IMPACTS OF FACTORS ON CUSTOMERS' DECISION TO BUY HYUNDAI CAR IN THE LOCATION OF BIEN HOA CITY
DOI:
https://doi.org/10.61591/jslhu.21.162Keywords:
Quyết định mua; Xe ô tô Hyundai; Mua xe ô tô.Abstract
The aim of this study is to identify and evaluate the factors that influence the decision to buy a Hyundai car among customers in Bien Hoa City. A qualitative study was conducted to review theories and previous studies on consumer behavior and purchasing decisions. The author proposes a research model consisting of 6 factors that influence the decision to buy a Hyundai car: Culture and Social Beliefs, Reference Group, Brand, Needs and Consumer Motivation, Perceptions of Car Features, and Perceptions of Economic Benefits. A quantitative study was conducted using direct interview techniques with 225 customers through a survey questionnaire. The results of the regression analysis show that there are 6 factors that affect the decision to buy a Hyundai car among customers in Bien Hoa, arranged in decreasing order of priority based on the standardized beta coefficient: Brand, Needs and Consumer Motivation, Culture and Social Beliefs, Perceptions of Economic Benefits, Reference Group, and Perceptions of Car Features. Based on the results of the analysis, the study proposes management implications to enhance customers' decision to buy a Hyundai car.
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