ĐẠI HỌC PHÙNG GIÁP TRƯỜNG CÔNG NGHỆ VÀ QUẢN LÝ QUỐC TẾ (TÓM TẮT) NGHIÊN CỨU THỊ TRƯỜNG HẠT ÓC CHÓ TẠI VIỆT NAM Người hướng dẫn : Giáo sư Ting -Hsiang Tseng Học viên: Bùi Thị Hiếu Đài Loan, 2016 Số hóa Trung tâm Học liệu – ĐHTN http://www.lrc.tnu.edu.vn 逢 甲 大 學 國際經營管理碩士學位學程 碩士論文 越南胡桃市場現狀調查報告 A market investigation of walnut in Vietnam 指導教授：曾鼎翔博士 研 究 生：裴氏孝 (Bui Thi Hieu) Số hóa Trung tâm Học liệu – ĐHTN http://www.lrc.tnu.edu.vn 中 華 民 國 一 百 零 五 年 六 月 Số hóa Trung tâm Học liệu – ĐHTN http://www.lrc.tnu.edu.vn A market investigation of walnut in Vietnam Số hóa Trung tâm Học liệu – ĐHTN http://www.lrc.tnu.edu.vn http://ww Số hóa Trung tâm Học liệu – ĐHTN w.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam ACKNOWLEDGEMENT The completion of this thesis could not have been possible without the participation and assistance of so many people whose names may not all be enumerated Their contributions sincerely appreciated and gratefully acknowledged However, I would like to express my deep appreciation and indebtedness particularly to the following: International school of Technology and Management to give me an excellent opportunity to be a student here Professor Ting- Hsiang Tseng for being a great supervisor with endless support, kindness and understanding spirit, and huge knowledge To all relatives, family, friends, and others who in one way or another shared their support, knowledge and finance Above all, to Mr Son, my big husband for his countless love I thank you Số hóa Trung tâm Học liệu – ĐHTN http://www.lrc.tnu.edu.vn i FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam ABSTRACT Walnut has known as an advantage food for health and that is why it becomes more and more popular now not only in the world but also in Vietnam market However, almost walnut consumption in Vietnam is imported and Vietnamese consumers prefer imported walnut to domestic one even though they have to pay much more money than using Vietnam’s walnut Why this happens? The present study has finished an overview of the walnut market in Vietnam in which the current situations of both imported walnut and domestic one was located In addition, the perception and acceptance of consumers for different kinds of walnut also was collected to support the answer for the question above Overall, the result of this paper leads a suggestion and direction to enhance the position of domestic walnut in Vietnam market Key Words: walnut market, competitor analysis, Vietnamese walnut, market research Số hóa Trung tâm Học liệu – ĐHTN ii http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam Contents ACKNOWLEDGEMENT i ABSTRACT ii List of Figure v List of Table vi CHAPTER 1: INTRODUCTION 1.1 Background 1.2 Research problem 1.3 Research objective 1.4 Importance of the study CHAPTER 2: LITERATURE REVIEW 2.1 Walnut market in Vietnam 2.2 A market investigation 2.2.1 Market environment 2.2.2 Competitor analysis 2.2.3 Consumer behavior 2.3 Summary CHAPTER 3: METHODOLOGY 3.1 Research framework 3.1.1 Market environment 11 3.1.2 Competitor analysis 12 3.1.3 Consumer behavior 13 3.2 Research method 13 3.2.1 Collecting secondary data 14 3.2.2 Focus group method 14 3.3 Collecting data 16 3.3.1 Individual question 16 3.3.2 Discussion question 17 3.4 Analyzing qualitative data 17 CHAPTER 4: RESULT ANALYSIS 18 4.1 Global walnut market overview 18 Số hóa Trung tâm Học liệu – ĐHTN iii http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam 4.2 Vietnamese walnut market 23 4.2.1 Vietnam overview 23 4.2.2 Vietnam walnut market 23 4.2.3 Economic information 25 4.2.4 Policy 28 4.2.3 Demographic 30 4.2.4 Technology 33 4.2.5 Culture 35 4.2.6 Natural environment 36 4.3 Competitor Analysis 37 4.3.1 California walnut 37 4.3.2 Chinese walnut 38 4.3.3 Current situation of foreign walnut in Vietnam market 40 4.3.4 Vietnamese walnut in compare 41 4.4 Consumer behavior 41 4.4.1 Introduction 41 4.4.2 Questionnaire 42 4.4.3 Focus group method 45 CHAPTER 5: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 49 5.1 Summarize the results 49 5.2 Some suggestions for the Government and industry 50 5.3 Contributions of the research 51 Appendix 57 Số hóa Trung tâm Học liệu – ĐHTN iv http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam List of Figure Figure 1-1: Nutrients in one ounce of walnut Figure 3-1: Research framework Figure 3-2: Seven steps in establishing the questionnaires Figure 3-3: An example of the questionnaires Figure 3-4: Discussion plan Figure 4-1: Vietnam GDP annual growth rate Figure 4-2: Vietnam income level estimation Figure 4-3: Vietnam average monthly wages Figure 4-4: The population pyramid of Vietnam Figure 4-5: Vietnam’s tech industry- total revenue (2008- 2012) Figure 4-6: Top seven fastest growth internet populations 2008- 2013 Figure 4-7: Consumer status Figure 4-8: Walnut products were preferred Figure 4-9: Kinds of walnut werbought Figure 4-10: Perception of consumers for different walnuts Figure 4-11: General view of consumers for walnuts Figure 4-12: General evaluation of different walnuts Figure 4-13: The main factors effected on the consumer’s decision Số hóa Trung tâm Học liệu – ĐHTN v http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam List of Table Table 4.1: The six countries have higher productivity Table 4.2: The price on average of walnut in global market Table 4.3: Exported walnut in rate (%) Table 4.4: Walnut domestic consumption in major producing countries Table 4.5: Walnut consumption in several countries including Vietnam in 2011 Table 4.6: International trade of Vietnam from 2009 to 2013 Table 4.7: Demographic information about Vietnam 2014 Table 4.8: Description of each group Table 4.9: The main discussion questions Số hóa Trung tâm Học liệu – ĐHTN vi http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam The factors effected on consumer's decision 80% 70% 60% 50% 40% 30% 20% 10% 0% Brand Markedly influence Suitable price Diversified Promotion Products Elderly people 3% 40% 15% 3% 4% 35% Parent of children 2% 12% 30% 2% 8% 46% Patient 0% 75% 5% 0% 0% 20% Pergnant women 2% 20% 30% 18% 5% 25% Quality Figure 4.13: The main factors effected on the consumer’s decision The present paper has found that the exception and perception of customer for both import walnut and domestic walnut in Vietnam market were different depending on the situation of the consumer Overall, most of them mentioned that the quality of walnut products they used were good enough for them to continue in the future Again, California still received the first class in their priority list On the other hand, Vietnam’s walnut must faced with many problems to survive in the highly competitive market as Vietnam Số hóa Trung tâm Học liệu – ĐHTN 48 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam CHAPTER 5: SUMMARY, CONCLUSIONS AND RECOMMENDATIONS 5.1 Summarize the results The present paper has finished an investigation of the walnut market in Vietnam In addition, this research gave several results such as market environment, competitor analysis, and acceptation and perception of consumers to answer to the research question Firstly, this research described current market environment of walnut in Vietnam clearly in which there were many advantages for growth walnut market In fact, the development of economics with quick growth rate and entering into more free trade agreements with the Eurasian Economic Union, the European Union, South Korea and the Trans-Pacific Partnership created an open market for foreign walnuts to entrance into easily In addition, Vietnamese government launched many useful policies to motivate walnut market in Vietnam, including economic policies and other policies that related to imported and domestic market Moreover, many project delivered to increase walnut tree area in the North of Vietnam from 2010 by government funds By the way, using high technologies was more popular in Vietnam leaded abroad Vietnamese walnut market not only online market but also traditional market In fact, Vietnamese sciences got success in experiment Chinese walnut trees in the North Mountain in Vietnam This opened a giant chance to Vietnam to increase walnut areas, which would be a main platform to expand both Vietnamese walnut and a walnut market in Vietnam On the other hand, all the information that related to demographic of Vietnam, including structure of age, gender, and so on supported to the walnut market in Vietnam increasingly Another point is culture of Vietnamese linked to diet and health care, supported to strength believe of Vietnamese in a quiet benefit of walnut for having a good health and reducing bad impaction of diseases Priority people and using imported products in Vietnam’s culture explained why there were main kinds of consumer of walnut products such as Số hóa Trung tâm Học liệu – ĐHTN 49 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam elderly people, children, patient, and pregnant women and moreover gave an answer for why imported walnut was preferred than domestic one Secondly, the current paper has finished a competitor analysis of Vietnamese walnut named California and Chinese walnut They were two biggest walnut brands in Vietnam market California walnut knows as the first class with the highest quality and food safety It satisfied Vietnamese by diversifying products including walnut in shell, shelled, and spice walnut Even thought with high price California walnut maintained the situation in the market by launching many new promotions and advertising plans Chinese walnut, on the other hand, kept its own advantage in reasonable price China’s walnut focused on consumers who received medium income and others who wanted to save money for a long-term using walnut products However, China only supplied walnut in shell to Vietnamese consumers That was why it was hard for China to compete with California walnut in variable products On the other side, the advantages of distance and lower production cost helped Chinese walnut received the second class in Vietnam market Competitor analysis part determined the situation of Vietnamese walnut in the domestic walnut in which domestic walnut must face many challenges to survive in a competitive market Finally, the acceptation and the perception of consumers for both imported and domestic walnut were recorded throw questionnaires and focus group method These supports for an overview of the walnut market in Vietnam in which the current position of each one was located and evaluated Vietnamese consumers gave attention to imported walnut instead of domestic one because of the advantages in quality a diversification they gained California walnut keeps the first situation in the market due to its powerful valuable put in products The second one is China’s walnut with a lower price than walnut from the USA Overall, this part is an important foundation for a suggestion to improve the situation of Vietnamese walnut on the domestic market 5.2 Some suggestions for the Government and industry There are some suggestions after the paper finished Firstly, to survive in a competitive market, domestic walnut must improve its valuable by using high technologies in processing walnut instead of using the traditional way In addition, Vietnamese walnut needs create its own Số hóa Trung tâm Học liệu – ĐHTN 50 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam brand by establishing a company to process and package walnut It will not only help farmers avoid disadvantages of selling their own products in traditional markets, but also leads consumers acceptation and perception with domestic walnut by improving quality Therefore, helping investors establish a walnut company is a necessary requirement that the government needs to as soon as possible On the other hand, there is a guide to the Vietnam government to launch new policies and projects in helping farmers who grow walnut trees and in developing domestic walnut in Vietnam market For instance, policies to help farmers sell walnut in the market or reducing taxes for domestic walnut are also important to motive Vietnamese walnut development On the other hand, imported high technologies in walnut industry are also a suggestion to help domestic walnut approaches to international standards Moreover, focusing more and more researchers and sciences in this field is an intelligent way to improve the current situation of Vietnamese walnut on the domestic market The number of studies that related to the walnut need to increase specially in creating new seedlings can adapt to Vietnamese climate as well and gain high quality and productivity Overall, this study expresses some limitations that need full fill by other new researches in the future On the other hand, for consumers they should pay more attention to domestic walnut because this will not help them to save money, but also play an important role in increasing market for domestic walnut Following the campaign of government named Vietnamese give priority use Vietnamese goods as well is a suggestion for consumers Finally, for imported walnut, if they want to maintain their current positions in Vietnam market, they need not only improve the quality and diversified products, but also supply a reasonable price including many new promotions to focus much more Vietnamese consumers 5.3 Contributions of the research The current paper expresses a necessary contribution in several sides In fact, it is the first one that has completed an overview of the walnut market in Vietnam Therefore, this paper will be a valuable foundation for not only another researchers related to this field, but also for the Vietnam government to launch many new suitable policies to improve the position of Vietnamese walnut on the domestic market Moreover, the present study will open many new opportunities for Số hóa Trung tâm Học liệu – ĐHTN 51 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam both investors and companies in Vietnam and around the world make business and get benefits from a potential walnut market as Vietnam However, some limitations can be located in this research The first one is that this research only focuses on the Vietnam market with three kinds of walnut such as California, China, and Vietnam In addition, questionnaires gathered only in four cities in Vietnam and focus group method used in Thai Nguyen city only Therefore, these leads the research finished in an imperfect way Số hóa Trung tâm Học liệu – ĐHTN 52 http://www.lrc.tnu.edu.vn 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Perceptions of Classroom Assessment: A Focus Group Interview.” SRATE Journal 24 (2): 51–58 Số hóa Trung tâm Học liệu – ĐHTN 56 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam Appendix LIST OF ABBREVIATIONS ASEAN Association of Southeast Asian Nations CNY China Yuan Renminbi CWB California Walnut Board EU European Union FAO Food and Agriculture Organization of the United Nations FTA Free Trade Area FTAs Free Trade Agreements IT Information Technology ITC International Trade Commission GDP Gross Domestic Product MHRS Mobile Hotel Reservation System OE Organizational Effectiveness SEDP Socioeconomic Development Plan SEDS Socioeconomic Development Strategy SWOT Strength- Weakness- Opportunity- Threaten Số hóa Trung tâm Học liệu – ĐHTN 57 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam TNC Transnational Corporation TNCs Transnational Corporations’ TOE Technology- Organization - Environment TPP Trans- Pacific Partnership UK United Kingdom USD United State Dollar USDA United Stated Department of Agriculture WTO Word Trade Organization QUESTIONNAIRES FOR CONSUMERS WHO ARE USING WALNUT PRODUCTS IN VIETNAM MARKET Dear Sir/Madam, I, Mrs Bui Hieu, perusing 1st year IMBA in The International School of Technology and Management, Feng Chia University, Taiwan, conducting a research survey which named “A Market Investigation of Walnut in Vietnam” as the thesis for graduation I request you to spare few minutes of valuable time in filling the questionnaires Your response in this regard will be of great input for the act of which I will be thankful to you Your gender is: Số hóa Trung tâm Học liệu – ĐHTN 58 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam A Male B Female What is your current job? A Officers C Retirement B Businessmen D Others What is your age? A Under 24 C From 55-64 B From 24- 54 D Above 64 What is your income? (Vnd) A Under million/ month C Above 10 to 15 million/ month B From to 10 million/ month D Above 15 million/ month How much money you pay for using walnut products? (Vnd) A Under 500 thousand/ month C Above to 1.5 million/ month B From 500 thousand to million/ month D Above 1.5 million/ month Who is using walnut products in your family? A Elderly people C Children B Pregnant women D Patient E Others How long have you bought walnut products? A Less than months C Above to 1.5 years B Above months to year D Above 1.5 years Did you use walnut often? A Yes B No Where did you know about walnut products from? A The internet, advertising material C Yourself B Friends and colleagues D Others 10 Why did you use walnut? A It is good for health C Following a trend B It is delicious D Others 11 Did you know about nutrients of walnut? A Yes B No 12 What is the advantage of walnut you believed? Số hóa Trung tâm Học liệu – ĐHTN 59 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam A Very good for health C Nothing B Supported for disease treatment D Others 13 What kind of walnut you used most often? A California walnut C Vietnamese walnut B Chinese walnut D Others 14 Which kind of walnut products you used more often? A Walnut in shell C Spicy walnut B Shelled walnut D Others 15 Why did you preper this kind of walnut? A Delicious C Good quality B Reasonable price D Others 16 Did you find information related to walnut before using it? A Yes B No 17 Where did you buy walnut products? A Supper market C Imported products shop B Pharmacy shop D Others 18 How many walnut did you buy each time? A Under 500 grams C Above to 1.5 kilograms B Above 500 grams to kilograms D Above 1.5 kilograms 19 How you think about the price of walnut? A Very expensive C Normal B Expensive D Cheap E Very cheap 20 Did you use walnut products as advantage products? A Yes B No 21 How does your evaluation for walnut you used? A Strongly unsatisfying C Neutering B Unsatisfying D Satisfying E Strongly satisfying 22 What is the most expensive walnut you think? A California walnut C Vietnamese walnut B Chinese walnut D Others Số hóa Trung tâm Học liệu – ĐHTN 60 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam 23 What is the best quality walnut you think? A California walnut C Vietnamese walnut B Chinese walnut D Others 24 What is the most variable walnut you think? A California walnut C Vietnamese walnut B Chinese walnut D Others 25 Which one has the most reasonable price? A California walnut C Vietnamese walnut B Chinese walnut D Others 26 Which one has strongest promotion in Vietnam market? A California walnut C Vietnamese walnut B Chinese walnut D Others 27 Will you plan to continue using walnut? A Yes B No 28 Which one will you continue to use? A California walnut C Vietnamese walnut B Chinese walnut D Others 29 Which kind of walnut will you continue to use? A Walnut in shell C Spicy walnut B Shelled walnut D Others 30 Will you introduce walnut you used for friends and relations A Yes B No Thank you so much for your attention! Số hóa Trung tâm Học liệu – ĐHTN 61 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） A market investigation of walnut in Vietnam Số hóa Trung tâm Học liệu – ĐHTN 62 http://www.lrc.tnu.edu.vn FCU e-Theses & Dissertations（2016） ... 4-1: Vietnam GDP annual growth rate Figure 4-2: Vietnam income level estimation Figure 4-3: Vietnam average monthly wages Figure 4-4: The population pyramid of Vietnam Figure 4-5: Vietnam’s tech... Dissertations（2016） A market investigation of walnut in Vietnam 4.2 Vietnamese walnut market 23 4.2.1 Vietnam overview 23 4.2.2 Vietnam walnut market 23 4.2.3 Economic... Vietnam Cultural The current research focused on several following cultural characteristics:  Diet of Vietnamese has focused  Health care in Vietnam was located  Priority people in Vietnam