worried about depth, diversity, and setting Strengths of this research method give an exceptional profundity of understanding which is hard to acquire from

a shut inquiry review, by not being up close and personal with the mediator, respondents are probably going to feel mysterious and consequently are bound to offer the most legit responses,

it can moreover be used to assist with creating noteworthy musings for how to improve or change a thing, similarly as sorting out how a brand arranges with its expected vested party (Base and research, 2021) While quantitative and qualitative moves toward each have their qualities and shortcomings, they can be successful in blending with each other Using mix-method both quantitative and qualitative will help the research become more clear, give a voice

to examine participants and guarantee that review discoveries are grounded in participants ' encounters Mix-method also reflect the manner in which people normally gather data by incorporating quantitative and qualitative data

In this research, 200 ISBA students will be selected regardless of education level, gender to fill

in a questionnaire designed in regard to my three research questions The reasons I chose the respondent were ISBA students because I was an ISBA student myself and I was curious about their experience and how they felt about this convenience store chain The interviewer chooses

a questionnaire because it can provide useful information, give an account of the extent as well

as the nature of a phenomenon, and can allow generalization from the results to a wider population than that survey Online questionnaires will be used where students will be needed

to reply to 9 questions including 6 multiple-choice questions, and 3 ranking questions The first two questions will clarify the interviewer's personal information Then the next questions will let participants answer whether they have ever purchased at Vinmart+ and how they feel after purchasing and using Vinmart+ services Participants will be given an online survey so that they can fill out and provide information for the research Then those data will be aggregated and become statistics for the research All data will be collected into documents so that it can

be served for later student research In addition to providing data for the survey, the above questions are also intended to identify the shopping and spending habits of ISBA students at convenience stores in general and Vinmart + in particular Therefore, the figures in the article are accurate and reliable

4 Findings / Results

In the above sections, I have completed the introduction, literature review as well as survey distribution The purpose of the study is to find out the convenience and popularity of Vinmart+

among ISBA students and to do that, we have to answer 3 research questions: “Which are

frequently purchased items of ISBA students at Vinmart+?”; “How much money do ISBA students spend monthly for Vinmart+?” and “What motivates ISBA students to buy in Vinmart+?” With the object of ISBA students and collecting data using online Google form,

the survey successfully reflected the shopping needs at Vinmart+ of four target groups The following part will provide data and scientific information about the shopping habits and needs

of ISBA students, thereby showing the convenience of Vinmart+

Figure 1: Students have purchased at Vinmart+

93

7

Year 1

Yes No

85

5

Year 2

Yes No