Consumer behaviour toward greeting cards and suggestion for improved product strategy
Abstract
The purpose of this paper is to discuss the consumers buying behavior for purchasing greeting cards and to reveal their key considerations for selecting foreign products instead of domestic ones. The study elaborates on data collected through a survey and an interview to find the reasons for purchasing foreign products. To my knowledge, these are unique findings that can contribute to the development of marketing strategies for producers in Vietnam. The findings could benefit supply chain members such as producers, merchandisers, and can support researchers and marketers.