VIETNAM NATIONAL UNIVERSITY – HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESSMARKET 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 APPROVED BY: Committee MA. Nguyen Thi Huong Giang Mr/ Mrs. Mr/ Mrs. Mr/ Mrs. Mr/ Mrs. THESIS COMMITTEE (Whichever applies) Acknowledgement F 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. Page i ........................................................ 20 Research design ................................. 6 The following objectives are of the importance of the research...................................................................................... Significance of the research ....................... 14 The theoretical model – Tricomponent attitude model ....................................................................................................... 6 III.......................................................................................................................................... 13 3/ Television Commercials...................................................................... 13 4/ Advertising elements .............................................................................................................................................................................................................................. The conative (or behavioral) component ...... The cognitive (or knowledge) component ................................................................................................................................................................ 9 Corporate philanthropy ...................................................... Scope and Limitation ................................... b......................................................... c.................................................................................Table of content CHAPTER 1: INTRODUCTION ...... 21 1/ Quantitative approach .................................................................................................................................... 11 1/ Emotional appeal .. 7 CHAPTER 2: LITERATURE REVIEW........................................................................................................................ 18 2....................................................................................................................................................................................... 16 1...................................................................... 6 IV......................................... Sampling method ........................................................................................................ 1 I......................................................... 8 Corporate Social Responsibility.................................................................................................................... 26 2/ Qualitative approach ........ 8 Market research .............................................. 32 Page ii ..................................................................... 23 a.. 23 Recruitment and procedure ........................................... The affective (or feeling) components ............................................................................ 19 CHAPTER 3: RESEARCH METHODOLOGY ................................................................................. 24 Data analysis ................................................................................................................................................... 10 Advertising .......... 12 2/ Moral appeal ........................................................... Research objectives and questions ................................................... 27 CHAPTER 4 ............................................................................................................... 7 V.................................................................................................................................................................................. Thesis structure .............................................. 23 Measurement......................................................................... Background and rationale ........................................................................................................................................................................... d.................................. 4 II.... 1 Introduction about Vinamilk ................................... 19 3......................................................... ..................................................... 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.. 32 Demographics of respondents ............................................................. .............. 86 Page iii ...2 General likability ranking advertisements ............................... 32 Objective 1: To examine overall performance of advertisements by milk brands in Vietnam market. 67 APPENDIX A ............................................................................. 75 APPENDIX B .. 50 2............................ 42 1............................................................................... ......................... 40 1............................................................................................................................ 58 CHAPTER 5: RECOMMENDATION .............................................................................................................................................................................................................................................................. 47 2..........................4 Influence of TVC’s philanthropy appeal on conative (or behavioral) component .... .... .................3 General attitude about philanthropy advertisements ......................................................................................2Influence of TVC’s philanthropy appeal on cognitive (or knowledge) component ......................1 Elements in the TVC affect consumer’s opinion: .................................................. 54 2........................................................................................................................................................................ 45 2...............5Correlation .......................................... 55 Objective 3: To understand customer’s opinions towards TVC “Chia se 6 trieu ly sua” of Vinamilk....6 Using One-way Anova to test the mean difference amongst different occupations regarding to Conative component: ............................. 44 2.................................................................................. 40 1........................................................................................................ 64 PREFERENCE.................................3Influence of TVC’s philanthropy appeal on affective (or likability) component ..........1 The “6 trieu ly sua”TVC awareness ............................ 43 Objective 2: To investigate whether TVC’s philanthropy appeal influences target audience’s attitude component towards Vinamilk brand.... 32 Response rate...........................Findings .... 57 3...................... 60 CHAPTER 6: CONCLUSION ...................................................2 General likability towards the “6 trieu ly sua” TVC: ....................................... 44 2............................................................................................................................................................................................1 General watched advertisements situation .................................................... 57 3................. .. 54 Table 24: Correlations ......................................................... 43 Table 11: Mean of general consumer’s attitude towards philanthropy appeal .... 41 Table 10: Mean of general liking for each dairy brand’s TVC ................................................ 46 Table 15: Descriptive Statistics of cognitive component ......................... 39 Table 9: Frequency distribution by being watched dairy TVCs ......................... 53 Table 23: Descriptive Statistics of conative component ....................................................................................................... 58 Table 28: Descriptive Statistics of general liking .............................................................. 33 Table 3: Frequency distribution by gender of respondents . 45 Table 13: Reliability Statistics of cognitive component ................................................................................................................................. 56 Table 26: One-way ANOVA ............................................. 47 Table 16: Reliability Statistics of affective component ..................................................... 34 Table 4: Frequency distribution by education of respondents ................................................. 36 Table 6: Frequency distribution by occupation of respondents ............................... 37 Table 7: Frequency distribution by occupation of respondents ............... 59 Table 29: Descriptive Statistics of general recommendation ...................................................................................................................... 32 Table 2: Frequency distribution by gender of respondents ..................................................................................................................... 46 Table 14: Item-Total Statistics of cognitive component ...................................................................................... 49 Table 18: Descriptive Statistics of affective component ................................... 55 Table 25: Test of Homogeneity of Variances ................................................................................................................................................................... 53 Table 22: The 3rd Item-Total Statistics of conative component ..................................LIST OF TABLES Table 1: Response rate ........................................................................................................................................................ 35 Table 5: Frequency distribution by occupation of respondents ............... 61 Page iv .......................................................................................................................................................................................................... 48 Table 17: Item-Total Statistics of affective component ....................................................................................... 50 Table 19: Reliability Statistics of conative component ................... 52 Table 21: The 3rd Reliability Statistics of conative component................... 44 Table 12: Percentage of customer’s awareness of “6 trieu ly sua” campaign ............ 51 Table 20: Item-Total Statistics of affective component ....................... 57 Table 27: Descriptive Statistics of advertising elements ......................... 38 Table 8: Frequency distribution by time watching TV of respondents. ... 38 Figure 11: Percentage by time watching TV of respondents ...................................................................................... .............................................................................................. 1993 .................. 2 Figure 2: the advertising expenditure by region in major media in 2012............................................................................................................................................................................ ................................... 33 Figure 6: Percentage by gender of Vinamilk’s customers ................................................ 36 Figure 9: Percentage by marital status of respondents................................. 22 Figure 5:Percentage by gender of Vinamilk’s customers ........................... 34 Figure 7: Percentage by education of respondents ................................. 17 Figure 3: A model of attitude formation theory of Eagly and Chaiken.................................................LIST OF FIGURES Figure 1: the advertising expenditure by region in major media in 2012....................................................................... 39 Figure 12: Percentage of dairy brand watched through TVC. 37 Figure 10: Percentage by monthly income of respondents........ 18 Figure 4: Research design – Triangulation approach .......................................................... 41 Page v .......................... 35 Figure 8: Percentage by occupation of respondents ....................................... in the philanthropy level. there are some researches investigating the effect of humanity appeal in the TVC. The perfect combination of qualitative and quantitative method in Triangulation approach helps to raise the reliability through in-depth interviews and surveys. many firms have launched several TV Commercials that applied philanthropy appeal in its TVCs. some applicable recommendations would give Vinamilk as well as other FMCG firms experience.ABSTRACT Advertising is the communication relayed from companies to persuade an audience to purchase their products. affective and conative component is applied to support the research. Catching the perception of customers. TVC is believed that it is the effective communication tool to reach the largest and most relevant audience(Ahamed). fear or music appeal. Page vi . However. print ads. Although the limitation does exist. Attached philanthropy appeal in the advertisement is very challenging work for advertisers and consumers have raised great attention and opinion towards the issue. understanding the impact of philanthropy appeal in the TVC on consumer’s attitude is the interesting topic for different industries. Philanthropy has been one of valuable traditional custom of Vietnamese. From the results. the firm commits closely to the concerns of society and community.TV and radio commercials. product placement. turning the social issues into their mission and vision. the author hopes that the research is useful to enhance the advertisement’s quality in Vietnam market. This communication is usually through various forms of paid media -. 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. Therefore. billboards and more recently. Furthermore. Many previous studies have been conducted to measure the influence of main appeals such as humor. The Tri-component attitude model which includes cognitive. reaching 502 billion USD by the end of this year. non media and communication industries survive only on the inflow of money due to advertising. Nowadays. The aim of advertising is no longer to inform consumers of a new product and its use. Therefore. 1992. advertising has become a centre of attraction. Importantly. it is more to create a wish to possess a product. 2012). services or ideas by identified sponsors through the various media” (Bovee. p. it predicts that global advertising expenditure will grow 4.CHAPTER 1 INTRODUCTION I.3% in 2012. advertising is omnipresent in our life to deliver products’ messages from fast moving consumer goods to luxury offerings. advertising has a really strong influence in consumer’s attitude and purchasing decisions. newspapers and many other media. Advertising is big business including many ranges like magazines. Page 1 .8% growth that they have forecasted before(Bernard. 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. the cable TV industry.7). In the latest report of Zenith Optimedia. This is a slight downgrade of the 4. 117 27. they want their Page 2 . customers are demanding more than ever.016 108.Advertising expenditure by region in major media in 2012 (US million) 38.218 North America Western Europe Asia/ Pacific Central & Eastern Europe Latin America Middle East & North Africa Rest of the world Figure 1: the advertising expenditure by region in major media in 2012. 2012). scare or sex. 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. 2011). total revenue in advertising in the first 3 quarters of 2011 still increases by 16% compared to the same period of 2010. some results of studies and researches which have been conducted show that advertising has greatly affected the TV viewers. recently in Vietnam. Because of the diversified characters of advertising. That has explained why using TV Commercials as communication tool to users in order to occupy customer’s attention. Besides. regardless of economy crisis. Corporate Social Responsibility (CSR)is defined as the way companies integrate social. environmental. there are enhancing uses of Corporate Social Responsibility elements in the TVC by the advertisers to occupy customer’s attention towards the ads.198 11. Nearly 500 out of 600 million collected is paid for television advertisements.203 141. or 2 month non-stop watching TV a year). etc. Furthermore.694 4. According to Nielsen . TVC advertisers have used different appeal to attract customers to their advertisements.a market research agency. such as humor. the average hours people spend time watching TV daily are 4 (or 28 hours per week. Nowadays. In Vietnam.(Foreign Affairs and International Trade Canada.510 171. It is based on main favors of audiences. Vietnam brands contribute a small piece of the pie(Binh. One side. 2000). At the first sight.000 VND for donation. justified this conclusion on the grounds of the results of a survey of the UK’s top 400 donating companies which indicated that: Page 3 . audiences figure that 10 dong per pack are collected to charity. Lee (1996). 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. both government agencies and corporations are increasingly being called upon to interact with the charitable sector to achieve mutual objectives (Sagawa and Segal. the advertisements that apply philanthropy appeal in CSR into TV Commercial were born then. For those all reasons. Taking a quick look. there are 2 different flows of opinions that argued about its advertising campaign.purchasing make sense not only for themselves but also for the society. Norton (1991). On the other hand. Cited from Tuoi Tre newspaper’s website. 2003). In Vietnam. Corporate philanthropy is the charitable donations of profits and resources given by corporations or nonprofit organizations. On the one hand. for example. doing charities and selling products should be separated to avoid ambiguity among consumers. the company gets 3 billion in pocket if the profit after costs approximates 10% of total revenue with 10 million packs sold. Lee (1996) and others have insisted that genuine philanthropy lies at the heart of the majority of corporate charitable donations. 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. Gau Do instant noodle is one of typical example in FMCG industry. Calculations have been made. business firms often find themselves more likely to achieve better performance if they are able to combine their products to charity activities. consumers consider it as meaningful. A while then. Today. Attaching philanthropy to advertisements to push sale is not accepted. humane and profound advertisement. charities are finding themselves in greater needs of outside support and thus are turning to the private sector for assistance (Andreasen and Kotler. 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. the fund will be 100 million VND when the firm sales 10 million products. 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. 2003). 2010). Moreover. Vinamilk is well-known brand in Vietnam in dairy industry and its dedication to society from the very first years of establishment (Tran. is typical illustration about the success in using philanthropy as one of the main appeal in advertisements.• 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. Therefore. Throughout these years. In the positive way. abbreviated brand name of Vietnam Dairy Products Joint Stock Company. A lot of firms take the profits in their pockets without contributing back to society in return. 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. It is acceptable that the combination between marketing and doing charity of the firm is great. 10. the commercials remind the society about life in the edge in which need help and action needed. Corporate social responsibility is attached to its mission to develop not only for the firm but also for the community. 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. • only 40 per cent thought that donations led to increased public awareness of a firm. Vinamilk has combined the philanthropy appeal in its TVC advertisements to raise the empathy and responsibility from community. 2012) that consumer has trusted in the quality and its Page 4 . First of all.000 scholarships each year the scholarship to highly resulted and harsh students are offered by the co-operation between Vinamilk and Ministry of Education. in dairy industry in Vietnam. Vinamilk has been the largest homegrown milk company (occupy 39% of market share in Vietnam) (Nguyen Xuan Thanh. 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. Obviously. Introduction about Vinamilk: Vinamilk. Vinamilk has pushed the activities related to charities as a pursuit of social contribution. Taking advantage of poor cancer children which is blamed on the firm should be taken into consideration. Being an ethical firm. there is not so much with 10 dongs but something better than nothing. Do Thien Anh Tuan. it is good signal not only for society but also for other firms. and • 60 per cent did not expect joint promotions with charities to lead to higher sales. 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. The idea is to invest in young talent across the country through Nutrition foundation (1 million. corporate social responsibility is not the external pressure but existed part of business operation. economy development. In the study. Page 5 . in mission statement and be attached in every activities of Vinamilk. working environment and corporate social responsibility .mission. 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. sponsorship for kids’ contest as well as education and co-operation with Arsenal Soccer Academy in Vietnam. environment. Attaching philanthropy appeal to TVC advertisements may push the sale. tình yêu và trách nhiệm cao của mình với cuộc sống con người và xã hội. 2012) Philanthropy in Corporate social responsibility also means humanity in general. shares: “To Vinamilk. CEO of Vinamilk. Thus. chất lượng nhất bằng chính sự trân trọng. Vinamilk focuses on: product. 3 million then 6 million glasses of milk). 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.” (Mai. 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. the “6 trieu ly sua” advertisement. Mrs Mai Kieu Lien.”(“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”. In the case of Vinamilk. To understand customer’s opinions towards TVC “6 trieu ly sua” of Vinamilk. To investigate whether TVC’s philanthropy appeal influences consumer’s attitude component towards Vinamilk brand. Scope and Limitation: This thesis studies the existing impacts. the study concentrates on emotional and Page 6 . of philanthropy appeal used in TV advertisements on consumer’s attitude toward Vinamilk. Secondly. To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC. if any.II. 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. 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. 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. First. it is inevitable to face with limits existing due to unexpected obstacles. All interviews and surveys are conducted in Ho Chi Minh City due to the limited geographic approach capability and time constraint. Throughout the process of conducting the research. 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. this research will partly contribute to the marketing considerations of Vinamilk by understanding customer’s insights. Last but not least.moral appeal which are belong to message content in developing effective marketing communication. definitions and previous researches related to this study. Furthermore. scope and limitation of the research. it presents the theoretical model which is applied as foundation to analyze. the problem. Therefore. Chapter VI: Conclusion – Ending up with the presentation of the process of how to conduct the study and significant findings as well as recommendations. IV. this research can be a premise for further researches on similar topics about advertising elements’ effects. research procedures and data analysis scale that has been adjusted. 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. Thesis structure: The study covers 6 main parts as below: Chapter I: Introduction – Stating the general background. In detail. Chapter II: Literature Review – Reviewing related concepts. Chapter IV: Data analysis and findings – Discussing about the results obtained from process of analyzing the collected data. objectives. V. Chapter III: Methodology – Detailsof the research design. so the rational appeal would be left behind to stay focus on main points. Page 7 . Chapter V: Recommendation – Discussing the research findings and proposing the suggestions. this study is also the communication tool for Vinamilktocollectsfeedbacks from consumers to improve its advertising campaign. and (3) the interpretation of that information with respect to the objectives that motivated the study. channel performance. awareness. analyzes. satisfaction. refine and evaluate marketing actions. and communicates the findings and their implications. Kumar and Day. and improve our understanding about marketing as a process. 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. Dawn Iacobucci. diversification opportunities) Page 8 . brand name development. attitude and behavior) General corporate research (market trends. Churchill.Jr. sales force compensation and territories) Buyer behavior (segmentation. market demand. and relevant strategies can be developed based on the information gathered through marketing research (Aaker. Market research: Marketing research is a critical part of such a marketing intelligence system. customer and public to the marketer through information – information used to identify and define marketing opportunities and problems. accurate and timely (RAT) information. including: (1) the specification of what information is needed. or export) Promotion (media and ad copy effectiveness. it helps to improve management decision making by providing relevant. Every decision poses unique needs for information. sales potential and forecasting) Distribution (Web site testing. coverage. test markets. (2) the collection and analysis of the information. generate. 2002).CHAPTER 2 LITERATURE REVIEW I. such as: Product (concept testing.” Note that marketing research is involved with all phases of the information management process. monitor marketing performance. 2009) Marketing research can be used to assist all aspects of marketing. Marketing research specifies the information required to address these issues. packaging design) Pricing (price elasticity. preferences. design the method for collecting information. manages and implements the data collection process..(Gilbert A. Mohr. It was legitimate insofar as it directly benefited the shareholders.corporate social responsibility is “corporate social actions whose purpose is to satisfy social needs”. Over the past decades. legal. 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.. At its grass roots. Page 9 . 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. treating employees fairly and minimizing damage to the environment. 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. and public at large. or donating to charities. According to the definition by Angelidis and Ibrahim (1993).. He argued that each dimensions of CSR can beexamined in relation to the various stakeholders of the organization (e. II.In the scope of the study. supporting the work of nonprofit organizations." The authors mentioned that socially responsible behaviors include a broad array of actions. ethical and philanthropic responsibilities. both the concept and the practice have evolved as a reflection of the challenges created from an ever-changing society. the community. such as behaving ethically. employees. 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”. Corporate Social Responsibility: Corporate social responsibility (CSR) in the form of corporate philanthropy. Lerner and Fryxell (1988) suggest that CSR describes the extent to which organizational outcomes are consistent with societal values and expectations.g. Carroll (1991) proposed four levels (pyramid) of CSR: economic. and corporate donations were mostly on the agenda of those companies that could afford it. owners. customers. has been practiced since as early as the late 1800s at least in the USA (Sethi. 1977). market research is applied to explore applicable insights and recommendations towards consumer’s attitude.1998). however. especially in projects that enhance a community's quality of life. altruistic intentions alone can no longer justify charitable giving and expenditures related to philanthropic activities. According to Carroll (1991). or communities. 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). are they donating just to gain goodwill or are they truly concerned about particular issues? For their part. Page 10 . education. Though such undertakings invariably reduced profit because they consumed corporate resources. it provides a concrete measure of the social effort of corporate managers. Philanthropic activities include business contributions in terms of financial resources or executive time. III. Corporate philanthropy: Corporate involvement in social well-being began as voluntary responses to social issues and problems. Sophisticated customers and stakeholders are looking at the behavior of the firm. corporate philanthropy is the intensive field needed to investigate among key activities associated with corporate social responsibility. 2004). 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. In the study. The distinguishing characteristic between philanthropic and ethical responsibilities is that philanthropic responsibilities are not expected in an ethical or moral sense. such as contributions to the arts. Giving to charities in the form of a percentage of pre-tax earnings. 1996). some authors contend that even these voluntary actions were not entirely altruistic.In today’s competitive marketplace. 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. then involved into a phase of mandated corporate involvement. it is important for managers and employees to participate in voluntary and charitable activities within their local communities. Stroup and Neubert (1987) also note that early philanthropy and social responsiveness were undertaken be public-spirited corporations voluntarily. and is now evolving into a phase in which social responsibility is viewed as an investment by corporations (Stroup and Neubert 1987). Summer 2002).I Hayakawa termed it “a symbol-manipulating occupation” (Hayakawa 1964. and in some way. and withdrawal of governments from the provision of social and health services represented key stimulants to the growth of European corporate philanthropy. and media guru Marshall McLuhan referred to it as “the cave art of the twentieth century” (Fitzbenry 1993.5) suggested “The simplest definition of advertising. 1997). it has changed advertising. Other crucial considerations. Advertising: Traditional definitions of advertising include a series of elements that distinguish the field from others. Page 11 . Dabson argued. U.19).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. Logan (1993) concluded that the privatization of European industries previously run by national governments. and Jones 1960. which in turn has changes the set of elements used in its definition (Jef I.13). In an early advertising textbook.” The preference to “print” reflected the media of the time. 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. the rapid cross-border transmission of the latest business practices (such as corporate philanthropy). Industry icon Leo Burnett defined it as “selling corn flakes to people who are eating Cheerios” (Bendinger 1993. p. Although each of these undoubtedly captures some aspects of advertising’s essence. Richards and Catharine M. they lack sufficient precision to distinguish advertising from some other forms. Over the years. Daniels. Each innovation in communication has been used for advertising. p. III. p. were the escalation of social problems too large decision for governments to tackle on their own. Daniel Starch (1923.269). is that advertising is selling in print. advertising has been defined in many ways. English professor S. p. p. Curran. and one that will probably meet the test of critical examination. and cultural convergence within the (then) EEC leading to pan-European norms of community involvement by firms.S President Calvin Coolidge called it “the life of trade” (Bradley.60). attractiveness. In general. broadcast. 2011). can be found in the American Heritage Dictionary (2000): “The activity of attracting public attention to a product or business.” Undoubtedly. An advertising appeal is the primary claim used in an advertisement to market a particular product or service. In his Understanding Media. or on television. the philanthropy appeal studied in this thesis lies within latitudes of emotional and moral appeal. uncover customer needs and wants. happiness. they suppose that purchasing reasons might come up from an advertising appeal that plays off consumer’s emotions involving fear and love.A more modern definition. Advertisements. on the other hand. for example. encompassing a broader range of media. They tend to use words. 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. 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. 2012). emotional and moral one. or electronic media. Professionals in advertising instead try to appeal to the emotions. the first Sentence of the section on advertising reads. social preferences. usually have one major claim that they use to increase the appeal of a specific product. Lamb. saving desire or need for convenience. the advertising appeal used in a given advertisement has little to do with the merits of the product itself. "The continuous pressure is to create ads more and more in the image of audience motives and desires. Specifically. on the Internet." Page 12 . on billboards. or other aspects of their target demographics. or other aspects of one's self(Daniel Liden and Jenn Walker. In addition. In most cases. as by paid announcements in the print. 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. images. advertising appeal includes three main types of rational. and music to demonstrate how purchasing a given product or service will increase one's social standing. whether they appear in print. this is the "continuous pressure" McLuhan refers to. radio. Perreault and McCarthy (2000) admit that one of the methods of measuring advertising effects is Page 13 . employment generation. Positive emotional appeal covers humor. etc. equal rights for woman.including the emotional appeal that some observers have held to be abhorrent and underhanded. Also. rural development. anti-smuggling and hoarding. Psychology research has illustrated the importance of personal norms and moral concepts as well as their salience as driving forces of behavior (Cialdini. 1998). Past studies reveal a fairly strong relationship between advertising investments and sales. that television is one of the prevalent media for this purpose. adult literacy. an advertiser must strive to cut through the considerable commercial by any means available . 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. Individuals' judgments seem to be guided by moral shortcuts that are sensitive to framing effects (Sunstein. 2004). social responsibility projects of corporations. television is generally assumed to have massive effects on viewers for a variety of reasons. The moral messages could arouse a favorable response to society regarding to prohibition.2004). and so on. a great deal of money is spent on advertising. Advertisers are ever more compelled to invoke consumers' drives and longings. First. 2/ Moral appeal: Moral appeal is appeal to the audience which appeals to their sense of right and wrong.The main purpose of emotional appeal is to evoke effective responses (Main et al. happiness. presumably with proportional effects. consumer protection. love.. a sense of guilt. social forestry. Kotler (1991) defined emotional appeal as the stimulation of consumers’ purchase intentions by arousing their positive or negative emotions. In order to stay in business. siding weaker sections of society. while negative emotional appeal involves fear. people spend a deplorable percentage of their waking hours in front of television sets. Similarity. and so on. and big spenders are assumed to know what they are doing. Rice and Atkin (2001) note that. magazine and etc. and decisions of another" (p. 2007). To help evaluate the extent to which advertising dollars are earning the best return on investment. Trust development Lewicki & Wiethoff (2000) described trust as "an individual's belief in. Catchy music. Instead. 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. It is therefore the goal of the current work to bridge this important gap. they work simply because of the same characteristics. 1986). visual humor. Also. repetition. 2009). the cost per view and the effectiveness are still in question (Patsioura. the company may find itself out of the picture (Steven. actions. This can often be accomplished simply by making a well produced ad with likable characters. 87). Positive association Successful advertising rarely succeeds through argument or calls to action. the advertisers should take these important factors into consideration. An ad should establish the company offering the product as deserving of trust. However. 4/ Advertising elements: The best advertisements have to create the desire from the potential customers. and if firms are unable to come up with unique.to evaluate sales. and willingness to act on the basis of. loud sounds. The goal of an advertisement is to motivate action(Advertising: 5 elements of a great advertisement). Attention Grabbing Consumers’ expectations have increased. It seems that most researchers Page 14 . many researchers studied the different aspects of TV advertisement that we referred to some of them in follow. radical and attention-grabbing advertising ideas. it creates positive memories and feelings that influence consumer’s behavior over time to encourage customers to buy something at a later date(Hollis. To conduct a good advertisement. These all appeal to basic sensory perceptions and if done right. a beautiful woman.Feeling also plays an important role in the formation of judgments on advertising (Barra and Ray. 2011). the words. motivational drivers have different levels of importance. the customer will probably need a little prodding. esteem needs (recognition and status) and self-actualization needs (fulfillment of self)." According to this model. Simply ending a commercial with a call to action will often suffice. Consumer motivation is linked to Maslow's "hierarchy of needs. thus making the consumer happy (Gilbert. The purpose of creating the desire is to present the firm as the ideal solution. creating positive feelings in people may be the easiest ways to establish positive associations with products. Higher-level needs include social ones (for relationships and love). creating the desire is sufficient to motivate action. 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. 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). Therefore. The product is desirable enough to sell itself. an individual must meet lower-level needs before being motivated to fulfill higher-level needs. 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. 1987). According to Maslow. With many products. All good advertisements tell a story about a product and why the consumer should go with the product. But for other products. 2011). The most common needs are physiological and concern basic survival--the need for food.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. Page 15 . Once the story has been told. shelter and safety. it’s now time for the ad to top things off by taking the established “desire” and turning it into action. perceptional and cognitional processes. 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. (2007). 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. Arnould. emotions. Schiffman and Kanuk (2007) see it as a “disposition”. Arnould et al (2007) see it as consumer’s overall enduring evaluation of a concept or object. 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. 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. the focus has been on specifying the composition of an attitude to better explain or predict behavior. surrounding an individual. Ernis (1992) detailed attitude as a particular system of motivation. Banyte et al.VI. Solomon et al (2007). responding to certain environmental aspects. 2009). in summarizing opinions of various authors and indicating the most-essential features of attitude. Page 16 . it is important to note that while Ajzen (2002) and Solomon. Schiffman and Kanuk (2007). 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. To this end. Bamossy and Askegaard (2002) agreed that it is an “evaluation”. Pearson Education International.. which was also developed based on the concept of Tri-component Attitude model of Fishbein (1975) to examine objectives as the following model. 9th edition.235) Due to previous researches. Page 17 . (Source: Schiffman and Kanuk (2007). an affective (or feeling) component and a conative (or intention) component. According to this model. attitude consists of three main components: a cognitive (or knowledge) component. this study will apply the concepts of attitude formation theory (Eagly and Chaiken 1993). Inc. p. Figure 2: the advertising expenditure by region in major media in 2012. Consumer Behavior. 1975.The conceptual model of research is based on the concept of Tri-component Attitude Model developed originally by Fishbein. the consumer believes that the attitude-object possesses various attributes and that specific behaviors will lead to specific outcomes. Cognition is a complex mental process whereby an individual gains knowledge and understanding of the world. represented by such thinkers as Plato (c. in other words. The cognitive component refers to the knowledge. 2008. Page 18 . imagery.C) and Rene Descartes (1596 – 1650). attention. 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. Beliefs are the cognitive component of consumer attitude. The beliefs about an object tend to control the change that may take place in an attitude.427 – 347 B. problem-solving and decision-making (LeBlanc). This knowledge and resulting perceptions commonly take the form of beliefs. verbal function. memory. While cognition cannot be neatly dissected into constitutive process. beliefs. Identify the effect of cognitive. knowledge is determined by what has been in an individual’s mind since-or before-birth. 1993 (Source: Kwon J. 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. psychologists point out that it reveals the interplay of such critical psychological mechanism as perception.. innate ideas are the crucial component in cognition. The cognitive (or knowledge) component : According to idealistic view. that is.Cognitive appeal Philanthropy appeal Affective appeal Attitude towards object or entity Conation appeal Figure 3: A model of attitude formation theory of Eagly and Chaiken. and opinions the person has about the attitude object. judgment. affective and behavioral components on residents’ attitude toward place marketing) 1. & Vogt C. The affective (or feeling) components: The affect component of an attitude reflects feelings. However. evaluation. 2007). Affect refers to the way a consumer feels about an attitude object. Consumer researchers frequently treat these emotions and feelings as primarily evaluative in nature. 2000). The behavioral component provides responsetendencies or behavioral intentions. anger) can arise from experiences with the product or service attributes (Derbaix and Pham 1991). etc.. Chisnall (1975) observes that these feelings may derive from personality traits. Behavior involves the person’s intentions to do something with regard to an attitude object. they capture an individual’s direct or global assessment of the attitude-object (i.2. That is. It relates to the emotional content and arouses either likes or dislikes of a particular object (Eagly and Chaiken. “good” or “bad”. A consumer’s emotions or feelings about a particular product or brand constitute the affective component of an attitude. delight) and negative affect (e. The conative (or behavioral) component: The conative component reflects behavioral tendencies toward the attitude object. 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. (Schiffman and Kanuk .g.g. 3.e. The actual behaviors reflect these intentions as they are modified by the situation in which the behavior will occur. social norms.. 2007). motives. The behavioral component of an attitude is one’s tendency to respond in a certain manner toward an object or activity. Conation is frequently treated as an expression of the consumer’s intention to buy in marketing and consumer research. the extent) to which the individual rates the attitude-object as “favorable” or “unfavorable”. 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. both positive (e. Conation refers to the act of attempting something. This conative component of attitude may include the actual behavior itself. 1993). or emotions regarding the attitude object (Schiffman and Kanuk.. Page 19 . In general terms. The main strengths of qualitative data collection are that it provides (Adapted from PARK companion. perceptions or intentions (Introduction to qualitative data and method for collection and analysis in food security assessments. Qualitative data are often textual observations that portray attitudes. Additionally. JIPS/ACAPS. Qualitative research shares these characteristics.e. 2009). the human voice of thedisaster) Inclusion of a diverse and representative cross section of affected persons Page 20 . 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. behaviors. and social contexts of particular populations. Qualitative research is especially effective in obtaining culturally specific information about the values. Conclusions made from collected qualitative data take the form of informed assertions about the meaning and experience of certain (sub) groups of affected populations. opinions.CHAPTER 3 RESEARCH METHODOLOGY Qualitative research (Qualitative Research Methods: A Data Collector’s Field Guide) is a type of scientific research. 2012): Rich and detailed information about affected populations Perspectives of specific social and cultural contexts (i. it seeks to understand a given research problem or topic from the perspectives of the local population it involves. However. the collection and analysis of data from representative samples is more commonly used. where the greatest area of impact is. and what are the key sector needs.R and Schindler P. the results of which are typically presented using statistics. using the appropriate methods and analyzed critically. Research design: This thesis applies Triangulation approach which combines both qualitative methods with quantitative methods to get data (Cooper D. the more representative the sample is. even a representative sample is meaningless unless the data collection instruments used to collect quantitative data are appropriate. The main strengths of quantitative data collection are that it provides (Adapted from the PARK companion. 2006). I.. Scientific measurement is key to quantitative research. Quantitative research methods are characterized by the collection of information which can be analyzed numerically. The advantage of legitimate quantitative data. 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. 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. 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. well designed and clearly explained to end users of the data. Because quantitative data is numeric.S. 1996). In its simplest terms. 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. Using statistical methods. Triangulation is broadly Page 21 . that is data which is collected rigorously. is in its reliability. tables. The aim of the quantitative research method is to test pre-determined hypotheses and produce generalized results (Marshall. the observer could only make reasonable guesses about his area of ignorance in the effort to reduce bias." In the simple way. the researcher considers which questions should be put in the questionnaire. 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. "Without the survey data. Then. Researchers using qualitative methodology are encouraged to systematize observations. 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 develop quantifiable schemes for coding complex data sets. and to know how consumer define the word “philanthropy”. This approach is used in order to provide deeper understanding. to utilize sampling techniques. the exploratory approach is conducted. the survey is sent through online surveys via email and Facebook to Page 22 ." Based on the first finding from this tool. Exploratory research (Qualitative) Descriptive research (Quantitative) Exploratory research (Qualitative) Figure 4: Research design – Triangulation approach First and foremost.defined by Denzin (1978: 291) as "the combination of methodologies in the study of the same phenomenon. one of the methods. As Vidich and Shapiro (1955: 31) wrote. Survey research may also contribute to greater confidence in the generalizability of results. the interpretation of statistical relationships. Recruitment and procedure: The process of collecting data was implemented in two ways: Snowball method. and those new relationships as well as information can be shared and collected easier. Sampling frame: Snowball sampling was used in this research. the qualitative methodology is optional but the result’s confirmation and deeper understanding through re. students and individuals who aged over 18 years old living in Ho Chi Minh city. In the next stage. maybe any add-in suggestions or recommendations for Vinamilk would be found in this step. Collected back the sufficient data from respondents. Sampling pool: housewives.in depth interviews are required to make the thesis more reliable. It is a useful tool for building networks and increasing the number of participants (Goodman. the more connections can be made. field methods can contribute to survey analysis with respect to the validation of results. For instance. The survey is mostly conducted through email and Facebook – personal and Vinamilk page. the more relationships are built through mutual associations. and the clarification of puzzling findings (Sieber. Sampling method: Target population: Vietnamese Vinamilk end-users. In other words. It is one of the main types of non-probability sampling methods.qualified respondents.Snowball method is simultaneously used which basically depends on acquaintance or relationships of researcher. b. 1973: 1345). is used to lead respondents to receive information from different places through mutual intermediaries. 1/ Quantitative approach: a. Furthermore. 1968: 360). the researcher distributes the questionnaires online through emails of people who she has Page 23 . Researchers are encouraged to utilize quantitative approach to exploit "the potentialities of social observation" (Reiss. 1961). a non-probability method. Among other assets. 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. Then. after analyzing information from qualitative approach. as mentioned above. The author can post the questionnaire to her Facebook account to ask qualified relatives. This process continues until the number of questionnaires reaches expected number and the author get enough data from those questionnaires. the pilot test including essential questions to consolidate official questionnaires is built and tested on 15 people to check any respondents’ misunderstanding or biases. c. Last but not least. To start the process. They may also help to spread it around to qualified respondents somewhere else. then these respondents will introduce others similar and qualified subjects that they may know for the author to joining doing questionnaires. the most popular way is social network – Facebook for example. 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).acquaintance or relationships with. The scale is later recoded into a 1–5 scale. If any mistakes showed. 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 Page 24 . the writer chooses 2 tools to reach qualified respondents which are via email and Facebook. the author corrects and finalizes the questions before spread it out. friends and acquaintances to carry out. [Yes/ No] Frequency of watching TVC Nominal How many times do you [Number of times watch TVC? per week] Page 25 . age. [List of items] dairyadvertisements memory. marital status. income. Elimination questions Nominal Dairyconsumingexperience.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. occupation. much you agree with the 2 = disagree. following statements. Data analysis: The data collected through questionnaires will be analyzed with SPSS software. Descriptive statistics involve the transforming process of raw data to a Page 26 . much you agree with the 2 = disagree. 3 = neutral. following statements. 4 = agree. summarize and describe data in a study. 3 = neutral. 5 = total agree. The SPSS software will be used for: Descriptive Statistics: Descriptive statistics are used to explore data collected. SPSS (Statistical Package for the Social Science) is a computer application that provides statistical analysis of data. TVC towards consumer attitude Recommendations Nominal Do you have to any suggestions TVC improve or any quality elements of it as consumer for Vinamilk? d. 4 = agree. They provide some general observations about the data collected.Elements affects attitude of TVC Nominal Do you agree with these [Yes/ No] statements? consumer Five-point Likert scale Please indicate that how 1 = total disagree. Impact of philanthropy appeal in Vinamilk’s Five-point Likert scale Please indicate that how 1 = total disagree. 5 = total agree. Descriptive statistics provides frequencies.6 and above is acceptable. (2001). Reliability Test: According to Cavana et al. A Pearson product-moment correlation coefficient describes the relationship between two continuous variables. dispersion and distribution.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. it is a demo stage to find out what the customer insights are about their definition as well as perception and somehow understandtheir reaction Page 27 . 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. statistics including percentile values. the value of 0. With the first in-depth interview. and charts including bar charts and histograms. Anova. Reliability test is used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon. 2008).form that will provide information for describing a set of factors in a situation.C et al. so that she can develop a detailed understanding of the values and beliefs held by members of the population. To serve the first objective of the study.. especially for initial investigations. According to Nunnally (1978). Frequency Test: Frequencies options include a table showing counts and percentages. Cronbach’s alpha is computed in terms of average inter-correlations among the items measuring the concepts. ―Cronbach’s alpha is a reliability coefficient that indicates how well the items in a set are positively correlated to one another. 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. The value of this coefficient can vary from 0 to 1. for qualitative approach. researcher aims to become immersed in or part of the population being studied. and is available through the Analyze and Correlate menus (Sheridan J. measures of central tendency and dispersion. central tendency. Correlation analysis: Correlation looks at the relationship among variables in a linear fashion. When participant observation is used. 2/ Qualitative approach: There are 2 main methods used for collecting information in qualitative approach consisting of participant observation and in-depth interview. In this thesis. It is about 30-minute-face-to-face interviews with friendly atmosphere managed by the author. Page 28 . 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. For the second purpose. A convenience random sample is made up of people who are in the right place at the right time. 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. habit purchase and the pop-up mind towards the “6 trieu ly sua” TVC from interviewees. recognition or purchase intention. All details of discussion were recorded by electronic tool as mobile phone to avoid missing with the acceptances of interviewees.towards philanthropy appeal in Vinamilk’s TVC. 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. mobile phone supports the author to show the “6 trieu ly sua” TVC in part 2. First in-depth interview – exploratory approach: To find the appropriate inputs for questionnaire. Besides. 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. The very first interview would help the author have general views about consumer attitude on brand awareness. the first in-depth interviews are conducted with 3 Vinamilk end-users who are varied in occupations and ages. the author wants to explore the insights of Vinamilk brand perception. etc to come up with the pilot test. likability and behavior stage. In the very first step. When. The interviewer digs nuggets of data or meanings out of subject’s pure experiences. Normally. However. in some circumstances.Second in-depth interview: In this phase. “The knowledge is waiting in the subject’s interior to be uncovered. 2003). 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. or even How) relating to their thoughts. unpolluted by any leading questions” (Kvale. 2001). actions or beliefs to gain valuable information (Kemp. a set of certain questions is developed. Why. Based on the results from quantitative research. Please explain your ranking of top 3 milk brands advertisements that you are in favor of. the in-depth interviews are conducted in 4 people with cross-demographics to exploit further insights. 1996:3). there are over-60-minute conversations between interviewer and interviewees with the open-ended questions and the followings in form of “Wh” questions (What. uncontaminated by the miner. Part 1: To examine overall performance of advertisements by milk brands in Vietnam market. The first key feature needed in the stage is the combination between structure and flexibility(Jane Ritchie and Jane Lewis. Top 3 favorite advertisements Rank Vinamilk 1st Rank other 1st Reasons to choose? Compare to others? Reasons to choose? Compare to Vinamilk? Page 29 . the flexibility is applied to investigate deeply about interviewee’s mindshare. 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. 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? Page 30 . 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. In general. After watching the “6 trieu ly sua” TVC. 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. 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.- Which characters in these advertisements which appeal to you? According to you. 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. if they want to add philanthropy appeal into their TVCs. which guidance that they should consider? Page 31 .- To support other FMCG firms. Response rate: Questionnaires were spread out for nearly 3 weeks from December 2nd to December 14th. FINDINGS FROM QUANTITATIVE RESEARCH: 1. 82. the sample size of the quantitative research which was also acceptable returned questionnaires was 206 (n = 206). There were 250 copies which included hard copies and online surveys delivering to customers.CHAPTER 4 DATA ANALYSIS AND MAIN FINDINGS I. Data in this part have been organized into different types according to the distinctive characteristics of the variables under consideration.4 percent. Respondents Questionnaires delivered Returned questionnaires 250 206 Table 1: Response rate 2. Only 206 questionnaires returned in valid quality so that the response rate is estimated at 82. As a result. Demographics of respondents: It was precisely 126 online surveys and 80 hand-outs delivered.2012.4 Response rate (%) Page 32 . 0 Cumulative Percent 25.7 74. there are 153 females and 53 males.a/ Gender: Table 2:Frequency distribution by gender of respond Frequency 53 153 206 Percent 25.3 100. From the statistics of figure 6.3%) meanwhile male constitutes only 25.7% which is much lower than the female.0 Valid Male Female Total 25. Page 33 .7 100. It is understandable that the female pay more attention to not only their health but also other family members (especially housewives).7% Male Female 74. approximately 3 times.0 Valid Percent 25.3% Figure 5:Percentage by gender of Vinamilk’s customers Out of 206 respondents. the majority are female (account for 74.3 100.7 74. 3 17.0 Valid Percent 55.50 Over 50 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.4 100.3% compared with 44.0 2.3 25. In the research.0 Over 50 5 2.0 Cumulative Percent 55. Proportions of groups ranged from 23 – 35.6 100.4% 17% 18 . 36 – 50 to over 50 years old tail off.22 23 .7% for 3 parts left. Page 34 .6 97.50 35 17. It cannot be explained that the Vinamilk’s majority customer ranges from 18 to 22 years old.3% 25.3% 36 .4 Total 206 100.35 52 25.0 Valid 2. It is assumed that the housewives occupies huge ratio in purchasing dairy products for their families. it seems that the housewives do not pay much attention to the research because of no free time then.3 80.b/ Age: Table 3:Frequency distribution by age of respondents Frequency Percent 18 .3 23 .22 114 55. The range from 18 to 22 years old takes the domination of 55.35 55.3 36 . 6 13.c/ Education: Table 4: Frequency distribution by education of respondents Frequency Valid High school 28 College/ Bachelor 166 Master/ Higher education 12 Total 206 Percent 13.8% 13.6 80.6 80.6% High school College/ Bachelor Higher education 80. The chart points out that the percentage of college/ bachelor degree is dominant with 80.0 Valid Cumulative Percent Percent 13. Page 35 .6% of high school degree and 5.8 100.2 5.6 94.8 100.6% corresponding with 13.0 5.8% left of higher education.0 100.6 5.6% Figure 7: Percentage by education of respondents The pie chart delivers the precise percentage of education of the sample. 9% Housewife Unemployment Figure 8: Percentage by occupation of respondents The table of frequency distribution by occupation explains the career of participants. Only 2 people represent for 1% with no job title join the studied.0 206 100. Page 36 .2% and 3. It is clearly to see that the number of attendants who are still students are the biggest number which occupies 53.0 100.9 99.d/ Occupation: Table 5: Frequency distribution by occupation of respondents Frequency Percent 111 53.9 53.2 95.0 100.9% 1% Student Employee 41.2% 53.2 8 3.9 85 41.0 Valid Cumulative Percent Percent 53. There are 85employeesaccounting for 41.9 2 1.0 1.9 41.9% for 8 housewives taking part in the study.9% percent in total and represent for 111 out of 206 respondents.1 3.0 Valid Student Employee Housewife Unemployed Total 3. 0 Cumulative Percent 69.1 100.9% Married 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.e/ Marital status: Table 6: Frequency distribution by marital status of respondents Frequency Percent Valid Single 144 69.1% Single 69.9 Married 62 30.9 100.0 30.The number of divorced people hardly interest in the research.1 Total 206 100. Page 37 .9 30.0 Valid Percent 69. It appears that more and more singles are aware of enhancing health. 6 22.0 Valid Under 5 mil VND 5 . single and mostly from 18-23 years old.9 97.6 86.2 2.3 10.20 mil VND Over 20 mil VND Total 3% 10% Under 5 mil VND 22% 65% 5 . the group of people who earn less than 5 million VND per month constitutes the biggest ratio. Page 38 .3 10. Next.6 22.0 Cumulative Percent 64. 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.2 2.0 Valid Percent 64. the amount of monthly income is different for various attendants.10 mil VND 11 . 65 % representingfor 133 out of 206 participants. the second ratio is 22% of respondents who get the range of income from 5 to 10 million VND every month. As can be clearly seen.1 100.20 mil VND Over 20 mil VND Figure 10: Percentage by monthly income of respondents The table 7 and figure 11 illustrate the monthly income of respondent.10 mil VND 11 . In general.9 100.9 100. This percentage is matched with two tables above which show most of respondents are students.f/ Monthly income: Table 7: Frequency distribution by monthly income of respondents Frequency 133 46 21 6 206 Percent 64. 6 30. The frequency level is divided into 4 groups.1% 30.6 40.g/ Watching TV time: Table 8: Frequency distribution by time watching TV of respondents Frequency Percent 63 30.0 100.0 100. The second majority is group of people who spend time watching TVC over 7times per week.3% Never 28. A little bit lower than the second group is groupof people watching TVCless than 2 times/week with 28.3%.1 2 206 1. constitutes 30.7 times per week Less than 2 times/ week 40.0 100. The group of watching from 2 .9 28. Page 39 . occupies almost 40.0 Valid Over 7 times/ week 2 – 7 times/ week Less than 2 times per week Never Total 1% Over 7 times per week 2 .1% and only 1% never watches TV.6 83 40.7 times/week takes domination with the number of respondents comes up to 83 out of 206participants.0 1.0 Valid Cumulative Percent Percent 30.3 58 28.6% Figure 11: Percentage by time watching TV of respondents The table 8 shows the frequency rate of watching TVC per week of respondents.3 70.6% in total. varyingfrom never watching TVC to watching more than 7 times/week.1 99. 91 12.37 29.55 9.1 General watched advertisements situation: Response Number Ad_TVC_choices Dutch Lady TH True Milk Yomost Fristy Milo Ovaltine Total Vinamilk 197 186 82 115 153 112 60 905 Percent (%) 21.82 74.1 12.13 Table 9: Frequency distribution by being watched dairy TVCs Page 40 .34 6.29 39.77 20. 1.81 55.63 90.63 100 Percent of cases 95.Objective 1: To examine overall performanceof advertisements by milk brands in Vietnam market.27 54.7 16. 27 55. As can be seen.34%.29 74.63% awareness of respondents representing 197 out of 206 people. Dutch Lady ranks as the second with 90. Vinamilk and Dutch Lady are very familiar and popular brands in dairy industry that most of them get used to watching. TVC of Vinamilk reaches 95.37 Vinamilk Dutch Lady TH True Yomost Milk Fristy Milo Ovaltine 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.95.82 39.81 29. Page 41 . The question asks respondents to choose freely whatever dairy TV Commercials watched without considering the quantity. It is clearly tosee that with participants. Fristy makes a hit with active entertainment with super kids’ image towards children.29% which is lower than the Vinamilk about 5.13 54.63 100 90 80 70 60 50 40 30 20 10 0 90. According to Hoang Linh (32 years old. Dutch Lady steps ahead when compared to Vinamilk. Mai Tram (21 years old.1.680 . In spite of being known by only 186 respondents. Page 42 .85 . student) has different viewpoint which is “Vietnamese use Vietnam products”. Vinamilk does not get the support as much as Dutch Lady’s TVC does.2 General likability ranking advertisements: Table 10: Mean of general liking for each dairy brand’s TVC Like Vinamilk Like Dutch Lady Like TH True Milk Like Yomost Like Fristy Like Milo Like Ovaltine Valid N N 198 186 82 115 153 113 62 Minimum Maximum 1 5 2 5 2 5 2 1 1 1 5 5 5 5 Mean Std. Vinamilk only gets 3.52 3. To sum up.934 .20 3. doctor).08 in 5point-scale.757 3. That explains why she prefers the Vinamilk advertisements than others foreigners’ products. it is undeniable that Dutch Lady and Vinamilk are long-life and familiar brands with consumer. It made a huge impression when he was younger which led to the habit of using Dutch Lady’s products. Dutch Lady completes their job excellent to make positive effect on consumers.846 .85 while Dutch Lady comes to 4. The advertisements may have relatively impact towards customer’s behavior and the habit purchase or perception also influences the likability of its advertisement.08 3.54 3.34 . Deviation . However.32 .825 Although occupying the most watched TVC in the list.848 4.724 3. Page 43 . 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.00 3.86 of mean to the advertisements. Some interviewees said that the funny or humorous ads easily get their attention. However.1.86 . But philanthropy ad easily occupies their support.886 206 206 1 1 5 5 4. but in deep.65 . I would try and buy products with philanthropy appeal in their TVCs. Yet.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). Deviation 3.858 . I’m fond of (support) to TVCs that using philanthropy appeal. N Minimum Maximum 206 1 5 Mean Std. the respondents imply that there are many other concerns when purchasing a product than just a meaningful message they get from the advertisement.3 General attitude about philanthropy advertisements: Table 11: Mean of general consumer’s attitude towards philanthropy appeal I pay more attention to TVCs that using philanthropy appeal rather than others not. the humanity in each person always waiting to wake up. asking for action (try or buy the product). Although participants do not pay much attention which is about 3. 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. affective component and conative component. it helps to explain whether the philanthropy appeal has considerable impact on three components of attitude. The collected data is measured by agreement degree of different statements about philanthropy appeal in TVC for three components of attitude including cognitive component.9% while Dutch Lady pays 19.0 Valid Cumulative Percent Percent 86. By checking the average mean value.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. T-test.0 100.1 100. there are about 11 out of 17 questioned respondents call back the video that they have already watched before. For this objective.9 13. This indicates that Vinamilk did a good job on gaining customer’s awareness about their TVC (even though Vinamilk occupies 12. Page 44 . At the same times. 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. 2012). 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.9 86.1 The “6 trieu ly sua”TVC awareness: Table 12: Percentage of customer’s awareness of “6 trieu ly sua” campaign Frequency 179 27 206 Percent 86. and then they answered some 5point Likert-scale questions. participants were shown a TVC of Vinamilk. 2.Objective 2: To investigate whether TVC’s philanthropy appeal influences target audience’s attitude component towards Vinamilk brand.9 13.2%on allowance advertisement breakthrough)(Dairy Vietnam: Chien luoc marketing cua Vinamilk.1 100.0 Valid Yes No or don't remember Total In total 206 respondents participating in the research. 86. 576 .067 . it means that the scale is well designed to be the representative to measure the reliability dimension of cognitive component of attitude. 11. Table 14: Item-Total Statistics of cognitive component Scale Mean Scale if Item Variance if Deleted Item Deleted 11.85 10.608 .772 N of Items 4 The high value of Cronbach’s alpha (0.04 4.551 Cronbach's Alpha if Item Deleted . there is no removal canincrease the Cronbach’s Alpha coefficient which is 0.014 Corrected Item-Total Correlation . Philanthropy advertisement makes the Vinamilk brand more recognizable.2 Influence of TVC’s philanthropy appeal on cognitive (or knowledge) component: Table 13: Reliability Statistics of cognitive component Cronbach's Alpha . Meaningful message along with memorable lyric make me remember the Vinamilk brand.716 10.98 4.772) is the evidence of internal consistency of this measurement set.731 I pay more attention to Vinamilk brand due to the philanthropy in the TVC.25 4. Page 45 .723 As the table shown. Therefore.126 .564 . The factor items included in this dimension have close relation with each others.096 4.701 . Philanthropy advertisement of Vinamilk brand makes its products differentiate from others.2.772. 67 3.The high standard deviation of 0.881 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.807 .85 . Philanthropy advertisement of Vinamilk brand makes its products differentiate from others.8415 The average mean of 3.73 respectively) also indicate that philanthropy appeal has some specific impact on the way audience attend and recognize the brand.67 and 3.68 0.73 . Meaningful message along with memorable lyric make me remember the Vinamilk brand. the in-depth interviewees also interpreted differently.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. Mean Deviation . 206 206 2 1 5 5 3. To explain why philanthropy appeal influence on knowledge or awareness of audience toward the brand Vinamilk.46 3. Page 46 .Table 15: Descriptive Statistics of cognitive component N Minimum Maximum 206 1 5 206 1 5 Std. Other two means (mean value = 3.8415 implies that there are many points of views among respondents. Philanthropy advertisement makes the Vinamilk brand more recognizable. the highest mean value (mean value = 3.843 I pay more attention to Vinamilk brand due to the philanthropy in the TVC.835 Valid N Average 206 3. However. To Vinamilk.” Thanks to the brand awareness. According to her. the ambiguity exists when being asked about the differentiation and recognition of the brand due to the familiarity. student) admits that the TVC impressed her at the first time. Mai Tram (21 years old. respondents show their perception through high memorable assessment (mean of 3.85). in in-depth interviews.818 N of Items 4 Similar to other first factors. they imply the confusedness to evaluate the perceived brand after watching the ad due to the existing position of Vinamilk in their minds. even though Vinamilk is the big firm. employee) indicates that she is affected by the brand identity of how well the firm is. Nevertheless. to remind the responsibility to underprivileged children. Page 47 . So it is clearly to see that these internal factors are well consistent. Having highly invested in message via content and images is one of the main advantages of “6 trieu ly sua” campaign. the product from a renowned and long-established brand is reliable and should be tried.818. However. 2. 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. it has already been a strong and sophisticated firm from younger.3 Influence of TVC’s philanthropy appeal on affective (or likability) component: Table 16: Reliability Statistics of affective component Cronbach's Alpha .Thanh Van(25 years old. the Cronbach’s Alpha in this dimension is also very high with value up to 0. They blame it on the confusedness in interpretation after watching the ad. some people deny any changes in the brand position in their mindsets. The “6 trieu ly sua”. I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC.678 .096 .87 3. I feel Vinamilk brand more appealing due to the philanthropy appeal in its TVC.818) that can help to increase the Cronbach’s Alpha coefficient.769 .02 4. It is believed that the questions in the first two stages are well designed.587 .579 .195 .753 The table also supports more for the consistence among factors where there is no possible removal items(compared to mean of 0.795 I feel curious about Vinamilk brand when philanthropy appeal is put into TVC. 10.797 10.60 4. I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC.716 .732 10.Table 17: Item-Total Statistics of affective component Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted 11.398 .72 4. After watching the TVC. Page 48 . 6 0.81 .778 206 1 5 3.816 The mean values in this dimension range from 3. I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC. High average standard deviation also reveals varied opinions towards the likability component.81) than others showing the support due to the philanthropy created in this TVC.Table 18: Descriptive Statistics of affective component N Minimum Maximum Mean 206 1 5 3. Mai Tram states the doubt that Vinamilk is famous Vietnam firm though.38 to 3. Deviation . some interviewees indicate that the ad does impact relatively well to their emotion which is expressed by average mean of 3.834 I feel curious about Vinamilk brand when philanthropy appeal is put into TVC.53 . After watching the TVC.859 206 1 5 3. 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. the possibility of evidence is sensitive issue. In general.6. Valid N Average 206 1 5 3. I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC.68 .6.792 206 3. I feel Vinamilk brand more appealing due to the philanthropy appeal in its TVC.81 with the average mean value is 3. The publication of contribution numbers is notyet Page 49 . “I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC” has highest mean (3. 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.38 Std. She would prefer the Vinamilk’s products than others thanks to the “6 trieu ly sua”. It proves the curiosity and caring from customers.757. Page 50 . In conclusion. the ad comes to each individual with different viewpoints. the Cronbach’s Alpha coefficient is relatively good with 0. So it indicates that the scale is well designed with internal consistence among factors. Mrs Bich (42 years old.transparent and publicized. the “6 trieu ly sua” creates the empathy in her to underprivileged children. 2. In addition. housewive) shares that even though Fristy is favorite milk of her son. Not only impact on their emotion but also create the top of mind choice does the ad have done.4 Influence of TVC’s philanthropy appeal on conative (or behavioral) component: Table 19: Reliability Statistics of conative component Cronbach's Alpha . Some respondents like the ad or even ready to support. she also indicates some disagreements in the TVC which cause the lower effect. the state of curiosity happens after watching the TVC.757 N of Items 7 In the dimension of conative component. but the others show their doubts to the ambiguity in evidence. even though the number is lowest compared with other mentioned coefficients. However. As a consequence. 771 versus 0.912 .720 18. the “I become loyalty customer to Vinamilk after watching the philanthropy advertisement” coefficient accelerates to 0. Page 51 . it can be seen easily that two last elements have higher coefficients than Cronbach’s Alpha one (0.690 . 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. I buy more Vinamilk products after watching the philanthropy advertisement.758 and 0.468 . the Cronbach’s Alpha coefficient increases to 0.314 . thus needs to be deleted. much higher than the standard one. 18. once again.126 13. I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement.729 Philanthropy advertisement of Vinamilk makes me intend to try its products.509 .230 . The second elimination is conducted.771 However.646 .41 18.63 13.731 11. Then. After deleted.73 12.554 .792 which is.757).31 11. the result is better with no higher coefficients than the Cronbach’s Alpha standard one which is shown below. I want to own the Vinamilk products after watching the philanthropy advertisement.088 . I become loyalty customer to Vinamilk after watching the philanthropy advertisement.926 .771 compared with 0.585 . I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.771 after “introduce/ advise” item deleted as wish. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement.12 12. As a result.765 .757).702 18.Table 20: Item-Total Statistics of affective component Scale Scale Cronbach's Mean if Variance if Corrected Alpha if Item Item Item-Total Item Deleted Deleted Correlation Deleted 18.01 12.758 18.710 .257 .45 18. 543 . the 5 factors contribute to the perfect and well designed conative component in the survey. As a consequence.49 7.735 .955 7.579 .841 . Therefore.Table 21: The 3rd Reliability Statistics of conative component Cronbach's Alpha . I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement.627 .735 12. there is now no removal canincrease the Cronbach’s Alpha coefficient.763 Philanthropy advertisement of Vinamilk makes me intend to try its products. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.89 8.751 12.59 7. 12. Page 52 .92 12.482 .792 N of Items 5 Two last items are deleted from the questionnaire make the standard coefficient higher with 0.723 .792. it means that the fixed scale is well designed to be the representative to measure the reliability dimension of conative component of attitude.529 . I buy more Vinamilk products after watching the philanthropy advertisement.78 7. No five left items is higher than this number. I want to own the Vinamilk products after watching the philanthropy advertisement.632 .780 As the table has shown.911 . Table 22: The 3rd Item-Total Statistics of conative component Scale Scale Cronbach's Mean if Variance if Corrected Alpha if Item Item Item-Total Item Deleted Deleted Correlation Deleted 12. 43 with the average mean value is 3. Page 53 . whether the “6 trieu ly sua” exists or not.33 .43 Std. 206 1 5 3. The high standard deviation (0.981 206 1 5 3. I buy more Vinamilk products after watching the philanthropy advertisement.881 206 1 5 3. the conclusion is that they are not affected by the ad because of the habit purchase. Firstly.19 0. Thus.03 . Vinamilk has been the unique and priority choice.932) shows that participants have different idea towards statements. The table indicates that respondents’ action towards the brand seems not to be affected by thephilanthropy appeal in the TVC.Table 23: Descriptive Statistics of conative component N Minimum 206 1 Maximum 5 Mean 3.959 Philanthropy advertisement of Vinamilk makes me intend to try its products. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I want to own the Vinamilk products after watching the philanthropy advertisement. Furthermore. Deviation . the findings from the in-depth interviews show a deeper view to explain quantitative findings.00 to 3. the demand as well as the purchase also is repeated based on habitual consuming.19. to heavy users whose dairy choice is only Vinamilk products (Hoang Linh).938 206 1 5 3.14 .932 The mean values in this dimension range from 3.899 Valid N Average 206 3.00 . I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement. 496 .000 206 .496** .552** component Sig. affective and conative component) is tested to measure whether there are significant correlations. To wrap up. Thanh Van). Most of respondents tend to support Vinamilk in their limitation. the positive Page 54 .641** . the users whose favorite taste is not Vinamilk (Mai Tram.000 N 206 206 ** Conative Pearson Correlation . (1-tailed) . the positive relationships of cognitive and affective towards conative component have statiscally proved to exist. because it requires more elements such as taste. (1-tailed) N 206 Affective Pearson Correlation . etc. context. Furthermore. the philanthropy motivates their intention to act as a result of combination both cognition and affection towards the Vinamilk. also affective and conative are 0.000 . 2. the influence is not so strong to affect their behaviors or change their habits. when there is a rush necessary or demand.000 206 1 Conative component .5 Correlation: Correlation analysis is conducted to consider the relationship between the variables.000 which is much less than allowed 0. However. price.Last but not least. not enough to create desire to own or take immediate action. Correlation is significant at the 0. (1-tailed) .01 level (1-tailed).000 N 206 206 **. Thus. Table 24: Correlations Cognitive component 1 Affective component . the finding comes up with a little bit positive action. distribution channel. or prefer Vinamilk when their priority cannot be found. Cognitive component The significant values between cognitive and conative. For this objective. the relationship between 3 components (cognitive.552** .641** component Sig.000 206 1 206 Pearson Correlation Sig.01. the expected outcome does not satisfied. one-way Anova is applied. there is a little bit stronger significant positive correlation than those components towards behavioral component. “Employee” and “Housewife” even to “Unemployed”. Table 25: Test of Homogeneity of Variances Conative component Levene Statistic df1 df2 Sig.046 3 202 . with the pearson correlation of 0. It is assumed that there is a small correlation for the value from 0. In the study.29. That is to say. H1: There is difference between occupation segmentation on conative component due to the impact of philanthropy appeal.0.373 Page 55 . The hypotheses are assigned: Ho: There is no difference between occupation segmentations on conative component due to the impact of philanthropy appeal.49 and large correlation for the value from 0. Based on the pearson correlation towards conative component with 0.641 between knowledge and likability component. medium for 0.relationship between cognitive and affective component is identified through the significant value of 0. 2.496 and 0. Both of the knowledge and likability component has strong effect towards behavior though.1 to 0.000. However. the statement is given out: cognitive and affective component establish significant positive correlation with conative component.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.5 to 1.3 to 0. there are 4 groups of occupation are tested to assess how it relates to conative component which are classified from “Student”. how customers perceive the value of the ad relates dramatically to their emotion. 1.552 respectively. there is homogeneity in variance or similar variance. so it is confident that the population variances for each group are approximately equal.344 df Mean Square 3 1. 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.075 (p > 0. = 0.Therefore.084 97. Thus.259 94.333 Sig. Page 56 . Table 26: One-way ANOVA Conative component Sum of Squares 3. .05).05). 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.075 Between Groups Within Groups Total Given sig.373 (greater than 0.The Levene’s test for homogeneity of variances is not significant with 0.466 205 F 2.086 202 . 93 3. the second is “touched melody consistent with the meaning of the ad” which shares the mean of 4. respondents choose how likely each element affects their feeling. the “6 trieu ly sua” brings positive effect to consumer attitude with all elements it provides.84) then “Diversified performance of actors/actresses” with 3.683 . In general. 3.66 4. Table 27: Descriptive Statistics of advertising elements N Minimum Maximum 206 1 5 206 206 206 206 206 206 206 206 1 1 1 1 1 1 1 5 5 5 5 5 5 5 Mean 4. Respondents Page 57 . close to 4) to 4.735 .729 The ad contains meaningful message The creative and mild content The humanitarian and humanities Vinamilk create in the TVC The TVC inspire customers to contribute back to society The recognizable blue theme of Vinamilk Nice images across country Diversified performance of actress/ actors Touch melodyconsistent with the meaning of the TVC Valid N Be ranked in top 3.96 3.00 4. Then. 5 key points of advertising elements are applied to questionnaire.795 .812 .702 .84 3. The mean range spreads from 3. The top bottoms 3 are “The ad inspires customers to contribute back to society” (3.01 and be followed by “the ad contains meaningful message” occupies the mean of 4. Deviation .1 Elements in the TVC affect consumer’s opinion: When asking about consumer’s current opinion towards “6 trieu ly sua” advertisement.03.03.729 .64 (relatively high.66 and the last “The recognizable blue theme of Vinamilk” (3.01 Std. the “the creative and mild content“ dominates with mean of 4.851 .64).Objective 3: To understand customer’s opinions towards TVC “Chia se 6 trieu ly sua” of Vinamilk.64 3.00.03 3. consider the ad as effective and profound campaign where underprivileged children are helped and raised their voices. Mrs Bich is also in favor of the content which guides the audience to the peaceful moments.” However. the “6 trieu ly sua” stands out from other with the purpose of sharing responsibility or love to children. Besides. it may not achieve the expected effect. 3. It is believable that the content decides the effectiveness in the TVC. the logical change in blue theme occupies his attention. “When I’m surfing many channels. Page 58 . Hoang Linh emphasizes the significance of the implied message and how the TVC express the message. Thanh Van believes that the components keep her staying in the TVC is the images along with melody. without creativity and mild content that has been tested carefully and accepted by consumer.85 General liking of the "6 trieu ly sua" Valid N The “6 trieu ly sua” is evaluated by 206 respondents as relatively high ranking with mean of 3. underprivileged children need equal rights to be protected and grown. To sum up. Among many advertisements highly appreciate their product usage. Then the ad finishes. If the TVC combines many other perfect factors. It is very eye-catching and impressive advertisement.85. Mean Deviation . content is determinant factor that attracts consumer the most. The message delivers a different vision to her son that is. the images along with the melody of the “6 trieu ly sua” keep me staying still. I consider next to the message implied. Meaningful message also takes huge part in orientation the brand.656 3.2 General likability towards the “6 trieu ly sua” TVC: Table 28: Descriptive Statistics of general liking N Minimum Maximum 206 2 5 206 Std. which creates the credibility among consumers since the benefits are not only for the customer. and the firm but also the society. when the economic downturn took place and every firms had to cut down the expenses. the “6 trieu ly sua” creates the respectful effort in raising the philanthropy among community through mild content and splendid images.Respondents consider the “6 trieu ly sua” as touched and inspired advertisement to call for the action from community. To conclude. In depth of respondents. the TVC was aired in 2008. Page 59 . To be considered. The perfect combination consolidates the effectiveness of the TVC. It is highly appreciated from most of respondents in particular but also from users in general. they show their empathy and express the responsibility (in their ability) to underprivileged children. 030 3.56 3. the descriptive data reveal the overall look. 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. Mean Deviation 1. Table 29: Descriptive Statistics of general recommendation Minimu Maximu N m m Should only focus on philanthropy 206 1 5 appeal Should provide customers more product information Should create more styles in the ad No need for any changes Std.04 3.001 206 206 206 206 1 1 1 5 5 5 Valid N Page 60 . 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.50 .902 .821 1. 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.90 2. In-depth interviews provide more helpful insights to investigate the advantages and disadvantages of the “6 trieu ly sua” campaign.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. 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. Page 61 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. Page 62 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. Page 63 then Dutch Lady and Fristy. The key points are not only about the product quality. It is understandable that these 3 brands paid huge breakthroughs for advertisement. the in-depth interviews and questionnaire (using SPSS to analyze data) are conducted alternately to seek for main findings. Therefore. employee to housewife) are participated in the study in order to find out the insights. especially Dutch Lady. in ranking which favorite brand’s advertisements.. interviewees think that “Den dom dom” campaign is memorable advertisement with the name and meaning. The research is conducted in order to explore the impact of philanthropy.R and Schindler P. 206 Vinamilk users who are over 18 years old with varied occupation (student.CHAPTER 6 CONCLUSION Vinamilk holds leading position in dairy industry in Vietnam and also credibility among customers through over 30 years of operation. 2006) which is a perfect combination between qualitative and quantitative method. To explain. The findings are supported by triangulation approach (Cooper D. one of the main elements in corporate social responsibility. from September to December 2012. For the first objective “to examine overall customer’s mind share about dairy advertisements in Vietnam market”. The order starts with Vinamilk. Furthermore. every decision of advertising is noticeable. Dutch Lady and Fristy succeed in raising brand awareness through high proportions of TVCs watched. the result points out that Vinamilk. Throughout the study. It takes advantage of Page 64 . 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.S. appeal in TVC on consumer’s attitude towards Vinamilk brand. it is the first ad that applied humanity appeal into TV Commercial in Vietnam market and in milk TVCs. price or distribution channel but also about their advertising campaigns which are highly appreciated. Dutch Lady takes highest position than 6 brands left. However. During given three months. 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. Indepth 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 Page 65 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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(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.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. 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” Page 74 . Xin các bạn/anh/chị hãy dành 1 ít phút để giúp tôi hoàn thành bảng khảo sát này. giúp tôi lấy dữ liệu phục vụ cho bài luận văn của mình. 4. tôi là Ngô Hoàng Hà Linh – hiện là sinh viên năm cuối của Đại học quốc tế-ĐH Quốc gia. 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 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. Hồ Chí Minh và hiện tôi đang làm luận văn tốt nghiệp. giúp tôi hoàn thành khóa luận tốt nghiệp. Phần 1: Câu hỏi chung 1. 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. Bỏ qua các yếu tố về giá cả.Trung lập 5-Rất đồng ý 1 (Hoàn toàn không đồng ý) 5 (Hoàn toàn đồng ý) Page 75 . thông qua các nhận định sau: 1-Rất không đồng ý 4-Đồng ý 2-Không đồng ý 3. Dựa vào SỰ LỰA CHỌN Ở CÂU TRÊN. chất lượng hay khuyến mãi của sản phẩm và kênh phân phối sản phẩm. 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. xin hãy cho biết ý kiến của bạn về TÁC ĐỘNG CỦA VIỆC SỬ DỤNG YẾU TỐ NHÂN ĐẠO trong quảng cáo TV.Bình thường 4-Thích 5-Rất thích 1 (Hoàn toàn không thích) -> 5 (Rất thích) 1 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” 2 3 4 5 6. Milo với quảng cáo “Chung tay giúp trẻ lớn khôn” Ovaltine với quảng cáo “Ovaltine Crunchy” 5. 2 3 4 5 Phần 2: Câu hỏi chi tiết 7. Page 76 .1 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. Bạn có biết quảng cáo truyền hình “6 triệu ly sữa” của Vinamilk? Có Không hoặc không nhớ. Page 77 . 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 hộ i YẾU TỐ HÀNH ĐỘNG Sự đóng góp ý nghĩa cho cộng đồng trong quảng cáo 2 3 4 5 Page 77 . theo thang điểm từ 1 -5. 1-Hoàn toàn không đồng ý 4-Đồng ý 2-Không đồng ý 5-Hoàn toàn đồng ý 3.8.Trung lập 1 (Hoàn toàn không đồng ý) 5 (Hoàn toàn đồng ý) 1 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. 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. 9.Trung lập Page 78 . 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. 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.khiến tôi muốn dùng thử sản phẩm của Vinamilk Sau khi xem quảng cáo trên. Xin vui lòng đánh giá những nhận định dưới đây theo thang điểm: 1-Hoàn toàn không đồng ý 2-Không đồng ý 4-Đồng ý 5-Hoàn toàn đồng ý 1 (Hoàn toàn không đồng ý) 5 (Hoàn toàn đồng ý) 1 Quảng cáo chứa thông điệp đầy ý nghĩa Cách truyền tải thông điệp nhẹ nhàng và sâu lắng 2 3 4 5 3. Một cách tổng quát.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 hộ i 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 mọ i miền đất nước Diễn xuất diễn viên đa dạng và gần gũi Giai điệuquen thuộc. 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 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 đổ i gì trong quảng cáo của mình Page 79 2 3 4 5 . anh/ chị có thích quảng cáo “6 triệu ly sữa” của Vinamilk không? Rất thích Thích Bình thường Không thích Rất không thích 11. cảm động và phù hợp với quảng cáo 10. 50 Trên 50 Nghề nghiệp Tình trạng hôn nhân Chưa lập gia đình Đã lập gia đình Từng lập gia đình Thu nhập của bạn Trình độ học vấn Phổ thông Trung cấp/ Cao đẳng/ Đại học Sau Đại học Sinh viên Đang đi làm Nội trợ Thất nghiệp Dưới 5 triệu 5 – 10 triệu 11 – 20 triệu Trên 20 triệu Page 80 .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 Nam Nữ Tuổi của bạn 18 .22 23 – 35 36 . 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.THE IMPACT OF USING PHILANTHROPY APPEAL IN TVC ON CONSUMER’S ATTITUDE TOWARDS VINAMILK PART 1: OVERVIEW QUESTIONS 1. Have you ever seen any TV Commercials of any milk brand? Yes Not yet 3. 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 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” 2 3 4 5 Page 81 . Have you ever used Vinamilk’s products? Yes Not yet 2. 1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree 1 Cognitive ( or knowledge) component I pay more attention to Vinamilk brand due to the philanthropy in the TVC.Fristy with “Cho trí tưởng tượng bay xa” Milo with “Chung tay giúp trẻ lớn khôn” Ovaltine with “Ovaltine Crunchy” 6. I would try and buy products with philanthropy appeal in their TVCs. I’m fond of (support) to TVCs that using philanthropy appeal. 2 3 4 5 PART 2: DETAILED QUESTIONS 7. Philanthropy advertisement makes the Vinamilk brand more recognizable. 2 3 4 5 Page 82 . quality or promotion as well as distribution channel. Besides the price. Please indicate how much do you agree with the below statements about the shown TVC. Meaningful message along with memorable lyric make me remember the Vinamilk brand. Do you know Vinamilk’s TV Commercial named “6 triệu ly sữa”? Yes No or don’t remember 8. through below arguments: 1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree 1 I pay more attention to TVCs that using philanthropy appeal rather than others not. please indicate your opinion towards USING THE PHILANTHROPY APPEAL in TVC. After watching the TVC. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement. I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC. I become loyalty customer to Vinamilk after watching the philanthropy advertisement. Please indicate how much do you agree with the below statements about the shown TVC. I buy more Vinamilk products after watching the philanthropy advertisement. 9. Conative ( or behavioral) component Philanthropy advertisement of Vinamilk makes me intend to try its products. I feel Vinamilk brand more appealingdue to the philanthropy appeal in its TVC. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I prefer the Vinamilk brandthan other brands due to the philanthropy appeal in its TVC. Affective ( or likability) component I feel curious about Vinamilk brand when philanthropy appeal is put into TVC. I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement. 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 Page 83 . I want to own the Vinamilk products after watching the philanthropy advertisement.Philanthropy advertisement of Vinamilk brand makes its products differentiate from others. I think that the TVC “6 triệu ly sữa” 1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree 1 Should only focus on philanthropy appeal Should provide customers more product information 2 3 4 5 Page 84 .1 The ad contains meaningful message. In general. Please indicate how much do you agree with the below statements about the shown TVC. 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 2 3 4 5 Nice shots include images throughout the country Diversified performance of actors/actresses Touch melody consistent with the meaning of the ad 10. do you like or dislike the TVC “6 triệu ly sữa”? Strongly dislike Dislike Neutral Like Strongly like 11. 50 Over 50 Occupation Student Employee Housewife Unemployment Education High school College/ Bachelor Master/ Higher education Monthly Income Under 5 mil VND 5 – 10 mil VND 11 – 20 mil VND Over 20 mil VND Page 85 .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 Male Female Marriage status Single Married Used to get married Age 18 .22 23 – 35 36 . different from other.” _ Vinamilk delivers well its messages to community but cannot highlight their products. -”Vinamilk and Dutch are both impressive and similar to each other in using humanity advertisements (especially songs and melody easily immerse to the soul). The way Vinamilk conveys their mess is more eye-catching and professional. 1/ Nguyễn Thị Mai Trâm: . student) 2/ Nguyễn Trần Thanh Vân (25 years old. employee) 3/ Tô Hoàng Linh (32 years old. The audiences consider it not only the advertisement but also benefit to society. doctor) 4/ Dương Ngọc Bích (42 years old. Page 86 . audiences are more believe in than others. It is impressive because it stimulates the philanthropy of human beings. Vinamilk is domestic firm and I tend to support Vietnam company than foreign company.Ranked top 3 advertisements: Vinamilk -> Dutch Lady -> Fristy. Watching too many advertisements with the products’ usage make audiences bored and feel “xạo”. housewive) Part 1: To examine overall performance of advertisements by milk brands in Vietnam market. Hardly find the advertisement with humanity appeal. To Vina’s. Maybe it’s subjective. so that it is longer remembered. The in-depth interviews are succeeded thanks to the support of 4 interviewees with cross-demographics. contribute to society make it stand out.APPENDIXB The summarized second in-depth interviews are to provide the ideas that the author has used in the research. _ Attractive philanthropy TVCs: easily touch the soul. Nevertheless. Vinamilk puts stronger impression on me rather than Dutch Lady. in my feeling. 1/ Nguyễn Thị Mai Trâm (21 years old. It is the concerned advertisement for customers. _ Like/ Support: No. Vinamilk develops the product of 100% fresh milk. splendid and professional than Vinamilk’s. Page 87 . 4/ Dương Ngọc Bích: _ Ranked 3 top advertisements: she only likes Vinamilk. _ Vinamilk uses funny images (happy cow). _ Dutch Lady in China had the scandal of ingredient which made her scare. it is easily remembered. I don’t care about the advertisements. I would buy it. In the scandal of 100% fresh milk. 3/ Tô Hoàng Linh: _ Ranked top 3 advertisements: Dutch Lady -> Vinamilk -> Milo. it has no content._ Like/ Support philanthropy TVCs: Yes. It’s all unreal. because he does not believe anything in the TVC. Whether people like it or not. 2/ Nguyễn Trần Thanh Vân: _ Ranked top 3 advertisements: Vinamilk -> Yomost -> Dutch Lady. Dutch Lady always plays a key part of the childhood. the story also reflects Mac Dinh Chi – a studious symbol that I admire. _ “To my memory. _ Try / Buy philanthropy TVCs: Instead of using certain product. even my parents like it. I like it and maybe try to support depending on situation. the more growing up. _ Yomost sponsors a series of “Sang bung suc song” for the youth. To Dutch with same strategy. In the “Den dom dom”. The “6 trieu ly sua” that adds philanthropy appeal raises higher reliability. I would buy Vinamilk to support Vietnam firm. she may buy the product that contributes to society.” _ Attention: No. the more caring for contribution. It causes me illusion of that Dutch Lady’s advertisements are more eye-catching. _ Attractive philanthropy TVCs: Yes. _ Try/ Buy philanthropy TVCs: in case of there’s no priority of favorite taste. _ Try/ Buy: The product is bought because of the demand and its quality. _ Milo or Ovaltine is attractive to children. _ Like/ Support philanthropy TVCs: Absolutely support as much as she can. For example of TH. The publication is sensitive issue but it is necessary to inform the customers who have already supported it. another brand. _ Try/ Buy philanthropy TVCs: She tries as much as she can to be a part of the campaign. melody but also about the message inside. The brand somehow makes the difference from others due to the ad.” Recognizable: to be familiar with Vinamilk more than 20 yrs. I hardly see the after-campaign TVC to see the evidence as the firm promises.” Page 88 . To be familiar with Vinamilk brand for 20 years. TH’s advertisement is very bad. _ Affective component: “However. If putting it on another case. maybe I cannot recognize anything but its name. Part 2: To investigate whether TVC’s philanthropy appeal influences target audience’s attitude component towards Vinamilk brand. she may not remember it. It may not the concern of the firm but it define the trust among customers. maybe it’s not easily recognize due to its advertisement. I think. nothing to remember. Different: somehow yes. 1/ Nguyễn Thị Mai Trâm: _ Cognitive component: “The “6 trieu ly sua” impresses me at the very first time I saw it on TV. in Vietnam.except excellent ones such as the “Happy cow. _ Attract philanthropy TVCs: She doesn’t pay much attention to any ads. It is not only about the images._ She loves the funny images with crowed cows. Time flew but I still remember it. I cannot describe exactly because it is too familiar to most of people with strong belief and wide distribution channel. it’s hard to me to answer whether its brand is more recognizable after watching the ad. The stress is out when she watches the “Happy cow” advertisement. it has the faith from consumers and strong distribution channel => very popular. However. maybe she cannot recognize its brand but its name.” _ Like/ Support philanthropy TVCs: She likes those TVCs but in the following day. I don’t care about the milk brands. their advertising campaign must be strong to be on air in “gold time” and rewind many times. and I cannot support all of above products. It makes me keep remembering the ad and as a result.” Page 89 . Vinamilk builds up a new level of its brand. I may advise my mom for my family to support its campaign. I consider Vinamilk as a good brand when doing charities back to society. I wouldn’t buy but I will advise the relatives to consider. 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 will try to support as much as I can. According to me. The most important thing is the buyer’s favor and product quality._ Behavior component: “Yes. it may be a strong and welldeveloped 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. maybe a bottle. Somehow. To be honest. But I’m not so sure if I buy a lot. But due to the ad. I am willing to buy it in limitation. My mother like Vinamilk so that’s why I sometimes drink it but the taste does not leave any favor in me. Usually. I buy it. I will buy to support its campaign in my ability and limit.” 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. once a firm is willing to pay a great amount of money to society.” 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”. I prefer Long Thanh Milk. There are too many philanthropy TVC that make audience boring. If I don’t like it. If I intend to utilize. the ad digs deep into my mind. 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. but if there are any excellent ads such as “6 tr ly sua”. “However. to be stand out of other competitors. If the “6 trieu ly sua” really contributes to underprivileged children. _ Behavior component: “Among many advertisements attached humanity appeal. It is not only for my health but also for others’ sake. I may prefer the Vinamilk product than other and inspire the empathy to my son. Part 3: To understand customer’s opinions towards TVC “Chia se 6 trieu ly sua” of Vinamilk. from me as mother position to those mothers having her son living in unconditional situation.” 4/ Dương Ngọc Bích: _ Cognitive component: She pays more attention to the Vinamilk but the change in Vinamilk position stands still. I cannot support all of this. I feel more meaningful when purchasing Vinamilk. the message is her most concern factor._ Affective component: The “6 trieu ly sua” does not impact on his likability. I have chosen it before. 2/ Nguyễn Trần Thanh Vân: Page 90 . the philanthropy appeal in TVCs does not gain his credibility which lead to no attention or emotion to the ad. 1/ Nguyễn Thị Mai Trâm: _ Meaningful message and mild content are very appealing to her. He should understand that how lucky he is and willing to share his luck. that’s why most of dairy products I have used are Vinamilk. she might encourage her son to switch milk brand to support and share with the unconditional children. Vinamilk has been different from others from long time ago in my mind. However.” _ Behavior component: After the ad. but during the “6 trieu ly sua” campaign. the TVC creates the empathy. Basically. _ Affective component: “Even though my son likes the advertisement of Fristy (he wants to be a superman). Among many products of Vinamilk. the “6 trieu ly sua” is meaningful message to inspire my son a lesson of empathy and sharing. It is very eye-catching and impressive advertisement. I consider next to the message implied.” _ Among variables.” Part 4: To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC. _ The “Happy cow” is her most favorite TVC. 4/ Dương Ngọc Bích: _ “It may be subjective but I am so interested in beautiful rural views and the content in the TVC. Vinamilk does not provide of which products should be considered to support the campaign. Amongst many TVCs. Then the ad finishes. the logical change in blue theme is creative. the message and the content are very appreciate. In the TVC.” _ The content is very adorable with rural views and smooth changes. According to her. Besides._ “When I’m surfing many channels.” 2/ Nguyễn Trần Thanh Vân: _ The “6 trieu ly sua” is beautiful in general but she does not impress in anything in particular. so the message is not in consideration. I cannot support all kinds of it. the images along with the melody of the “6 trieu ly sua” keep me staying still. she considers the implied the image as her priority in the TVC. 1/ Nguyễn Thị Mai Trâm: _ “The “6 trieu ly sua” is good. Page 91 . every advertisement aim to push sale. 3/ Tô Hoàng Linh: _ “As mentioned before. It is unique and inspire. ” _ He asked about the inconsistence between the wording and commitment spoken which lead me doubt. He believes that it’s the greatest advertisement of Vinamilk with humorous images and memorable slogan. First come. the content does not deliver enough information as well as message in the most effective way with careful test. Vinamilk should use other kinds of content or style to hit audience. first impressive.” _ “I’m fond of the “Happy cow of Vinamilk. It is not only for children but also for the grow-ups to entertain. wording and image. All of elements are good except the end. I see no differentiation from “Den dom dom” by Dutch Lady. I see the trick here and I never support for it. To me.” Page 92 . It easily causes misunderstood for audience. _“Dutch Lady came as first player and it really impacts my mind strongly.3/ Tô Hoàng Linh: _ In general. “The consistence must be considered carefully before putting on air. But the “Sua tuoi nguyen chat 100%” does. To Vinamilk with the same message. “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.” _ He hardly see no concerned motivation in the ad which many disadvantages between wording and promises. the “6 trieu ly sua” does not leave any impression to him. “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”. I wonder where my money goes to if I join in the campaign. 720 18.509 Cronbach's Alpha if Item Deleted .585 .757 7 Item-Total Statistics Scale Mean if Item Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products.01 Scale Variance if Item Deleted 12.12 12. I want to own the Vinamilk products after watching the philanthropy advertisement.088 Corrected Item-Total Correlation .554 .31 11. 18.APPENDIX C Reliability test for conation component through 3 rounds: Round 1: Case Processing Summary N % Cases Valid 206 100.45 11.230 . I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement.0 Total 206 100.690 18.731 . I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.710 Page 93 .702 18. I buy more Vinamilk products after watching the philanthropy advertisement.126 .41 12.468 .729 18.0 a Excluded 0 .646 .0 Reliability Statistics Cronbach's N of Alpha Items .765 . 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.536 Cronbach's Alpha if Item Deleted .257 .31 9.I become loyal customer to Vinamilk after watching the philanthropy advertisement.64 9.50 9.314 .496 .780 Corrected Item-Total Correlation . 15.771 6 2ndItem-Total Statistics Scale Mean if Item Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products.732 15.703 15.712 Page 94 .653 .609 .926 .743 15. 2ndReliability Statistics Cronbach's N of Alpha Items .771 Round 2:After deleted “I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement” item.891 .510 .579 .912 . I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement.20 Scale Variance if Item Deleted 9.63 13. 18. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.73 13.758 18. 792 3rdItem-Total Statistics Scale Mean if Item Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products.735 12.543 .763 12.482 .78 7.987 .735 12.632 .89 8.871 .751 12.548 .92 7.579 Cronbach's Alpha if Item Deleted .92 11.260 .I buy more Vinamilk products after watching the philanthropy advertisement.955 . 12.792 Round 3: After delted “I become loyal customer to Vinamilk after watching the philanthropy advertisement” item.60 9. 15.729 15.627 . 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.59 7.841 Corrected Item-Total Correlation .780 Page 95 . I become loyal customer to Vinamilk after watching the philanthropy advertisement.723 . I buy more Vinamilk products after watching the philanthropy advertisement. 3rdReliability Statistics Cronbach's N of Alpha Items 5 .911 .529 .49 Scale Variance if Item Deleted 7. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement.