Determinants of purchasing decision : The case of Samsung Galaxy S series in Ho Chi Minh city

Abstract

In term of psychology, motives is defined as the impulses, wishes, drives or desires that initiate the sequence of activities known as behavior. Behind every purchasing decision, there are some factors, which are playing an influential role in customer’s purchasing decision.(P Randiwela, 1998) Hence, this research aims to examine key influential buying motives: rational motives and emotional motives that drive and push consumers to make a purchase decision and determine the extent of influential factors that have contributed to customer’s purchasing behavior in a special case of Samsung Galaxy S series Smartphone. Moreover, the evaluation of the influence degree generated by factors of consumer buying motives will provide a consumer’s insight as well as propose future marketing activities for Samsung smartphone at Vietnam market. Data triangulation approach is used to carry out this research, which allows combination of both quantitative and qualitative method; the data is collected primarily through surveys and in-depth interviews. Furthermore, the findings of the research will help to review the marketing strategy of Samsung Galaxy S series in Vietnam market.