Customer Perception Towards Branded Carbonated Drinks
1. RESEARCH METHODOLOGY Although this study applies both Quantitative and Qualitative approach, the Qualitative approach will be the main method. A sampling test is distributed to a number of people, then the survey is conducted and questionnaires are distributed to them, the in-depth interviews to some people is taken place. The Qualitative approach will use the group interviews method to find out which is the important property of the consumers when decide to use the ready-to-drink green tea. This approach is used to explore perceptions, attitudes and motivations of the consumers.
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In addition, the purpose is to find out how they evaluate Green tea 100 as well as the level they understand the benefit massages that Tribeco wants to deliver to them or not. The Qualitative approach provides depth of information which can be used in its own right or to determine what attributes will subsequently be measured in quantitative studies. The Quantitative approach will involve in conducting a poll of the consumers by the production of questionnaires. The primary data collection instrument for the survey is self administrated and structured questionnaire which consists of preference and scaling questions.
Secondary data is gained from reviewing the turnover of sale of Green tea 100 in Ho Chi Minh City, the customers’ comment of Tribeco’s product – Green tea 100 in particular. Secret observation the sample group will be conduct to diagnose more about customer’s attitude when they see the Tribeco brand. After the process of collecting data, the data is analyzed by some statistics and tests and compared to the secondary data from the relationship between the opinions and the properties of consumers. Finally, the results and findings are discussed to come up with the final conclusions and recommendations. . DATA COLLECTION METHOD The data collection is implemented in Ho Chi Minh City, Vietnam. The purpose is to let the customers use the sampling test of the product and collect their opinions about the product such as the taste, flavoring, or even the design. Study design can be used in this research is cross-sectional study. An analytical cross-sectional study is used in which a sample is distributed for the customers to drink and questionnaires are allocated to a number of customers to ask about their taste, opinions and expectations for the design as well as the quality of Green tea 100.
Target sample of this study is the adult aged from 15 to 40 years old, both male and female living in Ho Chi Minh City. They are mainly the students from many high school, colleges and universities and office staff in Ho Chi Minh City. Most of them are active people, who do not have much time to enjoy the everyday traditional cups of tea; so they use the ready-to-drink green tea, namely Green tea 100. They are generations that easily adapt new things.
They acknowledge about this kind of drink and its alternatives as well as other producer that provide the ready-to-drink green tea. Moreover, this group of people also has the mature thinking to do questionnaire or interview. The sample size of the research is 160 people who want to take some drink to test the product Green tea 100. Inclusive and exclusive criteria: – Inclusive criteria are the customers who are living in Ho Chi Minh City and drink the Green tea 100. – Exclusive criteria are the customers who are not living in Ho Chi Minh City or do not drink Green tea 100.
The method of data collection used is communication processes. The study will be carried out in all big supermarkets in the city such as Coop mart, Big C, Maximark and in front of the schools, official buildings and in the coffee shop on the pavement and in the park. We will let the customers use a small glass of tea sample. And then we distribute the questionnaires for the customers to ask about their opinions, their taste and expectations for the packaging as well as the flavor and the quality of Green tea 100.