nhhlinh - vinamilk final

VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY

INTERNATIONAL UNIVERSITY

SCHOOL OF BUSINESS

MARKET RESEARCH ABOUT THE IMPACT OF USING CORPORATE SOCIAL

RESPONSIBILITY’S ELEMENT – PHILANTHROPY APPEAL IN TVC ON

CONSUMER’S ATTITUDE TOWARDS VINAMILK BRAND

In Partial Fulfillment of the Requirements of the Degree of

BACHELOR OF ARTS in BUSINESS ADMINISTRATION

Student’s name: NGO HOANG HA LINH (BAIU09226)

Advisor: NGUYEN THI HUONG GIANG, MA.

HoChiMinh city, Vietnam October, 2012

MARKET RESEARCH ABOUT THE IMPACT OF USING CORPORATE SOCIAL

RESPONSIBILITY’S ELEMENT – PHILANTHROPY APPEAL IN TVC ON

CONSUMER’S ATTITUDE TOWARDS VINAMILK BRAND

APPROVED BY: Advisor

MA. Nguyen Thi Huong Giang

APPROVED BY: Committee

Mr/ Mrs.

Mr/ Mrs.

Mr/ Mrs.

Mr/ Mrs.

THESIS COMMITTEE

(Whichever applies)

Page i

Acknowledgement

irst and foremost, I’m very grateful to my advisor, MA Nguyen Thi Huong Giang, who

has guided me carefully. My thanks are for her support, guidance, patient and

encouragement.

I’m sincerely indebted to all my friends for their invaluable help in data collection, survey online

and emotional support.

I want to appreciate my family, especially my mother and father for their endless love and

unstoppable encouragement.

Lastly, a big dedication is for those my marketing friends in International University for

understanding and enthusiasm at every stage of my education life.

F

Page ii

Table of content

CHAPTER 1: INTRODUCTION ......................................................................................................... 1

I. Background and rationale ................................................................................................................ 1

Introduction about Vinamilk ............................................................................................................ 4

II. Research objectives and questions ................................................................................................... 6

The following objectives are of the importance of the research ............................................................. 6

III. Scope and Limitation ..................................................................................................................... 6

IV. Significance of the research ........................................................................................................... 7

V. Thesis structure ............................................................................................................................... 7

CHAPTER 2: LITERATURE REVIEW .............................................................................................. 8

Market research .................................................................................................................................. 8

Corporate Social Responsibility ........................................................................................................... 9

Corporate philanthropy ..................................................................................................................... 10

Advertising ........................................................................................................................................ 11

1/ Emotional appeal ....................................................................................................................... 12

2/ Moral appeal .............................................................................................................................. 13

3/ Television Commercials............................................................................................................. 13

4/ Advertising elements ................................................................................................................. 14

The theoretical model – Tricomponent attitude model ........................................................................ 16

1. The cognitive (or knowledge) component .................................................................................. 18

2. The affective (or feeling) components ....................................................................................... 19

3. The conative (or behavioral) component .................................................................................... 19

CHAPTER 3: RESEARCH METHODOLOGY ................................................................................ 20

Research design ................................................................................................................................. 21

1/ Quantitative approach ................................................................................................................ 23

a. Sampling method ................................................................................................................... 23

b. Recruitment and procedure ..................................................................................................... 23

c. Measurement.......................................................................................................................... 24

d. Data analysis .......................................................................................................................... 26

2/ Qualitative approach .................................................................................................................. 27

CHAPTER 4 ........................................................................................................................................ 32

Page iii

Findings ............................................................................................................................................ 32

Response rate................................................................................................................................. 32

Demographics of respondents ........................................................................................................ 32

Objective 1: To examine overall performance of advertisements by milk brands in Vietnam market. .. 40

1.1 General watched advertisements situation ................................................................................ 40

1.2 General likability ranking advertisements ................................................................................. 42

1.3 General attitude about philanthropy advertisements .................................................................. 43

Objective 2: To investigate whether TVC’s philanthropy appeal influences target audience’s attitude component towards Vinamilk brand. .................................................................................................. 44

2.1 The “6 trieu ly sua”TVC awareness .......................................................................................... 44

2.2Influence of TVC’s philanthropy appeal on cognitive (or knowledge) component...................... 45

2.3Influence of TVC’s philanthropy appeal on affective (or likability) component ......................... 47

2.4 Influence of TVC’s philanthropy appeal on conative (or behavioral) component ...................... 50

2.5Correlation ................................................................................................................................ 54

2.6 Using One-way Anova to test the mean difference amongst different occupations regarding to Conative component: ..................................................................................................................... 55

Objective 3: To understand customer’s opinions towards TVC “Chia se 6 trieu ly sua” of Vinamilk. . 57

3.1 Elements in the TVC affect consumer’s opinion: ...................................................................... 57

3.2 General likability towards the “6 trieu ly sua” TVC: ................................................................. 58

CHAPTER 5: RECOMMENDATION ............................................................................................... 60

Objective 4: To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC. ....................... 60

CHAPTER 6: CONCLUSION ............................................................................................................ 64

PREFERENCE .................................................................................................................................... 67

APPENDIX A ...................................................................................................................................... 75

APPENDIX B ...................................................................................................................................... 86

Page iv

LIST OF TABLES

Table 1: Response rate .............................................................................................................. 32 Table 2: Frequency distribution by gender of respondents ......................................................... 33 Table 3: Frequency distribution by gender of respondents ......................................................... 34 Table 4: Frequency distribution by education of respondents ..................................................... 35 Table 5: Frequency distribution by occupation of respondents ................................................... 36 Table 6: Frequency distribution by occupation of respondents ................................................... 37 Table 7: Frequency distribution by occupation of respondents ................................................... 38 Table 8: Frequency distribution by time watching TV of respondents ........................................ 39 Table 9: Frequency distribution by being watched dairy TVCs .................................................. 41 Table 10: Mean of general liking for each dairy brand’s TVC ................................................... 43 Table 11: Mean of general consumer’s attitude towards philanthropy appeal ............................. 44 Table 12: Percentage of customer’s awareness of “6 trieu ly sua” campaign .............................. 45 Table 13: Reliability Statistics of cognitive component ............................................................. 46 Table 14: Item-Total Statistics of cognitive component ............................................................. 46 Table 15: Descriptive Statistics of cognitive component ............................................................ 47 Table 16: Reliability Statistics of affective component .............................................................. 48 Table 17: Item-Total Statistics of affective component .............................................................. 49 Table 18: Descriptive Statistics of affective component ............................................................. 50 Table 19: Reliability Statistics of conative component ............................................................... 51 Table 20: Item-Total Statistics of affective component .............................................................. 52 Table 21: The 3rd Reliability Statistics of conative component.................................................. 53 Table 22: The 3rd Item-Total Statistics of conative component ................................................. 53 Table 23: Descriptive Statistics of conative component ............................................................. 54 Table 24: Correlations ............................................................................................................... 55 Table 25: Test of Homogeneity of Variances ............................................................................. 56 Table 26: One-way ANOVA ..................................................................................................... 57 Table 27: Descriptive Statistics of advertising elements ............................................................ 58 Table 28: Descriptive Statistics of general liking ....................................................................... 59 Table 29: Descriptive Statistics of general recommendation ...................................................... 61

Page v

LIST OF FIGURES

Figure 1: the advertising expenditure by region in major media in 2012. ................................................. 2 Figure 2: the advertising expenditure by region in major media in 2012. ............................................... 17 Figure 3: A model of attitude formation theory of Eagly and Chaiken, 1993 ........................................... 18 Figure 4: Research design – Triangulation approach .............................................................................. 22 Figure 5:Percentage by gender of Vinamilk’s customers ........................................................................ 33 Figure 6: Percentage by gender of Vinamilk’s customers ....................................................................... 34 Figure 7: Percentage by education of respondents ................................................................................ 35 Figure 8: Percentage by occupation of respondents ............................................................................... 36 Figure 9: Percentage by marital status of respondents........................................................................... 37 Figure 10: Percentage by monthly income of respondents ..................................................................... 38 Figure 11: Percentage by time watching TV of respondents ................................................................... 39 Figure 12: Percentage of dairy brand watched through TVC................................................................... 41

Page vi

ABSTRACT

Advertising is the communication relayed from companies to persuade an audience to purchase

their products. This communication is usually through various forms of paid media -- TV and

radio commercials, print ads, billboards and more recently, product placement. TVC is believed

that it is the effective communication tool to reach the largest and most relevant

audience(Ahamed). Philanthropy has been one of valuable traditional custom of Vietnamese.

Catching the perception of customers, many firms have launched several TV Commercials that

applied philanthropy appeal in its TVCs. Attached philanthropy appeal in the advertisement is

very challenging work for advertisers and consumers have raised great attention and opinion

towards the issue. Therefore, understanding the impact of philanthropy appeal in the TVC on

consumer’s attitude is the interesting topic for different industries. Many previous studies have

been conducted to measure the influence of main appeals such as humor, fear or music appeal.

Furthermore, there are some researches investigating the effect of humanity appeal in the TVC.

However, in the philanthropy level, the firm commits closely to the concerns of society and

community, turning the social issues into their mission and vision.

This paper is to study the impact of using philanthropy appeal in the TVC on consumer’s attitude

and to discover the customer’s opinion towards Vinamilk brand. The Tri-component attitude

model which includes cognitive, affective and conative component is applied to support the

research. The perfect combination of qualitative and quantitative method in Triangulation

approach helps to raise the reliability through in-depth interviews and surveys. From the results,

some applicable recommendations would give Vinamilk as well as other FMCG firms

experience.

Although the limitation does exist, the author hopes that the research is useful to enhance the

advertisement’s quality in Vietnam market.

CHAPTER 1

INTRODUCTION

I. Background and rationale:

There is one definition about advertising: “Advertising is a non-personal communication of

information usually paid for and usually persuasive in nature about products, services or ideas by

identified sponsors through the various media” (Bovee, 1992, p.7). Nowadays, advertising is

omnipresent in our life to deliver products’ messages from fast moving consumer goods to

luxury offerings. Importantly, advertising has a really strong influence in consumer’s attitude and

purchasing decisions. The aim of advertising is no longer to inform consumers of a new product

and its use; it is more to create a wish to possess a product. Therefore, advertising has become a

centre of attraction.

Advertising is big business including many ranges like magazines, the cable TV industry,

newspapers and many other media, non media and communication industries survive only on

the inflow of money due to advertising. In the latest report of Zenith Optimedia, it predicts that

global advertising expenditure will grow 4.3% in 2012, reaching 502 billion USD by the end of

this year. This is a slight downgrade of the 4.8% growth that they have forecasted

before(Bernard, 2012).

Figure 1: the advertising expenditure by region in major media in 2012.

In Vietnam, regardless of economy crisis, total revenue in advertising in the first 3 quarters of

2011 still increases by 16% compared to the same period of 2010. Nearly 500 out of 600 million

collected is paid for television advertisements, Vietnam brands contribute a small piece of the

pie(Binh, 2011). According to Nielsen - a market research agency, the average hours people

spend time watching TV daily are 4 (or 28 hours per week, or 2 month non-stop watching TV a

year). Furthermore, some results of studies and researches which have been conducted show that

advertising has greatly affected the TV viewers. That has explained why using TV Commercials

as communication tool to users in order to occupy customer’s attention.

Because of the diversified characters of advertising, TVC advertisers have used different appeal

to attract customers to their advertisements, such as humor, scare or sex, etc. It is based on main

favors of audiences. Besides, recently in Vietnam, there are enhancing uses of Corporate Social

Responsibility elements in the TVC by the advertisers to occupy customer’s attention towards

the ads.

Corporate Social Responsibility (CSR)is defined as the way companies integrate social,

environmental, and economic concerns into their values and operations in a transparent and

accountable mannerand playing an important role in promoting organizations values and

contributing to the sustainable development of communities.(Foreign Affairs and International

Trade Canada, 2012). Nowadays, customers are demanding more than ever, they want their

171,203

108,694

141,016

27,510

38,1174,198 11,218

Advertising expenditure by region in major media in 2012 (US million)

North America

Western Europe

Asia/ Pacific

Central & Eastern Europe

Latin America

Middle East & North Africa

Rest of the world

purchasing make sense not only for themselves but also for the society. The consumer might

choose a charitable products or services over a private firm because any revenue that the charity

makes goes to a ‘good cause’ (Chetkovich and Frumkin, 2003). Today, both government

agencies and corporations are increasingly being called upon to interact with the charitable sector

to achieve mutual objectives (Sagawa and Segal, 2000). On the one hand, charities are finding

themselves in greater needs of outside support and thus are turning to the private sector for

assistance (Andreasen and Kotler, 2003). On the other hand, business firms often find

themselves more likely to achieve better performance if they are able to combine their products

to charity activities. Corporate philanthropy is the charitable donations of profits and resources

given by corporations or nonprofit organizations. For those all reasons, the advertisements that

apply philanthropy appeal in CSR into TV Commercial were born then.

In Vietnam, Gau Do instant noodle is one of typical example in FMCG industry. Their TV

Commercials called “Gau Do –Gan ket yeu thuong” is to donate 10 dong for each product to

cancer children in poverty families to continue treatments. At the first sight, consumers consider

it as meaningful, humane and profound advertisement. A while then, there are 2 different flows

of opinions that argued about its advertising campaign.

One side, it is widely believed that the company should not use the poor cancer children’s

images to increase the sale when they just spend 10 out of 3,000 VND for donation. Calculations

have been made. Cited from Tuoi Tre newspaper’s website, audiences figure that 10 dong per

pack are collected to charity, the fund will be 100 million VND when the firm sales 10 million

products. Taking a quick look, the company gets 3 billion in pocket if the profit after costs

approximates 10% of total revenue with 10 million packs sold. The thought that there is a huge

disparity between 100 million and 3 billion dong in the same amount of products sold makes

some of audiences turn their backs to Gau Do noodle. Attaching philanthropy to advertisements

to push sale is not accepted, doing charities and selling products should be separated to avoid

ambiguity among consumers. Norton (1991), Lee (1996) and others have insisted that genuine

philanthropy lies at the heart of the majority of corporate charitable donations. Lee (1996), for

example, justified this conclusion on the grounds of the results of a survey of the UK’s top 400

donating companies which indicated that:

• 67 per cent of respondents believed there was no need for charities to be linked to their

companies’ products in order to develop worthwhile relationships;

• only 40 per cent thought that donations led to increased public awareness of a firm; and

• 60 per cent did not expect joint promotions with charities to lead to higher sales.

Others who support to the advertisements think that it’s time that Vietnam companies raised the

voice to protect Vietnamese living in poverty and diseases. Gau Do made it! It cannot be denied

that Gau Do is the vanguard of applying philanthropy appeal in TV Commercials in their

marketing strategy. Therefore, it is good signal not only for society but also for other firms. It is

acceptable that the combination between marketing and doing charity of the firm is great. First of

all, the commercials remind the society about life in the edge in which need help and action

needed. In the positive way, there is not so much with 10 dongs but something better than

nothing. A lot of firms take the profits in their pockets without contributing back to society in

return. Taking advantage of poor cancer children which is blamed on the firm should be taken

into consideration. Gau Do delivered true stories and messages to call for actions to help the

children that should be encouraged by consumers andgovernment to make the campaign as well

as the firm better.

Introduction about Vinamilk:

Vinamilk, abbreviated brand name of Vietnam Dairy Products Joint Stock Company, is typical

illustration about the success in using philanthropy as one of the main appeal in advertisements.

Vinamilk is well-known brand in Vietnam in dairy industry and its dedication to society from the

very first years of establishment (Tran, 2010). Corporate social responsibility is attached to its

mission to develop not only for the firm but also for the community. Throughout these years,

Vinamilk has pushed the activities related to charities as a pursuit of social contribution.

Moreover, 10.000 scholarships each year the scholarship to highly resulted and harsh students

are offered by the co-operation between Vinamilk and Ministry of Education. Being an ethical

firm, Vinamilk has combined the philanthropy appeal in its TVC advertisements to raise the

empathy and responsibility from community. Obviously, in dairy industry in Vietnam, Vinamilk

has been the largest homegrown milk company (occupy 39% of market share in Vietnam)

(Nguyen Xuan Thanh, Do Thien Anh Tuan, 2012) that consumer has trusted in the quality and its

mission. Attaching philanthropy appeal to TVC advertisements may push the sale, remain brand

awareness but the most important thing is to call for the action from society to redound to the

children living in remote and mountainous areas together.

Mrs Mai Kieu Lien, CEO of Vinamilk, shares: “To Vinamilk, corporate social responsibility is

not the external pressure but existed part of business operation, in mission statement and be

attached in every activities of Vinamilk. Thus, Vinamilk focuses on: product, economy

development, environment, working environment and corporate social responsibility.” (Mai,

2012)

Philanthropy in Corporate social responsibility also means humanity in general. In the case of

Vinamilk, the “6 trieu ly sua” advertisement, the author does use the word “philanthropy” instead

of “humanity” because its mission statement attaches corporate social responsibility itself which

is quoted as below:

“Vinamilk cam kết mang đến cho cộng động nguồn dinh dưỡng tốt nhất, chất lượng nhất bằng

chính sự trân trọng, tình yêu và trách nhiệm cao của mình với cuộc sống con người và xã

hội.”(“Vinamilk commits to bring best nutrition with respect and responsibility to human life

and society”)(Vision and Mission Statement: About the Vinamilk)

The “6 trieu ly sua” is belonged to the wide and long-term strategy of Vietnam “turn terrioity

disadvantage (Foreign = Superior) of Vietnamese to be national pride” through the creative idea

“We believe in Vietnam”. The idea is to invest in young talent across the country through

Nutrition foundation (1 million, 3 million then 6 million glasses of milk), sponsorship for kids’

contest as well as education and co-operation with Arsenal Soccer Academy in Vietnam.

In the study, the author wants to conduct a market research to evaluate the impact of

philanthropy appeal expressed in advertisement on consumer’s attitude toward dairy products as

general and toward Vinamilk as specific. This study is to review Vinamilk philanthropy

advertisings (specifically TVC) and recommend a more effective advertising strategy for this

dairy brand in the near future.

II. Research objectives and questions:

The following objectives are of the importance of the research:

- To examine overallperformance of dairy advertisementsby milk brands in Vietnam

market.

- To investigate whether TVC’s philanthropy appeal influences consumer’s attitude

component towards Vinamilk brand.

- To understand customer’s opinions towards TVC “6 trieu ly sua” of Vinamilk.

- To recommend applicable recommendations for Vinamilk as well as other Fast Moving

Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC.

In order to reach these objectives, the questions are shaped:

RQ1: How is the overall performance of dairy advertisements in Vietnam market?

RQ2: Does the philanthropy appeal influence consumer’s attitude towards Vinamilk brand?

RQ3: How likely does the philanthropy appeal influence consumer’s attitude towards Vinamilk

brand?

RQ4: What are the current opinion of customers towards “Chia se 6 trieu ly sua” Vinamilk’s

TVC?

RQ5: Are there any aspects of Vinamilk’s TVC need to be improved?

III. Scope and Limitation:

This thesis studies the existing impacts, if any, of philanthropy appeal used in TV advertisements

on consumer’s attitude toward Vinamilk. All interviews and surveys are conducted in Ho Chi

Minh City due to the limited geographic approach capability and time constraint. The findings

are expected to help Vinamilk have deeper views in the impact of their previous advertising

strategy and to suggest effective and reliable recommendation to other FMCG companies.

Throughout the process of conducting the research, it is inevitable to face with limits existing

due to unexpected obstacles. First, due to the lack of human resource and tight budget led to the

limited respondents which are only conducted in Ho Chi Minh City instead of wide spreading to

other cities to make the study more reliable. Secondly, the study concentrates on emotional and

moral appeal which are belong to message content in developing effective marketing

communication, so the rational appeal would be left behind to stay focus on main points.

IV. Significance of the research: This research is conducted to discover the impact of philanthropy appeal attached in TVC that

affect the consumer attitude in dairy industry. In detail, this research will partly contribute to the

marketing considerations of Vinamilk by understanding customer’s insights. Therefore, this

study is also the communication tool for Vinamilktocollectsfeedbacks from consumers to

improve its advertising campaign. Last but not least, this research can be a premise for further

researches on similar topics about advertising elements’ effects.

V. Thesis structure: The study covers 6 main parts as below:

Chapter I: Introduction – Stating the general background, the problem, objectives, scope and

limitation of the research.

Chapter II: Literature Review – Reviewing related concepts, definitions and previous researches

related to this study. Furthermore, it presents the theoretical model which is applied as

foundation to analyze.

Chapter III: Methodology – Detailsof the research design, research procedures and data analysis

scale that has been adjusted.

Chapter IV: Data analysis and findings – Discussing about the results obtained from process of

analyzing the collected data.

Chapter V: Recommendation – Discussing the research findings and proposing the suggestions.

Chapter VI: Conclusion – Ending up with the presentation of the process of how to conduct the

study and significant findings as well as recommendations.

CHAPTER 2

LITERATURE REVIEW

I. Market research: Marketing research is a critical part of such a marketing intelligence system; it helps to improve

management decision making by providing relevant, accurate and timely (RAT) information.

Every decision poses unique needs for information, and relevant strategies can be developed

based on the information gathered through marketing research (Aaker, Kumar and Day, 2002).

The American Marketing Association‘s (AMA) definition of marketing research emphasizes its

role in linking the marketing managers to information about customers “Marketing research is

the function which links the consumer, customer and public to the marketer through information

– information used to identify and define marketing opportunities and problems; generate, refine

and evaluate marketing actions; monitor marketing performance; and improve our understanding

about marketing as a process. Marketing research specifies the information required to address

these issues, design the method for collecting information, manages and implements the data

collection process, analyzes, and communicates the findings and their implications.”

Note that marketing research is involved with all phases of the information management process,

including: (1) the specification of what information is needed; (2) the collection and analysis of

the information; and (3) the interpretation of that information with respect to the objectives that

motivated the study.(Gilbert A. Churchill,Jr.; Dawn Iacobucci, 2009)

Marketing research can be used to assist all aspects of marketing, such as:

Product (concept testing, brand name development, test markets, packaging design)

Pricing (price elasticity, market demand, sales potential and forecasting)

Distribution (Web site testing, channel performance, coverage, or export)

Promotion (media and ad copy effectiveness, sales force compensation and territories)

Buyer behavior (segmentation, awareness, satisfaction, preferences, attitude and

behavior)

General corporate research (market trends, diversification opportunities)

In the scope of the study, market research is applied to explore applicable insights and

recommendations towards consumer’s attitude.

II. Corporate Social Responsibility: Corporate social responsibility (CSR) in the form of corporate philanthropy, or donating to

charities, has been practiced since as early as the late 1800s at least in the USA (Sethi, 1977). It

was legitimate insofar as it directly benefited the shareholders, and corporate donations were

mostly on the agenda of those companies that could afford it. Today’s concept of corporate

social responsibility was developed primarily during the 1960s in the USA with the notion that

corporations have responsibilities that go beyond their legal obligations.

Enderle and Tavis(1998) define corporate social responsibility as “the policy and practice of a

corporation’s social involvement over and beyond its legal obligations for the benefit of the

society at large”. According to the definition by Angelidis and Ibrahim (1993),corporate social

responsibility is “corporate social actions whose purpose is to satisfy social needs”. Lerner and

Fryxell (1988) suggest that CSR describes the extent to which organizational outcomes are

consistent with societal values and expectations. At its grass roots, being socially responsible has

been a concern very much related to the rationale that businesses are more likely to do well in

flourishing society than in one that is falling apart (McIntosh et al.,1998). Over the past decades,

both the concept and the practice have evolved as a reflection of the challenges created from an

ever-changing society.

Mohr, Webb and Harris (2001) defined CSR as "a corporation's commitment in minimizing or

eliminating any harmful effects and maximizing its long-run beneficial impact on society."

The authors mentioned that socially responsible behaviors include a broad array of actions,

such as behaving ethically, supporting the work of nonprofit organizations, treating

employees fairly and minimizing damage to the environment.

Carroll (1991) proposed four levels (pyramid) of CSR: economic, legal, ethical and philanthropic

responsibilities. He argued that each dimensions of CSR can beexamined in relation to the

various stakeholders of the organization (e.g., owners, customers, employees, the community,

and public at large.

In today’s competitive marketplace, however, altruistic intentions alone can no longer justify

charitable giving and expenditures related to philanthropic activities. Sophisticated customers

and stakeholders are looking at the behavior of the firm; are they donating just to gain goodwill

or are they truly concerned about particular issues? For their part, corporations regard their

contributions today not as outright donations but as investments that are intended to benefit the

company as well as the recipient (Schwartz, 1996).

In the study, corporate philanthropy is the intensive field needed to investigate among key

activities associated with corporate social responsibility.

III. Corporate philanthropy: Corporate involvement in social well-being began as voluntary responses to social issues and

problems, then involved into a phase of mandated corporate involvement, and is now evolving

into a phase in which social responsibility is viewed as an investment by corporations (Stroup

and Neubert 1987). Stroup and Neubert (1987) also note that early philanthropy and social

responsiveness were undertaken be public-spirited corporations voluntarily. Though such

undertakings invariably reduced profit because they consumed corporate resources, some authors

contend that even these voluntary actions were not entirely altruistic.

According to Carroll (1991), it is important for managers and employees to participate in

voluntary and charitable activities within their local communities, especially in projects that

enhance a community's quality of life. The distinguishing characteristic between philanthropic

and ethical responsibilities is that philanthropic responsibilities are not expected in an ethical or

moral sense. Philanthropy is located at the most voluntary and discretionary dimension of

corporate responsibility and has not always been linked to profits or the ethical culture of the

firm (Ferrell, 2004).

Giving to charities in the form of a percentage of pre-tax earnings, it provides a concrete measure

of the social effort of corporate managers. Corporate philanthropy is likely to enhance the image

of companies that have high public visibility (84% of American adults believe that CRM creates

a positive company image). Philanthropic activities include business contributions in terms of

financial resources or executive time, such as contributions to the arts, education, or

communities.

Dabson (1991) suggested (on the basis of a survey of 20 large continental European corporate

donors) that consumer demands for greater social accountability of companies and the example

set by US businesses operating in Europe were further important factors in the decision to

donate. Other crucial considerations, Dabson argued, were the escalation of social problems too

large decision for governments to tackle on their own, and cultural convergence within the (then)

EEC leading to pan-European norms of community involvement by firms. Logan (1993)

concluded that the privatization of European industries previously run by national governments,

the rapid cross-border transmission of the latest business practices (such as corporate

philanthropy), and withdrawal of governments from the provision of social and health services

represented key stimulants to the growth of European corporate philanthropy.

The issue of whether corporate philanthropy should be regarded as pure altruism rather than as a

hard-headed business investment subject to normal commercial rules has been the subject of

considerable debate (Bennett, 1997).

III. Advertising:

Traditional definitions of advertising include a series of elements that distinguish the field from

others. Each innovation in communication has been used for advertising, and in some way, it has

changed advertising, which in turn has changes the set of elements used in its definition (Jef I.

Richards and Catharine M. Curran, Summer 2002). Over the years, advertising has been defined

in many ways. Industry icon Leo Burnett defined it as “selling corn flakes to people who are

eating Cheerios” (Bendinger 1993, p.60), U.S President Calvin Coolidge called it “the life of

trade” (Bradley, Daniels, and Jones 1960, p.13). English professor S.I Hayakawa termed it “a

symbol-manipulating occupation” (Hayakawa 1964, p.269), and media guru Marshall McLuhan

referred to it as “the cave art of the twentieth century” (Fitzbenry 1993, p.19). Although each of

these undoubtedly captures some aspects of advertising’s essence, they lack sufficient precision

to distinguish advertising from some other forms.

In an early advertising textbook, Daniel Starch (1923, p.5) suggested “The simplest definition of

advertising, and one that will probably meet the test of critical examination, is that advertising is

selling in print.” The preference to “print” reflected the media of the time.

A more modern definition, encompassing a broader range of media, can be found in the

American Heritage Dictionary (2000): “The activity of attracting public attention to a product or

business, as by paid announcements in the print, broadcast, or electronic media.”

Undoubtedly, advertising plays an important commercial role in persuading customers to

purchase product or service and is accounted for a very large amount of company expenditures

for delivering information about the company as well as product (Lin, 2011). Lamb, Hair and

McDaniel (2005) also propose that the primary benefit of advertising is its ability to

communicate a large number of people at one time.

In addition, they suppose that purchasing reasons might come up from an advertising appeal that

plays off consumer’s emotions involving fear and love; on the other hand, uncover customer

needs and wants, for example, saving desire or need for convenience.

An advertising appeal is the primary claim used in an advertisement to market a particular

product or service. Advertisements, whether they appear in print, on the Internet, on billboards,

or on television, usually have one major claim that they use to increase the appeal of a specific

product. In most cases, the advertising appeal used in a given advertisement has little to do with

the merits of the product itself. Professionals in advertising instead try to appeal to the emotions,

social preferences, or other aspects of their target demographics. They tend to use words, images,

and music to demonstrate how purchasing a given product or service will increase one's social

standing, happiness, attractiveness, or other aspects of one's self(Daniel Liden and Jenn Walker,

2012).

In general, advertising appeal includes three main types of rational, emotional and moral one.

Specifically, the philanthropy appeal studied in this thesis lies within latitudes of emotional and

moral appeal. The following definitions would like to explain terms of appeal mentioned above.

1/ Emotional appeal:

The nature of effective advertisements was recognized full well by the late media Philosopher

Marshall McLuhan. In his Understanding Media, the first Sentence of the section on advertising

reads, "The continuous pressure is to create ads more and more in the image of audience motives

and desires."

The main purpose of emotional appeal is to evoke effective responses (Main et al., 2004). Kotler

(1991) defined emotional appeal as the stimulation of consumers’ purchase intentions by

arousing their positive or negative emotions. Positive emotional appeal covers humor, love,

happiness, etc, while negative emotional appeal involves fear, a sense of guilt, and so on.

Advertisers are ever more compelled to invoke consumers' drives and longings; this is the

"continuous pressure" McLuhan refers to.

In order to stay in business, an advertiser must strive to cut through the considerable commercial

by any means available - including the emotional appeal that some observers have held to be

abhorrent and underhanded.

2/ Moral appeal:

Moral appeal is appeal to the audience which appeals to their sense of right and wrong.

Psychology research has illustrated the importance of personal norms and moral concepts as well

as their salience as driving forces of behavior (Cialdini, 1998). Individuals' judgments seem to be

guided by moral shortcuts that are sensitive to framing effects (Sunstein,2004).

The moral messages could arouse a favorable response to society regarding to prohibition,

adult literacy, social forestry, anti-smuggling and hoarding, consumer protection, equal rights

for woman, social responsibility projects of corporations, rural development, siding

weaker sections of society, employment generation, and so on. Similarity, moral appeal based

messages may involve in generous donations for flood victims and for famine operation.

3/ Television Commercials:

Advertising companies invest huge amounts of their earnings in advertising in different media

such as television, radio, magazine and etc. that television is one of the prevalent media for this

purpose. Rice and Atkin (2001) note that, television is generally assumed to have massive effects

on viewers for a variety of reasons. First, a great deal of money is spent on advertising, and big

spenders are assumed to know what they are doing. Also, people spend a deplorable percentage

of their waking hours in front of television sets, presumably with proportional effects.

Past studies reveal a fairly strong relationship between advertising investments and sales.

Perreault and McCarthy (2000) admit that one of the methods of measuring advertising effects is

to evaluate sales. To help evaluate the extent to which advertising dollars are earning the best

return on investment, it is important to know how effectively television advertising are able to

capture and maintain audience attention and how likely they are to engage the cognitive

processing of the consumer to an extent comparable to objectives. However, the cost per view

and the effectiveness are still in question (Patsioura, 2009). It is therefore the goal of the current

work to bridge this important gap. Also, many researchers studied the different aspects of TV

advertisement that we referred to some of them in follow.

4/ Advertising elements:

The best advertisements have to create the desire from the potential customers. The goal of an

advertisement is to motivate action(Advertising: 5 elements of a great advertisement). To

conduct a good advertisement, the advertisers should take these important factors into

consideration.

Attention Grabbing

Consumers’ expectations have increased, and if firms are unable to come up with unique, radical

and attention-grabbing advertising ideas, the company may find itself out of the picture (Steven,

2007). Catchy music, a beautiful woman, repetition, loud sounds, visual humor. These all appeal

to basic sensory perceptions and if done right, they work simply because of the same

characteristics.

Trust development

Lewicki & Wiethoff (2000) described trust as "an individual's belief in, and willingness to act on

the basis of, the words, actions, and decisions of another" (p. 87). An ad should establish the

company offering the product as deserving of trust. This can often be accomplished simply by

making a well produced ad with likable characters.

Positive association

Successful advertising rarely succeeds through argument or calls to action. Instead, it creates

positive memories and feelings that influence consumer’s behavior over time to encourage

customers to buy something at a later date(Hollis, 2011).Feeling also plays an important role in

the formation of judgments on advertising (Barra and Ray, 1986). It seems that most researchers

who have attempted to answer the question of how context-induced or ad-evoked feelings

influence customer’s thinking and judgment have focus on the comparison between the effect of

positive versus negative feelings (Goldberg and Gorn, 1987). Therefore, creating positive

feelings in people may be the easiest ways to establish positive associations with products.

The desire hook

Desire is developed by the advertiser’s ability to motivate customer to feel something positive

about the product or some problem-solution execution. All good advertisements tell a story about

a product and why the consumer should go with the product. The purpose of creating the desire

is to present the firm as the ideal solution, thus making the consumer happy (Gilbert, 2011).

Action motivator

Consumer motivation is an internal state that drives people to identify and buy products or

services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs

can then motivate them to make a repeat purchase or to find different goods and services to

better fulfill those needs (Bown-Wilson).

Consumer motivation is linked to Maslow's "hierarchy of needs." According to this model,

motivational drivers have different levels of importance. The most common needs are

physiological and concern basic survival--the need for food, shelter and safety. Higher-level

needs include social ones (for relationships and love), esteem needs (recognition and status) and

self-actualization needs (fulfillment of self). According to Maslow, an individual must meet

lower-level needs before being motivated to fulfill higher-level needs.

Once the story has been told, it’s now time for the ad to top things off by taking the established

“desire” and turning it into action. With many products, creating the desire is sufficient to

motivate action. The product is desirable enough to sell itself. But for other products, the

customer will probably need a little prodding. Simply ending a commercial with a call to action

will often suffice.

VI. The theoretical model – Tricomponent attitude model:

Schiffman and Kanuk (2007) define attitude as a learned predisposition to behave in a

consistently favorable or unfavorable way with respect to a given object. Arnould et al (2007)

see it as consumer’s overall enduring evaluation of a concept or object. it is important to note

that while Ajzen (2002) and Solomon, Bamossy and Askegaard (2002) agreed that it is an

“evaluation”, Schiffman and Kanuk (2007) see it as a “disposition”. Ernis (1992) detailed

attitude as a particular system of motivation, emotions, perceptional and cognitional processes,

responding to certain environmental aspects, surrounding an individual. This means attitude

composed of three components which are:

• Perception or knowledge

• Feeling or emotions

• Will or behavior tendencies

The studies of attitude conception disclose the idea that attitudes are related with person’s objects

or behavior that constitutes a part of individual’s world. Banyte et al. (2007), in summarizing

opinions of various authors and indicating the most-essential features of attitude, state the most

precise definition of attitude as a permanent and achieved (perceived) intention to respond

favorably or unfavorably in a certain object or a group of objects.

The drive to understand the relationship between attitudes and behaviour has made the

behavioral scholars to construct models that capture the underlying dimensions of attitude. To

this end, the focus has been on specifying the composition of an attitude to better explain or

predict behavior. Solomon et al (2007), Schiffman and Kanuk (2007), Arnould, price and

Zinkhan (2007) and Lindstrom (2005) agree that the following models explain attitude:

• Tricomponent attitude model

• Trying-to-consume model

• Attitude toward-the-ad model

Each of these models provides a somewhat different perspective on the number of component

part of an attitude and how those parts are arranged or inter-related(Asikhia, 2009).

The conceptual model of research is based on the concept of Tri-component Attitude Model

developed originally by Fishbein, 1975. According to this model, attitude consists of three main

components: a cognitive (or knowledge) component, an affective (or feeling) component and a

conative (or intention) component.

Figure 2: the advertising expenditure by region in major media in 2012.

(Source: Schiffman and Kanuk (2007). Consumer Behavior, 9th edition. Pearson

Education International, Inc., p.235)

Due to previous researches, this study will apply the concepts of attitude formation theory (Eagly

and Chaiken 1993), which was also developed based on the concept of Tri-component Attitude

model of Fishbein (1975) to examine objectives as the following model.

Figure 3: A model of attitude formation theory of Eagly and Chaiken, 1993

(Source: Kwon J. & Vogt C., 2008, Identify the effect of cognitive, affective and

behavioral components on residents’ attitude toward place marketing)

1. The cognitive (or knowledge) component :

According to idealistic view, represented by such thinkers as Plato (c.427 – 347 B.C) and Rene

Descartes (1596 – 1650), innate ideas are the crucial component in cognition; in other words,

knowledge is determined by what has been in an individual’s mind since-or before-birth.

Cognition is a complex mental process whereby an individual gains knowledge and

understanding of the world. While cognition cannot be neatly dissected into constitutive process,

psychologists point out that it reveals the interplay of such critical psychological mechanism as

perception, attention, memory, imagery, verbal function, judgment, problem-solving and

decision-making (LeBlanc).

The cognitive component refers to the knowledge, beliefs, and opinions the person has about the

attitude object. A person’s cognition is the knowledge and perceptions that are acquired by a

combination of direct experience with the attitude-object and related information from various

sources. This knowledge and resulting perceptions commonly take the form of beliefs; that is, the

consumer believes that the attitude-object possesses various attributes and that specific behaviors

will lead to specific outcomes. Beliefs are the cognitive component of consumer attitude. Asch

(1965) argues that attitudes are directed towards phenomena that are known to exist: an

individual cannot have an attitude towards an object if this is missing in the natural or social

milieu. The beliefs about an object tend to control the change that may take place in an attitude.

Cognitive appeal

Attitude towards object or entity

Affective appeal Philanthropy appeal

Conation appeal

2. The affective (or feeling) components:

The affect component of an attitude reflects feelings, evaluation, or emotions regarding the

attitude object (Schiffman and Kanuk, 2007). Affect refers to the way a consumer feels about an

attitude object. It relates to the emotional content and arouses either likes or dislikes of a

particular object (Eagly and Chaiken, 1993). Chisnall (1975) observes that these feelings may

derive from personality traits, motives, social norms, etc. A consumer’s emotions or feelings

about a particular product or brand constitute the affective component of an attitude. Consumer

researchers frequently treat these emotions and feelings as primarily evaluative in nature. That is,

they capture an individual’s direct or global assessment of the attitude-object (i.e., the extent) to

which the individual rates the attitude-object as “favorable” or “unfavorable”, “good” or “bad”.

However, both positive (e.g., delight) and negative affect (e.g., anger) can arise from

experiences with the product or service attributes (Derbaix and Pham 1991).

3. The conative (or behavioral) component:

The conative component reflects behavioral tendencies toward the attitude object. Conation

refers to the act of attempting something. Conation is concerned with the likelihood or tendency

that an individual will undertake a specific action or behave in a particular way with regard to the

attitude-object. This conative component of attitude may include the actual behavior itself.

(Schiffman and Kanuk , 2007). Conation is frequently treated as an expression of the consumer’s

intention to buy in marketing and consumer research.

Behavior involves the person’s intentions to do something with regard to an attitude object. The

behavioral component of an attitude is one’s tendency to respond in a certain manner toward an

object or activity. Consumers are asked to make a subjective judgment on the likelihood of

buying a product or brand or taking a specific action in the future (Hair et al, 2000). The

behavioral component provides responsetendencies or behavioral intentions. The actual

behaviors reflect these intentions as they are modified by the situation in which the behavior will

occur.

CHAPTER 3

RESEARCH METHODOLOGY

Qualitative research (Qualitative Research Methods: A Data Collector’s Field Guide) is a type of

scientific research. In general terms, scientific research consists of an investigation that:

• Seeks answers to a question

• Systematically uses a predefined set of procedures to answer the question

• Collects evidence

• Produces findings that were not determined in advance

• Produces findings that are applicable beyond the immediate boundaries of the study.

Qualitative research shares these characteristics. Additionally, it seeks to understand a given

research problem or topic from the perspectives of the local population it involves. Qualitative

research is especially effective in obtaining culturally specific information about the values,

opinions, behaviors, and social contexts of particular populations.

Qualitative data are often textual observations that portray attitudes, perceptions or

intentions (Introduction to qualitative data and method for collection and analysis in food

security assessments, 2009). Conclusions made from collected qualitative data take the form

of informed assertions about the meaning and experience of certain (sub) groups of

affected populations.

The main strengths of qualitative data collection are that it provides (Adapted from PARK

companion, JIPS/ACAPS, 2012):

Rich and detailed information about affected populations

Perspectives of specific social and cultural contexts (i.e. the human voice of thedisaster)

Inclusion of a diverse and representative cross section of affected persons

In depth analysis of the impact of an emergency

A data collection process which requires limited numbers of respondents

A data collection process which can be carried out with limited resources.

Quantitative research methods are characterized by the collection of information which can be

analyzed numerically, the results of which are typically presented using statistics, tables. The

aim of the quantitative research method is to test pre-determined hypotheses and produce

generalized results (Marshall, 1996). Using statistical methods, the results of quantitative

analysis can confirm or refute hypotheses about the impact of a disaster and ensuing needs of the

affected population. Conclusions made from the analysis of quantitative data indicate how many

are affected, where the greatest area of impact is, and what are the key sector needs. Scientific

measurement is key to quantitative research. Because quantitative data is numeric, the collection

and analysis of data from representative samples is more commonly used. In its simplest terms,

the more representative the sample is, the more likely it is that a quantitative analysis will

accurately and precisely reflect a picture of the impact of the disaster when generalized to the

whole affected population. However, even a representative sample is meaningless unless the data

collection instruments used to collect quantitative data are appropriate, well designed and clearly

explained to end users of the data.

The advantage of legitimate quantitative data, that is data which is collected rigorously, using the

appropriate methods and analyzed critically, is in its reliability. The main strengths of

quantitative data collection are that it provides (Adapted from the PARK companion,

JIPS/ACAPS 2012):

numeric estimates

opportunity for relatively uncomplicated data analysis data which are verifiable

data which are comparable between different communities within different locations

data which do not require analytical judgments beyond consideration of how

information will be presented in the dissemination process.

I. Research design:

This thesis applies Triangulation approach which combines both qualitative methods with

quantitative methods to get data (Cooper D.R and Schindler P.S., 2006). Triangulation is broadly

Exploratory research

(Qualitative)

Descriptive research

(Quantitative)

Exploratory research

(Qualitative)

defined by Denzin (1978: 291) as "the combination of methodologies in the study of the same

phenomenon." In the simple way, it is powerful technique that facilitates validation of data

through cross verification from more than two sources and prefers combination of several

research methodologies in the study of the same phenomenon. This approach is used in order to

provide deeper understanding.

Figure 4: Research design – Triangulation approach

First and foremost, the exploratory approach is conducted, one of the methods, in-depth

interviews including many detailed and open-ended questions aimed at revealing more

information are applied to get general ideas of the personal thinking and perception towards

philanthropy appeal in TVCs, and to know how consumer define the word “philanthropy”.

Researchers using qualitative methodology are encouraged to systematize observations, to utilize

sampling techniques, and to develop quantifiable schemes for coding complex data sets. As

Vidich and Shapiro (1955: 31) wrote, "Without the survey data, the observer could only make

reasonable guesses about his area of ignorance in the effort to reduce bias." Based on the first

finding from this tool, the researcher considers which questions should be put in the

questionnaire. Then, the survey is sent through online surveys via email and Facebook to

qualified respondents.Survey research may also contribute to greater confidence in the

generalizability of results. Researchers are encouraged to utilize quantitative approach to exploit

"the potentialities of social observation" (Reiss, 1968: 360). Among other assets, field methods

can contribute to survey analysis with respect to the validation of results, the interpretation of

statistical relationships, and the clarification of puzzling findings (Sieber, 1973: 1345). Collected

back the sufficient data from respondents, the careful analysis is needed to find out the

implication from them to recognize the question how the philanthropy appeal in TVC affects

consumer attitude. In the next stage, the qualitative methodology is optional but the result’s

confirmation and deeper understanding through re- in depth interviews are required to make the

thesis more reliable. Furthermore, maybe any add-in suggestions or recommendations for

Vinamilk would be found in this step.

1/ Quantitative approach:

a. Sampling method:

Target population: Vietnamese Vinamilk end-users.

Sampling frame: Snowball sampling was used in this research. It is one of the main

types of non-probability sampling methods.Snowball method is simultaneously

used which basically depends on acquaintance or relationships of researcher.

The survey is mostly conducted through email and Facebook – personal and Vinamilk

page.

Sampling pool: housewives, students and individuals who aged over 18 years old

living in Ho Chi Minh city.

b. Recruitment and procedure:

The process of collecting data was implemented in two ways:

Snowball method, a non-probability method, is used to lead respondents to receive information

from different places through mutual intermediaries. In other words, the more relationships are

built through mutual associations, the more connections can be made, and those new

relationships as well as information can be shared and collected easier. It is a useful tool for

building networks and increasing the number of participants (Goodman, 1961). For instance, the

researcher distributes the questionnaires online through emails of people who she has

acquaintance or relationships with, then these respondents will introduce others similar and

qualified subjects that they may know for the author to joining doing questionnaires.

Last but not least, the most popular way is social network – Facebook for example. The author

can post the questionnaire to her Facebook account to ask qualified relatives, friends and

acquaintances to carry out. They may also help to spread it around to qualified respondents

somewhere else. This process continues until the number of questionnaires reaches expected

number and the author get enough data from those questionnaires.

To start the process, after analyzing information from qualitative approach, the pilot test

including essential questions to consolidate official questionnaires is built and tested on 15

people to check any respondents’ misunderstanding or biases.

If any mistakes showed, the author corrects and finalizes the questions before spread it out. Then,

as mentioned above, the writer chooses 2 tools to reach qualified respondents which are via

email and Facebook.

c. Measurement:

All the questions in part 2 which is main sector of questionnaire are measured on five-point

Likert scale anchored by “totally disagree” (1), “neutral” (3) and “totally agree” (5). The scale is

later recoded into a 1–5 scale.

Cognitive ( or knowledge) component

I pay more attention to Vinamilk brand

I remember the Vinamilk brand

I feel the Vinamilk brand more recognizable

I consider Vinamilk brand differentiate from others

Affective ( or likability) component

I feel curious about Vinamilk brand

I prefer the Vinamilk brand than other brands

I pay more interested in Vinamilk brand

I feel Vinamilk brand more appealing

Conative ( or behavioral) component

I intend to try Vinamilk’s product

I put the Vinamilk products in priority

I want to own the Vinamilk products

I will buy the Vinamilk products

I buy more Vinamilk products

I become loyalty customer to Vinamilk

I advisethe relatives to buy Vinamilk

Variables Type Measures Values

General information

Nominal

Gender, age, occupation,

marital status, income.

Elimination questions

Nominal

Dairyconsumingexperience,

dairyadvertisements

memory.

[List of items]

[Yes/ No]

Frequency of watching

TVC

Nominal

How many times do you

watch TVC?

[Number of times

per week]

Elements of TVC

affects consumer

attitude

Nominal

Five-point Likert

scale

Do you agree with these

statements?

Please indicate that how

much you agree with the

following statements.

[Yes/ No]

1 = total disagree,

2 = disagree,

3 = neutral,

4 = agree,

5 = total agree.

Impact of philanthropy

appeal in Vinamilk’s

TVC towards consumer

attitude

Five-point Likert

scale

Please indicate that how

much you agree with the

following statements.

1 = total disagree,

2 = disagree,

3 = neutral,

4 = agree,

5 = total agree.

Recommendations

Nominal

Do you have any

suggestions to improve

TVC quality or any

elements of it as consumer

for Vinamilk?

d. Data analysis:

The data collected through questionnaires will be analyzed with SPSS software. SPSS (Statistical

Package for the Social Science) is a computer application that provides statistical analysis of

data. The SPSS software will be used for:

Descriptive Statistics: Descriptive statistics are used to explore data collected,

summarize and describe data in a study. They provide some general observations about

the data collected. Descriptive statistics involve the transforming process of raw data to a

form that will provide information for describing a set of factors in a situation.

Descriptive statistics provides frequencies, measures of central tendency and dispersion.

Frequency Test: Frequencies options include a table showing counts and percentages,

statistics including percentile values, central tendency, dispersion and distribution, and

charts including bar charts and histograms.

Reliability Test: According to Cavana et al. (2001), ―Cronbach’s alpha is a reliability

coefficient that indicates how well the items in a set are positively correlated to one

another. Reliability test is used to assess the degree to which different raters/observers

give consistent estimates of the same phenomenon. Cronbach’s alpha is computed in

terms of average inter-correlations among the items measuring the concepts. The value of

this coefficient can vary from 0 to 1. According to Nunnally (1978), the value of 0.6 and

above is acceptable, especially for initial investigations.

Correlation analysis: Correlation looks at the relationship among variables in a linear

fashion. A Pearson product-moment correlation coefficient describes the relationship

between two continuous variables, and is available through the Analyze and Correlate

menus (Sheridan J.C et al., 2008).

Anova- One-way between groups: The one-way analysis of variance (ANOVA) is used

to determine whether there are any significant differences between the means of three or

more independent (unrelated) groups.

2/ Qualitative approach:

There are 2 main methods used for collecting information in qualitative approach consisting of

participant observation and in-depth interview. When participant observation is used, researcher

aims to become immersed in or part of the population being studied, so that she can develop a

detailed understanding of the values and beliefs held by members of the population. In this

thesis, for qualitative approach, the in-depth interview method is applied for two main purposes

which then lead to two different in-depth interviews before and after collecting data.

To serve the first objective of the study, in-depth interview is executed by using snowball

sampling to use up relationships such as friends to make the interview deeper and easy to

control. With the first in-depth interview, it is a demo stage to find out what the customer

insights are about their definition as well as perception and somehow understandtheir reaction

towards philanthropy appeal in Vinamilk’s TVC. The very first interview would help the author

have general views about consumer attitude on brand awareness, recognition or purchase

intention, etc to come up with the pilot test.

For the second purpose, the later in-depth interview is carried out to confirm the results that have

been analyzed from questionnaires and to explore more customers’ opinions to the TVC in order

to enhance any TVCs related to the philanthropy field of Vinamilk or other FMCG companies.

It’d be better to give precise results to the study if the author uses convenience sampling which is

one of the main types of non-probability sampling methods. A convenience random sample is

made up of people who are in the right place at the right time.

First in-depth interview – exploratory approach:

To find the appropriate inputs for questionnaire, the first in-depth interviews are conducted with

3 Vinamilk end-users who are varied in occupations and ages. It is about 30-minute-face-to-face

interviews with friendly atmosphere managed by the author. All details of discussion were

recorded by electronic tool as mobile phone to avoid missing with the acceptances of

interviewees. Besides, mobile phone supports the author to show the “6 trieu ly sua” TVC in part

2. In the very first step, the author wants to explore the insights of Vinamilk brand perception,

habit purchase and the pop-up mind towards the “6 trieu ly sua” TVC from interviewees.

The interviews were executed as following guideline:

Part 1: Before showing the “6 trieu ly sua” TVC

- To understand general opinions towards Vinamilk brand

- To explore customers’ thoughts about milk advertisements which exist in Vietnam

market

- To investigate the specific definitions of philanthropy advertisement

- To experience general questions (will be displayed in questionnaire) about the impact

towards knowledge, likability and behavior stage.

Part 2: After showing the “6 trieu ly sua” TVC

- To catch existed opinions towards the TVC

- To determine what elements the customers impress in the TVC

- To recommend any suggestions to improve later philanthropy TVC.

Second in-depth interview:

In this phase, the in-depth interviews are conducted in 4 people with cross-demographics to

exploit further insights. “The knowledge is waiting in the subject’s interior to be uncovered,

uncontaminated by the miner. The interviewer digs nuggets of data or meanings out of subject’s

pure experiences, unpolluted by any leading questions” (Kvale, 1996:3). The first key feature

needed in the stage is the combination between structure and flexibility(Jane Ritchie and Jane

Lewis, 2003).

Based on the results from quantitative research, a set of certain questions is developed. However,

in some circumstances, the flexibility is applied to investigate deeply about interviewee’s

mindshare. Normally, there are over-60-minute conversations between interviewer and

interviewees with the open-ended questions and the followings in form of “Wh” questions

(What, When, Why, or even How) relating to their thoughts, actions or beliefs to gain valuable

information (Kemp, 2001). The process of the interviews involved a skeleton of broad questions

that an interviewer can use to stray the interviews to go through right direction.

Part 1: To examine overall performance of advertisements by milk brands in Vietnam

market.

- Please explain your ranking of top 3 milk brands advertisements that you are in

favor of.

Top 3 favorite advertisements

Rank Vinamilk 1st Rank other 1st

Reasons to choose?

Compare to others?

Reasons to choose?

Compare to Vinamilk?

Which characters in these advertisements which appeal to you?

- According to you, which is the most favorable character that you like most among

varied advertisements?

Part 2: To investigate whether TVC’s philanthropy appeal influences target audience’s

attitude component towards Vinamilk brand.

- After watching the “6 trieu ly sua” TVC, which kind of emotion that pops up first

in your mind?

- How does the philanthropy appeal in the TVC affect your awareness and

knowledge towards the Vinamilk brand?

- Followed by knowledge component, how does the philanthropy appeal reach to

your likability towards the Vinamilk brand?

- Does the “6 trieu ly sua” TVC provoke you to try? Assume that you are in the

supermarket considering milk products among alternatives; do you intend to try or

buy the Vinamilk product to support the campaign?

Part 3: To understand customer’s opinions towards TVC “Chia se 6 trieu ly sua” of

Vinamilk.

- In general, do you like or dislike the “6 trieu ly sua” TVC of Vinamilk? Why?

- You have chosen these elements as your favorite characters in the TVC? Please

explain why?

- Please choose one of chosen elements that you like most. Why? Which makes it

stand out from other elements?

Part 4: To recommend applicable recommendations for Vinamilk as well as other Fast

Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its

TVC.

- What do you think about the “6 trieu ly sua” TVC? Does the philanthropy appeal

in the TVC impact effectively to your intension to try? Which elements do the

TVC lack of, upon to you?

- Do you recommend any suggestions to the TVC to make it better? Please indicate

specifically?

- According to you, what should be the direction of advertising campaign for

Vinamilk brand?

To support other FMCG firms, if they want to add philanthropy appeal into their

TVCs, which guidance that they should consider?

CHAPTER 4

DATA ANALYSIS AND MAIN FINDINGS

I. FINDINGS FROM QUANTITATIVE RESEARCH:

1. Response rate:

Questionnaires were spread out for nearly 3 weeks from December 2nd to December 14th,2012.

There were 250 copies which included hard copies and online surveys delivering to customers.

Only 206 questionnaires returned in valid quality so that the response rate is estimated at 82.4

percent.

Respondents Response rate (%)

Questionnaires delivered 250

Returned questionnaires 206 82.4

Table 1: Response rate

2. Demographics of respondents:

It was precisely 126 online surveys and 80 hand-outs delivered. As a result, the sample size of

the quantitative research which was also acceptable returned questionnaires was 206 (n = 206).

Data in this part have been organized into different types according to the distinctive

characteristics of the variables under consideration.

a/ Gender:

Table 2:Frequency distribution by gender of respond

Frequency Percent

Valid Percent

Cumulative Percent

Valid Male 53 25.7 25.7 25.7 Female 153 74.3 74.3 100.0 Total 206 100.0 100.0

Figure 5:Percentage by gender of Vinamilk’s customers

Out of 206 respondents, there are 153 females and 53 males. From the statistics of figure 6, the

majority are female (account for 74.3%) meanwhile male constitutes only 25.7% which is much

lower than the female, approximately 3 times. It is understandable that the female pay more

attention to not only their health but also other family members (especially housewives).

25.7%

74.3%

MaleFemale

b/ Age:

Table 3:Frequency distribution by age of respondents

Frequency Percent

Valid Percent

Cumulative Percent

Valid 18 - 22 114 55.3 55.3 55.3 23 - 35 52 25.3 25.3 80.6 36 - 50 35 17.0 17.0 97.6 Over 50 5 2.4 2.4 100.0 Total 206 100.0 100.0

Figure 6: Percentage by gender of Vinamilk’s customers

The combination between the table and the chart indicates clearly the ratio of age among

respondents. The range from 18 to 22 years old takes the domination of 55.3% compared with

44.7% for 3 parts left. It cannot be explained that the Vinamilk’s majority customer ranges from

18 to 22 years old. Proportions of groups ranged from 23 – 35, 36 – 50 to over 50 years old tail

off. It is assumed that the housewives occupies huge ratio in purchasing dairy products for their

families. In the research, it seems that the housewives do not pay much attention to the research

because of no free time then.

55.3%25.3%

17%

2.4%

18 - 2223 - 3536 - 50Over 50

c/ Education:

Table 4: Frequency distribution by education of respondents

Frequency Percent

Valid Percent

Cumulative Percent

Valid High school 28 13.6 13.6 13.6 College/ Bachelor 166 80.6 80.6 94.2 Master/ Higher education 12 5.8 5.8 100.0 Total 206 100.0 100.0

Figure 7: Percentage by education of respondents

The pie chart delivers the precise percentage of education of the sample. The chart points out that

the percentage of college/ bachelor degree is dominant with 80.6% corresponding with 13.6% of

high school degree and 5.8% left of higher education.

13.6%

80.6%

5.8%

High schoolCollege/ BachelorHigher education

d/ Occupation:

Table 5: Frequency distribution by occupation of respondents

Frequency Percent

Valid Percent

Cumulative Percent

Valid Student 111 53.9 53.9 53.9 Employee 85 41.2 41.2 95.1 Housewife 8 3.9 3.9 99.0 Unemployed 2 1.0 1.0 100.0 Total 206 100.0 100.0

Figure 8: Percentage by occupation of respondents

The table of frequency distribution by occupation explains the career of participants. It is

clearly to see that the number of attendants who are still students are the biggest number

which occupies 53.9% percent in total and represent for 111 out of 206 respondents.

There are 85employeesaccounting for 41.2% and 3.9% for 8 housewives taking part in the study.

Only 2 people represent for 1% with no job title join the studied.

53.9%41.2%

3.9% 1%

StudentEmployeeHousewifeUnemployment

e/ Marital status:

Table 6: Frequency distribution by marital status of respondents

Frequency Percent

Valid Percent

Cumulative Percent

Valid Single 144 69.9 69.9 69.9 Married 62 30.1 30.1 100.0 Total 206 100.0 100.0

Figure 9: Percentage by marital status of respondents

According to figure 10, the percentage of single people dominates which is much as twice as the

ratio of married ones. There are only 62 respondents who are married while the number of single

people is 144.The number of divorced people hardly interest in the research. It appears that more

and more singles are aware of enhancing health.

69.9%

30.1%

SingleMarried

f/ Monthly income:

Table 7: Frequency distribution by monthly income of respondents

Frequency Percent

Valid Percent

Cumulative Percent

Valid Under 5 mil VND 133 64.6 64.6 64.6 5 - 10 mil VND 46 22.3 22.3 86.9 11 - 20 mil VND 21 10.2 10.2 97.1 Over 20 mil VND 6 2.9 2.9 100.0 Total 206 100.0 100.0

Figure 10: Percentage by monthly income of respondents

The table 7 and figure 11 illustrate the monthly income of respondent. In general, the amount of

monthly income is different for various attendants. As can be clearly seen, the group of people

who earn less than 5 million VND per month constitutes the biggest ratio, 65 % representingfor

133 out of 206 participants. Next, the second ratio is 22% of respondents who get the range of

income from 5 to 10 million VND every month. Two groups of people who earn monthly from

11 to 20 million and over 20 million VND share the percentages of 10% and 3% respectively.

This percentage is matched with two tables above which show most of respondents are students,

single and mostly from 18-23 years old.

65%22%

10%

3%

Under 5 mil VND5 - 10 mil VND11 - 20 mil VNDOver 20 mil VND

g/ Watching TV time:

Table 8: Frequency distribution by time watching TV of respondents

Frequency Percent

Valid Percent

Cumulative Percent

Valid Over 7 times/ week 63 30.6 30.6 30.6 2 – 7 times/ week 83 40.3 40.3 70.9 Less than 2 times per week

58 28.1 28.1 99.0

Never 2 1.0 1.0 100.0 Total 206 100.0 100.0

Figure 11: Percentage by time watching TV of respondents

The table 8 shows the frequency rate of watching TVC per week of respondents. The frequency

level is divided into 4 groups, varyingfrom never watching TVC to watching more than 7

times/week. The group of watching from 2 - 7 times/week takes domination with the number of

respondents comes up to 83 out of 206participants, occupies almost 40.3%. The second majority

is group of people who spend time watching TVC over 7times per week, constitutes 30.6% in

total. A little bit lower than the second group is groupof people watching TVCless than 2

times/week with 28.1% and only 1% never watches TV.

30.6%

40.3%

28.1%

1%

Over 7 times per week2 - 7 times per week

Less than 2 times/ weekNever

Objective 1: To examine overall performanceof advertisements by milk brands in Vietnam market.

1.1 General watched advertisements situation:

Response Percent of

cases Number Percent (%)

Ad_TVC_choices Vinamilk 197 21.77 95.63

Dutch Lady 186 20.55 90.29

TH True Milk 82 9.1 39.81

Yomost 115 12.7 55.82

Fristy 153 16.91 74.27

Milo 112 12.34 54.37

Ovaltine 60 6.63 29.13

Total 905 100

Table 9: Frequency distribution by being watched dairy TVCs

Figure 12: Percentage of dairy brand watched through TVC

The table 9 and figure 13imply the percentage about the dairy brands that the respondents used to

watch through TV. The question asks respondents to choose freely whatever dairy TV

Commercials watched without considering the quantity. As can be seen, TVC of Vinamilk

reaches 95.63% awareness of respondents representing 197 out of 206 people. Dutch Lady ranks

as the second with 90.29% which is lower than the Vinamilk about 5.34%.

It is clearly tosee that with participants, Vinamilk and Dutch Lady are very familiar and popular

brands in dairy industry that most of them get used to watching. Fristy makes a hit with active

entertainment with super kids’ image towards children.

0102030405060708090

100

Vinamilk Dutch Lady

TH True Milk

Yomost Fristy Milo Ovaltine

95.6390.29

39.81

55.82

74.27

54.37

29.13

1.2 General likability ranking advertisements:

Table 10: Mean of general liking for each dairy brand’s TVC N Minimum Maximum Mean Std. Deviation

Like Vinamilk 198 1 5 3.85 .757 Like Dutch Lady 186 2 5 4.08 .848 Like TH True Milk

82 2 5 3.34 .724

Like Yomost 115 2 5 3.54 .680 Like Fristy 153 1 5 3.20 .934 Like Milo 113 1 5 3.52 .846 Like Ovaltine 62 1 5 3.32 .825 Valid N

Although occupying the most watched TVC in the list, Vinamilk does not get the support as

much as Dutch Lady’s TVC does. Vinamilk only gets 3.85 while Dutch Lady comes to 4.08 in 5-

point-scale. In spite of being known by only 186 respondents, Dutch Lady completes their job

excellent to make positive effect on consumers.

According to Hoang Linh (32 years old, doctor), Dutch Lady steps ahead when compared

to Vinamilk. It made a huge impression when he was younger which led to the habit of using

Dutch Lady’s products.

However, Mai Tram (21 years old, student) has different viewpoint which is “Vietnamese

use Vietnam products”. That explains why she prefers the Vinamilk advertisements than others

foreigners’ products.

To sum up, it is undeniable that Dutch Lady and Vinamilk are long-life and familiar brands with

consumer. The advertisements may have relatively impact towards customer’s behavior and the

habit purchase or perception also influences the likability of its advertisement.

1.3 General attitude about philanthropy advertisements:

Table 11: Mean of general consumer’s attitude towards philanthropy appeal N Minimum Maximum Mean Std. Deviation

I pay more attention to TVCs that using philanthropy appeal rather than others not.

206 1 5 3.86 .886

I’m fond of (support) to TVCs that using philanthropy appeal.

206 1 5 4.00 .858

I would try and buy products with philanthropy appeal in their TVCs.

206 1 5 3.65 .800

Valid N 206

The table reveals that 206 respondents tend to be in favor of those attached philanthropy appeal

to its advertisements because of delivered messages (mean of 4.00). Although participants do not

pay much attention which is about 3.86 of mean to the advertisements, but in deep, the humanity

in each person always waiting to wake up. Yet, asking for action (try or buy the product), the

respondents imply that there are many other concerns when purchasing a product than just a

meaningful message they get from the advertisement.

Some interviewees said that the funny or humorous ads easily get their attention. But

philanthropy ad easily occupies their support. However, the intention to try or buy is different

issue concerning much more element than the advertisement that this research will go through

more details in the following sessions.

Objective 2: To investigate whether TVC’s philanthropy appeal influences target audience’s attitude component towards Vinamilk brand.

For this objective, participants were shown a TVC of Vinamilk, and then they answered some 5-

point Likert-scale questions. The collected data is measured by agreement degree of different

statements about philanthropy appeal in TVC for three components of attitude including

cognitive component, affective component and conative component. By checking the average

mean value, it helps to explain whether the philanthropy appeal has considerable impact on three

components of attitude. At the same times, T-test, Anova and correlation test are also applied to

discover more about the difference between groups of respondents as well as relation between

attitude components under the impact of humor appeal. However, before analyzing data of three

components, the reliability test is applied in order to measure the degree of consistency between

multiple measurements of a variable.

2.1 The “6 trieu ly sua”TVC awareness:

Table 12: Percentage of customer’s awareness of “6 trieu ly sua” campaign

Frequency Percent

Valid Percent

Cumulative Percent

Valid Yes 179 86.9 86.9 86.9 No or don't remember 27 13.1 13.1 100.0 Total 206 100.0 100.0

In total 206 respondents participating in the research, 86.9% of them somehow remember or

even know or hear about the Vinamilk campaign named “6 trieu ly sua”. It is positive ratio for

Vinamilk when receiving high awareness from society since the campaign has started in 2008.

When asking respondents whose options are “No” or “don’t remember” if they can recall the

memory after watching the given video from link attached in online questionnaire or images

attached in paper survey, there are about 11 out of 17 questioned respondents call back the video

that they have already watched before.

This indicates that Vinamilk did a good job on gaining customer’s awareness about their TVC

(even though Vinamilk occupies 12.9% while Dutch Lady pays 19.2%on allowance

advertisement breakthrough)(Dairy Vietnam: Chien luoc marketing cua Vinamilk, 2012).

2.2 Influence of TVC’s philanthropy appeal on cognitive (or knowledge) component:

Table 13: Reliability Statistics of cognitive component

Cronbach's Alpha N of Items .772 4

The high value of Cronbach’s alpha (0.772) is the evidence of internal consistency of this

measurement set. The factor items included in this dimension have close relation with each

others.

Table 14: Item-Total Statistics of cognitive component

Scale Mean if Item Deleted

Scale Variance if

Item Deleted

Corrected Item-Total Correlation

Cronbach's Alpha if

Item Deleted

I pay more attention to Vinamilk brand due to the philanthropy in the TVC.

11.25 4.014 .551 .731

Meaningful message along with memorable lyric make me remember the Vinamilk brand.

11.04 4.067 .576 .716

Philanthropy advertisement makes the Vinamilk brand more recognizable.

10.85 4.096 .608 .701

Philanthropy advertisement of Vinamilk brand makes its products differentiate from others.

10.98 4.126 .564 .723

As the table shown, there is no removal canincrease the Cronbach’s Alpha coefficient which is

0.772. Therefore, it means that the scale is well designed to be the representative to measure the

reliability dimension of cognitive component of attitude.

Table 15: Descriptive Statistics of cognitive component

N Minimum Maximum Mean

Std. Deviation


206 1 5 3.46 .881


206 1 5 3.85 .843


206 2 5 3.67 .807


206 1 5 3.73 .835

Valid N Average

206

3.68 0.8415

The average mean of 3.68 shows us that participants considered that philanthropy appeal in the

TVC raises higher awareness about the brand and influences their knowledge towards the brand

Vinamilk.

To be more specific, the highest mean value (mean value = 3.85) for the statement that

“Meaningful message along with memorable lyric make me remember the Vinamilk brand”

reveals that respondents in general agree that they are remember about the brand Vinamilk by the

philanthropy appeal created in its TVC. Other two means (mean value = 3.67 and 3.73

respectively) also indicate that philanthropy appeal has some specific impact on the way

audience attend and recognize the brand.The high standard deviation of 0.8415 implies that there

are many points of views among respondents.

To explain why philanthropy appeal influence on knowledge or awareness of audience toward

the brand Vinamilk, the in-depth interviewees also interpreted differently.

Thanh Van(25 years old, employee) indicates that she is affected by the brand identity of

how well the firm is. According to her, the product from a renowned and long-established brand

is reliable and should be tried.

However, some people deny any changes in the brand position in their mindsets. They blame it

on the confusedness in interpretation after watching the ad. To Vinamilk, it has already been a

strong and sophisticated firm from younger.

Mai Tram (21 years old, student) admits that the TVC impressed her at the first time, to

remind the responsibility to underprivileged children. However, the ambiguity exists when being

asked about the differentiation and recognition of the brand due to the familiarity.

The “6 trieu ly sua”, even though Vinamilk is the big firm, cannot make unique impression in

philanthropy advertisements which leads to the relatively low mean of “I pay more attention to

Vinamilk brand due to the philanthropy in the TVC.”

Thanks to the brand awareness, respondents show their perception through high memorable

assessment (mean of 3.85). Having highly invested in message via content and images is one of

the main advantages of “6 trieu ly sua” campaign. Nevertheless, in in-depth interviews, they

imply the confusedness to evaluate the perceived brand after watching the ad due to the existing

position of Vinamilk in their minds.

2.3 Influence of TVC’s philanthropy appeal on affective (or likability) component:

Table 16: Reliability Statistics of affective component Cronbach's

Alpha N of Items .818 4

Similar to other first factors, the Cronbach’s Alpha in this dimension is also very high with value

up to 0.818. So it is clearly to see that these internal factors are well consistent.

Table 17: Item-Total Statistics of affective component

Scale Mean

if Item Deleted

Scale Variance if

Item Deleted


Cronbach's Alpha if

Item Deleted I feel curious about Vinamilk brand when philanthropy appeal is put into TVC.

11.02 4.195 .587 .795

I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC.

10.60 4.398 .579 .797

I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC.

10.87 3.769 .716 .732

After watching the TVC, I feel Vinamilk brand more appealing due to the philanthropy appeal in its TVC.

10.72 4.096 .678 .753

The table also supports more for the consistence among factors where there is no possible

removal items(compared to mean of 0.818) that can help to increase the Cronbach’s Alpha

coefficient. It is believed that the questions in the first two stages are well designed.

Table 18: Descriptive Statistics of affective component


Std. Deviation

I feel curious about Vinamilk brand when philanthropy appeal is put into TVC.

206 1 5 3.38 .834

I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC.

206 1 5 3.81 .778


206 1 5 3.53 .859

After watching the TVC, I feel Vinamilk brand more appealing due to the philanthropy appeal in its TVC.

206 1 5 3.68 .792

Valid N Average

206 3.6 0.816

The mean values in this dimension range from 3.38 to 3.81 with the average mean value is 3.6,

which indicates that respondents relatively agreed that philanthropy appeal in Vinamilk has a

specific influence in their likability as well as positive feeling in general. “I prefer the Vinamilk

brand than other brands due to the philanthropy appeal in its TVC” has highest mean (3.81) than

others showing the support due to the philanthropy created in this TVC.

In general, some interviewees indicate that the ad does impact relatively well to their emotion

which is expressed by average mean of 3.6. High average standard deviation also reveals varied

opinions towards the likability component.

Interviewees had shown their curiosity during the interviews:

“Why does the company ready to pay back their profit to underprivileged children in the

economic crisis?”

“Why it is not about bottle of milk but a drink of milk? How big is it? How many bottles of milk

equal a drink?”

Firstly, Mai Tram states the doubt that Vinamilk is famous Vietnam firm though, the

possibility of evidence is sensitive issue. The publication of contribution numbers is notyet

transparent and publicized. As a consequence, the state of curiosity happens after watching the

TVC.

In addition, Mrs Bich (42 years old, housewive) shares that even though Fristy is favorite

milk of her son, the “6 trieu ly sua” creates the empathy in her to underprivileged children. She

would prefer the Vinamilk’s products than others thanks to the “6 trieu ly sua”. However, she

also indicates some disagreements in the TVC which cause the lower effect.

In conclusion, the ad comes to each individual with different viewpoints. Some respondents like

the ad or even ready to support, but the others show their doubts to the ambiguity in evidence. It

proves the curiosity and caring from customers. Not only impact on their emotion but also create

the top of mind choice does the ad have done.

2.4 Influence of TVC’s philanthropy appeal on conative (or behavioral) component:

Table 19: Reliability Statistics of conative component


In the dimension of conative component, the Cronbach’s Alpha coefficient is relatively good

with 0.757, even though the number is lowest compared with other mentioned coefficients. So it

indicates that the scale is well designed with internal consistence among factors.

Table 20: Item-Total Statistics of affective component

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted


Cronbach's Alpha if

Item Deleted

Philanthropy advertisement of Vinamilk makes me intend to try its products.

18.01 12.088 .509 .720

I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement.

18.12 12.230 .468 .729

I want to own the Vinamilk products after watching the philanthropy advertisement.

18.45 11.731 .646 .690

I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.

18.31 11.765 .585 .702

I buy more Vinamilk products after watching the philanthropy advertisement.

18.41 12.126 .554 .710

I become loyalty customer to Vinamilk after watching the philanthropy advertisement.

18.73 13.926 .314 .758

I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement.

18.63 13.912 .257 .771

However, it can be seen easily that two last elements have higher coefficients than Cronbach’s

Alpha one (0.758 and 0.771 compared with 0.757). It is “I introduce (advise) the relatives to buy

Vinamilk products after watching the philanthropy advertisement) that is much higher than

Cronbach’s Alpha coefficient (0.771 versus 0.757), thus needs to be deleted.

Then, the Cronbach’s Alpha coefficient increases to 0.771 after “introduce/ advise” item deleted

as wish. As a result, the “I become loyalty customer to Vinamilk after watching the philanthropy

advertisement” coefficient accelerates to 0.792 which is, once again, much higher than the

standard one. The second elimination is conducted. After deleted, the result is better with no

higher coefficients than the Cronbach’s Alpha standard one which is shown below.

Table 21: The 3rd Reliability Statistics of conative component


Two last items are deleted from the questionnaire make the standard coefficient higher with

0.792. No five left items is higher than this number. As a consequence, the 5 factors contribute to

the perfect and well designed conative component in the survey.

Table 22: The 3rd Item-Total Statistics of conative component

Scale Mean if

Item Deleted

Scale Variance if

Item Deleted


Cronbach's Alpha if

Item Deleted


12.49 7.841 .579 .751


12.59 7.911 .543 .763


12.92 7.955 .632 .735


12.78 7.723 .627 .735


12.89 8.529 .482 .780

As the table has shown, there is now no removal canincrease the Cronbach’s Alpha coefficient.

Therefore, it means that the fixed scale is well designed to be the representative to measure the

reliability dimension of conative component of attitude.

Table 23: Descriptive Statistics of conative component


Std. Deviation


206 1 5 3.43 .959


206 1 5 3.33 .981


206 1 5 3.00 .881


206 1 5 3.14 .938


206 1 5 3.03 .899

Valid N Average

206 3.19 0.932

The mean values in this dimension range from 3.00 to 3.43 with the average mean value is 3.19.

The table indicates that respondents’ action towards the brand seems not to be affected by

thephilanthropy appeal in the TVC. The high standard deviation (0.932) shows that participants

have different idea towards statements.

Furthermore, the findings from the in-depth interviews show a deeper view to explain

quantitative findings.

Firstly, to heavy users whose dairy choice is only Vinamilk products (Hoang Linh), the

conclusion is that they are not affected by the ad because of the habit purchase. Vinamilk has

been the unique and priority choice. Thus, whether the “6 trieu ly sua” exists or not, the demand

as well as the purchase also is repeated based on habitual consuming.

Last but not least, the users whose favorite taste is not Vinamilk (Mai Tram, Thanh Van), the

finding comes up with a little bit positive action. Most of respondents tend to support Vinamilk

in their limitation, when there is a rush necessary or demand, or prefer Vinamilk when their

priority cannot be found.

To wrap up, the philanthropy motivates their intention to act as a result of combination both

cognition and affection towards the Vinamilk. However, the influence is not so strong to affect

their behaviors or change their habits, not enough to create desire to own or take immediate

action, because it requires more elements such as taste, price, distribution channel, context, etc.

2.5 Correlation:

Correlation analysis is conducted to consider the relationship between the variables. For this

objective, the relationship between 3 components (cognitive, affective and conative component)

is tested to measure whether there are significant correlations.

Table 24: Correlations

Cognitive component

Affective component

Conative component

Cognitive component

Pearson Correlation 1 .641** .496** Sig. (1-tailed) .000 .000 N 206 206 206

Affective component

Pearson Correlation .641** 1 .552** Sig. (1-tailed) .000 .000 N 206 206 206

Conative component

Pearson Correlation .496** .552** 1 Sig. (1-tailed) .000 .000 N 206 206 206

**. Correlation is significant at the 0.01 level (1-tailed).

The significant values between cognitive and conative, also affective and conative are 0.000

which is much less than allowed 0.01. Thus, the positive relationships of cognitive and affective

towards conative component have statiscally proved to exist. Furthermore, the positive

relationship between cognitive and affective component is identified through the significant

value of 0.000.

It is assumed that there is a small correlation for the value from 0.1 to 0.29, medium for 0.3 to

0.49 and large correlation for the value from 0.5 to 1.0. Based on the pearson correlation towards

conative component with 0.496 and 0.552 respectively, the statement is given out: cognitive and

affective component establish significant positive correlation with conative component.

However, with the pearson correlation of 0.641 between knowledge and likability component,

there is a little bit stronger significant positive correlation than those components towards

behavioral component. That is to say, how customers perceive the value of the ad relates

dramatically to their emotion. Both of the knowledge and likability component has strong effect

towards behavior though, the expected outcome does not satisfied.

2.6 To find out if there is any significant difference between some groups of respondents:

Using One-way Anova to test the mean difference amongst different occupations regarding

to Conative component:

In order to investigate whether there is a significant difference amongst different groups of

occupations in conative component towards Vinamilk by philanthropy appeal created in the ad,

one-way Anova is applied. In the study, there are 4 groups of occupation are tested to assess

how it relates to conative component which are classified from “Student”, “Employee” and

“Housewife” even to “Unemployed”. The hypotheses are assigned:

Ho: There is no difference between occupation segmentations on conative component

due to the impact of philanthropy appeal.

H1: There is difference between occupation segmentation on conative component due to

the impact of philanthropy appeal.

Table 25: Test of Homogeneity of Variances Conative component

Levene Statistic df1 df2 Sig.

1.046 3 202 .373

The Levene’s test for homogeneity of variances is not significant with 0.373 (greater than 0.05),

so it is confident that the population variances for each group are approximately equal. Thus,

there is homogeneity in variance or similar variance.

Table 26: One-way ANOVA Conative component

Sum of Squares df Mean Square F Sig.

Between Groups 3.259 3 1.086 2.333 .075 Within Groups 94.084 202 .466 Total 97.344 205

Given sig. = 0.075 (p > 0.05), so H0 is accepted and reject alternative hypothesis that states that

occupation segmentations are different on conative component of attitude regarding the impact

of philanthropy appeal.Therefore, there is not enough evidence to show that among groups of

occupation has statistically significant difference on conative component of attitude regarding

the impact of philanthropy appeal in TVC.

Objective 3: To understand customer’s opinions towards TVC “Chia se 6 trieu ly sua” of Vinamilk.

3.1 Elements in the TVC affect consumer’s opinion:

When asking about consumer’s current opinion towards “6 trieu ly sua” advertisement, 5 key

points of advertising elements are applied to questionnaire. Then, respondents choose how likely

each element affects their feeling.

Table 27: Descriptive Statistics of advertising elements


Std. Deviation

The ad contains meaningful message

206 1 5 4.00 .702

The creative and mild content 206 1 5 4.03 .683

The humanitarian and humanities Vinamilk create in the TVC

206 1 5 3.93 .735

The TVC inspire customers to contribute back to society

206 1 5 3.84 .729

The recognizable blue theme of Vinamilk 206 1 5 3.64 .795 Nice images across country 206 1 5 3.96 .812 Diversified performance of actress/ actors 206 1 5 3.66 .851 Touch melodyconsistent with the meaning of the TVC

206 1 5 4.01 .729

Valid N 206

Be ranked in top 3, the “the creative and mild content“ dominates with mean of 4.03, the second

is “touched melody consistent with the meaning of the ad” which shares the mean of 4.01 and be

followed by “the ad contains meaningful message” occupies the mean of 4.00.

The top bottoms 3 are “The ad inspires customers to contribute back to society” (3.84) then

“Diversified performance of actors/actresses” with 3.66 and the last “The recognizable blue

theme of Vinamilk” (3.64).

In general, the “6 trieu ly sua” brings positive effect to consumer attitude with all elements it

provides. The mean range spreads from 3.64 (relatively high, close to 4) to 4.03. Respondents

consider the ad as effective and profound campaign where underprivileged children are helped

and raised their voices.

Thanh Van believes that the components keep her staying in the TVC is the images along

with melody.

“When I’m surfing many channels, the images along with the melody of the “6 trieu ly sua” keep me

staying still. It is very eye-catching and impressive advertisement. Then the ad finishes, I consider next to

the message implied.”

However, Hoang Linh emphasizes the significance of the implied message and how the

TVC express the message. Besides, the logical change in blue theme occupies his attention.

Mrs Bich is also in favor of the content which guides the audience to the peaceful

moments. The message delivers a different vision to her son that is, underprivileged children

need equal rights to be protected and grown.

To sum up, content is determinant factor that attracts consumer the most. It is believable that the

content decides the effectiveness in the TVC. If the TVC combines many other perfect factors,

without creativity and mild content that has been tested carefully and accepted by consumer, it

may not achieve the expected effect. Meaningful message also takes huge part in orientation the

brand.

3.2 General likability towards the “6 trieu ly sua” TVC:

Table 28: Descriptive Statistics of general liking


Std. Deviation

General liking of the "6 trieu ly sua"

206 2 5 3.85 .656

Valid N 206

The “6 trieu ly sua” is evaluated by 206 respondents as relatively high ranking with mean of

3.85. Among many advertisements highly appreciate their product usage, the “6 trieu ly sua”

stands out from other with the purpose of sharing responsibility or love to children.

Respondents consider the “6 trieu ly sua” as touched and inspired advertisement to call for the

action from community. In depth of respondents, they show their empathy and express the

responsibility (in their ability) to underprivileged children.

To be considered, the TVC was aired in 2008, when the economic downturn took place and

every firms had to cut down the expenses, which creates the credibility among consumers since

the benefits are not only for the customer, and the firm but also the society. It is highly

appreciated from most of respondents in particular but also from users in general.

To conclude, the “6 trieu ly sua” creates the respectful effort in raising the philanthropy among

community through mild content and splendid images. The perfect combination consolidates the

effectiveness of the TVC.

CHAPTER 5

RECOMMENDATION

Based on the research’s objective 4 and finding in the first three objectives as well as insights

from the qualitative phase, this chapter is to propose applicable recommendations to not only the

Vinamilk but also other FMCG firms.

Objective 4: To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying

philanthropy appeal in its TVC.

In-depth interviews provide more helpful insights to investigate the advantages and

disadvantages of the “6 trieu ly sua” campaign.

The interviewees are asked 2 main questions which are “What do you expect from the “6 trieu ly

sua” TVC?” (which has been placed in questionnaire) and “To the perceived value of Vinamilk

that you have had, which kind of appeal do you think consistent with Vinamilk brand? Is it

humor or philanthropy appeal or sort of other appeals?”

For the first question asked, the descriptive data reveal the overall look.

Table 29: Descriptive Statistics of general recommendation

N

Minimum

Maximum Mean

Std. Deviation

Should only focus on philanthropy appeal

206 1 5 3.04 1.030

Should provide customers more product information

206 1 5 3.56 .902

Should create more styles in the ad 206 1 5 3.90 .821 No need for any changes 206 1 5 2.50 1.001 Valid N 206

Although the mild content is favorable, respondents always require more and more creativity

than ever with the mean of 3.9 for “should create more styles in the ad”.

As Hoang Linh raises the significance of making the impression to other advertisements,

especially from “Den dom dom” of the Dutch Lady by using another style or content. That is the

challenge for Vinamilk.

Mai Tram questions that among many product lines of Vinamilk, the “6 trieu ly sua” does

not provide enough information of which is the main product should be considered.

Obviously, customers are demanding more and more changes in the advertisements. The unique

advertisement along with appreciated information may place the first-of-mind position on

consumer. The unchanged style in the advertisement is not encouraged.

Thanks to 4 interviewees covered 3 ranges of occupation, some interesting comments are found

in the second round of in-depth interviews.

Firstly, the wrong translation occurs among audience in three aspects including image,

content and wording.

Firstly, the image of balloon gives varied opinions. The support indicates that the balloon

represents for the dream, the higher the balloon blows, the closer to the dream. It is a meaningful

picture. However, to Mrs Bich, she translates the image that children are running to chase for the

balloon in pure meaning. It is to provide audience that the children can reach the expected height

if they use the Vinamilk product.

In addition, there is still wrong translation consumer perceived from the ad which leads to the

unachievable outcome. Thanh Van states that Vinamilk produces their works in form of bottles,

why do they use the word “glass of milk” instead of familiar form “bottle”? Interviewee

considers there is no exact measurement Vinamilk can prove the success of campaign.

Secondly, the “6 trieu ly sua” is highly evaluated in the images and melody by most of

respondents, the content is somehow in the trouble without straightforward expression. However,

Vinamilk should avoid being in the case of Gau Do noodle.

Delivering true story of cancer child, yet taking advantage of charity matter is not accepted

(approximate 47%) through a survey online of Tuoi Tre newspaper in the case of Gau Do noodle

(Hoai, 2012). Vinamilk should draw experience in making philanthropy advertisement.

Due to the expression, the implied message does not achieve to main purpose of the ad.

Finally, the conflict between the oration and invocation makes confusedness among

minority of respondents.

Typically, during the “6 trieu ly sua” advertisement, the speaker says: “Hãy cùng Vinamilk trao

tặng 6 triệu ly sữa cho trẻ em nghèo khắp Việt Nam” (“Let’s help underprevileged children

across Vietnam with “6 million milk drinks” foundation of Vinamilk”) while the words express:

“Hãy chia sẻ 6 triệu ly sữa cho trẻ em Việt Nam” (Let’s share 6 million milk drinks to

Vietnamese children”).

The supporter explains that the sharing is not only for underprivileged children but also for ones

who live in larger coverage. It means that every child has the right to protect and develop

themselves. Moreover, it is logical to assume that over 80 million Vietnamese, there is

approximately one-third teens population living in poverty. It may be forbidden in TVCs

commercials regulation.

However, Hoang Linh denies the effort of Vinamilk. He shares that Vinamilk should consider

carefully word by word in the TVCs when launching to huge population. If it is forbidden,

Vinamilk should not provide it in their TVC.

In conclusion, making philanthropy advertisement requires the simple and careful testing

in every detailto convey the message. It is no longer about how big the investment is and how

beautiful the views are.

With philanthropy TVCs, the determinant is how the message delivers to audiences in the simple

and understandable way and how significant the TVC provokes for action. Before launching any

philanthropy TVC, the advertisers need to test carefully to those target audience in large

coverage to avoid any unexpected outcomes from images and sound to the content. Not only

wise and creative vision but also devoted effort and deep understanding from advertisers along

with co-operation from the firm would make the advertisement effectively.

To the last concern, the “6 trieu ly sua” does not provoke the top of mind priority among

audiences. In the in-depth interview, Hoang Linh states that too much humanity advertisements

exist in TV, and due to his ability; he cannot support all of those. If Vinamilk wants to do better,

its TVC needs to be more differentiated and unique to stand out amongst different philanthropy

appeal ads.

As mentioned in literature review, action motivator factor seems not to be emphasized. It is a big

deal to encourage the purchase. As Hoang Linh recommends that “Why does it not end with the

shot of crowded underprivileged children drinking the milk? The origin shows only one kid get

the milk so how about the children in previous shots?”

Many humanity advertisements and charity campaigns started with splendid beginning but faded

away in the end.It results in the unbelief of consumer after that. The evidence activities must be

widespread as when it advertised. The result and the numbers should be publicized to satisfy

those whose contributions are underestimated.

To a famous brand as Vinamilk, the after-advertisement showing the results when the campaign

finished is required to gain credibility. It is experience for not only the Vinamilk but also for

other FMCG firms to consider.

To support the last question “To the perceived value of Vinamilk that you have had,

which kind of appeal do you think consistent with Vinamilk brand? Is it humor or philanthropy

appeal or sort of other appeals?”, all four interviewees share that the “Sua tuoi nguyen chat

100%” advertisement catch their impressions. It entertains people from children to elderly with

funny cows’ images, simple meaning and humorous content as well as memorable concept.

Once again, the determinant position of Vinamilk is still holding thanks to the sensitive trend

catching of whole advertisers and the effort of the firm.

CHAPTER 6

CONCLUSION

Vinamilk holds leading position in dairy industry in Vietnam and also credibility among

customers through over 30 years of operation. The key points are not only about the product

quality, price or distribution channel but also about their advertising campaigns which are highly

appreciated. Therefore, every decision of advertising is noticeable. The research is conducted in

order to explore the impact of philanthropy, one of the main elements in corporate social

responsibility, appeal in TVC on consumer’s attitude towards Vinamilk brand. During given

three months, from September to December 2012, 206 Vinamilk users who are over 18 years old

with varied occupation (student, employee to housewife) are participated in the study in order to

find out the insights.

The findings are supported by triangulation approach (Cooper D.R and Schindler P.S., 2006)

which is a perfect combination between qualitative and quantitative method. Throughout the

study, the in-depth interviews and questionnaire (using SPSS to analyze data) are conducted

alternately to seek for main findings. The theory of attitude formation – Tri-component attitude

model which is developed by Eagly and Chaiken (1993) is used as thetheoretical model because

of applicable characteristics of the research.

For the first objective “to examine overall customer’s mind share about dairy advertisements in

Vietnam market”, the result points out that Vinamilk, Dutch Lady and Fristy succeed in raising

brand awareness through high proportions of TVCs watched. The order starts with Vinamilk,

then Dutch Lady and Fristy. It is understandable that these 3 brands paid huge breakthroughs for

advertisement, especially Dutch Lady.

However, in ranking which favorite brand’s advertisements, Dutch Lady takes highest position

than 6 brands left. To explain, interviewees think that “Den dom dom” campaign is memorable

advertisement with the name and meaning. Furthermore, it is the first ad that applied humanity

appeal into TV Commercial in Vietnam market and in milk TVCs. It takes advantage of

vanguard position. The second position is trusted brand Vinamilk because of its narrowly

invested advertising campaigns. Yomost then lies in number 3 thanks to the active and style ad it

brings to the youth.

It is undeniable that Vinamilk has tried their best to create unique advertisement. Being fellow,

the Vinamilk’s advertisements utilize the different content, mainly focusing on using images, to

guide audience to happiness and fun. The ads are adjusted or changed their strategy accordance

to the updated social issue in each period of time. They are very quick in catching the trend of

consumer. For instance, when community starts worrying about the product quality due to the

import of China nourishment, Vinamilk avouches its leading position by providing “Sua tuoi

nguyen chat 100%” advertisement to ensure the quality. It is respectful effort for Vinamilk.

Secondly, in quantitative method, the author finds out the impact of philanthropy appeal to

consumer’s attitude. Among three components of consumer’s attitude model consisting of

cognitive (knowledge) component, afftive (likability) component and conative (behavioral)

component, the philanthropy appeal created in Vinamilk’s TVC influences partially to the first 2

stages and not having strong evidence to prove that there is the impact to the conation stage. In-

depth interviews also reveal interesting thoughts from respondents. The “6 trieu ly sua” conveys

meaningful message through the combination of touched images and melody. Most of

interviewees think that the ad perpetuates in their mind, catches their attention and stimulates

their emotion. However, there is an objection that hardly finds the evidence from humanity ads

in Vietnam after contributing. “6 trieu ly sua” is compared to the previous ad “Den dom dom” –

main competitor when both strategies use humanity appeal in its TVCs. One of major goals of

advertising is to generate and maintain brand awareness (McMahon, 1980). The “6 trieu ly sua”

does maintain the brand awareness among consumer due to meaningful action and generate good

reputation to potential customers. Thanks to investments through heavy publication, Vinamilk

has also gained credibility and impression. According to Bogart (1986, p.208), advertisers use

repetition to impress “the advertised name upon the consumer’s consciousness and make them

feel comfortable with the brand.” Although, the ad does not show the impact towards their

behavior, the success is marked due to the contribution to society.

Correlation test also shares the relationships between 3 components of Tricomponent Attitude

model. The sig. value shows the cognitive component positively correlates to affective

component. There are significant correlations between cognitive as well as affective component

towards conative component.

In addition, the author also conducts ANOVA test to measure the difference of impact level on

conative component among various segmentation of occupation. The result indicates there is no

significant difference among four parts of occupation in the attitude through philanthropy appeal

created in with sig. value among groups greater than 0.05.

Next, the research also investigates the customer’s opinion towards the current advertisement

TVC of Vinamilk. The “6 trieu ly sua” is highly favorable by 206 respondents. The descriptive

statistics indicates that “the creative and mild content” ranks at the first favorite element and the

second position belongs to “touch melody consistent with the meaning of the ad”. “The ad

contains meaningful message” only occupies the 3rd position.

Obviously, the audience implies the changes in their perception. A meaningful message in the

philanthropy advertisement is no longer the determinant factor because consumer is wiser and

more aware of the tricks, if any. They don’t want their contribution become useless and the

evidence must be proved before the firm has called for real action. They consider advertisement

as entertainment tool when watching TV. An impressive ad is defined including the creative,

mild and funny or even direct content with simple message (should not overestimate the product

usage) and memorable slogan.

Last but not least, the respondents highly evaluate that philanthropy appeal in TVC creates

incredible contribution to those whose life need help. Application of philanthropy into TVC

needs to be examined carefully before deliver to community. It may build good reputation for the

firm but in another case, the brand can be underestimated if there are any mistakes (such as Gau

Do noodle situation).

In conclusion, the “6 trieu ly sua” campaign succeeds in maintenance brand awareness among

consumer and bringing children concerns closer to audience. It once again confirms the leading

position in milk industry in Vietnam through the willingness to social issue. In spite of the

weaknesses, it is undeniable that Vinamilk has made huge effort and contribution as their

mission statement.

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APPENDIX A

BẢNG KHẢO SÁT ẢNH HƯỞNG CỦA TÍNH NHÂN ĐẠO

TRONG QUẢNG CÁO TRUYỀN HÌNH ĐẾN THÁI ĐỘ NGƯỜI

TIÊU DÙNG ĐỐI VỚI THƯƠNG HIỆU SỮA VINAMILK

Xin chào, tôi là Ngô Hoàng Hà Linh – hiện là sinh viên năm cuối của Đại học quốc tế-ĐH Quốc gia, Hồ Chí Minh và hiện tôi đang làm luận văn tốt nghiệp. Đây là bảng khảo sát của tôi về ẢNH HƯỞNG CỦA YẾU TỐ NHÂN ĐẠO TRONG QUẢNG CÁO TRUYỀN HÌNH ĐẾN THÁI ĐỘ KHÁCH HÀNG, giúp tôi lấy dữ liệu phục vụ cho bài luận văn của mình. Xin các bạn/anh/chị hãy dành 1 ít phút để giúp tôi hoàn thành bảng khảo sát này, giúp tôi hoàn thành khóa luận tốt nghiệp. Chân thành cám ơn sự đóng góp của anh/chị.

Phần 1: Câu hỏi chung

1. Anh/ chị đã bao giờ sử dụng sản phẩm sữa của Vinamilk?

Rồi

Chưa (Xin dừng bảng khảo sát tại đây nếu chọn đáp án này)

2. Anh/ chị đã từng xem quảng cáo của bất kì thương hiệu sữa nào chưa?

Rồi

Chưa (Xin dừng bảng khảo sát tại đây nếu chọn đáp án này)

3. Anh/ chị có thường xem quảng cáo trên TV không? (Chọn 1 câu trả lời phù hợp nhất)

Nhiều hơn 7 lần một tuần

2 – 7 lần một tuần

Ít hơn 2 lần một tuần

Không bao giờ.

4. Anh/ chị đã xem những quảng cáo TV nào của các hãng sữa sau đây:

Vinamilk với quảng cáo “6 triệu ly sữa” và “Sữa tươi nguyên chất 100%”

Cô gái Hà Lan với quảng cáo “Đèn đom đóm” và “Sữa Cô gái Hà Lan cộng”

TH True milk với quảng cáo “Câu chuyện thật của TH True Milk – Sữa sạch”

Yomost với quảng cáo “Lời trái tim” và “Sáng bừng sức sống”

Fristy với quảng cáo “Cho trí tưởng tượng bay xa”

Milo với quảng cáo “Chung tay giúp trẻ lớn khôn”

Ovaltine với quảng cáo “Ovaltine Crunchy”

5. Dựa vào SỰ LỰA CHỌN Ở CÂU TRÊN, anh/ chị vui lòng cho biết MỨC ĐỘ YÊU

THÍCH của mình đối với bất kì quảng cáo của các hãng sữa sau:

1-Hoàn toàn không thích 2-Không thích 3- Bình thường 4-Thích 5-Rất thích

1 (Hoàn toàn không thích) -> 5 (Rất thích)

1 2 3 4 5

Vinamilk với quảng cáo “6 triệu ly sữa” và “Sữa tươi

nguyên chất 100%”

Cô gái Hà Lan với quảng cáo “Đèn đom đóm” và “Sữa Cô

gái Hà Lan cộng”

TH True milk với quảng cáo “Câu chuyện thật của TH

True Milk – Sữa sạch”

Yomost với quảng cáo “Lời trái tim” và “Sáng bừng sức

sống”

Fristy với quảng cáo “Cho trí tưởng tượng bay xa”

Milo với quảng cáo “Chung tay giúp trẻ lớn khôn”

Ovaltine với quảng cáo “Ovaltine Crunchy”

6. Bỏ qua các yếu tố về giá cả, chất lượng hay khuyến mãi của sản phẩm và kênh phân

phối sản phẩm, xin hãy cho biết ý kiến của bạn về TÁC ĐỘNG CỦA VIỆC SỬ DỤNG

YẾU TỐ NHÂN ĐẠO trong quảng cáo TV, thông qua các nhận định sau:

1-Rất không đồng ý 2-Không đồng ý 3- Trung lập

4-Đồng ý 5-Rất đồng ý

1 (Hoàn toàn không đồng ý) 5 (Hoàn toàn đồng ý)

1 2 3 4 5

Quảng cáo có sử dụng yếu tố nhân đạo thu hút sự chú ý

của tôi hơn quảng cáo không sử dụng yếu tố này

Tôi thích (ủng hộ) những quảng cáo có sử dụng yếu tố

nhân đạo

Tôi sẵn lòng mua và sử dụng thử sản phẩm có yếu tố nhân

đạo trong quảng cáo.

Phần 2: Câu hỏi chi tiết

7. Bạn có biết quảng cáo truyền hình “6 triệu ly sữa” của Vinamilk?

Có

Không hoặc không nhớ.

8. Xin vui lòng cho chúng tôi biết ý kiến đối với các nhận định sau đây về THÁI ĐỘ của

anh/chị về quảng cáo “6 triệu ly sữa” của Vinamilk, theo thang điểm từ 1 -5.

1-Hoàn toàn không đồng ý 2-Không đồng ý 3- Trung lập

4-Đồng ý 5-Hoàn toàn đồng ý


1 2 3 4 5

YẾU TỐ NHẬN THỨC

Tôi chú ý nhiều đến thương hiệu sữa Vinamilk

nhờ vào tính nhân đạo của clip quảng cáo trên

Thông điệp ý nghĩa cùng với lời bài hát khiến tôi nhớ

đến thương hiệu Vinamilk nhiều hơn

Hoạt động vì cộng đồng luôn khiến cho thương hiệu

sữa Vinamilk dễ nhận biếthơn

Những đóng góp cho cộng đồng mà Vinamilk đem lại

khiến sản phẩm của Vinamilk khác biệt hơn.

YẾU TỐ CẢM XÚC

Tôi cảm thấy tò mò về sản phẩm của Vinamilk khi họ

đưa yếu tố cộng động vào quảng cáo

Tôi cảm thấy thích thương hiệu Vinamilk hơn những

thương hiệu khác nhờ đóng góp của nó với cộng đồng

từ quảng cáo trên

Tôi quan tâm đến thương hiệu Vinamilk nhiều hơn

nhờ yếu tố nhân đạo trong quảng cáo trên

Sau khi xem quảng cáo trên, tôi cảm thấy thương hiệu

Vinamilk lôi cuốn hơn vì tôi cũng muốn đóng góp cho

xã hội

YẾU TỐ HÀNH ĐỘNG

Sự đóng góp ý nghĩa cho cộng đồng trong quảng cáo

khiến tôi muốn dùng thử sản phẩm của Vinamilk

Sau khi xem quảng cáo trên, tôi ưu tiên mua thương

hiệu Vinamilk hơn những sản phẩm sữa khác khi mua

hàng

Tôi mong muốn sỡ hữu sản phẩm sữa của Vinamilk

sau khi xem quảng cáo trên

Tôi sẽ mua sản phẩm của Vinamilk sau khi xem quảng

cáo

Tôi mua sản phẩm của Vinamilk nhiều hơnsau khi

xem quảng cáo

Tôi trở thành khách hàng thân thiết của Vinamilk từ

sau khi xem quảng cáo

Tôi giới thiệu cho người thân mua sản phẩm của

Vinamilk sau khi xem quảng cáo

Những câu hỏi bên dưới giúp chúng tôi xác định QUAN ĐIỂM HIỆN TẠI của anh/chị về quảng cáo thương hiệu sữa VINAMILK.

9. Hãy đánh giá mức độ đồng ý của bạn về Những yếu tố khiến bạn cảm thấy thích và ấn tượng bởi quảng cáo”6 triệu ly sữa”

của Vinamilk. Xin vui lòng đánh giá những nhận định dưới đây theo thang điểm:

1-Hoàn toàn không đồng ý 2-Không đồng ý 3- Trung lập

4-Đồng ý 5-Hoàn toàn đồng ý


1 2 3 4 5

Quảng cáo chứa thông điệp đầy ý nghĩa

Cách truyền tải thông điệp nhẹ nhàng và sâu lắng

Quảng cáo đi sâu vào lòng người nhờ tính nhân đạo và nhân văn mà Vinamilk tạo ra trong quảng cáo của mình

Quảng cáo khơi dậy mong muốn được đóng góp cho xã hội của cộng động

Màu sắc xanh dương chủ đạo rất đặc trưng và dễ nhận biết

Cảnh quay đẹp với những hình ảnh bao quát mọi miền đất nước

Diễn xuất diễn viên đa dạng và gần gũi

Giai điệuquen thuộc, cảm động và phù hợp với quảng cáo

10. Một cách tổng quát, anh/ chị có thích quảng cáo “6 triệu ly sữa” của Vinamilk không?

Rất thích

Thích

Bình thường

Không thích

Rất không thích

11. Xin vui lòng đánh giá những nhận định dưới đây theo thang điểm: 1 (Hoàn toàn không đồng ý) 5 (Hoàn toàn đồng ý)

Tôi cho rằng quảng cáo “6 triệu ly sữa” của Vinamilk

1 2 3 4 5

Quảng cáo của Vinamilk chỉ cần tập trung vào yếu tố nhân đạo

Quảng cáo của Vinamilk nên đưa thêm chi tiết về thông tin sản phẩm

Vinamilk cần triển khai thêm nhiều phong cách quảng cáo

Vinamilk không cần thay đổi gì trong quảng cáo của mình

12. Anh/chị có đưa ra lời khuyên nào cho quảng cáo truyền hình cho thương hiệu Vinamilk

nói chung hay các sản phẩm sữa khác nói riêng để giúp quảng cáo thú vị hơn và có ích

hơn cho anh/chị và người tiêu dùng?

_______________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Phần 3: Thông tin cá nhân

Xin hãy điền vào thông tin cá nhân của bạn

Giới tính của bạn là

Tuổi của bạn Trình độ học vấn

Nam 18 - 22 Phổ thông

Nữ 23 – 35 Trung cấp/ Cao đẳng/ Đại học

36 - 50 Sau Đại học

Trên 50

Nghề nghiệp Tình trạng hôn nhân

Thu nhập của bạn

Sinh viên Chưa lập gia đình Dưới 5 triệu

Đang đi làm Đã lập gia đình 5 – 10 triệu

Nội trợ Từng lập gia đình 11 – 20 triệu

Thất nghiệp Trên 20 triệu

THE IMPACT OF USING PHILANTHROPY APPEAL IN TVC ON CONSUMER’S ATTITUDE TOWARDS VINAMILK

PART 1: OVERVIEW QUESTIONS

1. Have you ever used Vinamilk’s products? Yes Not yet

2. Have you ever seen any TV Commercials of any milk brand? Yes Not yet

3. How often do you watch TV? Over 7 times/ week 2 – 7 times/ week Less than 2 times per week Never

4. Which milk brands’ TV Commercials have you ever watched? Vinamilk with “6 triệu ly sữa” và “Sữa tươi nguyên chất 100%” Dutch Lady with “Đèn đom đóm” và “Sữa Cô gái Hà Lan cộng” TH True milk with “Câu chuyện thật của TH True Milk – Sữa sạch” Yomost with “Lời trái tim” và “Sáng bừng sức sống” Fristy with “Cho trí tưởng tượng bay xa” Milo with “Chung tay giúp trẻ lớn khôn” Ovaltine with “Ovaltine Crunchy”

5. Based on your previous choices, how much do you like to these TVCs:

1-Strongly dislike 2-Dislike 3-Neutral 4-Like 5-Strongly like

1 2 3 4 5

Vinamilk with “6 triệu ly sữa” và “Sữa tươi nguyên chất 100%”

Cô gái Hà Lan with “Đèn đom đóm” và “Sữa Cô gái Hà Lan cộng”

TH True milk with “Câu chuyện thật của TH True Milk – Sữa sạch”

Yomost with “Lời trái tim” và “Sáng bừng sức sống”

Fristy with “Cho trí tưởng tượng bay xa”

Milo with “Chung tay giúp trẻ lớn khôn”

Ovaltine with “Ovaltine Crunchy”

6. Besides the price, quality or promotion as well as distribution channel, please indicate

your opinion towards USING THE PHILANTHROPY APPEAL in TVC, through below arguments:

1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree

1 2 3 4 5

I pay more attention to TVCs that using philanthropy appeal rather than others not.

I’m fond of (support) to TVCs that using philanthropy appeal.

I would try and buy products with philanthropy appeal in their TVCs.

PART 2: DETAILED QUESTIONS

7. Do you know Vinamilk’s TV Commercial named “6 triệu ly sữa”? Yes No or don’t remember

8. Please indicate how much do you agree with the below statements about the shown

TVC. 1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree

1 2 3 4 5

Cognitive ( or knowledge) component





Affective ( or likability) component

I feel curious about Vinamilk brand when philanthropy appeal is put into TVC.

I prefer the Vinamilk brandthan other brands due

to the philanthropy appeal in its TVC.


After watching the TVC, I feel Vinamilk brand more appealingdue to the philanthropy appeal in its TVC.

Conative ( or behavioral) component






I become loyalty customer to Vinamilk after watching the philanthropy advertisement.



TVC.

You are most impressed and interested in the Vinamilk’s TVC “6 triệu ly sữa” because of


1 2 3 4 5

The ad contains meaningful message.

The creative and mild content

The humanitarian and humanities Vinamilk create in the ad.

The ad inspires customers to contribute back to society

The recognizable blue theme of Vinamilk

Nice shots include images throughout the country

Diversified performance of actors/actresses

Touch melody consistent with the meaning of the ad

10. In general, do you like or dislike the TVC “6 triệu ly sữa”? Strongly dislike Dislike Neutral Like Strongly like


TVC. I think that the TVC “6 triệu ly sữa”


1 2 3 4 5

Should only focus on philanthropy appeal

Should provide customers more product information

Should create more styles in their ads

No need for any changes

12. Do you have any recommendation or suggestion towards TVC of Vinamilk or other

dairy brand in order to improve and develop it performance? Please specify: ………………………………………………………………………………………………

PART 3: RESPONDENTS’ INFORMATION

Gender Marriage status Education

Male Single High school

Female Married College/ Bachelor

Used to get married Master/ Higher education

Age Occupation Monthly Income

18 - 22 Student Under 5 mil VND

23 – 35 Employee 5 – 10 mil VND

36 - 50 Housewife 11 – 20 mil VND

Over 50 Unemployment Over 20 mil VND

APPENDIXB

The summarized second in-depth interviews are to provide the ideas that the author has used in

the research. The in-depth interviews are succeeded thanks to the support of 4 interviewees with

cross-demographics.

1/ Nguyễn Thị Mai Trâm (21 years old, student)

2/ Nguyễn Trần Thanh Vân (25 years old, employee)

3/ Tô Hoàng Linh (32 years old, doctor)

4/ Dương Ngọc Bích (42 years old, housewive)

Part 1: To examine overall performance of advertisements by milk brands

in Vietnam market.

1/ Nguyễn Thị Mai Trâm:

- Ranked top 3 advertisements: Vinamilk -> Dutch Lady -> Fristy.

-”Vinamilk and Dutch are both impressive and similar to each other in using humanity

advertisements (especially songs and melody easily immerse to the soul). It is impressive because

it stimulates the philanthropy of human beings. The audiences consider it not only the

advertisement but also benefit to society, so that it is longer remembered. Nevertheless, in my

feeling, Vinamilk puts stronger impression on me rather than Dutch Lady. Maybe it’s subjective,

Vinamilk is domestic firm and I tend to support Vietnam company than foreign company.”

_ Vinamilk delivers well its messages to community but cannot highlight their products. The

way Vinamilk conveys their mess is more eye-catching and professional.

_ Attractive philanthropy TVCs: easily touch the soul, different from other. Hardly find the

advertisement with humanity appeal, contribute to society make it stand out. Watching too many

advertisements with the products’ usage make audiences bored and feel “xạo”. To Vina’s,

audiences are more believe in than others.

_ Like/ Support philanthropy TVCs: Yes, I like it and maybe try to support depending on

situation.

_ Try/ Buy philanthropy TVCs: in case of there’s no priority of favorite taste, I would buy it. To

Dutch with same strategy, I would buy Vinamilk to support Vietnam firm.

2/ Nguyễn Trần Thanh Vân:

_ Ranked top 3 advertisements: Vinamilk -> Yomost -> Dutch Lady.

_ Vinamilk uses funny images (happy cow), even my parents like it. The “6 trieu ly sua” that

adds philanthropy appeal raises higher reliability. In the scandal of 100% fresh milk, Vinamilk

develops the product of 100% fresh milk. It is the concerned advertisement for customers.

_ Yomost sponsors a series of “Sang bung suc song” for the youth. Whether people like it or not,

it is easily remembered.

_ Dutch Lady in China had the scandal of ingredient which made her scare.

_ Milo or Ovaltine is attractive to children, it has no content.

_ Attractive philanthropy TVCs: Yes, the more growing up, the more caring for contribution.

_ Like/ Support philanthropy TVCs: Absolutely support as much as she can.

_ Try / Buy philanthropy TVCs: Instead of using certain product, she may buy the product that

contributes to society.

3/ Tô Hoàng Linh:

_ Ranked top 3 advertisements: Dutch Lady -> Vinamilk -> Milo.

_ “To my memory, Dutch Lady always plays a key part of the childhood. It causes me illusion of

that Dutch Lady’s advertisements are more eye-catching, splendid and professional than

Vinamilk’s. In the “Den dom dom”, the story also reflects Mac Dinh Chi – a studious symbol

that I admire.”

_ Attention: No, because he does not believe anything in the TVC. It’s all unreal.

_ Like/ Support: No, I don’t care about the advertisements.

_ Try/ Buy: The product is bought because of the demand and its quality.

4/ Dương Ngọc Bích:

_ Ranked 3 top advertisements: she only likes Vinamilk.

_ She loves the funny images with crowed cows. The stress is out when she watches the “Happy

cow” advertisement.

_ Attract philanthropy TVCs: She doesn’t pay much attention to any ads- except excellent ones

such as the “Happy cow.”

_ Like/ Support philanthropy TVCs: She likes those TVCs but in the following day, she may not

remember it.

_ Try/ Buy philanthropy TVCs: She tries as much as she can to be a part of the campaign.

Part 2: To investigate whether TVC’s philanthropy appeal influences

target audience’s attitude component towards Vinamilk brand.


_ Cognitive component: “The “6 trieu ly sua” impresses me at the very first time I saw it on TV.

It is not only about the images, melody but also about the message inside. Time flew but I still

remember it. To be familiar with Vinamilk brand for 20 years, it’s hard to me to answer whether

its brand is more recognizable after watching the ad. If putting it on another case, another

brand, maybe I cannot recognize anything but its name. The brand somehow makes the

difference from others due to the ad, I think. I cannot describe exactly because it is too familiar

to most of people with strong belief and wide distribution channel.”

Recognizable: to be familiar with Vinamilk more than 20 yrs, maybe it’s not easily

recognize due to its advertisement. For example of TH, maybe she cannot recognize its brand but

its name. TH’s advertisement is very bad, nothing to remember.

Different: somehow yes. However, it has the faith from consumers and strong distribution

channel => very popular.

_ Affective component: “However, in Vietnam, I hardly see the after-campaign TVC to see the

evidence as the firm promises. The publication is sensitive issue but it is necessary to inform the

customers who have already supported it. It may not the concern of the firm but it define the trust

among customers.”

_ Behavior component: “Yes, maybe a bottle. But I’m not so sure if I buy a lot. Usually, I prefer

Long Thanh Milk. My mother like Vinamilk so that’s why I sometimes drink it but the taste does

not leave any favor in me. But due to the ad, I will buy to support its campaign in my ability and

limit. I put it as the priority when there is not any my favorite one available or buy it for my

family during the campaign. I may advise my mom for my family to support its campaign. I don’t

care about the milk brands, but if there are any excellent ads such as “6 tr ly sua”, I will try to

support as much as I can.”


_ Cognitive component:“I pay more attention to the Vinamilk brand because I recognize that

how well the firm is if it is willing to give away parts of revenue to underprivileged children. I

consider Vinamilk as a good brand when doing charities back to society. To be honest, their

advertising campaign must be strong to be on air in “gold time” and rewind many times. It

makes me keep remembering the ad and as a result, the ad digs deep into my mind. Somehow,

Vinamilk builds up a new level of its brand, to be stand out of other competitors. According to

me, once a firm is willing to pay a great amount of money to society, it may be a strong and well-

developed company thanks to the credits from customers for its quality”

_ Affective component: she is curious about “Why can it contribute a huge amount to society?”

and I want to know where it would go. “However, I had the question that why does it use “glass

of milk” instead of “bottle of milk” as in TVC? Which measurement can be used to define the

large of the glass?”

_ Behavior component: “It is easy to switch or change the milk brand. If the “6 trieu ly sua”

really contributes to underprivileged children, I am willing to buy it in limitation. The most

important thing is the buyer’s favor and product quality. If I intend to utilize, I buy it. If I don’t

like it, I wouldn’t buy but I will advise the relatives to consider.”

3/ Tô Hoàng Linh:

_ Cognitive component: “The melody of “De gio cuon di” impresses me but my memory has no

space for the “6 trieu ly sua”. There are too many philanthropy TVC that make audience boring,

and I cannot support all of above products.”

_ Affective component: The “6 trieu ly sua” does not impact on his likability. Basically, the

philanthropy appeal in TVCs does not gain his credibility which lead to no attention or emotion

to the ad.

_ Behavior component: “Among many advertisements attached humanity appeal, I cannot

support all of this. Vinamilk has been different from others from long time ago in my mind, that’s

why most of dairy products I have used are Vinamilk. I have chosen it before, but during the “6

trieu ly sua” campaign, I feel more meaningful when purchasing Vinamilk. It is not only for my

health but also for others’ sake.”


_ Cognitive component: She pays more attention to the Vinamilk but the change in Vinamilk

position stands still.

_ Affective component: “Even though my son likes the advertisement of Fristy (he wants to be a

superman), the TVC creates the empathy, from me as mother position to those mothers having

her son living in unconditional situation. I may prefer the Vinamilk product than other and

inspire the empathy to my son. He should understand that how lucky he is and willing to share

his luck.”

_ Behavior component: After the ad, she might encourage her son to switch milk brand to

support and share with the unconditional children.

Part 3: To understand customer’s opinions towards TVC “Chia se 6 trieu

ly sua” of Vinamilk.


_ Meaningful message and mild content are very appealing to her. However, the message is her

most concern factor.


_ “When I’m surfing many channels, the images along with the melody of the “6 trieu ly sua”

keep me staying still. It is very eye-catching and impressive advertisement. Then the ad finishes, I

consider next to the message implied.”

_ Among variables, she considers the implied the image as her priority in the TVC. According to

her, every advertisement aim to push sale, so the message is not in consideration.

3/ Tô Hoàng Linh:

_ “As mentioned before, the message and the content are very appreciate. Besides, the logical

change in blue theme is creative.”

_ The content is very adorable with rural views and smooth changes.


_ “It may be subjective but I am so interested in beautiful rural views and the content in the

TVC. Amongst many TVCs, the “6 trieu ly sua” is meaningful message to inspire my son a lesson

of empathy and sharing.”

Part 4: To recommend applicable recommendations for Vinamilk as well

as other Fast Moving Consumer Goods (FMCG) companies when applying

philanthropy appeal in its TVC.


_ “The “6 trieu ly sua” is good. In the TVC, Vinamilk does not provide of which products should

be considered to support the campaign. Among many products of Vinamilk, I cannot support all

kinds of it.”


_ The “6 trieu ly sua” is beautiful in general but she does not impress in anything in particular.

_ The “Happy cow” is her most favorite TVC. It is unique and inspire.

3/ Tô Hoàng Linh:

_ In general, the “6 trieu ly sua” does not leave any impression to him. But the “Sua tuoi nguyen

chat 100%” does. He believes that it’s the greatest advertisement of Vinamilk with humorous

images and memorable slogan.

_“Dutch Lady came as first player and it really impacts my mind strongly. First come, first

impressive. To Vinamilk with the same message, I see no differentiation from “Den dom dom” by

Dutch Lady. Vinamilk should use other kinds of content or style to hit audience.”

_ He asked about the inconsistence between the wording and commitment spoken which lead me

doubt. “The consistence must be considered carefully before putting on air. All of elements are

good except the end. I wonder where my money goes to if I join in the campaign. I see the trick

here and I never support for it.”

_ He hardly see no concerned motivation in the ad which many disadvantages between wording

and promises, wording and image. “Why does it not end with the shot of crowded

underprivileged children drinking the milk? The origin shows only one kid get the milk so how

about the children in previous shots?”


_ However, “The message that I received from the images is that “Drink our product! Your

children can be taller to reach the balloon like these boys and girls”. To me, the content does not

deliver enough information as well as message in the most effective way with careful test. It

easily causes misunderstood for audience.”

_ “I’m fond of the “Happy cow of Vinamilk. It is not only for children but also for the grow-ups

to entertain.”

APPENDIX C

Reliability test for conation component through 3 rounds:

Round 1:

Case Processing Summary N %

Cases Valid 206 100.0 Excludeda 0 .0 Total 206 100.0

Reliability Statistics Cronbach's

Alpha N of Items

.757 7

Item-Total Statistics

Scale Mean if Item Deleted

Scale Variance if

Item Deleted


Cronbach's Alpha if

Item Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products.

18.01 12.088 .509 .720


18.12 12.230 .468 .729


18.45 11.731 .646 .690


18.31 11.765 .585 .702


18.41 12.126 .554 .710

I become loyal customer to Vinamilk after watching the philanthropy advertisement.

18.73 13.926 .314 .758


18.63 13.912 .257 .771

Round 2:After deleted “I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement” item.

2ndReliability Statistics Cronbach's

Alpha N of Items

.771 6

2ndItem-Total Statistics

Scale Mean

if Item Deleted

Scale Variance if

Item Deleted


Cronbach's Alpha if Item

Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products.

15.20 9.780 .536 .732

I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement

15.31 9.891 .496 .743


15.64 9.579 .653 .703


15.50 9.510 .609 .712


15.60 9.987 .548 .729

I become loyal customer to Vinamilk after watching the philanthropy advertisement.

15.92 11.871 .260 .792

Round 3: After delted “I become loyal customer to Vinamilk after watching the philanthropy

advertisement” item.

3rdReliability Statistics Cronbach's

Alpha N of Items

.792 5

3rdItem-Total Statistics

Scale Mean

if Item Deleted

Scale Variance if

Item Deleted


Cronbach's Alpha if Item

Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products.

12.49 7.841 .579 .751

I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement

12.59 7.911 .543 .763


12.92 7.955 .632 .735


12.78 7.723 .627 .735


12.89 8.529 .482 .780

nhhlinh - vinamilk final

Documents

research objectives

corporate philanthropy

committee mr

ma nguyen thi huong

advisor ma

vinamilk brand

consumers attitude

thesis committee