Empirical Analysis of Factors Affecting the Decision on Purchasing Womenswear in Vietnam

DOI

10.2991/aebmr.k.211119.036How to use a DOI?

Keywords

womenswear; purchasing decisions

Abstract

This study investigates factors affecting buyers’ decision when purchasing womenswear in Vietnam. The research model consists of three independent variables, namely social factors, psychological factors, and marketing promotion. The regression analysis is used to examine the relationship between the factors. The actual sample size of this research amounts to 280. Based on these findings, this research has provided practical recommendations for fashion brands or womenswear providers to attract more buyers.

Research purpose:

It is self-evident that in order to identify all the factors, we must first analyze their impacts. By combining studies from a variety of different perspectives in life and theories that have been validated in the real world, we can convert them into digital data that can be analyzed. In terms of academic contribution, this study will fill a gap in the literature regarding the factors influencing buyers’ decision to purchase clothing, which is critical for the fashion industry

Research motivation:

To begin, fashion plays a significant role in each individual’s daily life. It begins with deciding what to wear and how to wear it. It might not be easy to imagine a world devoid of fashion. With an understanding of the factors influencing buyers’ decision to purchase womenswear, brands can adjust their development strategies. These factors are critical for both existing brands and new brands entering the Vietnamese market

Research design, approach and method:

First, this research specifically focuses on buyers’ decision on purchasing clothes which is of great importance for the fashion industry in order to propose recommendations for fashion brands in Vietnam. Second, due to time and financial constraints, this research is only carried out in Hanoi. Thus, the questionnaire is conducted in Hanoi. Nonetheless, Hanoi is a highly populated city to which people from other cities have migrated, and has a high level of technology adoption and economic development. Hence, results of the survey can be representative for the whole country. Third, this research is carried out from March to May 2021.

Main findings:

The findings have shown that social factors have the most significant positive impact on buyers’ decision of purchasing womenswear, followed by psychological factors. To raise buyer number and the desire in purchasing, social factors should be conducted as a priority. However, marketing promotion is found to negatively affect buyers’ decisions on purchase. It is recommended that brands should develop a more prudent and intelligent marketing strategy. As a result, the communication or marketing strategy must also be reevaluated to develop properly, following the psychology and perceptions of buyers.

Practical/managerial implications:

Regarding practical contributions, this research has identified factors affecting Vietnamese buyers’ decision on purchasing womenswear. In this research, it is found that Social Factors have the most significant positive impact on Decision of Purchasing, so do Psychological Factors. However, Marketing Promotion is found to negatively affect buyers’ decision on purchasing. Based on these findings, this research has provided practical recommendations for brands, fashion items or womenswear providers to attract more buyers. From an academic viewpoint, this study has partially filled in the research gap on factors affecting buyers’ decision on purchasing womenswear. Due to the nature of this study, it does not employ a specific model; rather, it draws on models from other studies, research in other fields, but still focusing on the factors affecting influence on purchase decisions, and the positive findings from those studies to develop a distinct research model. As a result, the findings of this study can also be considered novel and unique.

Copyright

© 2021 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Le Ngoc TRAM
AU  - Duong Thi Hoai NHUNG
PY  - 2021
DA  - 2021/12/07
TI  - Empirical Analysis of Factors Affecting the Decision on Purchasing Womenswear in Vietnam
BT  - Proceedings of the International Conference on Emerging Challenges: Business Transformation and Circular Economy (ICECH 2021)
PB  - Atlantis Press
SP  - 378
EP  - 393
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.211119.036
DO  - 10.2991/aebmr.k.211119.036
ID  - TRAM2021
ER  -