Consumer perception of Levi's: An AIDA approach analysis of the Vietnam student
Abstract
Consumer perception – easy to figure out, hard to be quantified – is measured in this thesis. Levi’s® was the center piece of the investigation. An AIDA model is used as the structure of the analysis.
The research was conducted during March to May 2012 in Ho Chi Minh City where student was the target of the study. Findings present the differences in three stages which are Attention, Obvious Action and Purchase Experience clearly and completely through applying Independent Sample T-Test. In addition, discriminant analysis was also employed to reveal differences in perception of those
who purchased and those who did not about Levi’s®. Moreover, the differences
between the two groups who have conditional action and who have not are uncovered through applying the discriminant analysis. The discussion and recommendations of
the thesis are expressed carefully and bring many advantages to Levi’s® further
marketing strategies in terms of turning new customers to loyal ones in Vietnamese fashion market.
Key words: Customer Perception, Levi’s® Vietnam, AIDA Model, Discriminant
Analysis, Independent Samples T-Test.