| dc.description.abstract | Nowadays, Automobile industry has developed quickly in Vietnam market
recently. Based on the data from the annual VAMA report, the number of sold cars and
imported increased continuously in Vietnam. Toyota is an automotive brand which is
preferred in Vietnam. Toyota started manufacturing business since 1997 and until now
the automakers’ also most popular in Vietnam. Although Toyota is a leading automotive
brand but the fast development also goes hand in hand with more competition. It lead to
Toyota Motor Vietnam's market share is losing in Vietnamese market. To face this
situation requires managers of Toyota Motor Vietnam to find the way to maintain their
market share. Thus, this study was conducted with the purpose of find out important
factors including: Attitude, Perceived behavioral control, Subjective norms, perceived
quality, Perceived risks and Price affordability that effect purchasing intention. The study
has been surveyed 327 participants with the methodology of quantitative study from
December 2015 to May 2016 in Ho Chi Minh City. Analyzing data by SPSS software.
The result shows that there are five factors "Attitude toward the product (AT),
Perceived behavioral control (PBC), Subjective norms (SN), and Perceived risks (PR),
Price affordability (PA)" have significant impact and positive relationship with Purchase
Intention. Left one factor is "Perceived quality (PQ)" which does not support dependent
variable Purchase Intention. Especially, “Perceived risks (PR)” is the strongest factor
that affects customers’ purchase decision.
Based on the result, suggest some marketing recommendations for Toyota
Motor Vietnam make better decision for an increasing purchase intention of customers.
Besides, this study still have limitation about scope of use
Keywords: Attitude toward the product, Perceived behavioral control,
Subjective norms, Perceived risks, Price affordability, Perceived quality, Purchase
intention. | en_US |
