Consumer Behavior

INDIVIDUAL ASSIGNMENT
SPRING 2021

Topic: Choose one product in one country to analyse the impact of culture on
consumer behaviour

Name : NGUYEN THI KHANH HOA

Student id : HS140510
Class : MKT1406
Lecturer : TRAN DIEU THUY

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 Table content

1. INTRODUCTION

1.1. Short profile of that product………………………………………………………3

1.2. Target customer and target market……………………………………………….3-4

2. BODY PART

2.1. Definition of culture and related factors…………………………………………4

2.2. Definition of consumer behaviour……………………………………………….4-5

2.3. Culture of the country – Viet Nam………………………………………………5-7

2.4. Consumer behaviour in purchasing that product in that country……………...8-9

2.5. Analyse the impact of culture on consumer behaviour in that country………..9-10

3. CONCLUSION…………………………………………………………………..10

4. REFERENCES…………………………………………………………………..11

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1. INTRODUCTION

1.1. Short profile of Phuc Long’s tea

Phuc Long is one of the famous tea brands in Vietnam. With aspirations to constantly
expand the market - develop sustainably, so far Phuc Long has had 70 stores
stretching from the North to the South. Nowadays, the culture of enjoying tea in
Vietnam is becoming more and more popular. Understanding this, Phuc Long has
launched a variety of teas to elevate the brand as well as bring customers the most
valuable experiences when enjoying. Typically such as black tea, black dragon brown
tea, green tea, lotus tea, jasmine tea, ...

1.2. Target custormer and target market

Of course, each brand has its own target custormer segment. Phuc Long always aims
at a more diverse customer base, from employees, tourists to students. Besides, Phuc
Long's customers are mainly women, so the company focuses on teas that are good

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for health and good for the skin. The price that is affordable to the majority of people
can help tea of Phuc Long bring its brand to all consumers quickly.

It is not too difficult to identify the target market of Phuc Long tea brand in prime
locations - the intersection corners or near rival shops such as the coffee bean and tea
leaf. Phuc Long has raised its brand on its own with these big guys, and thereby creating
a bounce in international markets through visitors to Vietnam. When choosing a country
as a destination for exploration, foreign tourists will tend to enjoy domestic brands
instead of familiar ones. The company has succeeded in positioning its brand in the
minds of its customers as a "expensive but worthwhile" premium tea.

2. BODY PART
2.1. Definition of culture and related factors

Culture includes abstract ideas such as values and ethics and material objects like cars
and clothing. It is the accumulation of shared meaning, rituals, norms, and traditions
among members of a society or organization.

The effects of culture on consumer behavior can be so powerful that it’s sometimes
difficult to grasp the importance and relevance of culture. We typically notice cultural
effects the most when we are immersed in a different one and feel the effects of
culture shock.

2.2. Definition of consumer behaviour

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Consumer behavior is the study of the processes involved when individuals or groups
select, purchase, use, or dispose of products, services, ideas, or experiences to satisfy
needs and desires.

Aspects of consumer behavior: segmented by marketers by demographics; influenced

by peer groups; exposed to competing brands seeking her loyalty; evaluates products
by the appearance, taste, texture, smell.aaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaaa
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2.3. Culture of the country – Viet Nam

Drinking tea is a typical and long-standing culture of the Vietnamese people.

Vietnamese tea culture is one of the highlights in national culinary culture. From rural
to urban areas, from North to South, tea is associated with the Vietnamese people's daily
life, from daily life to holidays, New Year, weddings ... We come across images
everywhere. simple, familiar of green tea cups.

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 The reason tea has become a quintessential drink of Vietnamese culture because of its
highness, as well as simplicity of the fresh tea leaves.

Through the ups and downs of national history, tea still always associate with the
Vietnamese people. Along with the development of the times, the Vietnamese tea culture
has created an identity that is called "Vietnamese tea spirit ".

In the behavioral communication of Vietnamese people today still use tea to invite guests
to visit. Or when there is an opportunity everyone in the family or friends often sit together
around the hot tea pot to enjoy the teapot, talk together, smile together. In Vietnam, not
only old people drink tea, but also young people also enjoy tea in their own way. The iced
tea shops are also the places where young people gather to talk about life; take a break,
relax after a stressful day of study or work.

Understanding the culture as well as the hobby of tea drinking of Vietnamese people, Phuc
Long has spent more than 50 years of mastering the essence of green tea buds with the
desire to bring customers the most valuable experience when enjoying. Phuc Long is
continuously a pioneer brand with many innovative ideas at the forefront of the Vietnamese
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tea industry. Currently, Phuc Long owns two famous tea hills, Bao Loc tea plateau (Lam
Dong) and tea hill in Thai Nguyen.

Bao Loc tea plateau (Lam Dong)

The reason why Phuc Long Tea brings superior properties from scent, taste to density is
because Phuc Long especially focuses on two factors: natural conditions and soil. Besides,
raw freshness is an important factor to evaluate tea quality. Therefore, in order to preserve
the freshness, Phuc Long has built a factory on two tea hills, ensuring the tea is dried right
after harvest.

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In particular, Phuc Long believes that tea products will be even more premium when they
are created from their relentless efforts and passion. And it is the connection based on trust
and honesty that contribute to the beauty in the culture of enjoying tea that is increasingly
flying higher and farther. Bringing the tea culture of Vietnamese people to the world.

2.4. Consumer behavior in purchasing that product in that country

In fact, consumer behavior when buying Phuc Long tea in Vietnam can be seen that there
are many influencing factors, both external and internal. And to better understand customer
behavior when choosing to buy Phuc Long tea, we go to analyze some aspects.

The first is the environmental aspect, most of Phuc Long's stores are in the main green
color, bold freshness, high bar of green tea leave with luxury, elegant design. Customers
choose to use Phuc Long tea because the space here is extremely cool, helping to relax
after the chaos of life.

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Not only that, Phuc Long's tea has a fairly affordable price, ranging from only 25000-45000
VND type option. Although the price of tea is cheap, the quality is not inferior to the big
guys in the tea village. Therefore, customers who choose to buy Phuc Long tea can not
only enjoy premium cups of tea, but also at extremely affordable prices.

Over 60 years of operation, Phuc Long's tea has been known to many people not only
because of its deliciousness and variety, but also for its pleasant atmosphere, beautiful
space and service of the staff here. All types of Phuc Long tea are made from ingredients
supplied by Phuc Long's own farm. Therefore, Phuc Long's tea has a very reasonable
price, customers are also assured of the origin of the raw materials. That is why most of
Phuc Long's customers rate 4 to 5 stars for tea. This is a huge plus point of Phuc Long in
customer psychology.

2.5. Analyze the impact of culture on consumer behavior in that country

Before defining the role of culture in consumer buying habits and behaviors, it is important
to determine what consumer behavior often depends on. With tea of Phuc Long, too.

Heading influence on the user's choice and purchase decision is trust. Phúc Long tea has
met that. All types of tea of Phuc Long are picked directly at two famous tea hills, Bao Loc
and Thai Nguyen. Each fresh tea leaf is brought to Phuc Long's factory for direct
preliminary processing without intermediaries. This is the reason why customers choose to
buy Phuc Long tea instead of tea of other store. Not only because of the origin of the tea,
but also because of its purity.

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The second is about Vietnamese tea drinking culture or traditions. The ancients have a
saying "the cup of tea is the beginning of the story" to show the importance of tea as an
indispensable drink in social communication, bringing people closer together and an
indispensable drink in weddings, blessings, guests come to the house, ... Because tea is so
important to the Vietnamese people, it is also very important to choose tea. Phuc Long's
tea is confident in customer satisfaction because of criteria not only the origin but also the
diversity, quality as well as price. Phuc Long's tea has many types to help customers have
more choices, from which to decide to buy the product. In terms of the quality of tea, on a
par with premium tea, with prices mid-range, customers will find it easier to choose on a
purchase.

Finally, Phuc Long's tea has been a famous brand for a long time. Phuc Long targets
middle-class customers who like to enjoy premium teas at mid-range prices. Each of Phuc
Long's tea products are naturally filtered from the green tea buds as well as passion to
create quality. Customers who choose to buy Phuc Long tea for the first time will buy it
again for the second time as a buying habit because of its reputation. Not only that, but
choosing tea as a gift is also very popular. Because the brand is bold in style, as well as
culture of the people of Vietnam. Honesty, simplicity, simplicity is just like the character
of the Vietnamese people.

3. CONCLUSION

In short, culture greatly affects the consumers' decision to choose and buy products. It is
the same with Phuc Long's tea. Factors related to culture such as beliefs, traditions, habits
also affect customers choosing to buy Phuc Long tea products. On the other hand, because
tea is indispensable in the life of Vietnamese people, a tea product is both quality and price-
assured, customers should trust and choose Phuc Long's tea.

4. REFERENCES

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Phúc Long Coffee & Tea. 2021. Phúc Long Coffee & Tea. [online] Available at:
<https://www.phuclong.com.vn/> [Accessed 20 March 2021].

Omniconvert Ecommerce Growth Blog. n.d. Consumer behavior in marketing - patterns,

types, segmentation - Omniconvert Blog. [online] Available at:
<https://www.omniconvert.com/blog/consumer-behavior-in-marketing-patterns-types-
segmentation/> [Accessed 20 March 2021].

VNFranchise - Trang Nhượng Quyền Thương Hiệu Hàng Đầu Việt Nam. 2021. Phúc Long
Và Chặng Đường Phát Triển – VNFranchise - Trang Nhượng Quyền Thương Hiệu Hàng
Đầu Việt Nam. [online] Available at: <https://vnfranchise.vn/phuc-long-va-chang-duong-
phat-trien/> [Accessed 20 March 2021].

Du lịch Thái Nguyên. 2021. Nét độc đáo trong văn hóa Trà Việt - Du lịch Thái Nguyên.
[online] Available at: <http://dulichthainguyen.vn/net-doc-dao-trong-van-hoa-tra-viet/>
[Accessed 20 March 2021].

Tripadvisor.com.vn. 2021. Trà Ngon - Đánh giá về Phuc Long Coffee & Tea Cafe, Thành
phố Hồ Chí Minh, Việt Nam - Tripadvisor. [online] Available at:
<https://www.tripadvisor.com.vn/ShowUserReviews-g293925-d8487194-r486273276-
Phuc_Long_Coffee_Tea_Cafe-Ho_Chi_Minh_City.html> [Accessed 20 March 2021].

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