46K02.1 45KQT Group-9 Research-Report

UNIVERSITY OF ECONOMICS -
THE UNIVERSITY OF DA NANG
RESEARCH
REPORT
The creativity of Stabilo's advertising
affects on consumer behavior
MARCH 20, 2022
PHD. TRƯƠNG TRẦN TRÂM ANH
PREPARED BY GROUP 9
THE STABILORD
46K02.1 - 45KQT
Đỗ Lê Vân Khánh
Nguyễn Thị Ngọc Liễu
Phạm Thị Phúc
Huỳnh Bá Xuân Phúc
Nguyễn Vũ Uyên Thanh
MARKETING RESEARCH| Group 9
ACKNOWLEDGEMENT
First and foremost, we would like to express our gratitude to our research supervisor, Dr.
Truong Tran Tram Anh, Marketing Department, The University of Da Nang, University of
Economics for giving us the opportunity to do research and providing invaluable guidance
throughout the study. Her dynamism, vision, sincerity, and motivation have deeply inspired
us. She has taught us the methodology to carry out the research and to present research works
as clearly as possible.
We are grateful to all who took part in our survey. Your responses are vital information for
the
study's success.
Our special thanks to each member of our research group for the hard work when
implementing this project.
1
EXECUTIVE SUMMARY
In the face of competitors in the stationery business, as a pioneer in the industry, STABILO
has long identified many opportunities to expand its network and work towards
implementation campaigns to promote the brand widely to the public through the form of
advertising.
As the result, STABILO wondered if they were implementing campaigns related to

advertising that could influence the buying behavior of customers, whether they were
effective and developed the advertising campaigns as they wanted based on the mentioned
opportunities.
The research subjects are identified as students, students, working people,etc. In other words,
people who have used STABILO's products.
Survey participants are friends and relatives through online forums / social networks.
The structure of the study population is as follows:
- Gender: 40% male, 60% female
Through the research process and the obtained results presented above, it can be seen that
there is no difference between customers of different genders in the evaluation product.
Furthermore, the study also uncovers new aspects of the customer's buying behavior through
the brand's advertising.
Based on the research results, we propose to organize more marketing activities and programs
to communicate and promote the STABILO brand closer to buyers. Along with that, the
company needs to have a strategy to promote new campaigns and projects, develop new and
unique products with outstanding quality in the media, on the internet. Enhance the buyer's
experience with customer appreciation activities and campaigns. Provide information to
customers through many different channels such as email, SMS, Facebook, etc. contribute
significantly to improving their experience. Furthermore, through the research process and
results presented above, it can be seen that although there is no difference between customers
of different genders, they have different distinctive personalities.
Therefore, STABILO needs to find out the characteristics of customers as well as their
opinions or feedback when participating in online or in-store shopping. From there, there are
suitable adjustments for regular marketing planning of STABILO brand development
campaigns and projects.
2
TABLE OF CONTENTS
1. RESEARCH ISSUES AND OBJECTIVES.........................................................................5

1.1. Brief introduction of the brand...............................................................................................5
1.2. Company history, Mission, Vision..........................................................................................5
1.2.1. History..................................................................................................................................................5
1.2.2. Mission.................................................................................................................................................5
1.2.3. Vision...................................................................................................................................................6
1.2.4. Value.....................................................................................................................................................6
1.2.5. Product portfolio...................................................................................................................................6
1.3. Research problem.....................................................................................................................8
1.4. Research problem.....................................................................................................................9
1.5. Research Objectives...............................................................................................................10
2. ACCESSORIES TO RESEARCH ISSUES.......................................................................10
2.1. Research concepts/variables..................................................................................................10
2.3. Research hypothesis...............................................................................................................13
3. RESEARCH DESIGN........................................................................................................15
3.1. Types and methods of research.............................................................................................15
3.2. Measuring research concepts and scale levels......................................................................15
3.3. Design of the Questionnaire...................................................................................................22
3.3.1. Questionnaire content and layout.......................................................................................................22
3.3.2. . Questionnaire format........................................................................................................................22
3.3.3. Test investigation................................................................................................................................22
3.4. Research sample.....................................................................................................................24
3.4.1. Overall research.................................................................................................................................24
3.4.2. Sampling frame..................................................................................................................................24
3.4.3. Sampling method/technique...............................................................................................................24
3.4.4. Sample size.........................................................................................................................................25
4. DATA PREPARATION, PROCESSING, AND ANALYSIS............................................25
4.1 Data preparation and processing...........................................................................................25
4.2 Data analysis............................................................................................................................27
4.2.1 Descriptive statistics:...........................................................................................................................29
4.2.2 Inferential statistics for hypothesis testing:.........................................................................................54
5. RESULTS:...........................................................................................................................67
6. Conclusions and suggestions..............................................................................................71
6.1 Conclusion:..............................................................................................................................71
6.2 Suggestion:...............................................................................................................................72
7. LIMITATIONS OF RESEARCH AND IMPLICATIONS FOR FUTURE RESEARCH
..................................................................................................................................................72
7.1. Limitations........................................................................................................................72
3
7.2. Further research..............................................................................................................72

REFERENCES.......................................................................................................................73
APPENDICES.........................................................................................................................75
1. Questionnarie......................................................................................................................75
2. Encoding table.....................................................................................................................81
LIST OF TABLES
Table 1| Product portfolio..........................................................................................................5

Table 2| Reasearch hypothesis.................................................................................................13
Table 3| Measuring research concepts and scale levels...........................................................15
Table 4| Test investigation.......................................................................................................23
Table 5| Sampling method/technique.......................................................................................24
Table 6| Research costs............................................................................................................71
LIST OF FIGURE
Figure 1| Derterminants in Advertising Theory.......................................................................10

Figure 2| Determinants in Creation Theory.............................................................................11
Figure 3| Determinants in Consumer Behavior Theory...........................................................12
4
1. RESEARCH ISSUES AND OBJECTIVES

1.1. Brief introduction of the brand
Pens with cult status- this stands for STABILO. Enterprise STABILO was established in
1855 to present, with 162 years of experience in the stationery manufacturing industry.
STABILO brand office is one in more than 3000 leading brands from Germany. STABILO
remains a family-run company and one of the world's leading manufacturers of writing tools.
STABILO product diversity enriches the lives of millions of people every day by offering
German quality and implementing innovative designs in every pen.
STABILO is part of the Schwan-STABILO Group. With over 1,500 employees, we
manufacture custom pens and pencils for highlighting, sketching, writing and coloring. Our
products, manufactured in Weißenburg (Germany), Český Krumlov (Czech Republic) and
Johor Bahru (Malaysia), are available worldwide in more than 180 countries. For over 160
years, we've been creating pens that are just like our brand: trendy, inspiring and visionary!
1.2. Company history, Mission, Vision
1.2.1. History
 The company was founded as "Grossberger & Kurz Bleistiftfabrik" by Geoff

Grossberger and Hermann Kurz in Nuremberg in 1855, as a pencil maker and was
founded in Nuremberg.
 Ten years later, the company was acquired by Gustav Schwanhäusser. Taking the first
part from the family name, the company was renamed "Schwan Bleistift Fabrik" and
started using the Swan logo as one of the earliest trademarks.
 In 1925, STABILO brand was launched by the company
 In 1976 the company changed its brand name from "Schwan Bleistift Fabrik" to
"Schwan- STABILO " in honor of the Schwanhäußer family.
 In 1992, Schwan-STABILO split into two separate companies: Schwan Cosmetics
and STABILO International GmbH. The company then moved to its new
headquarters in Heroldsberg, near Nuremberg.
1.2.2. Mission
Sale of hightlight products, writing and drawing, focusing on innovation, design, comfort and
color.
1.2.3. Vision
Consensus on your objectives the force based on mutual trust teamwork self-criticism success
and confidence.
1.2.4. Value
STABILO wants to be a leader in the writing tool area, and everyone use STABILO.
1.2.5. Product portfolio
Table 1| Product portfolio
5
Fineliner
and Felt-tip
pens
Gel Pens
Fountain
Pens
Writing Rollerball
Pens
Ballpoint
Pen
Graphite
Pencils
6
Markers &
OHP Pens
Fountain
Pens
Rollerball
Pens
Learn to
write Graphite
Pencils
Colored
Pencils
Sharpener
Coloring
Coloring
Felt-Tip
Pens
Colored
Pencils
7
Wax
Pencils
Watercolor
Pencils
Pastel
Pencils
Acrylic
Marker
Highlighters
1.3. Research problem
In the context of the market economy, it is increasingly expanding in many business fields.
The stationery industry is a business with high growth prospects. Vietnam's stationery market
is capable of consuming more than 4000 billion VND/year with more than 30000 items, of
which stationery products account for more than 80%. Nowadays, our country's education
industry is developing more and more and is interested in modernity and intensive training,
which requires more modern and specialized stationery products. The trend of consuming
high-quality stationery products imported from abroad with affordable prices is increasing.
The stationery market in Vietnam is more and more competitive in terms of price, variety in
designs and quality of products.
The fact that STABILO company uses creativity in advertising to influence consumer
behavior is a way to promote and make the brand more impressive in the eyes of customers.
According to the secondary information we have, the opportunities for using creativity in
advertising to influence consumer behavior are as follows:
Firstly, An advertisement with a high level of impression will be an effective measure to help
the product win the T.O.M (Top of mind) position in the customer's mind. The level of
audience's impression of an ad depends greatly on the originality and creativity of the ad.
According to the Marketing News page in the article The Most Impressive Print-Ads of 2018,
STABILO impresses with outdoor and print advertising created by agency DDB Group in
Germany using a few black and white photos in history. With the 'Highlights Notable'
campaign, STABILO has turned a highlighter pen into something that can empower and
inspire women everywhere, professionally embedding themselves in the debate. Gender
equality is happening. Winning at the 2018 Cannes Lions for the creative ad “Highlight the
Remarkable” is truly the starting point on the path to worldwide acclaim for the brand. The
campaign raked in 15 million Twitter impressions - and an engagement rate of 27%. In total,
STABILO was mentioned 97.4% more often than before the campaign. What is even more
remarkable is the fact that this campaign not only went viral in a short time, but was
extremely relevant across many channels on the internet with at least 4,100 mentions per day.
8
Second, if an advertisement is creative, it will affect viewers' emotions, make the imagination
repeat that product over and over in their mind, convincing them to use the product to satisfy
their needs. demand for the good feelings that advertising creates.
STABILO currently has 2.5 million fans on Facebook, achieving high engagement rates and
leaving competitors in the dust (for comparison: Faber Castell has 260,000 and STAEDTLER
has 570,000 fans)*. STABILO inspires its fans on Facebook, a lively exchange begins. The
average engagement rate is at 5 percent, which is significant compared to other companies
(between 0.5 and 0.99 percent).
Third, creativeness in advertising can make advertising look like it's not, thereby increasing
the credibility and persuasiveness of the advertisement.
Besides these opportunities, STABILO's creative work in advertising on the behavior of the
company's customers still faces many difficulties:
First, an increase in ad volume is accompanied by a decrease in effectiveness. Nowadays,
advertisements appear so much that they are not new, it is so much that people find ways to
avoid them.
Second, the current problem of advertising is creativity. However, to bring lasting value to
consumers, the first thing that needs to be innovated is the product, not simply the messages
and creativity in advertising.
Third, competition with rival companies in the industry. Currently, there are many
competitors that imitate each other's brands, which makes the competition more and more
fierce.
Therefore, the management of STABILO company realizes that there are still many problems
to be solved when using creativity to influence consumer behavior. This leads to a decrease in
the company's revenue. Therefore, the company's management wondered if it should change
the advertising program to attract more customers? Does the company's focus on creativity in
advertising help it increase sales? And if the company decides to change, how should it adjust
its advertising program?
1.4. Research problem
Through discussions with the management board of STABILO, we believe that it is necessary
to conduct a marketing study to provide information for marketing planning for the
company's advertising in the near future. Specifically, information related to marketing issues
when using advertising campaigns to attract interested customers, learn about STABILO
high-end pen products (ie, customer perception information about the program) advertising
process of the STABILO brand) should be clarified so that the Board of Directors can make
appropriate strategic decisions.
Accordingly, the following issues/questions need to be studied:

1. RQ1 Through which media channels do customers often encounter STABILO's
advertising?
2. RQ2 What is the current customer response to STABILO's advertisement?
3. RQ3 What do customers expect from advertising?
4. RQ4 What are the factors affecting consumer behavior through STABILO's creative
advertising?
5. RQ5 What are the potential market characteristics (demographic, psychographic and
behavioral) for planning advertising?
9
1.5. Research Objectives
Corresponding to the research problem, this study was carried out to achieve the following
objectives:
1. RO1 Identify the communication channels that customers access to STABILO's
advertising.
2. RO2 Determine the current response of customers to the advertising of STABILO.
3. RO3 Determine customers' expectations for STABILO's advertising program.
4. RO4 Identify the target market segments of the advertising program for the respective
product.
2. ACCESSORIES TO RESEARCH ISSUES

2.1. Research concepts/variables
The research on the advertising creativity affects consumer behavior based on the following
theory and model:
Advertising Theory
Sandra, M., Nancy, M., & William, W. defined Advertising Theory is a paid form of
persuasive communication that uses mass and interactive media to reach broad audiences in
order to connect an identified sponsor with buyers (a target audience), provide information
about products (goods, services, and ideas), and interpret the product features in terms of the
customer's needs and wants. (Sandra, M., Nancy, M., & William, W. (2018))
Identified
sponsor
Informativene Advertising Mass Customer

ss value media
Attitude
Irritation
toward
advertising
Figure 1| Derterminants in Advertising Theory
10
Consumer Behavior Theory

Consumer Behavior is the study of why people do what they do. The better we can
understand the rational, emotional and often subconscious reasons for consumers' actions, the
better we will be at creating effective marketing campaigns (Wilmshurst, J., & Mackay, A.
(1999))
The following three dimensions can influence Consumer Behavior:

• Rational reasons: Rationality implies the conformity of one's beliefs with one's reasons to
believe, and of one's actions with one's reasons for action. (Kalberg, Stephen (1980). "Max
Weber's Types of Rationality: Cornerstones for the Analysis of Rationalization Processes in
History")
• Emotional reasons: Emotionality is the observable behavioral and physiological component
of emotion. It is a measure of a person's emotional reactivity to a stimulus. (Reber, A.S.;
Reber, E. (2001). The Penguin Dictionary of Psychology)
• Subconscious reasons: In the strict psychological sense, the subconscious is defined as
"operating or existing outside of consciousness". (Henri F. Ellenberger, The Discovery of the
Unconscious (1970))
Generation of
new idea
The
Motivation and Theory of recombination of
emotion Creativity known into
something new
Providing
valuable
solutions
Figure 2| Determinants in Creation Theory
11
Creation Theory
Robert E. Franken has defined Creativity Theory as the tendency to generate or recognize
ideas, alternatives, or possibilities that may be useful in solving problems, communicate with
others, and entertaining and others.
Three reasons why people are motivated to be creative:
Need for novel, varied, and complex stimulation
Need to communicate ideas and values
Need to solve problems
(Robert E. Franken, Human Motivation, 3rd ed., (page 396))
EXTERNAL DECISION MAKING BUYER’S

FACTORS PROCESS CHARACTERISTICS
Marketing
Need recognition Believes
stimuli
Values
Product
Attitudes
Price
Knowledge
Place
Motives
Promotion Information search
Perceptions
Lifestyle
Environmental
factors
Economic Evaluate alternatives
Technological
Political
Purchase
Cultural
Demographic Purchase decision
No purchase
Post-purchase evaluation
Figure 3| Determinants in Consumer Behavior Theory
12
2.3. Research hypothesis
Table 2| Reasearch hypothesis
Hypothesi
Hypothesis statement Theoretical background/experience
s
In the article “How effective are ads on social
media?” Doug Gorman says: “Gen Zs and
millennials make up 68% of those using social
media for product discovery. That’s not surprising,
given they’re among the heaviest users of social
media globally. Unlike their older counterparts,
who use social media more moderately, millennials
Customers access spend over 2.5 hours per day on social media, and
STABILO's Gen Zs spend just under 3 hours per day on various
H1
advertising through the platforms.”. Besides, based on personal experience,
media. the team found that the current media is very
popular, especially the social networking platform
used by a lot of people. Therefore, customers can
easily see the advertising of STABILO through this
communication channel. However, this is just a
guess, so the team decided to hypothesize to draw
more valid conclusions.
STABILO currently has 2.5 million fans on

Facebook, achieves a high interaction rate, and
leaves the competition in the dust (for comparison:
Faber Castell has 260,000 and STAEDTLER has
570,000 fans)*. STABILO inspires its fans on
Customers have
Facebook, a lively exchange is initiated. The
positive reactions to
H2 average engagement rate is at 5 percent, which is
STABILO's
substantial compared to other companies (between
advertising
0.5 and 0.99 percent). ( März 2019, How STABILO
became a global star brand)
In STABILO Boss' "Highlight the Remarkable"
campaign, many customers have given positive
feedback as well as compliments about it.
An advertising message is a written, visual,
auditory or video information or idea that an
advertiser or brand communicates through an
Clear message, make a
advertising campaign with a target customer to
H3a strong impression on
persuade them to take a desired action would like.
customers.
An advertising message must evoke favorable
emotions by engaging the audience and creating an
incentive to convert or purchase.
H3b Show full product Consumers are inherently averse to being exposed
features in ads to help to too many ads. Therefore, when an advertisement
customers better uses a lot of complex images, not stating the
13
product features that businesses want to advertise, it

will cause frustration in customers. That creates
understand the aversion to the brand and customers will not want
product. to learn more about your products. However, this is
just a guess, so the team decided to hypothesize to
draw more accurate conclusions.
Ogilvy & Mather Germany’s chief creative officer:
“Nothing is more efficient than creative advertising.
Creative advertising is more memorable, longer-
lasting, works with fewer media spending, and
builds a fan community…faster.” (Werner Reinartz
and Peter Saffert (2013), Creativity in Advertising:
When It Works and When It Doesn’t).
Rob Morgan, CEO of Clemenger - The Advertising
Agency topped the Bestads chart for 10 years (as of
2019) said: “We are in a new era of advertising, one
where We can reach our customers effectively,
targeting them at the right place and at the right
time. However, without creativity, all other
Creative elements of elements are meaningless. That's why creativity
content and remains one of the top priorities at Clemenger."
communication
H4a
methods of advertising STABILO managed the leap from a retail-oriented
have attracted brand to a successful and independent consumer
customers. brand: with an intensified focus on the end
customer, content design for the "creative class"
target group, and the successful use of new
touchpoints like social media channels. STABILO
currently has 2.5 million fans on Facebook,
achieves a high interaction rate, and leaves the
competition in the dust (for comparison: Faber
Castell has 260,000 and STAEDTLER has 570,000
fans)*. STABILO inspires its fans on Facebook, a
lively exchange is initiated. The average
engagement rate is at 5 percent, which is substantial
compared to other companies (between 0.5 and 0.99
percent). ( März 2019, How STABILO became a
global star brand)
H4b New and creative In this era, where people are constantly bombarded
sound effects and by sounds, marketers must be aware of the powerful
images in advertising effects of sounds. Music and sounds have become
create excitement for important parts of the marketing tool, especially in
customers. advertising. With the intensifying usage of TV and
radio which enable sounds feature, music and
sounds are often used in advertising. In terms of
marketing practices, music and sounds have an
important role to increase the attractiveness of the
ads. They can be used to capture consumers’
attention (Allan, 2006), convey meaning (Scott,
1990), contribute to the message (Hung, 2000),
14
make the message easier to remember (Yalch,

1991), and so on.
An advertisement is an essential tool in promoting
products and services to customers. Image is one of
the components in an advertisement, which gives a
clearer picture of what is being promoted.
Accordingly, the image was identified as one of the
factors that can attract consumers’ attention to
advertisements displayed in a media.. (Muhammad
Helmi Abu Bakara, Mohd Asyiek Mat Desaa ,
Muhizam Mustafaa *, Attributes for Image Content
That Attract Consumers’ Attention to
Advertisements).
Based on practical experience, the team found that

Extroverts love extroverts who always like the bustle love the
H5a
bustling commercials. colorful. And so it's easy to find interest in bustling,
exciting commercials.
According to real experience, people's favorite
levels will change over time. Children love colorful
There is a difference in ads. As for adults, they will prefer ads with clear,
H5b
ad preferences by age. meaningful, and increasingly strict messages. That
is why the popularity of advertisements for different
age groups.
3. RESEARCH DESIGN
3.1. Types and methods of research
Theoretically, qualitative research is often used to uncover a company's marketing problems

or opportunities. Quantitative research is often used to describe and draw conclusions about a
business's market or marketing activities.
Currently, the company has determined that in the context of the Vietnamese market, how the
brand's marketing campaigns, specifically here, the current brand's advertising are affecting
consumer behavior. After a period of operation and implementation of communication
projects, the company wants to summarize and evaluate in an overview the effectiveness
through advertising products that are really affecting the buying behavior of customers. The
company does not currently have a data source to respond to this information.
Therefore, a quantitative study will be more suitable for the purpose of describing and
evaluating the marketing activities of the business. Therefore, this study is carried out
according to the quantitative research approach, using the survey method (through survey
forms) to collect primary data to help describe the problem, consider the relationship between
problems and make decisions.
3.2. Measuring research concepts and scale levels
15
Table 3| Measuring research concepts and scale levels
16
Concept Number Source Description of the original Corrected Scale level

name of scale indicator indicator (identifier/
indicators description order/range/
scale)
Sandra, What media do you Nominal

Advertising M., usually see advertisements scale
Nancy, through? ( can answer
M., & multiple answers )
William ❑ Television
, W. ❑Youtube
(2018) ❑Newspaper, magazine
❑Outdoor billboard
❑ Radio, postcard
❑ Transport
❑ Social Network
❑ LED screens in
buildings
1. Mass and interactive

media
1.1 Newspapers and

magazines printed; Photo
film; TV; Broadcasting;
Advertisement; Internet;
Types of discs; audio.
1.2 Social networks, video

games, VR interactive
programs
“How interested are you in Interval

the advertisements?” [1-5, scale
Strongly disagree -
strongly agree]
2. Connecting an identified
sponsor with buyers
“In your opinion, an
attractive advertising
publication (TVC)...” [1-5,
Strongly disagree -
strongly agree]
2.1 Feeling of close

connection with sponsors
17
2.2 Feeling personal

connection
2.3 Find out myself
2.4 Asserting myself by

connection with sponsors

3. Providing information
about products
3.1 Understanding about

product
3.2 Misunderstanding
about product
4. Interpreting the product

features
4.1 Multi-function product
4.2 Less multi-function

product
Creativity 1.Generate or recognize

ideas, alternatives, or
possibilities.
2. Communicate with Interval

others. scale
Measuring the creativity in

advertisement [1-5,
Strongly disagree -
strongly agree]
3. Entertaining and others.
Consumer Wilmsh Measuring the creativity in

Behaviour urst, J., advertisement [1-5,
& Strongly disagree -
Mackay strongly agree]
, A.
(1999)
In the past few years, how
18
do you think the creativity

in STABILO
advertisements has
changed?
❑ STABILO's advertising
creativity is higher than it
was a few years ago.
creativity is lower than it
was a few years ago.
creativity has not changed
compared to a few years
ago.
1. Rationality of customer
actions
2.1 Amusement
2.2 Interest
2.3 Surprised
2.4 Happiness
2.5 Delight
2.6 Pleasure
2.7 Joy
2.8 Hope
2.9 Affection
2.10 Excitement
3.1 Subconscious decision Nominal

making Scale
Which buying behavior

group do you belong to?
19
❑ I like to try new

products
❑ I like to use famous
brands
❑ I would rather buy
expensive but quality
❑ I like to wander but
have no intention of
buying
❑ I like to buy cheap but
don't care about quality
3.2 Forming the basis of

consumer buying behavior Ordinal
Please indicate how often Scale
you buy stationery:
❑ At least once a week
❑ 2-3 times a month
❑ 2-3 months buy once
❑ 6 months - 1 year buy
once
How much time do you

usually spend shopping for
stationery?
❑ At least once a week
❑ 2-3 times a month
❑ 2-3 months buy once
❑ 6 months - 1 year buy
once
How much time do you

usually spend shopping for
stationery?
❑ Under 30 minutes
❑ From 30 minutes to 1
hour
❑ From 1 to 2 hours
❑ From 2 to 3 hours
❑ Over 3 hours
3.3 The control of

Nominal
purchasing activities of
Scale
buyers
What is the reason you
decided to buy STABILO
products? ( can answer
multiple answers )
20
❑ Diverse and beautiful

product models
❑ Quality coloring pens
❑ Product price is suitable
for many objects
❑ Usually appear in
bookstores, stationery
counters
❑ Promotions, good deals
❑ Advertisement of
products that make a
purchase impression
❑ Reviewed well on
social networking sites
❑ Information, origin,
origin
3.4 The evaluation of good

and bad products
What is the reason you

decided to buy STABILO
products? ( can answer
multiple answers )
❑ Diverse and beautiful
product models
❑ Quality coloring pens
❑ Product price is suitable
for many objects
❑ Usually appear in
bookstores, stationery
counters
❑ Promotions, good deals
❑ Advertisement of
products that make a
purchase impression
❑ Reviewed well on
social networking sites
❑ Information, origin
What products of
STABILO do you often
buy? ( can answer multiple
answers )
3.5 Satisfied or dissatisfied Interval

customers' experiences Scale
when buying and using
products
21
How satisfied are you with

STABILO's products that
you are using? [1-5,
Strongly disagree -
strongly agree]
Demographic 1.Gender
variables
1.1 Male.
1.2 Female
1.3 Other
2. Age
❑ under 16 years old .

❑ 16 - 20 years old.
❑ 21 - 27 years old.
❑ 28-35 years old .
❑ 36-45 years old .
❑ 45 years old or older
3. Occupation
❑ Students
❑ Office staffs
❑ Designers
❑ Painters
❑ Other
4. Income
❑ Under 2 million.
❑ From 2 to 4 million
❑ From 4 to 10 million.
❑ From 10 to 15 million
❑ Over 15 million
5. Lifestyle personality
❑ Measuring Personality
[1 – 5, strongly disagree –
strongly agree]
❑ Have an outgoing,
22
Interval
Scale
enthusiastic, active
lifestyle
❑ Have an emotional,
caring lifestyle
❑ Have a neat, orderly,
meticulous lifestyle
Have a lifestyle that likes

experimentation, freedom,
and love to discover new
things.
3.3. Design of the Questionnaire
3.3.1. Questionnaire content and layout
The questionnaire consists of 4 main parts, presented in the following order.

• Introduction: Introduction, screening and confirmation of participation in the study.
• Part 1: Questions about surveying customers' advertising viewing habits.
• Part 2: Questions to evaluate customers about STABILO's advertising activities.
• Part 3: Questions to assess customers' buying behavior for STABILO stationery and
products industry.
• Part 4: Questions about customer information survey.
3.3.2. . Questionnaire format
The paper questionnaire is 4 A4 pages long. Each piece of content is condensed into 1 A4
page. The language of the questionnaire is Vietnamese. The scale was originally translated
into Vietnamese by a bilingual marketing expert. The official questionnaire is presented in
the Appendix.
3.3.3. Test investigation
The initial questionnaire was tested on a convenience sample consisting of university students
and some working people, painters, etc. (n = 115). The purpose of this pilot investigation is to
evaluate the clarity, coherence, and intelligibility of the questionnaire, thereby making
changes in wording, syntax and presentation to increase the quality of the questionnaire. The
results of this pilot investigation are summarized in the following table:
Table 4| Test investigation
Investigator Respondent Describe the specific

Matters arising The fix
(Interviewer) (Respondent) problem
23
Some
questions are
Offload some
duplicated and
Đỗ Lê Vân Nguyễn Thị questions that are
not necessary
Khánh Thủy duplicated in terms
for the
of meaning
analysis of the
results
For the question about ever

using the product, the
respondents who bought
only one type or many
Add a
Lack of level products of the same brand
questionnaire to
of refinement were not screened, but the
Huỳnh Bá screen respondents
Trần Hàn Vi on each follow-up questions brought
Xuân Phúc about the number
product information about customers
of products that
category who bought many types of
respondents used
products. products, this
leaves respondents with
insufficient information to
answer
Questions related to the Add multiple

reasons for purchasing choice or replace
The question
Phạm Thị Hồ Thị activities have too few with essay
is not
Phúc Phương Thủy options, respondents cannot question through
generalized
judge by the options “other answer”
available section
Replace
Some of the questions in the
specialized words
survey used specialized
with common
The question terms, the respondents could
Nguyễn Thị synonyms. Change
Bùi Vân Hà is confusing to not understand the meaning
Ngọc Liễu the structure of the
the respondent of these questions, so they
questions to make
could not give accurate
them easier to
answers.
understand
3.4. Research sample
3.4.1. Overall research
This study intends to find out about existing consumers' reviews or feedback on the
STABILO brand, in order to provide rebranding alternatives for businesses, consequently
contributing to drawing more attention. customers, and ultimately increasing income for a
STABILO product or service.
People who have ever purchased, used, or experienced STABILO brand products/services,
particularly those who have used/experienced products/services of the STABILO brand
within the last 6 months, are included in the study population.
24
3.4.2. Sampling frame
There are currently no databases available that provide comprehensive and extensive
information on the persons in the study population. As a result, we do not have a sampling
frame.
3.4.3. Sampling method/technique
The goal of this study is to gather information on consumer purchasing habits for stationery
in relation to STABILO's advertising campaign. Evaluate the impact of campaigns and
projects, particularly those that influence STABILO's shopping behavior, as well as the
potential to extend and develop new advertising projects, at the same time. Are derived from
the provision of marketing concepts, strategies, or tactics to assist customers in gaining a
deeper understanding of the product. As a result, consumers who have used STABILO goods
were chosen as research subjects.
There is currently no database that gives thorough and comprehensive information about the
population relevant to our study. We also do not provide a sampling frame due to the study
team's restricted resources.
It is accessible to the entire population because a sampling frame is not available and the
research team is limited in terms of time and resources. We used a non-probability sample
strategy to investigate how STABILO's advertising innovation influences customer purchase
behavior. A combination of the following procedures is used to pick the sample:
Table 5| Sampling method/technique
Sampling Description of sampling method

method
Convenient Look for participants who are friends, acquaintances, people around, or
people who buy stationery, or people on online forums or social
networks.
Quick Search for participants through the introduction of people around:

accumulation friends, relatives, people around where you live...
3.4.4. Sample size
The sample size of the research project “Advertising creativity affects consumer behavior”
was determined based on the confidence interval approach for the population mean (because
this project mainly evaluates the research topic adopts the mean value of the research
variables, and these variables are designed according to the interval scale, so it is easy to
calculate the mean).
- Confidence interval z was set at 99%. Looking up the probability distribution table, the z
value
corresponds to 99% confidence interval = 2.58
25
- The level of precision D was set at 0.2

5
- Standard deviation δ was set at = 0.83
6
From there, the formula for determining sample size n is found:

δ2 . z2
n= = 115 (sample)
D2
That means that after the research, the administrator can say the following (assuming that the
average rating of customers for the advertising programs of STABILO company on the
obtained sample is 4):
“With a sample size of 115, the average customer rating on the sample is 4.6 on a scale of 5.
We are 99% confident that the true rating of the overall customer population falls between
3.8 and 4.2”
So we decided to recruit a minimum of 115 participants.
4. DATA PREPARATION, PROCESSING, AND ANALYSIS

4.1 Data preparation and processing
 Data encryption: Build an encoding table (attached in the appendix)
 Import data: Imported SPSS data
 Unreliable data testing and handling: Tested and no unreliable data
 Checking and handling missing values
 All of the respondents answered the question correctly.
 Those who haven't seen the STABILO ad are 39/115.
Statistics
Da tung xem quang cao cua STABILO Muc do quan tam quang cao Tivi Bao, tap Radio, postcard
chi
Valid 115 76 76 76 76
N
Missing 0 39 39 39 39
Statistics
Mang xa hoi Ung dung dien thoai Youtube Billbroad ngoai Phuong tien giao thong
troi
Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Man hinh LED trong Cac video, ca Hien thi day du dac diem Su dung hinh anh nguoi Hinh anh bat
cac toa nha nhac san pham noi tieng mat
Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Co yeu to tinh cam Yeu to cam xuc Thong diep ro Quang cao Quang cao khien
tuong tac giua but mau trong quang cao rang, tao an tuong STABILO kha hap ban quan tam va
26
va nguoi mua san pham manh dan phan khich

Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Cung cap nhieu Khien nguoi mua Khoi day hung thu Giup nguoi xem co cai Mang y nghia nhan
thong tin ve san to mo ve san tim hieu ve san nhin tich cuc ve thuong van, huong toi cong
pham pham pham hieu dong
Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Thuong xuyen nhin thay Yeu thich nhung hinh Yeu thich Thong diep Hung thu voi am
quang cao cura STABILO anh trong quang cao quang cao hung thu thanh trong quang
cao
Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Quang cao Su thay doi ve do sang Nhom hanh Thuong xuyen mua Muc do thuong xuyen
sang tao tao cua STABILO vi mua sam van phong pham mua sam van phong pham
Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Thoi gian cho viec mua sam van phong Chi Gia ca san Chat luong san Khuyen
pham phi pham pham mai
Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Dich Thong tin cua san pham va Mau ma san Thuong hieu san Su thuan tien khi mua
vu dich vu pham pham sam
Valid 76 76 76 76 76
N
Missing 39 39 39 39 39
Statistics
Khac Quan tam den chat luong Quan tam den gia ca khi Xem quang cao Mau ma da dang,
san pham mua hang STABILO chat luong
Valid 76 76 76 76 57
N
Missing 39 39 39 39 58
Statistics
Gia ca san pham phu Co khuyen But mau len Xuat hien o cac nha Quang cao san pham
hop cho nhieu doi mai, uu dai tot mau chat sach, quay van phong mang lai an tuong khi
tuong luong pham mua hang
Valid 57 57 57 57 57
N
Missing 58 58 58 58 58
Statistics
Duoc review tot tren cac trang mang Thong tin, xuat xu co But long But But But
xa hoi nguon goc kim long may gel
27
Valid 57 57 57 57 57 57
N
Missing 58 58 58 58 58 58
Statistics
But rollerball But bi thong thuong But chi ve But chi mau But mau nuoc
Valid 57 57 57 57 57
N
Missing 58 58 58 58 58
Statistics
But Highlight But da mau But chi mau pastel Mau sap But da Acrylic
Valid 57 57 57 57 57
N
Missing 58 58 58 58 58
Statistics
Got but chi Hai long voi san Gioi tinh Tuoi Nghe thu nhap
pham nghiep
Valid 58 60 115 115 115 115
N
Missing 57 55 0 0 0 0
Statistics
huong ngoai, nhiet tinh, tinh cam, quan tam den gon gang, thich trai nghiem, tu do, thich kham pha
nang dong xung quanh ti mi nhung dieu moi
Valid 115 115 115 115
N
Missing 0 0 0 0
• Check and handle data outliers (outliers): Checked and no outliers.
4.2 Data analysis

Based on the research question and research hypothesis, the team outlines the analytical
techniques used (eg, descriptive statistical techniques, inferential statistical techniques
(estimation, hypothesis testing) for data analysis.
No Research Question Hypothesis Thang đo Analytical Related
Technique Variables
1 Where do H1: Customers Nominal Descriptive Advertising
customers often access STABILO's scale analysis.
come across advertising mainly
STABILO's ads? through Social
media.
2 What is the current H2:Customers have Interval Descriptive Creativity
customer response positive reactions to scale analysis.
to STABILO's STABILO's Pearson
advertisement? advertising correlation.
3 What do customers H3a: Clear Interval Descriptive Customer
expect from message, make a scale analysis. Behaviour
advertising? strong impression Pearson
on customers. correlation.
4 H3b: Show full
product features in
28
ads to help
customers better
understand the
product.
5 What are the H: There is a Ordinal One-way How often
factors influencing difference in the Nominal analysis of do you
consumer behavior frequency of variance shopping
through product purchases ANOVA. Groups of
STABILO's between groups of buying
advertising buying behavior behavior
creativity?
6 H: There is a Nominal Independent Product
difference in Scale sample T-test quality
product quality Using
between people who STABILO
have and have never products
used STABILO
products.
H: There is a Nominal Independent Product
difference in Scale sample T-test price
product price Using
interest between STABILO
people who have products
used STABILO
products and have
never used a
STABILO product.
H: There is a Nominal One-way Using
difference in how Ordinal analysis of STABILO
often they shop for variance products
stationery items ANOVA
between those who How often
have and have not do you shop
purchased for
STABILO stationery
products. items?
7 What are the H: Is there a Nominal Independent Gender
potential market difference between Scale sample T-test Creativity
characteristics men and women in
(demographic, the creativity of
psychographic and STABILO ads
8 behavioral) for H: Is there an age Ordinal pearson Age
planning difference in the scale correlation. Creativity
advertising? creativity of
STABILO ads
H: Is there a career Scale One-way Job
difference in the analysis of Creativity
creativity of variance
STABILO ANOVA.
29
advertising
H: Is there a Scale One-way Income
difference in analysis of Creativity
income in terms of variance
STABILO ANOVA.
advertising
creativity
H: There is a Scale pearson Personality
personality correlation. Creativity
difference in the
creativity of
STABILO ads
4.2.1 Descriptive statistics:
A total of 115 survey responses about the STABILO brand were collected for data entry and
analysis after removing unsatisfactory/irrelevant questionnaires.
Described samples:
Statistics
Gioi tinh Tuoi Nghe nghiep thu nhap
Valid 115 115 115 115
N
Missing 0 0 0 0
Mode 2,00 2,00 3,00 1,00
Minimum 1,00 1,00 1,00 1,00
Maximum 2,00 5,00 6,00 5,00
Gioi tinh
Frequency Percent Valid Percent Cumulative Percent
Nam 48 41,7 41,7 41,7

Vali Nu 67 58,3 58,3 100,0
d
Total 115 100,0 100,0
30
With mode=2 this shows that the number of survey participants is female, accounting for the
largest number of 67/115 people, accounting for 58.3%. And the number of survey
participants with male gender is 48 people, accounting for 41.7%.
Tuoi
Duoi 16 tuoi 5 4,3 4,3 4,3

Tu 16 den 20 tuoi 56 48,7 48,7 53,0
Tu 21 den 27 tuoi 42 36,5 36,5 89,6
Valid
Tu 28 den 35 tuoi 9 7,8 7,8 97,4
Tu 36 den 45 tuoi 3 2,6 2,6 100,0
Total 115 100,0 100,0
31
With mode=2 it can be shown that the highest age of survey participants is from 16 to 20
years old. There are 56 people aged from 16 to 20 years old, accounting for 48.7%. Survey
participants aged from 36 to 45 years old were the least with 3 people, accounting for 2.6%.
Nghe nghiep
Hoc sinh 11 9,6 9,6 9,6

Nhan vien van phong 19 16,5 16,5 26,1
Sinh vien 68 59,1 59,1 85,2
Vali Hoa si 10 8,7 8,7 93,9
d
Nha thiet ke 5 4,3 4,3 98,3
Khac 2 1,7 1,7 100,0
Total 115 100,0 100,0
32
With the mode=3 it shows that the number of survey respondents belongs to students is the
largest. there are 68/115 people, accounting for 59.1%. Other occupations have a survey
participation rate of at least 5 people and account for 1.7%. There are 19 people in the field of
office workers participating in the survey, accounting for 16.5%. Students have 11
participants in the survey and account for 9.6%.
thu nhap
Frequency Percent Valid Cumulative Percent
Percent
Duoi 2 trieu 47 40,9 40,9 40,9
Tu 2 den 4 Trieu 30 26,1 26,1 67,0
Tu 4 den 10 trieu 19 16,5 16,5 83,5
Valid
Tu 10 den 15 trieu 14 12,2 12,2 95,7
Tren 15 trieu 5 4,3 4,3 100,0
Total 115 100,0 100,0
33
With mode=1, we can realize that the number of surveyed people with income below 2
million is the largest, with 47 people and accounting for 40.9%. According to the frequency
table, people with income over 15 million are the lowest with 5 people and account for 4.3%.
People with incomes from 2 to 4 million have 30 people and account for 26.1%.
How much customers see STABILO's ads:
34
The number of survey participants who have seen STABILO's ads accounted for the most
with the number of 76/115 people, accounting for 66.1%. And the number of survey
participants who have never seen STABILO's ads is 39/115, accounting for 33.9%.
Advertising interest level:
35
The highest level of advertising interest of survey participants is interest. There are 31 people
of interest level, accounting for 40.8%. Survey participants have a very low level of interest
with at least 2 people, accounting for 1.7%.
36
Customers view STABILO ads through the following means:
Of the total number of survey participants, 76 people have seen STABILO's ads and 39
people have never seen STABILO's ads, of which 56 people often watch TV commercials, 28
watch ads through newspapers or magazine, 8 people saw the advertisement via Radio,
postcard, 62 people viewed it via social media, 51 people viewed it via mobile apps, 58
people viewed it via Youtube, 11 people saw the advertisement from Billboard. There are 18
people seeing ads through pictures posted on vehicles, 15 people watching through LED
screens in buildings. 19 people watched videos and music with ads in the content. In which,
social networks are the places where most of the survey respondents encountered ads,
accounting for 19%; Radio and broadcast are the media with the least number of people
seeing ads, accounting for 2.5%.
However, because it is a multiple choice question, the number of respondents who choose
this product will have respondents choosing another product out of the total number of
products listed. The total number of choices is 326.
The extent to which customers perceive an attractive ad:

A total of 76 results on the characteristics of the ad were collected for data entry and analysis
after removing unsatisfactory surveys.
37
The number of survey participants agreeing with the opinion that fully displaying product
characteristics accounted for the most with 37/76 people, accounting for 48.7%. And the
number of neutral survey participants accounted for the least with 11/76 people, accounting
for 14.5%.
The number of survey participants completely agree with the idea of using celebrity images
accounting for the most with 33/76 people, accounting for 43.4%. And the number of survey
participants who disagree is at least 1 in 76 people, accounting for 1.3%.
38
39
Customers' comments about STABILO's advertising publications:
There are a total of 76 results about the customer's perception that are collected for data entry
and analysis after removing unsatisfactory surveys.
The number of survey participants agreeing with the idea that "STABILO advertising" is
quite attractive" accounts for the largest number of 40/76 people, accounting for 52.6%. And
the number of neutral survey participants accounted for at least 15/76 people, accounting for
40
19.7%.
The number of neutral survey participants with the opinion "Ads make you interested and
excited" accounted for the most with 32/76 people, accounting for 42.1%. And the number of
survey participants who disagree is at least 2/76 people, accounting for 2.6%.
The number of survey participants agreeing with the idea "Provide more information about
products" accounted for the most with 31/76 people, accounting for 52.6%. And the number
of survey participants completely agree accounted for at least 17/76 people, accounting for
22.4%.
41
19.7%.
19.7%.
19.7%.
42
19.7%.
Customer's preference for STABILO advertising:
43
44
Customer comments about the creativity of STABILO:

Buying behavior group:

45
The number of survey respondents who are interested in new products and would rather buy
expensive but quality products has an equal number of people choosing. For each statement,
there are 25 people choosing and accounting for 21.7%. In which, the number of people
wandering but not intending to buy accounted for the smallest number with 7 people
accounting for 6.1%.
How often to buy stationery:
46
Statistics
Muc do thuong xuyen mua sam van phong pham

Valid 76
N
Missing 39
Median 3.0000
Mode 3.00
25 2.0000
Percentiles 50 3.0000
75 3.0000

Moi tuan it nhat 1 lan 8 7.0 10.5 10.5

Moi thang tu 2-3 lan 23 20.0 30.3 40.8
Valid 2-3 thang 1 lan 29 25.2 38.2 78.9
6 thang - 1 nam 1 lan 16 13.9 21.1 100.0
Total 76 66.1 100.0
Missing System 39 33.9
Total 115 100.0
• With the number of modes = 3, we can realize that the highest frequency of buying
stationery is every 2-3 months, accounting for 25.2% of the total.
Time to buy stationery
Thoi gian cho viec mua sam van phong pham

N Valid 76
47
Missing 39
Median 2.0000
Mode 2.00
25 1.0000
75 3.0000

Percent
Duoi 30 phut 25 21.7 32.9 32.9
Tu 30 phut den 1
30 26.1 39.5 72.4
gio
Valid Tu 1 gio den 2 gio 11 9.6 14.5 86.8
Tu 2 den 3 gio 5 4.3 6.6 93.4
Tren 3 gio 5 4.3 6.6 100.0
Total 76 66.1 100.0
Total 115 100.0
• With mode=2 it shows that the time for buying stationery is from 30 minutes to an hour at
most, accounting for 30%.
• With median = 2, we can know that 50% of the time to buy stationery is less than 1 hour,
the remaining 50% is from 1 hour or more.
Factors to consider when buying stationery products
48
Case Summary
Cases
Valid Missing Total
N Percent N Percent N Percent
$Q11 a
76 66.1% 39 33.9% 115 100.0%
$Q11 Frequencies
Responses Percent of Cases
N Percent
Chi phi 52 13.6% 68.4%
Gia ca san pham 55 14.4% 72.4%
Chat luong san pham 58 15.2% 76.3%
Khuyen mai 47 12.3% 61.8%
$Q11 a
Dich vu 20 5.2% 26.3%
Thong tin cua san pham va dich vu 24 6.3% 31.6%
Mau ma san pham 59 15.5% 77.6%
Thuong hieu san pham 36 9.4% 47.4%
Su thuan tien khi mua sam 30 7.9% 39.5%
100.0
Total 381 501.3%
%
Of the total 115 survey participants, 76 people are interested in factors when buying
stationery products and 39 people are not interested, 52 people are concerned about cost, 55
people are interested in product price. products, 58 people are interested in product quality,
47 people are interested in promotions, 20 people are interested in services, 24 people are
interested in information of products and services, 59 people are interested in product designs
products, 36 people are interested in product brands, 30 people are interested in the
convenience of buying products. In which, the number of people interested in product designs
accounted for the highest proportion with 15.5%. However, because the question is multiple
choice, the number of respondents who are interested in this factor will have choices that are
interested in other factors out of the total number of factors mentioned. Total selection is 381
Các lý do khách hàng quyết định mua sản phẩm của STABILO
Case Summary
Cases
Valid Missing Total
5 11
$Q.15 a
57 49.6% 50.4% 100.0%
8 5
$Q.15 Frequencies
N Percent
Mau ma da dang, chat luong 42 16.2% 73.7%
$Q.15 a
Gia ca san pham phu hop cho nhieu doi tuong 48 18.5% 84.2%
49
Co khuyen mai, uu dai tot 27 10.4% 47.4%

But mau len mau chat luong 42 16.2% 73.7%
Xuat hien o cac nha sach, quay van phong pham 27 10.4% 47.4%
Quang cao san pham mang lai an tuong khi mua

29 11.2% 50.9%
hang
Duoc review tot tren cac trang mang xa hoi 24 9.2% 42.1%
Thong tin, xuat xu co nguon goc 21 8.1% 36.8%
Total 260 100.0% 456.1%
Out of a total of 115 survey respondents, 57 respondents gave reasons for deciding to buy
STABILO's products and 58 people did not respond, 42 people chose the reason for diversity
and quality; 48 people chose the reason that the product price is suitable for many subjects;
27 people chose the reason of having good promotions and incentives; 42 people choose the
reason for quality crayons; 27 people chose the reason to appear at bookstores, stationery
counters; 29 people chose the reason that the product advertisement made an impression
when buying; 24 people chose the reason for being well-reviewed on social networking sites;
21 people choose information reasons, origin of origin. In which, the number of customers
who buy STABILO's products because they have suitable prices for many objects is the
largest, accounting for 18.5%. However, because the question has multiple choices, the
number of respondents who choose this reason will also be there. other reasons in the sum of
the factors stated. The total number of choices is 260.
How often do you buy stationery
Statistics

Valid 76
N
Missing 39
Median 3.0000
Mode 3.00
25 2.0000
75 3.0000

Moi tuan it nhat 1 lan 8 7.0 10.5 10.5

Moi thang tu 2-3 lan 23 20.0 30.3 40.8
Valid 2-3 thang 1 lan 29 25.2 38.2 78.9
6 thang - 1 nam 1 lan 16 13.9 21.1 100.0
Total 76 66.1 100.0
Total 115 100.0
50
• With the number of modes = 3, we can realize that the highest frequency of buying
stationery is every 2-3 months, accounting for 25.2% of the total.
Time to buy stationery

Valid 76
N
Missing 39
Median 2.0000
Mode 2.00
25 1.0000
75 3.0000

Percent
Duoi 30 phut 25 21.7 32.9 32.9
Tu 30 phut den 1
30 26.1 39.5 72.4
gio
Valid Tu 1 gio den 2 gio 11 9.6 14.5 86.8
Tu 2 den 3 gio 5 4.3 6.6 93.4
Tren 3 gio 5 4.3 6.6 100.0
Total 76 66.1 100.0
Total 115 100.0
51
• With mode=2 it shows that the time for buying stationery is from 30 minutes to an hour at
most, accounting for 30%.
• With median = 2, we can know that 50% of the time to buy stationery is less than 1 hour,
the remaining 50% is from 1 hour or more.
Factors that customers care about when buying stationery products:
Case Summary
Cases
Valid Missing Total
$Q11 a
76 66.1% 39 33.9% 115 100.0%
$Q11 Frequencies
N Percent
Chi phi 52 13.6% 68.4%
Gia ca san pham 55 14.4% 72.4%
Chat luong san pham 58 15.2% 76.3%
Khuyen mai 47 12.3% 61.8%
$Q11 a
Dich vu 20 5.2% 26.3%
Thong tin cua san pham va dich vu 24 6.3% 31.6%
Mau ma san pham 59 15.5% 77.6%
Thuong hieu san pham 36 9.4% 47.4%
Su thuan tien khi mua sam 30 7.9% 39.5%
100.0
Total 381 501.3%
%
Of the total 115 survey participants, 76 people are interested in factors when buying
stationery products and 39 people are not interested, 52 people are concerned about cost, 55
people are interested in product price. products, 58 people are interested in product quality,
47 people are interested in promotions, 20 people are interested in services, 24 people are
interested in information of products and services, 59 people are interested in product designs
products, 36 people are interested in product brands, 30 people are interested in the
52
convenience of buying products. In which, the number of people interested in product designs
accounted for the highest proportion with 15.5%. However, because the question is multiple
choice, the number of respondents who are interested in this factor will have choices that are
interested in other factors out of the total number of factors mentioned. Total selection is 381
The reasons customers decide to buy STABILO's products
Case Summary
Cases
Valid Missing Total
5 11
$Q.15 a
57 49.6% 50.4% 100.0%
8 5
$Q.15 Frequencies
N Percent
Mau ma da dang, chat luong 42 16.2% 73.7%
Gia ca san pham phu hop cho nhieu doi tuong 48 18.5% 84.2%
Co khuyen mai, uu dai tot 27 10.4% 47.4%

But mau len mau chat luong 42 16.2% 73.7%
$Q.15 a
Xuat hien o cac nha sach, quay van phong pham 27 10.4% 47.4%
Quang cao san pham mang lai an tuong khi mua

29 11.2% 50.9%
hang
Duoc review tot tren cac trang mang xa hoi 24 9.2% 42.1%
Thong tin, xuat xu co nguon goc 21 8.1% 36.8%
Total 260 100.0% 456.1%
Out of a total of 115 survey respondents, 57 respondents gave reasons for deciding to buy
STABILO's products and 58 people did not respond, 42 people chose the reason for diversity
and quality; 48 people chose the reason that the product price is suitable for many subjects;
27 people chose the reason of having good promotions and incentives; 42 people choose the
reason for quality crayons; 27 people chose the reason to appear at bookstores, stationery
counters; 29 people chose the reason that the product advertisement made an impression
when buying; 24 people chose the reason for being well-reviewed on social networking sites;
21 people choose information reasons, origin of origin. In which, the number of customers
who buy STABILO's products because they have suitable prices for many objects is the
largest, accounting for 18.5%. However, because the question has multiple choices, the
number of respondents who choose this reason will also be there. other reasons in the sum of
the factors stated. The total number of choices is 260.
Number of people using STABILO products:
Case Summary
Cases
53
Valid Missing Total

5
$Q16 a
58 50,4% 49,6% 115 100,0%
7
$Q16 Frequencies
N Percent
But long kim 17 4,2% 29,3%
But long 25 6,2% 43,1%
But may 18 4,5% 31,0%
But gel 17 4,2% 29,3%
But rollerball 14 3,5% 24,1%
But bi thong thuong 38 9,5% 65,5%
But chi ve 40 10,0% 69,0%
$Q16 a
But chi mau 19 4,7% 32,8%
But mau nuoc 19 4,7% 32,8%
But Highlight 37 9,2% 63,8%
But da mau 30 7,5% 51,7%
But chi mau pastel 30 7,5% 51,7%
Mau sap 29 7,2% 50,0%
But da Acrylic 24 6,0% 41,4%
Got but chi 45 11,2% 77,6%
Total 402 100,0% 693,1%
Of the total survey participants, there are 58 people who have purchased STABILO products
and 57 people who have not purchased STABILO products, 17 people have purchased stylus
and Gel pens, 25 have purchased markers, 18 have purchased fountain pens, 14 people
bought Rollerball pens, 38 people bought regular ballpoint pens, 40 people bought drawing
pencils, 19 people bought crayons and watercolors. There were 37 people buying
highlighters, 30 people buying markers and pastel pencils. 24 people bought Acrylic markers
and 45 bought some pencil sharpeners, accounting for 11.2%, the highest percentage of
STABILO products. However, because it is a multiple choice question, the number of
respondents who choose this product will have respondents choosing another product out of
the total number of products listed. The total number of choices is 402.
Satisfaction of customers who are using the brand's products.
Hai long voi san pham
Frequency Percent Valid Cumulative Bootstrap for Percent a
Percent Percent
Bias Std. 95% Confidence
Error Interval
Lower Upper
Trung lap 2 3,3 3,3 3,3 -,1 2,3 ,0 8,3
Dong y 22 36,7 36,7 40,0 ,2 6,2 25,0 48,3
Valid Hoan toan
36 60,0 60,0 100,0 -,1 6,3 48,3 71,7
dong y
Total 60 100,0 100,0 ,0 ,0 100,0 100,0
54
The level of completely agreeing about the satisfaction with the products that the surveyors
are using of STABILO company is 36/58 people, accounting for 60%. Those with the least
neutral opinion, 2 people accounted for 3.3%. There are 22 people who agree, accounting for
36.7% and no respondents choose to disagree and completely disagree.
4.2.2 Inferential statistics for hypothesis testing:
Advertising displaying product features - Creativeness in advertising:
H0: There is no effect of full display of product features on creativeness in advertising.
H1: There is an effect of the full display of product characteristics on the creativeness of
advertising.Analytical technique: pearson correlation
Correlations
Hien thi day du dac diem san Quang cao sang
pham tao
Hien thi day du dac diem san Pearson 1 ,249 *
pham Correlation
Sig. (2-tailed) ,030

N 76 76
Quang cao sang tao Pearson ,249 *

1
Correlation

N 76 76
*. Correlation is significant at the 0.05 level (2-tailed).
With the value sig.=0.03<0.05, so reject H0, accept H1. In other words, there is an influence
in the full display of product characteristics on the creativity of advertising.
Ads using celebrity images- Creativeness in advertising:
H0: There is no difference in the use of celebrity images on creativity in advertising.
H1: There is a difference in the use of celebrity images on creativity in advertising.
Analytical technique: pearson correlation
Correlations
Quang cao sang tao Su dung hinh anh nguoi noi tieng
55
Quang cao sang tao Pearson 1 ,354 **
Correlation

N 76 76
Su dung hinh anh nguoi noi tieng Pearson ,354 **

1
Correlation

N 76 76
**. Correlation is significant at the 0.01 level (2-tailed).
With the value sig.=0.002<0.05 accept H1. Thus, we can conclude that there is a difference in
the use of celebrity images on creativity in advertising.
Ads use eye-catching images- Creativeness in advertising:
H0: There is no difference in the use of eye-catching images on creativity in advertising.
H1: There is a difference in the use of eye-catching images on creativity in advertising.

Correlations
Quang cao sang Hinh anh bat mat

tao
Quang cao sang Pearson Correlation 1 ,110

tao

N 76 76
Hinh anh bat mat Pearson Correlation ,110 1

N 76 76
56
With value Sig.= 0.344> 0.05 is not enough basis to reject H0. Thus, there is no difference in
the use of eye-catching images on creativity in advertising.
Advertising using the emotional-Creative element in advertising:
H0: There is no difference in the use of emotional factors on creativity in advertising.
H1: There is a difference in the use of emotional factors on creativity in advertising.

Correlations
Quang cao Co yeu to tinh cam tuong tac giua but

sang tao mau va nguoi mua
Quang cao sang tao Pearson 1 ,216

Correlation

N 76 76
Co yeu to tinh cam tuong tac giua but Pearson ,216 1

mau va nguoi mua Correlation

N 76 76
With the value Sig.= 0.061> 0.05 is not enough basis to reject H0. Thus, there is no
difference in the use of interactive emotional factors between crayons and buyers on
creativity in advertising.
Ads using emotions- Creativeness in advertising:
H0: There is no difference in the use of emotions on creativity in advertising.
H1: There is a difference in the use of emotions on creativity in advertising.
57
Correlations
Quang cao sang Yeu to cam xuc trong quang cao

tao san pham
Quang cao sang tao Pearson 1 ,184

Correlation

N 76 76
Yeu to cam xuc trong quang cao Pearson ,184 1

san pham Correlation

N 76 76
With the value Sig.= 0.111> 0.05 is not enough basis to reject H0. Thus, there is no
difference in the use of emotional factors in product advertising on creativity in advertising.
Ads with strong messages - Creativeness in advertising:
H0: There is no difference in creating a strong message in terms of creativity in advertising.
H1: There is a difference in creating a strong message on creativity in advertising.

Correlations
Quang cao sang Thong diep ro rang, tao an tuong

tao manh
Quang cao sang tao Pearson 1 ,333 **
Correlation

N 76 76
Thong diep ro rang, tao an tuong Pearson ,333 **

1
manh Correlation
58

N 76 76
**. Correlation is significant at the 0.01 level (2-tailed).
With the value Sig.=0.003<0.05. Reject H0, accept H1. So there is a difference in creating a
strong message on the creative side of the ad.
Comments on the general feeling of customers about STABILO's Advertising:
H0: There is no influence on attractive advertising elements, advertising makes buyers

interested, advertising provides a lot of information, advertising makes buyers curious,
interested in the product, has a positive view. positive about the brand and humanistic,
affecting the creativity of advertising.
H1: There is an influence on attractive advertising elements, advertising makes buyers

interested, advertising provides a lot of information, advertising makes buyers curious,
interested in the product, has a positive view. about the brand and humanity, affecting the
creativity of advertising.
With the values Sig.= 0.00< 0.05 so we can reject H0, accept H1. In other words, there is the
influence of attractive advertising elements, ads that interest buyers, ads that provide a lot of
information, ads that make buyers curious, interested in products, have a look at the product.
positive about the brand and humanistic, affecting the creativity of advertising.
59
Shopping frequency - groups of buying behavior

H0: There is no difference in the frequency of product purchases between
buying behavior group
H1: There is a difference in the frequency of product purchases between groups of buying
behavior Analytical technique: One-way analysis of variance ANOVA
ANOVA
Nhom hanh vi mua
Sum of Squares df Mean F Sig.
Square
Between Groups 15.059 3 5.020 3.178 .029
Within Groups 113.717 72 1.579
Total 128.776 75
With F= 3.178 and sig.= 0.029 < 0.05 => There is a difference in the frequency of product
purchases between groups of buying behavior
Multiple Comparisons
Dependent Variable: Nhom hanh vi mua

Tukey HSD
(I) Muc do thuong xuyen (J) Muc do thuong xuyen Mean Std. Sig. 95% Confidence
mua sam van phong pham mua sam van phong pham Difference (I-J) Error Interval
Lower Upper
Bound Bound
Moi thang tu 2-3 lan .08152 .51584 .999 -1.2752 1.4382
Moi tuan it nhat 1 lan 2-3 thang 1 lan -.01293 .50188 1.000 -1.3329 1.3071
6 thang - 1 nam 1 lan -1.06250 .54419 .216 -2.4937 .3687
Moi tuan it nhat 1 lan -.08152 .51584 .999 -1.4382 1.2752
Moi thang tu 2-3 lan 2-3 thang 1 lan -.09445 .35090 .993 -1.0173 .8284
6 thang - 1 nam 1 lan -1.14402 *
.40912 .033 -2.2200 -.0680
Moi tuan it nhat 1 lan .01293 .50188 1.000 -1.3071 1.3329
2-3 thang 1 lan Moi thang tu 2-3 lan .09445 .35090 .993 -.8284 1.0173
6 thang - 1 nam 1 lan -1.04957 *
.39138 .044 -2.0789 -.0202
Moi tuan it nhat 1 lan 1.06250 .54419 .216 -.3687 2.4937
6 thang - 1 nam 1 lan Moi thang tu 2-3 lan 1.14402 *
.40912 .033 .0680 2.2200
2-3 thang 1 lan 1.04957 *
.39138 .044 .0202 2.0789
*.The mean difference is significant at the 0.05 level.
We see sig. between the frequency of purchasing products of 6 months- 1 time once a year
and once every 2-3 months is 0.04 < 0.05, which proves that there is a difference in the
frequency of product purchases between the 6-month-old buying behavior groups. Once a
year and every 2-3 months . Similarly we have sig. of every 6 months - 1 year and every 2-3
times a month is equal to 0.033<0.05, so there is also a difference in the frequency of product
purchases between this group of buying behavior.
And we see the coefficient sig. of the remaining groups > 0.05, so there is no difference
between the remaining groups.
Product quality – use STABILO products
H0: There is no difference in interest in product quality between people who have and have
never used STABILO products.
H1: There is a difference in interest in product quality between people who have and have
never used STABILO's products
60
Group Statistics
Su dung san pham cua STABILO N Mean Std. Deviation Std. Error Mean
Da tung 57 4.9123 .34230 .04534

Quan tam den chat luong san pham
Chua tung 19 4.6316 .59726 .13702
Independent Samples Test

Quan tam den chat luong san pham
Equal variances Equal variances not
assumed assumed
Levene's Test for Equality of F 18.480

Variances Sig. .000
t 2.530 1.945
df 74 22.072
Sig. (2-tailed) .014 .065
t-test for Equality of Means Mean Difference .28070 .28070
Std. Error Difference .11096 .14433
95% Confidence Interval of the Lower .05961 -.01856
Difference Upper .50179 .57996
Levene test with F = 18,480, with the corresponding significance level is sig=0.00 < 0.05,
therefore, There is a difference in interest in product quality between those who have and
have never. using STABILO's products
Product pricing - use STABILO products
H0: There is no difference in product price interest between people who have used STABILO
products and have never used a STABILO product.
H1: There is a difference in product price interest between people who have and have never
used STABILO products
Analytical technique: independent sample T-test
Group Statistics
Su dung san pham cua STABILO N Mean Std. Std. Error Mean
Deviation
Da tung 57 4.7544 .63473 .08407
Quan tam den gia ca khi mua hang
Chua tung 19 4.7368 .65338 .14989
Independent Samples Test

Quan tam den gia ca khi mua hang
Equal variances Equal variances not

assumed assumed
Levene's Test for Equality of F .055

Variances Sig. .815
t-test for Equality of Means t .104 .102
df 74 30.147
Sig. (2-tailed) .918 .919
Mean Difference .01754 .01754
61
Std. Error Difference .16936 .17186

Lower -.31991 -.33337
95% Confidence Interval of the
Difference Upper .35500 .36846
Levene test with F = 0.055 with the corresponding significance level is sig=0.815> 0.05, so
we will use the t-value referenced by the assumed Equilibrium Variance.
t = 0.104 and p_value = 0.918 > 0.05. Therefore, there is no difference in the price of the
product between those who have and have never used a STABILO product.
Using STABILO products – how often you shop for stationery items
H0: There is no difference in the frequency of purchasing stationery items between those who
have and have not purchased STABILO products
H1: There is a difference in how often they shop for stationery items between those who have
and have not purchased STABILO products.
ANOVA
Su dung san pham cua STABILO
Square
Between Groups 1.578 3 .526 2.989 .037
Within Groups 12.672 72 .176
Total 14.250 75
With F= 2.989 and sig.= 0.037 < 0.05 => There is a difference in the frequency of purchasing
stationery items between those who have and have not purchased STABILO products
Dependent Variable: Su dung san pham cua STABILO

Tukey HSD
(I) Muc do thuong xuyen (J) Muc do thuong xuyen Mean Std. Sig. 95% Confidence
mua sam van phong pham mua sam van phong pham Difference (I-J) Error Interval
Lower Upper
Bound Bound
Moi thang tu 2-3 lan -.21739 .17220 .590 -.6703 .2355
Moi tuan it nhat 1 lan 2-3 thang 1 lan -.20690 .16754 .607 -.6475 .2337
6 thang - 1 nam 1 lan -.50000 *
.18166 .037 -.9778 -.0222
Moi tuan it nhat 1 lan .21739 .17220 .590 -.2355 .6703
Moi thang tu 2-3 lan 2-3 thang 1 lan .01049 .11714 1.000 -.2976 .3186
6 thang - 1 nam 1 lan -.28261 .13657 .173 -.6418 .0766
Moi tuan it nhat 1 lan .20690 .16754 .607 -.2337 .6475
2-3 thang 1 lan Moi thang tu 2-3 lan -.01049 .11714 1.000 -.3186 .2976
6 thang - 1 nam 1 lan -.29310 .13065 .121 -.6367 .0505
Moi tuan it nhat 1 lan .50000 *
.18166 .037 .0222 .9778
6 thang - 1 nam 1 lan Moi thang tu 2-3 lan .28261 .13657 .173 -.0766 .6418
2-3 thang 1 lan .29310 .13065 .121 -.0505 .6367
*. The mean difference is significant at the 0.05 level.
We see sig. between the frequency of product purchases of 6 months- 1 time a year and at
least once a week is 0.037 < 0.05, indicating that there is a difference in the frequency of
62
product purchases between the 6-month buying behavior group- Once a year and every week
at least 1 1
And we see the coefficient sig. of the remaining groups > 0.05, so there is no difference
between the remaining groups.
Gender – creative in advertising:
H0: Men and women perceive the creativity of STABILO's advertising as generally the same.
H1: Men and women perceive STABILO's advertising creativity in general differently.
Analytical technique: independent sample T-test.
Group Statistics
Gioi tinh N Mean Std. Deviation Std. Error Mean
Nam 28 3,9643 ,69293 ,13095

Quang cao sang tao
Nu 48 4,1250 ,81541 ,11769
Levene test with F = 6,140, with corresponding significance level sig=0.15 > 0.05, so we will
use the t-value referenced by the assumed Equilibrium Variance.
t = -0.874 and p_value = 0.385 > 0.05. Therefore, there is no difference in perceived
creativeness in advertising between men and women overall.
Age – creativity in advertising:
H0 : In general, age and creativity in STABILO advertising are not related.
H1 : Overall, age and creativity in STABILO advertising are related. Analytical technique:
pearson correlation.
Correlations
Quang cao sang tao Tuoi
Pearson Correlation 1 ,191

Quang cao sang Sig. (2-tailed) ,099
tao
N 76 76
Pearson Correlation ,191 1
Tuoi
63
N 76 115
The correlation coefficient between age and creativity in STABILO advertising is R = 0.191
and Sig. or p = 0.099 > 0.05. Thus, there is not enough basis to refute H0, we can conclude
that the age and creativity in STABILO's advertising in general are not related to each other.
Occupation – creativity in advertising:
H0 : There is no difference in perception of creativity in STABILO advertising between

groups of people with different occupations.
H 1: There is a difference in perception of creativity in STABILO advertising between groups

of people with different jobs.
Analytical technique: One-way analysis of variance ANOVA.

ANOVA
Quang cao sang tao
Square
Between Groups 5,385 4 1,346 2,433 ,055
Within Groups 39,286 71 ,553
Total 44,671 75
With F= 2.433 and sig.= 0.055 > 0.05. Therefore, there is not enough basis to reject H0. From
this we can conclude that there is no difference in perception of creativity in STABILO
advertising between groups of people with different occupations.
Dependent Variable: Quang cao sang tao

Tukey HSD
(I) Nghe nghiep (J) Nghe nghiep Mean Difference (I-J) Std. Sig. 95% Confidence Interval
Error
Lower Bound Upper Bound
Nhan vien van
-,07500 ,32566 ,999 -,9866 ,8366
phong
Sinh vien ,27134 ,28751 ,879 -,5334 1,0761
Hoc sinh
Hoa si -,43056 ,36145 ,756 -1,4423 ,5812
Nha thiet ke -,54167 ,50359 ,818 -1,9513 ,8679
Hoc sinh ,07500 ,32566 ,999 -,8366 ,9866
Sinh vien ,34634 ,22446 ,538 -,2820 ,9746
Nhan vien van phong
Hoa si -,35556 ,31364 ,788 -1,2335 ,5224
Nha thiet ke -,46667 ,47046 ,858 -1,7835 ,8502
Hoc sinh -,27134 ,28751 ,879 -1,0761 ,5334
Nhan vien van
-,34634 ,22446 ,538 -,9746 ,2820
Sinh vien phong
Hoa si -,70190 ,27382 ,088 -1,4683 ,0645
Nha thiet ke -,81301 ,44490 ,366 -2,0583 ,4323
Hoc sinh ,43056 ,36145 ,756 -,5812 1,4423
Nhan vien van
,35556 ,31364 ,788 -,5224 1,2335
Hoa si phong
Sinh vien ,70190 ,27382 ,088 -,0645 1,4683
Nha thiet ke -,11111 ,49590 ,999 -1,4992 1,2770
64
Hoc sinh ,54167 ,50359 ,818 -,8679 1,9513

Nhan vien van
,46667 ,47046 ,858 -,8502 1,7835
Nha thiet ke phong
Sinh vien ,81301 ,44490 ,366 -,4323 2,0583
Hoa si ,11111 ,49590 ,999 -1,2770 1,4992
With the values sig.>0.05, we can conclude that there is no difference in the perception of
creativity in STABILO's advertising between groups of people with different jobs.
Income – creativity in advertising:
H0 : There is no difference in perceived level of creativity in STABILO advertising between

groups of people with different income levels.
H 1: There is a difference in perceived level of creativity in STABILO's advertising among

different income groups.
Analytical technique: One-way analysis of variance ANOVA.

ANOVA
Quang cao sang tao
Square
Between Groups 5,099 4 1,275 2,287 ,068
Within Groups 39,572 71 ,557
Total 44,671 75
With F= 2,287 and sig. = 0.068 > 0.05, so there is no basis to reject H0. Therefore, we can
conclude that there is no difference in perceived level of creativity in STABILO advertising
among different income groups.
Dependent Variable: Quang cao sang tao

Tukey HSD
(I) thu nhap (J) thu nhap Mean Difference (I-J) Std. Sig. 95% Confidence Interval
Error Lower Upper Bound
Bound
Tu 2 den 4 Trieu -,28545 ,21824 ,687 -,8963 ,3254
Tu 4 den 10 trieu -,47077 ,25528 ,357 -1,1853 ,2438
Duoi 2 trieu
Tu 10 den 15 trieu -,74000 *
,26218 ,047 -1,4739 -,0061
Tren 15 trieu -,49000 ,40204 ,741 -1,6153 ,6353
Duoi 2 trieu ,28545 ,21824 ,687 -,3254 ,8963
Tu 4 den 10 trieu -,18531 ,26117 ,954 -,9163 ,5457
Tu 2 den 4 Trieu
Tu 10 den 15 trieu -,45455 ,26792 ,443 -1,2045 ,2954
Tren 15 trieu -,20455 ,40580 ,987 -1,3404 ,9313
Duoi 2 trieu ,47077 ,25528 ,357 -,2438 1,1853
Tu 2 den 4 Trieu ,18531 ,26117 ,954 -,5457 ,9163
Tu 4 den 10 trieu
Tu 10 den 15 trieu -,26923 ,29886 ,896 -1,1058 ,5673
Tren 15 trieu -,01923 ,42686 1,000 -1,2141 1,1756
Duoi 2 trieu ,74000 *
,26218 ,047 ,0061 1,4739
Tu 10 den 15 trieu
Tu 2 den 4 Trieu ,45455 ,26792 ,443 -,2954 1,2045
65
Tu 4 den 10 trieu ,26923 ,29886 ,896 -,5673 1,1058

Tren 15 trieu ,25000 ,43103 ,978 -,9565 1,4565
Duoi 2 trieu ,49000 ,40204 ,741 -,6353 1,6153
Tu 2 den 4 Trieu ,20455 ,40580 ,987 -,9313 1,3404
Tren 15 trieu
Tu 4 den 10 trieu ,01923 ,42686 1,000 -1,1756 1,2141
Tu 10 den 15 trieu -,25000 ,43103 ,978 -1,4565 ,9565
*. The mean difference is significant at the 0.05 level.
With values sig.>0.05, we can conclude that there is no difference in perceived level of
creativity in STABILO advertising between people with different income levels.
Extroverted personality – creativity in advertising:
H0: There is no difference in comments about creativeness in advertising by people with

extroverted, enthusiastic, and dynamic personality.
H1: There is a difference in comments about creativeness in advertising by people with an

outgoing, enthusiastic, and dynamic personality.

Correlations
Quang cao sang tao huong ngoai, nhiet tinh, nang dong
Pearson Correlation 1 ,228 *
Quang cao sang tao Sig. (2-tailed) ,047

N 76 76
Pearson Correlation ,228 *
1
huong ngoai, nhiet tinh, nang
dong
N 76 115
Based on Correlations table data, Sig=0.047<0.05 (significant level 5%) should reject
hypothesis H0, accept H1. In other words, at the 5% level of significance, we can conclude
that there is a difference in the comments about creativity in STABILO's advertising about
extroverted, enthusiastic, and dynamic personality.
Emotional personality – creativity in advertising:
H0: There is no difference in comments about the creativeness in advertising of people with
emotional and caring personalities.
H1: There is a difference in comments on the creativeness of advertising by people with
Analytical technique: pearson correlation.
Correlations
Quang cao sang tao tinh cam, quan tam den xung quanh
Pearson Correlation 1 ,252 *
Quang cao sang tao Sig. (2-tailed) ,028

N 76 76
tinh cam, quan tam den xung quanh Pearson Correlation ,252 *
1
66
N 76 115
Conclusion: Based on Correlations table data, Sig=0.028<0.05 (significant level 5%) should
reject hypothesis H0, accept H1. With a significance level of 5%, it is possible to conclude
that there is a difference in comments about the creativity in advertising of people with
Meticulous personality - creativity in advertising:
H0: There is no difference in comments about the creativity in advertising of people with neat
and meticulous personality.
H1: There is a difference in comments about the creativity in advertising of people with a
neat and meticulous personality.
Analytical technique: pearson correlation.
Correlations
Quang cao sang tao gon gang, ti mi
Pearson Correlation 1 ,177

Quang cao sang Sig. (2-tailed) ,125
tao
N 76 76
Pearson Correlation ,177 1
gon gang, ti mi Sig. (2-tailed) ,125
N 76 115
Conclusion: Based on One-Sample Test panel data, it shows that Sig=0.125>0.05 (significant
level of 5%) should not be qualified to reject hypothesis H0. In other words, at the 5% level
of significance, it is possible to conclude that there is no difference in comments about the
creativity in advertising of people with a neat and meticulous personality.
Experiential personality – creativity in advertising:
H0: There is no difference in the creative comments of people who like to experience, freely
and love to discover new things.
H1: There is a difference in comments about creativeness in advertising by people with a
personality that likes to experience, is free, and likes to discover new things.
Analytical techniques: Pearson correlation.
Correlations
Quang cao thich trai nghiem, tu do, thich kham pha
sang tao nhung dieu moi
Pearson
1 ,236 *
Correlation
Quang cao sang tao
N 76 76
Pearson
,236 *
1
Correlation
thich trai nghiem, tu do, thich kham pha
nhung dieu moi Sig. (2-tailed) ,040
N 76 115
Based on the data of One-Sample Test table, it shows that Sig=0.040<0.05 (significant level
5%) rejects hypothesis H0, accepting H1. In other words, at the 5% level of significance, it is
67
possible to conclude that there is a difference in the comments about the creativeness in
advertising of people who like to experience, freely, like to discover new things.
5. RESULTS:
- The study sample size determined from the research proposal was 115 survey participants.
The study was completed with 67 women and 49 men, with rates of 58.3% and 41.7%,
respectively.
We mainly use a 5-point Likert (1= Totally disagree, 2= Disagree, 3= neutral, 4= Agree, 5=
Totally agree). In addition, we also use nominal and interval scales to measure variables
related to research objectives.
- Although 115 people took part in the survey overall, only 76 people saw the STABILO
advertisement. The level of assessment of creativity in advertising of the respondents who
have seen STABILO's advertisement is shown through the following table:
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Quang cao sang tao 76 2,00 5,00 4,0658 ,77176

Valid N (listwise) 76
Customer's advertising reach through different types of communication channels:

Through the analytical data, the results show that the surveyed customers have access to
advertising through the most media, especially from TV, mobile applications, social networks
and on youtube.
Customer response to STABILO advertising.
For statements about an advertisement that is deemed attractive, with the use of pearson
correlation analysis technique, we can find that the influencing factors are only the one that
fully displays the characteristics. Product points and message elements make a strong
impression. The remaining factors do not affect the judgment of creativity in advertising.
Pearson correlation analysis results table.
Variable Type of Variable R P-value
Product Features Show full product features 0,249 0,03
Creativity in advertising 1 0,03
Celebrity pictures Use celebrity images 0,354 0,002
Bright image Bright, eye-catching images 0,110 0,344
Sentimental Emotional factor, interaction between crayons and 0,216 0,061

element buyers
Emotional factor Emotional factor 0,184 0,111
68
Message Impressive message 0,333 0,003003
Attractive advertising elements and statements, ads that interest buyers, advertisements that
provide a lot of information, ads that make buyers curious, interested in products, have a
positive view of the brand and All humanistic influences on advertising creativity are clearly
shown in STABILO's hypothesis testing hypothesis about customers' overall perception of
Advertising.
Customer expectations for STABILO advertising.

Out of the total population surveyed, only 58 people use STABILO products. This can be
seen, the level of customer access to the brand is just over 50%, which is 0.04%.
Case Summary
Cases
Valid Missing Total
$Q16 a
58 50,4% 57 49,6% 115 100,0%
Customers using STABILO products all have positive comments about the level of
satisfaction with the product, which is clearly shown in the data analysis of the customer
satisfaction data currently in use. brand products.
According to ANOVA analysis data, there is a difference in the frequency of shopping for
groups of consumer behavior. And there is a difference in usage of STABILO products with
respect to how often they purchase stationery.
Bảng Phân tích một chiều phương sai ANOVA.
Variable F Sig.
Group of buying behavior 3.178 0.029029
Using STABILO products 2.989 0.037
The quality factor has an influence on whether customers have ever used STABILO products.
However, the price factor is not affected as shown in the following table:
Table of Independent Test Results- sample test T
Variable Type of variable Mean Std.Deviation Giá trị P
Quality Quality 4,9123 0,34230 0,014
Use the product 4,6316 0,59726 0,014
Price Price 4,7544 0,63473 0,918
Use the product 4,7368 0,65338 0,918
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Potential market characteristics (demographic, psychographic and behavioral) to

position the creativity of the STABILO brand.
The characteristics of gender, age, occupation, income did not affect the perceived level of
creativity in STABILO advertising.
In different personalities, the impact on the perceived level of creativity in STABILO's
advertising is also different. For people with an extroverted and emotional personality, it does
not affect the perception of creativity in STABILO advertising. However, for people with a
meticulous personality and a personality that likes to experiment, it affects the perception of
the level of creativity in STABILO's advertising.
Table of Independent Test Results- sample test T
(Gender, creative of the ad)
Variable Type of variable Mean Độ chênh lệch Giá trị P
Gender Male 3,9643 0,69293 0,385
Female 4,1250 0,81541 0,385
Table of Pearson Correlation Test Results

(Age, personality, creativeness of the ad)
Variable Type of variable R P-value
Age Creativeness of advertising 0,191 0,099
Age 0,191 0,099
Personality Creativeness of advertising 0,288 0,47
Extroverted personality 1 0,47

Affectionate personality 1 0,028

Meticulous personality 1 0,125

Personality likes to experience 1 0,040
70
Table One-way Analysis of Variance ANOVA.

(Occupation, income, creativity of advertising)
Variabl Type of Variable F Sig.
e
Job Between Groups 2,433 ,055
Within Groups
Income Between Groups
2,287 ,068
Within Groups
Table 6| Research costs
Amount of
Amount Unit price
money (VND)
50 300 VND/ 1 sheet
Test survey questionnaire 30.000
(copy) (2-sided printing)
600 VND/copy
115
Official investigation questionnaire (1 copy includes 2 69.000
(copy)
sheets)
Interviewer's salary 5,000 VND / 1
115
(Based on the number of questionnaires copy / 1 575.000
(copy)
collected) interviewer
Gift for the respondent
(A respondent who answers a 115
3.000 VND/pen 345.000
questionnaire will receive a free (pen)
ballpoint pen as a gift.)
2,000 VND/sheet
(A4 usually prints 1
Report (color printing + single-sided side)
1 (book) 100.000
printing) 100,000 VND/book
(1 book of 40
sheets, with cover)
Total 1.119.000
6. Conclusions and suggestions
6.1 Conclusion:
The study answered the research questions posed and provided the information brands need
for future marketing planning. Specifically, the information related to the level of assessment
and approach of customers about the creativity in advertising of STABILO has been clarified
based on data analysis tables.
The number of survey respondents who have access to STABILO's advertising is not much,
besides that, the respondent's preference for advertising also only stops at neutral and agree.
There aren't too many completely favorites about the STABILO advertising program.
However, the products of the company that the respondents bought and used were completely
satisfied with the quality. It is a benefit in planning the marketing strategy of the company's
management board.
71
6.2 Suggestion:
In general, the number of customers accessing STABILO's advertising is not much.
Therefore, the management of STABILO company needs a marketing strategy to reposition
the STABILO brand to become popular among all ages and industries. Because according to
the analysis, the number of respondents who think that STABILO's advertising is very
creative accounts for a large percentage of the total surveyed respondents.
Besides, the number of survey respondents who bought and used STABILO's products
accounted for only 75% of the total 76 people who saw the advertisement. Among them, 25%
of people have never used the product. Therefore, we need to target potential customers and
build an advertisement so that customers can be curious about the company's products, from
there buy and use the company's products.
Should target potential customers including students, decoration lovers. Targeting customers
who love to use brands, like to use quality products. Accordingly, the company also needs to
meet the needs of cost, reasonable price, suitable for each object, creating trust in quality and
product information in customers. Since then, the company's management board has made
appropriate adjustments to marketing planning for STABILO's product brands.
7. LIMITATIONS OF RESEARCH AND IMPLICATIONS FOR
FUTURE RESEARCH
7.1. Limitations
Firstly, most of the respondents pay less intention to stationary's products. Moreover, they
may be not keen on surveying due to the length of the survey, therefore, our research team
has to spend a lot of time collecting data.
Secondly, the sample size is only 115 samples with the convenience sampling method and
conducted in Da Nang, leading to the low reliability of research results. The sample is limited
to the adolescents and adults in theDa Nang city, therefore, the research results are only for
reference. It is necessary to research a larger sample size in case wanting to apply the
research results into practice.
Thirdly, since this is a descriptive study, it cannot be analyzed extensively the effective
advertisement affecting on the customer behaviour s as well as the potential to expand the
brand awareness and revenue in Viet Nam.
7.2. Further research
The findings of the study can be used to guide future research into STABILO's advertising
approach.
Future research, for example, will go deeper into each aspect and examine its impact on
customer perceptions, attitudes, and purchasing behavior. Age and employment can be
broken down further into different ranges to see how these aspects affect purchase behavior
and how STABILO advertising campaigns are affected. In future studies, other sampling
strategies may be utilized to reach a larger number of respondents.
72
REFERENCES
2022. [online] Available at: <https://www.conradrecord.com/global-wax-crayons-market-

2021-to-2027-growing-companies-crayola-sakura-STABILO-eberhard-faber/> [Accessed 29
March 2022].
Bakar, M., Desa, M. and Mustafa, M., 2022. Attributes for Image Content that Attract
Consumers’ Attention to Advertisements.
Brand-trust.de. 2022. [online] Available at:

<https://www.brand-trust.de/bdt2016/Englisch/PDF/Case-Study/BDT_Case-
Study_STABILO_EN.pdf?m=1552322873> [Accessed 29 March 2022].
chủ, T., lý, K. and doanh, Q., 2022. Phân tích Vai trò của tính sáng tạo trong quảng cáo - Tài
liệu text. [online] Text.123docz.net. Available at:
<https://text.123docz.net/document/1522248-phan-tich-vai-tro-cua-tinh-sang-tao-trong-
quang-cao.htm> [Accessed 28 March 2022].
Eysenck, H., 1970. The discovery of the unconscious(1970). Behaviour Research and

Therapy, 8(4), pp.395-396.
Hartmann, A., 2022. How STABILO became a global star brand. [online] Brand-trust.de.
Available at: <https://www.brand-trust.de/en/article/2019/STABILO-globale-star-brand.php>
[Accessed 20 March 2022].
Insights-x.com. 2022. Strong brands at Insights-X – an interview with STABILO. [online]

Available at: <https://www.insights-x.com/en/article/strong-brands-at-insights-x-an-
interview-with-STABILO/> [Accessed 29 March 2022].
Kalberg, S. (1980),”Max Weber's Types of Rationality: Cornerstones for the Analysis of

Rationalization Processes in History. American Journal of Sociology”, 85(5), pp.1145-1179.
Media, C., 2022. Noron - Mạng hỏi đáp Việt. [online] noron.vn. Available at:
<https://www.noron.vn/post/nhung-thach-thuc-cua-quang-cao-1i82b75hd18> [Accessed 28
March 2022].
Printpower.eu. 2022. PrintPower | Error.... [online] Available at:

<https://www.printpower.eu/case-studies/how-STABILO-used-print-ads-to-highlight-the-
remarkable/> [Accessed 29 March 2022].
Reber, A. and Reber, E. (2001) Dictionary of psychology. 3rd Edition, Penguin/Viking,

London. - References - Scientific Research Publishing, (2022).
Robert E. Franken. (1994), “Human Motivation”, 3rd ed., (page 396).
Sandra, M., Nancy, M., & William, W. (2018), “Advertising & IMC: Principles and
Practice”, tenth edition, pp.36.
73
STABILO.com. 2022. [online] Available at:

<https://www.STABILO.com/my/fileadmin/countries/MY/PDF.pdf> [Accessed 29 March
2022].
Werner Reinartz and Peter Saffert (2013), “Creativity in Advertising: When It Works and
When It Doesn’t”, pp.156
Wilmshurst, J., & Mackay, A. (1999), “Fundamentals of Advertising”, 2nd edition, pp.45.
www.STABILO.com. 2022. STABILO Together - creating a better tomorrow. [online]

Available at: <https://www.STABILO.com/com/STABILO-together/> [Accessed 29 March
2022].
74
APPENDICES
1. Questionnarie
KHẢO SÁT VỀ ĐỘ SÁNG TẠO QUẢNG CÁO CỦA CÔNG

TY STABILO ẢNH HƯỞNG ĐẾN HÀNH VI NGƯỜI TIÊU
DÙNG.
Xin chào anh/chị chúng tôi là nhóm sinh viên thuộc trường Đại học Kinh Tế - Đại học Đà
Nẵng đang thực hiện cuộc khảo sát nhằm phục vụ nội dung học phần Nghiên cứu Marketing.
Nghiên cứu này nhằm tìm hiểu về độ sáng tạo quảng cáo của công ty bút màu STABILO ảnh
hưởng đến hành vi người tiêu dùng.
Chúng mình cam kết mọi thông tin thu thập sẽ được ẩn danh và chỉ sử dụng cho mục đích
nghiên cứu môn học. Mọi thắc mắc về khảo sát, vui lòng liên hệ người đại diện Nguyễn Vũ
Uyên Thanh (uyenthanh.nguyenvu@gmail.com)
*Lưu ý: Không có câu trả lời đúng hoặc sai. Chính quan điểm của bạn mới là quan trọng
nhất. Các chia sẻ của bạn đều có giá trị đối với nghiên cứu của chúng mình.
Bạn đồng ý tham gia vào khảo sát này?

❑ Có [Tiếp tục khảo sát] ❑ Không [Dừng khảo sát tại đây. Cảm ơn]
GIỚI THIỆU VỀ THƯƠNG HIỆU
Doanh nghiệp STABILO được thành lập từ năm 1855 đến nay, với 162 năm kinh nghiệm
trong ngành sản xuất văn phòng phẩm, thương hiệu văn phòng phẩm STABILO là một trong
hơn 3000 thương hiệu hàng đầu đến từ nước Đức.
75
Các dòng bút bi, bút màu và bút chì STABILO luôn có mặt trong các nhà sách và cửa hàng
văn phòng phẩm trên toàn thế giới, với chất liệu và công nghệ sao cho mang lại sự thoải mái,
an toàn và tiện dụng nhất cho người dùng.
Trong hơn 160 năm, STABILO đã tạo ra những dòng sản phẩm cũng như hướng các ấn
phẩm quảng cáo của như thương hiệu theo: nhạy bén với xu hướng, truyền cảm hứng và có
tầm nhìn xa!
Các câu hỏi sau đây hỏi về quảng cáo của nhãn hàng STABILO. Trước tiên, bạn hãy dành
chút thời gian để suy nghĩ và cảm nhận về các hoạt động quảng cáo của doanh nghiệp này.
PHẦN GẠN LỌC
Anh/chị đã từng xem qua quảng cáo của nhãn hàng STABILO chưa?
❑ Có [Tiếp tục khảo sát] ❑ Không [Dừng khảo sát tại đây. Cảm ơn]

Phần dành riêng cho người thực hiện phỏng vấn
Thời điểm phỏng vấn (ngày và
giờ): .......................................................................................................................................
Người thực hiện phỏng vấn:
........................................................................................................................................
Liên lạc của người trả lời (email, số điện thoại, địa chỉ):
........................................................................................................................................
PHẦN 1: KHẢO SÁT THÓI QUEN XEM QUẢNG CÁO CỦA KHÁCH
HÀNG
Câu 1: Mức độ anh/chị quan tâm đến các quảng cáo là?
Không quan tâm Rất quan tâm
1 2 3 4 5
Câu 2: Anh/chị thường xem quảng cáo thông qua các kênh truyền thông nào? (có thể trả lời
nhiều đáp án)
❑ Tivi ❑ Youtube
❑ Báo, tạp chí ❑ Billboard ngoài trời
❑ Radio, Postcard ❑ Phương tiện giao thông
❑ Mạng xã hội ❑ Màn hình LED trong các tòa nhà
❑ Ứng dụng trên điện thoại ❑ Các video ca nhạc, rạp phim
PHẦN 2: ĐÁNH GIÁ CỦA KHÁCH HÀNG SAU VỀ HOẠT ĐỘNG

QUẢNG CÁO CỦA STABILO
Câu 3: Theo anh/chị, một ấn phẩm quảng cáo (TVC) hấp dẫn cần có những đặc điểm như thế
nào? Theo thang điểm từ 1 đến 5, vui lòng chọn một con số phản ánh mức độ đồng ý của bạn
với các nhận định sau đây.
Trong đó: 1 = “Hoàn toàn không đồng ý”, “2 = Không đồng ý”, “3 = Trung lập”, 4 = “Đồng
ý”, 5 = “Hoàn toàn đồng ý”
76

Hoàn toàn Hoàn
không toàn
đồng ý đồng ý
Hiển thị đầy đủ các đặc điểm của sản phẩm 1 2 3 4 5
Sử dụng hình ảnh người nổi tiếng có ảnh 1 2 3 4 5

hưởng
Hình ảnh quảng cáo tươi sáng, bắt mắt 1 2 3 4 5
Nội dung có yếu tố tình cảm, tương tác giữa 1 2 3 4 5

bút màu và người dùng
Yếu tố cảm xúc chiếm nhiều hơn yếu tố quảng 1 2 3 4 5

cáo sản phẩm
Thông điệp rõ ràng, tạo ấn tượng mạnh 1 2 3 4 5
Mang ý nghĩa nhân văn, hướng tới cộng đồng 1 2 3 4 5
Câu 4: Các câu hỏi về cảm nhận chung của khách hàng về ấn phẩm quảng cáo (TVC) bút
màu từ STABILO.
Hoàn Hoàn
toàn toàn
không đồng
đồng ý
ý
Hoạt động quảng cáo của STABILO khá hấp 1 2 3 4 5

dẫn
Các chương trình quảng cáo khiến bạn cảm 1 2 3 4 5

thấy quan tâm và phấn khích
Quảng cáo của STABILO cung cấp nhiều 1 2 3 4 5

thông tin về sản phẩm
Quảng cáo của STABILO khiến anh/chị tò mò 1 2 3 4 5

về sản phẩm
Khơi dậy hứng thú tìm hiểu sản phẩm của 1 2 3 4 5

anh/chị
Quảng cáo của STABILO giúp anh/chị có cái 1 2 3 4 5

nhìn tích cực về thương hiệu
Mang ý nghĩa nhân văn, hướng tới cộng đồng 1 2 3 4 5
Câu 5: Mức độ yêu thích về quảng cáo của anh/chị về quảng cáo của STABILO.
77
Hoàn Hoàn
toàn toàn
không đồng ý
đồng ý
Anh/chị có thường xuyên nhìn thấy quảng cáo 1 2 3 4 5

của STABILO không?
Mức độ yêu thích của anh/chị về những hình 1 2 3 4 5

ảnh trong quảng cáo?
Mức độ yêu thích của anh/chị về quảng cáo? 1 2 3 4 5
Âm thanh trong quảng cáo có tạo được hứng 1 2 3 4 5

thú cho anh/chị hay không?
Thông điệp trong quảng cáo có tạo được hứng 1 2 3 4 5

thú cho anh/chị hay không?
Bạn nhận thấy rằng quảng cáo của STABILO 1 2 3 4 5

rất sáng tạo?
Câu 6: Trong vài năm qua, bạn nghĩ rằng, độ sáng tạo trong quảng cáo của STABILO đã thay
đổi như thế nào?
❑ Độ sáng tạo trong quảng cáo của STABILO cao hơn so với vài năm trước.
❑ Độ sáng tạo trong quảng cáo của STABILO giảm dần theo thời gian.
❑ Độ sáng tạo trong quảng cáo của STABILO so với vài năm trước không có gì thay đổi.
PHẦN 3: ĐÁNH GIÁ HÀNH VI MUA HÀNG CỦA KHÁCH HÀNG ĐỐI
VỚI NGÀNH VĂN PHÒNG PHẨM VÀ SẢN PHẨM STABILO
Câu 7: Anh/chị thuộc nhóm hành vi mua nào?

❑ Tôi thích thử sản phẩm mới ❑ Tôi thích dùng các thương hiệu nổi tiếng
❑ Tôi thà mua đắt nhưng chất lượng ❑ Tôi thích lượn lờ nhưng không có ý định mua
❑ Tôi thích mua với giá rẻ mà không quan tâm đến chất lượng
Câu 8: Anh/chị vui lòng cho biết mức độ thường xuyên mua sắm về văn phòng phẩm:
❑ Mỗi tuần ít nhất một lần ❑ Mỗi tháng từ 2-3 lần
❑ 2-3 tháng mua một lần ❑ 6 tháng - 1 năm mua một lần
Câu 9: Anh/chị thường mất bao nhiêu thời gian cho việc mua sắm văn phòng phẩm?
❑ Dưới 30 phút ❑ Từ 30 phút đến 1 giờ
❑ Từ 1 đến 2 giờ ❑ Từ 2 đến 3 giờ
❑ Trên 3 giờ
Câu 10: Anh/chị có thường xuyên mua sắm các đồ văn phòng phẩm?
Không thường xuyên Rất thường xuyên
1 2 3 4 5
78
Câu 11: Anh/chị quan tâm điều gì khi mua các sản phẩm văn phòng phẩm?
❑ Chi phí ❑ Giá cả sản phẩm ❑ Chất lượng sản phẩm
❑ Khuyến mãi ❑ Dịch vụ ❑ Thông tin của sản phẩm và dịch vụ
❑ Mẫu mã sản phẩm. ❑ Thương hiệu sản phẩm ❑ Sự thuâ ̣n tiện khi mua sắm
❑ Khác (ghi rõ): …………………………………………
Câu 12: Anh/chị quan tâm đến chất lượng của sản phẩm khi mua hàng?
Hoàn toàn Hoàn toàn
không đồng ý đồng ý
1 2 3 4 5
Câu 13: Anh/chị quan tâm đến giá cả của sản phẩm khi mua hàng?
Hoàn toàn Hoàn toàn
không đồng ý đồng ý
1 2 3 4 5
Câu 14: Anh/chị đã từng sử dụng sản phẩm của STABILO chưa? ( nếu chưa có thể bỏ qua
câu hỏi số 15,16,17)
❑ Đã từng ❑ Chưa từng
Câu 15: Lý do khiến anh/ chị quyết định mua sản phẩm STABILO là gì? (có thể trả lời nhiều
đáp án)
❑ Mẫu mã sản phẩm đa dạng, đẹp
❑ Bút màu lên màu chất lượng
❑ Giá cả sản phẩm phù hợp cho nhiều đối tượng
❑ Thường xuất hiện ở các nhà sách, quầy văn phòng phẩm
❑ Có khuyến mãi, ưu đãi tốt
❑ Quảng cáo sản phẩm mang lại sự ấn tượng khi mua hàng
❑ Được review tốt trên các trang mạng xã hội
❑ Thông tin, xuất xứ có nguồn gốc
Câu 16: Anh/chị thường xuyên mua những dòng sản phẩm nào của STABILO? (có thể trả lời
nhiều đáp án)
Đối với các dòng bút viết:
❑ Bút lông kim ❑ Bút lông ❑ Bút máy ❑ Bút Gel
❑ Bút rollerball ❑ Bút bi thông thường ❑ Bút chì vẽ
Đối với các dòng bút màu:
❑ Bút chì màu ❑ Bút dạ màu ❑ Màu sáp
❑ Bút màu nước ❑ Bút chì màu pastel ❑ Bút dạ Acrylic
❑ Bút Highlight
Đối với các dụng cụ văn phòng phẩm:
❑ Gọt, chuốt bút chì
Câu 17: Mức độ hài lòng của anh/chị đối với sản phẩm mình đang dùng của STABILO?
Không hài lòng Hài lòng
1 2 3 4 5

PHẦN 4: KHẢO SÁT THÔNG TIN KHÁCH HÀNG
79
Anh/chị vui lòng chọn các phương án bên dưới để giúp chúng mình dễ dàng hơn trong việc
xác định mẫu nghiên cứu này.
Câu 18: Giới tính của bạn là

❑ Nam
❑ Nữ
Câu 19: Anh/chị thuộc nhóm tuổi nào sau đây?

❑ Dưới 16 tuổi ❑ Từ 16 - 20 tuổi ❑ Từ 21 - 27 tuổi
❑ Từ 28 - 35 tuổi ❑ Từ 36 - 45 tuổi ❑ Từ 45 tuổi trở lên
Câu 20: Anh/chị vui lòng cho biết nghề nghiệp chính hiện tại của mình?
❑Học sinh ❑ Nhân viên văn phòng ❑ Nhà thiết kế
❑Hoạ sĩ ❑ Sinh viên
❑ Khác (Ghi rõ)……………………………………………
Câu 21: Anh/chị vui lòng cho biết mức thu nhâ ̣p hàng tháng của mình thuộc nhóm nào dưới
đây.
❑ Dưới 2 triệu ❑ Từ 2 đến 4 triệu ❑ Từ 4 đến 10 triệu
❑ Từ 10 đến 15 triệu ❑ Trên 15 triệu
Câu 22: Anh/chị là người có tính cách như thế nào?
Hoàn Hoàn
toàn toàn
không đồng
đồng ý
ý
Có lối sống hướng ngoại, nhiệt tình, năng 1 2 3 4 5

động
Có lối sống tình cảm, quan tâm đến xung 1 2 3 4 5

quanh
Có lối sống gọn gàng, ngăn nắp, tỉ mỉ 1 2 3 4 5
Có lối sống thích trái nghiệm, tự do, thích 1 2 3 4 5

khám phá những điều mới
Câu 23: Anh/chị có góp ý gì cho bảng khảo sát này không?
❑ Có ❑Không
2. Encoding table
N. Researc Nam Label Order/ Value
O h e) number
concept of
80
s questions
(question
if the
questionn
aire)
1 Q0 Have you Q0 1=Yes

already 2=No
seen the
advertisem
ent fox
belonging
to label
row
STABILO
2 Q1 How Q1 Enter the number for the option chosen

interested by the respondent:
are you in 1 = “Strongly disagree”
the 2 = Disagree”
advertisem 3 = Neutral”
ents 4 = “Agree”
5 = “Strongly agree”
3 Media Q2_1 Television Q2 1=Yes

channel 2=No
4 Q2_2 Newspaper, Q2 1=Yes

magazine 2=No
5 Q2_3 Radio, Q2 1=Yes

postcard 2=No
6 Q2_4 Social Q2 1=Yes

Network 2=No
7 Q2_5 Mobile app Q2 1=Yes

2=No
8 Q2_6 Youtube Q2 1=Yes

2=No
9 Q2_7 Outdoor Q2 1=Yes

billboard 2=No
10 Q2_8 Transport Q2 1=Yes

2=No
11 Q2_9 LED Q2 1=Yes

screens in 2=No
buildings
81
12 Q2_1 Music Q2 1=Yes

0 videos, 2=No
cinema
13 Feature Q3_1 Full display Q3 Enter the number for the option chosen
s of of product by the respondent:
advertis features 1 = “Strongly disagree”
ing 2 = Disagree”
3 = Neutral”
4 = “Agree”
14 Q3_2 Use Q3 Enter the number for the option chosen

influential by the respondent:
celebrity 1 = “Strongly disagree”
images 2 = Disagree”
3 = Neutral”
4 = “Agree”
15 Q3_3 Bright, Q3 Enter the number for the option chosen

eye- by the respondent:
catching 1 = “Strongly disagree”
advertising 2 = Disagree”
images 3 = Neutral”
4 = “Agree”
16 Q3_4 Content Q3 Enter the number for the option chosen

with by the respondent:
emotional 1 = “Strongly disagree”
elements, 2 = Disagree”
interaction 3 = Neutral”
between 4 = “Agree”
crayons 5 = “Strongly agree”
and users
17 Q3_5 Emotional Q3 Enter the number for the option chosen

factors in by the respondent:
product 1 = “Strongly disagree”
advertising 2 = Disagree”
3 = Neutral”
4 = “Agree”
18 Q3_6 Clear Q3 Enter the number for the option chosen

message, by the respondent:
make a 1 = “Strongly disagree”
strong 2 = Disagree”
impression 3 = Neutral”
82
4 = “Agree”
19 Custom Q4_1 How often Q4 Enter the number for the option chosen
er do you see by the respondent:
reviews STABILO' 1 = “Strongly disagree”
s 2 = Disagree”
advertisem 3 = Neutral”
ents 4 = “Agree”
20 Q4_2 Ads that Q4 Enter the number for the option chosen
make you by the respondent:
feel 1 = “Strongly disagree”
interested 2 = Disagree”
and excited 3 = Neutral”
4 = “Agree”
21 Q4_3 The Q4 Enter the number for the option chosen

advertisem by the respondent:
ent 1 = “Strongly disagree”
provides a 2 = Disagree”
lot of 3 = Neutral”
information 4 = “Agree”
about the 5 = “Strongly agree”
product
22 Q4_4 Ads make Q4 Enter the number for the option chosen
buyers by the respondent:
curious 1 = “Strongly disagree”
about the 2 = Disagree”
product 3 = Neutral”
4 = “Agree”
23 Q4_5 Arouse Q4 Enter the number for the option chosen

buyers' by the respondent:
interest in 1 = “Strongly disagree”
learning 2 = Disagree”
about 3 = Neutral”
products 4 = “Agree”
24 Q4_6 Advertising Q4 Enter the number for the option chosen

helps by the respondent:
viewers 1 = “Strongly disagree”
have a 2 = Disagree”
positive 3 = Neutral”
view of the 4 = “Agree”
83
brand 5 = “Strongly agree”
25 Q4_7 Bringing Q4 Enter the number for the option chosen

humanistic by the respondent:
meaning, 1 = “Strongly disagree”
towards the 2 = Disagree”
community 3 = Neutral”
4 = “Agree”
26 Love Q5_1 often see Q5 Enter the number for the option chosen
advertis STABILO' by the respondent:
ing s ads 1 = “Strongly disagree”
2 = Disagree”
3 = Neutral”
4 = “Agree”
27 Q5_2 Love the Q5 Enter the number for the option chosen
promotiona by the respondent:
l images 1 = “Strongly disagree”
2 = Disagree”
3 = Neutral”
4 = “Agree”
28 Q5_3 Love Q5 Enter the number for the option chosen

advertising by the respondent:
1 = “Strongly disagree”
2 = Disagree”
3 = Neutral”
4 = “Agree”
29 Q5_4 Excited Q5 Enter the number for the option chosen

about the by the respondent:
sound in 1 = “Strongly disagree”
the adss 2 = Disagree”
3 = Neutral”
4 = “Agree”
30 Q5_5 Exciting Q5 Enter the number for the option chosen

message by the respondent:
2 = Disagree”
3 = Neutral”
4 = “Agree”
31 Q5_6 Creative Q5 Enter the number for the option chosen
84
advertising by the respondent:

2 = Disagree”
3 = Neutral”
4 = “Agree”
32 Creativi Q6 The change Q6 1= STABILO's advertising creativity is

ty in higher than it was a few years ago.
creativity 2= STABILO's advertising creativity
in declines over time.
advertising 3= STABILO's advertising creativity has
by not changed compared to a few years ago.
STABILO.
33 Buying Q7 Buying Q7 1=I love trying new products

behavio behavior 2= I would rather buy expensive but good
r group. quality
3= I like to buy cheap but don't care about
quality
4= I like to use famous brands
5= I like to hang around but have no
intention of buying
34 Q8 Regularly Q8 Enter the number for the option chosen

shop for by the respondent:
stationery 1 = “Strongly disagree”
2 = Disagree”
3 = Neutral”
4 = “Agree”
35 Q9 How often Q9 1= At least once a week

do you buy 2=Every month 2-3 times
stationery 3= 2-3 months buy once
4= 6 months - 1 year buy once
36 Q10 Time for Q10 1= Under 30 minutes

buying 2= From 30 minutes to 1 hour
stationery 3= From 1 to 2 hours
4=From 2 to 3 hours
5= Over 3 hours
37 Things Q11_ Cost Q11 1= Yes

to 1 2= No
consider
when
buying
stationer
85
38 y Q11_ Product Q11 1= Yes

2 price 2= No
39 Q11_ Product Q11 1= Yes

3 quality 2= No
40 Q11_ Promotion Q11 1= Yes

4 2= No
41 Q11_ Service Q11 1= Yes

5 2= No
42 Q11_ Informatio Q11 1= Yes

6 n on 2= No
products
and
services

7 design 2= No

8 brands 2= No
45 Q11_ Convenien Q11 1= Yes

9 ce when 2= No
shopping
46 Q11_ Other Q11 1= Yes

10 (Specify) 2= No
47 Q12 Care about Q12 Enter the number for the option chosen
product by the respondent:
quality 1 = “Strongly disagree”
2 = Disagree”
3 = Neutral”
4 = “Agree”
48 Q13 Pay Q13 Enter the number for the option chosen
attention to by the respondent:
the price 1 = “Strongly disagree”
when 2 = Disagree”
buying 3 = Neutral”
4 = “Agree”
49 Q14 Have used Q14 1= Used to be

STABILO 2= Never
products
86
50 Buying Q15_ Product Q15 1= Yes

decision 1 designs are 2= No
diverse and
beautiful

2 prices are 2= No
suitable for
many
objects
52 Q15_ Have are Q15 1= Yes

3 promotions 2= No
, good
deals
53 Q15_ Quality Q15 1= Yes

4 coloring 2= No
pens
54 Q15_ Usually Q15 1= Yes

5 appear in 2= No
bookstores,
stationery
counters

6 advertising 2= No
gives an
impression
when
buying
56 Q15_ Well Q15 1= Yes

7 reviewed 2= No
on social
networking
sites
57 Q15_ Origin Q15 1= Yes

8 information 2= No
is sourced
58 Q16_ Fineliner Q16 1= Yes

1 2= No
59 Q16_ Fiber-tip Q16 1= Yes

2 sign pens 2= No
60 Q16_ Fountain Q16 1= Yes

3 pens 2= No
87
61 Q16_ Gel Pens Q16 1= Yes

4 2= No
62 Q16_ Rollerball Q16 1= Yes

5 Pens 2= No
63 Q16_ Ballpoint Q16 1= Yes

6 pens 2= No
64 Q16_ Graphite Q16 1= Yes

7 pencil 2= No
65 Q16_ Crayons Q16 1= Yes

8 2= No
66 Q16_ Watercolor Q16 1= Yes

9 pens 2= No
67 Q16_ Highlighter Q16 1= Yes

10 s 2= No
68 Q16_ Colored Q16 1= Yes

11 pencils 2= No
69 Q16_ Pastel Q16 1= Yes

12 pencils 2= No
70 Q16_ Wax Q16 1= Yes

13 pencils 2= No
71 Q16_ Marker Q16 1= Yes

14 Acrylic 2= No
72 Q16_ Sharpener Q16 1= Yes

15 2= No
73 Satisfac Q17 Satisfied Q17 Enter the number for the option chosen
tion with the by the respondent:
product in 1 = “Strongly disagree”
use 2 = Disagree”
3 = Neutral”
4 = “Agree”
74 Q18 Gender Q18 1= Male

2= Female
75 Q19 Age Q19 1= Under 16 years old.

2= From 16-20.
3= From 28-35. 4=From 36-45
88
76 Q20 Job Q20 1= Student

2= Office worker 3=Designer.
4=Painter.
5= Student.
6= Other (Specify)
…………………………………………
………….
77 Q21 Salary Q21 1= Under 2 million

2= From 2 to 4 million
5= Over 15 million
78 Q22_ Extrovert, Q22 Enter the number for the option chosen
1 enthusiastic by the respondent:
, active 1 = “Strongly disagree”
lifestyle 2 = Disagree”
3 = Neutral”
4 = “Agree”
79 Q22_ Emotional Q22 Enter the number for the option chosen
2 lifestyle, by the respondent:
caring 1 = “Strongly disagree”
around 2 = Disagree”
3 = Neutral”
4 = “Agree”
80 Q22_ Neat, tidy Q22 Enter the number for the option chosen
3 and by the respondent:
meticulous 1 = “Strongly disagree”
lifestyle 2 = Disagree”
3 = Neutral”
4 = “Agree”
81 Q22_ Lifestyle Q22 Enter the number for the option chosen
4 likes by the respondent:
experiment 1 = “Strongly disagree”
ation, 2 = Disagree”
freedom, 3 = Neutral”
likes to 4 = “Agree”
discover 5 = “Strongly agree”
new things

89

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UNIVERSITY OF ECONOMICS -

THE UNIVERSITY OF DA NANG

MARCH 20, 2022

PHD. TRƯƠNG TRẦN TRÂM ANH

As the result, STABILO wondered if they were implementing campaigns related to

1. RESEARCH ISSUES AND OBJECTIVES.........................................................................5

7.2. Further research..............................................................................................................72

Table 1| Product portfolio..........................................................................................................5

Figure 1| Derterminants in Advertising Theory.......................................................................10

1. RESEARCH ISSUES AND OBJECTIVES

1.2. Company history, Mission, Vision

 The company was founded as "Grossberger & Kurz Bleistiftfabrik" by Geoff

Table 1| Product portfolio

1.3. Research problem

1.4. Research problem

Accordingly, the following issues/questions need to be studied:

1.5. Research Objectives

2. ACCESSORIES TO RESEARCH ISSUES

Informativene Advertising Mass Customer

Figure 1| Derterminants in Advertising Theory

Consumer Behavior Theory

The following three dimensions can influence Consumer Behavior:

Figure 2| Determinants in Creation Theory

EXTERNAL DECISION MAKING BUYER’S

Figure 3| Determinants in Consumer Behavior Theory

2.3. Research hypothesis

Table 2| Reasearch hypothesis

STABILO currently has 2.5 million fans on

product features that businesses want to advertise, it

make the message easier to remember (Yalch,

Based on practical experience, the team found that

Theoretically, qualitative research is often used to uncover a company's marketing problems

3.2. Measuring research concepts and scale levels

Table 3| Measuring research concepts and scale levels

Concept Number Source Description of the original Corrected Scale level

Sandra, What media do you Nominal

1. Mass and interactive

1.1 Newspapers and

1.2 Social networks, video

“How interested are you in Interval

2.1 Feeling of close

2.2 Feeling personal

2.4 Asserting myself by

3.1 Understanding about

4. Interpreting the product

4.1 Multi-function product

4.2 Less multi-function

Creativity 1.Generate or recognize

2. Communicate with Interval

Measuring the creativity in

3. Entertaining and others.

Consumer Wilmsh Measuring the creativity in

do you think the creativity

3.1 Subconscious decision Nominal

Which buying behavior

❑ I like to try new

3.2 Forming the basis of

How much time do you

How much time do you

3.3 The control of

❑ Diverse and beautiful

3.4 The evaluation of good

What is the reason you

3.5 Satisfied or dissatisfied Interval