ANALYSIS OF SENSA COOLS AND DR. THANH USING TOTAL FOOD QUALITY MODEL (A CASE STUDY OF SENSA COOLS AND DR. THANH AT THANH NGHIA BOOKSTORE AND SUPERMARKET, VIETNAM)

Abstract

The competition in every aspect of life has become very tight and even food industry which is related to daily basis is much tighter. As some products come into a same market, pressure of research and development for a product itself is put into producer’s shoulders. To serve for that desire of research and development, Total Food Quality Model was developed. It was aimed to figure out the quality of food and beverage regarding a combination of quality cues and attributes such as intrinsic quality cues, extrinsic quality cues, experience quality attributes and credence quality attributes. Being in the same category as anti-heating products consisting purely natural content, Sensa Cools and Dr. Thanh has been in a tight competition. The purpose of this research is to analyze dominant factors which are most influencing to quality of two products – Sensa Cools and Dr. Thanh and compare them in terms of all as well as each quality dimension. As a case study conducted in Thanh Nghia Bookstore and Supermarket, the researcher has collected primary data through questionnaire with 100 respondents. Descriptive method, percentage, weighted mean and independent sample t-test have been used through SPSS 17.0 to analyze data collected. The research has found that Sensa Cools has credence quality attributes as its competitiveness which has a big contribution to Sensa Cools’ perceived quality. With Dr. Thanh extrinsic quality cues is its most influencing quality dimension which has been partially creating competitive quality for Dr. Thanh on the path of coming to perfection. In addition, Sensa Cools in this research is found that it has no significant difference compare to Dr. Thanh. However, in terms of experience quality attributes, it has a better perceived quality than Dr. Thanh and that might cause to different rating from consumers.