Appendix

SURVEY QUESTIONNAIRE
The purpose of this survey is to research and understand the differences and positioning of the
Fit Me Maybelline New York Matte Poreless Foundation product in the saturated market of Ho
Chi Minh City. Please answer all questions to the best of your knowledge. There is no wrong
answer to any of these statements. All answers are completely confidential.

Thank you for your participation.

Instruct:

1) There are two (2) sections in this questionnaire. Please answer ALL questions in ALL
sections.

2) It will take you about 5 to 10 minutes to complete this form.

3) The content of this questionnaire will be kept strictly confidential.

Your support towards our following research will greatly help to conduct the study

Survey on differentiation and positioning of Fit Me Matte Poreless

Foundation of Maybelline LLC

PART CODE QUESTION CODE

Filter question 1. Do you know 1. No
Maybelline's Fit 2. Yes
Me Maybelline
New York
Matte Poreless
Foundation?
Frequency of 1. How often do 1. Below 3
use you use your 2. From 3-5
foundation in a 3. From 5-7
month? 4. Over 7
Factors Social 1. How do you 1. Social networks
affecting the influence know (Facebook, Tiktok,...)
differentiation Maybelline's Fit 2. Maybelline's
and Me foundation? communication
positioning of campaign
Fit Me 3. Commercial
Maybelline platforms (Shopee,
Lazada,..)
Price PRI1 1. Maybelline 1. Strongly disagree
Fit Me 2. Disagree
Foundation is 3. Normal
priced in 4. Agree
accordance with 5. Strongly agree
my expectations

PRI2 2. Maybelline 1. Strongly disagree

Fit Me 2. Disagree
Foundation is 3. Normal
cheaper than 4. Agree
competing 5. Strongly agree
foundations on
the market
PRI3 3. Maybelline 1. Strongly disagree
Fit Me 2. Disagree
Foundation's 3. Normal
product quality 4. Agree
meets my 5. Strongly agree
expectations
Product PRO1 1. Maybelline 1. Strongly disagree
Fit Me 2. Disagree
foundation 3. Normal
covers my 4. Agree
imperfections 5. Strongly agree
well
PRO2 2. The sun 1. Strongly disagree
protection factor 2. Disagree
of Maybelline 3. Normal
Fit Me 4. Agree
Foundation 5. Strongly agree
meets my needs
PRO3 3. I am satisfied 1. Strongly disagree
with the 2. Disagree
packaging 3. Normal
design of 4. Agree
Maybelline Fit 5. Strongly agree
 Me Foundation
PRO4 4. Maybelline 1. Strongly disagree
Fit Me 2. Disagree
Foundation's 3. Normal
product quality 4. Agree
meets my 5. Strongly agree
expectations
Promotion PRM1 1. I learned 1. Strongly disagree
about 2. Disagree
Maybelline Fit 3. Normal
Me Foundation 4. Agree
through their 5. Strongly agree
advertising
campaigns
PRM2 2. I am 1. Strongly disagree
impressed with 2. Disagree
the promotional 3. Normal
campaigns of 4. Agree
Maybelline Fit 5. Strongly agree
Me Foundation
PRM3 3. Maybelline 1. Strongly disagree
Fit Me 2. Disagree
Foundation 3. Normal
came to my 4. Agree
attention 5. Strongly agree
through its
promotional
campaigns
Popularity POP1 1. Maybelline 1. Strongly disagree
Fit Me 2. Disagree
Foundation is 3. Normal
my choice, it's a 4. Agree
well-known 5. Strongly agree
brand.
POP2 2. I feel 1. Strongly disagree
confident when 2. Disagree
buying 3. Normal
foundation from 4. Agree
a famous brand 5. Strongly agree
like Maybelline
 External factors EXF1 1. I often 1. Strongly disagree
consult relatives 2. Disagree
and friends 3. Normal
before buying 4. Agree
Maybelline 5. Strongly agree
products
EXF2 2. I bought the 1. Strongly disagree
product because 2. Disagree
it was 3. Normal
recommended 4. Agree
by relatives and 5. Strongly agree
friends
EXF3 3. I decided to 1. Strongly disagree
buy the product 2. Disagree
after reading 3. Normal
good reviews 4. Agree
about it 5. Strongly agree
1. Are you 1. No
willing to 2. Yes
recommend
Maybelline Fit
Me Foundation
to your relatives
and friends?
2. Do you intend 1. No
to repurchase 2. Yes
Maybelline Fit
Me Foundation
in the future?
3. What do you 1. Texture
want to improve 2. Sun protection index
in Fit Me 3. Packaging
Maybelline 4. Oil Control
Foundation? 5. Time to tone down
Demographic 1. What is your 1. Female
gender? 2. Male
3. Other
2. How old are 1. Under 16 years old
you? 2. From 16-20 years
old
 3. From 21-25 years
old
4. From 26-30 years
old
5. From 31-35 years
old
6. Over 35 years old
3. Academic 1. High School
level? 2. College/University
3. Master/PhD
4. What is your 1. Under 2 million
income? 2. From 2 million - 4
million
3. From 4 million - 6
million
4. From 6 million - 8
million
5. From 8 million to 10
million
6. Over 10 million
5. Do you know 1. Used
Maybelline's Fit 2. In use
Me Matte
Poreless
Foundation?
THANK YOU
Thank you for taking the time out of your day to complete this survey.
We highly appreciate it. We truly value the information provided by you, as your comments
will help us in our analysis and will pave the way for further improvements in our product
offerings.
 QUANTITATIVE DATA ANALYSIS
PART A. DEMOGRAPHICS
1. [What is your gender? (Giới tính của bạn là gì?)]

2. [How old are you? (Bạn bao nhiêu tuổi?)]

3. [Academic level? (Trình độ học vấn?)]

4. [What is your income? (Thu nhập của bạn là gì?)]

5. [Do you know Maybelline's Fit Me Matte Poreless Foundation? (Bạn có biết Kem nền Fit
Me Matte Poreless Foundation của Maybelline không?)]
6. [How often do you use your foundation in a month? (Tần suất sử dụng kem nền của bạn
trong 1 tháng bao nhiêu lần?)]

7. [How do you know Maybelline's Fit Me foundation? (Bạn biết Kem nền Fit Me Maybelline
qua đâu?)
PART B. SURVEY QUESTIONS

H1. Price( PRI)- giá cả

PRI1. [Maybelline Fit Me Foundation is priced in accordance with my expectations? (Giá của
Kem nền Fit Me Maybelline phù hợp với mong muốn của tôi?)]

PRI2. [Maybelline Fit Me Foundation is cheaper than competing foundations on the market.
(Giá của Kem nền Fit Me Maybelline tốt hơn so với các sản phẩm kem nền khác trên thị trường)]
PRI3. [Maybelline Fit Me Foundation's product quality meets my expectations. (Tôi hài lòng với
các chương trình giảm giá của Kem nền Fit Me Maybelline)]

H2. Product (PRO) - Sản phẩm

PRO1. [Maybelline Fit Me foundation covers my imperfections well. (Kem nền Fit Me
Maybelline che phủ tốt các khuyết điểm của tôi)]
PRO2. [The sun protection factor of Maybelline Fit Me Foundation meets my needs. (Chỉ số
chống nắng của Kem nền Fit Me Maybelline đáp ứng được nhu cầu của tôi)]

PRO3. [I am satisfied with the packaging design of Maybelline Fit Me Foundation. (Tôi hài lòng
với thiết kế bao bì của Kem nền Fit Me Maybelline)]
PRO4. [Maybelline Fit Me Foundation's product quality meets my expectations. (Chất lượng sản
phẩm của Kem nền Fit Me Maybelline đúng như kỳ vọng của tôi)]

H3. Promotion (PRM) - Quảng cáo

PRM1. [I learned about Maybelline Fit Me Foundation through their advertising campaigns.
(Tôi biết đến Kem nền Fit Me Maybelline thông qua các chiến dịch quảng cáo của họ)]
PRM2. [I am impressed with the promotional campaigns of Maybelline Fit Me Foundation. (Tôi
ấn tượng với các chiến dịch quảng bá của Kem nền Fit Me Maybelline)]

PRM3. [Maybelline Fit Me Foundation came to my attention through its promotional

campaigns. (Các chiến dịch quảng bá của Maybelline giúp tôi biết đến thương hiệu nhiều hơn.)]
H4. Popularity (POP)
POP1. [Maybelline Fit Me Foundation is my choice, it's a well-known brand. (Tôi lựa chọn kem
nền Fit Me Maybelline vì sự nổi tiếng của thương hiệu)]

POP2. [I feel confident when buying foundation from a famous brand like Maybelline. (Tôi cảm
thấy tin cậy khi mua kem nền ở một thương hiệu nổi tiếng như Maybelline)]
H5. External factors (EXF) - Nhân tố bên ngoài
EXF1. [I often consult relatives and friends before buying Maybelline products. (Tôi thường
tham khảo ý kiến người thân, bạn bè trước khi mua sản phẩm của Maybelline)]

EXP2. [I bought the product because it was recommended by relatives and friends. (Tôi mua sản
phẩm vì được người thân, bạn bè giới thiệu)]
EXP3. [I decided to buy the product after reading good reviews about it. (Tôi quyết định mua
sản phẩm sau khi đọc được các đánh giá tốt về nó)]

[Are you willing to recommend Maybelline Fit Me Foundation to your relatives and friends?
(Bạn có sẵn sàng giới thiệu Kem nền Fit Me Maybelline cho người thân, bạn bè sử dụng
không?)]
[Do you intend to repurchase Maybelline Fit Me Foundation in the future? ( Bạn có ý định mua
lại Kem nền Fit Me Maybelline trong tương lai không?)]

[What do you want to improve in Fit Me Maybelline Foundation? (Bạn mong muốn cải thiện gì
ở Kem nền Fit Me Maybelline?)]
 INDIVIDUAL CONTRIBUTION RATE
Unit: Marketing Research

Assignment: Assignment - Marketing Research Project

Individual contribution rate:

N.o Student full name Student ID Contribution rate Signature

(%)
1 Phạm Thị Ngân 21DH483866 100% Ngân
2 Lê Đoàn Bảo Ngọc 21DH485052 100% Ngọc
3 Nguyễn Kiều Hồng Ngọc 21DH485054 100% Ngọc
Note:

→ The contribution rate must be discussed and agreed by all group members.

→ The maximum contribution rate is 100% indicating that the student fully contributes to the

assignmen