Project Theme Park Consumer Usage & behaviour study for ABC development plan
4 March 2015
A consumer behaviour study
For
ABC Co. Ltd. Vietnam
Client Name ABC
Cimigo Vuong Manh Giang Nguyen Thi Quynh Tram
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P PR RO OP PO OS SA ALL S SN NA AP PS SH HO OT T
Context:
ABC. is a company in sport industry with key business areas focusing on holding sport events and other activities related to sport. In the near future, ABC will open a new bussiness plan with a variety of entertainment activities designed to serve the needs of young visitors from Hanoi, Ho Chi Minh City and local people living in Da Nang. The project is currently in design stage, and ABC needs to understand consumer usage, attitude and behavior towards different entertainment activities that ABC can tailor and optimize design to the needs and wants of its future customers.
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Approach:
This study will be divided in two phases: qualitative and quantitative phase. o Qualitative phase: Explore in depth the consumer behaviour and attitudes in deciding entertainment activities for themselves and their family. The findings from this stage will help identify the direction for quantitative research in the next stage. Focus group will be the technique applied in this stage for two key cities Hanoi & HCMC. o Quantitative phase: In this stage, Cimigo will deploy online survey methodology in HCMC and Hanoi where we can utilize our online panel for speed and cost efficiency, and door-to-door interview in Da Nang to quantify the insights discovered from qualitative phase.
Key information areas:
Based on the theme park concept with entertainment activities defined in advance by ABC, the research will evaluate: Qualitative phase: Explore in depth o Consumer attitude towards Da Nang as a travelling destination: in what occasions, go with whom and why Da Nang is their choice. o Consumer experience with Da Nang and entertainment activities here: likes/dislikes, expenses, personal budget for each travel... o Consumer behaviour in choosing entertainment activities: what to choose, go with whom, where to go, when and why. o Consumer expectations for an ideal travelling destination (what is lacking and what can appeal visitors to Da Nang). o Consumer expectations for an ideal entertainment complex (what can appeal them – visitors and local people - to an entertainment complex like theme park)
Quantitative phase: Concept evaluation on quantitative basis. o Quantify the U&A (Usage & Attitude) findings from Qualitative phase o Assess the overall consumer’s likability and interest in theme park activities o Identify consumer expectations in terms of: fee, entertainment activities, design...
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Action standards
The new plan should be feasible if: Overall appeal and visit potential of target consumers are greater than X% The concept meets well the expectations and demands of target consumers in general The results obtained will be the basis for ABC to balance its investment on various activities that yield the highest ROI. Respondent Criteria for this project are,
Respondent criteria:
Family visitors Males/ Females Family with kid(s) under 9 SEC ABC (Note: A is studied in quantitative phase ONLY) Decision maker or influencer in deciding travelling plans Travelled domestically at least once in the past 18 months Used to travel to Da Nang or have intention to travel to Da Nang in the future. Individual visitors 25- 35 years old, both working and studying SEC ABC (Note: A is studied in quantitative phase ONLY) Decision maker or influencer in deciding travelling plans Travelled domestically at least once in the past 18 months Used to travel to Da Nang or have intention to travel to Da Nang in the future.
Location:
HCMC, Hanoi & Da Nang
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Qualitative Sample:
Focus group: 4 groups consisting of 2 groups in HCMC & 2 groups in Hanoi. In each city, one focus group will aim to families with kid under 9 and another one will aim to individuals aged from 18 - 35
Quantitative Sample:
Online survey & door-to-door interview: N= 600 for 3 cities: Hanoi, HCM and Da Nang.
Sample Design
200
100
50
50
200
100
50
50
600
300
150
150
Hanoi
200
HCMC Da Nang
Tentative Timelines Set -up & qualitative discussion guide design & recruitment
Start 2.5 weeks
Focus group in HCMC and Hanoi
1 weeks
Qualitative report Quantitative Questionnaire Design & Setup Quantitative fieldwork
2 weeks
Analysis & Reporting Top line delivery Full report delivery Presentation
Report Timing:
Individual Aged 25 35 50
Family
Grand Total
Project Schedule:
100
Individual aged 18 – 24 50
Total
2 weeks 2.5 weeks 2 weeks End of September 2012 October 2012 TBC
Top line (Guidelines for the design of FEC in Da Nang) The 4th week of September 2012 Full Report After the 1st week of October 2012 The above mentioned timeline is tentative, it will be confirmed & revised depending on the date the project is confirmed by Khoi Phat Co. Ltd.
Project Investment:
Modules
Project Cost (USD)
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Qualitative phase: 4 focus groups (2 in Hanoi and 2 in HCMC) Quantitative phase: Online survey and door-to-door interview: N= 600 Total Cost
5,933 14,984 20,917
10% VAT applied on top of project cost.
Project Manager: Supporter:
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Nguyen Thi Quynh Tram
Vuong Manh Giang
TTE ER RM MS SA AN ND DC CO ON ND DIITTIIO ON NS S
Unless otherwise stated, the price(s) is inclusive of all project charges up to and including incentives and location hire (if any) and transport of one soft (CDROM) and one colour print copy of the final deliverables in HCMC. It excludes production of colour printed or photographic prompt material, product samples and transport of deliverables, or meetings, outside of HCMC. Any changes to the parameters outlined in the client brief and this document may affect cost and/or timing. Unless otherwise stated, the quoted price is valid for a fieldwork start of the project within 6 calendar months from the issue date of this document. Project postponement may incur cost charges to client. Cancellation after commissioning will incur the following schedule of charges;
Project design stage Fieldwork started Fieldwork completed At data processing stage At data analysis stage
10% 40% 60% 80% 100%
Unless otherwise stated, our terms of payment are 60% upon commissioning and 40% upon dispatch of final deliverables. Deliverables will not be passed to a client unless payment for the first 60% invoice has been received. Unless otherwise stated, all the completed questionnaires, print-outs and other documentation will be disposed of 6 months after the fieldwork is completed.
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This quotation has been individually prepared in response to a brief from the Client. Its contents are private and confidential. Neither the document as a whole nor any concepts or excerpts from it may be made available orally, in writing, or via electronic media, to any other tenderer, for this or any future projects. In accordance with the ethical Code of Practice laid down by ESOMAR, all information gathered is exclusive to the Client. We shall maintain 100% confidentiality for all aspects of this and future projects. Any design concepts within the proposal remain the property of Cimigo. Cimigo reserves the right to use demographic data from all surveys for the purposes of sampling frame maintenance and demographic profiling. In accordance with the ethical Code of Practice laid down by ESOMAR, we protect the identity of respondents. Thus, we cannot supply individual data associated with a specifically named respondent. We are bound by the ethical Code of Practice laid down by ESOMAR, in all aspects of work, which we conduct.
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A AG GR RE EE EM ME EN NTT
If you agree to commission this project, based upon the details in this proposal, please sign and return this page to Cimigo.
Project Name: Proposal Reference: Proposal Date: Client: Key Contact: Position: Signature: Date: Submitted by: Key Contact: Position: Signature: Date:
Theme park C4303 4 March 2015 ABCCo. Ltd. Nguyen Van A Marketing Executive __________________________ ______/______/_______ Cimigo Vuong Manh Giang Client Service Director _______________ ______/______/_______
Cimigo looks forward to working with you in the near future.
9 Nguyen Huu Canh Street Binh Thanh District, Ho Chi Minh City Vietnam Telephone: (84 8) 3822 7727 Fax: (84 8) 3822 7728 Email:
[email protected]
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