RESEARCH DEMAND OF CONSUMERS IN DA NANG

WITH IKEA PRODUCT

1. NGÔ THỊ TƯỜNG VY

2. NGUYỄN THỊ LAN TRINH

3. TRẦN THỊ THIÊN TRANG

4. PHAN MỸ HUYỀN

5. TRẦN NGUYỄN VĂN PHƯỚC

6. TRẦN ĐÌNH PHƯỚC

BUSINESS MANAGEMENT STANDARD PSU

DUY TAN UNIVERSITY

INTERNATIONAL FACULTY

APRIL 2019
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 2

IKEA FURNITURE

The purpose of the study is to understand information about IKEA and the use needs of people

in Da Nang City. Methodology is qualitative. In order to determine the market of the Company

and capture the needs of domestic customers, it is necessary for managers to meet:Capture the

demand for furniture used by customers in Da Nang Evaluate customer needs according to

demographic factors,Evaluate the advantages and disadvantages of furniture currently worn in

Da Nang city,Provide a strategic wear solution that IKEA penetrates into Da Nang market.

Detailed market research is often the study of consumer habits,demanding, market share,

customer preferences in countries where the company seeks to adapt or influence them. Because

IKEA is IKEA's furniture and strategy market, it will penetrate the Da Nang market. In order to

determine the market of the Company and capture the needs of domestic customers, it is

necessary for managers to meet :evaluate customer needs according to demographic factors.

Keywords: qualitative, demanding, eveluate, advantage, disadvantage

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RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT

OVERVIEW RESEARCH

1.1 DETERMINE RESEARCH PURPOSE

a. research reason.

In recent years, due to the increasing demand for housing and offices, it is here that not only the

construction industry develops, but also the development of related industries including industry.

furniture manufacturing industry As barriers to entry into the industry are not high, businesses

can easily join this potentially rich manufacturing industry. Currently, there are a large number

of companies producing these items in the market, including factories, small workshops that

only make one or several simple interior designs, also both large corporations with globally

recognized brands with highly specialized modern machinery and strong design teams.

Currently IKEA is facing strong competition from many major competitors.

Global economic integration is an inevitable trend that any country that wants to survive and

develop must accept and implement. As governments begin to open up economic integration as

an opportunity for large corporate corporations, companies not only limit their production to the

country but also start to expand their markets. to other countries to seek opportunities and

increase profits. However, scaling up to the world market is not an easy job and has in fact

proven that not all businesses expand production and business activities abroad can succeed. . In

order to become a successful multinational company, there must be positive innovation

strategies, in which proper business strategy is an important first step. Typically for a successful

multinational company in the world, it is impossible not to mention the famous furniture group

IKEA.

Since its founding, IKEA has implemented many different business strategies and also met

many ups and downs in the process of implementation, finally they selected a suitable strategy
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 4

for their products to be able to apply and succeed, it is the transnational business strategy. With

this strategy, IKEA has become one of the most successful corporations in the world. Therefore,

in this essay, our group would like to give a topic analysis “ Searching demand of consumers

being in Da Nang with IKEA products”. We hope through this topic, we can help ourself and

you understand about strategies and how to implement this stategy of IKEA to achieve today’s

success. This also is experience lesson for some companies currently

b. Research purpose.

Detailed market research is often the study of consumer habits, market share, customer

preferences in countries where the company seeks to adapt or influence them. Because IKEA is

IKEA's furniture and strategy market, it will penetrate the Da Nang market. In order to

determine the market of the Company and capture the needs of domestic customers, it is

necessary for managers to meet:

-Nắm bắt được nhu cầu sử dụng về đồ nội thất của khách hàng trên địa bàn Đà Nẵng

-Đánh giá được nhu cầu của khách hàng theo yếu tố nhân khẩu học

-Đánh giá được ưu và nhược điểm của các sản phẩm nội thất hiện đang có mặc trên địa

bàn thành phố Đà Nẵng

-Đưa ra giải pháp về mặc chiến lược mà IKEA thâm nhập vào thị trường Đà Nẵng
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 5

1.2. QUESTIONARE.

Reasearch question Research hypothesis

People in Da Nang are interested in
products from IKEA
H1: not because they are familiar with
wooden products
H2: yes because they like novelty products
from abroad
H3: normal because it’s just furniture

Custormer are interested in IKEA H1:Convenient.

products because H2: The product is cheap the quality is hight
H3: Being a product from about that adds
value to your home

What affects customer’s decision to H1: Cost

buy IKEA products? H2: Sample code
H3: product quality
H4: suitable for their home

If the number of houses owned( not
rented) increases, how does it affect
buying furniture?
H1: the number of customers increased
H2: the number of customers remains
unchanged
H3: the number of customers remains
unchanged but the number of goods
increases

Does high or low income affect the H1: little effect

decision to buy products? H2: great effect
H3: no effect

Which service factors make H1: consulting products suitable for family
customers most interested in buying? space
H2: after purchase policy
H3: warranty policy

1.3 SUBJECTS AND SCOPE OF RESEARCH:

With the theme "Researching the needs of consumers living in Danang for

IKEA's interior products",

a. Research subjects
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People with stable or high income levels, aged between 25-50 years old. Those

who have and are in need of using furniture products.

b. Research scope:

Space scope: across Da Nang city

Time range

1.4. MANAGEMENT ISSUES RELATED TO THE RESEARCH TOPIC

1.4.1. Strategy of IKEA

a.International strategy.

IKEA has implemented many strategies to gain market share, but it is important for the company

to know the soul of the strategy that it applies to its position. is not. IKEA always knows how to

create a new and different in its products and services such as the attitude of the salesperson and

the location of the majority of affiliates located in the wide suburbs, this make customers feel

comfortable when buying.

The traditional strategy makes sense if iKEA has a valuable nuclear edge that its foreign

competitor lacks if the company faces pressure on local requirements and reduces costs, now the

international strategy is valuable. However, it must be based on the customization of the

proposed product and market strategy with local conditions, however, if IKEA's cost pressure is

high, this strategy is not appropriate. The subsidiaries of IKEA must always adapt to each

locality, each locality must have appropriate marketing and distribution strategies such as

traditional use of household items and hobbies.

=> Consistent with the position of the company in the market and in accordance with the core

competencies of the company to make the company successful in many countries, the company's

market share and beat many competitors out of the market. domestic school.q

b. Global strategy.

Characteristics of IKEA's globalization strategy

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The current organizational structure of IKEA can determine high performance with a global

strategy:

-IKEA can maintain centralized control of functional activities while taking advantage of the

low cost and high quality advantages thanks to international suppliers.

-To ensure efficiency in the logistics process, the group has incorporated the process of

purchasing and distributing products.

When IKEA continues to expand into foreign markets, the importance of centralized strategic

direction will increase. The rapid internationalization caused a series of challenges for Sweden's

headquarters as increasingly difficult to meet national needs and cultural identity, the impact of

the import trend has forced IKEA to expand. It is the strategy that focuses on responding to the

transformation of groups of people in countries.

1.4.2.Chart and organizational structure of IKEA.

Structure according to functional parts:

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RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 9

Companies often use traditional, contemporary or group-based methods when designing their

organizational structure. According to the traditional approach, companies first divide work into

separate jobs and tasks. The manager then groups the tasks and tasks related to each other into

parts. Five basic types of parts are commonly used in organizations:

Function: Based on the main functions performed in an organizational unit

Product: Based on goods or services produced or sold by the organizer

Process: Based on the production process used by the organizer

Customer: Based on the type of main customer served by the organizer.

Geography: Based on geographical segments of organizational units.

CHAPTER 2: THEORETICAL BASIS

2.1 BRIEF INTRODUCTION ABOUT IKEA

a.Introduce about IKEA company:

IKEA (Ingvar Kamprad Elmtaryd Agunnaryd) is a famous brand from Sweden founded in 1943

by Ingvar Kamprad - a 17-year-old young man with dyslexia, an international corporation

specializing in semi-fitting furniture design. assembly, equipment and home accessories. While

most people think that IKEA is just a Swedish word or some nonsense word, it is actually an

acronym with Ingvar Kamprad's heart close. and the farm town where he grew up. Over 60 years

IKEA has become the world's largest group of furniture retailer - an inviolable territory.

IKEA Group owns 424 IKEA stores operating in 52 countries by November 2018.

b.Introduce about IKEA products:

Product: includes 9500 types of products, with 5 groups:

Product group of products in the living room.

Product group of bedroom furniture.

Product group of kitchen appliances.

Products group of toys, children's toys.

Group Fabric products related to household appliances such as: curtain.

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2.2 INTRODUCTION THE THEORIES RELATED TO THESIS:

A: Model theory of Maslow Tower

a.Definition of Maslow tower:

Maslow's demand tower was launched by psychologist Abraham Maslow in 1943. Maslow low

demand is one of the important theories in business administration. The theory was made and

exerted tremendous influence on its applicability in all areas. Especially in the field of human

resources management, marketing management and training ... Besides, the tower needs Maslow

to use to explain some interesting phenomena in life.

b. The meaning of Maslow Tower:

According to Abraham Maslow, the needs of a human being are divided into different ranks.

Includes basic needs and higher needs. The basic needs will be prioritized by people, before

higher demands arise. The demand for Maslow indicates the motivation of every human being,

which means demand and consumer demand, satisfying Consumers' satisfaction also increases

with the development of themselves and society.

According to Maslow theory, human's natural needs are divided into different scales from

"bottom" to "peak", reflecting its "basic" level of human existence and development. both a

natural organism and a social entity that includes the following needs.

- Self-Actualization Needs (Self-Actualization Needs)

- Respected needs (Esteem Needs)

- Social needs (Social Needs)

- Safety Needs

- Physiological Needs.

c. Maslow tower application needs in business

+ Building Personas
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Maslow's needs tower helps you identify your client's portrait in detail. Questions to answer

include: Which group of Maslow needs towers are they in? Do they occupy a common rate or

just a small part? How do they want to access a quality service?

For example, when you are selling insurance, you are meeting the needs of the 2nd floor of the

tower. Indeed your customers are the ones who have the financial resources to spend on basic

needs and they want to extract an amount to hedge risk to ensure life later.

Or if you are selling a BMW car, the customer is located on the 4th floor in the Maslow demand

tower - Those who want a car not only to serve travel needs, but also to be safe when using it.

taste and class make society recognize respect and respect.

+ Communication channel:

For products that meet the basic needs of Maslow's demand tower, television advertising is

considered to be the most effective form of communication because your customers are all

people, the wider the communication is effective fruit. But we rarely see Lamborgini ads, Vertu

phones or Rolls Royce cars ... on television. On the other hand, they have their own approach,

such as using high-income people data or having a high account balance bought from banks to

advertise directly. Their customers are on the 5th-highest rank in Maslow's demand tower.

+ Communication message:

After using the Maslow demand tower to draw a portrait of the customer, the next thing you

need to do is design a communication message that meets the needs that customers are interested

in. Try to let customers realize your product is great and convince them that the product will

completely satisfy their needs. A fairly clear example in the aviation industry, VietJet Air locates

itself as a popular segment, the main customers they aim for are those who simply want to

satisfy travel needs. Therefore, in its communication message, VietJet Air only cares about the

media as low-cost airline, everyone flies. Meanwhile, VietnamAirline highly recommends the

safety with good quality and service (2nd level in Maslow demand tower). In addition, they
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 12

provide a business service with a higher cost for better service (4th level in the Maslow demand

tower).

B. The theoretical model of customer selection behavior:

+Customer:

Wal-Mart customer definition: Customers are not dependent on us, we (the sellers) depend on

them. So, customers don't go looking for us, we have to find them. We have to sell what they

like to buy, and let them know that we have what they like.

Tom Peters sees customers as "value-added assets." That is the most important asset even

though their value is not included in the company's books. Therefore companies must consider

customers as capital to be managed and promoted as any other capital.

In short, the customer is an individual, an organization or a group that purchases service

products to satisfy individual needs, makes a decision to buy, use and remove a specific product

or service. Customers can be buyers, influencers or users.

+Concept of customer behavior:

We see, there are many different definitions of customer behavior. Based on different

perspectives and areas of expertise, the author will have different perspectives on customer

behavior.

According to the American Marketing Association: "Customer behavior is the interaction

between the stimulating factors of the environment and the perception and behavior of people

that through the interaction that people change their lives. they".

According to Kotler & Levy: "Customer behavior is the specific behavior of an individual or

unit when making decisions to purchase, use and dispose of products or services."

According to Engel, Blackwell & Miniard: "Customer behavior is directly related to the

acquisition, consumption and disposal of goods and services, including decision processes

before and after this action ”.

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From the above definitions, we can understand simply "Customer behavior includes the thoughts

and feelings that people have and the actions they take in the process of procuring and

consuming products. products and services ".

Factors such as feedback from other consumers, information about product / service quality,

price, packaging, product appearance, advertising activities, promotions, ... are all can affect the

feelings, thoughts and behavior of customers.

+Impacts on customer behavior:

Enterprises need to carefully study customer behavior in order to capture their needs,

preferences and habits in order to build appropriate marketing strategies, thereby promoting

customers to purchase products and services of me

In addition, businesses are very interested in finding out whether customers see the benefits of

products or services they have used (including social benefits if any) and they feel How to

receive and evaluate after purchasing and using products. Because all these issues will affect the

following purchases and word of mouth information about their products and services to other

customers.

Customer behavior includes observable behaviors such as the number of purchases, when to

buy, who to buy, how the products purchased are used; unobservable behaviors such as

customer values, personal needs and perceptions, what information consumers have

remembered, how they collect and process information, how they value solutions; and how do

they feel about the ownership and use of many different products ...

Customer behavior model:

The growth in the size of businesses and markets has created a gap between those businesses

and their customers. They have fewer opportunities to communicate with customers. Therefore,

executives have to try to understand customers to know:

· Who buy? (customer)

· What do they buy? (product)

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· Reason to buy? (target)

· Who is involved in buying? (organization)

· How do they buy? (work)

· When do they buy? (opportunity)

· Where do they buy? (place of sale)

The key is that businesses understand how customers respond to factors such as product

characteristics, prices and advertising messages. That will give it an advantage over competitors.

The model of customer behavior is used to describe the relationship between three factors:

stimulus factors; "black box of consciousness"; and responses to customer stimuli are shown in

Table 1:

Buying decision process Buying decision process Responses

Buying Enviroment
decision Buying decis
Customer
process
Buying Select the item, brand,
Buying Economy, Character
decision supplier, time, location,
Culture and
decision istics
politics, process volume purchased
process
competiton law

Table 1: Customer behavior model

The diagram shows the model of customer behavior analysis. Marketing factors (products,

prices, distribution, promotion) impact on customers' sense of black box, ie impact on

characteristics (cultural, social, personal, psychological) ) as well as the process of deciding to

buy from customers (perceiving demand, finding information, evaluating options, purchasing

decisions, evaluating after buying). Here, they cause reactions from customers and lead to a

certain choice decision (goods, brands, suppliers, time of place, quantity).

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· Stimulating factors: are all agents and forces outside the customer that can affect customer

behavior. They are divided into two main groups:

Group 1: Stimulating agents of Marketing: Products, selling prices, distribution and promotion

activities. These factors are within the control of the business.

Group 2: Stimulating agents are not under the absolute control of enterprises, including:

economic, competitive, political, cultural, social environments ...

· Customer's "conscious black box": is a way to call the human brain and its mechanism of

action in receiving, processing stimuli and proposing solutions to respond to stimuli. It is also

divided into two parts: Part 1 - Customer characteristics: It basically affects how customers will

receive stimuli and responses in response to them. Part 2 - The process of buying customers'

decisions: Is the entire route of customers to perform activities related to the appearance of the

desire to find information, shopping, consumption and the feelings they have when consuming

products.

· Response responses: are customer reactions revealed during the exchange that we can observe.

These factors affect customers' selection behavior

Customer's intention to choose is strongly influenced by cultural, social, personal and

psychological factors. These factors are presented in Table 2. For businesses, most of these

factors are uncontrollable, but they need to be carefully analyzed and consider their effects on

the decision of choice. customer.

Culture Society Invidual Mentality

Culture Reference group Age and life Mentality
Culture branch Family Job Engine
Social class Location, status Economic status Awareness
Life style Knowledge User
Personality and
consciousness

Table 2: Factors affecting customer selection behavior

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a. Cultural factors:

Culture is the most fundamental weakness that determines a person's will and behavior. Most

human behavior is understandable. A child growing up in a society learns the basic values,

perceptions, interests, and behaviors through family and other important institutions of that

society. People in different cultures, like breeds of goods, are also governed by cultural elements

of national identity that affect the values chosen so that a product can continue and receive

support. For consumers, producers, companies and marketers need attention.

properly to the elements of this national identity. From there, it is possible to launch a product or

design a marketing strategy with the most appropriate and effective advertising messages, colors

and product designs.

Each culture contains small groups or specific cultures, which are cultural groups that make up

its distinctive characteristics and levels of social integration. Specific cultural groups include

ethnicities, races, religions and beliefs, geographic regions. ethnic groups such as the

Vietnamese nation, including Vietnamese nationals or overseas Vietnamese communities, are

more or less expressing their particular tastes and orientations. Racial groups like blacks and

people of different colors have different consumer styles and views. Religious groups such as

Catholics, Buddhists, etc. all represent specific cultural groups with their own unique

preferences and taboos. Geographic regions such as the Northern regions and the Southern

regions have specific cultural features and typical lifestyle characteristics of each region.

b. Social factors:

Consumer behavior is affected by social factors that can be addressed as: social class, reference

group, role and social status.

Social class: basically all human societies have social stratification. The division in society can

take the form of a caste system that is the system that members of different levels are all tied
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 17

together in certain roles and have no change from class one after another. more generally, social

stratification takes the form of social classes. Social classes are relatively homogeneous and

sustainable classes in a society, arranged in a religious order, and members of those ranks share

the same values, concerns and the same behavior.

c. Personal factors:

Consumer decisions are also influenced by personal characteristics, notably their age,

occupation, economic situation, lifestyle, personality and self-concept.

Age: consumers replace the goods and services they buy in their life stages. Many marketing

jobs often choose groups of customers who follow their life cycles and their living conditions as

their target market. me

Job:

A person's career also affects the procurement and consumption of goods and services. A farmer

will buy plant seeds, livestock, drive plows and go to see the music in the village. The director

of a company buys expensive clothes, travel by plane, and tennis club members. Marketers try to

format career groups that have a lot of interest in their products and services. An enterprise can

even specialize in the production of products that a particular career group needs.

Economic status:

A person's economic situation will greatly affect his or her choice of products. The economic

situation of a person includes the amount of income for consumption (the level, stability and

time structure of that income), the amount of savings and assets, including the ability to borrow

and attitudes towards spending and savings.

Marketers for income-sensitive products need to regularly pay attention to changing trends in

personal income, savings and interest rates. If economic indicators show a recession, marketers

can take measures like design or positioning to revalue their products, reduce production and

inventory, and much Another thing for them to continue to ensure value for target customers.

Lifestyle:
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Consumers who share similar cultural or social backgrounds and even the same occupation, may

still have differences in lifestyle. A person's life style is his expression that is expressed in his

activities, concerns and views in life.

The lifestyle describes a whole person vividly in the interaction between him and his

environment. The lifestyle has more features than the social class and its own personality. If we

know someone in a social class, we can deduce some common manifestations of how the person

behaves, but we can't see him as an individual. And if we know what kind of person a person is,

we can deduce some specific psychological characteristics of that person but we will not deduce

anything about concern and concern that person's point. Life style tries to establish a global

structure of action and interaction in one's life. The concept of lifestyle can help marketers gain

an understanding of the ever-changing value of consumers and the impact of those values on

their shopping behavior.

Personalities and ideas:

Everyone has a different personality that affects his behavior and behavior. The personality

represents the characteristic psychological characteristics of a person leading to a relatively

consistent and lasting response to his environment. Typical psychological characteristics that

form personality are often self-confidence, independence, respect, sociability, discreetness,

adaptability ... personality can be a useful variable. in consumer behavior, because it can classify

personality types and close correlations between certain personalities with consumer choice and

brand.

d. Psychological factors:

The shopping choice of consumers is also influenced by 4 important psychological factors:

motivation, awareness, knowledge, beliefs and motivation. A person may have many needs at

any time in their life, some instinctive needs. Some have psychological origins, most of these

needs will not be strong enough to motivate them to act at a certain time in their lives. All needs

only become motivated when it is increased to a sufficiently strong level. A motive, or

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motivation, is a demand that is pressing enough to guide people to find a way to satisfy that

need. And satisfying needs reduces stress. The following are the two most popular theories:

1.The motive theory of Sigmund Freud

2.Abraham Maslow's motivational theory

2.3 PREVIOUS RESEARCHES RELATED TO THE THEMES.

Study on the trend of using furniture of Ho Chi Minh City people

Author: Doan Quoc Sy

Year: 2011

This study is based on the theoretical basis of consumer behavior

use, and some previous research related. The study was conducted in two stages: qualitative

research and quantitative research.

- Qualitative research: through direct communication with a number of directors

interior decoration enterprises and wood processing enterprises, wood shop owners, and experts

know about the furniture market. This research step has discovered the situation of wood

processing companies and the market situation, and also identifies the characteristics needed in

wood products. Information collected from qualitative research is the basis for designing and

adjusting the factors and statements in the interview questionnaire for quantitative research.

Quantitative research: interviewing consumers in the form of completing a survey. Interviewed

people who live in Ho Chi Minh City, over 18 years old, have demand for wooden furniture.

Sampling method is a random, convenient method. From the basis obtained, give conclusions

about consumer trends for wooden furniture.

- Data sources:

Using primary data source: Actual survey data through questionnaires.

Use of secondary data sources: Statistics of the General Department of Trade promotion

trade, statistics, and data on related documents, books, websites.

-Lund University Centre, 2005

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MARKETING ACROSS CULTURES:

A case study of IKEA Shanghai

Through this research topic, we will understand more about the importance of research with

multinational companies when IKEA begins to invest in these countries. The whole process

involves interaction of qualitative and quantitative methods as well as through the interpretation

and analysis of income data through surveys. Theories related to the demographic investigation

process and subsequent marketing strategies from a cultural perspective provide theoretical

support for further debate in the Ikea case in Shanghai. And the research model is a marketing

model that includes Products, prices and locations, promotions in entering this market. From

there design different strategies. The methodology is considered a set of theories and tools that

are applied in a scientific way. According to Yin (2003), case study is one of many ways of

conducting social science research, including experiments, surveys, interests and needs and

tastes of people. storage. Each of them has its own advantages and disadvantages. Case studies

are the preferred strategy when a question about how consumers are able to investigate

information. The power of case studies lies in the ability to cope with the full range of

documentary evidence, interviews and observations.

M. Kotaiba Abdul Aal & David Eskander,

Karlstad University, Autumn 2010
Through qualitative research with top management in Saudi Arabia IKEA store, case studies

will focus on IKEA's overall strategic business model and core values in Saudi Arabia. By using

quantitative research with customers, a survey of customer views on IKEA values and IKEA

will be evaluated well. The way we approach these questions first is to emphasize how IKEA

creates value for customers and how customers receive these efforts from IKEA. This research is

based mainly on personal interviews of people. Our management, staff interviews and

observations of customer behavior in the service room experience in the store.

RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 21

Qualitative - the main purpose and purpose of this method is to better understand the problem

and the researcher can have better knowledge through in-depth interviews, observation, text

analysis or combination. those problems.

2) Quantitative - this method focuses on getting a broader knowledge instead of seeking a deep

understanding of the problem. Quantitative methods are appreciated when researchers want to

measure, describe or explain different phenomena, to see

correlation or model. (Holme & Solvang 1997, Christensen et al 2001)

2.4 Research design.

- The entire plan links awareness of research and empirical research appropriately and feasibly.

- Purpose: to find a suitable approach to answer the problem of research in the best way for the

given constraints.

- The research design should be effective in order to provide the information needed for the

study.

+Classify:

- Exploration (Applied when the research problem is still confusing, unclear)

- Description (Applied when the research problem has been clearly defined)

- Causes (Applied when the research problem has been identified, it is necessary to clarify

causality and impact level)

+ Request:

-Specify how to proceed

- Identify the purpose of the study

- State the relevant assumptions

- Decisions related to information collection:

 How to measure variables

 Primary and secondary data types

 How to collect data

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Research models:

Identity  Pupose of access

needs  psychological needs

Look for The most reliable source of reference

 Gender
infomation information
 Age

 Occupation

 Income Compare furniture selection

 Demand Eveluate brand, service, function, quality, style, price,

options promotion

Choose

to buy

Buying  The most influential person

 Unexpected situations
decision
 Interests, needs, income


Consider  Satisfaction when used

 Planning to change new ones

after buying
 Piority brands
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CHAPTER 3: RESEARCH METHOD

3.1 Approach and data collection:

a.Approach:

Through the designed questionnaire

Step 1: Reach customers for comments

Establishing relationships with customers

What product do they buy, how much is it?

How much money did they spend the first time?

What are the special requirements for the first order?

After the transaction, are customers not satisfied? If yes, what kind of customer would you like

to respond to?

Step 2: After building relationships with customers:

Call customers

In the future, what products / services need to improve?

What do customers expect from our products in the future?

What method of transportation and warranty need to improve?

What are the customer service points that you are not satisfied with?

b. Collecting research data for research, the team will collect primary and secondary data, in

which:

Secondary data: Based on the research results, the previous models that the group can find. The

data that the group collected from prestigious newspapers and books. And use the observation

method to collect the information provided for the group's analysis.

Primary data: Survey by randomly surveying customers who have been using IKEA furniture.

3.2 Selection of research samples:

The overall study is:

Study the needs of consumers living in Danang for IKEA furniture products.
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 24

So, in this step, we need to clarify who "customer" is? And what is their demand for the product?

Interests like? And factors of interest.

+ Sample frame: (gender, occupation, ratio)

The frameworks used are: Phone directories or telephone directories classified by personal

name, gender, occupation, income, which furniture product was used? What's your hobby? What

is the price and quality, and what factors do you care?

+ Sampling method: Probability Sampling (Probability Sampling)

Because it is possible to calculate the error due to sampling, we can apply it

+ Sample size:

Calculation of research sample size: n =Z ^ 2 * (p * q) / e ^ 2

Inside:

n: is the sample size

z: is the distribution value corresponding to the selected reliability

p: is an estimate of the overall percentage

e: allowed error.

Replacing the data into the formula gives us the result

n = 1.96 ^ 2 (0.5 * 0.5) /0.05^2 => n = 384

So the sample size is 384 (size of the whole).

3.3 Questionnaire:

Interview name: Researching the needs of consumers living in Danang for IKEA furniture

products

Interview location: In Da Nang city

1.Gender

Male b. Female c. Other

2. Have you been using furniture?

a. It's correct
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 25

b. Is not

3. Are you the one who decides to buy furniture?

It's correct

Is not

4. Do you buy furniture for?

For my family

For customers

5. What is your current occupation?

a. Architect,

b. Construction engineer

c. Furniture manufacturing industry

d. Arts and technology profession

e. Other career

6. Objects of furniture use?

a. Service users: decorating, designing and repairing houses

b. Architects, specialized construction people

c. Those who own the house

d. People who like and care about furniture

7. How long has your furniture been used before changing?

a. 1 to 2 years

b. 3 to 5 years

c. 7 to 10 years

d. over 10 years

8. Details about the house you live in.

RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 26

Type Rent/own
Acreage
Number of bedrooms
Number of guest rooms
Number of kitchens
Number of bathrooms and WC
Status of furniture before buying new

9. What furniture are you using?

Brand and Manufacturer Product’s name Cost

10. How long have you changed your furniture?

a. Less than 2 years

b. From 3 years to 7 years

c. From 8 years to 10 years

d. Over 10 years

11. Are you satisfied with the furniture you are using?

a. Have

b. Is not

12. Why are you not satisfied with the furniture you are using?

...
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 27

13. Before using this product, what furniture brand did you use?

Brand and manufacturer Cost

14. Why do you choose the furniture brand that you are using (Sorting by importance level)

a. Good price

b. Good quality products

c. Popular products are reputable

d. Recommended or recommended by the seller

e. Available in the market

f. Suitable for your home

g. There are promotions for products

h. Products with warranty

i. Product has specific instructions

j. Random selection

k. Other reasons ....

15. Which type of promotion do you like in the following forms (Sorting by popularity decreases)

a. Sale

b. Give a gift

c. Bonus products when buying in bulk

d. Different ways

16. Why do you know this product is suitable for your home? (Choose 1 of the factors below)

a. Recommended or recommended by the seller

RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 28

b. Recommended by friends and repairers

c. Know through catalogs

d. Other reasons ...

17. How many times have you bought furniture?

a. 1 times

b. 2-5 times

c. 5-10 times

d. More than 10 times

18. Where did you buy furniture?

a. Furniture store (Address: ...)

b. Other…

19. Why did you buy furniture at the above location? (Sorting by importance level decreases)

a. Convenient

b. Long payment term

c. There is a kind of product that you need

d. Product variety

e. Reputable store (Why: ...)

f. There are foreign signs

g. Know through mass media

h. Random selection

i. Other reasons ...

20. Where do you buy products how much is your house ... km?

21. Do you like the interior design that you are using?

a. Have

b. Is not
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 29

22. Here are the necessary information when buying furniture, what information do you pay

most attention to? (Sort in descending order if you type 2 or more items)

a. External design

b. Material

c. Paint

d. Product features

e. Other information (Interpretation: ...)

23. How often do you use the media in the media below (in descending order to how often)

a. Newspapers (Newspaper category ...)

b. TV (Which channel, which program ...)

c. Radio (Which channel, which program ...)

24. Do you often participate in community social networks in the following community

communities (Copy in descending order to how often)

a. Facebook

b.Twitter

c.LinkedIn

d. Instagram

e. Other (What is ...)

25. What is your monthly income?

a. <1,500,000 VND

b. VND 1,500,000 to 3,000,000 VND

c. 3,000,000 VND to 5,000,000 VND

d. 5,000,000 VND to 8,000,000 VND

e. > 8,000,000 VND

RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 30
RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 31

Footnotes
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RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 32

Tables

Table 1

[Table Title]

Column Head Column Head Column Head Column Head Column Head
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Row Head 789 789 789 789
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Row Head 456 456 456 456
Row Head 789 789 789 789

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RESEARCH DEMAND OF CONSUMERS IN DA NANG WITH IKEA PRODUCT 33

Figures

0
Category 1 Category 2 Category 3 Category 4

Series 1 Series 2 Series 3

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