(Tiểu luận) researching the factors affecting the decision to buy containers of customers atphuc van trading and service co , ltd

DUY TAN UNIVERSITY INTERNATIONAL SCHOOL  - UNDERGRADUATE THESIS “Researching the factors affecting the decision to buy containers of customers at Phuc Van Trading and Service Co., Ltd.” MAJOR BUSINESS ADMINISTRATION MENTOR : NGUYEN THI DUONG STUDENT : BUI QUOC DAT Lớp : K24PSU-QTH2 ID NUMBER : 24212109479 DA NANG 202 ABTRACT This study explores the factors that influence the decision to buy container Phuc Van in Da Nang city Research model is built on the analysis of previous studies Through testing the scale with the Cronbach Alpha reliability coefficient and the EFA discovery factor analysis with the answer sheets of 202 customers in Da Nang city, the results show that the apartment buying factor has factors with relevant observed 29 variables In which, the first component is Price (there are observed variables); the second is responsiveness (there are variables); third is quality (with observed variables); the fourth is specification (there are observed variables) and the five is brand image (there are observed variables), the last is brand image (there are observed variables), It is also found that there is no difference in decision making of customers according to different demographics consisting of gender, age, ocupation, doing business with our company Finally, the authors recommend further studies to guide further reforms in this study DISCLAIMER I certify that the attached thesis is my original work No other person's work has been used without due acknowledgement Except where I have l clearly stated that I have used some of this material, it has not been presented by me for examination in any other course or subject at this or any other institution I understand that the work submitted may be reproduced and/or communicated for the purpose of detecting plagiarism I understand that should this declaration be false; I am libel to be penalized under the Duy Tan University regulations Signature: _Date : _ ACKNOWLEDGEMENTS First of all, I would like to thank my parents who asked me to raise me to be where I am today Next, I would like to thank Duy Tan University The school gave me the opportunity to complete my studies Moreover, I would like to thank all the teachers in the department who taught me during my years of university The teachers have put all their heart into teaching me to have knowledge to use later in life Finally, I would like to thank the board of directors and all staff of Phuc Van Trading and Service Co., Ltd for helping me gain a lot of knowledge about marketing and business as well as learning about experience and style professional way of working people at the company That helps me a lot to prepare for the future I would like to express my deep gratitude to my thesis supervisor - Dr Nguyen Thi Duong, who has helped, wholeheartedly guided and guided me to complete this thesis I am very grateful and grateful for the heart that she has shown me during the past time In the process of practicing and completing the thesis, due to my limited experience and knowledge, many shortcomings still occurred I hope that the teachers and brothers and sisters at the internship unit will give me their comments so that I can best complete this thesis in the best way CHAPTER INTRODUCTION 1.1 RESEARCH BACKGROUND: 1.2 RESEARCH OBJECTIVES: .5 1.3 RESEARCH QUESTIONS 1.4 SUBJECTS AND SCOPE OF THE STUDY .6 1.5 RESEARCH METHODS 1.6 THE CONTRIBUTIONS OF THE RESEARCH .6 1.7 RESEARCH ORGANIZATION CHAPTER : THEORETICAL BASIS AND RESEARCH MODEL 2.1 THEORETICAL REVIEW 2.1.1 CONSUMER BEHAVIOR .7 2.1.2 CUSTOMER .8 2.1.3 Customer Decision 2.2 PREVIOUS STUDIES REVIEW 2.3 RESEARCH MODEL AND HYPOTHESIS 16 2.3.1 Price : .18 2.3.2 Responsiveness: .19 2.3.3 Quality: 19 2.3.4 Specification : 20 2.3.5 Brand image : 20 2.3.6 Trust 21 CHAPTER 3: RESEARCH METHODOLOGY .23 3.1 THE INTRODUCTION OF PHUC Van Service and Trading Co., Ltd .23 3.1.1 Vision – Mission: 24 3.1.2 Business philosophy 24 3.1.3 Formation and development process: 24 3.1.5 Business products 25 3.1.6 Organizational structure, functions and duties of departments in the organization 25 3.2 Data Collection Procedure .27 3.2.1 Questionnaire Design 27 3.2.2 Sampling 27 3.3 3.4 Empirical Data Encoding System 27 Empirical Data Analysis Method 32 3.4.1 Descriptive analysis 32 3.4.2 Exploratory Factor analysis 32 3.4.3 Reliability Analysis 33 3.4.4 Correlation Analysis 33 3.4.5 inear Regression Analysis 34 Document continues below Discover more from: And Price Market Trường Đại Học… 39 documents Go to course 701021 - kinh te vi mo (Macro) Price And Market 100% (3) CHAPTER INTRODUCTION Chapter introduces an overview of the research this chapter consists of parts: Khóa luận cơng tác (1) Research background, (2) Research objectives, (3) Research question, (4) chăm sóc khách… Subject and scope of the research, (5) Research methods, (6) The contributions of 113 the research, (7) the study organization 1.1 RESEARCH BACKGROUND: Price And Market 100% (1) Along with the rapid development of e-commerce, consumers' habits have been changing, and the buying and selling transaction method has changed Phát triển du lịch from traditional buying to buying online Besides, the economy opens up and cộng đồng Tây Bắc … integrates more and more deeply with more than 500 billion USD of import 35 and export per year; The scale of freight transport by road, Price sea, air,And and rail are all very large - this is a fertile ground for startups Market 100% (1) Container trading service was present on the Vietnamese market in the early 2000s However, at that time, this profession was only concentrated at seaports Quản lí liệu - data such as: Ho Chi Minh City, Hai Phong, and some at ports our sea In 2005, Price And the service of buying, selling and renting containers began to develop strongly, Market especially in the past 10 years None Trade in used containers appeared in our country in the 2000s of the last decade Focusing mainly at major seaports, such as Saigon, Hai Phong Port, Chapter 1,2 mgt103 this is only for a… and some big cities such as Hanoi and Da Nang However, if we talk about the development of this service, perhaps until the end5 of the world In 2005, the new market began to be exciting, the demand for usePrice beganAnd to increase Market None because units, individuals, construction companies… understood the importance of containers It is not only iron containers used to transport goods, but it has gradually Hello My name is kate marry i’m 23… become a very useful product in the process of reforming and renovating the uses of that container It is also that the service of buying, selling and renting Price And Market containers has developed until now, and doing a profession can be said to be relatively "Hot" in recent years It is not only a mere industry in container trading, but has become one of the services provided to many customers such None as: Transportation, construction, design or renovation to serve for practical needs It can be said that in the past 20 years, the container trading business has made great strides in development and scaled up across the country Partly when big cities, industrial zones sprang up and foreign investment entered Vietnam Therefore, the profession of buying and selling used containers has also developed since then to meet the needs of using as warehouses, transportation Especially renovating containers used as offices for projects and industrial parks industrial and urban areas in recent years In addition, containers are also renovated to be used for different purposes in people's lives, which are: Renovating containers used as houses, cafes, motels or hotels, manufacturing techniques to install machines hook However, it is still mainly renovated to be used as an office for engineers at the construction site, as a house for staff, etc Because of the high demand for use, the trade of used containers has been developed and replicated in provinces and cities across the country Almost every province has 1-2 business units in this field of products and services In which, Hanoi and Hai Phong, Ho Chi Minh City, and Da Nang are the most concentrated It can be seen that today the buying and selling/renting industry is very prominent Da Nang city is ranked 4th in terms of growth rate and GRDP scale shows that Danang has a diverse consumer population, near seaports such as Tien Sa, realizing that development potential, Phuc Van Trading and Service Co., Ltd was born in 2015 So far, the company has brought many containers to consumers and become a name that is no longer strange in the market of buying, selling and renting containers, although it has been around for years in the market, there are still many customers who not know the company This study aims to identify and measure the factors affecting purchasing behavior, thereby proposing managerial implications to help Phuc Yun Trading and Service Co., Ltd to adjust its business policies to suit the needs of customers well suited 1.2 RESEARCH OBJECTIVES: This study aims to give some implications of solutions to increase customers' decision to buy or rent containers at Phuc Van Trading Co., Ltd based on the impact on factors affecting the decision to buy a container Therefore, the specific research objectives of the topic are identified including: - Determining factors affecting customers' decision to buy containers at Phuc Van Trading and Service Co., Ltd - Analyzing the influence of factors on customers' decision to buy containers at Phuc Van Trading and Service Co., Ltd - Proposing some for Phuc Van Trading and Service Co., Ltd to increase the customer's decision to buy a container based on the impact on the factors affecting the decision to buy a container 1.3 RESEARCH QUESTIONS The container Viet Nam has got specific characteristics to which connected customer demands closely In recent years, researchers, domestic and foreign companies attracted to container field in Viet Nam with a number of research work however, there has been not enough research into the way customers making decision to buy container as well as which major factors have not relationship with customer decision Consequently, in the term of container purchase decision of customer, the research questions of the thesis are raised as two following questions: - What are the key factors affecting the container purchase decision in Da Nang city? - How is impact of these factors on container purchase decision of customers? Understanding relationship between main factors affecting customer the container purchase decision is an important role both container developers and enterprises to satisfy customer's demand and to have available strategies in the container field 1.4 SUBJECTS AND SCOPE OF THE STUDY Founded in 2015, Phuc Van is a young name in the Vietnamese container market, but with more than 10 years of valuable experience in the industry and the sharp thinking of the founders, Phuc Van Container has quickly become a partner reliable in the market With the key to complying with the discipline in production, the production, sales, service and management systems are strictly followed according to the company's quality management system, and the constant improvement and upgrading of the system production, sales and service system, we promise to meet the needs and bring the most satisfaction to all customers With a system of factories and warehouses from North to South, in big cities Hanoi, Hai Phong, Da Nang, Quy Nhon, Ho Chi Minh, we believe in serving customers promptly and thoughtfully Phuc Van container is a reliable container supplier for construction investors, giving wings to container ideas to be easily put into practice with high applicability 3.1.5 Business products Phuc Van Trading and Service Co., Ltd deals in all kinds of Containers - Specialized in manufacturing, supplying, buying, selling and leasing containers of all kinds meeting ISO 9001: 2008 standards to serve the national market, including: ▲ Coffee containers, homestay containers, real estate containers, housing containers, toilet containers, refrigerated containers: Produced according to the customer's design, without wasting time and effort ▲ Warehouse container: Size 10-20-40 feet, suitable for transporting all goods, standard cargo capacity, watertight, light-tight, high certainty, ensuring temperature and humidity requirements ▲ Office container: Size 20 - 40 feet, with or without toilet, fully equipped, luxurious, sturdy steel frame structure, durable paint, receive stamps and logos at customer's request, 35 ▲ Refrigerated containers: IICL international standards include Containers for storing and transporting seafood, agricultural products, fruits, frozen goods, … In addition, also provide services: – Shaft alignment, trading and repairing trailers - Warehousing services: Container repair, inspection, loading and unloading services for major shipping lines operating in Vietnam such as: Wanhai, Bien Song Shipping, Heung_A, Vinalines Shipping, - Transport of goods by road and sea 3.1.6 Organizational structure, functions and duties of departments in the organization Figure 3.2: Organizational chart of Phuc Van Trading and Service Company Limited The management apparatus of the company is quite strict, organized according to the online function The director is the person with the highest authority, deciding all issues and orders are carried out online, from top to bottom Currently, the company has gathered excellent dynamic and enthusiastic 36 engineers who graduated from quality universities: Ho Chi Minh City University of Technology, Danang University of Technology, … and cooperated with engineers for Professional foreigner Looking at the organization chart, we can see that the company's operating structure is quite flexible The Board of Directors closely links with each department and receives optimal support in decision-making issues The following are the functions and duties of each department in company Manager Director: Mr Dang Ngoc Lam, the head of the company, is the operator the company's day-to-day business The person in charge of the role of director will take the highest responsibility before the business activities of the company and before the law In addition, the director of the company is also responsible for directing and supervising the activities and development direction for the company Vice president: The Deputy Director is Mr Tien Deputy director in charge of expertise, helping director of the company in the process of managing production and business activities Being human Assist the director and be entrusted with the responsibility of the assigned tasks Extra Responsible for training, monitoring and urging staff to successfully complete their assigned tasks deliver The Deputy Director is responsible for reporting on the operation of the sub-department responsible to the director In addition, the Deputy Director also recruits employees for the company Business Department Responsible for the company's sales In charge of finding customers new customers, Establish and implement regular customer care plans Simultaneously, it is the department to develop and implement strategic marketing plans such as 4P strategies: price, product, distribution, promotion and 4C strategy: needs, wants, convenience, information In addition, also write content articles on the website, Facebook, classifieds channels, exchange information with customers, take care of customers after customers have used the company's products and services 37 Accounting department: The main activities of the accounting department are: Prepare and be accountable to the supervisor Director of accounting data with state agencies and superiors according to the system of forms established by regulated by the state Financial planning, economic efficiency calculation, consulting for price director in signing contracts, in buying and selling materials, goods, machinery equipment with customers In addition, it also calculates the salary paid to the staff employees, social insurance, health insurance payable Warehouse (storekeeper) - Perform import and export activities such as: checking import and export documents, performing import and export for related individuals, tracking goods, recording import and export notes, … - Arrange goods in the warehouse: directly arrange goods in the warehouse, arrange goods to avoid spilling, wet, - Delivery and collection of money from customers: deliver correct and sufficient goods to customers, collect money according to invoices, IT room: The IT Department is the consulting room for the Director in the field of information technology of the company The whole company includes: information technology infrastructure system, software system, information technology solutions to optimize the system, security and data safety At the same time, support the sales department in the implementation of marketing strategies online 3.2 Data Collection Procedure To have data for testing research hypotheses, theory literature related organizational culture and quality management firstly reviewed in which four main types of organizational culture and total quality management were reviewed After that, questionnaire items were designed based on these literatures 3.2.1 Questionnaire Design Questionnaire sheet included two main parts and a cover letter to respondents to clearly indicate the main purpose of the questionnaire and hope respondents 38 would help Two main parts include some personal questions in part one and ….in part two which asked respondents about their opinion about four types of organizational culture and then evaluate the impact of these types culture on quality management of an organization To measure the intensity of respondent, the Likert scale which ranged from to was used in this research 1=Strongly Disagree, 2=Disagree, 3=Neutral, 4=Agree and = Strongly Agree 3.2.2 Sampling Limitation such as time, capacity, and financial budget and the geography, etc lead to the difficulty in collecting data from whole population Therefore, it is necessary to use sampling method which refers to subset or relatively small fraction of the total elements in the population to represent the whole population of the study’s target respondents who are manager, leaders, quality manager, people who are in charge of decision making in organizations and target sample size is 202 respondents 3.3 Empirical Data Encoding System To put all data into SPSS software for analysing, the data firstly were encoded with the encoding systems showed at table 3.1 and table 3.2 in which table 3.1 shows encode system for part two of questionnaire which asked respondents about their general information such as gender, age Table 3.3: Encoding System for Part of the Questionnaire Questio n Content Gender Age Variable Gender Age 39 Response Encodin g Male Female Under 25 From 26 to 35 From 36 to 45 Over 45 Occupation: Employee Management Industry Chief Director year years to years years or more 3 doing business with our Years company The encoding system for part three of the questionnaire sheet is presented at table 3.2 below Table 3.2: Encoding System for the second part of the Questionnaire Sign Content explain Reference PRICE PR1 PR2 PR3 PR3 PR3 Prices are clearly listed Matching the spending ability of Kotler and Keller, (2016), customers Faith and Agwu, (2014), Is it competive than other types of Komaladewi and Indika company (2017) ,Djatmiko and the price comes with the quality of the Pradana (2015) and container Termsnguanwong (2015) Stable price RESPONSIVENESS RE1 RE2 Company is willing and ready to respond (Sandberg and Jafari,2018) to customers’ needs Sharma et al., 2020b; Sheng, Customer service personnel has good 40 2019; Sandberg and Jafari, attitude and able to solve problems RE3 My inquiries are answered promptly RE4 After sale support at this site is excellent The company wants to provide a good RE5 buying experience 2018; Pehrsson, 2011) (Conaway, 2018), (Sharma et al., 2020a,2021; Bindra et al., QUALITY QU1 QU2 QU3 QU4 QU5 Container materials are made from the best The quality of the container is in line with SP2 SP3 Goldsmithetal, 2005; The quality of the container is suitable for Zeithaml, 1988) and services the project you are doing (Zeithaml, 1996; Yunus et al, The quality of the container is enough to 2009, Zabkar et al., 2010) make you satisfied Zeithaml (1988, 1996), The quality of the container is enough to make you decide to buy or rent it Various sizes of the container are available Specification description of different types of containers are available The process of installing containers is easy and fast High container life SP4 SP5 (Destiny, 2012, the customer's spending SPECIFICATION SP1 2020; Dhir et al., 2020) Specification are provided detailly BRAND IMAGE 41 BI1 Brand image is known by many people BI2 Reputable and trustworthy brand image BI3 5.3 Brands that attract customers Sangadji and Sopiah (2013), Tajdar et al., (2015), Bian and BI4 The brand has a certain influence on the container market Moutinho (2008), Li et al (2011), and Zhang (2015), Lin, 2007; Duranni et al., 2015; Akkucuk dan Esmaeili, 2016), Marta (2016), BI5 Attractive brand in the eyes of consumers Djatmiko and Pradana (2015) TRUST TR1 You believe in our container products Gefen et al., 2003; Mayer, Davis, & Schoorman, 1995; McKnight & Chervany, 2006) (Doney & Cannon, TR2 You believe in our brand 1997; Ganesan, 1994; Gefen & Silver, 1999) (Gefen et al., 2003; Mayer, Davis, & Schoorman, 1995; McKnight TR3 You trust our shipping process & Chervany, 2006) Dunn & Schweitzer, 2005; Le & Ngo, 2012; Palmatier, Jarvis, TR4 You believe in the value that containers Bechkoff, & Kardes, 2009) bring PURCHASE DECISION 42 PD1 I am planning to buy a container PD2 PD3 Yogyakarta, Indonesia – when deciding to buy a container, I will (2018 ), (British Journal of Marketing Studies choose to buy it at Phuc Van I will continue to buy container at Phuc Vol.2,No.7, pp 80-94, (November 2014 ), Nishat Van in the future (Nigar – 2021), A STUDY IN PT JAKARTA INTERNATIONAL CONTAINER TERMINAL I will recommend to friends and other PD4 businesses I know to buy containers at Phuc Van IN ( 2021), Dwi Rachmawatia*, Sakinah Shukria, S M Ferdous Azama and Ali Khatibia – ( 2019 ) Table 3.3: Summary of factors affecting the decision to buy goods The content of the questions is based on research objectives The goal of this study is to identify the factors that affect customers' decisions to buy container at Phuc Van Trading and Service Co., Ltd The development of questions is based on good question design principles, such as short questions that apply to all respondents, use positive questions, avoid leading questions, etc (Cooper & Schindler 2001; Frazer & Lawley 2000; Zikmumd 1997) 43 Research problem Qualitative research (Preliminary scale construction) Theoretical foundations and experimental studies Adjust the scale Interview Quantitative Research (n minimum 200) Official scale Exploratory factor analysis Correlation analysis Regression Result Conclusion & Recommendation Figure 3.4: The flow chart of research process 44 ANOVA analysis 3.4 Empirical Data Analysis Method After needed data were collected from the respondent, all those data were put into the analysis stage in which data were analyzed through the following steps: Descriptive Data Analysis, Reliability Analysis, Exploratory Factor Analysis, Correlation Analysis, Multiple Linear Regressions Analysis, and One-Way ANOVA Analysis To analyze data, the software named SPSS version 20 was applied in this study 3.4.1 Descriptive analysis Descriptive statistics is the term given to the analysis of data that helps describe, show or summarize data in a meaningful way such that, for example, patterns might emerge from the data Descriptive statistics not, however, allow us to make conclusions beyond the data we have analysed or reach conclusions regarding any hypotheses we might have made They are simply a way to describe our data Descriptive statistics are very important because if we simply presented our raw data it would be hard to visualize what the data was showing, especially if there was a lot of it Descriptive statistics therefore enables us to present the data in a more meaningful way, which allows simpler interpretation of the data In general, Descriptive statistics are used to describe the basic features of the data in a study They provide simple summaries about the sample and the measures Together with simple graphics analysis, they form the basis of virtually every quantitative analysis of data 3.4.2 Exploratory Factor analysis Factor analysis is a method to discover the statistical analysis for a shortened one set of multivariate observations interdependence into a variable (called factors) than to their more significant but still contains most of the information content of the original variable assignments When analyzing the factors that have some points to note are as follows: Firstly, Factor loading: the simple correlation coefficient between variables and factors, the criteria to ensure the practical significance of EFA System load factor> 0.3 is considered the minimum gain coefficient load factor> 0.4 is 45 considered significant,> 0.5 are considered to have practical significance If the standard loading factor > 0.3, the sample size must be at least 350, if the sample size of 100, the standard loading factor should > 0:55, if the sample size is about 50, loading factors must > 0.75 Secondly, the coefficient KMO (Kaiser-Meyer-Olkin) is used to consider the appropriateness of the EFA KMO ≤ ≤ 0.5, the factor analysis is appropriate Accreditation Bartlett considered hypothesis Ho: correlation between the observed variables in the overall zero If testing has statistical significance (Sig ≤ 0.05), then the observed variables correlated with each other in general Thirdly, the scale is accepted as the total variance extracted ≥ 50% Fourthly, the number of factors that are determined based on Eigen value coefficients represent the fraction of variation explained by each factor, this value must be ≥ value 3.4.3 Reliability Analysis Cronbach's Alpha is a measure of internal consistency which measures how closely the set of items in one variable is related to each other It is a coefficient of reliability that is used to test the trustworthiness and the tight correlation between the observed variables It is believed that the variables should have the total Cronbach’s alpha value greater than 0.6 and all the Corrected Item - Total Correlation should be greater than 0.3 However, accordingly to the results of much previous research, if Cronbach's alpha reaches 0.8 or higher, the scale from good measurement and correlation levels are higher 3.4.4 Correlation Analysis The data which passed the reliability analysis were brought into Pearson correlation analysis and regression analysis to test the hypotheses Pearson correlation analysis is used to measure the correlation between independents variables and dependent variables Correlation analysis is used to test whether the relationship between two variables is linear (as one variable increases, the other also increases or as one variable increases, the other variable decreases) Pearson correlation coefficient 46 can rage form -1 to + If this value closes to -1 or + 1, it means there is a strong correlation between variables -1 means perfect but negative correlation, +1 means perfect positive correlation The value of mean there is no correlation between variables When conducting the correlation analysis, the correlation between independents variables should also be considered because if there is high correlation between independent variables, the multi-collinearity might happen, this will affect the result of linear regression analysis The independent variables are considered to have a high correlation with the dependent variables if the correlation coefficients are statistically significant (p-value