Factors Affecting Customers' Choice Of A Local Fashion Brand In Vietnam. Case Company: Nosbyn
Chang, Hue (2020)
Chang, Hue
2020
All rights reserved. This publication is copyrighted. You may download, display and print it for Your own personal use. Commercial use is prohibited.
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2020060417171
https://urn.fi/URN:NBN:fi:amk-2020060417171
Tiivistelmä
This bachelor thesis was conducted as a consumer behavior research in fashion industry in Vietnam. The necessity of the thesis resulted from case company Nosbyn’s desire in collecting information on the current buying pattern of consumers in order to establish appropriate marketing strategies in the future. The main objective of the thesis was to provide the company with the necessary knowledge on Vietnamese consumer behavior as well as the factors influencing their fashion purchases of local brands.
The utilized theoretical framework consists of consumer behavior analysis and research methodology. Consumer behavior analysis explains the concept of consumer behavior, characteristics affecting consumer behavior, and the buyer decision process established by Philip Kotler and Gary Armstrong. The research methodology part discusses the research approach, research method, data collection technique, data analysis method, and how the questionnaire was designed in this thesis.
Both primary and secondary data were utilized in this report. Secondary data was collected through academic textbooks, articles and journals from recognized research institutions, and reputable news websites; while primary data was gathered through an online survey. The analysis was conducted by explaining the data collected from the survey through pie charts and bar charts mostly.
The research resulted in a comprehensive overview on Vietnamese consumer buying behavior. In this report, participants’ age and personal income, their general perceptions towards fashion products of local brands, buying criteria they use when making purchase decisions, their experience with the local fashion brands, what they were satisfied and not satisfied with the purchased products and service, what draws them to return for the next apparel purchases, what could likely increase their intention to buy clothes from local brands, will be presented. The outcome of this research can be found in chapter 7 where the main factors impact on Vietnamese consumers’ choice of local fashion brands were given out.
The utilized theoretical framework consists of consumer behavior analysis and research methodology. Consumer behavior analysis explains the concept of consumer behavior, characteristics affecting consumer behavior, and the buyer decision process established by Philip Kotler and Gary Armstrong. The research methodology part discusses the research approach, research method, data collection technique, data analysis method, and how the questionnaire was designed in this thesis.
Both primary and secondary data were utilized in this report. Secondary data was collected through academic textbooks, articles and journals from recognized research institutions, and reputable news websites; while primary data was gathered through an online survey. The analysis was conducted by explaining the data collected from the survey through pie charts and bar charts mostly.
The research resulted in a comprehensive overview on Vietnamese consumer buying behavior. In this report, participants’ age and personal income, their general perceptions towards fashion products of local brands, buying criteria they use when making purchase decisions, their experience with the local fashion brands, what they were satisfied and not satisfied with the purchased products and service, what draws them to return for the next apparel purchases, what could likely increase their intention to buy clothes from local brands, will be presented. The outcome of this research can be found in chapter 7 where the main factors impact on Vietnamese consumers’ choice of local fashion brands were given out.