A study on the factors that affects consumers' purchase intention of BKAV's Bphone
Abstract
With the current crowded but attractive smart phone market, BKAV was the first
Vietnam company to dabble inside this venture. After reviewing past studies that
stated how factors affect each other a research model was pulled out. Quantitative
method was used with 334 respondents. The respondent has 4 different age groups:
18-24, 25-34, 35-44 and oder than that. Other details including occupations (office
worker, student and other) and monthly income (less than 5 million VND, 5-8
million VND, 8-12 million VND and more). The collected data was then ran through
SPSS, conducting descriptive analysis, reliability analysis, EFA and regression
analysis. The results showed that the consumers’ perceived value actually has the
most impact on their purchase intention while country perception likely has none.
In conclusion, there need to be some improvement in the perceived value and
pricing tactics while dropping the country gimmick. Some recommendation and
conclusions were so that BKAV as well as other Vietnam company can perform
more effectively.