To come up with the last purchasing decision, the consumer is more likely to go through

various critical thoughts and comparisons, such as prices, models, and functions. One
of several thoughts come in consumer’s is the Country-of-origin factor, which has a
significant impact on consumer’s mind as well as their perception about the product.
This country of origin influences lead considerably to a kind of “subconscious brand
DNA”, thus, remains an essential role in the commercial market (Haller, 2018). Since
Vietnamese consumers believe that international products have higher quality and long-
lasting than the domestic product, they are more willing to buy global and imported
products. In other words, Vietnamese consumers tend to react positively to a foreign
brand, thus, they would buy an oversea product rather than a local product brand if both
have the same price.
For a few decades, Japanese products have had a strong positive reputation in the
Vietnamese market in many products category. This means Japanese brands are
always associated with good quality and preferable. One of the top-of-mind Japanese
brands in Vietnamese consumers’ perspective is Honda, which is well-known at the
leader in motorcycles and one of the largest engine manufacturer in the world. When
people think about Honda, it is relevant to qualified vehicles in terms of affordable
prices, modern engineers, good model and durable. In the fashion section, Japanese
brands are also getting a lot of attention to the Vietnamese consumer. For instance,
Uniqlo is a fast fashion retail brand from Japan, provides casual clothes with diversity
options. A huge number of Vietnamese queued up and waited for a long time to have an
item of Uniqlo on hand on the first day of its operation.
Reference:
Haller, F. (2018). Foreign sells: Why the country-of-origin effect is an important brand
lever. Retrieved 1 March 2020, from https://serviceplan.blog/en/2018/06/country-of-
origin-brand-lever/.
Over the past few years, the number of Internet users has increased rapidly, and people
nowadays are tending to use their time on the online network to contact with others,
working and shopping, as well as simply entertaining. Therefore, commercial potential is
crucially arising from this sector, and methods have also been involved in Internet
environments. One of them is netnography, which is a new qualitative tool to discover
consumer behavior by the culture and communities surrounding the Internet. It presents
a new look at the market by the different viewpoints of the target consumer. It allows the
social media industry to achieve consumer insight, then, inspires product development
online. Also, it is useful to recognize the characteristics and values of social media. For
example, Facebook users usually react towards advertisements and products,
contributes to the development of “search engine marketing”.
Moreover, netnography plays the role of a strategic tool in a part of brand strategy
development, providing necessities and solutions for the business. This tool could help
the business understand its customers deeply about many features, as a result,
innovate to meet the target public expectation. At first, the marketer needs to analyses
and profile the target customer and figure out the best way to communicate with them,
then, using Netnography to go through their habits and what is their lifestyle intensely.
For doing so, the business possibly realizes the reality status, which could be not
exposed by other methods. The reason is the goal of this tool is to use an honest and
emotional way to get information that no device could do.