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

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Cuong Hung Pham


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.


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