1

GROUP PROJECT RESEARCH REPORT

Lê
ID: 31211021934

ID: 31211023875

ID: 31211022001

Hoàng Minh Quang

ID: 31211023045

ID: 31211022065

ID: 31211021804

July 30th, 2022

Marketing Research

Class: DH47MAR01
 2

TABLE OF CONTENTS

Executive summary ....................................................................................................... 3

Background ................................................................................................................... 3
A. Market overview ............................................................................................... 3
B. Company overview ........................................................................................... 4
Opportunities Recognition ............................................................................................ 4
Research Objectives ...................................................................................................... 5
Research Design and Methodology .............................................................................. 6
A. Data collection .................................................................................................. 6
1. Secondary data collection method ................................................................ 6
B. Data analysis ..................................................................................................... 8
1. Secondary data .............................................................................................. 8
2. Primary data: ................................................................................................. 8
Findings ......................................................................................................................... 9
a. Qualitative research: Focus group interviews ...................................................... 9
b. Quantitative research: Survey ............................................................................. 10
Recommendations and action plan.............................................................................. 12
Recommendation 1: Concentrate on exploiting all aspects of a product, including CSV 12
Recommendation 2: Publicize the results and process of CSV campaigns. ........... 13
Limitations and directions for future research ............................................................ 14
References ................................................................................................................... 14
Appendices .................................................................................................................. 16
Appendix A: Discussion Guide ............................................................................... 16
Appendix B: Coding ............................................................................................... 20
Appendix C: Survey ................................................................................................ 46
Appendix D: New bottles ........................................................................................ 50
Appendix E: Old bottle ........................................................................................... 50
Appendix F: Sporty drinking cap ............................................................................ 51
g the results and progress of
CSV campaigns - Pepsico ....................................................................................... 52
sults and progress of
CSV campaigns - Unilever...................................................................................... 52
results and progress of
CSV campaigns - Vinamilk .................................................................................... 53
 3

Executive summary
Nestlé is a Swiss multinational food and drink processing conglomerate corporation

most diversified food and beverage company. Nestlé has a long history here in Vietnam,
where it established its first representative office in Saigon in 1912. Up to now, Nestlé is
operating 6 factories and nearly 2300 employees nationwide. With a total investment capital
of more than 600 million USD, Nestlé not only demonstrates the company's long-term
commitment to development in Vietnam but also the desire to improve the quality of life and
contribute to a healthier future for its customers.

This research report is to point out some factors - Creating Shared Values (CSVs)
affecting the young consumer behavior as well as the difficulty that Nestlé confronts
nowadays. Throughout this study, there are four parts analyzing deeply about the topic.
Firstly, the background part will help you understand clearly the market overview as well as
the company overview. Secondly, we will move the scope to the opportunity approach, which
displays how we can approach the opportunity effectively and logically with both internal and
external factors. Then, the research design will demonstrate all the methods and techniques
that we offer for this topic. Finally, the fieldwork and data collection will show how we gather
the data and analyze it.

Background
A. Market overview

The food industry is the largest industry in the world, which are the complex,
collective of so many businesses that contribute to the supply of food energy for the world
population. The food processing industry employs more than 1.5 million or more than
employees in the entire manufacturing sector [1]. Depending on the size of the establishment,
the F&B manager is either responsible for the implementation of agreed policies or for
contributing to the setting up of the food and beverage policies. The larger the organization,
the less likely the manager is to be involved in policy settings.

Especially in Vietnam, according to the assessment of market research units, while

many industries have negative growth indexes, the F&B industry in Vietnam has a positive
recovery rate, reflected in business results in the first six months of 2021. Some companies,
such as Moc Chau milk, made revenue of 1,411 billion VND, up 3.2% over the same period;
profit after tax was 137 billion VND, up 29% over the same period in 2020. The F&B
 4

industry in Vietnam is considered very potential. [2] According to the market research group
Euromonitor, the total revenue of the F&B market was more than 700,000 billion VND in
2020. It is forecasted that the revenue of the F&B industry in Vietnam in the next two years
may double in size and continue to attract investors. That is understandable when the
pandemic is complicated, but enterprises in this industry still maintain a positive growth rate.
Thus, this results in many possible trends for the F&B industry, such as the rise of organic
and plant-based products, proactivity in health care, omnichannel distribution and the
expansion of eCommerce, and safety and hygiene.

B. Company overview

Nestlé Vietnam was established in 1995, in the form of a 100% foreign-invested

company, under the Nestlé S.A Group or the Société des Produits Nestlé S.A. the largest
food and beverage group in the world. They specialize in manufacturing and distributing
nutritional, food and beverage product lines familiar to Vietnamese consumers such as Milo,
Nescafé, Maggi, etc. By the end of 2019, Nestlé's total investment capital in Vietnam Nam
reached more than 700 million USD. Not only from a business perspective, but Nestlé is also
a significant concern for the environment, people, and animals, which foster the sustainable
tlé's purpose is to unlock the power of food to enhance quality
of life for everyone, today and for generations to come. This purpose drives us to make a
positive impact on the lives of people, pets and the planet - [3]

Nestlé Creating Shared Value (CSV)

can be summed up as strategies and policies that improve an organization's competitiveness

while also enhancing the economic and social conditions of the areas where it operates. The
goal of shared value creation is to better understand and connect societal and economic
advancement. [4]

Opportunities Recognition

Technology has been driving globalization, a completely different working

environment for companies, and a publicness to everything a corporation does for more than
30 years.
 5

If it ever did, the adage that business is all about profits, cash flow, and shareholders
just is not true today [5]. Nowadays, people care about several more factors regarding a
business, including the values that businesses bring to individuals, communities, and the earth
before making final purchasing decisions [6]. Therefore, CSV is now seen as a financial
investment rather than just a regulatory or optional cost [7]. Therefore, it is essential for
businesses to make their moves before it is too late.

Globalization has extended the scope of CSV by engaging multinational corporations in

social and human rights issues [8]. In response, Nestlé places a focus on creating value in
nutrition, water, and rural development, which are critical to its value chain and to its
corporate operations. This paper is conducted to investigate the imp
behavior of young consumers in Vietnam. The focus of this study is to determine how
consumers perceive the CSV activities of the firm, their attitudes towards socially responsible
organizations, and their propensity to make purchases. Then, this research could also be able
to provide Nestlé with actual behaviors of young consumers in Vietnam towards its CSV
activities, so that Nestlé would be able to know whether or not they should continue
implementing CSV activities or at what level. The study aims to address the following three
major research questions:

1.
activities?

2.
care for social issues?

3. Which factors influence consumers' purchasing decisions in favour of CSV-focused

businesses, specifically Nestlé?

Research Objectives

1.
in general and CSV of Nestlé in particular.

2.

3.
 6

4. To analyze factors affecting purchase behavior of consumers towards Nestlé while

running CSV campaigns/ activities.

Research Design and Methodology

A. Data collection

1. Secondary data collection method

Information that has previously been gathered and is often available in print or
electronic form is known as secondary data. Secondary data may only have limited uses in
specialized market research since it is frequently gathered, examined, and packaged with a
particular goal in mind. However, employing secondary data for market research has several
benefits, including time and money savings [9].

Secondary data gives information regarding methods and tools to use in addition to the
background and context. When communicating with sample units (i.e., research participants
such as survey respondents or experiment subjects, who may be people, organizations, or
other entities), it is essential to use appropriate language and terminology. This information
can also help identify questions and topics that should be avoided and potential issues [10].

2. Primary data collection method

Primary data collection is done by the decision maker, a marketing company, a

university, or Extension researcher, etc., and is done particularly to solve the issue at hand.
Primary data, in contrast to secondary data, are unique. Surveys, focus groups, in-depth
interviews, taste testing, and other experiments can all be used to gather primary data [11].

a. Data collection techniques

We employ two methods for gathering data: surveys and focus group interviews. The
students doing the study are the investigators, and we have received training in data collection
methods to ensure the procedure's precision. Direct interviews and online surveys are the
methods of investigation. Additionally, the procedure depends on the research; interviewees
may ask respondents directly, or they may submit their views through a questionnaire.
 7

b. Qualitative research: Focus group interview

An efficient qualitative tool is the focus group interview. In a focus group interview, a
group moderator guides participants through an open, in-depth conversation. The moderator's
goal is to steer the conversation in a nondirective direction toward the pertinent subject areas.
During the planning or qualitative stages of the marketing research process, these interviews
can be utilized to generate hypotheses. The interviews serve as a thorough foundation for the
creation of subsequent research. They may be a good source of original concepts for novel
goods and services, advertising campaign topics, packaging assessments, and the like [11].

We did three focus group interviews, each consisting of six interviewees from 18 to 25
years old who were either aware of Nestlé and their CSV activities or not. The two
moderators who led each focus group are also members of our group. Through a direct
interview, open-ended questions were asked, and respondents gave their own opinions. We
chose open-ended questions because they are an effective way to encourage respondents to
provide as many viewpoints as they can. Both focus groups were audio-recorded and
transcript later. Although there is no set time limit, we would want to finish in an hour or an
hour and a half.

c. Quantitative research: Surveys

It is possible that the most popular approach for gathering primary data is surveys.
However, it is crucial to remember that all of these methods for collecting data are purely
hypothetical. Internet surveys have the advantages of maybe being finished more quickly and,
depending on how the survey is housed, potentially being less expensive to perform than
other survey formats. For surveyors without prior surveying expertise or good statistical
abilities, several Web surveys hosts also provide tools to analyze the data for the user,
simplifying the procedure. Getting in touch with the targeted audience members and
convincing them to respond to the survey after being reached are the drawbacks. Some people
could be hesitant to divulge private data online, similar to other survey methodologies [9].

We created a survey that used Google Forms' online survey questionnaire. We sent it
to 100 - 120 respondents from 18 to 25 years old who mostly rely on family pensions (see
Figure 6 Appendix C) and are aware of Nestlé even though they have seen CSV activities or
not, by email or social media, and they finished it online. The questionnaire structure was:
 8

- Explore the opinions of respondents about Nestlé.

- Explore the opinions of respondents about Nestlé's CSV activities.

- Explores the opinion of respondents toward companies involved in CSR/CSV

activities.

- Investigating respondents' attitudes regarding businesses engaged in CSV

activities.

- Demographic question.

- Structured questions are expressed on our measuring scale.

The structured questions would be expressed on a Likert 5-point scale and MCQs
(Multiple-choice questions). The questionnaire consists of approximately six pages and would
take an average of 5-6 minutes to complete thoroughly.

B. Data analysis

1. Secondary data

It is possible to collect secondary data from previous studies, F&B sales analytics, and
information from a reliable online organization that will provide suggestions for the additional
primary analysis. We found the previous research on Google Scholar, ProQuest, and other
reliable sources; and searched Statista for statistical data.

2. Primary data:

a. Focus group interview:

The interview moderators will use videos from Nestlé's CSV campaigns and images of
the product from Nestlé to interact with participants and keep comments grounded in reality.
All interviews must be recorded with each respondent's permission, and the text of these
recordings will also be attached as an Appendix because the actions, views, intentions,
thoughts, and wants of the commodity's customers may be evaluated and summarized using
respondents' responses.

b. Surveys

The questionnaire will be created and distributed online, notably utilizing the Google
Form, which will make it simple to examine the findings. We will use pie charts and bar
 9

charts to show the results of certain questions.

Findings

a. Qualitative research: Focus group interviews

After conducting a survey with 3 focus groups and 18 respondents, we gain more
information about the customers' buying behavior, companies' responsibility for the
environment and social issues, and their awareness of Nestlé's products as well as its' CSV
campaigns.

Through the focus group interviews, customers will consider many aspects such as taste,
brand, nutrition and so on respectively when buying an F&B product. Sustainability is not
one of their first thoughts.
-
-
-

Some respondents like Nestlé because it is tasty and because it can ensure the safety of
people's health while others think that the taste of its products is not good, and they are afraid
that their products can lead to some health problems like obesity.
-

- the standards, coffee and tea are easy to put chemicals in, so it is not

Companies have launched many social campaigns to deal with the existing issues in
society, but they have not been thoroughly solved. Therefore, respondents have offered some
suggestions about CSR activities for the companies to handle the difficulties [12].
-
2, respondent 5)
- ead of gender, offer policies to
 10

As a result -term
[12].

Whereas balancing welfare and profit will be advantageous. The value of a business is not
only based on profits but also on how people perceive the company, which leads to the
number of customers choosing that brand.
-

- use the company needs profit to

Despite the increase in trust, most interviewees will not change from their favorite brands
to a brand that has CSV activities.
-

- both if it's good, change it completely, and don't care much about CSV. If there
(Group 2, respondent 5)
-

products. It
is not the most crucial aspect that participants will think of when making a purchasing
decision. However, if a CSV/CSR campaign is attractive enough, they will try the products.

b. Quantitative research: Survey

Through the survey questions, we have more data on a larger scale of 113 respondents
to verify our findings from qualitative study in terms of consumer preferences for F&B
products, their levels of awareness about social and environmental problems, their opinions
about Nestlé and its CSV campaigns, and other factors besides CSV that determine their
buying behavior. Here are some key findings and their statistics.
 11

society nowadays, particularly in the F&B i

waste treatment in the production process, besides wasting natural resources in the production
process (67.3%) and ensuring the truthfulness of the product during the introduction process
(64.6%). (Figure 1 Appendix C).

"Customers have more empathy and love for Nestlé after knowing about its programs
to help society and the environment (CSV)."
ng
customers said that they have greater sympathy for the company now that they are aware of
Nestlé's CSV activities. (Figure 2 Appendix C).

"Customers are willing to pay more for a Nestlé product that contributes to society
and the environment, as long as the difference is not too much." (See Figure 3, Appendix C).

society and the environment, as long as the difference in price is not too much (See Figure 2,
Appendix C). Particularly, when being asked about the maximum price they agree to pay
more for a Nestlé product that is having a campaign to support the community, specifically
Milo, whose current price is 8,000 VND per box, 65.5% of respondents said they would be
willing to pay between 1,000 VND and 4,000 VND more per box, and 17.7% of them are
willing to pay less than 1,000 VND more per box. Only 7.1% of those surveyed said they
would not be willing to pay more for that product.

buy the product of the brand that has carried out CSR/CSV activities. Other factors are
fixed."
ink
that they will have more trust in the product even if the firm is random and unfamiliar to
them, as long as it has carried out activities/campaigns that benefit society and the
environment. (Figure 4 Appendix C).

"Customers are not likely to refer friends and relatives to use Nestlé products just
because Nestlé has CSV activities"
 12

customers are willing to refer friends and relatives when they know that Nestlé has launched a
campaign to benefit society and the environment, holding other factors fixed. (See Figure 2,
Appendix C).

"CSV is not the main component affecting the customer's purchase process, in
particular for the F&B industry."
V is only a secondary consideration in their F&B buying
decision-making process when compared to other considerations like price, flavor, brand and
so on. (Figure 5 Appendix C)

In conclusion, after verifying the findings with a larger scale of respondents (113), we
realize that young Vietnamese consumers have very strong awareness and intense support for
the sustainability of individuals, society and the earth (CSV). However, in terms of making
the final purchasing decision, they tend to be reluctant and consider factors they assume to be
more crucial to them, including taste, price, brand awareness, then CSV.

Recommendations and action plan

Recommendation 1: Concentrate on exploiting all aspects of a product, including CSV

First of all, it is true that CSV is a good point to attract customers. However, factors
mainly affecting the decisions of young buyers are the quality of the product, the reputation,
and price of the brand's products instead of the CSV activity. Therefore, we highly
recommend that Nestlé should continue its CSV activities/ campaigns, but not depend too
much on them, while focusing instead on enhancing products' quality, taste, price, etc.
Because with young consumers in Vietnam, CSV is nothing without these core factors. As a
result, CSV activities will be a competitive strength for Nestlé, if combined with the good
quality it already has, making Nestlé the favorite brand of many customers as well as the top-
of-mind brand when it comes to F&B.

Action plan: Innovate an existing product, while adding CSV characteristics.

Nestlé can launch new products while maintaining quality while contributing to society
and environmental protection.
 13

For instance, in 2019, the leading brand of natural mineral water in Vietnam, La Vie, a
sub-brand of Nestlé, combined with the Vietnam National Administration of Tourism in to
launch a bottled water product with a capacity of 700ml (200ml more than the previous
bottle), along with the packaging decorated by famous wonders in Vietnam (See Appendix
D). Additionally, La Vie also decided to make this product from food-grade recycled PET,
which is being used by the European Union (EU) as a safe solution for both user and
environment). La Vie hopes that through this initiative, travel enthusiasts will better
understand the natural beauty of Vietnam, stimulate the country's tourism after the
challenging COVID-19 period, as well as contribute to promoting the tourism industry.
Collect, sort and recycle plastic bottles, and protect the environment. Although this version of
La Vie water bottle is almost twice as expensive as the old La Vie bottle (See Appendix E)
(11,000 VND compared to 6,000 VND), this product of Nestlé has been very well received by
Vietnamese consumers because of the messages and values that it brings. Also, the bottle
capacity has also been increased significantly, making customers still feel satisfied when
buying the product.

Similarly, in the future, Nestlé can also implement a similar product for a new brand,
typically Milo, a brand that is already very familiar and powerful in the subconscious of
Vietnamese consumers. especially young people. Nestlé may cooperate with the General
Department of Sports and Physical Education of Vietnam, to launch a new Milo milk product,
richer in energy, with a drinking cap for professional sports people (See Appendix F), similar
to La Vie, to encourage Vietnamese children to exercise more as the insufficiency of height
and weight are already problems for children in Vietnam. Meanwhile, packaging and straws
made from paper and bamboo, or sugarcane, respectively, will contribute to reducing the
impact of plastic waste on the environment.

Recommendation 2: Publicize the results and process of CSV campaigns.

Secondly, as our young respondents stated that they were not really satisfied with the
CSV activities that Nestlé showed in public because there was a lack of commitment and the
result. Therefore, in order to make a
perform more by showing the result of every single campaign and reporting the effectiveness
of the campaign frequently enough so that customers can trust in the commitment and support
Nestlé more.
 14

Action plan:
and progress of CSV campaigns

Nestlé may use the company's communication channels to report information about social
campaigns or the launch of environmentally friendly products to young consumers in
Vietnam. Similar to the way multinational companies and corporations, typically Unilever,
Pepsico, Vinamilk, etc. have been doing.

- Pepsico: (See Appendix G)

- Unilever: (See Appendix H)
- Vinamilk: (See Appendix I)

Limitations and directions for future research

The sample of the survey has not been expanded to too many schools, mostly focusing on
freshmen and sophomores studying at ISB. In fact, the results in consumer behavior towards
Nestlé's CSV may change when the sample is expanded to universities of different sizes,
living standards, and several other factors. For example, if there are some schools with an
international reputation, the standard of living of students there will also tend to be higher
than that of students from public schools, so they will also be less price sensitive. From there,
if there were an addition of this problem to our research paper, the conclusions about the
customer behavior of young people in Vietnam towards Nestlé's CSV would be able to be
concluded more accurately and comprehensively.

Finally, having to hold focus group interviews online due to reasons such as the pandemic,
and the difference in class schedules caused our qualitative study of focus group interviews to
take place online. This may affect the current results because, in face-to-face interviews,
respondents will have emotional elements, and body language integrated, which when
interviewing online will be difficult to pay attention to monitor and lead to possible
deficiencies in information collection and analysis.

References
1. Manisha S. Food Industry: Characteristics, objectives, risks and benefits
[Internet]. BioTechnology Notes. 2018 [cited 2022 Jul 29]. Available
from: https://www.biotechnologynotes.com/food-biotechnology/food-
 15

industry-characteristics-objectives-risks-and-benefits-
biotechnology/14088

2. F&B Industry in Vietnam [Internet]. VietnamCredit. [cited 2022 Jul 29].

Available from: https://vietnamcredit.com.vn/news/fb-industry-in-
vietnam-2021_14486

3. Chapot P. Creating shared value [Internet]. Nestlé Global. [cited 2022 Jul
29]. Available from: https://www.nestle.com/investors/annual-
report/creating-shared-value

4. Porter ME, Kramer MR. Creating Shared Value. In: Managing Sustainable
Business. Dordrecht: Springer Netherlands; 2019. p. 327 50.

5. Freeman E, Moutchnik A. Stakeholder management and CSR: questions

and answers. uwf UmweltWirtschaftsForum [Internet]. 2013;21(1 2):5 9.
Available from: http://dx.doi.org/10.1007/s00550-013-0266-3

6. Bhattacharya CB, Sen S. Doing better at doing good: When, why, and
how consumers respond to corporate social initiatives. Calif Manage Rev
[Internet]. 2004;47(1):9 24. Available from:
http://dx.doi.org/10.2307/41166284

7. Mishra S. Exploring the impact of corporate social responsibility on

consumer behaviour in India. Int j bus innov res [Internet]. 2012;6(4):401.
Available from: http://dx.doi.org/10.1504/ijbir.2012.047274

8. Purwaningsih P. Protection for the rights and interests of local

activities. Udayana j law cult [Internet]. 2022;6(1):1. Available from:

http://dx.doi.org/10.24843/ujlc.2022.v06.i01.p01
 16

9. Curtis KR. Conducting Market Research Using Primary Data. 2008 Jan;
Available from: https://www.researchgate.net/profile/Kynda-
Curtis/publication/242091149_Conducting_Market_Research_Using_Pri
mary_Data/links/0deec529cd11ea8526000000/Conducting-Market-
Research-Using-Primary-Data.pdf

10. Patzer GL. Using secondary data in marketing research: United States and
worldwide. Westport, CT: Praeger; 1995.

11. Cox KK, Higginbotham JB, Burton J. Applications of focus group

interviews in marketing. J Mark [Internet]. 1976;40(1):77 80. Available
from: http://dx.doi.org/10.1177/002224297604000117

12. Mohr LA, Webb DJ, Harris KE. Do consumers expect companies to be
socially responsible? The impact of corporate social responsibility on
buying behavior. J Consum Aff [Internet]. 2001;35(1):45 72. Available
from: http://dx.doi.org/10.1111/j.1745-6606.2001.tb00102.x

Appendices

Appendix A: Discussion Guide

Section 1: -introduction:
Introduction/ - Thank respondents for agreeing to take part in the
Warm-up (5-7 research to inform audio, video recording, and
min) observation.
- Reassure confidentiality.
General - Feel free to share their opinions; there are no right or
questions on wrong answers.
Nestlé - Quick introduction about the purpose of the
discussion i.e. CSR impact on young consumer
 17

behavior in Vietnam

Yourself?
General questions about the respondent:
- Your eating habits? Do you eat healthily? How
many meals per day? Drinking habits?
- Which factors do you consider when choosing an
F&B brand (it could be nutrition, packaging,
branding, taste, familiarity,)?
- Which brands do you usually choose when it comes
to F&B? Your favorite brand(s)?
- Have you ever used F&B Nestlé products? (Show

here your favorite? Why? (Show them picture 1)

- -
qualified and good for health?
- Is the price of Nestlé high, medium or low to you?
Are you comfortable and assured when it comes to
buying things from Nestlé?
-

Section 2: - Do you think Vietnam is suffering from

environmental damage, such as natural disasters
levels of (earthquakes, floods) or pollution?
environmental - Do you think it is urgent to be tackled?
concerns and - Have you seen any business or company that steps
awareness of up and solves this problem?
CSR - What do you think about poor villages with a high
campaigns number of young, malnourished children in
around them mountainous or remote areas? What would you do to
(15 min) help them? Can you show us some ways?
- Do you think it is urgent to be tackled?
- Have you seen any business or company that steps
 18

Measure up and solves this problem?

- Do you think that Vietnamese women are still facing
levels of certain discrimination in the workplace? Was it
concerns of often? How do you feel about it? Is it urgent to be
environmental tackled? Should companies now be more equal and
issues issue more policies that assure their development?
- Do you think that young Vietnamese are facing
Measure many difficulties in finding a decent job to live in
such big cities like HCM, Hanoi or Da Nang (a
awareness of decent job here is earning enough to live on, and the
CSR activities work environment is good)
around them - Do you think it is urgent to be tackled?
- Have you seen any business or company that steps
Examine up and solves this problem?
- Your opinion on business responsibilities? Would
opinion on they only need to focus on making profits or only
responsibilitie improving the well-being of the community, or both
s of firms. at the same time? Why?
-
it impactful on you or on those around you? Is it

SHOW VIDEO OF Nestlé IMPLEMENT CSV CAMPAIGNS (3-4 min)

https://www.Nestlé.com.vn/vi/csv
https://www.youtube.com/watch?v=U6g8SRfaVKs
- What are your feelings after watching the clip?
- Is there anything you do not like? Which one? Do you have any
recommendations for it?
- Do you think that Nestlé is tackling the right problems in society? If
not, then which one is not?
- Is there anything you would like Nestlé to continue to contribute to
the well-
- Would you love to see more of this from Nestlé?
 19

Section 3: - If you happen to know that the company whose

Examine main product you are using is abusing children for their
factors that production line, would you avoid using them in the
affect future? (Philanthropic)
consumer - Then, if Nestlé does not abuse children, they use
behavior + laborers who are in the eligible workforce, but with a
Given more higher price and farther point of purchase, would
challenges you still buy it? Why?
(such as - If Nestlé changes the packaging from plastic to
higher price, paper and charges more money, are you still happy
farther and buy them?
distance to - If you happen to know that Nestlé is supporting the
store...) (15 locals and improving their livelihood and income,
min)
have more budget to support them in life. Are you
Philanthropy willing to buy their products?
Economical - If a random and unknown firm comes to you, you
Social know nothing about them except knowing that they
Reputation implement CSR activities, will you have a higher
belief in them?
- Are you willing to become a loyal customer of
Nestlé because of the values they are bringing to
society?
- Would you make repeated purchases with Nestlé if
they kept implementing these campaigns?
- Are you willing to refer Nestlé to your friends after
knowing their CSV implementation? Which factors
in Nestlé make you want to refer to your friends?
- Are you willing to switch from your favorite brand
to Nestlé due to the values they bring to improve the
community's well-being?
 20

Section 4: - Before you leave, is there anything else that you

Wrap Up want to ask or add?
- Thank you again for joining the discussion with us
today.
- Give incentives to respondents and send them off.

Main outcome:

Appendix B: Coding

Group 1 (Tân) Coding

SECTION 1: Explore the opinions of respondents about Nestlé.
-3

R2: "tùy ngày, có c,

trong 1 ngày?
Nestlé là 1 trong mát"

mình nha. a kèm thôi"

thôi à"
 21

long"

R6: "hay

trà"

xong."

bao bì, ngoài ra

giá.

F&B (thành

R5: "Bao bì, mùi

R4: "Không chú R6: "Bao bì,

không."
 22

là giá thành."
R1: "Thích Orion, R1: "Twister vì R1: "Highlands, Olong Tea Plus,
t Coffee House Coffee House,
Highlands,
chai". Phúc Long,
R2: "Trung Milo, Oreo,
Nguyên Coffee".

plus". R3: "Phúc Long,

khi mua.
Milo" R3: "C2 (quen), Ô
long tea plus".
không? R3: "Nestlé và C2 và TH True
Coca" R4: "Ô long tea Phúc Long."

R4: "Mc
donalds, KFC,
R5: "Ô long tea Lotteria, Jolibee

R5: "TH True

R6: "Ô long tea cùng), Nestlé

thích" R6: "Starbucks,

Highlands,
R6: "Cocacola, Coffee House."

Starbucks"
R1: "Milo" R1: "Lavie, Milo, R1: "Lavie,
Nestea, Nescafe." Milo, thích Milo
R2: "Milo và
Lavie" R2: "Milo, Lavie."
phâm Nestlé
R3: "Milo, Nescafe R3: "Lavie, Milo." R2: "Lavie, khác.
và Kitkat" Milo, thích Milo
R4: "Lavie, Milo,
Nestea, Nescafe."

R5: "Lavie, Milo, R3: "Lavie,

không R5: "Milo, thích Nestea, Nescafe." Milo, thích Milo
 23

R6: "Milo,
thích và không Nestea."
thích không? R4: "Lavie,
Milo, Nestea,
R7: "Milo và Lavie. Nescafe, thích
Lavie là mùi Lavie nh Lavie:

thích."

R5: "Lavie,
Milo, Nestea, thích vì không
Nescafe, thích

ngon, không

R6: "Lavie,
Milo, Nestea,
Nescafe, thích
Milo và Nescafe,
không thích
Lavie mà thích

Chia làm hai

thôi."
hay
không? - Riêng Lavie vì là không thì không

không có chuyên
môn."

uy tín).
Nestlé?

- gây
R4: nóng, béo phì..)
 24

R4: "Có dùng qua 1

R5: "Có, Nestlé

R5: R5: "Có, Nestlé

sáng)."

ng

R7: "Theo mình các

SECTION 2: Explores the opinion of respondents toward companies involved in

CSR/CSV activities.
R1: "Shopee,
 25

R2: "Milo dùng

ôn R3: "Coca-cola, có

các doanh
dùng Các doanh

trách nhi
R2: "Các doanh beauty and
planet, tresame
(recycled
packaging) hay

Các doanh

(Loreal, Love
Beauty and
Planet,
Tresemme), và
an to
F&B (Coca-
xanh." Nestle là doanh cola, TH
Group,
Vinamilk,
phong." Nestlé).

R6: "Vinamilk

R4: "Các doanh Nestlé doanh

susta Cocacola là
 26

không quan tâm

R5: "Ngày càng

không tin vào

i
trong quá trình
R5: "Các doanh

R6: "Tui có nghe

The coffee house

(go green),
Nestle (mi

R1: "Vinamilk có R1: "Nâng cao

em suy dinh

dáng" núi, vùng sâu

vùng sâu vùng em nghèo, doanh này, sinh viên có vùng xa.

em". m
suy dinh
R2: "Quyên góp
làm), Trung
 27

vùng này." Nguyên (quyên Sinh viên: giúp

góp).."
R3, R4, R5, R6:

ngh góp. Vinamilk, TH

cho doanh

hì có
Nestlé."

Vinamilk (nâng

giú
vùng sâu vùng
xa".
sinh
em." nhai, nâng cao

raise awareness, sinh viên nên

quyên góp hay
Các doanh

R5: "Nâng cao

vùng sâu vùng xa.

R6: "Tình nguyên,

thúc."

vùng sâu vùng xa.

không
 28

doanh

campaign tuyên

vùng cao cho các

Nestlé offer làm

cà phê."
Chia làm 2
có. thì không còn vì

Nam."
là ít/không

là th không, khuân
h vác..

nào, nâng cao

ng công

khuân vác, hàng

 29

không, xây i tính

Vinamilk, R3: "các công ty

Unilever."

Intel, FE
Credit, Loreal,
Unilever,
Vinamilk)

R5: "Không phân

viên,... Nh

trong Intel có

R6: "

nam -

không còn phân

ù
 30

nam -

và sau khi quay

có. có.

ngành cao,
t
ng R2: "Doanh

thân.

khác nhau.

doanh

R3: "Có, do không

v
Management
Trainee,
do doanh nghi Internship,
Company Tour
cho công ty. dành cho sinh

R4: "Do không

Management
Trai
 31

s
hình là YBOX, Shopee, Nestlé,
có thêm kinh , Cocacola,
Pepsico.
sinh viên cho

sinh viên có khao chính sách rõ

thông qua các
phòn
ph
sinh viên."
shopee, doanh

không có khó,

nhau. Doanh

này mà mình

yêu thích công ty Cocacola,

không." Nestlé.."
 32

Các doanh

"

khó và ít, nên mình

n tâm. Tuy nhiên

và tùy ngành
 33

2 cái này."

tâm và trách
mà còn là cách
trung và là Gen
(trong và ngoài)

Cho nên, công ty

succeed on the
marketplace"
t

là
50-

R3: "Doanh

trên."

thông qua các

marketing hay

kinh doanh thì có

khác còn phúc

R4: "CSR là không

nhân"
k
 34

ngoài nhìn vào

R6: "Các bên liên

quan ngày càng

R6: "Nên cân

khác nhìn vào

ái cho doanh

R1: "Có nghe

không có
 35

Do Marketing

không cao.

gi

qua. Không có

R4: "Nghe loáng

thoáng."

R5: "Có nghe

qua."

video này? h

xem video này

là gì? (Video
Nestlé nhìn

rõ ràng". .
nhìn bao quát,
khá chuyên

n
R6: "Hay, ý
cây."

ch
 36

R4: "Nestlé bao

Nestlé."

Thích:
gì và không tí
video, có hình
2 video này?

cây.

Không thích:
công ty khác."

doanh
khác.
trùng."
có không thích
R5: "Khá là ý

trình dài" - quá

chú tâm vào
nên trông vào

mình
 37

R3: "Không có

Nestlé include

vì nh

R5: "Thích:

Không thích:

dài" - quá chú

tên

cây, thích hình

Nestlé, không có
không thích cái
gì."

cho Nestlé
Lavie."

sâu vùng xa.

khác trong cùng sâu vùng xa."

 38

xanh.

R4: "

cây xanh."

R5: "Quyên góp Nên công khai

sâu vùng xa."

lo,

xa."
R4: "Mình không

Nestlé nên lo

Milo.

R5: "Không có

R6: "Nên có

Nestlé
theo trend."
 39

xung quanh

này (CSV).

R3: "Không quan

giá nó không làm

R4: "Không có

quá

này."

m
 40

khai."
SECTION 3: Investigating respondents' attitudes regarding businesses engaged in CSV
activities, especially in Nestlé

mua, vì
Không mua, vì
chay cùng vì nó
thêm thì không."
thì không nên

mà còn là con
mua hay
không?
hay không."

doanh

không.

luôn"

chay luôn"

quá cao thì

R1: "Tham gia

 41

tính thêm có

không mua."

có thêm ngân
sác

phê phán nó
này.
Nestlé"
R4: "Nên có

ch

mua."

R5: "Mình không

(nó không có tác

s
Nestlé)".

mua."
R1: "Lòng tin
không tha

R2: "Còn tùy

eting
CSV, lòng tin
 42

hàng
hàng."

R3: "Lòng tin

CSV và lòng tin

khác nhau, luôn

R4: "Lòng tin

nhau."

R5: "Lòng tin

mình không thay

không dùng."

trong tâm trí Nestlé,

 43

khai CSV thay

xét."
nào? Có thay hành vi tiêu
dùng thì không

R3: "Không thay

CSV?

làm.
cho xã
T

R5: "Không thay

Nestlé mà nhóm

y Nestlé

CSV vì mình tin

a mình."

không quan tâm

CSV. tâm CSV.
mình
CSV vì mình tin
 44

thân khi trong

R2, R3, R4 có câu

R1.

R6: "Kh

R2: "Tùy vào mùi

mình sang vì
Nestlé do
qua."

R2: "
nên cái nào ngon R2: "Không,
hành vi mua
không? program thì mua

mua hàng còn

 45

R4: "Tùy vào nhu

khác.
lâu dài thì không."
R3: "Nah, ngoài
R5: "
R3: "Không, vì

xét." R4: "Không,

chu
R4: "Không nha,

và mình tin là trong campaign hay."

R5: "Không hoàn

a mình yêu thích."

ái

trong CSV."
 46

Appendix C: Survey

Figure 1

Figure 2
 47

Figure 3

Figure 4

Figure 5

Figure 6
Apart from those from our key findings, here are some statistics from our survey:
 48

Milo is the most favorite product of young customers when it comes to Nestlé's F&B (57.5%),
followed by Kitkat (18.6%), Nestea (8.8%).

Figure 7

impressed with these activities because of their meaningful message (66.4%), positive content
(64.6%), and contagiousness in the community (61.9%).

Figure 8
Although the majority of respondents are highly aware of social and environmental problems
in businesses, of the 113 people who conducted the survey, up to 87.6% said that taste is one
of the main factors leading to the decision to buy an F&B product, besides price (80.5%), brand,
and popularity (67.3%), and nutritional composition (54.9%). This suggests that CSV is not a
primary factor influencing their choice when selecting a F&B brand.
 49

Figure 9

Young customers claim that meaningful acts (81.4%), practical actions (76.1%), public
outcomes (54.9%), and confirmation and insider results are the main factors that influence their
decision to support a cause (52.2%).

Figure 10

While 49.5% of survey respondents think that Nestlé's social and environmental campaigns
(CSV) have solved problems in society, while 42.5% feel neutral and uncertain about this issue.
 50

Appendix D: New bottles

Appendix E: Old bottle

 51

Appendix F: Sporty drinking cap

 52

of CSV campaigns - Pepsico

of CSV campaigns - Unilever

 53

CSV campaigns - Vinamilk