| Author | Thai Phuong Oanh |
| Note | A project study submitted in partial fulfilment of the requirements for the
Degree of Master of Business Administration (Executive) in
International Business – Management of Technology (VN); School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | The present research addresses the question that how Durex build consumers’ awareness and perception in Vietnam by understanding consumers decision making. The specific objectives are (1) identifying key factors that Vietnamese aware on using condom – Durex and their behavior on it, (2) exploring and analysis all factors of marketing mix influences on consumer decision making and (3) providing recommendations for Durex to structure marking mix to win consumer decision making.
The research consists of two phases. Phase one is qualitative research to understand the behavior and attitude of Vietnamese on using condom especially in two main cities (Ho Chi Minh City – HCMC and Ha Noi – HN). Based on the findings from this phase, quantitative research has been carried out to measure, quantify and reflect the real trend of behavior and attitude of users and non – users of Durex based on the standard questionnaire for the Theory of Planned Behavior.
A sample of 150 users and non-users of Durex in Ho Chi Minh City and Ha Noi were conveniently selected. The direct and indirect measures of attitude have been analyzed in excel and then using exploratory and descriptive factor analysis.
The results of the present research provide a basis understanding on behavior and influence on consumer decision making on choosing/using a condom brand. The research also shows that the perception of Ho Chi Minh City is different from Ha Noi ones. The attitude of Hanoi people on using condom is more conservative and careful than Ho Chi Minh’s. The difference attitude of both cities has been found the most important variable that explains the perception on using condom of Vietnamese people.
Implications for free social activities and marketing communications campaigns are provided. Limitations of the research are discussed for future studies in the related field. |
| Year | 2010 |
| Type | Project |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Beise-Zee, Rian; |
| Examination Committee(s) | Do Ba Khang;Supasit Chonglerttham; |