Consumer Attitude towards Marketing Practices in Vietnamese Smartphone Market
his study aims to investigate customer attitudes towards marketing activities in the smartphone market in Vietnam.
Tác giả: Nguyen Khanh Linh, Nguyen Thu Ha
In trong: Chuyên san Kinh tế và Kinh doanh
Số: Tập 32, Số 2, 2016, tr. 24-34
Ngôn ngữ: Tiếng Anh
Từ khóa: Attitude, consumer sentiment towards marketing, customer satisfaction, marketing mix, smartphone, Vietnam
Tóm tắt: This study aims to investigate customer attitudes towards marketing activities in the smartphone market in Vietnam. In order to reach this aim, the index of consumer sentiment towards marketing, which is based on the marketing mix paradigm (4Ps), is adopted. The findings show a positive relationship among four components of the marketing mix (including product, price, place and promotion) and customer satisfaction, among which the “product” component has the most significant impact on customer satisfaction. Thus, the study indicates meaningful implications for marketers in the process of enhancing the customer satisfaction level in practice.
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