Assessing the level of awareness of Austdoor rolling door brand in Da Nang city - 2

LIST OF DIAGRAMS

Figure 1.1: Research process 4

Figure 1.2: Brand Elements 15

Figure 1.3: David Aaker's brand equity model 30

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Figure 1.4: Model for studying brand factors affecting the level of

brand awareness 48

Diagram 2.1: Leadership chart of Austdoor Group Joint Stock Company 53

Diagram 2.2: Organizational structure of MITRUDOOR company 56

LIST OF CHARTS

Chart 1.1: Growth rate of construction industry 40

Chart 2.1: MITRUDOOR human resource scale in the period 2018-2020 59

Chart 2.2: Rolling door brands in the market of Da Nang city 71

Chart 2.3: Information channels help customers know about the Austdoor 72 rolling door brand

Chart 2.4: Likelihood that customers will use the product in the future 92

LIST OF TABLES

Table 1.0: Quantitative research methods 8

Table 1.1: Brand definitions 12

Table 1.2: Distinguishing between brand and trademark 28

Table 1.3: Summary table of brand recognition elements 49

Table 2.1: Size of the company's human resources in the period 2018-2020 59

Table 2.2: Human resource structure by age in the period 2018-2020 60

Table 2.3: Business performance of MITRUDOOR company in the period 2018 - 2020 61

Table 2.4: Information about surveyed customers 67

Table 2.5: Information channels to help customers know about the Austdoor 71 rolling door brand

Table 2.6: Outstanding features of Austdoor 73 rolling door product

Table 2.7: Cronbach's Alpha scale results of independent variables in the observation sample 74

Table 2.8: General customer reviews 76

Table 2.9: KMO test and Bartlett's Test of independent variables 78

Table 2.10: Factor rotation matrix 78

Table 2.11: Results of KMO and Bartlett's test of dependent variable Evaluation

General 81

Table 2.12.: Results of rotating the evaluation factors 81

Table 2.13: Results of the evaluation of the explanatory power of the research model 83

Table 2.14: Results of model fit test 83

Table 2.15: Results of multiple regression analysis 84

Table 2.16: Results of One Sample T-Test for Brand Name factor... 86 Table 2.17: Results of One Sample T-Test for Logo factor 88

Table 2.18: Results of One Sample T-Test for Slogan factor 89

Table 2.19: Results of One Sample T-Test on Brand Advertising factor90 Table 2.20: Results of One Sample T-Test on Product Packaging factor... 90

PART I: PROBLEM STATEMENT

1. Reason for choosing the topic

Nowadays, the market economy is developing strongly along with the diversity in quantity, type and quality of products, consumers have more choices, they become more demanding in choosing a product or service. Brands have been playing an important role in helping companies enhance their competitive advantage with competitors in the same industry, creating trust for customers towards satisfaction and maintaining customer loyalty. A brand is not just a name or symbol but a set of attributes that provide target customers with the values they demand (Davis, 2002). This comes from the fact that customers not only buy functional benefits from the product itself but also buy emotional benefits from the brand of that product. Therefore, building a brand to meet customer needs is the main solution to create competitive advantage and is also an urgent task in the context of current international integration.

Brand awareness is currently one of the main criteria for measuring brand strength, which means that the higher the brand awareness, the more famous and more likely to be chosen by customers. Brand building helps increase product and shareholder value, increase customer trust and help businesses operate more effectively and reach out to the world market. In addition, businesses need to grasp the level of customer awareness to develop appropriate brand strategies, bringing customer satisfaction and loyalty to the current product brand as well as creating the premise for the next products. How to create an impression in the minds of customers requires businesses to grasp the role of brand value, its components as well as how to measure these components.

With today's urbanization trend, the rolling door market is growing stronger and constantly improving to meet consumer needs.

Many brands have gradually affirmed their position, including Austdoor Group Joint Stock Company - a leading unit in the rolling door industry.

According to data collected during the internship at MITRUDOOR Trading and Technical Company Limited - Authorized Dealer of Austdoor Group Joint Stock Company in Da Nang, the company has always maintained a high growth rate, leading in sales for many years and always gaining the trust of customers. However, in the economic growth of the industry plus the fierce competition of other competitors, MITRUDOOR needs to determine the brand of Austdoor rolling door products in the customer's awareness tower at what level, how customers identify this product line. Therefore, Austdoor rolling door products are in dire need of appropriate business solutions and policies to improve the level of brand awareness in the future. Based on those problems, I would like to choose the topic " Evaluating the level of brand awareness of Austdoor rolling doors in Da Nang city " as the topic of my graduation thesis.

2. Research purpose

2.1. General objectives

Evaluate the level of brand awareness of Austdoor rolling doors in Da Nang city, thereby proposing some specific solutions to improve the level of brand awareness of Austdoor rolling doors towards 2025.

2.2. Specific objectives

3. Research object and scope

- Research object: Brand awareness of Austdoor rolling doors in Da Nang city.

- Survey subjects: People living and working in Da Nang city.

Da Nang.

- Scope of content: Assess the level of brand awareness of Austdoor rolling doors in Da Nang city.

- Spatial scope: Da Nang city area.

- Time range: Secondary data: collected in 3 years 2018, 2019 and

2020.

- Primary data: research was conducted from January 2021 to March

April 2021.

4. Research process and methods