RESEARCH ON FACTORS AFFECTING CONSUMERS INTENTION BUYING NISSAN SEDAN CARS 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 positiv

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

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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

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Student

Nguyen Thi Hong Vy

ATA Attitude towards attributes

TPB Theory of Planned Behavior

TRA Theory of Reasoned Action Model

1.1 The financial position of the company in the last 3 years 9

4.6 Cronbach's Alpha test for the factor "Attitude towards attributes" 46

4.7 Cronbach's Alpha test for the factor "Subjective norm" 47

4.8 Cronbach's Alpha test for the factor "Price perception" 47

4.9 Cronbach's Alpha test for the factor "Perceived behavioral control" 48

4.10 Cronbach's Alpha test for the factor "Brand Reputation" 49

4.11 Cronbach's Alpha test for the factor "Intent to buy a Nissan Sedan car" 50

4.12 KMO coefficient and Bartlett's Test of the independent variable 52

4.13 Total extracted variance of customer's vehicle purchase

4.14 Factor loading EFA coefficient of the intention to buy a Nissan Sedan car of Da Nang people 54

4.15 KMO coefficient and Bartlett's Test of the dependent variable 55

4.16 Total variance extracted of the factor of intention to buy a carNissan Sedan 56

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 59

4.20 ANOVA analysis on the suitability of the method process 59

4.21 Statistical analysis of residual autocorrelation of the regression

4.22 Regression coefficient on factors of intention to buy a car Nissan Sedan 61

4.23 Hypothesis testing and statistics on the influence of factors on employee performance 62

5.1 Descriptive statistics of observed variables of subjective

5.2 Descriptive statistics of the observed variables of the brand reputation factor 67

5.4 Descriptive statistics of observed variables of perceived behavioral control factors 69

5.5 Descriptive statistics of the observed variables of the attitudinal

1.1 Structure diagram of the management apparatus 7

2.2 Factors affecting the purchasing decision process 13

2.5 Research model of intention to buy Volvo car 20

2.6 Research model of intention to buy Hybrid car 21

2.7 Research model of intention to buy electric car in Beijing 22

2.9 Research model of intention to buy Vinfast car 23

2.10 Research model proposed by the author 24

5.1 Research results of the topic

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

1.2.1 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, a

company 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,

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 of facilitiesand 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, upgrading facilitiessuch as showrooms and repair shops to better serve customers and improve thecompany's services In 2010, there were only 2 authorized dealers under the name

"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 Sunny

1.2.2 Organizational structure

Figure 1.1 Structure diagram of the management apparatus

Figure 1.2 Business room structure diagram

(Source: Administration and Human Resources Department)

1.2.3 The financial position of the company in recent years

Table 1.1 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

Change percent

(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.

CHAPTER 2: LITERATURE REVIEW AND HYPOTHESE 2.1 Literature Review

2.1.1 The concept of consumer and consumer behavior

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)

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 important

market 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.

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.2.2.2 Social factors

Consumer behavior is also influenced by social factors such as referencegroups, family and the role of social status (Philip Kotler, 2005)

Reference groups expose an individual to new behaviors and lifestyles.These groups also influence a person's attitudes and self-concept, because he or sheoften 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 andmost products as they grow and mature, and eat dietary foods in old age Theirpreferences in fashion and entertainment also change Young boys often tend to

choose 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 maydiscover 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:

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 toconsume 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

Attitudes towards vehicle attributes

Social group influences buying xe

Perceived behavioral control Chinese consumers' attitudes towards Volvo car (2011)

Price

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 consumer

attitudes and behavioral intentions The objective of this research is to research the

attitude of Chinese consumers towards Volvo cars? How do some specific aspects

of Chinese culture, subjective standards, perceived purchasing control behavior and

social status influence Chinese consumers about Volvo cars? It includes influencing

factors: attitude towards Volvo car attributes, perceived behavioral control, which

social 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)

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)

Price Sensitivity

Perceived behavioral control

Subjective norm

Consumer buying intentions with electric vehicles in Beijing

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 the

place where electric vehicle products are widely promoted in China TPB theory

was 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, Subjective

norm, Price sensitivity positively affect the intention to buy electric cars of Beijing

people, while the rest are considered has no significant impact on purchase

intention 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 and

personal cars The topic mainly evaluates the factors affecting the consumer's

decision to buy a car, including 04 influencing factors, namely: Attitude towards car

attributes, customer's subjective standards, perception of car control control an

individual's behavior and intentions From there, some important consumer trends

about this product will be given out in the future, so that businesses can come up

with reasonable policies and solutions to promote the development of the domestic

auto industry

Attitudes towards car attributes

Perceived behavioral control

Subjective norm of customers

Vietnamese consumers' behavior towards domestically assembled cars and imported cars

Personal Intentions

Attitude towards attributes

Subjective norm

Perceived Behavioral Control

Intent to buy Vinfast cars of customers in Ho Chi Minh City (BI)

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 show

factors, including: attitude towards attributes, subjective standards; and perceived

behavioral control have a positive influence on customers' intention to buy Vinfast

cars in Ho Chi Minh City In which, the factor of attitude towards the attributes has

the same direction and the strongest influence, the factor showing the second

strongest level of influence is the subjective norm, and finally the factor of control

perception behavior has the weakest influence on customers' intention to buy

Vinfast cars in Ho Chi Minh City

Figure 2.9 Research model of intention to buy Vinfast car

Source: Tran Thanh Tra (2019)

Intention to buy Nissan Sedan car (BI)

Attitude towards attributes (Aact)

Subjective norm

Perceived behavioral control

Price perception

Brand reputation

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 to

buy 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 Sedan

car Including groups of factors: attitude towards the attributes of Nissan sedan cars,

subjective norms, price perception, perceived behavioral control and 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 METHODOLOGY

3.1. Research process

Research on factors affecting consumers' intention to buy Nissan Sedan cars

in Ho Chi Minh City Da Nang is implemented according to the following process:Step 1: Identify the research problem Present the current situation of the problemand the reasons for choosing to implement the topic

Step 2: Research objective: Find out the factors affecting the intention to buy aNissan Sedan car of consumers in Da Nang and measure the influence of thosefactors

Step 3: Theoretical basis and research model: Presenting concepts related to thetopic, providing available research models from related studies to be able to drawout the influencing factors consumer intention and contribute to its enhancement.Step 4: Preliminary qualitative research was carried out through group discussiontechniques focusing on about 10 subjects who are currently using cars or intend tobuy Nissan cars The interview information will be collected and aggregated as abasis for the addition and adjustment of factors to build a reasonable scale

Step 5: Formal research is conducted through direct interviews with customers in

Ho Chi Minh City Da Nang intends to buy a Nissan Sedan From the collected data,the scale and research hypotheses will be tested As follows:

- Conduct descriptive statistics of the research

- Conduct scale evaluation using Cronbach's Alpha reliability and EFAexploratory factor analysis

- Reliability test Cronbach Alpha for each factor

- Test hypothesis of the model

- Test and factor analysis for dependent variable

- Regression analysis

Research problemResearch objectives

Theoretical foundations and research models

- Correlation coefficient analysis

- Analysis of regression model

- Test hypothesis of the modelConclusion and recommendation

Figure 3.1 Research process

Step 1: From theory and previous studies, synthesize factors in reference models Then analyze and filter out 5 suitable factors to propose a research model

Step 2: Build a preliminary scale based on the proposed model and conduct apreliminary survey on Nissan's customer group The purpose of this survey is to collect opinions and views of customers for reference, adjust the observed variables and provide a complete scale

Step 3: After surveying the reference group, the group will complete the scales based on comments from this reference group The results for the official factors and scales are shown in the table below

Table 3.1 Preliminary scale

• The factor “Intent to buy a Nissan Sedan car” has 04 observed variables

Source Encod e Intent to buy a Nissan Sedan car

BI3 I will continue to buy Nissan cars in the future

BI4 I think the Nissan Sedan car is the right car for me to buy

• The factor "Attitude towards attributes of Nissan Sedan" has 06 observedvariables

Source Encod e Attitude towards attributes of Nissan Sedan

Ajen (1991)

ATA1 Nissan Sedan car have a stylish design, keeping up with

the trends of the times

ATA2 Nissan Sedan car is a fuel-efficient car

Huang & Ge

(2019)

ATA3 I feel very excited if I can use a Nissan car

ATA4 Nissan Sedan car have higher safety compared to other car brands in the same price segment.ATA5 I really like the features of the Nissan Sedan

Tran Thanh

Tra (2019) ATA6 Nissan Sedan car have powerful engines.

• The factor “Subjective norm” has 04 observed variables

Tra (2019) SN4 People who are important to me will appreciate me if I buy a Nissan brand car.

• The factor “Price perception” has 03 observed variables

Shuyan Xiao PP1

When buying a car, my choice depends a lot on the price

of the car

PP2 Nissan Sedan cars are cheaper than other brands' sedans

Weihe (2011) PP3 Owning a Nissan Sedan car saves me some money

• The factor "Perception of behavioral control" has 04 observed variables

Source Encode Perception of behavioral control

Nguyen Duy

Nhat

PBC1 I have enough money to buy a Nissan Sedan car

PBC2 I will choose the car Nissan Sedan over other brands.Ajzen &

Fishbein,

1975

PBC3 I express my style through the car I use

PBC4 Buying or not buying a Nissan Sedan car is up to me

• The factor “Brand Reputation” has 04 observed variables

Chen & Chao,