Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

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Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

UNIVERSITY (y^EgONOMICS HO CHI MINH CITY Internatiui al School of Business______ JaUvutoMl SihữửUd8uuaỉíiNGUYEN THUY VANENHANCING CONSUMER PERCEIVED Q

Enhancing consumer perceived quality a case of vinamilk infant formula milk powderQUALITY: A CASE OF VINAMILK INFANT FORMULA MILK POWDERMASTER OF BUSINESS ADMINISTRATIONHo Chi Minh City - Year 20191UNIVERSITY QFffilpNOMICS HO CHI MI

NH CITY inteã1 oness ti-rttrnarórMl ỉchod o* BuúneitNGUYEN THUY VANENHANCING CONSUMER PERCEIVED QUALITY: A CASE OF VINAMILK INFANT FORMULA MILK POWDER Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

MASTER OF BUSINESS ADMINISTRATIONSUPERVISOR: Assoc. Prof. Dr. NGUYEN THI MAI TRANGHo Chi Minh City - Year 2019ACKNOWLEDGEMENTFirst of all, I would lik

Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

e to express my grateful thanks to my supervisor, Dr. Nguyen Thi Mai Trang, for supporting me. During the whole time of doing thesis, her advice helps

UNIVERSITY (y^EgONOMICS HO CHI MINH CITY Internatiui al School of Business______ JaUvutoMl SihữửUd8uuaỉíiNGUYEN THUY VANENHANCING CONSUMER PERCEIVED Q

Enhancing consumer perceived quality a case of vinamilk infant formula milk powderry Much” to my advisor for all he has done for me.Secondly, I would like to use this chance to give deep gratitude to all lecturers of International S

chool of Business (ISB) - UEH for their helping me in during my academic years at ISB. I have been assisted very much in the completing of this thesis Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

by the knowledge and skills that I have learned.Furthermore, I would like to appreciate the contribution of people who help me complete the in-depth

Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

interview to share their valuable time and support me with useful information for completing this thesis.Last but not least, 1 would like to express m

UNIVERSITY (y^EgONOMICS HO CHI MINH CITY Internatiui al School of Business______ JaUvutoMl SihữửUd8uuaỉíiNGUYEN THUY VANENHANCING CONSUMER PERCEIVED Q

Enhancing consumer perceived quality a case of vinamilk infant formula milk powdern global infant formula milk powder market gets a remarkable growth with CARG at 3.0%, especially targeting key emerging country. With the fastest gro

wth rate since 2011. Vietnam’s economy reach 7.08% of GDP in 2018. Then. Vietnam would be a competitive market for infant formula milk powder category Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

with strong competition from domestic and foreign manufacturers.Nowadays, behavior of Vietnamese consumers are changing rapidly due to development of

Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

technology and globalization. Vietnam’s IFMP industry has experienced an update trends and changes as the rise of premiumizations and shifting from p

UNIVERSITY (y^EgONOMICS HO CHI MINH CITY Internatiui al School of Business______ JaUvutoMl SihữửUd8uuaỉíiNGUYEN THUY VANENHANCING CONSUMER PERCEIVED Q

Enhancing consumer perceived quality a case of vinamilk infant formula milk powder sales revenue of powder milk has decreased with CAGR of -2% compare to 2013, while sales revenue of drinking milk powder has gradually increased. Bes

ides, volume share of Vinamilk’s IFMP also has changed among price segmentation. According to the result of in-depth interviews and previous study, th Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

is study aims to figure out what the main problem is, validate the main problem, the importance of main problem. This research will explore the cause

Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

of the main problem. The findings of research implements that the low level of consumer’s perceived in quality leading to change in sales revenue and

UNIVERSITY (y^EgONOMICS HO CHI MINH CITY Internatiui al School of Business______ JaUvutoMl SihữửUd8uuaỉíiNGUYEN THUY VANENHANCING CONSUMER PERCEIVED Q

Enhancing consumer perceived quality a case of vinamilk infant formula milk powder................................................ -......................3EXECUTIVE SUMMARY.........................................................

.................4LIST OF ABBREAT1QNS»;............„„„............ „„„.....................................,7USTPJJABLES............................. Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

...................................................8LIST OF FIGURES............................................................................81INTRO

Enhancing consumer perceived quality a case of vinamilk infant formula milk powder

DUCTION...........................................................................91.1.Company’s background...........................................

UNIVERSITY (y^EgONOMICS HO CHI MINH CITY Internatiui al School of Business______ JaUvutoMl SihữửUd8uuaỉíiNGUYEN THUY VANENHANCING CONSUMER PERCEIVED Q