Strategies for Restaurants in Ho Chi Minh City Increase Sale Volume by Group Buying Business Model

8/3/2019 Strategies for Restaurants in Ho Chi Minh City Increase Sale Volume by Group Buying Business Model

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STRATEGIES FOR RESTAURANTS IN HO CHI

MINH CITY INCREASE SALE VOLUME BY

GROUP BUYING BUSINESS MODEL

APPROVED BY Advisor APPROVED BY: Committee,

Cheah Kuan Yean, MBA, Member Ho Thi Bich Van, PhD., Chair

(Committee 3) (Committee 3)

_____________________________ ________________________________

MBA. Nguyen Huu Dang Khoa, Secretary

(Committee 3)

________________________________

MBA. Cheah Kuan Yean, Member

(Committee 3)

________________________________MBA. Le Trong Hieu, Member

(Committee 3)

________________________________

THESIS COMMITTEE

(Whichever applies)


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ACKNOWLEDGEMENTS

Foremost, I would like to thank my supervisor, Dr. Cheah Kuan Yean, who is also the

lecturer of the School of Business for his knowledge and helpful advice during the time I wrote

this thesis.

Furthermore, I would like to give many thanks to my friends, ms Pham Huynh Kim

Khanh, Nguyen Ngoc Mai Vy, Hoang Vu Thu Ut Quyen, Nguyen Thi Phuong Loan. They helped

me to find the documentaries, theories, and data for this research.

Also, I would like to express my gratitude to all the respondents for their time and

open-heartedness to participate in my interviews. They made a great effort, and without their

answers, it would not have been possible for me to finalize my research completely.

Last but not least, I greatly appreciate my family, their support and encouragement

helped me so much to finish this thesis


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Abstract

This thesis is written to find out the strategies for the restaurants in Ho Chi Minh to

increase their sale volume by Group Buying model. In this study, I will analyze customer

characteristic, restaurants characteristic, product characteristic, environment

characteristic, distribution channel and the services method to build this strategy.

The primary data of this research are from the survey to the customers who used online

coupons in the past. The secondary data are from the previous researches about group

buying, customer behavior, online businesses in the past. The research method will

combine both quantitative and qualitative methods to analyze the data; the quantitative

method will use to analyze the primary data, the qualitative method will use to analyze

the secondary data to support the primary data.

The research will establish the strategies for most of common types of restaurant in Ho

Chinh Minh City to deal with local groupon websites smartly, reach the need of

customers and dont hurt the brand.


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Contents

Chapter 1: .................................................................................................... Error! Bookmark not defined

Introduction ................................................................................................. Error! Bookmark not defined

1.1/ Introduction about groupon:......................................................... Error! Bookmark not defined

1.2/Group-buying websites in Viet Nam ................................................ Error! Bookmark not defined

1.3/Restaurants in Ho Chi Minh City...................................................... Error! Bookmark not defined

1.4/Rationale of the study ........................................................................... Error! Bookmark not defined

1.5/ Problems statement and objective .................................................... Error! Bookmark not defined

1.5.1/ Problems statement ................................................................... Error! Bookmark not defined

1.5.2/Objectives .................................................................................. Error! Bookmark not defined

1.5.3/Scope of study ............................................................................ Error! Bookmark not defined

1.6/Strengths and limitation of this thesis ............................................... Error! Bookmark not defined

1.6.1/Strengths: ................................................................................... Error! Bookmark not defined

1.6.2/Limitation: ................................................................................. Error! Bookmark not defined

1.7/ Structure of the study ....................................................................... Error! Bookmark not defined

Chapter 2 : Background of group buying business model, groupon business model and the pro

and cons of using this model ....................................................................... Error! Bookmark not defined

2.1/Introduction about e-commerce ........................................................ Error! Bookmark not defined

2.3/introduction about Group buying ...................................................... Error! Bookmark not defined

2.3.1/ introduction ............................................................................... Error! Bookmark not defined


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2.3.2/The basics of group buying models in e-commerce.................. Error! Bookmark not defined

2.4/Introduction about Groupon business model .................................... Error! Bookmark not defined

2.5/ advantage and disadvantage of using groupon business model in restaurantsError! Bookmark n

Chapter 3: Literature review ....................................................................... Error! Bookmark not defined

3.1/Business strategies: ........................................................................... Error! Bookmark not defined

3.1.1/ Definition of business strategies: .............................................. Error! Bookmark not defined

3.1.2/Strategy at Different Levels of a Business ................................. Error! Bookmark not defined

3.2/Strategic management ................................................................... Error! Bookmark not defined

3.3/ Sale and sale promotion: ................................................................... Error! Bookmark not defined

3.3.1/Definition of sale ............................................................................. Error! Bookmark not defined

3.3.2/Definition of sale volume .............................................................. Error! Bookmark not defined

3.3.3/Sale promotion ........................................................................... Error! Bookmark not defined

3.3.4/Types of sales promotion activities ............................................ Error! Bookmark not defined

3.3.5/Sales promotion strategies ......................................................... Error! Bookmark not defined

3.4/Consumer behavior ........................................................................... Error! Bookmark not defined

3.4.1/Definition of consumer behavior ............................................... Error! Bookmark not defined

3.4.2/ Online consumer behavior ........................................................ Error! Bookmark not defined

3.4.3/Maslows Hierarchy of needs .................................................... Error! Bookmark not defined

3.5/Design the model for this thesis ........................................................ Error! Bookmark not defined

3.6 Questionnaire design ......................................................................... Error! Bookmark not defined

CHAPTER 4: RESEARCH METHODOLOGY ........................................ Error! Bookmark not defined

4.1./Secondary data ................................................................................. Error! Bookmark not defined


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4.2/Primary data ...................................................................................... Error! Bookmark not defined

4.3/Theoretical framework ...................................................................... Error! Bookmark not defined

4.3.1 /Quantitative Approach .............................................................. Error! Bookmark not defined

4.3.2/ Qualitative Approach ................................................................ Error! Bookmark not defined

4.4/Research design ................................................................................ Error! Bookmark not defined

4.4.1/Research strategy: Survey .......................................................... Error! Bookmark not defined

4.4.2/Design the measurement ............................................................ Error! Bookmark not defined

4.4.3/Design the sample ...................................................................... Error! Bookmark not defined

4.4.5/Sampling size ............................................................................. Error! Bookmark not defined

4.4.6/ Process of gathering the information: ....................................... Error! Bookmark not defined

4.4.7/ Statistical analysis technique .................................................... Error! Bookmark not defined

CHAPTER 5: Discussion and Conclusion .................................................. Error! Bookmark not defined

5.1/ Filter the data: .................................................................................. Error! Bookmark not defined

5.1.1/Remove the inappropriate responses ......................................... Error! Bookmark not defined

5.1.2/Data encryption: ......................................................................... Error! Bookmark not defined

5.2/ Discussion ........................................................................................ Error! Bookmark not defined

5.2.1/Customer characteristic: ............................................................ Error! Bookmark not defined

5.2.2/Environment characteristic ........................................................ Error! Bookmark not defined

5.2.3/Product characteristic ................................................................. Error! Bookmark not defined

5.2.4/ Restaurants characteristics: ....................................................... Error! Bookmark not defined

5.2.5/Distribution channel ................................................................... Error! Bookmark not defined

5.2.6/ Services ..................................................................................... Error! Bookmark not defined


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5.3/ Establish the strategies for the restaurants to increase their sale volumes via group buying

channel .................................................................................................... Error! Bookmark not defined

CHAPTER 6 ............................................................................................... Error! Bookmark not defined

Conclusion and Suggestion ......................................................................... Error! Bookmark not defined

6.1/ Conclusion ....................................................................................... Error! Bookmark not defined

6.2/ Suggestion ........................................................................................ Error! Bookmark not defined

6.3/ Implication of this study .................................................................. Error! Bookmark not defined


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LIST OF TABLES

Table Page

1. List of table about customer characteristics .............................................................90

2. List of table about products characteristics .............................................................91

3. List of table about restaurants characteristics ..........................................................98

4. List of table about distribution channel .................................................................101

5. List of table about services ................................................................................................ 105

5. List of survey questions ..................................................................................................... 105


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LIST OF FIGURES

Figures Page

1. Groupon business model ..........................................................................................23

2. Kinds of sale promotion ..........................................................................................36

3. Advantages and disadvantages of coupon promotions ............................................37

4. Influences on and of consumer behavior .................................................................42

5. Influences on and of online consumer behavior ......................................................44

6. Maslows hierarchy of needs ...................................................................................45

7. Model for this thesis.................................................................................................46

8. Internet penetration in selected Asian countries ......................................................60

9. Internet usage by city ...............................................................................................60

10. Frequency of Internet usage by city .......................................................................61

11. Demand of restaurants vouchers ............................................................................63

12. Daily traffic rank trend of nhommua.com .............................................................73

13. Audience demographic of nhommua.com, muachung.vn and hotdeal.vn .............75

14. Audience demographic of vndoan.com .................................................................76

15. Discrimination between the customers who have and havent vouchers ..............79


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Strategies for Restaurants in Ho Chi Minh City Increase Sale Volume by Group Buying Business Model

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