CHAPTER 1 – INTRODUCTION
I NTRODUCTION
In 2018, Vietnam's Information and Communication Technology (ICT) sector emerged as one of the fastest-growing industries, generating a remarkable US$98.9 billion, a significant increase from US$7.6 billion in 2010 By mid-2018, approximately 30,000 IT companies were operating in areas such as hardware, software, and digital content As businesses and consumers increasingly engage in online transactions, the demand for cybersecurity and privacy solutions continues to rise Email remains the most preferred and ubiquitous method of business communication, essential for important correspondence and marketing efforts Furthermore, an email account is necessary for participating in various online activities, including social networking and instant messaging, highlighting its integral role in the overall Internet experience.
B ACKGROUND C ONTEXT
VNETWORK JSC, a leading IT company in Vietnam and Southeast Asia, has been specializing in cyber security products and services for nearly eight years Renowned for its top-tier Content Delivery Network (CDN) offerings, the company also excels in Anti-DDoS and Web Application Firewall (WAF) solutions In 2019, VNETWORK launched SECUMAIL, an email security product aimed at enhancing digital safety To optimize their marketing strategies and better meet consumer needs, VNETWORK's marketing professionals are investigating the factors influencing purchasing decisions regarding SECUMAIL, seeking to understand why customers choose to buy or not buy the system The insights gained from this research will enable the VNETWORK team to effectively package their offerings and enhance marketing efforts for both existing and potential customers.
SECUMAIL is a robust email system designed to safeguard customers from advanced threats With 15 years of successful operation across countries like Korea, Japan, Singapore, the US, and Vietnam, it has gained recognition in various sectors, including logistics, banking, e-commerce, and IT.
SECUMAIL utilizes cutting-edge Artificial Intelligence (AI) and Machine Learning technology within a Virtual Area (VA - Sandbox) to analyze sender behavior and create a secure virtual environment This innovative approach enables SECUMAIL to detect various types of new viruses, ransomware, and sophisticated threats such as phishing attacks Achieving a perfect score of "0" in 364 tests conducted by Rapid7, SECUMAIL has earned a recommendation from Gartner as one of the top email systems for protection against advanced cyber threats.
1 Rapid7 is a company that powers the practice of SecOps by delivering shared visibility, analytics, and automation to unite security, IT, and DevOps teams
SECUMAIL combines advanced technology with exceptional features to enhance email usability and security, including the ability to recall emails, set passwords for sent messages, and support for large attachments of up to 10GB.
R ESEARCH P ROBLEMS
Jim Riley defines a business as comprising two primary products: goods and services Goods are tangible items that are ultimately consumed, while services refer to the actions performed by individuals or businesses on behalf of others.
This research focuses on an email platform that offers various services, including multiple email accounts and storage options for users Key factors under consideration include the user-friendly interface, system performance, and the responsiveness of the technical support team, as well as the overall customer experience provided by the company.
Customers evaluate SECUMAIL's products and services based on personal experiences and individual judgment, leading to subjective assessments Each customer's unique motivations for consumption influence their conclusions, directly impacting their overall satisfaction with the offerings.
Business marketers and sales teams often lack a comprehensive understanding of customer insights regarding the SECUMAIL system, hindering their ability to effectively convert potential leads into buyers The Board of Directors at VNETWORK recognizes that gaining insight into buyer behavior and decision-making processes for the SECUMAIL system is crucial for developing targeted marketing strategies that enhance competitive advantages This understanding ultimately leads to improved work efficiency and increased sales revenue for the teams.
The Board of Directors seeks comprehensive feedback from consumers regarding their satisfaction with SECUMAIL experiences They aim to understand how the initial motives behind purchasing decisions align with the factors that have been met or unmet This feedback will enable the VNETWORK team to innovate and tailor SECUMAIL business services effectively.
R ESEARCH O BJECTIVES
According to the given situation, this research attempts to find and understand the factors influencing the business buyer buying decision for SECUMAIL Key insights derived from this study includes:
• To identify the factors affect business buyer’s decision for SECUMAIL in Vietnam
• To propose some effective sales and marketing approaches for SECUMAIL business and system improvement in Vietnam.
R ESEARCH Q UESTIONS
This study seeks to determine the success of VNETWORK JSC's SECUMAIL business and to identify any challenges they may be facing By addressing these key questions, the research aims to provide insights into the effectiveness and potential obstacles of SECUMAIL operations.
• What are the factors that positively affect the business buyers make purchasing decision of SECUMAIL?
• How different are the impact levels of buying decision factors?
• How do the buying decision factors impact differently on the SMEs and Enterprises?
• What are the customers’ satisfaction levels toward SECUMAIL in comparison to their primary motives of buying decision?
• What are the identified problems that VNETWORK JSC has to settle while develop SECUMAIL business in Vietnam?
• What can be done to maximize the success probability of SECUMAIL business in Vietnam?
In Vietnam, numerous companies like Netnam Corporation, Viettel, and FPT offer email services Research has identified key factors that contribute to successful IT service sales and marketing This study, informed by insights from industry professionals and managers, enhances the understanding of Vietnamese corporate culture and serves as a valuable resource for future discussions and recommendations.
M ANAGERIAL I MPLICATIONS
In consulting aspect, the research aims to give the following recommendations for VNETWORK SJC:
• Factors that affect the customers in making purchasing decision for SECUMAIL product in Vietnam
• Providing consulting information on the consumer trends and perspective toward SECUMAIL for product development and customer service improvement.
R ESEARCH S COPE
This research focuses on the email security services offered by VNETWORK JSC, specifically targeting small and medium-sized enterprises (SMEs) and large enterprises in Vietnam Due to constraints in capital, time, and resources, the study is limited by a relatively small sample size, suggesting that future research could benefit from a larger dataset and potentially apply findings to other information system models or theories Data was gathered through interviews with representatives from each team, which may result in some overlooked insights related to additional factors not covered in this thesis.
R ELATIONSHIP T O P REVIOUS W ORK
In today's competitive business landscape, understanding customer behavior and their responses to different stimuli is essential for a company's survival Numerous studies have explored the factors influencing customers' purchasing decisions, primarily focusing on theories related to the buying decision process, business buyer behavior, marketing mix, and marketing strategy.
2016) (Philip Kotler et al, 1999) (Philip Kotler & Kevin Lane Keller, 2012)
Despite numerous studies on the Vietnamese ICT market, consumer behavior, and cybersecurity trends, there is a lack of comprehensive research focused on organizational buyer behavior regarding email security products This study aims to provide valuable insights into the key factors influencing business buyers' purchasing decisions for email security systems in Vietnam.
CHAPTER 2 – LITERATURE REVIEW
F ACTORS AFFECT BUSINESS BUYER ’ S BEHAVIOR
According to Del I Hawkins and David L Mothersbaugh, organizations act as consumers, engaging in business buyer behavior that involves making purchasing decisions based on their needs This behavior encompasses the selection, use, and disposal of products or services that fulfill organizational demands The study of consumer behavior examines how individuals, groups, and organizations choose and utilize products, services, and experiences to satisfy their needs, as well as the effects of these choices on both consumers and society.
Understanding business buyer behavior involves answering key questions about their purchasing decisions, the participants in the buying process, influential factors, and the overall purchasing journey Business buying activities consist of two main components: the buying center, which includes the individuals involved in decision-making, and the buying decision process, shaped by both internal organizational factors and external environmental influences Consequently, various factors—environmental, organizational, interpersonal, and individual—impact business buying decisions (Philip Kotler et al., 1999, pp 282 - 287).
Figure 2: Model of business buyer behavior
Source: Principles of Marketing (Philip Kotler et al, 1999)
Understanding customer behavior involves identifying the buyers of a product or service, the factors influencing their purchasing decisions, and their buying patterns, including timing and location This knowledge is crucial for the writer's research, leading to the decision to utilize the organizational behavior model as the research's foundational framework.
Figure 3: Model of Organizational buyer behavior
Source: Consumer behavior- Building Marketing Strategy (David L Mothersbaugh, Del
Organizational culture reflects needs and desires of a company, influences how companies make decisions
2.2 External factors influencing Organizational culture
Firmographics are essential for analyzing business buyer behavior, encompassing both organizational traits like size, activities, objectives, location, and industry category, as well as demographic characteristics such as gender, age, employee income distribution, and education levels.
The size of an organization significantly influences the complexity of its purchasing process and decision-making In larger companies, multiple individuals across various departments are involved in purchasing decisions, while smaller businesses may rely solely on the owner or manager Therefore, business marketers and sellers must recognize the organization's size to effectively address all key buying considerations.
The activities and objectives of organizations significantly influence their behavior and style For instance, in a specific purchasing decision, a government organization focuses on public objectives, while a private company prioritizes commercial goals, such as profit maximization.
The influence of location on organizational culture and individual lifestyles is significant, as evidenced by the contrasting characteristics of people from different regions in Vietnam For instance, individuals from Ho Chi Minh City (HCM) tend to be quieter and more patient, while those from Hanoi exhibit a blend of trendiness and traditional values.
Figure 4: Differences between HCM and Hanoi
Different industry categories create distinct organizational cultures, despite sharing fundamental elements like business scale, activities, objectives, location, and ownership For instance, a company that produces food will exhibit a different culture compared to one that manufactures clothing.
The interaction between organizational culture and individual cultures significantly influences each other Organizations with innovative and youthful employees tend to develop distinct cultures compared to those with more traditional and compliant staff While the characteristics of founders and managers are crucial in shaping organizational culture, the contributions of all members also play a vital role.
Macro segmentation - This is a process of grouping organizations with distinguishing firmographics into market segments This process helps to optimise the firmographics and their strategies oriented to specific customer segments
Cultural variations significantly influence organizations and individuals, as seen in the contrasting approaches to employee welfare In Japan, it is common for companies to prioritize worker benefits and welfare over organizational profits, while American companies typically adopt a different stance, focusing more on profit maximization.
Government and business are always going on the same way Although it is, the mutual interaction between them are different in parts of the world (David L Mothersbaugh & Del I Hawkins, 2016, p 713)
The strongest reference group is composed of top lead customers, who are leaders in their industries This group influences strongly to purchasing orders and organizational behaviours
The other reference group is consulting organizations such as: trade company, financial analysts They influence organization’s decision in purchasing product or choosing a provider
The critical role of reference from top lead customers clarifies an important note for new product or technology launchers It is to Focus initial effort on the visible customers
H1 – External factors has positive impact on the purchasing decision process
2.3 Internal factors influencing Organizational culture
Every company possesses unique values that influence its business image, organizational culture, and purchasing behavior To effectively market to these companies, it is essential for firms to adapt their strategies accordingly.
Technology start-ups and established companies exhibit distinct values; start-ups focus on competition and proactive problem-solving, while long-standing companies emphasize collaboration and adherence to established procedures.
To establish and maintain a positive business image, companies must prioritize customer perception through effective strategies such as repeated advertising and direct sales calls Customers are more inclined to engage with businesses or individuals they know, like, and trust, making it essential to foster strong relationships between the organization and its clients Building these connections is crucial for long-term success and customer loyalty.
A company gains valuable insights from both positive and negative experiences, allowing it to develop procedures that mitigate negative outcomes while promoting positive ones Recognizing and analyzing past experiences is crucial for firms as they strategize their marketing efforts effectively.
While organizational decisions tend to be more rational than personal choices, personal factors still significantly impact the buying decision process Elements such as career risk, psychological needs, and negative experiences with purchasing representatives can adversely affect decision-making.
H2 – Internal factors has positive impact on the purchasing decision process
B USINESS PURCHASING PROCESS
According to Phillip Kotler and Gary Armstrong, business buyer will pass through eight stages to reach a buying decision
Figure 5: Model of business buyer decision process
Source: Principles of Marketing (Philip Kotler & Gary Armstrong, 2018, p 195)
Problem recognition is happened when an individual in a company find that there is a need or a problem that acquires a specific solution
During this stage, both internal and external stimuli can trigger problem recognition Internally, a hacker attack on the organization's email system may highlight security risks, prompting the need for a more effective email security solution Additionally, dissatisfaction with the current email provider's product, pricing, or customer service can also drive this recognition Externally, potential buyers might receive advertising emails or phone calls from sales representatives, sparking their interest in new email security options that offer competitive pricing and professional technological support.
Business marketers often highlight potential issues faced by customers and offer solutions through their products or services For instance, VNETWORK effectively communicates the critical need for businesses to protect their data from attacks by promoting their AI Email Security Solution in their marketing campaigns.
Figure 6: VNETWORK marketing collateral content
Once a buyer identifies a need, they outline the specific characteristics and quantity required During this phase, collaboration with engineers, users, and consultants is essential to clarify the necessary features of a product or service that addresses their issues Together, they evaluate and prioritize these attributes based on factors such as price, quality, and durability, aligning them with their requirements.
This is the stage where the business marketers can provide the buyers with the information about the value of different product characteristics to the buyers for defining customers’ needs
At this stage, the business buyer focuses on developing technical specifications for the required item, determining the optimal product characteristics in collaboration with their team Additionally, the buyer conducts a product value analysis to explore cost reduction opportunities, carefully examining components for potential standardization, redesign, or production cost reduction.
A seller can use product value analysis as a tool to secure a new account or develop a new business by showing the buyer a better solution that meet the buyer’s requirements
During this stage, buyers select their preferred vendors by utilizing various methods such as online research, phone inquiries, and trade directories This process often requires significant time and effort, especially when searching for complex and costly items.
Salespeople must understand the buyer's search process to effectively present their products or services To enhance visibility and attract potential customers, suppliers should focus on building a strong brand identity and ensuring their listings are prominent in the marketplace.
In this stage, the qualified suppliers are invited by the buyer to provide their proposals
Suppliers enhance buyer engagement by offering detailed information through their websites and marketing materials For complex or high-value items, they typically provide formal presentations or comprehensive written proposals to ensure clarity and understanding.
The company marketers must be able to present the information professionally in order to make their product stand out from the competition
During the supplier selection stage, the buying center evaluates proposals to choose one or more suppliers based on key attributes such as product quality, service reliability, ethical practices, pricing, brand reputation, after-sales support, and sales policies Buyers often negotiate prices and terms before finalizing their decisions to ensure the best value and alignment with their needs.
At this stage, the buyer finalizes the order with the selected supplier, ensuring that all requirements are clearly outlined, including technical specifications, required quantities, return policies, delivery timelines, and warranty details.
During this stage, the buyer evaluates supplier performance by assessing user satisfaction levels This review can significantly influence the overall arrangement between the two parties It is essential for suppliers to maintain close communication with buyers to ensure that their products or services meet the buyer's expectations effectively.
Organizations exhibit varied buying processes and styles, with distinct requirements for each purchasing scenario Buyers may not adhere strictly to all steps of the buying process; they might skip, repeat, or introduce additional steps as needed Effective management of customer relationships is crucial for sellers in navigating these complexities.
M ARKETING STRATEGY AND BUYER BEHAVIOR
In a competitive business landscape, companies must offer greater value in their products or services than their rivals to attract potential buyers Consequently, developing an effective marketing strategy that addresses customer needs is crucial for a company's survival.
Figure 7: Consumer behavior and Marketing strategy
Source: Consumer Behavior - Building Marketing Strategy (David L Mothersbaugh,
Understanding consumer behavior is fundamental to formulating effective marketing strategies, as a company's success hinges on consumer reactions to these strategies The marketing strategy process involves three key steps: conducting market analysis, identifying market segments, and developing the marketing strategy itself.
Market analysis involves a comprehensive evaluation of an organization's strengths and weaknesses, as well as those of its competitors It also considers the economic and technological factors influencing the market, alongside an assessment of both current and potential customers.
Market segmentation is essential for achieving macro segmentation of customers By categorizing distinct consumer groups based on their unique needs, a company can concentrate its efforts on the most promising customer segments, thereby increasing the likelihood of success.
A well-defined marketing strategy is essential for effectively entering the market, as it encompasses clear product offerings, competitive pricing, efficient distribution systems, promotional programs, and quality service By developing a robust marketing strategy, businesses can translate their market analysis and segmentation into actionable proposals tailored to their most promising customer segments.
Among the influential forces to organizational buyer behavior, marketing plays an important role in affecting the buyers to produce certain buyer responses (Philip Kotler et al, 1999)
In 1949, Neil Borden introduced the concept of the "Marketing Mix," which was later refined by Edmund Jerome McCarthy in 1964 to include the 4Ps: Price, Promotion, Product, and Place.
In the realm of services marketing, the expansion of the traditional 4Ps framework to incorporate Process, Physical Evidence, and People has gained widespread acceptance This adaptation, known as the 7Ps framework, effectively showcases its advantages over the original 4Ps model, as highlighted by Booms and Bitner in 1981.
The marketing mix consists of a combination of controllable variables that businesses use to elicit desired responses from their target market (Kotler et al., 1999) According to the Chartered Institute of Marketing (2009) and Brian Tracy (2004), as well as Palmer (2004), the marketing mix is often defined by the 7Ps: Product, Price, Place, Promotion, People, Process, and Physical evidence, each playing a crucial role in effective marketing strategies.
A product is anything offered to the market to fulfill customer needs and desires, encompassing both tangible goods and intangible elements This broad definition includes physical items, services, people, places, organizations, ideas, or combinations of these components According to Philip Kotler and Gary Armstrong (2018), products can be categorized into three levels: Core product, Actual product, and Augmented product.
The core product encompasses the essential benefits or problem-solving services that customers gain when purchasing a product To create a compelling product offering, it is crucial to effectively address the question, "What is the buyer truly buying?"
The actual product encompasses five key elements: quality level, features, styling, brand name, and packaging, all meticulously combined to enhance the core benefits of the product.
Figure 8: Three level of product
(Philip Kotler & Gary Armstrong, 2018, trang 245)
• Augmented product – additional consumer services and benefits that is combined with the core product and actual product as a full solution solving customer’s problems
In today's digital landscape, competition is intensifying as businesses strive to enhance customer experience through comprehensive "all-in-one" solutions To thrive in this competitive environment, companies must continually differentiate their offerings by innovating and adding new features and benefits, ensuring they meet the evolving needs of their customers.
The price of a product reflects its value and is influenced by production costs, target market segments, consumer purchasing power, and various direct and indirect factors It serves as a key differentiator and can enhance a product's image Customers are willing to pay a certain price when they perceive the product as valuable, highlighting the importance of competitive pricing, which does not always have to be the lowest.
Promotion is the additional value over basic product requirement that provider offer to customer It helps pushing the sales There are types of promotion: Advertisement, Sales promotion, Public Relations
The concept of "place" refers to the ease of purchasing a product, encompassing aspects such as location, distribution channels, logistics, and supply capacity A strategically chosen place can significantly enhance the customer’s buying experience, adding value and convenience to the overall process.
The performance of a product is significantly influenced by its people, including sales personnel and customer service representatives To enhance product performance and cultivate a positive marketing image, companies should prioritize training, foster commitment, and develop strong intrapersonal skills among their staff.
P RODUCT I NVOLVEMENT
The theory of Product Involvement, introduced by Krugman in 1965, highlights the connection between a buyer's concern and enthusiasm for a product or service According to Bloch (1982), product involvement is an internal state reflecting the customer's interest and attention towards a product This involvement influences the effort customers invest in the purchasing process, including their time, financial commitment, and perceived social risks associated with the purchase As noted by Rick Bell and David W Marshall (2003), product involvement is a crucial factor that significantly impacts customer purchasing decisions (David L Mothersbaugh & Del I Hawkins, 2016).
Some buyers make quick purchasing decisions by either rapidly gathering information or bypassing detailed product introductions According to David L Mothersbaugh and Del I Hawkins (2016), product involvement can be either temporary or enduring, influenced by the level of consumer engagement, media exposure, and strategic marketing approaches.
H4 – Product involvement has positive impact on the purchasing decision process
R ESEARCH MODEL
This research aims to identify the key factors influencing the purchasing decisions of business buyers By utilizing a theoretical framework from the literature review, a research model has been developed that categorizes these factors, incorporating insights from previous studies as well as the researcher's own experiences.
The research aims to develop models that identify the interrelated factors influencing buyers' purchasing decisions, leading to the formulation of relevant hypotheses These hypotheses will be tested through in-depth interviews and focus group discussions with key participants, including decision-makers and influencers such as business owners, CEOs, CTOs, and employees from various departments at VNETWORK JSC, including sales, marketing, customer service, technical support, and customer experience All participants are SECUMAIL users who have either participated in the purchasing process or have worked closely with customers and the SECUMAIL system.
From the literature review, the research will be conducted to confirm or eliminate 4 following hypotheses:
H1 – External factors has positive impact on business buyer purchasing decision
H2 – Internal factors has positive impact on business buyer purchasing decision
H3 – Product involvement has positive impact on business buyer purchasing decision H4 – Marketing Mix has positive impact on business buyer purchasing decision
A user-friendly research model has been created to examine how independent variables on the left influence the purchasing decision process on the right.
The proposed research model in Figure 2.5 examines the factors influencing enterprises' purchasing decisions for SECUMAIL services in Vietnam This analysis emphasizes the eight steps of the purchasing decision process, highlighting the strong connection between customer behavior and marketing strategies Each step is influenced by several relevant theories, which are discussed below.
Recognizing customer needs is crucial for VNETWORK JSC's marketing strategy, particularly in promoting SECUMAIL By effectively utilizing the marketing mix, the company can create demand for its products and services, thereby capturing consumer attention and enhancing brand awareness.
In this step, VNETWORK marketers can use marketing tools and techniques to enhance the effectiveness and competition compare to competitors
After identifying the problem, buyers utilize their available information and current business needs to outline their product specifications Even with similar demands, different companies may have varying product requirements, which encompass aspects like price, product features, promotion strategies, distribution channels, physical evidence, personnel, and processes Subsequently, buyers seek out preferred suppliers to obtain proposals and gain a deeper understanding of the offered products or services However, the influence of product involvement can lead buyers to make quicker purchasing decisions, sometimes prioritizing speed over thorough information analysis.
After thorough consideration, the buyer arrives at a purchasing decision, selecting a product or service that meets their initial specifications along with other essential criteria.
How these above theories are applied and use in this story? It will be shown in Chapter 3 – Research Design
CHAPTER 3 – RESEARCH DESIGN
I N DEPTH INTERVIEW
In qualitative research, the primary goal is to comprehend the insights and patterns within the collected data In-depth interviews serve as an effective method for gathering a diverse range of data from suitable participants For this study, the focus is on interviewing CEOs, CTOs, business owners, and experienced staff in the Email Security Service sector.
To ensure the collection of genuine feedback and opinions from interviewees, the content of the interviews will remain undisclosed initially This approach prevents the submission of biased or premeditated responses, allowing the data to authentically represent the interviewees' insights.
In-depth data structure analysis involves identifying key patterns and familiarities, which are essential for organizing and learning from semi-structured data This data serves as a crucial input for subsequent processes.
The number of questions and time will be estimated but not fixed It will depend on the individuals joining in and their interest in sharing openly.
F OCUS GROUP INTERVIEW
Focus group interviews are a valuable tool in qualitative research, utilizing a group-based approach to gather insights This method facilitates data collection from individuals at similar career levels, allowing for the exploration of discussed opinions, shared experiences, and unique insights.
While the types of interview questions generally remain consistent, focus group interviews yield unstructured data due to the variety of opinions expressed Each group will consist of 5 to 7 participants, with questions disclosed only at the time of the interview During the session, all members will engage in discussions on specific questions, guided by the interviewer’s moderation.
S OURCE OF INFORMATION
This study aims to identify the factors influencing organizational buying decisions for the SECUMAIL product in Vietnam To achieve this, the research gathers comprehensive information that encompasses both direct and indirect influences on purchasing decisions Data is sourced from two primary channels.
- Secondary data o Books, Internet o Related desk research reference: some theories and previous studies on organizational behavior
To gather primary data, in-depth interviews will be conducted with key business buyers involved in the email system purchasing process, utilizing a framework of open-ended questions to ensure comprehensive insights These interviews will be recorded and documented to capture essential information and uncover new perspectives Additionally, a focus group interview will be held with VNETWORK staff, who possess extensive experience in the SECUMAIL business, facilitating an open discussion on relevant topics to extract further information This session will also be recorded and minuted for analytical purposes.
S AMPLING
Qualitative research typically requires smaller sample sizes compared to quantitative research, but it is essential to gather a comprehensive range of perceptions on the topic, a process known as saturation The concept of saturation for determining an appropriate sample size was introduced by Glaser and Strauss in 1967, and since then, various guidelines have emerged, including Morse's recommendations from 1994, which emphasize the importance of collecting diverse insights in ethnographic studies.
30 – 50 participants; and a grounded theory should be conducted with 30 – 50 interviews
The study utilized qualitative methods, including in-depth interviews with key decision-makers such as CEOs, CTOs, and business owners, to explore the factors influencing their purchasing decisions Additionally, focus group interviews were conducted with company staff to gain a comprehensive perspective on customer opinions regarding the SECUMAIL system and its purchasing factors A total of 40 interviewees participated in the research, ensuring a well-rounded understanding of the viewpoints from various levels within the organization.
Department Positions Number of interviewees
IT IT manager, Chief Information Officer, Chief
Team leaders/ staff (users) of departments of Sales, Customer Experience, Customer
Table 1: Sample of research sample
No Interviewee’s names Position Method Time - Date
1 Nguyen Ngoc Phuong Thanh (Manager)
1 Vo Minh Quoc Konoike Vinatrans
2 Le Thanh Tan Toyota Hue JSC
3 Hoang Tien Luong Vietsovpetro JVC
(7000) Kỹ sư, Ban Kỹ thuật mạng 17/10/2020
Binh Thanh Import Export Production
HCM City Book Distribution Corporation JSC
6 Nguyen Pham Thanh Lam Vietnam OSAKA
7 Dinh Ngoc Tri Vhaiyen JSC (250) IT manager 18/10/2020
8 Nguyen Van Tam Taisun Vietnam
1 Tran Manh Tuan Tenstudio Co., Ltd
2 Nguyen Anh Tuan Dr Nose (20) CEO 19/10/2020
4 Tran Lam Thong HCM Law
Organization (190) Technical and social network 12/10/2020
6 Dang Thi Hong HD Fabric Co., Ltd
7 Nguyen Van Tien Vinaweb Co., Ltd
8 Nguyen Thanh Toai VWA Co., Ltd (5) CEO 20/10/2020
Q UESTIONNAIRE LIMITATION
Despite the thesis being grounded in a comprehensive literature review and yielding qualitative findings from surveys, interviews, and documentation, it faced several limitations that warrant consideration for future research To gain deeper insights into buyers' purchasing behavior and decision-making at SECUMAIL, a larger sample size encompassing more companies is necessary, which exceeds the scope of this exploratory study Additionally, the findings may be overly generalized, potentially hindering effective product development and sales improvement strategies for VNETWORK JSC Throughout this research, efforts were made to address these limitations by carefully designing the research methodology However, readers should remain aware of these constraints when interpreting the findings.
The questionnaires are designed to identify the factors influencing customers' purchasing decisions for SECUMAIL services in Vietnam Interviewers will adapt their questions based on interviewee responses to gain deeper insights and clarify their reasoning.
The findings are influenced by the interviewees' engagement in the buying process, their personal views on email security, and their email usage habits Consequently, the results may be subject to biases, as well as gaps in information, experience, and knowledge among the participants.
D ATA ANALYSIS METHOD
Data Analytics is made up with mostly words and the ideas shared by interviewees
As soon as the data is partly available, the analysis stage begins
There are four steps to conduct in Data Analytics:
This step is to clean up the data, group the familiar collected data under label in order to identify basic patterns of the information from the draw data
This step involves comparing the collected data against the research objectives By utilizing the framework of this exploratory research, the data is structured to identify both similarities and differences effectively.
Step 3: Match data into framework
To handle many familiar data and matching them to research objectives, coding them into a basic framework is essential This step is useful, especially in structuring data
Step 4: Use the framework for descriptive analysis
From the coded data, researcher conduct a descriptive analysis to define ranges of responses in categories and recurrent themes
CHAPTER 4 – DATA ANALYSIS & FINDINGS
DATA ANALYSIS
4.1.1 Motives that makes the organizational buyers purchasing/ transferring to a new email system
Based on in-depth focus group interviews, four primary reasons drive buyers to switch or invest in a new email system The fundamental motivation is the necessity for an effective email solution for their business; however, only a small percentage of customers (4%) chose SECUMAIL for this reason.
Many customers are motivated to switch email systems due to negative experiences with previous products, with 71% citing issues like spam, viruses, and phishing emails that pose significant risks to their confidential information Additionally, 15% of customers seek a better system supplier that offers prompt customer service and support, as timely assistance is crucial when technical issues arise Furthermore, customers recognize the importance of having a robust email system that effectively protects against hackers, leading approximately 9% of them to embrace new email solutions with enhanced security features.
SECUMAIL's advertisements on prominent media channels like VTV and VTC have successfully captured the attention of potential buyers, prompting them to explore SECUMAIL as a viable information solution Additionally, major enterprises are now considering proof of concept (POC) projects to transition their email systems, following their awareness of SECUMAIL at various cybersecurity events, including Vietsovpetro, Fahasa, and Gilimex.
As the result of the survey, learning element in Internal factors plays an important role of affecting organizational buyers making their purchasing decision
Motives that make customers moving to
- Good product quality (features, functions, technology) (15)
- More security to prevent risk of losing data (1)
- Simply get an email system with security concern (1)
- Good product quality (features, functions, technology) (18)
- More security to prevent risk of losing data (3)
- Simply get an email system with security concern (1)
Factors affect selecting/ not selecting a supplier for email system
- Many good reference groups of existing customers (6)
- Satisfy customers' expectation during purchasing process (2)
- Well-known/ reputable brand/ company (5)
- Good reference groups of existing customers (12)
- Relation with the company staff (5)
- Satisfy customers' expectation during purchasing process
- Good product quality (outstanding functions, etc) (5)
- Brand name with bad reputation (3)
- Bad product quality (unable to perform well)
- Not able to follow the company buying process (bidding etc) (1)
- Brand name with bad reputation (7)
- Technology of filtering virus, spam/ malicious mails (11)
- Professional staff (good manner, good consulting) (1)
- Complying with customer's purchasing process/ rules (POC, bidding) (1)
- Technology of filtering virus, spam/ malicious mails (17) Professional staff (good manner, good consulting) (5)
Factors affect buying decision of SECUMAIL
(from the person in charge, the company)
*** FROM THE PERSON IN CHARGE
- Professional staff (good manner, good consulting) (2)
- Technology of filtering virus, spam/ malicious mails (2)
*** FROM THE PERSON IN CHARGE
- Complying with customer's purchasing process/ rules (POC, bidding) (2)
- Product with well-known as a good brand name
- Product quality that satisfy customer's expectation & requirements (9)
- Professional staff (good manner, good consulting) (1)
- Complying with customer's purchasing process/ rules (POC, bidding) (5)
Table 3: Result of In-depth and Focus Group Interview (motives that makes the organizational buyers purchasing/ transferring to a new email system)
4.1.2 The importance of email security to the companies
The advancement of the Internet has significantly reduced the need for business travel, as communication is now primarily conducted through email and video calls on platforms like Skype and Google Email serves as a vital official tool for exchanging not only text but also essential files such as images, contracts, and videos, streamlining cross-country business operations According to Mr Dang Thi Hong, CEO of HD Fabric Ltd., a robust email system is crucial for daily business activities, facilitating communication and preserving company data over the years Consequently, businesses invest heavily in high-performance and secure email systems to meet their operational needs.
To effectively manage our email system, we continuously research and stay updated on the latest technologies This process involves a significant time investment for studying and conducting proof of concept (POC) evaluations before making any purchasing decisions, as highlighted by Mr Nguyen Van Tam, IT Manager at Taisun Vietnam Co., Ltd.
A significant 94% of companies participating in in-depth interviews acknowledged the importance of email security, while the remaining 6%, primarily from small and medium-sized enterprises (SMEs), showed less concern Additionally, focus group participants expressed a general belief that email security matters to everyone, although they suggested that the perceived importance may not align with actual customer sentiments.
A significant 75% of enterprises recognize that email security is crucial for their organization, with no companies considering it to be of lesser importance This highlights the growing security concerns within businesses today.
Enterprises often invest significant time researching email systems prior to making a purchasing decision, conducting thorough evaluations and a proof of concept (POC) lasting about a month For instance, Vietsovpetro may take anywhere from one week to a year to complete their purchasing process, while small and medium-sized enterprises (SMEs) can finalize their decisions in just one day.
The importance of email security to companies?
Table 4: Result of In-depth and Focus Group Interview (time of purchasing process)
Table 5: Result of In-depth and Focus Group Interview (the importance of email security to the companies)
(H2) Product involvement has positive impact on business buyer purchasing decision
4.1.3 Factors affect decision of buying SECUMAIL
The interviews revealed no evidence of external influences on purchasing behavior From a firmographics perspective, the research indicates that only business size has a minor impact on organizational buying patterns The researcher will further explore these differences in the findings section, specifically comparing SMEs to larger enterprises.
The research findings indicate a consistent pattern in the responses from SMEs and enterprises, leading to the conclusion that cultural and governmental elements have no significant impact as external factors.
Many interviewees highlighted the significance of Reference Groups in their purchasing decisions, particularly when choosing an email supplier, with in-depth discussions accounting for 25% and focus groups 15% Trust in a supplier is often influenced by the endorsement of big brand names using the product, as noted by Mr Cuong from Gilimex Co Additionally, IT managers, like Mr Tan from Toyota Hue, expressed increased confidence in systems when recommended by industry experts.
(H3) Reference group has positive impact on business buyer purchasing decision
The interviews revealed no clear relationship between internal factors; however, several relevant elements were noted For instance, interviewees indicated that as long as suppliers adhere to their buying processes and meet expectations, purchasing will continue, highlighting the importance of organizational values and perceptions This response encompasses various factors, including product, people, and process Additionally, many participants emphasized the influence of staff professionalism on their purchasing decisions, which will be categorized under the 'people' aspect of the marketing mix (7Ps) Notably, one customer chose SECUMAIL due to their positive relationship with company staff, further illustrating the significance of the 'people' element in purchasing decisions.
As discussed above, Learning has positive impact on the business buyer purchasing decision
The significance of marketing in driving sales for products or services is well-established, with the marketing mix's 7Ps playing a crucial role in influencing buyer purchasing decisions Among these factors, Product and Price hold the greatest impact on consumers' choices.
In the buying process, the product factor is crucial, particularly highlighted during individual interviews Clients, like Mr Tri from Vhaiyen JSC, seek a reliable email service that guarantees 24/7 operation with no downtime, as explicitly stated in the contract The user interface is meticulously evaluated prior to system implementation, since effective communication, primarily conducted via email, is vital for work performance Proficiency in using the email system can significantly enhance productivity Therefore, an email solution that is virus-free, user-friendly, offers robust technical support, includes aftersales service policies, and adheres to the commitments outlined in the Service Level Agreement (SLA) will greatly influence their purchasing decisions.
Most participants prefer well-known brands with strong market credibility when making purchasing decisions, with approximately 70% emphasizing the significance of product quality Nearly all interviewees identified product attributes as a crucial factor influencing their choices In the case of SECUMAIL, buyers prioritize features such as performance, user-friendliness, and advanced technology Additionally, an aesthetically pleasing and convenient email system adds value, enhancing the decision-making process Notable SECUMAIL features like email recall and password settings have particularly captured buyers' interest, prompting them to explore the system further.
