Kodak's marketing practice and consumer behavior in the color film market in Hochiminh city | |
| Author | Hoang Trong |
| Call Number | AIT RSPR no. SM-96-62 |
| Subject(s) | Color photography--Vietnam--Ho Chi Minh--Films Marketing research--Vietnam |
| Note | A research submitted in partial fulfillment of the requirements for the degree of Master of Business Administration, School of Management |
| Publisher | Asian Institute of Technology |
| Abstract | In this research project, an effort has been made to study the behavior of film users to evaluate the appropriation of Kodak's marketing practice in Vietnam. A user survey of intercept interviews was used for this purpose. At the same time, interviews with Kodak's representatives and five photo shops was also conducted to understand Kodak's marketing practice. It was noted that users' behavior is complex. Most film users do not think that film quality very much related to price. They give most importance to film color quality, sensitivity and price. Film users highly evaluate Kodak film with an exception of an unfavorable attitude toward Kodak price. Their brand loyalty is not high, especially under the effect of promotion gift and distribution network. Word of mouth, price discount and advertisement also strongly lower users' brand loyalty. In case of price discount effect, Konica users are less brand loyal than Kodak users. Kodak's marketing practice based on high quality, high price, intensive advertising and promotion is quite appropriate to film users. However, it was also noted that users are value conscious. Kodak should position its film as top quality and reasonable price if it wants to expand its market share. Kodak can do this by reviewing the price strategy in line with promoting film more intensively with variety of gifts and expanding distribution network. |
| Year | 1996 |
| 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) | Do, Ba Khang |
| Examination Committee(s) | Speece, Mark W. ;Johri, Lalit M. |
| Scholarship Donor(s) | Government of Switzerland |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 1996 |