Factors influencing consumer's intention toward a local brand - A study of Vinfast
Abstract
Nowadays, automobile industry, is really potential and competitive in Vietnam. To attract more customers to engage and buy the Vietnamese brand is the difficult mission. Therefore, it is necessary to conduct a thesis related to this problem with the case of the brand new Vietnamese car - Vinfast. This paper aims to determine the factors, which are Vehicle Design, Accessibility, Price Consciousness, Word of Mouth, Country of Origin, Perceived Quality, influence on consumers’ purchase intention towards a local brand, with the case of Vinfast. The other objective is that evaluate the level of impact of each variable on consumer intention. Finally, from the findings, the study would suggest practical implications for the brand or the other researches to help enhance their business.
In regards of the way to collect data, the questionnaire survey was used, there was 286 valid survey collected. To test the proposed hypotheses, the Multiple Regression Analysis was process. The final results proved that the consumer intention affected by Vehicle Design, Price Consciousness, Country of Origin, and Perceived Quality. The other factors, which are Accessibility and Word of mouth, would not have an impact on the purchase intention