FPT UNIVERSITY- CAMPUS CAN THO

GROUP PROPOSAL [MKT201]

TOPIC: THE SHOPPING BEHAVIOR OF COLLEGE STUDENTS ON THE

SHOPEE ONLINE MARKETPLACE

Name of group member Contribution

Code
(%)
1. Lê An Phúc CS180358 100

2. Huỳnh Như Yến CS180579 100

3. Nguyễn Kha Trúc Linh CS180537 100

4. Đàm Thị Thanh Thảo CS180244 100

5. Trần Thị Thiên Kim CA171098 100

FPTU Cantho, 01/2024

 Contents
Academic Context and Background.........................................................................................3
Research Objectives.................................................................................................................3
Methods: Present the Questionnaire to do the survey/ Script to do Focus Group....................3
Timescales and Resources........................................................................................................4
Reference list............................................................................................................................5
Academic Context and Background
Digital technology is making significant strides worldwide and is particularly
prominent in the field of e-commerce. E-commerce has become commonplace as
most businesses and retailers have entered this potential area, especially during the
COVID-19 pandemic which once again fueled the growth of e-commerce. In terms
of market share, Shopee stands out as the leading platform in the e-commerce sector
in Vietnam (VnBusiness, 2023). Among the consumers, the younger generation Gen
Z is identified as the primary shopping demographic in this e-commerce market
(Thanh, 2023). Students are an important segment within the Gen Z population. To
delve deeper into the reasons behind the strong growth in the online shopping
behavior of students, the research group has chosen the topic "Shopping Behavior of
college Students on the Shopee Online Marketplace".

Research Objectives
Experts from all around the world have been researching and paying close
attention to internet purchasing in the past few years. They conduct study and
discover the influencing variables that push customers to make snap decisions about
what to buy by depending on consumer behaviour characteristics. However, there
hasn't been any concentrated or utilised research on this subject in Vietnam (Thanh,
2023). As a result, we made the decision to investigate the subject because Shopee
is regarded as Vietnam's biggest e-commerce and commercial platform. Students
both inside and outside of FPT Can Tho University are the primary audience we
wish to target with this research, which is based on gathering consumer data.

Methods: Present the Questionnaire to do the survey/ Script

to do Focus Group
To synthesize data and information for the report, the team will conduct research in
two steps.
The first is a survey of data from primary research. Our team will collect
information by creating a survey. The process to build a group survey includes
seven steps:
Step 1: Determine specifically the data to be collected and the survey subjects based
on the research objectives. In the first step, list fully and in detail the information
that needs to be collected from students.
Step 2: Determine the interview method. The group implemented the method using
a survey.
Step 3: Determine the content of the question. After identifying the object and
research objectives, the team proceeds to develop survey questions.
Step 4: Determine the form of the answer. The group uses the main question format,
which is multiple choice with main options, but still includes additional essay
answers in other cases because the question itself is open-ended. From this form,
survey subjects can answer according to the available answers or answer with their
own answers.
 Step 5: Determine how to use words. Use clear and common words appropriate to
the research objectives.
Step 6: Determine the order and format of the questionnaire. The survey will begin
with an introduction to the research objectives. The main content of the survey
includes two forms: multiple-choice answers and essays. The questionnaire is
divided into clear sections with specifics in each section, clearly numbered, using
bold, italic, different colors, etc. to distinguish between instructions, questions, and
answers.
Step 7: Complete the survey and conduct interviews. After completing the survey,
we will conduct a survey of the student target group. The expected target is about 30
to 40 students.
The second method implemented by the group is the secondary research method.
The group searched for information and data according to the keywords "online
purchasing behavior," "online purchasing behavior of Gen Z," and "online
purchasing behavior on e-commerce platforms and Shopee” from trusted internet-
based sources such as Google Scholar or other academic databases to search for
articles, research, and scholarly information. Refer to websites, blogs,...

Timescales and Resources

The project process of the team will be divided into 4 weeks. The main goals and tasks of
each week will be split according to the following table:

Week 1 Week 2 Week 3 Week 4

(05/02 - 11/02) (19/02 - 25/02) (26/02 - 03/03) (4/03 - 10/03)

- Complete the survey - Conduct data - Combine and decide - Proceed to

questionnaire. collection. on database. write the report.

- Conduct secondary - Develop research. - Build charts and - Final check

research of scholarly statistical tables for and error
literature. - Output results. reports. correction.

Week 1 (05/02 - 11/02):

In this week, we will focus on researching the documents, academic papers related to
the survey topic to apply for the analysis in the report. At the same time, we will construct
the survey questionnaire including the contents that need to be surveyed.

Week 2 (19/02 - 25/02):

 In this week we will start conducting the field survey. Our team will send the survey
form to the target respondents. The desired quota for the survey is from 30 to 40 people by
the end of the week.

Week 3 (26/02 - 03/03):

The primary duty for this week is to assess the data that has been gathered. Create the
report's charts using the information that has been gathered.

Week 4 (4/03 - 10/03):

Our group's last week will be devoted to drafting the report. The chosen stuff will be
combined and arranged logically. Before submitting the report, we will review it and make
the final corrections to the inaccuracies.

Reference list
 Thanh, N. T. (2023). Factors influencing online impulse buying behavior of Gen Z:
A case study at Shopee Ltd., in Vietnam. In Proceedings of the Scientific Conference
on Marketing in the New Normal Period (pp. 84-92). Dalat University. Retrieved
from
https://scholar.dlu.edu.vn/bitstream/123456789/1679/1/09-01-Ky%20yeu%20Hoi
%20thao%20Khoa%20hoc%20cap%20TP%20-%20Marketing%20giai%20doan
%20binh%20thuong%20moi.pdf#page=84
 Ybox.vn. (2018, July 9). 7 bước thiết kế bảng khảo sát trong nghiên cứu khoa học [7
steps to design a survey in scientific research]. Ybox.vn. Retrieved from
https://ybox.vn/hoc-tap/7-buoc-thiet-ke-bang-khao-sat-trong-nghien-cuu-khoa-hoc-
294557
 VnBusiness. (2024, January 28). Sàn thương mại điện tử nào đang thu hút nhiều
người tiêu dùng Việt? [Which e-commerce platform is attracting many Vietnamese
consumers?]. VnBusiness. Retrieved from
https://vnbusiness.vn/thi-truong/san-thuong-mai-dien-tu-nao-dang-thu-hut-nhieu-
nguoi-tieu-dung-viet-1097476.html
 Anonymous. (2021). Thương mại điện tử về Shopee 22[E-commerce about Shopee
22]. StuDocu. Retrieved from
https://www.studocu.com/vn/document/truong-dai-hoc-thuong-mai/thuong-mai-
dien-tu/bai-thao-luan-thuong-mai-dien-tu-ve-shopee-22/32747105.
 OCD. (n.d.). Nghiên cứu thị trường: Thị trường thứ cấp hay sơ cấp? [Market
research: Secondary or primary market?] Retrieved from
https://ocd.vn/nghien-cuu-thi-truong-thu-cap-hay-so-cap/
 Yen, T. T. H. (2017, December). A study on the factors affecting the intention of
online shopping of consumers. Academia.edu. Retrieved from
https://www.academia.edu/35128625/NGHI%C3%8AN_C%E1%BB%A8U_C
%C3%81C_NH%C3%82N_T%E1%BB%90_T%C3%81C_%C4%90%E1%BB
%98NG_%C4%90%E1%BA%BEN_%C3%9D_%C4%90%E1%BB
%8ANH_MUA_S%E1%BA%AEM_TR%E1%BB%B0C_TUY%E1%BA
%BEN_ONLINE_SHOPPING_C%E1%BB%A6A_NG%C6%AF%E1%BB
%9CI_TI%C3%8AU_D%C3%99NG