MOTIVATION, PERCEPTION AND INTENTION TO PURCHASE IN PERFUME BUSINESS: THE CASE OF CONSUMERS IN HANOI, VIETNAM

The study was to investigate the perfume consumers’ purchasing behavior and its association with motivation and perception in Hanoi. Data for this study was obtained through self-administered using convenience sampling. A total of 195 usable samples were collected in Royal City Shopping Mall and MIPEC Tower in Hanoi City. Results revealed that there was a relationship between motivation, perception and intention to purchase to the perfume consumers in Hanoi. This study is important to the cosmetic marketers to understand the consumer’s purchasing behavior on perfume. The marketers also could understand the market segmentation and make them to be more competitive and utilize target market wisely. Results showed that there was a relationship between perception and intention to purchase to the perfume consumers. Results indicated that there was a difference between age and intention to purchase of respondent and there was no difference between buying intention and occupation. Implications of the findings for marketers and research limitations are also discussed.

並列關鍵字

motivation ； perception ； buying intention ； perfume ； fragrance

參考文獻

Amaldoss W., and Sanjay J. (2002). An Analysis of the Impact of Social Factors on Purchase Behavior. Review of Marketing Science Working Paper

Ayanwale, A. B., Alimi, T. & Ayanbimipe, M. A. (2005). The Influence of Advertising on Consumer Brand Preference. Journal of Social Science, 10(1): pp.9-16

Berlyne, D. E. (1970), Novelty, Complexity, and Hedonic Value, Perception and Psychophysics, Vol. 8, 279-286.

Bromley.D.B. (1993), Reputarion, Image and Impression Management, Wiley. Chichester

Engel, J. F., Blackwell, R. D. & Miniard, P. W. (1990). Consumer behavior. Chicago, IL:Dryden Press.

國際替代計量

MOTIVATION, PERCEPTION AND INTENTION TO PURCHASE IN PERFUME BUSINESS: THE CASE OF CONSUMERS IN HANOI, VIETNAM

全文下載

主題瀏覽