| dc.description.abstract | Nowadays, the competitiveness among smartphones companies is extremely hard. There are a lot of researches discussing about customers‟ purchasing intention or its positive side of a product. Moreover, this paper has researched on a new product which is made and produced in Viet Nam but the fact that it has been considered as unsuccessful in Viet Nam market. Therefore, this research is conducted with a purpose of figuring out the factors that can affect to customers‟ brand avoidance, specifically, B-phone 2015.
The research applied quantitative method with survey questionnaire which includes 18 items in 5 groups of independent variables and one dependent variable. The valid data is collected from people who purchased B-phone 2015, mostly in Ha Noi. After finishing collecting data, data was analyzed by SPSS ver 20.0.
Finally, based on the analyzed results, there are four over five variables that affect on Brand avoidance behavior of customers, which are Experiential avoidance, identity avoidance, deficit- value avoidance and advertising. Among these factors, the factor has the highest impact is Experiential avoidance and the lowest one is Identity avoidance. | en_US |
