Unlock document.
This document is partially blurred.
Unlock all pages and 1 million more documents.
Get Access
I. Introduction:
Vitasoy is a brand of beverages and desserts in Hong Kong. Founded in 1940, it now
operates under the Vitasoy International Holdings Limited based in Hong Kong. "Vitasoy"
products were centered on the high-protein soymilk drink that the company first produced.
Over the years the company expanded beyond the soy drink products and started to
produce a wide variety of beverages. Some of them (such as the fruit juice) were given the
derivative brand name "Vita".
Vita is a well-known brand in Hong Kong. Vita is getting popularly since 1979 launch
lemon tea in Hong Kong. After that Vita extended all kinds of tea, juice distilled water and
dairy drinks.
At Vitasoy, its aim is to promote quality of life through a wide range of great-tasting and
nutritional products. In fact, consumer is well being the first and most important priority.
Vitasoy is also a forward-looking, innovative company, a reliable employer and a
responsible corporate citizen.
II. Research Direction:
In this survey, we collected 60 paper questionnaires from University of Macau. There are
30 males and 30 females.
The theoretical framework of VITA
According to our questionnaire, we focus on the customers’ motive, advertisement effect,
and depend on how the customers love the brand to affect the consumers buy Vita. Here
we set the motive, advertisement and love as independent variables, and the buy as
dependent variable.
III. Data Analysis:
First of all, we tested the reliability of these variables through the SPSS. After the testing,
we can get the internal consistency through Cronbach’s Alpha all of variables are
acceptable. “Motive" is 0.724; “Advertisement" is 0.911; “Love" is 0.685; “Buy" is 0.631.
We tested the coefficients between the independent variables and the dependent variable.
The data show that “Motive" is a little bit significant and the" Love" and “Advertisement"
is significant with “Buy". Now, we are going to discuss these three independent variables
in detail with the dependent variable.
Motive:
Although the “Motive" is a little bit significant with “buy", we found that there are two
items of motive are significant with the dependent variable. We get the information and
analysis data from the question relate the motive of consumers purchase drinks. Through
the linear regression, the results show that the effects of “motive of thirsty" and the
“motive of new taste" are significant with the dependent variable" buy". The significant
levels are less than 0.05. Meanwhile, the result support that the “thirsty" and “new taste" is
