Argan Oil Analysis

In accordance to the questionnaires, the average response, when discussing brand enjoyment, was very favorable to favorable. The responses from the interview elaborated upon the data. It revealed that most participants bought the brand of Argan oil because it was affordable for their price range (see appendix 11, 13 and 15). In addition, a respondent discussed her experience purchasing Argan oil for her family member. She stated that in the beginning she bought Argan oil from a Yves Rocher, a well-known international French brand, however, her family members were not satisfied with the quality although the brand looked reliable. When she bought Argan oil from a small Moroccan brand her family enjoyed the quality more than the first, however,

However, the interviews also suggest that consumers prefer products from major brands more reliable compared to the products offered by Moroccan base distributors. It can be inferred that the perceived brand quality (Kerin et al., 2006) plays a role on the attitude of young adult Vietnamese consumers. Perceived brand quality can be achieved through word of mouth, packaging, brand name itself etc. (Kerin et al. 2006). Regarding packaging, the questionnaires revealed that the 12.62% of the respondents who have used Argan oil before were neutral when it came to the appearance and packaging of Argan oil. Despite the neutrality, the responses have tendencies towards positive attitudes since the second highest number of responses was agree with 11.65%. However, the interviews revealed that the participants had a negative attitude towards the packaging of the Argan oil present in stores, supermarkets, and malls in Morocco (see appendix 3 and 4). The participants discussed that the packaging does not look presentable to give as gifts or durable for the journey from Morocco to Vietnam. Interpreting both quantitative and qualitative data, it is possible to infer that participants are favorable towards packaging and labeling of international brands while those of Moroccan distributors are not as

The interviews have found new insight towards the attitude towards the actual product level of Argan oil. When the participants were asked, “How would you change Argan oil if you could?” most participants have said that they would change the packaging as well as the smell (see appendix 3 and 4). Due to the level of importance of fragrance towards consumer behavior (Milotic, 2003), this aspect of Moroccan distributors’ Argan oil is suggested to innovation. Participants also disclosed that the packaging should be changed to be more durable to withstand the journey from Morocco to Vietnam (see appendix 11). In addition, a participant had discussed that the Moroccan Argan oil product is not presentable as gifts (see appendix 13 and 15). Most participants felt that Argan oil is of good quality but the smell is quite heavy and the packaging was boring and unattractive. The recommendations above are merely suggestions, upon areas of improvement of the actual product level, made by young adult Vietnamese consumers for distributors to gain insight upon Argan oil’s product