Factors influencing customers’ purchase intention toward motorcycle oil products in Ho Chi Minh City | |
| Author | Nguyen Duy Hung |
| Call Number | AIT Proj no. EMBA-VN-16-10 |
| Subject(s) | Lubricating oils--Purchasing--Vietnam--Ho Chi Minh City Consumer behavior--Vietnam--Ho Chi Minh City |
| Note | A project submitted in partial fulfillment of the requirements for the degree of Master of Business Administration (Executive) in International Business – Management of Technology (VN) |
| Publisher | Asian Institute of Technology |
| Abstract | The segment of motorcycle oil product occupies an increasingly important role in the lubricant market. This project study concentrated on motorcycle oil product and examined the buying intention toward this product with respect to consumers in the biggest city of Vietnam – Ho Chi Minh City. What are the factors that lead people to buy motorcycle oil product and which one are the most important factors among consumers. The survey had been distributed in Ho Chi Minh City, Vietnam and only 306 qualified questionnaires were received from the respective correspondents. The participants are mostly consumers between the ages of 18 to 60 in a wide range of occupation and income. This project study will be applied structural model derived from the Theory of Planned Behavior (TPB) and Tri component attitude model. Particularly, it researched the impact of consumer’s attitude toward behavior, subjective norms, product knowledge, oil quality consciousness, perceived price, perceived behavioral control on customer intention to purchase motorcycle oil. The finding of this study reveals the relationship between the stated attributes with consumer’s buying decision. These factors are considered to be predictors or key determinants on behavioral intention to purchase motorcycle oil product. This is also provided managerial implications to the lubricant manufacturers who wish to propose more powerful marketing strategies in relation to increased market share and revenue. |
| Year | 2016 |
| Type | Project |
| School | School of Management |
| Department | Other Field of Studies (No Department) |
| Academic Program/FoS | Master of Business Administration (Executive) in International Business - Management of Technology (VN/BKK)) |
| Chairperson(s) | Claes, Marie-Thérese;Sununta Siengthai (Co-Chairperson); |
| Examination Committee(s) | Kokkonen, Lotta O.;Patchara Popaitoon; |
| Scholarship Donor(s) | Total Vietnam Limited; |
| Degree | Project (M.B.A.) - Asian Institute of Technology, 2016 |