Deadline: 21/1 by 23:59

Deadline 2 & 3: Friday 12/1

Description Task
Allocation

1. Executive Summary (250)

This section should provide a clear and concise summary of the full report.
It should provide the project background, the main objectives and research
questions, the research design, and the key findings and
recommendations to the project client.

Kim Anh
2. Recap of Assignment 1 content (1000)
An
This section provides a summary of the key points that were discussed in Nhien
your Assignment 1 submission, as well as your considerations for
improvements and any follow-up actions that would have been
accomplished at this stage where the project has finished. In other words,
you will describe the project progress here and summarise anything that
worked and/or did not work since Assignment 1.

The recap may include the following information:

1. Business situation brief (Kim Anh)

The Saigon-based jewelry brand showcases natural gemstones and

creates custom silver and gold jewelry meticulously crafted by
talented Vietnamese artisans. Ddreamer's jewelry uses standard
silver with high purity and Cz, high-quality natural stones.

Besides the jewelry business, Ddreamer also organizes workshops

on handmade silver jewelry design - this is the difference between
Ddreamer and other jewelry business brands. Ddreamer's
workshops receive a lot of good feedback from customers. Thanks
to those workshops, Ddreamer receives many more customers
visiting the store to buy and use the brand's jewelry.

Ddreamer leverages its expertise in design, customer service, and

luxury experiences to increase traffic, build loyalty, and differentiate
itself from online sellers on price alone. Refocusing on services and
marketing could also help Ddreamer attract new upper-class
buyers.
 2. Backgrounds of the client company and of the research (An)

The current customer demographic has grown to 24-35 YO

Need new ways to reach out to the target audience of 18-24 YO
Their workshop mainly attracts foreigners or Viet Kieu (90%)
=> How can Ddreamer build a connection with Generation Z customers
(18-24 YO) via products and marketing initiatives, while maintaining brand
loyalty from 24-35 YO customers?
Market Trends:
- Branding is increasingly essential
- Gold jewelry still dominates
- High demand for online scouting before store visits
- Designs relevant to local consumers and gemstones for feng shui
purposes
General Forecast:
- 8-12 % Forecasting growth in jewelry market in 2024
- Demand for gold jewelry remains high
- Tourism recovers, expanding retail opportunities
Consumption Trend:
- 8% Growth in Vietnamese gold demand in 2021
- Consumers still prefer store visits for the final purchase
- Vietnam's jewelry market is experiencing a surge in demand for
traditional and handcrafted pieces
- Buy-Now-Pay-Later service (BNPL) is a rising trend in Vietnam
Online Habits:
A strong shift from offline to omnichannel post COVID-19
Increasing trust for e-commerce channels
Younger consumers are significantly influenced by social media

3. Research problem statement (Kim Anh)

Previously, Ddreamer Jewelry used to hold a relatively high market

share in the high-end jewelry segment, but sales have decreased
by 7-8% in the past year. At the same time, competitors such as
PNJ and DOJI have stable growth because they have been
operating in the jewelry field for a long time.

The proposed research explores the key factors contributing to the

decline in Ddreamer Jewelry's market share in the competitive
luxury jewelry industry. Potential issues to explore through
quantitative surveys and qualitative research include:

- Consumer preferences and values change after COVID-19 and

 during the economic downturn.

- Perceptions that Ddreamer Jewelry needs to be updated or more

special.

- Competition from online retailers in terms of selection and price.

- The marketing message for these product lines does not resonate.

- Difficulty in making a difference from competitors in terms of

products.

The study will provide data-driven insights into the reasons behind
Ddreamer Jewelry's struggling market performance. The analysis
will offer strategic recommendations for brand repositioning,
appropriate marketing, and regaining market share in the luxury
jewelry category.

4. Research objectives and questions, and the previously proposed

research approach. (Nhien)

OBJECTIVE 1: TO UNDERSTAND CONSUMER'S PREFERENCES FOR

JEWELRY IN GENERAL
-What factors have the most influence on consumers' preferences for
jewelry purchases (e.g. style, materials, price)?
-What jewelry styles and materials do consumers prefer currently and
why?
-What is the consumer's buying intention level for new or innovative
jewelry designs?
- What is the occasions that the people in 24 – 35 years old buy
jewery?
- What ís the differences between age from 18 to 24 and age 24 to 25
taste of choosing jewellery?

OBJECTIVE 2: TO GAIN CUSTOMERS' PERCEPTION AND ATTITUDE

TOWARDS DDREAMER'S OFFERINGS
FOR DDREAMER'S PRODUCTS
What are the 3 top-of-mind words consumers think of when they see
Ddreamer's products?
What are consumers' levels of interest in Ddreamer's offerings?
What are the millennial consumers' buying intentions for Ddreamer's
offerings?
What would prevent consumers from buying these products?
How much are consumers willing to spend on buying jewelry?
FOR DDREAMER'S WORKSHOPS
 What are consumers' levels of interest in Ddreamers' workshops?
What are the millennial consumers' concerns of these workshops?
What is the most contented service of Ddreamers' workshops?

OBJECTIVE 3: TO UNDERSTAND FACTORS INFLUENCES

CONSUMER'S BRAND TRUST & BRAND LOYALTY
Which brands do the people in age 24-35 like to buy jewelry from?
And why?
Which channels do consumers refer to for jewelry-related content (i.e.
product information, mix-match outfit, etc.)?
What kind of jewelry-related content do consumers in find interesting
(e.g. KOL reviews, mix-match blog/clip, etc.)?
What kind of activities influence consumers' loyalty to a jewelry brand?
What factors influence consumers' brand-switching decisions?
OBJECTIVE 4: TO EXPLORE HOW CONVENIENT ELEMENTS
AFFECTING CONSUMERS' BUYING DECISION
How important are fast and reliable delivery or shipping options when
considering a jewelry purchase?
How important is a hassle-free return or exchange policy in influencing
consumers' purchase decisions?
Have consumers tried the Buy Now Pay Later service for their previous
jewelry purchases? How do consumers think this service affects
their buying decisions?
How much does the ease of finding and accessing a brand and product
information influence consumers' purchasing decisions?

Han
3. Research Design (1000)
Khang
This section should describe and explain clearly your research design, Sam
including considerations for the research nature, approach(es), data
collection methods (including data sources) and communication
techniques, and data analysis techniques. Note that you will need to
provide justifications for your research design i.e., convincing the
readers about its suitability and appropriateness, and not simply describing
what has been done. Please also report any secondary research activities
that were conducted.

Sam

Research nature: a systematic inquiry to discover new knowledge, to find

new truths, and to go beyond the status quo (Sergey K. Aityan 2022)

a. Exploratory research:

Exploratory research is a methodology approach that explores research

questions that have not previously been studied in depth (Tegan George
2021). In the case of Ddream jewelry, it was important to understand
customer perceptions when buying jewelry online, the features that make
the jewelry stand out (make customers want to buy), and the factors that
make potential customers ability to buy products throughout the online
journey (FPT Digital 2023). With the theoretical insights into what
customers think when purchasing jewelry through the website, some
hypotheses about the underlying factors that lead to slow online sales can
be generated and serve as the basis for further descriptive research
(Jitesh Parmar 2019).

b. Descriptive research

Descriptive research aims to accurately and systematically describe a

population, situation or phenomenon (Shona McCombes 2019). This
means that when using this method in the case of Ddream jewelry, a fuller
in-depth description of the key drivers of jewelry purchase intention can be
obtained and, ultimately, brand insights can be obtained. comprehensive
assessment of the effectiveness of the current strategy. Descriptive
research design can also illustrate differences between factors that impact
customer satisfaction with Ddream jewelry (Voxco 2021).

https://link.springer.com/chapter/10.1007/978-3-030-76857-
7_1#:~:text=Research%20is%20a%20systematic%20inquiry,or%20to
%20revise%20accepted%20ones.

https://www.scribbr.com/methodology/exploratory-research/#:~:text=What
%20is%20exploratory%20research%3F,is%20challenging%20in%20some
%20way

https://papers.ssrn.com/sol3/papers.cfm?
abstract_id=3308689#:~:text=These%20factors%20are%20perceived
%20ease,of%20products%2C%20and%20customer%20satisfaction.

https://www.linkedin.com/pulse/marketing-th%E1%BB%9Di-
%C4%91%E1%BA%A1i-k%E1%BB%B9-thu%E1%BA%ADt-s%E1%BB
%91-x%C3%A2y-d%E1%BB%B1ng-c%C3%A1c-kho%E1%BA%A3nh-kh
%E1%BA%AFc-quy%E1%BA%BFt

https://www.scribbr.com/methodology/descriptive-research/
#:~:text=Descriptive%20research%20aims%20to
%20accurately,investigate%20one%20or%20more%20variables.

https://www.voxco.com/blog/descriptive-survey-design/
#:~:text=Descriptive%20survey%20research%20design%20is,business
%20offerings%20and%20other%20aspects.

Approach(es)

Data collection methods (including data sources)

● Focus Group
● In-Depth Interview
● Survey
● Observation
● Experiment

Khang

communication techniques

● Online
● Face-to-Face
● Phone

data analysis techniques

As part of the research design, you will provide details on the sampling
plan and methods, including information about the target population,
sample size, sampling errors, and any remedies for these errors that were
either considered or taken. Please also explain any changes in the
proposed and actual sampling plans (if there were any) and provide the
reasons for these changes. Some information may be better presented in
the form of tables and diagrams, and it is entirely up to the group to decide
the best methods to convey the information.

4 for SPSS
4. Analysis and Findings (1000)
(Quanti)
This section explains the analyses (descriptive and inferential) that have - Nhien
been done and reports their findings. You will describe and justify the
approach used to carry out the analyses, and comment on the relevance 2 for NVivo
of that approach to the management decision problem(s) that underpins (Quali)
this project. Tables, charts, and other graphics should be used where
necessary and appropriate to enhance clarity of communication.

A sub-section to provide demographical statistics of the actual samples in

this project is a must, regardless of the research approach being
quantitative or qualitative. Depending on the analysis that was carried out,
you will report the relevant key findings that are drawn from that analysis.
For instance, key inferential statistics about hypothesis testing should be
reported for a causal research approach, and quotes and thematic codes
for an exploratory approach. It is equally important to convince the readers
that your analysis and findings are sound and rigorous, by providing
evaluation metrics and justifications.

When reporting quantitative findings, you should note that this is a

business report and not a technical research paper, and therefore you
should select to report the key ideas and findings in the main body of the
report while leaving the technical details and explanations in the Appendix.

5. Recommendations and Conclusion (500-750)

This section has two parts, recommendations and a conclusion of your

report.

The first part provides the practical recommendations and actions to be

taken by the client company, based on the findings that are discussed
in the previous section. Recommendations must also be linked to and
address explicitly the research objectives and research questions that are
outlined at the beginning of the report. You should also discuss the
feasibility of the recommendations, rather than simply suggesting what the
client should do.

The second part concludes the group report by summarising the research
findings and the key recommendations. The conclusion will also outline
any limitations and/or assumptions made during the research progress,
and discuss their impacts on the research. The conclusion neither needs
to be lengthy (can be a paragraph) nor repeats what has already been
said, but the readers should understand clearly the key points of the whole
report by reading the conclusion.

Question:
Phần II trong sample có phần Management Decision Problem, nên cần làm ko á?

I. Executive Summary:
Project background:

Main objective:

Research question:

Research design:

Key findings:

Recommendations:

II. Recap of Assignment 1 content:

1. Business situation brief (Kim Anh)

Mission: To showcase the beauty of Vietnamese jewelry craftsmanship to the world

through our handmade silver and gold jewelry featuring natural gemstones.
Vision: To be a globally recognized Vietnamese jewelry brand known for our
meticulously handcrafted, custom-made fine jewelry that embraces and shares
Vietnamese artistry with people everywhere.
Founded in 2014 as a local Vietnamese Jewelry brand in Saigon, Vietnam. The
brand showcasing the beauty of natural gemstones, and creating custom-made fine
jewelry in both silver and gold, all meticulously handcrafted by skilled Vietnamese
artisans. Ddreamer is on the list of reputable 925 silver stores in HCMC (Ngọc n.d.).
“Affordable For students & accessible to everyone” (“Câu chuyện về thương hiệu
trang sức Ddreamer Jewelry” n.d.)

Besides the jewelry business, Ddreamer also organizes workshops on handmade

silver jewelry design - this is the difference between Ddreamer and other jewelry
business brands. Ddreamer's workshops receive a lot of good feedback from
customers. Thanks to those workshops, Ddreamer receives many more customers
visiting the store to buy and use the brand's jewelry. Ddreamer leverages its
expertise in design, customer service, and luxury experiences to increase traffic,
build loyalty, and differentiate itself from online sellers on price alone. Refocusing on
services and marketing could also help Ddreamer attract new upper-class buyers
(“Câu chuyện về thương hiệu trang sức Ddreamer Jewelry” n.d.).

Ddreamer Jewelry has existed for many years (operating since 2014). The brand is
focused on making jewelry accessible and affordable, especially to young people,
which can help drive sales and brand awareness.
Some potential problems or areas of concern:
The young target demographic may need more budgets for fine jewelry, restricting
average order values (Ridge 2023).
Competition from local and international jewelry brands could make it difficult to gain
market share (“Global Jewelry Market Size, Trends, Share, Forecast To 2030” 2023)
Expanding globally presents challenges, including marketing, distribution,
localization, etc (Darrell 2022).

2. Backgrounds of the client company and of the research (An) (TBU)

In the situation background, the customer group that has been purchasing
products from Ddreamer has grown from 18-24 years old to 24-35 years old
group. The brand needs to find a new approach to reach out to the new 18-24
years old group (Gen Z) while maintaining the relationship with the group of
royalty customers. In the market, according to Statista 2023, customers still
prefer offline shopping for jewelry rather than online.
However, the demand for online scouting before store visits is rising and are
predicted to continue its upward trend (Statista 2024). Additionally, the
designs are relevant to local consumers and gemstones for feng shui
purposes (Feng Shui News 2023). In the future, the revenue for the jewelry
industry are expected to continues its growth in 2023 (Statista 2024).
In regards to the consumption trend, it is clear that customers still choose
store visits more than online shopping when making final purchases for
jewelry, young consumers are also heavily influenced by social media to their
final decisions. Moreover, more than 80% of the consumed jewelry are non-
luxury ones (Statista 2024). Vietnam's jewelry market is also experiencing a
surge in demand for traditional and handcrafted pieces (Statista 2023).
According to Statista (2024), some of the indirect competitors of Ddreamer
are Pandora, Swarovski, Dior and Cartier due to their market share being
relevant in the Vietnamese market.
In our findings, buying decisions are heavily influenced by convenience
factors, payment methods, brand loyalty, and many other small factors that
affect those 3. Those 3 factors are equal to the elements (Communication,
Consumer, Convenience, and Cost) in the 4C model. As a result, the 4C
model will be the conceptual framework for the research and the objectives to
be based on.
 3. Research problem statement (Kim Anh)

Competitors such as PNJ and DOJI have stable growth because they have been
operating in the jewelry field for a long time (2023). The proposed research explores
the key factors contributing to the decline in Ddreamer Jewelry's market share in the
competitive luxury jewelry industry. Potential issues to explore through quantitative
surveys and qualitative research include:
Consumer preferences and values change after COVID-19 and during the economic
downturn (“Blog Perspectives” 2020).
Difficulty in making a difference from competitors in terms of products (Morrison
2023)
The study will provide data-driven insights into the reasons behind Ddreamer
Jewelry's struggling market performance. The analysis will offer strategic
recommendations for brand repositioning, appropriate marketing, and regaining
market share in the luxury jewelry category.
4. Unit of Analysis & Variables:

Unit of Analysis Related Variables Detailed Variables

Individual Customer Maintain the loyalty of ● Buying sources

customers ● Practical Activities

Customer’s behavior Spending habits

Av consumption frequency
Brand preferences

Customer’s preference • Customer motivation

• Purchase intention
• Customers’ attitude &
Awareness

5. Research Question & Research Objectives:

Research Objective Research Question

1. To evaluate the
purchasing behaviour of
gen z (18-24) and
millennials( 25-35)
2. Factors consumers
consider during their buying
decisions.
3 Consumer
behaviour in the awareness
stage
4 The popular sources and
the practical experience is
important for building good
What is the most frequently bought type of jewellery
that customers purchase?
How much money that the consumer(18 to 24)/ (25
to 35) willing to spend on jewellery?
● Which buying channels do Gen z and
Millennials prefer?
● What is the occasion for Millenials and gen z
likely to purchase the jewellery?
How the product packaging/ quality of materials/
design/ price influence the buying decision?
● How the brand reputation impact on making
decision?
● Which consumers 'style is willing to choose
the fine jewellery?
● Which consumers 'style is prefer to purchase
the fashion jewellery?
● What are the essential functions that the
consumers consider the most?
● Which brands do the people in age like to
buy jewelry from? And why?
● What kind of jewelry-related content do
consumers find interesting (e.g. KOL, reviews, mix-
match blog/clip, etc.)?
● Which channels do consumers refer to for
jewelry-related content (i.e. product information,
mix-match outfit, etc.)?
● How important are the good comments and
DIY workshops impact on trust of clients ?
 relationdhip with new and ● Which sources the new customers
old customers. usually find buying infomation?

● How much does the ease of finding

and accessing a brand and product information
influence consumer's loyalty?

6. Background of previously proposed research approach:

From assignment 1, we do not know how to acquire customers aged 18 to 35,

including Generation Z and Millennials. After analyzing the data from our
respondents, we changed our research objective to identify customer demographics
(age, income, gender, etc.) that influence awareness and consumption in order to
evaluate the current Ddream jewelry performance and gain a thorough
understanding of consumers' purchasing behaviors and criteria. At research goal 1,
questions are posed about the shopping habits of Generation Z (18-24) and
Millennials (25-35). Research item 2 focuses on the aspects that customers examine
while making purchasing decisions. The next step is to properly define consumer
behavior during the awareness stage. Then, in the third objective, we focus on good
sources and practical experience that help to develop long-term relationships with
new and existing customers. Ddream jewelry requirements are based on four
research goals. Due to evolving study objectives and requests, we would use
supplied data to do a more in-depth brand analysis.

III. Research Design:

1. Types of research:
 a. Exploratory research:
Exploratory research is a methodological approach that explores research
questions that have not been previously studied in depth (Tegan George 2021).
Therefore, Exploratory Research is used in research questions (1), (3), (4). In the
case of Ddream jewelry, it is important to understand consumer preferences
regarding jewelry in general, as well as factors that affect customers' purchase
intention and brand awareness when purchasing jewelry. To obtain remarkable data,
exploratory research is necessary. Exploratory research is necessary because it
can help businesses improve understanding of a given topic, determine how or why
a particular phenomenon is occurring, and predict future occurrences. future (Tegan
George 2021)
https://www.scribbr.com/methodology/explanatory-research/#:~:text=Explanatory
%20research%20is%20a%20research,occurring%2C%20and%20predict%20future
%20occurrences.
https://www.voxco.com/blog/exploratory-research-pros-and-cons/

b. Descriptive research
Descriptive research aims to accurately and systematically describe a population,
situation, or phenomenon (Shona McCombes 2019). In question (2), descriptive
research is important for a specific purpose because it enables businesses to obtain
a more complete and in-depth description of customer perceptions of Ddreamer
products. On the other hand, descriptive research designs can also illustrate
differences between factors that influence customer attitudes toward Ddream jewelry
(Voxco 2021). As a result, descriptive research produces conclusive findings when
an effective research tool is used to build an accurate or representative picture of the
problem (Kothari 2004).
https://www.scribbr.com/methodology/descriptive-research/#:~:text=Descriptive
%20research%20aims%20to%20accurately,investigate%20one%20or%20more
%20variables.

2. Data Source:
The project will use both primary data and secondary data in parallel to get the
most overview.

All of the objectives' research questions were addressed using primary data
because the research required highly precise answers that were inaccessible
because of its behavioral focus. and certain customer attitudes (Kothari 2004).
Meanwhile, Primary data has practical value and is reliable because it is collected
directly from respondents; and allows for a comprehensive analysis of the specific
problem to answer the research question (Maas.vn n.d.). Therefore, primary
research is suitable for this project to better understand customers' purchasing
behavior and their criteria as well as the factors that influence purchasing decisions,
brand trust, and loyalty. consumer brand loyalty.

Additionally, for research on factors that influence consumers' purchasing decisions,

brand trust, and brand loyalty, secondary data is used for this project. Because
Secondary data is a second-hand data that is already collected and recorded by
some researchers for their purpose, and not for the current research problem
(byjus.com n.d.). Therefore, the jewelry business Ddream Jewelry will have more
information that is rich, diverse and comes from different sources, including
government agencies, market research firms, academic researchers, and trade
associations; from which there are solid measures to solve their problems.

https://www.resonio.com/blog/primary-data-collection-types-advantages-and-
disadvantages/
https://study.com/academy/lesson/what-is-primary-data-in-marketing-research-
definition-sources-collection.html#:~:text=Primary%20data%20provides
%20marketers%2C%20researchers,information%20collected%20specifically%20for
%20research.
Kothari CR (2004) Research methodology: Methods and techniques. New Age
International.
https://maas.vn/primary-data-research-va-nhung-dieu-can-biet/
https://vietnambiz.vn/du-lieu-thu-cap-secondary-data-la-gi-uu-diem-va-han-che-
20191014234025361.htm
3. Nature of data:
Quantitative: to gain general understanding
Qualitative: to gain in-depth understanding

This study uses both qualitative and quantitative methods to collect and evaluate
digital data such as customer preferences, perceptions, and attitudes as well as
factors that influence purchase intentions, perceptions of consumer brand.
Qualitative techniques include in-depth interviews and surveys. Both qualitative
and quantitative data are valuable to jewelry businesses. By using both types of
data together, businesses can gain a more comprehensive understanding of their
customers, make informed decisions, and develop effective strategies that consider
both objective and experiential metrics. subjective experience (atlan.com 2023).
Therefore, When jewelry business Ddream Jewelry uses both quantitative and
qualitative surveys, they can benefit in 2 ways, namely Comprehensive Insights
and Enhanced Decision Making. Quantitative surveys provide numerical data that
can be analyzed statistically, providing a broad overview of customer preferences,
purchasing patterns and market trends. On the other hand, qualitative surveys
collect detailed feedback and opinions from customers, allowing businesses to
understand the reasons behind certain behaviors or preferences. On the other hand,
by combining quantitative and qualitative data, jewelry business Ddream Jewelry
gains a more comprehensive understanding of their target market. This allows them
to make informed decisions about product development, pricing strategies,
marketing campaigns and customer service improvements.

https://atlan.com/quantitative-vs-qualitative-data/#:~:text=Both%20qualitative%20and
%20quantitative%20data,objective%20measurements%20and%20subjective
%20experiences.

4. Data collection methods:

Gathering observations or measurements in a methodical manner is called data
collection. It enables researchers to obtain first-hand experience and novel insights
into the issue they are studying.The goal of the research will define the kinds of data
you will gather and the techniques and protocols you will employ to gather, store,
and process the data.(Pritha Bhandari 2020)
In-Depth Interview
One technique for gathering qualitative data is through in-depth interviews, which
entail speaking with each participant directly and one-on-one(Pamela B 2020). They
may supply a multitude of specific details and have several benefits for gathering
data, including:
+ Rich, Detailed Data: In-depth interviews can yield rich, detailed information
that makes it possible to fully comprehend the experiences, motives, and
perspectives of participants. They provide researchers with the opportunity to
elucidate answers or pose follow-up queries for more
information(Anthropology 2023).
+ Flexibility: In order to get a deeper sense of the participants' perspectives,
interviewers might revisit important topics, gather more information, and ask
follow-up questions(Rosenthal 1990). When it comes to delicate subjects in
particular, this adaptability may result in more perceptive answers.
+ Building rapport: Interviewers can help participants feel more at ease by
building rapport with them. This can lead to more intelligent answers,
particularly when discussing delicate subjects(Palmer&Douglas 2006).
Survey
Surveys are a common way to gather data and have a number of benefits such as:
+ Cost-Effective: One of the cheapest ways to collect quantitative data is
through surveys. Self-administered questionnaires can eliminate the necessity
for in-person interviews in some situations.(LibreTexts n.d)
+ Scalability: Scalability may be achieved through surveys. They make it
possible for you to quickly gather information from a sizable demography.
(Louise Gaille 2020)
+ Extensive: When it comes to broadly covering a population, surveys provide
a high degree of general capabilities. The collected data more accurately
represents the characteristics of the research population as a whole.(Vimala
Balamurugan 2023)

Data Sources:
Survey : Survey data sources may be roughly divided into two groups:
 + Primary Data Sources: These are first-hand, authentic data that you have
gathered especially for your study. Surveys and questionnaires, in-person
observations, experiments, interviews, and focus groups are a few types of
primary data sources.(Olayemi J 2023)
+ Secondary Data Sources: These are sources of information that have
already been gathered and are ready for additional usage. Data gathered for
government surveys, censuses, and other administrative purposes are a few
examples.(Olayemi J 2023)

In Depth Interview: The information is gathered directly from the source for your
study needs. Examples of primary data sources for in-depth interviews are as
follows:
+ Individual Participants: In an in-depth interview, the participants themselves
provide the majority of the data. Throughout the interview process, they share
their perspectives, experiences, and insights.(Walter J. Eppich 2019)
+ Recordings: It is common practice to record the interviews using audio or
video in order to make sure that no material is overlooked. These recordings
function as a major source of data that may be examined and examined
again.(QuestionPro n.d)

5. Communication techniques:
● Online
The way data is gathered has been transformed by online communication tools,
which have increased accessibility and efficiency. Utilizing digital platforms and
technologies, these methods collect data from several sources.
Data is collected using a variety of internet communication methods such as:
+ Online Surveys: One common way to get data is through online surveys.
They can be shared via social media, email, or systems specifically designed
for surveys.(Catherine Cote 2021)
+ In-Store Traffic Monitoring: Monitoring in-store traffic online may be a useful
data source for companies who have a physical location. (Lotame 2019)
Online data collecting has the following advantages:
 + Efficiency: Compared to traditional techniques, online data collecting is
frequently quicker and more effective.
+ Cost-Effective: When working with big sample numbers, online data
collecting may be more economical.
+ Real-Time outcomes: Real-time outcomes from online data collecting can
facilitate more rapid analysis and decision-making.

● Face-to-Face
Face-to-face communication strategies are time-tested and effective data collection
strategies. They entail the participant and researcher having face-to-face, direct
communication.(Susan E n.d)
Data is collected using a variety of in-person methods such as:
+ In-person interviews: In these, the participant and the researcher have a
one-on-one discussion. The participant answers questions posed by the
researcher.(busayo.longe 2023)
+ Focus groups: In these, a moderator leads a group of participants in a
discussion about a certain subject.(busayo.longe 2023)
+ Questionnaires: These may be given out in person, enabling prompt data
gathering and interpretation.(Ng Chirk Jenn 2006)
Face-to-face data collecting also has a number of advantages include:
+ Accurate Screening: In-person interviews contribute to a higher level of
accuracy in screening. The interviewee is unable to fabricate answers to
screening questions about their age, gender, or ethnicity.
+ Retain Focus: The interviewer is in charge of the conversation and may help
the interviewee stay concentrated and on task.
+ Record Emotions and Behaviors: In-person interviews allow for the
recording of an interviewee's feelings and actions.

6. Data analysis techniques (to be update analysis)

7. Target population
 Screening criteria % of population Sample unit size

Total population 100 99,847,028 (Worldometer

2012)

Age from 18-35YO 45.7 (IndexMundi 2021) 45,630,091

Live in Hanoi & HCMC 17.74 (Trading Eonomics 8,094,778

2023)

Monthly Household 41 (Statista 2021) 3,318,859

Income (above VND25M)

Purchase jewelry 17.2 (Statista 2022) 570,848

With the target segmentation of millennials between 18-35YO who are living in Ho
Chi Minh City and Hanoi with a monthly household income above VND25 million with
a regular chocolate consumption habit, the target population is estimated based on
the ratio of the population on every screening criterion, multiplied by the total
Vietnamese population of 99,847,028 individuals, to get the finalized population of
this research of 570,848 people.

8. Sampling method
This research would utilize non-probability sampling due to the lack of a sampling
frame. Convenience and quota sampling are used as follows:
a. Convenience sampling
The student can reach either their friends or family, who satisfied the conditions, to
do the interview. This method allows the student to have an easier approach as it
provides the subjects readily available (Nikolopoulou 2022).

b. Quota sampling

All students will be asked to interview at least 2 people, one from 18 to 24 years old
and one from 25 to 35 years old, with 3 different monthly income groups (VND25M-
50M, VND50M-100M and above VND100M). The distribution did not correspond to
the actual population percentage among Ho Chi Minh City residents, making it a
non-proportional plan.

9. Sampling size

a. Sample size calculation

Given our calculated target population of 570,848 people, the required sample size is
estimated to be around 384 people, which would be sufficient to reflect the
characteristics of the target population

b. Planned sampling size

In Semester C, 2023, there are 378 students in the Marketing Intelligence course,
each of whom needs to collect a minimum of 2 responses, leading to a sample size
of 756 samples.

c. Actual sampling size

Through the data cleaning process which requires every respondent to have fully
valid answers for every question, the actual sample size is recorded with XXX valid
respondents

d. Sampling error (TBU)

IV. Analysis and Findings:

1. Respondents' Profile:
a. Age Distribution:
b. Monthly Household Income:
c. Gender Distribution
d. Location Distribution
e. Spending habit on Jewelry produces

2. Evaluate the current Ddream Jewelry’s performance:

3. Understanding deeply the consumers’ behaviors and criteria when

purchasing Jewelry products:
V. Recommendations:
VI. Conclusion:
VII. Reference List:
1. Darrell C (2022), What Is Global Expansion? A Guide To Expanding Your Business,
Omnipresent, accessed 20 January 2024.
https://www.omnipresent.com/articles/what-is-global-expansion-a-definitive-guide
2. Ngọc (nd), Bạc 925 giá bao nhiêu 1 chỉ? Gợi ý 17 đơn vị bán bạc Ý uy tín, Caraluna,
accessed 20 January 2024. https://caraluna.vn/bac-925-gia-bao-nhieu-1-chi

3. Ddreamer Jewelry (nd), Câu chuyện về thương hiệu trang sức Ddreamer Jewelry”
Ddreamer Jewelry, accessed 19 January 2024. https://ddreamer.vn/pages/about-us-
ddreamer-jewelry-vietnam>.
4. Ridge, 2023, Understanding the Impact of Age Demographics on Marketing Strategies,
MEDIUM Multimedia Agencia de Marketing Digital, accessed 20 January 2024.
https://www.mediummultimedia.com/en/marketing-usa/how-does-age-affect-
marketing/
5. “Global Jewelry Market Size, Trends, Share, Forecast To 2030” 2023, Custom Market
Insights, viewed <https://www.custommarketinsights.com/report/jewelry-market/>.
6. VietnamNet & VietnamNet 2023, “Doji và PNJ báo lãi kỷ lục quý đầu năm nay. -
Vietnam.vn,” Vietnam.vn - Nền tảng quảng bá về Việt Nam, viewed
<https://www.vietnam.vn/en/doji-va-pnj-bao-lai-ky-luc-quy-dau-nam-nay/>.
7. Morrison, S 2023, “7 Surefire Strategies to Help You Stand Out From the Competition,”
business.com, viewed <https://www.business.com/articles/how-to-differentiate-your-
product/>.
8. “Blog Perspectives” 2020, Deloitte, viewed
<https://www.deloitte.com/global/en/services/risk-advisory/blogs/covid-19-drives-
lasting-changes-in-global-consumer-behavior-and-businesses-operations.html>.

Data cleaning: bỏ câu 11,23, 34.8,57

Tính câu 35 có bn người đã tham gia workshop.( chia nhóm)
Chia nhóm câu 45
Phần cũ:

7. Research objectives and questions, and the previously proposed

research approach. (Nhien)

OBJECTIVE 1: Purchase behaviour of gen z (18-24) and

millennials( 25-35)
-What is the most frequently bought type of jewellery that customers purchase?
-Which buying channels do Gen z and Millennials prefer?
-What is the occasion for Millenials and gen z likely to purchase the jewellery?
-How much money that the consumer(18 to 24)/ (25 to 35) willing to spend on
jewellery?

OBJECTIVE 2: Factors consumers consider during their buying

decisions.

How the product packaging/ quality of materials/ design/ price influence the buying
decision?
How the brand reputation impact on making decision?
What are the essential functions that the consumers consider the most?
Which consumers 'style is willing to choose the fine jewellery?
Which consumers 'style is prefer to purchase the fashion jewellery?

OBJECTIVE 3: Consumer behaviour in the awareness stage.

Which brands do the people in age like to buy jewelry from? And why?
Which channels do consumers refer to for jewelry-related content (i.e. product
information, mix-match outfit, etc.)?
What kind of jewelry-related content do consumers find interesting (e.g. KOL,
reviews, mix-match blog/clip, etc.)?
What kind of activities influence consumers' loyalty to a jewelry brand?
What factors influence consumers' brand-switching decisions?

OBJECTIVE 4: The popular sources and the practical experience is important for
building good relationdhip with new and old customers.
How important are the good comments and DIY workshops impact on trust of clients
?
Where the new customers usually find buying infomation? And why that olace
How much does the ease of finding and accessing a brand and product information
influence consumer's loyalty?