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UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dinh Thi To Nhu FACTORS AFFECTING COUPLE’S DECISION MAKING IN CONTEMPORARY WEDDING EVENT DECORATION: FAMILY INFLUENCE, SOCIAL STATUS, AND PERSONAL VALUES MASTER OF BUSINESS (Honours) Ho Chi Minh City – Year 2014 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com UNIVERSITY OF ECONOMICS HO CHI MINH CITY International School of Business Dinh Thi To Nhu FACTORS AFFECTING COUPLE’S DECISION MAKING IN CONTEMPORARY WEDDING EVENT DECORATION: FAMILY INFLUENCE, SOCIAL STATUS, AND PERSONAL VALUES ID: 22110040 MASTER OF BUSINESS (Honours) SUPERVISOR: Dr VO THI NGOC THUY Ho Chi Minh City – Year 2014 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com i Tables of Content Chapter 1: Introduction 1.1 Research background 1.2 Research objectives 1.3 Scope of the study and methodology 1.4 Research contribution 1.5 Research structure Chapter 2: Literature review 2.1 Concept of contemporary wedding and wedding event decoration 2.1.1 A contemporary wedding 2.1.2 Wedding event decoration 2.2 Definition of Consumer behavior and theories of factors affecting consumer purchasing decision 2.3 Previous researches about factors affecting couple’s decision making and identifying hypotheses in this study 10 2.3.1 Family influence 11 2.3.2 Social status 15 2.3.3 Personal values 16 Chapter 3: Research Methodology 21 3.1 Research process 21 3.2 Research design 22 3.3 Measurement scales 23 3.4 Quatitative pilot research and results 25 Chapter 4: Data Analysis 29 4.1 Descriptive statistic of sample 29 4.2 Adjustment of hypotheses and research model 37 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ii 4.3 Testing of normal distribution 38 4.4 Regression analysis 39 4.5 Findings 42 Chapter 5: General conclusion 46 5.1 Contributions of research 46 5.1.1 Theoretical contributions 46 5.1.2 Managerial implications 47 5.2 Limitations and further researches 48 5.3 Conclusion 49 References Appendix LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com iii List of Figures and Charts Figure 2.1 Conceptual model: Factors affecting couple’s decision making in contemporary wedding event decoration: Family influence, social status and personal values 19 Figure 4.1: Adjustment model of the research 37 Chart 3.1 Research process 21 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com iv List of Tables Table 2.1 Theories of factors affecting consumer purchasing decision 10 Table 2.2 Variables and previous researches 11 Table 3.1 Cronbach alpha result of pilot test 26 Table 3.2 KMO and Bartlett's Test result of pilot test 26 Table 3.3 Pattern Matrix result of pilot test 27 Table 4.1 Demographic statistics result 30 Table 4.2 Cronbach’s Alpha result of all variables 32 Table 4.3 KMO and Bartlett's Test result of independent variables 33 Table 4.4 Pattern Matrix of items 34 Table 4.5 KMO and Bartlett's Test result of Dependent variable 36 Table 4.6: Pearson Correlation Coefficient result 39 Table 4.7 Regression Analysis and Anova’s test Result 41 Table 4.8: Hypothesis testing 44 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Abstract Many recent years, Vietnamese young couples tend to organize their wedding event including many items of decoration such as photo booth, gallery table, aisle décor, stage backdrop, guest tables’ decoration and lighting system This absolutely generate more expense for their wedding; however they still determine to use the service So, what factors really affect consumption in wedding reception decoration? The aim of this thesis is to investigate and identify the real impacts on couple’s decision making in contemporary wedding event decoration, and to provide practical contributions for all suppliers of this field in Ho Chi Minh City for the next years This study was conducted in from September 2013 to April 2014 in inner areas of the city 135 couples who have just married within three years that used wedding event decoration served as subjects in a study designed to investigate All responses of the questionnaires were made on a 5-point Likert scale with the five elements that required investigating, including family relations, wife/husband attitudes, social status, conformity and the need of uniqueness The results reveal that social status is the most important impact on the decision making of couples to use the wedding event decoration In addition, the communication of family members with couples makes a strong effect on their final decision Factors of conformity, the need of uniqueness and wife/husband attitudes also effect on couple’s decision making Keywords: couple’s decision making, family relations, husband/wife attitudes, social status, conformity, need of uniqueness, wedding event decoration, Ho Chi Minh City LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com Chapter 1: Introduction This chapter is a beginning of the thesis that includes five sections The research background is firstly presented Then, the research objectives of the thesis are discussed The chapter also introduces the contribution and scope of the study Finally, the research structure is presented 1.1 Research background Gidoni (2000) states that a contemporary Japanese wedding consists of traditional customs and Western-style ceremony because of economic motivations Similarly, a contemporary Vietnamese wedding combine the two parts After wearing traditional outfits to join in a traditional wedding ceremony with a list of rituals, bride and groom are ready to change their custom to Western style ones to celebrate their wedding event with their friends, colleagues and relatives in a public institution In this event, many items of a Western-style wedding can be applied such as white wedding gown, wedding cake, champagne fountain, dancing performance (Nguyen & Belk, 2012) and decoration Because of generating many things for a wedding event, budget for a contemporary wedding is certainly higher than in the past According to a report of Home Credit group, an average of wedding budget of a couple is around VND100 million for 300 guests (Le, 2013) Wedding industry is more attractive for investors such as wedding event and convention, photography, wedding dress and make up, and decoration A report of Doanh Nhan Sai Gon (2013) provides information of VND ten thousand billion of profit in wedding event and convention field, an increase of 15% compared to the last year More and more wedding dress stores and studios have opened with many updated-Western styles in their showrooms Particularly, in ten LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com recent years, wedding decoration field have developed very fast with many big suppliers like Vietnam Wedding Planner, Bliss, Confetti, V-Party, Hajime, Marry Me, Lemon Tree, Cleo, and so on Most of the decoration styles currently tend to follow Western wedding concept from photo booth, gallery table to the stage backdrop with many candles, fresh flowers, glasses and crystals A couple easily search on the Internet through Google or Bing to find out the common style of wedding event decoration and choose one supplier to make it on their wedding day Couples recently express their interesting on decoration in wedding event in Ho Chi Minh City (HCMC) for a more pleasure and memorable wedding, as the author observed through the Internet, online newspapers and social media and the real experience of communications between the author and friends who have just married However, wedding event decoration surely generates an amount of budget that leads to find hard for them to determine to consume the service The number can increase to 10% of intend budget for a wedding (Le, 2013) So, what factors really affect consumption in wedding event decoration? A recent research of Nguyen & Belk (2012) mentions about the changes of wedding consumption in Vietnam after Doi Moi from some aspects such as social values, social relations, and gender roles Especially, in the research, they state that filial piety is still one of the most important fundamental values of Vietnamese kinship That can affect wedding consumption because couples respect opinions of their elder members in the family In addition, as a study of Cotte and Wood (2004), “family socialization is a rich field in consumer behavior” (p.78) The research of Nguyen & Belk (2012) also points out the social status element in wedding consumption when young couples include Western wedding concept into their weddings to show the social status or family status by spending some luxury services Another research shows that couples LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com focus on their wedding as a performance day of their status, society level or the wealth instead of happiness of the day they can share their lives together (Adrian, 2003) According to the research of Nguyen & Belk (2012), values also make an effect on wedding consumption because of the importance and unique of a wedding as Vietnamese rituals Clawson and Vinson (1977) suggest that personal value is considered as one of the strongest impacts on consumer behavior Particularly, Partner (2001) states about a vital role of lifestyle in a special event such as weddings These results of researches which were conducted in many countries as well as in Vietnam found out factors affecting to consumer decision making in general Many weddings recently have been included decoration that opens opportunities for event decoration suppliers to provide many services in Ho Chi Minh City This study raises research objectives about exploring the real factors affecting on final decision making of couples that can create more suitable services to save time of consultancy and persuasion to improve competitive advantage in market 1.2 Research objectives Because consumer behavior is a rich field that need to be explored, many researches were conducted to find out the factors that affecting consumer behavior decision making These researches help managers, businesses can understand thoroughly about the customer insight and offer the best products and services for them Thus, based on the literature review of consumer behavior and affecting of some factors, and especially in the context of wedding event decoration in Ho Chi Minh city, the study aims: To propose a model that predicting some factors affecting wedding event decoration in Ho Chi Minh city LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 60 District District District District District District District District District District 10 District 11 Tan Binh Phu Nhuan Go Vap Binh Thanh 29 How long have you married? Three months ago Six months ago Two years ago One year ago Three years ago Bảng câu hỏi tiếng Việt Bảng khảo sát yếu tố ảnh hưởng đến việc định cặp đôi việc chi tiêu cho trang trí tiệc cưới Tp.HCM Phần 1: Sự ảnh hưởng từ gia đình Gia đình hỗ trợ chúng tơi mặt tài Gia đình cung cấp thêm thơng tin giúp chúng tơi định Gia đình hy vọng sử dụng Mối quan hệ dịch vụ trang trí tiệc cưới Gia đình chúng tơi thảo gia đình luận nhiều vấn đề trang trí tiệc cưới Gia đình thuyết phục chúng tơi sử dụng trang trí tiệc cưới Nhìn chung, mối quan hệ gia đình ảnh hưởng nhiều đến định Chúng đồng ý sử dụng trang trí tiệc cưới Chúng thảo thuận nhiều trước Thái độ định vợ/chồng Chúng quan tâm đến ý kiến đối phương 10 Chúng tơi cho hội để trình bày LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 61 Địa vị xã hội Sự phù hợp Sự quan điểm 11 Nhìn chung, thái độ chồng/vợ ảnh hưởng đến định Phần 2: Địa vị xã hội 12 Chúng tơi chứng tỏ có khả năng, điều kiện để tổ chức đám cưới đáng mơ ước 13 Chúng tơi làm bật vị trí sử dụng dịch vụ trang trí tiệc cưới 14 Chúng tơi nhận diện người nhóm dựa việc trang trí tiệc cưới 15 Chúng tơi thể phong cách riêng lễ cưới với khách mời thân thuộc 16 Nhìn chung, việc thể địa vị xã hội ảnh hưởng đến định Phần 3: Giá trị cá nhân 17 Chúng cho khách mời ngưỡng mộ phần trang trí tiệc cưới 18 Chúng tơi nghĩ khách mời ấn tượng phần trang trí tiệc cưới 19 Vì chúng tơi thuộc nhóm nên chúng tơi sử dụng xu hướng trang trí tiệc cưới 20 Chúng chịu ảnh hưởng tham dự đám cưới khác có sử dụng trang trí tiệc cưới 21 Nhìn chung, phù hợp ảnh hưởng đến định chúng tơi 22 Nhờ có trang trí tiệc cưới, chúng tơi thể phong cách 23 Chúng tơi muốn tổ chức tiệc cưới thật khác với người 24 Phong cách tiệc cưới u thích chúng tơi thể tính chất cá nhân 25 Nhìn chung, ảnh hưởng đến định LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 62 Hồn tồn khơng đồng ý Không đồng ý Không ý kiến Đồng ý Hồn tồn đồng ý Thơng tin cá nhân: 26 Trình độ học vấn (mức cao hai anh/chị) Trung học Cao đẳng Thạc sĩ Tiến sĩ Đại học 27 Mức lương hai anh/chị (mỗi tháng) 10 – 20 triệu đồng 20 – 30 triệu đồng 30 – 40 triệu đồng 40 – 50 triệu đồng over 50 triệu đồng 28 Anh/chị sống quận nào? Quận Quận Quận Quận Quận Quận Quận Quận Quận Quận 10 Quận 11 Quận Tân Bình Quận Phú Nhuận Quận Gò Vấp Quận Bình Thạnh 29 Anh/chị cưới bao lâu? Ba tháng trước Sáu tháng trước Hai năm trước Ba năm trước Một năm trước LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 63 Appendix 2: Table, chart in Literature Review Cultural Social Personal Psychological Age and life cycle Reference Culture Motivation stage groups Occupation Perception Buyer Economic situation Subculture Learning Family Lifestyle Beliefs and Social Roles and Personality and self- class status concept attitudes Exhibit 2.1 Factors affecting consumer purchasing decision of Kotler and Armstrong (2011) LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 64 Appendix 3: Reliability analysis and measurement scales Scale: Decision Making Reliability Statistics Cronbach's N of Alpha Items 774 Scale Statistics Mean Variance Std Deviation N of Items 19.05 8.380 2.895 Scale: Family Influence Reliability Statistics Cronbach's N Alpha Items 845 of Scale Statistics Mean Variance Std Deviation N of Items 17.46 13.109 3.621 Scale: Wife/Husband Attitudes Reliability Statistics Cronbach's N Alpha Items 777 of Scale Statistics Mean Variance Std Deviation N of Items 15.59 5.869 2.423 Scale: Social status Reliability Statistics Cronbach's N Alpha Items 831 of LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 65 Scale Statistics Mean Variance Std Deviation N of Items 13.82 9.023 3.004 Scale: Conformity Reliability Statistics Cronbach's N Alpha Items 820 of Scale Statistics Mean Variance Std Deviation N of Items 13.91 7.929 2.816 Scale: Need for Uniqueness Reliability Statistics Cronbach's N Alpha Items 800 of Scale Statistics Mean Variance Std Deviation N of Items 11.03 5.655 2.378 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 66 Appendix 4: Explotation Factor Analysis Result EFA result of independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .819 1230.477 190 000 Communalities Initial Extraction FI1 690 739 FI2 527 483 FI3 555 615 FI4 508 502 FI5 576 626 WH1 371 337 WH2 319 311 WH3 606 680 WH4 630 722 SS1 703 661 SS2 582 606 SS3 577 441 SS4 629 630 PC1 497 472 PC2 533 538 PC3 567 526 PC4 632 699 PN1 471 512 PN2 503 601 PN3 507 611 Extraction Method: Principal Axis Factoring Total Variance Explained Factor Initial Eigenvalues Extraction Sums of Squared Loadings Rotation Sums of Squared Loading sa LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 67 % of Cumulative % of Cumulative Total Total Variance % Variance % 6.426 32.129 32.129 6.014 30.072 30.072 4.860 2.350 11.750 43.880 1.933 9.667 39.740 4.126 1.865 9.327 53.206 1.452 7.262 47.002 3.251 1.573 7.865 61.072 1.141 5.705 52.707 2.931 1.200 6.001 67.073 771 3.853 56.560 3.054 942 4.712 71.785 812 4.058 75.842 671 3.354 79.197 611 3.053 82.250 2.305 84.556 dimen 10 461 sion0 11 449 2.245 86.800 12 423 2.114 88.915 13 384 1.920 90.834 14 358 1.791 92.626 15 320 1.600 94.226 16 299 1.493 95.719 17 274 1.369 97.088 18 242 1.208 98.295 19 179 896 99.191 20 162 809 100.000 Extraction Method: Principal Axis Factoring a When factors are correlated sums of squared loadings cannot be added to obtain a total variance Total SS2 SS4 SS1 SS3 FI5 FI4 FI3 FI1 FI2 PC4 PC3 PC2 PC1 843 767 684 633 Pattern Matrix Factor 844 729 688 507 794 706 705 701 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 68 WH3 834 WH4 809 WH2 552 WH1 539 PN2 781 PN3 718 PN1 673 Extraction Method: Principal Axis Factoring Rotation Method: Promax with Kaiser Normalization KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling 802 Adequacy Bartlett's Test of Approx Chi-Square 1143.482 Sphericity df 171 Sig .000 Communalities Initial Extraction FI1 661 705 FI3 547 593 FI4 507 520 FI5 576 671 WH1 371 338 WH2 318 310 WH3 604 679 WH4 630 721 SS1 692 624 SS2 582 602 SS3 567 467 SS4 627 645 PC1 497 471 PC2 533 541 PC3 566 526 PC4 618 691 PN1 471 519 PN2 502 618 PN3 507 602 Extraction Method: Principal Axis Factoring LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 69 Total Variance Explained Rotation Sums of Extraction Sums of Squared Initial Eigenvalues Squared Loadings Loading Factor sa % of Cumulative % of Cumulative Total Total Total Variance % Variance % 6.003 31.595 31.595 5.596 29.455 29.455 4.445 2.308 12.149 43.744 1.891 9.951 39.406 3.094 1.859 9.783 53.528 1.446 7.609 47.016 3.617 1.550 8.159 61.687 1.125 5.919 52.934 2.879 1.200 6.315 68.002 785 4.133 57.067 3.044 884 4.651 72.653 808 4.253 76.906 621 3.269 80.175 611 3.213 83.389 dimen 10 449 2.363 85.752 sion0 11 425 2.235 87.987 12 401 2.112 90.099 13 369 1.941 92.040 14 324 1.706 93.746 15 314 1.652 95.398 16 279 1.467 96.866 17 246 1.293 98.159 18 188 989 99.148 19 162 852 100.000 Extraction Method: Principal Axis Factoring a When factors are correlated sums of squared loadings cannot be added to obtain a total variance EFA result of dependent variable KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy Bartlett's Test of Approx Chi-Square Sphericity df Sig .782 162.646 10 000 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 70 Communalities Initial Extraction DM1 1.000 554 DM2 1.000 501 DM3 1.000 696 DM4 1.000 437 DM5 1.000 451 Extraction Method: Principal Component Analysis Total Variance Explained Extraction Sums of Squared Loadings Component % of Cumulative % of Cumulative Total Total Variance % Variance % 2.640 52.796 52.796 2.640 52.796 52.796 807 16.137 68.933 dimension 624 12.473 81.406 565 11.307 92.713 364 7.287 100.000 Extraction Method: Principal Component Analysis Initial Eigenvalues Component Matrix Component DM1 745 DM2 708 DM3 834 DM4 661 DM5 672 Extraction Method: Principal Component Analysis LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 71 Appendix 5: Correlation Matrix Descriptive Statistics Std Mean Deviation DMN 19.0543 2.89480 SSN 17.3256 3.74200 PCN 13.9070 2.81581 FIN 10.6667 2.34632 WHN 15.5891 2.42259 PNN 11.0310 2.37808 N 129 129 129 129 129 129 Correlations Pearson Correlation Sig (1-tailed) N DMN SSN PCN FIN WHN PNN DMN SSN PCN FIN WHN PNN DMN SSN PCN FIN WHN PNN DMN 1.000 768 510 624 554 628 000 000 000 000 000 129 129 129 129 129 129 SSN 768 1.000 348 571 281 431 000 000 000 001 000 129 129 129 129 129 129 PCN 510 348 1.000 222 285 264 000 000 006 001 001 129 129 129 129 129 129 FIN 624 571 222 1.000 216 334 000 000 006 007 000 129 129 129 129 129 129 WHN 554 281 285 216 1.000 284 000 001 001 007 001 129 129 129 129 129 129 PNN 628 431 264 334 284 1.000 000 000 001 000 001 129 129 129 129 129 129 Statistics of Description DM N Mean Valid 129 Missing 3.8109 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 72 Median 4.0000 Std Deviation 57896 Skewness -1.166 Std Error of Skewness 213 Kurtosis 1.400 Std Error of Kurtosis 423 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 73 Appendix 6: Regression Analysis Variables Entered/Removedb Variables Variables Model Method Entered Removed PNN PCN WHN FIN Enter a SSN a All requested variables entered b Dependent Variable: DMN Model Summary Change Statistics Adjusted Std Error R Model R R of the R Square F Sig F Square df1 df2 Square Estimate Change Change Change a 918 842 835 1.17425 842 130.981 123 000 a Predictors: (Constant) PNN PCN WHN FIN SSN ANOVAb Model Sum of Squares df Mean Square F Sig Regression 903.021 180.604 130.981 000a Residual 169.599 123 1.379 Total 1072.620 128 a Predictors: (Constant) PNN PCN WHN FIN SSN b Dependent Variable: DMN Coefficientsa Standar Unstandardiz dized Collinearity ed Correlations Coeffic Statistics Coefficients Model t Sig ients Std ZeroToler B Beta Partial Part VIF Error order ance (Constant) -.160 825 -.194 846 SSN 306 037 395 8.335 000 768 601 299 572 1.748 PCN 183 040 178 4.526 000 510 378 162 832 1.202 FIN 262 054 212 4.814 000 624 398 173 663 1.509 WHN 324 046 271 6.987 000 554 533 251 855 1.170 PNN 321 050 263 6.445 000 628 502 231 769 1.300 a Dependent Variable: DMN LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com 74 Collinearity Diagnosticsa Model Dimension Eigenvalue 5.879 038 030 024 018 011 a Dependent Variable: DMN di me nsi on Variance Proportions Condition Index (Constant) SSN PCN FIN WHN PNN 1.000 00 00 00 00 00 00 12.411 02 12 22 31 06 00 14.058 00 01 18 09 00 84 15.521 09 11 45 05 25 08 18.096 00 74 12 49 09 08 22.960 88 02 03 05 60 01 LUAN VAN CHAT LUONG download : add luanvanchat@agmail.com ... will be conducted in inner areas of Ho Chi Minh City, included District 1, 2, 3, 4, 5, 6, 7, 8, 9, 1 0, 1 1, Tan Binh, Phu Nhuan, Go Vap, and Binh Thanh The interviewees will be couples that have... couple’s decision making Keywords: couple’s decision making, family relations, husband/wife attitudes, social status, conformity, need of uniqueness, wedding event decoration, Ho Chi Minh City... MINH CITY International School of Business Dinh Thi To Nhu FACTORS AFFECTING COUPLE’S DECISION MAKING IN CONTEMPORARY WEDDING EVENT DECORATION: FAMILY INFLUENCE, SOCIAL STATUS,
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