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Title Page
Contents
ABSTRACT 12
CHAPTER 1. INTRODUCTION 15
1.1. Rationale of the study 15
1.2. History of the company 16
1.2.1. Development stages 16
1.3. Research purposes and research questions 18
1.4. Research objects 18
1.5. Participants and scope of the study 19
1.6. Research method 19
1.7. Thesis structure 20
CHAPTER 2. LITERATURE REVIEW 21
2.1. Consumer behaviors 21
2.1.1. Definitions of consumers 21
2.1.2. Consumer buying behaviors 22
2.2. Consumer attitude 24
2.3. Review of consumer behavior models 25
2.3.1. Marketing system model 25
2.3.2. Stages in purchasing process 26
2.3.3. Theory of Reasoned Action – TRA 28
2.3.4. Theory of Planned Behaviour – TPB 30
2.3.5. The Brands Signalling Theory 33
2.3.6. Model of Consumer Trend 34
2.4. Factors affecting customer behavior towards Thach Bich Mineral Water- Quang Ngai 35
2.5. Related researches 36
CHAPTER 3. RESEARCH DATA AND RESEARCH METHODS 37
3.1. Research procedure 37
3.2. Proposed research model and hypothesis 38
3.2.1. Proposed research model 38
3.2.2. The research model 38
3.3. Questionnaire design 39
3.3.1. Questionnaire design 39
3.3.2. Purposes and content of the questionnaire 41
3.3.3. Sampling method 42
3.3.4. Data collection 42
3.3.5. Data analysis methods 43
CHAPTER 4. RESEARCH FINDINGS AND INTERPRETATIONS 46
4.1. Overview of Thach Bich Mineral Water Plant 46
4.1.1. History of formation and development 46
4.1.2. Current status of marketing activities in Thach Bich Mineral Water Plant in Quang Ngai 48
4.2. Analysis of factors affecting consumer behavior for Thach Bich mineral water products in Quang Ngai 55
4.2.1. Analysis of demographic factor affecting consumer behavior for Thach Bich mineral water products in Quang Ngai 55
4.2.2. Descriptive statistics of variables affecting consumer behavior for Thach Bich mineral water product 61
4.2.3. Descriptive statistics of variables affecting consumer behavior for Thach Bich mineral water product 61
4.2.4. Analyse model of factors affecting consumer attitude for Thach Bich mineral water products 63
4.2.5. Analyse the model of consumer attitude affecting consumer behavior for Thach Bich mineral water product 66
4.3. Conclusion and research results 69
4.3.1. Results of study from the model of factors affecting consumer attitude for Thach Bich mineral water product 69
4.3.2. Results of study from the model of consumer attitude factors affecting consumer behavior for Thach Bich mineral water product 70
4.3.3. Description of the relationship between the influential factors, consumer attitude and consumer behavior from findings 71
4.4. SUMMARY 72
CHAPTER 5. CONCLUSION AND SUGGESTION 74
5.1. Conclusion 74
5.2. Limitations and further research directions 75
5.3. Suggestion 76
5.3.1. Coordinate with the product policy 76
5.3.2. Coordiante with price policy 77
5.3.3. Coordinate with distribution policy 78
5.3.4. Recruitment of staff consuming effectively 79
5.4. SUMARY 85
REFERENCES 86
APPENDICES 87
[Table 4-1] List of Thach Bich brand's products 47
[Table 4-2] The number of agents in each region of Thach Bich Mineral Water Plant in Quang Ngai 53
[Table 4-3] Descriptive statistics of variables 60
[Table 4-4] Calculated results of the scale reliability 62
[Table 4-5] Summarized result of regression model 64
[Table 4-6] The tested results of the beta coefficients (B) of the study model 65
[Table 4-7] Result of Exploratory Factor Analysis 66
[Table 4-8] Summarized results of regression model 67
[Table 4-9] Results of testing β coefficient of research model 68
[Figure 2-1] Marketing system model 26
[Figure 2-2] Stages in purchasing process 27
[Figure 2-3] Reasoned Action Model–TRA 29
[Figure 2-4] Planned Behaviour Model–(TPB) 31
[Figure 2-5] Model of Brand Signalling theory 33
[Figure 2-6] Model of consumption trend 35
[Figure 2-7] Related researches 36
[Figure 3-1] Related researches 37
[Figure 3-2] Related researches 38
[Figure 4-1] Gender graph 55
[Figure 4-2] Age graph 56
[Figure 4-3] Income graph 57
[Figure 4-4] Career graph 58
[Figure 4-5] Favorite mineral water graph 59
[Figure 4-6] The relationship of NTTD-TDTD-HVTD 71
초록보기 더보기
A Study on purchasing behavior of organizational customers in Hoang Cung Commercial production joint stock company
Prior to the opportunities and challenges of Vietnamese business in general and Thai Binh province in particular when conducting thoroughly commitments in joining the international trade organization WTO. Hoang Cung Company are undergoing difficult times when there is increasing number of imported products with good design, good quality, low price, in accordance with consumer tastes, the company's market is shrunk considerably. One of the causes of this situation is that the company has not yet focused on approaching to customer's buying behavior, and proposed appropriate measures to affect the purchase behavior. Identifying the problem, the author conducted a study o thesis "Study of organizational customer's buying behavior in Hoang Cung commercial production JSC " as the graduate subject of MBA course at Soong-Sil University and Ho Chi Minh University of Industry with the aim of giving measures to influence the buying behavior of customers in a most scientific way.
To carry out this study, the author needs to identify the purpose of conducting research, give research questions and choose research methodology.
In terms of the purpose of research, the author wants to give literature review of organizational customer and their purchasing behavior, factors affecting the buying behavior and find measures to orient the this purchasing behavior.
Regarding the research question, with the goal of researching buying behavior of organization, the research questions aim to clarify the role of each factor affecting buying behavior.
Regarding research methodology, including qualitative and quantitative research, with the using methods of survey and statistics, evaluation using SPSS 12.0 software, the general use of methods of other supporting economic subjects.
With the results obtained in the study, the author obtained 03 factors affecting organizational customer's buying behavior. They are: organization's characteristics, individual characteristics of customer, relationship between organization and company. These factors have a different impact on customer's purchasing behavior. According to the regression equation obtained from analyzing the survey results as follows: PD= 0.550*CB+0.500*IE+0.468*OC
The building the regression equation will give an overview and specific view on factors as well as the impact of each factor on buying behavior. Thereby author also presents specific solutions corresponding to each element, helping improving and orientating purchasing behavior of customer towards the company's products. Although, during the course of the study, the author had own efforts and regularly referred to experts, scientists who had studies on the buying behavior of customers, the author cannot avoid shortcomings in the research process. So, the author hopes that after reading this essay, you and readers will have contributions to better this study.
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