| dc.description.abstract | The number of diabetes and obesity patients is accelerating, alongside with the increase
of Vietnamese people awareness in health concerns. Furthermore, the market share of
soft drinks is competed fiercely with the explosion of healthy drinks in recent years due
to the raise of demand. Carbonated beverages industry deals with a difficult time in
obtaining a large amount of consumers rather than before. Due to that reason, this
research aims to help identify more about the consumer preference and behaviors
recently. This research paper will finish by giving some applicable recommendations for
carbonated soft drink companies in considering suitable marketing plans.
The theoretical Black box model by Kotler and Keller (2006) is adapted partially to
conduct the research. The marketing stimuli (product, price, place, promotion),
psychological factor and personal factor will be analyzed to induce to purchase decision
and conclusion. The brand preference concept is also applied for better advice to specific
corporations. Both qualitative and quantitative approaches are used in this study. Over
330 people in Ho Chi Minh city with the age from 15 to 35 had taken part in the survey
based on the relationship of the researcher.
The main findings found that functions, taste, price and brand are the top concerns for
the frequent users; while the non- users did not concern much about other factors when
they consider carbonated soft drink is not good for health and there were not advertised
much on diabetes market. After the survey, the questions which are confused in the
survey will be raised to conduct the interview with three people.
.There are still some limitations in this research because the sample size is not so good
and some factors are ignored. However, this document generally does explain apart how
figuring out consumer behaviors can be a good method for companies to be outstanding
over other competitors | en_US |
