BỘ GIÁO DỤC VÀ ĐÀO TẠO

TRƯỜNG ĐẠI HỌC KINH TẾ - TÀI CHÍNH TP. HỒ CHÍ

MINH

KHOA: MARKETING

WRITING REPORT

Sinh viên thực hiện: Lê Ngọc Tiến 215044855

Trần Thanh Văn 205084826
Nguyễn Văn Hay 205013003
Đinh Lê Trường Giang 205083381
Nguyễn Quỳnh Anh 205121302

Lớp: A08E
Giảng viên hướng dẫn: Từ Tuấn Cường

TP. HỒ CHÍ MINH - 2023

Contents
Chapter I. OVERVIEW ............................................................................................................ 1
1. Overview of the company ............................................................................................... 1
1.1. Background .............................................................................................................. 1
1.2. Vision, Mission, and Objective ............................................................................... 1
1.3. Stratege .................................................................................................................... 2
2. Overview of the product (Core product, Product line) ................................................... 3
2.1. Core product ............................................................................................................ 3
2.2. Product lines ............................................................................................................ 3
Chapter II. An Introduction to Consumer Behavior ............................................................... 7
1. Intended functions:.......................................................................................................... 7
2. Segmented consumers:.................................................................................................... 7
2.1. Demographic analysis: ............................................................................................ 7
2.2. Psychographic:......................................................................................................... 7
2.3. Behavioral:............................................................................................................... 8
3. Review consumers about datbike: .................................................................................. 8
Chapter III. Bussiness ethics and ethical business .................................................................. 9
1. Distinguish business ethics and ethical business? .......................................................... 9
2. Ethical Issues in Datbike ................................................................................................. 9
3. The application of ethical business and its limitations for business Datbike ................. 9
Chapter IV. Perception .......................................................................................................... 10
1. How Datbike increases sales by changing user perception .......................................... 10
2. SENSATION ................................................................................................................ 10
2.1. COLOR .................................................................................................................. 10
2.2. TOUCH AND FEELING ...................................................................................... 10
2.3. DESIGN AND LAYOUT ..................................................................................... 10
3. The application of perception and its limitations for business Datbike. ....................... 11
Chapter V. Learning and Memory........................................................................................ 12
1. How Dat Bike company apply classical conditioning approach to lead their product to
the consumer’s mind?........................................................................................................... 12
2. The application of classical conditioning and its limitations for business Datbike ...... 12
2.1. There are some potential problems that classical conditioning theory can face ... 12
2.2. Datbike can also improve the above problems in some of the following ways .... 12
Chapter VI. Motivating and Affect ........................................................................................ 13
1. Motivation why people choose Datbike. ...................................................................... 13
 1.1. Ultilitarian need ..................................................................................................... 13
1.2. Hedonic need ......................................................................................................... 13
2. Dat Bike has more outstanding features than other brands for customers to choose
from: ..................................................................................................................................... 14
3. Analyzing customer motivation through experiencing Dat Bike's products: ............... 14
Chapter VII. The Self: Mind, Gender and Body ..................................................................... 15
1. Datbike's electric vehicle products in the context of self-esteem ................................. 15
2. Potential problems ........................................................................................................ 15
2.1. Consumer’s perspective ......................................................................................... 15
2.2. Marketer's Perspective ........................................................................................... 16
Chapter VIII. PERSONALITY............................................................................................. 17
1. How Dat Bike applies personality to products ............................................................. 17
2. Limitations of personality for businesses ..................................................................... 17
3. Result ............................................................................................................................ 17
Chapter IX. FACTORS AFECTING ON CONSUMER BEHAVIOR ............................... 18
1. COMPETITOR ............................................................................................................. 18
1.1. Growth ................................................................................................................... 18
1.2. Market share .......................................................................................................... 18
2. DETERMINANTS ....................................................................................................... 19
2.1. Economic ............................................................................................................... 19
2.2. Cultural and Social factors .................................................................................... 19
2.3. Technological factors: ........................................................................................... 20
2.4. Personality ............................................................................................................. 20
Chapter X. CONSUMER RESPONSES AND SOLUTION ............................................... 21
1. Consumer response ....................................................................................................... 21
2. Solutions ....................................................................................................................... 23
Source (Accessed 28 March 2023):
-Báo vnexpress.net, 2023. “Dat Bike Weaver 200 - xe máy điện thương hiệu Việt
giá 55 triệu đồng”.
<https://vnexpress.net/dat-bike-weaver-200-xe-may-dien-thuong-hieu-viet-gia-55-trieu-dong-
4396259.html?gidzl=dQRw2p5b57oVkF8AD78IUPYu_0ygBnakWRYlLoqe7N62l_nKAIyT9eUwhbGf
BHyYrhsgMpUSyzT0Cs8LSW>

-Báo tinhte.vn, 2021, “Trên tay Dat Bike Weaver 200: xe máy điện Việt Nam, giá
54,9 triệu, mở xe bằng smartphone”,

< https://tinhte.vn/thread/tren-tay-dat-bike-weaver-200-xe-may-dien-viet-nam-gia-54-9-trieu-mo-xe-
bang-smartphone.3443595/>

- Website dat.bike

< https://dat.bike/blogs/dat-bike-blog/cau-chuy%E1%BB%87n-dat-bike>

-Báo motorcyclesdata.com, 2023, “Vietnam 2022. Motorcycles Market Recovers

Fast (+18.1%)”
< https://www.motorcyclesdata.com/2023/01/28/vietnam-motorcycles/>

- Website vamm.vn, 2022, “VAMM công bố doanh số bán hàng Quý 2/2022 tại
Việt Nam”

< https://vamm.vn/vamm-cong-bo-doanh-so-ban-hang-quy-2-2022-tai-viet-nam/>

- Website alliedmarketresearch.com, “2022, E-Bikes Market Statistics 2021-2030”

< https://www.alliedmarketresearch.com/electric-bikes-market>

- Website okxe.vn, 2022, Xe máy điện nên mua Dat Bike Weaver 200 hay VinFast
Vento S 2022?
< https://www.okxe.vn/blog/tu-van/xe-may-dien-nen-mua-dat-bike-weaver-200-hay-vinfast-vento-s-
2022>

-Báo cafeauto.vn, 2023, Vì sao khách hàng lựa chon xe máy điện Weaver++

< https://cafeauto.vn/thi-truong/vi-sao-khach-hang-lua-chon-xe-may-dien-weaver-34225.html>

-Báo autofun.vn, Vì sao Dat Bike Weaver 200 là sự lựa chọn sáng giá cho giới trẻ?

< https://www.autofun.vn/tin-tuc-xe-may/why-is-dat-bike-weaver-200-a-bright-choice-for-young-
people-52651>
 -Báo Thanh Niên, 2022, “Dat Bike gọi vốn thành công 8 triệu USD.”

<https://thanhnien.vn/dat-bike-goi-von-thanh-cong-8-trieu-usd-1851525247.htm>
-Brands Vietnam, 2022, “Dat Bike - Phát triển bền vững từ sản phẩm.”
<https://www.brandsvietnam.com/22235-Dat-Bike-Phat-trien-ben-vung-tu-san-pham>
-Báo Công Thương, 2021, “Dat Bike tập trung phát triển dự án ở những thành phố lớn.”
<https://congthuong.vn/dat-bike-tap-trung-phat-trien-du-an-o-nhung-thanh-pho-lon-168721.html>

-VnExpress, 2021, “Kỳ vọng 'xanh hóa' thị trường xe máy của Dat Bike.”
<https://vnexpress.net/ky-vong-xanh-hoa-thi-truong-xe-may-cua-dat-bike-4393013.html>

References:
-Philip Kotler, Kevin Lane Keller (January 1, 2015). Marketing management, Peason.

-Michael R. Solomon (Jun 16, 2017). Consumer behavior, Pearson.

-Philip Kotler, Gary Armstrong (November 18, 2012). Principle of Marketing, Nhà
Xuất Bản Lao Động Xã Hội.
 Chapter I. OVERVIEW
1. Overview of the company
1.1. Background
Dat Bike was founded in 2019 by Mr. Nguyen Ba Canh Son, a software engineer
who used to work in Silicon Valley. Startup was born with the mission of greening
traffic, converting gasoline motorbikes in Vietnam to electric motorbikes.
Since its launch, Dat Bike has received strong support from customers and recorded
a 10-fold increase in revenue in just the past 12 months.
The company's latest model - Weaver 200 can travel 200 km and has a powerful
capacity of up to 6 kW, far exceedingly most popular electric motorbikes with a
performance of 50 km and 1.5 kW. Weaver 200 only needs 1 hour of charging for a
distance of 100 km and 3 hours of full charge for 200 km...
1.2. Vision, Mission, and Objective
• Vision
Dat Bike aims to break down the barriers people often think of electric motorbikes
such as weak operation, traveling only short distances, having to charge overnight.
The goal of "greening" the motorcycle market is not an easy thing to achieve because
for vehicles using new technology, users often have many concerns. Grasping this point,
Dat Bike operates a self-manufacturing model, distributing directly to consumers. This
model helps the company absorb customer feedback, improve products and service
quality.
• Mission

(Source: dat.bike, 2023)

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 To ensure transparency at Dat Bike, each individual's task consists of two parts:
“To ensure transparency at Dat Bike, each individual's task consists of two parts:
1. Make sure your information is passed on to relevant parties. If a FAIL happens,
I have to ask myself is it because people don't know/don't remember my information?
And continuous improvement to make the next time more transparent.
2. Ensure that the information of related parties is transmitted to you. If a FAIL
happens, I have to ask myself is it because I don't know/don't remember the person's
information? And continuous improvement to make the next time more transparent.
(dat.bike, 2023)
• Objective
Dat Bike sets a goal of greening 250 million petrol motorbike in Southeast Asia,
returning fresh air, and avoiding pollution caused by smoke and dust from petrol
motorbikes...
1.3. Stratege
With the desire to seize the opportunity to be a pioneer in the electric motorcycle
industry in Vietnam, CEO Nguyen Ba Canh Son chose to return to the country to
establish Dat Bike company after 4 years as a software engineer in Thung Silicon Valley
(USA). The business life cycle is young, but with the efforts to research, improve
technology and manufacture electric motorcycles, Dat Bike has achieved certain
achievements and proved to Vietnamese consumers, in the future. Electric motorbikes
will become an indispensable means of transportation.
Specifically, Dat Bike intends to launch a model each year with the goal of breaking
the current limits of electric vehicles in terms of performance, distance, speed and
charging time. Up to now, Dat Bike has launched two models. In particular, the Weaver
200 is the latest electric motorcycle, with many improvements in engine and battery
life.
Developing based on the motto "early, fast and continuously improving" from
customer feedback about the product. The upgraded elements of the vehicle and the
trust of our customers help us soon conquer the $8 billion two-wheeler market in
Vietnam, and further than the $25 billion in Southeast Asia." (Cong Thuong Newspaper,
2021)
Currently, Vietnam's population has more than 96 million people, about half of
which own gasoline motorbikes. With the public transport system not yet in vogue and
consumers still seeing motorbikes as part of their lives, developing electric motorbikes
is still the most ideal option.

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 The 3-year-old startup hopes that the improvements in battery technology and range
of the new Weaver 200 will help make electric motorcycles more accessible and
increase the competitiveness of gasoline motorbikes.
2. Overview of the product (Core product, Product line)
2.1. Core product
Datbike always researches and improves the performance of the motorbike. There
are currently 2 "firsts" in the Datbike Weaver 200 product: the fastest accelerating
electric vehicle (compared to similar segment types) and the fastest battery charger
(within 3 hours).
Weaver’s motorbikes have a simple motorbike design, the vehicle weight is about
80 kg, so it moves very smoothly. The motorbike is also capable of accelerating from 0
to 50 km / h in just under 3 seconds, surpassing many 150cc gasoline motorbikes in
terms of acceleration time. The power of the motorbike is 4,500W, the maximum speed
is 80 km / h and is equivalent to a 125-cc motorcycle.
In addition, Datbike uses a 72V lithium battery – the most advanced battery on the
market today with a lifespan of up to 10 years. Just charge in 3 hours, the motorbike
can run 100km with an average speed of 35 km / h. This is also how Datbike Weaver
defines its position in the market: both powerful and environmentally friendly.
2.2. Product lines
Datbike's main products are electric motorcycles including Weaver, Weaver 200,
and Weaver ++. For the following information:
• Weaver
The first product of Dat Bike called Weaver was born in 2019 and only sold with 1
version. Dat Bike Weaver 2019 has a capacity of 5kW with an operating range of up to
100 km. Meanwhile, electric motorcycle models also have an average power of 1.5kW

3|Page
and a range of only 50 km. The motorbike has a simple but impressive design and is a
bit 'nostalgic' causing a 'wave' of powerful motorbikes.
(Source: dat.bike, 2023)

• Weaver 200
Being the leading electric motorbike in every distance traveled in every distance in
Vietnam. The engine on the Weaver 200 is designed to dissipate heat better, helping to
increase the maximum capacity by 20% compared to the Weaver, at 6000 W. Different
from the current electric motorbikes on the market, which are focusing on learners.
Born, Weaver 200 was born to beat gasoline motorbikes with outstanding performance.
and 3 hours for 200 km.
Dat ESC controller, which is completely researched and manufactured in Vietnam,
suitable for vehicle operating conditions in Vietnam.

(Source: dat.bike, 2023)

Weaver 200 is equipped with a Regen Brake engine with a manual throttle. You can
control the braking force by releasing the throttle more or less. Want to slow down? The
ability to accelerate from 0-100 km in 3 seconds
At the same time, the charging time is shortened to 1 hour for the vehicle to travel a
distance of 100km and 3 hours for a distance of 300km. Meanwhile, rival models need
an average of 6-8 hours of charging for a full charge. This model continues to receive a
positive response from the public with sales growing 10 times,
• Weaver ++
Weaver++ costs VND 65.9 million, the most expensive in the Dat Bike product
range but also has the most improvements, located in the handlebars, forks, engine
power...
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 Compared to existing models such as Weaver, Weaver 200, the Weaver++ version
has the most different design. Many details on the motorbike have been improved,
which, according to Mr. Canh Son, the company's CEO, is "made from criticism and
suggestions of customers".

(Source: dat.bike, 2023)

Nostalgic Dat Bike Weaver++ design with simple body design, round LED
headlights like scrambler motorcycles on the market. This shape is suitable for a group
of young and individual customers who want to find a two-wheeled vehicle that is
different between the choices of digital motorbikes and motorbikes of Honda, Yamaha,
Piaggio ... which have been familiar for decades.
TFT speedometer on Weaver++. The screen displays parameters about battery
capacity, temperature, speed, rolling distance...
Like other Dat Bike models, the fake “fuel tank” is the detail that makes up the
overall design and is a place to store small items.
Slightly stratified saddle. The height of the motorbike is at 1,080 mm, down by 20
mm, the weight is about 10 kg more than the Weaver 200, at 130 kg. LED taillights
with oval shape. The motorbike is equipped with a rear handle, painted in the same color
as the saddle. Unlike previous Weavers, the Weaver++ model uses a monoshock fork,
placed in the middle.
After VinFast, Dat Bike is the second company to deploy a public charging station
but the first to have a fast-charging station (Dat Charge) for electric motorbikes. In
Weaver++, the motor power increased by 1 kW, to 7 kW (9.3 hp), the motorbike's
acceleration is better than before.
Dat Bike Weaver++ sold for 65.9 million VND (battery included).
In terms of design only, Weaver++ does not have a direct competitor in Vietnam.
The price range of the Dat Bike electric motorbike model has another option is the
5|Page
VinFast Theon, which costs VND 63.9-69.9 million. However, if you buy a motorbike
with a battery (17.2 million VND), the price of Theon increases to 81.1-87.1 million
VND. (Thanh Nien Newspaper, 2022)

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 Chapter II. An Introduction to Consumer Behavior
1. Intended functions:
Datbike electric motorbike offers Vietnamese users an electric motorcycle with a
powerful capacity equal to gasoline motorbikes, meeting the needs of users, forming a
modern green lifestyle.
The use of Datbike electric motorbike helps to improve the air quality in urban areas,
greening traffic in Vietnam and Southeast Asian countries in the future.
Most electric motorcycles in Vietnam market do not meet the needs of consumers.
But for Datbike electric motorbikes, they have broken the stereotype of electric vehicles
with 3 key points (capacity, distance, time). With just over 20 minutes of charging at
Datcharge fast charging stations, it can go nearly 150 kilometers. Especially Datbike's
electric motorbike battery is made of Lithium battery, which can be easily collected and
recycled and most of the batteries on electric motorcycles on the market today are lead
acid, which can pollute the environment.

2. Segmented consumers:
2.1. Demographic analysis:
When considering the Southeast Asian market, where 5 out of 10 countries have the
highest rates of motorcycle use worldwide and a total population of 677,669,285
million, or approximately 9% of the world's population. Over 80% of households in
Thailand, Vietnam, Indonesia, and Malaysia possess at least one motorcycle. In the
Philippines, the percentage is 32%. Dat Bike's mission is to tackle the issue of
environmentally friendly motorcycles with good costs and guaranteed features in the
sizable two-wheeler market. This is especially true given that the company currently
does not have many significant competitors in the area
Based on demographic factors, Datbike selects the following customer segments:
- Age: From 25 to 44 years old.
- Gender: Mainly male (due to the design of Datbike electric motorbikes tending
towards the elegance and classic of men)
- Occupation: Employee, Student, ...
- Income: have economic conditions from medium to high.
- Especially customers in Ho Chi Minh City and big cities (Because there are many
Datcharge charging stations in the city, it is easier to serve customers).
2.2. Psychographic:
Inheriting the classic design style following the trend of Cafe Racer. This design is
suitable for young people who pursue a personal style but no less modern. DatBike
targets customers who tend to prefer the experience and are not satisfied with the
present, always wanting to move forward.

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 2.3. Behavioral:
Dat Bike customers' buying behavior of electric vehicles is based on the High
Involment Hierarchy in the following order
Cognitive stage: Based on Datbike's marketing campaigns (like famous motorbike
review youtube channels or Datbike praise articles...) that customers will have
knowledge about Datbike products, either from people Introducing Datbike's products
Affect stage: In this step, the user has gradually formed product awareness with the
information in the previous step, for example, Datbike's product can go 200km on a
single charge, not inferior to motorbikes. gasoline but protect the environment)
Behavior stage: this step is a decision-making step based on product perceptions in
Affect stage, if consumers have a good perception of Datbike, they will buy the product
and vice versa.

3. Review consumers about datbike:

With more than 30 reviews of Datbike on motorcycle review sites and newspapers
such as VNReview, Xehay.vn, Vnexpress.net, ... And more than 20 video review videos
on Youtube as well as hundreds of customer comments on On Datbike's Facebook
social networking platform, users' comments about Datbike electric motorbikes are as
follows:
The first is to mention the rather coarse aesthetic bundle of wires on either side of
the handlebars, running along the chassis down to the battery pack, which is tied up
with cheap plastic fasteners. Underneath the saddle, a large wire wrap is also not neatly
fixed. The plastic quality of the function keys as well as the feeling of using fingers is
still loose, the light system is not bright....
In addition, Dat Bike has solved the difficult problems that consumers are still
wondering when switching to electric motorcycles such as Battery capacity, Battery
charging time, Completeness and Warranty, how long does the battery last.

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 Chapter III. Bussiness ethics and ethical business
1. Distinguish business ethics and ethical business?
Business ethics refers to the principles that guide ethical decision-making in the
business world, while ethical business refers to the actual implementation of those
principles in business operations and practices.
2. Ethical Issues in Datbike
Datbike has the goal of greening the country by its own products, contributing to a
cleaner environment.
The battery used by Datbike is a Lithium-ion battery that does not contain toxic
cadmium, so it is easier to dispose of than Ni-Cd batteries and has a shelf life of up to
8 years, reducing the amount of carbon released into the environment.
Datbike has raised $5.3 million from Jungle Venture and has contributed to the
increase of the country's foreign exchange reserves.
3. The application of ethical business and its limitations for business
Datbike
The ethical business practices of Datbike appear to be effective. However, there are
still some potential problems associated with these ethical practices:
Limited impact: The use of Lithium-ion batteries, while more sustainable than Ni-
Cd batteries, still has environmental consequences associated with their disposal.
Sustainability of financial contributions: While Datbike's ability to raise funds and
contribute to the country's foreign exchange reserves is a positive ethical practice, the
long-term sustainability of these contributions may be uncertain.
Datbike's commitment to green the country through its products is heavily
influenced by environmental factors such as climate change, pollution, and
sustainability.
Datbike's financial contributions and ability to raise funds are heavily influenced by
economic conditions such as interest rates, inflation, and foreign exchange rates. Từ đó
làm giảm lượng ngoại tệ về Việt Nam

9|Page
 Chapter IV. Perception
1. How Datbike increases sales by changing user perception
Sensation and perception work seamlessly to allow us to experience the world
through our sensory receptors (eyes, ears, nose, tongue, and skin) but also incorporate
what we learn from our lips. I. environment with what we already know about it to
evaluate and choose the appropriate course of action. Knowing this, Datbike has used
color, driving feel, smooth sound as well as performance and capacity. The strength of
the motorbike brings novelty as well as a stimulating feeling when using Dat bike's
electric motorbike, which changes the purchase intention and also the thinking of
customers, attracting customers to electric motorbikes.
2. SENSATION
2.1. COLOR
About the color Datbike has used 2 main colors that are black and orange, it is no
coincidence that Datbike uses 2 contrasting and opposing tones to use for the motorbike.
Black: When using black, DatBike wants to create a strong feeling for electric
motorbikes as well as increase the luxury of its electric motorbikes. And with a slightly
nostalgic design, Datbike is aimed at male customers and so Black was chosen to
stimulate and attract the attention of the customers that Datbike is aiming for.
Orange: As for orange, this is a bright color that causes a strong contrast when
combined with black, which adds to the highlight for Datbike's electric vehicles. Not
only that, but orange was also chosen because it represents youth and energy. Dynamic,
in harmony with the somewhat mature rigidity of classic motorbike models.
2.2. TOUCH AND FEELING
When using Datbike electric vehicles, customers will be surprised at the car's
unexpected performance, when using it, customers will not feel the same delay as when
using gasoline cars, causing a new and exciting feeling for the car user. In terms of
driving feeling, Datbike gives customers an easier, smoother driving experience, less
annoying vibrations like when using a regular motorbike.
2.3. DESIGN AND LAYOUT
DatBike gives users a design that is a bit classic but equally modern as well as sporty
in design, giving users a new and exciting feeling when experiencing for the first time.
With the side of the bike painted in an electrostatic black color, it gives users a feeling
of strength and health, although it is said to be a classic model, Datbike's electric
motorcycle is equipped with a lot of modern technology such as an electronic instrument
cluster, non-tattooed tires, as well as users can adjust and add vehicle parameters easily
through the phone app.

10 | P a g e
 3. The application of perception and its limitations for business
Datbike.
Economic: Currently, the world's economy in particular and men in general are in
the recovery phase after the covid pandemic, so people's demand has also decreased.
The second factor is that Vietnam's GDP is still quite low. Therefore, economics affects
consumer demand when thinking about using electric vehicles today
Environment: It has a great influence on consumers' psychology of using electric
vehicles, but in a more positive way, because electric vehicles are a perfect solution and
solve the problem of material emissions into the environment. Before the problem of
global warming, using electric cars is the solution for the future
When applied this can improve the number of sales of Datbike as well as make
people have more interest and attention to Datbike products. But there are also
inadequacies when applying this to Datbike products.
Although customers' psychology may change when we apply this to sales. But
because customers still prefer to choose cars with driving feeling, suitable prices and
well-known car brands. so this change takes a long time to reach customers
To achieve the best benefit, they need to combine marketing to make the product
reach more customers, as well as improve the quality and cost of the product to have a
satisfactory and satisfied product. reasonable as well as suitable for the pocket as well
as the income of the majority of Vietnamese people today.
What can Datbike do to overcome the above?
To achieve the best benefit, they need to combine marketing to make the product
reach more customers, as well as improve the quality and cost of the product to have a
satisfactory and satisfied product. reasonable as well as suitable for the pocket as well
as the income of the majority of Vietnamese people today

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 Chapter V. Learning and Memory
1. How Dat Bike company apply classical conditioning approach to lead
their product to the consumer’s mind?
The Datbike Company created marketing campaigns to associate their e-bikes with
positive experiences such as freedom and adventure Through influencers
Famous motorbike review channels such as: Hay Motorbike, 2-Way Road,
Exquisite Motorbike, ... have all experienced and given good reviews about Datbike's
motorbikes.
2. The application of classical conditioning and its limitations for
business Datbike
2.1. There are some potential problems that classical conditioning theory
can face
Although classical conditioning can create a positive association in the mind of
consumers with Datbike products, users still consider other factors such as price,
features to make purchasing decisions. For example: If the economy is in a recession
as it is now, consumers may be less affected by the classical condition because
external factors such as personal income, family income have ther influence. influence
their purchasing decisions.
Classical conditioning theory can also create negative associations in consumers'
minds. For example, if a consumer buys an electric Datbike and rides it is not as
pleasant as they imagined, their positive thoughts about the product will disappear.
And when it comes to social factors: If society values sustainability and eco-
friendliness, conditioning stimuli that emphasize these values may be more effective
in creating positive associations with Datbike's electric vehicles and vice versa
2.2. Datbike can also improve the above problems in some of the following
ways
Competitor interference: Should focus on Datbike's classic style motorbike
segment and do the best in this segment so that the opponent cannot overcome.
In today's difficult economic conditions, Datbike can reduce the price of the
vehicle or add a few other financial options to reduce external factors affecting
consumers' motorbike buying decisions.
Create a marketing campaign to propagate sustainability and environmental
protection to influence social factors thereby influencing consumer buying behavior

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 Chapter VI. Motivating and Affect
1. Motivation why people choose Datbike.
1.1. Ultilitarian need
Cost savings: Dat Bike can offer significant cost savings compared to traditional
gas- powered vehicles in terms of fuel costs, maintenance, and tax incentives.
=> Datbike electric scooter has an energy consumption of about 1.2 - 1.5 kWh /
100km. Thus, with the current electricity price of 1,678 VND/kWh, Datbike will
consume as follows:
1.2 x 1,678 VND = 2,013.6 VND
1.5 x 1,678 VND = 2,517 VND
Meanwhile: an average motorbike consumes 2 liters per 100km. So with the current
gasoline price of about 23,000 VND/liter, then:
2 x 23,000 = 46,000 vnd
Thereby, we can clearly see the economy and practicality of electric cars compared
to gasoline cars
Convenience: Electric vehicles can be charged at home, which may be more
convenient for some consumers than having to make trips to the gas station
Performance: Electric vehicles generally offer a smoother and quieter driving
experience, and some models are known for their quick acceleration.
=> Datbike can travel 200km on a single charge and can go 100km with just 1 hour
of charging. This also shows the smooth experience and comfort as well as savings
when using Datbike electric scooter.
1.2. Hedonic need
Social status: Some consumers see owning an electric vehicle as a symbol of their
social and environmental consciousness and are motivated by the prestige associated
with driving an eco- friendly vehicle. environment.
Environmental concerns: Many consumers are concerned about the impact of
traditional gas- powered vehicles on the environment and thus have a negative impact
on the environment. The force is shifting to electric vehicles, which are often considered
more environmentally friendly

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 2. Dat Bike has more outstanding features than other brands for
customers to choose from:
A Dat Bike representative confirmed Anand's claims, saying they believe they are a
game changer in the market. Dat Bike's focus on premium quality is expected to help
the startup convince bike buyers to switch to more eco-friendly alternatives.
Dat Bike claims that their first-generation products rival gas bikes in terms of power
and range. The 5,000W motor accelerates from 0-50 km/h in just 3 seconds, 3 times
more powerful than other electric bicycles on the market. A full charge can help
maintain enough power for 100km, almost double the capacity of other competitors.
Dat Bike currently uses lithium-ion batteries, which are used in the latest Tesla
models. The battery has a lifespan of 10 years.
Lithium-ion is one of the safest battery chemistry available and can be disposed of
at recycling sites.
3. Analyzing customer motivation through experiencing Dat Bike's
products:
The startup claims that its battery is fully charged in about three hours, 100% faster
than other competitors in the Vietnamese market.
“Dat Bike heard doubts expressed when people first saw his latest model, but Dat
Bike was not worried at all, “Design is not one size fits all. And here we go. just the
first step of many things to come."
Since entering the market, Dat Bike has not met demand due to limited budget and
small production capacity. The investment from Jungle Ventures is expected to help
this startup fulfill orders from Vietnam and other countries in the region.
Datbike can also improve the above problems in some of the following ways
Competitor interference: Should focus on Datbike's classic style car segment and do
the best in this segment so that the opponent cannot overcome.
In today's difficult economic conditions, Datbike can reduce the price of the vehicle
or add a few other financial options to reduce external factors affecting consumers' car
buying decisions.
Create a marketing campaign to propagate sustainability and environmental
protection to influence social factors thereby influencing consumer buying behavior.

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 Chapter VII. The Self: Mind, Gender and Body
1. Datbike's electric vehicle products in the context of self-esteem
Datbike has always directed its electric vehicles to protect the environment towards
a more sustainable lifestyle and express its own character when driving a vehicle.
All of this is always mentioned in their marketing campaigns aimed at customers
who value their personal values and want to express their style.
2. Potential problems
Self-esteem theory can be effective in promoting Datbike electric motorbike
products, as it can hit consumers' self-image through purchasing and owning a high-
status product, socially responsible. However, there are also some potential problems
that this theory can face when applied to Datbike electric vehicle products:
Limited target audience: The self-esteem theory may not work for consumers who
do not value self-esteem and social status.
Availability and accessibility of alternatives: Example:
There are many alternatives available such as motorbikes of Vinfast, Pega, Yadea,
.. if users are only interested in the practicality that other brands bring but do not
motorbikee about Vinfast's own quality.
Personal income: If the consumer has a high income, the purchase of an electric
motorbike Datbike can be seen as a status symbol and reflect their success, if the
consumer has a low income, the purchase of an electric vehicle Datbike can be seen as
a luxury, which can negatively impact their self-esteem.
Society: If society values sustainability and environmental friendliness, owning an
electric Datbike can be considered socially responsible. On the contrary, if society does
not attach importance to sustainability and environmental friendliness, owning an
electric Datbike may be considered unnecessary, even wasteful.
2.1. Consumer’s perspective
• For consumers with high self-esteem
This is a unique electric motorbike product with an old and environmentally friendly
Cafe racer style
They consider it consistent with their personal values and social identity.
• For consumers with low self-esteem
On the other hand, for consumers with low self-esteem, they only see the motorbike
as a means of transportation, and they want the motorbike with the most convenience
possible.

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 But some of them may be looking for ways to feel better about themselves or
improve their self-image. so, they can still buy Datbike's motorbike
2.2. Marketer's Perspective
To meet the needs of consumers with varying degrees of evaluation for Datbike's
electric vehicle products, the maker needs to take a number of specific actions:
• For consumers with high self-esteem
Datbike should focus on marketing campaigns that emphasize eco-friendliness and
vintage Cafe racer style
Highlight technological, modern and innovative features.
• For consumers with low self-esteem
Datbike can offer financing or rental options for its electric vehicles.
Promote marketing campaigns to emphasize convenience as well as savings when
using electric vehicles
Make them see their own worth when using an electric bike with a unique style like
Datbike

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 Chapter VIII. PERSONALITY
1. How Dat Bike applies personality to products
DatBike has eco-friendly electric motorcycle products, so the business has targeted
customers who tend to put a comfortable point. This trait reflects a person's propensity
for cooperation, empathy, and compassion. Consumers who score high on comfort tend
to be more concerned with social harmony and are more likely to prefer environmentally
friendly or socially responsible products.
And because of that, DatBike's electric vehicles meet the use value as well as be
environmentally friendly, so the business has applied a battery warranty policy for
customers up to 10 years and the battery that DatBike uses is Lithium type. -Ion can be
recycled up to 80% to minimize waste from batteries and as well as good performance
to change people's minds to gradually switch to electric motorbikes instead of using
traditional gasoline motorbikes
2. Limitations of personality for businesses
Understanding that the income of the majority of Vietnamese people is still quite
low compared to the common ground in the world, so achieving Bike has optimized
durability such as impact resistance with a load capacity of up to 1 ton, good water
resistance, fast charging time. used over long distances in order to save repair costs as
well as charging costs for customers, and thereby completely meet the requirements of
customers, since then the number of DatBike's electric vehicles sold continuously
increases. and thanks to this policy, the bike has successfully raised 10 million USD
3. Result
Vietnamese electric vehicle brand, started from a small-scale factory in Da Nang,
but as of April 2021, Dat Bike has an existing store in Ho Chi Minh City and a factory
in Binh province. Duong, with a production capacity of about 1,000 vehicles per month.
The company said it recorded a 35 percent monthly growth in vehicle use.
Dat Bike's staff has now tripled since the launch of the Weaver 200. Orders have
also tripled compared to the expected and set targets.

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 Chapter IX. FACTORS AFECTING ON CONSUMER
BEHAVIOR
1. COMPETITOR
1.1. Growth
Leading the electric vehicle market in terms of annual data is Honda with sales up
21.2%.
In second place are Yamaha (+17.3%) and Pega (+6.1%).
The domestic electric vehicle expert, Vinfast dropped 27.4% to 4th place.
In the last 12 months, Dat Bike's revenue has increased 10 times. Although the
growth rate increased much, it did not have a stable trend. Because the design of Datbike
is also picky about the user market share.

1.2. Market share

Datbike only accounts for 5-6% of Vietnam's electric vehicle market
VinFast is currently the brand holding the largest market share of electric
motorcycles in Vietnam, about 40%
The rest of the companies account for about 50%.

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 2. DETERMINANTS
2.1. Economic
Economic factors can impact the demand for Datbike electric vehicles:
Income level: The price of Datbike electric motorbike is in a rather high segment
compared to traditional gasoline motorbikes (about 60 million VND). If consumers are
only interested in mobility, they will most likely not choose Datbike's electric
motorbikes
Cost of ownership: because electric vehicles are still new to the Vietnamese market,
maintenance and insurance costs may be higher than traditional petrol motorbikes, so
this factor may affect demand. for Datbike electric motorbike products.
Price of gasoline: If the price of gasoline is high, consumers may be more likely to
switch to electric vehicles to save money on fuel costs.
2.2. Cultural and Social factors
Environmental consciousness: Consumers who are environmentally conscious may
be more likely to purchase Datbike electric vehicles as they are perceived to be more
eco-friendly and emit fewer emissions.
National identity: National identity can also influence consumer behavior. In some
countries, there may be a preference for domestic brands or products over foreign
brands. Therefore, the cultural identity of Datbike electric vehicle products' origin could
impact their adoption.
Word of mouth: word of mouth can increase the popularity of electric vehicles. If
the good things of electric motorbikes are spread by word of mouth, it will break down
the barriers in people's thinking about electric motorbikes.

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 Lifestyle and values: Consumers' lifestyles and values can also impact their demand
for Datbike electric vehicles. For instance, if a consumer values sustainability and eco-
friendliness, they may be more likely to purchase an electric vehicle.
2.3. Technological factors:
Range and battery life: Range and battery life: When consumers think of electric
motorbikes, the first thing they think is that it won't go far, if Datbike does this well, it
will increase customer motivation to buy.
Charging infrastructure: Currently, Datbike only has 1 charging station in Ho Chi
Minh City and this also affects consumer behavior in making purchasing decisions.
Advancements in technology: Unique technologies only available on Datbike
electric vehicles at the moment such as app control, Regen Brake, it better supports the
driver in controlling the motorbike.
2.4. Personality
People with pragmatic personality will most likely not buy Datbike's electric
motorbike products because the cost to spend for an electric motorbike is quite high
while they only need a motorbike to move around, saving time. filling up gas, they are
not sure about the stability and performance of electric vehicles

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Chapter X. CONSUMER RESPONSES AND SOLUTION
1. Consumer response
Customers appreciate the motorbike's battery capacity compared to other models
on the market
The performance that the motorbike brings to the user is also a highlight compared
to other brands
Strong motorbike appearance suitable for mountain climbing routes
The price of the motorbike is quite a concern for many people. They think that 60
million VND/motorbike is a pretty big number for many people
The motorbike's appearance design has a few unbalanced points.
They want to have universal motorbike designs, so that they can be more suitable
for many people

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 2. Solutions
Based on customer feedback, Datbike needs to improve the following to increase
sales
find a way to reduce the price of the motorbike from 60 million to 40 million dong,
it will reach more customers
Everyone appreciates Datbike's performance higher than Vinfast, but Datbike's
design has not yet reached the majority of people. So Datbike needs to design more
product lines with popular designs for customers to have more choices
Datbike can combine with environmental protection groups to spread
environmental protection to everyone. Customers see the positive impact of using
electric motorbikes on reducing emissions into the environment

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