PERFUME CONSUMER BEHAVIORS AND FACTORS INFLUENCING PURCHASING DECISIONS IN HO CHI MINH CITY, VIETNAM
Tran, Nu Thai Hoa (2016)
Tran, Nu Thai Hoa
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The purpose of this thesis was to identify perfume consumption patterns and evaluate the impact of various factors on perfume purchasing decisions in the current market of Ho Chi Minh city, Vietnam. Based on the data collected and data analysis, the host company would get a general picture of the current perfume market situation which benefits their plan of entering the perfume retailing market as another source of income. A survey was distributed online to collect data and also data from previous research was used to either support or challenge the results of the data collected with the survey. The main population of the research was between 18 to 40 years of age, they were educated and had some kind of jobs to do. Half of them wore perfume often and they were willing to spend for quality. Scent and scent duration were the key factor in choosing which perfume to purchase. The main reasons for wearing perfume lay in the fact that perfume wearers felt more confident and attractive. Due to the limited number of respondents, certain market segments were missed. Besides, this thesis provided only a general picture of the current market; thus it did not deeply evaluate how much each factor influenced the purchasing decisions. Further research should be conducted with a larger population so that the hypotheses can be supported statistically.