ENG1102

A REPORT ON THE
PROJECT OF SELLING
BOOKS TO VNU
STUDENTS

Student name: Ta Chau Giang

Lecturer: Mrs. Tran Thi Lan Huong

Course: ENG1102

May 23, 2024

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TABLE OF CONTENTS

Contents
ABSTRACT:...............................................................................................................................................3
INTRODUCTION:......................................................................................................................................3
1. Purpose:...........................................................................................................................................3
2. Scope:..............................................................................................................................................3
METHODS:................................................................................................................................................3
RESULT AND DISCUSSION:...................................................................................................................4
1. Results (Data Analysis)...................................................................................................................4
2. Discussion:....................................................................................................................................16
CONCLUSION AND RECOMMENDATION:........................................................................................17
REFERENCES:.........................................................................................................................................18
APPENDICE:............................................................................................................................................18

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ABSTRACT:
This research was aimed to analyze the important factors in book-buying behavior and conducted
by using a questionnaire to collect data.

The main finding was that many VNU students like to read literature books, they can afford to
pay a reasonable price, and they have a need for accompanying services.

It was concluded that VNU students' reading needs are not too high but still have demand in
someway and it still has the potential to sell books.

The recommendations are we should focus on building a strong online presence, expanding the
diversity of books, and providing fast and reliable shipping service while still maintaining a
reasonable price.

INTRODUCTION:

1. Purpose:
The purpose of this repose is to analyze the important factors in book-buying behavior and
finding a way to create a place to meet VNU students' book need.

2. Scope:
The report only examines 4 major schools of VNU: University of Language and International
Studies (ULIS), University of Economics and Business (UEB), University of Social Sciences and
Humanities (USSH), VNU-Internnational School (VNU-IS). It does not examine all because
there are too many schools affiliated with VNU. In addition, due to limited time, the survey was
only completed by a representative group of each school.

METHODS:
In order to find out factors in book-buying behavior and finding a way to create a place to meet
VNU students’ book need, the questionnaire was used as an instrument since the author believed
that the questionnaire is flexible and easy to approach to the student.

Questionaires were deliverd to 40 participants on May 18, 2024. It took the participants 5
minutes to finish their surveys. Right after that, 34 questionaires were collected by the
researcher.

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RESULT AND DISCUSSION:

1. Results (Data Analysis)

Figure 1. Frequency of reading books

When asked about the frequency of reading books, most people said they rarely read books. Only
8.8% of respondents said they usually read books, while those who rarely and never read books
are up to over 80%.

Figure 2. The amount of time spent on reading books in 1 day

The majority of students (79.4%) said that they read books for 1-2 hours per day, while the
minority of students said that they read books for over 5 hours. The most impact on this result
might come from their major, business accounting for 58.8% (Figure 3)

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Figure 3. Respondents' major

Figure 4. Fomat of books

The results show that nearly half of the participants read the traditional book-paper book, while
20.6% of respondents said that they read books through audiobooks. The rest said that they read
soft-copy books, which are e-books or PDFs.

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Figure 5. Types of books

The most popular choice is Literature, read by 44.1% of respondents. Economics follows with
23.5%, and Psychology with 17.6%. History books are preferred by 11.8%. The least popular
category is Law, read by 2.9% of the respondents and no one read politics.

Figure 6. Monthly spending on books

The question results in 67.6% of participants spending from 100.000 VND to 300.000 VND on
books, while just 32.4% of participants spent under 100.000 VND. There was no one spent over
300.000 VND for books each month.

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Figure 7. Factors affect respondents' choices

The question was about the factors that affect respondents’ choices. The majority 70.6% of the
participants said they care about the book content, 14.7% care about reviews from others, and
11.8% care about paper ink and quality. There was just only 2.9% care about the price. Another
study based on computational methods showed that opinions from others are the least influential
factor in students' book purchasing decisions with a very low coefficient (Beta=0.187).
Meanwhile, the factor of book price is a fairly large impact factor in this study (*). From there,
we can see a contrast between two research results when using two different measurement
methods.

Figure 8. Books buying place

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The given chart shows that half of the respondents buy books online. Also, 32.4% of them buy
books from bookstores, and 14.7% of them buy books at book fairs or book exhibitions. The
remaining said that they buy books directly from the publisher.

Figure 9. Factors affect where to buy books

This pie chart reveals a relatively even spread of factors that impact customer choice when
purchasing books. Interestingly, both product quality and convenience are equally important,
each influencing 35.3% of respondents' decisions. Service quality and reputation come in at a
lower but equal 14.7% influence each.

Figure 10. Ways to learn about books

This data reveals a clear trend: social media is the king of book discovery! Nearly half (47.1%)
of respondents learn about books through social media networks. Traditional methods like book
reviewers (23.5%) and word-of-mouth from friends and family (17.6%) remain significant, but

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to a lesser extent. Interestingly, book introduction sessions seem to have a minimal impact
(8.8%) on book discovery for this audience.

Figure 11. The impact of paper and ink quality

The pie chart shows that paper and ink quality hold varying degrees of importance for readers. A
small minority (8.8%) isn't swayed by these factors, but a significant portion (47.1%)
acknowledges their influence. Interestingly, a noteworthy group (11.8%) considers it to have a
very strong impact, suggesting they prioritize the physical aspects of the book.

Figure 12. Ways to buy books

Individual book purchases are the clear favorite, with more than half (55.9%) of respondents
going this route. Complete sets, likely containing a curated selection of books, are chosen by
29.4% of respondents. Combos, which might combine multiple books at a discounted price,
seems to be the least popular option (14.7%).

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Figure 13. Willingness to pay for a book

Based on a survey, the expenditure on books among respondents varies significantly.
Approximately 55.9% of individuals reported spending between 100,000 VND to 300,000 VND
for a book. Meanwhile, 29.4% stated their expenditure falls below 100,000 VND, and 14.7%
indicated they spend over 300,000 VND for a book.

Figure 14. Acceptable deposit percentage when buying book

According to the given pie chart, a majority of respondents (55.9%) said that they were willing to
pay a deposit ranging from 20% to 50% of a book’s value. Meanwhile, a significant portion,
accounting for 38.2% of respondents, said that they are willing to pay below 20% of the book’s
value. A minority portion of participants said that they could pay over 50% of the book’s value
for deposit.

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Figure 15. Service needs when buying books

According to the provided chart, there is a notable demand for accompanied services among the
respondents. The majority of participants, accounting for over half of the total, expressed a need
for book shipping services. Following that, gift packaging emerged as the second most popular
service, chosen by 23.5% of the respondents. Additionally, a return policy was deemed attractive
by 14.7% of the participants. Only a small percentage of respondents, specifically 8.8%, stated
that they did not require any accompanying services

Figure 16. Willingness to pay service extra fee

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When being asked about an extra fee for accompanying service, the largest portion of the chart is
occupied by two options, “Yes” and “No”, each chosen by 35.3% of the respondents. Following
this, 29.4% of the participants said that they were unsure about this. Considering the age data
from Figure 17, which suggests that the majority of respondents are students, this provides useful
context. Given that most of the respondents are likely students, they may have limited financial
resources and may be hesitant to pay an extra fee for accompanying services, which could
explain the sizable "No" and "Unsure" responses.

Figure 17. Respondents' age

Figure 18. Limitation when buying books

The provided data outlines the key limitations experienced by Vietnam National University
(VNU) students when purchasing books. The most significant limitation, as indicated by 35.3%
of the respondents, is that the books are too expensive. This suggests that affordability is a major
concern for a substantial portion of the student population. The second most common limitation,

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as reported by 26.5% of the respondents, is the long shipping time for the books. This points to
logistical challenges in the book procurement process. Furthermore, 20.6% of the students
expressed dissatisfaction with the limited choices available to them. This implies that the
selection of books may not be meeting the diverse needs and preferences of the student body.
Finally, 17.6% of the respondents cited poor book quality as a limitation they have encountered.
This indicates that the physical condition or content of the books may not be consistently
meeting the expected standards.

Figure 19. Additional limitations when buying books

Based on the given answers, when respondents were asked about any other limitations they face
when buying books, the majority indicated that they did not have any additional limitations
beyond those already mentioned. Only a small number of people cited "Shipping is too
expensive" or simply answered "Shipping fees are expensive" when asked about other
limitations. This suggests that the key limitations outlined previously - such as the high cost of
books, long shipping times, limited choices, and poor quality - appear to encompass the primary
challenges faced by the respondents when purchasing books. The lack of other significant
limitations reported implies that buying books does not face many additional obstacles for this
group of respondents.

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Figure 20. Potential of sellinng books

The prospect of selling books to VNU students is met with minimal resistance. While not
everyone agrees (14.7% see no potential), a resounding majority (nearly 80%) view it as an up-
and-coming venture. These data suggest a strong overall interest in book buying among VNU
students.

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Figure 21. Further suggestions on selling books project

In this question, the responses indicate a lack of additional feedback from most participants, with
only a few providing actionable comments or showing willingness to offer more detailed input.
Common responses included variations of "No", accounting for a significant portion of the
replies. A small number of respondents offered constructive feedback, with one mentioning the
need to "Improve customer service" and another affirming, "Yes, I do," suggesting they had
additional input but did not specify further in this instance.

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Figure 22. Improve suggesstions for project

A significant number of respondents had no suggestions, with answers like "No” appearing
frequently. However, some respondents provided constructive feedback. Recommendations
included "Run more promotions," "Research the market and understand your target customers,"
and "Have more choices”. Overall, while many participants did not offer specific suggestions,
some valuable insights for improving book sales were provided.

2. Discussion:

The results of the survey have provided deeper insights into the behavior and needs related to
buying books of VNU students. When asked, a large number of respondents said that they rarely
read books and never even read books. Reading time is also a notable thing as most respondents
only read books for 1-2 hours a day. This shows that VNU students have little need for reading.
Traditional paper books are the most popular format, with nearly half of the respondents favoring
them. Literature is the favorite genre, followed by Economics and Psychology, while interest in
Law and History is minimal. In terms of spending, most students allocate between 100,000 VND
to 300,000 VND for books each month, showing a moderate budget for book purchases. The
primary factors influencing their book purchases are content quality, reviews, and paper quality,
with price being a less significant concern. When it comes to purchase channels, half of the

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respondents buy books online, and social media is the leading source of book discovery,
underscoring the importance of a strong online presence and effective use of social media
marketing. In addition, convenience and the quality of the product itself are the top priorities.
Buying books retail is also a form chosen by many respondents as they are willing to pay from
100,000 VND to 300,000 VND for a book. Most respondents are also willing to deposit about
20%-50% of the book value when buying books. With a relatively small demand for books,
buying books individually is a reasonable choice at a price suitable for students' budgets.

There is also a notable demand for additional services such as shipping and gift packaging,
though opinions on paying extra for these services are divided. Considering the student
demographic, many might be hesitant towards extra fees for accompanying services. The main
challenges faced by students include high book prices, long shipping times, limited choices, and
poor quality. Addressing these issues could significantly improve their book-buying experience.

Finally, many respondents see a high potential for selling books to VNU students, indicating
strong demand. Some respondents provided constructive feedback, suggesting more promotions,
conducting market research, and offering a wider range of book choices as ways to improve
sales. This will enable us to understand customers better and help us adjust sales plans more
appropriately.

CONCLUSION AND RECOMMENDATION:

On the basis of information in this report, it can be concluded that the reading needs of VNU
students are not too high, however, it is not without demand. According to the questionnaire,
VNU students' favorite books are literature and economics, with reasonable prices, about
100,000 VND to 300,000 VND, with services such as home delivery and return policy. . The
questionnaire helped me better understand students' book buying behavior as well as their book
needs. The potential of this book selling project is still highly appreciated, thereby showing that
this project can be implemented.

From these conclusions, it is therefore recommended that we focus on developing a strong online
presence by utilizing social media for marketing and promotions and leveraging online
bookselling platforms. We can also expand book selection to cater to diverse preferences,
including a wider range of genres and formats like e-books, audiobooks,… In addition, providing
fast and reliable shipping is also a way to enhance the student experience. Improving all those
things but still ensuring reasonable prices for students is a strategy that needs to be implemented
to ensure book sales take place smoothly and successfully.

Total word count: ~2500 words

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REFERENCES:
(*) Nguyễn T et al., 2023, “Nghiên cứu các yếu tố ảnh hưởng đến quyết định mua sách của sinh
viên Trường đại học Công nghệ TP.HCM”: https://tailieumienphi.vn/doc/nghien-cuu-cac-yeu-to-
anh-huong-den-quyet-dinh-mua-sach-cua-sinh-vien-truong-dai-rexiuq.html

APPENDICE:

APPENDIX 1: Questionnaire survey

https://forms.gle/4JNfsWRw5x4dgBLq5

APPENDIX 2: List of charts and tables

Figure 23. Frequency of reading books

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Figure 24. The amount of time spent on reading books in 1 day

Figure 25. Respondents' major

Figure 26. Fomat of books

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Figure 27. Types of books

Figure 28. Monthly spending on books

Figure 29. Factors affect respondents' choices

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Figure 30. Books buying place

Figure 31. Factors affect where to buy books

Figure 32. Ways to learn about books

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Figure 33. The impact of paper and ink quality

Figure 34. Ways to buy books

Figure 35. Willingness to pay for a book

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Figure 36. Acceptable deposit percentage when buying book

Figure 37. Service needs when buying books

Figure 38. Willingness to pay service extra fee

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Figure 39. Respondents' age

Figure 40. Limitation when buying books

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Figure 41. Additional limitations when buying books

Figure 42. Potential of sellinng books

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Figure 43. Further suggestions on selling books project

Figure 44. Improve suggesstions for project

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