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VGU RESEARCH REPOSITORY


Please use this identifier to cite or link to this item: https://epub.vgu.edu.vn/handle/dlibvgu/835
Title: Analysis of the factors influencing purchasing intention of the consumers - a study of electric kitchen appliances in Vietnam
Authors: Thai Khuong Duy 
Keywords: Purchase intention;Electric kitchen appiances
Issue Date: 2018
Publisher: Vietnamese-German University
Abstract: 
The research aims to achieve following objectives:
• To identify which factors influencing the Vietnamese consumer’s purchase intention when purchasing the electric cooking appliance.
• To study the Vietnamese consumer’s purchase attitude between product’s country of origin and brand image.
• To learn the relationship between demography factors and Vietnamese consumer’s purchase intention when purchasing the electric cooking appliance.
• To identify the most important factors of beliefs in product attribute among purchase attitude.
This research seeks answers for the following research questions:
• How many factors influences purchase intention?
• How does country of origin and brand image affect attitude?
• How do the demographic factors affect purchase intention?
• How does the belief in product attribute factors affect attitude?
The research paper aims to study the purchase intention of electric cooking appliance in Viet Nam. The research selects two major cities (Ha Noi, and Ho Chi Minh City) in Viet Nam as the survey area. In this study, different supermarket branches in these two cities according location and size and reputation will be selected.
This research will bring benefits as follows:
• To help the company’s marketing decision makers to determine the factors influencing the purchase intention of the electric cooking appliance in Viet Nam.
• To serve as the valued data about the local consumer’s purchase intention and needs to the relative electric manufacturer.
• To use as an information resource for future researches in Viet Nam.
URI(1): http://epub.vgu.edu.vn/handle/dlibvgu/835
Rights: Attribution-NonCommercial 4.0 International
Appears in Collections:MBA

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