The potential of Swedish furniture companies in Vietnam: How Vietnamese consumers perceive the product values of Swedish furniture
Independent thesis Basic level (degree of Bachelor), 10 credits / 15 HE creditsStudent thesis
Introduction: Swedish furniture companies have been quite successful in many parts of the world recently, with IKEA being a famous example of that. Meanwhile, Vietnam has one of the fastest-growing economies in South East Asia. However, there has not been any Swedish furniture company established on the Vietnamese market so far. Therefore, it would be useful to see if the Vietnamese furniture consumers would appreciate Swedish furniture, in order to analyze whether Swedish furniture companies could have success in Vietnam as well.
Purpose: To study (1) How Vietnamese furniture consumers perceive the typical product values of Swedish furniture and (2) Analyze the potential for establishing Swedish furniture companies on the Vietnamese market.
Methodology: Interviews, survey and secondary data.
Findings and Analysis: The findings show that Vietnamese furniture consumers would generally appreciate Swedish furniture product values. Although the consumers do not recognize Sweden or Scandinavia as a furniture country or region, their preferences shown in furniture characteristics imply a increasingly positive attitude towards typical Swedish furniture product values.
Conclusion and Recommendations: Due to the appreciation of Swedish typical product values, the potential for establishing Swedish furniture companies could be regarded as considerable in terms of product values. It is thus recommended that Swedish furniture companies carry on with creating typical Swedish product values when they enter the Vietnamese market.
Index words: Sweden, Vietnam, Furniture, Product Values, Consumer Perception
Place, publisher, year, edition, pages
2012. , 67 p.
Sweden, Vietnam, Furniture, Product Values, Consumer Perception
IdentifiersURN: urn:nbn:se:mdh:diva-18193OAI: oai:DiVA.org:mdh-18193DiVA: diva2:604412
Subject / course
UppsokSocial and Behavioural Science, Law
Thunman, Carl G