assignment report factors affecting the behavior of choosing to go hiking

Research on consumer behavior in sports focuses on understanding the consumption activities of sports products and services.. Because sports products and services have distinct character

EPHUTECH Đại học Công nghệ Tp.HCM OPEN UNIVERSITY MALAYSIA

MINISTRY OF EDUCATION & TRAINING HOCHIMINH CITY UNIVERSITY OF TECHNOLOGY

Ho Chi Minh City, 2022

A TASK 1: FACTORS AFFECTING THE BEHAVIOR OF CHOOSING

TO GO HIKING

Consumers are at the heart of every business in the marketplace Sports are also considered a special type of product or commodity; therefore, consumers also play an important

role in the sports industry It is because of this important role that the study of consumer behavior

in sports 1s of particular interest to researchers and marketers

Research on consumer behavior in sports focuses on understanding the consumption activities of sports products and services Because sports products and services have distinct characteristics compared to normal services, the understanding of consumer behavior in sports is often based on theories of marketing, psychology, and society society and media Consumer behavior studies are usually studies on the impact of external factors (environmental factors) and internal agents (personal and psychological factors) on the consumer decision-making process use and use of sports products and services In other words, the study of consumer behavior in sports is the identification of the core factors affecting the decision-making process of consumers This report briefly summarizes the factors affecting the hiking behavior, personality,

interests, motivation, and culture of those who choose hiking

CHAPTER 1: THEORETICAL BASIS

1.1 Consumer behavior:

1.1.1 Concept:

Consumer behavior can directly influence the decision to purchase or refuse the products of a business This has important implications, including planning marketing strategies Buyer behavior is influenced by four major factors: cultural, social, personal, and psychological All of these factors give us the basis to know how to reach and serve buyers more effectively

Factors influencing consumer behavior

attitudes

Figure 1.1: Model of factors affecting consumer behavior

(Sources: (tect, 2021a)) According to Kotler & Levy, user behavior is the specific behavior of an individual when making decisions to purchase, use and dispose of a product or service

Define consumer behavior:

First: People's thoughts and feelings in the process of shopping and consuming Second: Consumer behavior is dynamic and interactive because it is affected by factors from the external environment and has an impact on that environment

Third: Consumer behavior includes activities: purchasing, using, and handling products and services

1.1.2 Cultural

Culture: This is the most basic factor that determines the will and behavior of shoppers Marketers need to consider these factors when designing marketing strategies or advertising messages, product colors and designs, or salespeople's attitudes

Specific culture: Each culture contains small groups or specific cultures, which create their characteristics and the degree of integration with society for those members Specific cultural groups include ethnic groups, races, religions, beliefs, and geographical regions Social class: Social classes are relatively homogeneous and stable classes in a society, arranged in a hierarchical order and members in those hierarchies share the same values, similar interests, and behaviors

In the case of expensive products and services, usually, the husband-and-wife work together to make a joint decision Marketers need to determine which member usually has the greater influence over the purchase of different products and services

Geographical roles: Each role is associated with a status that reflects the general respect

of society, appropriate to that role Therefore, buyers often choose products that speak to their roles and status in society

1.1.4 Personal factors

Age: Each age has different buying habits and needs People change the goods and services they buy throughout their lives

Occupation: Each profession also has different shopping needs to match the profession

A person's occupation also affects their purchases and consumption of goods A worker will buy clothes, and shoes, to serve their work

Lifestyle: A person's lifestyle is a person's self-expression expressed in his or her activities, interests, and views in life

Economic Situation: A person's economic situation will greatly influence his or her choice of products A person's economic situation includes the amount of disposable income, savings, and assets, including borrowing capacity and attitudes toward spending and saving

1.1.5 Psychological factors

Motivation: A person can have multiple needs at any point in their life Some needs are instinctual, they arise from physiological stress states of the body such as hunger, thirst, fatigue, etc Others are of psychological origin; they arse from states of mind psychological tension such as the need to be recognized, admired, or respected Every need becomes a motive only when it is increased to a strong enough level

Perception: According to B Berelon and G Steiner, perception can be defined as “The process by which an individual selects, organizes, and interprets the information received

to form a meaningful picture meaning of the world”

People can have different perceptions of the same influencing factor because there are 3 cognitive processes as follows:

is an intrinsic stimulus that drives action

Beliefs and opinions: Beliefs are affirmations that people have about certain things, beliefs can be based on knowledge or opinion or beliefs and can be influenced or affected

by emotional factors

CHAPTER 2: COMPANY OVERVIEW 2.1 Introduce about the company:

Nike, Inc is an American multinational corporation operating in the field of design, development, production, promotion, and sales of footwear, clothing, accessories, equipment, and related services sports The company's headquarters are located near Beaverton, Oregon, in the Portland metropolitan area Nike is the largest supplier of sports shoes and clothing in the world and also a well-known manufacturer of sports equipment, with a profit in 2018 of $ 36.39 billion In 2018, the group also had about 73,100 employees worldwide The group's brand was also valued at $29.6 billion in 2017, making it the most valuable brand in the sporting goods business Nike ranked 89th on the

2018 Fortune 500 list of corporations largest in the United States by total revenue

The company was founded on January 25, 1964, as Blue Ribbon Sports by the hands of Bill Bowerman and Phil Knight, and officially named Nike, Inc in 1971 In addition to manufacturing sportswear and equipment, the company also operates retail stores under the name Niketown Nike sponsors many famous athletes and sports clubs around the world, with the highly recognizable "Just do it” branding and the Swoosh logo

"Luna", "Free" and "Air Max”

Air Max: Great Shock Absorption! Option For Running Beginners

"Max Air Cushioning” contains the largest amount of air in the cushion developed

by Nike Because it has a very high shock absorption ability, it can well protect the muscles and joints of the legs "Air Max" is a line of shoes recommended for those who are just starting out and are still new to running

Free: Feels Like Walking Barefoot! Your Legs Training Shoes

If you're looking for shoes that are so light that you feel like you're walking barefoot, the Nike Free line is for you The sole is flexible and lightweight, as the upper is extended, it feels like the toes are in contact with the ground These training shoes are ideal for training your leg muscles

Luna: Soft Cushion, Good Bounce! For Medium and Long-Distance Runners Luna is equipped with a cushioning layer called "Lunaron" that combines two functions that may not seem to match: soft cushioning and good bounce Luna shoes can limit the impact on the foot and protect the foot, so it is suitable for middle and long- distance runners In addition, in addition to shoes with the name Luna, Lunar is also popularly used in other shoe lines

Zoom: For Those Who Want Instant Boost!

If you want instant power, Zoom is the choice not to be missed The high-elastic yam used for the sole has spring-like tension and can give you an instant boost Nike Zoom has quite a few varieties with innovative features such as "Air Zoom" and "Zoom Vapor Fly", which are extremely supported by runners

CHAPTER 3 BEHAVIOR OF PEOPLE WHO ENJOY HIKING ACTIVITIES

3.1 Culture:

People who like Hiking are those who like a peace of mind, and simplicity, and they lack time for themselves, and peace of mind in daily life, most of them are religious people according to God Catholic, or go to church to pray

((PDF) How Is Fortitude Among Pilgrims on the Camino de Santiago Expressed and Formed?

Clues from a Study of Polish Pilgrims | Berenika Seryczynska - Academia Edu, n.d.)

- Culture-specific: People who like to pray and people in Europe prefer people in Asia because of their adventurous, exploratory, and persistent personalities

- Social class: People who choose this subject are often those who often have busy lives such as office workers, people working in research rooms, etc

3.2 Personality:

- People who are calm usually like hiking

- They like to experience, explore, and take risks

- These people often have the virtue of perseverance, overcoming difficulties, and not being afraid of difficulties

- They are also people who like simplicity and lightness

- They are nature lovers

((PDF) How Is Fortitude Among Pilgrims on the Camino de Santiago Expressed and Formed? Clues from a Study of Polish Pilgrims | Berenika Seryczynska - Academia.Edu, n.d.)

3.3 Motivation:

Freedom to plan and execute Experience nature and the peace associated with it

- The desire to experience something new; travel addict and nature lover Middle age to

40 years old and sports

- Focus on the basics, tranquility Acquainted with people

- Enjoy nature and tranquility But also exercise

3.4 Attitude:

- Care about nature

- Love outdoor activities, love communication

- People who like to hike they will have a very caring attitude about the destinations they will conquer

- Their attitudes can be influenced by social media, word of mouth, etc

3.5 Awareness:

The hikers' perceptions of what they achieved by completing their hike were also conceptualized as multi-dimensional experiences and related to sociability (15%); knowing the land (13%); the act of hiking (13%); mental and spiritual achievement (12%); happiness, satisfaction, and enjoyment (11%); and physical health and achievement (9%) A smaller number of responses to nature and landscape and a sense of personal achievement

((PDF) WHY DO PEOPLE HIKE? HIKING THE ISRAEL NATIONAL TRAIL | Noga Collins-Kreiner - Academia.Edu, n.d.)

3.6 Recommended products for hiking lovers

Hikers should ensure that their feet are always protected with the right shoes, in addition, sandals are not allowed during the journey and it can be a huge obstacle to choosing the wrong shoes

Besides, m the choice of shoes for hikers, the most important thing is comfort and stability Choose sturdy and well-balanced shoes when walking through mud and bogs, vegetation, and over rocky ledges

Nike's Free line of shoes is a go-to product for hiking enthusiasts

Figure 4.1 Nike's Version 5.0 Free Shoe Line

(Sources: (Nike Free Run 5.0 Men's Road Running Shoes Nike VN, n.d.)) Free Run technology was born for running and has fulfilled its mission with the flexible Flyknit fabric for easier running

3.6.2 Waterproof feature

Waterproof technology is popular in a lot of items of today's backpackers such as clothes, hats, and shoes In which shoes are applied this modern technology quite a lot 3.6.3 Anti-slip resistance

Good quality climbing shoes will be designed with a rubber sole with a rough surface and very high grip on the road, avoiding the possibility of slipping

Popular materials used to make hiking boots such as synthetic or suede are durable, making you comfortable to use As for the material inside the shoes, most of them are composed of many layers, with fabric holes to create smoothness and ventilation for your feet Because of use all day long, the lining of the shoe must also be elastic, smooth enough, to hug the foot, but not constrict the foot, causing pain and fatigue

CHAPTER 4 FACTORS INFLUENCING THE DECISION TO GO HIKING

Based on the report of ((PDF) WHY DO PEOPLE HIKE? HIKING THE ISRAEL NATIONAL

TRAIL | Noga Collins-Kreiner - Academia.Edu, n.d.) I've modeled the factors that influence hiking decision making:

Figure 5.1 Factors influencing the decision to go hiking

- Love of Nature Social “Communitas”

- Physical and Athletic Motivations

-Self-Reflection, Reflexivity, and Self-Development

4.2 Experience and behavior

- Hiking as Discipline and Technique

- Hiking as End or Means

- Multidimensional Structure and Experience

- Body & Soul

- Hiking with Companions

- Becoming One with the Land

- Identification with the Land

- Hiking as Affiliation to the Land 4.3 Achievements of hiking

- Hiking Itself

- Mental and Spiritual Motivations

- Happiness, Satisfaction, and Enjoyment

CONCLUSION Those who love hiking are passionate about traveling, exploring nature, looking forward to having more relationships, and calming their souls after hard working days at the office People who choose the sport of hiking are those who like simplicity, lightness, and no noise

According to the results of the collection of articles, factors Motivations, Experience, and behavior, Achievements of hiking, Obstacles to hiking influence the decision to choose a hiking subject Marketers need to understand the motivations and factors affecting their choice of hiking sport to be able to communicate, advertise, and provide them with suitable products

B TASK 2: CONSUMER BEHAVIOUR IN ONLINE RETAILING CHAPTER 1: INTRODUCTION TO E-RETAIL

1.1 Electronic retail

E-retailing sells goods and services over the internet and other electronic channels

to individual consumers and households (Alectronic Retailing (£-Tailing) - Overview, Subcategories, Types, n.d.)

E-retailing requires companies to adapt their business models to sell goods over the Internet, which may include building distribution channels such as warehouses, websites, and product shipping hubs

Online shopping is a form of e-commerce that allows customers to directly purchase goods or services from a seller over the Internet using a web browser Consumers find a product of interest by visiting a retailer's website or searching among other vendors using a shopping search engine, which displays the product's availability and price similar products at different e-retailers (M, 2015)

E-retail companies all have similarities such as owning an attractive website, building an online marketing strategy, delivermg an effective product or service, and performing customer data analysis

In 2018, Vietnam rose to third place in Southeast Asia, with e-commerce revenue estimated at $2.8 billion Vietnam's e-commerce officially entered the Top 6/10 largest e- commerce markets in the world with total revenue of 2,269 million USD, up 29.4% compared to 2017; the number of customers buying goods on e-commerce sites reached 49.8 million people, up 2.6%; in which the trend of shopping on mobile accounts for 72% Vietnam is the country with the highest percentage of the total transaction value of the Internet economy to gross national income (GDP) in Southeast Asia at 4% of total GDP These figures in other countries in the region are 2.9%, 2.7%, 1.6%, 3.2%, and 2.7%, respectively (6 countries: Indonesia, Malaysia, Philippines, Singapore), Thailand) (Acomm(http://www.acomm.com.vn), n.d.) (Anh -, 2022)

Currently, most of the major e-commerce providers in the digital economy in Vietnam come from foreign businesses, typically e-commerce sites such as Lazada, Shopee, Robins, and Lotte, (Lazada) held by Alibaba) In, there are a few Vietnamese e- commerce sites such as Tiki, Sendo, and Chotot, but also capital contributions from corporations from the outside market Tiki is invested by JD.com which is one of the Top

3 e-commerce platforms in China, Sendo receives investment from Japan's SBI Holdings financial group and many investors based in Asia Although the name is late in the e- commerce market, but Shopee (originally with Tencent capital, invested by Garena has operations in Singapore, Malaysia, Indonesia, Thailand, Philippines, Taiwan, and Vietnam)) had positive business results (Acomm<(http://www.acomm.com.vn), n.d.) 1.2 Main types of goods

- What can be sold in brick-and-mortar stores can be sold through online channels

- Depends on many conditions (information technology - information infrastructure, production, distribution, transport infrastructure,.) the suitability of goods for electronic

retail (Tang 2 & s6 2, n.d.) (Bhasin, 2019)

1.3 Types of customers

1.3.1 E-customers

- A participant in the market as a buyer of goods, services, or information

- Besides, they are the people walking on the web searching, bidding, and order products Customers are organizations, companies account for 85% of e-commerce activities => To become an electronic customer must be a shopper who uses electronic means

(Khach Hang Dién Tw (e-Customer) La Gi?, n.d.) (What Is E-Commerce Customer Service? 5 Best Practices (+2 Bonus Tips), n.d.) (What Is k-Customer Relationship Management (e-CRM) | IGI Global, n.d.)

1.4 Advantages and Disadvantages of E-retailing

- E-retailing also allows businesses to close unprofitable stores and maintain profitable

stores

- Automated sales and payments cut down on staffing needs In addition, the cost of operating the website is lower than the cost of hiring staff and maintaining a brick-and- mortar store E-retailing also helps reduce advertising and marketing costs as customers can find stores through search engines or social media

Data analytics helps e-retailers track consumer shopping behavior to determine spending habits, website views, and time spent interacting with a product or service, helping to increase revenue

- Save a lot of advertising costs, staff and business premises

-Create many opportunities for new companies, small and medium-sized enterprises without much reputation in the market to have the opportunity to reach many customers

- Improved revenue: reaching more customers without being limited in space and time has made the sales process fast and neat Thereby improving business performance and enhancing competitiveness

(Shailja, 2016) (Exploring the Determinants of E-Service Quality in E-Retailing - ProQuest, n.d.) (Online Retailing Advantages And Key Benefits | Hlumination Consulting, n.d.)

1.4.2 Disadvantages of E-retailing

- Faith