VIETNAM NATIONAL UNIVERSITY HOCHIMINH CITY INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS

MARKET RESEARCH ABOUT THE IMPACT OF USING CORPORATE SOCIAL RESPONSIBILITYS ELEMENT PHILANTHROPY APPEAL IN TVC ON CONSUMERS ATTITUDE TOWARDS VINAMILK BRAND

In Partial Fulfillment of the Requirements of the Degree of BACHELOR OF ARTS in BUSINESS ADMINISTRATION

Students 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 RESPONSIBILITYS ELEMENT PHILANTHROPY APPEAL IN TVC ON CONSUMERS 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

irst and foremost, Im 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.

Im 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.

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Table of content
CHAPTER 1: INTRODUCTION ......................................................................................................... 1 I. Background and rationale ................................................................................................................ 1 Introduction about Vinamilk ............................................................................................................ 4 II. Research objectives and questions ................................................................................................... 6 The following objectives are of the importance of the research............................................................. 6 III. Scope and Limitation ..................................................................................................................... 6 IV. Significance of the research ........................................................................................................... 7 V. Thesis structure ............................................................................................................................... 7 CHAPTER 2: LITERATURE REVIEW.............................................................................................. 8 Market research .................................................................................................................................. 8 Corporate Social Responsibility........................................................................................................... 9 Corporate philanthropy ..................................................................................................................... 10 Advertising ........................................................................................................................................ 11 1/ Emotional appeal ....................................................................................................................... 12 2/ Moral appeal .............................................................................................................................. 13 3/ Television Commercials............................................................................................................. 13 4/ Advertising elements ................................................................................................................. 14 The theoretical model Tricomponent attitude model ........................................................................ 16 1. The cognitive (or knowledge) component .................................................................................. 18 2. The affective (or feeling) components ....................................................................................... 19 3. The conative (or behavioral) component .................................................................................... 19 CHAPTER 3: RESEARCH METHODOLOGY ................................................................................ 20 Research design ................................................................................................................................. 21 1/ Quantitative approach ................................................................................................................ 23 a. b. c. d. Sampling method ................................................................................................................... 23 Recruitment and procedure ..................................................................................................... 23 Measurement.......................................................................................................................... 24 Data analysis .......................................................................................................................... 26

2/ Qualitative approach .................................................................................................................. 27 CHAPTER 4 ........................................................................................................................................ 32 Page ii

Findings ............................................................................................................................................ 32 Response rate................................................................................................................................. 32 Demographics of respondents ........................................................................................................ 32 Objective 1: To examine overall performance of advertisements by milk brands in Vietnam market. .. 40 1.1 General watched advertisements situation ................................................................................ 40 1.2 General likability ranking advertisements ................................................................................. 42 1.3 General attitude about philanthropy advertisements .................................................................. 43 Objective 2: To investigate whether TVCs philanthropy appeal influences target audiences attitude component towards Vinamilk brand. .................................................................................................. 44 2.1 The 6 trieu ly suaTVC awareness .......................................................................................... 44 2.2Influence of TVCs philanthropy appeal on cognitive (or knowledge) component ...................... 45 2.3Influence of TVCs philanthropy appeal on affective (or likability) component ......................... 47 2.4 Influence of TVCs philanthropy appeal on conative (or behavioral) component ...................... 50 2.5Correlation ................................................................................................................................ 54 2.6 Using One-way Anova to test the mean difference amongst different occupations regarding to Conative component: ..................................................................................................................... 55 Objective 3: To understand customers opinions towards TVC Chia se 6 trieu ly sua of Vinamilk. . 57 3.1 Elements in the TVC affect consumers opinion: ...................................................................... 57 3.2 General likability towards the 6 trieu ly sua TVC: ................................................................. 58 CHAPTER 5: RECOMMENDATION ............................................................................................... 60 Objective 4: To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC. ....................... 60 CHAPTER 6: CONCLUSION ............................................................................................................ 64 PREFERENCE.................................................................................................................................... 67 APPENDIX A ...................................................................................................................................... 75 APPENDIX B ...................................................................................................................................... 86

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LIST OF TABLES
Table 1: Response rate .............................................................................................................. 32 Table 2: Frequency distribution by gender of respondents ......................................................... 33 Table 3: Frequency distribution by gender of respondents ......................................................... 34 Table 4: Frequency distribution by education of respondents ..................................................... 35 Table 5: Frequency distribution by occupation of respondents ................................................... 36 Table 6: Frequency distribution by occupation of respondents ................................................... 37 Table 7: Frequency distribution by occupation of respondents ................................................... 38 Table 8: Frequency distribution by time watching TV of respondents........................................ 39 Table 9: Frequency distribution by being watched dairy TVCs .................................................. 41 Table 10: Mean of general liking for each dairy brands TVC ................................................... 43 Table 11: Mean of general consumers attitude towards philanthropy appeal ............................. 44 Table 12: Percentage of customers awareness of 6 trieu ly sua campaign .............................. 45 Table 13: Reliability Statistics of cognitive component ............................................................. 46 Table 14: Item-Total Statistics of cognitive component ............................................................. 46 Table 15: Descriptive Statistics of cognitive component ............................................................ 47 Table 16: Reliability Statistics of affective component .............................................................. 48 Table 17: Item-Total Statistics of affective component .............................................................. 49 Table 18: Descriptive Statistics of affective component ............................................................. 50 Table 19: Reliability Statistics of conative component ............................................................... 51 Table 20: Item-Total Statistics of affective component .............................................................. 52 Table 21: The 3rd Reliability Statistics of conative component.................................................. 53 Table 22: The 3rd Item-Total Statistics of conative component ................................................. 53 Table 23: Descriptive Statistics of conative component ............................................................. 54 Table 24: Correlations ............................................................................................................... 55 Table 25: Test of Homogeneity of Variances ............................................................................. 56 Table 26: One-way ANOVA ..................................................................................................... 57 Table 27: Descriptive Statistics of advertising elements ............................................................ 58 Table 28: Descriptive Statistics of general liking ....................................................................... 59 Table 29: Descriptive Statistics of general recommendation ...................................................... 61

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LIST OF FIGURES
Figure 1: the advertising expenditure by region in major media in 2012. ................................................. 2 Figure 2: the advertising expenditure by region in major media in 2012. ............................................... 17 Figure 3: A model of attitude formation theory of Eagly and Chaiken, 1993 ........................................... 18 Figure 4: Research design Triangulation approach .............................................................................. 22 Figure 5:Percentage by gender of Vinamilks customers ........................................................................ 33 Figure 6: Percentage by gender of Vinamilks customers ....................................................................... 34 Figure 7: Percentage by education of respondents ................................................................................ 35 Figure 8: Percentage by occupation of respondents ............................................................................... 36 Figure 9: Percentage by marital status of respondents........................................................................... 37 Figure 10: Percentage by monthly income of respondents..................................................................... 38 Figure 11: Percentage by time watching TV of respondents ................................................................... 39 Figure 12: Percentage of dairy brand watched through TVC................................................................... 41

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ABSTRACT
Advertising is the communication relayed from companies to persuade an audience to purchase their products. This communication is usually through various forms of paid media -- TV and radio commercials, print ads, billboards and more recently, product placement. TVC is believed that it is the effective communication tool to reach the largest and most relevant audience(Ahamed). Philanthropy has been one of valuable traditional custom of Vietnamese. Catching the perception of customers, many firms have launched several TV Commercials that applied philanthropy appeal in its TVCs. Attached philanthropy appeal in the advertisement is very challenging work for advertisers and consumers have raised great attention and opinion towards the issue. Therefore, understanding the impact of philanthropy appeal in the TVC on consumers attitude is the interesting topic for different industries. Many previous studies have been conducted to measure the influence of main appeals such as humor, fear or music appeal. Furthermore, there are some researches investigating the effect of humanity appeal in the TVC. However, in the philanthropy level, the firm commits closely to the concerns of society and community, turning the social issues into their mission and vision. This paper is to study the impact of using philanthropy appeal in the TVC on consumers attitude and to discover the customers opinion towards Vinamilk brand. The Tri-component attitude model which includes cognitive, affective and conative component is applied to support the research. The perfect combination of qualitative and quantitative method in Triangulation approach helps to raise the reliability through in-depth interviews and surveys. From the results, some applicable recommendations would give Vinamilk as well as other FMCG firms experience. Although the limitation does exist, the author hopes that the research is useful to enhance the advertisements quality in Vietnam market.

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CHAPTER 1 INTRODUCTION

I.

Background and rationale:

There is one definition about advertising: Advertising is a non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media (Bovee, 1992, p.7). Nowadays, advertising is omnipresent in our life to deliver products messages from fast moving consumer goods to luxury offerings. Importantly, advertising has a really strong influence in consumers attitude and purchasing decisions. The aim of advertising is no longer to inform consumers of a new product and its use; it is more to create a wish to possess a product. Therefore, advertising has become a centre of attraction. Advertising is big business including many ranges like magazines, the cable TV industry, newspapers and many other media, non media and communication industries survive only on the inflow of money due to advertising. In the latest report of Zenith Optimedia, it predicts that global advertising expenditure will grow 4.3% in 2012, reaching 502 billion USD by the end of this year. This is a slight downgrade of the 4.8% growth that they have forecasted before(Bernard, 2012).

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Advertising expenditure by region in major media in 2012 (US million)

38,117 27,510 171,203 141,016 108,694 4,198 11,218 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. In Vietnam, regardless of economy crisis, total revenue in advertising in the first 3 quarters of 2011 still increases by 16% compared to the same period of 2010. Nearly 500 out of 600 million collected is paid for television advertisements, Vietnam brands contribute a small piece of the pie(Binh, 2011). According to Nielsen - a market research agency, the average hours people spend time watching TV daily are 4 (or 28 hours per week, or 2 month non-stop watching TV a year). Furthermore, some results of studies and researches which have been conducted show that advertising has greatly affected the TV viewers. That has explained why using TV Commercials as communication tool to users in order to occupy customers attention. Because of the diversified characters of advertising, TVC advertisers have used different appeal to attract customers to their advertisements, such as humor, scare or sex, etc. It is based on main favors of audiences. Besides, recently in Vietnam, there are enhancing uses of Corporate Social Responsibility elements in the TVC by the advertisers to occupy customers attention towards the ads. Corporate Social Responsibility (CSR)is defined as the way companies integrate social, environmental, and economic concerns into their values and operations in a transparent and accountable mannerand playing an important role in promoting organizations values and contributing to the sustainable development of communities.(Foreign Affairs and International Trade Canada, 2012). Nowadays, customers are demanding more than ever, they want their
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purchasing make sense not only for themselves but also for the society. The consumer might choose a charitable products or services over a private firm because any revenue that the charity makes goes to a good cause (Chetkovich and Frumkin, 2003). Today, both government agencies and corporations are increasingly being called upon to interact with the charitable sector to achieve mutual objectives (Sagawa and Segal, 2000). On the one hand, charities are finding themselves in greater needs of outside support and thus are turning to the private sector for assistance (Andreasen and Kotler, 2003). On the other hand, business firms often find

themselves more likely to achieve better performance if they are able to combine their products to charity activities. Corporate philanthropy is the charitable donations of profits and resources given by corporations or nonprofit organizations. For those all reasons, the advertisements that apply philanthropy appeal in CSR into TV Commercial were born then. In Vietnam, Gau Do instant noodle is one of typical example in FMCG industry. Their TV Commercials called Gau Do Gan ket yeu thuong is to donate 10 dong for each product to cancer children in poverty families to continue treatments. At the first sight, consumers consider it as meaningful, humane and profound advertisement. A while then, there are 2 different flows of opinions that argued about its advertising campaign. One side, it is widely believed that the company should not use the poor cancer childrens images to increase the sale when they just spend 10 out of 3,000 VND for donation. Calculations have been made. Cited from Tuoi Tre newspapers website, audiences figure that 10 dong per pack are collected to charity, the fund will be 100 million VND when the firm sales 10 million products. Taking a quick look, the company gets 3 billion in pocket if the profit after costs approximates 10% of total revenue with 10 million packs sold. The thought that there is a huge disparity between 100 million and 3 billion dong in the same amount of products sold makes some of audiences turn their backs to Gau Do noodle. Attaching philanthropy to advertisements to push sale is not accepted, doing charities and selling products should be separated to avoid ambiguity among consumers. Norton (1991), Lee (1996) and others have insisted that genuine philanthropy lies at the heart of the majority of corporate charitable donations. Lee (1996), for example, justified this conclusion on the grounds of the results of a survey of the UKs top 400 donating companies which indicated that:

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 67 per cent of respondents believed there was no need for charities to be linked to their companies products in order to develop worthwhile relationships; only 40 per cent thought that donations led to increased public awareness of a firm; and 60 per cent did not expect joint promotions with charities to lead to higher sales. Others who support to the advertisements think that its time that Vietnam companies raised the voice to protect Vietnamese living in poverty and diseases. Gau Do made it! It cannot be denied that Gau Do is the vanguard of applying philanthropy appeal in TV Commercials in their marketing strategy. Therefore, it is good signal not only for society but also for other firms. It is acceptable that the combination between marketing and doing charity of the firm is great. First of all, the commercials remind the society about life in the edge in which need help and action needed. In the positive way, there is not so much with 10 dongs but something better than nothing. A lot of firms take the profits in their pockets without contributing back to society in return. Taking advantage of poor cancer children which is blamed on the firm should be taken into consideration. Gau Do delivered true stories and messages to call for actions to help the children that should be encouraged by consumers andgovernment to make the campaign as well as the firm better. Introduction about Vinamilk: Vinamilk, abbreviated brand name of Vietnam Dairy Products Joint Stock Company, is typical illustration about the success in using philanthropy as one of the main appeal in advertisements. Vinamilk is well-known brand in Vietnam in dairy industry and its dedication to society from the very first years of establishment (Tran, 2010). Corporate social responsibility is attached to its mission to develop not only for the firm but also for the community. Throughout these years, Vinamilk has pushed the activities related to charities as a pursuit of social contribution. Moreover, 10.000 scholarships each year the scholarship to highly resulted and harsh students are offered by the co-operation between Vinamilk and Ministry of Education. Being an ethical firm, Vinamilk has combined the philanthropy appeal in its TVC advertisements to raise the empathy and responsibility from community. Obviously, in dairy industry in Vietnam, Vinamilk has been the largest homegrown milk company (occupy 39% of market share in Vietnam) (Nguyen Xuan Thanh, Do Thien Anh Tuan, 2012) that consumer has trusted in the quality and its
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mission. Attaching philanthropy appeal to TVC advertisements may push the sale, remain brand awareness but the most important thing is to call for the action from society to redound to the children living in remote and mountainous areas together. Mrs Mai Kieu Lien, CEO of Vinamilk, shares: To Vinamilk, corporate social responsibility is not the external pressure but existed part of business operation, in mission statement and be attached in every activities of Vinamilk. Thus, Vinamilk focuses on: product, economy development, environment, working environment and corporate social responsibility . (Mai, 2012) Philanthropy in Corporate social responsibility also means humanity in general. In the case of Vinamilk, the 6 trieu ly sua advertisement, the author does use the word philanthropy instead of humanity because its mission statement attaches corporate social responsibility itself which is quoted as below: Vinamilk cam kt mang n cho cng ng ngun dinh dng tt nht, cht lng nht bng chnh s trn trng, tnh yu v trch nhim cao ca mnh vi cuc sng con ngi v x hi.(Vinamilk commits to bring best nutrition with respect and responsibility to human life and society)(Vision and Mission Statement: About the Vinamilk) The 6 trieu ly sua is belonged to the wide and long-term strategy of Vietnam turn terrioity disadvantage (Foreign = Superior) of Vietnamese to be national pride through the creative idea We believe in Vietnam. The idea is to invest in young talent across the country through Nutrition foundation (1 million, 3 million then 6 million glasses of milk), sponsorship for kids contest as well as education and co-operation with Arsenal Soccer Academy in Vietnam. In the study, the author wants to conduct a market research to evaluate the impact of philanthropy appeal expressed in advertisement on consumers attitude toward dairy products as general and toward Vinamilk as specific. This study is to review Vinamilk philanthropy advertisings (specifically TVC) and recommend a more effective advertising strategy for this dairy brand in the near future.

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II. Research objectives and questions: The following objectives are of the importance of the research: To examine overallperformance of dairy advertisementsby milk brands in Vietnam market. To investigate whether TVCs philanthropy appeal influences consumers attitude component towards Vinamilk brand. To understand customers opinions towards TVC 6 trieu ly sua of Vinamilk. To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC. In order to reach these objectives, the questions are shaped: RQ1: How is the overall performance of dairy advertisements in Vietnam market? RQ2: Does the philanthropy appeal influence consumers attitude towards Vinamilk brand? RQ3: How likely does the philanthropy appeal influence consumers attitude towards Vinamilk brand? RQ4: What are the current opinion of customers towards Chia se 6 trieu ly sua Vinamilks TVC? RQ5: Are there any aspects of Vinamilks TVC need to be improved? III. Scope and Limitation: This thesis studies the existing impacts, if any, of philanthropy appeal used in TV advertisements on consumers attitude toward Vinamilk. All interviews and surveys are conducted in Ho Chi Minh City due to the limited geographic approach capability and time constraint. The findings are expected to help Vinamilk have deeper views in the impact of their previous advertising strategy and to suggest effective and reliable recommendation to other FMCG companies. Throughout the process of conducting the research, it is inevitable to face with limits existing due to unexpected obstacles. First, due to the lack of human resource and tight budget led to the limited respondents which are only conducted in Ho Chi Minh City instead of wide spreading to other cities to make the study more reliable. Secondly, the study concentrates on emotional and
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moral appeal which are belong to message content in developing effective marketing communication, so the rational appeal would be left behind to stay focus on main points. IV. Significance of the research: This research is conducted to discover the impact of philanthropy appeal attached in TVC that affect the consumer attitude in dairy industry. In detail, this research will partly contribute to the marketing considerations of Vinamilk by understanding customers insights. Therefore, this study is also the communication tool for Vinamilktocollectsfeedbacks from consumers to improve its advertising campaign. Last but not least, this research can be a premise for further researches on similar topics about advertising elements effects. V. Thesis structure: The study covers 6 main parts as below: Chapter I: Introduction Stating the general background, the problem, objectives, scope and limitation of the research. Chapter II: Literature Review Reviewing related concepts, definitions and previous researches related to this study. Furthermore, it presents the theoretical model which is applied as foundation to analyze. Chapter III: Methodology Detailsof the research design, research procedures and data analysis scale that has been adjusted. Chapter IV: Data analysis and findings Discussing about the results obtained from process of analyzing the collected data. Chapter V: Recommendation Discussing the research findings and proposing the suggestions. Chapter VI: Conclusion Ending up with the presentation of the process of how to conduct the study and significant findings as well as recommendations.

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CHAPTER 2 LITERATURE REVIEW

I. Market research: Marketing research is a critical part of such a marketing intelligence system; it helps to improve management decision making by providing relevant, accurate and timely (RAT) information. Every decision poses unique needs for information, and relevant strategies can be developed based on the information gathered through marketing research (Aaker, Kumar and Day, 2002). The American Marketing Associations (AMA) definition of marketing research emphasizes its role in linking the marketing managers to information about customers Marketing research is the function which links the consumer, customer and public to the marketer through information information used to identify and define marketing opportunities and problems; generate, refine and evaluate marketing actions; monitor marketing performance; and improve our understanding about marketing as a process. Marketing research specifies the information required to address these issues, design the method for collecting information, manages and implements the data collection process, analyzes, and communicates the findings and their implications. Note that marketing research is involved with all phases of the information management process, including: (1) the specification of what information is needed; (2) the collection and analysis of the information; and (3) the interpretation of that information with respect to the objectives that motivated the study.(Gilbert A. Churchill,Jr.; Dawn Iacobucci, 2009) Marketing research can be used to assist all aspects of marketing, such as: Product (concept testing, brand name development, test markets, packaging design) Pricing (price elasticity, market demand, sales potential and forecasting) Distribution (Web site testing, channel performance, coverage, or export) Promotion (media and ad copy effectiveness, sales force compensation and territories) Buyer behavior (segmentation, awareness, satisfaction, preferences, attitude and behavior) General corporate research (market trends, diversification opportunities)

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In the scope of the study, market research is applied to explore applicable insights and recommendations towards consumers attitude. II. Corporate Social Responsibility: Corporate social responsibility (CSR) in the form of corporate philanthropy, or donating to charities, has been practiced since as early as the late 1800s at least in the USA (Sethi, 1977). It was legitimate insofar as it directly benefited the shareholders, and corporate donations were mostly on the agenda of those companies that could afford it. Todays concept of corporate social responsibility was developed primarily during the 1960s in the USA with the notion that corporations have responsibilities that go beyond their legal obligations. Enderle and Tavis(1998) define corporate social responsibility as the policy and practice of a corporations social involvement over and beyond its legal obligations for the benefit of the society at large. According to the definition by Angelidis and Ibrahim (1993),corporate social responsibility is corporate social actions whose purpose is to satisfy social needs. Lerner and Fryxell (1988) suggest that CSR describes the extent to which organizational outcomes are consistent with societal values and expectations. At its grass roots, being socially responsible has been a concern very much related to the rationale that businesses are more likely to do well in flourishing society than in one that is falling apart (McIntosh et al.,1998). Over the past decades, both the concept and the practice have evolved as a reflection of the challenges created from an ever-changing society. Mohr, Webb and Harris (2001) defined CSR as "a corporation's commitment in minimizing or eliminating any harmful effects and maximizing its long-run beneficial impact on society." The authors mentioned that socially responsible behaviors include a broad array of actions, such as behaving ethically, supporting the work of nonprofit organizations, treating

employees fairly and minimizing damage to the environment. Carroll (1991) proposed four levels (pyramid) of CSR: economic, legal, ethical and philanthropic responsibilities. He argued that each dimensions of CSR can beexamined in relation to the various stakeholders of the organization (e.g., owners, customers, employees, the community, and public at large.

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In todays competitive marketplace, however, altruistic intentions alone can no longer justify charitable giving and expenditures related to philanthropic activities. Sophisticated customers and stakeholders are looking at the behavior of the firm; are they donating just to gain goodwill or are they truly concerned about particular issues? For their part, corporations regard their contributions today not as outright donations but as investments that are intended to benefit the company as well as the recipient (Schwartz, 1996). In the study, corporate philanthropy is the intensive field needed to investigate among key activities associated with corporate social responsibility. III. Corporate philanthropy: Corporate involvement in social well-being began as voluntary responses to social issues and problems, then involved into a phase of mandated corporate involvement, and is now evolving into a phase in which social responsibility is viewed as an investment by corporations (Stroup and Neubert 1987). Stroup and Neubert (1987) also note that early philanthropy and social responsiveness were undertaken be public-spirited corporations voluntarily. Though such undertakings invariably reduced profit because they consumed corporate resources, some authors contend that even these voluntary actions were not entirely altruistic. According to Carroll (1991), it is important for managers and employees to participate in voluntary and charitable activities within their local communities, especially in projects that enhance a community's quality of life. The distinguishing characteristic between philanthropic and ethical responsibilities is that philanthropic responsibilities are not expected in an ethical or moral sense. Philanthropy is located at the most voluntary and discretionary dimension of corporate responsibility and has not always been linked to profits or the ethical culture of the firm (Ferrell, 2004). Giving to charities in the form of a percentage of pre-tax earnings, it provides a concrete measure of the social effort of corporate managers. Corporate philanthropy is likely to enhance the image of companies that have high public visibility (84% of American adults believe that CRM creates a positive company image). Philanthropic activities include business contributions in terms of financial resources or executive time, such as contributions to the arts, education, or communities.

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Dabson (1991) suggested (on the basis of a survey of 20 large continental European corporate donors) that consumer demands for greater social accountability of companies and the example set by US businesses operating in Europe were further important factors in the decision to donate. Other crucial considerations, Dabson argued, were the escalation of social problems too large decision for governments to tackle on their own, and cultural convergence within the (then) EEC leading to pan-European norms of community involvement by firms. Logan (1993) concluded that the privatization of European industries previously run by national governments, the rapid cross-border transmission of the latest business practices (such as corporate philanthropy), and withdrawal of governments from the provision of social and health services represented key stimulants to the growth of European corporate philanthropy. The issue of whether corporate philanthropy should be regarded as pure altruism rather than as a hard-headed business investment subject to normal commercial rules has been the subject of considerable debate (Bennett, 1997). III. Advertising:

Traditional definitions of advertising include a series of elements that distinguish the field from others. Each innovation in communication has been used for advertising, and in some way, it has changed advertising, which in turn has changes the set of elements used in its definition (Jef I. Richards and Catharine M. Curran, Summer 2002). Over the years, advertising has been defined in many ways. Industry icon Leo Burnett defined it as selling corn flakes to people who are eating Cheerios (Bendinger 1993, p.60), U.S President Calvin Coolidge called it the life of trade (Bradley, Daniels, and Jones 1960, p.13). English professor S.I Hayakawa termed it a symbol-manipulating occupation (Hayakawa 1964, p.269), and media guru Marshall McLuhan referred to it as the cave art of the twentieth century (Fitzbenry 1993, p.19). Although each of these undoubtedly captures some aspects of advertisings essence, they lack sufficient precision to distinguish advertising from some other forms. In an early advertising textbook, Daniel Starch (1923, p.5) suggested The simplest definition of advertising, and one that will probably meet the test of critical examination, is that advertising is selling in print. The preference to print reflected the media of the time.

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A more modern definition, encompassing a broader range of media, can be found in the American Heritage Dictionary (2000): The activity of attracting public attention to a product or business, as by paid announcements in the print, broadcast, or electronic media. Undoubtedly, advertising plays an important commercial role in persuading customers to purchase product or service and is accounted for a very large amount of company expenditures for delivering information about the company as well as product (Lin, 2011). Lamb, Hair and McDaniel (2005) also propose that the primary benefit of advertising is its ability to communicate a large number of people at one time. In addition, they suppose that purchasing reasons might come up from an advertising appeal that plays off consumers emotions involving fear and love; on the other hand, uncover customer needs and wants, for example, saving desire or need for convenience. An advertising appeal is the primary claim used in an advertisement to market a particular product or service. Advertisements, whether they appear in print, on the Internet, on billboards, or on television, usually have one major claim that they use to increase the appeal of a specific product. In most cases, the advertising appeal used in a given advertisement has little to do with the merits of the product itself. Professionals in advertising instead try to appeal to the emotions, social preferences, or other aspects of their target demographics. They tend to use words, images, and music to demonstrate how purchasing a given product or service will increase one's social standing, happiness, attractiveness, or other aspects of one's self(Daniel Liden and Jenn Walker, 2012). In general, advertising appeal includes three main types of rational, emotional and moral one. Specifically, the philanthropy appeal studied in this thesis lies within latitudes of emotional and moral appeal. The following definitions would like to explain terms of appeal mentioned above. 1/ Emotional appeal: The nature of effective advertisements was recognized full well by the late media Philosopher Marshall McLuhan. In his Understanding Media, the first Sentence of the section on advertising reads, "The continuous pressure is to create ads more and more in the image of audience motives and desires."
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The main purpose of emotional appeal is to evoke effective responses (Main et al., 2004). Kotler (1991) defined emotional appeal as the stimulation of consumers purchase intentions by arousing their positive or negative emotions. Positive emotional appeal covers humor, love, happiness, etc, while negative emotional appeal involves fear, a sense of guilt, and so on. Advertisers are ever more compelled to invoke consumers' drives and longings; this is the "continuous pressure" McLuhan refers to. In order to stay in business, an advertiser must strive to cut through the considerable commercial by any means available - including the emotional appeal that some observers have held to be abhorrent and underhanded. 2/ Moral appeal: Moral appeal is appeal to the audience which appeals to their sense of right and wrong. Psychology research has illustrated the importance of personal norms and moral concepts as well as their salience as driving forces of behavior (Cialdini, 1998). Individuals' judgments seem to be guided by moral shortcuts that are sensitive to framing effects (Sunstein,2004). The moral messages could arouse a favorable response to society regarding to prohibition, adult literacy, social forestry, anti-smuggling and hoarding, consumer protection, equal rights for woman, social responsibility projects of corporations, rural development, siding

weaker sections of society, employment generation, and so on. Similarity, moral appeal based messages may involve in generous donations for flood victims and for famine operation. 3/ Television Commercials: Advertising companies invest huge amounts of their earnings in advertising in different media such as television, radio, magazine and etc. that television is one of the prevalent media for this purpose. Rice and Atkin (2001) note that, television is generally assumed to have massive effects on viewers for a variety of reasons. First, a great deal of money is spent on advertising, and big spenders are assumed to know what they are doing. Also, people spend a deplorable percentage of their waking hours in front of television sets, presumably with proportional effects. Past studies reveal a fairly strong relationship between advertising investments and sales. Perreault and McCarthy (2000) admit that one of the methods of measuring advertising effects is
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to evaluate sales. To help evaluate the extent to which advertising dollars are earning the best return on investment, it is important to know how effectively television advertising are able to capture and maintain audience attention and how likely they are to engage the cognitive processing of the consumer to an extent comparable to objectives. However, the cost per view and the effectiveness are still in question (Patsioura, 2009). It is therefore the goal of the current work to bridge this important gap. Also, many researchers studied the different aspects of TV advertisement that we referred to some of them in follow. 4/ Advertising elements: The best advertisements have to create the desire from the potential customers. The goal of an advertisement is to motivate action(Advertising: 5 elements of a great advertisement). To

conduct a good advertisement, the advertisers should take these important factors into consideration. Attention Grabbing Consumers expectations have increased, and if firms are unable to come up with unique, radical and attention-grabbing advertising ideas, the company may find itself out of the picture (Steven, 2007). Catchy music, a beautiful woman, repetition, loud sounds, visual humor. These all appeal to basic sensory perceptions and if done right, they work simply because of the same characteristics. Trust development Lewicki & Wiethoff (2000) described trust as "an individual's belief in, and willingness to act on the basis of, the words, actions, and decisions of another" (p. 87). An ad should establish the company offering the product as deserving of trust. This can often be accomplished simply by making a well produced ad with likable characters. Positive association Successful advertising rarely succeeds through argument or calls to action. Instead, it creates positive memories and feelings that influence consumers behavior over time to encourage customers to buy something at a later date(Hollis, 2011).Feeling also plays an important role in the formation of judgments on advertising (Barra and Ray, 1986). It seems that most researchers
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who have attempted to answer the question of how context-induced or ad-evoked feelings influence customers thinking and judgment have focus on the comparison between the effect of positive versus negative feelings (Goldberg and Gorn, 1987). Therefore, creating positive feelings in people may be the easiest ways to establish positive associations with products. The desire hook Desire is developed by the advertisers ability to motivate customer to feel something positive about the product or some problem-solution execution. All good advertisements tell a story about a product and why the consumer should go with the product. The purpose of creating the desire is to present the firm as the ideal solution, thus making the consumer happy (Gilbert, 2011). Action motivator Consumer motivation is an internal state that drives people to identify and buy products or services that fulfill conscious and unconscious needs or desires. The fulfillment of those needs can then motivate them to make a repeat purchase or to find different goods and services to better fulfill those needs (Bown-Wilson). Consumer motivation is linked to Maslow's "hierarchy of needs." According to this model, motivational drivers have different levels of importance. The most common needs are physiological and concern basic survival--the need for food, shelter and safety. Higher-level needs include social ones (for relationships and love), esteem needs (recognition and status) and self-actualization needs (fulfillment of self). According to Maslow, an individual must meet lower-level needs before being motivated to fulfill higher-level needs. Once the story has been told, its now time for the ad to top things off by taking the established desire and turning it into action. With many products, creating the desire is sufficient to motivate action. The product is desirable enough to sell itself. But for other products, the customer will probably need a little prodding. Simply ending a commercial with a call to action will often suffice.

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VI. The theoretical model Tricomponent attitude model: Schiffman and Kanuk (2007) define attitude as a learned predisposition to behave in a consistently favorable or unfavorable way with respect to a given object. Arnould et al (2007) see it as consumers overall enduring evaluation of a concept or object. it is important to note that while Ajzen (2002) and Solomon, Bamossy and Askegaard (2002) agreed that it is an evaluation, Schiffman and Kanuk (2007) see it as a disposition. Ernis (1992) detailed attitude as a particular system of motivation, emotions, perceptional and cognitional processes, responding to certain environmental aspects, surrounding an individual. This means attitude composed of three components which are: Perception or knowledge Feeling or emotions Will or behavior tendencies The studies of attitude conception disclose the idea that attitudes are related with persons objects or behavior that constitutes a part of individuals world. Banyte et al. (2007), in summarizing opinions of various authors and indicating the most-essential features of attitude, state the most precise definition of attitude as a permanent and achieved (perceived) intention to respond favorably or unfavorably in a certain object or a group of objects. The drive to understand the relationship between attitudes and behaviour has made the behavioral scholars to construct models that capture the underlying dimensions of attitude. To this end, the focus has been on specifying the composition of an attitude to better explain or predict behavior. Solomon et al (2007), Schiffman and Kanuk (2007), Arnould, price and Zinkhan (2007) and Lindstrom (2005) agree that the following models explain attitude: Tricomponent attitude model Trying-to-consume model Attitude toward-the-ad model Each of these models provides a somewhat different perspective on the number of component part of an attitude and how those parts are arranged or inter-related(Asikhia, 2009).
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The conceptual model of research is based on the concept of Tri-component Attitude Model developed originally by Fishbein, 1975. According to this model, attitude consists of three main components: a cognitive (or knowledge) component, an affective (or feeling) component and a conative (or intention) component.

Figure 2: the advertising expenditure by region in major media in 2012. (Source: Schiffman and Kanuk (2007). Consumer Behavior, 9th edition. Pearson Education International, Inc., p.235) Due to previous researches, this study will apply the concepts of attitude formation theory (Eagly and Chaiken 1993), which was also developed based on the concept of Tri-component Attitude model of Fishbein (1975) to examine objectives as the following model.

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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, 1993 (Source: Kwon J. & Vogt C., 2008, Identify the effect of cognitive, affective and behavioral components on residents attitude toward place marketing) 1. The cognitive (or knowledge) component : According to idealistic view, represented by such thinkers as Plato (c.427 347 B.C) and Rene Descartes (1596 1650), innate ideas are the crucial component in cognition; in other words, knowledge is determined by what has been in an individuals mind since-or before-birth. Cognition is a complex mental process whereby an individual gains knowledge and understanding of the world. While cognition cannot be neatly dissected into constitutive process, psychologists point out that it reveals the interplay of such critical psychological mechanism as perception, attention, memory, imagery, verbal function, judgment, problem-solving and decision-making (LeBlanc). The cognitive component refers to the knowledge, beliefs, and opinions the person has about the attitude object. A persons cognition is the knowledge and perceptions that are acquired by a combination of direct experience with the attitude-object and related information from various sources. This knowledge and resulting perceptions commonly take the form of beliefs; that is, the consumer believes that the attitude-object possesses various attributes and that specific behaviors will lead to specific outcomes. Beliefs are the cognitive component of consumer attitude. Asch (1965) argues that attitudes are directed towards phenomena that are known to exist: an individual cannot have an attitude towards an object if this is missing in the natural or social milieu. The beliefs about an object tend to control the change that may take place in an attitude.
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2. The affective (or feeling) components: The affect component of an attitude reflects feelings, evaluation, or emotions regarding the attitude object (Schiffman and Kanuk, 2007). Affect refers to the way a consumer feels about an attitude object. It relates to the emotional content and arouses either likes or dislikes of a particular object (Eagly and Chaiken, 1993). Chisnall (1975) observes that these feelings may derive from personality traits, motives, social norms, etc. A consumers emotions or feelings about a particular product or brand constitute the affective component of an attitude. Consumer researchers frequently treat these emotions and feelings as primarily evaluative in nature. That is, they capture an individuals direct or global assessment of the attitude-object (i.e., the extent) to which the individual rates the attitude-object as favorable or unfavorable, good or bad. However, both positive (e.g., delight) and negative affect (e.g., anger) can arise from

experiences with the product or service attributes (Derbaix and Pham 1991). 3. The conative (or behavioral) component: The conative component reflects behavioral tendencies toward the attitude object. Conation refers to the act of attempting something. Conation is concerned with the likelihood or tendency that an individual will undertake a specific action or behave in a particular way with regard to the attitude-object. This conative component of attitude may include the actual behavior itself. (Schiffman and Kanuk , 2007). Conation is frequently treated as an expression of the consumers intention to buy in marketing and consumer research. Behavior involves the persons intentions to do something with regard to an attitude object. The behavioral component of an attitude is ones tendency to respond in a certain manner toward an object or activity. Consumers are asked to make a subjective judgment on the likelihood of buying a product or brand or taking a specific action in the future (Hair et al, 2000). The behavioral component provides responsetendencies or behavioral intentions. The actual behaviors reflect these intentions as they are modified by the situation in which the behavior will occur.

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CHAPTER 3 RESEARCH METHODOLOGY

Qualitative research (Qualitative Research Methods: A Data Collectors Field Guide) is a type of scientific research. In general terms, scientific research consists of an investigation that: Seeks answers to a question Systematically uses a predefined set of procedures to answer the question Collects evidence Produces findings that were not determined in advance Produces findings that are applicable beyond the immediate boundaries of the study. Qualitative research shares these characteristics. Additionally, it seeks to understand a given research problem or topic from the perspectives of the local population it involves. Qualitative research is especially effective in obtaining culturally specific information about the values, opinions, behaviors, and social contexts of particular populations. Qualitative data are often textual observations that portray attitudes, perceptions or intentions (Introduction to qualitative data and method for collection and analysis in food security assessments, 2009). Conclusions made from collected qualitative data take the form of informed assertions about the meaning and experience of certain (sub) groups of affected populations. The main strengths of qualitative data collection are that it provides (Adapted from PARK companion, JIPS/ACAPS, 2012): Rich and detailed information about affected populations Perspectives of specific social and cultural contexts (i.e. the human voice of thedisaster) Inclusion of a diverse and representative cross section of affected persons
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 In depth analysis of the impact of an emergency A data collection process which requires limited numbers of respondents A data collection process which can be carried out with limited resources. Quantitative research methods are characterized by the collection of information which can be analyzed numerically, the results of which are typically presented using statistics, tables. The aim of the quantitative research method is to test pre-determined hypotheses and produce generalized results (Marshall, 1996). Using statistical methods, the results of quantitative analysis can confirm or refute hypotheses about the impact of a disaster and ensuing needs of the affected population. Conclusions made from the analysis of quantitative data indicate how many are affected, where the greatest area of impact is, and what are the key sector needs. Scientific measurement is key to quantitative research. Because quantitative data is numeric, the collection and analysis of data from representative samples is more commonly used. In its simplest terms, the more representative the sample is, the more likely it is that a quantitative analysis will accurately and precisely reflect a picture of the impact of the disaster when generalized to the whole affected population. However, even a representative sample is meaningless unless the data collection instruments used to collect quantitative data are appropriate, well designed and clearly explained to end users of the data. The advantage of legitimate quantitative data, that is data which is collected rigorously, using the appropriate methods and analyzed critically, is in its reliability. The main strengths of quantitative data collection are that it provides (Adapted from the PARK companion, JIPS/ACAPS 2012): numeric estimates opportunity for relatively uncomplicated data analysis data which are verifiable data which are comparable between different communities within different locations data which do not require analytical judgments beyond consideration of how information will be presented in the dissemination process. I. Research design:

This thesis applies Triangulation approach which combines both qualitative methods with quantitative methods to get data (Cooper D.R and Schindler P.S., 2006). Triangulation is broadly
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defined by Denzin (1978: 291) as "the combination of methodologies in the study of the same phenomenon." In the simple way, it is powerful technique that facilitates validation of data through cross verification from more than two sources and prefers combination of several research methodologies in the study of the same phenomenon. This approach is used in order to provide deeper understanding.

Exploratory research (Qualitative)

Descriptive research (Quantitative)

Exploratory research (Qualitative)

Figure 4: Research design Triangulation approach First and foremost, the exploratory approach is conducted, one of the methods, in-depth interviews including many detailed and open-ended questions aimed at revealing more information are applied to get general ideas of the personal thinking and perception towards philanthropy appeal in TVCs, and to know how consumer define the word philanthropy. Researchers using qualitative methodology are encouraged to systematize observations, to utilize sampling techniques, and to develop quantifiable schemes for coding complex data sets. As Vidich and Shapiro (1955: 31) wrote, "Without the survey data, the observer could only make reasonable guesses about his area of ignorance in the effort to reduce bias." Based on the first finding from this tool, the researcher considers which questions should be put in the questionnaire. Then, the survey is sent through online surveys via email and Facebook to
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qualified respondents.Survey research may also contribute to greater confidence in the generalizability of results. Researchers are encouraged to utilize quantitative approach to exploit "the potentialities of social observation" (Reiss, 1968: 360). Among other assets, field methods can contribute to survey analysis with respect to the validation of results, the interpretation of statistical relationships, and the clarification of puzzling findings (Sieber, 1973: 1345). Collected back the sufficient data from respondents, the careful analysis is needed to find out the implication from them to recognize the question how the philanthropy appeal in TVC affects consumer attitude. In the next stage, the qualitative methodology is optional but the results confirmation and deeper understanding through re- in depth interviews are required to make the thesis more reliable. Furthermore, maybe any add-in suggestions or recommendations for Vinamilk would be found in this step. 1/ Quantitative approach: a. Sampling method: Target population: Vietnamese Vinamilk end-users. Sampling frame: Snowball sampling was used in this research. It is one of the main types of non-probability sampling methods.Snowball method is simultaneously

used which basically depends on acquaintance or relationships of researcher. The survey is mostly conducted through email and Facebook personal and Vinamilk page. Sampling pool: housewives, students and individuals who aged over 18 years old living in Ho Chi Minh city. b. Recruitment and procedure: The process of collecting data was implemented in two ways: Snowball method, a non-probability method, is used to lead respondents to receive information from different places through mutual intermediaries. In other words, the more relationships are built through mutual associations, the more connections can be made, and those new relationships as well as information can be shared and collected easier. It is a useful tool for building networks and increasing the number of participants (Goodman, 1961). For instance, the researcher distributes the questionnaires online through emails of people who she has

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acquaintance or relationships with, then these respondents will introduce others similar and qualified subjects that they may know for the author to joining doing questionnaires. Last but not least, the most popular way is social network Facebook for example. The author can post the questionnaire to her Facebook account to ask qualified relatives, friends and acquaintances to carry out. They may also help to spread it around to qualified respondents somewhere else. This process continues until the number of questionnaires reaches expected number and the author get enough data from those questionnaires. To start the process, after analyzing information from qualitative approach, the pilot test including essential questions to consolidate official questionnaires is built and tested on 15 people to check any respondents misunderstanding or biases. If any mistakes showed, the author corrects and finalizes the questions before spread it out. Then, as mentioned above, the writer chooses 2 tools to reach qualified respondents which are via email and Facebook. c. Measurement: All the questions in part 2 which is main sector of questionnaire are measured on five-point Likert scale anchored by totally disagree (1), neutral (3) and totally agree (5). The scale is later recoded into a 15 scale. Cognitive ( or knowledge) component I pay more attention to Vinamilk brand I remember the Vinamilk brand I feel the Vinamilk brand more recognizable I consider Vinamilk brand differentiate from others Affective ( or likability) component I feel curious about Vinamilk brand I prefer the Vinamilk brand than other brands I pay more interested in Vinamilk brand I feel Vinamilk brand more appealing Conative ( or behavioral) component
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I intend to try Vinamilks product I put the Vinamilk products in priority I want to own the Vinamilk products I will buy the Vinamilk products I buy more Vinamilk products I become loyalty customer to Vinamilk I advisethe relatives to buy Vinamilk

Variables

Type

Measures

Values

General information

Nominal

Gender, age, occupation, marital status, income.

Elimination questions

Nominal

Dairyconsumingexperience, [List of items] dairyadvertisements memory. [Yes/ No]

Frequency of watching TVC

Nominal

How many times do you [Number of times watch TVC? per week]

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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, much you agree with the 2 = disagree, following statements. 3 = neutral, 4 = agree, 5 = total agree.

Impact of philanthropy appeal in Vinamilks

Five-point Likert scale

Please indicate that how 1 = total disagree, much you agree with the 2 = disagree, following statements. 3 = neutral, 4 = agree, 5 = total agree.

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. Data analysis: The data collected through questionnaires will be analyzed with SPSS software. SPSS (Statistical Package for the Social Science) is a computer application that provides statistical analysis of data. The SPSS software will be used for: Descriptive Statistics: Descriptive statistics are used to explore data collected, summarize and describe data in a study. They provide some general observations about the data collected. Descriptive statistics involve the transforming process of raw data to a
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form that will provide information for describing a set of factors in a situation. Descriptive statistics provides frequencies, measures of central tendency and dispersion. Frequency Test: Frequencies options include a table showing counts and percentages, statistics including percentile values, central tendency, dispersion and distribution, and charts including bar charts and histograms. Reliability Test: According to Cavana et al. (2001), Cronbachs alpha is a reliability coefficient that indicates how well the items in a set are positively correlated to one another. Reliability test is used to assess the degree to which different raters/observers give consistent estimates of the same phenomenon. Cronbachs alpha is computed in terms of average inter-correlations among the items measuring the concepts. The value of this coefficient can vary from 0 to 1. According to Nunnally (1978), the value of 0.6 and above is acceptable, especially for initial investigations. Correlation analysis: Correlation looks at the relationship among variables in a linear fashion. A Pearson product-moment correlation coefficient describes the relationship between two continuous variables, and is available through the Analyze and Correlate menus (Sheridan J.C et al., 2008). Anova- One-way between groups: The one-way analysis of variance (ANOVA) is used to determine whether there are any significant differences between the means of three or more independent (unrelated) groups. 2/ Qualitative approach: There are 2 main methods used for collecting information in qualitative approach consisting of participant observation and in-depth interview. When participant observation is used, researcher aims to become immersed in or part of the population being studied, so that she can develop a detailed understanding of the values and beliefs held by members of the population. In this thesis, for qualitative approach, the in-depth interview method is applied for two main purposes which then lead to two different in-depth interviews before and after collecting data. To serve the first objective of the study, in-depth interview is executed by using snowball sampling to use up relationships such as friends to make the interview deeper and easy to control. With the first in-depth interview, it is a demo stage to find out what the customer insights are about their definition as well as perception and somehow understandtheir reaction

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towards philanthropy appeal in Vinamilks TVC. The very first interview would help the author have general views about consumer attitude on brand awareness, recognition or purchase intention, etc to come up with the pilot test. For the second purpose, the later in-depth interview is carried out to confirm the results that have been analyzed from questionnaires and to explore more customers opinions to the TVC in order to enhance any TVCs related to the philanthropy field of Vinamilk or other FMCG companies. Itd be better to give precise results to the study if the author uses convenience sampling which is one of the main types of non-probability sampling methods. A convenience random sample is made up of people who are in the right place at the right time. First in-depth interview exploratory approach:

To find the appropriate inputs for questionnaire, the first in-depth interviews are conducted with 3 Vinamilk end-users who are varied in occupations and ages. It is about 30-minute-face-to-face interviews with friendly atmosphere managed by the author. All details of discussion were recorded by electronic tool as mobile phone to avoid missing with the acceptances of interviewees. Besides, mobile phone supports the author to show the 6 trieu ly sua TVC in part 2. In the very first step, the author wants to explore the insights of Vinamilk brand perception, habit purchase and the pop-up mind towards the 6 trieu ly sua TVC from interviewees. The interviews were executed as following guideline: Part 1: Before showing the 6 trieu ly sua TVC To understand general opinions towards Vinamilk brand To explore customers thoughts about milk advertisements which exist in Vietnam market To investigate the specific definitions of philanthropy advertisement To experience general questions (will be displayed in questionnaire) about the impact towards knowledge, likability and behavior stage. Part 2: After showing the 6 trieu ly sua TVC To catch existed opinions towards the TVC To determine what elements the customers impress in the TVC To recommend any suggestions to improve later philanthropy TVC.
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Second in-depth interview: In this phase, the in-depth interviews are conducted in 4 people with cross-demographics to exploit further insights. The knowledge is waiting in the subjects interior to be uncovered, uncontaminated by the miner. The interviewer digs nuggets of data or meanings out of subjects pure experiences, unpolluted by any leading questions (Kvale, 1996:3). The first key feature needed in the stage is the combination between structure and flexibility(Jane Ritchie and Jane Lewis, 2003). Based on the results from quantitative research, a set of certain questions is developed. However, in some circumstances, the flexibility is applied to investigate deeply about interviewees mindshare. Normally, there are over-60-minute conversations between interviewer and interviewees with the open-ended questions and the followings in form of Wh questions (What, When, Why, or even How) relating to their thoughts, actions or beliefs to gain valuable information (Kemp, 2001). The process of the interviews involved a skeleton of broad questions that an interviewer can use to stray the interviews to go through right direction. Part 1: To examine overall performance of advertisements by milk brands in Vietnam market. Please explain your ranking of top 3 milk brands advertisements that you are in favor of.

Top 3 favorite advertisements

Rank Vinamilk 1st

Rank other 1st

Reasons to choose?

Compare to others?

Reasons to choose?

Compare to Vinamilk?

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Which characters in these advertisements which appeal to you? According to you, which is the most favorable character that you like most among varied advertisements?

Part 2: To investigate whether TVCs philanthropy appeal influences target audiences attitude component towards Vinamilk brand. After watching the 6 trieu ly sua TVC, which kind of emotion that pops up first in your mind? How does the philanthropy appeal in the TVC affect your awareness and knowledge towards the Vinamilk brand? Followed by knowledge component, how does the philanthropy appeal reach to your likability towards the Vinamilk brand? Does the 6 trieu ly sua TVC provoke you to try? Assume that you are in the supermarket considering milk products among alternatives; do you intend to try or buy the Vinamilk product to support the campaign? Part 3: To understand customers opinions towards TVC Chia se 6 trieu ly sua of Vinamilk. In general, do you like or dislike the 6 trieu ly sua TVC of Vinamilk? Why? You have chosen these elements as your favorite characters in the TVC? Please explain why? Please choose one of chosen elements that you like most. Why? Which makes it stand out from other elements? Part 4: To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC. What do you think about the 6 trieu ly sua TVC? Does the philanthropy appeal in the TVC impact effectively to your intension to try? Which elements do the TVC lack of, upon to you? Do you recommend any suggestions to the TVC to make it better? Please indicate specifically? According to you, what should be the direction of advertising campaign for Vinamilk brand?
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To support other FMCG firms, if they want to add philanthropy appeal into their TVCs, which guidance that they should consider?

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CHAPTER 4 DATA ANALYSIS AND MAIN FINDINGS

I. FINDINGS FROM QUANTITATIVE RESEARCH: 1. Response rate: Questionnaires were spread out for nearly 3 weeks from December 2nd to December 14th,2012. There were 250 copies which included hard copies and online surveys delivering to customers. Only 206 questionnaires returned in valid quality so that the response rate is estimated at 82.4 percent. Respondents Questionnaires delivered Returned questionnaires 250 206 Table 1: Response rate 2. Demographics of respondents: It was precisely 126 online surveys and 80 hand-outs delivered. As a result, the sample size of the quantitative research which was also acceptable returned questionnaires was 206 (n = 206). Data in this part have been organized into different types according to the distinctive characteristics of the variables under consideration. 82.4 Response rate (%)

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a/ Gender:

Table 2:Frequency distribution by gender of respond Frequency 53 153 206 Percent 25.7 74.3 100.0 Valid Percent 25.7 74.3 100.0 Cumulative Percent 25.7 100.0

Valid

Male Female Total

25.7% Male Female 74.3%

Figure 5:Percentage by gender of Vinamilks customers Out of 206 respondents, there are 153 females and 53 males. From the statistics of figure 6, the majority are female (account for 74.3%) meanwhile male constitutes only 25.7% which is much lower than the female, approximately 3 times. It is understandable that the female pay more attention to not only their health but also other family members (especially housewives).

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b/ Age:

Table 3:Frequency distribution by age of respondents Frequency Percent 18 - 22 114 55.3 23 - 35 52 25.3 36 - 50 35 17.0 Over 50 5 2.4 Total 206 100.0 Valid Percent 55.3 25.3 17.0 2.4 100.0 Cumulative Percent 55.3 80.6 97.6 100.0

Valid

2.4%

17% 18 - 22 23 - 35 55.3% 25.3% 36 - 50 Over 50

Figure 6: Percentage by gender of Vinamilks customers The combination between the table and the chart indicates clearly the ratio of age among respondents. The range from 18 to 22 years old takes the domination of 55.3% compared with 44.7% for 3 parts left. It cannot be explained that the Vinamilks majority customer ranges from 18 to 22 years old. Proportions of groups ranged from 23 35, 36 50 to over 50 years old tail off. It is assumed that the housewives occupies huge ratio in purchasing dairy products for their families. In the research, it seems that the housewives do not pay much attention to the research because of no free time then.

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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 13.6 80.6 5.8 100.0 Valid Cumulative Percent Percent 13.6 13.6 80.6 94.2 5.8 100.0 100.0

5.8% 13.6% High school College/ Bachelor Higher education 80.6%

Figure 7: Percentage by education of respondents The pie chart delivers the precise percentage of education of the sample. The chart points out that the percentage of college/ bachelor degree is dominant with 80.6% corresponding with 13.6% of high school degree and 5.8% left of higher education.

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d/ Occupation:

Table 5: Frequency distribution by occupation of respondents Frequency Percent 111 53.9 85 41.2 8 3.9 2 1.0 206 100.0 Valid Cumulative Percent Percent 53.9 53.9 41.2 95.1 3.9 99.0 1.0 100.0 100.0

Valid Student Employee Housewife Unemployed Total

3.9% 1%

Student Employee 41.2% 53.9% Housewife Unemployment

Figure 8: Percentage by occupation of respondents The table of frequency distribution by occupation explains the career of participants. It is clearly to see that the number of attendants who are still students are the biggest number which occupies 53.9% percent in total and represent for 111 out of 206 respondents. There are 85employeesaccounting for 41.2% and 3.9% for 8 housewives taking part in the study. Only 2 people represent for 1% with no job title join the studied.

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e/ Marital status:

Table 6: Frequency distribution by marital status of respondents Frequency Percent Valid Single 144 69.9 Married 62 30.1 Total 206 100.0 Valid Percent 69.9 30.1 100.0 Cumulative Percent 69.9 100.0

30.1% Single 69.9% 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.The number of divorced people hardly interest in the research. It appears that more and more singles are aware of enhancing health.

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f/ Monthly income:

Table 7: Frequency distribution by monthly income of respondents Frequency 133 46 21 6 206 Percent 64.6 22.3 10.2 2.9 100.0 Valid Percent 64.6 22.3 10.2 2.9 100.0 Cumulative Percent 64.6 86.9 97.1 100.0

Valid

Under 5 mil VND 5 - 10 mil VND 11 - 20 mil VND Over 20 mil VND Total

3% 10% Under 5 mil VND 22% 65% 5 - 10 mil VND 11 - 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. In general, the amount of monthly income is different for various attendants. As can be clearly seen, the group of people who earn less than 5 million VND per month constitutes the biggest ratio, 65 % representingfor 133 out of 206 participants. Next, the second ratio is 22% of respondents who get the range of income from 5 to 10 million VND every month. Two groups of people who earn monthly from 11 to 20 million and over 20 million VND share the percentages of 10% and 3% respectively. This percentage is matched with two tables above which show most of respondents are students, single and mostly from 18-23 years old.
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g/ Watching TV time:

Table 8: Frequency distribution by time watching TV of respondents Frequency Percent 63 30.6 83 40.3 58 28.1 2 206 1.0 100.0 Valid Cumulative Percent Percent 30.6 30.6 40.3 70.9 28.1 99.0 1.0 100.0 100.0

Valid Over 7 times/ week 2 7 times/ week Less than 2 times per week Never Total

1% Over 7 times per week 2 - 7 times per week Less than 2 times/ week 40.3% Never

28.1%

30.6%

Figure 11: Percentage by time watching TV of respondents The table 8 shows the frequency rate of watching TVC per week of respondents. The frequency level is divided into 4 groups, varyingfrom never watching TVC to watching more than 7 times/week. The group of watching from 2 - 7 times/week takes domination with the number of respondents comes up to 83 out of 206participants, occupies almost 40.3%. The second majority is group of people who spend time watching TVC over 7times per week, constitutes 30.6% in total. A little bit lower than the second group is groupof people watching TVCless than 2 times/week with 28.1% and only 1% never watches TV.
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Objective 1: To examine overall performanceof advertisements by milk brands in Vietnam market.

1.1 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 (%) 21.77 20.55 9.1 12.7 16.91 12.34 6.63 100

Percent of cases 95.63 90.29 39.81 55.82 74.27 54.37 29.13

Table 9: Frequency distribution by being watched dairy TVCs

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95.63
100 90 80 70 60 50 40 30 20 10 0

90.29 74.27 55.82 39.81 29.13 54.37

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. The question asks respondents to choose freely whatever dairy TV Commercials watched without considering the quantity. As can be seen, TVC of Vinamilk reaches 95.63% awareness of respondents representing 197 out of 206 people. Dutch Lady ranks as the second with 90.29% which is lower than the Vinamilk about 5.34%. It is clearly tosee that with participants, Vinamilk and Dutch Lady are very familiar and popular brands in dairy industry that most of them get used to watching. Fristy makes a hit with active entertainment with super kids image towards children.

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1.2 General likability ranking advertisements: Table 10: Mean of general liking for each dairy brands 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. Deviation .757 3.85 .848 4.08 3.34 .724 3.54 3.20 3.52 3.32 .680 .934 .846 .825

Although occupying the most watched TVC in the list, Vinamilk does not get the support as much as Dutch Ladys TVC does. Vinamilk only gets 3.85 while Dutch Lady comes to 4.08 in 5point-scale. In spite of being known by only 186 respondents, Dutch Lady completes their job excellent to make positive effect on consumers. According to Hoang Linh (32 years old, doctor), Dutch Lady steps ahead when compared to Vinamilk. It made a huge impression when he was younger which led to the habit of using Dutch Ladys products. However, Mai Tram (21 years old, student) has different viewpoint which is Vietnamese use Vietnam products. That explains why she prefers the Vinamilk advertisements than others foreigners products. To sum up, it is undeniable that Dutch Lady and Vinamilk are long-life and familiar brands with consumer. The advertisements may have relatively impact towards customers behavior and the habit purchase or perception also influences the likability of its advertisement.

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1.3 General attitude about philanthropy advertisements: Table 11: Mean of general consumers attitude towards philanthropy appeal
I pay more attention to TVCs that using philanthropy appeal rather than others not. Im fond of (support) to TVCs that using philanthropy appeal. I would try and buy products with philanthropy appeal in their TVCs.

N Minimum Maximum 206 1 5

Mean Std. Deviation 3.86 .886

206 206

1 1

5 5

4.00 3.65

.858 .800

Valid N

206

The table reveals that 206 respondents tend to be in favor of those attached philanthropy appeal to its advertisements because of delivered messages (mean of 4.00). Although participants do not pay much attention which is about 3.86 of mean to the advertisements, but in deep, the humanity in each person always waiting to wake up. Yet, asking for action (try or buy the product), the respondents imply that there are many other concerns when purchasing a product than just a meaningful message they get from the advertisement. Some interviewees said that the funny or humorous ads easily get their attention. But philanthropy ad easily occupies their support. However, the intention to try or buy is different issue concerning much more element than the advertisement that this research will go through more details in the following sessions.

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Objective 2: To investigate whether TVCs philanthropy appeal influences target audiences attitude component towards Vinamilk brand.
For this objective, participants were shown a TVC of Vinamilk, and then they answered some 5point Likert-scale questions. The collected data is measured by agreement degree of different statements about philanthropy appeal in TVC for three components of attitude including cognitive component, affective component and conative component. By checking the average mean value, it helps to explain whether the philanthropy appeal has considerable impact on three components of attitude. At the same times, T-test, Anova and correlation test are also applied to discover more about the difference between groups of respondents as well as relation between attitude components under the impact of humor appeal. However, before analyzing data of three components, the reliability test is applied in order to measure the degree of consistency between multiple measurements of a variable. 2.1 The 6 trieu ly suaTVC awareness: Table 12: Percentage of customers awareness of 6 trieu ly sua campaign Frequency 179 27 206 Percent 86.9 13.1 100.0 Valid Cumulative Percent Percent 86.9 86.9 13.1 100.0 100.0

Valid Yes No or don't remember Total

In total 206 respondents participating in the research, 86.9% of them somehow remember or even know or hear about the Vinamilk campaign named 6 trieu ly sua. It is positive ratio for Vinamilk when receiving high awareness from society since the campaign has started in 2008. When asking respondents whose options are No or dont remember if they can recall the memory after watching the given video from link attached in online questionnaire or images attached in paper survey, there are about 11 out of 17 questioned respondents call back the video that they have already watched before. This indicates that Vinamilk did a good job on gaining customers awareness about their TVC (even though Vinamilk occupies 12.9% while Dutch Lady pays 19.2%on allowance advertisement breakthrough)(Dairy Vietnam: Chien luoc marketing cua Vinamilk, 2012).
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2.2 Influence of TVCs philanthropy appeal on cognitive (or knowledge) component: Table 13: Reliability Statistics of cognitive component Cronbach's Alpha .772 N of Items 4

The high value of Cronbachs alpha (0.772) is the evidence of internal consistency of this measurement set. The factor items included in this dimension have close relation with each others. Table 14: Item-Total Statistics of cognitive component Scale Mean Scale if Item Variance if Deleted Item Deleted 11.25 4.014 Corrected Item-Total Correlation .551 Cronbach's Alpha if Item Deleted .731

I pay more attention to Vinamilk brand due to the philanthropy in the TVC. Meaningful message along with memorable lyric make me remember the Vinamilk brand. Philanthropy advertisement makes the Vinamilk brand more recognizable. Philanthropy advertisement of Vinamilk brand makes its products differentiate from others.

11.04

4.067

.576

.716

10.85 10.98

4.096 4.126

.608 .564

.701 .723

As the table shown, there is no removal canincrease the Cronbachs Alpha coefficient which is 0.772. Therefore, it means that the scale is well designed to be the representative to measure the reliability dimension of cognitive component of attitude.

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Table 15: Descriptive Statistics of cognitive component N Minimum Maximum 206 1 5 206 1 5 Std. Mean Deviation .881 3.46 3.85 .843

I pay more attention to Vinamilk brand due to the philanthropy in the TVC. Meaningful message along with memorable lyric make me remember the Vinamilk brand. Philanthropy advertisement makes the Vinamilk brand more recognizable. Philanthropy advertisement of Vinamilk brand makes its products differentiate from others.

206 206

2 1

5 5

3.67 3.73

.807 .835

Valid N Average

206 3.68 0.8415

The average mean of 3.68 shows us that participants considered that philanthropy appeal in the TVC raises higher awareness about the brand and influences their knowledge towards the brand Vinamilk. To be more specific, the highest mean value (mean value = 3.85) for the statement that Meaningful message along with memorable lyric make me remember the Vinamilk brand reveals that respondents in general agree that they are remember about the brand Vinamilk by the philanthropy appeal created in its TVC. Other two means (mean value = 3.67 and 3.73 respectively) also indicate that philanthropy appeal has some specific impact on the way audience attend and recognize the brand.The high standard deviation of 0.8415 implies that there are many points of views among respondents. To explain why philanthropy appeal influence on knowledge or awareness of audience toward the brand Vinamilk, the in-depth interviewees also interpreted differently.

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Thanh Van(25 years old, employee) indicates that she is affected by the brand identity of how well the firm is. According to her, the product from a renowned and long-established brand is reliable and should be tried. However, some people deny any changes in the brand position in their mindsets. They blame it on the confusedness in interpretation after watching the ad. To Vinamilk, it has already been a strong and sophisticated firm from younger. Mai Tram (21 years old, student) admits that the TVC impressed her at the first time, to remind the responsibility to underprivileged children. However, the ambiguity exists when being asked about the differentiation and recognition of the brand due to the familiarity. The 6 trieu ly sua, even though Vinamilk is the big firm, cannot make unique impression in philanthropy advertisements which leads to the relatively low mean of I pay more attention to Vinamilk brand due to the philanthropy in the TVC. Thanks to the brand awareness, respondents show their perception through high memorable assessment (mean of 3.85). Having highly invested in message via content and images is one of the main advantages of 6 trieu ly sua campaign. Nevertheless, in in-depth interviews, they imply the confusedness to evaluate the perceived brand after watching the ad due to the existing position of Vinamilk in their minds. 2.3 Influence of TVCs philanthropy appeal on affective (or likability) component: Table 16: Reliability Statistics of affective component Cronbach's Alpha .818 N of Items 4

Similar to other first factors, the Cronbachs Alpha in this dimension is also very high with value up to 0.818. So it is clearly to see that these internal factors are well consistent.

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Table 17: Item-Total Statistics of affective component Scale Mean Scale Corrected Cronbach's if Item Variance if Item-Total Alpha if Deleted Item Deleted Correlation Item Deleted 11.02 4.195 .587 .795

I feel curious about Vinamilk brand when philanthropy appeal is put into TVC. I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC. I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC. After watching the TVC, I feel Vinamilk brand more appealing due to the philanthropy appeal in its TVC.

10.60

4.398

.579

.797

10.87

3.769

.716

.732

10.72

4.096

.678

.753

The table also supports more for the consistence among factors where there is no possible removal items(compared to mean of 0.818) that can help to increase the Cronbachs Alpha coefficient. It is believed that the questions in the first two stages are well designed.

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Table 18: Descriptive Statistics of affective component N Minimum Maximum Mean 206 1 5 3.38 Std. Deviation .834

I feel curious about Vinamilk brand when philanthropy appeal is put into TVC. I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC. I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC. After watching the TVC, I feel Vinamilk brand more appealing due to the philanthropy appeal in its TVC. Valid N Average

206

3.81

.778

206

3.53

.859

206

3.68

.792

206 3.6 0.816

The mean values in this dimension range from 3.38 to 3.81 with the average mean value is 3.6, which indicates that respondents relatively agreed that philanthropy appeal in Vinamilk has a specific influence in their likability as well as positive feeling in general. I prefer the Vinamilk brand than other brands due to the philanthropy appeal in its TVC has highest mean (3.81) than others showing the support due to the philanthropy created in this TVC. In general, some interviewees indicate that the ad does impact relatively well to their emotion which is expressed by average mean of 3.6. High average standard deviation also reveals varied opinions towards the likability component. Interviewees had shown their curiosity during the interviews: Why does the company ready to pay back their profit to underprivileged children in the economic crisis? Why it is not about bottle of milk but a drink of milk? How big is it? How many bottles of milk equal a drink? Firstly, Mai Tram states the doubt that Vinamilk is famous Vietnam firm though, the possibility of evidence is sensitive issue. The publication of contribution numbers is notyet
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transparent and publicized. As a consequence, the state of curiosity happens after watching the TVC. In addition, Mrs Bich (42 years old, housewive) shares that even though Fristy is favorite milk of her son, the 6 trieu ly sua creates the empathy in her to underprivileged children. She would prefer the Vinamilks products than others thanks to the 6 trieu ly sua. However, she also indicates some disagreements in the TVC which cause the lower effect. In conclusion, the ad comes to each individual with different viewpoints. Some respondents like the ad or even ready to support, but the others show their doubts to the ambiguity in evidence. It proves the curiosity and caring from customers. Not only impact on their emotion but also create the top of mind choice does the ad have done. 2.4 Influence of TVCs philanthropy appeal on conative (or behavioral) component: Table 19: Reliability Statistics of conative component Cronbach's Alpha .757 N of Items 7

In the dimension of conative component, the Cronbachs Alpha coefficient is relatively good with 0.757, even though the number is lowest compared with other mentioned coefficients. So it indicates that the scale is well designed with internal consistence among factors.

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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 12.088 .509 .720 18.12 12.230 .468 .729

Philanthropy advertisement of Vinamilk makes me intend to try its products. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement. I want to own the Vinamilk products after watching the philanthropy advertisement. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I buy more Vinamilk products after watching the philanthropy advertisement. I become loyalty customer to Vinamilk after watching the philanthropy advertisement. I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement.

18.45 18.31

11.731 11.765

.646 .585

.690 .702

18.41 18.73

12.126 13.926

.554 .314

.710 .758

18.63

13.912

.257

.771

However, it can be seen easily that two last elements have higher coefficients than Cronbachs Alpha one (0.758 and 0.771 compared with 0.757). It is I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement) that is much higher than Cronbachs Alpha coefficient (0.771 versus 0.757), thus needs to be deleted. Then, the Cronbachs Alpha coefficient increases to 0.771 after introduce/ advise item deleted as wish. As a result, the I become loyalty customer to Vinamilk after watching the philanthropy advertisement coefficient accelerates to 0.792 which is, once again, much higher than the standard one. The second elimination is conducted. After deleted, the result is better with no higher coefficients than the Cronbachs Alpha standard one which is shown below.

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Table 21: The 3rd Reliability Statistics of conative component Cronbach's Alpha .792 N of Items 5

Two last items are deleted from the questionnaire make the standard coefficient higher with 0.792. No five left items is higher than this number. As a consequence, the 5 factors contribute to the perfect and well designed conative component in the survey.

Table 22: The 3rd Item-Total Statistics of conative component Scale Scale Cronbach's Mean if Variance if Corrected Alpha if Item Item Item-Total Item Deleted Deleted Correlation Deleted 12.49 7.841 .579 .751 12.59 7.911 .543 .763

Philanthropy advertisement of Vinamilk makes me intend to try its products. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement. I want to own the Vinamilk products after watching the philanthropy advertisement. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I buy more Vinamilk products after watching the philanthropy advertisement.

12.92 12.78

7.955 7.723

.632 .627

.735 .735

12.89

8.529

.482

.780

As the table has shown, there is now no removal canincrease the Cronbachs Alpha coefficient. Therefore, it means that the fixed scale is well designed to be the representative to measure the reliability dimension of conative component of attitude.

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Table 23: Descriptive Statistics of conative component N Minimum 206 1 Maximum 5 Mean 3.43 Std. Deviation .959

Philanthropy advertisement of Vinamilk makes me intend to try its products. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement. I want to own the Vinamilk products after watching the philanthropy advertisement. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I buy more Vinamilk products after watching the philanthropy advertisement.

206

3.33

.981

206

3.00

.881

206

3.14

.938

206

3.03

.899

Valid N Average

206 3.19 0.932

The mean values in this dimension range from 3.00 to 3.43 with the average mean value is 3.19. The table indicates that respondents action towards the brand seems not to be affected by thephilanthropy appeal in the TVC. The high standard deviation (0.932) shows that participants have different idea towards statements. Furthermore, the findings from the in-depth interviews show a deeper view to explain quantitative findings. Firstly, to heavy users whose dairy choice is only Vinamilk products (Hoang Linh), the conclusion is that they are not affected by the ad because of the habit purchase. Vinamilk has been the unique and priority choice. Thus, whether the 6 trieu ly sua exists or not, the demand as well as the purchase also is repeated based on habitual consuming.

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Last but not least, the users whose favorite taste is not Vinamilk (Mai Tram, Thanh Van), the finding comes up with a little bit positive action. Most of respondents tend to support Vinamilk in their limitation, when there is a rush necessary or demand, or prefer Vinamilk when their priority cannot be found. To wrap up, the philanthropy motivates their intention to act as a result of combination both cognition and affection towards the Vinamilk. However, the influence is not so strong to affect their behaviors or change their habits, not enough to create desire to own or take immediate action, because it requires more elements such as taste, price, distribution channel, context, etc.

2.5 Correlation: Correlation analysis is conducted to consider the relationship between the variables. For this objective, the relationship between 3 components (cognitive, affective and conative component) is tested to measure whether there are significant correlations.

Table 24: Correlations Cognitive component 1 Affective component .641** .000 206 1 Conative component .496** .000 206 .552** .000 206 1 206

Pearson Correlation Sig. (1-tailed) N 206 Affective Pearson Correlation .641** component Sig. (1-tailed) .000 N 206 206 ** Conative Pearson Correlation .496 .552** component Sig. (1-tailed) .000 .000 N 206 206 **. Correlation is significant at the 0.01 level (1-tailed).

Cognitive component

The significant values between cognitive and conative, also affective and conative are 0.000 which is much less than allowed 0.01. Thus, the positive relationships of cognitive and affective towards conative component have statiscally proved to exist. Furthermore, the positive

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relationship between cognitive and affective component is identified through the significant value of 0.000. It is assumed that there is a small correlation for the value from 0.1 to 0.29, medium for 0.3 to 0.49 and large correlation for the value from 0.5 to 1.0. Based on the pearson correlation towards conative component with 0.496 and 0.552 respectively, the statement is given out: cognitive and affective component establish significant positive correlation with conative component. However, with the pearson correlation of 0.641 between knowledge and likability component, there is a little bit stronger significant positive correlation than those components towards behavioral component. That is to say, how customers perceive the value of the ad relates dramatically to their emotion. Both of the knowledge and likability component has strong effect towards behavior though, the expected outcome does not satisfied. 2.6 To find out if there is any significant difference between some groups of respondents: Using One-way Anova to test the mean difference amongst different occupations regarding to Conative component: In order to investigate whether there is a significant difference amongst different groups of occupations in conative component towards Vinamilk by philanthropy appeal created in the ad, one-way Anova is applied. In the study, there are 4 groups of occupation are tested to assess how it relates to conative component which are classified from Student, Employee and Housewife even to Unemployed. The hypotheses are assigned: Ho: There is no difference between occupation segmentations on conative component due to the impact of philanthropy appeal. H1: There is difference between occupation segmentation on conative component due to the impact of philanthropy appeal.

Table 25: Test of Homogeneity of Variances Conative component Levene Statistic df1 df2 Sig. 1.046 3 202 .373

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The Levenes test for homogeneity of variances is not significant with 0.373 (greater than 0.05), so it is confident that the population variances for each group are approximately equal. Thus, there is homogeneity in variance or similar variance.

Table 26: One-way ANOVA Conative component Sum of Squares 3.259 94.084 97.344 df Mean Square 3 1.086 202 .466 205 F 2.333 Sig. .075

Between Groups Within Groups Total

Given sig. = 0.075 (p > 0.05), so H0 is accepted and reject alternative hypothesis that states that occupation segmentations are different on conative component of attitude regarding the impact of philanthropy appeal.Therefore, there is not enough evidence to show that among groups of occupation has statistically significant difference on conative component of attitude regarding the impact of philanthropy appeal in TVC.

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Objective 3: To understand customers opinions towards TVC Chia se 6 trieu ly sua of Vinamilk.
3.1 Elements in the TVC affect consumers opinion: When asking about consumers current opinion towards 6 trieu ly sua advertisement, 5 key points of advertising elements are applied to questionnaire. Then, respondents choose how likely each element affects their feeling.

Table 27: Descriptive Statistics of advertising elements N Minimum Maximum 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 4.00 4.03 3.93 3.84 3.64 3.96 3.66 4.01 Std. Deviation .702 .683 .735 .729 .795 .812 .851 .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, the the creative and mild content dominates with mean of 4.03, the second is touched melody consistent with the meaning of the ad which shares the mean of 4.01 and be followed by the ad contains meaningful message occupies the mean of 4.00. The top bottoms 3 are The ad inspires customers to contribute back to society (3.84) then Diversified performance of actors/actresses with 3.66 and the last The recognizable blue theme of Vinamilk (3.64). In general, the 6 trieu ly sua brings positive effect to consumer attitude with all elements it provides. The mean range spreads from 3.64 (relatively high, close to 4) to 4.03. Respondents

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consider the ad as effective and profound campaign where underprivileged children are helped and raised their voices. Thanh Van believes that the components keep her staying in the TVC is the images along with melody.
When Im surfing many channels, the images along with the melody of the 6 trieu ly sua keep me staying still. It is very eye-catching and impressive advertisement. Then the ad finishes, I consider next to the message implied.

However, Hoang Linh emphasizes the significance of the implied message and how the TVC express the message. Besides, the logical change in blue theme occupies his attention. Mrs Bich is also in favor of the content which guides the audience to the peaceful moments. The message delivers a different vision to her son that is, underprivileged children need equal rights to be protected and grown. To sum up, content is determinant factor that attracts consumer the most. It is believable that the content decides the effectiveness in the TVC. If the TVC combines many other perfect factors, without creativity and mild content that has been tested carefully and accepted by consumer, it may not achieve the expected effect. Meaningful message also takes huge part in orientation the brand. 3.2 General likability towards the 6 trieu ly sua TVC: Table 28: Descriptive Statistics of general liking N Minimum Maximum 206 2 5 206 Std. Mean Deviation .656 3.85

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 3.85. Among many advertisements highly appreciate their product usage, the 6 trieu ly sua stands out from other with the purpose of sharing responsibility or love to children.

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Respondents consider the 6 trieu ly sua as touched and inspired advertisement to call for the action from community. In depth of respondents, they show their empathy and express the responsibility (in their ability) to underprivileged children. To be considered, the TVC was aired in 2008, when the economic downturn took place and every firms had to cut down the expenses, which creates the credibility among consumers since the benefits are not only for the customer, and the firm but also the society. It is highly appreciated from most of respondents in particular but also from users in general. To conclude, the 6 trieu ly sua creates the respectful effort in raising the philanthropy among community through mild content and splendid images. The perfect combination consolidates the effectiveness of the TVC.

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CHAPTER 5 RECOMMENDATION

Based on the researchs objective 4 and finding in the first three objectives as well as insights from the qualitative phase, this chapter is to propose applicable recommendations to not only the Vinamilk but also other FMCG firms.

Objective 4: To recommend applicable recommendations for Vinamilk as well as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC.
In-depth interviews provide more helpful insights to investigate the advantages and disadvantages of the 6 trieu ly sua campaign. The interviewees are asked 2 main questions which are What do you expect from the 6 trieu ly sua TVC? (which has been placed in questionnaire) and To the perceived value of Vinamilk that you have had, which kind of appeal do you think consistent with Vinamilk brand? Is it humor or philanthropy appeal or sort of other appeals? For the first question asked, the descriptive data reveal the overall look.

Table 29: Descriptive Statistics of general recommendation 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. Mean Deviation 1.030 3.04 3.56 3.90 2.50 .902 .821 1.001

206 206 206 206

1 1 1

5 5 5

Valid N

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Although the mild content is favorable, respondents always require more and more creativity than ever with the mean of 3.9 for should create more styles in the ad. As Hoang Linh raises the significance of making the impression to other advertisements, especially from Den dom dom of the Dutch Lady by using another style or content. That is the challenge for Vinamilk. Mai Tram questions that among many product lines of Vinamilk, the 6 trieu ly sua does not provide enough information of which is the main product should be considered. Obviously, customers are demanding more and more changes in the advertisements. The unique advertisement along with appreciated information may place the first-of-mind position on consumer. The unchanged style in the advertisement is not encouraged. Thanks to 4 interviewees covered 3 ranges of occupation, some interesting comments are found in the second round of in-depth interviews. Firstly, the wrong translation occurs among audience in three aspects including image, content and wording. Firstly, the image of balloon gives varied opinions. The support indicates that the balloon represents for the dream, the higher the balloon blows, the closer to the dream. It is a meaningful picture. However, to Mrs Bich, she translates the image that children are running to chase for the balloon in pure meaning. It is to provide audience that the children can reach the expected height if they use the Vinamilk product. In addition, there is still wrong translation consumer perceived from the ad which leads to the unachievable outcome. Thanh Van states that Vinamilk produces their works in form of bottles, why do they use the word glass of milk instead of familiar form bottle? Interviewee considers there is no exact measurement Vinamilk can prove the success of campaign. Secondly, the 6 trieu ly sua is highly evaluated in the images and melody by most of respondents, the content is somehow in the trouble without straightforward expression. However, Vinamilk should avoid being in the case of Gau Do noodle.
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Delivering true story of cancer child, yet taking advantage of charity matter is not accepted (approximate 47%) through a survey online of Tuoi Tre newspaper in the case of Gau Do noodle (Hoai, 2012). Vinamilk should draw experience in making philanthropy advertisement. Due to the expression, the implied message does not achieve to main purpose of the ad. Finally, the conflict between the oration and invocation makes confusedness among minority of respondents. Typically, during the 6 trieu ly sua advertisement, the speaker says: Hy cng Vinamilk trao tng 6 triu ly sa cho tr em ngho khp Vit Nam (Lets help underprevileged children across Vietnam with 6 million milk drinks foundation of Vinamilk) while the words express: Hy chia s 6 triu ly sa cho tr em Vit Nam (Lets share 6 million milk drinks to Vietnamese children). The supporter explains that the sharing is not only for underprivileged children but also for ones who live in larger coverage. It means that every child has the right to protect and develop themselves. Moreover, it is logical to assume that over 80 million Vietnamese, there is

approximately one-third teens population living in poverty. It may be forbidden in TVCs commercials regulation. However, Hoang Linh denies the effort of Vinamilk. He shares that Vinamilk should consider carefully word by word in the TVCs when launching to huge population. If it is forbidden, Vinamilk should not provide it in their TVC. In conclusion, making philanthropy advertisement requires the simple and careful testing in every detailto convey the message. It is no longer about how big the investment is and how beautiful the views are. With philanthropy TVCs, the determinant is how the message delivers to audiences in the simple and understandable way and how significant the TVC provokes for action. Before launching any philanthropy TVC, the advertisers need to test carefully to those target audience in large coverage to avoid any unexpected outcomes from images and sound to the content. Not only wise and creative vision but also devoted effort and deep understanding from advertisers along with co-operation from the firm would make the advertisement effectively.
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 To the last concern, the 6 trieu ly sua does not provoke the top of mind priority among audiences. In the in-depth interview, Hoang Linh states that too much humanity advertisements exist in TV, and due to his ability; he cannot support all of those. If Vinamilk wants to do better, its TVC needs to be more differentiated and unique to stand out amongst different philanthropy appeal ads. As mentioned in literature review, action motivator factor seems not to be emphasized. It is a big deal to encourage the purchase. As Hoang Linh recommends that Why does it not end with the shot of crowded underprivileged children drinking the milk? The origin shows only one kid get the milk so how about the children in previous shots? Many humanity advertisements and charity campaigns started with splendid beginning but faded away in the end.It results in the unbelief of consumer after that. The evidence activities must be widespread as when it advertised. The result and the numbers should be publicized to satisfy those whose contributions are underestimated. To a famous brand as Vinamilk, the after-advertisement showing the results when the campaign finished is required to gain credibility. It is experience for not only the Vinamilk but also for other FMCG firms to consider. To support the last question To the perceived value of Vinamilk that you have had, which kind of appeal do you think consistent with Vinamilk brand? Is it humor or philanthropy appeal or sort of other appeals?, all four interviewees share that the Sua tuoi nguyen chat 100% advertisement catch their impressions. It entertains people from children to elderly with funny cows images, simple meaning and humorous content as well as memorable concept. Once again, the determinant position of Vinamilk is still holding thanks to the sensitive trend catching of whole advertisers and the effort of the firm.

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CHAPTER 6 CONCLUSION

Vinamilk holds leading position in dairy industry in Vietnam and also credibility among customers through over 30 years of operation. The key points are not only about the product quality, price or distribution channel but also about their advertising campaigns which are highly appreciated. Therefore, every decision of advertising is noticeable. The research is conducted in order to explore the impact of philanthropy, one of the main elements in corporate social responsibility, appeal in TVC on consumers attitude towards Vinamilk brand. During given three months, from September to December 2012, 206 Vinamilk users who are over 18 years old with varied occupation (student, employee to housewife) are participated in the study in order to find out the insights. The findings are supported by triangulation approach (Cooper D.R and Schindler P.S., 2006) which is a perfect combination between qualitative and quantitative method. Throughout the study, the in-depth interviews and questionnaire (using SPSS to analyze data) are conducted alternately to seek for main findings. The theory of attitude formation Tri-component attitude model which is developed by Eagly and Chaiken (1993) is used as thetheoretical model because of applicable characteristics of the research. For the first objective to examine overall customers mind share about dairy advertisements in Vietnam market, the result points out that Vinamilk, Dutch Lady and Fristy succeed in raising brand awareness through high proportions of TVCs watched. The order starts with Vinamilk, then Dutch Lady and Fristy. It is understandable that these 3 brands paid huge breakthroughs for advertisement, especially Dutch Lady. However, in ranking which favorite brands advertisements, Dutch Lady takes highest position than 6 brands left. To explain, interviewees think that Den dom dom campaign is memorable advertisement with the name and meaning. Furthermore, it is the first ad that applied humanity appeal into TV Commercial in Vietnam market and in milk TVCs. It takes advantage of

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vanguard position. The second position is trusted brand Vinamilk because of its narrowly invested advertising campaigns. Yomost then lies in number 3 thanks to the active and style ad it brings to the youth. It is undeniable that Vinamilk has tried their best to create unique advertisement. Being fellow, the Vinamilks 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 consumers attitude. Among three components of consumers attitude model consisting of cognitive (knowledge) component, afftive (likability) component and conative (behavioral) component, the philanthropy appeal created in Vinamilks 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 consumers consciousness and make them feel comfortable with the brand. Although, the ad does not show the impact towards their behavior, the success is marked due to the contribution to society. Correlation test also shares the relationships between 3 components of Tricomponent Attitude model. The sig. value shows the cognitive component positively correlates to affective

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component. There are significant correlations between cognitive as well as affective component towards conative component. In addition, the author also conducts ANOVA test to measure the difference of impact level on conative component among various segmentation of occupation. The result indicates there is no significant difference among four parts of occupation in the attitude through philanthropy appeal created in with sig. value among groups greater than 0.05. Next, the research also investigates the customers 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 dont 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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Preference
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APPENDIX A
BNG KHO ST NH HNG CA TNH NHN O TRONG QUNG CO TRUYN HNH N THI NGI TIU DNG I VI THNG HIU SA VINAMILK
Xin cho, ti l Ng Hong H Linh hin l sinh vin nm cui ca i hc quc t-H Quc gia, H Ch Minh v hin ti ang lm lun vn tt nghip. y l bng kho st ca ti v NH HNG CA YU T NHN O TRONG QUNG CO TRUYN HNH N THI KHCH HNG, gip ti ly d liu phc v cho bi lun vn ca mnh. Xin cc bn/anh/ch hy dnh 1 t pht gip ti hon thnh bng kho st ny, gip ti hon thnh kha lun tt nghip. Chn thnh cm n s ng gp ca anh/ch.

Phn 1: Cu hi chung
1. Anh/ ch bao gi s dng sn phm sa ca Vinamilk? Ri Cha (Xin dng bng kho st ti y nu chn p n ny)

2. Anh/ ch tng xem qung co ca bt k thng hiu sa no cha? Ri Cha (Xin dng bng kho st ti y nu chn p n ny)

3. Anh/ ch c thng xem qung co trn TV khng? (Chn 1 cu tr li ph hp nht) Nhiu hn 7 ln mt tun 2 7 ln mt tun t hn 2 ln mt tun Khng bao gi.

4. Anh/ ch xem nhng qung co TV no ca cc hng sa sau y: Vinamilk vi qung co 6 triu ly sa v Sa ti nguyn cht 100% C gi H Lan vi qung co n om m v Sa C gi H Lan cng TH True milk vi qung co Cu chuyn tht ca TH True Milk Sa sch Yomost vi qung co Li tri tim v Sng bng sc sng Fristy vi qung co Cho tr tng tng bay xa

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Milo vi qung co Chung tay gip tr ln khn Ovaltine vi qung co Ovaltine Crunchy

5. Da vo S LA CHN CU TRN, anh/ ch vui lng cho bit MC YU THCH ca mnh i vi bt k qung co ca cc hng sa sau: 1-Hon ton khng thch 2-Khng thch 3- Bnh thng 4-Thch 5-Rt thch

1 (Hon ton khng thch) -> 5 (Rt thch)

1 Vinamilk vi qung co 6 triu ly sa v Sa ti nguyn cht 100% C gi H Lan vi qung co n om m v Sa C gi H Lan cng TH True milk vi qung co Cu chuyn tht ca TH True Milk Sa sch Yomost vi qung co Li tri tim v Sng bng sc sng Fristy vi qung co Cho tr tng tng bay xa Milo vi qung co Chung tay gip tr ln khn Ovaltine vi qung co Ovaltine Crunchy

6. B qua cc yu t v gi c, cht lng hay khuyn mi ca sn phm v knh phn phi sn phm, xin hy cho bit kin ca bn v TC NG CA VIC S DNG YU T NHN O trong qung co TV, thng qua cc nhn nh sau: 1-Rt khng ng 4-ng 2-Khng ng 3- Trung lp 5-Rt ng

1 (Hon ton khng ng ) 5 (Hon ton ng )

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1 Qung co c s dng yu t nhn o thu ht s ch ca ti hn qung co khng s dng yu t ny Ti thch (ng h) nhng qung co c s dng yu t nhn o Ti sn lng mua v s dng th sn phm c yu t nhn o trong qung co.

Phn 2: Cu hi chi tit

7. Bn c bit qung co truyn hnh 6 triu ly sa ca Vinamilk? C Khng hoc khng nh.

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8. Xin vui lng cho chng ti bit kin i vi cc nhn nh sau y v THI ca anh/ch v qung co 6 triu ly sa ca Vinamilk, theo thang im t 1 -5. 1-Hon ton khng ng 4-ng 2-Khng ng 5-Hon ton ng 3- Trung lp

1 (Hon ton khng ng ) 5 (Hon ton ng ) 1 YU T NHN THC Ti ch nhiu n thng hiu sa Vinamilk nh vo tnh nhn o ca clip qung co trn Thng ip ngha cng vi li bi ht khin ti nh n thng hiu Vinamilk nhiu hn Hot ng v cng ng lun khin cho thng hiu sa Vinamilk d nhn bithn Nhng ng gp cho cng ng m Vinamilk em li khin sn phm ca Vinamilk khc bit hn. YU T CM XC Ti cm thy t m v sn phm ca Vinamilk khi h a yu t cng ng vo qung co Ti cm thy thch thng hiu Vinamilk hn nhng thng hiu khc nh ng gp ca n vi cng ng t qung co trn Ti quan tm n thng hiu Vinamilk nhiu hn nh yu t nhn o trong qung co trn Sau khi xem qung co trn, ti cm thy thng hiu Vinamilk li cun hn v ti cng mun ng gp cho x h i YU T HNH NG S ng gp ngha cho cng ng trong qung co 2 3 4 5

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khin ti mun dng th sn phm ca Vinamilk Sau khi xem qung co trn, ti u tin mua thng hiu Vinamilk hn nhng sn phm sa khc khi mua hng Ti mong mun s hu sn phm sa ca Vinamilk sau khi xem qung co trn Ti s mua sn phm ca Vinamilk sau khi xem qung co Ti mua sn phm ca Vinamilk nhiu hnsau khi xem qung co Ti tr thnh khch hng thn thit ca Vinamilk t sau khi xem qung co Ti gii thiu cho ngi thn mua sn phm ca Vinamilk sau khi xem qung co

Nhng cu hi bn di gip chng ti xc nh QUAN IM HIN TI ca anh/ch v qung co thng hiu sa VINAMILK.
9. Hy nh gi mc ng ca bn v

Nhng yu t khin bn cm thy thch v n tng bi qung co6 triu ly sa ca Vinamilk.

Xin vui lng nh gi nhng nhn nh di y theo thang im: 1-Hon ton khng ng 2-Khng ng 4-ng 5-Hon ton ng 1 (Hon ton khng ng ) 5 (Hon ton ng ) 1 Qung co cha thng ip y ngha Cch truyn ti thng ip nh nhng v su lng 2 3 4 5 3- Trung lp

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Qung co i su vo lng ngi nh tnh nhn o v nhn vn m Vinamilk to ra trong qung co ca mnh Qung co khi dy mong mun c ng gp cho x h i ca cng ng Mu sc xanh dng ch o rt c trng v d nhn bit Cnh quay p vi nhng hnh nh bao qut m i min t nc Din xut din vin a dng v gn gi Giai iuquen thuc, cm ng v ph hp vi qung co

10. Mt cch tng qut, anh/ ch c thch qung co 6 triu ly sa ca Vinamilk khng? Rt thch Thch Bnh thng Khng thch Rt khng thch 11. Xin vui lng nh gi nhng nhn nh di y theo thang im:

1 (Hon ton khng ng ) 5 (Hon ton ng ) Ti cho rng qung co 6 triu ly sa ca Vinamilk
1 Qung co ca Vinamilk ch cn tp trung vo yu t nhn o Qung co ca Vinamilk nn a thm chi tit v thng tin sn phm Vinamilk cn trin khai thm nhiu phong cch qung co Vinamilk khng cn thay i g trong qung co ca mnh
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12. Anh/ch c a ra li khuyn no cho qung co truyn hnh cho thng hiu Vinamilk ni chung hay cc sn phm sa khc ni ring gip qung co th v hn v c ch hn cho anh/ch v ngi tiu dng?
_____________________________________________________________________________________ _____________________________________________________________________________________ _____________________________________________________________________________________

Phn 3: Thng tin c nhn

Xin hy in vo thng tin c nhn ca bn Gii tnh ca bn l Nam N Tui ca bn 18 - 22 23 35 36 - 50 Trn 50 Ngh nghip Tnh trng hn nhn Cha lp gia nh lp gia nh Tng lp gia nh Thu nhp ca bn Trnh hc vn Ph thng Trung cp/ Cao ng/ i hc Sau i hc

Sinh vin ang i lm Ni tr Tht nghip

Di 5 triu 5 10 triu 11 20 triu Trn 20 triu

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THE IMPACT OF USING PHILANTHROPY APPEAL IN TVC ON CONSUMERS ATTITUDE TOWARDS VINAMILK
PART 1: OVERVIEW QUESTIONS
1. Have you ever used Vinamilks products? Yes Not yet 2. Have you ever seen any TV Commercials of any milk brand? Yes Not yet 3. How often do you watch TV? Over 7 times/ week 2 7 times/ week Less than 2 times per week Never 4. Which milk brands TV Commercials have you ever watched? Vinamilk with 6 triu ly sa v Sa ti nguyn cht 100% Dutch Lady with n om m v Sa C gi H Lan cng TH True milk with Cu chuyn tht ca TH True Milk Sa sch Yomost with Li tri tim v Sng bng sc sng Fristy with Cho tr tng tng bay xa Milo with Chung tay gip tr ln khn Ovaltine with Ovaltine Crunchy 5. Based on your previous choices, how much do you like to these TVCs: 1-Strongly dislike 2-Dislike 3-Neutral 4-Like 5-Strongly like 1 Vinamilk with 6 triu ly sa v Sa ti nguyn cht 100% C gi H Lan with n om m v Sa C gi H Lan cng TH True milk with Cu chuyn tht ca TH True Milk Sa sch Yomost with Li tri tim v Sng bng sc sng 2 3 4 5

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Fristy with Cho tr tng tng bay xa Milo with Chung tay gip tr ln khn Ovaltine with Ovaltine Crunchy 6. Besides the price, quality or promotion as well as distribution channel, please indicate your opinion towards USING THE PHILANTHROPY APPEAL in TVC, through below arguments: 1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree 1 I pay more attention to TVCs that using philanthropy appeal rather than others not. Im fond of (support) to TVCs that using philanthropy appeal. I would try and buy products with philanthropy appeal in their TVCs. 2 3 4 5

PART 2: DETAILED QUESTIONS

7. Do you know Vinamilks TV Commercial named 6 triu ly sa? Yes No or dont remember 8. Please indicate how much do you agree with the below statements about the shown TVC. 1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree 1 Cognitive ( or knowledge) component I pay more attention to Vinamilk brand due to the philanthropy in the TVC. Meaningful message along with memorable lyric make me remember the Vinamilk brand. Philanthropy advertisement makes the Vinamilk brand more recognizable. 2 3 4 5

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Philanthropy advertisement of Vinamilk brand makes its products differentiate from others. Affective ( or likability) component I feel curious about Vinamilk brand when philanthropy appeal is put into TVC. I prefer the Vinamilk brandthan other brands due to the philanthropy appeal in its TVC. I pay more interested in Vinamilk brand due to the philanthropy appeal in its TVC. After watching the TVC, I feel Vinamilk brand more appealingdue to the philanthropy appeal in its TVC. Conative ( or behavioral) component Philanthropy advertisement of Vinamilk makes me intend to try its products. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement. I want to own the Vinamilk products after watching the philanthropy advertisement. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I buy more Vinamilk products after watching the philanthropy advertisement. I become loyalty customer to Vinamilk after watching the philanthropy advertisement. I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement.

9. Please indicate how much do you agree with the below statements about the shown TVC. You are most impressed and interested in the Vinamilks TVC 6 triu ly sa because of 1-Strongly disagree 2-Disagree 3-Neutral 4-Agree 5-Strongly agree

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1 The ad contains meaningful message. The creative and mild content The humanitarian and humanities Vinamilk create in the ad. The ad inspires customers to contribute back to society The recognizable blue theme of Vinamilk

Nice shots include images throughout the country Diversified performance of actors/actresses

Touch melody consistent with the meaning of the ad

10. In general, do you like or dislike the TVC 6 triu ly sa? Strongly dislike Dislike Neutral Like Strongly like 11. Please indicate how much do you agree with the below statements about the shown TVC. I think that the TVC 6 triu ly sa 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

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Should create more styles in their ads No need for any changes

12. Do you have any recommendation or suggestion towards TVC of Vinamilk or other dairy brand in order to improve and develop it performance? Please specify:

PART 3: RESPONDENTS INFORMATION

Gender Male Female Marriage status Single Married Used to get married Age 18 - 22 23 35 36 - 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

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APPENDIXB
The summarized second in-depth interviews are to provide the ideas that the author has used in the research. The in-depth interviews are succeeded thanks to the support of 4 interviewees with cross-demographics. 1/ Nguyn Th Mai Trm (21 years old, student) 2/ Nguyn Trn Thanh Vn (25 years old, employee) 3/ T Hong Linh (32 years old, doctor) 4/ Dng Ngc Bch (42 years old, housewive)

Part 1: To examine overall performance of advertisements by milk brands

in Vietnam market.
1/ Nguyn Th Mai Trm: - Ranked top 3 advertisements: Vinamilk -> Dutch Lady -> Fristy. -Vinamilk and Dutch are both impressive and similar to each other in using humanity advertisements (especially songs and melody easily immerse to the soul). It is impressive because it stimulates the philanthropy of human beings. The audiences consider it not only the advertisement but also benefit to society, so that it is longer remembered. Nevertheless, in my feeling, Vinamilk puts stronger impression on me rather than Dutch Lady. Maybe its subjective, Vinamilk is domestic firm and I tend to support Vietnam company than foreign company. _ Vinamilk delivers well its messages to community but cannot highlight their products. The way Vinamilk conveys their mess is more eye-catching and professional. _ Attractive philanthropy TVCs: easily touch the soul, different from other. Hardly find the advertisement with humanity appeal, contribute to society make it stand out. Watching too many advertisements with the products usage make audiences bored and feel xo. To Vinas, audiences are more believe in than others.
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_ Like/ Support philanthropy TVCs: Yes, I like it and maybe try to support depending on situation. _ Try/ Buy philanthropy TVCs: in case of theres no priority of favorite taste, I would buy it. To Dutch with same strategy, I would buy Vinamilk to support Vietnam firm. 2/ Nguyn Trn Thanh Vn: _ Ranked top 3 advertisements: Vinamilk -> Yomost -> Dutch Lady. _ Vinamilk uses funny images (happy cow), even my parents like it. The 6 trieu ly sua that adds philanthropy appeal raises higher reliability. In the scandal of 100% fresh milk, Vinamilk develops the product of 100% fresh milk. It is the concerned advertisement for customers. _ Yomost sponsors a series of Sang bung suc song for the youth. Whether people like it or not, it is easily remembered. _ Dutch Lady in China had the scandal of ingredient which made her scare. _ Milo or Ovaltine is attractive to children, it has no content. _ Attractive philanthropy TVCs: Yes, the more growing up, the more caring for contribution. _ Like/ Support philanthropy TVCs: Absolutely support as much as she can. _ Try / Buy philanthropy TVCs: Instead of using certain product, she may buy the product that contributes to society.

3/ T Hong Linh: _ Ranked top 3 advertisements: Dutch Lady -> Vinamilk -> Milo. _ To my memory, Dutch Lady always plays a key part of the childhood. It causes me illusion of that Dutch Ladys advertisements are more eye-catching, splendid and professional than Vinamilks. In the Den dom dom, the story also reflects Mac Dinh Chi a studious symbol that I admire. _ Attention: No, because he does not believe anything in the TVC. Its all unreal. _ Like/ Support: No, I dont care about the advertisements. _ Try/ Buy: The product is bought because of the demand and its quality.

4/ Dng Ngc Bch: _ Ranked 3 top advertisements: she only likes Vinamilk.
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_ She loves the funny images with crowed cows. The stress is out when she watches the Happy cow advertisement. _ Attract philanthropy TVCs: She doesnt pay much attention to any ads- except excellent ones such as the Happy cow. _ Like/ Support philanthropy TVCs: She likes those TVCs but in the following day, she may not remember it. _ Try/ Buy philanthropy TVCs: She tries as much as she can to be a part of the campaign.

Part 2: To investigate whether TVCs philanthropy appeal influences

target audiences attitude component towards Vinamilk brand.

1/ Nguyn Th Mai Trm: _ Cognitive component: The 6 trieu ly sua impresses me at the very first time I saw it on TV. It is not only about the images, melody but also about the message inside. Time flew but I still remember it. To be familiar with Vinamilk brand for 20 years, its hard to me to answer whether its brand is more recognizable after watching the ad. If putting it on another case, another brand, maybe I cannot recognize anything but its name. The brand somehow makes the difference from others due to the ad, I think. I cannot describe exactly because it is too familiar to most of people with strong belief and wide distribution channel. Recognizable: to be familiar with Vinamilk more than 20 yrs, maybe its not easily

recognize due to its advertisement. For example of TH, maybe she cannot recognize its brand but its name. THs advertisement is very bad, nothing to remember. Different: somehow yes. However, it has the faith from consumers and strong distribution channel => very popular. _ Affective component: However, in Vietnam, I hardly see the after-campaign TVC to see the evidence as the firm promises. The publication is sensitive issue but it is necessary to inform the customers who have already supported it. It may not the concern of the firm but it define the trust among customers.

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_ Behavior component: Yes, maybe a bottle. But Im not so sure if I buy a lot. Usually, I prefer Long Thanh Milk. My mother like Vinamilk so thats why I sometimes drink it but the taste does not leave any favor in me. But due to the ad, I will buy to support its campaign in my ability and limit. I put it as the priority when there is not any my favorite one available or buy it for my family during the campaign. I may advise my mom for my family to support its campaign. I dont care about the milk brands, but if there are any excellent ads such as 6 tr ly sua, I will try to support as much as I can. 2/ Nguyn Trn Thanh Vn: _ Cognitive component:I pay more attention to the Vinamilk brand because I recognize that how well the firm is if it is willing to give away parts of revenue to underprivileged children. I consider Vinamilk as a good brand when doing charities back to society. To be honest, their advertising campaign must be strong to be on air in gold time and rewind many times. It makes me keep remembering the ad and as a result, the ad digs deep into my mind. Somehow, Vinamilk builds up a new level of its brand, to be stand out of other competitors. According to me, once a firm is willing to pay a great amount of money to society, it may be a strong and 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. However, I had the question that why does it use glass of milk instead of bottle of milk as in TVC? Which measurement can be used to define the large of the glass? _ Behavior component: It is easy to switch or change the milk brand. If the 6 trieu ly sua really contributes to underprivileged children, I am willing to buy it in limitation. The most important thing is the buyers favor and product quality. If I intend to utilize, I buy it. If I dont like it, I wouldnt buy but I will advise the relatives to consider. 3/ T Hong Linh: _ Cognitive component: The melody of De gio cuon di impresses me but my memory has no space for the 6 trieu ly sua. There are too many philanthropy TVC that make audience boring, and I cannot support all of above products.

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_ Affective component: The 6 trieu ly sua does not impact on his likability. Basically, the philanthropy appeal in TVCs does not gain his credibility which lead to no attention or emotion to the ad. _ Behavior component: Among many advertisements attached humanity appeal, I cannot support all of this. Vinamilk has been different from others from long time ago in my mind, thats why most of dairy products I have used are Vinamilk. I have chosen it before, but during the 6 trieu ly sua campaign, I feel more meaningful when purchasing Vinamilk. It is not only for my health but also for others sake. 4/ Dng Ngc Bch: _ Cognitive component: She pays more attention to the Vinamilk but the change in Vinamilk position stands still. _ Affective component: Even though my son likes the advertisement of Fristy (he wants to be a superman), the TVC creates the empathy, from me as mother position to those mothers having her son living in unconditional situation. I may prefer the Vinamilk product than other and inspire the empathy to my son. He should understand that how lucky he is and willing to share his luck. _ Behavior component: After the ad, she might encourage her son to switch milk brand to support and share with the unconditional children.

Part 3: To understand customers opinions towards TVC Chia se 6 trieu

ly sua of Vinamilk.
1/ Nguyn Th Mai Trm: _ Meaningful message and mild content are very appealing to her. However, the message is her most concern factor.

2/ Nguyn Trn Thanh Vn:

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_ When Im surfing many channels, the images along with the melody of the 6 trieu ly sua keep me staying still. It is very eye-catching and impressive advertisement. Then the ad finishes, I consider next to the message implied. _ Among variables, she considers the implied the image as her priority in the TVC. According to her, every advertisement aim to push sale, so the message is not in consideration.

3/ T Hong Linh: _ As mentioned before, the message and the content are very appreciate. Besides, the logical change in blue theme is creative. _ The content is very adorable with rural views and smooth changes. 4/ Dng Ngc Bch: _ It may be subjective but I am so interested in beautiful rural views and the content in the TVC. Amongst many TVCs, the 6 trieu ly sua is meaningful message to inspire my son a lesson of empathy and sharing.

Part 4: To recommend applicable recommendations for Vinamilk as well

as other Fast Moving Consumer Goods (FMCG) companies when applying philanthropy appeal in its TVC.
1/ Nguyn Th Mai Trm: _ The 6 trieu ly sua is good. In the TVC, Vinamilk does not provide of which products should be considered to support the campaign. Among many products of Vinamilk, I cannot support all kinds of it.

2/ Nguyn Trn Thanh Vn: _ The 6 trieu ly sua is beautiful in general but she does not impress in anything in particular. _ The Happy cow is her most favorite TVC. It is unique and inspire.

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3/ T Hong Linh: _ In general, the 6 trieu ly sua does not leave any impression to him. But the Sua tuoi nguyen chat 100% does. He believes that its the greatest advertisement of Vinamilk with humorous images and memorable slogan. _Dutch Lady came as first player and it really impacts my mind strongly. First come, first impressive. To Vinamilk with the same message, I see no differentiation from Den dom dom by Dutch Lady. Vinamilk should use other kinds of content or style to hit audience. _ He asked about the inconsistence between the wording and commitment spoken which lead me doubt. The consistence must be considered carefully before putting on air. All of elements are good except the end. I wonder where my money goes to if I join in the campaign. I see the trick here and I never support for it. _ He hardly see no concerned motivation in the ad which many disadvantages between wording and promises, wording and image. Why does it not end with the shot of crowded underprivileged children drinking the milk? The origin shows only one kid get the milk so how about the children in previous shots? 4/ Dng Ngc Bch: _ However, The message that I received from the images is that Drink our product! Your children can be taller to reach the balloon like these boys and girls. To me, the content does not deliver enough information as well as message in the most effective way with careful test. It easily causes misunderstood for audience. _ Im fond of the Happy cow of Vinamilk. It is not only for children but also for the grow-ups to entertain.

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APPENDIX C
Reliability test for conation component through 3 rounds: Round 1: Case Processing Summary N % Cases Valid 206 100.0 a Excluded 0 .0 Total 206 100.0

Reliability Statistics Cronbach's N of Alpha Items .757 7

Item-Total Statistics
Scale Mean if Item Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement. I want to own the Vinamilk products after watching the philanthropy advertisement. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I buy more Vinamilk products after watching the philanthropy advertisement. 18.01 Scale Variance if Item Deleted 12.088 Corrected Item-Total Correlation .509 Cronbach's Alpha if Item Deleted .720

18.12

12.230

.468

.729

18.45

11.731

.646

.690

18.31

11.765

.585

.702

18.41

12.126

.554

.710

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I become loyal customer to Vinamilk after watching the philanthropy advertisement. I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement.

18.73

13.926

.314

.758

18.63

13.912

.257

.771

Round 2:After deleted I introduce (advise) the relatives to buy Vinamilk products after watching the philanthropy advertisement item.

2ndReliability Statistics Cronbach's N of Alpha Items .771 6

2ndItem-Total Statistics Scale Mean if Item Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement I want to own the Vinamilk products after watching the philanthropy advertisement. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. 15.20 Scale Variance if Item Deleted 9.780 Corrected Item-Total Correlation .536 Cronbach's Alpha if Item Deleted .732

15.31

9.891

.496

.743

15.64

9.579

.653

.703

15.50

9.510

.609

.712

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I buy more Vinamilk products after watching the philanthropy advertisement. I become loyal customer to Vinamilk after watching the philanthropy advertisement.

15.60

9.987

.548

.729

15.92

11.871

.260

.792

Round 3: After delted I become loyal customer to Vinamilk after watching the philanthropy advertisement item.

3rdReliability Statistics Cronbach's N of Alpha Items 5 .792

3rdItem-Total Statistics Scale Mean if Item Deleted Philanthropy advertisement of Vinamilk makes me intend to try its products. I put the Vinamilk products in priority when purchasing dairy goods after watching the philanthropy advertisement I want to own the Vinamilk products after watching the philanthropy advertisement. I will buy the Vinamilk products in next dairy purchasing after watching the philanthropy advertisement. I buy more Vinamilk products after watching the philanthropy advertisement. 12.49 Scale Variance if Item Deleted 7.841 Corrected Item-Total Correlation .579 Cronbach's Alpha if Item Deleted .751

12.59

7.911

.543

.763

12.92

7.955

.632

.735

12.78

7.723

.627

.735

12.89

8.529

.482

.780

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