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

A MARKET STUDY ON THE INSTANT COFFEE MIXES NICHE
IN HO CHI MINH CITY, VIETNAM
​


by Doan Thanh Tuan

A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration
Examination committee:
Dr. Mark Speece, Chairman
Dr. Clemens Bechter
Dr. Do Ba Khang


Nationality Vietnamese
Previous degree Bachelor of Economics, Ho Chi Minh City University of Economics
Scholarship donor Swiss-AIT-Vietnam Management Development Program (SAV)


Asian Institute of Technology
School of Management
Bangkok, Thailand
March 1997
Table of Content


1. EXECUTIVE SUMMARY 4
2. BACKGROUND, OBJECTIVES AND SCOPE 7
2.1 BACKGROUND 7
2.2 OBJECTIVES 7
2.3 INFORMATION NEEDS 7
2.4 SCOPE 8
3. METHODOLOGY 9
3.1 The study approach 9
3.2 Methodology in focus 9
4. LITERATURE REVIEW 16
4.1 The possibilities of the market study 16
4.2 Organization of the market study 16
4.3 Elements of the market study 17
4.4 The qualitative -- quantitative dichotomy 20
4.5 Product positioning and perceptual mapping 20
4.6 Product diffusion process 23
4.7 Pricing survey techniques 26
5. QUALITATIVE PILOT FINDINGS 30
5.1 Coffee using and buying habits 30
5.2 Instant coffee mix usage, relative advantages and disadvantages 30
5.3 Brand awareness and attitudes toward brand choice 31
5.4 Preference on the product features 31
5.5 Product packages 31
5.6 Advertising awareness 32
5.7 Taste test 32
6. DATA ANALYSIS: CONSUMER SURVEY 35
6.1 Brand Awareness 35
6.2 Popularity 37
6.3 Estimated Market Potential 38
6.4 Where would the product sales volume come from? 41
6.5 Product positioning 44
6.6 Pricing points 49
6.7 Consumer using and buying habits 54
7. DATA ANALYSIS: TRADE SURVEY 58
7.1 Brand Awareness 58
7.2 Popularity 61
7.3 Profile of channel members 62
8. CONCLUSIONS AND RECOMMENDATIONS 68
8.1 Cannibalizing effect 68
8.2 Product positioning 69
8.3 Promotion mix issues 69
8.4 Placing issues 73
8.5 Pricing issues 74
8.6 Overall conclusion 74
9. LIMITATIONS AND DIRECTION FOR FURTHER RESEARCH 74
10. TABULATIONS: CONSUMER SURVEY 76
11. TABULATIONS: TRADE SURVEY 112
12. APPENDIXES 128
12.1 MODERATOR GUIDELINE 128
12.2 CONSUMER QUESTIONNAIRE 135
12.3 TRADE QUESTIONNAIRE 140
12.4 TRADE SURVEY: SAMPLE ELEMENTS 142