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    Consumer Behaviour in the Smartphone Market in Vietnam

    Access Status
    Open access
    Authors
    Wollenberg, Alexander
    Thuong, T.
    Date
    2014
    Type
    Journal Article
    
    Metadata
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    Citation
    Wollenberg, A. and Thuong, T. 2014. Consumer Behaviour in the Smartphone Market in Vietnam. International Journal of Innovation, Management and Technology. 5 (6): pp. 412-416.
    Source Title
    International Journal of Innovation, Management and Technology
    DOI
    10.7763/IJIMT.2014.V5.550
    ISSN
    2010-0248
    School
    CBS International
    URI
    http://hdl.handle.net/20.500.11937/7676
    Collection
    • Curtin Research Publications
    Abstract

    This paper discusses the factors involved in deciding on a particular type and brand of smartphone in Ho Chi Minh City, Vietnam’s largest city. As the 3rd-largest economy in ASEAN, Vietnam may provide a useful insight for marketing experts and producers of smartphones of consumer behaviour in emerging markets. First, the study uses demographic factors and independent variables of Advertising, Perceived Quality, Word of Mouth, and Price and their impact on Brand Perception and the resulting strength of brand perception on the purchasing decision (dependent variable). Second, the study also connects each independent variable directly to the Purchasing Decision and thus compares the importance of each independent variable individually on the purchasing decision to frame the relative importance of brand perception.

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