This document discusses a student project analyzing consumer behavior on social networking sites (SNS) in Vietnam. It provides background on how SNS have changed communication methods and affected consumer behavior in Vietnam. Specifically, it examines the social media strategies and tactics of Pizza Hut in Vietnam, analyzes customer feedback about Pizza Hut on SNS, and identifies some negative effects of SNS on consumers and marketers. The group will propose a new social media marketing tactic for Pizza Hut based on their analysis.

1. UNIVERSITY OF SCIENCE - VIETNAM NATIONAL UNIVERSITY HCM
INTERNATIONAL TRAINING & EDUCATION CENTER
PROJECT 2: CONSUMER BEHAVIORS ON SNS
Group Members:
1158031 - Trần Nhật Hạ
1158030 - Nguyễn Thị Phương Hà
1158035 - Nguyễn Doãn Đoan Hạnh
1158051 - Võ Thị Lệ Huyền
1158028 - Lê Hoàng Kim Duyên

2. Table of Contents
 SNS Change the Communicate Way between People in Vietnam
 SNS Change and Affect Consumer Behaviors in Vietnam
 Strategies on SNS and Social Media Marketing Tactics of Pizza Hut
 Customer Analysis of Pizza Hut on SNS
 Negative Effect of Consumer and Marketer of Pizza Hut
 Propose a new social media marketing tactic for the brand

3. SNS Change the Communicate Way between People in Vietnam:
Nowadays, social network services (SNS) are used popularly on Internet as well as new routine
of communication. It is a modern tool to connect many relationships between surrounding
people. According to Michael Kahn who said that: "Social networks are creating a monumental
shift in how people communicate with each other and with brands”, was senior vice president of
marketing at Performics1. Besides, SNS also support business in advertising brands and
contacting customers. Some social pages are loved by young people at the present such as
Facebook, Twitter, You Tube, Linkedin, Google Plus+, Tumblr, Flickr, VK, Instagram, etc.
In Vietnam, SNS is also affected significantly to the communication, especially almost the youth
and adults. However, the application of SNS reach to both positive and negative sides, and its
result depend on users’ purpose. In strengths, Vietnamese communicate easily among friends,
parents, colleagues, partners over the world, and expand social relationships in business.
Moreover, everybody use SNS to chat, to play social games, to write blog and comment, and
they want share new ideas, feeling, achievement, or interesting information. In weakness,
Vietnamese is increasingly more passive in directly contact in society in order to express their
emotions. Additionally, some chat addicts are affected to their health and mental such as obesity,
paranoia and eyes diseases. Also, they lost great opportunities in the real life just because taking
a lot of time on SNS.
SNS Change and Affect Consumer Behaviors in Vietnam
When SNS had been undeveloped yet, consumers were limited in looking for information about
companies, products, sale-off programs, etc. They also didn’t have choices and useful advices
from co-customers. In recent years, almost Vietnamese people apply SNS in business, and some

4. new social networking such as Facebook, Zing Me, Twitter, etc. The consumers can find easily
many kinds of product that they really want to buy. The era of SNS bring people into a new style
of purchasing where they can have full interaction with the company about their products,
promotion, employees behavior toward customer, post-purchase services, delivery service…etc.
Now consumer can access with the latest information about the product, product features,
promotion from the company they interesting in and make a purchase with just a mouse click2.
Consumer can also place demand or have suggestion to the company with the type of product or
modification they want and collect information they need for the certain type of product before
buying it through SNS.
Consumer also can report about negative action or behavior of the company publicly through
SNS if they encounter and experiences undesired respond from the company or their employees.
This also true with the positive behavior of the company toward the consumer, customer can
praise and recommended the brand they think is good for them with other people. SNS make
consumer to be more understanding and being listened3. Like the problem the SNS can cause
with social life of their user, the convenience of the SNS can also cause problem for the
consumer. Now with everything can be access and purchase so easily and more company
engaged in the SNS marketing, consumer can easily be confused of product and promotion. This
affect very seriously with consumer behavior, they will lose control with the purchase behavior
when everything so easy to buy and end up buying something they don’t really need and waste a
large amount of money4. Cyber Crimes also a problem when shopping by SNS. With the
unchecked personal information on SNS, many individual use this as advantages to scams
consumer for money through false advertisement and information. Victims of this type of crime
mostly consumer who new to online shopping and don’t really know well about SNS and

5. internet society and become targeted by cybercriminal. The range of cybercrimes are not just
only being scams or buying products that not look like the advertisement, there are also identity
thief and stealing money from customer who exposed their account information on the SNS by
accidentally or by virus.
Strategies on SNS and Social Media Marketing Tactics of Pizza Hut:
Pizza Hut is a huge restaurant chain which develops widely in the world with more than 7,500
restaurants in the United State and over 5,600 restaurants in 97 countries5. Besides, everyone
knows it as American’s Favorite Pizza. In addition, Pizza Hut has the brand-power in the fields
of fast- food. Specifically, they effort to build an online community with people enjoy pizza on
SNS.
Pizza Hut always tries to attract customers by launching lots of promotions; therefore, some real
comments and feedbacks of customers is also a vital element to promote its influence in new
markets. They execute social media marketing tactics effectively as social networking, mobile
marketing, PR online, website. Moreover, the marketers use different ways such as publicity and
word of mouth as well as viral strategy, SEO6 online banner, and affiliate network to motivate
the demand of consumers. Because of the advantages of these strategies are saving of advertising
costs, high effect, and strong interaction. According to the information of a host page of Pizza
Hut, in 1994 Pizza Hut becomes the first national chain to offer pizza delivery on the Internet,
with a test delivery service at one restaurant in Santa Cruz, CA7. In 2008, Pizza Hut introduces
"Total Mobile access", the ability for customers to order by text messaging or using their web-enabled
cell phone8.

6. In order to increase the rate of accessing network of user for Pizza Hut website, they apply SEO
to create key words that user often search on common tools such as Google, Bing, Yahoo, MSN .
Also, some simple words is used generally such as ‘ pizza’, ’ pizza hut’ , ‘cheap pizza deals’,
‘famous fast-food’, ‘combo pizza’, ‘ delivery pizza’, etc. These words are important elements
and related to main characteristics of Pizza Hut.
Moreover, the designers create outstanding host pages with different domain names about type
of pizza and desserts, store locator, deals, and specific symbols of affiliate pages such as
Facebook, Twitter, and Zing Me for each country. Customers will be convenient for giving
feedback, updating menu, new products and promotion, and share information with everyone
when they visit main websites of Pizza Hut. Furthermore, their brand is emphasized on social
networking such as Facebook, YouTube, Twitter and online articles through good messages,
impressive posters, advertising clips, online banner. According a great article about success of a
brand for performing social networking, the brand of Pizza Hut is leading in total number.
Specifically, the amount of Facebook fans is 10.806.944, Twitter followers is 571.294, and
YouTube subscribers is 2.9529. For example, in Vietnam they advertise about services, quality of
goods, sale-off programs, new events in variety well-known websites for young people such as
blog.zing.vn, Kenh14.vn10 and great articles write about analyzing success of Pizza Hut’s brand,
fight of fast- food brand on online news for business such as doanhnhanthanhdat.net11,
doisongphapluat.com12.
Customer Analysis of Pizza Hut on SNS
Currently, SNS is increasingly developing in society where can connect the Pizza Hut brand with
its customers rapidly through capturing its ad promotions, customer services as well as share
personal views about its brand. The recommendation of the large majority of customers about the

7. Pizza Hut brand are complain comments from difficult customers and a few positive comments
from regular customers and new customers.
The respond of almost complain customers of Pizza Hut are about the customer service. It is one
of the most serious troubles that Pizza Hut is facing in recent years. Specifically, Pizza Hut
Delivery seems like a store where always meets the most complain from almost customers. For
instance, a man complained to the manager that he took an order in that day and asked for extra
sauce for 2 staff in here but no one apologized about the lack of sauce when they deliver a pizza
for him. At the result, he was quite annoyed and disappointed about a very poor customer
service13. Additionally, there are some customers used to be witnessed one of the chefs in the
kitchen who was arguing with others very loud and using profanity. Moreover, several customers
had been waiting over 2 hours without having an ordered pizza14.
The food quality is also one of the second common comments of Pizza Hut on SNS. Almost
customers agree with the reasonable price of combo; however, the average price of single sets
seems like quite too expensive toward their budget. They expect that the price of single sets
could be reduced to help them to have more choice when they choose dishes as well as make
Pizza Hut to be able to serve more customer segments. Another problem related to the food
quality was mentioned that they are really surprise when they order a pizza and then it did not
actually look like a picture which Pizza Hut has been described on leaflets.
In these cases, solving these troubles of Pizza Hut, instead of posting directly the way it should
improve about customer behaviors and quality on the site, they gave customers the link
www.pizzahut.com/phcares or http://www.pizzahut.com/contactus.html where they are able to
share their experiences about pizza hut in over time. It helps to maintain the long-term

8. relationship with its customers and creates the trust to customers in the future as well as avoiding
these mistakes once again. Besides, Pizza Hut develops survey online programs about the
satisfied level of customers to have suitable methods for unpredictable risks.
On the other hand, there are also a few of positive comments from customers about Pizza Hut.
For instance, their customers are pleasant about nice and warm space of stores. It is also an ideal
place to gather your parents and friends. Secondly, they are interesting from receiving the benefit
of almost Pizza Hut’s promotions such as attractive combo with reasonable prices, happy hour
programs, etc. Apart from pizza, other foods such as salad, spaghetti, potato chips, and desserts
which are favorable through customer’s recommendation15.
Negative Effect of Consumer and Marketer of Pizza Hut
Beside many positive affect that SNS provide for the marketer as well as the consumer, there
always have the negative side of using SNS in business in the market. According to the Cisco
System Inc. survey in 2010, there are only 1/7 companies in the market have a proper operation
with the SNS in their business and only 1/5 of them have the policies with the use of SNS. The
SNS can content many risk and negative affects if the company doesn’t have any p reparation for
operating in SNS16.
First thing need to consider when involved with SNS is the direct involvement of the consumers
with companies will increase and may have uncontrollable result. Company now is hardly
control the speed of negative feedback of the consumer about the goods and services that
company provides spreading through the SNS. With that kind of speed, there is nothing can
control and check the authenticity of the negative information and can lead to misunderstanding
and misleading statements about company17. Example for this type of negative effect that Pizza

9. Hut have encounter with SNS is the Pizza Hut’s Supper Pan Pizza advertising in Malaysia. This
advertisement show a man who is proposing to his girlfriend be covered in hot cheese and
marina sauces when the girl takes a bite into the pizza slide. This advertisement have been
labeled as “unappetizing” and “inappropriate” by online community 18and create a negative
impact on the consumer, especially female consumer that make people don’t find this new Pizza
Hut’s menu enjoyable.
In the second element, the company must have prepared when accounting with SNS is the
confidential information leakage. This type of thing happen when an individual that working for
the company that have the access with confidential information accidentally exposed those
information through their SNS update such as Facebook status or Twitter. This information
leakage can be vital to the survival of the company in the market if their competition have
knowledge about this kind of information. The advantages and control over the market of the
company will no longer available 19.
The last thing that can bring the reputation of the company down is when an unauthorized
employees speaking in the name of the company. The company usually don’t have the authorize
over their employees personal activities on SNS, this freedom sometimes prevent company to
intercept their employees have statement about company in the public as well as the argument
about that statement on the SNS. The information can be misunderstanding or manipulated by
the competitor to damage company’s reputation20.
In summary, company don’t have full control and authority on the SNS that can create some
“hole” that can damage company business no matter that is accidentally or intentionally. This

10. negative affect of SNS can determined the death or alive of the company in the market that any
business who want to use SNS must considered and prepared.
Propose a new social media marketing tactic for the brand.
Instagram is place to share image, opinion and check-in on the public and it also can link with
Facebook Twitter. Specifically, when you connect it to Facebook and Twitter, it will share your
clips or images on that and both your friends on Facebook and Twitter can see that although they
don’t use Instagram .There are 100 million people use Instagram and almost of them are teen and
adult people21. They are also potential customers of Pizza Hut, so we should attract them more
on Instagram. Although Pizza Hut had opened on Instagram, they haven’t focus on opening
marketing. According to Instagram page, there are 20,914 followers on official site22 and only a
few sites in several countries and little flowers such as 282 followers in Singapore23 and 341
followers in Middle East24. Therefore, they ought to expand the online marketing strategy on
Instagram to attract customers, and increase followers more.
They must design a new advertising about online competition “Ring of Fortune” on Instagram
for Lunar New Year. Besides, the participants can take nice and unique photos with their parents
and friends in Pizza Hut stores. Customers can share happiness, love through images with
surrounding people, and brand of Pizza Hut also was spread on Facebook, Twitter and Instagram
by the amount of like and share of viewers. Moreover, they may set up some valuable prizes for
this competition to motivate participant, and create attention for consumers on SNS. Thus, the
number of followers on the Pizza Hut pages will increase significantly. Besides, it also spreads
and affects effectively many other social networks such as Facebook and Twitter. They use those
methods in all systems over the world to be able to maximize the number of customers.

11. References vs. Citation
1 “Study: Social networking marketing services impact consumer opinions, behaviour.” NEBS Newsdesk.6 Nov
2009.Web 2 Jan 2014
<http://ww.nebs.ca/news/businessmarketing/study_social_networking_marketing_services_impact_consumer_opini
ons_behavior$500.htm.>
2,3,4 Viet Dung, Tran “Mạng xã hội thay đổi thói quen tiêu dùng thế nào?” Người Đưa Tin. Nguyen Tien Thanh 30
May 2013 Web 2 Jan 2014<http://m.nguoiduatin.vn/mang-xa-hoi-thay-doi-thoi-quen-tieu-dung-the-nao-a76595.
html>
5,7,8 “Our Story” Pizza Hut. Pizza Viet2011Web 30 Dec 2013<http://www.pizzahut.vn/>.
6 SEO: is acronym of Search Engine Optimization
9 Gottschling, Sarah.” Social Media Food Brands Battle: Pizza Hut Vs. Dominos Pizza” Social Media
Duel.Quintly17 Otc 2013.Web2 Jan 2014 <http://www.quintly.com/blog/2013/10/social-media-food-brands/>
10 “ Tag: Pizza Hut” Pizza Hut. Kenh 14 2013 Web 2 Jan 2014 <http://kenh14.vn/tags/pizza-hut.chn>
11 “Cao trào cuộc chiến bánh pizza” Quan Tri Doanh Nghiep.Doanh nhan thanh dat 11 March 2013.Web 2 Jan
2014<http://doanhnhanthanhdat.net/tags/Pizza-Hut/>
12 ”Gã khổng lồ McDonald's và thách thức tại thị trường Việt Nam”. Truyen Thong-Thuong Hieu.Cafebiz 31
August 2013.Web 2 Jan 2014 <http://www.doisongphapluat.com/can-biet/truyen-thong-thuong-hieu/ga-khong-lo-mcdonalds-
va-thach-thuc-tai-thi-truong-viet-nam-a161.html#.UsXUQfQW3nc >
13<https://www.facebook.com/photo.php?fbid=10152129773002415&set=a.423403992414.204101.6053772414&ty
pe=1&theater.>
14<http://www.contacthelp.com/directory/Shopping/Food+and+Restaurants/Pizza+Hut?ListingID=1041.>
15 ” Bạn biết gì về Pizza Hut...?” Hội Mê Fastfood.Zing Blog 7 Sep 2011.Web 2 Jan 2014
<http://blog.zing.vn/jb/dt/likefastfood/7050206>
16, 17,19, 20, Lovering, Catherine. “Negative Effects of Social Media on Business ”. Small Business. Demand
Media2010. Web 2 Jan 2014 <http://smallbusiness.chron.com/negative-effects-social-media-business-25682.html>
18 “Social Media Says Pizza Hut’s Super Pan Pizza a Super Flop”.Webfluenz .Blog 6 Sep 2012.Web 2 Jan 2014
<http://www.blog.webfluenz.com/2012/09/social-media-says-pizza-huts-super-pan-pizza-a-super-flop/>
21 <http://blog.instagram.com/post/44078783561/100-million>

12. 22 <http://instagram.com/pizzahut>
23 <http://instagram.com/pizzahut_sg>
24 <http://instagram.com/pizzahutmiddleeast>

13. International Training & Education Center