- Part 2: Specific information related to the purchasing organization, people influencing the purchasing decision and some factors that leak about the product's uses, order value, product distribution system... The scale used is a nominal scale.
The questionnaire was conducted with a preliminary interview with a sample size of 30 customers to detect errors that caused confusion and ambiguity, and then adjusted to suit the research objectives. The subjects selected for the pilot survey were selected by a convenient method in the Ho Chi Minh City area.
The formal research phase is conducted as follows:
- Survey subjects: are customers of organizations related to the construction field such as engineers, architects, consultants, construction contractors, construction teams working in Ho Chi Minh City.
- Survey sample size: According to Hair et al. (1992), the number of observed samples in exploratory factor analysis must be greater than 100 and have a ratio to variables of at least 5/1, best in the ratio range of 5/1 - 10/1.
Therefore, for this topic, determining the sample size of quantitative research is done according to the minimum sample number = (number of variables in the model) x 5, the number of observation questions of the expected research is 34 observation variables, so according to the minimum sample formula is 34*5 = 170. Because the minimum sample size requirement for regression analysis is lower than that of EFA analysis, we only need to ensure the minimum sample size for EFA analysis.
- Data collection: with 331 samples distributed, the number of samples collected and meeting the requirements for use is 301 samples (accounting for 90.9%). The meeting the requirements must comply with the regulations when answering the interview form and not omit any questions in the answer sheet. Sampling is conducted by a convenient method and ensures a relative proportion in the types of organizations and work positions of the interviewees.
- Data analysis: after collection, the interviews are reviewed and those that do not meet the requirements are eliminated. Then, the observed variables will be coded, entered and cleaned using SPSS version 22.0 software and statistics and analysis of the collected data will be conducted.
EFA factor analysis is used to determine the factors and observed variables explaining the factors. The observed variables selected are variables with factor loading coefficient ≥ 0.45, KMO test with 0.5 < KMO < 1.
After factor analysis, the author uses Cronbach's Alpha coefficient to test the reliability of the scale. Observed variables with a total correlation coefficient of less than 0.3 will be eliminated. The criterion for selecting a scale is when the Cronbach's Alpha value is greater than or equal to 0.6.
In addition, ANOVA analysis of variance is used to test the hypothesis, observe the differences between groups of quantitative components to explore factors affecting purchasing decisions according to order value, age, occupation, job position and form of operation of the unit or organization.
3.2. Building a scale
The interview questionnaire was constructed mainly based on a 5-point Likert scale (not at all important to very important) to assess the level of influence of factors on purchasing decisions (used for quantitative variables).
Table 3.1: Scale of variables in the model
Encryption
Scale | Source | |
Product Features | ||
DT1 | High durability, providing safety | Nguyen Kim Phuoc (2007) |
DT2 | Diverse designs, high aesthetics | |
DT3 | Easy to bend | Author's Suggestion (2019) |
DT4 | Easy to repair | Nguyen Kim Phuc (2007) |
DT5 | Easy to decorate | Nguyen Luu Nhu Thuy (2016) |
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Product price
GC1 | Reasonable price | Richa (2012), Pham Thi Sang (2015) |
GC2 | Reasonable discount | |
GC3 | Flexible payment time | |
GC4 | Stable price policy | |
GC5 | Full and accurate quotation system , many promotions. | |
Delivery activities | ||
GH1 | Fast delivery, on time | Jennie et al. (2005) |
GH2 | Deliver the correct type and quantity | |
GH3 | Support for transportation and loading | |
GH4 | Convenient in delivery | |
Trademark | ||
TH1 | High-end brand in the furniture industry | Nguyen Dinh Tho (2008) |
TH2 | Popular brand, used in many projects | |
TH3 | Prestigious brand, highly appreciated by experts | |
TH4 | International standard brand | |
TH5 | Longstanding brand in the industry | |
Customer service | ||
DVKH1 | Good brochure system, product advice. | Pham Thi Sang (2015) |
DVKH2 | Quick and easy ordering process | |
DVKH3 | Resolve complaints satisfactorily and promptly | Pham Thi Sang (2015) |
DVKH4 | Support product installation skills | |
DVKH5 | Good warranty policy (simple, fast, long term) | |
Store system | ||
CH1
Trusted store, always have products available | Nguyen Kim Phuoc (2007) | |
CH2 | There are many stores and agents in convenient locations. | |
CH3 | Friendly store staff | |
CH4 | Store staff have thorough knowledge of products to introduce to customers. | |
CH5 | The store has a construction team available upon request. | |
Purchase decision | ||
QD1 | Choose to buy the product because of its good features and price | Pham Thi Sang (2015), Nguyen Kim Phuoc (2007) |
QD2 | Choose to buy products from big company brands | |
QD3 | Choose to buy products because of the unit's good customer service | |
QD4 | Choose to buy products due to convenient store chain and fast, on-time delivery | |
(Source: Author's synthesis and proposal, 2020)
In addition, the author also uses nominal scales to find more information about the components of the purchasing decision of the units, the time of repeat purchase, the type of product commonly used, the type of company and other components that affect the organization purchasing the product...
CHAPTER 3 SUMMARY
In this chapter, the author presents two main parts of the research design used in the study, which are qualitative research and quantitative research. The qualitative research method is conducted by one-on-one discussion techniques; at the same time, a pilot survey of 30 customers is conducted to correct and complete the interview. The quantitative research method with a sample size of 301 samples is used to satisfy the requirements of factor analysis and regression models. The survey subjects are customers of companies and organizations in the construction sector who have purchased lightweight gypsum materials in the Ho Chi Minh City market. The questionnaire structure includes a total of 34 observed variables using a 5-point Likert scale related to factors such as product characteristics (5 observed variables), product price (5 observed variables), delivery activities (4 observed variables), product brand (5 observed variables), customer service (5 observed variables), store system (5 observed variables) and 4 observed variables for the dependent factor Purchase Decision.
CHAPTER 4: RESEARCH RESULTS AND DISCUSSION
4.1. Overview of Huy An Trading Private Enterprise
Huy An Trading Private Enterprise is a solution provider for ceiling and partition systems, providing customers with a complete, uniform plasterboard ceiling and wall system that meets US ASTM standards in construction.
Table 4.1: Company information
STT
Information | Content | |
1 | Trading name | Huy An Trading Private Enterprise |
2 | Abbreviation | CGS (Ceiling Gypsum System) |
3 | Office address | 77-79 Phan Van Tri, District 5, HCMC |
4 | Phone - Fax | 028.39230156 - 028. 39238409 |
5 | Factory address | 291 Bui Cong Trung, Hoc Mon, HCMC Road No. 830, Huu Thanh, Duc Hoa, Long An |
(Source: Company HR Department, 2020)
- Invested since 1999, the production line is invested with the most modern technology from the United States with a total capacity of about 20 million m2/year at two factories in Ho Chi Minh City and Long An . The main business areas of the company are production and supply of raw materials for the construction of apartment buildings, infrastructure, construction of high-end houses, offices for rent, construction of commercial centers, other civil engineering works, construction of industrial works; Distribution of goods to furniture stores.
For the company to develop well, the company's board of directors has clearly stated the company's goals, vision, mission and functions:
* Target:
Become the first choice in large, key projects.
Consolidate and expand the domestic market, improve business position, and maximize customer needs.
Create stable jobs for employees
* Vision:
With a history of more than 20 years, Huy An Trading Private Enterprise strives to become the leading enterprise in Vietnam and the region in the field of manufacturing ceiling frames and gypsum boards.
Committed to providing high quality products by applying the most modern US manufacturing technology.
* Mission:
As a solution provider for ceiling and partition systems. Providing customers with a complete, uniform ceiling and plasterboard wall system that meets US ASTM standards in construction.
* Company functions:
Currently the only manufacturer in Vietnam to bring to the market a uniform quality plasterboard ceiling and wall system that meets US ASTM standards.
With more than 20 years of establishment and development in Vietnam, the company is currently bringing to the market the main products: Suspended ceiling frame system, concealed ceiling frame system, wall frame system, fireproof gypsum board, moisture-proof gypsum board, decorative gypsum board.
4.2. Descriptive statistics of the research sample
The target customers investigated in the study are customers of organizations (including: joint stock and private enterprises of all types and economic sectors; representative offices of companies, state administrative agencies; schools; real estate business units, etc.). We sent questionnaires to units that have used products of Huy An private commercial enterprise and investigated those who have decided to buy the product including: Business owners, sales department heads, school accountants, etc. The research sample is shown in the table below:
Table 4.2: Descriptive statistics of the study sample
Sample information
Frequency | Rate (%) | ||
Sex | Male | 198 | 65.8 |
Female | 103 | 34.2 | |
Total | 301 | 100 | |
Year old | Under 30 years old | 62 | 20.6 |
31 to 50 years old | 162 | 53.8 | |
50 to 60 years old | 42 | 14.0 | |
Over 60 | 35 | 11.6 | |
Total | 301 | 100 | |
Education | High school | 23 | 7.6 |
Secondary, college | 84 | 27.9 | |
University | 152 | 50.5 | |
Postgraduate | 42 | 14.0 | |
Total | 301 | 100 | |
(Source: Compiled from author's survey data, 2020)
Gender: According to Table 4.2, only 103 survey participants were female (34.2%). The majority of survey respondents were male (198 people, 65.8%). This is completely consistent with reality because the majority of business owners and sales managers are male.
Age: The majority of survey participants were between 31 and 50 years old (162 people, accounting for 53.8%); followed by those under 30 years old (62 people, accounting for 20.6%) and those between 50 and 60 years old (42 people, accounting for 14%). The results showed that the majority of survey participants were relatively active and enthusiastic. The author believes that this is the group that brought about very good survey results.
Education: The majority of the survey sample had a university degree, 152 people, or 50.5%. The fewest had a postgraduate degree, 42 people, or 14%. 84 survey participants had a secondary/college degree, or 27.5%, and 23 people had a high school degree, or 7.6%.