Factors of Purchase Intentions toward Foreign Products: Empirical Evidence from Vietnamese Consumers’ Perspective

Nguyen, Trinh Bao Trung and Huynh, Cong Minh (2022): Factors of Purchase Intentions toward Foreign Products: Empirical Evidence from Vietnamese Consumers’ Perspective.

Abstract

This study empirically explores factors affecting consumers’ purchase intentions toward foreign products, and their impact magnitudes in six major cities of Vietnam (including Ha Noi, Hai Phong, Da Nang, Ho Chi Minh, Binh Duong, and Can Tho). Our results illustrate that Vietnamese consumers’ purchase intentions toward foreign products are positively affected by Perceived quality, Perceived prestige, Perceived value, and Influence of others. Notably, Perceived prestige has the strongest impact on consumers’ purchase intentions. The findings of this study enrich the international marketing literature on the consumer evaluation of foreign products in developing countries like Vietnam as well as assist practitioners to build more appropriate marketing strategies for targeting emerging markets.

• Item Type: MPRA Paper
• Language: English
• Keywords: Foreign products; Perceived quality, Perceived prestige, Perceived value, Influence of others; Purchase intentions
• Subjects: L - Industrial Organization > L8 - Industry Studies: Services > L81 - Retail and Wholesale Trade ; e-Commerce; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M1 - Business Administration > M16 - International Business Administration; M - Business Administration and Business Economics ; Marketing ; Accounting ; Personnel Economics > M3 - Marketing and Advertising > M31 - Marketing; Q - Agricultural and Natural Resource Economics ; Environmental and Ecological Economics > Q0 - General > Q02 - Commodity Markets

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