Báo cáo nghiên cứu thị trường

Group Assignment
Proposal for Market Research
- Weight Loss Milktea’s Market Research -

Group member:

-

Thai Dai Phuc 31171021354
Nguyen Minh Nhat 31171922434
Nguyen Hong Nhung 31171024500
Phuong Doan Xuan Ai 31171022222
Pham Hoang Tuan 31171023634
Nguyen Thanh Tung 31171021923
 

Course: K43_IBC03_WedMorning_E603


Purpose of the proposed research project

• We are working for a company which just start-up within healthy and organic beverages industry. The product is mainly
made from high quality ingredients under condensed surveillance and latest technology manufacturing methods. The
exclusive sources of ingredients imported from reliable agricultural countries locate in Asia and Africa customized
features made our product more almost unique in the market. Before the company fully launch in the market, we need
to conduct a marketing research report in order to know whether market accept their product or not, and has
knowledge about how to improve the status and sales.


Research objectives

According to the purpose of the research project, we have determined three main objectives named following:

• To discover customers’ attitudes and motivation towards consuming milktea;
• To identify suitable characteristics of the product to attract target customers;
• To explore customers’ perceptions towards healthy milktea and its attraction in comparison;


Type of study

• There are three main research objectives in the project, according the situation of each objective, we decide to

use descriptive type of study to conduct the research and primary data which we collected by ourselves by using
the questionnaire with set of 30 questions.


Definition of the target population and sample size

• Because people aged between 18- 25 year has more purchasing power and more attracted to milktea product in general,
so we decide to use that people age group as one of our sample. For questionnaire, we distributed it within Ho Chi Minh
city as it is the only market that we are currently having the need to understand the potential market.

• Sample size of the research is set up before we implemented the research at 300 answers from the conducted
questionnaire.


Sample design and data collection method

• The data collection method used for this market research conducted by our group is survey, specifically, questionnaire
including a set of 30 questions in total.

Specific research instruments

• The design and process of questionnaire will be finished online, whose result can be easier to analyse. Bar charts and
tables will be used to indicate the result of some questions.


Potential managerial benefits of the proposed study

• Limitation of proposed methods:
• Survey – Questionnaire
• While receiving answers from respondents, we have encountered many problems in response with trust and

misunderstanding. Specifically, the most common problem we had to face is the hidden agenda in the answer of the
respondents. As we are not able to be deeply in the position of the respondents for how and in what ways they proceed
their own process of thinking, we are definitely cautious of the hidden agenda that the respondents are usually not able
to convey. The second problem came up with the questionnaire is the unconscientious issues.


Potential managerial benefits of the proposed study

• Limitation of proposed methods:
• Survey – Questionnaire
• There is no way that we can make sure how reliable the understanding of questions asked from the questionnaire is

completely one hundred percent. It is obvious that in spite of those above limitations from methods of research’s study,
there is undeniable that the management can still benefit the possibilities to take future actions in choose the right
segment of the market and the perfect sector customer.

Potential managerial benefits of the proposed study

• Limitation of proposed methods:
• Survey – Questionnaire
• The outcomes of the research enable the board management of the company to find the most suitable and reliable

strategy to implement. Besides, many crucial questions that can be listed as what actions could be taken to penetrate the
market population, to satisfy what the potential customers are expecting to receive and to figure out how and in what
ways they are possible to react to our launching products.


Potential managerial benefits of the proposed study

• Managerial benefits:
• Specifically, the Management Board of manufacture or Product’s R&D and obviously the CEOs along with the CFOs are

the ones who can benefit the most from the outcomes of the market research. The production line, the sales’ plan and
all of the designing products tasks can be solved effectively after interpret the results from the research. By interpreting
the data gathered and processed from the research, the managers of those departments would be possibly more
independent on estimating the actions to take, which could be some of these following questions:

• Do the target customers have the need to consume our product or not?
• What expectations do they have when it comes to some characteristics of a drinking beverage?
• What could be the possible costs and expenses if the management board put the marketing plan at hand?
• Is there enough time to have the marketing strategy done and run successfully?
• What are the factors that we should put into consideration when starting the marketing strategy?


Proposed cost for the total project

• This marketing research will last for 2 weeks, starting from the time of accepting the proposal. The total fee will be
300,000 VND including printing the questionnaire, venue for evaluating the data collected set.


Profile of the research company capabilities

• This section is to describe the researchers and their qualifications as well as a general overview of the company.

However, we are assumed as a group working on a project to practise market research so this section is left blank
intentionally.


Optional dummy tables of the projected results
 
Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Male

 

 

 

 

Female

 

 

 

 

Total

 

 

 

 

Occupation

 
Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Student

 

 

 

 

Office worker

 

 

 

 

Accountant

 

 

 

 

Shipper

 

 

 

 

Retailer

 

 

 

 

Teacher

 

 

 

 

housewife

 

 

 

 

mechanic

 

 

 

 

worker

 

 

 

 

freelancer

 

 

 

 

Total

 

 

 

 


Optional dummy tables of the projected results
District

 
Valid

Frequency

Percent

Valid Percent

Cumulative Percent

1

 

 

 

 

2

 

 

 

 

3

 

 

 

 

4

 

 

 

 

5

 

 

 

 

6

 

 

 

 

7

 

 

 

 

8

 

 

 

 

9

 

 

 

 

10

 

 

 

 

11

 

 

 

 

12

 

 

 

 

Tan Binh

 

 

 

 

Phu Nhuan

 

 

 

 

Tan Phu

 

 

 

 

Binh Tan

 

 

 

 

Go Vap

 

 

 

 

Binh Thanh

 

 

 

 

Thu Duc

 

 

 

 

others

 

 

 

 

Total

 

 

 

 


Optional dummy tables of the projected results
Marriedstatus

 
Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Single

 

 

 

 

Married

 

 

 

 

In a relationship

 

 

 

 

Total

 

 

 

 

Income

 
Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Dependent finance

 

 

 

 

Under 3M

 

 

 

 

From 3 to 7M

 

 

 

 

From 7 to 12M

 

 

 

 

About 12M

 

 

 

 

Total

 

 

 

 


Optional dummy tables of the projected results
Howoften

 
Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Regularly

 

 

 

 

Sometimes

 

 

 

 

Rarely

 

 

 

 

Never

 

 

 

 

Total

 

 

 

 

Willingtopay

 
Valid

Frequency

Percent

Valid Percent

Cumulative Percent

Below 30000vnd

 

 

 

 

From 30000vnd to 50000vnd

 

 

 

 

Above 50000vnd

 

 

 

 

Total

 

 

 

 


Optional dummy tables of the projected results
Preferbrand

 

Frequency

Valid

Percent

Valid Percent

Cumulative Percent

Local brand

 

 

 

 

Foreign brand

 

 

 

 

Both

 

 

 

 

Total

 

 

 

 

$Mostbrand Frequencies
Responses
 
$Mostbrand

Total
a. Group

N
a

Percent

Percent of Cases

Gongcha

 

 

 

The Alley

 

 

 

Sharetea

 

 

 

Dingtea

 

 

 

KOI

 

 

 

Bobabop

 

 

 

Royaltea

 

 

 

Phuc Long

 

 

 

R&B

 

 

 

Other

 

 

 

 

 

 


Optional dummy tables of the projected results
$Mostbrand Frequencies

Responses

 
$Mostbrand

Total

a. Group

N
a

Percent

Percent of Cases

Gongcha

 

 

 

The Alley

 

 

 

Sharetea

 

 

 

Dingtea

 

 

 

KOI

 

 

 

Bobabop

 

 

 

Royaltea

 

 

 

Phuc Long

 

 

 

R&B

 

 

 

Other

 

 

 

 

 

 


THE SURVEY ABOUT DEMAND OF
CONSUMING WEIGHTLOSS MILKTEA IN
HCMC


• Executive Summary
to the purpose of the research project that we have mentioned in the proposal of the market research, we
• According
have determined three main objectives named following:
• To discover customers’ attitudes and motivation towards consuming milktea;
• To identify suitable characteristics of the product to attract target customers;
• To explore customers’ perceptions towards healthy milktea and its attraction in comparison;
objectives are aimed at our understanding of the market needs and requirements for the product that we are
• These
going to launch soon. In order to have a successful plan for marketing and product development strategies, we
consistently keep focus on these three above objectives while conducting and processing the market research.

Introduction
are working for a company which just start-up within healthy and organic beverages industry. The product is mainly
• We
made from high quality ingredients under condensed surveillance and latest technology manufacturing methods. The

exclusive sources of ingredients imported from reliable agricultural countries locate in Asia and Africa customized
features made our product more almost unique in the market. Before the company fully launch in the market, we need to
conduct a marketing research report in order to know whether market accept their product or not, and has knowledge
about how to improve the status and sales, to prepare a successful product development strategy.


Data Collection

• First of all, we designed a 30-questions on the opinions of 300 people about weight-loss milk tea. In about 2 weeks, we
sent 150 offline tables and 150 online tables, resulting in 100% of people doing offline tables and 70% of those who did
online tables (30% refused to survey because they were busy, did not care). At first the cost we expected for the budget
was 150,000VND for offline table printing but in fact we lost 200,000VND because some surveys were damaged and
unusable or changed from the first design.


In Figure 1, the total number of people we surveyed, women
accounted for 59,34% of the total respondents, while men
accounted for 40,66%.

Figure 1


Figure 2 and 3 show occupation and region that we surveyed.
For survey purposes, Most of the subjects we surveyed are
students, all concentrated in Ho Chi Minh City and most of

them are living in Go Vap district (19.09%), Binh Thanh
district (9.13%), Phu Nhuan district (9.5%).

Figure 2