Exploring customers' demands and habits of drinking fruit juice in hcm city-Vietnam

TRÖÔØNG ÑAÏI HOÏC MÔÛ TP. HCM TRÖÔØNG ÑAÏI HOÏC MÔÛ TP. HCM UNIVERSITEÙ LIBRE DE BRUXELLES UNIVERSITEÙ LIBRE DE BRUXELLES UNIVERSITEÙ LIBRE DE BRUXELLES

HO CHI MINH CITY OPEN UNIVERSITY HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL SOLVAY BRUSSELS SCHOOL SOLVAY BRUSSELS SCHOOL

MBMM4

NGUYEÃN THÒ THIEÂN HÖÔNG NGUYEÃN THÒ THIEÂN HÖÔNG

EXPLORING CUSTOMERS’ DEMANDS AND HABITS OF

DRINKING FRUIT JUICE IN HOCHIMINH CITY – DRINKING FRUIT JUICE IN HOCHIMINH CITY – VIETNAM VIETNAM VIETNAM

MASTER PROJECT MASTER PROJECT ER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s Name: Tutor’s Name: Dr. Nguyen Ngoc Hoa Dr. Nguyen Ngoc Hoa Dr. Nguyen Ngoc Hoa

Ho Chi Minh City Ho Chi Minh City

(2010)

i

DECLARATION

This thesis contains no material that has been accepted for the award of any

other degree of diploma in any university or other institution and to the best of my

knowledge contains no material previously published or written by another person,

except where due reference is made in the text of this thesis.

In this study, the survey is conducted by professional interviewers, observed by

an independent quality controller and the author of this thesis. Thus, it has high level of

trust, confidence and agreement.

This information source is strictly warned by the research company to use for

limited purposes and not allowed to be spread out excepting for the jury of Solvay

Business School and some marketing professionals including the MBMM tutor.

ii

ACKNOWLEDGEMENTS ACKNOWLEDGEMENTS

I owe the greatest debt to my tutor, Prof. Dr. Nguyen Ngoc Hoa, his intellectual

support and advice, continuous guidance, full of patience and enthusiasm, has kept me

carrying out my thesis and writing up my thesis. In spite of being very busy with his

plentiful plans, Prof. Dr. Nguyen Ngoc Hoa has been very generous with his time,

comments, suggestions and corrections on the draft of my thesis. Without such

guidance and assistance, I could not have finished my research and writing up this

thesis on time.

My utmost thanks go to my study group in MBMM4 class, who gave me endless

experienced and mental support. Also to my family, other colleagues and friends, who

listened to my ideas and encouraged me in completing this thesis.

I am ever more indebted to all Professors of Solvay Business School, my school,

who gave me very interesting and great lectures. This course gives me a lot useful and

interesting knowledge that helps me much in my future career path. Especially thanks

to Prof Bayern, chairman of the program, for his enthusiasm, support, and

professionalism.

iii

TUTOR’S COMMENTS TUTOR’S COMMENTS

Ms. Nguyen Th Ms. Nguyen ThiThienHuong tries her best to conducted the thesis on the topic

“Exploring Customers Demands and Habits of Drinking Fruit Juice In Hochiminh City”

The author has had a lot of efforts to gather information as well as to conduct a

research to understand the demand and habit of consumers in drinking fruit juice. The

results and conclusions of the thesis with applicable recomendations are useful

information for the people who want to enter the fruit juice shop business in Ho Chi

Minh City

The thesis meets requirements of MBA thesis. I suggest the committee should allow

the author to present it to your kind perusal and consideration.

Hochiminh city, Vietnam, December 10, 2010

Regards,

Dr. Nguyen Ngoc Hoa

iv

TABLE OF CONTENTS TABLE OF CONTENTS

Declaration Declaration i

Acknowledgment Acknowledgment ii

Tutor’s comment Tutor’s comment iii

1. Executive 1. Executive Executive Summary Summary Summary 1

2. Introduction 2. Introduction 2

3. Overall Background Overall Background Overall Background 4

3.1. Scientific Research on Use of Fruit Juice 4

3.2. Business potential of Fruit Juice market 5

3.2. Overall Background about Fruit Juice Market in Vietnam 7

4. Literature Review Literature Review Literature Review 10

4.1. Defining Problems 12

4.2. Hypothesis Statements 13

4.3. Objective 13

5.Research Design and Methodology Research Design and Methodology Research Design and Methodology 14

6.Data Analysis & Result Data Analysis & Result Data Analysis & Result 16

6.1. Demands of Fruit Juice 19

6.2. Frequency of Buying / Using Fruit Juice 20

6.3. Types of Using Fruit Juice 21

6.4. Customer feeling about price 24

6.5. Promotion 26

6.5.1. Kind of Fruit Juice Shop 26

6.5.2.Key Factors Concerned for a Produces 28

6.5.3Added Value for a Fruit Juice Shop 30

6.5.Conclusion on data analysis 30

7.Recommendation Recommendation Recommendation 34

7.1 Product 34

7.2. Price 34

7.3. Place (Distribution) 35

7.4. Promotion 35