Write two paragraphs for the key findings part based on the below analysis: "1.    Analysis
Demographic:





Figure 5: Demographic (Age, Location, Education Level, Household Income)

 
Results from 483 responses show that the majority of respondents are aged 25-34 (66%), while those aged 35-40 years account for 34%. Geographically, 77% of the participants are from Ho Chi Minh City, and 23% are from Hanoi. In terms of education, a significant proportion hold a bachelor’s degree (69%), followed by those with postgraduate qualifications (20%). Regarding household monthly income, 70.6% of respondents earn between VND 35,100,000 and VND 60,000,000; 21.53% earn between VND 60,100,000 and VND 100,000,000, and only 7.87% earn more than VND 100,000,000. Besides, the majority of respondents are female (84.5%) and a substantial portion are currently married (91.9%) (Appendix 2)
a.      Objective 1: To identify the primary target audience segments for BS
 
 
 



 Figure 6: Frequency and Monthly Spending  Baby milk consumption 
The survey indicates that baby milk consumption is a common practice among the respondents, with 66% consuming baby milk every day and 23% using it 3-4 times a week. In terms of monthly expenditure on baby milk, most respondents spend between 2-3 million VND (36.44%), followed by 28.99% who spend 3-5 million VND per month. Only a small fraction, 11.39%, report spending more than 5 million VND per month on baby milk.
 
To explore the potential associations between monthly spending on baby milk consumption and various demographic variables (Age, Household Income, Frequency of Baby Milk Consumption, Location, and Education Level), a Chi-square test of association was conducted (Appendix 3). The results indicated that Household Income was the only variable significantly associated with monthly spending on baby milk consumption, with a significance level smaller than 0.01 (Figure 7).
 
















Figure 7: 

Figure 8: Monthly Spending on Baby milk consumption based on Household Income

 
Further analysis using Pearson's Correlation confirmed this association, yielding a correlation coefficient of 0.281 and a significance level smaller than 0.01 (Figure ). This suggests a weak positive relationship between household income and monthly spending on baby milk, indicating that higher household incomes might be associated with higher spending on baby milk. One possible assumption is that high-income households may spend more money on expensive milk brands for their children. The survey results also indicate the existence of a relationship between household income and the willingness to spend more on higher-quality milk products or those with special features. In fact, when purchasing items for moms and children, most Vietnamese parents—especially those living in cities—are increasingly putting quality ahead of money, particularly when it comes to well-known brands (Vietnam News). (Figure; Figure)

Figure 9: Pearson’s Correlation result between Household Income and Monthly Spending on Baby milk Consumption

Figure 10: Chi-Square Tests results between Household Income and values from (Q21&22)
(Explain: with p-value < 0.05, there is a significant association between Household Income and the willingness to spend premium price on higher-quality baby milk, international flavored baby milk, and organic baby milk powder)

Figure 11: Correlation results between Household Income and values from (Q 21& 22) (Explain: with p-value < 0.05, and positive correlation figures (0.194 and 0.125), there is a week positive correlation in Household Income and the willingness to spend premium price on higher-quality baby milk and international flavored baby milk)

 
The results of the association test between Household Income and demographic variables also show a weak positive relationship between Household Income and Age, indicating that household income may be higher with increasing age (Figure). Yet, there is no direct evidence of an association between Age and Monthly spending on baby milk consumption or the willingness to spend more on higher-quality and international brands (Appendix 4). Therefore, this is merely an auxiliary finding to be used as a reference for establishing potential customer profiles.
 

Figure 12: Correlation results between Household Income and Age

 
In terms of social media usage, Facebook and Zalo are the two platforms most frequently used by respondents, followed by YouTube (Figure). This suggests that BS should focus its platform allocation to most effectively reach its target customer base.

 Figure 13: The average frequency of using social media platforms 

a.      Objective 2: To explore parents’ needs and priorities in baby formula selection, focusing on how BS's goat milk formula can address those needs


Figure 14: The important factors that parents consider when purchasing baby milk

 
Figure 14 shows that consumers prioritize health and nutritional benefits over other factors when purchasing this product, with 82.4% deeming it "extremely important" and no responses indicating it is "not important at all." Global brand reputation (rated as important by 51.3%) is seen as more significant than local brand reputation (rated as important by 44.3%). This implies that, while local reputation is important, a global reputation may provide a higher level of trust or prestige to a product.
Less critical factors, such as product packaging and country of origin, while still important to a segment of the population (around 9-10%), indicate that these are secondary considerations, overshadowed by the product's intrinsic qualities, such as nutrition and taste.


Figure 15: Chi-Square Test results between Education Level and values from (Q50)
(Explain: with p-value < 0.05, there is a significant association between Educational Level and the willingness to buy sustainable packaging)

Another finding related to packaging is that there is a significant association between Education Level and the willingness to buy sustainable packaging (Figure). This suggests a direction for BS to tailor communication content towards the highly educated customer segment.


Figure 16: Preferred Type of Infant Milk

When asked about their preferred type of milk powder for their children, it is not surprising that 82% of respondents chose cow milk, while goat milk accounted for a modest 17%. Respondents also had a positive perception of the health benefits of cow milk for their children, with nearly 60% agreeing, whereas the positive perception of the health benefits of goat milk was agreed upon by only 45% (Figure ). Additionally, the prevalence of neutral responses (neither disagree nor agree) regarding the health benefits of goat milk suggests a lack of full awareness about goat milk among respondents (Figure), aligning with the fact that goat milk is not a popular choice. Specifically, most respondents have low awareness about goat milk as they do not have experience in using it so the information they have about goat milk is also ambiguous and too general. Hence their answers to goat milk questions in surveys tend to not be clear (Figure ). 


Figure 17: Respondents’s answers when asking about goat milk 


 Figure 18: Customers’ perception on Cow and Goat Infant Milk

a.      Objective 3: To analyze the steps parents go through when deciding on a baby formula, identifying key touchpoints and influencing factors at each stage
Figure 18 demonstrates that pediatricians or healthcare professionals are the key sources of information that respondents rely on the most, with over 90% considering them reliable or extremely reliable. The second and third rankings are their own experience and word-of-mouth, with approximately 86% and 81% respectively, when seeking information on milk formula. In contrast, digital influencers and other sources represent about 33% and 11% (in total reliable and extremely reliable), indicating potential areas for BS to improve and attract more audiences.

Figure 19: Sources of information respondents most frequently refer to when buying baby milk products (Q25)

 
When considering brands and types of formula, parents primarily research online and read label information to understand the nutritional value and quality of goat milk products (Figure 19). In conjunction with these informational touchpoints, it suggests that BS could enhance the promotion of the nutritional value and quality of their milk through channels capable of building trust with the audience, such as nutrition experts.

Figure 20: Sunburst hierarchy chart of parents method to educate themself  about the nutritional content and quality of the goat milk products they purchase for the baby (Q31)

Regarding points of sale, most parents prefer to buy milk for their children from specialty stores for kids and supermarkets, accounting for 43.7% and 34.4% respectively (Figure 20). On the other hand, expertise in milk and fundamental nutritional knowledge are key characteristics of those knowledgeable about baby milk, significantly influencing parents during the consideration phase (Figure 21). This suggests a necessary effort in training the in-store consulting staff to provide information and build trust with parents.

Figure 21: Most frequent baby milk purchasing channel

Figure 22: Tree hierarchy chart of necessary characteristics or capabilities of a baby milk connoisseur (Q35)

 
Additionally, a significant number of parents are turning to popular e-commerce platforms to buy milk for their babies (17.4%) (Figure 22), along with expressing confidence in placing orders through apps. This highlights the increasing trend of online shopping platforms, driven by convenience, a wider selection of products, and competitive prices. However, when asked about the likelihood of installing a new app, they showed reluctance (Figure 22). This suggests that BS should enhance its presence on existing e-commerce platforms rather than investing in a brand-specific app at this time.
 

Figure 23: Parents are familiar with using app and prefer to place orders online

The vast majority of respondents show high loyalty and trust towards their infant formula brands, with over 60% agreeing or strongly agreeing that they would speak positively, recommend, and continue purchasing their current brand. This commitment to maintaining their current milk product or trying a new product line from their existing brand indicates a potential challenge for BS in convincing customers to switch from competitor brands to BS.


 Figure 24: Consumer attitudes toward their current milk brand

However, as presented in objectives 1 and 2, since parents are very concerned about the quality of milk, they remain quite open to new options (Figure 24). Specifically, nearly 50% of respondents strongly agree with being willing to pay a premium price for higher-quality milk products, while 49.9% of consumers are willing to pay for organic products. This, once again, emphasizes the importance of effectively communicating the health benefits of BS's products to the target audience.
 

 Figure 25: Consumer attitudes toward new try

a.      Objective 4: To assess the current BS’s brand awareness and perception of customers compared to its competitors






Figure 26: Customer awareness level about NIG Nutritionals
Since 45.5% of Vietnamese parents have never heard of the Baby Steps brand before, BS is relatively new with little awareness among most parents. While Baby Steps is known to another sizable portion (42.44%), brand recognition appears to be lacking. Only 12.06% of respondents have brand awareness about BBS, meaning they have heard of and bought Baby Steps products. They may have seen the name in passing but haven't created a strong enough memory or favorable association to consider Baby Steps when buying formula. The low brand recognition of Baby Steps makes it more difficult for them to compete successfully.

Figure: Word Cloud of respondent's first three words after reading the brief and visiting NIG Nutritional website



 Figure: Top first three words that come to the respondents’ minds

 
The top three adjectives that come to mind for respondents after reading the product information and visiting the NIG Nutritional website are "international-quality-expensive." The fact that Baby Steps is a New Zealand brand implies that it is perceived as a foreign brand. This could mean that sophisticated technology, worldwide recognition, and compliance with international quality standards lead to the association of a "premium" price, as Vietnamese consumers assume "international brands offer high quality at a premium price.
 


After reading company briefs and browsing websites, more than half of the respondents (58.41%) indicated some degree of curiosity, suggesting that the information regarding the quality manufacturing process and technology displayed on the website successfully impressed respondents. Therefore, BBS may utilize this data to create engaging social media posts, maintain communication, and capitalize on their potential. These "somewhat interested" parents represent a lucrative group who, with the appropriate marketing tactics, could be nudged towards a purchase decision. Moreover, the heightened level of interest corresponds to an increase in the intention to purchase the products. Specifically, approximately 7% of respondents do not intend to purchase the products, whereas 59% of participants do intend to do so.
 

Figure: Respondents' answers about their curious information

The respondents' interest in the products stemmed from the premium-priced formula. Parents may inquire about the rationale behind the increased cost, which can lead to inquiries as parental perception suggests that the premium pricing of Baby Steps indicates its premium ingredients and potentially superior outcomes due to highly nutritious nutrition for infants compared to competing brands. Furthermore, they also seek feedback information to learn about others' experiences and opinions on whether the quality aligns with the price. Their inquisitiveness may motivate them to acquire further knowledge regarding the brand and inquire about its unique selling propositions (USPs).


Figure: Respondents' answers about their concerns

Respondents are primarily concerned with the product's quality, especially regarding its suitability for their infants, particularly in terms of allergies. Given that both the brand and goat milk itself are unfamiliar to them, it is unsurprising that they would be curious and have some doubts regarding the product's quality. Consequently, in order to attract and retain their intended consumers, as well as first-time buyers, BBS must substantiate the quality of their product.
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