Thạc Sĩ A market study on the instant coffee mixes niche in ho chi minh city, vietnam

Table of Content​ ​
1. EXECUTIVE SUMMARY
2. BACKGROUND, OBJECTIVES AND SCOPE
2.1 BACKGROUND
2.2 OBJECTIVES
2.3 INFORMATION NEEDS
2.4 SCOPE
3. METHODOLOGY
3.1 The study approach
3.2 Methodology in focus
4. LITERATURE REVIEW
4.1 The possibilities of the market study
4.2 Organization of the market study
4.3 Elements of the market study
4.4 The qualitative -- quantitative dichotomy
4.5 Product positioning and perceptual mapping
4.6 Product diffusion process
4.7 Pricing survey techniques
5. QUALITATIVE PILOT FINDINGS
5.1 Coffee using and buying habits
5.2 Instant coffee mix usage, relative advantages and disadvantages
5.3 Brand awareness and attitudes toward brand choice
5.4 Preference on the product features
5.5 Product packages
5.6 Advertising awareness
5.7 Taste test
6. DATA ANALYSIS: CONSUMER SURVEY
6.1 Brand Awareness
6.2 Popularity
6.3 Estimated Market Potential
6.4 Where would the product sales volume come from?
6.5 Product positioning
6.6 Pricing points
6.7 Consumer using and buying habits
7. DATA ANALYSIS: TRADE SURVEY
7.1 Brand Awareness
7.2 Popularity
7.3 Profile of channel members
8. CONCLUSIONS AND RECOMMENDATIONS
8.1 Cannibalizing effect
8.2 Product positioning
8.3 Promotion mix issues
8.4 Placing issues
8.5 Pricing issues
8.6 Overall conclusion
9. LIMITATIONS AND DIRECTION FOR FURTHER RESEARCH
10. TABULATIONS: Consumer Survey
11. TABULATIONS: Trade Survey
12. APPENDIXES
12.1 MODERATOR GUIDELINE
12.2 CONSUMER QUESTIONNAIRE
12.3 TRADE QUESTIONNAIRE
12.4 TRADE SURVEY: SAMPLE ELEMENTS