| dc.description.abstract | Music is an integral part of life. Music education helps people, especially helps children develop more comprehensive. Yamaha Music Foundation is a well-known organization in Japan
and many other countries around the world. In 1998, Yamaha music school approach to Ho Chi Minh City and is taught in Yamaha Hoa Quang music school. However, after nearly 15 years, the music education market of Yamaha in Vietnam in general as well as Ho Chi Minh City is
particular not developed like other countries in the region such as Indonesia, Malaysia, Singapore,
Thailand, China, etc…
The purpose of this study is to figure out the customer intention analysis in evaluating market opportunities for Yamaha Hoa Quang music school in the urban area of Ho Chi Minh City
– the children from 4-5 years-old segment. It measured the way the dimensions of perceived needs, perceived wants, perceived ability and industry affected the customers’ intention and then lead to
the market opportunities. Data were collected from a sample of parents in urban area of Ho Chi
Minh City who have children at the age of 4-5.
The outcome of this study has proved that all of those dimensions really have the impact on
the customers’ intention and there is a positive relationship between customers’ intention and
market opportunities. | en_US |
