(Luận văn) factors influencing domestic consumption in vietnams market

t to MINISTRY OF EDUCATION AND TRAINING ng UNIVERSITY OF ECONOMICS HOCHIMINH CITY hi ep  w n lo ad ju y th yi pl n ua al CAO QUỐC VIỆT n va ll fu m oi FACTORS INFLUENCING DOMESTIC nh at CONSUMPTION IN VIETNAM’S MARKET z z ht vb k jm om l.c gm MASTER’S THESIS IN BUSINESS ADMINISTRATION n a Lu n va y te re Ho Chi Minh City – 2012 i MINISTRY OF EDUCATION AND TRAINING t to UNIVERSITY OF ECONOMICS HOCHIMINH CITY ng  hi ep w n lo ad CAO QUỐC VIỆT ju y th yi FACTORS INFLUENCING DOMESTIC pl n ua al CONSUMPTION IN VIETNAM’S MARKET n va ll fu oi m MASTER’S THESIS at nh z z ht vb In k n a Lu Dr Nguyễn Thị Mai Trang om Supervisor l.c gm Code: 60340102 jm Business Administration n va y te re Ho Chi Minh City – 2012 ii Acknowledgements t to When I write these statements, it reminds me to turn back the time of two years ago; ng as I read the book “Nghiên cứu khoa học Marketing - Ứng dụng mơ hình cấu trúc hi ep tuyến tính SEM”, I could not understand anything It is a mysterious world that I need to discover It was also the start point for my study road My sincere thanks w n send to the authors who have composed this wonderful book lo ad I would like to thank my supervisor Dr Nguyen Thi Mai Trang for her supports, y th instructions, and valuable comments throughout the work leading to this thesis ju I would like to thank all respondents who gave me priceless time during the data yi pl collection phase of this thesis n book ua al I never forget my thanks to Mr Nguyen Khanh Duy with his first SEM Vietnamese va n My deep thanks to my wife, Tsằn Schếng Mỹ, and our son; their love is the ll fu motivation behind my work m oi Thanks to my family, my Mother, Father, brothers and sister at nh Thanks God bless and lead me z z ht vb k jm om l.c gm n a Lu n va y te re iii t to Declaration ng hi ep I declare that the entirety of the work contained therein (except the citations) is my own work I declare that I am the only author and neither portion in the thesis has w been submitted in support of another degree nor published by another person n lo ad HoChiMinh City, 10/10/2012 ju y th yi pl n ua al Cao Quoc Viet n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re iv Abstract t to ng The purpose of this thesis is to investigate domestic consumption The aim is to hi ep examine factors which influence the domestic consumption among consumers in Vietnam Furthermore, the research focuses on finding out determinant that influences w domestic consumption the most Based on Vida and Reardon’s Model and literature n lo review a theoretical model was proposed The model investigates the effect of some ad independent variables on the domestic consumption such as import product quality y th ju perception, consumer ethnocentrism, cosmopolitanism and patriotism yi pl A survey of 396 consumers was carried out Some techniques were used to analyze the al n ua model, such as descriptive statistics, reliability assessment, exploratory factor analysis va and confirmatory factor analysis The proposed theoretical model was also empirically n tested by means of the structural equation modeling technique The results show that fu ll only cosmopolitanism was insignificant factor The findings indicate that import m oi product quality perception, consumer ethnocentrism, patriotism are significant at nh predictors of domestic consumption z domestic consumption, consumer patriotism, ht cosmopolitanism, import product quality perception ethnocentrism, vb words: z Key k jm om l.c gm n a Lu n va y te re v List of Acronyms t to hi ep Analysis of Moment Structures CET - Consumer ethnocentrism CFA - Confirmatory Factor Analysis - Comparative Fit Index - Chi square - w ng AMOS n CFI lo ad CMIN Chi square/degree of freedom COS Cosmopolitanism - ju y th CMIN/df - yi - Domestic consumption EFA - Exploratory Factor Analysis FDI - Foreign Direct Investment GFI - Goodness of Fit Index IPQP - Import product quality perception KMO - The Kaiser - Meyer - Olkin ML - Maximum likelihood OALD - Oxford Advanced Learner’s Dictionary PAT - Patriotism RMSEA - Root Mean Square Error Approximation SEM - Structural Equation Modeling TLI - Tucker & Lewis Index pl DC n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re vi Table of Contents t to ng Acknowledgements ii iii Abstract iv ep hi Declaration w n List of Acronyms v lo ad Chapter 1: INTRODUCTION y th ju 1.1 Research background yi pl 1.2 Problem statement ua al 1.3 Research objectives n 1.4 Scope and Research methodology n va 1.4.1 Scope of the study ll fu 1.4.2 Research Method oi m 1.5 Structure of the research at nh Chapter 2: LITERATURE REVIEW z 2.1 Introduction z vb 2.2 Domestic Consumption (DC) ht 2.3 Import Product Quality Perception (IPQP), Consumer Ethnocentrism (CET), Patriotism (PAT) and Cosmopolitanism (COS) k jm gm 2.3.1 Import Product Quality Perception (IPQP) l.c 2.3.2 Consumer Ethnocentrism (CET) 2.3.3 Patriotism (PAT) om 2.3.4 Cosmopolitanism (COS) n y te re 2.4.3 Patriotism (PAT) and Domestic Consumption (DC) va 2.4.2 Cosmopolitanism (COS), Patriotism (PAT) and Consumer Ethnocentrism (CET) n 2.4.1 Import Product Quality Perception (IPQP), Consumer Ethnocentrism (CET) and Domestic Consumption (DC) a Lu 2.4 Hypothesis development and Research Model vii 2.4.4 Research Model t to Chapter 3: METHODOLOGY 11 ng hi 3.1 Introduction 11 ep 3.2 Research design 11 w 3.2.1 Pilot study .13 n lo 3.2.1.1 Qualitative research 13 ad 3.2.1.2 Quantitative research .13 ju y th 3.2.1.3 Pilot study results .15 3.2.2 Official Quantitative research .18 yi pl 3.2.2.1 Sample .18 al ua 3.2.2.2 Data analysis methods 19 n 3.3 Measurement 19 va n 3.3.1 Scale to measure Consumer Ethnocentrism (CET) 20 ll fu 3.3.2 Scale to measure Import Product Quality Perception (IPQP) 21 oi m 3.3.3 Scale to measure Patriotism 21 nh 3.3.4 Scale to measure Cosmopolitanism 23 at 3.3.5 Scale to measure Domestic Consumption 23 z z 3.4 Summary .24 vb ht Chapter 4: DATA ANALYSIS AND FINDINGS 25 jm k 4.1 Introduction 25 gm 4.2 Descriptions of sample 25 l.c 4.3 Scale assessment 26 om 4.3.1 Normality assessment 26 a Lu 4.3.2 Reliability testing 27 n 4.3.3 Exploratory Factor Analysis 28 y 4.6.1 Testing Hypotheses .44 te re 4.6 Testing Hypotheses and Summary 44 n 4.5 Testing Theoretical Model 41 va 4.4 Confirmatory Factor Analysis (CFA) .31 viii 4.6.2 Summary 46 t to Chapter 5: CONCLUSIONS AND IMPLICATIONS 47 ng hi 5.1 Introduction 47 ep 5.2 Discussion of findings 47 w 5.3 Managerial Implications 48 n lo 5.4 Limitations and Future research 50 ad 57 ju Appendix y th List of References 52 yi Appendix Refrigerator statistics Vietnam 2005 - 2010 57 pl ua al Appendix 3.1 Group discussion 59 n Appendix 3.2 English Questionnaire 62 n va Appendix 3.3 Bảng câu hỏi khảo sát 66 ll fu Appendix 4.1 Descriptive Statistics 71 oi m Appendix 4.2 Cronbach’s Alpha 72 nh Appendix 4.3 EFA 75 at Appendix 4.4 CFA results 77 z z Appendix 4.5 Theoretical Model 85 ht vb k jm om l.c gm n a Lu n va y te re ix LIST OF FIGURES t to ng hi Figure 2.1: Theoretical Model 10 ep Figure 3.1: Research procedure 12 Figure 4.4: Saturated Model 34 w n Figure 4.5: Refined Saturated Model 35 lo ad Figure 4.6: Final Saturated Model 37 y th Figure 4.7: SEM’s Result - Theoretical Model (Standardized) 41 ju yi pl n ua al n va ll fu oi m at nh z z ht vb k jm om l.c gm n a Lu n va y te re