The key factors affecting the purchasing decision of educational organizations in VietNam

Abstract

Education is the top priority sector of Vietnam government, every year the budget for education is 20% of the total state budget, it is about 6.600 billion VND in 2013 and 6.000 billion VND in 2014. Finding what factors affecting educational organizations purchasing decision would help the educational product suppliers focus more on those, doing business more efficient and enhance their competitiveness. The result of this research provided information about the factors affect organizational buying decision, which factors direct and which factors indirect affect. The questionnaire was distributed to 195 managers in all region of Vietnam, who are the people in the Board of Directors, Chief Accountant and the people who are responsible in buying of educational organizations. Based on the empirical results of the research, found that there was strongly positive effect of emotions in organizational decision making on organizational buying decision. In additional, personal factor negatively affected organizational buying decision. Environment factors and past technical information had indirect effect on organizational buying decision through emotions in organizational decision making. Organizational factors had both direct and indirect effects to organizational buying decision, this is also the strongest factor that affected organizational buying decision. This research was conducted in educational organizations only.