THAI NGUYEN UNIVERSITY UNIVERSITY OF AGRICULTURE AND FORESTRY SABASTINE OBUM ANIEBONAM THE IMPACT OF SOCIAL NETWORK MARKETING IN BUILDING CONSUMER DEMANDS OF COFFEE PRODUCTS IN THAI NGUYEN CITY, VIETNAM BACHELOR THESIS Study Mode: Full time Major: Agricultural Economics Faculty: Advanced Education Program Batch: 2018-2021 Thai Nguyen, __/10/2022 8 i DOCUMENTATION PAGE WITH ABSTRACT Thai Nguyen University of Agriculture and Forestry Degree Program Bachelor of Agricultural Economics Student name Sabastine Obum Aniebonam Student ID DTN1854250010 Thesis Title The impact of Social Network Marketing in Building Consumer Demands of Coffee products in Thai Nguyen City, Vietnam Supervisor Prof. Nguyen Thi Gam Supervisor’s Signature Abstract: Along with Thai Nguyen City in the Thai Nguyen Province of Vietnam, there are numerous coffee shops all throughout the country. The likelihood of missing a cafe in the region is nearly nonexistent if you explore the neighborhood. Online social media platforms are currently popular, much the same as cafes in Thai Nguyen City.
It is used for communication, internet shopping, and entertainment, among other things. As everyone can share an advertisement and expose it to their social circle, using online social networks as a platform for advertising increases the amount of people who tend to believe in the stated attributes and characteristics of the product. The result of this paper helps to better understand the impact of online social network 1 marketing in building consumer demands of coffee products in Thai Nguyen City, Vietnam. In two separate clauses, this study investigates the effects of social network marketing on consumer demand for coffee products; (i) survey for staffs- which is divided into 2 topics; (a) Social network, & (b) Consumer demands, (ii) Survey for consumers- which is divided into 3 topics; (a) Purchase behavior, (b) Consumer’s Satisfaction, and (C) Willingness to pay.
Staff and consumer respondents were subjected to the checklist-questionnaire survey. Data were transcribed and analyzed. Furthermore, utilizing social networks to create customer wants in the right approach is the key component of smart marketing. According to this study, there is a strong link between social network marketing and rising customer demands.
Even though some people publish nonsense and unpleasant things on social media, the majority of people still utilize it as a means of advertising and interaction. Coffee shops benefit from social media because it not only helps them improve sales but also gives them a better understanding of the consumer's perspectives on their products. Keywords Social network marketing, consumer demands, purchasing behavior, consumers satisfaction, and willingness to pay Number of pages: 64 pages Date of October , 2022 Submission: 2 Contents PART I. REVIEW OF RELATED LITERATURE.
Definition of marketing tactics. Marketing tactics within an online social network. Importance of Marketing tactics within an online social network in building. Tools/ Methods of Marketing tactics within an online social network.
Relationship between online marketing tactics and consumer demands. Empirical related studies .1 Materials and Instruments .1 The research design. Location of the research area.4 Data collection process. 21 PART IV: RESULTS AND DISCUSSION.
21 Presentation of Data. Data from the staff respondents. Demographic and working experience of the respondents: “staffs”. Gender bar graph.
Range of age. Mode of advertisement. Common marketing strategies .4 Transcribed data from the survey checklist. Gender bar graph.
Range of age .3 Transcribed data from the survey checklist. CONCLUSION AND RECOMMENDATIONS. 50 Appendix 1: Permission letter for survey in Vietnamese. 50 Appendix 1: Permission letter for survey in English.
51 Appendix 3: Questionnaire for consumers in Vietnamese. 52 Appendix 4: Questionnaire for consumers in English. 55 Appendix 5: Questionnaire for staff in Vietnamese. 58 Appendix 6: Questionnaire for staff in English.
Error! Bookmark not defined. 4 Acknowledgment This research defines the outcome of my glory to thank my family specially my parents; John and Cecilia Aniebonam. Thank you for being part of my inspirational research project. Your support is more than enough which help me a lot in doing this research.
I would also like to thank my older brothers, especially Ebuka who has been there for me physically, and spiritually, and for everything that helps my life as a foreign student here in Vietnam be easier and more comfortable. I also want to thank Rizlyn/Biggie who’s always been there to guide and support me every in every step of this journey. I can’t contain how much I’m grateful to each person that I’ve mentioned. I want to convey my gratitude to the following other important people for helping me finish this thesis.
First and foremost, I would like to extend my deep gratitude to my supervisor, Prof. Nguyen Thi Gam, for her generosity and ongoing assistance with this project. My supervisor was always kind and patient with me, despite the fact that the pandemic situation made it difficult for me to collect data and complete my research on time. She was my study's only mentor, and her advice was invaluable all throughout.
I also want to thank the TUAF-AEP office for always making sure that “we as foreign students” don’t feel any different from the other native students. I also want to express my gratitude for being understanding and helpful to us. 5 Last but not the least, all glory and gratitude to our “Heavenly Father-God” whom we all know that God always gives us strength and knowledge to live our lives happily and freely. His presence helps me a lot to finish the research.
All hard work is dedicated to everyone mentioned above. Thank you, I love you, and May God always be with us.1 Research rationale Since the early 20th century, coffee production has consistently been a significant source of income for Vietnam, according to Stephenson (2019). After being introduced by the French in 1857, the Vietnamese coffee business expanded across the plantation economy and eventually became a significant economic power in the area. After the Vietnam War and the immediate aftermath, production increased once more, placing coffee second only to rice in terms of the value of agricultural exports from Vietnam.
One of the most well-known coffees in the world, Robusta coffee, is produced in the highest quantity in Vietnam. Drinking coffee has become a tradition in Vietnam, so coffee shops have become well-known (Tran Thuy Hang, 2020). Hang, also said that Vietnamese people drink coffee and offer it as a gift to friends and relatives because they cultivate it and enjoy its flavor. Most Vietnamese people drink coffee because the country has a lot of coffee shops.
They have a large, open area with many of trees, such as the coffee garden. A café room with no outside noises, cold air conditioning, the scent of coffee permeating the space, music, art lights, and interior decor. Many people claim they "go out for coffee," but when they arrive at the coffee shop, they order juice or milk tea instead. "Drinking coffee" has almost become an idiom in Vietnam, and going to a cafe has become a ritual.
There are numerous numbers of coffee shops around Vietnam and so as Thai Nguyen City, in Thai Nguyen Province, Vietnam. If you roam around the places, it’s almost 1 impossible not to see any cafe in the area. Just like cafes being trendy in Thai Nguyen City, online social networks are also trendy nowadays. It is used for entertainment, communication, online selling etc.
The use of social network sites as a platform of advertisement increases the number of people who tend to believe about the said qualities and characteristics of the product because the advertisement can be shared by anyone and show it to their friend list. The trust of other people to the sharer may help a lot since it is their friend who shared and advertised about the certain product. Using social media platform as form of advertisement doesn’t secure to have positive effect in the business. Most companies made one mistake while advertising on social media that focuses on advertising campaigns instead of the production of high-quality products.
According to Jackie Owen, (2019) there are some disadvantages of advertising in social media. Including; time-consuming, security and privacy issues, negative feedback, etc. This research is conducted to know “the impact of marketing tactics within an online social network in building consumer demands of coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam.” The findings of the research will show how do consumers and staffs of coffee shops in Thai Nguyen, Vietnam react on marketing tactics within an online network and how it affects their decision in acknowledging the coffee products in Vietnam despite of the given situations in the survey. According to Hall (2014), the descriptive approach is the type of research design that will help researchers plan and conduct studies in line with their goals.
Descriptive 2 research assisted the current study in establishing the relationship between marketing strategies used in online social networks and consumer demands for coffee products. The design was conceptualized to provide descriptive information about people, places, and phenomena that sector significantly broad assertion, nothing through narratives. The method is done through survey questionnaires wherein the researcher did the survey in 24 selected coffee shops in Thai Nguyen, Vietnam. The answers of the chosen respondents affirm the impact of marketing strategies for social networks on the internet in building consumer demands of coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam.2 Significance of the study This research will help the consumers, coffee shops owner and future researchers that will conduct research that is connected in the stated topic.
It will provide information regarding on how do online marketing tactics influenced the consumer demand of coffee products in Thai Nguyen City, Thai Nguyen Vietnam.3 Research questions and hypothesis 3 1.1 Research questions This research specifically it seeks to answer the following questions; A. What are the most effective viral marketing strategies to use of a certain businessman? B. What impact does social media have in the demand of the consumers? C. How do business owners improve their marketing skills through social media? 1.2 Hypotheses Null Hypothesis The online marketing tactics doesn’t have any effects in consumer demand of coffee products in Thai Nguyen City, Thai Nguyen Vietnam.
Alternative Hypothesis The online marketing tactics have many effects in consumer demand of coffee products in Thai Nguyen City, Thai Nguyen Vietnam.3 Research objectives This research aims to; Know the impact of marketing tactics through online social media in consumer demands of coffee products in Vietnam. Know the pros and cons of using social media as a mean of advertising. 4 Find out the relationship of online marketing tactics and consumer demands of coffee products. Propose some recommendation to better select online marketing tactics to build consumer demand of coffee product in Thai Nguyen 1.4 Scope and Limitations This study was carried out at a few Vietnamese coffee shops to learn more about how marketing strategies used in an online social network affected the growth of consumer demand for coffee products in Thai Nguyen City, Thai Nguyen Province, Vietnam.
The information was acquired via a survey questionnaire, and t-test was used for analysis. However, the subjects of this study are merely the customers and employees of the selected coffee shops. In the course of doing this study work, 24 coffee shops in Thai Nguyen City, Thai Nguyen Province, Vietnam, were chosen to participate in a survey in a few designated coffee shops. REVIEW OF RELATED LITERATURE 2.
Definition of marketing tactics Marketing techniques are the strategic actions that direct a product or service's advertising to achieve a certain marketing target. In essence, these are high-level notions. The material you produce is part of your strategies. Content styles aren't the same as strategies.
Content styles aren't limited to a single marketing strategy. The material you produce to implement the marketing techniques can include white publications, videos, and blog postings.