Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam.
碩士 === 亞洲大學 === 國際企業學系碩士班 === 100 === The study was aimed at determining the impacts of factors that affecting the choice of franchising-stores in general and of local franchising-store in particular. The study was conducted in Ho Chi Minh City on 300 adults using a structured questionnaire as the d...
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ndltd-TW-100THMU03210062015-10-13T21:01:53Z http://ndltd.ncl.edu.tw/handle/98494089016639972006 Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam. 顧客態度與行為對越南胡志明市的特許經營商店 PHAM VAN KIEN PHAM VAN KIEN 碩士 亞洲大學 國際企業學系碩士班 100 The study was aimed at determining the impacts of factors that affecting the choice of franchising-stores in general and of local franchising-store in particular. The study was conducted in Ho Chi Minh City on 300 adults using a structured questionnaire as the data collection tool. Questions were designed to find out how consumers behave related to local franchise store, why they buy and how they buy. The study showed that the choice of local franchise stores is influenced by the consumer’s price consciousness, credibility in the product and the promotion campaigns of the franchise enterprise; specifically, customer coming to local franchise store is driven by the consumer’s perception about the quality of the product, price consciousness, and the benefit the customer gets from Franchise Company’s promotion. Implications of the study may be used as references for the planning of marketing strategies and as the basis for future researches in the consumer behavior with regard to franchise business. Keywords:Franchise, marketing mix, store image, service quality, customer perceptions, survey. William W.K Lee 李偉權 2012 學位論文 ; thesis 77 en_US |
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碩士 === 亞洲大學 === 國際企業學系碩士班 === 100 === The study was aimed at determining the impacts of factors that affecting the choice of franchising-stores in general and of local franchising-store in particular. The study was conducted in Ho Chi Minh City on 300 adults using a structured questionnaire as the data collection tool. Questions were designed to find out how consumers behave related to local franchise store, why they buy and how they buy.
The study showed that the choice of local franchise stores is influenced by the consumer’s price consciousness, credibility in the product and the promotion campaigns of the franchise enterprise; specifically, customer coming to local franchise store is driven by the consumer’s perception about the quality of the product, price consciousness, and the benefit the customer gets from Franchise Company’s promotion.
Implications of the study may be used as references for the planning of marketing strategies and as the basis for future researches in the consumer behavior with regard to franchise business.
Keywords:Franchise, marketing mix, store image, service quality, customer perceptions, survey.
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author2 |
William W.K Lee |
author_facet |
William W.K Lee PHAM VAN KIEN PHAM VAN KIEN |
author |
PHAM VAN KIEN PHAM VAN KIEN |
spellingShingle |
PHAM VAN KIEN PHAM VAN KIEN Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam. |
author_sort |
PHAM VAN KIEN |
title |
Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam. |
title_short |
Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam. |
title_full |
Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam. |
title_fullStr |
Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam. |
title_full_unstemmed |
Customer Attitude and Behavior toward Local Franchising-Store in Ho Chi Minh City, Vietnam. |
title_sort |
customer attitude and behavior toward local franchising-store in ho chi minh city, vietnam. |
publishDate |
2012 |
url |
http://ndltd.ncl.edu.tw/handle/98494089016639972006 |
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