The influence of culture on consumer behavior in purchasing Kid's foreign brand clothes in Ho Chi Minh city
Abstract
In business, the survival of a business depends on understanding consumer and satisfying their need. Culture is one of the most influential factors to the way consumer thinks and act. Therefore businesses need to comprehend culture characteristic
in order to reach consumer.
This research is conducted to examine the impact of culture on consumers‟
decision making in buying foreign branded kids‟ clothes, the scale only cover consumers
in Ho Chi Minh city. A questionnaire is used in order to investigate what factor effect on
consumers‟ behavior and what level the factor make influence. The questionnaire is built
up based on theory and tested by interview to ensure that it will help to gather useful data
for the research. Population is delivered randomly to people who have needed to buy kid clothes. The finding of this study may be useful for managers of kids‟ fashion business so
that they can know which strategy to improve in order to win their consumer