| dc.description.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. | en_US |
