| Author | Nguyen Duc Phung |
| Call Number | AIT RSPR no. SM-98-11 |
| Subject(s) | Brand choice|--Vietnam--Ho Chi Minh
|
| 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 |
| Abstract | Vietnam is fast emerging as the hottest new business frontier on the Pacific Rim. With a
remarkable combination of booming growth, negligible inflation,. and a standardized currency,
plus low labor rates and hard - working population of 70 million, it offers a huge market to
exporters, and a potential gold mine for savvy investors.
Together with high economic growth, living condition in Vietnam has been rapidly improved
in this decade. The expansion of the middle and high income classes had constituted a new
urban consumer trend in Vietnam, especially in Ho Chi Minh City (HCMC), an economic hub
of the country. Consumer in the South tend to exhibit a greater degree of brand awareness than
consumers in the North or Central regions. This is principally due to extensive contact with
Westerners prior to 1975 and the influence of returning Overseas Vietnamese (Viet Kieu).
These defining factors have had an impact on market demand disparities, product - line
segmentation and marketing mix.
This research is investigated the important factors that affect consumer 's preference of
television products (TVs), using Conjoint Analysis technique. Consumers clearly preferred
Japanese TV brands to Korean brands, which explains the nearly complete capture of the TV
market in HCMC. Price, Brandname and advanced feature are main features which induce the
consumers to chose a certain brand. While other features like the bilingual operation manual
was less preferred by consumer in HCMC. |
| Year | 1998 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Speece, Mark. W. ; |
| Examination Committee(s) | Quang, Trnong ;Bechter, Clemens; |
| Scholarship Donor(s) | Government of Norway; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1998 |