RMIT International University Vietnam

Assignment Cover Page

Subject Code: COMM2698

Subject Name: Contemporary PR Research

Location & Campus (SGS or HN) where SGS

you study:

Title of Assignment: Individual questionnaire tool development

Student name: Tran Nghi Dung

Student Number: S3927567

Teachers Name: Ms. Tham NT

Group Number:

Assignment due date: August 28, 2022

Date of Submission: August 27, 2022

Number of pages including this one: 12

Word Count: 1317

I declare that in submitting all work for this assessment I have read, understood and agree to the content and
expectations of the Assessment Declaration. I do not give RMIT University permission to use my work.

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 INDIVIDUAL QUESTIONNAIRE TOOL DEVELOPMENT
FOR QUANTITATIVE RESEARCH ON BRAND
INNOVATION OF LEMONADE COSMETICS IN
VIETNAM CONTEXT

I. Background

Problem: Every time the business releases a new product, there is an inevitable risk
that it will turn off its old clients. If Lemonade wants to be confident in the new product line,
the brand must understand brand innovation and evaluate the needs and wants of its customers
before releasing any new products. In particular, Lemonade needs to find out customer
satisfaction, customer perception and customer repurchase intentions.

Definition: By challenging common wisdom and upending the dominant paradigm,

brand innovation transforms markets (Nguyen et al. 2016). Researchers in services marketing
claim that businesses can benefit from innovation in a number of ways (Kindström D et al.
2013, 2013), that adapting services to customers' needs increases the attraction of a company's
products (Hippel, Ogawa, and de Jong, 2011).

Brand awareness, brand image, and brand loyalty all have a significant positive influence on
brand innovation. Because having items that are of the highest caliber and are consistently
updated will ensure that brands hold better circumstances in consumers' minds and will increase
the brand's reputation among them (Yildiz and Koçan 2018). According to the aforementioned
research, before successfully implementing an innovation, a brand must first have a high level
of brand awareness and consumer trust. In fact, brand image could be measured by customers'
perceptions (Lee et al. 2014), and brand loyalty can be measured by customers' repurchase
intentions and satisfaction levels (Feng and Yanru 2013).

Research Objectives:

● To identify the characteristics of Lemonade’s customers in the past six months.

● To explore the experiences of the target audience with Lemonade's products
through quantitative online survey in the past six months.
● To assess the relationship between 15-to-29-year-old Vietnamese women's
perceptions towards Lemonade's product and their repurchase intentions
towards purchasing experience at Lemonade through quantitative online survey
from September 16 to September 22, 2022.
● To evaluate the relationship between 15-to-29-year-old Vietnamese women's
perceptions towards Lemonade's product quality and their level of satisfaction
towards purchasing experience at Lemonade through quantitative online survey
from September 16 to September 22, 2022.

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 ● To assess the relationship between 15-to-29-year-old Vietnamese women's level
of satisfaction towards purchasing experience at Lemonade and their repurchase
intention through quantitative online survey from September 16 to September
22, 2022.

Research Question and Hypothesis:

Descriptive question:

RQ1: What are the characteristics of Lemonade’s customers?

RQ2: What are the customers’ attitudes towards Lemonade’s products in the past 6
months?

Inferential question:

RQ3: Is there a significant relationship between customer perceptions towards Lemonade's product
and their repurchase intentions towards purchasing experience at Lemonade?

H3∅: There is no significant relationship between customer perceptions towards

Lemonade's product and their repurchase intentions towards purchasing
experience at Lemonade.

H3a (two-tailed) There is a significant relationship between customer perceptions towards

Lemonade's product and their repurchase intentions towards purchasing
experience at Lemonade.

H3b (one-tailed) Positive customer perceptions are more likely to increase their repurchase
intention toward Lemonade.

RQ4: Is there a significant relationship between customer perceptions towards Lemonade's product
and their levels of satisfaction towards purchasing experience at Lemonade?

H4∅ There is no significant relationship between customer perceptions towards

Lemonade's product and their level of satisfaction towards purchasing
experience at Lemonade.

H4a (two-tailed) There is a significant relationship between customer perceptions towards

Lemonade's product and their level of satisfaction towards purchasing
experience at Lemonade.

H4b (one-tailed) The more positive customer perceptions towards Lemonade's product are, the
higher the level of satisfactions toward Lemonade are.

RQ5: Is there a significant relationship between customers’ levels of satisfaction towards purchasing
experience at Lemonade and their repurchase intention?

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H5∅ There is no significant relationship between customers’ levels of satisfaction
towards purchasing experience at Lemonade and their repurchase intention.

H5a (two-tailed) There is a significant relationship between customers’ levels of satisfaction

towards purchasing experience at Lemonade and their repurchase intention.

H5b (one-tailed) Positive customers’ levels of satisfactions are more likely to increase
repurchase intention toward Lemonade.

II. Methodology:
Research design:

This study uses primary quantitative research design, specifically, online survey.

Study population:

Vietnamese women living in Ho Chi Minh City and Hanoi between the ages of 15 and
29 are the population of study. They use at least 1 social media platform; have followed
Lemonade's social media platforms and purchased at least one Lemonade’s product
from the brand during the past six months.

Sampling procedure:

● Population size: 10,158,491 (Zhuji World)

● Sample size: 395 (survey monkey)

The application of convenience sampling, which is easily accessible but potentially

unwilling or biased, is ideal for the audience interview, distribution, and data
collection from the survey.
Based on Zhuji World, the estimated study population size is 10,158,491. Using the
sample size calculator provided in surveymonkey.com, at 95% confidence level and
5% margin of error, the sample size for this study is 395. The final sample size is 396
in order to recruit an equal number of participants in Hanoi and Ho Chi Minh city
which is 198 participants per city with 50% of women being aged 15 to 22 and 50%
being aged 23 to 29.

III. Data collection and analysis:

The data will be collected through an online questionnaire created on Qualtrics and sent
via emails.

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 Screening questions:
Question(s)
1. How old are you?
2. What is your gender?
3. Where do you live?
4. Which social media platforms
are you using? You can
choose more than one option.
5. What Lemonade’s social
media platform are you
following?
6. Have you ever purchased
Lemonade’s products?
Map of research questions
Answers Condition
● Below 15 The correct respondents
● From 15 to 22 MUST NOT choose “Below
● From 23 to 29 15” or “Above 29”.
● Above 29
● Male The correct respondents
● Female MUST choose “Female”
● Ho Chi Minh city The correct respondents
● Hanoi MUST NOT choose “Other;
● Other; please specify please specify”.
● Facebook The correct respondents
● Instagram MUST choose at least 1
● YouTube answer and MUST NOT
● Twitter choose “None of the above”.
● Other
● None of the above
● Facebook The correct respondents
● Instagram MUST NOT choose the
● YouTube answer “None of the above”
● None of the above
● Yes The correct respondents
● No MUST NOT choose the
answer “No”
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 Descriptive research questions:

Variable Survey question(s) Type of variable Measurement Descriptive data

analysis
RQ1: What are the characteristics of Lemonade’s customers?

Age How old are you? Categorical Select from 3 Percentile and
(Ordinal) ordered options Median

Gender What is your gender? Categorical Select from 2 Percentages and

(Dichotomous) options Mode

Living place Where do you live? Categorical Select from 3

(Nominal) options

Social media What social media are Select from 6

usage_1 you using? options

Social media What Lemonade’s social Select from 4

usage_2 media platform are you options
following?

Brand Have you ever Categorical Select from 2

awareness purchased Lemonade’s (Dichotomous) options
products?

RQ2: What are the customers’ attitudes towards Lemonade’s products?

Brand How likely are you to Categorical Select from 3 Percentile and
awareness think of Lemonade (Ordinal) ordered options Median
when searching for
makeup products?

Brand buy Have you purchased any Categorical Select from 2 Percentages and
Lemonade’s products (Dichotomous) options Mode
within 6 months?

Customer From 1 to 5, in your Categorical Select from 5 Percentile and

satisfaction opinion, what number (Ordinal) ordered options Median
do you rate Lemonade
in the Vietnamese
beauty market?

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 Inferential research questions:

Research Variable Survey Type of Measureme Role of Inferential

questions questions variable nt variable data
analysis

RQ3: Is there a Customer To what Continuous Likert scale Independent Regression

significant perception extent, do you (Interval) from 1 to 5, variable Analysis
relationship agree to this where: (IV)
between following
1.Strongly
customers' statement:
perceptions disagree
towards “I want to 5.Strongly
Lemonade's purchase agree
product and Lemonade’s
their repurchase products to
intentions complete my
towards daily
purchasing makeup.”
experience at (modified
Lemonade? from Suzuki T
et al. 2014)

Customer To what Continuous Likert scale Dependent

repurchase extent, do you (Interval) from 1 to 5, variable
intention agree to this where: (DV)
following
1.Strongly
statement:
disagree
“I will visit 5.Strongly
Lemonade agree
again in the
future.”
(modified
from Bulut ZA
2015)

RQ4: Is there a Customer Do you agree Categorical Select from 2 Independent T-test
significant perception or disagree to (Dichotomous) options variable
relationship this following (IV)
between statement:
customers’
perceptions “I feel
towards comfortable
Lemonade's shopping at
product and Lemonade.”
their levels of (modified
satisfaction from Chang

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towards HH and Chen
purchasing SW 2009)
experience at
Lemonade? Customer To what Continuous Likert scale Dependent
satisfaction extent, do you (Interval) from 1 to 5, variable
agree to this where: (DV)
following
1.Strongly
statement:
disagree
“I am satisfied 5.Strongly
with agree
Lemonade’s
customer
service”

RQ5: Is there a Customer To what Categorical Select from 2 Independent Discrimina

significant satisfaction extent, do you (Dichotomous) options variable nt Analysis
relationship agree to this (IV)
between following
customers’ statement:
levels of
satisfaction “I am satisfied
towards with
purchasing Lemonade’s
experience at product
Lemonade and quality.”
their repurchase (modified
intention? from Choong
KK and Islam
SM 2020)

Customer Do you agree Categorical Select from 2 Dependent

repurchase or disagree to (Dichotomous) options variable
intention this following (DV)
statement:

“I would like
to recommend
my friends to
shop at
Lemonade if
they ask for
my advice.”
(modified
from Lin B et
al. 2022)

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IV. Findings:

Descriptive

Regarding RQ1, a profile of Lemonade's Vietnamese consumers is created based on their age,
gender, city, social media habits, and purchasing behaviours over the past six months.

For RQ2, the experience of Lemonade's Vietnamese consumers is evaluated based on their
brand awareness and level of satisfaction within six months.

Inferential

RQ3: Is there a significant relationship between customers' perceptions towards Lemonade's

product and their repurchase intentions towards purchasing experience at Lemonade?
If p > .05, the research fails to reject the null hypothesis. There is no significant relationship
between customer perception and repurchase intention.
If p ≤ .05, null hypothesis is rejected. There is a significant relationship between customer
perceptions and repurchase intentions. In fact, positive customer perceptions are more likely
to increase their repurchase intention toward Lemonade.

RQ4: Is there a significant relationship between customer perceptions towards Lemonade's

product and their levels of satisfaction towards purchasing experience at Lemonade?
If p > .05, the research fails to reject the null hypothesis. There is no significant relationship
between customer perceptions and customer satisfactions.
If p ≤ .05, null hypothesis is rejected. There is a significant relationship between customer
perceptions and customer satisfaction. In fact, the more positive customer perceptions
towards Lemonade's product are, the higher the level of satisfactions toward Lemonade are.

RQ5: Is there a significant relationship between customers’ levels of satisfaction towards

purchasing experience at Lemonade and their repurchase intention?
If p > .05, the research fails to reject the null hypothesis. There is no significant relationship
between customer satisfaction and repurchase intention.
If p ≤ .05, null hypothesis is rejected. There is a significant relationship between customer
satisfaction and repurchase intentions. In fact, positive customers’ levels of satisfaction are
more likely to increase repurchase intention toward Lemonade.

V. Discussions and Recommendations:

Discussion:
As previously stated in the study, brand loyalty and brand image play a significant impact in
the formation of brand innovation. These characteristics could be measured through customer

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satisfaction, consumer perceptions, and customer repurchase intentions. Since it is intimately
connected to brand innovation, there are significant relationships between these three
dimensions. There is a significant relationship between customer perceptions and customer
repurchase intentions, which positive customer perceptions are more likely to boost a
customer's intent to repurchase Lemonade. Moreover, the more positive customer perceptions
towards Lemonade's product are, the higher the level of satisfactions toward Lemonade are
when there is a significant relationship between customer perceptions and customer
satisfaction. In addition, there is a significant relationship between customer satisfaction and
customer repurchase intentions where customers with higher levels of satisfaction are more
likely to intend to repurchase Lemonade.

Recommendations:
● Lemonade Cosmetic's target demographic includes females between the ages of 15 and
29, hence the brand should consider several GenZ KOLs for their brand. As the brand's
target audience is approximately the same age as GenZ KOLs, they will match the
KOLs' enthusiasm (frontiers) and makeup styles, which will easily attract the brand's
target audience.
● Lemonade should be more active on Facebook as Facebook is the most popular social
media platform that Gen Z use in Vietnam, according to Statista.

VI. Limitations:

a. External validity:
● Depending on the requirements of the study, the population size to which the
data are compared may be small.

b. Internal validity:
● Participants could become impatient while completing the survey. In order to
complete the survey as quickly as possible, respondents may choose responses
that may not match their true opinions. This will lead to biased data, hence
endangering the validity.

VII. Questionnaire:

Link to Qualtrics survey:

https://rmit.au1.qualtrics.com/jfe/form/SV_cSZI6x2wX4pR1gG

VIII. Sample raw data:

The raw data file is attached to the package of this research.

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