Customer behavior and product brand awareness : a case study of Morning Star Cement Ltd. in Vietnam | |
| Author | Nguyen Linh Giang |
| Call Number | AIT RSPR no. SM-00-80 |
| Subject(s) | Customer loyalty--Vietnam Brand choice--Vietnam |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Series Statement | Research studies project report ; no. SM-00-80 |
| Abstract | Joining in a cement market where already existed many well-established players, Morning Star Cement Company (MSC) recognized that customers' awareness of its brand name and image was very important for building its competitive advantage. As the late comer, the company needs to promote its brand name through an effective marketing strategy. To underline this imperative, the research was carried out to identify the consumer buying behavior and product brand awareness in the segment of house-owner, retailer, and contractor, in Ho Chi Minh City, Vietnam. Based on the analysis of data from the survey conducted in January 2000, it was found that Ha Tienl brand was in the number one position, followed by MSC. The awareness rate of this brand has, however, been growing increasingly. Most house-owners were found not very price sensitive. Their decisions on brand selecting and buying of brand were effected very strongly by contractors rather than by retailers. The information about brands were mostly provided to retailers and contractors rather by sales representatives. A consumer behavior pattern for cement product, which was drawn from the study, and some general recommendations for the marketing mix could help the company better understand its consumer needs and increase its brand awareness in this specific market |
| Year | 2000 |
| Corresponding Series Added Entry | Asian Institute of Technology. Research studies project report ; no. SM-00-80 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Truong Quang.; |
| Examination Committee(s) | Bechter, Clemens.;Stoessel, Hans.; |
| Scholarship Donor(s) | The Government of Switzerland/ Swiss Development Cooperation (SA V); |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2000 |