Change search
ReferencesLink to record
Permanent link

Direct link
A Research On Consumers’ AttitudesTowards Marketing: The case of Vietnam
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE). Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE).
Umeå University, Faculty of Social Sciences, Umeå School of Business and Economics (USBE).
2011 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

The purpose of this paper is to present an alternative perspective of marketing, which is lookingat the concept from a macro point of view, with a chosen country-Vietnam. There are three maingoals that this investigation strives to achieve. In specific, it aims first to observe whether theVietnamese consumers have favorable or unfavorable attitudes towards the marketing systemthat currently operating nationally. This is reached through an application of ICSM model, whichbased very much on the famous marketing mix paradigm (4Ps).The second purpose of this thesis is to test whether Vietnam market exist the relationshipsbetween consumers’ sentiment toward marketing practices and customer satisfaction. Theapplied models in this case are Kano Model and ACSI model where it proposed that therelationship exits. Thirdly, as Vietnam is a developing country, the role of government isexpected to have an effect on the issue of marketing practice, which implicitly can influence thevariables of consumer attitude and consumer satisfaction. Therefore, we took this opportunity todetermine whether it is the case and reflects that with results from previous studies.And above all, demographic factors including age, gender, education background, andoccupation are tested against the three main variables of attitude, satisfaction, and government.To achieve all the three main goals, we adopt quantitative research strategy with self-completedquestionnaires. A total sample of 445 respondents is obtained from two biggest cities ofVietnam- Hanoi and Ho Chi Minh City. The analyzed results show that Vietnamese consumersare much more favorable to the current marketing activities, in comparison to other countrieswith well-developed economic situation. Moreover, the results also proved that there is positiverelationship between the two pairs of variable: attitude - satisfaction, and government regulations- satisfaction; while between government and attitude, a negative correlation is found. Finally,the statistics also shows that demographic factors do have correlation on the variables thoughsome are more influential than others.

Place, publisher, year, edition, pages
2011. , 83 p.
Keyword [en]
consumer sentiment, macro marketing, Vietnam
National Category
Social Sciences
URN: urn:nbn:se:umu:diva-55457OAI: diva2:527167
Educational program
Buisness Administration and Economics Program
2011-05-30, 13:00 (English)
Social and Behavioural Science, Law
Available from: 2012-06-14 Created: 2012-05-15 Last updated: 2012-06-14Bibliographically approved

Open Access in DiVA

fulltext(6096 kB)1445 downloads
File information
File name FULLTEXT01.pdfFile size 6096 kBChecksum SHA-512
Type fulltextMimetype application/pdf

Search in DiVA

By author/editor
Phan Nguyen, Thien ThanhTran, Quynh Mai
By organisation
Umeå School of Business and Economics (USBE)Umeå School of Business and Economics (USBE)
Social Sciences

Search outside of DiVA

GoogleGoogle Scholar
Total: 1445 downloads
The number of downloads is the sum of all downloads of full texts. It may include eg previous versions that are now no longer available

Total: 430 hits
ReferencesLink to record
Permanent link

Direct link