| dc.description.abstract | After the Government issued Resolution No. 32/2007 / NQ-CP came into effect in 2007, there was an increase in purchasing of motorbike helmets in general. This has led to a rise in stylish helmets which was born to catch up with the trends. However, unlike other fashion type of products, stylish helmets are only considered as a secondary. Therefore, there are many conducted researches to understand the purchasing behavior of this niche product, even though there are retail stores, outlets and even street vendors sell stylish helmets in all over HCM city.
This study aims to find the factors that can cause and affect the purchase intention of the stylish helmets. The main question that needs to be answered is that what are the factors that have the major effect on the people’s buying intention in HCM city.
The research question is solved by conducting several tests on the collected data from the respondents using the questionnaire. The results indicated that, while both have a relationship with the purchase intention, the consumers are more concerned about the quality of the helmet in general comparing to its fashionable side.
In short summary, it is recommended for the firms to start boosting the quality of their products as the top priorities while still keeping the variety in design. Further research can help identify other factors beside the eliminated ones to make a more complete study which can give more precise results. | en_US |
