Factors affecting customer decision making toward purchasing flower : In case of Dalat hasfarm company
Abstract
This study was carried out to identify factors affecting customer decision
making toward purchasing Dalat Hasfarm flower in Ho Chi Minh city. During this
research, customer decision making is affected by six factors, including
Appearance, Quality, Brand, Price, Uses and Distribution Channel. Both qualitative
and quantitative approach was used by correlation and linear regression in order to
find out factors affecting Customer Decision Making when purchasing Dalat
Hasfarm flower. The unit of analysis was the customer of Dalat Hasfarm.
This study found that there are four factors affecting Customer Decision
Making, they are Price, Brand, Appearance, and Quality. With this founded
information, Dalat Hasfarm should consider some suggestions in order to attract
more customers in the future: a) adjust reasonable price with high quality of
product, b) use advertising to build strong brand name, c) investigate more ways of
packing and arranging flower, import diversified color seeds of flower, d) improve
quality of flower including freshness, durability and size of flower.