| dc.description.abstract | With the concern about the inferiority of domestic fast food businesses to the foreign ones in Vietnam, this thesis aims to explore Vietnamese fast food market to get
an overview on the problem. To narrow down the scope of the research, it focuses on examining Vietnamese consumers’ perceptions toward fast food in Ho Chi Minh City.
The bulk of this thesis’s market research is consumer based. Market research,
as you know, is the mechanism for defining the relationship with customer s and measuring the ability to foster that relationship. Having the intention to build my own fast food business in the future, I always consider potential customers as the most important factor that needs to be satisfied in any condition. So this thesis uses the model of 4P’s (Product, Price, Place, and Promotion) and its connection to the new 4C’s (Customer Wants and Needs, Customer Cost, Convenience, and Communication), to consider customers as the “centre of gravity”. Also, based on this model I had a firm basis to make
the content of the questionnaire and analyze the results. Moreover, one interview with an owner of a milk tea and snack shop was conducted to discuss on how to start up a business by perceiving the related market through research.
The analysis part uses the result of the questionnaire and focuses on making clear about how Vietnamese customers perceive among those foreign and domestic fast food brand names through their products, prices, placement, and promotion. Based on those factors, a potentially successful fast food business plan is suggested to reach the deep target of this thesis. I consider the most important and interesting part of my business plan is what types of dishes and drinks will be covered in the menu of the brand-
new fast food shop and the marketing plan with 4P’s. | en_US |
