Utilizing a Sampling Center as a Marketing Research optimization model For Vietnamese manufacturers
Nguyen Thi, Kim (2013)
Nguyen Thi, Kim
Jyväskylän ammattikorkeakoulu
2013
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2013121721661
https://urn.fi/URN:NBN:fi:amk-2013121721661
Tiivistelmä
This Bachelor's thesis presents ideas and researches that suggest manufacturers considering and increasing the usability of their new products through a more innovative interaction with consumers. The study concentrates on business and consumers in two major cities in Vietnam: Hanoi and Ho Chi Minh city. According to the facts of this specific market, finding a way to optimize marketing research is possibly an underrated potential. Therefore, the model namely 'Product Sampling Center' is introduced as such marketing research tool to support this reliance.
The study consists of theories about new product development, consumer behaviors and marketing research methods which can be integrated to the concept of a Product Sampling Center. Besides the above mentioned supporting literature, there are facts and statistics about trends, existing problems and related case-study in connection to the topic.
The thesis' methodology breaks down into two parts: The quantitative research reveals Vietnamese consumers' behaviors towards purchasing and testing new products, as well as showing consumers' common opinions about the idea of having a Product Sampling Center in their city of residence (N=177); The qualitative research, on the other hand, provides valuable information from Vietnamese manufacture companies' point of view about the practicality of the Product Sampling Center. The combination of the two researches reflects the relationship between consumers' perspective and the manufacturers' perspective that affirms the effectiveness of the model.
In conclusion, this thesis as a research report, gives readers detailed analysis whether the concept of Product Sampling Center is positively perceived by both manufacturers and consumers. The outcome of this thesis provides valuable material for further study in this particular subject of marketing research optimization for Vietnamese market and similar markets in general.
The study consists of theories about new product development, consumer behaviors and marketing research methods which can be integrated to the concept of a Product Sampling Center. Besides the above mentioned supporting literature, there are facts and statistics about trends, existing problems and related case-study in connection to the topic.
The thesis' methodology breaks down into two parts: The quantitative research reveals Vietnamese consumers' behaviors towards purchasing and testing new products, as well as showing consumers' common opinions about the idea of having a Product Sampling Center in their city of residence (N=177); The qualitative research, on the other hand, provides valuable information from Vietnamese manufacture companies' point of view about the practicality of the Product Sampling Center. The combination of the two researches reflects the relationship between consumers' perspective and the manufacturers' perspective that affirms the effectiveness of the model.
In conclusion, this thesis as a research report, gives readers detailed analysis whether the concept of Product Sampling Center is positively perceived by both manufacturers and consumers. The outcome of this thesis provides valuable material for further study in this particular subject of marketing research optimization for Vietnamese market and similar markets in general.