phương pháp nghiên cứu kinh doanh (tài liệu tiếng anh)

THE INTERNATIONAL UNIVERSITY
VNU-HCM
SCHOOL OF BUSINESS

BUSINESS RESEARCH METHOD
GROUP REPORT
Group members:
Student Number
Surname
Given Name
1. BABAIU11097
Châu Phú
Lâm
2. BABAIU11113
Nguyễn Thị Thu
Hà
3. BABAIU11178
Phạm Thị Cẩm
Hà
4. BABAIU11150
Nguyễn Thùy Tố
Quyên

Student Name
Responsibility in
Assignment
Participation % *
1. Châu Phú Lâm
Monitor group’s workload
Methologogy
25%

2. Nguyễn Thị Thu Hà
Background
25%
3. Phạm Thị Cẩm Hà
Literature Review
25%
4. Nguyễn Thùy Tố Quyên
Methodology
25%

Signatures:
a. ____________________________________

b. ____________________________________

c. ____________________________________

d. ____________________________________


Ho Chi Minh City, November 11
th
, 2014
Table of Contents
CHAPTER I 3
1.1. Background 3
1.2. Problem Statement 3
1.3. Research Objectives 4
CHAPTER II 5
2.1. Definition of Terms 5

2.1.1. Customer Perception 5
2.1.2. Point of Purchase 5
2.1.3. Packaging 6
2.1.4. Four Dimensions of Packaging 6
2.2. Previous Study 9
2.3. Research Model 11
CHAPTER III 12
3.1 Research Design 12
3.2 Research Sample 12
3.2.1. Target population 12
3.2.2. Target sample 12
3.2.3. Sampling method 12
3.3. Research Instrument 12
3.4. Data collection: 16
3.5. Data analysis: 17
REFERENCE 18



CHAPTER I
INTRODUCTION
1.1. Background
In the increasing competition of today’s global market, companies and
organizations use various methods of promoting sales and marketing such as reasonable price,
good services, etc. in order to convince consumers to buy their desired item among various
brands. However, one of the methods that companies apply is stylish packaging with high-
quality (Ranjbarian, 1999, 38). According to Rundh (2005) package attracts consumer’s
attention to particular brand, enhances its image, and influences consumer’s perceptions about
product. Also package imparts unique value to products (Underwood, Klein & Burke, 2001;
Silayoi & Speece, 2004), works as a tool for differentiation such as helping consumers to

choose the product from wide range of similar products, stimulating customers buying behavior
(Wells, Farley & Armstrong, 2007). Thus, this makes it an extremely powerful and unique tool
in the modern marketing environment.
The four most important functions of packaging are to contain and protect products,
promote products, and facilitate the storage, use, and convenience of products. A fourth
function of packaging that is becoming increasingly important is to facilitate recycling and
reduce environmental damage (Lamb et al, 2004).
Relating to the development of purchasing power in consumers and market trend
that people become more conscious of hygiene and beauty (Souiden & Diagne, 2009), it affects
to the rapid growth in beauty care industry, especially in this decade. Nowadays, many
companies pay attention to invest in this market to respond for the high demand available in
market. Therefore, this research focuses on the role of packaging in consumer's perception of
cosmetics product – Prôvence Vietnam on product quality at the point of purchase.
1.2. Problem Statement
According to Kotler and Rath in 1984, customers tends to buy the products, which
are more attractive though they are in the same price and function. So, packaging is a significant
integrative aspect of any product. It also a critical factor to decide the success of failure of a
product.
Therefore, the major problem that the research tries to determine can be expressed
in the following question: What is the role of packaging in consumer's perception of product
quality at the point of purchase? Therefore this study pursues to answer the following
questions:
1. Does the role of packaging in protecting the product and consumer influence the
Prôvence Vietnam consumer's perception of product quality at the Point of purchase?
2. Does the role of packaging in promoting the product influence the Prôvence Vietnam
consumer's perception of product quality at the Point of purchase?
3. Does the role of packaging in facilitating the storage, use, and convenience of product
influence the Prôvence Vietnam consumer's perception of product quality at the Point
of purchase?
4. Does the role of packaging in recycling and reducing environmental damage influence

the Prôvence Vietnam consumer's perception of product quality at the Point of
purchase?
1.3. Research Objectives
The main purpose of this study is to evaluate the role of packaging in Prôvence
consumer’s perception of product quality at the point of purchase. In order to meet gain this
purpose, the following objectives needs to be considered:
1. Investigating the impact of the following factors (Protection of products and consumer,
Promotion of products, Facilitation of storage, use, and convenience of products,
Facilitation of recycling and reduce environmental damage) on Prôvence buyer's
perception of product quality at the point of purchase.
2. To measure the relative impact of each packaging element on the consumer.
3. To identify the elements which should be highlight while design the packaging.
4. To increase awareness about the important of packaging. As a way to gain consumer's
notice and attention.
5. To propose useful direction for future researches.

CHAPTER II
LITERATURE REVIEW
2.1. Definition of Terms
2.1.1. Customer Perception
Customer’s buying decisions are effected by four main psychological factors;
learning, belief and attitude, motivation and perception (Kotler et al. 1999). Actually,
perception not only depends on the physical stimuli, but more important, on the stimuli’s
relation to the surrounding field and on individual’s conditions. Therefore, perception is
defined as the process, which customer want to chooses, organizes and interprets stimuli into
a reasonable portrait of the world. In other words, perception is the “task of making sense of
sensation” (Zimbardo et al. 1995). In fact, each customer observes everything differently in the
same situation, so each of them will react on the basic of their perceptions, not on the basic of
objective in reality. In recent years, perception becomes more important because customer will
evaluates the benefits perceived from the products or services and compares them with the

costs of its products or services to makes buying decisions. According to Zeithaml (1988),
quality was known as the power of any product or service. So, perceived quality means that
consumer has the right to evaluate about the products and services based on their expected and
experience. Moreover, Grunert et al. (1996) considered that expected quality is based on a
number of perceived quality signals, which may be both physical features of the product and
other features such as brand name, price, advertisement, labelling, packaging etc.
2.1.2. Point of Purchase
Many consumers purchase are not the result of extensive pre-planning, but are
instead a function of decisions made at the point of purchase. According to Quelch (2006),
Point of purchase (POP) is the most suitable place and period to communicate with consumers
since it is where they make their brand choice decisions and it was defines as “materials set up
at a retail location to build traffic, advertise the product, and promote impulse buying. Arens et
al., (2008). Morover, POP drives shoppers in-store or online and make them buy more when
they are there.
2.1.3. Packaging
Packaging plays an imperative role in marketing of any goods. Kotler and Keller
(2012) define packaging as “…all the activities of designing and producing the container for a
product”. It is considered as the buyer’s first encounter with the brand. It captures consumer’s
attention and encourage their purchasing decision. The package becomes the symbol that
communicate the image and quality of a product. Underwood et al. (2001) suggest that
consumers are more likely to spontaneously imagine aspects of how a product looks, tastes,
feels, smells, or sounds while viewing product pictures on the package. Moreover, packaging
is not only acts as a means product information and specific brand awareness, but also serves
for some functional purpose. First among the functions of packaging are the practicalities.
Packaging must be functional, it must protect the product in storage, in shipment and often in
use. Other packaging functions concentrate in convenience for the customers, both in terms of
ease of access and ease of use. In addition, to offering functional information about product
identity and use, packaging also plays an important role in marketing and promotion. It needs
to grab and hold the consumer’s attention and involve them with the products. Finally, the
environmental protection are focused due to business ethics. Thus, some packages can facilitate

recycling and avoid damaging the environment.
2.1.4. Four Dimensions of Packaging
Cosmetic packaging serves several important functions which including helping
customers identify the specific brand through consistent shape, color, graphics, and design,
across all the products within the brand. Packaging contributes to the overall feel and image of
a brand; high quality packaging signals to consumers that the product inside is high quality.
Moreover, the commercialization and safety of the great majority of the cosmetic products
would not be possible without the optimum preservation of the product through the use of
chemical preservatives and also the packaging system. As in other industries, “cosmetics
companies try not only to sell a brand to consumers but also an image that is associated with
certain characteristics or qualities,”(Kokoi, “Female Buying Behaviour Related to Facial Skin
Products”).
2.1.4.1. Protection
The basic function of packaging is to “preserve product integrity” by protecting the
actual cosmetics product against potential damage from “climatic, bacteriological and transit
hazards” (Stewart, 1995). The packaging becomes a necessary part for cosmetics preservation
such as maintaining the quality and safety for the same or even longer shelf life. Problems
associated with insufficient protection are likely to lead to customer dissatisfaction and
negative word-of-mouth advertising.
H1: The role of protection of product and consumer has an influence on
Vietnamese consumer perception of Provence’s quality at the point of purchase.
2.1.4.2. Promotion
The promotional role of a packaging should be considered. It can be used to attract
customers' attention and encourage them to examine the product. According to Pilditch in 1957,
packaging was defined as the “silent salesman” . Besides, it must come alive at the point of
purchase, in order to represent the salesman (Vazquezet al., 2003). About 30 years later, Lewis
(1991) continued to expand further on Pilditch’s views, stating that “good packaging is far
more than a salesman, it is a flag of recognition and a symbol of values”. Companies are seeing
packaging as a way to promote for both new and existing brands. Packages use design, colors,
shapes, pictures, and materials to influence consumer's perceptions and buying behavior (Lamb

et al, 2004).
H2: The role of promotion of product has an influence on Vietnamese
consumer perception of Provence’s quality at the point of purchase.
2.1.4.3. Facilitation of storage, use, and convenience of products
A major benefit of packaging is the information are transmitted to customers, such
as directions on how to use. the product and the composition of the product, which is needed
to satisfy legal requirements of product disclosure.
Packaging convenience is defined by how consumers use the package. For example,
a package that is easy to open as well as easy to close would be considered as a packaging
convenience (Hogan, 2007). Thus, the convenience of packaging includes all of the various
aspects that make the use of a product easier for consumers. Nowadays, consumers are usually
seeking items that are easy to handle, open, and reclose, although some consumers want
packages that are tamperproof or childproof, also want reusable and disposable packages.
Flexible packaging offers many advantages to consumer, product, and to companies. It can be
effective in helping brand owners build a close relationship with consumers. For consumers,
convenience is even more critical – serving that draws an initial sale and retains consumer
brand loyalty (Hogan, 2007).
H3: The role of facilitation of storage, use, and convenience product has an
influence on consumer perception of Provence’s quality at the point of purchase.
2.1.4.4. Facilitation of recycling and reducing environmental damage
In recent years, focus on the environment has become a huge issue for businesses.
Environmentalism has played an important role for several decades and continue to produce
new things. In fact, packaging can serve many purposes for organization; however, those
purposes should serve not only the organization and its end users but the environment as well.
It’s nearly impossible to think of packaging without thinking of its effects on the environment.
Packaging is no longer considered to be an important aspect of the product. Instead, it is
increasingly being perceived as an unwanted and unnecessary source of waste material (Grace
and Cohen 2000), as well as contributing unnecessary volume to landfills and the resulting
greenhouse gas emissions (Johnson 2001). Nearly 80 percent of consumers believe that
products use too much packaging (Ottoman 1993).

As consumers become more aware of the social and environmental impact of their
consumption, they are demanding more ethical product alternatives (Mintel 1999, as cited in
Shaw and Shiu 2000). Ebreo, Hershey and Vining (1999) suggest that environmentally
conscious consumers’ behaviors and purchasing intentions can be influenced by product
packaging elements such as: its ability to be recycled, whether the packaging has been
previously recycled, an absence of hazardous chemicals and a minimal amount of packaging,
so as to reduce wastage. The proliferation of "green products" and "green advertising" suggests
that at least some firms believes that consumers are willing to pay a price premium for
environmentally friendly products. Kadlecek's study (1991), indicated that 78% of consumers
in the United States have showed their willingness to pay higher prices for access to
environmentally-friendly goods, and stressed the importance of focusing on advertising for the
promotion of these products.
According to 3R’s of sustainability, packaging should be reduced prior to the
manufacturing stage. This means reducing the number of layers, materials and toxins at source.
Packaging should be designed to be reusable, refillable, returnable and durable to the greatest
extent possible. Packaging should be designed to be recyclable and/or made with recycled
content. Efficient recycling systems for packaging guarantee the reduction of used packaging
sent to landfill. This is because these systems can be seen as “closed loops” in which used
packaging is collected, recycled and used again for the manufacturing of new packaging.
H4: The role of facilitation of recycling and reducing environmental damage
has an influence on consumer perception of Provence’s quality at the point of purchase.
2.2. Previous Study
Hari Govind & Deepak Jain (2012) ”Impact of Packaging in Consumer Decision
Making Process of Namkeen Products”: stated that packaging has an important role in
marketing communications, especially from the point of sales and could be treated as one of
the most important factors influencing consumer’s purchase decision. The research, aims to
find out the effect of packaging in buying decision for a namkeen product. And compare the
packaging styles of various brands. Also the research investigate that what factors are of great
importance in packaging of namkeen products. Using descriptive research and a questionnaire
as a mean of data collection and the study conclude that the style of packaging do affects the

sales of the namkeen and the factors taken in consideration are price, content, ingredients.
Patrick& Thaddeus (2011),”The Multiple Roles of Packaging in the Entire Marketing Process
Channel of Distribution and Consumer Perspective in this study aims to presents the multiple
roles of packaging in the perspective of the middlemen and consumers. The results of the study
are: For the middlemen, it has become an effective tool in achieving optimum use of space
efficient use of shelf space in preventing inventory losses and pilferage. For the consumers,
packaging has attempted to serve their informational, promotional and convenience needs.
The followings are some related studies that have been found. Staniewska et al
(2008), "Consumer opinions on the informational and promotional function of unit packaging
of dairy products": the aim of this study is to determine the impact of packaging information
and the promotional role of dairy product packaging on the consumers’ decisions to purchase
dairy products. The survey was carried out in the second half of 2005 and it involved a group
of 500 clients of selected retail outlets within chains of supermarkets in Olsztyn. The survey
was conducted based on a direct questionnaire comprising two parts. In the first part, the
respondents were asked to evaluate the impact of packaging information and the promotional
role of dairy product packaging on their decisions to buy dairy products. The second part
featured questions on the respondents’ sex, age, occupation, place of residence and monthly
income per person in the household. The main findings of the study were: consumers focused
mostly on the product’s shelf-life /minimum durability period, the producer’s trademark which
is often identified with the specific brand as well as information on the product’s ingredients
and nutritive value. The consumers’ propensity to make impulse purchases was confirmed by
an observation that the buyers’ attention is frequently drawn to packaging design which is often
identified with product quality. Pires (2008), "Consumer Behavior: Product Characteristics and
Quality Perception": the aim of this study is an experiment designed to evaluate how
consumers assess quality perception in terms of specific product's characteristics, namely
colors and shapes in product labels. This study used data gathered from a survey given to high
school students in Spain to assess semantic differentials, for examining the communication
values of not only colors, but more specifically of shapes, and their interaction with colors as
well. The main findings of the study: Colors and shapes combinations which are consistent are
expected to enhance consumers´ product quality perception, while other combinations that are

inconsistent will decrease it. Silayoi and Speece (2007), "The importance of packaging
attributes: a conjoint analysis approach": the aim of this study was to investigate the role of
packaging as a vehicle for consumer communication. This study was using a conjoint study
among consumers for packaged food products in Thailand, which is a very competitive
packaged food products market. The results showed that perceptions about packaging
technology play the most important role overall in consumer likelihood to buy. Ampuero and
Vila (2006), "Consumer perceptions of product packaging": This study seeks to discuss the
need to understand consumer's perceptions in order to correctly design product packing and to
achieve the desired position in the minds of consumers. Data collection was divided into two
phases. The first, (based on designers' opinions), to determine the key graphic variables in the
design of packaging. The second, (based on consumers' opinions), to associate each packaging
with a positioning strategy. The results showed that the consumers have exhibited harmonious
perceptions towards products-packaging strategies. Nilsson and Ostrom (2005), "Packaging as
a communication vehicle": the purpose of this study is to provide a better understanding of how
the product packaging is used as a brand communication vehicle. The points of focus are how
the elements of the package design affect consumer's perception of brand and what benefits
they associate with the brand's packaging. Further this study indicates that the elements of the
package design affect consumer's perception differently depending on how they are combined.
The results showed that consumers associate different benefits to different packaging
depending on both internal and external variables. Also there is no apparent evidence that the
elements of package design affect consumer perception differently depending on how they are
combined. Retie and Brewer (2000), "The verbal and visual components of package design":
the objective of this study is to relate the concept of brain laterality to pack design; explore the
relationship between the positioning of copy and pictures on different sides of a pack, and the
recall of those elements. The research was carried out among Kingston university students. The
sample consisted of 150 students. The sample was split equally between women and men. The
results showed that73% of purchase decisions are made at point of sale. In scanning packs at
point of sale, perception is rapid, and quick recognition is important for inclusion in the
decision process. The results confirm the asymmetry of perception of elements of packaging.
(Asymmetry of perception implies that to maximize recall, words should be on the right.

2.3. Research Model
Adopting from Abdrakrim and AL-Hrezat (2013), the theoretical framework in his
research is applied in this study to examine the role of product packaging of Kotex in Vietnam
via four dimension mentioned above.

Source: Abdalkrim, G. M., & AL-Hrezat, R. S. (2013). The role of packaging in consumer. 5(4)
Consumer’s perception
of product quality at
point of purchase
Protection of product and
consumer
Promotion of product
Facilitation of storage, use, &
convenience of products
Facilitation of recycling &
reducing environmental damage
H1
H2
H3
H4
CHAPTER III
RESEARCH METHODOLOGY
3.1 Research Design
Align with the research objectives and questions to give description of the
importance and performance of Prôvence’s product packaging factors and investigate the
impact of them on Vietnamese consumers at the point of purchase, this research will be
designed mainly as descriptive study. However, it takes a combination of 3 different research
designs to accomplish the research. At the beginning stage, the exploratory study is also applied
in the first stage of the research to assist the process of clarifying the research questions and
objectives. And at the end of the process, explanatory study is applied to give recommendations

and evaluation from the draw data from related knowledge and experiences.
3.2 Research Sample
3.2.1. Target population: In this research, target population is all Vietnamese female
from 18 years old who are living in Vietnam, have used and directly purchase
Prôvence products of all kinds. This research aims to target consumers at the point
of purchase, who possess the purchase power and positively involve in the process
of purchasing the feminine hygiene products. Thus our target population will be
women from 18 years old.
3.2.2. Target sample: Due to limited resource, this research covers only 300
respondents in Ho Chi Minh City – one of the most diversified demographic
feature city in Vietnam, as the pilot research for afterwards further researches.
3.2.3. Sampling method: 300 respondents are approached via convenience sampling
method by both online self-completion method and offline face to face interview.
3.3. Research Instrument
Questionnaire will be designed to have two main parts. The first part includes
general questions on the subject of consumer evaluation towards Provence’s packaging
performance and the importance of them on their perception on Provence’s product quality.
The second part is designed based on the 4 dimensions mentioned in literature reviews as
follow:
 Protection of product and consumer – PPC
o [PPC1] Protection of product before using
o [PPC2] Protection of product during transportation
o [PPC3] Protection of product during storage at point of sale
o [PPC4] Protection of product after being partial used
o [PPC5] Protection of consumer from damages
 Promotion of product – POP
o [POP1] Attraction of buyer
o [POP2] Save time on searching
o [POP3] Communication to buyer
o [POP4] Creating a desire for package

o [POP5] Selling product
 Facilitation of storage, use and convenience product – SUC
o [SUC1] Convenience in using the product
o [SUC2] Convenience in opening the product
o [SUC3] Convenience in closing the product after partly using the
product
o [SUC4] Convenience in storing the product after partly using the
product
 Facilitation of recycling and reducing environmental damage – RRE
o [RRE1] Reduce (Minimal Packaging)
o [RRE2] Reuse (Reusable Packaging) - Reuse for later use
o [RRE3] Reuse (Reusable Packaging) - Reuse for other using purposes
o [RRE4] Recycle (Recyclable Packaging)
As the main instrument for data collection in this research, the questionnaire will
be designed based on the following structure:


Table 01
Research questionnaire general structure
PART
VARIABLES
MEASURE
CODE
SCALE/
TYPE
ANALYSIS
METHOD

General
classification

questions on level of
respondent usage.
To classify
respondents into group
depend on their level
of usage

[Multiple
Choice]


2
Protection of product
and consumer
H1: Does the role of
protection of product
and consumer
influence Vietnamese
consumer perception
of Provence’s product
quality at the point of
purchase?
PPC
[Likert
Scale]
1=Strongly
disagree;
2=Disagree;
3=Normal;
4=Agree;

5=Strongly
agree

Promotion of
product

H2: Does the role of
promotion of product
influence Vietnamese
consumer perception
of Provence’s product
quality at the point of
purchase?
POP
[Likert
Scale]
1=Strongly
disagree;
2=Disagree;
3=Normal;
4=Agree;
5=Strongly
agree

Facilitation of
storage, use and
convenience product

H3: Does the role of
facilitation of storage,

use, and convenience
product influence
Vietnamese consumer
perception of
Provence products’
quality at the point of
purchase?
SUC

[Likert
Scale]
1=Strongly
disagree;
2=Disagree;
3=Normal;
4=Agree;
5=Strongly
agree

Facilitation of
recycling and
reducing
environmental
damage

H4: Does the role of
facilitation of
recycling and reducing
environmental damage
influence Vietnamese

consumer perception
of Provence products’
quality at the point of
purchase?
R
RE
[Likert
Scale]
1=Strongly
disagree;
2=Disagree;
3=Normal;
4=Agree;
5=Strongly
agree

3.4. Data collection:

As 2 main approaches used to collect data, qualitative and quantitative approach are
applied as triangulation tactic to support and cross check the results:
• In qualitative approach, at the first stage of formulating research questions,
secondary data is collected via various sources from online to offline in order to gather general
information for situational analysis, literature reviews, conceptual frameworks, etc.
• Furthermore, an open – ended question is placed at the end of survey
questionnaire to collect in-depth recommendation from respondents if have any. Participants
will discuss and give evaluation toward the final result of research. Their attitude will be studied
as support evidence for the research, which may also raise question for further study
Presenting the main source of information, the quantitative approach will address
the target respondents via survey as the main form of data collection instrument. To refine the
questionnaire design, a pilot test will be conducted with 30 respondents in the target sample.

During the process of answering the questionnaire, respondents are asked and allowed to share
opinions about how the research questionnaire is designed and also wordings issues, etc. The
response will be recorded and the data from questionnaires is analyzed statistically by
reliability test. This process of pilot testing will continue still no significant problems emerge
and the reliability test shows significant improvement. Then the actual survey will be launched
in fields.
RESEARCH APPROACH
QUALITATIVE
APPROACH
QUANTITATIVE
APPROACH
PRIMARY DATA
Open-ended questions for
further recommendations

SECONDARY DATA
Literature reviews
Articles
PRIMARY DATA
Survey
(Questionnaires)
Research approach structure
3.5. Data analysis:
Collected data will be processed by Statistic Package SPSS and the output will then
be interpreted by statistical based such as reliability test for scale reliability checking,
descriptive statistical measures to describe general consumer’s evaluation in the first part of
questionnaire, multiple regression for examining the relationship, the effect of independent
variables on dependent variable. Finally, meaningful information is formed and used to answer
research questions and satisfy research purposes. Hence, the result is implemented into
practical execution for Prôvence’s product packaging development.

REFERENCE
• Abdalkrim, G. M., & AL-Hrezat, R. S. (2013). The role of packaging in consumer. 5(4),
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role of packaging in brand communication. 3(2), 2229-5518.
• Agriculture and Agri-Food Canada, (2010). Consumer trend report convenience (11218E).
Ottawa:
• Astri, C., & Rusfian, E. Z. (2011). The effect of packaging design on impulsive buying.
18(1), 11-21.
• Benny Rigaux-Bricmont (1982),"Influences of Brand Name and Packaging on Perceived
Quality", in NA - Advances in Consumer Research Volume 09, eds. Andrew Mitchell,
Ann Abor, MI: Association for Consumer Research, Pages: 472-477.
• Bix, Laura, Rifon, Nora, Lockhart, Hugh, Fuente, Javier de La., (2002), " The Packaging
Matrix: Linking Package Design Criteria to the Marketing Mix", available ON:

• Cahyorini, A., & Zalfiana Rusfian, E. (2011). The effect of packaging design on impulsive
buying. 18(1), 11-21.
• Davis, S. F., & Palladino, J. J. (2010). Psychology. (4th ed.). USA: Pearson Education.
• Delaby, V., Balikdjian, A., & Pohl, S. (2011). The impact of the general consumption
products packaging colour on consumer perception.
• Department of Employment, (2010). Reusing and recycling packaging – r6. Retrieved
from website: www.eco-efficiency.com.au