NIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ NGO HOANG THI QUYNH OANH DETEMINANTS OF BRAND LOYALTY IN THE VIETNAMESE BEER INDUSTRY MASTER OF BUSINESS (BY HONOUR) Ho Chi Minh City – Year 2012 TIEU LUAN MOI download : skknchat@gmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business ------------------------------ NGO HOANG THI QUYNH OANH DETEMINANTS OF BRAND LOYALTY IN THE VIETNAMESE BEER INDUSTRY STUDENT ID: 60340102 MASTER OF BUSINESS BY HONOUR SUPERVISOR: DR. PHAM NGOC THUY Ho Chi Minh City - Year 2012 TIEU LUAN MOI download : skknchat@gmail.com ACKNOWLEDGEMENTS I would like to express my sincere gratitude to Dr. Pham Ngoc Thuy who has supported me a lot with the thesis preparation and motivated me throughout the journey of the thesis. I strongly believe that I could have not completed this thesis without the assistance from all of my friends who helped me to guide the customers to do the survey and chased for data submission.
I would like to thank Sabmiller staffs for there is kind support to provide me with necessary information and materials. And finally my special thanks to my husband who was always with me to show his empathy and encourages me to complete this thesis. December 8, 2012 Ho Chi Minh City, Viet Nam Ngo Hoang Thi Quynh Oanh TIEU LUAN MOI download : skknchat@gmail.com ABSTRACT In recent years the amount of beer consumption increased significantly. The beer companies increasingly expand the market and increase the retailer to take the company's image and products to market.
The purpose of attracting customers to used the company's products more and more. This research is to identify the determinants affecting customer loyalty through beer products. It also requires investors in times of abundant commodities, constant competition and especially during storms today. This study was aimed to explore these factors affect brand loyalty in Ho Chi Minh City is done through quantitative methods.
Formal quantitative research through interviews using a questionnaire with a sample collected in a convenient method of 200 consumers in Ho Chi Minh City. Data are used to assess the scale and test hypotheses. Cronbach Alpha coefficients analysis, explore factor analysis (EFA) and regression analysis used in this section. Test results obtained show that the hypothesis consistent with the original theoretical model.
According to which only some components of the factors affecting consumer loyalty for beer products, including value factors have the strongest impact. The research results contribute to the theoretical basis of research by understanding the meaning of the factors that affect consumer loyalty with beer. Thereby, the results also provide managers with a basis for decision-making, investment options to develop new products in line with objectives and current strategic. Key words: Perceived value, Brand Image, Brand Awareness, Brand Loyalty TIEU LUAN MOI download : skknchat@gmail.com TABLES OF CONTENTS CHAPTER 1: INTRODUCTION .4 SCOPE OF STUDY: .6 STRUCTURE OF THE THESIS STATEMENTS.
5 CHAPTER 2: LITERATURE REVIEW & THEORETICAL MODEL .1 Traditional viewpoint of Brand: .2 Synthetic viewpoint of Brand: .3 CUSTOMER-BASED PERSPECTIVE OF BRAND EQUITY .4 RESEARCH MODEL, HYPOTHESIS .1 Research Model and hypothesis. 17 CHAPTER 3: RESEARCH METHODS. 27 TIEU LUAN MOI download : skknchat@gmail.1 Target population and sampling method .4 MAIN SURVEY AND DATA COLLECTION.5 DATA ANALYSIS METHODS.1 Exploratory Factor Analysis (EFA) .3 Multiple Regression Analysis. 29 CHAPTER 4: DATA ANALYSIS .1 DESCRIPTIVE DATA ANALYSIS .2 Descriptive analysis of the variables studies .2 MEASUREMENT SCALE ASSESSMENT .1 Cronbach Alpha Reliability Analysis .2 Exploratory Factor Analysis .1 EFA analysis results for measurement scales of independent factors (Brand awareness, Perceived Value, Brand Image) .2 EFA analysis results for measurement scales of dependent factor (Brand loyalty) .3 Testing relationship of independent factors and dependent factor.1 Testing Assumption of multiple Regressions .2 Evaluate and test the relevance of the model .3 Testing hypotheses on the impact of Independent factors on Brand Loyalty .1 Regression analysis results Regression standardized regression coefficient Beta:.
46 TIEU LUAN MOI download : skknchat@gmail.com CHAPTER 5: CONCLUSIONS AND IMPLICATIONS .4 CONTRIBUTIONS OF THE STUDY .1 Contributions of theory.2 Contribute to practical.5 LIMITATIONS OF TOPICS AND NEXT RESEARCH PLANS. TIEU LUAN MOI download : skknchat@gmail.com LIST OF TABLES Table 4.1: Descriptive Statistics of Sample.2: Reliability analysis results.3 EFA analysis results for the independent variables after handling .4 EFA analysis results for dependent – Brand Loyalty .5: Multiple Regressions results of Brand Loyalty to independent .6 Result of hypotheses testing between Independent Factors and Brand Loyalty .7: Hypotheses Testing Results .8: Summary results of the hypotheses. 45 LIST OF FIGURES Figures 1 – Prpoposed Research Model. 17 Figure 2 - Research Process.
22 Figures 3 - Research model after testing by EFA. 40 Figures 4 – Multiples Regression Result. 44 TIEU LUAN MOI download : skknchat@gmail.com CHAPTER 1: INTRODUCTION This chapter introduces the context of the study, including a short introduction of beer industry in Viet Nam the purpose of this study and the other contents such as the rationale of the research, problem statement and research methodology.1 BACKGROUND Vietnam has a young population and is a potential market for the beer industry. With a growth market with two figures and capita consumption of beer in just 21lit/person (VBA, report 2009) is still low compared to world average of results strongly attractive for any business.
Present on the Vietnamese market are over 30 types of beer exist stretches from North to South. These products are well-known consumer must mention Heineken known, Sai Gon blue, Castbreg, 333.And most recently of Sapporo of Japan and Gambrinus of Czechoslovakia have penetrated the market more "lucrative" is. These products are primarily levied on customers with high income and geographic distribution mainly in the central districts of the city, or the neighboring provinces, where many tourists visit. According to the VBA, report 2010 "In VBA, in recent years, Vietnam's beer has made great progress.
Ended in 2009, the industry reached 2.5 billion liters in volume. Most businesses produce wine, beer and soft drinks in VBA with an average growth rate of 15% compared with 2008. Currently, Vietnam has about 350 beer production facility, which has 20 factories with a capacity of 20 million liters/year. Every year, the sector to create jobs for thousands of workers and pay tens of billion budgets" 1 TIEU LUAN MOI download : skknchat@gmail.2 PROBLEM STATEMENT As Amy et.
(1999) stated: “In order to achieve competitive advantage and efficiency, businesses have to seek profitable ways to differentiate themselves. The only to survive and maintain customer revisits is to understand what customers need and their expectation. Customer satisfaction is considered a prerequisite for customer retention and loyalty, and obviously helps in realizing economic goals like profitability (Sureshchandaret al. We outline some beer company information is currently available in Vietnam market and these beers have the same level premium as follow.
Vietnam Brewery Company Limited (VBL), beer production units Tiger, Heineken in Vietnam, is a joint venture established on 09/12/1991, between Saigon Trade Corporation (SATRA) and Asia Pacific Breweries Ltd group. (APBL), head quartered in Singapore. Having been in Vietnam for nearly 20 years, the world's leading beer brand Heineken conquered by consumer premium quality no one can match with beer. For Heineken, the promotional gentle, subtle make consumers feel secure when using the product.
Messages for promotions is very simple "old Heineken beer is about to leave and was replaced by 5% premium Heineken."These elements are conveyed through PR with the message" Heineken has changed "vividly expressed through a campaign with the help of top photographer Rankin. He has photographed celebrities 7th most UK and changes each face with each other to express the main message of the campaign. In addition to strengthening the Heineken brand has also launched a campaign based on the idea of "Heineken has been tested on the streets all over the world and make sure that Heineken is the best choice for you". It is expressed through many pictures to show people that Heineken beer is interested in worldwide (vblgroup.vn) 2 TIEU LUAN MOI download : skknchat@gmail.com Sai Gon beer, products on the market for more than 30 years has become a destination for lovers of this beer.
The company has done well with the promotion of diverse forms of promotion, rich, attractive, with the prize of great value, attracting a large number of consumers to participate, promote consumption of products beer. Recent, Sabeco Company has launched the marketing promotion as “Together Saigon beer to double happiness“ and" drink Sai Gon beer hit SH motor" and achieved good results. SABMiller is one of the largest multinational beer companies in the world with headquarters in the UK, owns over 200 beer brands known worldwide, have a thickness of over 100 activities in 60 countries with a total staff of about 68,000 people. SABMiller Vietnam with 100% foreign capital from the SABMiller Group, known for products such as Peroni Nastro Arruzzo, Pilsner Urquell, Gambrinus, Zorok, Miller, Castle.Penetrate new markets in Vietnam, but not height or Sai Gon special as Tiger, Heineken velvet Gambrinus also pretty impressed with the way consumers through marketing "How to open bottle cap hit right trip Czechoslovakia" cradle of beer Gambrinus is the people this country exists as the "King of beers” .vn) One of the important issues is to keep the current customers purchasing and using the service and repeating using service.
Moreover, for Vietnamese, the more loyalty a customer has toward a certain brand, the more chance that brand is introduced to new customers via the “word-of-mouth”. In response to this issue, companies tried launching attractive promotions in order to attract the loyalty of customers for their products. Customer loyalty for a brand that speaks to the trend of customers to buy and use brand in a product family and repeat this behavior (Chaudhuri 1999). Brand loyalty plays important role in the success of the brand.
So which brand create higher customer loyalty, bring profit to the company as higher, which means that this brand of high value (Aggarwal P (2004) 3 TIEU LUAN MOI download : skknchat@gmail.com Given the above mentioned situation, measuring customers’ perception for beer brand equity becomes very important and necessary. It will be the basis for improving the brand equity for beer industry. Research results contribute to research on the basis of the theory of brand loyalty through understanding the meaning of the factors that affect consumer loyalty to the brand. Thereby, the results also provide for investor how to keep customers loyal to the brand, which is why this study performance, results of topics beer companies can be used 1.3 RESEARCH OBJECTIVES The overall objective of this research is to measure the loyal of customer based brand equity for beer industry on Viet Nam, then to develop the specific program to improve it.
Specific objectives in this research are as follows: To identify the impacts of Brand Equity components (Brand Awareness, Perceived value, Brand Image) on the Brand Loyalty in beer industry on Viet Nam.4 SCOPE OF STUDY: This study will be mainly based on the customer-based perspective of Brand Equity only. The financial perspectives of the brand equity are beyond our scope of study. The research was narrowed down to Ho Chi Minh City. This study focus drinker.
Owner, shop, wholesaler only reference to establish questionnaire. Focus on brands have same level premium: Heineken, Sai Gon special , Sapporo, Gambrinus, Tiger. 4 TIEU LUAN MOI download : skknchat@gmail.com This study will consist of two main parts which assigned individually to each author. Part 1 focus on the creation of information, data analysis; part 2 will be the improving program based on these findings.5 SIGNIFICANCE Research results will determine the factors affecting brand loyalty.
Since then the manager have plan to develop appropriate strategies to promote their products to consumers more and more widely.6 STRUCTURE OF THE THESIS STATEMENTS The structure of this research report consists of five chapters. Chapter 1 introduces the overview of the research topic.