Factors influencing customers' behavior of butter oil substitute (bos) in Ho Chi Minh city

TRƯỜNG ĐẠI HỌC MỞ TP.HCM

HO CHI MINH CITY OPEN UNIVERSITY

UNIVERSITÉ LIBRE DE BRUXELLES

SOLVAY BRUSSELS SCHOOL

MBMM4

Tran Anh Tuan

Factors Influencing Customer Behavior of Butter Oil Substitute

In Ho Chi Minh City

MASTER PROJECT

MASTER IN BUSINESS & MARKETING MANAGEMENT

Tutor’s name: Dr. Ha Nam Khanh Giao

Ho Chi Minh City

(2010)

i

ASSURANCE

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, professional interviewers, observed by an independent quality controller and

the author of this thesis, conduct the survey. Thus, it has high level of trust, confidence and

agreement.

This information of this thesis use for limited purposes and not allow to be spread out

excepting for the jury of Solvay Business School and some marketing professionals

including the MBMM tutor.

ii

ACKNOWNLEDGEMENT

I am grateful to Dr. Ha Nam Khanh Giao for having read several chapters in my thesis and

giving me invaluable comments and suggestions. Besides, without his intellectual support

and his continuous guidance, full of patience and enthusiasm, my thesis would not have

been materialized.

I also wish to thank my study group in MBMM4 class, who gave me endless experienced

and mental support.

Finally, my thanks go to the Professors of Solvay Business School for wonderful program

and intellectual support during my MBA program.

Ho Chi Minh City, Dec 14th

, 2010

----------------------------------------

Signature of the student

Tran Anh Tuan

Master of Marketing & Business Management

iii

TUTOR’S COMMENTS

The thesis on the topic customer behavior of Butter oil substitute in HCM is high practical

significance. Research objectives are properly identified. Student has used the appropriate

methodology. Results obtained with the new creation with scientific content as well. In

particular, the author highlights the factors that influence customer behavior in coffee

industry. The results and conclusions of the thesis with applicable recommendations are

useful information for the organizational who want to enter the specialty fats business in

Viet Nam. However, the project also has certain limitations, such as only on HCM scale,

small samples size …

Student tries his best to conduct the thesis and has a lot of efforts to gather information as

well as to conduct a research to understand the purchase decision of customers in coffee

roasting industry.

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

author to present it to your kind perusal and consideration.

Ho Chi Minh City, Dec 14th

, 2010

Dr. Ha Nam Khanh Giao

iv

CONTENT

ASSURANCE.................................................................................................................... i

ACKNOWNLEDGEMENT ..............................................................................................ii

TUTOR’S COMMENTS..................................................................................................iii

CONTENT....................................................................................................................... iv

LIST OF FIGURES.......................................................................................................... vi

LIST OF TABLES .......................................................................................................... vii

1. EXECUTIVE SUMMARY....................................................................................... 1

2. CHAPTER 1: INTRODUCTION.............................................................................. 2

2.1. Background introduction..................................................................................... 2

2.2. Problem statement............................................................................................... 2

2.3. Specialty Fats market .......................................................................................... 3

2.4. Research objectives............................................................................................. 5

2.5. Research method................................................................................................. 5

2.6. Scope of the project............................................................................................. 5

2.7. Research structure ............................................................................................... 6

2.8. Framework of Research....................................................................................... 6

3. CHAPTER 2: LITERATURE REVIEW ................................................................... 7

3.1. Chapter overview ................................................................................................ 7

3.2. Industrial Buying Behavior.................................................................................. 7

3.3. Buying Process.................................................................................................... 8

3.4. Factors Affecting Buying Process & Buying Center ............................................ 9

3.5. The buying Center............................................................................................. 10

3.6. Choice Criteria .................................................................................................. 10

3.7. Long-term relationships in industrial markets.................................................... 12

3.8. Scale using in theoretical framework................................................................. 14

3.9. Research model................................................................................................. 15

4. CHAPTER 3: RESEARCH DESIGN...................................................................... 16

4.1. Chapter Overview ............................................................................................. 16

4.2. Qualitative research........................................................................................... 16

4.2.1. Sampling.................................................................................................... 16

4.2.2. Data collection ........................................................................................... 17

4.2.3. Data analysis.............................................................................................. 17

4.2.4. Interview results......................................................................................... 17

4.3. Quantitative research......................................................................................... 18

4.3.1. Questionnaire design.................................................................................. 18

4.3.2. Survey process........................................................................................... 18

4.4. Data Analysis.................................................................................................... 19

5. CHAPTER 4: DATA ANALYSIS .......................................................................... 21

5.1. Chapter Overview ............................................................................................. 21