| dc.description.abstract | This paper aims to study the factors that affect impulse buying behavior for FMCG sector among young consumers in Ho Chi Minh City. The influence of different variables, including external and internal, such as visual merchandising, promotion approach, product attributes, salesperson influence, shopping enjoyment, and group influence on impulsive purchases has been analyzed under a conceptual model constructed for the study. This research employs a quantitative approach with Factor Analysis by using SPSS software as data analysis method. Data collection is conducted through field research to get primary data by distributing questionnaires created on likert scale to young consumers in Ho Chi Minh City containing problem under research. The impulse buying behavior is on the rise because of store characteristics, including the impact from salesperson and visual merchandising, FMCG product characteristics, as well as the influence from reference groups and the perception of self-enjoyment on shopping trips. Recommendations are provided to address this consumer behavior for usage by decision makers and businesses in the FMCG sector.
Purpose – This study attempts to explore the factors that affect consumers’ impulse buying behavior for fast-moving consumer goods based on Ho Chi Minh City young consumers shopping habits towards these products. As an implication, this paper aims to provide a better understanding and a comprehensive model in the fast-moving consumer goods industry for business applications by decision makers and managers.
Design/methodology/approach – Based on previous research, this paper constructs a model with factors illustrated to explore Ho Chi Minh City young consumers behavior. This study hypothesizes that six factors, Visual Merchandising, Promotion Approach, Product Attributes, Salesperson Influence, Shopping Enjoyment, and Group Influence have impact on Impulse Buying Behavior. | en_US |
