1128 the influence of brand equity on customer purchase decision a case study of coopmart 2023

MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY TRAN THI HONG DAO THE INFLUENCE OF BRAND EQUITY ON CUSTOMER PURCHASE DECISION: A CASE STUDY OF CO.OPMART BACHELOR THESIS FACULTY OF BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: PH.D NGUYEN VAN THUY HCMC, September 2021 MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM BANKING UNIVERSITY OF HO CHI MINH CITY TRAN THI HONG DAO THE INFLUENCE OF BRAND EQUITY ON CUSTOMER PURCHASE DECISION: A CASE STUDY OF CO.OPMART BACHELOR THESIS FACULTY OF BUSINESS ADMINISTRATION CODE: 7340101 SUPERVISOR: PH.D NGUYEN VAN THUY HCMC, September 2021 DECLARATION I hereby declare that this study entitled “The influence of brand equity on customer purchase decision: A case study of Co.opmart” is my original work prepared under the guidance of my advisor Nguyen Van Thuy (Ph.D) I would like also to confirm that all the sources of materials used in this study are duly acknowledged I am responsible for my study Signature Trần Thị Hồng Đào HCMC, September 2021 ACKNOWLEDGE First of all, I would like to thank my advisor Ph.D Nguyen Van Thuy for his valuable guidance and motivation throughout the process of completing my thesis His encouragement and comments had significantly enriched and improved my thesis It would be no exaggeration to say that this research would not have been completed today without his rock steady guidance and moral support Secondly, I sincerely thank my family for allowing and supporting me to spend my free time on this project work and thus have helped me in completing the project work successfully Finally, I would like to thank my friends who always support me during the time I study in university TABLE OF CONTENTS CHAPTER : OVERALL OF THESIS 1.1 Research problem 1.2 Objectives of the study 1.3 Subject and scope of the study 1.4 Research methodology 1.5 Organization of the study 1.6 Summary .5 CHAPTER : LITERATURE REVIEW 2.1 The basic of concepts 2.1.1 The concept of brand equity 2.1.2 Brand equity theory 2.1.3 The concept of customer behavior 2.1.4 The concept of purchase decision 2.2 Previous studies 12 2.3 Research model and hypothesis 28 2.3.1 Research model 28 2.3.2 Hypothesis 29 2.4 Summary 34 CHAPTER : RESEARCH METHODOLOGY 35 3.1 Research design 35 3.1.1 Research process 35 3.1.2 Focus group 36 3.1.3 Formal research 38 3.2 Modified the scale of factors influencing customer purchase decision at Co.opmart 39 3.2.1 The scale of brand awareness .39 3.2.2 The scale of brand association .40 3.2.3 The scale of brand loyalty 41 3.2.4 The scale of perceived quality .42 3.2.5 The scale of pricing policy 43 3.2.6 The scale of customer purchase decision 44 3.3 Statistical analysis .45 3.3.1 Test validity by Cronbach’s Alpha .45 3.3.2 EFA (Exploratory factor analysis) .46 3.3.3 Regression analysis and hypothesis testing 47 3.4 Summary .47 CHAPTER : RESULTS AND DISCUSSION 48 4.1 Sample descriptions 48 4.1.1 Retail brands are chosen during theCovid -19pandemic .48 4.1.2 The way of shopping during theCovid - 19pandemic 49 4.1.3 Gender 50 4.1.4 Age 50 4.1.5 Occupation 51 4.1.6 Frequency visiting Co.opmart .51 4.1.7 Spending at Co.opmart .52 4.2 Cronbach’s Alpha 54 4.2.1 Evaluating brand awareness scale .54 4.2.2 Evaluating brand association scale .54 4.2.3 Evaluating brand loyalty scale .55 4.2.4 Evaluating perceived quality scale 56 4.2.5 Evaluating pricing policy scale 57 4.2.6 Evaluating purchase decision scale .57 4.3 Result of exploratory factor analysis (EFA) 59 4.3.1 Factor analysis for independent variable 59 4.3.2 Factor analysis for dependent variables .61 4.4 Correlation analysis 62 4.5 Test of regression analysis 63 4.6 Purchase decision based on demographic profile 66 4.6.1 Purchase decision based on gender 66 4.6.2 Purchase decision based on age 67 4.6.3 Purchase decision based on occupation 68 4.6.4 Purchase decision based on frequency visiting Co.opmart 69 4.6.5 Purchase decision based on spending 69 4.1.8 Product purchase 53 4.7 Summary .70 CHAPTER : CONCLUSION AND RECOMMENDATION .71 5.1 Conclusion 71 5.2 Recommendation .72 5.2.1 Co.opmart customers 72 should focus on perceived quality to attract 5.2.2 Co.opmart should focus on pricing policy to attract customers 73 5.2.3 Co.opmart should focus on brand awareness to attract customers 73 5.2.4 Co.opmart should focus on brand association to attract customers 74 5.3 Contribution of the study 74 5.4 Limitations and directions for future researches 75 5.5 Summary .76 REPERENCES .77 APPENDIX .84 LIST OF FIGURES Figure 2.1: Brand equity model (Aaker, 1991) Figure 2.2: Customer buying decision process (Phillip Kotler, 2003) 11 Figure 2.3: A model of purchase decision, Beyene & Feyisa (2021) .13 Figure 2.4: A model of consumer purchase decision, Syed, Kazi, Zohir, Ishtiak & Nurul (2020) 14 Figure 2.5: A model of purchase intention, Rungsrisawat & Sirinapatpokin (2019) 14 Figure 2.6: Amodel of purchase behavior, Muhammad & Arshia (2019) 15 Figure 2.7: Amodel of purchase decision, Rocky Simon Hia (2017) 16 Figure 2.8: Amodel of purchase decision, Maulik & Ashish (2017) 17 Figure 2.9: A model of consumer purchase decision, Muhammad & Sameen (2016) 18 Figure 2.10: A model of consumer purchase decision, Naeem, Qurat-ul-ain, Umer, Amna & Muniba (2016) .19 Figure 2.11: A model of customer purchase decision, Ulas & Javad (2016) 19 Figure 2.12: A model of purchase intention, Ren - Fang Chao & Ping - Chu Liao (2016) 20 Figure 2.13: A model of purchase intention, Cristina, Valentín-Alejandro, Oscar & Jean-Pierre (2015) 21 Figure 2.14: A model of consumer behavior, Nguyen Truong Son (2008) 22 Figure 2.15: Research model 28 Figure 3.1: Research process 36 LIST OF TABLES Table 2.1: Previous studies summary .22 Table 2.2: Factors identified in the literature that impact of branding on customer purchase decision 26 Table 2.3: Synthesize the hypotheses of the current study 33 Table 3.1: Statistics of participants in the focus group 37 Table 3.2: Encode the brand awareness scale .40 Table 3.3: Encode the brand association scale .41 Table 3.4: Encode the brand loyalty scale 42 Table 3.5: Encode the perceived quality scale 43 Table 3.6: Encode the pricing policy scale 44 Table 3.7: Encode the purchase decision scale .44 Table 4.1: Respondents who choosing retail brands 48 Table 4.2: The way of shopping 49 Table 4.3: Distribution of respondents by gender 50 Table 4.4: Distribution of respondents by age 50 Table 4.5: Distribution of respondents by occupation 51 Table 4.6: Frequency visiting Co.opmart .51 Table 4.7: Distribution of respondents by spending at Co.opmart 52 Table 4.8: Distribution of respondents by product purchase 53 Table 4.9: Result of the reliability assessment of brand awareness .54 Table 4.10: Result of the reliability assessment of brand association .54 Table 4.11: Result of the reliability assessment of brand loyalty 55 Table 4.12: Result of the reliability assessment of brand loyalty after removing BL4 55 Table 4.13: Resultof the reliability assessment of perceived quality 56 Table 4.14: Resultof the reliability assessment of pricing policy 57 Table 4.15: Resultof the reliability assessment of purchase decision 57 Table 4.16: Synthesize Cronbach’s Alpha of each variable 58 Table 4.17: The result of KMO and Bartlett's Test for independent variables .59