FORECASTING MODEL OF VIETNAMESE CONSUMERS’ PURCHASE BEHAVIOR OF DOMESTIC APPAREL

The study of the determinants of consumer purchase decisions of domestic goods is necessary in the context of Vietnams’ international integration in order to support domestic firms improve their competitiveness. This study aims to analyze factors influencing Vietnamese consumers’ purchase decision of domestic apparel based on Binary Logistic regression model. This study uses survey data gathered from 240 consumers in Vietnam in 2019. Research results showed that i) Perceived price, ii) Perceived quality, iii) Consumer ethnocentrism, and iv) Demographic variables (age; the family with child; the level of education; income; and sex) have significant influences on the consumer purchase decision of domestic products in Vietnam.