HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES

- INFORMATION TECHNOLOGY
DEPARTMENT OF INTERNATIONAL BUSINESS
ADMINISTRATION
---------***--------

A RESEARCH PROPOSAL
Major: Faculty of International Business Administration

A RESEARCH ON STUDENT AWARENESS ABOUT

CRABIT NOTEBUCK IN DISTRICT 10 OF HO CHI
MINH CITY

Student’s name:
Nguyen Thien My – 18DH480260
Tieu Nguyen Phuong Anh – 18DH480298
Class: 202142505302
Course: 24

HCMC,6/2021

1
Abstract

Crabit Notebuck is a widely known notebook brand in the North of Vietnam. Currently, the

company's profit situation is stagnating. If the company only operates in the North market,

the company can become obsolete and be unable to catch up with competitors. Therefore, the

company decided to expand the market into the South, especially Ho Chi Minh City. It is a

potential market that the company has not focused on exploiting. This study aims to survey

the awareness of students about Crabit Notebuck in district 10 of Ho Chi Minh City. From

there, Crabit will understand this new market and come up with effective marketing

strategies.

Keywords: awareness, marketing strategies

2
Table of Contents
Abstract.....................................................................................................................................2
List of Abbreviation.................................................................................................................4
List of Figures / Charts............................................................................................................5
Chapter 1: Introduction..........................................................................................................6
1.1 Background.......................................................................................................................6
1.2 Problem statement............................................................................................................7
1.3 Marketing research objectives..........................................................................................8
1.4 Research methodologies...................................................................................................8
1.5 Scope and limitations.......................................................................................................9
1.5.1 Scope...............................................................................................................................9
1.5.2.Research time................................................................................................................10
1.5.3. Limitation.....................................................................................................................12
Chapter 2: Findings and Discussion.....................................................................................13
2.1 Overview of the chosen company..................................................................................13
2.1.1 About the company.......................................................................................................13
2.1.2. About the products.......................................................................................................13
2.1.3. About the personnel......................................................................................................14
2.2 Focus groups...................................................................................................................15
2.3 Data collection................................................................................................................15
2.4 Data analysis...................................................................................................................17
2.5 Problems and solutions...................................................................................................31
Chapter 3: Recommendations and Conclusion...................................................................33
3.1 Recommendations..........................................................................................................33
3.2 Conclusion......................................................................................................................33
References...............................................................................................................................35
Appendix.................................................................................................................................36
Quesionaire (English version)..............................................................................................36
Quesionaire (Vietnamese version).......................................................................................42

3
List of Abbreviation

HCMC: Ho Chi Minh City

HUFLIT: Ho Chi Minh City University of Foreign Languages – Information Technology

4
List of Figures / Charts

Figure 1. Gender of respondents

Figure 2. School of respondents

Figure 3. Grade students of the respondents

Figure 4. Grade students of the respondents

Figure 5. Using regular notebooks of respondents

Figure 6. Frequency of use of the respondent's notebook

Figure 7. Purpose

Figure 8. Product demand of respondents

Figure 9. Price

Figure 10. Product elements

Figure 11. Paper color

Figure 12. Location of respondents buy products

Figure 13. Size

Figure 14. Favorite brand of respondents

Figure 15. Coverage rating of Crabit Notebuck

Figure 16 The reason to know the brand

Figure 17. Products were respondents use

Figure 18. Product impressions

Figure 19. Product ads

Figure 20. Favorite product level of respondents

Figure 21. Comments on product pricing of respondents

Figure 21. The desire to open stores in HCMC

Figure 22. Improve Crabit products

Figure 23. Adding elements to the notebook product

5
Chapter 1: Introduction

1.1 Background

A market development strategy is a business growth method by bringing existing products or

services into new markets. In other words, market development strategy includes activities

aimed at introducing existing products or services to be consumed in new geographical areas.

It is usually applied when businesses have enough resources to expand production scale, have

an effective distribution system and marketing activities. This strategy is only effective when

the new markets in which the business will enter are not yet saturated. (Ngo Kim Thanh,

2018). Crabit Notebuck is a famous notebook manufacturing company in the North of

Vietnam. With nearly 20 years in the printing industry, the company now has enough

resources and experience to step out of its comfort zone and develop into new markets. The

next goal of Crabit Notebuck in the following years is to expand to the market in Ho Chi

Minh City because this is the largest city in Vietnam in terms of population and the economic

center of the country. It is also a potential market that Crabit has not focused on exploiting.

After identifying the target market as Ho Chi Minh City, the next important step in the

market expansion strategy is market research. As Wernher von Braun once said, “Market

research is the first thing I do when I don't know what to do” is a joke, but it reflects the role

of this process. Market research is the lengthy process of gathering, analyzing, and

interpreting information about a market, product, or service. Marketing research can inform

the past, present and future of an industry to reduce operational risk and measure

performance. The purpose of this research paper is to support the process of researching new

markets for Crabit. The research paper was born to collect information and data about

customers and markets in Ho Chi Minh City to assist in answering questions such as where to

focus the product, how to promote it, promote with whom and where customers often buy.

All of the above data is beneficial for implementing product development plans, markets and

6
finding distribution channels that most people choose. It is known that the district 10 area is a

densely populated area with many schools and is located in the center of Ho Chi Minh City

(HCMC) . Crabit selected District 10 as the first area to deploy its marketing strategy.

Specifically, this project focuses on students of HUFLIT and Nguyen Du High School, to

determine the level of awareness of students in this area about Crabit Notebuck and

determine the priority factors in choosing notebooks. It also helps researchers understand

students here about their notebook purchasing priorities. Measuring student awareness in

district 10 of HCMC and identifying the factors that influence purchasing decisions is an

essential first step for new market research.

1.2 Problem statement

Market development is one of the strategies for the company to develop its business. Market

development has benefits such as increased competitive advantage, increased market share

and profit... With full experience and resources from 20 years of experience in selling

notebooks in the Northern market, Crabit Notebuck is capable enough. capabilities and

criteria to expand into new markets in order to expand and develop the company to grow

stronger. Ho Chi Minh City is the first area that Crabit selected for this market expansion

plan. However, the company has not yet collected any data or information and has not

conducted any marketing research. The lack of information about where a company intends

to do business can be detrimental. The company will not know in Ho Chi Minh City, what

kind of notebook products are preferred or used by ordinary customers or ot knowing the

priority criteria of customers when choosing a notebook, as well as the promotions they love.

In addition, the company did not identify where customers usually buy notebooks. The lack

of information about new markets can lead a company to launch unpopular products,

unattractive marketing activities, and build inefficient distribution channels. That costs the

company time and money and causes the company's expansion plan to fail. Launching a

7
marketing research activity on a new market can solve the above problems for the company.

This study aims to help the company understand the level of brand awareness of Crabit

among students in District 10; factors affecting students' purchasing decisions in here;

students' favorite promotions, and where they usually shop at.

In summary, the study helps the company to have an overview of the Ho Chi Minh City

market through the district 10 area. This is the area the company considers as the most

potential for doing marketing surveys due to the high population density and the number of

schools is high and close to the city center. District 10 is also the first location the company

chooses to locate its headquarters in the South, so surveying this area will create many

advantages for Crabit's access to customers in the future. The collected data plays an

important role to help the company save a lot of time and costs in product development,

implementing marketing strategies and building distribution channels. Understanding the new

market creates a premise for the company to succeed in its market development strategy.

1.3 Marketing research objectives

This study aims to achieve the following objectives:

 Measuring the awareness level of high school students and university students in the

district 10 of Ho Chi Minh City

 Determining the factors to build an effective marketing strategy for Crabit Notebuck

for students in District 10, Ho Chi Minh City

 Identify the purchasing decision factors of students in this area

1.4 Research methodologies

The study was conducted to measure the students' awareness of the Crabit Notebuck brand in

District 10, Ho Chi Minh City. At the same time, collect data to understand new markets and

assist the company in coming up with appropriate and effective marketing campaigns. The

8
study will collect the perceptions of students who know the brand of Crabit notebooks about

products, prices, advertising effectiveness... Besides, collect the factors affecting the students'

buying process of notebooks This research will also be used to support Crabit's business in

new markets. The data is collected through conducting surveys via the internet. The test

questionnaire will include both close-ended and open-ended questions. Close-ended questions

include multiple-choice, dichotomous and scale question types. The open-ended question will

collect data regarding respondents' perceptions of the Crabit. The data collection is planned to

be through both online and offline, but when implemented, only online survey is used

because of the complicated Covid situation. Collected data will include both qualitative and

quantitative. Students' awareness of Crabit Notebuck and the factors that influence their

purchasing decisions will be quantitative. The percentage of students knowing about Crabit

and the total number of students knowing and not knowing about Crabit will be qualitative.

The number of survey respondents was selected through convenience sampling so that it can

be adjusted to suit the criteria of being female and being a student at HUFLIT and a student at

Nguyen Du High School. The samples collected will be non-probability sampling. The

questionnaire will be sent through google form’s link sent through messenger and Facebook

pages of HUFLIT school and Nguyen Du high school. It is estimated that 140 samples were

collected and 100 samples were available for use. The data collected through the

questionnaire will show how many people know about Crabit, what type of notebook they

like, where they often buy notebooks and how they feel about Crabit's products. The

collected data will be the main data of the research paper. There are also articles from the

internet to support the goals and concepts. The data is interpreted and analyzed through bar

and pie charts to identify options related to the 4Ps.

9
1.5 Scope and limitations

1.5.1 Scope

This survey will measure the awareness level of students in district 10, HCMC. This is a

district located in the city center, with a dense population, especially with many schools.

Moreover, this may be the area Crabit chooses to expand its branch in the South. Therefore,

students in this area are the most potential customers for Crabit. Understanding this target

customer group will help Crabit have an overview of Southern students and come up with

effective and successful marketing strategies. The number of respondents will be 100 people

and are university students and high school students. The study will focus on surveying 2

schools in District 10 including HUFLIT on Su Van Hanh street and Nguyen Du high school

on Dong Nai street. Female gender is the gender most interested in the notebook. Therefore,

the person surveyed will be completely female. At HUFLIT, the survey focuses on 70 female

students and at Nguyen Du, there will be 30 female students. The study will be conducted for

about 15 weeks. The first 8 weeks are for planning and writing the proposal. In the next 5

weeks, it will be to build the questionnaire and conduct the survey at 2 selected schools. And

in the last weeks, the surveyor will analyze the data, make conclusions and recommendations,

and complete the research.

Initially, the survey will be conducted through face-to-face interviews and questionnaires

combined with online surveys. Samples are expected in about 150 samples. However,

because of the complicated COVID-19 situation, conducting a face-to-face survey has the

potential to threaten the health of surveyors and respondents. Therefore, the survey process

was conducted entirely online through answering questions from the Google form link and

these links were sent to respondents via Facebook, Messenger and Zalo. Because of the

online survey, there are still many limitations, so the survey can only collect about 100

samples, less than originally planned.

10
1.5.2. Research time

The project implementation period is from February 22, 2021 to May 30, 2020.

Weeks Action(s) Date (goal Notes/Follow-up

for

completion)
Week 1 – Week 2 Thinking about the topic February 22 – Discuss products for

February 28 student learning

Week 2 – Week 3 Begin researching potential March 1 – Choose the brand

topics March 7 “Crabit Notebuck”

Week 4 Executive Summary  March 8 –

March 14
Week 5 Background of the selected March 15 –

company including March 21

marketing research

problems
Week 6 Research problem March 25 –

identification March 28
Week 7 Complete time and cost March 28 –

estimating and references April 4

Week 8 Protect the topic April 5 – Make online

April 11 presentations with the

instructor
Week 9 Survey of students on the April 12 – Prepare the questions

level of brand awareness April 18 for the survey

Crabit
Week 10 Fieldwork April 19 – Online survey with
Week 11
May 2 HUFLIT students and

Nguyen Du high

school students
Week 12 Secondary data collection May 3 – May

11
 9
Week 13 Data analysis May 10 –

May 16
Week 14 Review final assignment May 17 – Discuss about the

May 23 content and correct

grammar mistakes.

Make the final draft

Week 15 Final draft May 24 –

May 30
1.5.3. Limitation

Time, surveyor experience, sample size, funding, and quality of responses were the

limitations of this study. The survey was conducted for Marketing Research subject, so the

survey time is limited to 1 semester, equivalent to 15 weeks. This is too short a period to

conduct a marketing research paper. In addition, researchers had to do research for other

subjects, so they did not spend 100% of their time and effort on this research paper. This is

also the first time that the researchers conducted a marketing research, so there is still not

much experience in the research and the success rate of the survey will be very low and full

of shortcomings. The funding is almost nonexistent or completely out of the researchers'

pocket. Because the epidemic situation is complicated and time is limited, the number of

samples for this article is very small. In addition, the survey is mainly conducted online,

researchers do not have the ability to directly approach the respondents. These limits have the

potential to impede data analysis and lead to biased data, inaccurate conclusions and

recommendations.

12
Chapter 2: Findings and Discussion

2.1 Overview of the chosen company

2.1.1 About the company

Crabit Notebuck is a brand of notebooks of Ngoc Anh JSC, a company that has more than 20

years of experience in the printing industry and is a reputable partner in providing learning

materials and notebooks for more than 5000 customers throughout the 28 northern provinces

of Vietnam.

3 outstanding advantages of Crabit Notebuck brand and Ngoc Anh company:

● Young, creative and constantly updating new trends

● Technical technology, modern production machines

●Professional Operation Process

2.1.2. About the products

Crabit products are the result of the serious and hard work of Creative Team, the carefulness

and thoroughness of the production department and the quality control department, combined

with a system of modern technical machines.

In addition to the advantages of paper quality, technical processing methods, and designs are

the biggest plus points that help the Crabit notebook brand "made in Vietnam" conquer the

market.

Crabit's models are very diverse so that many customers with different needs can still find the

right product and really satisfy it.

The traditional horizontal line notebooks have many sizes and number of pages. There are

products designed with gentle and elegant style, and there are designs with personality,

impression or youthful and lovely style.

13
The line of smooth notebooks, dot grid and squares notebooks keep up with the trend,

suitable for those who like to draw or create bullet journals.

The calendar notebooks for taking notes and planning also have design suitable for students

who love textures and colors. At the same time, Crabit also does not forget to produce a very

"formal" but equally elegant calendar for the office.

Moreover, Crabit is constantly researching, creating and continuing to produce products that

catch up with world trends and meet more customer requirements: leather notebooks, content

notebooks for different interest groups:travel, fashion ... or different needs groups: pregnant

women, cooking...

2.1.3. About the personnel

The Crabit Notebuck brand is inspired by Creative Team employees who are young, creative

and full of positive energy. They are 9x designers and marketers who graduated from the

leading specialized training schools in Vietnam with extremely new and modern thinking,

catching up with world trends. Those are the employees who are passionate about creating

beauty, constantly learning and perfecting products and services. They also can be ecstatic in

front of an afternoon sun while focusing on working, then invite each other to the alley to

take some beautiful photos to update Facebook or Instagram. Moreover, they also who can

not resist the attraction of milk tea and snacks.,These are the people who can turn working

hours into loud talk and jokes, a session of enjoyment and lively commentary on music and

new trends. But it is these same personnel who can stay up until 4-5 am to design the book

cover to their liking. Crabit people do not work by deadline or pressure but work with

passion.

14
Crabit brand story is the story of such people, happy, confident, free, feel the beauty of life

and put their personality and lifestyle into each product. Therefore, Crabit hopes that through

its products, customers can feel and spread freshness, joy, creative inspiration and endless

love for beauty. Crabit's manifesto is "We don't sell notebooks, we sell happiness."

2.2 Focus groups

The research will focus on surveying on two groups: the group of students who know Crabit

Notebuck and the group of students who do not know the company brand. The study focuses

on surveying 2 schools in District 10 including HUFLIT students and Nguyen Du high school

students. Both of these focus groups are female because this is the company's target customer

group as mentioned above. The objective of the study is to measure the students' awareness

of technology, so it is necessary to determine the number of the above two focus groups that

will satisfy this goal. In addition, the corporate brand awareness team helps determine which

elements of the company's marketing are working and which are not. In addition, they help

the research team identify what the company needs to improve in order to improve its

marketing. Besides measuring the level of awareness, understanding the new market is an

important goal of the article. Both groups help the company answer questions like what kind

of products do target customers usually buy? Where do they usually shop? Is the proposed

price appropriate? And what elements do they want to integrate to meet the needs? This

online survey is expected to collect 100 samples after selecting clear answers.

2.3 Data collection

This study uses both qualitative and quantitative methods at the same time. Qualitative

methods are used to probe, describe and collect data related to respondents' thoughts and

opinions. The data they collect will be subjective and have the potential to help researchers

uncover and open up new research challenges or directions. Qualitative method is not

15
difficult to use but requires researchers with high reasoning ability to draw valid conclusions.

Quantitative methods are used to interpret and explain in relation to numbers, proportions,

and variances in the research paper. In other words, it is used to reflect and the relationship

between variables.

The primary data of our article is collected through survey. Due to the complicated situation

of the Covid epidemic, the survey process took place entirely online. The surveyor answered

the questions from the questionnaire sent from the Google form link. The number of

questionnaires we collected is valid and suitable for the requirements of the research paper

such as female gender and studying at HUFLIT or Nguyen Du High School is 102 samples.

Of which, 63 belong to HUFLIT school and 39 samples belong to Nguyen Du High School.

For HUFLIT, we selected a convenient random sample of female classmates we knew and

sent them a link to the survey through Facebook's Messenger. The time we send the link is

from 7 pm to 9 pm because this is the time when people are on Facebook the most. In this

way we obtained 29 samples. Besides, we post the link of our survey on the fanpage "K24-

HUFLIT" to ask the members here to do it for us and we also support to do the survey for

them. As a result, 34 samples of female students were collected. For Nguyen Du high school

students, we reach out through the fanpage "Nguyen Du high school students". We private

messaged each female student who was a member of that fanpage and asked them to help to

answer the questionaire. The average number of samples a day we collect is 6 samples and in

a week we collect 39 samples. Data collection at HUFLIT is easier than in high school

because students here are still passive and lack enthusiasm to take the survey.

16
2.4 Data analysis

Figure 1. Gender of respondents

Because the study focused on female, the survey collected 102 female samples.

17
Figure 2. School of respondents

HUFLIT and Nguyen Du High School are the two focus groups of the research, so the survey

only selects answers from students of these two schools. Sampling at HUFLIT is easier, so

the number of samples here is higher with 63 samples (61.8%) and the number of samples at

Nguyen Du High School is 39 samples (38.2%).

18
Figure 3. Grade students of the respondents

For Nguyen Du High School, the 12th graders took the survey quite a lot, accounting for

78.9% of the chart, followed by the 11th graders with 18.4% and the remaining few were the

10th graders.

Figure 4. Grade students of the respondents

Because the researcher is a 3rd year student, it is easy to collect 3rd year students doing the

survey with 69.8%; followed by second-year students, accounting for 14.3%; 4th year

students with 9.5%. The rest are first year students.

19
Figure 5. Using regular notebooks of respondents

According to the chart, up to 62.7% of students regularly use notebooks; the remaining

37.3% of students have a low level of notebook use.

Figure 6. Frequency of use of the respondent's notebook

20
On average, 1 month, 48% of students use 1-2 notebooks, students use 3-4 notebooks 24.5%,

8.8% use more than 4 notebooks. The remaining 9.8% and 11.8% of students do not

remember the number.

Figure 7. Purpose

As a student, taking notes on lessons accounted for the highest with 72%, taking notes on

things to do and planning were the next two most chosen answers with 50% and 49%

respectively. The few students chose to do a bullet journal with 8.8%.

21
Figure 8. Product demand of respondents

Based on the chart, the majority of students buy notebooks when in need with 86.3%,

followed by discounts and promotions with 32.4%. The last is the model with 25.5%.

Figure 9. Price

22
Price is also an issue that students care about, with the average price from 20,000 to 50,000

VND being chosen the most 74.5%; 15.7% chose below the price of 20,000VND and over

50,000VND got 9.8% of the votes.

Figure 10. Product elements

23
According to the chart, the factor that students care about when choosing a notebook has a

fairly close ratio of choices, the most interested is good paper quality 62.7%; the usefulness

and reasonable price of the manual were 56.9% and 54.9%, respectively.

Figure 11. Paper color

The favorite color of the shoes that students see is yellow 77.5%; white accounted for 50%;

brown and black are the least chosen.

24
Figure 12. Location of respondents buy products

The majority of students go to bookstores to buy notebooks and this selection accounts for

85.3%; the percentage of students who buy notebooks at e-commerce sites such as Shopee,

Lazada... accounts for 50% and finally, Crabit Notebuck's website has only 12.7% votes.

Figure 13. Size

25
Most of the students liked the A4 size notebook on the survey, accounting for 59.8%; 34.3%

chose a small pocketable notebook.

Figure 14. Favorite brand of respondents

Since notebooks are not a product that students are interested in branding, 41.2% do not have

a favorite brand of notebooks. The remaining 58.8% have their own favorite brand of

notebooks.

26
Figure 15. Coverage rating of Crabit Notebuck

Crabit Notebuck is a fairly new brand to the market in Ho Chi Minh City, but the percentage

of students knowing about the brand is higher than expected, accounting for 50%. That makes

it easier to raise awareness for students.

Figure 16 The reason to know the brand

According to the diagram above, students often know about Crabit through friends,

accounting for the highest percentage with 59.6%, the rest are through Instagram (42.3%),

Facebook (32.7%), and the rest was through e-shopping (17.3%) and an additional found

27
option was through a bullet journal workshop at the school.

Figure 17. Products were respondents use

According to the survey, up to 61.5% used Crabit brand notebooks; 26.9% never used and

11.5% bought but never used.

28
Figure 18. Product impressions

The impression of Crabit products to students of the two schools is that the cover accounts for

86.5%; followed by paper quality and product advertising images; and 1.9% were not

impressed with the product of this brand. That shows that cover design and paper quality are

two factors that Crabit needs to invest a lot when developing products.

29
Figure 19. Product ads

Based on the chart, the majority of Crabit's ads were seen by students on Instagram 46.2%

and Facebook 40.4%; never seen a fairly large selection of 26.9%. That shows that

advertising through Instagram is quite effective and the company will focus on promoting

30
through this medium more.

Figure 20. Favorite product level of respondents

31
Student's preference is also at 5, the highest level when accounting for 57.7% of the choices.

Figure 21. Comments on product pricing of respondents

Crabit's price is also average as many students choose at 4 50%; 40.4% of the price choices

of this brand's products are completely reasonable. Only 1.9% chose level 2 which is quite

low.

32
Figure 21. The desire to open stores in HCMC

Based on the chart, all students want the Crabit brand to expand into the market in HCMC

Thêm nhiều mẫu mã (More models)

Giấy dày hơn (Thicker paper)

Có thêm planner (Add planning part)

Cải thiện giá cả Price improvement

0 1 2 3 4 5 6
.

Figure 22. Improve Crabit products

33
 There are many
Mẫu mã đa dạng (More various models)
comments, most
Có tính bảo mật hơn (More security)
of which do not
Giấy có độ dày vừa phải (dễ mang đi) (Medium thickness paper (easy to carry))
need to be

Có thêm phần để lên kế hoạch (Add planning part) improved by

Có thêm lich (Add calendar) Crabit, but there

are also comments

Sổ có thêm giấy note (Integrate notes paper)

such as the need to

Có thêm giấy trang trí, stickers (Add decorative paper, stickers)
improve the
Giấy không lem mực (Paper does not smudge ink)
quality of the
Thêm giấy được khi hết giấy (Can add paper when they run out of paper)
paper, the lower
0 1 2 3 4 5 6 7
price to match the

tudent's price.

Figure 23. Adding elements to the notebook product

Most students don't need a factoring notebook; There are also a few comments, you need a

notebook with a calendar, a planner template, can replace the paper core inside...

2.5 Problems and solutions

The low level of Crabit brand awareness was the first problem for Crabit. The brand

awareness rate is only about 50%. The company needs to focus more on promoting the brand.

In addition, Crabit's distribution channel is mainly through the company's website and has not

yet established a distribution channel with bookstores. Meanwhile, the bookstore is the place

where students choose to buy the most notebooks. The shortcoming of the study is that it has

not been able to identify the names of rival notebook brands that students often use.

Although, according to the survey, about 41% of students have their own favorite brand of

34
notebooks. Identifying the names of competitors will help a lot in the process of developing a

marketing strategy. In addition, the majority of suggestions for product improvement are

related to paper thickness. This is an issue companies need to consider during product

development.

To solve the above problems, the company needs to launch promotional activities to increase

the level of brand recognition. Build distribution channels with bookstores. In addition, the

company needs to collect more information about competitors in the following surveys.

Finally, review the paper quality and find a paper supplier that has thicker paper products

than the current supplier.

35
Chapter 3: Recommendations and Conclusion

3.1 Recommendations

In terms of products, Crabit needs to produce more notebooks to meet the needs of taking

lessons such as horizontal notebooks and square notebooks. In addition, notebook products

can be integrated with "To do list" tables so that students can easily track the work to be

completed. In addition, the book can be integrated with a lock for increased security. The

extra notes attached to each notebook can help students highlight important points. The paper

thickness should be moderate and reduce the weight as much as possible so that it is easy for

children to carry and not be heavy. The paper color of the notebook lines should be yellow

because it helps students not to strain their eyes when using. The A5 notebook size is suitable

for taking notes and moving. The company continued to create more creative and attractive

cover templates to create excitement for the children's learning process. For notebook lines, it

is recommended to use yellow because it creates positive energy and helps prevent

drowsiness. Regarding the price, the company continues to maintain a suitable price for

students in the range of 20000 to 50,000. Regarding promotion, the promotion strategy

focuses on the use of the product. In addition, focusing on promoting on Instagram because

this is Crabit's most effective promotion place. About place, the company needs to build a

distribution channel with bookstores to reach target customers more effectively.

3.2 Conclusion

The research helps Crabit understand the awareness rate of students in district 10 in Ho Chi

Minh City, which accounts for about 50% of the total number of students. It also helps the

company get an overview of the factors influencing students' decision to buy handbooks in

this region to improve current and future marketing campaigns. The company needs to

improve the paper quality, design and price. In addition, Crabit needs to focus on product

36
lines for taking notes, with prices ranging from 20000 to 50,000 VND, choosing visual

promotions like Instagram and bookstores as the most potential distribution.

37
References

 Minh Lan. (2019). Chiến lược phát triển thị trường (Market development strategy) là

gì?. Retrieve from https://vietnambiz.vn/chien-luoc-phat-trien-thi-truong-market-

development-strategy-la-gi-20191006211424776.htm

 Cộng đồng sinh viên kinh tế nghiên cứu khoa học (RCES) (n.d.). Phân biệt PPNC

định lượng và PPNC định tính. Retrieve from https://rces.info/sinh-vien-kinh-te-

nckh/phan-biet-ppnc-dinh-luong-va-ppnc-dinh-tinh/

 Giới thiệu. (n.d). Retrieve from https://www.crabit.vn/gioi-thieu

 Cảm hứng Crabit Notebuck. Retrieve from https://www.crabit.vn/cam-hung-crabit-

notebuck

 Ưu điểm sản phẩm. Retrieve from https://www.crabit.vn/uu-diem-san-pham

38
Appendix
Quesionaire (English version)
Ho Chi Minh City University of Foreign Languages - Information Technology

Faculty of International Business Administration

QUESTIONS

Topic: A RESEARCH ON CRABIT NOTEBUCK’S STUDENT AWARENESS

IN HO CHI MINH CITY
Group 8: Nguyễn Thiện Mỹ, Tiêu Nguyễn Phương Anh

Hello Sir/Madam, we are 3rd year students of HUFLIT International School of

Business Administration. Our team is conducting a research project for Marketing
Research. We hope you will help us complete this survey. All information in this
survey is used to support this course only. We sincerely thank you.
Name:
Gender
 Male
 Female
 Other:

Which school do you attend?

 Ho Chi Minh City University of Foreign Languages – Information
Technology
 Nguyen Du High School

Which grade are you in? (if you are not a high school student, please ignore
this question)
 Grade 10
 Grade 11
 Grade 12

39
Which year are you in?? (if you are not an university student, please ignore this
question)
 Freshman
 Sophomore
 Junior
 Senior

Email:
1. Do you often use notebooks?

 Yes

 No

2. How often do you use your notebook in 1 month?

 1-2 books

 3-4 books

 More than 4 books

 Unknown

3. What do you usually use the notebook for? (You can choose more than one

answer)

 To-Do list

 Notes lesson

 Planning

 Writing diary

 Drawing

 Making Bullet Journal

 Other:
40
4. When do you usually buy notebooks? (You can choose more than one

answer)

 Have a need to buy

 Eye-catching models
 There are discounts and promotions
 Other:
5. How much are you willing to pay for a notebook?

 Under 20,000VND

 From 20,000 to 50,000VND

 Over 50,000VND

6. What factors do you care about when choosing a notebook? (You can

choose more than one answer)?

 Good quality paper

 Reasonable price

 Notebook uses

 Other:

7. What kind of paper color do you like to use? (You can choose more than
one answer)
 White
 Yellow White (good for eyes)
 Brown
 Black
8. Where do you usually buy notebooks? (You can choose more than one
answer)
 Bookstore
 Shopee, Lazada, Tiki,...
41
  Crabit Notebuck's website
 Other:
9. What is the size of the notebook you usually use?
 Small (can drop the bag)
 The A5 size (by the size of the book)
 A4 size (by the size of the mosque)
 Bigger than A4
10. Do you have your own favorite brand of notebooks?
 Yes
 No
11. Do you know the brand of Crabit Notebuck notebooks?
 Yes
 No
12. Where do you know about Crabit Notebuck? (You can choose many
answers)
 Facebook
 Instagram
 E-commerce sites
 Friends
 Other:
13. Have you ever used Crabit's notebook?
 Ever used
 Never used
 Bought but never used
14. What factors make you impressed about Crabit Notebuck? (You can
choose more than one answer)
 Cover
 Paper Quality
 Price
 Usability
42
  Promotion
 Image
 Staff
 Delivery Process
 Not impressed
 Others:
15. Where do you often see Crabit Notebuck ads? (You can choose more than
one answer)
 Facebook
 Instagram
 Website
 Youtube
 Never seen
16. How much do you love your Crabit Notebuck notebook products?
Unsatisfied
 1
 2
 3
 4
 5

Totally satisfied
17. How do you feel about the prices of Crabit Notebuck's products?
Inconsequential
 1
 2
 3
 4
 5

Totally reasonable
43
18. Do you want Crabit to have a sales showroom in Ho Chi Minh City?
 Yes
 No
19. What do you think Crabit Notebuck needs to improve to make the product
better?
20. What do you think Crabit Notebuck needs to improve to make the product
better?

Thank you for taking your precious time to complete this survey. Have a nice
day.

44
Quesionaire (Vietnamese version)
Trường Đại học Ngoại ngữ - Tin học Thành phố Hồ Chí Minh
Khoa Quản trị Kinh doanh Quốc tế
CÂU HỎI
Đề tài: NGHIÊN CỨU NHẬN THỨC CỦA SINH VIÊN VỀ THƯƠNG
HIỆU CRABIT NOTEBUCK TẠI THÀNH PHỐ HỒ CHÍ MINH

Xin chào Anh/Chị, chúng tôi là sinh viên năm 3 khoa Quản trị Kinh doanh
Quốc tế của HUFLIT. Nhóm chúng tôi đang thực hiện đề tài nghiên cứu nhằm
phục vụ cho môn Nghiên cứu Tiếp thị. Hy vọng anh/chị sẽ giúp chúng tôi hoàn
thành bài khảo sát này. Tất cả thông tin trong bài khảo sát chỉ sử dụng để hỗ trợ
cho môn học này. Chúng tôi chân thành cảm ơn Anh/Chị.

Họ và tên:
Giới tính:
 Nam
 Nữ
 Mục khác:

Anh/Chị là học trường nào?

 HUFLIT (Ho Chi Minh City University of Foreign Languages –
Information Technology)
 THPT Nguyễn Du (Quận 10) (Nguyen Du High School)

Anh/Chị là học sinh lớp mấy? (nếu không phải học sinh vui lòng bỏ qua câu
này)
 Lớp 10 (Grade 10)
 Lớp 11 (Grade 11)
 Lớp 12 (Grade 12)

Anh/Chị là sinh viên năm mấy? (nếu không phải sinh viên vui lòng bỏ qua câu
này

45
  Năm 1 (Freshman)
 Năm 2 (Sophomore)
 Năm 3 (Junior)
 Năm 4 (Senior)

Email:
1. Anh/Chị có hay thường xuyên sử dụng sổ tay không?
 Có
 Không
2. Số lượng sổ tay của Anh/Chị sử dụng trong 1 tháng là bao nhiêu?
 1-2 cuốn
 3-4 cuốn
 Nhiều hơn 4 cuốn
 Không rõ
3. Anh/Chị thường sử dụng sổ tay với mục đích gì? (Có thể chọn nhiều đáp
án)
 Ghi chép công việc cần làm
 Ghi chép bài học
 Lập kế hoạch
 Viết nhật ký
 Vẽ
 Làm Bullet Journal
 Mục khác:
4. Anh/Chị thường mua sổ tay khi nào?
 Có nhu cầu mua
 Mẫu mã bắt mắt
 Có đợt giảm giá, khuyến mãi
 Mục khác:
5. Anh/Chị sẵn sàng chi bao nhiêu tiền cho 1 cuốn sổ tay?
 Dưới 20.000 đồng

46
  Từ 20.000 đến 50.000 đồng
 Trên 50.000 đồng
6. Anh/Chị quan tâm yếu tố nào lựa chọn sổ tay?
 Chất lượng giấy tốt
 Giá cả hợp lý
 Công dụng của sổ tay
 Mục khác:
7. Anh/Chị thích sử dụng loại màu giấy nào?
 Trắng
 Vàng trắng (tốt cho mắt)
 Nâu
 Đen
8. Anh/Chị thường mua sổ tay ở đâu? (Có thể chọn nhiều đáp án)
 Nhà sách
 Shopee, Lazada, Tiki,...
 Website của công ty sổ tay
 Mục khác:
9. Kích thước sổ tay Anh/Chị hay sử dụng?
 Nhỏ (có thể bỏ túi)
 Kích thước A5
 Kích thước A4
 Lớn hơn khổ A4
10. Anh/Chị có thương hiệu sổ tay yêu thích của riêng mình không?
 Có
 Không
11. Anh/Chị có biết tới thương hiệu sổ tay Crabit Notebuck không?
 Có
 Không
12. Anh/Chị biết đến Crabit Notebuck từ đâu? (Có thể chọn nhiều đáp án)

47
  Facebook
 Instagram
 Các trang thương mại điện tử
 Bạn bè
 Mục khác:
13. Anh/Chị đã từng sử dụng sổ tay của Crabit chưa?
 Đã từng sử dụng
 Chưa từng sử dụng
 Đã mua nhưng chưa sử dụng
14. Yếu tố nào khiến Anh/Chị ấn tượng về Crabit Notebuck? (Có thể chọn
nhiều đáp án)
 Bìa
 Chất lượng giấy
 Giá cả
 Độ hữu dụng
 Chương trình khuyến mãi
 Hình ảnh quảng cáo
 Nhân viên
 Quy trình giao hàng
 Không hề ấn tượng
 Mục khác:
15. Anh/Chị thường thấy quảng cáo của Crabit Notebuck ở đâu? (Có thể chọn
nhiều đáp án)
 Facebook
 Instagram
 Website
 Youtube
 Chưa thấy bao giờ
16. Mức độ yêu thích các sản phẩm sổ tay Crabit Notebuck của bạn?

48
 Rất không hài lòng
 1
 2
 3
 4
 5
Hoàn toàn hài lòng
17. Anh/chị cảm nhận giá cả của các sản phẩm của Crabit Notebuck như thế
nào?
Rất không hợp lý
 1
 2
 3
 4
 5
Hoàn toàn hợp lý
18. Anh/Chị có mong muốn Crabit có showroom bán hàng ở TP.HCM không?
 Có
 Không
19. Theo Anh/Chị, Crabit Notebuck cần cải thiện điều gì để sản phẩm được tốt
hơn?

20. Anh/Chị mong muốn các loại sổ tay cần tích thêm yếu tố nào để đáp ứng
nhu cầu?

49