| dc.description.abstract | This thesis topic combines two main parts for Startup purpose: that is general business plan description and research study conduct to test whether customer is willing to purchase company‟s product type or not.
In the business plan, there will be some information about business product types and service, business form, business strategy with marketing mix (by 4Ps), business evaluation with SWOT analysis, and competition market landscape. The business is aim to Startup in Ho Chi Minh city and before it run, company want to conduct a research to check customer‟s purchase intention in this market for kind of “Plant and Decoration” products (including three major types that are Terrarium; Indoor plant; and Customize product) .
In the other part, research study with selected hypotheses which is suitable for company‟s product characteristic. This is niche market with unique and creative ideas that require doing the business. Hence, the model is collected from many sources about related industry (such as Handicraft and Handmade products) which have similar product‟s characteristic. Final model is included 5 initial factors with 23 observed items. The result from the study show that there is a significant relationship among three main factors (that are product‟s appearance and design; creativeness or innovation of product; and product‟s environmental friendliness) to customer purchase intention.
Research is conducted in Ho Chi Minh City with the sample size N = 240. SPSS analysis tool is applied to test with Cronbach alpha test and Exploratory Factor Analysis (EFA) to examine the reliability and validity.
Key word: Purchase intention, Handicraft, Handmade, TRA, Factors, | en_US |
