INFORMATION ABOUT THE MASTER'S THESIS
1. Student's full name:Bui Thi Lieu2. Gender: Female
3. Date of birth: May 9, 1985
4. Place of birth: Hai Phong
5. Decision No. 1883/QD-XHNV-SDH dated October 21, 2010, of the Rector of the University of Social Sciences and Humanities, Vietnam National University, Hanoi, recognizing the student.
6. Changes during the training process: The thesis defense deadline was extended by 12 months due to health reasons.
7. Thesis title:"Consumption behavior of bottled soft drinks among Hanoi residents"
8. Major: Psychology; Code: 60 31 80
9. Scientific supervisor:Assoc. Prof. Dr. Le Thi Thanh Huong, staff member of the Institute of Psychology,Vietnam Academy of Social Sciences.
10. Summary of the thesis results:
The consumption habits of bottled beverages in Hanoi are diverse and varied. Although there are many brands and types, carbonated beverages account for the majority of the beverage market share. This is followed by dairy products and purified water. Hanoi residents consume bottled beverages quite frequently, with little variation between brands.
Hanoi consumers are very concerned about the quality of bottled beverages. They are satisfied with the taste, color, and food safety; and moderately satisfied with the design, packaging, labels, and price of the product. Consumers buy bottled water because of its convenience, delicious taste, reasonable price considering quality and income, and perceived health benefits. Reasons such as reputable brands, attractive packaging, promotional offers, and product style also partially influence consumer purchasing decisions for bottled beverages. However, these are only secondary factors in consumer choices. The most significant influence comes from individual psychological characteristics of consumers, including gender, employment status, and age.
11. Practical applications: helps businesses better meet the bottled beverage consumption needs of Hanoi residents.
12. Further research directions: Research on the consumption behavior of bottled soft drinks among young people in general.
INFORMATION ON MASTER'S THESIS
1. Full name: Bui Thi Lieu 2. Gender: Female
3. Date of birth: May 9, 1985 4. Hometown: Hai Phong
5. Decision removing the student number 1883/QD- XHNV- SDH October 21, 2010, the Rector of University of Social Sciences and Humanities, Hanoi National University.
6. Changes in training period: Extend thesis by 12 months because of health.
7. Name of thesis:“Consumer behaviors of bottled beverages in Hanoi”
8. Major: Psychology; Number: 60 31 80
9. Instructor: Ass. Prof. Dr. Le Thi Thanh Huong, Institute of Psychology.
10. Thesis result summary.
Consumer behaviors of bottled beverages in Hanoi are very rich and diverse. Although there are many brands and types of beverage, but carbonated beverage markets take the largest proportion. Soon after, second are the dairy products and pure water. Hanoi consumers use bottled beverage regularly and stably.
Hanoi consumers are very interested in the quality of bottled beverages. They are satisfied with the taste, color beverage, hygiene and food safety; temporarily satisfied with the design, packaging, labeling and pricing of products. Consumers buy bottled beverage because of: convenient use, good taste, reasonable price, good for health. Groups reasons such as: prestige brand, nice design, promotion and reflecting consumer style also influence the buying decision of customers. However, these reasons are only secondary led to the decision to select, purchase and use of consumers. Group factors individual psychological characteristics of consumers have more influence, which is characteristic of gender, employment status and age.
11. Application possibility in real practice: Help enterprise better respond to consumer demand for bottled beverage in Hanoi.
12. Further study directions: Study young consumers behaviors of bottled beverages in general.
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