groupassignment assessing the influence of vietnamese culture on coffee consumption behavio

Firstly, theVietnamese coffee culture is deeply ingrained in the daily lives of Vietnamese people.Coffee has become an integral part of social interactions, and understanding how cultura

GROUP ASSIGNMENTSubject: MKT 201 – Consumer behaviour

Nguyễn Hoàng Anh TuấnĐặng Thị Hải HậuĐặng Nguyễn Tường VyHồ Thị Kính

1 Introduction: 2

1.1 Research orientation 2

1.2 Identify research focus and purpose 3

1.2.1 Define the focus 3

2.1.2 The role of culture in Vinacafe Biên Hòa 6

2.1.3 The general influences of culture on Vinacafe 8

2.2 Researching the influence of culture on Vinacafe 9

2.2.1 Overview of brand 9

2.2.1.1 History Vinacafe 9

2.2.1.2 Vinacafe's business products 11

2.2.1.2 Vinacafe's business strategy 11

2.2.2 Analyze business results of Vinacafe 13

2.2.3 Analysis of the influence of culture on the brand 14

2.3 Some solutions to enhance brand value by adding cultural elements to Vinacafe 18

2.4 Strengths and weaknesses when incorporating culture into Vinacafe's brand193 Conclusion 21

References 23

1 Introduction1.1 Research orientation

Vietnam is known for its rich coffee culture, and one of the prominent coffee brands inthe country is Vinacafe As a beloved local brand, Vinacafe has been a part of theVietnamese coffee tradition for decades However, in the ever-evolving market andchanging consumer behaviors, it is essential to understand how Vietnamese cultureinfluences consumer behavior towards Vinacafe This research aims to explore thecultural factors that shape consumers' preferences, perceptions, and purchasing decisionsrelated to Vinacafe.

There are several reasons why I have chosen to research this specific topic Firstly, theVietnamese coffee culture is deeply ingrained in the daily lives of Vietnamese people.Coffee has become an integral part of social interactions, and understanding how culturalvalues, traditions, and norms impact consumers' attitudes towards Vinacafe can providevaluable insights for both the brand and marketers.

Secondly, Vinacafe is a renowned coffee brand in Vietnam with a strong presence in themarket Studying its consumer behavior can help identify the key drivers behind itssuccess and uncover potential areas for improvement By understanding the factors thatinfluence consumer preferences for Vinacafe, the brand can tailor its marketing strategiesand product offerings to better meet the needs and expectations of its target audience.Additionally, as Vietnam undergoes rapid economic development and globalization, thereis a growing influence of Western coffee culture and international coffee chains.Examining how Vietnamese culture interacts with these external factors can shed light onthe dynamics of consumer behavior towards Vinacafe and provide strategic insights forthe brand to navigate the competitive landscape effectively.

By conducting this research, we aim to contribute to the existing knowledge aboutconsumer behavior in the context of Vietnamese coffee culture and its impact on thepreferences and choices of consumers towards Vinacafe The findings of this study can

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inform marketing strategies, product development, and communication efforts forVinacafe, helping the brand maintain its position as a beloved and preferred choice in theVietnamese coffee market.

1.2 Identify research focus and purpose1.2.1 Define the focus

The focus of the study will be to understand and analyze the influence of Vietnameseculture on coffee consumption behavior The study will focus on identifying specificcultural factors in Vietnamese culture such as family values, traditions, culturalsignificance, and conceptions of quality, and clarifying the influence of social group oncoffee consumption behavior During the study, a detailed analysis of how these culturalfactors impact Vietnamese coffee consumption decisions is needed.

1.2.2 Research objectives

The direction of research on this issue may include such objectives:

1 Analyze the role of Vietnamese culture in the formation and development of the coffeemarket: The study will explore cultural factors of Vietnamese people, such as coffee-drinking traditions, coffee-related rituals, and the interaction between coffee culture andmarkets.

2 Assessing the influence of Vietnamese culture on coffee consumption behavior: Thestudy will focus on surveying and analyzing consumer behavior of Vietnamese peopletowards Vina coffee, including the selection, use, and evaluation of this coffee product.Cultural factors that can influence Vietnamese people's consumption decisions will beidentified and analyzed in detail

3 Identify specific cultural factors affecting Vina coffee consumption behavior: Thestudy will study and identify cultural factors such as family values, traditions, culturalsignificance, conception of quality, and the influence of social groups on Vina coffeeconsumption behavior These factors will be analyzed in detail to better understand howVietnamese culture affects coffee consumption.

4 Propose culture-based marketing strategies to promote Vina coffee consumption:Based on research results, propose culture-based marketing and advertising strategies toincrease Vietnamese people's awareness and interest in Vina coffee This may includeleveraging cultural values, creating appropriate advertising campaigns, and developingculturally cohesive activities in promoting Trung Nguyen coffee.

With the above research objectives, this research will help us better understand the impactof Vietnamese culture on Vina coffee consumption behavior and propose effectivemarketing strategies to promote this coffee consumption.

1.3 Scope Limits

The scope of the study will focus on the influence of Vietnamese culture on coffeeconsumption behavior The study will not delve into economic, social, or other factorsthat may influence coffee consumption behavior Instead, the study will focus on specificcultural factors such as coffee-drinking traditions, coffee-related rituals, and theinteraction between coffee culture and markets The study will also focus on Vietnameseconsumer behavior towards Vina coffee, including the selection, use and evaluation ofVina coffee.

1.4 Point out the main idea of the whole article

Presentation about Vinacafe Bien Hoa company, history, and scale of their activities inthe coffee industry Analyze the cultural factors that Vinacafe Bien Hoa has built anddeveloped during its operation These factors can include values, beliefs, lifestyle, foodand drink, and other factors that influence a consumer's purchasing decision Not onlythat, but the presentation on how culture also influences the consumer behavior ofVinacafe customers Explain how the company's consumer culture has created apassionate and loyal fan community, influencing purchasing decisions, deciding tobecome a member of a loyalty program, or learning about new products Analyze howVinacafe has used consumer culture to build an effective marketing strategy Present themethods and strategies that the company has used to interact and create interaction withcustomers through building and promoting their signature consumer culture Analyze

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Vinacafe Bien Hoa's business results including revenue, profit, market in 2019 to 2022.Then, assess the influence of Vinacafé's consumer culture on consumer behavior andbusiness success In addition, offering several solutions to enhance brand value by addingcultural elements in the brand formation process of Vinacafe.

* The relationship between culture and brand

The brand is what people perceive and think of when they wake up to an organization orbusiness Culture is the driving force behind the creation of values those factors Brandand culture are a one-way relationship that affects each other The brand co-operates withthe development direction for culture, and the culture created for the brand Leadersfirmly understand that a strong and digitally engaged culture makes a brand different Incontrast, a well-known brand is the driving force behind a great culture It doesn't matterwhether the type of company culture is friendly, serious, competitive, or learning, as thebrand and culture harmonize with each other, aiming for the same purpose and commonvalues, the business will win the hearts of customers of customers and employees.

Culture closes to the brand - Create a positive working environment

A suitable, inspiring working environment increases the level of closeness of employees,and they will devote their full potential to the development of the business Whencorporate culture is built and promoted based on the values of the brand, humanity, anddefined goals, and proactive in making decisions and committing to act for that commongoal Since then, work efficiency is improved, and customer service is also consistent,creating positive experiences for customers.

The culture associated with the brand - Create loyal customers

Loyal customers are always the object that companies and businesses aim for because thebenefits from this customer group bring 1 According to research by Ban - Company, it isnecessary to retain 5% of customers, and profits will increase up to 75% To attract andretain customers, build a culture associated with the brand when it is necessary becausewhen the staff understands the costs and commitment that the brand has with customers,the business can penetrate deeper into the lives of consumers, lack of understanding asonly customers, thereby improving products and services, creating experiences thatinclude customers, maintaining good relationships and building loyalty their loyalty,

2.1.2 The role of culture in Vinacafe Biên Hòa

Vinacafé Bien Hoa reflects Vietnamese cultural identity It represents the richcoffee culture and tradition of Vietnam, which is known for its distinct brewingtechniques and unique flavors The brand identity associated with Vietnam'scultural heritage and coffee production expertise is developed based on a deepunderstanding of Vietnamese coffee preferences, including the use of Robustabeans, the art of brewing coffee, and the social aspect of gathering and enjoyingcoffee It offers a wide range of coffee blends and variations catering to thespecific tastes and preferences of Vietnamese consumers Vinacafé Bien Hoaconsiders the cultural significance of coffee in Vietnamese society and ensures thattheir products meet the expectations of local coffee enthusiasts.

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Vinacafé Bien Hoa incorporates cultural symbols and references in its marketingand branding efforts Brands can use images, language, and visual elements thatevoke Vietnamese culture, such as depictions of traditional Vietnamese cafes,iconic landmarks, or cultural motifs These symbols and references create a senseof familiarity and cultural connection for consumers.

Vinacafé Bien Hoa coffee's marketing and advertising campaigns highlightVietnamese symbols and cultural values The brand highlights the culturalsignificance of coffee in the daily lives of Vietnamese people, emphasizing its roleas a social connector and symbol of hospitality Marketing messages often evokefeelings of nostalgia and pride in the Vietnamese coffee tradition.

Vinacafé Bien Hoa coffee's marketing and advertising campaigns highlightVietnamese symbols and cultural values The brand highlights the culturalsignificance of coffee in the daily lives of Vietnamese people, emphasizing its roleas a social connector and symbol of hospitality Marketing messages often evokefeelings of nostalgia and pride in the Vietnamese coffee tradition.

Market segment: Vinacafé Bien Hoa Coffee targets both domestic andinternational markets by leveraging the appeal of Vietnamese coffee culture Itunderstands the cultural preferences and expectations of different consumersegments and adjusts its products and marketing strategies accordingly.Vietnamese consumers have specific taste preferences when it comes to coffee,which is influenced by their cultural background Vinacafé Bien Hoa understandsand responds to these preferences by providing coffee products tailored to localtastes, such as rich and rich Vietnamese-style coffee.

Vinacafé Bien Hoa coffee is considered an authentic representative of Vietnamesecoffee culture Its association with the cultural heritage and reputation of Vietnam'scoffee industry enhances its prestige and trust among consumers The brand's

commitment to quality and adherence to cultural practices further reinforces thepositive perception of the brand, enhancing the perception of consumers.

Vinacafé Bien Hoa aims to provide consumers with an immersive and culturallyrich coffee experience, continuing Vietnam's cultural identity and pride Bypositioning itself as a local brand ingrained in Vietnamese culture, this brandnurtures the pride of Vietnamese consumers It gives them the opportunity tosupport and embrace their own cultural heritage through their choice of coffeebrand, reflecting the cultural values and practices associated with Vietnamesecoffee culture.

2.1.3 The general influences of culture on Vinacafe

Product development: Culture influences the development of new products andproduct variations in the Vinacafé Bien Hoa brand Cultural preferences andtraditions related to coffee consumption in Vietnam are examined Brands canintroduce specific blends, flavors, or packaging that are relevant to the localculture and meet Vietnamese consumer preferences, such as strong and boldflavors, and provide a unique coffee experience coffee that matches the cultureand expectations of domestic consumers.

Marketing and communication strategies: Cultural influences shape Vinacafé BienHoa's marketing and communication strategies The brand incorporates culturalsymbols, references, and narratives in its advertising campaigns, packaging, andpromotional materials, incorporating symbols and cultural connotations into itsmarketing efforts and build your brand By leveraging cultural factors, VinacaféBien Hoa connects with consumers on an emotional level and creates a strongerresonance with the target audience The brand's coffee products are closelyassociated with nature Vietnamese coffee culture and heritage, attract consumerswho value cultural roots.

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Consumer perception and brand loyalty: Culture influences how consumersperceive Vinacafé Bien Hoa and its products Vietnamese consumers can feelfamiliar, trust, and loyal to a brand because it matches their cultural values andpreferences Cultural associations and a deep understanding of the local coffeeculture contribute to building a strong and loyal customer base.

Consumer behavior and purchasing decisions: Culture plays an important role inshaping consumer behavior and purchasing decisions related to Vinacafé BienHoa's products Vietnamese consumers often look for products that match theirpreferences and cultural traditions The brand's emphasis on local cultural heritageand coffee drinking experience in Vietnam influences consumers' choices andencourages them to choose Vinacafé Bien Hoa over other brands.

Market positioning: Culture plays an important role in shaping the identity andbrand positioning of Vinacafé Bien Hoa The brand emphasizes Vietnameseheritage and authenticity, positioning itself as a local coffee brand In line with thecultural values, traditions, and coffee-drinking habits of Vietnamese people,Vinacafé Bien Hoa creates a unique and recognizable identity in the market.

2.2 Researching the influence of culture on Vinacafe2.2.1 Overview of brand

2.2.1.1 History Vinacafe

The predecessor of Vinacafe Bien Hoa is Coronel Coffee Factory, established in 1969with a designed capacity of 80 tons of instant coffee/year with the entire system ofmachinery and equipment imported from Germany In 1975, Coronel Coffee Factory wasrenamed Bien Hoa Coffee Factory After the reunification of Vietnam, Coronel CoffeeFactory was renamed Bien Hoa Coffee Factory and was assigned to the GeneralDepartment of Food Technology to manage.

After taking over the factory, Vietnamese engineers sought to overcome the lack ofsynchronization and successfully put into operation the instant coffee production line In

April 1977, the first batch of instant coffee was released, marking an important milestone:Vietnam successfully produced instant coffee A year later, according to the Protocolsigned by Vietnam with the countries of the Socialist bloc on barter, in 1978, Bien HoaCoffee Factory started exporting instant coffee to the Soviet Union and other countries inEastern Asia.

In 1982, Bien Hoa Coffee Factory was transferred to the Ministry of Food Industry tomanage, a member of the Union of Milk - Coffee - Confectionery Enterprises In 1992,the factory was separated from the Union of Dairy - coffee - confectionery enterprises,becoming an independent state-owned enterprise, directly managed by the Ministry ofAgriculture and Food Industry.

On December 29, 2004, Bien Hoa Coffee Factory transformed from a state-ownedenterprise into a joint stock company and changed its name to Vinacafe Bien Hoa JointStock Company (Vinacafe BH) On December 20, 2013, Vietnam Coffee Corporation -the largest State shareholder in Vinacafé sold most of its shares in Vinacafe Currently,90% of Vinacafe Bien Hoa's shares are in three organizations, namely Masan ConsumerCorporation (Masan Consumer) with 53.2%, then Gaoling Fund (23.3%) and VietnamCoffee Corporation (12.8%).

Vinacafé Bien Hoa is considered the number 1 instant coffee producer in Vietnam,successfully developing two brands Vinacafé and Wake-Up, accounting for 41% marketshare of instant coffee Besides, Vinacafe BH also leads the country in product quality,business efficiency, technological innovation, creativity, and successful application ofscientific and technical advances Currently, Vinacafe BH has been operating twofactories, Bien Hoa and Long Thanh, completely replacing imported instant coffee andincreasing automation of production stages, increasing the recovery rate, reducing loss,conducting improvement activities as well as stabilizing input materials at competitiveprices As a result, production efficiency increases significantly In addition, the productdistribution system of Vinacafe Bien Hoa (belonging to Masan's beverage distributionsystem) is considered the strongest, deepest, and widest distribution system nationwide

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