CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA NHÃN HÀNG RIÊNG CO.OP SELECT: TRƯỜNG HỢP NGHIÊN CỨU TẠI SIÊU THỊ CO.OPMART HUẾ

Abstract

The purpose of this study is to determine factors affecting purchase decision of customers towards Co.op Select brand at Co.opmart Hue. The data was gathered from 191 customers by the convenience sampling method; Cronbach’s Alpha reliability analysis method, Exploratory factor analysis (EFA) and Regression analysis are applied to analyze collected data. The results indicate that there are 4 factors affecting to purchase decision: product trust (0.618), packaging (0.368), perceived price (0.208) and advertising (0.197). Research shows that, in order to promote consumption of Co.op Select, Co.opmart should concentrate on solutions to the above 4 factors, especially focusing on improving product quality and reputation of supermarket.