Nghiên cứu thị trường hạt óc chó tại việt nam (tiếng anh)

ĐẠI HỌC PHÙNG GIÁP
TRƯỜNG CÔNG NGHỆ VÀ QUẢN LÝ QUỐC TẾ

(TÓM TẮT)
NGHIÊN CỨU THỊ TRƯỜNG HẠT ÓC CHÓ
TẠI VIỆT NAM

Người hướng dẫn : Giáo sư Ting -Hsiang Tseng
Học viên: Bùi Thị Hiếu

Đài Loan, 2016

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逢 甲 大 學
國際經營管理碩士學位學程
碩士論文

越南胡桃市場現狀調查報告
A market investigation of walnut in Vietnam

指導教授：曾鼎翔博士
研 究 生：裴氏孝 (Bui Thi Hieu)

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中 華 民 國 一 百 零 五 年 六 月

Số hóa bởi Trung tâm Học liệu – ĐHTN




A market investigation of walnut in Vietnam

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http://ww Số hóa bởi Trung tâm Học liệu – ĐHTN

w.lrc.tnu.edu.vn

FCU e-Theses & Dissertations（2016）


A market investigation of walnut in Vietnam

ACKNOWLEDGEMENT

The completion of this thesis could not have been possible without the participation and
assistance of so many people whose names may not all be enumerated. Their contributions
sincerely appreciated and gratefully acknowledged. However, I would like to express my deep
appreciation and indebtedness particularly to the following:
International school of Technology and Management to give me an excellent opportunity
to be a student here.

Professor Ting- Hsiang Tseng for being a great supervisor with endless support, kindness
and understanding spirit, and huge knowledge.
To all relatives, family, friends, and others who in one way or another shared their support,
knowledge and finance.
Above all, to Mr. Son, my big husband for his countless love.
I thank you.

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ABSTRACT

Walnut has known as an advantage food for health and that is why it becomes more and more
popular now not only in the world but also in Vietnam market. However, almost walnut
consumption in Vietnam is imported and Vietnamese consumers prefer imported walnut to
domestic one even though they have to pay much more money than using Vietnam’s walnut. Why
this happens? The present study has finished an overview of the walnut market in Vietnam in
which the current situations of both imported walnut and domestic one was located. In addition,
the perception and acceptance of consumers for different kinds of walnut also was collected to
support the answer for the question above. Overall, the result of this paper leads a suggestion and
direction to enhance the position of domestic walnut in Vietnam market.
Key Words: walnut market, competitor analysis, Vietnamese walnut, market research.

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Contents
ACKNOWLEDGEMENT ............................................................................................................................. i
ABSTRACT.................................................................................................................................................. ii
List of Figure................................................................................................................................................. v
List of Table ................................................................................................................................................. vi
CHAPTER 1: INTRODUCTION ................................................................................................................. 1
1.1 Background ......................................................................................................................................... 1
1.2 Research problem................................................................................................................................ 3
1.3 Research objective .............................................................................................................................. 4
1.4 Importance of the study ...................................................................................................................... 4
CHAPTER 2: LITERATURE REVIEW ...................................................................................................... 5
2.1 Walnut market in Vietnam .................................................................................................................. 5
2.2 A market investigation ........................................................................................................................ 6
2.2.1 Market environment ..................................................................................................................... 6
2.2.2 Competitor analysis...................................................................................................................... 7
2.2.3 Consumer behavior ...................................................................................................................... 7
2.3 Summary ............................................................................................................................................. 8
CHAPTER 3: METHODOLOGY ................................................................................................................ 9
3.1 Research framework ........................................................................................................................... 9
3.1.1 Market environment ................................................................................................................... 11

3.1.2 Competitor analysis.................................................................................................................... 12
3.1.3 Consumer behavior .................................................................................................................... 13
3.2 Research method ............................................................................................................................... 13
3.2.1 Collecting secondary data .......................................................................................................... 14
3.2.2 Focus group method ................................................................................................................... 14
3.3 Collecting data .................................................................................................................................. 16
3.3.1 Individual question..................................................................................................................... 16
3.3.2 Discussion question.................................................................................................................... 17
3.4 Analyzing qualitative data ................................................................................................................ 17
CHAPTER 4: RESULT ANALYSIS ........................................................................................................ 18
4.1 Global walnut market overview ........................................................................................................ 18
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4.2 Vietnamese walnut market ................................................................................................................ 23
4.2.1 Vietnam overview ...................................................................................................................... 23
4.2.2 Vietnam walnut market .............................................................................................................. 23
4.2.3 Economic information................................................................................................................ 25
4.2.4 Policy ......................................................................................................................................... 28
4.2.3 Demographic .............................................................................................................................. 30
4.2.4 Technology ................................................................................................................................ 33
4.2.5 Culture........................................................................................................................................ 35
4.2.6 Natural environment .................................................................................................................. 36
4.3 Competitor Analysis ......................................................................................................................... 37

4.3.1 California walnut........................................................................................................................ 37
4.3.2 Chinese walnut ........................................................................................................................... 38
4.3.3 Current situation of foreign walnut in Vietnam market ............................................................. 40
4.3.4 Vietnamese walnut in compare .................................................................................................. 41
4.4 Consumer behavior ........................................................................................................................... 41
4.4.1 Introduction ................................................................................................................................ 41
4.4.2 Questionnaire ............................................................................................................................. 42
4.4.3 Focus group method ................................................................................................................... 45
CHAPTER 5: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS ....................................... 49
5.1 Summarize the results ....................................................................................................................... 49
5.2 Some suggestions for the Government and industry......................................................................... 50
5.3 Contributions of the research ............................................................................................................ 51
Appendix ..................................................................................................................................................... 57

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List of Figure

Figure 1-1: Nutrients in one ounce of walnut
Figure 3-1: Research framework
Figure 3-2: Seven steps in establishing the questionnaires
Figure 3-3: An example of the questionnaires

Figure 3-4: Discussion plan
Figure 4-1: Vietnam GDP annual growth rate
Figure 4-2: Vietnam income level estimation
Figure 4-3: Vietnam average monthly wages
Figure 4-4: The population pyramid of Vietnam
Figure 4-5: Vietnam’s tech industry- total revenue (2008- 2012)
Figure 4-6: Top seven fastest growth internet populations 2008- 2013
Figure 4-7: Consumer status
Figure 4-8: Walnut products were preferred
Figure 4-9: Kinds of walnut werbought
Figure 4-10: Perception of consumers for different walnuts
Figure 4-11: General view of consumers for walnuts
Figure 4-12: General evaluation of different walnuts
Figure 4-13: The main factors effected on the consumer’s decision

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List of Table

Table 4.1: The six countries have higher productivity
Table 4.2: The price on average of walnut in global market
Table 4.3: Exported walnut in rate (%)

Table 4.4: Walnut domestic consumption in major producing countries
Table 4.5: Walnut consumption in several countries including Vietnam in 2011
Table 4.6: International trade of Vietnam from 2009 to 2013
Table 4.7: Demographic information about Vietnam 2014
Table 4.8: Description of each group
Table 4.9: The main discussion questions

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CHAPTER 1: INTRODUCTION

1.1 Background
Walnut (Juglans Regia) is widely cultivated speed from Balkan Peninsula, Turkey in the
Himalayas at altitudes up to 3,000 meters, and is often natural. Nowadays, walnut is grown in more
than 45 countries around the world. The USA and China are known as the major walnut producing
countries, which plays an important role increasing world production of walnut from 844,000 tons
in 1983 to 1,491,439 tons in 2005. (World Edible Nuts Economy 2008)
In Vietnam, walnut tree mostly grows on mountain slopes and valleys in the North. The
Government officials tend to encourage the area of walnut each year as a means of protecting
against wind erosion. In addition, growing walnut trees also considered as a good way to control
water erosion on sloped or terraced lands. That is why total acreage is increasing and concentrated.
Walnut has known as the king of nuts with high nutritional value such as omega-3 and

saturated fat (Figure 1.1). In addition, walnut not only has no cholesterol, but also is a precious
kind of food containing rich vitamins, protein, minerals, and fiber. Therefore, walnut frequently
used for children, patients and pregnant women. Moreover, many scientists had pointed out in their
researches that walnut played an important role in treating diseases related to cancer and
cardiovascular problems.

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Source://www.walnuts.org/health-and-walnuts/nutrition/nutrients-in-one-ounce-of-walnuts.
Figure 1-1: Nutrients in one ounce of walnut
With the unbelievable advantages of walnut, the worldwide production and consuming of
it has increased each year especially in Asia. According to the FAO, around 2.55 million tons of
walnuts were produced in 2010 on the world with the largest producer was China. The United
States known as largest exporter of walnuts (Vazzano Jeffries 2015).

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Currently, the consuming of walnut is increasing each year. In fact, the global consumption
of walnut had grown up 49 % from last ten years (World Edible Nuts Economy 2008). It is now
much more common to see walnut baked into breads, rolls, biscuits, cake, cream, and go on.
However, walnut still keeps a bit high price in the market with eight USD per kilo in average.
In Vietnam, walnut gained much more attention of consumers because of its high
nutritional value. Vietnamese considers the benefits of walnut for human brain, heart, hair, and
kidneys. This leads to enhanced walnut market in Vietnam with high demand. Definitely, Vietnam
is a potential market of walnut with high demand (Hoang Thi Lua 2014) due to 22,000 tons of
consumption walnut, according to the statistical handbook of Vietnam 2014 by General Statistics
Office. However, most of them imported from the USA and China, which made its price, became
more expensive. On the other site, Vietnamese walnut is cheaper, but almost consumers prefer
imported walnut to domestic one. This makes Vietnamese walnut to be less competition in the
market even though it also has a good quality.
1.2 Research problem

Even though Vietnamese walnut brings the same quality as a Chinese walnut with a
reasonable price, it still cannot compete with imported walnut. Thus, how to enhance the power of
Vietnamese walnut in the domestic market is the big question needs to find the solution, if not this
will lead to another problem in which walnut of farmers will be unsold. So, an overview of the
walnut market in Vietnam being such the most important need for making any solution for this
issue. Therefore, this research tends to complete an overall picture about the walnut market in
Vietnam with the big research question that is what is the current situation of the walnut market in
Vietnam? In which the information surrounding imported, domestic walnut, key consumers, and
acceptance and perception of customer provided. This will be a giant foundation to solve the
contradiction between increasing walnut area and reducing competitive ability.

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1.3 Research objective

The goal of this research is finding out the answer for the research question that mentioned
above. There are three main objectives due to complete, an overview of the walnut market in
Vietnam as below:

i.

Describe the current market environment of walnut in Vietnam.

ii.

Analyze competitors of domestic walnut.

iii.

Find out customer’s acceptation and perception of domestic walnut and foreign walnut.

1.4 Importance of the study

In fact, Vietnam has known as a potential for walnut and many researchers had focused on

this field. However, so far no one has completed an overview of the walnut market in Vietnam.
Therefore, this research will full fill the gap by providing a general view about the walnut market
in Vietnam in which the information related to the market environment, competitor analysis, and
customer behavior would provided as a necessary foundation to enhance the authority of
Vietnamese walnut in the domestic market. Moreover, the study also is a priority source of
information for government, companies, and other researchers.

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CHAPTER 2: LITERATURE REVIEW

2.1 Walnut market in Vietnam

The 35th Circular of the Ministry of Agriculture & Rural Development of Vietnam
(23/06/2010) had mentioned that walnut used as a main perennial tree in the forestland in Vietnam.
In fact, the Vietnamese Government has applied many polices to build up walnut tree area in which
farmers would receive seedling and money from the government to grow walnut trees on their own
land. Some researchers had focused on Vietnam walnut and one of them pointed out that Vietnam
was a potential market for walnut to fill in (Hoang Thi Lua 2014). In her study, she also determined
the importance of market investigation of walnut before giving any decisions, plans, and strategies.
In fact, the Asia Matters for America Organization said, “Vietnam is one of the few export
destinations for California walnuts which have not reduced imports. The country imports, seven

million more pounds of walnuts than China in the first three months of the 2014/15 season.
Vietnam is now the 12th largest agricultural export market for the US. The Trans-Pacific
Partnership (TPP) currently in discussion, of which the US and Vietnam are both members, is
expected to further expand trade relations”(“California Walnut Exports to Vietnam Remain Strong
as Chinese Demand Collapses | Asia Matters for America by the East-West Center” 2016). On the
other hand, many other researches focused on China walnut. One of these articles interested in the
assurance of the California Walnut Board (CWB) stating that the slowdown in walnut exports to
China is not alarming. According to Michelle McNeil of the CWB, China remains a very valuable
market to the walnut industry and is one of the leading export markets. The expectation of the
CWB to see promising new markets such as India is also cited (Vazzano Jeffries 2015). And China
also planned to expand Chinese walnut in the Asia market to 2020 which Vietnamese was
mentioned as a potential customer for China’s walnut (M2 Presswire 2015).

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2.2 A market investigation

Nowadays, market research becomes more popular. In addition, more and more researchers
have been interested in as a result. Philip Kotler has known as a famous researcher in this field.
And in his text-book named Marketing an Introduction, he and his co-author had pointed out that
to complete a market research requires analysis three main important sides such as market
environment, competitors, and consumer behavior (Kotler and Kevin Lane Keller 2012).

2.2.1 Market environment

Definitely, other researchers demonstrated in their paper that market environment factor
(or macro environment) played a necessary role in any market investigation research. An article
named Prediction of Organizational Effectiveness in Construction Companies had mentioned that
subsystems, business, and macro environments were the most significant variables that determined
organizational effectiveness (OE) to increase firm performance. (Dikmen, Birgonul, and Kiziltas
2005) Moreover, Philip Kolter and his co-author had mentioned in their text- book that to develop
effective marketing strategies, understanding market environment is very importance (Gary
Armstrong and Philip Kotler 2011). Moreover, they pointed out the forces named cultural, natural,
demographic, economic, technological, and political in this field.
These six main forces, above had analyzed in many other studies. Bydanova, Mushketova,
and Rouet not only pointed out the affect of demographic, social, economic factors on the market
of university services in Russia, but also admitted international competition, demographic decrease,
change in age structure and consumer behavior (Bydanova, Mushketova, and Rouet 2015).
Others spent their interest for natural environmental factor in the macro environment in
marketing. One of them is Crance who completed a volume that provides a new look at marketing
by presenting evidence from extensive case studies in which natural environment kept an important
situation in marketing activities (Crane 2002).

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The technological environment has known the strong force building the future. In fact, new
technologies create new markets and opportunities. The study of Lin and Chang tended to have
more capabilities to undertake diversified technological projects. They used a sample of 165 S&P
manufacturing firms with data taken into use in 2008, their result showed that large firms could
benefit from a diversified technological portfolio with regard to both financial and innovation
performances. In addition, the relationship between technological diversity and firm performance
found more strength by firms' internal and external contextual factors, namely absorptive capacity
and environmental dynamism (Lin and Chang 2015).
On the other hand, the development of political environment influenced marketing
decisions as well. De Villa, Rajwani, and Lawton had explained the multi-levels of the political
environment that could have a moderating effect on transnational corporations’ (TNC) market
entry processes in their study. They showed that the market entry modes literature had highly
excluded some aspects of the political environment from the market (De Villa, Rajwani, and
Lawton 2015).
2.2.2 Competitor analysis

A company must produce give higher customer value and satisfaction than competitors to
be success. Therefore, competitor analysis is a need for every company to survive in the market.
Schuster had focused on understanding of competition in social marketing by empirically
investigating, and the influence on decision-making had pointed out in his research. Finally, he
announced that the operation of competitors at the behavioral and goal level affected on consumers’
decision (Schuster 2015).
2.2.3 Consumer behavior

“Consumer buyer behavior refers to the buying behavior of final consumers- individuals
and households that buy goods and services for personal consumption”(Gary Armstrong and
Philip Kotler 2011). They also determined cultural, personal, social and psychological highly
influenced on consumer’s purchase.
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Shavitt and Cho have examined horizontal and vertical individualism–collectivism in
consumer behavior as their research. They expressed that cultural factors addressed how hierarchy
and power conceptualized. Moreover, they pointed that cultural factors predict status seeking and
presidia spending in the marketplace. And, cultural factors pattern personal values and goals,
power concepts, and normative expectations applied to the exercise of power (Shavitt and Cho
2016).
On the other side, some researchers focused on social factor influencing consumer behavior.
Moschis has focused on family communication that affected customer behavior. His study
conceptualized the family communication processes and effects. For conclusion, He determined
that family communication strongly influenced on consumer behavior (Moschis 1985). Grant,
Clarke, and Kyriazis had focused on consumer information search behavior including information
source utility, personal factors and product factors (Grant, Clarke, and Kyriazis 2007).
Finally yet importantly, motivation, learning, perception, and beliefs and attitude are the
main factors influenced consumer’s buying behavior (Gary Armstrong and Philip Kotler 2011).
On the other hand, Charintorn Srewitoon focused on consumer behaviors on buying green products
to examine whether the consumers have motives affecting consumers' buying. (Charintorn
Srewitoon 2014).
2.3 Summary
All the studies that mention above will be a giant foundation for this current research to
follow. Based on their result, the present study is going to analysis three main sides to complete,
an overview of the walnut market in Vietnam such as market environment, competitor analysis,
and consumer behavior. Market environment analyzed in six factors, which called demographic,

economic, natural, technological, political and culture. On the other hand, competitor analysis will
divide into two sides such as SWOT analysis and micro view for each competitor. Finally, the four
main factors that related to consumer behavior such as culture, social, personal, and psychological
need to focus on to finish this research.

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CHAPTER 3: METHODOLOGY

3.1 Research framework
Based on the research question, the research objectives, and the literature review that
mentioned above, the research framework has conducted as below:

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Demographic

Economic

Natural
Market
Environment

Walnut market research

Technological

Political

Cultural

SWOT analysis
Competitor Analysis
Current situation of
each competitor
Acceptation
Consumer Behavior
Perception

Figure 3-1: Research framework

The present study will follow the research framework above in which three main factors
such as environment, competitor, and consumers analyzed clearly to find out the answer for the
research question.

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3.1.1 Market environment

i.

Demographic
Demography focuses on human populations such as size, density, location, and so on. The

demographic environment influenced market because it involves people who build up the markets.
In this section, the present research focused on:

ii.



Age structure of Vietnam’s population was located.



Geographic shifts in population of Vietnam.

Economic
On this side, an analysis of changing in income and spending of Vietnamese had provided

obviously. Moreover, the changing consumer spending patterns also analyzed. Moreover, the main
terms need to determine, such as living costs, income, interest rate, and so on.
iii.

Natural

Some popular trends found out from the present study such as:


Climate, weather, soil, and land that effects on the growing of walnut tree in Vietnam.



The natural environment related to grow walnut in California where it grows best in
the world.



The natural environment was focused that supported to grow walnut in the North of
Vietnam.

iv.

Technological
The information that related to using technology in the walnut industry gathered such as


Use new technology in growing and processing walnut in Vietnam.



Using high technology in increasing walnut market in Vietnam such as smart phone,
the internet, and advertising.

v.

Political
The political environment of Vietnam provided following the sides below:

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vi.



Economic policies that related to the walnut market in Vietnam.



Traded and imported policies.



Policies and The policies tend to enhance walnut market in Vietnam



Projects that linked to walnut market in Vietnam.

Cultural
The current research focused on several following cultural characteristics:


Diet of Vietnamese has focused.



Health care in Vietnam was located.



Priority people in Vietnam were named.



Using imported products of Vietnamese has mentioned.

3.1.2 Competitor analysis

In this section, the information about two sides below provided:
i.

SWOT analysis for both imported walnut and domestic walnut as the frame below


Strength:



What strength does the organization have?



What does it do better than anyone else?



What are other walnuts on the Vietnam market know as its advantages?

Consider the strengths from an internal perspective and the point of view of its customers in
Vietnam market.


Weakness:



What could it improve?

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

What should it avoid?



What are its weaknesses?



Opportunities:

 What good opportunities could it achieve?
 What interesting trends are yet aware?



Threat:
What obstacles does the kind of walnut face?



What are its competitors doing with this?



Could any of its weaknesses seriously threaten its business?

ii.

Micro view for each competitor
Micro view used for both foreign walnut and domestic walnut in which the information that

related to the several views above mentioned such as history, current situation, products, and so
on.
3.1.3 Consumer behavior
Consumer purchase influenced highly by the four characteristics that mentions in the research
framework above. That is why for analyzing consumer behavior, the present study focused on
these characteristics as below:
i.

Cultural factors: Culture, subculture, and social class.

ii.

Social factors: Reference groups, role and status, and family.

iii.

Personal factors: Age and life cycle stage, occupation, economic situation, personal and

self-concept, and lifestyle.

iv.

Psychological factors: Motivation, learning, beliefs and attitudes, and perception.

3.2 Research method

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The main purpose of the present study is finding the answer for the research question with
three objectives. To achieve the first two objectives such as describing the current market
environment of walnut in Vietnam and competitor analysis of foreign walnut, the secondary
information gathered as the best way to describe the current market environment of walnut in
Vietnam and analyzing competitor of imported walnut. On the other hand, the last objective named
understanding customer’s acceptation and perception of domestic walnut and foreign walnut
touched by using the focus group method to recognize the acceptation and perception of
Vietnamese customer for both domestic walnut and imported walnut.
3.2.1 Collecting secondary data

Secondary data is information that has previously gathered for some purpose other than the
current study. The present research gathered secondary information from journals, published

reports, books and government statistics to analysis environment market in Vietnam in the six
characteristics which mentions in the research framework above named demographic, political,
economic, cultural and technological. On the other side, the secondary data that related to
competitors of domestic walnut in Vietnam market were collected. The data used for SWOT
analysis, micro views each of California walnut and China walnut, and macro view for the hold
situation competitors in the walnut market in Vietnam.
3.2.2 Focus group method

i.

An introduction
A focus group is a method of qualitative research in which a small group of people provides

opinions and other information about a particular product or issue. During a focus group session,
one or more moderators ask the group to answer questions or perform other tasks that help show
members' attitudes, ideas, desires, and reactions. Businesses and other organizations use this
information to learn more about public opinions toward new products, programs, and services. In
modern times, focus groups have become a critical research tool for many organizations around
the world (Dziak 2015).
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ii.

Dividing group
The current research uses focus group method to find the acceptation and perception of

Vietnamese customers for both imported walnut and domestic walnut. Nowadays, walnut has
known as a popular good food for a much more customer. However, many studies have determined
that elderly people, patient, pregnant women, and parents of children are the key consumer of
walnut. And (Marketwire Canada 2015) is a bright instance for this.
In Vietnam, walnut is also the best favorite nut with high nutritional value. Vietnamese
considers the benefits of walnut for human brain, heart, hair, and kidneys. This leads to enhanced
walnut market in Vietnam with high demand. According to (Hoang Thi Lua 2014), she had
mentioned that walnut used mostly for children, elderly people, pregnant women, and patient in
Vietnam. Moreover, the statistical handbook of Vietnam 2014 by General Statistics Office also
pointed that high valuable food like shark’s fin soup, canary nest, and walnut used more and more
for patient, pregnant women, elderly people and children. Therefore, the present study will divide
Vietnamese consumer to four key groups as below:

iii.



Parents of children



Patient



Pregnant women



Elderly people

Sample size

Many researchers had determined that the number of participants for each focus group was 8
to 12. According to Alan Wlison, he had provided in his Tex book that 8 to 12 participants was
popular number in using focus group for marketing research (Alan Wlison 2006). Another
researcher also conducted his focus group at 8 participants (Kay et al. 2015). On the other hand,
Yao had established 10 people for each group that his study focused on to find out the teacher
acceptation of classroom assessment (Yao 2015). Therefore, based on other previous researches
the current study will conduct 10 participants for each focus group.

Số hóa bởi Trung tâm Học liệu – ĐHTN

15


FCU e-Theses & Dissertations（2016）