(Luận Văn) Decision Making Styles And Therir Relationship With Choice Criteria Towards Fashion Clothes Purchase, A Study Of Ho Chi Minh City Consummers , Luận Văn Thạc Sĩ

MINISTRY OF EDUCATION AND TRAINING h ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY p ie *********** n w lo ad y th yi ju TRƯƠNG THANH THẢO pl n ua al va n DECISION-MAKING STYLES AND THEIR RELATIONSHIP fu oi m ll WITH CHOICE CRITERIA tz a nh TOWARDS FASHION CLOTHES PURCHASE z A STUDY OF HO CHI MINH CITY CONSUMERS ht vb k jm om l.c gm an Lu ECONOMICS MASTER THESIS n va y te re ac th HO CHI MINH CITY – 2010 MINISTRY OF EDUCATION AND TRAINING h ng UNIVERSITY OF ECONOMICS HO CHI MINH CITY p ie *********** n w lo ad y th yi ju TRƯƠNG THANH THẢO pl ua al n DECISION-MAKING STYLES AND THEIR RELATIONSHIP va n WITH CHOICE CRITERIA fu oi m ll TOWARDS FASHION CLOTHES PURCHASE a nh A STUDY OF HO CHI MINH CITY CONSUMERS tz z ht vb k jm ECONOMICS MASTER THESIS om l.c gm Major: Business Administration Major code: 60.34.05 an Lu n va Academic Supervisor: Dr Trần Hà Minh Quân y te re ac th Ho Chi Minh City - 2010 Acknowledgement h ng ******** p ie I would like to express my heartfelt gratitude and deepest appreciation to my academic research supervisor, Dr Tran Ha Minh Quan for his precious guidance, n w share of experiences, ceaseless encouragements and highly valuable suggestions lo ad during the research y th ju I would also like to express my appreciation to Professor Nguyen Dong Phong yi and UEH Board of Directors for creating MBA program in English pl ua al In addition, I would like to thank all the teachers in the Economics University, n Ho Chi Minh City, especially faculty of Business Administration and Postgraduate va n Faculty, who have taught me a lot about marketing and management knowledge in the fu oi m ll past three years, for their suggestions and supports for this research a nh I also would like to express my gratitude to my classmates in MBA classes, tz Batch 16, especially Mr Phong, Mr Trung, Mr Phuc (Faculty of Business z Administration), all my friends in Batch 18, 19 for their share of knowledge, ht vb experience and their enthusiastic support in conducting survey for this research k jm gm I would like to express my sincere thanks to my dearest friends for squeezing lots of time for helping me in conducting survey, share of knowledge and information om l.c for this research Lu an Finally yet importantly, I would like to thank my family members who always n va gave me supports and encouraged me when I had difficulties in doing the research y te re ac th Trương Thanh Thảo ABSTRACT ******* h ng p ie This research explores the decision-making styles of consumers in Ho Chi n w Minh City, tests the differences in these styles among gender, age, monthly income groups Specifically, it offers empirical results on the relationship between consumer lo ad decision-making styles and choice criteria towards fashion clothes purchase The y th Consumer Style Inventory (CSI), developed by Sproles and Kendall (1986) for ju examining different consumer decision-making styles, is adapted in this research A yi pl survey by questionnaire is employed as the tool to collect primary data and the ua al research instrument is administered to 490 young consumers in Ho Chi Minh City, n 410 are identified to be valid for the research va n The research results find that eight factors representing the decision-making Ho Chi Minh City consumers are oi m ll fu styles regarding fashion clothes purchase of “Brand and “Price equals Quality” consciousness”, “Fashion and Novelty a nh consciousness”, “Perfection and High Quality consciousness”, “Impulsiveness tz and Carelessness”, “Confusion by Overchoice”, ‘Habit and Brand Loyalty”, z “Price and “Value for Money” consciousness” and “Recreational and Hedonic ht vb consciousness” k jm Five factors representing clothes choice criteria including “product and quality related criteria”, “store and salesperson related criteria”, “style and design gm related criteria”, “brand and image related criteria” and “price related criteria” om l.c are found to positively or negatively correlate with decision-making styles such as “Brand and “Price equals Quality” consciousness”, “Fashion and Novelty Lu consciousness”, “Perfection and High Quality consciousness”, “Habit and Brand an n Hedonic consciousness” va Loyalty”, “Price and “Value for Money” consciousness and “Recreational and ac Keywords: decision-making style, consumer style inventory, fashion clothes th consumer decision-making styles among gender, age, monthly income groups y te re The testing results show that there are differences in Ho Chi Minh City h ng TABLE OF CONTENTS p ie ********** n w lo Acknowledgement i Abstract ii TABLE OF CONTENTS iii ABBREVIATIONS v LIST OF FIGURES vi LIST OF TABLES vii ad yi ju y th pl Chapter 1: INTRODUCTION ua al n 1.1 Research introduction 1.2 Research rationale 1.3 Research objectives 1.4 Scope of the research 1.5 Research method and process 1.6 Theoretical and practical implications of the research 1.7 Structure of the research n va oi m ll fu a nh tz Chapter 2: LITERATURE REVIEW 11 z 2.1 Consumer decision – making styles 12 2.2 Clothes choice criteria 17 2.3 Some main characteristics of fashion clothes market and consumers in Ho Chi Minh City 19 2.4 The research model 21 2.5 Research hypothesis 21 2.6 Measurement scale 22 ht vb k jm l.c gm om Chapter 3: RESEARCH DESIGN 24 Lu Preliminary research 25 Stages in the preliminary research 25 The preliminary research outcome 25 Official research 30 The questionnaire 30 Sample size 30 Sampling method 31 Data analysis method 31 an n va y te re ac th 3.1 3.1.1 3.1.2 3.2 3.2.1 3.2.2 3.2.3 3.2.4 Chapter 4: DATA ANALYSIS AND FINDINGS 33 h ng p ie n w 4.1 Characteristics of sample 34 4.1.1 Descriptions of sample 34 4.1.2 Characteristics of sample 34 4.2 Descriptive statistics 35 4.2.1 Descriptive statistics for variables of decision-making styles 35 4.2.2 Descriptive statistics for variables of clothes choice criteria 37 4.3 Exploratory factor analysis 38 4.3.1 Exploratory factor analysis for decision-making styles 39 4.3.2 Exploratory factor analysis for clothes choice criteria 42 4.4 Scales reliability analysis 44 4.4.1 Scales reliability analysis for decision-making styles 45 4.4.2 Scales reliability analysis for clothes choice criteria 47 4.5 Testing the differences in decision-making styles among gender, age, monthly income groups 49 4.5.1 Testing the differences in decision-making styles among gender groups 49 4.5.2 Testing the differences in decision-making styles among age groups 50 4.5.3 Testing the differences in decision-making styles among income groups 50 4.6 Multiple regression analysis 52 4.6.1 Correlation analysis 52 4.6.2 Multiple regression analysis 54 4.7 Conclusion 67 lo ad yi ju y th pl n ua al n va oi m ll fu tz a nh Chapter 5: CONCLUSIONS AND IMPLICATIONS 69 z 5.1 Summary of the research 70 5.2 Implications of the research 72 5.2.1 Theoretical implications 72 5.2.2 Practical implications 72 5.3 Limitations and recommendations for further research 78 5.4 Conclusion 78 ht vb k jm gm References l.c om Appendix – Questions for “face to face” discussion Appendix – Questionnaire (Vietnamese version) Appendix – Sample characteristics Appendix – Exploratory Factor Analysis Results Appendix – Scale Reliability Analysis Results 14 Appendix – t-test and ANOVA test results 19 Appendix – Multiple regression analysis results 32 Appendix – Graphs for testing linear regression hypothesis 36 an Lu n va y te re ac th … …….***……… h ng ABBREVIATIONS ******** p ie CSI: Consumer Style Inventory n w EFA: exploratory factor analysis lo ad HCMC : Ho Chi Minh City y th m: million yi ju VND: Viet Nam Dong pl WTO: World Trade Organization n ua al n va oi m ll fu tz a nh z ht vb k jm om l.c gm an Lu n va y te re ac th h ng LIST OF FIGURES p ie ******** n w lo ad Figure 1.1 The research process y th Figure 1.2 Structure of the research ju yi Figure 2.1 The research model 21 pl Figure 3.1 Stages in preliminary research 25 ua al Figure 4.1 The result of research model 67 n n va oi m ll fu tz a nh z ht vb k jm om l.c gm an Lu n va y te re ac th (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© LIST OF TABLES h ng ******** p ie Table 2.1: Summary of findings from 21 studies of clothes choice criteria .18 Table 2.2: 40 items of Consumer Style Inventory 22 n w Table 3.1: Variables for measuring decision-making styles 26 lo ad Table 3.2: Variables for measuring clothes choice criteria .29 y th Table 4.1: Characteristics of sample 34 ju Table 4.2: Descriptive statistics for variables of decision-making styles 35 yi Table 4.3: Descriptive statistics for variables of clothes choice criteria 37 pl Table 4.4 – Rotated component matrix of decision – making styles 39 ua al Table 4.5 – Rotated component matrix of clothes choice criteria .43 n Table 4.6 – Scale reliability of decision-making styles .45 va n Table 4.7 – Scale reliability of clothes choice criteria 47 oi m ll fu Table 4.8– Correlation matrix 53 Table 4.9 Coefficients in multiple regression analysis of Brand style 55 a nh Table 4.10 Coefficients in multiple regression analysis of Fashion style 57 tz Table 4.11 Coefficients in multiple regression analysis of Quality style 59 z ht vb Table 4.12 Coefficients in multiple regression analysis of Habit style .62 Table 4.13 Coefficients in multiple regression analysis of Price style .64 k jm Table 4.14 Coefficients in multiple regression analysis of Recreation style .66 om l.c gm Table 4.15 Summary of multiple regression analysis .68 an Lu n va y te re ac (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© th ………………… ***………………… (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© 10 h ng p ie CHAPTER 1: INTRODUCTION n w lo This chapter presents general introduction of the current research with which ad the research introduction, research rationale, research objectives are provided An y th ju introduction to the research method to be used, research process and scope of the yi research are also addressed in this chapter At the end of the chapter, the implication pl and structure of the research are provided n ua al n va oi m ll fu tz a nh z ht vb k jm om l.c gm an Lu n va y te re ac th (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© 116 Test of Homogeneity of Variances h ng Recreation style p ie Levene Statistic df1 df2 2.433 Sig 407 089 n w ANOVA lo ad Recreation style y th Sum of Squares ju Between Groups yi Within Groups pl Total Df Mean Square 10.248 5.124 398.752 407 980 409.000 409 F Sig 5.230 006 n ua al n va oi m ll fu Recreation style Bonferroni Multiple Comparisons 95% Confidence Interval Mean (I) age (J) age Difference (I-J) Std Error 31-40 49541230* 15398384 18-25 -.16600365 11674121 31-40 32940865* 18-25 -.49541230 * -.32940865 * -.1146325 4466398 1252479 8655767 467 -.4466398 1146325 13533504 046 0040744 6547429 15398384 004 13533504 046 004 ht vb 26-30 467 * The mean difference is significant at the 0.05 level -.8655767 -.1252479 -.6547429 -.0040744 om l.c gm 11674121 Lower Bound Upper Bound k jm 16600365 z 31-40 26-30 tz 26-30 a nh 18-25 Sig Testing the differences in decision-making styles among income groups an Lu “Brand and “Price equals Quality” consciousness” n va y te re ac th (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© 117 h ng Test of Homogeneity of Variances p ie Brand style Levene Statistic df1 n w 971 df2 Sig 406 406 lo ad ANOVA y th Brand style ju Sum of Squares yi Mean Square 5.619 1.873 Within Groups 403.381 406 994 Total 409.000 409 pl Between Groups Df F Sig 1.885 131 n ua al n va fu oi m ll “Fashion and Novelty consciousness” Levene Statistic df1 tz Fashion style a nh Test of Homogeneity of Variances df2 Sig z 406 ht vb 502 681 k jm Fashion style Sum of Squares Mean Square 1.232 Within Groups 405.305 406 998 Total 409.000 409 1.234 297 an Sig Lu 3.695 F om Between Groups Df l.c gm ANOVA n va y te re “Perfection and High Quality consciousness” ac th Test of Homogeneity of Variances Quality style Levene Statistic 1.257 df1 df2 406 Sig .289 (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© 118 ANOVA h ng Quality style p ie Sum of Squares Between Groups Df Mean Square n w lo 6.799 2.266 Within Groups 402.201 406 991 Total 409.000 409 F Sig 2.288 078 ad “Impulsiveness and Carelessness” ju y th yi Test of Homogeneity of Variances pl Impulse style ua al Levene Statistic df1 n 644 df2 Sig 406 587 n va oi m ll fu ANOVA Impulse style Sum of Squares Df a nh Between Groups 2.634 Mean Square F 878 1.001 Within Groups 406.366 tz Total 409.000 409 406 Sig .877 453 z ht vb k jm “Confusion by Overchoice” Confusion style df1 406 Sig .895 an Lu 202 df2 om Levene Statistic l.c gm Test of Homogeneity of Variances n va ANOVA Mean Square 320 Within Groups 408.041 406 1.005 Total 409.000 409 318 Sig .812 (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© ac 959 F th Between Groups Df y te Sum of Squares re Confusion style (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© 119 “Habit and Brand-Loyalty” h ng Test of Homogeneity of Variances p ie Habit style Levene Statistic df1 184 df2 Sig 406 907 n w lo ad y th ANOVA ju Habit style yi Sum of Squares pl Between Groups Df Mean Square F 2.327 Within Groups 402.019 406 990 Total 409.000 409 n ua al 6.981 Sig 2.350 072 va n “Price and “Value for Money” consciousness” oi m ll fu Test of Homogeneity of Variances df1 z 972 df2 tz Levene Statistic a nh Price style 406 k jm Price style Df Mean Square Within Groups 401.079 406 988 Total 409.000 409 2.673 047 an Lu 2.640 Sig om F l.c 7.921 gm Between Groups 406 ht vb ANOVA Sum of Squares Sig n va y te re ac th (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© (Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ©(Luận.Văn).Decision.Making.Styles.And.Therir.Relationship.With.Choice.Criteria.Towards.Fashion.Clothes.Purchase A.Study.Of.Ho.Chi.Minh.City.Consummers Luận.Văn.Thạc.SÄ© 120 h ng Multiple Comparisons p ie Price style Bonferroni n w (I) (J) monthly monthly income income lo Mean Difference (I-J) 95% Confidence Interval Std Error Sig Lower Bound Upper Bound 23964610 12899114 383 -.1023415 5816337 7-9 m 32297136 14306539 147 -.0563306 7022733 >9 m 35879794 14353692 077 -.0217542 7393500 9 m 11915183 13885282 1.000 -.2489815 4872852 -.32297136 14306539 147 -.7022733 0563306 5-7 m -.08332526 13836533 1.000 -.4501662 2835157 >9 m 03582657 15201677 1.000 -.3672077 4388609