Factors affecting consumer purchase intention toward VINFAST cars in Vietnam applying the concept of complex decision making process | |
| Author | Pham Thi Ngoc Lien |
| Call Number | AIT RSPR no.SM-19-43 |
| Subject(s) | Automobile industry and trade--Vietnam Decision making Consumers |
| Note | A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration |
| Publisher | Asian Institute of Technology |
| Abstract | Along with the improvement of income and living standard, car consumption in Vietnam has been increased. However, most cars are imported from abroad and incur a lot offees and taxes. Each car owner must spend an amount which is many times more than other countries to bring the car home. But a prominent event in late 2018 has raised hopes for a lot of Vietnamese people to buy quality cars at a good price. That was the first time ever for the birth of a domestic car manufacturer, VINFAST. With many advantages of a well-known mother-brand (VINGROUP), VINFAST hopes to conquer the vast of Vietnamese consumers within a short time. This study is to explore the factors that affect Vietnamese consumers' intention to purchase VINFAST cars. A purposeful sampling procedure was used in selecting participants. In- depth interviews were conducted to provide data for the thematic analysis. The theory of Complex consumer decision making process and concept of planned behavior model were applied for identification of the intention for purchasing cars. The thematic analysis in this study helps to flame out some new themes such as skepticism or national pride which are highly tentative for next studies. |
| Year | 2019 |
| Type | Research Study Project Report (RSPR) |
| School | School of Management (SOM) |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (MBA) (Publication code=SM) |
| Chairperson(s) | Winai Wongsurawat; |
| Examination Committee(s) | Vimolwan Yukongdi;Zimmermann, Willi; |
| Scholarship Donor(s) | AITCV Silver Anniversary Scholarships; |
| Degree | Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2019 |