RESEARCH ON FACTORS AFFECTING CONSUMERS INTENTION BUYING NISSAN SEDAN CARS IN DA NANG CITY

INTERNATIONAL SCHOOLPSU DIVISION NGUYEN THI HONG VY RESEARCH ON FACTORS AFFECTING CONSUMERS' INTENTION BUYING NISSAN SEDAN CARS IN DA NANG CITY BACHELOR OF BUSINESS ADMINISTRATION THES

INTERNATIONAL SCHOOL

PSU DIVISION

NGUYEN THI HONG VY

RESEARCH ON FACTORS AFFECTING

CONSUMERS' INTENTION BUYING

NISSAN SEDAN CARS IN DA NANG CITY

BACHELOR OF BUSINESS ADMINISTRATION THESIS

Da Nang, 2022

MAJOR : BUSINESS ADMINISTRATION

CLASS : K24PSU-QTH4

ID NUMBER : 24202114854

Da Nang, 2022

The objective of this research is to determine and measure the influence offactors on the intention to buy Nissan brand cars of customers in Da Nang city.Based on the theoretical basis and review of previous studies at home and abroad,the author has built a proposed research model and developed the researchhypotheses of the topic Besides, the topic applies a combination of two preliminaryand quantitative research methods with analytical techniques including: trial survey,Cronbach's Alpha reliability test, EFA exploratory factor analysis, test Determiningthe research hypothesis, evaluating the suitability of the research model,multivariable regression was used as a basis for evaluating the influence of factors

on the intention to buy a Nissan Sedan car of customers in Da Nang city

The research results show that the factors, including: attitude towardsattributes, subjective standards, price perception, perceived behavioral control andbrand reputation have a positive influence on purchase intention Nissan Sedan cars

of customers in Da Nang city In which, the subjective norm factor has the same andstrongest influence on the intention to buy a Nissan Sedan car in Da Nang city(standardized beta coefficient is 0.322); the second influencing factor is brandreputation (with a normalized beta of 0.263); the third influencing factor is priceperception (normalized beta is 0.256); The fourth influencing factor is perceivedbehavioral control (with a normalized beta coefficient of 0.2220; and finally, theattitude factor towards the attributes has the weakest influence on the intention tobuy a Nisan Sedan car (with a normalized beta coefficient of 0.2220;) with astandardized beta coefficient of 0.206) Based on the research results, solutions toimprove the intention to buy Nissan Sedan cars of customers in Da Nang city in thefuture were also presented

I certify that the attached thesis is my original work No other person’s workhas been used without due acknowledgement Except where I have 1 clearly statedthat I have used some of the this material, it has not been presented by me forexamination in any other course or subject at this or any other institution.

I understand that the work submitted may be reproduced and/orcommunicated for the purpose of detecting plagiarism I understand that should thisdeclaration be false, I am libel to be penalized under the Duy Tan Universityregulations

Signature: Date:

After studying and doing research at Duy Tan University, I have receivedattention, help and encouragement from teachers, family, friends and colleagues.Completing this thesis is an opportunity for me to express my respect and gratitude.

First and foremost, I want to express my hearfelt appreciation to my sciencementor, my mentor is Pham Thi Thuy Mien of Duy Tan University’s Faculty ofInternational Education, for spending so much time and enthusiasm in guiding,support me, and accompany me throughout the process of learning andimplementing the thesis

I’d like to express my gratitude to the faculty members of Duy TanUniversity’s Faculty of International Education for their scientific and technicalassistance, as well as for sharing invaluable guidance on protocols, procedures, andformalities when at school learning and writing

I also would like to express my deep thanks to the Board of Directors,friends, and colleagues for creating favorable conditions and supporting me in mywork so that I can participate in research and complete the thesis

Finally, I’d like to express my heartfelt appreciation to my family memberswho have always been there for me, inspired and helped me bothe physically andmentally, and served as my fulcrum and inspiration in life, work and science study

Student

Nguyen Thi Hong Vy

DISCLAIMER

ACKNOWLEGEMENT

TABLE CONTENTS

LIST OF ABBREVIATIONS

LIST OF TABLES

LIST OF FIGURES

CHAPTER 1: INTRODUCTION 1

1.1 General introduction 1

1.1.1 Reason for choosing a research topic 1

1.1.2 Objective of the research 2

1.1.3 Subject and scope of the research 2

1.1.4 Research methods 3

1.1.5 Significance of the research 3

1.1.6 Researching overview 5

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESE 6

2.1 Literature Review 6

2.1.1 The concept of consumer and consumer behavior 6

2.1.2 Buying decision process 7

2.2 Factors influencing consumer buying behavior 8

2.2.1 Cultural factors 8

2.2.2 Social factors 9

2.2.3 Personal factors 10

2.2.4 Psychological factors 12

2.3 Theory model of customer's consumption intention and some previous research models on consumer car consumption behavior 13

2.3.1 Theory model of customer’s consumption intention 13

2.3.2 Some previous research models on consumer car consumption behavior15 2.4 Proposed research model and research hypotheses 19

2.4.2 Research hypotheses 20

CHAPTER 3: RESEARCH METHODOLOGY 23

3.1 Information to Nissan Da Nang – Quang Phi Hung Automobile Joint Stock Company 23

3.1.1 History of formation and development 23

3.1.2 Organizational structure 25

3.1.3 The financial position of the company in recent years 27

3.1.4 Business environment analysis 28

3.2 Research process 31

3.2.1 Preliminary research steps 32

3.2.2 Formal questionaire and survey 35

3.3 Research Methods 35

3.3.1 Qualitative research 35

3.3.2 Quantitative research 36

3.4 Methods of data analysis 39

3.4.1 Descriptive statistics 39

3.4.2 Reliability test Cronbach Alpha 40

3.4.3 Exploratory factor analysis EFA 41

3.4.4 Build regression equation 41

3.4.5 Check for autocorrelation of residuals 42

3.4.6 Test hypothesis of the model 43

CHAPTER 4: RESEARCH RESULTS 44

4.1 Result of demographic 44

4.1.1 Age 44

4.1.2 Gender 45

4.1.3 Job 46

4.1.4 Household income (month) 47

4.2 Reliability test Cronbach’s Alpha 48

4.2.1 Cronbach's Alpha test for the independent variable 48

4.2.3 Summary after checking the reliability of Cronbach's Alpha 54

4.3 Exploratory factor analysis EFA 55

4.3.1 EFA factor analysis for the independent variable 55

4.3.2 EFA factor analysis for the dependent variable 58

4.4 Analysis of regression model 60

4.4.1 Check correlation matrix between factors 61

4.4.2 Check the suitability of the regression model (Adjusted R Square, ANOVA) 62

4.4.3 Check for autocorrelation of residuals (Autocorrelation) 63

4.4.4 Check regression coefficients and multiple collinearity 64

4.5 Test hypothesis of the resarch 65

CHAPTER 5: RESULTS AND RECOMMENDATION 67

5.1 Summary of research results 67

5.2 Some recommendations to improve the intention to buy Nissan Sedan cars of consumers in Da Nang city 69

5.2.1 Subjective norm 69

5.2.2 Brand reputation 70

5.2.3 Price perception 71

5.2.4 Perceived of behavioral control 72

5.2.5 Attitude towards attributes factor 73

5.3 Limitations of the research and future research directions 74 BIBLIOGRAPHY

APPENDICES

ATA Attitude towards attributes

TPB Theory of Planned Behavior

TRA Theory of Reasoned Action Model

3.1 The financial position of the company in the last 3 years 27

4.6 Cronbach's Alpha test for the factor "Attitude towards

4.7 Cronbach's Alpha test for the factor "Subjective norm" 50

4.8 Cronbach's Alpha test for the factor "Price perception" 50

4.9 Cronbach's Alpha test for the factor "Perceived behavioral

4.10 Cronbach's Alpha test for the factor "Brand Reputation" 52

4.11 Cronbach's Alpha test for the factor "Intent to buy a Nissan

4.12 KMO coefficient and Bartlett's Test of the independent variable 55

4.13 Total extracted variance of customer's vehicle purchase

4.14 Factor loading EFA coefficient of the intention to buy a Nissan

4.15 KMO coefficient and Bartlett's Test of the dependent variable 58

4.16 Total variance extracted of the factor of intention to buy a car

4.17 Factor loading EFA coefficient of intention to buy a car Nissan

4.19 R Square analysis on the fit of the regression equation 62

4.20 ANOVA analysis on the suitability of the method process 62

4.21 Statistical analysis of residual autocorrelation of the regression

5.4 Descriptive statistics of observed variables of perceived

5.5 Descriptive statistics of the observed variables of the attitudinal

2.2 Factors affecting the purchasing decision process 8

2.5 Research model of intention to buy Volvo car 15

2.6 Research model of intention to buy Hybrid car 16

2.7 Research model of intention to buy electric car in Beijing 17

2.9 Research model of intention to buy Vinfast car 18

3.1 Structure diagram of the management apparatus 25

3.3 Statistics on the contribution of the automobile industry to GDP 29

CHAPTER 1: INTRODUCTION 1.1 General introduction

1.1.1 Reason for choosing a research topic

Today, when the government promotes integration into the world economythrough joining world trade organizations such as WTO and FTA, the country hasopened up many opportunities to access many imported goods Because taxes havebeen reduced quite a lot This is also the reason that foreign car manufacturersappear in the Vietnamese market quite popular Along with that is the strongdevelopment of society and economy, people's living standards are increasinglyimproved, leading to higher living needs When people have a more stable income,their lives require more secure and convenient things and personal cars are noexception when they receive a lot of attention from people in the country Therefore,automobile manufacturers have also timely grasped the tastes and needs as well asthe attitudes of consumers towards car products on the Vietnamese market to beable to supply and change the company's product lines with new, luxurious, andunique designs are suitable for different classes, not only in urban areas but also inrural areas

According to preliminary statistics in the area of Da Nang city, there arenearly 45 car dealership stores distributed in the area In the past, cars were just ameans of commuting, but now cars are gradually seen as an accessory to affirm theclass and economy of an individual or family or even the lifestyle of the owner.The rate of personal car ownership in our country is low compared to othercountries in the region, reaching only 23 cars/1000 people, by 2025 this rate isforecasted to increase to 50 cars/1000 people This shows that this is a market withgood growth potential In the context of such fierce competition, to attract andincrease the number of customers who have bought cars and intend to buy cars withpreviously trusted brands is a big challenge for businesses It is necessary forbusinesses, manufacturers and car dealers in the Vietnamese market in general and

Da Nang in particular to understand the consumer's attitude towards their products.Also according to personal research, studies on the intention to buy Nissan-branded

cars in Vietnam are still lacking, what factors did customers who have used thisbrand car have affecting their decision? surname Besides, Da Nang has aneconomy on the rise, attracting investment and the demand for cars will increase.From such reasons, I chose the topic: " Research on factors affecting consumers'intention buying Nissan Sedan cars in Da Nang city" in order to determine thefactors affecting the choice of Nissan Sedan purchase as well as their attitudes andfeelings towards the Nissan car brand and thereby help the Marketing department ofNissan to have a view and orientation in the Marketing strategy, creating moreactivities to attract more consumers car purchase intention for Nissan Sedan,thereby being able to stand firmly in the market, develop the brand and getmaximum profit.

1.1.2 Objective of the research

This research was conducted with the goal of finding out the factors affectingthe intention to buy a Nissan Sedan car of consumers in Da Nang and measuring theinfluence of those factors From there, propose a number of solutions to helpbusinesses increase the purchase intention of customers with a Nissan Sedan

1.1.3 Subject and scope of the research

1.1.3.1 Subject of the research

The subject of the research is the factors affecting the intention to buy Nissanbrand cars

The subject of the survey is a group of individual customers who know orhear of the Nissan brand, those who have used cars but have never used Nissan cars,and those who have used Nissan cars

1.1.3.2 Scope of the research

Spatial scope: survey of customers was carried out in Da Nang city

Time range: research data were collected during the period from March 2022

to May 2022

Quantitative research method: survey customers by questionnaire Collectedinformation will be processed through SPSS software and use statistical, analyticaland comparative methods to evaluate the reliability of the scale, exploratory factoranalysis and test the research model propose.

1.1.5 Significance of the research

The research paper consists of 5 chapters with the followig contents:

Chapter 1: Introduction

In this chapter, the author will clarify the reason for choosing the topic, theobjectives that the topic wants to achieve, the research object, the scope and time ofthe research as well as the layout of the research

Besides, the author will also give an overview of the research topic throughdomestic and international projects that have been carried out in the past time Atthe same time, the author will also introduce an overview of the business that theauthor chooses to test his research model

Chapter 2: Literature Review

The author will present concepts related to the topic, including the concept ofconsumer, consumer behavior, components that make up the decision-makingprocess, etc., on the basis of science Provide research models available from relatedstudies to be able to draw out the factors affecting customer's consumption intentionand contribute to its enhancement

After having the factors related to customer's consumption intention, theauthor will propose a research model and make hypothesize about the level of

influence between the factors and prepare for the verification process reality forNissan customers.

Chapter 3: Research methodology

In Chapter 3, the author will design the research implementation process,build a preliminary scale based on the theory that should be included in Chapter 2.After completing the preliminary scale, the author will conduct an experiment scale

on a group of Nissan customers (about 10 people) to collect more opinions fromthem and complete the official scale

Also in this chapter, the author will present the method of collecting surveydata from the questionnaire and process the data through SPSS 20.0 software Datawill be processed step by step based on scientific parameters so that variables thatare not relevant to the model can be eliminated

Chapter 4: Research results

In this chapter, the author will conduct descriptive statistics of the sample to

be investigated and processed Data after the survey will be cleaned to remove thesubjects that are not related to the research

The data will be encrypted into SPSS software and processed according toprocedures including Cronbach's Alpha reliability test Exploratory factor analysisEFA, correlation coefficient analysis and linear regression analysis In the analysisprocess, if the scale and observed variables do not meet the requirements, they will

be removed from the model and come to a conclusions

Chapter 5: Conclusions and recommendations

After having the results, the author will draw conclusions about theinfluencing factors among the variables, which variables have the most influence onthe purchase intention of consumers From there, propose suggestions and solutions

to improve the ability to attract consumers and increase the intention to buy aNissan Sedan

1.1.6 Researching overview

 Foreign researches:

+ Wong Lai Soon (2012) conducted a research on consumer attitudestowards Toyota cars in Malaysia The author used dynamic structural modeling(SEM) to analyze the important factors affecting the customer's car purchaseintention

+ Automotive consumer attitudes and the importance of automated systems –Research by Tsung-Sheng Chang, Wei-Hung Hsiao (2011)

+ Research on Chinese consumers' attitudes towards Volvo cars (2011) Theauthor Shuyuan Xiao Wei He proposed the combined model of behavioral intentiontheories

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESE 2.1 Literature Review

2.1.1 The concept of consumer and consumer behavior

2.1.1.1 Consumer

A consumer is an individual, an organization or a group of 4 who directlyparticipates in or influences the formation of needs - wants, makes decisions to buy,use and discard a product or service Specifically They are the last to consume theproduct created by the manufacturing process Consumers can be buyers,influencers or users (Tran Minh Dao, 2006)

2.1.1.2 Consumer Behavior

According to Philip Kotler, “consumer behavior is the research of how

individuals, groups and organizations select, purchase, use and dispose of goods, services, ideas and experiences to satisfy needs and their wishes”.

In marketing, marketers research consumer behavior with the aim ofidentifying their needs, preferences, habits, specifically what consumers want tobuy, why they buy that product or service, why they buy that brand, how they buy,where, when and how to buy to build a marketing strategy to motivate consumers tobuy their products and services

Figure 2.1 Consumer behavior model

Source: Philip Kotler (2001)

2.1.2 Buying decision process

 Identify the problem

The consumer buying decision process begins when the buyer becomesaware of a problem or need Needs can originate from intrinsic stimuli (such ashunger or thirst leading to the need to eat) or extrinsic (such as seeing anadvertisement for a product or leading to the need to purchase the product)

Marketers need to uncover circumstances that evoke a particular need Bygathering information from a number of consumers, marketers can identify the mostcommon triggers that have sparked interest in a particular product category

 Information search

Consumers in need will start looking for more information The more urgentthe need, the less initial information, the greater the value of the product to buy, themore people are motivated to seek information Consumer information sources aredivided into four groups

+ Personal information sources: Family, friends, neighbors, acquaintances

+ Commercial information sources: Advertising, salespeople, agents, packaging,exhibitions

+ Public information sources: Mass media, consumer research organizations

+ Sources of empirical information: Touch, research and use the product

 Alternatives evaluation

From the different product brands known through the information searchstage, customers begin to evaluate to choose the brands and products that aresuitable for their needs

Consumers view each product as a set of attributes with different capabilitiesfor seeking benefits and satisfying needs The properties that buyers are interested

in vary depending on the type of product (for example, whether cars or motorbikescare about smooth running, low fuel consumption, etc., cameras care aboutsharpness, shutter speed, etc.)

2.2 Factors influencing consumer buying behavior

In Asian countries like Vietnam, on the occasion of "Tet", people will tend tobuy a lot of products dedicated to Tet such as banh chung, banh tet, pork, apricotflowers, ornamental plants as well as other products such as fashion clothes,phones

2.2.1.2 Branch of culture

Each culture has smaller subcultures that create more specific characteristicsand socialization levels for its members Branch of culture make up importantmarket segments, and marketers often design marketing products and programsaccording to their needs For example, Southerners will often choose to buy apricotflowers and banh tet to display during Tet, while people in the North will choose tobuy peach blossoms and Banh Chung

2.2.1.3 Social class

Almost all human societies clearly show social stratification, social class can

be seen as a proxy for the consumer's income level Social classes are relativelyhomogeneous and stable sections of society, hierarchical and composed of memberswho share common values, interests, and behaviors, which in turn influenceprofoundly to consumer behavior such as criteria for choosing to buyproducts/services, when and how often to spend, places and ways of shopping,payment

Social class is not based on a single factor such as income, but also acombination of occupation, income, education, wealth, and other factors Marketersneed to be interested in studying social class because people belonging to a socialclass tend to exhibit relatively similar behaviors, including shopping behaviour

Reference groups expose an individual to new behaviors and lifestyles.These groups also influence a person's attitudes and self-concept, because he or she

often wants to fit in These groups create pressures to conform to common standardsand can influence how people actually choose products and brands.

2.2.2.2 Family

Family members are the most influential important reference group Familyorientation includes the person's parents It is from parents that a person acquires anorientation towards religion, politics, economy and a sense of personal ambition,self-esteem and love Even if the buyer no longer has much of a relationship withhis or her parents, the influence of parents on buyer behavior can still be substantial

A more direct influence on everyday shopping behavior is the person's ownfamily, spouse and children The family is the most important consumer purchasingorganization in society and it has been studied for many years Marketers areinterested in the relative roles and influence of husbands, wives, and children inpurchasing a wide variety of products and services

In the case of Linda's laptop purchase, her husband can act as an influencer

He can actively voice his opinion He can comment on brands and features Hisinfluence will depend on how firm his opinion is and how Linda values his opinion

2.2.2.3 Social status

The role and social status of each individual in society will affect the habits,behavior, communication, as well as the needs and shopping habits of eachindividual People with different roles and statuses will have different needs later interms of food, fashion, cars, housing For example, company presidents often driveMercedes cars, wear expensive clothes and drink Chivas Regal Scotch

2.2.3 Personal factors

Buyer decisions are also influenced by personal characteristics, most notablythe buyer's age and life cycle stage, occupation, economic situation, lifestyle,personality, and self-concept that man's (Philip Kotler, 2005)

2.2.3.1 Age and life cycle stage

Each age has different buying habits and needs People change the goods andservices they buy over the course of their lives As children, they eat baby food and

most products as they grow and mature, and eat dietary foods in old age Theirpreferences in fashion and entertainment also change Young boys often tend tochoose school bags, backpacks with bright colors, with images of superheroes.However, this trend decreases with adulthood.

2.2.3.2 Profession

Each profession also has different shopping needs to match the profession Aperson's occupation also affects their purchases and consumption of goods Peoplewith different occupations will have different choices about how to dress, differenteating habits, products for work such as phones, laptops, vehicles, protectiveclothing

People who work at the office often tend to choose clothes with a thin, lightdesign that is easy to wash while those who do manual work will choose thick,sturdy fabrics to match with work The company president will buy expensiveclothes, travel by air, join clubs and sail big

2.2.3.3 Economic completion

A person's economic circumstances will greatly influence his or her choice ofproducts A person's economic situation includes the amount of disposable income,savings and assets, including borrowing capacity, and attitudes toward spending andsaving

2.2.3.5 Personality and self-concept

Each person has a distinct personality that influences his or her behavior.Here personality means distinct psychological characteristics of a person that lead

to relatively consistent and lasting responses to one's environment Personality isoften described by traits such as self-confidence, authority, independence, respect,sociability, privacy, and adaptability For example, a computer company may

discover that many prospects have very high levels of confidence, authority, andindependence This suggests the use of certain assets in desktop advertising.

A Ma Slow's theory of motivation and F Herzberg's theory of motivation

2.2.4.2 Perception

According to B Berelon and G Steiner, perception can be defined as “theprocess by which an individual selects, organizes, and interprets the informationreceived in order to form a meaningful picture of the world gender"

Perception depends not only on the individual characteristics of the person,

on the impact of influencing factors but also on the relationship between that factorand the surrounding circumstances and with the individual characteristics of theperson there

People can have different perceptions of the same influencing factor becausethere are 3 cognitive processes as follows:

proactive about transportation, his urge becomes a motive when it is directed at aspecific stimulus capable of relieving the urge, in this case a motorcycle or a car.

2.2.4.4 Beliefs and attitudes

Belief is the way we humans view a particular issue, based on knowledge,emotions, while attitude expresses people's evaluation of that issue, through facialexpressions, intonation, words and gestures Therefore, a person's beliefs andattitudes about the product/service or the image and brand of the business will affectthis person's behavior towards the business For example, those who believe inspirituality are very important in the direction of the door, the direction of thekitchen, etc when choosing to buy a house

2.3 Theory model of customer's consumption intention and some previous research models on consumer car consumption behavior

2.3.1 Theory model of customer’s consumption intention

2.3.1.1 The Multi-attribute Attitude Model

Martin Fishbein's 1980 multi-attribute attitude model was the mostinfluential in marketing It is a useful tool for attitude investigation and attitudeprediction In this model, customer attitude is defined as a measure of customers'perceptions (also known as beliefs) about service attributes

The model suggests that:

Ao =

+ Ao = attitude towards objects

+ = strength of belief for attribute i

+ = attribute evaluation i + n = number of outstanding beliefs about theobject

+ n = number of outstanding beliefs about the object

Thus, the model indicates the strength of beliefs and evaluates theoutstanding beliefs to determine the consumer's attitude towards a product Productpreference is the result of the process of measuring consumer confidence in productattributes (J.Paul Peter and Jerry C Olson, 2005) And then, customers often tend to

consume products or services that they enjoy Each belief is associated with anattribute of the product.

2.3.1.2 Theory of Reasoned Action Model – TRA

The relationship between intention and behavior has been suggested andempirically verified in numerous studies in many fields (Ajzen, 1988; Ajzen &Fishben, 1980; Canary & Seibold, 1984; Sheppard Hartwich, & Warshaw, 1988) ,quoted in Ajzen, 1991, p 186) The two main factors influencing intention arepersonal attitudes and subjective standards In it, an individual's attitude is measured

by beliefs and judgments about the results of that behavior The TRA model ispresented in Figure 2.3

Figure 2.3 Theory of Resoned Action Model

Source: Fishbein (1975) 2.3.1.3 Theory of Planned Behavior - TPB

TPB is an extension of Fishbein's TRA model (Fishbein & Ajzen, 1975).Ajzen (1985) modified TRA by adding The Perceived Behavioral Control (PBC) toreport intentions: "Attitudes towards behavior", "subjective norms," and "perceivedbehavioral control" leads to the formation of a "behavioral intention" (Ajzen,2002b) The TPB theory is modeled in Fig

Figure 2.4 Theory of Planned Behavior

Source: Ajen (1985)

2.3.2 Some previous research models on consumer car consumption behavior

2.3.2.1 Research around the world

a Research on Chinese consumers' attitudes towards Volvo cars - Shuyan Xiao and Weihe, University West, China, 2011

The authors of the research focus on some basic models of consumerattitudes and behavioral intentions The objective of this research is to research theattitude of Chinese consumers towards Volvo cars? How do some specific aspects

of Chinese culture, subjective standards, perceived purchasing control behavior andsocial status influence Chinese consumers about Volvo cars? It includes influencingfactors: attitude towards Volvo car attributes, perceived behavioral control, whichsocial group influences your Volvo car purchase and price

Figure 2.5 Research model of intention to buy Volvo car

Source: Shuyan Xiao và Weihe (2011)

b Research on the purchase intention of eco-friendly Hybrid vehicles – Karunanayake and Wanninayake (2015)

Karunanayake and Wanninayake (2015) studied the attitudes of income consumers in India about green cars (Bio-fuelled cars) The objective of theresearch was to determine the perception of green cars in the minds of Indianconsumers, in order to determine the attitudes of middle-income people in seeking

middle-to buy and use a car environmentally friendly Most of the respondents agree thatthe green car model will replace the conventional car most is the age group 33-43but when they can afford to buy a new car, and the green car will replaceConventional cars will depend on the time factor because traditional cars bringmore convenience The author has identified 4 main factors affecting customers'attitudes towards the environment, subjective norms, price perception, brandreputation and perception of customers' intentions and expectations when buy ahybrid car

Figure 2.6 Research model of intention to buy Hybrid car

Source: Karunanayake và Wanninayake (2015)

Subjective norm

Price perception

Brand Reputation

Intention to buy a Hybrid car (2015)

Awareness to

intention

c Research "Electric Vehicle Development in Beijing: An Analysis of Consumer Intent Behavior" by author Huang & Ge, 2019.

The author chose Beijing city as the scope of the survey because it is theplace where electric vehicle products are widely promoted in China TPB theorywas used as the basis for the essay and a total of 502 valid surveys were obtained.The research results show that Attitude, Perceived behavioral control, Subjectivenorm, Price sensitivity positively affect the intention to buy electric cars of Beijingpeople, while the rest are considered has no significant impact on purchaseintention Below are models of the two authors

Figure 2.7 Research model of intention to buy electric car in Beijing

Source: Huang & Ge (2019 )

2.3.2.2 Research in Viet Nam

a Research on Vietnamese consumers' behavior towards domestically assembled cars and imported cars by Nguyen Duy Nhat, Hanoi Foreign Trade University

The research deals mainly with individual consumers and family andpersonal cars The topic mainly evaluates the factors affecting the consumer'sdecision to buy a car, including 04 influencing factors, namely: Attitude towards carattributes, customer's subjective standards, perception of car control control anindividual's behavior and intentions From there, some important consumer trendsabout this product will be given out in the future, so that businesses can come upwith reasonable policies and solutions to promote the development of the domesticauto industry

Attitude

Price Sensitivity

Perceived behavioral control

Subjective norm

Consumer buying intentions with electric vehicles in Beijing

Figure 2.8 Research model of Nguyen Duy Nhat

b Research by Tran Thanh Tra – factors affecting customers' intention to buy Vinfast cars in Ho Chi Minh City (2019).

Author Tran Thanh Tra (2019) conducted a research on the influence ofcustomers' intention to buy Vinfast cars in Ho Chi Minh City Research results showfactors, including: attitude towards attributes, subjective standards; and perceivedbehavioral control have a positive influence on customers' intention to buy Vinfastcars in Ho Chi Minh City In which, the factor of attitude towards the attributes hasthe same direction and the strongest influence, the factor showing the secondstrongest level of influence is the subjective norm, and finally the factor of controlperception behavior has the weakest influence on customers' intention to buyVinfast cars in Ho Chi Minh City

Figure 2.9 Research model of intention to buy Vinfast car

Source: Tran Thanh Tra (2019)

Attitudes towards car

2.4 Proposed research model and research hypotheses

2.4.1 Proposed research model

Based on the TRA model and TPB model, combined with previous research

on buying intention, the author builds a research model on consumers' intention tobuy Nissan Sedan cars in Da Nang The proposed research model is as follows:

Figure 2.10 Research model proposed by the author

This model shows the factors affecting the intention to buy a Nissan Sedancar Including groups of factors: attitude towards the attributes of Nissan sedan cars,subjective norms, price perception, perceived behavioral control and brandreputation

Intention to buy Nissan Sedan car

Price perception

Brand reputation

Table 2.1 Recommended factor variables

car

Huang & Ge

và TranThanh Tra

2019

2 Subjective norm

3 Price perception

Intention to buy aHybrid car

Karunanayak

e vàWanninayake

Shuyan Xiao

và Weihe 2011

2.4.2 Research hypotheses

2.4.2.1 Intention to buy Nissan Sedan car

Intention is considered to include motivational factors that influence anindividual's behavior, these factors indicate the level of willingness or effort that anindividual has to expend to perform the behavior (Ajzen, 1991, p 181)

Buying intention is a consequence of purchasing behavior, as the TRA andTPB model theory suggests Consumers will have more intention to buy NissanSedan cars than other automakers if there are groups of factors that positively affecttheir intentions

2.4.2.2 Attitudes towards attributes Nissan Sedan car

Attitude represents a person's positive or negative beliefs and judgmentsabout his or her behavior Attitude refers to a person's evaluation of the outcome of

a behavior (Ajzen, 1991)

For the Nissan Sedan product, consumers' attitudes are their evaluations ofvehicle attributes such as quality, features, style, design, and brand Attitudinalfactors will increase or decrease the motivation to perform the behavior

Hypothesis H1: Attitude towards attributes of Nissan Sedan cars has a positive impact on customers' intention to buy Nissan Sedan cars in Da Nang city.

2.4.2.3 Subjective norm

Subjective norm (SN) is based on the theory of factors affecting consumerbuying behavior of Philip Kotler (Philip Kotler, 2001 p.198) Philip Kotler mentionsthe reference group and family factors affecting shopping behavior Influencers onconsumer purchase intention depend on two things: (1) the intensity of theinfluencers' opposing or supportive attitudes towards consumer purchase and (2)consumer motives to follow the wishes of these influencers (Fishbein and Ajzen,1975)

Social influence in this research is understood as the acceptance and support

of requests such as from family, friends, and agencies about the purchase of aNissan car If these inquiries and advice are of great importance and influence toconsumers, their interest in buying Nissan cars will increase

Hypothesis H2: Subjective norm has a positive impact on the intention to buy a Nissan Sedan car of customers in Da Nang city.

2.4.2.4 Price perception

Research by Karunanayake and Wanninayake (2015), price perception has asignificant influence on the intention to buy a hybrid car From this, the followinghypothesis is made:

Hypothesis H3: price perception has a positive influence on the intention to buy a Nissan Sedan car.

2.4.2.5 Perceived of behavioral control

Perceived of behavioral control reflects the ease or difficulty of performingthe behavior and whether the performance of the behavior is controlled or restricted(Ajzen,1991, p 183) Perceived behavioral control in this research is whether it iseasy or difficult to buy a Nissan Sedan car and the decision to buy is based on yourown determination.

Hypothesis H4: perceived behavioral control has a positive impact on customers' intention to buy Nissan cars in Da Nang city.

2.4.2.6 Brand reputation

Reputation – which can be loosely defined as trustworthiness – is not abrand Overall assessment of strengths and beliefs about the product when formingattitudes towards the product (Karunanayake & Wanninayake, 2015) So, theproposed research hypothesis is:

Hypothesis H5: brand reputation has a positive impact on customers'

intention to buy Nissan Sedan cars in Da Nang city.

CHAPTER 3: RESEARCH METHODOLOGY3.1 Information to Nissan Da Nang – Quang Phi Hung Automobile Joint

Stock Company

3.1.1 History of formation and development

Since the Party and State opened the market economy and after the US liftedthe embargo against Vietnam, the economic sector in general and the industrialeconomy in particular developed rapidly, including the manufacturing industry carexport Nissan Da Nang automobile company was born according to that generaldevelopment trend

On November 13, 2010, Nissan Vietnam Co., Ltd officially opened Nissan DaNang dealer in Da Nang city This is the first genuine authorized dealer of NissanVietnam in the central region, bringing the total number of 3S dealers of thecompany to 3 up to this point

The introduction of the dealer is the result of more than a year of efforts of theentire Board of Directors and employees of Nissan Da Nang Motor Company, acompany with many years of experience in the automotive field in the centralregion Nissan Danang is located in a campus with a land area of 6000m2, the totalconstruction area is 12000m2 with 3 floors, the total investment capital is more than

75 billion VND The dealer is equipped with 38 repair compartments, 2 paint booths(1 quick paint booth and 1 normal paint booth), and advanced diagnostic equipmentimported from Nissan Motor Japan

 Company address: 875 Nguyen Huu Tho, Khue Trung ward, Cam Le district,

Nissan Danang has a team of professional technicians who are trained attraining centers of Nissan Vietnam and Nissan Japan These training courses strictlyfollow the “Nissan Sales and Service Methods” (NSSW), which is a global standardsystem established by Nissan Motor Japan to ensure the quality Uniform and bestservice in all markets in the world.

Along with this event, Nissan Vietnam also announced the change of themain shareholder and the Board of Directors of Nissan Vietnam Since November

2010, Nissan Vietnam is a joint venture between Nissan Motor Japan and TanChong Holding Berhad Group, Malaysia One of the main areas of activity of theTan Chong Group includes the assembly and distribution of Nissan vehicles inMalaysia

Period 11/2009 - 11/2010: The stage of establishment and construction offacilities and infrastructure, training of staff to serve the business

Period 11/2010-2013: The company officially went into operation, gaining aposition in the market, creating a brand and trust with customers

Current stage: The company continues to expand and develop, upgradingfacilities such as showrooms and repair shops to better serve customers and improvethe company's services In 2010, there were only 2 authorized dealers under thename "Nissan Cars", up to now there have been 22 more genuine authorized dealersacross the country

Nissan Da Nang is currently distributing car models such as: Nissan Almera,Nissan Navara, Nissan X-trail, Nissan Terra, and Nissan Kicks

3.1.2 Organizational structure

Figure 3.1 Structure diagram of the management apparatus

Figure 1 Business room structure diagram

(Source: Administration and Human Resources Department)

3.1.3 The financial position of the company in recent years

Table 3.1 The financial position of the company in the last 3 years

BUSINESS PERFORMANCE REPORT Model number: B 02 - DN (Promulgated according

to Circular No 200/2014/TT-BTC dated December

22, 2014 of the Ministry of Finance)

Taxpayer's name: Quang Phi Hung Automobile Joint Stock

Company

Tax code: 0401312207

2019 2020 2021

2020/2019 2021/2020 Change,VND Chang e

164,143,674,85 9

(Source: Accounting Department)

It can be seen that, in the last 3 years, in 2019, Quang Phi Hung Joint StockCompany has been quite favorable and successful when the revenue reached nearly

200 billion VND This time, the auto market is being pushed the most when thedemand for personal car ownership by consumers is increasing By the end of 2019and 2020, net revenue from sales and provision of services in 2020 decreased by27% (nearly VND 53 billion) because of the impact of the COVID-19 epidemic, theaffected economy dragged on According to unemployment, people's incomedecreased significantly In 2021, people begin to get used to and live with Covid,everything gradually returns to normal, revenue gradually improves, up to 16.66%(23 billion VND) compared to the same period last year However, it has not reallyrecovered because there are too many new car models and the demand, financialability as well as many other factors after the Covid-19 epidemic have affectedcustomers' intention to buy cars Therefore, the research on the factors affecting theintention to buy a Nissan Sedan car is deployed to help businesses better understandtheir customers, thereby changing policies to be more appropriate and worthy ofcustomers Japan's second largest car brand title.

3.1.4 Business environment analysis

The automobile industry has always been a spearhead industry contributinggreatly to the GDP of major countries in the world with 3.25% of the US GDP, 5%

of China's GDP, 4% of Germany's GDP and 12% of Thailand's GDP In Vietnam,the automobile industry also accounts for 3% of the country's GDP It is for thisreason that the industry has always received special attention and treatment from thegovernment Trade agreements have always had exceptions for the automotiveindustry to protect the industry from competitive pressure from countries around theworld

Figure 3.3 Statistics on the contribution of the automobile industry to GDP