TRƯỜNG ĐẠI HỌC MỞ TP.HCM UNIVERSITÉ LIBRE DE BRUXELLES HO CHI MINH CITY OPEN UNIVERSITY SOLVAY BRUSSELS SCHOOL MBMM4 Le Quang Vinh Factors Influencing Consumers’ Behavior of Wine In Ho Chi Minh City MASTER PROJECT MASTER IN BUSINESS & MARKETING MANAGEMENT Tutor’s name: Dr Ha Nam Khanh Giao Ho Chi Minh City (2010) i DECLARATION I declare that this study does not incorporate without acknowledgment any material previously submitted for a degree or diploma in any university; and that to the best of knowledge it does not contain any materials previously published or written by another person except where due reference is made in the text …………………………………………… Signature of the Student Le Quang Vinh Master of Business and Marketing Management December 14th, 2010 Date ii ACKNOWNLEDGEMENT This study would not be possible without the advice, assistance, cooperation and encouragement from a number of people I would like to acknowledge their help and support The most important individual have been my supervisor, Professor Dr Ha Nam Khanh Giao I am most indebted to Professor Dr Khanh Giao, who showed an interest and attention in my study His advice and generous guidance since the first term that I begun this study have been very supportive and lead me to the right track of study, and made this research possible Moreover, I would like to express my appreciation to Professor Dr Nguyen Minh Kieu, who provided me the initial guidance of research method I also would like to thank Professor Dr Hoang Trong, who provided me valuable knowledge of business statistics and SPSS Dr Trong also gave me very precious comments on data processing methods and how to explain the SPSS results Solathien company and my mentor, Mr Nguyen Phu Hai also have my deep gratitude for providing me the market report materials and value discussions on the consumers’ choice of wine Besides, I would like to thank Mr Serge Bywalski and Ms Nguyen Thi Mong Thuy, Coordinators of the MBMM Program for their devoted supports Mr Phan Le Dung, Solvay Vietnam Alumni also has my deep gratitude for valuable advices Moreover, I would like to thank Solvay Business School Vietnam and Ho Chi Minh City Open University for delivering the wonderful MBMM program Last, but not least, I wish to thank my family members for their love, assistance, encouragement and patience iii TUTOR’S COMMENTS  The study is a highly practical research The research objectives were defined correctly The structure of the study is rational  The author used the proper research method The findings are quite interesting with suitable scientific approach In the result, the author pointed out that the symbolic benefits are the most important factor influencing the consumers’ behavior of wine in Ho Chi Minh City Besides, the country of origin and grape varieties, which are being used as wine value proposition, were proved to be not significant Based on this finding, the author also proposed some useful suggestions for marketers of wine in the market  However, the study has some limitations, such as the survey area and sampling method; or the generalised target population …  In summary, the quality of the study meets the requirements (both content and presentation) of a Marketing master thesis I propose this study to be presented in front of the examiner board of the Solvay – OU Master of Business and Marketing Management Program Ho Chi Minh City, December 14th, 2010 Dr Ha Nam Khanh Giao iv CONTENT DECLARATION i ACKNOWNLEDGEMENT ii TUTOR’S COMMENTS iii CONTENT iv LIST OF FIGURES vi LIST OF TABLES vii EXECUTIVE SUMMARY INTRODUCTION 2.1 Chapter Overview 2.2 Rationale of the Project 2.3 Vietnam Wine Market 2.4 Aim of the Research 2.5 Research Outline LITERATURE REVIEW 3.1 Chapter Overview 3.2 Consumer Behavior Models 3.3 The Motivation to Drink Wine 15 3.4 Vietnamese Consumer Lifestyle 19 3.4.1 Vietnamese favor foreign brands 19 3.4.2 Spending on alcoholic drink 19 3.4.3 Vietnamese drinking habits 20 3.5 Chapter Summary 20 RESEARCH DESIGN 21 4.1 Chapter Overview 21 4.2 Conceptual framework 21 4.3 Hypotheses Development 22 4.4 Concept Operationalization 22 4.5 Survey Design 25 4.5.1 Questionnaire design 25 4.5.2 Sampling method 25 4.5.3 Sample size 25 4.6 Chapter Summary 26 DATA ANALYSIS & FINDINDS 27 5.1 Chapter Overview 27 5.2 General Descriptive Information 27 5.2.1 Research response rate 27 5.2.2 Gender, Age and Income 27 5.2.3 Favorite communication channels and wine consuming place 29 5.3 Factors Influencing of Wine Consumption 31 v 5.3.1 EFA for all the valid scales 33 5.3.2 Multiple regression analysis 35 5.3.3 Discriminant analysis for conceptual framework and hypotheses testing 38 5.3.4 Discriminant analysis for conceptual framework and hypotheses testing 41 5.3.5 Evaluation of the relationship between the factors and Average bottle consumed per month 42 5.3.6 Evaluation of the relationship between Communication channel and Consuming place with Average bottle consumed per month 46 5.3.7 Classification of the responses of open question 47 5.4 Findings 48 5.5 Chapter Summary 49 RESEARCH CONCLUSIONS 50 6.1 Chapter Overview 50 6.2 Research Summary 50 6.3 Research Limitations & Future Research Suggestions 51 6.4 Managerial Implications 52 6.5 Chapter Summary 54 REFERENCES 55 APPENDICES 57 Appendix 1: Survey questionnaire 57 Appendix 2: SPSS results 64 vi LIST OF FIGURES Figure 2.1: Sales of Wine by Subsectors - Total Volume 2004 - 2009 Figure 2.2: Sales of Wine by Subsectors - Total Value 2004 - 2009 Figure 2.3: Research process Figure 3.1: A.H Maslow’s hierarchy of needs 10 Figure 3.2: Howarth Sheth Model 11 Figure 3.3: Engel-Blackwell-Kollat Model 12 Figure 3.4: Nicosia Model 13 Figure 3.5: Input, Process, Output Model 14 Figure 3.6: A purposive analysis of wine consumption 17 Figure 3.7: Why people drink wines? 18 Figure 4.1: Conceptual framework 21 Figure 4.2: Detail conceptual framework 24 Figure 5.1: Gender of respondents 28 Figure 5.2: Age groups of respondents 28 Figure 5.3: Average monthly income of respondents 29 Figure 5.4: Marketing efforts - Communication channel 30 Figure 5.5: Marketing efforts - Wine consuming place 31 Figure 5.6: Adjusted conceptual framework after EFA 35 Figure 5.7: Adjust conceptual framework 37 Figure 5.8: Adjusted conceptual framework 37 Figure 5.9: Themes from open question 47 vii LIST OF TABLES Table 4.1: Concept operationalization and measurement scales 24 Table 5.1: EFA & Cronbach's Alpha for each concept / dimension 32 Table 5.2: EFA result - Full scales 34 Table 5.3: Multiple Regression result 36 Table 5.4: Discriminant analysis result - Average bottle consumed per month 40 Table 5.5: Discriminant analysis result - Average price per bottle 42 Table 5.6: ANOVA result - Symbolic benefit factor 44 Table 5.7: ANOVA result - Enjoyment benefit factor 45 Table 5.8: ANOVA result - Utilitarian & Experiential benefit factor 46 Table 5.9: Chi-Square result - Communication channel & Wine consuming place 47 1 EXECUTIVE SUMMARY Vietnam wine market is growing fast More and more wine producers, importers and distributors enter the market and compete against each other to bring their products to the consumers Most of them focus on the product features (country of origin, grape varieties, taste, bottle and label) This study was conducted to find out if there are other factors affecting the consumers’ choice of wine in Ho Chi Minh City Firstly, a conceptual framework was built based on the Input, Process, Output consumer behavior model, a qualitative research about perceptions of wine quality (Charters, 2003) and Vietnamese drinking habits (Euromonitor, 2010) From the conceptual framework, four hypotheses about the relationships of Marketing efforts, Utilitarian benefits, Experiential benefits and Symbolic benefits with the Money spent on wine were developed The questionnaire was built and 386 valid cases were filtered out of 450 responses The valid responses were input to SPSS for further analysis Secondly, EFA was employed to remove unsuitable variables and extract the factors from the measurement scale The result was a bit different from the original conceptual framework The Symbolic benefit and Marketing effort factor was the same, but there were two new factors, Utilitarian & Experiential benefit and Enjoyment benefit factor The multiple regression model was not statistically significant for finding the relationship between the factors and the Money spent on wine So discriminant analysis method was used to evaluating the contribution of factors to the differentiation between consumers’ group presented by average bottle consumed per month Other analyses also were done to evaluate the relationship of communication channel and drinking place with consumers’ group The findings from these analyses were used to provide suggestions for wine marketers in Ho Chi Minh City market Finally, the Symbolic benefit factor turned out to be the strongest contribution to the differentiation of consumers’ group The importance of this factor also had a tendency to increase when people consume more wine This is an interesting guideline for wine marketer to produce communication messages that differentiate their wines For example, marketers can focus on symbolic values linking with wine, such as self-image, lifestyle or the importance of ritual instead of talking about the country of origin or grape varieties, which is being used by everyone To a lesser extent, the Enjoyment and Utilitarian & Experiential factors contributed to the discrimination of consumer group as well However, the relationships of these two factors and the average bottle consumed per month were not statistically proven 2 INTRODUCTION 2.1 Chapter Overview This chapter provides the project overview It begins with the reason of this project, followed by the general background information relating to the Vietnam wine market The key concepts of the research are also presented and, finally, this chapter concludes with the outline of this study 2.2 Rationale of the Project Vin Attitude is a young and modern French wine producer in Côte du Rhone region, France (www.vin-attitude.com) It represents 2,150 vineyard, 550 growers, more than 100,000 hl annually and a turnover exceeding 12 million € The company is looking for a long – term partnership who understands the local market and has a systematically approach Unlike other wine producers and brokers have been penetrating Vietnam market, Vin Attitude is more willing to take risk for better controlling of marketing activities by choosing a foreign based agent instead of an importer / distributor Solathien is a Vietnamese importer and distributor specialized in premium imported Vodka In order to exploit the existing distribution network and enrich the product portfolio, Solathien seeks out a French wine producer who wants to enter Vietnam market After contacting with many companies, Solathien comes to agreement with Vin Attitude to act as a foreign based agent in Vietnam market Both companies are the newcomers to a potential but also competitive market In order to have proper marketing strategy, the companies should have good understanding about the consumer behavior of wine, especially in the key markets, e.g Ho Chi Minh City and Hanoi Because of the need of the companies, the project is implemented to study the consumer selection of wine in Ho Chi Minh City Based on the findings, recommendations will be used form the marketing strategy of the company The findings are also served as reference for wine producers and importers who want to penetrate Vietnam market 2.3 Vietnam Wine Market In general consumption of wine in Vietnam, as well as in other Asian countries such as China or Hong Kong, is rising Over the past two years demand for wine in Vietnam was high for many reasons Despite the price of a bottle of wine being higher than that of a carton of beer, some more affluent consumers changed their preferences and increased consumption of wine, believing it to be good for their health Second, living standards have 50 RESEARCH CONCLUSIONS 6.1 Chapter Overview The above chapter has provided details of the data analysis and findings of the results Several factors have been analyzed in relation to the level of wine consumption The results support the hypotheses that symbolic benefit, enjoyment benefit and utilitarian & experiential benefit contribute to the differentiation of wine consumption groups, based on average bottle consumed per month On the contrary, the marketing effort factor isn’t differentiated by the consumer groups This chapter gives a conclusion and summary of the results findings Some managerial implications will also be presented Then, the research limitations that may lead to constraints in the research results will be described and recommendations for future research provided 6.2 Research Summary Generally, the study achieves the research objective, which is defining and measuring the factors influencing the consumer behaviors of wine in Ho Chi Minh City Based on the findings, recommendations are provided for host companies and wine producers or importers who want to penetrate Vietnam market Firstly, the study defined the conceptual framework of the research This conceptual framework was adapted from the theory model of consumer behaviors, previous researches on motivation of wine consumption and Vietnamese consumers’ habits The survey questionnaire was developed based on the conceptual framework and a sample size of 384 valid responses was decided Using convenient sampling method, the data was collected and cleaned before inputting to SPSS Totally 386 valid responses were used for data analysis in SPSS Secondly, the descriptive information of the data was presented It included the demographic data (genders, age groups, income levels) Another two elements of the Marketing efforts concept (Communication channel and wine consumption place) were also presented About the communication channel, Internet and Friend’s recommendation are the most favorite ones Regarding the wine consumption place, home, friend’s house and restaurant are the most significant ones Thirdly, the reliability of scale was tested using EFA and Cronbach’s Alpha test During this phase, some observation variables were removed from the framework, such as Price, Packaging or Status Then all the valid elements were input to EFA to assess convergent validity and discriminant validity After this phase, we have four factors The Symbolic benefit factor and Marketing effort factor were unchanged The Utilitarian benefit and 51 Experiential benefit factor split and merged together to create two new factors: Utilitarian & Experiential benefit factors and Enjoyment benefit factor These four factors were input to multiple regression analysis with the calculated dependent variable (Money spent on wine) However, the multiple regression result was not statistically significant This is the reason why discriminant analysis was used and the conceptual framework was split into two ones, each presented the relationships of the factors and the two dependent observation variables (Average bottles consumed per month and Average price per bottle, respectively) The discriminant analysis result based on Average price per bottle was not statistically significant, so this framework was removed from the research On the other hand, the result of discriminant analysis based on the Average bottles consumed per month was statistically significant and quite interesting The Symbolic benefit factor turned out to be the dominant contributor to the differentiation between consumer groups ANOVA analysis of this factor with Average bottles consumed per month also confirmed the relationship between them Post Hoc test revealed the fact that the importance of Symbolic factor increases when people consume more wine Besides, Enjoyment benefit factor contributed to the differentiation of the consumer groups but in a weaker level ANOVA analysis also confirm the relationship of Enjoyment benefit factor and Average bottles consumed per month, but the positive impact didn’t have enough statistically evidence Utilitarian & Experiential benefit factor also contributed to the differentiation of Average bottles consumed per month to a certain extent However, their relationship couldn’t be confirmed by ANOVA test result The last factor, Marketing effort wasn’t proved to contribute to the differentiation of consumer groups Next, Chi-Square test was employed to evaluate the relationships between the communication channels, wine consumption place with the Average bottles consumed per month However, there was no statistically significant evidence of these relationships Finally, the themes from the answers of the open question were summarized and presented Respondents were well aware of the healthy benefit of wine and the outcome of alcohol abuse Meanwhile, the high price and lack of information (communication and advertising) seemed the barrier of wine popularity in Vietnam market 6.3 Research Limitations & Future Research Suggestions The study has some limitations due to the short of time and resources This section describes these limitations as well as suggestions for future research Firstly, the study was conducted only in Ho Chi Minh City So the framework may not comprehensive enough for other geographic location in Vietnam, such as Hanoi or Da 52 Nang Secondly, the research framework was adapted mostly from oversea qualitative research and the time was short, so the quantitative measurement scales could not be verified and adjusted before conducting the regression analysis, especially the dependent variables This is the reason why the multiple regression model wasn’t suitable to explain the result Thirdly, this study didn’t distinguish the local and imported wine Finally, this study is cross-sectional, when Vietnam is a fast growing market and society So there may be new factors or observation variables affecting the consumers’ choice of wine in the future Due to the limitations above, there are some suggestions for the future researches The same research can be carried out in the nation wide scale, or focus on some key markets, such as Hanoi, Da Nang or Hai Phong to evaluate the perceptions of consumers in these markets and compare it to Ho Chi Minh City With these result, we might have a better view of the consumers’ behavior of wine in the whole Vietnam market On the other hand, the research could be conducted within different segments of consumers (e.g light users vs heavy users, male vs female …) to evaluate the relationships of the factors or to compare among segment of consumers Moreover, the conceptual framework and measurement scales should be revised in future researches because of fast-changing cultural, social and economical environment The measurement method of the dependent variable needs to be considered also Average bottle per month and price per bottle were suitable for discriminant analysis, but not for regression analysis Without regression analysis, we can’t evaluate the influence strength of the factors on consumers’ choice of wine Besides, the research might be conducted separately for local and imported wine so the results could be compared The findings from this type of research can help the local wine producers to have proper business strategy 6.4 Managerial Implications This section provides some suggestions to market the wine products in Ho Chi Minh City These recommendations are inferred from the result of the study and are reflected to the key aspects of marketing namely product, price, place and integrated marketing communication (promotion) For high value goods, the product dimension, or rather, the quality of the product plays the key role In case of wine, country of origin and grape varieties are supposed to tell the quality level This research result, however, does not show influence of these two factors to consumer choice of wine Nevertheless, this can’t imply that product quality is not considered upon used; as a matter of fact people lack of information about importance of country of origins or don’t know how grape varieties affect the wine quality and therefore taste Most of the time, this kind of information is in foreign language and hard to be understood by Vietnamese consumers So the wine marketer should try to convey product 53 information to consumer in a simpler manner For example, the product information should be translated into Vietnamese and displayed in a tag or sub label attached to the bottle Similar to the product dimension, price does not statistically differentiate consumer groups However, the answers of the open question states that wine is still a luxury product in the mind of most consumers Therefore, this is the task of wine marketers to communicate to the consumers about other values and benefits of drinking wine, which can help the consumers perceive the price to its reasonability This will be described more detail in the suggestions of promotion aspect Interestingly, the place where most consumers likely drink wine is their home or their friends’house It’s a bit different from Euromonitor report, which emphasizes the restaurants to be the place Though it does not have statistically significant relationship with wine consumption, this fact gives a hint for marketers for the advertising idea For example, “enjoying the wine at home with your family members or your friends” might be a good idea for the communication message The most important finding in this study might best serve the integrated marketing communication (i.e promotion) The result proves that the symbolic benefit factor is the most important to Vietnamese wine consumers This fact can be a foundation for a totally new marketing concept of wine Currently, wine is promoted mostly with the product features and packaging Instead, marketer should focus more on the emotional benefits of wine, especially the symbolic benefits For example, the symbolic benefits comprises of the lifestyle, the family tradition, the importance of ritual, the self-image and the memory Based on these concepts, marketers can build touching communication messages and advertising campaigns for wine Moreover, the finding about communication channel also shows that consumers are looking for wine information from many different sources This is where the integrated marketing communication concept comes in handy Marketers should convey their messages on multiple channels at the same time For example, internet and friends’ recommendation (W.O.M) are relevant, but the other channels are also noteworthy In summary, the psychological aspects appear to be a dominant factor influencing the consumers’ behavior of wine in Ho Chi Minh City In order to promote consumption of wine and its benefits, marketers should create a Vietnamese wine culture and integrate it to the world cultures Based on this theme, there should be various activities to engage the consumers with the products For example, marketers can promote community activities of wine, such as wine culture exchanging with famous wine production regions (France, Italia, Chile …) These community activities should involve the wine guru of Vietnam and worldwide, like Mr To Viet Through these activities, the consumers can be educated more about wine attributes, benefits and how to enjoy wines This is also a good chance for 54 domestic wine producers to learn and grow Vietnam has some regions such as Da Lat, which is good area for grape growing and so wine producing With the trend of wine consuming in Asia, Vietnam can be a notable wine producer country and attractive market 6.5 Chapter Summary Firstly, this chapter summarizes the process and results of the study The limitations of the research and suggestions for future study are also presented Finally, the recommendations for wine marketers based on the finding of the 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A Consumer-Focused Exploration” Journal of Food Products Marketing, Volume 14, Issue June 2008 , pages 13 - 32 30 Thompson, K E., & Vourvachis, A (1995) “Social and attitudinal influences on the intention to drink wine” International Journal of Wine Marketing, 7(2), 35–45 31 Tony Proctor (2005) Essentials of Marketing Research, Pearson Prentice Hall 32 Wong, N Y., & Ahuvia, A C (1998) “Personal taste and family face: luxury consumption in Confucian and western societies” Psychology and Marketing, 15(5), 423–441 57 APPENDICES Appendix 1: Survey questionnaire QUESTIONNAIRE We’re a team of student of Master of Business Management and Marketing of Solvay Brussels School Vietnam We’re conducting a research about the factors influencing customers’ choice of wine in Ho Chi Minh City In this question, there is no right or wrong attitude or perception, but all your answers are precious information So, we deeply appreciate your cooperation We hope you spend some time to answer the questions by circling or filling-in the choice that best suits your opinion  Some of the people we met shared their opinion about the reason of wine consumption Please rate your opinion using the following scales; 1= Completely disagree; = Disagree; = Neutral; = Agree; = Completely agree 1– Completely disagree 5= Completely agree The origin of the wine (country, production area …) is the important factor when I choose my wine 5 5 5 5 The grape varieties (Cabernet Sauvignon, Merlot, Chardonnay …) are the important factor when I choose my wine According to me, the price decides the quality of the wine The bottle packaging (bottle shape, presentation & information of the labels …) is the important factor when I choose my wine Wine is good for my health (prevents heart attack, supports digestion …) Wine quenches my thirst and brings refreshness in my meals The alcohol in wine makes me feel excited, joyful and sociable Wine is diversified Drinking wine satisfies my emotion of discovering new things 58 I drink wine because the taste of wine is more sophisticated than other alcohol drinks (beer, spirit …) 5 5 5 5 5 10 Wine is my favorite drink when maintaining social relationships (drink with partners, friends …) 11 Wine is the alcoholic drink that is most suitable with food, and it makes the meal more delicious 12 Wine makes me feel relax, stress-free after tired working time 13 Ending the day or having dinner with a glass of wine is my indispensable routine 14 Drinking wine is a habit that becomes my family tradition 15 Wine has strong link with some of my beautiful memories Drinking wine brings back these memories 16 Drinking wine is an important part of my lifestyle 17 The type of wine that I drink reflects my selfimage 18 The type of wine reflects the status of the drinker 19 How old are you? Under 20 years old 20 – 29 years old 30 – 39 years old 40 – 49 years old 50 – 59 years old Over 60 years old trở lên 20 Where you often look for information of wine? Internet Alcohol shop Supermarket Wine testing party Wine fair Friends’ recommendation 59 21 Newspaper / Magazine Sommelier Sales staff in alcohol shop Restaurant Bar / Disco Friends’ house Home Other places Where you often drink wine? 22 Normally, how many average bottles (75ml) or equivalent you drink in a month? Less than bottle 1 – bottle – bottle More than bottle 23 Normally, How much a bottle of wine you often buy (in VND)? – 99,999 100,000 - 299,999 300,000 - 599,999 600,000 - 899,999 Over 900,000 24 25 What is your monthly income (in VND)? – 2,999,999 3,000,000 – 4,499,999 4,500,000 – 7,499,999 7,500,000 – 14,999,999 Over 15,000,000 Male Female Your Gender? 26 Your other opinion of wine drinking? _ _ _ _ _ 60  Thanks so much for sharing time with us in this study Wish you and your family with health and success in career and life BẢNG KHẢO SÁT Ý KIẾN Chúng nhóm sinh viên ngành Quản Trị Kinh Doanh Tiếp Thị trường Đại Học Solvay Bỉ TP.HCM Hiện thực đề tài khảo sát “Hành vi tiêu dùng rượu vang Tp.HCM” Trong khảo sát này, quan điểm, thái độ hay sai mà tất thông tin hữu ích Do vậy, mong nhận cộng tác chân tình Anh/Chị Chúng mong Anh/Chị bỏ chút thời gian trả lời câu hỏi theo suy nghĩ Anh/Chị  Một số người tiếp xúc có chia sẻ vài nhận định họ lý tiêu thụ rượu vang Xin cho biết mức độ đồng ý Anh/ Chị, dùng thang điểm: 1= Hoàn toàn không đồng ý; = Nhiều điểm không đồng ý; = Không phản đối không đồng ý; = Nhiều điểm đồng ý; = Hoàn toàn đồng ý 1– Hoàn toàn không 5= Hoàn toàn đồng ý 5 5 5 5 Xuất xứ chai rượu vang (quốc gia, vùng sản xuất …) yếu tố quan trọng chọn rượu vang Dòng nho chai rượu vang (Cabernet Sauvignon, Merlot, Chardonnay …) yếu tố quan trọng chọn rượu vang Theo tôi, giá thành định chất lượng chai rượu vang Hình thức chai rượu vang (hình dáng chai, cách thức trình bày thông tin nhãn chai …) yếu tố quan trọng chọn rượu vang Rượu vang tốt cho sức khỏe (ngăn ngừa bệnh tim, hỗ trợ tiêu hóa …) Rượu vang giúp giải khát sảng khoái bữa ăn Chất cồn rượu vang giúp hưng phấn, tạo cảm giác vui vẻ, hòa đồng với người Rượu vang đa dạng, uống rượu vang thỏa mãn cảm xúc khám phá 61 Tôi uống rượu vang mùi vị rượu vang tinh tế thức uống có cồn khác (bia, rượu mạnh …) 5 5 5 5 5 10 Rượu vang thức uống ưa thích trì quan hệ xã hội (uống với đối tác, bạn bè …) 11 Rượu vang thức uống có cồn phù hợp với thức ăn, giúp bữa ăn ngon miệng 12 Rượu vang giúp thư giãn, giải tỏa căng thẳng sau thời gian làm việc mệt mỏi 13 Kết thúc ngày làm việc hay ăn tối với ly rượu vang thói quen thiếu 14 Uống rượu vang thói quen trở thành truyền thống gia đình 15 Rượu vang gắn liền với số kỷ niệm đẹp đời tôi, uống rượu vang giúp làm sống lại kỷ niệm 16 Uống rượu vang phần quan trọng phong cách sống 17 Loại rượu vang mà uống phản ánh hình ảnh cá nhân (self-image) 18 Loại rượu vang thể đẳng cấp người uống 19 Anh/Chị độ tuổi nào? Dưới 20 tuổi 20 – 29 tuổi 30 – 39 tuổi 40 – 49 tuổi 50 – 59 tuổi Từ 60 tuổi trở lên 20 Anh/Chị thường tìm hiểu thông tin rượu vang thông qua phương tiện nào? Internet Cửa hàng rượu Siêu thị Tiệc thử rượu Hội chợ Bạn bè giới thiệu 62 Sách báo, tạp chí Nhân viên phục vụ nhà hàng / quán bar / vũ trường Nhân viên bán hàng cửa hàng rượu 21 Anh/Chị thường dùng rượu vang địa điểm nào? Nhà hàng Quán bar / Vũ trường Nhà bạn bè Nhà riêng Địa điểm khác 22 Trung bình Anh/Chị dùng chai rượu vang (750 ml) tương đương tháng? Ít chai 1 – chai – chai Hơn chai 23 Giá trị trung bình chai rượu vang Anh / Chị thường uống (tính theo VNĐ)? – 99,999 100,000 - 299,999 300,000 - 599,999 600,000 - 899,999 Từ 900,000 trở lên 24 Thu nhập trung bình tháng Anh/Chị (tính theo VNĐ)? – 2,999,999 3,000,000 – 4,499,999 4,500,000 – 7,499,999 7,500,000 – 14,999,999 Từ 15,000,000 trở lên 25 Giới tính Anh/Chị? Nam Nữ 26 Ý kiến khác Anh/Chị việc tiêu dùng rượu vang: _ _ _ _ _ 63 _ _  Chân thành cảm ơn Anh/Chị dành thời gian trả lời bảng khảo sát ý kiến Chúc Anh/Chị gia đình dồi sức khoẻ đạt nhiều thành công công việc sống 64 Appendix 2: SPSS results This page intentionally left blank ... packaging format for wine, accounting for 95% of sales in imported wine and local industrial wine This is the traditional packaging format, as it protects the quality and flavor of the wine Wine in. .. for other regions in South Vietnam There are two main objectives in this research:  Define and measure the factors influencing the consumer behaviors of wine in Ho Chi Minh City  Provide recommendations... result, the author pointed out that the symbolic benefits are the most important factor influencing the consumers behavior of wine in Ho Chi Minh City Besides, the country of origin and grape varieties,