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研究生:Ngo Chi Dung
研究生(外文):Ngo Chi Dung
論文名稱:INVESTIGATING THE IMPACT OF MARKETING MIX ON VIETNAMESE PURCHASING BEHAVIORS AT SUPERMARKETS
論文名稱(外文):INVESTIGATING THE IMPACT OF MARKETING MIX ON VIETNAMESE PURCHASING BEHAVIORS AT SUPERMARKETS
指導教授:Wan-Ching ChangNgo Trung Hoa
指導教授(外文):Wan-Ching ChangNgo Trung Hoa
學位類別:碩士
校院名稱:義守大學
系所名稱:企業管理學系
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2017
畢業學年度:105
語文別:英文
論文頁數:68
外文關鍵詞:Marketing mixVietnamese purchasing behaviorssupermarkets
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The study was carried out to “Investigating the impact of marketing mix on Vietnamese purchasing behaviors at supermarkets”. After analyzing the current consuming behaviors at supermarkets, the study helped figure out which marketing elements impact on Vietnamese purchasing behaviors at supermarkets the most. To achieve the above research purpose, the qualitative research method is conducted with 08 directors of 08 supermarkets and the quantitative method is done with 400 customers at 08 supermarkets.

The theory used in the study was consuming process of consumers and marketing mix to investigate the impact on Vietnamese purchasing behaviors at supermarkets. The marketing mix consists of four elements of price, product, place and promotion. The research showed a certain impact of each marketing element on Vietnamese purchasing behaviors at supermarkets, of which the product element had the biggest impact and then the price.

For product, the customers desired to buy the products with correct origin, good quality and produced or made by the popular brand names. For the price, the customers were much impacted by the discounts applied by such supermarkets instead of cheap price or free gifts, sampling or so on.

The study was concluded with the researcher’s own suggestion of that there should be further study of this topic to deeply analyze the impacts of each marketing element on Vietnamese purchasing behaviors at supermarkets.
Acknowledgement i
Abstract ii
ABBREVIATIONiii
TABLE OF CONTENTS iii
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1. INTRODUCTION 1
1.1 Research Background 1
1.2 Problem Statement and Research Objectives 2
1.3 Research Significance 3
1.4 Research structure. 3
CHAPTER 2. LITERATURE REVIEW 5
2.1. Studies related to consumer behavior 5
2.2. Theoretical framework of consumer behavior 8
2.2.1. Marketing mix elements 8
2.2.2 Buying decision process 12
CHAPTER 3. METHODOLOGY 16
3.1. Research design 16
3.2 Sampling design 17
3.3 Data collection 17
3.4 Measurement 19
3.5 Data analysis 19
CHAPTER 4. RESULT AND DISCUSSION 20
4.1 Demographic profile of respondents 20
4.1.1 Respondents’ profiles 20
4.1.3 Income of the respondents 21
4.1.4 Occupation the respondents 22
4.2 Analyzing Vietnamese purchasing behaviors at supermarkets from the survey
results 23
4.3 Analyzing Impacts of Marketing Mix on Vietnamese purchasing behaviors at
supermarkets from the survey results 26
4.3.1 Analytical results of the survey 26
4.3.2 Descriptive results of the survey 31
4.3.2.1 The price impacting on Vietnamese purchasing behaviors at supermarkets 31
4.3.2.2 The product impacting on Vietnamese purchasing behaviors at supermarkets 32
4.3.2.3 The place impacting on Vietnamese purchasing behaviors at supermarkets 33
4.3.2.4 The promotion impacting on Vietnamese purchasing behaviors at supermarkets 35
CHAPTER 5. CONCLUSION AND SUGGESTIONS 37
5.1 Research summary . 37
5.2 Theoretical and practical implications 38
5.3 Limitations of the research 39
5.4 Suggestions for future research 40
REFERENCES 41
Appendix A. Survey Questionnaires 44
Appendix B. Questions . 46
Appendix C. In-depth Interviews with Directors of 08 Supermarkets 50
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