Luận văn thạc sĩ UEH deteminants of brand loyalty in the vietnamese neer industry

NIVERSITY OF ECONOMICS HO CHI MINH CITY

International School of Business

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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

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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

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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

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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

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TABLES OF CONTENTS

1.1 BACKGROUND .................................................................................................... 1

1.2 PROBLEM STATEMENT .................................................................................... 2

1.3 RESEARCH OBJECTIVES .................................................................................. 4

1.4 SCOPE OF STUDY: .............................................................................................. 4

1.5 SIGNIFICANCE ................................................................................................... 5

1.6 STRUCTURE OF THE THESIS STATEMENTS ................................................. 5

2.1 BRAND ......................................................................................................................... 6

2.1.1 Traditional viewpoint of Brand: ........................................................................... 6

2.1.2 Synthetic viewpoint of Brand: ............................................................................... 7

2.2 BRAND EQUITY ............................................................................................................. 7

2.3 CUSTOMER-BASED PERSPECTIVE OF BRAND EQUITY .................................................. 9

2.3.1 Brand Image ........................................................................................................ 12

2.3.2 Brand Awareness ................................................................................................. 13

2.3.3 Perceived Value ................................................................................................... 14

2.3.4 Brand Loyalty ....................................................................................................... 15

2.4 RESEARCH MODEL, HYPOTHESIS ..................................................................... 17

2.4.1 Research Model and hypothesis .......................................................................... 17

3.1 RESEARCH PROCESS ....................................................................................................... 20

3.2 MEASUREMENT SCALES...................................................................................... 24

3.2.1 Measurement Scales .................................................................................... 24

3.3 SAMPLING METHOD ............................................................................................. 27

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

CHAPTER 2: LITERATURE REVIEW & THEORETICAL MODEL ....................................... 6

CHAPTER 3: RESEARCH METHODS ...................................................................................... 20

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3.3.1 Target population and sampling method ............................................................ 27

3.4 MAIN SURVEY AND DATA COLLECTION. ......................................................... 28

3.5 DATA ANALYSIS METHODS................................................................................. 28

3.5.1 Exploratory Factor Analysis (EFA) .................................................................... 28

3.5.2 Reliability Analysis ....................................................................................... 29

3.5.3 Multiple Regression Analysis. ....................................................................... 29

4.1 DESCRIPTIVE DATA ANALYSIS .......................................................................... 31

4.1.2 Descriptive analysis of the variables studies ........................................................ 32

4.2 MEASUREMENT SCALE ASSESSMENT .............................................................. 33

4.2.1 Cronbach Alpha Reliability Analysis .................................................................. 33

4.2.2 Exploratory Factor Analysis ............................................................................... 35

4.2.2.1 EFA analysis results for measurement scales of independent factors

(Brand awareness, Perceived Value, Brand Image) ................................................. 35

4.2.2.2 EFA analysis results for measurement scales of dependent factor (Brand

loyalty) .................................................................................................................... 37

4.2.2.3 Testing relationship of independent factors and dependent factor ................ 38

4.3 HYPOTHESES TESTING ........................................................................................ 40

4.3.1 Testing Assumption of multiple Regressions ....................................................... 40

4.3.2 Evaluate and test the relevance of the model ....................................................... 41

4.3.3 Testing hypotheses on the impact of Independent factors on Brand Loyalty ....... 42

4.4 DISCUCSIONS ......................................................................................................... 45

4.4.1 Regression analysis results Regression standardized regression coefficient Beta: .. 45

4.4.2 Brand Awareness ................................................................................................ 45

4.4.3 Brand Image ....................................................................................................... 46

4.4.4. Perceived Value ................................................................................................. 46

4.5 SUMMARY .............................................................................................................. 46

CHAPTER 4: DATA ANALYSIS ................................................................................................ 31

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5.1 RESEARCH OVERVIEW ........................................................................................ 48

5.2 KEY FINDINGS ....................................................................................................... 49

5.3 MANAGERIAL IMPLICATIONS............................................................................ 49

5.4 CONTRIBUTIONS OF THE STUDY ....................................................................... 50

5.4.1 Contributions of theory ....................................................................................... 50

5.4.2 Contribute to practical ........................................................................................ 51

5.5 LIMITATIONS OF TOPICS AND NEXT RESEARCH PLANS .............................. 51

CHAPTER 5: CONCLUSIONS AND IMPLICATIONS ............................................................ 48

REFERENCES LIST ....................................................................................................................

APPENDIX 1 .................................................................................................................................

APPENDIX 2 .................................................................................................................................

APPENDIX 3 .................................................................................................................................

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