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)
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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
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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
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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
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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
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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
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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.
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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).
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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
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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:
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• 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
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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.
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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
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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.
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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)
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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.
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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.
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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.
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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."
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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
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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
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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.
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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).
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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.
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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
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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.
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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
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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
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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
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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
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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
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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]
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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
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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
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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.
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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?
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- 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?
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- To support other FMCG firms, if they want to add philanthropy appeal into their
TVCs, which guidance that they should consider?
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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.
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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
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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
Page 35
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
Page 36
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
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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
Page 38
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
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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
Page 40
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
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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
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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.
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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.
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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).
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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.
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Table 15: Descriptive Statistics of cognitive component
N Minimum Maximum Mean
Std. Deviation
I pay more attention to Vinamilk brand due to the philanthropy in the TVC.
206 1 5 3.46 .881
Meaningful message along with memorable lyric make me remember the Vinamilk brand.
206 1 5 3.85 .843
Philanthropy advertisement makes the Vinamilk brand more recognizable.
206 2 5 3.67 .807
Philanthropy advertisement of Vinamilk brand makes its products differentiate from others.
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.
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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.
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Table 17: Item-Total Statistics of affective component
Scale Mean
if Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
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.
Page 49
Table 18: Descriptive Statistics of affective component
N Minimum Maximum Mean
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
I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC.
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
Page 50
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
Cronbach's Alpha N of Items .757 7
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.
Page 51
Table 20: Item-Total Statistics of affective component
Scale Mean if
Item Deleted
Scale Variance if
Item Deleted
Corrected Item-Total Correlation
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.
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Table 21: The 3rd Reliability Statistics of conative component
Cronbach's Alpha N of Items .792 5
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
Corrected Item-Total Correlation
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
I want to own the Vinamilk products after watching the philanthropy advertisement.
12.92 7.955 .632 .735
I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.
12.78 7.723 .627 .735
I buy more Vinamilk products after watching the philanthropy advertisement.
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.
Page 53
Table 23: Descriptive Statistics of conative component
N Minimum Maximum Mean
Std. Deviation
Philanthropy advertisement of Vinamilk makes me intend to try its products.
206 1 5 3.43 .959
I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement.
206 1 5 3.33 .981
I want to own the Vinamilk products after watching the philanthropy advertisement.
206 1 5 3.00 .881
I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.
206 1 5 3.14 .938
I buy more Vinamilk products after watching the philanthropy advertisement.
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.
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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
Page 55
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
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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.
Page 57
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
N Minimum Maximum Mean
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
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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
N Minimum Maximum Mean
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.
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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.
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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
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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.
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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.
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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.
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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
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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
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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”
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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)
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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.
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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 (Hoàn toàn không 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
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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 (Hoàn toàn không 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
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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
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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
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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”
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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
I pay more attention to Vinamilk brand due to the philanthropy in the TVC.
Meaningful message along with memorable lyric make me remember the Vinamilk brand.
Philanthropy advertisement makes the Vinamilk brand more recognizable.
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Philanthropy advertisement of Vinamilk brand makes its products differentiate from others.
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.
I pay more interested in Vinamilk brand 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
Philanthropy advertisement of Vinamilk makes me intend to try its products.
I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement.
I want to own the Vinamilk products after watching the philanthropy advertisement.
I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.
I buy more Vinamilk products after watching the philanthropy advertisement.
I become loyalty customer to Vinamilk after watching the philanthropy advertisement.
I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement.
9. Please indicate how much do you agree with the below statements about the shown
TVC.
You are most impressed and interested in the Vinamilk’s TVC “6 triệu ly sữa” because of
1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree
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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
11. Please indicate how much do you agree with the below statements about the shown
TVC. I think that the TVC “6 triệu ly sữa”
1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree
1 2 3 4 5
Should only focus on philanthropy appeal
Should provide customers more product information
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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
Page 86
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.
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_ 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.
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_ 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.
1/ Nguyễn Thị Mai Trâm:
_ 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.”
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_ 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.”
2/ Nguyễn Trần Thanh Vân:
_ 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.”
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_ 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.”
4/ Dương Ngọc Bích:
_ 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.
1/ Nguyễn Thị Mai Trâm:
_ Meaningful message and mild content are very appealing to her. However, the message is her
most concern factor.
2/ Nguyễn Trần Thanh Vân:
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_ “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.
4/ Dương Ngọc Bích:
_ “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.
1/ Nguyễn Thị Mai Trâm:
_ “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.”
2/ Nguyễn Trần Thanh Vân:
_ 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.
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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?”
4/ Dương Ngọc Bích:
_ 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.”
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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
Corrected Item-Total Correlation
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
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I become loyal 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
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
Corrected Item-Total Correlation
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
I want to own the Vinamilk products after watching the philanthropy advertisement.
15.64 9.579 .653 .703
I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.
15.50 9.510 .609 .712
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I buy more Vinamilk products after watching the philanthropy advertisement.
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
Corrected Item-Total Correlation
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
I want to own the Vinamilk products after watching the philanthropy advertisement.
12.92 7.955 .632 .735
I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.
12.78 7.723 .627 .735
I buy more Vinamilk products after watching the philanthropy advertisement.
12.89 8.529 .482 .780
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