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RESEARCH ON
IMPROVING
DURIAN CREPE
PRODUCTS OF
“NGÂN CỜ RÉP”
STORE
 CONTENTS
General 01
Research Information 02

Report on research results 03

Conclusion 04

Future Research 05
 About Durian Crepe
Durian Crepe, also known as pancakes, originated in France.
This crepe is loved by many people thanks to its eye-catching
color and delicious durian flavor that blended in a soft, chewy
crust and greasy cream filling. With flexible variations such as:
durian crepe, fuji crepe, taro durian crepe..., crepe has created
a hit in the “junk food-lover” community.
 90%
Welcome To “Ngân Cờ Rép” durian

- Decision maker: Diep Bao Ngan

- Date of establishment: 01/2018
- Online sales channel:
+ Mainly on personal facebook page: Diep Bao
Ngan and Page "Crepe Sầu Riêng Phú Sĩ Siêu Sầu
Cần Thơ - Ngân Cờ rép“.
+ Customers can also contact Zalo and order online
on the HeyU app.
- Address: Currently the store is operating at
210/10 Nguyen Van Linh, Ninh Kieu, Can Tho City.
- Products: durian crepes with diverse colors:
green- fuji durian crepe, purple- taro, red-
strawberry,...
=> The team will research on the “thousand layer
durian crepe” as it is the store's best-selling
product.
Development Opportunities
- Consumers are ready to spend more on
junk food.

- According to a Nielsen representative, Vietnam is

the fastest growing Asian market for junk food
consumption and ranks 3rd in the world in terms of
compound annual growth rate (CAGR) with a
growth rate of 19.1% in 2021.
 When “Ngân Cờ Rép” store in Can
Tho was established, the Durian
Crepe market here was not
interested, the quality was low and
the cake lines were still simple.
02. Research Information
- Survey period: February 28th to March 12th, 2023
- Total study sample: 140
- Gender & Age: Male and Female, 16 years old and
up
- Family income: Unlimited
- Research area: Can Tho City
- Research conditions: The customers have just
used durian crepes of "Ngân Cờ rép" shop (to
remember the taste and state more clearly)
Survey method: Conduct a survey
for customers who have just
experienced durian crepe products
at the store "Ngân Cờ rép".
• When buying directly, the store
will send an attached QR code.
• When buying online, the store will
send the link attached to the survey.
90%
durian
 Problem: Currently, the store's
durian crepe product is no longer as
attractive to customers as before, so
the store wants to know how to
improve the quality of the product
to better suit the needs of
customers.
Research objective: To improve the
90% quality of durian crepe products of
Order Now

DURIAN "Ngân Cờ Rép" store.

 INFORMATION NEEDS

FLAVOR INGREDIEN COLOR PACKAGING

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 INFORMATION NEEDS

INGREDIEN COLOR PACKAGING

FLAVOR T
 INFORMATION NEEDS

FLAVOR COLOR PACKAGING

INGREDIENT
 INFORMATION NEEDS

FLAVOR INGREDIEN PACKAGING

T
COLOR
 INFORMATION NEEDS

FLAVOR INGREDIEN COLOR

T PACKAGING
03.
REPORT ON
RESEARCH
RESULTS
 1. Demographic Statistics
1.1. Age
70%

60% 58.57%

50%

40%

30%

20% 17.86%
11.43% 12.14%
10%

0%
16- 18 years old 18-25 years old 26-35 years old 36-45 years old
 1. Demographic Statistics
1.2. Gender

35.7%

64.29%

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Male Female
 1. Demographic Statistics
1.3. Occupation
60%
54.3%
50%
40%
30%
20.0%
20%
12.1% 13.6%
10%
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0%
dolore magna aliqua. Ut enim ad dolore magna aliqua. Ut enim ad dolore magna aliqua. Ut enim ad

Professional Officer Free Lancer Student

Worker
 1. Demographic Statistics
1.4. Salary
50%
45% 44.3%
40%
35.0%
35%
30%
25% 20.7%
20%
15%
10%
5%
0%
Lorem ipsum dolor sit amet, consectetur adipiscing Lorem ipsum dolor sit amet, consectetur adipiscing Lorem ipsum dolor sit amet, consectetur adipiscing

Under 3 million
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad Above 7 million
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad 3-7 million
elit, sed do eiusmod tempor incididunt ut labore et
dolore magna aliqua. Ut enim ad

Unit: VND
 2. Results - Implications
2.1. Sweetness
60%
52.0%
50%
42.7% 41.2%
40% 37.5% 36.0%
41.5%
30% 31.3% 35.3%
31.3%
20% 23.5%
10% 15.9%
12.0%
0%
From 16-18 years old 18-25 years old 26-35 years old 36-45 years old
Decrease No change Increase

- Customers from 16 to 25 tend to keep the sweetness of the cake

- Customers from 26 to 45 tend to reduce the sweetness of the cake
(average reduction of 9.5%).
 2. Results - Implications
2.2. Fatness
100%

80%
62.5%
60%
44.0% 47.1%
39.0%
40% 31.3% 29.4%
34.1% 36.0%
20% 26.8% 23.5%
20.0%
0% 6.3%
16-18 years old 18-25 years old 26-35 years old 36-45 years old
Decrease No change Increase
=> Customers tend to keep or reduce the fatness. 
 2. Results - Implications
2.3. Thick Crust - Thin Crust
100%
87.5%
80%
65.9% 64.0%
60% 52.9%
47.1%
40% 34.1% 36.0%

20% 12.5%
0%
16-18 years old 18-25 years old 26-35 years old 36-45 years old
Thick Crust Thin Crust
=> At all 4 types of ages, customers prefer thin crust over thick ones.
 2. Results - Implications
2.4. Pliant Crust - Soft Crust
90% 84.0%
76.8% 76.5%
75% 68.8%
60%
45%
31.3%
30% 23.2% 23.5%
16.0%
15%
0%
16-18 years old 18-25 years old 26-35 years old 36-45 years old
Pliant Crust Soft Crust
=> The majority of customers who like pliant cake crust in all 4 age groups.
 2. Results - Implications
2.5. Color of the crust
80% 73.6%
70% 65.7%
60%
50% 47.9%
40%
30%
20% 15.0%
10%
0%
Red Purple Yellow Green

=> 2 traditional colors (green and yellow) are the 2 most popular colors.
 2. Results - Implications
2.6. Cake Filling
90% 81.3%
80% 72.0% 70.6%
70%
68.3%
60%
50%
40%
30% 23.5%
20% 12.5% 15.9% 16.0%
10% 15.9% 12.0%
0% 6.3% 5.9%
16-18 years old 18-25 years old 26-35 years old 36-45 years old
Cream more The same Durian more
Almost all respondent want Proportion of Durian > Proportion of Whipping Cream
=> Maintain the current cake filling proportion.
 2. Results - Implications
2.7. Topping
80%
70%
60%
50%
40%
30%
20%
10%
0%
16-18 years old 18-25 years old 26-35 years old 36-45 years old
Dried Coconut Fresh fruits Cookies Bubbles None

- Dried Coconut is the topping that all of ages in the survey chooses the most 
=> Sell Durian Crepe with Dried Coconut along with Non-topping Durian Crepe.
 2. Results - Implications
2.7. Topping
80%
70%
60%
50%
40%
30%
20%
10%
0%
16-18 years old 18-25 years old 26-35 years old 36-45 years old
Dried Coconut Fresh fruits Cookies
Bubbles None

- Cookies and Fresh fruit are the two toppings that are most chosen by customers
just after Dried Coconut 
=> Sell two more toppings Cookies and Fresh fruit in condition that customers
have to pre-order 3 hours in advance 
 2. Results - Implications
2.7. Topping
80%
70%
60%
50%
40%
30%
20%
10%
0%
16-18 years old 18-25 years old 26-35 years old 36-45 years old
Dried Coconut Fresh fruits Cookies
Bubbles None

- Suggest customers to enjoy the Crepes within 1 day.

- Advise customers on the appropriate size so that they can enjoy
the product to the fullest.
 2. Results - Implications
2.8. Know the store’s product from…?
Friends, Relatives 80.0%

Food groups on social media 65.0%

Self-searching 22.9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

- Customers tend to know the products from their friends and relatives. Accordingly, we
can see that word of mouth has a very significant spread.
=> Design and print card visit for the store and print the store’s
logo directly on the packaging.
=> Give bonus card visits when delivering to customers.
 2. Results - Implications
2.8. Know the store’s product from…?
Friends, Relatives 80.0%

Food groups on social media 65.0%

Self-searching 22.9%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

- Social media is the second highest choice when customers want to know about products.

=> Promotion on social media can reach more potential customers

=> Strongly increase the advertising of products on popular
social networking platforms such as Facebook, Instagram.
 2. Results - Implications

2.8. Packaging

=> Almost all respondents 32.9%

want to improve the

packaging (67.1%). 67.1%

No Yes
 2. Results - Implications

2.8. Packaging Improvement.

- 41.5% of respondents care about the color

of packaging.
- 58.5% of respondents want a more eco-
41.5% friendly packaging
=> Using eco-friendly packaging is receiving
58.5% the most priority from customers.
=> Suggest ideas for future research about
marketing/promotion of Durian Crepes.
Eco-Friendly Colorful
04.
CONCLUSION
- Sell more cakes with reduced sweetness
(specifically, 10% discount compared to regular
ones)
- Keep the fatness of the cake.
- Mass production of thin crust Crepes and
besides accepting orders for thick crust Crepes
(before 1 day) if customers has a need.
- Continue to sell Durian Crepes with pliant
crust Crepes and should not offer soft crusts
products.
- Release new product design (eg, changing the
color of the crust) on special days of the year but
only available at a certain time to keep the
product’s freshness.
 - Maintain the current cake filling proportion.
- Sell Durian Crepe with Dried Coconut along with
Non-topping Durian Crepe.
- Sell two more toppings Cookies and Fresh fruit
(customers have to pre-order 3 hours in advance)
- Design and print card visits for the store and give
bonus card visits when delivering to customers.
- Strongly increase the advertising of products on
popular social networking platforms such as
Facebook, Instagram.

.
05. Future Research
- Customers tend to know about “Ngân Cờ Rép”
store through word of mouth and social networking
sites
Þ Expand research to improve brand awareness
through word of mouth and boost marketing
with social networking sites.
- Majority of customers want to change the packaging
=> Dig deeper into the adjusting the packaging to
satisfy the customers.
THANKS
FOR LISTENING