Factors influencing customer intention to purchase automobile in hanoi

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐINH HOÀNG AN FACTORS INFLUENCING CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA Ô TÔ CỦA KHÁCH HÀNG TẠI HÀ NỘI LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH HÀ NỘI - 2019 ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH - ĐINH HOÀNG AN FACTORS INFLUENCING CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA Ô TÔ CỦA KHÁCH HÀNG TẠI HÀ NỘI Chuyên ngành: Quản trị kinh doanh Mã số: 60 34 01 02 LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS LÊ ANH TUẤN HÀ NỘI - 2019 DECLARATION The author confirms that the research outcomes in the thesis is the result of author‘ independent work during study and research period and it is not yet published in other‘s research and article The other‘s research result and documentation (extraction, table, figure, formula and other document) used in the thesis are cited properly and the permission (if required) is given The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration TABLE OF CONTENTS LIST OF TABLES i LIST OF FIGURES iii CHAPTER INTRODUCTION .1 1.1 Rationale of the research .1 1.2 Research objectives .5 1.3 Research object .5 1.4 Scope of the study 1.5 Significance of the study .6 1.6 Structure of the research CHAPTER LITERATURE REVIEW 2.1 Definitions of Terms .8 2.1.1 Definition of customer purchasing intention 2.1.2 Definition of customer purchasing intention process 2.2 Customer intention to purchase auto 18 2.3 Conceptual research model and research hypotheses 18 2.3.1 Related literatures 18 2.3.2 Factors influencing on customer purchasing intention in automobile 20 2.3.3 Research model 23 CHAPTER RESEARCH METHODOLOGY 24 3.1 Research philosophy 24 3.2 Research approach 26 3.3 Research strategy 29 3.4 Research method 30 3.5 Data collection 31 3.5.1 Primary data 31 3.5.2 Secondary data 31 3.6 Survey of questionnaire 31 3.6.1 Design of the survey 31 3.6.2 Sample size 33 3.6.3 Pilot test 33 3.7 Data analysis techniques 33 CHAPTER 4: EVALUATION OF CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI 38 4.1 Demographic description 38 4.2 Descriptive statistics analysis 40 4.3 Reliability test 43 4.4 Explanatory factor analysis for independent variables 48 4.5 Explanatory factor analysis for dependent variables 51 4.6 ANOVA analysis 52 4.6 Multiple linear regression 56 CHAPTER 5: RECOMMENDATIONS TO VIETNAMESE AUTOMOBILE ENTERPRISES 64 5.1 Conclusion 64 5.2 Recommendation 64 REFERENCE 67 LIST OF TABLES Table 1.1: Vehicle sales in the ASEAN region by market, 2013-16 Table 3.1: Survey of Questionnaire‘s Items 31 Table 3.2: Summary of data analysis techniques 35 Table 4.1: Mean value analysis 41 Table 4.2: Reliability level of consumer purchasing intention 44 Table 4.3: Reliability level of brand awareness 45 Table 4.4: Reliability level of perceived value 46 Table 4.5: Reliability level of brand personality 47 Table 4.6: Reliability level of product quality 48 Table 4.7: KMO and Bartlett‘s Test for independent variables 49 Table 4.8: Total Variance Explained Table for independent variables 49 Table 4.9: Rotated Component Matrix for independent variables 50 Table 4.10: KMO and Bartlett‘s Test for dependent variables 51 Table 4.11: Total Variance Explained Table for dependent variables .51 Table 4.12: Rotated Component Matrix for dependent variables 52 Table 4.13: Independent Sample T-Test for Gender 52 Table 4.14: On-Way ANOVA for Age 53 Table 4.15: On-Way ANOVA for Age with Tukey B test 54 Table 4.16: On-Way ANOVA for Income per annum 54 Table 4.17: On-Way ANOVA for Income per annum with Tukey B test .55 Table 4.18: On-Way ANOVA for Occupation 55 Table 4.19: On-Way ANOVA for Occupation with Tukey B test 56 Table 4.20: Multiple linear regression 57 Table 4.21: Multiple linear regression between customer purchasing intention and items of brand awareness 58 Table 4.22: Multiple linear regression between customer purchasing intention and items of perceived value 60 i Table 4.23: Multiple linear regression between customer purchasing intention and items of brand personality 61 Table 4.24: Multiple linear regression between customer purchasing intention and items of product quality 62 ii LIST OF FIGURES Figure 1.1: GDP growth rate of countries in Southeast Asia Figure 1.2: How Vietnamese consumers spend their spare cash? .3 Figure 2.1: Customer purchasing intention process Figure 2.2: Brand equity model 14 Figure 2.3: Research model 23 Figure 3.1: Research onion 24 Figure3.2: Research process 28 Figure 4.1: Gender summary 38 Figure 4.2: Age summary 39 Figure 4.3: Income per annum summary 39 Figure 4.4: Occupation summary 40 iii CHAPTER INTRODUCTION 1.1 Rationale of the research Vietnam is successful story in term of economic renovation since the government conducts economic transformation from state-owned management to market-oriented management (Pincus, 2015) The country gains significant result in term of economic development and better living standards for local people (The World Bank Group, 2016) In term of economic development, Vietnam obtains significant results in GDP growth rate According to Asian Development Bank (2018), GDP growth rate of the country during 2015, 2016, and 2017 are 6.7%, 6.2%, and 6.8% respectively and it is forecasted up to 7.1% and 6.8% in 2018 and 2019 Asian Development Bank (2018) also estimates that GDP growth rate of Vietnam is highest compared to GDP growth rate of other countries in Southeast Asia in 2018 Brunei Singapore Thailand Malaysia Indonesia Philippines Myanmar Laos Cambodia Vietnam Figure 1.1: GDP growth rate of countries in Southeast Asia Source: Asian Development Bank (2018) The context of Vietnamese people have better living standards is proven through the fact that Vietnam has high GDP per capita growth rate Asian Development Bank (2018) reports the growth rate of Vietnamese GDP per capita is improved from 5.1% in 2016 to 5.8% in 2017 It is forecasted that GDP per capita growth rate is 6.1% in 2018 (Asian Development Bank, 2018) Vietnam is also ranked at second position in term of highest GDP per capita growth rate and the country is only after Cambodia with GDP per capita growth rate of 6.6% in 2018 (Asian Development Bank, 2018) Vietnam also has stable politics with political stability index is improving over the years (The Global Economy, 2018) It is worthwhile to capture a trend of which more and more Vietnamese people are moving from rural to urban area The World Bank (2018) reports that urbanization rate of Vietnam is 34.2% in 2016 compared to 28.5% in last 10 years ago Moreover, disposal income of Vietnamese people is being increased over last few years and it is determined as key motivation for the change of consumer behavior (Nielsen, 2018) People in Vietnam have high consumer confidence index and the country is being ranked in top 10 countries in the global ranking provided by The Conference Board (2018) Moreover, based on the speed of social development, the demand of travelling and relaxing after hard-working is increasing to reduce stress and pressure people get every day in their busy lives (Wang 2001, Terry 2010) The ―tourism‖ phenomenon is perceived in the human life as a necessity which is ―created‖ by man, ―for‖ man and ―with‖ man Definitely, tourism can be seen as a way that ―man‖ serves ―man‖ to relax and enjoy the life based on supports from natural conditions (Nakajima 2003, Cheia 2013) Thus, benefits of tourism include not only understanding and researching new destinations‘ cultures and customs such as different places‘ mystery, history and habits, but also recovering health and improving the human labor productivity (Roxana 2012, Chen 2013) Vietnamese people have preference towards non-food products and they spend their spare cash to holiday and vacations, new clothes, new technology products, home improvements, out of home entertainment, and medical and insurance services Among various consumption purposes for spending spare cash, the study drives its interest towards holiday and vacation since the consumption rate of this category is about 44% and it is only lower than the consumption rate of new clothes which is about 49% (Nielsen, 2018) Perceived value Brand personality Product quality * The mean difference is significant at the 0.05 level Homogeneous Subsets Customer purchasing intention Tukey HSD a,b Occupation Government services Others Private services Freelancer Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand awareness Tukey HSD a,b Occupation Others Government services Freelancer Private services Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Perceived value Tukey HSD a,b Occupation Private services Government services Others Freelancer Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand personality Tukey HSD a,b Occupation Others Private services Freelancer Government services Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Product quality Tukey HSD a,b Occupation Private services Government services Freelancer Others Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.575 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed ONEWAY CPI BAW PVA BPE PQA BY INA /MISSING ANALYSIS /POSTHOC=TUKEY ALPHA(0.05) Oneway ANOVA Customer purchasing intention Brand awareness Perceived value Brand personality Product quality Post Hoc Tests Multiple Comparisons Tukey HSD Dependent Variable Customer purchasing intention Brand awareness Perceived value Brand personality Product quality Homogeneous Subsets Customer purchasing intention Tukey HSD a,b Income per annum Less than 120VNDm 120-240VNDm More than 360VNDm 240-360VNDm Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand awareness Tukey HSD a,b Income per annum 120-240VNDm 240-360VNDm More than 360VNDm Less than 120VNDm Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Perceived value Tukey HSD a,b Income per annum Less than 120VNDm 240-360VNDm More than 360VNDm 120-240VNDm Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Brand personality Tukey HSD a,b Income per annum More than 360VNDm Less than 120VNDm 240-360VNDm 120-240VNDm Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed Product quality Tukey HSD a,b Income per annum Less than 120VNDm 240-360VNDm 120-240VNDm More than 360VNDm Sig Means for groups in homogeneous subsets are displayed a Uses Harmonic Mean Sample Size = 49.383 b The group sizes are unequal The harmonic mean of the group sizes is used Type I error levels are not guaranteed ... process  To examine factors influencing customer intention to purchase automobile in previous studies  To measure the influences of factors on customer intention to purchase automobile in Hanoi, ... focuses on customer intention to purchase automobile in Hanoi, a capital of Vietnam By determining the factors and measuring the influences of factors on customer intention to purchase auto, the... Definitions of Terms .8 2.1.1 Definition of customer purchasing intention 2.1.2 Definition of customer purchasing intention process 2.2 Customer intention to purchase auto