(Luận văn) exploring the factors affecting laptop consumers brand loyalty in hochiminh city , luận văn thạc sĩ

MINISTRY OF EDUCATIION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY ng hi ep w n lo ad ju y th yi NGUYỄN THỊ HỒNG NGUYỆT pl ua al n EXPLORING THE FACTORS AFFECTING va n LAPTOP CONSUMER’S BRAND LOYALTY fu ll IN HOCHIMINH CITY oi m at nh z z vb : Business Administration Major Code : 60.34.05 ht Major k jm om l.c gm n Supervisor: Dr Nguyễn Thị Mai Trang a Lu ECONOMICS MASTER THESIS n va y te re th HOCHIMINH CITY - 2010 ACKNOWLEDGEMENTS ng hi The study about “Exploring the factors affecting Laptop consumer’s Brand ep Loyalty in Ho Chi Minh City” was not going to be completed without the assistance and support from different relevant sources w n lo ad First of all, I would like to express my whole-hearted appreciation to my ju y th supervisor, Dr Nguyen Thi Mai Trang, who has provided me with her strict comments and invaluable advices during the process of my study yi pl al ua Besides, my special thank would be sent to my parent Without their warmly n constant encouragement, my further pursuit and attendance in Master of Business va n Administration in order to then conduct this dissertation would not have been ll fu brought to life oi m nh Profound gratitude was also extended to my cousin, Ms Nguyen Thi Bich at z Duyen, who has assisted me in the process of data collection and to my close friend, z ht vb Ms Do Thuy, who has guided me to the usage of SPSS software jm k An honorable mention goes to my dear husband, Mr Ly Son This study is om l.c gm the result of his encouragement, help and love Finally, I would like to send sincere thanks to my friends for their great n a Lu contributions and motivation to the accomplishment of my dissertation n va y te re th ABSTRACT ng hi This study investigated and reported the effect elements and their affected ep level on brand loyalty for the laptop product in Ho Chi Minh market The important w variables comprised Self-expressive value, Distinctiveness, Perceived Quality, n lo Perceived Price ad y th The framework of in-depth - interview in form of the qualitative research ju yi based on the items of the previous research to discover new observed variables pl Then, the researcher would modify available observed variables of the previous al n ua researches in order to meet with laptop category and Ho Chi Minh market The 300 n va respondents in the quantitative research who were from the universities in Ho Chi fu Minh city were used to test reliability (Cronbach Alpha), Correlation (Exploring ll Factor Analysis) and test Multiple Regression Model oi m nh at After analyzing, the research’s results indicated that all of observed variables z obtained reliability and correlation, except one variable (bl5) Besides, all of four z ht vb factors have influenced on brand loyalty The different affected levels of the factors k jm as well as the implications of the study were also represented in this paper om l.c gm n a Lu n va y te re th i CONTENTS CHAPTER 1: INTRODUCTION ng 1.1 Research background hi ep 1.2 Problem definition 1.3 Research questions and objectives w n 1.4 Limitations and research methodology lo ad 1.5 Research implications y th 1.6 Thesis structure ju CHAPTER 2: LITERATURE REVIEW yi pl 2.1 Brand ua al 2.2 Brand loyalty n 2.2.1 Consumer’s loyalty and brand equity va n 2.2.2 Value strategy of brand loyalty ll fu 2.3 The factors affected on brand loyalty in Ho Chi Minh market m oi 2.3.1 Self-expressive value of brand personality at nh 2.3.2 Distinctiveness of brand personality 10 2.3.3 Perceived Quality 11 z z 2.3.4 Perceived Price 12 vb ht 2.4 Research model 12 jm 2.5 Summary 13 k gm CHAPTER 3: RESEARCH METHODOLOGY l.c 3.1 Research design 15 om 3.1.1 Exploratory study 15 a Lu 3.1.2 Main survey 16 n 3.1.2.1 Sample size 16 va n 3.1.2.2 Research process 16 te re 3.2 Measurement 17 3.2.3 Measure of Perceived Quality 19 th 3.2.2 Measure of Distinctiveness 18 y 3.2.1 Measure of Sef-expressive value 18 ii 3.2.4 Measure of Perceived Price 19 3.2.5 Measure of Brand Loyalty 19 3.3 Summary 20 ng CHAPTER 4: DATA ANALYSIS AND RESULTS hi ep 4.1 Descriptive data analysis 21 4.2 Measure Assessment 23 w 4.2.1 Cronbach Alpha Reliability Analysis 23 n lo 4.2.2 Exploring Factor Analysis (EFA) 24 ad 4.2.2.1 EFA results of the independent variables 24 y th ju 4.2.2.2 EFA results of the dependent variable 25 yi 4.3 Hypotheses Testing 25 pl ua al 4.3.1 Testing Assumptions of Multiple Regression 25 4.3.2 Testing Hypotheses between Independent Variables and Brand Loyalty 26 n n va 4.4 The relationship among the quality variables and the quantitative variables 28 ll fu 4.4.1 Testing the relationship between gender factor and SEV 28 oi m 4.4.2 Comparing the different influence levels of buyer factor on Brand Loyalty 29 nh 4.4.3 Testing the different influence levels of used time factor on PQ 30 at 4.4.4 Testing the different influence levels of using brand name factor on D 32 z z 4.5 Consumer’s evaluation on Brand Loyalty following using brand names 33 vb ht 4.6 Summary 34 k jm CHAPTER 5: CONCLUSIONS gm 5.1 Overview 35 l.c 5.2 Main findings 35 om 5.2.1 Antecedents of Brand Loyalty 35 a Lu 5.2.2 Outcome of qualitative variables affected on quantitative variables 36 n 5.3 Theoretical Implications 36 va 5.4 Managerial Implications 37 n 5.4.2 Distinctiveness 38 5.4.4 Self – expressive value 39 th 5.4.3 Perceived Quality 39 y te re 5.4.1 Perceived Price 37 iii 5.5 Further research 40 References 41 Appendice 45 ng Appendix 1: Questionnaire 45 hi ep Appendix 2: EFA results of independent variables 47 Appendix 3: EFA results of dependent variable (Step 1) 49 w Appendix 4: EFA results of dependent variable (Step 2) 50 n lo Appendix 5: Testing assumptions of multiple regression 51 ad Appendix 6: Multiple Regression Line results 53 ju y th 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 th iv LIST OF FIGURES ng hi ep Figure 2.1 : Two models about the relationship between product with brand Figure 2.2 : Research Model 13 Figure 3.1 : Research process 17 Figure 4.4 : Histogram, Normal P – P Plot and Scatter Plot of Brand Loyalty 51 w : Mean of each using brand name on Brand Loyalty 34 n Figure 4.5 lo ad ju y th 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 th v LIST OF TABLES ng hi ep Table 3.1 : Scale of Self – expressive value 18 Table 3.2 : Scale of Distinctiveness 18 Table 3.3 : Scale of Perceived Quality 19 w n Table 3.4 : Scale of Perceived Price 19 : Scale of Brand Loyalty 20 Table 4.1 : Sample characteristics 21 Table 4.2 : Cronbach Alpha of observed variables of independent variables 23 yi : Correlations between Self – expressive value, Distinctiveness, pl Table 4.3 ju y th ad lo Table 3.5 al ua Perceived Quality, Perceived Price and Brand Loyaly 51 : The results of Regression Coefficients analysis 28 Table 4.5 : Independent samples t – test results of gender factor and Self-expressive n Table 4.4 n va fu ll value 28 m : The analysis results of the different influence levels of buyer factor on oi Table 4.6 nh Brand Loyalty 30 at : The analysis results of the different influence levels of used time z Table 4.7 z : The analysis results of the different influence levels of using brand ht Table 4.8 vb factor on Perceived Quality 31 jm k name factor on Distinctiveness 32 gm Table 4.9 : Mean of each using brand name on Brand Loyalty 33 om l.c n a Lu n va y te re th CHAPTER 1: INTRODUCTION The introduction chapter identify the research background, present the problem ng statement, the research questions, and introduce the research methodology, the hi ep objectives as well as limitation of the study Furthermore, the significance of the research problem and thesis structure are also outlined w n lo ad 1.1 Research background y th Meeting human’s the various complicated demands is an extremely harsh ju problem for a firm, especially a new firm which has just penetrated in a market yi pl Moreover, to survive in the high competitive globalized and integrated environment in ua al the recent years, the firm must be hardworking not only for producing high quality n products, but also for understanding its consumer’s all requirements and desires In va n particular, it is critical for the survival of a firm to retain its current customers and to ll fu make them loyal to the brand (Mellens, Dekimpe, Steenkamp, 1996) For these m oi reasons, the success of a firm depends largely on its capability to attract customers at nh towards its brands and maintain them loyal Aaker (1996) argue that if we can maintain consumer loyal with our brand, we have many benefits which are come from z z reducing the marketing cost, trade leverage, attracting new consumers as well as vb ht having time to respond to competitive threats Therefore, it is necessary to study Brand jm Loyalty and explore the factors affected on it, then we have a suitable branding k gm strategy l.c In fact, Vietnam is a dynamic and developing economy with higher and higher om economic growth rate year by year, and it is industrialized and modernized towards an a Lu integration into global economy This means consumption demand about technology n and high-technology product is dramatically being increased, especially with the va n laptop product – a product has various functions can be used for various working in Vietnam th be proved through the appearance of most prestigious laptop brands around the world y in the future That also means the competition is quite fierce in this field; and this can te re goals Therefore, the imported laptop which is estimated will be increased significantly Furthermore, Hochiminh city is the best dynamic area in Vietnam It is known as the central economic of Vietnam with the highest economic growth rate in both commercial industry and agriculture The rapid growth in economic together with the ng particular advantage conditions, Hochiminh city is a place that concentrates the largest hi ep population in nationwide So, Hochiminh city is considered a place that has the best numerous laptop user in Vietnam w n lo 1.2 Problem statement ad Customer loyalty plays more and more important role in business field This y th ju matter attracts not only businessman but also researcher Previous research suggest yi that loyal customers spend more than non-loyal customers, act as advocates for a brand pl ua al by engaging in positive word of mouth, and are therefore “at the heart of a company’s most valuable customer group” (Zeithaml et al., 1996) Besides, it can cost as much as n n va six times more to win a new customer than it does keep an existing one (Rosenberg et ll fu al., 1983: 45) Hence, the increase and retention of loyal customer become a key factor oi m for the long-term success of the companies However, how to maintain and increase nh loyal consumer to a brand or what factors affect on Brand Loyalty, and what influence at level of the factors on Brand Loyalty are an outstanding problem z z Another problem is that most of the brand loyalty models are conceptualized by vb ht researchers and validate in the developed countries This poses the question of whether jm or not those models will work well in a developing country as Vietnam k l.c gm 1.3 Research questions and objectives a Lu following question: om To solve the problems defined above, this research aims at answering the n ► What are the key determinants affect on Brand Loyalty? By evaluating the va influence level of the factors on Brand Loyalty, the importance of increasing n th tough competitive environment y the right direction of their investment and keep their customers under a te re loyal customer shall be highlighted to eventually help the managers identify 39 communication strategies will concentrate on light weight, beautiful colors and nice design ng 5.4.3 Perceived Quality hi ep To stress on the factor of the Perceived Quality brought to consumers, laptop distributors should build up a good warranty policy in accompany with warrantors’ w polite attitudes and behaviors Besides, brand manager should build up a marketing n lo strategy focuses on the laptop’s quality through creating a link between laptop and ad quality factor such as a public test about the laptop battery’s durability or the search of y th ju technology iformation in student test yi pl ua al 5.4.4 Self-expressive value Brand managers should take their interest in the factor of Self-expressive n n va value, and building consumers’ brand loyalty strategy Besides, in order to meet oi m consider the following: ll fu consumers’ requirements about Self-expressive value, the brand managers should nh  Building suitable and specific self-expressive values are another area at that brand managers should focus Brand managers can build a z z successful self-expression though the effective use of brand vb ht personality which can help consumers enhance their self-expression jm Furthermore, the analysis result from compared between male and k gm female in self-expression: male had an extroversive expression l.c tendency and female had an introversive expression tendency will help om the brand managers to have a view in self-expression tendency n a suitable expression strategy to their target consumers a Lu between men and women in order to have a proper actions in building n va  Considering increasing the psychological factor and giving self- to improve consumers’ brand loyalty In addition, another recommendation is that the th All of the above suggestions should be taken into action frequently and strictly y strategy te re expressive values to consumers is necessary to put into the expression 40 Brand Loyalty should be measured and reviewed on a regular basis for continuous improvement To measure consumer’s loyalty, a report for each buying time of consumer ng should be done Besides, the researcher also suggests that laptop brands should be hi ep measured by the percentage of new consumers introduced by their friends, colleges, and so on w 5.5 Further Research n lo The research makes an important linkage between the concept of the effective ad factors and the Brand Loyalty However, it has some limitations y th ju Firstly, the research is only studied one product which is the laptop so it limits yi itself on the further implication to propose the measurement scale of this study on pl ua al Brand Loyalty for other categories in general However, this limitation can be a foundation for leading to the future research about the affected elements and its n n va affected level on brand loyalty for other products ll fu Secondly, the target object of this study is the laptop using consumers oi m Consequently, it has not yet mentioned the perception of potential customers as well as nh the reason why consumers change into other brands at Furthermore, due to the limitation of time and capacity, the research is only z z executed in Ho Chi Minh area and sample is selected randomly in the universities vb ht Thus, the data can not be illustrated entirely the current situation about the relationship jm between affected factors such as Self-expressive value, Distinctiveness, Perceived k gm Quality, Perceived Price and Brand Loyalty l.c Finally, this research is only considered four factors, including Self-expressive om value, Distinctiveness, Perceived Price, and Perceived Quality But in fact, there are a Lu many other factors affecting on brand 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Lenovo n Xin cho biết mức độ đồng ý anh/ chị phát biểu va n cách khoanh tròn vào MỘT số theo qui ước sau cho dịng phát biểu ll fu 1: Hồn tồn khơng đồng ý oi at nh 3: Hơi không đồng ý m 2: Khơng đồng ý z 4: Bình thường z 5: Hơi đồng ý vb ht 6: Đồng ý k jm 7: Hoàn toàn đồng ý Ký đồng ý X phản ánh tính cách tơi S2 X làm tăng giá trị S3 X giúp bậc S4 X thể nam tính S5 X khẳng định vị trí, đẳng cấp tơi S6 X giúp thể chuyên nghiệp (sự hiểu biết công nghệ, sản phẩm,…) S7 X giúp thể khả thẩm mỹ (về tính thời trang,…) S8 X mang phong cách riêng so với thương hiệu khác X hoàn toàn khác biệt so với thương hiệu khác 7 7 n 7 D1 D2 va n a Lu te re th y S1 om X giúp thể phong cách l.c hiệu Mức độ gm Phát biểu 46 ng hi ep D3 X có nhiều màu sắc, kiểu dáng để chọn lựa PQ1 Màu sắc, kiểu dáng X ấn tượng PQ2 X dễ sửa chữa thay linh kiện PQ3 X có khả tản nhiệt tốt PQ4 Giá X tương xứng với chất lượng lợi ích mang lại P1 Giá X có tính cạnh tranh cao P2 Nhìn chung, tơi hài lịng với giá X P3 X lựa chọn hàng đầu BL1 BL2 Tôi tiếp tục sử dụng X tơi hài lịng quen thuộc với X BL3 Tôi sử dụng X thương hiệu khác có nhiều lợi ích BL4 X thương hiệu để giới thiệu với người khác BL5 Tơi thích X thương hiệu khác BL6 X có số tính vượt trội thương hiệu khác w n lo Tôi nghĩ khách hàng trung thành X ad ju y th yi pl ua al Xin vui lịng cho biết giới tính bạn n  va Nữ ll fu Tình trạng gia đình bạn Độc thân - chung cha mẹ oi m □ Độc thân - riêng □ □ Đã lập gia đình □ Nhờ người thân mua z □ Tự mua at Máy vi tính (laptop) bạn sử dụng là: nh  □ n □ Nam  MỘT SỐ THÔNG TIN CÁ NHÂN z Bạn thường sử dụng máy tính (laptop) tuần: ht  vb □ Được cho, tặng □ □ >= 40 tuổi □ Chưa làm Doanh nghiệp Nhà nước □ Cơ quan quản lý Nhà nước □ Khác CHÂN THÀNH CẢM ƠN SỰ HỢP TÁC CỦA CÁC ANH/ CHỊ th □ Doanh nghiệp tư nhân y □ Cơ quan mà bạn công tác te re >7 triệu n □ va □ 5,1 – triệu 3,1 – triệu n □ a Lu Xin vui lòng cho biết mức thu nhập hàng tháng bạn (triệu đồng): □ 21 gm  □ k □ 15 – 21 – 14 jm □ < 47 Appendix 2: EFA results of independent variables KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ng Bartlett's Test of 846 Approx Chi-Square 1684.025 hi Sphericity ep Df 136 Sig .000 w n lo Total Variance Explained ad Initial Eigenvalues % of Cumulative Variance % yi Total Sums of Squared Loadings ju y th Component Extraction Rotation Sums of Squared Loadings pl % of Cumulative Total Variance % 30.242 5.141 30.242 43.639 2.277 5.141 30.242 2.277 13.397 1.396 8.209 1.055 6.204 957 5.632 63.684 825 4.854 68.538 712 4.190 72.728 672 3.955 76.683 648 3.813 80.496 10 525 3.089 83.585 11 510 2.998 86.584 12 454 2.668 89.251 13 449 2.644 91.895 14 400 2.355 94.250 15 361 2.121 96.371 16 324 1.906 98.277 17 293 1.723 100.000 ua al 51.848 n Total Variance % 30.242 3.706 21.800 21.800 13.397 43.639 2.518 14.812 36.612 1.396 8.209 51.848 2.035 11.970 48.582 1.055 6.204 58.053 1.610 9.470 58.053 ll fu oi m at nh z z ht vb k jm om l.c gm Extraction Method: Principal Component Analysis Cumulative n va 58.053 % of n a Lu n va y te re th 48 Rotated Component Matrix(a) Component ep w n lo ad ju y th yi S1 607 148 120 136 S2 653 089 123 200 S3 764 176 023 -.056 S4 835 094 053 -.080 S5 606 -.014 -.019 258 S6 761 109 004 057 S7 611 292 254 -.185 D1 304 641 205 -.040 D2 337 607 275 -.050 D3 136 615 360 -.046 PQ1 -.068 689 -.006 380 PQ2 121 777 062 154 089 162 735 109 274 801 239 743 163 063 734 225 702 073 pl m hi al ng n ua PQ3 217 P2 089 P3 104 ll 027 fu 014 P1 n va PQ4 184 oi Extraction Method: Principal Component Analysis Rotation Method: Varimax with Kaiser Normalization at nh a Rotation converged in iterations z z ht vb k jm om l.c gm n a Lu n va y te re th 49 Appendix 3: EFA results of dependent variable (step 1) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ng 867 hi ep Bartlett's Test of Approx Chi-Square 718.455 Sphericity w n Df 15 Sig .000 lo ad y th Total Variance Explained Total yi Component ju Initial Eigenvalues Extraction Sums of Squared Loadings Cumulative % Total % of Variance Cumulative % 56.971 56.971 3.418 56.971 56.971 3.418 851 591 81.018 477 7.950 88.967 374 6.235 288 4.798 al ua pl % of Variance 14.190 71.161 9.856 n n va 95.202 oi m Extraction Method: Principal Component Analysis ll fu 100.000 at nh Component Matrix(a) z Component 831 BL4 723 795 a components extracted om Extraction Method: Principal Component Analysis l.c BL6 BL5 gm BL3 k 860 jm BL2 ht 792 vb BL1 z n a Lu n va y te re th 50 Appendix 4: EFA results of BL (step 2) KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy ng Bartlett's Test of 856 Approx Chi-Square 681.775 hi Sphericity ep Df 10 Sig .000 w n lo Total Variance Explained ad Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % 3.263 65.255 65.255 3.263 65.255 65.255 598 11.958 77.213 477 yi Total ju y th Component Initial Eigenvalues pl 374 7.482 94.239 288 5.761 100.000 n 86.757 ua al 9.544 n va Extraction Method: Principal Component Analysis ll fu m oi Component Matrix(a) nh Component BL6 800 Method: Principal Component Analysis om l.c a components extracted gm 723 k BL4 jm 837 ht 870 BL3 vb BL2 z 802 z BL1 at n a Lu n va y te re th 51 Appendix 5: Testing Assumptions of Multiple Regression Table 4.3: Correlations between SEV, D, PQ, PP and BL hi SEV ep w D BL 000 000 000 133(*) Sig (2-tailed) 1.000 1.000 1.000 021 N 300 300 300 300 300 Pearson Correlation 000 000 000 305(**) 1.000 1.000 1.000 000 N 300 300 300 300 300 Pearson Correlation 000 000 000 402(**) 1.000 1.000 1.000 000 300 300 300 300 300 000 000 000 230(**) 1.000 1.000 1.000 000 300 300 300 300 300 Pearson Correlation 133(*) 305(**) 402(**) 230(**) 021 000 000 000 300 300 300 300 300 lo ad y th ju N yi Pearson Correlation pl Sig (2-tailed) n N va Sig (2-tailed) n ua N BL PQ Sig (2-tailed) PQ P Pearson Correlation Sig (2-tailed) n P D al ng SEV fu * Correlation is significant at the 0.05 level (2-tailed) ll oi m ** Correlation is significant at the 0.01 level (2-tailed) nh at Figure 4.4 Histogram, Normal P – P plot and Scatter plot of Dependent Variable - BL z z Histogram vb ht Dependent Variable: BL k jm 40 gm 30 l.c om 20 Std Dev = 1.00 n 25 75 25 5 -.2 -.7 -1 -1 -2 -2 -3 -3 y te re Standardized Predicted Value va N = 300.00 n Mean = 0.00 a Lu 10 th 52 Normal P-P Plot of Standardized Predicted Value 1.00 ng 75 hi ep w Expected Cum Prob 50 n lo ad 25 y th ju 0.00 yi 0.00 25 50 75 1.00 pl Observed Cum Prob n ua al va Scatterplot n ll fu Dependent Variable: BL m oi at nh z z vb ht k jm l.c gm -1 om -2 -4 -3 -2 -1 n va Standardized Predicted Value n a Lu -3 y te re th 53 Appendix 6: Multiple Regression results Variables Entered/Removed(b) Model ng Variables Entered Variables Removed Method PQ, P, D, SEV(a) Enter hi ep a All requested variables entered b Dependent Variable: BL Model Summary(b) w n lo R R Square ad Model y th 571(a) 326 Adjusted R Std Error of the Change Statistics Square Estimate R 316 82676213 Square Change F Change df1 df2 Sig F Change 326 35.608 295 000 ju a Predictors: (Constant), PQ, P, D, SEV yi b Dependent Variable: BL pl ANOVA(b) ua al df Mean Square F Sig 24.339 35.608 000(a) 295 684 va Squares n Model Sum of Regression 97.357 n 201.643 Total 299.000 fu Residual ll 299 m a Predictors: (Constant), PQ, P, D, SEV oi b Dependent Variable: BL nh Coefficients(a) Coefficients Coefficients z Sig .000 1.000 2.784 006 Std Error (Constant) 1.636E-16 048 SEV 133 048 133 D 305 048 305 6.378 000 P 402 048 402 8.416 000 PQ 230 048 230 4.814 ht B k jm gm 000 om l.c a Dependent Variable: BL Beta t vb Standardized z Model at Unstandardized n a Lu n va y te re th