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Vietnam Fastfood

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VIETNAM NATIONAL UNIVERSITY - HO CHI MINH CITY  

  INTERNATIONAL UNIVERSITY

SCHOOL OF BUSINESS ADMINISTRATION

[pic 1]

FACTORS INFLUENCING CONSUMERS’ PREFERENCE ABOUT KFC AND LOTTERIA FAST FOOD CHAIN IN HO CHI MINH CITY

A thesis proposal  

Submitted to

The school of Business Administration  

In partial fulfillment of the requirement for the course in Research Methods for Business  

By Group 6

 Đặng Đức Cường – BABAIU12025

Nguyễn Hữu Nhất – BABAIU12134

Đỗ Thị Thanh Xuân – BABAIU12064

Đặng Thị Thảo Ly – BABAIU12082

Supervised by

DR. LE HOANG DUNG

HO CHI MINH CITY, October 06, 2015

Contents

Chapter I: INTRODUCTION        

1. Background to the study        

2. Research problem        

2.1. Purposes of the study        

2.2. Questions of the study        

3. Significance of the study        

4. Scope of the study        

5. Organization of the thesis        

Chapter II: LITERATURE REVIEW        

Chapter III: METHODOLOGY        

1. Research approach        

2. Research design        

3. Research tools        

3.1. Questionnaire design        

3.2. Interview design        

4. Sampling selection method        

4.1. Sampling method        

4.2. Sampling size        

5. Data collection method        

6. Data analysis procedure        

7. Pilot test        

REFERENCES        


Chapter I

INTRODUCTION

The first chapter will provide a general introduction for the current study through 6 sections. This chapter presents background of the study, problem of this research, as well as, research objectives, research question, scope and limitations of the study, and structure of the research  

  1. Background to the study

Vietnam has recently seen a significant GDP growth rate in the first half of 2015 of 6.28% (General Statistics Office, 2015) which performed the best since 2009. As the country itself has emerged to the world economy, Vietnam has achieved the opportunity to interact with and adapt multiple lifestyles from other countries around the world. Most significantly, since its very first entrance to Vietnam, Western style fast food has gradually become a familiar part of Vietnamese citizens' daily routine. With the improving living standard of Vietnamese citizens, numerous foreign fast food brands has noticed the potential and made their entrances to Vietnam market. Ho Chi Minh City in particular, is the leading city in terms of economy and contributes a significant amount to national account. The city performed the GDP growth rate of 9.6% in 2014, demonstrated the stable and gradual economic development. By playing such an important role as the economy center with the most crowded population - 7.955 million residents in 2014 (tuoitrenews, 2014), most of current fast food brands targeted Ho Chi Minh City as their first and main area for developing their businesses. As a result, the fiercely competitive market with the increasing number of outlets in Ho Chi Minh City has brought fast food consumers broader range of fast food brands to choose from.

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