VIETNAM NATIONAL UNIVERSITY HOCHIMINH CITY THE INTERNATIONAL UNIVERSITY SCHOOL OF BUSINESS

STRATEGIES FOR RESTAURANTS IN HO CHI MINH CITY INCREASE SALE VOLUME BY GROUP BUYING BUSINESS MODEL

Advisor: CHEAH KUAN YEAN Students name: NGUYEN TAN MANH (BA070269)

Ho Chi Minh City, Vietnam 2011

STRATEGIES FOR RESTAURANTS IN HO CHI MINH CITY INCREASE SALE VOLUME BY GROUP BUYING BUSINESS MODEL

APPROVED BY Advisor Cheah Kuan Yean, MBA, Member

APPROVED BY: Committee, Ho Thi Bich Van, PhD., Chair

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________________________________ MBA. Nguyen Huu Dang Khoa, Secretary

________________________________ MBA. Cheah Kuan Yean, Member

________________________________ MBA. Le Trong Hieu, Member

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THESIS COMMITTEE (Whichever applies)

ACKNOWLEDGEMENTS
Foremost, I would like to thank my supervisor, Dr. Cheah Kuan Yean, who is also the lecturer of the School of Business for his knowledge and helpful advice during the time I wrote this thesis. Furthermore, I would like to give many thanks to my friends, ms Pham Huynh Kim Khanh, Nguyen Ngoc Mai Vy, Hoang Vu Thu Ut Quyen, Nguyen Thi Phuong Loan. They helped me to find the documentaries, theories, and data for this research. Also, I would like to express my gratitude to all the respondents for their time and open-heartedness to participate in my interviews. They made a great effort, and without their answers, it would not have been possible for me to finalize my research completely. Last but not least, I greatly appreciate my family, their support and encouragement helped me so much to finish this thesis

Abstract This thesis is written to find out the strategies for the restaurants in Ho Chi Minh to increase their sale volume by Group Buying model. In this study, I will analyze customer characteristic, restaurants characteristic, product characteristic, environment characteristic, distribution channel and the services method to build this strategy. The primary data of this research are from the survey to the customers who used online coupons in the past. The secondary data are from the previous researches about group buying, customer behavior, online businesses in the past. The research method will combine both quantitative and qualitative methods to analyze the data; the quantitative method will use to analyze the primary data, the qualitative method will use to analyze the secondary data to support the primary data. The research will establish the strategies for most of common types of restaurant in Ho Chinh Minh City to deal with local groupon websites smartly, reach the need of customers and dont hurt the brand.

TABLE OF CONTENT

TABLE OF CONTENT.........................................................................................5 CHAPTER I......................................................................................................10 INTRODUCTION..............................................................................................10 1.1/ Introduction about groupon:.............................................................10 1.2/Group-buying websites in Viet Nam......................................................11 1.3/Restaurants in Ho Chi Minh City............................................................13 1.4/Rationale of the study..............................................................................13 1.5/ Problems statement and objective.......................................................14 1.5.1/ Problems statement.......................................................................14 1.5.2/Objectives.......................................................................................15 1.5.3/Scope of study................................................................................15 1.6/Strengths and limitation of this thesis...................................................15 1.6.1/Strengths:.......................................................................................15 1.6.2/Limitation:.......................................................................................15 1.7/ Structure of the study..........................................................................16 CHAPTER II..................................................................................................... 17 2.1/Introduction about e-commerce............................................................17 2.3/introduction about Group buying..........................................................19 2.3.1/ introduction....................................................................................19 2.3.2/The basics of group buying models in e-commerce .......................21 2.5/ advantage and disadvantage of using groupon business model in restaurants..................................................................................................26 CHAPTER III....................................................................................................30

LITERATURE REVIEW......................................................................................30 3.1/Business strategies:..............................................................................30 3.1.1/ Definition of business strategies:...................................................30 3.3/ Sale and sale promotion:.....................................................................33 3.3.1/Definition of sale................................................................................33 3.3.2/Definition of sale volume...................................................................33 3.3.3/Sale promotion................................................................................33 3.3.4/Types of sales promotion activities ................................................35 3.4/Consumer behavior...............................................................................39 3.4.1/Definition of consumer behavior.....................................................39 Professor Lars Perner give "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society."..................................................................................................39 According to Marieke K. de Mooij in Consumer behavior and culture: consequences for global marketing and advertising, 2004, Sage publication, Consumer behavior can be defined as a study of the process involved when individuals or group select, purchase, use, or dispose of products, consumer behavior is viewed as a process that includes the issues that influence the consumer before during, and after a purchase..............................................39 3.4.2/ Online consumer behavior.............................................................43 3.6 Questionnaire design............................................................................49 CHAPTER IV.................................................................................................... 50 RESEARCH METHODOLOGY............................................................................50 4.1./Secondary data....................................................................................50 4.2/Primary data.........................................................................................50 4.3/Theoretical framework..........................................................................50

4.3.1 /Quantitative Approach...................................................................50 4.3.2/ Qualitative Approach.....................................................................51 4.4/Research design....................................................................................51 4.4.1/Research strategy: Survey..............................................................51 4.4.2/Design the measurement................................................................52 4.4.3/Design the sample..........................................................................52 4.4.5/Sampling size..................................................................................53 4.4.6/ Process of gathering the information:............................................53 4.4.7/ Statistical analysis technique ........................................................54 CHAPTER V.....................................................................................................55 DISCUSSION AND CONCLUSION.....................................................................55 5.1/ Filter the data:.....................................................................................55 5.1.1/Remove the inappropriate responses.............................................55 5.1.2/Data encryption:.............................................................................55 5.2/ Discussion............................................................................................56 5.2.1/Customer characteristic:.................................................................56 5.2.2/Environment characteristic.............................................................58 5.2.3/Product characteristic ....................................................................61 5.2.5/Distribution channel........................................................................71 5.3/ Establish the strategies for the restaurants to increase their sale volumes via group buying channel.............................................................82 CHAPTER VI.................................................................................................... 86 CONCLUSION AND SUGGESTION....................................................................86 6.1/ Conclusion............................................................................................86 6.2/ Suggestion...........................................................................................86 6.3/ Implication of this study.......................................................................87

LIST OF TABLES

Table

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1. List of table about customer characteristics.............................................................90 2. List of table about products characteristics .............................................................91 3. List of table about restaurants characteristics..........................................................98 4. List of table about distribution channel.................................................................101

5. List of table about services...............................................................................................105 5. List of survey questions....................................................................................................105

LIST OF FIGURES

Figures

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1. Groupon business model..........................................................................................23 2. Kinds of sale promotion ..........................................................................................36 3. Advantages and disadvantages of coupon promotions............................................37

4. Influences on and of consumer behavior.................................................................42 5. Influences on and of online consumer behavior......................................................44 6. Maslows hierarchy of needs...................................................................................45 7. Model for this thesis.................................................................................................46 8. Internet penetration in selected Asian countries......................................................60 9. Internet usage by city...............................................................................................60 10. Frequency of Internet usage by city.......................................................................61 11. Demand of restaurants vouchers............................................................................63 12. Daily traffic rank trend of nhommua.com.............................................................73 13. Audience demographic of nhommua.com, muachung.vn and hotdeal.vn.............75 14. Audience demographic of vndoan.com.................................................................76 15. Discrimination between the customers who have and havent vouchers..............79 CHAPTER I INTRODUCTION 1.1/ Introduction about groupon: Groupon is the name of the website (groupon.com) which is the pioneer offers the special deals to the customers by selling vouchers to them via internet. It is the sign off Chicagobased Internet Company called The Point. Groupon was launched in November 2008, and its growth since then has been outstanding. It now covers over 565 cities around the world and has seen its web traffic grow from just 2 million unique visitors per month to

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over 15 million (source: Crunchbase). Annual revenue is around $2 billion. They are the market leader in the group-buying category by some distance. Nowadays, Groupon is not only a name of the website but also a name of a new E-commerces methods. Groupon is the combination of two words group + coupon and its meaning also the combination the meaning of these words. Groupon is a collective buying service, they will gather customers into a big group and sell vouchers for them with a very special prices .Groupon firms work with local businesses to create discounts that are offered to consumers. Put simply, it offers discounts on products and services which only become valid once a set number of consumers buy into them. The numbers required may change, as will the amount of discount you get, but the principle remains the same: once enough people buy, the discount becomes active and everyone benefits. The discounts are generally greater than 50%, and consumers can buy up to two vouchers for themselves and up to two vouchers as gifts for others. Groupon does not only work with restaurants but also with businesses that offer services such as beauty salons, massage, spas, specialty stores, carpet cleaning, car services, area attractions, and more. 1.2/Group-buying websites in Viet Nam Group buying and daily deal sites like Groupon and LivingSocial have spawned thousands of clones around the world and Vietnam is no exception. The coupon sites are catching on there in a big way.There are: Muachung.com of VC Corp, Vndoan.com of Thien Hy Long, Nhommua.com of Dia Diem, Cung Mua of Cyvee, Zing Deal of Vina Game, HotDeal.vn of Vina book, RuNhau.com of Cartel holding SJC, Cucre.com of Vat Gia, Phagia.com.vn of phununet, Kenhgia.com of PMTIS, and others. In general, Viet Nam groupon websites operate by basing on the model of the original groupon websites (groupon.com). they just adjust some features to suit Viet Nam market such as payment systems, delivery systems.

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An article on Vietnam.net says that Groupon-like sites were introduced in Vietnam last year and have quickly become popular with students and white-collar workers. According to Vu Hong Quang, a representative of the Southern VC Corp which owns muachung.com, there are currently 20 such sites in the country offering from 40 to 70 percent savings on products and services. After just 7 months of operation his site already has 100,000 members. Muachung.coms main competitor, nhommua.com has the same number of registered users but even some of the newer sites have 60,000 members. As weve seen here in the states, daily deals sites can create a winning situation all around. Businesses get some much needed traffic, the coupon sites get a commission for pulling in that traffic and consumers get a good deal. And Vietnamese love this model. One expert in online business, Minh Bui, says these sites create a form of interactive promotion and marketing that allows businesses to have a better idea of how many people are using their products or services. The article on Vietnam.net goes on to say that daily deal sites are not without their share of problems. Since many consumers are not familiar or comfortable with online payments, most vouchers are purchased by money transfer or cash on delivery. Vouchers are often lost or delivered late and the cost of delivery can be costly. Theres also the problem of many merchants that dont follow the rules of the contract, provide inferior service or treat voucher holders differently than they do customers that are paying full price. Despite these issues, most of which we have seen here in the United States as well, the group buying and daily deals industry seems to be thriving in Vietnam. Says Manh who believes offering a deal has benefited his resort, success comes from quality of service, price and customer trust.

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The common customers of groupon websites in Viet Nam are the restaurants because they have tremendous demand on offer promotions and do marketing via these channels. The vouchers of restaurants also the best seller on those websites because it has reasonable prices and reaches the demands of customers. 1.3/Restaurants in Ho Chi Minh City Ho Chi Minh city is largest city in Viet Nam with the population are approximate 10 million people. The restaurant market is very competitive because of the demands of having a meal outside the house are considerable. Base on the database of anan-vietnam.com, the big website which provides the information of restaurants in Ha Noi and Ho Chi Minh City. There are approximate 1500 restaurants in Ho Chi Minh City, but in reality this figure may be bigger. From this website, we can see too many new restaurants or new branches open each month 1.4/Rationale of the study In contemporary days, there are many of restaurants in Ho Chi Minh have good facilities, delicious foods with suitable prices and acceptable services but dont success on their businesses. In the other hand, some restaurants have good business but they still dont reach their revenue peak. Selling online vouchers can solve these problems for restaurants if they know how to use it effectively. In fact, there are many restaurants in Viet Nam tried to use groupon websites as a new sale and marketing tools. We can find many specials online coupons of restaurants easily in Viet Nam groupon websites, and a thousand of it has been sold out. It can be seen that selling the promotions online is very useful for restaurants in Ho Chi Minh City. For example, Muoi Xiem Vietnamese crepe restaurant can sell approximate 3000 vouchers in just 1 day at nhommua.com.

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However, its hard for all of these restaurants to sell many of vouchers effectively; especially the fresh restaurants which are lack of experiences on dealing with groupon. Furthermore, there are many restaurants in Ho Chi Minh city dont know about group buying business model or dont know how to increase sale volume by selling online vouchers. In the other hand, some restaurants have used group buying business model already but the business still not good, the customer just use the vouchers and never come back. Deep discount hurt the branding of the restaurants. Reasons of these problems are they dont know how to make the online coupon promotions in the right ways. Group buying model is good for business but if we use it with a wrong ways, it can hurt the business. In hope to help the restaurants solve these problems, I will do the thesis on: The Strategies for Restaurants in Ho Chi Minh City to Increase Sales Volume with Group Buying Model 1.5/ Problems statement and objective 1.5.1/ Problems statement At mentioned, there are many restaurants in HCMC dont have strategies to deal with groupon websites. Without strategies, their coupons are hard to match the need of customers and cant sell the large quantities. In the other hand, the groupon websites will convince the restaurants create the coupons with very deep discounts. These deep discounts can help the restaurant attract many of customers and sell large quantity of product in short time but cant help the restaurants increase profit and will hurt the brand of the restaurants. Therefore, preparing the strategies before dealing with the group buying websites is so necessary.

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1.5.2/Objectives Firstly, this thesis will analyze the factors affect to the buying decision of the customers and create the method for to build the suitable coupon that can reach the customers need Secondly, this study will find the right groupon channel for the restaurants to distribute their coupon efficiently Lastly, this thesis will research about the ways to satisfy customers when they use the restaurant food and drink coupons and build the strategies to bring them back in the next time. 1.5.3/Scope of study Geographic: Ho Chi Minh urban areas. Objects of this thesis: restaurants in Ho Chi Minh City which exclude the street restaurants along the streets. 1.6/Strengths and limitation of this thesis 1.6.1/Strengths: The data of vouchers and discount percent were public in Viet Nam groupon websites, easy to get number for analysis. Moreover, its easy to find which restaurants have used group buying websites in the past to collect the useful data. In the other hand, we can connect with the customers through the group buying websites or the Facebook, Twitter, Yahoo blog of these websites to gather their experiments on using the restaurants vouchers. 1.6.2/Limitation: Nowadays, groupon methods are so new and there are lacks of academic research about it, the documents about it in the internet almost written by the end user are hardly to verify the accurate level.

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Controlling this bias: try to find academic literature to support this thesis as much as possible, try filtering the information in the internet to find the high academic level document about groupon. There are too many groupon websites in Viet Nam and many online special deals of restaurants on there. So, the data will be too complex to analysis. Controlling this bias: narrow down the data and if the information is similarity choose the represented data to analysis The managers of the restaurants or customers who we want to interview or give surveys may be busy or forget to do that or dont want to share information with us. Controlling this bias: sending messages to remind them, or finding others if not being able to reach them.

1.7/ Structure of the study This thesis is divided into six chapters. Chapter 1 - Introduction will introduce the basis of the subject, research objectives, scope and limitation of research Chapter 2 Background of group buying business model, groupon business model and the pro and cons of using this model Chapter 3 - Literature review Chapter 4 Methodology of study Chapter 5 - Results of the study Chapter 6- Conclusions and recommendations

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CHAPTER II BACKGROUND OF GROUP BUYING BUSINESS MODEL, GROUPON BUSINESS MODEL AND THE PROS AND CONS OF USING THIS MODEL 2.1/Introduction about e-commerce The first e-commerce model was introduced in 1979 by Michael Aldrich base on Electronic data interchange (EDI) and Electronic funds Transfer (EFT). This model allowing business to send the commercial documents like purchase orders or invoices electronically. Nowadays, e-commerce develops with a high speed with the new inventions of technology and new business models. Nowadays, E-commerce can be divided into six groups: E-tailing or virtual storefronts or virtual mail: Provide the place for direct retail shopping with 24-hours availability and can reach worldwide. This model has ability to

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interact and give custom information and ordering, and multimedia prospects; the web is rapidly becoming a multibillion dollar source of revenue of the worlds businesses. Market research by the gathering and use of demographic data through web contacts: Companies can collect the data about prospects and customers in unprecedented amounts through site registration, questionnaires, and as part of taking orders. The issue of whether data was being collected with the knowledge and permission of market subjects had been raised. Electronic data interchange (EDI): EDI is the exchange of business data using an understood data format. EDI involves data exchange among parties that know each other well and make arrangements for one-to-one (or point-to-point) connection. EDI is expected to be replaced by one or more standard XML formats, such as ebXML Email, Fax, and Internet Telephony: Enterprises can use it as the tools to communicate with the partner globally with the cheapest cost, utility, and fast. In the other hand, Email, fax, internet telephony can be used at marketing tools such as unsolicited advertisement. An increasing number of business websites offer email newsletters for subscribers. This is a new trend in which web users voluntarily sign up to receive email, usually sponsored or containing ads, about product categories or other subjects they are interest in. Business-to-business buying and selling: Thousands of companies that sell products to other companies have discovered that the web provides not only 24 hours/day showcase for their products but a quick way to reach the right people in a company for more information. The security of business transactions: Security includes authenticating business transactor, controlling access to resources such as Web pages for registered or selected users, encrypting communications. (What is e-commerce, 2005, www.cse.buffalo.edu/DBGROUP/, viewed 3/3/2011)

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2.3/introduction about Group buying 2.3.1/ introduction As a channel that is characterized by convenience, wide product selection, and easy comparison shopping, the Web has enjoyed tremendous growth in consumer spending in recent years. Such market mechanisms are what Spulber (1996, 1999) and OHara (1997) refer to as market microstructure, a term that is often associated with the operational mechanics of the financial markets.Andrews (2000) identifies three difference kinds of mechanisms including group-buying models, price-reduction models and traditional auction models. We add to Andrews list the nontraditional auction models, including such recent phenomena as reverse auctions and other name-your-own-price mechanisms

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Four Types of Dynamic Pricing Models for Internet Marketplaces MODEL TYPES Traditional auctions KEY CONCEPT Apply long-standing concepts associated with real world auctions. These include: the single -item open-outcry ascending-price English auction; the single -item open-outcry descending-price Dutch auctions; the single -item firstprice sealed-bid auction; the single - item second-price sealed-bid Vickrey auction2 ; the multiple -item, open-outcry call market; and the open- and closedbid, double auctions, in which both buyers and sellers simultaneously update Non-traditional auctions their bids and offers. Apply variations on the auction approaches mentioned above. Examples include: reverse auctions, in which buyers either state an interest in purchasing a sale item or a bundle of items and sellers indicate their offers; 3-D auctions, in which price-quantity is supplemented by utility reflecting willingness-to-trade; among others. Price-reduction models Enables buyers to obtain lower prices, but only based on a preAnnounced time schedule for price drops from a higher starting price. Operates without consideration given to the number of participants in the Group-buying models marketplace. Similar to Dutch auction. Enable buyers to obtain lower prices, as more people indicate a Willingness to buy from the Internet-based sellers Web site. There are two varieties, involving group-buying with a fixed time period to completion of an auction, and group-buying with a fixed price that is achieved only when enough buyers participate

(Sources: Robert J. Kauffman, 2001 BID TOGETHER, BUY TOGETHER: ON THE EFFICACY OF GROUP-BUYING BUSINESS MODELS IN INTERNET-BASED SELLING, Carlson School of Management)

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2.3.2/The basics of group buying models in e-commerce We next discuss group-buying models in Internet-based selling in greater detail. We first describe the market mechanisms, and then consider the core value proposition that they offer to their participants. The Market Mechanisms Pricing to match buyers and sellers is an important function of a market (Spulber, 1996). In the bricks-and-mortar world, posted pricing mechanisms have been the dominant pricing strategies, where retailers display the prices they ask for the merchandise and consumers decide whether they would accept the prices or not. Under dynamic pricing mechanisms , however, buyers are no longer left with this take-it-or-leave-it decision. They can actively negotiate with the sellers to reach a satisfactory price. For example, buyers in online auctions, such as we have seen at eBay, place their bids and the final transaction price is the highest price offered at the end of the auction. At Priceline, for example, consumers can name their own price for airline tickets and hotel rooms. Based on the demand from consumers and their assessment of their own supply of perishable assets, sellers then can decide whether they would like to accept the prices. What makes dynamic pricing different from posted pricing strategies is that, with the wide network connection and lower operation costs enabled by technology, consumers become more active in the price discovery process, resulting in greater a likelihood for transactions to occur and for higher market efficiency and effectiveness. As a special instance of dynamic pricing mechanisms, group-buying discounts allow buyers to aggregately determine transaction prices and take advantage of the savings that a seller can offer in the presence of many buyers of the same product. This is how it usually works on group- buying Web sites. A product is put on sale on the companys Web site with a specified starting and ending time for what they typically call an auction cycle . As more buyers join the group to purchase this product, the price drops from the starting price according to a predetermined price change trajectory. Some

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Web sites reveal this price change trajectory, and some do not. The auction cycle can also end before the specified ending time if a maximum number of units have been sold. At the end, everyone who participated in the cycle will be charged the same final low price, even if some of them indicated a willingness to buy earlier at a higher price. The Value Proposition for Group-Buying on the Internet The primary value proposition of group-buying business models to consumers is the lower prices they can provide, due to the buyers collective bargaining power. By accumulating a large number of orders in a short period of time, group-buying Web sites claim they can negotiate low prices with manufacturers and suppliers, and then pass these savings on to their customers. On these Web sites, the starting prices are typically higher than the prices charged by discount posted-price merchants, reflecting their lack of purchasing power with suppliers in the face of small order quantities. However, prices drop as more people buy. When enough people join an auction cycle, it is possible that the final price will be lower than the lowest price charged elsewhere. In fact, just as the name group-buying tells us, if purchasing does not reach a critical mass, the pre-conditions for the success of this kind of business model will not be in place. 2.4/Introduction about Groupon business model Group buying model is the win-win-win business model which can bring benefits to customers, the sellers and companies who sell online vouchers. Firstly, customer can buy various vouchers or the special deals with very good prices. Secondly, the vendors can sell a big amount of products at the sort time; furthermore groupon websites are very useful marketing implement for them to attract customers. Lastly, the enterprises which offer deals can earn profit base on the commission between them and the merchants; moreover they will attract the customer base attention to their websites by these deals, build the reputation to offer another deals.

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Figure 1: Groupon business model (Venkateswaran, Network effects in groupon business model,2010,<http://www.ebizcolumn.com/2010/12/network-effects-in-grouponbusiness.html>, viewed 30th,April,2011) The deal of groupon wonders for local small businesses that need foot traffic. Traditional online advertising isnt nearly as effective as social buying platforms for getting people to visit local storefronts. For approximately the same price as a decentsized online advertising campaign, a collective buying site will feature your businesss deal offering on their website and notify local email subscribers. With many of these online services boasting readership in the millions, they can literally flood your store with hundreds to thousands of new customers within a single day or two. Moreover, these daily deal websites only charge you when sales are generated. So not only will this promotional tool earn a bucket load of cash flow and new customers for you, but youll only have to pay when real results are obtained for your business. A pay per sale model combined with a powerful distribution system, time-sensitive discounts, and social media

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based user referral incentives make group buying sites a hands down winner for most local business owners seeking to gain new customers and elevate sales. Instantly acquire new customers For budding small businesses that are starved for clients, group buying sites are the most effective solution to acquiring new customers. Groupon and others like it can send you hoards of deal crazed consumers for you to convert into long-term customers. Your return on investment (ROI), in terms of getting new customer in the door, is unmatched compared to other advertising options. Quickly generate cash flow Top daily deal sites like Groupon have generated sales in the tens of thousands for some business owners. If a merchant sold 10,000 vouchers at $10 each, thats $50,000 (minus Groupons standard share) in cash flow that was raised in just a matter of a few days. No other advertising model rivals the rate at which deal sites can inject cash flow into a business. No upfront costs Deal sites utilize a pay per sale (PPS: a.k.a. cost per sale; CPS) model to generate revenue which means business owners pay nothing upfront to use their services. In contrast to traditional cost per thousand impressions (CPM) or cost per click (CPC) advertising fees, a cost per sale charge ensures that you only pay Groupon when a sale is generated for your business. Barring unauthorized purchases or any refunds that buyers submit to the deal site, your advertising expenses produce real results in terms of customer acquisitions and the production of sales. Measurable results Companies can spend millions of dollars on local radio, television, print, and online advertising campaigns and never see any clear increase in offline sales, let alone any change in traffic to their local stores. Vouchers require that the customers visit your storefront in order to redeem them. When they do this, you can easily track the profits and expenses for each voucher sale thats generated. Before that however, youll

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already know exactly how many people received your deal offer in their inbox, how many people opened it, and the number of people that purchased it. Increase offline visitor traffic Previously, the resources available to convert online sales into foot traffic for local store owners was limited to gift cards and simple coupons. The conversion rates of the latter are quite poor and without a discount, gift cards dont fair much better when it comes to getting customers into stores. Social buying sites on the other hand represent a very efficient way for merchants to push traffic into local storefronts and acquire new customers. Gain Facebook & Twitter followers People love businesses that offer deals to their customers and theyre more willing to hit that Like or Follow button on Facebook and Twitter because of it. Business owners have reported that their Facebook fans and Twitter followers have increased after being featured on daily deal websites like Groupon. Minimal time commitment Groupon and other daily deal sites do nearly everything for you. Your time commitment upfront is limited to gathering a few images and creating some text copy regarding the limitations of your deal offer. Groupon employs nearly one hundred full-time writers to ensure your featured deal pops off the page and it creates quite a buzz for your establishment. In comparison, effective online advertising requires a much larger investment of time to create the ads, complete the necessary keyword research, and setup conversion tracking. Incredible business exposure Large social buying sites like Groupon have millions of email subscribers and they get just as website visitors each month. They distribute your deal offering to local site members that then retweet and share your deal throughout the Web. Since you only pay when a sale is generated youre essentially getting free advertising to boot and lots of more buzz for your business.

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Highly desirable customer demographic The average user of daily deal sites like Groupon tend to be educated females with money to spend that are socially active both online and offline. If youre a local business owner that utilizes Groupon this means that those new customers possess a great potential to return to your establishment and share their experience with their friends. Reduce your advertising budget The primary goal for advertising is to acquire new customers for your business. Social buying websites are much more effective at this than traditional advertising channels. By redirecting your companys advertising budget to offer a group deal instead of traditional local ads allows you to spend less on advertising and still acquire more customers. (Top 10 reasons to using groupon, 2010, http://tomuse.com/daily-deal-sites-grouponbusiness-advertise/, viewed 4/3/2011) 2.5/ advantage and disadvantage of using groupon business model in restaurants Groupon has its advantages and disadvantages, so, the restaurant need to decide if this is something worth thier business getting into. Here are five reasons in favor of and five reasons against group buying promotions. Pros It attracts a lot of consumers. You can reach new customers by appealing to those who are looking for inexpensive deals and a chance to save money. You get to charge lower prices to new customers who aren't willing to pay more. Existing customers are willing to pay full price for products or services. Dholakia says that Groupon promotions offer the most benefit for businesses in which the promotion does not cannibalize sales to existing customers.

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It advertises your business. A Groupon promotion can be a way to announce the existence of your business to consumers who are unfamiliar with your products or services. You get to entice potential customers to try your goods. The idea is that they are going to like it so much that they will come back and buy from you again. You must make your promotion grab consumers but at the same time increase your potential conversion rate for repeat customers, says Dholakia. It helps move inventory. Use Groupon deals to sell slow moving items in your inventory or unutilized services. Discounts seem to be most compelling for merchants with low cost of goods sold. Use price deals to promote a product that is not that expensive. A Groupon type promotion should be something that you do once in a while for a specific, narrow, limited reason, adds Dholakia. It builds relationships. Use price promotion deals for building customer relationships rather than just creating one-time buys, recommends Dholakia. Meaning, instead of a restaurant owner offering $60 worth of food for $30, parcel it out to offer $20 worth of food for $10 over the customer's next three visits. Don't offer discounts on a total bill, rather offer a specialized discount for various products or services. It generates incremental revenue. If you have a low-cost or fixed-cost structure, you can make money on promotions. Take an owner of a rock-climbing business that has existing equipment and a storefront. The operating costs don't change based on the number of people who show up. A coupon deal can actually generate some extra cash by getting more bodies into the facility. Customers paying $10 for a $20 service, still nets the owner $5 per voucher. Dholakia says each merchant must know their costs, factor in a price that draws customers, project the number of costumers that will buy the coupon, and estimate incremental revenues

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Cons Deals attract low-end bargain seekers. Because the Groupon customer base is made up of deal-seekers and bargain shoppers they might not be willing to purchase beyond the value of the coupon. So, there are low rates of spending and low rates of return. One problem with price deals is diminishing returns; thus, merchants need to put a cap on the number of deal coupons that are to be sold, says Dholakia. Deals hurt the brand. The obsession with price doesn't necessarily make for a lot of brand loyalty or even brand awareness. One negative aspect of daily deal sites is that price promotions usually hurt the brand of the company offering it, says Dholakia. It makes customers price sensitive. When they get something at a much lower price, they then become less inclined to pay full price for that same product or service in the future. Deals don't generate repeat customers. Groupon has a low conversion rate for repeat customers, according to marketing experts. You may never see the person again once they use your coupon. Or that person may not be willing to buy from you again without a coupon in hand. The percent of new customers that redeem the voucher that becomes repeat visitors of the business is estimated at around 19 percent. It varies by product categories. Deals are not profitable. Another problem is the split. Groupon keeps 50 percent of the revenues from each coupon deal. If you do the math, merchants need to gross margins well in excess of 50 percent for Groupon to work for them. The promotion is very steep, usually 50 percent or more. Most businesses are built on margins of 75 percent, which means if the customer just comes in and buys the deal, the owner is going to lose money, says Dholakia. Restaurants usually have higher margins. "By offering huge discounts and giving 50 percent to Groupon, they just aren't earning enough to cover the cost of serving that customer." There are better deals out there. Daily deals sites are not the only game in town. You can run a similar promotion for less money. There are plenty of marketing programs you can use; does it make sense to use this one, asks Dholakia. For example, you can offer a

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discount or promotion on a Facebook fan page. It's an effective way to engage new and existing customers at a very low cost, he adds. (10 pros and cons of using groupon, 2010, http://www.inc.com/guides/201104/10pros-cons-for-using-groupon.html, viewed 4/3/2011)

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CHAPTER III LITERATURE REVIEW 3.1/Business strategies: 3.1.1/ Definition of business strategies: The object of this research is creating the strategies for the restaurant, so we need to find out what is strategy? Strategy is the direction and scope of an organization over the long-term: which achieves advantage for the organization through its configuration of resources within a challenging environment, to meet the needs of markets and to fulfill stakeholder expectations. Strategies exist at several levels in any organization - ranging from the overall business (or group of businesses) through to individuals working in it (Johnson, 2006, Exploring Corporate Strategy: Text and Cases, 7th edition, Prentice Hall) A business strategy typically is a document that clearly articulates the direction a business will pursue and the steps it will take to achieve its goals. In a standard business plan, the business strategy results from goals established to support the stated mission of the business. A typical business strategy is developed in three steps: analysis, integration and implementation (Geek, 2011, what is business strategy, http://www.wisegeek.com/what-is-a-business-strategy.htm, viewed 4-5-2011) The definition of business strategy is a long term plan of action designed to achieve a particular goal or set of goals or objectives. Strategy is management's game plan for strengthening the performance of the enterprise. It states how business should be able to achieve the desired goals. (Syd 2008,A Definition of business strategy,

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http://www.rapid-business-intelligence-success.com/definition-of-business-strategy.html, Viewed 1/5/2011) 3.1.2/Strategy at Different Levels of a Business According to Gerry Johnson (2006), Strategies exist at several levels in any organization - ranging from the overall business (or group of businesses) through to individuals working in it. Corporate Strategy is concerned with the overall purpose and scope of the business to meet stakeholder expectations. This is a crucial level since it is heavily influenced by investors in the business and acts to guide strategic decision-making throughout the business. Corporate strategy is often stated explicitly in a "mission statement". Business Unit Strategy is concerned more with how a business competes successfully in a particular market. It concerns strategic decisions about choice of products, meeting needs of customers, gaining advantage over competitors, exploiting or creating new opportunities etc. Operational Strategy is concerned with how each part of the business is organised to deliver the corporate and business-unit level strategic direction. Operational strategy therefore focuses on issues of resources, processes, people etc. 3.2/Strategic management When we have strategies for the restaurant, we must know the way manage it, so this thesis will research on what is strategic management? Strategic management is a field that deals with the major intended and emergent initiatives taken by general managers on behalf of owners, involving utilization of

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resources, to enhance the performance of rms in their external environments. It entails specifying the organization's mission, vision and objectives, developing policies and plans, often in terms of projects and programs, which are designed to achieve these objectives, and then allocating resources to implement the policies and plans, projects and programs. A balanced scorecard is often used to evaluate the overall performance of the business and its progress towards objectives. Recent studies and leading management theorists have advocated that strategy needs to start with stakeholders expectations and use a modified balanced scorecard which includes all stakeholders.( Nag.; Hambrick, and Chen, 2007,What is strategic management, really? Inductive derivation of a consensus definition of the field. Strategic Management Journal. Volume 28, Issue 9, pages 935 955.) Strategic management is a level of managerial activity under setting goals and over Tactics. Strategic management provides overall direction to the enterprise and is closely related to the field of Organization Studies. In the field of business administration it is useful to talk about "strategic alignment" between the organization and its environment or "strategic consistency." According to Arieu (2007), "there is strategic consistency when the actions of an organization are consistent with the expectations of management, and these in turn are with the market and the context." Strategic management includes not only the management team but can also include the Board of Directors and other stakeholders of the organization. It depends on the organizational structure. Strategic management is an ongoing process that evaluates and controls the business and the industries in which the company is involved; assesses its competitors and sets goals and strategies to meet all existing and potential competitors; and then reassesses each strategy annually or quarterly [i.e. regularly] to determine how it has been implemented and whether it has succeeded or needs replacement by a new strategy to meet changed

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circumstances, new technology, new competitors, a new economic environment., or a new social, financial, or political environment. (Lamb, 1984:ix) 3.3/ Sale and sale promotion: This thesis will find the way to increase sale volume of restaurant in HCMC, so I will review the literature about the sale and sale promotion to make the objects become clearer. 3.3.1/Definition of sale A sale is the act of selling of products or services in return for money or other compensation. It is an act of completion of a commercial activity. Based on the definition on businessdictionary.com, sale is Contract involving transfer of the possession and ownership of a good or property, or the entitlement to a service, in exchange for money or value. Essential elements that must be present in a valid sale are competence of both the buyer and seller to enter into a contract, mutual agreement on the terms of exchange, a thing capable of being transferred, and a consideration in money (or its equivalent) paid or promised 3.3.2/Definition of sale volume Sale volume is the quantity or number of goods sold or services sold in the normal operations of a company in a specified period (businessdictionary.com, 11-5-2011) Another definition about sale volume published by economics-dictonary.com (11-52011) is the amount of sales of goods or services by a company the amount of sales of goods or services by a company 3.3.3/Sale promotion Sales promotion describes promotional methods using special short-term techniques to persuade members of a target market to respond or undertake certain activity. As a reward, marketers offer something of value to those responding generally in the form

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of lower cost of ownership for a purchased product (e.g., lower purchase price, money back) or the inclusion of additional value-added material (e.g., something more for the same price) (What is sale promotion, http://www.knowthis.com/principles-ofmarketing-tutorials/sales-promotion/what-is-sales-promotion/, University of Sussex, View day 27/05/2011) Sales promotion has been defined as a direct inducement that offers an extra incentive to buy. This incentive is usually the key element in a promotion program; it may be a coupon or price reduction, the opportunity to enter a contest or sweepstakes, a money back refund or rebate, or an extra amount of a product. (E.Blech And A.Blech (2007), Advertising and Promotion-an integrated marketing communications perspective, 7th edition) According to Dave Dolak, MBA, PCM; Sales promotions are short-term incentives to encourage the purchase or sale of a product or service. Sales promotion includes several communications activities that attempt to provide added value or incentives to consumers, wholesalers, retailers, or other organizational customers to stimulate immediate sales. These efforts can attempt to stimulate product interest, trial, or purchase. Examples of devices used in sales promotion include coupons, samples, premiums, point-of-purchase (POP) displays, contests, rebates, and sweepstakes. Sales promotion is an important component of a company's marketing communication strategy along with advertising, public relations, and personal selling. At its core, sales promotion is a marketing activity that adds to the basic value proposition behind a product (i.e., getting more for less) for a limited time in order to stimulate consumer purchasing, selling effectiveness, or the effort of the sales force. As this definition indicates, sales promotion may be directed either at end consumers or at selling intermediaries such as retailers or sales crews.( Blattberg, Robert C., and Neslin. Sales Promotion: Concepts, Methods, Strategies. New York: Simon & Schuster, 1995. Bunish, Christine. "Sales: Expanded Use of Collateral Material, Catalogs Boosts Sales Promotion." Business Marketing, 1 May 1999.)

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Sales promotion is one part of the promotional mix that is becoming an important tool in Integrated Marketing Communication. This marketing strategy help boost sales. Sales promotion is an important tool in Integrated Marketing Communication. It provides several distinct benefits in the achievement of company objectives that may account for it becoming one of the fastest growing IMC tools. It is one of the four aspects of promotional mix. Advertising, personal selling, and publicity/public relations are the other three (Cuizon, what is sale promotion article, 2004, http://www.suite101.com/content/sales-promotions-a96994 viewed may-05-2011) 3.3.4/Types of sales promotion activities Sale promotion can be divided into two major categories: consumer-oriented and tradeoriented promotions. Activities involved in consumer-oriented sales promotion include sampling, couponing, premiums, contest and sweepstakes, refunds and rebates, bonus packs, price-off, frequency programs, and event marketing. These promotions are directed at consumer the end of purchasers of goods and services, and are designed to induce them to purchase the marketers brand. Trade-oriented sales promotion includes dealer contests and incentives, trade allowances, point-of-purchase display, sales training program, trade shows, and cooperative advertising to motivate distributors and retailers to carry a product and make an extra effort to push it to their customers. Many marketing programs include both trade and consumer-oriented promotions, since motivating both groups maximizes the effectiveness of the promotional program. (E.Blech, and A.Blech (2007), Advertising and Promotion-an integrated marketing communications perspective, 7th edition)

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Figure 2: Kinds of sale promotion

(Sources: George E.Blech, Michael A.Blech (2007), Advertising and Promotionan integrated marketing communications perspective, 7th edition) This study will deep research in the couponing promotion program, I will give the specific theory about coupons in this part. In marketing, a coupon is a ticket or document that can be exchanged for a financial discount or rebate when purchasing a product. Customarily, coupons are issued by

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manufacturers of consumer packaged goods or by retailers, to be used in retail stores as a part of sales promotions. They are often widely distributed through mail, magazines, newspapers, the Internet, and mobile devices such as cell phones. Since only price conscious consumers are likely to spend the time to claim the savings, coupons function as a form of price discrimination, enabling retailers to offer a lower price only to those consumers who would otherwise go elsewhere. In addition, coupons can also be targeted selectively to regional markets in which price competition is great. (Geuss, Megan (October 2010), "First Coupon Ever", Wired) Coupons have number of advantages and disadvantage that make them popular sales promotion tools for both new and established products. The chart below will show the pro and cons of coupon: Figure 3: Advantages and disadvantages of coupon promotion

(Sources: George E.Blech, Michael A.Blech (2007), Advertising and Promotionan integrated marketing communications perspective, 7th edition)

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3.3.5/Sales promotion strategies According to Dave Dolak, MBA, PCM, There are three types of sales promotion strategies: Push, Pull, or a combination of the two. A push strategy involves convincing trade intermediary channel members to "push" the product through the distribution channels to the ultimate consumer via promotions and personal selling efforts. The company promotes the product through a reseller who in turn promotes it to yet another reseller or the final consumer. Trade-promotion objectives are to persuade retailers or wholesalers to carry a brand, give a brand shelf space, promote a brand in advertising, and/or push a brand to final consumers. Typical tactics employed in push strategy are: allowances, buy-back guarantees, free trials, contests, specialty advertising items, discounts, displays, and premiums A pull strategy attempts to get consumers to "pull" the product from the manufacturer through the marketing channel. The company focuses its marketing communications efforts on consumers in the hope that it stimulates interest and demand for the product at the end-user level. This strategy is often employed if distributors are reluctant to carry a product because it gets as many consumers as possible to go to retail outlets and request the product, thus pulling it through the channel. Consumer-promotion objectives are to entice consumers to try a new product, lure customers away from competitors products, get consumers to "load up" on a mature product, hold & reward loyal customers, and build consumer relationships. Typical tactics employed in pull strategy are: samples, coupons, cash refunds and rebates, premiums, advertising specialties, loyalty programs/patronage rewards, contests, sweepstakes, games, and point-of-purchase (POP) displays.

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3.4/Consumer behavior In the restaurant online coupons market, people buy product, the coupons online and use it offline. Therefore, if we want to build the coupons suitable for customers on this market, we should satisfy both online and offline consumer behavior 3.4.1/Definition of consumer behavior Professor Lars Perner give "official" definition of consumer behavior is "The study of individuals, groups, or organizations and the processes they use to select, secure, use, and dispose of products, services, experiences, or ideas to satisfy needs and the impacts that these processes have on the consumer and society." Consumer behavior involves the psychological processes that consumers go through in recognizing needs, finding ways to solve these needs, making purchase decisions (e.g., whether or not to purchase a product and, if so, which brand and where), interpret information, make plans, and implement these plans (e.g., by engaging in comparison shopping ocpor actually purchasing a product). According to Marieke K. de Mooij in Consumer behavior and culture: consequences for global marketing and advertising, 2004, Sage publication, Consumer behavior can be defined as a study of the process involved when individuals or group select, purchase, use, or dispose of products, consumer behavior is viewed as a process that includes the issues that influence the consumer before during, and after a purchase According to Malcolm Tatum, 2011 Consumer behavior consists of the actions that consumers take in regard to making decisions about purchasing various goods and services. A study of this phenomenon will often focus on the psychological and other factors that motivate people to either buy a product or reject it in favor of some other option. In order to create a successful marketing campaign, it is necessary to understand

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these factors and utilize those behaviors in a manner that motivates consumers to make purchases. One of the key elements that influence consumer behavior is the self-image of the consumer. People who crave admiration in order to feel good about them will often go to extraordinary lengths to receive validation from others. This will often lead them to purchase the latest trendy clothing and the newest car loaded with extras, and being seen in the right places can be extremely important. By contrast, people who are less concerned with what others think are likely to focus on making purchases they deem as practical and capable of providing them with the comfort and service they require. Based on Sandhusen and Richard L: Marketing (2000). Cf. S. 218, Consumer behavior is the study of when, why, how, and where people do or do not buy a product. It blends elements from psychology, sociology, social anthropology and economics. It attempts to understand the buyer decision making process, both individually and in groups. It studies characteristics of individual consumers such as demographics and behavioral variables in an attempt to understand people's wants. It also tries to assess influences on the consumer from groups such as family, friends, reference groups, and society in general. Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer. Relationship marketing is an influential asset for customer behavior analysis as it has a keen interest in the rediscovery of the true meaning of marketing through the re-affirmation of the importance of the customer or buyer. A greater importance is also placed on consumer retention, customer relationship management, personalization, customization and one-to-one marketing. Social functions can be categorized into social choice and welfare functions Consumer behavior theories are used by businesses in order to optimize their selling and marketing strategies. These theories tend to concentrate on how consumers spend money,

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what causes them to spend more money, and how the spending of consumer money should impact the planning and strategies practiced by businesses. Different types of consumer behavior theories may focus on the choices consumers make based on their budgets, how consumers make decisions to reach the highest level of satisfaction, how consumers consider the utilities and features of different products, or what and how much consumers know about particular products. One of the most commonly used consumer behavior theories states that consumers behave rationally. In other words, consumers tend to want to get the most from their products while spending the least amount of money. Likewise, this theory asserts that consumers are unlikely to spend all of their money at once, leaving them with no savings. On the other end of the spectrum, consumers often do not save all of their money, an act which could force them to live without purchasing even basic needs, such as food, shelter, and clothing. Another important theory posits that consumers have tastes and preferences that dictate which products they show interest in. Marketing experts often perform consumer studies that they break down into different demographics, such as occupation, age, and location, since these factors contribute to consumer preferences. Income is another important factor in this theory since income is what places a limit on a consumer's budget. Prices of products are often considered in one of the most commonly used consumer behavior theories. In general, businesses believe that by pricing their products at the lowest possible sums, they can encourage consumers to purchase more of their products. This is because rational consumers tend to buy products that provide them with the greatest degree of satisfaction while costing the lowest sum of money. The features or utilities of different products tend to change the prices of the products. For this reason, consumers attempt to match features that they can use with added price.

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This theory can be applied, for instance, to automobile sales. A consumer may determine how much extra he or she would pay for a car that has bonus features, such as extra entertainment or media devices. A professional in the marketing department might try to determine how much extra the company can charge for bonus features without losing sales. The impact of knowledge on consumer behavior is the focus of another of the consumer behavior theories. Consumers are more likely to choose products that they understand or which they are familiar with. The nature of the information is also important, since a company or product's bad reputation can influence an individual to purchase a competitor's product instead. Figure 4: Influences on and of consumer behavior

(Lars Perner, 2007, consumer behavior, viewed 10/4/2011, <http://www.consumerpsychologist.com/intro_Consumer_Behavior.html>)

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3.4.2/ Online consumer behavior The phrase online consumer behavior describes the process of online shopping from a consumers perspective. Online consumer behavior is often described as the study of trends, including the influence of online advertising, consumer willingness to click on links, the prevalence of comparison shopping, among others. The decision-making process of an online consumer is often very different from that of a consumer in a physical store. Companies are increasingly studying online consumer behavior in order to adapt their sales and marketing strategies to appeal to the Internet purchaser. (Wisegeek, what is consumer behavior, 2009,<www.wisegeek.com/what-is-online-consumerbehavior.htm>,viewed 4/42011) Online sales have increased all over the world, with more and more shoppers looking to the Internet before they head out to malls or other stores. In order to remain competitive, many companies are electing to devote at least some of their marketing capital to the online space. Companies decide many of the finer points of online sales, including advertising strategies, page layout, and ease of website searching by analyzing online consumer behavior. The field of online consumer behavior can be broad. Most of the time, online consumer behavior theories are posited by economists or market analysts who specialize in consumer analysis. Companies hire some consumer analysts on a contract basis to provide tailored advice. Others work for independent market analyst firms, for think tanks, or in academia. In many respects, the study of online consumer behavior is the study of the intersection between online consumers and online businesses. Analysts look at how consumers respond to various aspects of an online business, and compare the factors that led to a consumer either making a purchase or leaving the website. The consumer psychology of

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making purchases online is usually a major part of an analysts considerations, and analysts often conduct market segmentation studies based on gender, age, and relative sophistication. Online consumer behavior can also be forward-looking. Behavior studies can tell businesses how consumers are responding to ads and site layouts, but they can also predict how consumers will respond to other future campaigns or web features. Market analysis in the online space often leads to innovation. Businesses develop new advertising campaigns, and come up with different ways to reach potential purchasers based on behavioral statistics Figure 5: Influences on and of online consumer behavior

(Lars Perner, 2007, consumer behavior, viewed 10/4/2011, <http://www.consumerpsychologist.com/intro_Consumer_Behavior.html>)

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3.4.3/Maslows Hierarchy of needs Maslow has set up a hierarchic theory of needs. All of his basic needs are instinctoid, equivalent of instincts in animals. Humans start with a very weak disposition that is then fashioned fully as the person grows. If the environment is right, people will grow straight and beautiful, actualizing the potentials they have inherited. If the environment is not "right" (and mostly it is not) they will not grow tall and straight and beautiful. Maslow has set up a hierarchy of five levels of basic needs. Beyond these needs, higher levels of needs exist. These include needs for understanding, esthetic appreciation and purely spiritual needs. In the levels of the five basic needs, the person does not feel the second need until the demands of the first have been satisfied or the third until the second has been satisfied, and so on. Figure 6: Maslows hierarchy of needs

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Part Customer characteristics

Question How old are you? What is you gender?

Measurement Nominal Nominal

Purpose Identify target customers Identify target customers

What is your job

Nominal

Identify target customers

Interesting level of restaurant online vouchers Products characteristics. How many percentages off of the coupons are reasonable with you? What kind of promotions do you want in online coupon promotion?

Identify the online consumer 5 points Likert scale behaviors about restaurants online vouchers 4 Option to answers. Identify the price sensitive level of customers Identify the online consumer 5 points Likert scale behaviors about restaurants online vouchers Identify the online consumer 5 option to answers behaviors about restaurants online vouchers

What are the factors affect your buying decision

Restaurant characteristics

Interesting level in online vouchers of specific types of restaurant

Identify the online consumer 5 points Likert scale behaviors about restaurants online vouchers

Identify the distribution Distribution channel Which are the websites you often buy the restaurants online vouchers 5 points Likert scale channel for the restaurants to increase sale on online vouchers Did you have discrimination from the restaurants when using their food and drink vouchers? Services 46 Have you came back to use the products of the restaurant that you buy their coupons in the back without coupons. 5 points Likert scale Identify the factor to effect on the offline consumer behavior 5 points Likert scale Identify the factor effect the offline consumer behavior

(<http://www.selfmademiracle.com/prosperity/maslow%E2%80%99s-hierarchy-ofneeds-what-are-man%E2%80%99s-needs-according-to-maslow/>, viewed 5/5/2011)

With this hierarchy, we can determined the level of need of target customers of food and drink online vouchers

3.5/Design the model for this thesis Figure 7: Model for this thesis

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This thesis will establish the strategies for restaurants in Ho Chi Minh City to increase sale volume of online vouchers via group buying channel. In this case, customers will buy the food & drink coupons online on Vietnamese groupon website and use it offline in the restaurants which offer these deal. Strategy for this case must focus on both offline and online consumer behavior. The process to create these strategies will content 3 parts; part 1 aimed to create the suitable online coupon promotional for the restaurants, part 2 will select the suitable channels for them to enlarge their online sale volume, the rest part will make the strategies for them to satisfy the offline customers by service tacticals on sale and after sale. In part1, I combine and filter the factors affect online and offline consumer behavior of these literatures above and observation in the online vouchers in Viet Nam, Consumer characteristics, Social characteristics, Products characteristics, and restaurants characteristics are 4 main factors have high effects to the buying decision of customers in these products. The mission of this part are identify the target customers for the restaurants which want to use online promotion programs, evaluate the environment of the Ho Chi Minh online market and Ho Chi Minh group buying market for them, determined the characteristic can make their products become suitable with buyers need, and find the advantages & disadvantages of common types of restaurants in Ho Chi Minh City which often sell online vouchers. In consumer characteristics, this thesis tries to research about the age, gender and job of the customers who interest in the online coupon promotion programs of restaurants in Ho Chi Minh City. In environment characteristics, I will research about the outside factors effects online customers in groupon market, for example: the effect of comments from the people who used this product in the past. In product characteristics, this study will find the characteristics make restaurants coupons reach the demand of the buyers by how to design the promotion, how much percent off are good, etc. In restaurants characteristics, I will research about types of restaurants

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suitable to sell online coupons and the aspects made the customers like the restaurants and buy their products. In part 2, after design the coupons suitable with customer needs, I try to find the right distribution groupon websites in Viet Nam to sell these coupons base on the information from the survey and the real life. This thesis will research on the most famous group buying websites in Viet Nam such as nhommua, muachung, cungmua, hotdeal, etc. The distribution channels are found will appropriate with the online shopping conditions in Viet Nam, online customers and the restaurants. In part 3, when we have right coupons design and good sale channel, we can have good sale in online coupons. If the restaurants want the customers use their promotional and come back in next time, they must have good services to satisfy the offline customers, make them love their restaurants, their foods and their services. Combination of all factors above, we can create the strategy for restaurants in Ho Chi Minh City to increase their sale volume via group buying channels 3.6 Questionnaire design The model above is used for conducting the survey. I will divide my questionnaire into 3 parts corresponding with the 3 part in the strategies. In each first part, the question will try to identify the characteristic of customers, products; restaurants and environment have effect on the buying decision of online customer. The second part is use to determine the distribution channel for the restaurants which want to sell online vouchers and the third part will try to understand the feeling of customers when they used the food and drink coupons at the restaurants.

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CHAPTER IV RESEARCH METHODOLOGY 4.1./Secondary data To support the primary data gathered from the online survey, secondary data will be also collected. In particular, this will help clarify the study through similar situations in reality, point out relations among those different circumstances, and make comparison among them. In this research, there are many sources of secondary data including electronic articles, websites (specialized in researching Groupon statistics), Internet reports about Groupon websites and previous studies (from foreign authors and thesis of previous years). 4.2/Primary data Form the survey of the customers in HCMC who used the food and drink online coupons in the past. This thesis will use the combine of both quantitate and qualitative methods to analyze these data. 4.3/Theoretical framework 4.3.1 /Quantitative Approach Quantitative approaches deal with numerical measurements (i.e. quantities). They are typical of the mainstream scientific approach in psychology. They are the preferred methodologies of empirical, hypothetical-deductive and experimental psychology. Quantitative approaches aim to test hypotheses, and usually to identify numerical differences between groups.

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Quantitative research attempts precise measurement of something. In business research quantitative methodologies answer questions related to how much, how often, how many, when and who. In this study, quantitative approach is used to analyze the primary data through descriptive statistic, frequencies statistics and Cross table. 4.3.2/ Qualitative Approach Qualitative approaches deal with how people understand their experiences (i.e. qualities). The use of these approaches in psychology is often associated with a broader theoretical critique of quantitative approaches. This critique tends to point to certain problems with naturalism. Naturalism is the application of the methods of the natural sciences to the study of social or psychological phenomena. (Michael, Quantitative and qualitative approaches to research, http://www.psy.dmu.ac.uk/michael/qual_aims.htm, viewed 14/4/2011) The purpose of qualitative research is based on researcher immersion in the phenomenon to be studied, gathering data which provide a detailed description of events, situations and interaction between people and things, thus providing depth and detail. Qualitative research is designed to tell the researcher how and why things happen as they do. In this study, qualitative method will be used to get conclusion from secondary data and support for primary data in giving recommendation for the whole thesis. 4.4/Research design 4.4.1/Research strategy: Survey Research strategy is a general plan of how to answer the research questions. It is mainly guided by the research questions and research objectives, among other things. It

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determines to a large extent the choice of data collection methods. The main research strategies are action research, ethnographic studies, experiment, survey, case study, grounded theory or archival research (Saunders et al 2000, 2007; Cooper and Schindler 2006; Malhotra and Birks 2007). In this study we chose basically survey strategy which is conducted to collect data that seek a characteristic or the opinion of a target population. It allows for the collection of large amount of data from a large population economically and most frequently conducted to answer research questions relating to who, what, how much and how many involved in a problem of study. For the studys purpose, we use questionnaire to evaluate customer satisfaction level in online shopping. 4.4.2/Design the measurement This thesis researches about the strategies to increase sale volume for the restaurants via group buying websites channels. The strategies must be suitable with the online consumer behavior to sell a large amount of internet coupons online and satisfy the customers when they using these coupons offline. To analyzing the behavior of the people who will do the survey, we can create two types of questions that are open and close question. In open question, customer can give their own comments or experiences about using the online vouchers. In close question, the people who do the survey will answer the question about the factors affect their buying decision, their behavior, or give their ideas about the wish prices of these coupons. In additional, this study will use the Likert 5 scales question in the survey. This question will use to analyze the caring level of customer to specific restaurant types or the satisfy levels when using coupons 4.4.3/Design the sample To reach the goal of this thesis, non-probability sampling is selected to research this study. With this sampling method, respondents can reach the question easily and just take a short-time to answer the question. In the other hand, This method can save time and cost to collect the data for the writer.

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According to Copper and Schindler (1998), the important reasons make people use the sampling method is saving time and cost for the study. In this aspect, the non-probability has more advantages than other methods. However, the disadvantage of this method is biased-opinion in the sampling process can make the result distorted. 4.4.5/Sampling size Sampling size will depends on what we want from the data collected and the relationship of this data we want to establish (Kumar, 2005). The large of problems we want to research, the large sampling size. In additional, the large sampling size can give the level of correct result. Gorsuch (1983) and Kline (1979) suggest that the number should be 100 but Guiford(1954) think the number should be 200. Comrey and Lee (1992) suggest the scale: 100= bad, 200= fair, 300= good, 500= very good and from 1000 is wonderful Another research didnt the specific number. For example, Goursuch (1983) think the sampling size must greater 5 times than the number of various. Hoang Trong & Chu Nguyen Mong Ngoc (2005) thinks rate must be 4 or 5 times. In this thesis, I have 47 various and the necessary sampling size is 47 x 5 = 235. So the sampling size equal 252 is suitable with this thesis 4.4.6/ Process of gathering the information: The questionnaire was designed by Google Docs and send to the email of some of my friends who used restaurants vouchers in the past. In the other hand, I try to post this survey in some famous forum such as webtretho, 5giay, tinhte, vozforum, vnzoom to invite the members of these forum help me to do the survey. In addition, I post this questionnaire on the Facebook fan page of nhommua.com, muachung.vn, cungmua.com, hotdeal.vn, vndoan.com to calling the help from the groupon user in this website to do this survey

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In the other hand, I often buy the restaurant vouchers to use and observation the strategies of these restaurants. Moreover, I try to interview the restaurant managers if he or she has free-time 4.4.7/ Statistical analysis technique This thesis use Excel and SPSS 18 to analyze the data from the surveys. The SPSS software is the main tools to do the statistical of the data from the answer of the respondent buy Describe statistic, frequencies statistics and cross table.

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CHAPTER V DISCUSSION AND CONCLUSION In this chapter, I will show the result of researches via analyzing and processing the data collected from the surveys and the observations in real-life. 5.1/ Filter the data: 5.1.1/Remove the inappropriate responses The survey was sending in 20/3/2011 and stop receives the response in 20/5/2011. When I closed the surveys in Google docs, there are 257 answer sheets was recorded by FormsGoogle Docs. In the Filter process, there are 5 responses are removed which are response number 3, response number 96 response number 167, response 198 and response 221. In the response number 3, this is match 100% with the response number 4, the receive time is only minutes apart. It might be made by the same respondent or there are problem with Google Docs software and make the answer sheet double. Therefore, I just keep the response number 4 and remove the response number 3. Its the same problem in the answer sheet number 167 and 168. Thus, I remove the response 167. In response number 96, the respondent answers all questions by the first option. It shows he didnt answer the survey carefully and the value of his data is invalid. Therefore, I removed his response. This is the same with the answer number 221, the respondent choose all of the last option for her answer. Thus, I removed her answer sheet In the answer sheet 198, the respondent gives illogical information about their age or their job. He said that he is under 18 years old but his job is government official. Thus, I remove this answer sheet 5.1.2/Data encryption:

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All of the answer will encode to the number, for example In the question about the age of the respondent, the people who are under 18 years old will be encode to the numbers 1 or in the question about the demand level of the customers about the types of restaurants, all of answer about Asia restaurants will convert to number 1, Europe restaurant will convert to number 2, etc. the aim of this process to make the answer data suitable with the Spss software to analyze the result data. 5.2/ Discussion 5.2.1/Customer characteristic: Using Spss software to analyze the answer about the age of customers who did the surveys, we have frequencies analysis table of the age of people who use restaurants online vouchers: Age Valid Frequency Valid <18 12 18-25 216 25-35 15 >35 9 Total 252 Percent 4.8 85.7 6.0 3.6 100.0 Percent 4.8 85.7 6.0 3.6 100.0 Cumulative Percent 4.8 90.5 96.4 100.0

From these data, we can identify target customers for the restaurants which want to sell online vouchers. Most of customers who interest in internet coupon are from 18-25 years old (85.7%). The rest customers just took very little percent such as under 18 group is just 4.8%, 25-35 group is just 6% and over 35 group is just 3.6%. Form this result; the restaurant must research on the behavior of the people from 18-25 years old and try to build business strategies to satisfy them

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Gender Valid Frequency Valid Male 123 Female 129 Total 252 Percent 48.8 51.2 100.0 Percent 48.8 51.2 100.0 Cumulative Percent 48.8 100.0

From the gender frequency table, there are not so different in the gender of customers. The number of male customers are approximate the number of female customers. From these figures, the restaurants will not have the strategies to the specific genders, they will create the sale statics which are suitable for both gender. Job Valid Valid Student Frequency Percent 62 24.6 18.7 56.3 .4 100.0 Percent 24.6 18.7 56.3 .4 100.0 Cumulative Percent 24.6 43.3 99.6 100.0

Government official 47 Desk worker Other Total 142 1 252

This table shows us the occupation of the buyers who have interest in online vouchers. There are nearly 60% of them are desk worker and most of the rest are student and government official, the customers who have other job are so little and just took 0.4%. Thus, restaurants want to sell vouchers online effectively must have strategies to made their product appropriate with the demand of student and government official, especially desk worker

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Combination of all data about age of the customers and using the Maslows hierarchy of needs, we can determine the need level of customers; that is social needs. In this level, people want to improve their social relationship. Thus, the restaurants which want to sell the online coupons must be a good place for customers to date with their friend, to build friendships, social relationship. If the restaurants can do that, they will attract many of target customers and make them willing to buy their products. In addition, the average year income per capital of HCMC in 2011 is approximate 3200 USD. Thats mean the customer have about 9 USD/per day. The restaurants should sell the coupons with the prices suitable with the income of customers in HCMC. The people who are 18-25 years old and student or desk worker dont have high income, their income just higher than the average income a little. Therefore, the luxury restaurants are not suitable to sell online coupon join in this market, if they still want to they must have so deep discount and its not good for their business. In addition, its so hard for luxury restaurants increase sale volume with the so deep discount. The suitable restaurants for this business are the middle-class restaurants which have prices suitable with the budget of target customers. By observation in some famous group buying website in Viet Nam, most of restaurants coupons have the prices from 50.000 to 100.000 Viet Nam Dong, with those prices they can sell many coupons. For example Dijons pizza can sell 3000 vouchers in 2 days in nhommua.com at 75.000 Vnd/ voucher or Yasakoi restaurant sell 1595 vouchers at 60000 Vnd/voucher in hotdeal.vn, etc. 5.2.2/Environment characteristic In this part, I will analyze the outside factor effect on buying decision of the customer via the data from the real-life data and the result from the previous researches. Viet Nam is one of 20 countries in the world have highest number of people have used internet. There are 26% of Viet Nam populations have used internet and more than 50% of population in Viet Nam urban areas (Sources:

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http://www.hanoimoi.com.vn/newsdetail/Cong-nghe/364763/viet-nam-xep-20-the-gioive-so-nguoi-dung-internet.htm, viewed 20-5-2011). The chart below shows the internet penetration of Viet Nam and some other Asian countries in the world Figure 8: Internet penetration in selected Asian countries

Next, I will use some information about the number of people using internet in several cities in Viet Nam which content Ho Chi Minh City, Ha Noi, Da Nang, Hai Phong, Can Tho, Nha Trang. This is the result of Cimigo did on March, 2010 Figure 9: Internet Usage by city

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Base on the this table, we can see that the number of people use internet in Ho Chi Minh is so high, there are about 50% people in HCMC have already accessed the internet just little than Ha Noi. In fact, the population of HCMC is greater than Ha Noi so much and we can say that HCMC have largest number of people have used internet.If we take a look at the below chart, we can see the nicer picture about the internet user in Viet Nam and HCMC Figure 10: Frequency of internet usage by city

There is 69% of internet user in HCMC use the internet every day, this number is greatest number in the frequency of usage by city in the research of Cimigo. In additional the numbers of people use internet few-time a week also so high 24%. We can see that most of people in HCMC have habit to access internet every day and there are the big chances for online businesses to introduce their products to customers. Thus, groupon business

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model will have many potential customers and the restaurants can sell large number of coupons in short-time if they choose the group buying websites as the distribution channels. Groupon business model just appeared in Viet Nam about 10 months but have very high growth speed and become a trends of youth consumer in Viet Nam nowadays .Ho Chi Minh City is the place have biggest number of groupon today, there are about 20 group-buying in Ho Chi Minh City and most of them have large number of register users such as Nhommua and muachung have more than 100.000 register users, Hot deal has about 60.000 register users. (http://nhipsongso.tuoitre.vn/nhip-songso/433541/%E2%80%9CSot%E2%80%9D-voi-mua-hang-theo-nhom.html, viewed 1/5/2011). Because the groupon market have high competitive level, Restaurants in HCMC which want to sell online vouchers will have many options too choose the good channel for them. In addition, the commission fees between them and the group buying websites will so little because these websites want food and drink deals to enrich the product categories. 5.2.3/Product characteristic Analyze the results of survey question: Do you interest with restaurants online vouchers with Spss 18, we have the below table and chart: Descriptive Statistics Std. Demand of restaurants vouchers Valid N (listwise) N 252 252 Minimum 1.00 Maximum Mean 5.00 3.5040 Deviation 1.15527

Figure 11: Demand of restaurants vouchers

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Base on the table, we can see the Mean of the result is 3.5040; it shows up that the online vouchers captured high attention of customers. In the graph, we can see the demand of restaurants coupon clearer, there are approximate 80 people answer the demand of restaurant is normal, and approximate 130 said they have high and very high demand of these vouchers. In the other hand, just about 16 people dont interest with the coupon that offered by restaurants and the rest have low level of interesting in these products. With these results, the restaurants have high level of confidence to provide the online coupons because it matches customer needs Next, we will see how many percentages of discounts are reasonable with the buyers by analyze the results of question: How many percentages of restaurant voucher discounts are reasonable with you.

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Asia restaurants Eroupe and American restaurants

N 252 252

Minimum 1.0 1.00

Maximum Mean 4.0 2.917 4.00 2.9087

Std. Deviation 1.0660 .97560

Vietnamese Restaurants 252 Seafood, Hotpot, Grill Restaurants Snacks restaurants 252 252

1.00 1.00

4.00 4.00

2.8849 3.0198

.99733 .93387

1.00 1.00

5.00 4.00

2.5675 2.7381

1.05968 .95874

Coffee Bar, Live music 252 coffee Gardern Coffee Cream,Mik Tea Valid N (listwise) 252 252 252

1.00 1.00

4.00 4.00

2.5992 2.5714

.97073 1.02889

This question have 4 option for the customers to choose the discount level that suitable for them, option number 1 is less than 30%, number 2 is 30-45%, number 3 is 45-60% and number 4 is greater than 40%. Base on the table, we can see all mean of the rest types of restaurants are greater than 2 and the seafood, hot pot and grill also have highest mean compared with the other (their mean=3.0198). It can be seen that beside the demand of seafood, of pot, grill coupons is highest; customers also want to have deep discount on

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these vouchers (>45%). Snacks restaurant, Coffee shop, Cream and milk tea have less mean value than the other, the reason is their food price is not so high and there are not so many customers want to have the so deep discount to try their products. Base on the observation and analyze the data on the 2 biggest group buying websites in Viet Nam (nhommua.com and muachung.com). All Seafood, hot pot, grill restaurant have promotion price from 45% always sell the large number of coupons for example, Paradise Hot Pot restaurant sold 2500 coupons in 3 days at nhommua.com with the discount approximate 45%, Huong Bien Seafood restaurants sold 1200 coupons in 1 day with the discount 60% at nhommua.com, Number 1 riverside restaurants sold 1745 60% discount coupons in 2 days at nhommua.com or Bali Seafood and BQQ sold 1888 50% discount coupons in 3 days at muachung.vn. Another types of restaurant also thousands of coupons with the discount from 45% like Samurai sushi bar (Asia restaurant) sold 2400 vouchers at nhommua.com with 53% discount, or Mon Ngon Dan Gian restaurants (Vietnamese Restaurant) sold 2000 vouchers with 50% discount. From datas of these websites, we can see most of restaurants often offer the promotion discount from 40% often sold many vouchers in short-time.

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Asia Restaurants Frequen Valid Very low Low Normal Very high Total cy 117 8 108 19 252 Percent 46.4 3.2 42.9 7.5 100.0 Valid Percent 46.4 3.2 42.9 7.5 100.0 Cumulative Percent 46.4 49.6 92.5 100.0

Vietnamese Restaurants Freque ncy Percent Valid Very low 78 31.0 Low 16 6.3 Normal 93 36.9 High 8 3.2 Very high 57 22.6 Total 252 100.0 Seafood, Hotpot, Grill Restaurant

Valid Percent 31.0 6.3 36.9 3.2 22.6 100.0

Cumulative Percent 31.0 37.3 74.2 77.4 100.0

Valid Valid Very low Low Normal High Very high Total Frequency 88 15 115 5 29 252 Percent 34.9 6.0 45.6 2.0 11.5 100.0 Percent 34.9 6.0 45.6 2.0 11.5 100.0

Cumulative Percent 34.9 40.9 86.5 88.5 100.0

Compare the observation with the frequencies tables analyzed by SPSS 18, we can see the number match with the data in real life. There are 80% of people who did this survey think the discounts from 45% of Seafood, hot pot, grill restaurants are suitable with them

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and in reality, there are huge number of vouchers can sell at this promotion level in sorttime. It is the same with of other types of restaurants. In conclusion, all kind of restaurant want to provide online coupons should give to customer the discount from 40%. Next, The result of the research number 3 about what are the features of restaurants online coupon promotions make you interest in? can help us design the coupon features that suitable for the behavior of the customers who want to buys food and drink online coupons Descriptive Statistics N 252 Minimum 1.00 Maximum 5.00 Mean 4.1111 Std. Deviation 1.20240

Deep discount (more 50%) 0 Dong Discount Multi vouchers per bill Longtime using No time limitation Valid N (listwise)

252 252 252 252 252

1.00 1.00 1.00 1.00

5.00 5.00 5.00 5.00

2.5040 3.5079 3.3929 3.7302

1.54223 1.23202 1.29987 1.17350

Base on the descriptive statistics table above, the promotions have deep discount make most of customers interest (its mean value = 4.111). Multi voucher per bill also have high value of mean (3.5079). It can be seen that customers in food and drink online vouchers market are very sensitive on price. They want to have chance to use the restaurants products with low cost and want to try various types of products by combine the coupons to have deeper discount. About the deadline time and limitation time to use online coupons, customers want to have long-time using and no limit in time. They want to

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dynamic on sort their personal time to use the coupons. With the lowest value of mean (2.5040), the discount 0 Dong dont take attention of customers. By observation in the groupon websites in HCMC, these 0 Dong vouchers always have low value of using, many limitation. In conclusion, the restaurant should give to customers the online coupons have deep discount and little limitation to reach the need of customers on food and drink online vouchers market Analyzing question what are the factors affects your buying decision on restaurants online vouchers, we can find the features help these online coupons attract the customers on the group buying websites. Descriptive Statistics Promotion program Menu, additional cost must be display clearly Comment Location Advertising ways Valid N (listwise) 252 252 252 252 .00 .00 .00 1.00 1.00 1.00 .6706 .3770 .3254 .47092 .48560 .46946 N 252 252 Minimum .00 .00 Maximum 1.00 1.00 Mean .9127 .8968 Std. Deviation .28284 .30479

This is the Yes-no question, the answer yes will encode to 1, no will encode 0. After using Spss to analyze, we have the chart above. It can be seen that, the promotion program (with the mean value 0.9127) is the main factor attract the customer when they look up the restaurants vouchers. In addition, 89.68% customer want menu, addition cost of the restaurants must be post clearly on groupon websites; most of customers dont

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like the hidden cost. About the comment of previous users, 67.06% of customers read these comments before buying the coupons. In the other hand, location of restaurants and advertising ways take little attention of customers. Just 37.7% of customer care about the location of the restaurants and 32.54% of them are attracted by the ways the restaurants write the advertising on the groupon websites 5.2.4/ Restaurants characteristics: Survey question is Do you have demand of online vouchers of the following restaurants. Using Spss statistic software to analyze the result of this question we have:

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Descriptive Statistics Demand of Asia Restaurants coupons Demand of Europe &American Restaurants coupons Demand of Vietnamese 252 Restaurants coupons Demand of Seafood,Grill, Hot Pot Restaurants coupons Demand of Snack Restaurants coupons Demand of Bar coffee, Live music coffee coupons Demand of Garden coffee coupons Demand of Cream, Milk Tea restaurant coupons Valid N (listwise) 252 252 1.00 5.00 3.4841 1.31939 252 1.00 5.00 2.8889 1.37550 252 1.00 5.00 2.8810 1.37483 252 1.00 5.00 3.1270 1.40565 252 1.00 5.00 3.6111 1.25905 1.00 5.00 3.5437 1.22152 252 1.00 5.00 3.2302 1.29457 N 252 Minimum 1.00 Maximum 5.00 Mean 3.4484 Std. Deviation 1.38623

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We can see that customers are concerned to most types of restaurants coupon. With the highest Mean value 3.6111, Seafood, Grill, Hot pot restaurants vouchers have highest advantages in selling internet vouchers because customers have high demand of their products. Beside this kind of restaurants, customer also interest in the vouchers of Asia restaurant, Europe & America Restaurants, Vietnamese restaurants, Snacks restaurants and Cream, Milk Tea restaurants (these kinds have Mean greater than 3.00). In the other hand, the Mean of bar coffee, live music coffee and garden coffee have less demand than the rest (their mean less than 3.00). These kinds of restaurants should be careful before making decision on provide the online coupon promotion. But the numbers are not too bad, their mean approximate 3.00 and they still have number of customers interested in their promotions program. 5.2.5/Distribution channel In question, we want to identify the good channel for the restaurants sell their coupons. Analyze result of this question Did you buy the restaurant coupons from these websites in the past, There 7 most famous groupon websites in Viet Nam is 7 option for people who did this survey chose and one option other for them if they buy from other websites.

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Descriptive Statistics N Nhom Mua 252 Mua Chung Cung Mua Hot Deal Deal Zing Vndoan Cucre Other Valid N (listwise) 252 252 252 252 252 252 252 252

Minimum Maximum 1.00 5.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 5.00 5.00 5.00 5.00 5.00 5.00 3.00

Mean 3.2661 1.8669 1.9274 2.4516 1.5282 1.5806 1.2581 1.1371

Std. Deviation 1.44877 1.23480 1.37457 1.61147 1.07944 1.03068 .84289 .36739

From the descriptive statistics table, we can see Nhommua.com is the website which have largest customers interest and buy their food & drink vouchers (Its mean have largest value, 3.2661). About the economics scales or number of registration members in reality, Hotdeal.vn is less than Muachung.vn but in the restaurants vouchers aspect, they have lager customer buy their vouchers than muachung.vn (Mean value of Hot Deal is 2.4516 compare with muachung.vn value 1.8669). Other website like cungmua.com, deal.zing.vn, cucre.vn, vndoan.com has small Mean value, it mean restaurants managers

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should careful if choose these websites as the distribution channel for their restaurant coupons.

Figure 12: Daily traffic rank trend of nhommua.com

(Sources: http://www.alexa.com/siteinfo/nhommua.com, viewed 1/6/2011) Comparing Nhommua.com with other websites such as muachung.com, hotdeal.vn, vndoan.com, cungmua.com, its has highest rank (12,645 in the world and 68 in Viet Nam). Nhommuas rank increase dramatically in the last 3 month from the position 14801 to 12645 in the world. Muachung are seem to be not a good channel for selling food and drinks vouchers, when lookup at their restaurants deal in the part, the number of sold coupons were often less than 1000, compare with nhommua.com which always have the number greater than 1500. However, muachung.vn is also the good channel because they have a lot of register user (Muachung has a high rank position, which is 111 in Viet

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Nam and 17030 in the world and more than 100.000 register user). Hotdeal.vn can be the good channel to distribute the food and drink vouchers, their register user, ranking just little than nhommua.com and muachung.vn and there are many food and drink deals can sell a large quantity on their websites. By observation on hotdeal.vn, we can see many of food and drink coupons are sold out in there and the quantities often greater than 1000 vouchers. The chart below will show the statistics of the audience that were access on nhommua.com, muachung.vn, hotdeal.vn Figure 13: Audience demographic of Nhommua.com, Muachung.vn and hotdeal.vn

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(Sources : http://www.alexa.com/siteinfo/nhommua.com#, http://www.alexa.com/siteinfo/muachung.vn, http://www.alexa.com/siteinfo/hotdeal.vn#,viewed 2/6/2011)

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Base on the data of audience demographics which is analyzed by income, age education, gender, children and browsing location on Alexa statistic website of nhommua.com and muachung.vn. The most of their audiences are match with the target customers that we determined in the customer characteristics part. For example, most of audiences from 1824 years old match with the 18-25 year old of the target customers. From these databases of this part, nhommua.com and muachung.vn is the best channel for the restaurants which want to sell the online coupons. However, these websites always have strict requirements to the restaurants such as high commission fees, deep discount, etc. If the restaurants conditions cant satisfy these requirements, there are some smaller websites can be the good channel to selling food and drink coupon such as cungmua.com, vndoan.com or deal.zing.vn. These websites also have large number of register customers and suitable with the customer behavior of groupon customers. For example, the chart below will provide information about audience demographics of cungmua.com. Figure 14: Audience demographic of vndoan.com

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5.2.6/ Services In this part, we will analyze the services of restaurants which selling online food and drink coupons. Firstly, I will show the descriptive statistic of the question will you go back to restaurants and use their products without coupons N 252 252 Minimum 1.00 1.00 Maximum 5.00 5.00 Mean 2.2659 2.8294 Std. Deviation 1.20290 1.39387

Asia Restaurants Europe & American Restaurants

Vietnamese Restaurants 252 Seafood, Hotpot, Grill Restaurant Snack Restaurants 252 252

1.00 1.00

5.00 5.00

2.7183 2.5238

1.39292 1.23181

1.00 1.00 1.00 1.00

5.00 5.00 5.00 5.00

2.5040 2.5238 2.8413 2.6389

1.33449 1.23181 1.31442 1.65337

Coffee Bar, Live music 252 coffee Garden Coffee Cream, Milk Tea Valid N (listwise) 252 252 252

All of types of restaurants have the mean less than 3, it can be seen that the customers often dont go back to the restaurants to use the products if they dont have other the coupon promotions. Surprisingly, the Seafood, Hot pot, grill restaurants which are the restaurant take highest of attention from the groupon customers have low mean value

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in this case. Their mean value is just 2.5328; its greater than snack restaurants mean value and less than all of the rest. In the other hand, these mean values is not so bad, all of them are greater 2.5 and many of its approximate 3.0. With the good services and giving extra promotion for customers, the restaurant can bring more customers come back and use their products. In services aspect, many Vietnamese marketing authorities worry about the services quality of the seller in group buying model when it applied in Viet Nam. They warn the customers who use the food and drink coupons will discriminate with the ones use the products without promotion vouchers Discrimination between people have and havent coupons Valid Valid Very Low Low Normal High Very high Total Frequency Percent 134 53.2 24 72 16 6 252 9.5 28.6 6.3 2.4 100.0 Percent 53.2 9.5 28.6 6.3 2.4 100.0 Cumulative Percent 53.2 62.7 91.3 97.6 100.0

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Figure 15: Discrmination between the customers who have and havent vouchers

The question about Do you have discrimination from the restaurants when using their vouchers. There are nearly 60% customer said they never ever have discrimination from the restaurants that provide the coupons for them. Approximate 20% of buyer said that is normal and just about 5% have discrimination prolems from restaurants. These numbers are quite good, it can shows the previous restaurants that give the internet coupons promotion in the past did the good job to statisfy the customers

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Discrimination * Asia Restaurants Cross tabulation Asia Restaurants Very Discrimination Never Very Low 11 Low 15 Normal 15 High 8 Very high 3 52 Few time 18 2 3 2 2 27 Sometime 79 5 53 3 1 141 Often 13 1 0 0 0 14 often 13 1 1 3 0 18 Total 134 24 72 16 6 252

Total

Discrimination * Vietnamese Restaurants Cross tabulation Count Vietnamese Restaurants Very Discrimination Very Low Low Normal High Very high Never 21 7 7 6 4 45 Few time 30 2 6 4 1 43 Sometime 54 8 39 4 1 106 Often 9 1 3 0 0 13 often 20 8 17 0 0 45 Total 134 26 72 14 6 252

Total

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Discrimination * Seafood, Hotpot, Grill Restaurant Cross tabulation Count Seafood, Hotpot, Grill Restaurant Very Discriminatio Very n Low Low Normal High Very high Total 56 34 126 12 24 252 Never 29 6 13 6 2 Few time Sometime Often 23 64 11 2 2 4 3 11 46 4 1 1 0 0 0 often 9 4 11 0 0 Total 136 24 72 14 6

By the cross table above, it can be seen that the customer who have high level of discrimination from the restaurants will have low level of coming back to the restaurant again. I just show 3 types of restaurant that take high level of interest of customers :Asia restaurant, Europe restaurants, Seafood, hotpot, grill restaurants for example. You can find the same stituation of the rest types of restaurants in the chart and table part of this thesis.In the other hand, most of customer who feel comfortable when using coupons will come back in the next time to use their products again. In conclusion, customers will willing to buy the food and drink online coupons if there are no scare of discrimination. So, the resaurants must trained their staffs to server customers better and do not feel discriminated. In the other hand, when the online customers use restaurants products offline; there are the chances for the restaurant manager collect the information of the customers, build the relationship, and gather their comment to make the business become better. To increase the number of user comeback in the next-time, the restaurant should give them an extra promotion if they back. By interview the manager of Coca hotpot restaurants and Peperoni Pizza restaurants which are the restaurants have already sold the online coupons several times; they said that giving the extra promotions bring 40% customer which used

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the groupon vouchers in the past back. When they didnt give the extra promotion, it was just 20% of groupon customers back. 5.3/ Establish the strategies for the restaurants to increase their sale volumes via group buying channel Base on the data from the discussion part and the theory on Literature review chapter, we can create the strategy for the restaurants in Ho Chi Minh City to satisfy online customer behavior, after that we create the sale tactical and select the right marketing channel for them, and the last is the strategies to satisfy the offline customers to build brand loyalty, brand reputations. Combined all of these strategies, we will have the strategy for restaurants in Ho Chi Minh City to increase sale volume by using group buying channel. In the part designing the suitable online coupon, based on the environment characteristic, we can affirm HCMC internet conditions is good for growth group buying model and the restaurants should use this model to promote themselves and increase sale volume. The target customer of Restaurant online coupon business is the people from 18-25 years old and most of them are desk worker. In addition, we will determine the factors make online coupon promotion programs reach the need of online consumer behavior. After all of these processes, we can have the strategies to design the good online food and dirk coupons: Part 1: Firstly, the prices of the coupon must be suitable for the income of people who are students or the desk workers. Base on the analyzed about customer characteristics above, the price should from 50.000 to 100.000. About the percentage of discount per voucher, the restaurants should give to customer the discount from 40-60% off. They shouldnt give so deep discount (more than 60%), it can hurt the brand, make customers become so sensitive on prices. If the restaurants cant

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give to the customers the discount from 40% because its over profit margin of restaurants and make the restaurants become unprofitable, they can do by the following ways. The first way is create the groupon menu which is the menu just for the customers who own the vouchers. This menu will content the food that restaurants can get profit more than 40%. The restaurants must make sure their foods are reasonable prices and various. The Sushi express restaurant did this way in the past with 8 foods on their groupon menu; price is 50.000 vnd and has using value 100.00 vnd. With this way, sushi express sold out 4088 vouchers in 4 days at nhommua.com. Another way is just give discount for only food or drink. There are many restaurants do this way nowadays, just give discount to food for customers; the buyer must buy the drink at normal prices and the restaurants will get main profit from the drink. I interview the manager of Bao Anh restaurant which have sold online coupons and used this strategy in the past. He said that discount 60% make his restaurant has 0 profit, but the profit from the drink which sold at normal prices to groupon customer help his restaurant increase sale volumes a lot. Both of two ways have applied on real-life already and can increase sale volumes for the restaurants which sell online coupons Secondly, Most of common types of middle-class restaurants in HCMC are suitable to provide food and drinks online coupon such as Asia restaurants. Europe & American restaurants, Vietnam restaurants, Seafood, hotpot, grill restaurants, snack restaurants, Coffee shop, and Milk tea, cream. The inconvenient locations dont take a big effect on the business of online coupons of the restaurant. If the restaurants in inconvenient locations have special foods or special space for customers to date with their friend, they will sell a large amount of online food and drinks coupons. However, the convenient is the big comparative advantages. About the regulations of the online coupons, restaurants should accept the customers using 2 vouchers/ bill. As we know that most of customers are in social level of Maslows hierarchy, they need to build the friendship, relationship and the restaurants is

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the good place for them to do that. Accepting 2 vouchers/ bill help them able to invite their friends to come together and enjoy the food. In the other hand, accepting 2 vouchers/ bill is not only matching with the customer need but also increase the sale for restaurants. If the restaurants allow the customer to use more than 1 voucher per bill, most of them will purchase more than 1 voucher per time. The time limitation and the using time will decide base on the situation of the restaurants. Commonly, most of restaurant often limit the time for using online coupons on the National holiday and some big holiday like valentine, Christmas, etc. The expiry date of these coupons often is 1 to 3 months. In fact, if the restaurants can give the customer the right to take initiative on the time of using, they will have comparative advantages on selling food and drink coupons. In addition, the restaurants must public their menu and show all the addition fees on the groupon websites when selling the vouchers. When the customers pay the hidden fees or eat the food with the higher price than their expectation, they will have bad feeling about the restaurants and will comment badly about the restaurants on groupon websites or on the social network. These actions will take bad effects on the brand reputation of the restaurants. On the contrary, if all of extra fee and menu are public on the websites, the customer will feel secure to buy the coupons. About the advertising language in groupon websites, it doesnt need to have special or meaningful advertising language on groupon websites. The restaurants just introduce about them clearly, introduce the promotion program and its regulation by the ways can me the buyer easy to understand. In fact, there are the comparatives advantages if they have the attractive advertising languages to promote themselves, Part 2 In part 2finding the right distribution channel to increase the online coupons sale volume, Nhommua.com, muachung.vn, hotdeal.vn are the 3 most efficiently channels to distribute the coupons. In addition, the restaurants can choose cungmua.com, vndoan.com,

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deal.zing.vn, etc if dont suitable with the requirements of nhommua.com, muachung.vn, hotdeal.vn. Part 3 Part 3 is about the services to satisfy the offline customers which used the online coupon of the restaurants. The most important thing is make sure there is no discrimination on serve between the customers have online coupons and dont have online coupons. Moreover, the restaurants should use the chance to gather the information of the groupon customers, build relationship with them to make the good impression to the customers. In addition, providing the extra promotions such as free some foods and drink in the next time or the plus point promotion can help the restaurants attract the customers come back in the next time and use their products without online coupons. Combine the strategies of 3 parts; the restaurant in HCMC can increase sale volume via group buying channel.

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CHAPTER VI CONCLUSION AND SUGGESTION 6.1/ Conclusion These strategies can help the restaurant increase their sale volume by using the group buying business model and avoid the bad effects from this model. However, its just the general strategies for all common types of restaurants in Ho Chi Minh City. Therefore, when applied to specific businesses, the owner should change and improve the strategies to suitable with their conditions and their types of business. In the other hand, the Viet Nam currency and Viet Nam economics are not stable; the price of coupons and percentage off can be change a lot in the near future. The restaurants should adjust these numbers to appropriate with the currency value on that time. Moreover, the development speed of groupon business model and internet is so fast; some features of this strategy can behind the time in the near future. The restaurants owner should update the information to improve the backward point of this study if they want to use. 6.2/ Suggestion This study is limited on the area of research: just in Ho Chi Minh urban area. The next research can use the data of my thesis to research on the larger area such as in Viet Nam or In Asia. This strategies are general for all common types of restaurants in Ho Chi Minh to increase sale volume by groupon business model. The next research can base on it to build the strategies for specific types of restaurants.

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This strategy is just for the restaurants to using groupon efficiently, the next research can use it to establish the strategies for health care services, travel services, etc. 6.3/ Implication of this study In general, all results of my study will support the restaurants in Ho Chi Minh City on dealing with groupon websites. Besides that, groupon companies in Ho Chi Minh City can use my thesis to adjust some features to more suitable their local merchants. Furthermore, another business types which offer services in Viet Nam can use this study to make a decision about using groupon or not and choose the effect ways in offers online vouchers In the other hand, there are lacks of academic literatures about groupon in Viet Nam. This thesis result can be used as references for other peoples who have interest on research about selling online coupons or do a research about marketing for restaurants.

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10. Gwendolyn Cuizon, what is sale promotion article, viewed may-05-2011,

http://www.suite101.com/content/sales-promotions-a96994 11. Hawkins, D. I., Motherbaugh, D. L., & Best, R. J. (2007). Consumer Behavior (Vol. e, 10th ed., ). New York: McGraw-Hill Irwin
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Your Business, viewed March 4,2011, http://tomuse.com/daily-deal-sitesgroupon-business-advertise/ 13. Miles, M., & Huberman, M. (1994). Qualitative data analysis: an expanded sourcebook. Thousand Oaks: SAGE publications Ltd
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http://www.psy.dmu.ac.uk/michael/qual_aims.htm, viewed 14/4/2011 15. M.Dholakia, How effect are groupon promotions for business (2010)
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Inductive derivation of a consensus definition of the field. Strategic Management Journal. Volume 28, Issue 9, pages 935955, September 2007 17. Sandhusen and Richard L: Marketing (2000). Cf. S. 218 18. Silverman, D. (1993). Interpreting Qualitative Data. London: SAGE Publications Ltd
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20. Robert J. Kauffman, 2001 BID TOGETHER, BUY TOGETHER: ON THE

EFFICACY OF GROUP-BUYING BUSINESS MODELS IN INTERNETBASED SELLING, Carlson School of Management

21. Restaurants in Ho Chi Minh City, Goat system, VIETNAM GOURMET

NAVIGATION PROJECT viewed March 14, 2011 22. The trend of group buying in Viet Nam, viewed 1/5/2011 <http://nhipsongso.tuoitre.vn/nhip-song-so/433541/%E2%80%9CSot %E2%80%9D-voi-mua-hang-theo-nhom.html,>
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march 12,2011, <http://vietnambusiness.asia/vietnam-sees-success-with-groupbuying-sites/,> 24. Wise Geek, 2011, what is business strategy, viewed May 4,2011 <http://www.wisegeek.com/what-is-a-business-strategy.htm>, USA
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tutorials/sales-promotion/what-is-sales-promotion/> University of Sussex, View day 27/05/2011)

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APPENDIX I/ List of table APPENDIX A: List of table about consumer characteristic

Statistics N Valid Missing Job 252 0 Age 252 0 Gender 252 0

Frequency Table
Job Valid HS-SV Can Bo, CNV Nhan Vien Van Phong Other Total Frequency 62 47 142 1 252 Percent 24.6 18.7 56.3 .4 100.0 Valid Percent 24.6 18.7 56.3 .4 100.0 Cumulative Percent 24.6 43.3 99.6 100.0

Age Valid <18 18-25 25-35 >35 Total Frequency 12 216 15 9 252 Percent 4.8 85.7 6.0 3.6 100.0 Valid Percent 4.8 85.7 6.0 3.6 100.0 Cumulative Percent 4.8 90.5 96.4 100.0

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Gender Valid Male female Total Frequency 123 129 252 Percent 48.8 51.2 100.0 Valid Percent 48.8 51.2 100.0 Cumulative Percent 48.8 100.0

Appendix B: List of table about products characteristic

Descriptive Statistics N Demand of restaurants vouchers 252 Valid N (listwise) 252 Minimum 1.00 Maximum 5.00 Mean 3.5040 Std. Deviation 1.15527

Demand of restaurants vouchers Cumulative Valid Very low Low Normal High Very high Total Frequency 14 32 81 63 62 252 Percent 5.6 12.7 32.1 25.0 24.6 100.0 Valid Percent 5.6 12.7 32.1 25.0 24.6 100.0 Percent 5.6 18.3 50.4 75.4 100.0

Promotion program Cumulative Valid No Yes Total Frequency 22 230 252 Percent 8.7 91.3 100.0 Valid Percent 8.7 91.3 100.0 Percent 8.7 100.0

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Menu, addtional cost must be display clearly Cumulative Valid No Yes Total Frequency 26 226 252 Percent 10.3 89.7 100.0 Valid Percent 10.3 89.7 100.0 Percent 10.3 100.0

Comment Cumulative Valid No Yes Total Frequency 83 169 252 Percent 32.9 67.1 100.0 Valid Percent 32.9 67.1 100.0 Percent 32.9 100.0

Location Cumulative Valid No Yes Total Frequency 157 95 252 Percent 62.3 37.7 100.0 Valid Percent 62.3 37.7 100.0 Percent 62.3 100.0

Advertising ways Cumulative Valid No Yes Total Frequency 170 82 252 Percent 67.5 32.5 100.0 Valid Percent 67.5 32.5 100.0 Percent 67.5 100.0

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Deep discount (more 50%) Cumulative Valid very low Low Normal high very high Total Frequency 16 12 37 50 137 252 Percent 6.3 4.8 14.7 19.8 54.4 100.0 Valid Percent 6.3 4.8 14.7 19.8 54.4 100.0 Percent 6.3 11.1 25.8 45.6 100.0

0 Dong Discount Cumulative Valid very low Low Normal high very high Total Frequency 97 50 37 17 51 252 Percent 38.5 19.8 14.7 6.7 20.2 100.0 Valid Percent 38.5 19.8 14.7 6.7 20.2 100.0 Percent 38.5 58.3 73.0 79.8 100.0

Multi vouchers per bill Cumulative Valid very low Low Normal high very high Total Frequency 22 26 73 64 67 252 Percent 8.7 10.3 29.0 25.4 26.6 100.0 Valid Percent 8.7 10.3 29.0 25.4 26.6 100.0 Percent 8.7 19.0 48.0 73.4 100.0

Longtime using Cumulative Valid very low Low Normal high very high Total Frequency 24 43 62 56 67 252 Percent 9.5 17.1 24.6 22.2 26.6 100.0 Valid Percent 9.5 17.1 24.6 22.2 26.6 100.0 Percent 9.5 26.6 51.2 73.4 100.0

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No time limitation Cumulative Valid very low Low Normal high very high Total Frequency 9 29 75 47 92 252 Percent 3.6 11.5 29.8 18.7 36.5 100.0 Valid Percent 3.6 11.5 29.8 18.7 36.5 100.0 Percent 3.6 15.1 44.8 63.5 100.0

Asia restaurants Cumulative Valid <30% 30-45% 45-60% >60% Total Frequency 33 55 64 100 252 Percent 13.1 21.8 25.4 39.7 100.0 Valid Percent 13.1 21.8 25.4 39.7 100.0 Percent 13.1 34.9 60.3 100.0

Eroupe and American restaurants Cumulative Valid <30% 30-45% 45-60% >60% Total Frequency 26 54 89 83 252 Percent 10.3 21.4 35.3 32.9 100.0 Valid Percent 10.3 21.4 35.3 32.9 100.0 Percent 10.3 31.7 67.1 100.0

Vietnamese Restaurants Cumulative Valid <30% 30-45% 45-60% >60% Total Frequency 38 27 113 74 252 Percent 15.1 10.7 44.8 29.4 100.0 Valid Percent 15.1 10.7 44.8 29.4 100.0 Percent 15.1 25.8 70.6 100.0

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Seafood, Hotpot, Grill Restaurants Cumulative Valid <30% 30-45% 45-60% >60% Total Frequency 28 23 117 84 252 Percent 11.1 9.1 46.4 33.3 100.0 Valid Percent 11.1 9.1 46.4 33.3 100.0 Percent 11.1 20.2 66.7 100.0

Snacks restaurants Cumulative Valid <30% 30-45% 45-60% >60% 5.00 Total Frequency 53 59 85 54 1 252 Percent 21.0 23.4 33.7 21.4 .4 100.0 Valid Percent 21.0 23.4 33.7 21.4 .4 100.0 Percent 21.0 44.4 78.2 99.6 100.0

Coffee Bar, Live music coffee Cumulative Valid <30% 30-45% 45-60% >60% Total Frequency 25 82 79 66 252 Percent 9.9 32.5 31.3 26.2 100.0 Valid Percent 9.9 32.5 31.3 26.2 100.0 Percent 9.9 42.5 73.8 100.0

Gardern Coffee Cumulative Valid <30% 30-45% 45-60% >60% Total Frequency 36 81 83 52 252 Percent 14.3 32.1 32.9 20.6 100.0 Valid Percent 14.3 32.1 32.9 20.6 100.0 Percent 14.3 46.4 79.4 100.0

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Cream,Mik Tea Cumulative Valid <30% 30-45% 45-60% >60% Total Frequency 51 57 93 51 252 Percent 20.2 22.6 36.9 20.2 100.0 Valid Percent 20.2 22.6 36.9 20.2 100.0 Percent 20.2 42.9 79.8 100.0

Appendix C: List of table about restaurants characteristics

Descriptive Statistics Demand of Asia Restaurants coupons Demand of Europe&American Restaurants coupons Demand of Vietnamese Restaurants coupons Demand of Seafood,Grill, Hot Pot Restaurants coupons Demand of Snack Restaurants coupons Demand of Bar coffee, Live music coffee coupons Demand of Garden coffee coupons Demand of Cream, Milk Tea restaurant coupons Valid N (listwise) N 252 252 252 252 252 252 252 252 252 Minimum 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 5.00 Mean 3.4484 3.2302 3.5437 3.6111 3.1270 2.8810 2.8889 3.4841 Std. Deviation 1.38623 1.29457 1.22152 1.25905 1.40565 1.37483 1.37550 1.31939

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Demand of Asia Restaurants coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 35 30 49 63 75 252 Percent 13.9 11.9 19.4 25.0 29.8 100.0 Valid Percent 13.9 11.9 19.4 25.0 29.8 100.0 Percent 13.9 25.8 45.2 70.2 100.0

Demand of Europe&American Restaurants coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 32 40 70 58 52 252 Percent 12.7 15.9 27.8 23.0 20.6 100.0 Valid Percent 12.7 15.9 27.8 23.0 20.6 100.0 Percent 12.7 28.6 56.3 79.4 100.0

Demand of Vietnamese Restaurants coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 17 33 70 60 72 252 Percent 6.7 13.1 27.8 23.8 28.6 100.0 Valid Percent 6.7 13.1 27.8 23.8 28.6 100.0 Percent 6.7 19.8 47.6 71.4 100.0

Demand of Seafood,Grill, Hot Pot Restaurants coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 18 33 60 59 82 252 Percent 7.1 13.1 23.8 23.4 32.5 100.0 Valid Percent 7.1 13.1 23.8 23.4 32.5 100.0 Percent 7.1 20.2 44.0 67.5 100.0

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Demand of Snack Restaurants coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 41 48 64 36 63 252 Percent 16.3 19.0 25.4 14.3 25.0 100.0 Valid Percent 16.3 19.0 25.4 14.3 25.0 100.0 Percent 16.3 35.3 60.7 75.0 100.0

Demand of Bar coffee, Live music coffee coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 44 79 35 51 43 252 Percent 17.5 31.3 13.9 20.2 17.1 100.0 Valid Percent 17.5 31.3 13.9 20.2 17.1 100.0 Percent 17.5 48.8 62.7 82.9 100.0

Demand of Garden coffee coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 50 62 47 52 41 252 Percent 19.8 24.6 18.7 20.6 16.3 100.0 Valid Percent 19.8 24.6 18.7 20.6 16.3 100.0 Percent 19.8 44.4 63.1 83.7 100.0

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Demand of Cream, Milk Tea restaurant coupons Cumulative Valid Very low Low Normal High Very high Total Frequency 30 24 65 60 73 252 Percent 11.9 9.5 25.8 23.8 29.0 100.0 Valid Percent 11.9 9.5 25.8 23.8 29.0 100.0 Percent 11.9 21.4 47.2 71.0 100.0

Appendix D: List of table about distribution channels

Descriptive Statistics Nhom Mua Mua Chung Cung Mua Hot Deal Deal Zing Vndoan Cucre Other Valid N (listwise) N 252 252 252 252 252 252 252 252 252 Minimum 1.00 1.00 1.00 1.00 1.00 1.00 1.00 1.00 Maximum 5.00 5.00 5.00 5.00 5.00 5.00 5.00 3.00 Mean 3.2619 1.8611 1.9127 2.4603 1.5198 1.5873 1.2540 1.1389 Std. Deviation 1.45410 1.23065 1.36851 1.60998 1.07285 1.04687 .83677 .36880

Nhom Mua Cumulative Valid Very low Low Normal High Very high Total Frequency 52 10 85 30 75 252 Percent 20.6 4.0 33.7 11.9 29.8 100.0 Valid Percent 20.6 4.0 33.7 11.9 29.8 100.0 Percent 20.6 24.6 58.3 70.2 100.0

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Mua Chung Cumulative Valid Very low Low Normal High Very high Total Frequency 150 29 49 6 18 252 Percent 59.5 11.5 19.4 2.4 7.1 100.0 Valid Percent 59.5 11.5 19.4 2.4 7.1 100.0 Percent 59.5 71.0 90.5 92.9 100.0

Cung Mua Cumulative Valid Very low Low Normal High Very high Total Frequency 160 13 48 3 28 252 Percent 63.5 5.2 19.0 1.2 11.1 100.0 Valid Percent 63.5 5.2 19.0 1.2 11.1 100.0 Percent 63.5 68.7 87.7 88.9 100.0

Hot Deal Cumulative Valid Very low Low Normal High Very high Total Frequency 125 6 50 22 49 252 Percent 49.6 2.4 19.8 8.7 19.4 100.0 Valid Percent 49.6 2.4 19.8 8.7 19.4 100.0 Percent 49.6 52.0 71.8 80.6 100.0

Deal Zing Cumulative Valid Very low Low Normal Very high Total Frequency 198 1 41 12 252 Percent 78.6 .4 16.3 4.8 100.0 Valid Percent 78.6 .4 16.3 4.8 100.0 Percent 78.6 79.0 95.2 100.0

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Vndoan Cumulative Valid Very low Low Normal High Very high Total Frequency 182 12 47 2 9 252 Percent 72.2 4.8 18.7 .8 3.6 100.0 Valid Percent 72.2 4.8 18.7 .8 3.6 100.0 Percent 72.2 77.0 95.6 96.4 100.0

Cucre Cumulative Valid Very low Normal Very high Total Frequency 228 16 8 252 Percent 90.5 6.3 3.2 100.0 Valid Percent 90.5 6.3 3.2 100.0 Percent 90.5 96.8 100.0

Other Cumulative Valid Very low Low Normal Total Frequency 219 31 2 252 Percent 86.9 12.3 .8 100.0 Valid Percent 86.9 12.3 .8 100.0 Percent 86.9 99.2 100.0

Appendix E: list of table about services of the restaurants

Descriptive Statistics Discrimination Valid N (listwise) N 252 252 Minimum 1.00 Maximum 5.00 Mean 1.9524 Std. Deviation 1.13515

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Discrimination Cumulative Valid Very Low Low Normal High Very high Total Frequency 134 24 72 16 6 252 Percent 53.2 9.5 28.6 6.3 2.4 100.0 Valid Percent 53.2 9.5 28.6 6.3 2.4 100.0 Percent 53.2 62.7 91.3 97.6 100.0

Frequency Table

Asia Restaurants Valid Very low Low Normal High Very high Total Frequency 105 12 113 7 15 252 Percent 41.7 4.8 44.8 2.8 6.0 100.0 Valid Percent 41.7 4.8 44.8 2.8 6.0 100.0 Cumulative Percent 41.7 46.4 91.3 94.0 100.0

Europe&American Restaurants Valid Very low Low Normal High Very high Total Frequency 67 17 111 6 51 252 Percent 26.6 6.7 44.0 2.4 20.2 100.0 Valid Percent 26.6 6.7 44.0 2.4 20.2 100.0 Cumulative Percent 26.6 33.3 77.4 79.8 100.0

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Vietnamese Restaurants Valid Very low Low Normal High Very high Total Frequency 72 27 99 8 46 252 Percent 28.6 10.7 39.3 3.2 18.3 100.0 Valid Percent 28.6 10.7 39.3 3.2 18.3 100.0 Cumulative Percent 28.6 39.3 78.6 81.7 100.0

Seafood, Hotpot, Grill Restaurant Valid Very low Low Normal High Very high Total Frequency 77 23 120 7 25 252 Percent 30.6 9.1 47.6 2.8 9.9 100.0 Valid Percent 30.6 9.1 47.6 2.8 9.9 100.0 Cumulative Percent 30.6 39.7 87.3 90.1 100.0

Snack Restaurants Valid Very low Low Normal High Very high Total Frequency 91 15 103 14 29 252 Percent 36.1 6.0 40.9 5.6 11.5 100.0 Valid Percent 36.1 6.0 40.9 5.6 11.5 100.0 Cumulative Percent 36.1 42.1 82.9 88.5 100.0

Coffee Bar, Live music coffee Valid Very low Low Normal High Very high Total Frequency 80 16 123 10 23 252 Percent 31.7 6.3 48.8 4.0 9.1 100.0 Valid Percent 31.7 6.3 48.8 4.0 9.1 100.0 Cumulative Percent 31.7 38.1 86.9 90.9 100.0

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Garden Coffee Valid Very low Low Normal High Very high Total Frequency 61 13 127 7 44 252 Percent 24.2 5.2 50.4 2.8 17.5 100.0 Valid Percent 24.2 5.2 50.4 2.8 17.5 100.0 Cumulative Percent 24.2 29.4 79.8 82.5 100.0

Appendix F: The survey that was send to the customers Kho st thi quen mua phiu n ung ca bn trn nhng trang web mua theo nhm (nhommua, muachung,...)
cc bn dnh thi gian cho bi kho st ca chng ti Bi kho st nhm lm r s tc ng ca cc deal gim gi n thi quen n ung ca khch hng ngy nay. Nhim v ca bi kho st l ci thin cc chng trnh khuyn mi cho phiu n ung ti cc nh hng TP HCM cho ph hp hn i vi nhu cu thc t ca khch hng. i tng ca bi kho st l tt c nhng khch hng tng mua v s dng phiu gim gi n ung ca cc nh hng ti thnh ph H Ch Minh trn cc website mua theo nhm hoc nhng khch ang quan tm v c nh mua nhng phiu gim gi ny Thi gian c tnh hon thnh: t 3-4 pht S hp tc ca bn l nhn t chnh cho s thnh cng ca bi kho st. Xin chn thnh cm n Bn l*

Nam N

Ngh nghip hin ti ca bn *

Hc Sinh-Sinh Vin Cn b cng nhn vin

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Nhn vin vn phng Other:

tui ca bn *

di 18 18-25 25-35 trn 35

Bn c quan tm n nhng phiu gim gi n ung t cc nh hng 1 Khng quan tm 2 3 4 5 Rt quan tm

Nhng yu t nh hng n quyt nh mua phiu gim gi ca bn *

Phng thc gim gi Menu,gi cc mn n, ph ph phi c cng b r rng kin nh gi ca cc thnh vin tng s dng a im ca nh hng Phng thc qung co ca nh hng trn cc trang mua theo nhm S thch ca bn vi loi hnh nh hng ang gim gi Other:

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Bn quan tm n loi hnh nh hng no nht khi mua phiu gim gi * mc tng dn t 1->5 (1: khng quan tm, 5: rt quan tm)

1 Chu (Nht Bn, Hn Quc) u-M Mn n gia nh, mn n Vit Mn n hi sn, lu, nng Thc n vt Cafe bar, nhc sng Cafe sn vn Kem, Yaourt, tr sa

Mc quan tm ca bn n cc hnh thc khuyn mi no t cc nh hng * mc tng dn t 1->5 (1: khng quan tm, 5: rt quan tm) 1 Gim gi nhiu (trn 50%) Khuyn mi 0 ng S dng nhiu vouchers trn 1 ha n thanh ton 2 3 4 5

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1 C thi gian s dng di t gii hn thi im s dng (th 7, CN, ngy l)

Theo bn cc loi hnh nh hng di y nn pht hnh vouchers gim gi bao nhiu l hp l * Di 30% Chu (Nht Bn, Hn Quc) u-M Mn n gia nh, mn n Vit Mn n hi sn, lu, nng Thc n vt Cafe bar, nhc sng Cafe sn vn Kem, Yaourt, tr sa 30-45% 45-60% Trn 60%

Bn thng mua phiu gim gi ca cc nh hng ti trang web no *

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cha bao gi Nhommua.com Muachung.vn Cungmua.com Hotdeal.vn Deal.zing.vn Vndoan.com cucre.vn other

t khi

thnh thong

thng xuyn

rt thng xuyn

Bn c b phn bit i x khi xi phiu gim gi *

1 Thng xuyn b

5 Cha h b

Bn c tip tc quay li ng h ti cc nh hng sau khi xi phiu gim gi ca h *

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Ch a bao gi Chu (Nht Bn, Hn Quc) u-M Mn n gia nh, mn n Vit Mn n hi sn, lu, nng Thc n vt Cafe bar, nhc sng Cafe sn vn Kem, Yaourt, tr sa t khi Thnh thng thong xuyn

Rt Thng xuyn

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111