RESEARCH ON FACTORS AFFECTING CONSUMERS INTENTION BUYING NISSAN SEDAN CARS IN DA NANG CITY

DUY TAN UNIVERSITY INTERNATIONAL SCHOOL PSU DIVISION NGUYEN THI HONG VY RESEARCH ON FACTORS AFFECTING CONSUMERS' INTENTION BUYING NISSAN SEDAN CARS IN DA NANG CITY BACHELOR OF BUSINESS ADMINISTRATION THESIS Da Nang, 2022 DUY TAN UNIVERSITY INTERNATIONAL SCHOOL PSU DIVISION UNDERGRADUATE THESIS RESEARCH ON FACTORS AFFECTING CONSUMERS' INTENTION BUYING NISSAN SEDAN CARSIN DA NANG CITY MAJOR : BUSINESS ADMINISTRATION MENTOR : PHAM THI THUY MIEN STUDENT : NGUYEN THI HONG VY CLASS : K24PSU-QTH4 ID NUMBER : 24202114854 Da Nang, 2022 ABSTRACT The objective of this research is to determine and measure the influence of factors on the intention to buy Nissan brand cars of customers in Da Nang city Based on the theoretical basis and review of previous studies at home and abroad, the author has built a proposed research model and developed the research hypotheses of the topic Besides, the topic applies a combination of two preliminary and quantitative research methods with analytical techniques including: trial survey, Cronbach's Alpha reliability test, EFA exploratory factor analysis, test Determining the research hypothesis, evaluating the suitability of the research model, multivariable regression was used as a basis for evaluating the influence of factors on the intention to buy a Nissan Sedan car of customers in Da Nang city The research results show that the factors, including: attitude towards attributes, subjective standards, price perception, perceived behavioral control and brand reputation have a positive influence on purchase intention Nissan Sedan cars of customers in Da Nang city In which, the subjective norm factor has the same and strongest influence on the intention to buy a Nissan Sedan car in Da Nang city (standardized beta coefficient is 0.322); the second influencing factor is brand reputation (with a normalized beta of 0.263); the third influencing factor is price perception (normalized beta is 0.256); The fourth influencing factor is perceived behavioral control (with a normalized beta coefficient of 0.2220; and finally, the attitude factor towards the attributes has the weakest influence on the intention to buy a Nisan Sedan car (with a normalized beta coefficient of 0.2220;) with a standardized beta coefficient of 0.206) Based on the research results, solutions to improve the intention to buy Nissan Sedan cars of customers in Da Nang city in the future were also presented DISCLAIMER I certify that the attached thesis is my original work No other person’s work has been used without due acknowledgement Except where I have clearly stated that I have used some of the this material, it has not been presented by me for examination in any other course or subject at this or any other institution I understand that the work submitted may be reproduced and/or communicated for the purpose of detecting plagiarism I understand that should this declaration be false, I am libel to be penalized under the Duy Tan University regulations Signature: Date: ACKNOWLEDGEMENT After studying and doing research at Duy Tan University, I have received attention, help and encouragement from teachers, family, friends and colleagues Completing this thesis is an opportunity for me to express my respect and gratitude First and foremost, I want to express my hearfelt appreciation to my science mentor, my mentor is Pham Thi Thuy Mien of Duy Tan University’s Faculty of International Education, for spending so much time and enthusiasm in guiding, support me, and accompany me throughout the process of learning and implementing the thesis I’d like to express my gratitude to the faculty members of Duy Tan University’s Faculty of International Education for their scientific and technical assistance, as well as for sharing invaluable guidance on protocols, procedures, and formalities when at school learning and writing I also would like to express my deep thanks to the Board of Directors, friends, and colleagues for creating favorable conditions and supporting me in my work so that I can participate in research and complete the thesis Finally, I’d like to express my heartfelt appreciation to my family members who have always been there for me, inspired and helped me bothe physically and mentally, and served as my fulcrum and inspiration in life, work and science study Student Nguyen Thi Hong Vy TABLE OF CONTENTS ABSTRACT DISCLAIMER ACKNOWLEGEMENT TABLE CONTENTS LIST OF ABBREVIATIONS LIST OF TABLES LIST OF FIGURES CHAPTER 1: INTRODUCTION 1.1 General introduction .1 1.1.1 Reason for choosing a research topic 1.1.2 Objective of the research 1.1.3 Subject and scope of the research 1.1.4 Research methods 1.1.5 Significance of the research 1.1.6 Researching overview CHAPTER 2: LITERATURE REVIEW AND HYPOTHESE 2.1 Literature Review 2.1.1 The concept of consumer and consumer behavior 2.1.2 Buying decision process 2.2 Factors influencing consumer buying behavior 2.2.1 Cultural factors 2.2.2 Social factors 2.2.3 Personal factors .10 2.2.4 Psychological factors 12 2.3 Theory model of customer's consumption intention and some previous research models on consumer car consumption behavior 13 2.3.1 Theory model of customer’s consumption intention .13 2.3.2 Some previous research models on consumer car consumption behavior15 2.4 Proposed research model and research hypotheses 19 2.4.1 Proposed research model 19 2.4.2 Research hypotheses 20 CHAPTER 3: RESEARCH METHODOLOGY 23 3.1 Information to Nissan Da Nang – Quang Phi Hung Automobile Joint Stock Company 23 3.1.1 History of formation and development 23 3.1.2 Organizational structure .25 3.1.3 The financial position of the company in recent years 27 3.1.4 Business environment analysis 28 3.2 Research process 31 3.2.1 Preliminary research steps .32 3.2.2 Formal questionaire and survey .35 3.3 Research Methods 35 3.3.1 Qualitative research 35 3.3.2 Quantitative research .36 3.4 Methods of data analysis 39 3.4.1 Descriptive statistics 39 3.4.2 Reliability test Cronbach Alpha .40 3.4.3 Exploratory factor analysis EFA 41 3.4.4 Build regression equation .41 3.4.5 Check for autocorrelation of residuals 42 3.4.6 Test hypothesis of the model 43 CHAPTER 4: RESEARCH RESULTS 44 4.1 Result of demographic 44 4.1.1 Age 44 4.1.2 Gender .45 4.1.3 Job 46 4.1.4 Household income (month) 47 4.2 Reliability test Cronbach’s Alpha 48 4.2.1 Cronbach's Alpha test for the independent variable 48 4.2.2 Cronbach's Alpha test for the dependent variable .53 4.2.3 Summary after checking the reliability of Cronbach's Alpha .54 4.3 Exploratory factor analysis EFA 55 4.3.1 EFA factor analysis for the independent variable 55 4.3.2 EFA factor analysis for the dependent variable 58 4.4 Analysis of regression model 60 4.4.1 Check correlation matrix between factors 61 4.4.2 Check the suitability of the regression model (Adjusted R Square, ANOVA) 62 4.4.3 Check for autocorrelation of residuals (Autocorrelation) 63 4.4.4 Check regression coefficients and multiple collinearity 64 4.5 Test hypothesis of the resarch .65 CHAPTER 5: RESULTS AND RECOMMENDATION 67 5.1 Summary of research results 67 5.2 Some recommendations to improve the intention to buy Nissan Sedan cars of consumers in Da Nang city .69 5.2.1 Subjective norm 69 5.2.2 Brand reputation 70 5.2.3 Price perception 71 5.2.4 Perceived of behavioral control .72 5.2.5 Attitude towards attributes factor 73 5.3 Limitations of the research and future research directions 74 BIBLIOGRAPHY APPENDICES LIST OF ABBREVIATIONS ATA BR Co EFA KMO PP PBC SN TPB TRA Attitude towards attributes Brand Reputaion Company Exploratory factor analysis Kaiser-Meyer-Olkin Price perception Perceived behavioral control Subjective norm Theory of Planned Behavior Theory of Reasoned Action Model LIST OF TABLES NUMBE R 2.1 3.1 3.2 4.1 4.2 4.3 4.4 4.5 4.6 4.7 4.8 4.9 4.10 4.11 4.12 4.13 4.14 4.15 4.16 4.17 4.18 4.19 4.20 4.21 4.22 4.23 TABLE NAME Recommended factor variables The financial position of the company in the last years Preliminary scale Descriptive statistics Age factor analysis Gender factor analysis Job factor analysis Household income factor analysis Cronbach's Alpha test for the factor "Attitude towards attributes" Cronbach's Alpha test for the factor "Subjective norm" Cronbach's Alpha test for the factor "Price perception" Cronbach's Alpha test for the factor "Perceived behavioral control" Cronbach's Alpha test for the factor "Brand Reputation" Cronbach's Alpha test for the factor "Intent to buy a Nissan Sedan car" KMO coefficient and Bartlett's Test of the independent variable Total extracted variance of customer's vehicle purchase intention component Factor loading EFA coefficient of the intention to buy a Nissan Sedan car of Da Nang people KMO coefficient and Bartlett's Test of the dependent variable Total variance extracted of the factor of intention to buy a car Nissan Sedan Factor loading EFA coefficient of intention to buy a car Nissan Sedan Correlation coefficient test results R Square analysis on the fit of the regression equation ANOVA analysis on the suitability of the method process Statistical analysis of residual autocorrelation of the regression equation Regression coefficient on factors of intention to buy a car Nissan Sedan Hypothesis testing and statistics on the influence of factors on PAGE 20 27 33 44 44 45 46 47 49 50 50 51 52 53 55 56 57 58 59 59 61 62 62 63 64 65 67 Hypothesi s Scale Expectatio n sign H1 Attitudes towards attributes that affect consumers' intention to buy Nissan Sedan cars in Da Nang city + H2 Subjective standards affect consumers' intention to buy Nissan Sedan cars in Da Nang city + H3 Price perception affects consumers' intention to buy Nissan Sedan cars in Da Nang city + H4 Perceived behavioral control affects the intention to buy Nissan Sedan cars of consumers in Da Nang city + H5 Brand reputation affects consumers' intention to buy Nissan Sedan cars in Da Nang city + Research results +/directio n Sig=000< 0.05 +/directio n Sig=000< 0.05 +/directio n Sig=000< 0.05 +/directio n Sig=000< 0.05 +/directio n Sig=000< 0.05 Conclude Accept Accept Accept Accept Accept Conclusion: Chapter presents the research results of the topic and the tests performed with the support of the statistical software SPSS 22 The research results show 05 factors, including: attitude towards attributes, subjective standards, price perception, perceived behavioral control and brand reputation have a positive influence on the intention to buy a Nissan Sedan car of consumers in Da Nang city On that basis, in the next chapter, the author will propose solutions and management implications to improve customers' intention to buy Nissan Sedan cars in Da Nang city in the near future 68 CHAPTER 5: RESULTS AND RECOMMENDATION 5.1 Summary of research results The results of the research help the author to solve the objectives set out at the beginning of the article That is to find out the factors affecting the intention to buy a Nissan Sedan car of consumers in Da Nang city First, from the survey of research models of factors affecting the intention to buy a Nissan Sedan car of Da Nang consumers, the author has drawn factors: attitude towards attributes, subjective norm, price perception, perceived behavioral control, and brand reputation From the definitions and related studies, the author builds a research model and provides appropriate scales of the research model on the factors affecting the intention to buy a Nissan Sedan car of city consumers Da Nang for the above factors with a total of 25 observed variables for the above model factors The research was conducted through a quantitative research method conducted by sending a survey to 190 customers who have been and are intending to buy Nissan cars through websites and social networking sites The scale of factors is mainly built based on the inheritance from previous studies The reliability of the scale was tested using Cronbach's Alpha method The process of analyzing quantitative research results such as exploratory factor analysis (EFA), Multiple Regression Analysis are all done through the support of software SPSS 20.0 Analysis of Cronbach's Alpha coefficient has helped to check the reliability of the scale and to remove some garbage variables from the research model EFA factor analysis with Principal Component Analysis, Varimax rotation was used to pool the number of variables with similar significance The results of practical testing of factors affecting the intention to buy Nissan Sedan cars of consumers in Da Nang city show that: “From the proposed research model, after preliminary research (including factors and 25 observed variables), through the actual survey based on Cronbach's Alpha test, EFA factor discovery analysis, … the results still remain the same with independent variables (attitudes towards attributes, 69 subjective norm, price perception, perceived behavioral control, and brand reputation) with 25 observed variables Regression analysis aims to determine the relationship between the dependent variable and the independent variables in the model; evaluate the fit of the model; Quantifying the impact of factors on the intention to buy Nissan Sedan cars The results show that the subjective norm factor has the most influence and the attitude factor towards the attributes has the least influence Attitudes towards the attributes B1 = 0.206 Subjective norms Price perception B2 = 0.322 B3 = 0.256 Intent to buy Nissan Sedan car (BI) B4 = 0.222 Perceived behavioral control B5 = 0.263 Brand reputation Figure 5.1 - Research results of the topic 70 5.2 Some recommendations to improve the intention to buy Nissan Sedan cars of consumers in Da Nang city 5.2.1 Subjective norm Table 5.1 - Descriptive statistics of observed variables of subjective standard factors N Minimum SN1 SN2 SN3 SN4 190 190 190 190 Valid N (listwise) 190 Maximum 1 1 5 5 Mean 3.40 3.12 3.31 3.12 Consumer's subjective norm, also known as self-expression of personal opinion, has a positive influence and has a strong impact on purchase intention According to the survey results, subjective standards have a strong impact on the intention to buy Nissan Sedan cars of Da Nang customers However, the SN2 and SN4 scales did not get much agreement from the respondents Therefore, Nissan needs to enhance the social value for users when owning its car This can be done through product advertising strategies, brand promotion In my personal opinion, Nissan can invite idols, KOLs who have influence on consumers to promote its products, because customers themselves when using products promoted by other people having a great influence will increase selfworth, people around the customer will have a good view and evaluation of the user as being trendy, showing style, worthy of social position customer association Thanks to the combination with idols, consumers will perceive the value of the product as being luxurious, noble, etc Along with that, Nissan Da Nang must always ensure that its employees are politely dressed, enthusiastic, friendly, knowledgeable about their business, products and car characteristics of the company and ready to help customers 71 Employees should also learn the characteristics of customers to know how to effectively offer based on customer psychological analysis to meet their desires 5.2.2 Brand reputation Table 5.2 - Descriptive statistics of the observed variables of the brand reputation factor N Minimum Maximum Mean BR1 BR2 190 190 1 5 3.43 3.42 BR3 190 3.78 BR4 190 3.92 Valid N (listwise) 190 The Beta coefficient of the Brand Reputation factor is quite high with 0.263, showing that this factor has a strong impact on the intention to buy a Nissan Sedan car of Da Nang consumers According to statistics table 5.2, out of scales did not get much agreement from the survey questionnaire This shows that Nissan's name is not really known to many people The name of a famous brand in the market will help customers pay more attention to the product, because using a product with a famous brand will help customers express their status in society through image of the product in use In order to continue to build and promote a good brand image in the hearts of customers, Nissan needs to focus on improving product quality, creating a product of good quality that is maintained stably that will increase brand image in the minds of customers In addition, Nissan Da Nang should improve the performance of pre- and after-sales services, collect feedback to listen to customers' opinions, improve products, and best meet the needs of customers 72 5.2.3 Price perception Table 5.3 - Descriptive statistics of observed variables of price perception factor N Minimum Maximum Mean PP1 190 3.91 PP2 190 3.59 PP3 190 3.91 Valid N (listwise) 190 With a standardized Beta value of 0.256, it shows that the perception of selling price has quite an influence on the intention to buy a Nissan Sedan car in Da Nang city Mean value of PP1 scale is high This is also very reasonable because cars are assets of great value, so when putting some money into it, customers will also consider very carefully between one brand and another For customers who are business owners, the use of cars will more or less create prestige and create trust with their customers For individual customers working in travel agencies, an affordable car with all the necessary basic amenities will be a good choice for them With the mean mean value of the PP2 scale, which has not yet received much agreement, in my opinion, compared to the general level, Nissan Sedan is at an average price, on par with other brands' sedans Therefore, in order to create an advantage for itself, Nissan Da Nang should launch many price support programs at special times of the year, such as: registration fee support, registration tax support, and car body insurance, free accessories when buying a car All of these contribute significantly to the successful business of the business 73 5.2.4 Perceived of behavioral control Table 5.4 - Descriptive statistics of observed variables of perceived behavioral control factors N Minimum Maximum Mean PBC1 PBC2 190 190 1 5 3.43 3.58 PBC3 190 3.46 PBC4 190 3.49 Valid N (listwise) 190 Perceived behavioral control refers to a person's perception of whether or not to exhibit a behavior when controlled Whether human behavior is performed or not often depends quite a lot on perception The Beta coefficient of this factor is only 0.222, the mean Mean coefficient is also not too high, relatively equal across the scales, showing that this factor has little influence on customers' buying behavior of Nissan cars Therefore, in order to increase the level of brand awareness for consumers and improve the value of customer behavior control, Nissan should build a brand identity system that affects customers' perception The higher the brand awareness, the more convincing and attractive it is, giving consumers a sense of quality and creating the psychology of wanting to get that product through advertising channels In my personal opinion, the advertising content for the most recent specific Nissan Sedan, the Nissan Almera, is not really attractive Nissan should include in the advertising content the message it wants to convey in the most understandable way, in order to help customers easily associate the brand when hearing or seeing something If possible, in each period or on holidays, Nissan Da Nang should promote advertising with a particular focus for a certain product or service, targeting a specific customer segment, this will be possible help customers remember the brand immediately when there is a need 74 5.2.5 Attitude towards attributes factor Table 5.5 - Descriptive statistics of the observed variables of the attitudinal factor towards the attributes N Minimum Maximum Mean ATA1 190 3.71 ATA2 190 3.63 ATA3 190 3.71 ATA4 190 3.54 ATA5 190 3.81 ATA6 190 3.58 Valid N (listwise) 190 When deciding to buy a car, in addition to factors such as price, product quality, etc., customers are also interested in the joy of owning a car according to their personality, aesthetic or taste own The beta coefficient of the factor Attitude towards the attributes is the lowest among the factors (0.206), in addition, the Mean value of the ATA2, ATA4, and ATA6 scales has not received much agreement from the survey questionnaires Therefore, Nissan's marketing department needs to more research on the tastes of each customer segment that it wants to target in order to produce products that meet customer needs, prioritizing attributes that customers can easily access Easy to feel and easy to improve by the manufacturer + The ATA2, ATA4, and ATA6 scales are all related to the features of the Nissan Sedan vehicle According to research, currently in two lines, Almera MT and Almera CVT, there is no support for lane change warning, acceleration warning, reversing camera, 360 camera, blind spot warning, In my opinion, Nissan should consider adding those features along with an in-car entertainment system, so it will be able to meet more customer segments Or if possible, Nissan Da Nang should provide these support devices separately when customers buy a car at a relative price, not being different from competitors' cars 75 + Producing cars with more eye-catching trendy colors, patterns or designs with special highlights that attract attention, easily reminiscent of the brand, create the desire to own the product because of its own personality car In addition, the interior design of the car also contributes to diversity, meeting most of the needs of today's customers + Car products are valuable products, so Nissan Danang should pay more attention to the place of display so that it can reflect the value of the car in the best way, displaying eye-catching decorations with beautiful interior designs highlights the car, in luxurious, crowded spaces and many passers by such as commercial centers, etc Because when customers step into a luxurious place, it will make customers feel confident, prouder, increasing customer value and increasing selfexpression value of consumers when choosing to buy products at such places + Invest in maintenance space and organize service for customers who come to car maintenance because it often takes a long time Organize services such as refreshment stalls, bookcases, televisions, informational documents related to customers' cars during the vehicle warranty period + Warranty service is also a big concern of customers Good after-sales quality will easily create a better impression, thereby creating confidence for customers in the decision to buy a Nissan Sedan car 5.3 Limitations of the research and future research directions The research results of the topic contribute to proposing some solutions to further improve the customers' intention to buy Nissan Sedan cars in Da Nang city In addition, the research also has some limitations as follows: Firstly, with the collected sample number N=190, customers who have ever known Nissan cars, it is possible that this research is only partial and does not fully cover the nature of the problem in terms of influencing factors affect the intention to buy a Nissan Sedan in Da Nang Therefore, future studies should overcome this limitation by expanding the sample size to increase the generalizability and practicality of the research results 76 Secondly, for the collection of information by distributing survey forms directly to the respondents, it is inevitable that the respondents respond dishonestly and inaccurately Third, this research only focuses on studying the main factors affecting the intention to buy NissN Sedan cars of Da Nang consumers, focusing on customer aspects to understand customers row Therefore, some other factors will not be mentioned in this thesis such as advertising, product strategy, etc Sometimes these factors also contribute equally important in influencing the intention to buy customer's car Therefore, further research should expand the scope of research on other factors that can affect customers' intention to buy Nissan Sedan cars such as promotional factors, reference groups, cultural factors, etc BIBLIOGRAPHY Foreign references Ajzen, I (1991) The theory of planned behaviour Organization Behaviour and Human Decision Processes, 50(2), 179-211 Ajzen, I (2002) Perceived behavioral control, self-efficacy, locus of control, and the theory of planned behavior 1.Journal of Applied Social Psychology, 32(4), 665-683 Avraham, B (2013) The impact of service components on customer's satisfaction and repurchasing intention of cars in Israel (Doctoral dissertation) Babes-BolayUniversity, Cluj-Napoca, Romania Chiu, C., Wang, E., Fang, Y., & Huang, H (2014) Understanding customers repeat purchase intentions in B2C e-commerce: The roles of utilitarian value, hedonic value and perceived risk Information Systems Journal, 24, 85-114 Fishbein, M (1980), A 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phố Hồ Chí Minh [Factors affecting intention to use Metro subway system in Ho Chi Minh City] (Master’ thesis) University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam Hoang Trọng & Chu Nguyen Mong Ngoc (2008), Phân tích liệu nghiên cứu với SPSS, Tập 1, Tập 2, NXB Hồng Đức Huynh, T T (2014) Ảnh hưởng giá trị thương hiệu đến ý định mua ô tô người tiêu dùng Thành phố Hồ Chí Minh [Effect of brand equity on consumers' intention to buy cars in Ho Chi Minh] (Master’s thesis) University of Economics Ho Chi Minh City, Ho Chi Minh City, Vietnam Hoang, T., & Chu, N N M (2008) Phân tích dữliệu nghiên cứu với SPSS (Tập 1, 2) [Analyze research data with SPSS (Volume 1, 2)].Ho Chi Minh, Vietnam: Nhà xuất Hồng Đức T.Thanh Tra (2019) Nghiên cứu yếu tố ảnh hưởng đến định mua ô tô Vinfast TP Hồ Chí Minh [Factors affecting intenytion to use Vinfast’s cars in Ho Chi Minh city (Master thesis)], Ho Chi Minh University of Banking) APPENDICES QUESTIONNAIRE SURVEY Hello Mr/Ms My name is Hong Vy, I am currently conducting a research on factors affecting consumers' intention to buy Nissan Sedan cars in Da Nang city I hope you will take the time to answer the following questions for me I pledge that the information you provide is only for the research process I look forward to your sincere cooperation I CONTENTS OF THE SURVEY Please indicate your level of agreement with the following statements how to mark the appropriate number according to the following convention: No Strongly Disagree Neutral Agree Strongly agree disagree Scale Attitude towards attributes Nissan Sedan car have a stylish design, keeping up with the trends of the times Nissan Sedan car is a fuel-efficient car I feel very excited if I can use a Nissan car Nissan Sedan car have higher safety compared to other car brands in the same price segment I really like the features of the Nissan Sedan Nissan Sedan car have powerful engines Subjective norm I would buy a Nissan Sedan car if my family wanted it Colleagues and friends all recommend that I buy a Nissan Sedan Everyone around me has the intention to buy a Nissan Sedan, so I am too Level of consent 10 People who are important to me will appreciate me if I buy a Nissan brand car Price perception 11 When buying a car, my choice depends a lot on the price of the car 12 Nissan Sedan cars are cheaper than other brands' sedans 13 Owning a Nissan Sedan car saves me some money Perceived behavioral control 14 I have enough money to buy a Nissan Sedan car 15 I will choose the car Nissan Sedan over other brands 16 17 I express my style through the car I use Buying or not buying a Nissan Sedan car is up to me Brand reputation 18 The Nissan car brand has created a reputation and is known by many people 19 Nissan is the second largest car brand in Japan, so I trust it very much 20 Nissan car brand is quite famous for quality and service 21 I believe Nissan brand cars are worth using Intend to buy Nissan Sedan car 22 I will recommend to my family/friends to buy a 23 Nissan Sedan car if they intend to buy a car Nissan Sedan car is the first choice when I buy a car 24 I will continue to buy Nissan cars in the future 25 I think the Nissan Sedan car is the right car for me to buy II PERSONAL INFORMATION Your gender:  Male  Female Which of the following ages group you belong to: 18-25  25-35 35-45 Your current job:  Under million VND  6-15 million VND  16-40 million VND  Over 40 million VND Your monthly income:  Officer  Civil servants  Freelance business  Retire  Other Thank you very much for your cooperation! > 45 ... UNIVERSITY INTERNATIONAL SCHOOL PSU DIVISION UNDERGRADUATE THESIS RESEARCH ON FACTORS AFFECTING CONSUMERS' INTENTION BUYING NISSAN SEDAN CARSIN DA NANG CITY MAJOR : BUSINESS ADMINISTRATION MENTOR... consumers' intention buying Nissan Sedan cars in Da Nang city" in order to determine the factors affecting the choice of Nissan Sedan purchase as well as their attitudes and feelings towards the Nissan. .. and TPB model, combined with previous research on buying intention, the author builds a research model on consumers' intention to buy Nissan Sedan cars in Da Nang The proposed research model is