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.

在越南国际一体化的背景下，探究国产商品消费者购买决策的决定因素，对于助力本土企业提升市场竞争力具有重要意义。本研究基于二元逻辑回归模型，旨在分析影响越南消费者购买国产服装的各类因素。本研究采用了2019年针对越南240名消费者收集的调研数据。研究结果表明：一、感知价格；二、感知质量；三、消费者民族中心主义；四、人口统计变量（年龄、是否育有子女、受教育水平、收入水平及性别）均对越南消费者购买国产产品的决策存在显著影响。