| dc.description.abstract | Today, FMCG is an aggressive market as there are many brand names. They
are not only local product, but they are also foreign product. According to Kantar
Worldpanel report, total FMCG consumer in the 12 nearest months (09/2012) in Vietnam
increase 15.6% compared to the same period in the previous. Although, globalization and
corporation have a number of advantages for business, it also brings in a number of
disadvantages to business. In this study, it will focus on SUNSILK shampoo product.
That is one of the FMCG products. It is a famous shampoo all over the world. Shampoo
is a usual product that people use every day to keep their hair clean and healthy. So the
shampoo business is a big meat for companies. According to VINARESEARCH (TOP
ONLINE RESEACH IN VIETNAM), nearly 97% customers intend to change to another
shampoo brand, producers should find out the factors most affect purchase intention to
enhance their product. Hence, they can catch customer’ buying. Thus, this research was
conducted with the purpose of finding out which of brand awareness, perceived quality,
price, celebrity endorsement, words of mouth significantly affect to purchase intention.
The research was conducted from December 2013 to April 2014 in Ho Chi Minh City
with the methodology of quantitative study. Questionnaires were used to collect data
from 312 randomly selected people with the age range from 16 to 45 years old. The data
were analyzed by using SPSS program.
The result shows a positive influence level of price, celebrity endorsement,
words of mouth in customers’ decisions to buy SUNSILK shampoo. Three main factors
including price, celebrity endorsement, words of mouth make a significant contribution to
the prediction of Purchase intention. Especially, Word of mouth is the strongest factor
that affects customers’ purchase decision.
Although there are limitations of this study, the results are proposed with
some practical implications and recommendations in order to help not only SUNSILK
shampoo producers but also other shampoo brand formulate better strategies and capture
customers. | en_US |
