Analysis factors affecting consumer behavior toward China children toys in Ho Chi Minh City

Abstract

The development of Vietnam’s economy and the globalization has changed the quality of life people. In this modern age, children are taken care of and invested, especially, by high technology toys. Among children toys that imported from different nations, the Chinese children toys become dynamic and diversified than ever in Vietnam market. The rate of parent buying Chinese children toy and that products imported in Ho Chi Minh City is increasing rapidly day by day. Consumers have different consideration factors in purchasing decision toward Chinese children toy. The independent variables under investigation in this study include this type of toys features, the level of risk, price and its quality. The dependent variable is the purchasing decision of Chinese children toys by parents. The target respondents are those parents whose have child in Ho Chi Minh City. Therefore, the purpose of this study was to identify factors that impact on consumer behavior of Chinese children toys in Ho Chi Minh City; and then analyze as to which factor according to them is the most important. The study was based on questionnaire that used both qualitative and quantitative approaches. The findings indicate that the most important factor affecting consumer behavior of Chinese children toys in Ho Chi Minh City is social influences factor. Although there are still some limitations in this research, this research was conducted in the scale within Ho Chi Minh City that is one of most developed cities in Vietnam and this market comprises diversified consumer behavior. Thus, the findings of this research cannot analyze overall factors that influence consumers purchasing intention toward children toy.