Consumer Behaviour. Case: iPhone Ho Chi Minh City
Tran, Thi Xuan Oanh (2016)
Tran, Thi Xuan Oanh
Lapin ammattikorkeakoulu
2016
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-201605046208
https://urn.fi/URN:NBN:fi:amk-201605046208
Tiivistelmä
The main aim of this thesis is to figure out the factors that have influenced consumer behaviour of young iPhone users in Ho Chi Minh City. In this study, the author draw a conclusion based on the data collected from the survey and proposed some feasible recommendations for Apple and other high-end smartphone companies to understand their consumers and enhance brand equity.
For the secondary data, a variety of theories, including consumers’ characteristics, promotion and the decision making process that influence consumer behaviour, were briefly reviewed to provide a theoretical framework for the research. For the primary data, the author conducted a survey utilizing quantitative research method. The questionnaires containing only closed questions were personally distributed to the respondents and published on Facebook. The survey collected altogether 117 responses in three weeks. Following that, the data collected were analysed by Microsoft Excel to provide an insight into consumer behaviour of Vietnamese iPhone users.
According to the main findings, the consumers spent a huge amount of money on iPhone because Apple’s brand is very strongly trusted in Vietnam and its high quality has been highly recognized. Most of the consumer choices were influenced by the word-of-mouth of their social networks and family members. Spending that much money on a phone, young iPhone users did not seek to enhance social status or show off a luxurious lifestyle. Instead, they purchased such a high-end smartphone to get familiar with and become knowledgeable about high technology. Besides that, price-off deals, warranty service and money-refund were the most appealing sales promotion. The consumers were also most interested in humorous and real-life situation advertisements. It is concluded that Apple can enhance the brand equity and gain customer loyalty by establishing genuine Apple stores in the country and operating marketing channels on social media for Vietnam market.
For the secondary data, a variety of theories, including consumers’ characteristics, promotion and the decision making process that influence consumer behaviour, were briefly reviewed to provide a theoretical framework for the research. For the primary data, the author conducted a survey utilizing quantitative research method. The questionnaires containing only closed questions were personally distributed to the respondents and published on Facebook. The survey collected altogether 117 responses in three weeks. Following that, the data collected were analysed by Microsoft Excel to provide an insight into consumer behaviour of Vietnamese iPhone users.
According to the main findings, the consumers spent a huge amount of money on iPhone because Apple’s brand is very strongly trusted in Vietnam and its high quality has been highly recognized. Most of the consumer choices were influenced by the word-of-mouth of their social networks and family members. Spending that much money on a phone, young iPhone users did not seek to enhance social status or show off a luxurious lifestyle. Instead, they purchased such a high-end smartphone to get familiar with and become knowledgeable about high technology. Besides that, price-off deals, warranty service and money-refund were the most appealing sales promotion. The consumers were also most interested in humorous and real-life situation advertisements. It is concluded that Apple can enhance the brand equity and gain customer loyalty by establishing genuine Apple stores in the country and operating marketing channels on social media for Vietnam market.