MKTG1254 BUYER BEHAVIOR

PRODUCT ANALYSIS REPORT

Lecturer: Pakawat Kietisaksopon

GROUP 3:
Phan Gia Tri - S3164892 Tran Thanh Quang - S3230383 Nguyen Thuy Trang - S3230290 Mai Cong Minh Chau - S3245546 Nguyen Thi Lan Huong - S3220487 Nguyen Ngoc Nhu Quynh - S3246641

Due date: May 4th 2011

Table of Contents
Executive summary......................................................................................................................... 2 1. Introduction ............................................................................................................................. 3 1.1. 1.2. 1.3. 1.4. 1.5. 2. Nature of company ........................................................................................................... 3 Principal services.............................................................................................................. 3 Major rivals and market share/sales ................................................................................. 4 Primary target markets ..................................................................................................... 5 Positioning map ................................................................................................................ 6

Internal Influences .................................................................................................................. 7 2.1. 2.2. 2.3. 2.4. Consumer perception........................................................................................................ 7 Exposure:.......................................................................................................................... 7 Attention:.......................................................................................................................... 8 Interpretation: ................................................................................................................... 9 Type of learning ............................................................................................................... 9 Motives ........................................................................................................................... 11 Safety.............................................................................................................................. 11 Self-Esteem .................................................................................................................... 12 Consumers attitude........................................................................................................ 12

3.

External Influences ............................................................................................................... 13 3.1. 3.2. 3.3. Demographic trends ....................................................................................................... 13 Household structure........................................................................................................ 16 Reference group influence ............................................................................................. 17 Informational influence .................................................................................................. 17 Normative influence ....................................................................................................... 18 Identification influence .................................................................................................. 18

4.

Recommendation .................................................................................................................. 19 Marketing strategy .................................................................................................................... 19 Promotion: Advertising, Sales Promotion and Public Relations.................................... 19

5. 6.

Reference list ........................................................................................................................ 22 Appendix ............................................................................................................................... 24

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Executive summary
Yamaha, which is one of four famous motorbike brand names in Vietnam, has launched a new product Yamaha Cuxi since August 2010. This report will match the theories and real case Yamaha Cuxi for deeper understanding. Mentioning firstly is the introduction about Yamaha, and specific product the report team has chosen Yamaha Cuxi. The nature of Yamaha Vietnam, which contents the year of establishes, capital, the mission of company, and principal services have introduced. 4Ps has shown in major rivals and market share/sales with the comparison of Yamaha Cuxi, Honda Click and SYM Attila Elizabeth. There are four segmentations in primary target market of Cuxi: geographic, demographic, psychographic and behavioral. Positioning map shows the place of Cuxi in Vietnamese motorbike market. Next part is the internal influence. In perception, the exposure, attention and interpretation have introduced. Consumer perception segment has three main parts: exposure stages of rising the awareness of young female about Cuxi; attention stages of using some prominent stimulus factors to make the attention occurs come to consumers sensory receptor nerves like colors, size, intensity; interpretation stages of using the key message, essential message that Yamaha transmits to make the target audience considering about buying Cuxi. Yamaha Cuxi has organized some events for more experience how difference Cuxi is to potential customers. Yamaha has also created the motivation for customers to buy Cuxi with the Safety and SelfEsteem. Three attitude components of customers around Yamaha Cuxi: affective, cognitive and behavioral components have analyzed. Final is the consumer decision-making process. There are some external influences that affect customers decision of purchasing items. Yamaha Cuxi should have the awareness of demographic trends of Vietnamese people in order to maintain and develop the market. Based on the household life cycle, target market of Yamaha Cuxi has separated in some stages and within each stage customers react of products are different. Information, normative and identification influence are parts of the reference-group influence that Yamaha has applied to create the standard for clients, come nearer to customers. After researching and finalizing the strengths and weaknesses of Yamaha Cuxi, the research team suggests some recommendation for Cuxi. By applying marketing mix strategies, Yamaha Cuxi can increase the sales and have the irreplaceable place in Vietnamese market. 2|Page

1. Introduction
1.1. Nature of company
Yamaha Motor Vietnam Co., Ltd (YMVN) was established in 24th January 1998 with the capital is 37,000,000 USD. The capital is the contribution of three companies Yamaha Motor Japan (46%), Co Do factory (30%) and of Hong Leong Malaysia (24%). The mission of YMVN is a company that creates Kando. Kando means dominated the customers hearts. This mission derived from feedbacks of customers and transfer to agents and others who related to YMVN. With this mission, company will satisfy the customers expectations about the quality of products and after sales services.

1.2. Principal services

The core business of YMVN is produce motorbikes and spare parts. The products are Cuxi, Luvias, Lexam, Taurus, Sirius, Jupiter, Exciter, Mio and Nouvo. Many people, especially young people from 18 to 40, like the products of company. YMVN is very successful in producing motorbikes for both male and female.

For female, YMVN has Mio Amore, Mio Maximo, Mio Classical with the small designed
and price (from 16 to 18 million VND) which suitable with Vietnamese females body.

For male, YMVN has Nouvo, Sirius, Jupiter and Exciter with the head and body shows the
strength of man. With the strategies are creates from the feedbacks of customers, YMVN products are very successful when they are introduced to the market.

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1.3. Major rivals and market share/sales

The major competitors of YMVN in motorbike market are Honda, SYM and Suzuki. Honda is a biggest competitor of YMVN and Honda is also a company who has the highest market shares in motorbike Vietnam market. The total market shares of Yamaha, Suzuki and SYM (2.26 million motorbikes are sold in 2010) are 21.7% while Honda has 42.8% (1.5 million motorbikes).

Others 32%

Honda 43%

Piaggio 3%

Yamaha, Suzuki, SYM 22%

Figure 1: Vietnamese Motorbike Market Share in 2010 Source: VnEconomy 2011.

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Major rivals based on Product, Price, Place and Promotion Yamaha Cuxi Product Various colors and functions 31,900,000 VND Show room, shopping mall Advertising, public relation, direct marketing Honda Click Various colors and functions 25,990,000 VND Show room, shopping mall Advertising, direct marketing SYM Attila Elizabeth Various colors and functions 31,500,000 VND Show room, shopping mall Advertising, direct marketing

Price Place

Promotion

1.4. Primary target markets

Geographic segmentation When introducing Yamaha Cuxi, YMVN is focus on four main cities: Ha Noi, Da Nang, Ho Chi Minh and Can Tho. Demographic segmentation Cuxi is focus on young girls with the age is from 18 to 25 years old. The income is more than five millions VND per month that is in the middle and upper class. The occupations are focus on people who are university students and office workers. Psychographic segmentation The lifestyles that Yamaha Cuxi focuses on are youth, active and fashionable people Behavioral segmentation Cuxi is focus on people who do not concern much about prices and functions. They just pay attention on the safety and convenience. The behavior is also depending on their parents because the money for purchasing motorbike is from them.

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1.5. Positioning map

The position of Yamaha Cuxi is not good when compare with Click, Elizabeth and Lead. Because the price of Yamaha Cuxi is higher than Click and Elizabeth but the quality is lowest.

Figure 2: Positioning Map of Yamaha Cuxi

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2. Internal Influences
2.1. Consumer perception

Figure 3: Reproduced from Quester et al. 2007 Exposure: In the case of Yamaha Cuxi, the deliberate exposure is applied to raise the awareness of target audience towards the initial promotional activities of Cute Vietnam Project. In fact, this project aims to introduce the new product named Yamaha Cuxi to Vietnamese young girls who are active, dynamic and stylist. For this case, YMVN used social media such as Yume and Cyworld to post the entries within detail information related to this project such as the event of Yamaha Cuxi Night Party in launch day and Miss Cuxi 2010, as well as upload the official TVC of Yamaha Cuxi on these pages (see Appendix 2). 7|Page

Furthermore, Yamaha Cuxis advertisements were also exposed in both print magazines and online newspapers which are popular and familiar with the Vietnamese teenagers such as Hoa Hoc Tro, Muc Tim, Kenh14.vn and hoahoctro.vn (see Appendix 3). Therefore, Yamaha Corporation can be successful when providing the right target audience about the most necessary information which is relevant to the long-term project and the upcoming promotional programs of Yamaha Cuxi. As the result, the use of media channels can help to attract more target consumers towards the new product Yamaha Cuxi. Attention: On the contrary, attention occurs when some prominent stimulus factors come to the consumers sensory receptor nerves and the process of information system in the humans brain can be followed after that (Quester, Neal & Pettigrew 2009). They presented that the different requirements of stimulus factors are included size and intensity, color and movement, position, isolation and format as well as the remaining factors. However, among these above elements, Yamaha Cuxi only concentrates on color, position, format and contrast. It can be seen that TVC of Yamaha Cuxi contains the various colors from the colorful clothes and accessories of young actresses. Thus, the commercial can make target viewers pay more attention to what the key message this advertisement wants to communicate with them. Moreover, the message Cute is Cuxi appears on the screen in the end is also simple, short and succinct. Hence, it helps to tap into target audiences mind because it is easy to remember rather than other brand products messages. On the other hand, the main objectives of this project are also delivered to target audience through this commercial. Therefore, Yamaha Cuxi is also placed in the significant position in TVC to catch target audiences concentration on how elegant and fashionable this product is. Figure 4: Reproduced from Darkrider 2010

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 Interpretation: In this final stage, target audiences can come to the buying and using decision of Yamaha Cuxi through encoding and decoding the key message, which Yamaha project brings to them. Indeed, the image, which Yamaha Cuxi wants to create into target audiences mind, is that you can express your own characteristics as a young, active and fashionable girl when using this motorscooter. In term of affective interpretation, target audience will desire to become these girls who have the similar images as the pretty, stylist and dynamic models in TVC of Yamaha Cuxi. On the other hand, the cognitive interpretation stage is considered when Yamaha Cuxi provides more essential information about the project for target audience via the official websites of Yamaha Cuxi, as well as the latest news from the common online news sites. Besides, Yamaha Corporation also gives target audiences more time to research how other people think and evaluate the quality, price and functions of Yamaha Cuxi in comparison with other brand names in the current motorbike market before deciding to buy this product.

2.2. Type of learning

Figure 5: Reproduced from Quester et al. 2007 9|Page

It can be seen that target consumers will use operant conditioning to learn more about Yamaha Cuxi because this brand product is one kind of high involvement product. Based on those authors (2009), this learning process often occurs during the trial and error so that the reinforcement can create the desirable behavior of the potential consumers towards those products while the punishment can reduce their undesirable behavior. In the case of Yamaha Cuxi, target audiences could have the advantageous chances to drive this motor scooter for free during 6 months if they participated in Miss Cuxi 2010 program and became 20 outstanding representatives of this brand name (Figure 6). Therefore, the potential consumers could easily experience how different Yamaha Cuxi was from other competitive brand names in the Vietnamese motor market.

Figure 6: Reproduced from yamaha-motor.com.vn 2011 Otherwise, Yamaha Cuxi also organized Yamaha Cuxi Night Party for its target teenagers in HCM city with the various programs in that event such as Cuxi station, Nail Art with Cuxi style, Decoration for Mobile phone with Cuxi design, Massage with Dr. Fish, Make-up and Hair design for becoming Cuxi girls. Indeed, these activities help target audience understand more about Yamaha Cuxi and open relationships with other new friends who have the same interest in this brand product. Through this event, reasoning learning is also utilized because target customers can share and collect more information from others to decide whether they should buy Yamaha Cuxi or not. 10 | P a g e

2.3. Motives
According to Quester, Neal & Pettigrew (2007), motivation is the energizing force that activates or triggers behavior and provides purpose, direction and drive to that behavior. Therefore, creating motivation for customers is an integral part. Understanding that, Yamaha has applied some motives strategies in Maslows hierarchy of needs to Yamaha Cuxi.

Firgure 7: Maslows Hierarchy of Needs Source: DuBrin, Dalglish & Miller 2006. Safety Yamaha Cuxi has sought physical safety and security (Quester, Neal & Pettigrew 2007). With the function of 3G key, customers can cover the lock; moreover, lock the rear wheels by locking the neck of Cuxi and sliding the lock beside it. Customers will feel more safety with the new function which Yamaha Cuxi provides. Figure 8: Yamaha Cuxi with function of 3G key

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Moreover, to reach the females market, Yamaha Cuxi is designed to increase the trunk area to storage compartment. It is become the big advantage of Cuxi. Because most of women when going out always have a handbag, having the big trunk area will make them feel safer. Self-Esteem According Maslows hierarchy of needs, esteem desires for status, superiority, self-respect and prestige. In general, the design of Cuxi is so modern, and small; therefore, according to the presenter of Yamaha, the target market of Cuxi is young female. Driving Yamaha Cuxi will make customer have more confidence.

2.4. Consumers attitude

The figure below has shown the tri-component attitude model, which provides more details about three components attitude: affective, cognitive and behavioral.

Figure 9: Reproduced from Quester et al. 2007 Affective Component: Based on the information of youthsays.com, Yamaha is the motorbike brand name which famous of putting more focuses on the design of products. Therefore, they

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will bring the happiness and confidence to young female customers because of the modern design of Cuxi. Cognitive Component: Yamaha is one of four biggest brand name of motorbike in Vietnam. That is the reason why customers put the trust on Yamaha. Moreover, according to customers information and comments, although Yamaha is a new brand of Vietnam market, the quality and design of Yamaha is still good. Behavioral Component: Young female customers will want to purchase Yamaha Cuxi. It is because Yamaha Cuxi provides the fashionable design, with the acceptable price. One who has use Yamaha Cuxi will recommend their female friends to try it because Yamaha Cuxi will so small (suitable for Vietnamese women), light weight, big trunk area.

3. External Influences
3.1. Demographic trends
Yamaha Cuxi primarily targets on the female consumer who is 18 to 25 years old. This target market reaches approximately 5% of Vietnamese population, around 4.3 million people (GSOVN 2010). Therefore, this 5% of Vietnamese population seems as a potential market for Yamaha Cuxi. However, because Yamaha Cuxi is a new product of YMVN and has just appeared in the market in 2010, it only focuses on urban areas as primary market. Thus, the target market of Yamaha Cuxi (target market A) is narrowed down to 2% of Vietnamese population, around 1.7 million people (GSOVN 2010).

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Source: GSOVN 2010. Moreover, if YMVN aims to reach and win those 2% of population, it will become a huge challenge for them because Yamaha Cuxi is in introduction stage of Product Life Cycle and YMVN has to compete with two big others, Honda Vietnam and SYM for market share. Hence, besides targeting the current target market, YMVN should have a strategy which will focus on the next generation (target market B) who is 14 to 18 years old. Because currently, they are not the target market yet, they are reaching 2% of population same as with current target market and in the next 5 years, they will replace the current target market.

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Figure 10: Reproduced from Quester et al. 2007 Based on the population changes, YMVN should be aware that they will lose their target market A in next 5 years, and the thing they need to do at this time is focusing on the target market B. Toward the target market B, because they are teenagers, they adapt and change everything very quickly; thus, YMVN needs to have a strong push strategy and it must relate to teenager lifestyle such as: Broadcasting advertisements with high frequency level. Using music and celebrity (teenager models or stars) in advertisements and events. Creating lifestyle or trend based on Yamaha Cuxi product. Sponsoring for movies, fashion shows or events to have the brand or product appearances Increasing promotion. Using social media.

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3.2. Household structure

Figure 11: Reproduced from Quester et al. 2007 Based on the household lifecycle, the target market of Yamaha Cuxi who is urban female, age from 18 to 25 belongs to younger stage (single I, young married and full nest I) because most Vietnamese female get married at around 22 to 23 years old (Euromonitor International 2008) In single I stage, the target market could be students or officers. They may live independently or at home with parents. Most of them use money from their family, but some can earn money and their salaries probably are not high. Hence, they often do not make decision by themselves, but they are single, so they could have more time to spend for researching information for their decision making. In young married stage, based on Vietnamese culture, the target market could still live at home with parents or they live with their husband separately. In this stage, the target market could have jobs and have a good salary. Hence, they could make decision by themselves, but sometimes, they still need advises from their parents or husband. On the other hand, after getting married Vietnamese women often spend their time to do housework, so they may have less time spend for decision make than when they are single. In full nest I stage, the target market already have children under 6 years old. They may still leave at home with their parents or separately with their husband. In this stage, based on Vietnamese culture, the target market still may not work anymore because they have to take care of their children, but some still have their jobs. Thus, the salary of the target market will be less 16 | P a g e

than married stage and they have less time, because they have to spend for their children. Hence, their decision making is often less involvement and more collectivism.

3.3. Reference group influence

Figure 12: Reproduced from: Quester et al. 2007 In term of product characteristics, Yamaha Cuxi is a high conspicuousness product, so it will carry all three types of reference-group influences including informational, normative and identification. Informational influence o YMVN has used a lot of young celebrities, models, teenager stars and hot girls to promote for Yamaha Cuxi. This use of YMVN aims to create the trend and the fashionable representative for consumer to follows.

o Moreover, YMVN has been pushing their promotion strategy strongly to get people owning Yamaha Cuxi as much as possible. Hence, YMVN could create the informational influence on the target market. 17 | P a g e

Normative influence o YMVN sets up the slogan for Yamaha Cuxi that CUTE is CUXI! This slogan tries to communicate to the consumers that if they want to be looked CUTE, they should ride CUXI.

Identification influence o By using social media such as Blog, Forum and Social Network, YMVN posts entries and images within topics about fashion and lifestyle and makes those things related to their product Yamaha Cuxi. The purpose of those postings is to inspire and create awareness among consumer that by using Yamaha Cuxi, they could show their self-identification. o YMVN also sponsors to produce a television drama named Two Families. The purpose of this drama is also trying to communicate the consumer that by using Yamaha Cuxi, they could represent themselves as in the drama.

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4. Recommendation

Figure 13: Product Life Cycle

Marketing strategy
In fact, Yamaha Cuxi has launched into the Vietnamese market for a half of year, since August 2010. This means that Yamaha Cuxi still does not have much market share in the motorbike market comparing with the other motorbike lines under Yamaha brand name and is currently standing at Introduction Stage in Product Life Cycle. Therefore, Yamaha Company should apply Marketing Mix Strategies; especially promotion, in order to increase sales of Yamaha Cuxi as well as respond consumers satisfaction. Promotion: Advertising, Sales Promotion and Public Relations

o Advertising: Yamaha Cuxi is a new product in the market, so YMVN need to inform their consumers the appearance of new product and make them like it. The most possible way to do it is launching TVC. YMVN has created a great TVC for their new product within effective stimulus such as sound, colors and people, and a fabulous short and simple slogan CUTE is CUXI. According to the survey (see Appendix 4), this TVC was good but its exposure failed because YMVN has reduced their investment for the launching. 19 | P a g e

Moreover, their target customers and also potential target customers are teenagers and young adults, and they adopt everything and change their minds very quickly, so YMVN need to have a strategy to launch TVCs for Yamaha Cuxi as a series within high frequency level. In addition, YMVN also needs to focus on print ads in magazines because the target customers of Yamaha Cuxi are female and the magazines are already familiar with them. o Sales Promotion: Yamaha Cuxi is a good product from YMVN, but when comparing the price and the design with the others, it fails, according to the survey (see Appendix 4). Hence, YMVN needs to change the interest of consumers from negative to positive, and the best way to do this is using sales promotion. Point-of-purchase promotion in 2010, YMVN has launched POP at Yamaha Towns to promote for their new product Yamaha Cuxi. The tactics has caught a lot of attentions of people because the demonstration is really good, according to the survey (see Appendix 4). Hence, YMVN should develop using POP promotion at all their official retailers to promote for Yamaha Cuxi. Through the tactic, YMVN could observe the cognitive and attitude of their consumers toward Yamaha Cuxi.

Patronage rewards YMVN should give the consumers additional items and services such as helmet and free maintenance service when they purchasing Yamaha Cuxi. This tactic efficiently helps to gain the positive attitude from the consumers. Games YMVN should organize a lucky draw to encourage the consumer to purchase Yamaha Cuxi. The tactics could help to improve the attitude and behavior of consumers toward Yamaha Cuxi.

o Public Relations YMVN has done PR for Yamaha Cuxi well. For example, a lot of articles are talked about Yamaha Cuxi; a TV drama about Yamaha Cuxi named Two Families was broadcasted on HTV 7 in 2010; and lot of information and images about Yamaha Cuxi were post on the internet

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through social media channels. Hence, YMVN should keep doing PR for Yamaha Cuxi strongly by: Sponsoring for fashion and music show, because YMVN wants to build the representative image for Yamaha Cuxi which is fashionable and active. Having articles and entries within topic about fashion, lifestyle and also safe traveling which related to Yamaha Cuxi or Yamaha brand name. Doing Corporate Social Responsibility (CSR) program to build a social responsibility image for Yamaha and also Yamaha Cuxi.

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5. Reference list Bimbim 2009, Price list of Vietnamese motorbike market, Meta, viewed 15/3/2011 <http://bimbim.vn/tin-tuc/Bang-gia-va-Doanh-so/Bang-gia-tham-khao-xe-may-tren-thitruong-Viet-Nam-646.aspx> Cyworld 2007, Yamaha Cuxi, Cyworld, viewed 27 April 2011, <http://www.cyworld.vn/mall/shop_lg_main.php?shopid=138> Darkrider 2010, Yamaha Cuxi 2010 TVC, Yamaha Club, viewed 27 April 2011, <http://www.yamaha-motor.com.vn/club/showthread.php/22713-Yamaha-Cuxi-2010TVC> DuBrin, A., Dalglish, C. & Miller, P. 2006, Maslows Hierarchy of needs, image, in Maslow, Leadership: 2nd Asia Pacific edition, John Wiley & Sons Australia, Ltd, Australia, p. 157 Duc, T. 2011, Two faces of Vietnamese motorbike market, VnEconomy, viewed 15/3/2011 <http://vneconomy.vn/201102070659192P0C23/hai-mat-cua-thi-truong-xemay.htm> Euromonitor International 2008, Consumer lifestyle Vietnam, Euromonitor International General Statics Office of Vietnam (GSOVN) 2010, Population Projection for Vietnam 2009 2049, GSOVN, Hanoi, viewed 28/4/2011 <http://www.gso.gov.vn/default_en.aspx?tabid=515&idmid=5&ItemID=11013> Hoa Hoc Tro Online 2010, The Miss Cuxi Yamaha!, HoaHocTro.vn, view 26 April 2011, < http://www.hoahoctro.vn/ngoilang/miss_cuxi_yamaha!-110-5721.hht> Kotler, P et al. 2005, Principles of Marketing An Asian Perspective, 10th edn, Pearson Education Inc., Upper Saddle River, New Jersey, USA QTrang 2010, Yamaha Cuxi night welcome party faces Cuxi & Girls first, World Intellectual, viewed 26 April 2011, <http://worldintellectual.blogspot.com/2010/09/yamaha-cuxi-night-welcome-partyfaces.html> Quester, P., Neal, C., Pettigrew, S., Grimmer, M., Davis, T. & Hawkins DI 2007, Consumer Behaviour Implications For Marketing Strategy, 5th edn, McGraw Hill, Australia 22 | P a g e

Xomezdee 2010, Party introduces Yamaha Cuxi 100, Yume, viewed 27 April 2011, <http://blog.yume.vn/xem-buzz/party-gioi-thieu-yamaha-cuxi100.nguyenhoangminh304.35A68665.html>

Yamaha 2011, Cuxi, Yamaha Vietnam, viewed 15/3/2011 < http://www.yamahamotor.com.vn/home/san_pham/?xe=15> Yamaha VN 2010, Award Announcement for top 20 Miss Cuxi, Yamahamotor.com.vn, 19 October, viewed 27 April 2011, <http://www.yamahamotor.com.vn/home/tin_tuc/largeplonefolder_200801084804063521/newsitem_2010101 90112348246>

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6. Appendix
6.1. Appendix 1: Vietnamese Population Change 2010 2015

unit: thousand people Population 2010 Population 2015 Female 2010 Male 2010 Female 2015 Male 2015 Urban Female 2010 Urban Female 2015

0-4 7,146 7,959 3,423 3,723 3,728 3,866 959 1,300

5-9 6,714 7,101 3,250 3,463 3,413 3,687 872 1,020

10-14 7,004 6,698 3,403 3,601 3,244 3,454 861 929

15-19 8,746 6,978 4,274 4,472 3,396 3,582 1,270 1,110

20-24 8,583 8,694 4,246 4,337 4,260 4,434 1,494 1,644

25-29 7,932 8,520 3,958 3,975 4,227 4,293 1,380 1,709

30-34 7,001 7,868 3,478 3,523 3,938 3,931 1,151 1,481

35-39 6,588 6,937 3,260 3,327 3,457 3,480 1,060 1,215

40-44 6,058 6,512 3,034 3,024 3,233 3,279 949 1,110

45-49 5,561 5,963 2,854 2,708 2,998 2,965 907 988

50-54 4,635 5,433 2,439 2,196 2,802 2,631 796 933

55-59 3,229 4,479 1,747 1,482 2,374 2,105 560 812

60-64 2,062 3,065 1,141 921 1,675 1,390 358 563

65-69 70-74 75-79 80+ Total 1,559 1,378 1,169 1,356 86,722 1,897 1,345 1,117 1,381 91,583 899 824 705 899 43,833 660 555 464 457 42,889 1,065 789 682 891 46,173 832 556 435 490 45,409 265 224 181 217 13,505 352 247 198 243 15,853
Source: GSO VN 2010.

6.2. Appendix 2: 6.2.1. Social Media for Yamaha Cuxi: Yume:

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Cyworld:

6.2.2. Yamaha Cuxi Events Yamaha Cuxi Night Party

Poster of Yamaha Cuxi Night Party

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Cuxi Girls

Hair Design for Cuxi Girls

Special guests

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Miss Cuxi 2010

Poster for Miss Cuxi 2010

Miss Cuxi 2010

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6.3. Appendix 3: Advertisements of Yamaha Cuxi In Hoa Hoc Tro and Muc Tim Magazines

Print ads of Yamaha Cuxi Online news sites

Miss Cuxi 2010 advertisement on website hoahoctro.vn

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6.4. Appendix 4: Buyer Behavior Survey Yamaha Cuxi based on 100 RMIT students YAMAHA CUXI Do you know Yamaha Cuxi? o Yes (80) o No (20) Which information sources help you to know about Yamaha Cuxi? o Advertising (TVC, Ad, Sales Promotion, etc.) (64) o PR (News, Event, Crisis, etc.) (12) o Friends (18) o Family (3) o Internet (Forum, Website, e-mail, etc.) (12) How do you feel about the design of Yamaha Cuxi? o Most like (2) o Like (14) o Neutral (32) o Dislike (34) o Most dislike (18) Do you think the price of Yamaha Cuxi is suitable (32 million VND)? o Strongly agree (3) o Agree (16) o Neutral (24) o Disagree (40) o Strongly disagree (17) What do you think about Yamaha distribution channels (Yamaha Reseller, Motorbike store, etc.)? o Very good (10) o Good (40) 29 | P a g e

o Neutral (35) o Bad (5) o Very bad (10) What do you think about Yamaha Service (Sales Promotion, After Sale Service, etc.)? o Very good (12) o Good (27) o Neutral (50) o Bad (5) o Very bad (6) Do you like the advertising of Yamaha Cuxi? o Most like (10) o Like (25) o Neutral (35) o Dislike (20) o Most dislike (10) If you have enough money for a Yamaha Cuxi motorbike, will you buy it? o Yes (16) o No (84)

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