LIST OF IMAGES
Figure 2.1: Buyer behavior model 6
Figure 2.2: Detailed model of factors influencing buying behavior 7
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Figure 2.3: Five-stage model of the purchasing process 8
Figure 2.4: Model of organizational buying behavior 12
Figure 2.5: A composite model of the stages in industrial buying behavior 14
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Figure 2.7: Research model on product brand recognition and brand value 21
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Figure 2.9: Proposed research model 23
Figure 3.1: Research process 27
Figure 4.1: Scatter plot between predicted values and residuals from regression 51
LIST OF TABLES
Table 2.1: Distinguishing between organizational marketing and consumer marketing 9
Table 3.1: Scale of variables in model 31
Table 4.1: Information about company 35
Table 4.2: Descriptive statistics of research sample 37
Table 4.3: Results of scale analysis of independent variables 38
Table 4.4: Results of dependent variable scale analysis 41
Table 4.5: Results of exploratory factor analysis EFA of independent variables 42
Table 4.6: Results of exploratory factor analysis EFA dependent variable 44
Table 4.7: Results of Pearson correlation analysis 45
Table 4.8: Model suitability assessment index table 46
Table 4.9: Model fit test table 47
Table 4.10: Statistical parameter table of each variable in the regression model 48
Figure 4.1: Standardized residuals plot of model 49
Figure 4.2: Standardized residuals plot of model 50
Table 4.11: Testing for differences in Purchase Decisions by Gender 51
Table 4.12: Testing the difference in Purchase Decision by level 52
Table 4.13: Testing the difference in Purchase Decision by occupation 53
Table 5.1: Average values of observed variables in the factor “Product characteristics” 57
Table 5.2: Average values of observed variables in the factor “Product price”
................................................................ ................................................................ .............................. 57
Table 5.3: Average values of observed variables in the factor “Delivery activities” 58
Table 5.4: Average values of observed variables in the factor “Brand” .. 59 Table 5.5: Average values of observed variables in the factor “Store system” 60
Table 5.6: Average values of observed variables in the factor “Customer service” 61
LIST OF ABBREVIATIONS
ANOVA : Analysis of Variance – Analysis of Variance
B2B : Business to Business – (Market) organizational customers EFA : Exploratory Factor Analysis – Exploratory Factor Analysis
KMO : Kaiser-Meyer-Olkin – Index used to examine the suitability of factor analysis
Sig. : Significance level – Significance level
SPSS : Statistical Package for Social Sciences - Statistical processing software used in social sciences
Ho Chi Minh City: Ho Chi Minh City
CHAPTER 1: RESEARCH OVERVIEW
In the opening chapter, the author will introduce an overview of the reasons for the formation of the topic, research objectives, objects, scope, methods and research significance of the topic.
1.1. Urgency and reasons for choosing the topic
With the development of science and technology and socio-economics, people's lives are also increasingly improved and enhanced. Therefore, the design of living spaces in the construction and architecture industry requires more aesthetics and diversity, many new materials are born to meet the increasingly optimal needs and tastes of customers.
For the field of interior construction of ceilings and partitions, customers have a number of materials to choose from such as concrete design, laminated wood, aluminum panels, glass, etc. Nowadays, the trend of choosing lightweight materials is widely applied, especially for large-scale construction projects. The emergence of lightweight materials has overcome the disadvantages of old materials, bringing economic efficiency, protecting the environment, and ensuring aesthetics. Gypsum is one of the optimal lightweight materials for the field of interior decoration, the highlight is its diversity to meet the strict technical requirements for each specific product such as fire resistance, moisture resistance, sound insulation and sound absorption. Products made of gypsum materials are used to finish ceilings, partitions of offices, hotels, houses and buildings with high aesthetic requirements such as theaters, museums, etc. Thanks to its light weight, only about 12% of the weight of brick wall partitions, it significantly reduces static load when calculating structural design for the building, reducing the size of the foundation, cross-section of beams, columns, and weight of load-bearing steel, thus saving up to 15% of construction costs for the entire project.
Currently, most of the world's major building materials brands are present in Vietnam, which is a positive sign. Competition will help Vietnamese consumers benefit. They will have more choices, get many high-quality products at affordable prices. The Vietnamese gypsum market has great potential.
potential, there are still many opportunities for investors, promising to develop strongly from 10 to 20 years. The topic "Research on factors affecting the decision to buy gypsum board of Huy An private trading enterprise from institutional customers in Ho Chi Minh City" aims to find out the important factors affecting the purchasing decision process, thereby satisfying the requirements and receiving maximum satisfaction from customers in the field of gypsum board, helping managers to provide solutions for customers to use the product to achieve the highest efficiency, boost sales in the context of the world's leading corporations having strong penetration and competition in the gypsum board market in the field of construction and interior decoration.
1.2. Research objectives
General objective: To identify factors influencing the decision to purchase gypsum board of Huy An private trading enterprise from institutional customers in Ho Chi Minh city.
Specific objectives:
- Research and identify factors affecting the decision to purchase gypsum board of customer organizations in Ho Chi Minh City.
- Measure and verify factors affecting the decision to purchase gypsum board from customer organizations in Ho Chi Minh City
- Propose some management implications to boost sales and increase competitiveness of businesses trading in gypsum ceiling panels.
1.3. Research method
This study was conducted in Ho Chi Minh City market through two steps, (1) qualitative preliminary research and (2) formal research using quantitative method.
- Preliminary research process: Qualitative research helps determine customer needs for products and factors affecting the product selection process. From there, design a customer interview questionnaire accordingly. The preliminary research process can be conducted by one-on-one discussion (from 5 to 10 people), interviews
Consulting with company employees and sales agents, opinions collected from seminars and customer conferences.
- From the above information, conduct official research using quantitative methods: Research on factors affecting the decision to buy gypsum board products that the enterprise is manufacturing and trading in the Ho Chi Minh City market is carried out by direct interviewing techniques with customers at the company's agents and stores through a detailed questionnaire.
- After quantitative research and analysis of collected data, identifying factors influencing purchasing decisions, the author will conduct in-depth interviews with a number of cases at construction and interior decoration companies to understand the causes and objectively perceive the influencing factors, thereby drawing reasonable conclusions and recommendations.
1.4. Scope and objects of research
- Research object: Factors affecting the decision to purchase gypsum board of Huy An private commercial enterprise from customer organizations in Ho Chi Minh city.
- Survey subjects: Customer organizations buying gypsum boards from Huy An private trading enterprise in Ho Chi Minh city.
- Research scope:
+ Spatial scope: implemented in Ho Chi Minh city.
+ Time range: From January 2020 to August 2020.
1.5. Significance of the topic
* Scientific significance:
The study adds to the theoretical basis of purchase decisions. The study serves as a reference for future studies on purchase decisions.
* Practical significance:
This topic contributes to bringing some practical meanings to production and business enterprises and researchers, especially in the field of marketing, specifically as follows:
- The research results will contribute to identifying important factors influencing purchasing decisions.
- The research results help market researchers and marketing managers grasp the role of factors influencing consumer decisions and measurement scales. Thereby contributing to product improvement, increasing efficiency for companies in the industry when building sales policies, marketing programs in the right direction for the right customers.
- Yoshino, the world's leading building materials supplier headquartered in Japan, has just signed a cooperation agreement with Huy An Trading Private Enterprise. Therefore, this research result also contributes to supporting strategic planning and building a distribution system according to standards, increasing the decision to buy gypsum products distributed by the company.
1.6. Structure of the topic
The structure of the Thesis is expected to include 5 chapters, specifically as follows:
CHAPTER 1: RESEARCH OVERVIEW
Overview of the problem to be researched
CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL
Presents some basic concepts related to the research problem, models and hypotheses built on previous studies.
CHAPTER 3: RESEARCH METHODOLOGY
This chapter focuses on developing steps for conducting qualitative and quantitative research.
CHAPTER 4: RESEARCH RESULTS AND DISCUSSION
Presents an analysis of factors influencing purchasing decisions, and some suggested conclusions.
CHAPTER 5: CONCLUSION AND MANAGEMENT IMPLICATIONS
This chapter focuses on presenting some conclusions, the possibility of applying research results to marketing strategies for the gypsum board industry in general and at enterprises in particular, as well as suggesting some directions for further research.
CHAPTER 1 SUMMARY
In chapter 1, the author presents the content such as problem statement, urgency of the topic, thereby showing the necessity of conducting research on the decision to purchase gypsum board of Huy An private trading enterprise from customers organized in Ho Chi Minh City. Next, the author presents the research objectives, research objects and scope, research methods, scientific and practical significance of the topic. The content of this chapter also presents the structure of the topic, from which, readers can easily follow and grasp the presented content of the research topic.