Factors Influencing marketing activities of consumer goods retailers in the context of the 4.0 industrial revolution: Evidence from Vietnam

Main Article Content

Cuong Hung Pham
صندلی اداری

Abstract

In the era of e-commerce and atomization, the expectations of customers have increased multi-fold. The customers want virtual displays of the products, automatic billings, electronic customer relationship management and much more. They want to be informed about the offers and benefits available at the store timely. However, at the same time they are not compromising with the quality and price. The basic consumer behaviour in the time of technology driven businesses is still same. The present paper is about checking out and impact of all these customer expectations on purchase intention in the form of marketing strategies by the consumer goods retailers in Vietnam. The present study is exploratory cum descriptive in nature. The dependent variable in the study is purchase intention and the independent variables are ‘ease and convenience’, ‘price and discounts’, ‘product quality’ and ‘use of Technology’. Retailers have been characterized by the respondents in the light of four independent variables stated above and then a relationship of these variables has been established with customers' intent to purchase. The sample size of this study is 408 respondents who used to purchase from the retailers in Vietnam. Structured questionnaire was distributed to all the respondents for collecting their responses. Total 550 questionnaires for distributed out of which 408 questionnaires for found fit for analysis. Statistical tools such as ‘confirmatory factor analysis’ and ‘structural equation modeling’ have been used to analyze the data. It was found from the results that all the four independent variables have significant impact on the Purchase intention of consumers. This reflects that the consumer goods retailers in Vietnam have to maintain with the Expectations of consumers for better sales performance.

Downloads

Download data is not yet available.

Article Details

Section
Contemporary Issues on Management, Engineering and Economics

References

Ailawadi, K. L., & Keller, K. L. (2004). Understanding Retail Branding: Conceptual Insights And Research Priorities, Journal of Retailing, 80(4), 331-342

Aktan, O (2003). Production, Marketing And Consumption: A Sociological Critique Of Mass Oriented Business Strategies, Unpublished Ph.D. Thesis, Department of Sociology, Graduate School of Social Sciences.

Brynjolfsson, E., Jeffery, Yu, Hu, & Smith, M. D. (2003). Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers, Management Science, 49(11), 1580–1596.

Draskovic, N., Temperley, J., & Pavicic, J. (2008). Comparative Perception (s) of Consumer goods Packaging: Croatian Consumers’ Perspectives(s). International Journal of Management Cases, 154-163.

Ghodeswar, B. (2008). Building brand identity in competitive markets: A conceptual model. Journal of Product & Brand Management, 17/1, Pp. 4–12.

Hair, J. F., Black, W. C., Babin, B. J., Anderson, R. E., & Tatham, R. L. (2010). Multivariate Data Analysis, 7th ed., Prentice Hall, Upper Saddle River, New Jersey.

Jeevananda S. (2011). A Study On Brand Perception Of FMCG Goods, International Journal of Research in Commerce and Management, 2(10), 55-59.

Joshi, A. (2009). Marketing Strategies In Creating Brand Image of FMCG in India With Special Reference To Store Promotion, Thesis Submitted to Devi Ahilya Vishwavidyalaya, Indore.

Kotler, P., & Keller, K. L. (2009). Marketing management. Upper Saddle River, N.J: Pearson Prentice Hall.

Mohamed, D. S. (2016). The Impact of Promotional Tools on Consumer Buying Behavior in Retail Market. International Journal of Business and Social Science, 7(1), 75-85.

Nowicki, P., & Sikora, T. (2012). Consumer Behaviour at the Food Market, uploaded by Paweł Nowicki on 30 May 2014. Downloaded from Research Gate.

Obaga, I. M. et al. (2013). Analysis of retail marketing strategies on Organizational competitiveness”, International Journal of Management & Information Technology, ISSN: 2278-5612, 3(2), 43-46.

Qehaja, A. B., & Pula, J. S. (2005). Factors Influencing Store Selection for Supply with Fast-Moving Consumer Goods, management, 10(4), 315–333.

Ramya, N. (2016). Factors affecting consumer buying behavior, International Journal of Applied Research, 2(10), 76-80.

Safronov, V. (2017). Trade Marketing Analytics In Consumer Goods Industry, NOVA Information Management School, MGI.

Sangvikar, B. V., & Katole, H. J. (2012). A study of consumer purchase behavior in organized retail outlets, Journal of Business and Retail Management Research (JBRMR), 7(1), 39-47.

Segetlija, Z., Mesaric, J., & Dujak, D. (2011). Importance of Distribution Channels -Marketing Channels - For National Economy, 785-809. Retrieved from https://bib.irb.hr/datoteka/529824.Segetlija_Dujak_Mesaric.pdf

Sergio, B., & Tassinari, G. (2005). The effects of marketing activities on fast moving consumer good purchases: the case of yoghurt Italian market. The effects of marketing activities on fast moving consumer good purchases: the case of yoghurt Italian market

Suguna, P., & Mathipoorani, V. B. (2016). IOSR Journal of Business and Management (IOSR-JBM), 18(6), 21-29

فروشگاه اینترنتی