Individual Asignment, Assignments of Consumer Behaviour

Download Individual Asignment and more Assignments Consumer Behaviour in PDF only on Docsity!

INDIVIDUAL

ASSIGNMENT

Lecturer : Trần Tuyết Minh

Subject - MKT 201

Đỗ Thị Bảo Yến - HS

Period - Summer 2022

Table of contents 01 02 03 04 1.1. Overview of BAEMIN 1.2. STP Strategy Introducion Body Part 2.1. Definition of culture and related factors 2.2. Definition of consumer behavior 2.3. Culture of the country 2.4. Consumer behavior in purchasing that product in that country 2.5. Analyse the impact of culture on consumer behavior in that country Conclusion Referrence

Demographic Segmentation -Male and female

• The ages of 25- 34 (adults or office employees), with 57.5% -The young age of 18- 24 with 38.1%.
• Middle-class or lower-class
• Office Worker / HouseWifely/ Student/ Under- Graduated Psychographic Segmentation
• Busy life, convenience-loving, food enthusiast, poor cook, lazy cleaner, experiences-loving, timid around crowds, cost-conscious,... Geographic Segmentation
• Metropolis, big cities, urban areas,..... Behavioral Segmentation
• Being concerned with discounts, promotions, how often you use the internet, how much the cost of your meal, how fast you can satisfy your demands, how devoted you are to a particular restaurant, how your online buying habits happen at a specific time,... S T P Strategy Segmentation B A E M I N (^) PAGE 4

Target Market Since Baemin's debut till now, adults or office workers aged 25 to 34 have shown the most interest, with a rate of 57.5 percent, followed by younger age groups of 18 to 24 with a rate of 38. percent. The female customer group continues to outweigh the male client group, which only accounts for 24 percent of the entire market share. Age Characteristics 18- 25 - 34 Young target group, loving to experiences, being attracted by promotion and sales. Stable income and work, no time to cook, having a taste for food.

No time to buy ingredients to cooking

meals or not having experience in

choosing ingredients.

B A E M I N

With the intention of developing the best food delivery service app, BAEMIN puts a lot of effort into its job. In accordance with its slogan, "BAEMIN nóng gion dây," meals are kept hot and tasty to preserve their quality. When people order meals around their homes or places of employment, BAEMIN is aware of this. They start to gain traction in the central region, luring clients and companies in certain geographic niches and key locations and then spreading the benefits to other places. Because BAEMIN's delivery team always calls back to confirm the transaction and make sure it is confirmed, customers feel more comfortable. Additionally, BAEMIN takes part in a number of sales that provide significant savings on particular days. A sense of enthusiasm and a joy for life are brought about by BAEMIN's function as a buddy who worries about your meals and is at your side if you have a problem with “Đưa tay đây nào, order chung bạn nhớ” or “Tâm trạng thế nào, giảm giá thế ấy'' Positioning Service Difference B A E M I N PAGE 7

Positioning Message difference In order to give your clients and partners in Vietnam the best possible experience, BAEMIN has been working tirelessly to establish itself as a reliable alternative. Unlike Grab Food, Now, or GoJek, BAEMIN often communicates messages that are exclusive to the online meal delivery industry, like: "BAEMINfrequently delivers messages that are unique to the online meal delivery business, such as: "BAEMIN nóng giòn đây,".... "Quán ngon quận mình" is the first. In order to ensure that the food is delivered in the best condition, preserve the dish's flavor, and spare the customer from having to spend time choosing, BAEMIN introduced a collection of "Quán ngon quận mình" with recommendations for eateries close to the range of customers' living. This collection enables users to choose food easily based on their geographic location. B A E M I N PAGE 8

Positioning Message difference Additionally, "Thử chút Healthy." A second collection named "Thử chút Healthy," which features nutritious dishes and meals suggested by well-known KOLs like Châu Bùi, HellyTng, Hana Giang Anh, and others, was established by BAEMIN in response to the current demands of its customers in terms of healthy eating. Healthy beverages like BAEMIN invested in updating the application interface together with music marketing via the "Em bé" MV by Amee and Karik in order to increase campaign coverage. B A E M I N PAGE 10

Body Part Definition It comprises both immaterial things and services that a society generates, such the cars, clothes, food, art, and sports, as well as abstract concepts like ideals and ethics. In other words, it is the collection of common understandings, customs, rituals, and conventions among the people who make up a group or community. Value: A community's fundamental beliefs and ideals are the foundation upon which it is built. Customs, which include traditions and rituals, values, which include beliefs, and culture, which includes all of a group's core principles, make up this concept.

Ethics: Goods and services by emphasizing how their products serve

both customers and socially conscious or environmental issues.

Clothing: The customs and cultural values of a country may be seen in

the clothes, which makes clothing an expression, image, and

personality of that country.

Food: Food is frequently utilized by people to maintain their cultural

identity.

Consumer behavior refers to the actions taken by people or groups to

choose, acquire, utilize, or discard goods, services, concepts, or

experiences in order to satiate their wants and desires.

B A E M I N PAGE 11

Culture of the country B A E M I N The majority of young Vietnamese people are accustomed to and prefer Korean culture, and the previous day, K-pop culture also made waves in the Vietnamese market. Therefore, despite the fact that Baemin's graphics were totally adapted from the Korean version, it is still simple to draw in Vietnamese youth without making too many changes. Additionally, people in this county appear to prefer "outward" goods above domestic ones. Products or services from various nations, such as Korea, Japan, America, or France, are perceived as being of higher quality.

Vietnamese consumers define

"clean foods" as those produced

by them. They are very afraid of

consuming low-quality food or

substances that were stored in

the past. They believe that

processed meals and items from

the street are unsafe for their

health. As a result, customers

tend to stick with a select few

eateries and are reluctant to

order takeout.

PAGE 13 The Mid-Autumn Festival, one of the most well-known holidays after the Tet vacation, is also a customary occasion for Vietnamese kids to celebrate. Every family in Vietnam is expected to get together on this occasion to strengthen and rekindle their bonds of love.

Culture of the country B A E M I N Vietnamese people have a strong preference for utilizing single-use plastics. Over 30 billion nylon bags make up the average annual discharge of plastic garbage in Vietnam, which is over 1.8 million tons. Per Vietnamese family uses around one kilogram of nylon bags each month on average. More than 80% of them are thrown away after only one use. Customers in Vietnam prefer plastic bags because they are quick, easy, and affordable. The environment is greatly impacted by this. We are all too familiar with pictures of moms or grandmothers carrying several plastic bags when they visit the market. Or the meals were prepared and kept in plastic containers or sacks. Our health may be negatively impacted by this. PAGE 14 Every meal is supposedly "national soul, national purity," according to people. It mixes the harmony of particular national characteristics with the essence of the nation. Each cuisine has distinct flavors that derive from a different region of Vietnam. When we observe them, we might make assumptions about the locals' tastes, spiritual beliefs, cultural practices, and weather. Vietnamese people are loyal to their favorite restaurants since they are gourmets.

Consumer behavior in purchasing. Based on a number of surveys conducted, there are a number of reasons why consumers decide to choose to use Baemin's epidemic: limiting the preparation and cooking time, the desire to save money and save money and earn a bargain price, do not know how to cook, be afraid to clean and clean chopsticks, geographical distance with intestines, safety and privacy, ... .. B A E M I N PAGE 16

Problem Recognition: After working all day, consumers are ravenous and want to eat dinner or lunch as soon as possible so they can begin the following shift on time. It's conceivable that you got the impulse to wash dishes out of the blue. Information gathering: Customers use meal delivery apps to search different eateries before deciding on BAEMIN after carefully weighing the options. Consumers will use the app to look for appropriate restaurants and cuisines. The consumers read some evaluations and comments to aid in their decision- making, or they look up the amount of other people's ratings. Take into account any appealing discounts or promotions. By supporting purchasers in comprehending and assessing what they will receive in return for their money, these physical attributes reduce the feeling of ambiguity or risk associated with the transaction. To make it simpler for customers to select the cuisine they desire, BAEMIN has recently created a number of menus based on various topics, such as the "healthy," "sweet," or "traditional meals" menus. Additionally, they may select from a variety of services, such as those that limit the use of plastic products and provide door-to-door service. Prepurchase: B A E M I N Consumer behavior in purchasing. PAGE 17

Analysis

The impact of culture on consumer behavior B A E M I N PAGE 19 Vietnamese consumers define "clean foods" as those produced by them. They are then regarded as cooks in their own houses. They frequently worry about consuming subpar food or substances that were preserved in the past. They believe that processed meals and items from the street are unsafe for their health. As a result, customers tend to stick with a select few eateries and are reluctant to order takeout. Customers are more likely to believe in and choose services and goods that help protect the environment and promote environmental action. For instance, while entering the Vietnamese market, customers are enthusiastic about Baemin's environmental protection measures, such as the updating of the optional feature "no side dishes" and "no plastic eating utensils" for users in the application. Reduced food waste, less plastic usage, and cost savings for campaign partners' restaurants are the three goals of this initiative. Baemin intends to bring B2B Mall to the restaurant partner, so they can readily discover environmentally friendly packaging materials to enhance their business operations. As a result, customers don't worry about it having an adverse impact on the environment and feel comfortable using it. Regarding companies that promote a healthy way of life or highly nutritious foods, they have favorable sentiments.

In the Mid-Autumn Festival of Baemin 2021, Baemin intends to promote the message, "Love everything." Baemin will join the other brothers in the desire to be cohesive, to love, and esteem all the present ideals. At the same time, engage the driving community and inspire hope by planning the most useful and alluring events for the Mid-Autumn Festival of Baemin in

2021. Customers feel at ease and connected to the industry. manufacturer from Korea. Consequently, they will pick Baemin above other providers. B A E M I N PAGE 20