Recommendations for further improvements in DABACO’s brand

Therefore, numerous measures are recommended to be taken in order to strengthen the brand loyalty of DABACO‟s brand in the near future.

Finally, regarding the third hypothesis of the research – brand equity, it can be concluded that the brand equity of DABACO is also averagely high only. Customers agree that the products from DABACO are different from that of other brands. It is the distinctive feature of DABACO‟s products which attract the highest attention of the customers and motivates them to buy the products accordingly. Furthermore, there are also some customers indicate that they have high preference for DABACO‟s products due to the different characteristics of DABACO‟s products in comparison with that of other brands. However, the connection with DABACO‟s brand is not as strong as expected. The connection with the customers is significantly important for any organization. Thus, it is critical for DABACO to take some measures to communicate more frequently with the customers leading to closer association with them. Furthermore, customers do not perceive DABACO as a long-term brand. The low perception of sustainability of DABACO might the results of lack of social-oriented marketing strategies of DABACO. The inadequate social responsibility of DABACO contributes to a brand image of short-term and unsustainable brand in the market.

As same as in the brand awareness, although the preferences for DABACO‟s products make customers think of DABACO‟s products in their next purchasing, the preference is not strong enough to persuade the customers to make immediate purchasing decisions.

5.2. Recommendations for further improvements in DABACO’s brand

* Increase the effectiveness of DABACO’s brand awareness

It is generally agreed by many customers that the recognition of DABACO‟s logo is not as high as expected which reduces the impacts of brand awareness on customers‟

purchasing decisions. The logo is not presented in the eye-catching position in the products.

Also, the logo‟s size is proved to be relatively small which not enough to draw the attention from the customers. Therefore, it is critical for DABACO‟s company to adjust their logo in terms of position and size. The logo should be made larger in order to attract more intensive attention from the customers. Furthermore, the logo should be put in the front of each product of DABACO in the most eye-catching position in order which customers could see the logo at their first look into the products. In addition to which, intensive marketing campaigns should be conducted in order to market the logo of the DABACO as well as its brand to more customers.

* Enhance the DABACO’s brand loyalty

First of all, in terms of word-of-mouth marketing, it is proved that customers of DABACO are not having habit of recommending DABACO‟s products to their friends and family. Thus, DABACO‟s brand is not introduced widely further. Therefore, it is critical for DABACO to take measures to encourage customers to make references to friends and family in the near future. Those measures might be either providing discounts for customers who introduce the next customers to the organization or give combos for customers who come to the shop in pairs. With these methods, customers are motivated to introduce new customers to DABACO in order to enjoy the benefits from those methods. Their commitment to DABACO‟s brand is also higher due to the connection with their friends and relatives.

Furthermore, it is generally agreed that the chance that customers will switch to other animal feeds products if DABACO‟s products are out of stock is relatively high. It is, therefore, critical for DABACO to ensure the constant supply of its products in the stores in order to prevent the switch of customers to other brands due to the not availability of DABACO‟s products in the stores.

* Increase the sustainability of DABCO’s brand in the market

The inadequate social responsibility of DABACO is the main reason to a brand image of short-term and unsustainable brand in the market. Sponsorship for sport events or voluntary events are the two most popular means in Vietnam market which helps to improve DABACO‟s image as a brand with high social responsibility. Thus, the sponsorship of these types of events could contribute to the higher level of customers‟ awareness and recognition toward DABACO‟s brand and increase DABACO‟s brand as a sustainable brand with high social responsibility.

Chapter conclusion

The above sections have summarized the main findings of the research and then proposed some recommendations on those findings. With those recommendations, it is expected that the performance of DABACO‟s brand will be improved and have more positive impacts on customers‟ behaviours.

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QUESTIONNAIRE

Dear Sir/Madam,

As part of the requirement for the graduation as a postgraduate at XXX University, the author is now conducting a survey examining the topic “Influence of brand on animal feed in Vietnam – A case study of DABACO Company”. The purpose of this study is to investigate the impacts of different factors of branding in customers‟ current and future behaviours. I would be grateful if you could spare some time to do this survey. All of your information and opinions will be kept strictly confidential.

Your assistance in responding the following questions is highly appreciated.

Part A: General information

Please tick the most appropriate option that suits you the best Gender

 Male  Female

Age

 13-25  26-35  36-45

Average monthly income (by million Vietnam dongs)

 < 4  9 – 13  22 – 35

Part B: The significance level of different branding factors

No. Brand awareness

DABACO products in the stores at that time

No. BE1Brand equity

15 DABACO is a long-term