BACKGROUND 

Problem 
Tiki is a Vietnamese e-commerce brand that merchandises more than five million
legitimate items in over 40 categories. Even though this brand embraces a diverse range of goods, Tiki
promises to deliver fast delivery service and always provide customers with authentic products (Tiki n.d.).
Therefore, the brand experience of Tiki must be high compared to other competitors. Additionally, Tiki
was in the third place of the most e-commerce sites for online shopping among online shoppers in
Vietnam in 2019. In the context of competition between many e-commerce platforms, Tiki is not yet
profitable and is still having to "burn money" to compete for market share (LDO 2021). According to the
Vietnam Finance articles, although Tiki was founded in 2010, it is still in the investment process, or is
often said to still be a "hole in the plan" (Viet Anh 2021). By the end of 2020, the loss after taxes of Tiki
was 3,84 billion VND (Dan Viet 2021). Since having a good brand experience is also adding value to
products and service, the company can also generate better sales (Rock Content 2020). Thus, Tiki can
solve its loss by delivering better brand experience.

Conceptual Definition
Pine and Gilmore (1998, p. ???) argues that “experiences are a distinct economic offering, as distinct from
services as services are from goods” ( Pine and Gilmore 1998, cited in Iglesias, Singh & Batista-Foguet
2011). Brand experience also means expressing the brand promise and ensuring consistency. Since
experiential marketing develops, consumers seek out brands that provide them special and memorable
experiences (Harris, Kluppel-Strobel & Shakhiry 2017). 

Operational Definition
Brand experience is defined as the cognitive, sensory, emotional, and behavioral associations elicited by
brand elements which are communication, image, design, and environment (Brakus, Schmitt &
Zarantonello 2009). Thus, based on the mentioned marketing challenge, there are two ways to measure
brand experience according to this definition: cognitive, emotional and behavioural associations. 

Research Objectives
This research is designed to:
 To measure the level of the current customers' emotional association of Tiki in Vietnam by using
online surveys. 
 To measure the relationship between satisfaction and cognitive association of Tiki among the
current customers in Vietnam by using online surveys.
 To measure the relationship between sensory association and behavioural association of Tiki
among the current customers in Vietnam by using online surveys. 
 To measure the relationship between ages and brand experience of Tiki in the current time by
using online surveys.

Research Questions

a. Descriptive
 What is the current level of emotional association of Tiki’s customers in Vietnam?

b. Inferential 
 What is the relationship between emotional association and cognitive association of Tiki
customers in Vietnam?
 H20: There is no significant relationship between satisfaction and cognitive association of Tiki
customers in Vietnam.
H2a: There is a significant relationship between  emotional association and cognitive association
of Tiki customers in Vietnam.

 What is the relationship between cognitive association and behavioural association of Tiki
customers in Vietnam?
H20: There is no significant relationship between cognitive association and behavioural
association of Tiki customers in Vietnam.
H20: There is a significant relationship between cognitive association and behavioural association
of Tiki customers in Vietnam.

 What is the relationship between the Covid-19 pandemic effects and brand experience of Tiki?
H20: There is no significant relationship between the Covid-19 pandemic effects and brand
experience of Tiki.
H20: There is a significant relationship between the Covid-19 pandemic effects and brand
experience of Tiki.

METHODOLOGY

Research Design
This research is conducted to understand Tiki brand experience in the Vietnam e-commerce market
through Primary Quantitative Research.

Population characteristics
Hanoi and Ho Chi Minh City are the two cities where the intended population resides. Tiki’s target
audience is people aged 18-35 years old and employed, mostly students and officers, and living in
Vietnam mostly in vast cities such as Ho Chi Minh, Ha Noi, Da Nang. If you are under the age of 18 or
above 35, you will not be able to participate in the survey. The research looks at persons who earn
between 3 and 15 million VND each month and purchase on at least 2 platforms, especially used Tiki to
do online shopping in the last 6 months. They also follow Tiki fanpage at least for 1 month.

Sampling procedure
The population for this research is on the number of followers on Tiki Facebook page which is about 2,9
million people. With a 95% confidence level and a 5% margin of error, the sample size caculated from
the population will be 385 people. Additionally, this quantitative research used non-probability sampling.
The respondents will be selected by quota sampling and stratified by location. Therefore, to get a
proportional sample 192 people in Hanoi and 193 people in Saigon will be selected.

Data collection method

Variables Screening Questions Type of variables Data Analysis (Descriptive)

AGE Q1. What is your age? Categorical Mean and percentiles
Ordinal
GENDER Q2. What is your gender? Categorical Mode and percentages
Nominal
LOCATIO Q3. Where do you live? Categorical Mode and percentages
N Nominal
INCOME Q4. What is your monthly income? Continuous Mean and standard
(in VND) Ratio deviations
Research Types of Way to Data Analysis
Variables Surveys Question
Questions variables measure (Descriptive)
Categorical Questions
Q5. Which of the 6 multiple
following e-commerce choices
CAT_FAVOURITE brands have you used Nominal (Qualified
for purchasing answer will
products? be Tiki)
Q1. How old are you? Median and
AGE Ordinal 4 choices
(in years) percentiles
RQ1: The Q2. What is your Mode and
GENDER Nominal 2 choices
current level gender? percentages
of emotional Q3. What is your Mean and
association of INCOME monthly income? Ratio Text entry standard
Tiki’s (in VND) deviations
customers in Q11. How do you feel
Vietnam? about your experiences Median and
EMOTIONAL_ASSOCIATION Ordinal 5 choices
on Tiki e-commerce percentiles
platform?
Q11. How do you feel
about your experiences
EMOTIONAL_ASSOCIATION Ordinal 5 choices  
on Tiki e-commerce
RQ2: platform?
Relationship Q12. After your
between experiences, which of
COGNITIVE_ASSOCIATION_ 7 multiple Chi-Square
emtional the followings of Tiki Nominal
1 choices Test
association affect your above
and cognitive feelings?
association Likert scale
Q18. How likely are
COGNITIVE_ASSOCIATION_ from very
you to recommend Tiki Interval ANOVA
2 likely to very
to your friends?
unlikely
Q8. To what extent that
likert scale
RQ3: you agree with this
where
Relationship statement: "Tiki is
1=strongly
between SENSORY_ASSOCIATION_1 differential through its Interval  
agree and
sensory packaging when
7=strongly
association delivering to the
disagree
and customers."
behavioural Q7. To what extent that likert scale
association SENSORY_ASSOCIATION_2 you agree with this Interval where  
statement: "Tiki is 1=strongly
 agree and
differential through its
7=strongly
quality of products."
disagree
Q10. To what extent likert scale
that you agree with this where
statement: "Tiki is 1=strongly
SENSORY_ASSOCIATION_3 Interval  
differential through its agree and
KOLs (Key Opinion 7=strongly
Leaders)." disagree
likert scale
Q9. To what extent that
where
you agree with this
1=strongly
SENSORY_ASSOCIATION_4 statement: "Tiki is Interval  
agree and
differential through its
7=strongly
delivering time."
disagree
Q17. To what extent likert scale
that you agree with this where
BEHAVIOURAL_ASSOCIATI statement: "Tiki is the 1=strongly Regression
Interval
ON_1 first platform I come to agree and Analysis
when I need a new 7=strongly
product" disagree
Q6. What factor make
BEHAVIOURAL_ASSOCIATI Discriminant
you consider using Tiki Nominal 7 choices
ON_2 Analysis
for purchasing?
Q1. How old are you?
AGE Ordinal 4 choices  
(in years)
Q13. Have you ever had Chi-Square
BRAND_EXPERIENCE_1 Nominal 2 choices
problems with Tiki? Test
Q14. If yes, which of
5 multiple Chi-Square
BRAND_EXPERIENCE_2 the following your Nominal
RQ4: choices Test
problems were?
Relationship
between age Q15. How was your
and brand overal experiences of Chi-Square
BRAND_EXPERIENCE_3 Ordinal 5 choices
experience Tiki e-commerce brand Test
on media?
Q16. How was your
overal experiences of
Chi-Square
BRAND_EXPERIENCE_4 Tiki e-commerce brand Ordinal 5 choices
Test
on purchasing
platforms?