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Title: Factors influencing the consumer buying behaviour in the competitive era: an empirical study of consumer durable in Vietnam

Authors: H-C. Pham

Addresses: Faculty of Professional Operations, Foreign Trade University, Ho Chi Minh City Campus, 15D5, Ward 25, Binh Thanh District, Ho Chi Minh City, Vietnam

Abstract: The main purpose of this study is to determine the relationship between the variables influencing the consumer buying behaviour. This study is descriptive in which survey method has been used to collect the data. Survey approach is suitable in an empirical research which is based on cross-sectional data. The sample size of 588 customers has been taken in the study to derive conclusions. The response rate was 68%. The data analysis has been done with the help of exploratory factor analysis and multiple regressions. The study finds that the constructs representing antecedents of consumer buying behaviour such as country of origin, cultural and environmental factors, in-store promotion and handling and personal factors have a significant impact on consumer buying behaviour. The consumer buying behaviour, as a dependent variable is significantly influenced by the above mentioned four independent variables. The four independent variables explain around 82% of the consumer buying behaviour.

Keywords: consumer buying behaviour; multiple regression; competitive era; exploratory factor analysis; EFA; Vietnam.

DOI: 10.1504/IJIE.2021.112322

International Journal of Intelligent Enterprise, 2021 Vol.8 No.1, pp.74 - 89

Received: 27 Feb 2019
Accepted: 30 Aug 2019

Published online: 22 Dec 2020 *

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