INTRODUCTION
This chapter offers a comprehensive overview of the current research, including the introduction, rationale, and objectives It outlines the research methods, processes, and scope, providing clarity on the study's framework Additionally, it concludes with the implications and structure of the research, ensuring a well-rounded understanding of the study's significance.
Since Vietnam joined the World Trade Organization (WTO), the fashion market in Vietnam, especially in Ho Chi Minh City, has experienced significant growth Numerous international brands and retailers, including Gucci, Lacoste, Tommy Hilfiger, Guess, Calvin Klein, Bossini, John Henry, Nike, Valentino, Esprit, Giordano, and Kappa, have entered the local market and expanded their operations.
The rise of department stores, shopping centers, and specialty shops like Diamond Plaza, Parkson Plaza, and Vincom Center has significantly enhanced the retail landscape, offering a diverse array of both foreign and local fashion brands These establishments provide high-quality products with various styles and price points, catering to consumer preferences and expanding their choices The influx of foreign brands and their promotional events has intensified competition in the market, attracting greater consumer interest and engagement.
As income levels rise in Ho Chi Minh City, consumers are becoming increasingly discerning in their fashion choices, demanding higher quality, reputable brands, and stylish designs With a plethora of options available from both local and international brands, along with abundant product information accessible through magazines, advertisements, television, and the internet, the decision-making process for consumers has become more intricate Consequently, local fashion companies are confronted with intensified competition from prominent foreign brands This raises a critical question: how can local clothing companies enhance their market position, sustain and grow their market share, and foster consumer trust and loyalty?
Understanding target consumers is crucial for businesses before launching a marketing campaign, as highlighted by George E Belch This involves gaining insights into their needs, thought processes, and decision-making behaviors regarding product purchases Researching purchase decision-making is vital, as it directly impacts product sales.
Decision-making for consumers has become increasingly complex and significant, as highlighted by Hafstrom, Chae, and Chung (1992) Today, consumers face a deluge of advertisements, news articles, and direct mail that inundate them with information Furthermore, the rise in the variety and availability of products, along with the expansion of shopping venues and online purchasing options, has widened the range of choices, making decision-making even more challenging.
In today's highly competitive clothing market, companies must gain a deep understanding of consumer buying behavior, particularly in decision-making and choice criteria By comprehensively analyzing their target audience, clothing brands can enhance their competitive edge and achieve greater success in the marketplace.
In light of the increasing competition in Vietnam's clothing market, particularly in Ho Chi Minh City, it is crucial for clothing companies and marketers to gain a deeper understanding of consumer buying behavior and decision-making processes However, research on this topic within Vietnam remains limited This study will utilize the widely recognized Consumer Style Inventory (CSI) scale, developed by Sproles and Kendall, to explore these dynamics.
1986 to identify Ho Chi Minh City consumer decision-making styles
Research on consumer decision-making styles in the fashion industry, as highlighted by Belch (1997) and Sproles (1979), reveals that various criteria influence purchasing decisions, reflecting individual consumer characteristics and experiences Wickliffe (1998) found a strong correlation between decision-making styles and product attributes such as price, brand name, and country of origin A study by Yeung and Au (2004) further confirmed this relationship in the context of clothing choices in China This research aims to explore the connection between decision-making styles and clothing choice criteria among consumers in Ho Chi Minh City, providing valuable insights for clothing companies and marketers to better understand their target audience and enhance their competitive edge in the market.
This research aims to explore consumer decision-making styles regarding fashion clothing purchases in Ho Chi Minh City The study seeks to identify variations in these styles across different demographics, including gender, age, and income groups Additionally, it investigates the correlation between decision-making styles and clothing choice criteria The findings will offer valuable insights and implications for fashion companies and marketers operating in the region.
This study examines the decision-making styles of consumers in Ho Chi Minh City, highlighting variations among different gender, age, and income groups Additionally, it explores how these decision-making styles influence clothing selection criteria.
This study focuses on young individual consumers from 18 to 40 years old in Ho Chi Minh City
Fashion clothes: is defined to all clothes with clear brand and origin, be legally manufactured and traded in Vietnam
The research is divided into 2 stages: the preliminary research using qualitative method and official research using quantitative method
Preliminary research employs a qualitative method, utilizing face-to-face discussions with typical consumers The objective of this study is to modify measurement scales to align with the specific conditions in Vietnam.
Official research is made using quantitative method, using direct interview method by questionnaire Convenient sampling is used in this survey Interviewees are consumers in Ho Chi Minh City
The official questionnaire is formed through stages from draft questionnaire to official questionnaire after “face to face” discussion
- Using SPSS software 16.0 for descriptive statistics, exploratory factor analysis, scale reliability analysis, t-test, ANOVA test, multiple regression analysis The research process is described below:
Exploratory factor analysis Scale reliability analysis t- Test, ANOVA test Multiple regression analysis
Conclusion and implication Figure 1.1: Research process
Decision - making styles and their relationship with choice criteria towards fashion clothes purchase
“Face to face” discussion Pilot interview
1.6 THEORETICAL AND PRACTICAL IMPLICATIONS OF THE RESEARCH
Consumer decision-making is of great interest for marketers, retailers and consumer researchers, interested in serving the consumer (Canabal, 2002)
This study explores consumer decision-making styles in Ho Chi Minh City, offering valuable insights for policymakers, clothing companies, and marketers in the competitive fashion industry The findings enhance understanding of consumer preferences and decision-making criteria, enabling businesses to create effective marketing strategies that improve brand development, product quality, and market share Additionally, recognizing the variations in decision-making styles across gender, age, and income groups is essential for effective market segmentation and product positioning The research serves as a resource for policymakers and researchers aiming to shape consumer behavior and advance the fashion industry in Vietnam It also contributes to the existing literature on consumer decision-making styles, providing a foundation for future studies in this field.
The research paper is organized into five chapters, starting with Chapter 1, which covers the introduction, rationale, objectives, scope, methodology, and implications of the study Chapter 2 presents a comprehensive literature review, while Chapter 3 outlines the research design The findings are detailed in Chapter 4, and Chapter 5 summarizes these results, offering insights for policy-makers, manufacturers, marketers, and retailers in the fashion clothing industry, along with suggestions for future research The conclusion effectively ties the research together, and the overall structure is illustrated in Figure 1.2.
Figure 1.2.: Structure of the research
Chapter 4 Data analysis and findings Chapter 5 Conclusion and implication
This chapter provides a comprehensive overview of the research, including its rationale, objectives, scope, process, methods, implications, and structure The following chapter will delve into the literature review related to the research.
LITERATURE REVIEW
Consumer decision – making styles
Consumer researchers have extensively studied the various decision-making styles of shoppers, categorizing them into distinct types such as economic, personalizing, ethical, apathetic, store-loyal, recreational, convenient, price-oriented, and brand-loyal shoppers These classifications, developed through the work of scholars like Bellenger, Korgaonkar, Darden, Reynolds, and others, highlight the diverse motivations and preferences that influence consumer behavior in retail environments Understanding these shopper profiles is essential for businesses aiming to tailor their marketing strategies effectively.
Various classifications of shoppers, including name-conscious (Darden and Ashton, 1975), fashion-conscious (Lumpkin, 1985), brand-conscious (Korgaonkar, 1984), and impulse shoppers (Gehrt and Cater, 1992), have been identified These classifications offer valuable measurement methods for marketers to effectively segment the general public within consumer markets (Alice and Noel, 2001).
Consumer decision-making styles are a key focus in consumer behavior research, with three primary approaches identified: the psychographic/lifestyle approach (Lastovicka, 1982), the consumer typology approach (Darden and Ashton, 1974; Moschis, 1976), and the consumer characteristics approach (Sproles, 1985; Sproles and Kendall, 1986).
According to Lysonski, Durvasula, and Zotos (1996), the consumer characteristics approach is the most effective and explanatory among the three approaches, as it emphasizes the mental orientation of consumers in their decision-making processes.
The Consumer Style Inventory (CSI)
Consumer decision-making has long captivated marketers and researchers alike, with early studies primarily concentrating on the intricacies of the decision-making process.
Bettman (1979) suggests that consumers often use straightforward strategies when making purchase decisions, opting for simplicity over complex processes According to Sproles (1985), they tend to focus on clear and recognizable characteristics, emphasizing dimensions that are immediately apparent to them.
Sproles and Kendall (1986) were pioneers in exploring consumer decision-making processes by categorizing consumers into distinct decision-making styles through the development of the Consumer Style Inventory (CSI) Recent research by Wickliffe (1998) has demonstrated a strong correlation between these decision-making styles and various product characteristics, such as price, country of origin, and brand name.
According to Sproles and Kendall (1986), consumer decision-making styles are patterned, mental and cognitive orientations that consistently dominate a consumer’s approach in making purchase choices
Sproles (1985) identified 50 items reflecting consumers' cognitive and affective orientations towards shopping, suggesting that these orientations can reveal their decision-making styles This premise posits that consumers approach the market with inherent decision-making tendencies Sproles and Kendall (1986) later refined this concept, creating the Consumer Style Inventory (CSI), which comprises 40 items and categorizes consumer decision-making into eight key characteristics: perfection and high quality consciousness, brand and price equals quality consciousness, novelty and fashion consciousness, recreational and hedonic tendencies, price and value for money consciousness, and impulsive and careless behaviors.
Consumer decision-making style refers to the cognitive approach individuals take when faced with choices in the marketplace, as defined by Sproles and Kendall (1986) They identified eight distinct decision-making styles, which include tendencies such as being "confused by overchoice" and exhibiting "habitual and brand loyalty." Understanding these styles is essential for marketers aiming to tailor their strategies effectively.
1 Perfection and High Quality consciousness: a characteristic identifying consumers who have specific ideas about best quality products and consistently look for these qualities
2 Brand and “Price equals Quality” consciousness: a characteristic identifying consumers who associate quality with higher priced, national brands
3 Novelty and Fashion consciousness: a characteristic identifying consumers who gain pleasure for seeking out the newest, most modern products
4 Recreational and Hedonic consciousness: a characteristic measuring the degree to which a consumer gains pleasure from the shopping experience
5 Price and “Value-for-Money” consciousness: a characteristic identifying consumers who consistently search for sales, bargains, and lower-priced products
6 Impulsiveness and Carelessness: a characteristic identifying consumers who do not plan shopping trips and are not concerned about the amount of money spent
7 Confusion by Overchoice: a characteristic identifying consumers who are confused and overwhelmed with too much product information and/or too many product choices
8 Habit and Brand-Loyalty: a characteristic indicating consumers who tend to consistently stick with the same brands of product (Sproles and Kendall, 1986)
The Consumer Style Inventory (CSI) is a tool designed to assess consumer decision-making styles, based on a study involving 482 young individuals from the United States This updated CSI consists of 40 items, a reduction from the previous 50-item version created by Sproles in 1985.
Sproles and Kendall (1986) emphasized the importance of administering the Consumer Style Inventory (CSI) across diverse populations and cultures to assess its general applicability Despite globalization leading to cultural similarities, De Mooij (2000) argues that individuals' value systems remain distinct, indicating that national culture significantly influences consumer decision-making styles Research shows that models based on U.S data may not be applicable elsewhere, highlighting the necessity for further validation of the CSI in various cultural contexts (Albaum and Peterson, 1984; Hui and Triandis, 1985; Lee and Green, 1991) Understanding both common and unique decision-making styles across cultures will enable marketers to tailor their advertising and marketing strategies effectively (Lysonski et al., 1996) While concerns about the CSI's generality persist, it remains the most extensively tested tool for analyzing cross-cultural decision-making styles (Walsh et al.).
Application of Consumer Style Inventory (CSI) across Cultures
This instrument has been utilized across various cultures and countries, demonstrating its versatility and effectiveness Notable applications include the United States (Sproles, 1985; Sproles and Kendall, 1986; Lysonski et al., 1996), South Korea (Hafstorm et al., 1992), New Zealand (Durvasula et al., 1993; Lysonski et al., 1996), Greece, India (Lysonski et al., 1996; Canabal, 2002), the United Kingdom (Mitchell and Bates, 1998), and China (Fan and Xiao, 1998; Hui et al., 1999).
2000), Germany (Walsh et al., 2001), Australia, Singapore and Turkey, Iran, Taiwan
Durvasula's (1993) research, involving 210 university students in New Zealand, confirmed the eight consumer decision-making orientations identified by Sproles (1986) However, Lysonski's study in 1996 did not include "price and value for money consciousness." Lysonski identified three orientations—“brand consciousness,” “novelty and fashion consciousness,” and “habit and brand loyalty”—across developed (USA and New Zealand) and developing countries (Greece and India) The studies suggested that market environment factors, particularly economic conditions and market structure, influence consumer decision-making styles Mitchell (1998) and Walsh (2001) extended this research to U.K and German consumers, respectively Mitchell identified two additional styles—“time-energy conserving” and “store-loyal consumer”—among U.K consumers, while the German study recognized six of the original eight styles, including “brand consciousness” and “confusion by overchoice.”
“variety-seeking” was a novel style that found in Walsh’s study in Germany (2001)
The Consumer Styles Inventory (CSI) has been applied to consumers in South Korea and China, revealing distinct findings In South Korea, only five consumer styles were identified, while studies by Fan (1998) and Hui (1999, 2000) presented varied results regarding consumer behavior in China.
This study aims to explore consumer decision-making styles among fashion clothing consumers in Ho Chi Minh City, utilizing the Consumer Style Inventory (CSI), a well-established scale from the US Despite numerous studies conducted globally on this topic, there has been a lack of research focusing on consumers in Ho Chi Minh City The findings will not only shed light on the prevalent decision-making styles in this region but also assess the reliability of the CSI within the context of Vietnamese culture.
Clothes choice criteria
When choosing clothes, consumers consider both intrinsic attributes, which are inherent to the product, and extrinsic attributes, which are related to the product but not part of its physical characteristics These criteria are linked to the desired benefits or costs incurred during the purchasing decision-making process, as highlighted by various studies in the field (Davis, 1985; Hatch and Roberts, 1985; Eckman et al., 1990; Hawkins et al., 1995; Forney et al., 1999).
Intrinsic product attributes refer to the inherent qualities that define a product's physical characteristics, which cannot be altered without changing the product itself In contrast, extrinsic attributes are influenced by manufacturers or retailers and do not constitute the product's essential components.
Researchers have identified key product attributes and criteria essential for consumer clothing purchases, which can be categorized into intrinsic and extrinsic factors A comprehensive summary of these influencing criteria is provided by Eckman et al (1990), based on findings from 21 studies related to clothing evaluation.
1971 to 1988 into extrinsic and intrinsic attributes (Table 2.1)
Table 2.1 Summary of findings from 21 studies of clothes choice criteria 2
Researchers have explored the significance of various clothing attributes as perceived by consumers within the same culture A study by Zhang et al (2002) examined the perceived importance of fifteen clothing product attributes, including fit, comfort, style, color, workmanship, price, permeability, fabric softness, trendiness, durability, easy care, brand, fiber content, warmth, and fabric thickness This research was conducted using a sample of 3,534 Chinese consumers across six major cities in China: Beijing, Shanghai, Guangzhou, Chengdu, Harbin, and Xi'an.
2 (Source: Eckman, M., Damhorst, M.L and Kadolph, S.J (1990) "Toward a model of the in-store purchase decision process: consumer use of criteria for evaluating women's apparel", Clothing and Textiles Research Journal, Vol 8 (2), pp.13-22)
Results found that fit, comfort, style, colour and workmanship were the most important attributes for Chinese consumers in buying fashion clothes
Previous research has identified several key factors that significantly influence consumer preferences in the clothing retail sector These factors include the fashion and style of garments, the design and layout of the store, pricing, quality of the clothing, refund and exchange policies, company reputation, variety of clothing selection, and the knowledge and friendliness of staff.
A study on the factors influencing fashion clothing consumption among female consumers in Ho Chi Minh City revealed that psychological factors, including the influence of salespeople, sales promotions, and store-related criteria, significantly impact purchase decision-making.
A study conducted by Kwan C.Y., Yeung K.W., and Au K.F in 2004 explored the relationship between decision-making styles and clothing choice criteria in China The research identified five key factors influencing clothing selection, highlighting the significance of "product and self-image related criteria."
The criteria influencing consumer decision-making include style and quality, durability and easy care, fit and appropriateness, and price Notably, product and self-image, style and quality, and price criteria significantly impact decision-making styles such as recreational and hedonic consciousness, brand and fashion consciousness, habit and brand loyalty, and price and value consciousness.
In order to understand more about the fashion clothes consumer buying behavior, this study also investigates the relationship between the decision-making styles and clothes choice criteria.
Some main characteristics of fashion clothes market and consumers in Ho Chi Minh City
Since Vietnam joined the WTO in 2006, the clothing market in Ho Chi Minh City has become increasingly dynamic, attracting numerous foreign brands such as Levi's, Gucci, and Versace, alongside strong local brands like Viettien and Blue Exchange The rise in shopping centers and specialty stores reflects this growth, although local manufacturers still face challenges in diversifying their clothing materials and designs Experts predict that as income levels rise, the market will present significant opportunities for both local and foreign companies, especially as consumer preferences shift towards higher quality, stylish, and well-designed products Modern shopping experiences in well-designed environments are now favored, with consumers showing a strong interest in brand names while still prioritizing price and quality The increasing number of brands and access to information through various media have empowered consumers, making them more discerning and responsive to promotions and events.
Consumers typically purchase clothing during holidays like New Year and Christmas, drawn by convenient shopping locations and promotional offers such as discounts and free gifts Additionally, events like fashion fairs and exhibitions further enhance their shopping experience.
The research model
Based on the literature review of previous researches and characteristics of Ho Chi Minh City fashion clothes consumers, the research model is proposed as below:
Figure 2.1: Decision-making styles and clothes choice criteria
Research hypothesis
This research has the following hypotheses:
H1: There are differences in the decision-making styles among gender, age, monthly income groups
H2: There are relationships between the decision-making styles and clothes choice criteria
Brand and “Price equals Quality” consciousness
Price and “Value for Money” consciousness
Perfection and High Quality consciousness
Measurement scale
This research employs a modified Consumer Style Inventory (CSI) scale to assess consumer decision-making styles in Vietnam's fashion clothing industry Utilizing a 5-point Likert scale, responses range from strongly disagree to strongly agree The reliability of the CSI Scale, based on Sproles and Kendall's model (1986), varies between 0.48 and 0.76 Additionally, clothing choice criteria are evaluated using scales from prior studies, adapted to fit the Vietnamese context.
Table 2.2 40 items of Consumer Style Inventory (CSI)
1 Getting very good quality is very important to me
2 When it comes to purchasing products, I try to get the best or perfect choice
3 In general, I usually try to buy the best overall quality
4 I make special effort to choose the best quality products
5 I really don’t give my purchases much thought and care
6 My standards and expectations for products I buy are very high
7 I shop quickly, buying the first product or brand I find that seems good enough
8 A product doesn’t have to be perfect, or the best, to satisfy me
9 The well-known national brands are best for me
10 The more expensive brands are usually my choices
11 The higher the price of a product, the better its quality
12 Nice department and specialty stores offer me the best products
13 I prefer buying the best-selling brands
14 The most advertised brands are usually very good choices
15 I usually have one or more outfits of the newest style
16 I keep my wardrobe up-to-date with the changing fashions
17 Fashionable, attractive styling is very important to me
18 To get variety, I shop different stores and choose different brands
19 It’s fun to buy something new and exciting
20 Shopping is not a pleasant activity to me
21 Going shopping is one of the enjoyable activities of my life
22 Shopping the stores wastes my time
23 I enjoy shopping just for the fun of it
24 I make my shopping trip fast
25 I buy as much as possible at sales prices
26 The lower price products are usually my choice
27 I look carefully to find the best value for the money
28 I should plan my shopping more carefully than I do
30 Often I make careless purchases I later wish I had not
31 I take time to shop carefully for best buys
32 I carefully watch how much I spend
33 There are so many brands to choose from that often I feel confused
34 Sometimes, it’s hard to choose which stores to shop
35 The more I learn about products, the harder it seems to choose the best
36 All information I get on different products confuses me
37 I have favourite brands I buy over and over
38 Once I find a product or brand I like, I stick with it
39 I go to same stores each time I shop
This chapter discusses prior research and theories on decision-making styles and clothing selection criteria, while also proposing a research model, hypotheses, and measurement scale The findings will pave the way for the subsequent chapter, which will outline the research design.
RESEARCH DESIGN
Preliminary research
The purpose of the preliminary research is to explore new ideas and information to complete the questionnaire for official research
3.1.1 Stages in the preliminary research
Stage 1: Making draft of questionnaire with 64 variables based on Consumer Style
The initial draft of the inventory (CSI) questionnaire was created in English, followed by the development of a Vietnamese version through careful translation This translation process incorporated insights from prior research to enhance the clarity and consensus of the questionnaire items.
Stage 2: “face to face” discussion with 12 typical consumers (4 male and 8 female) to delete unsuitable variables and add the variables suitable with conditions in Vietnam and to pre-test the suitability of items (questions for “face to face” discussion is in Appendix 1)
Stage 3: pilot survey with 50 consumers to correct and clarify the items, to test the wording and interpretation of items
Stage 4: complete the official questionnaire for quantitative research The final version of questionnaire is made in Vietnamese (Appendix 2) and then is translated back into English
Figure 3.1: Stages in the preliminary research
Pilot interview to clarify the items, 60 variables
After the preliminary research, six variables (4 variables of clothes choice criteria and 2 variables of decision-making styles ), which are unsuitable and overlapped, are deleted including “sex appropriateness”; “comfort”, “rarity”,
When selecting fashion clothing, I prioritize purchasing from reputable international brands known for their strong manufacturer reputation My preferred choices often include the most recognized fashion labels, as they ensure quality and style Additionally, I consider accessories and after-sales services as important factors in my clothing selection process.
The measurement scale for decision-making styles is suggested with 40 variables as below:
Table 3.1 Variables for measuring consumer decision-making styles
1 Buying fashion clothes is one of the enjoyable activities for me Recre_1
2 I enjoy shopping fashion clothes just for the fun of it Recre_2
3 Shopping the clothes stores wastes my time Recre_3
4 It is fun to buy new fashion clothes Recre_4
1 I usually have one or more fashion clothes of the very new or trendy styles Novel_1
2 Fashionable and attractive styling is very important to me Novel_2
3 To get variety, I shop different fashion clothes stores and choose different brands Novel_3
4 I keep my wardrobe up-to-date with the changing fashion clothes Novel_4
5 I change the clothes brands I buy regularly Novel_5
1 In general, I usually try to buy fashion clothes with the best overall quality Perfe_1
2 My standards and expectations on the quality of the fashion clothes I bought are very high Perfe_2
3 When I want to buy fashion clothes, I try to get the best or the perfect choice Perfe_3
4 Buying fashion clothes with very good quality is very important to me Perfe_4
Perfection and High-Quality consciousness
5 I use much time and effort to buy the best quality fashion clothes Perfe_5
1 I have favourite clothes brands that I buy for fashion clothes over and over Habit_1
2 I always go to the same store/stores to shop fashion clothes Habit_2
3 I tend to stick to the clothes brands I like for buying fashion clothes Habit_3
1 I look carefully to find the fashion clothes with the best value for money Price_1
2 I carefully calculate how much I spend in buying fashion clothes Price_2
3 The lower price clothes are usually my choice Price_3
4 I take time to shop carefully for best buys Price_4
5 I buy as much of my clothes as possible at sales prices Price_5
1 The higher the price of a clothes product, the better its quality Brand_1
2 The well-known national clothes brands are best for me Brand_2
3 I prefer buying the best-selling clothes brands Brand_3
4 The most advertised clothes brands are usually very good choices Brand_4
5 The more expensive clothes brands are usually my choices Brand_5
6 Nice department and specialty stores offer me the best fashion clothes Brand_6
1 I often feel confused because there are many clothes brands to choose when buying fashion clothes Confu_1
2 The more clothes information I learn, the harder it seems to choose the best Confu_2
3 All information I get on different clothes products confuses me Confu_3
4 Sometimes, it’s hard to choose which clothes stores to shop Confu_4
5 Shopping clothes is not a pleasant activity to me Confu_5
1 I am impulsive when purchasing fashion clothes Impul_1
2 A fashion clothes product does not have to be perfect, or the best, to satisfy me Impul_2
3 I shop quickly, buying the first product or brand I find that seems good enough Impul_3
4 I really don’t give my clothes purchases much thought and care Impul_4
5 Often I make careless clothes purchases I later wish I had not Impul_5
6 I make my clothes shopping trips fast Impul_6
7 I should plan my clothes shopping more carefully than I do Impul_7
After the preliminary research, measurement scale for clothes choice criteria is suggested with 20 variables as below:
Table 3.2 Variables for measuring clothes choice criteria
4 Easy care (washing, ironing, dying, bleaching,…) Produ_4
Product and quality related criteria
2 Image and brand related criteria 3 Country of origin Image_3
Style and design related criteria
4 Price related criteria 2 Sales promotion Price_2
2 Store design and layout Store_2
Store and salesperson related criteria
4 After-sales services (such as exchanging or returning product) Store_4
Official research
The quantitative research aims to identify various decision-making styles and examine how these styles differ across gender, age, and income groups Additionally, it investigates the relationship between decision-making styles and clothing choice criteria by analyzing data from an official survey.
The questionnaire features closed-ended questions designed to gather data from preliminary research, along with demographic information about respondents, including age, gender, monthly income, education, and occupation.
Part 1: 40 questions relating to decision - making styles
Part 2: 20 questions relating to clothes choice criteria Part 3: 8 questions regarding the demographic characteristics of the respondents, such as age, gender, monthly personal income, education, job,…
The study employs a 5-point Likert scale ranging from 1 ("strongly disagree") to 5 ("strongly agree") to assess decision-making styles and clothing choice criteria Additionally, nominal and ordinal scales are utilized to classify various measurement variables.
Sample size depends on the method of estimate in the research According to Hair and Stg (1998), the minimum sample size should be from 100 to 150 Hoelter
In determining the appropriate sample size for research, it is recommended that a minimum of 200 participants be included (1983) Bollen (1989) further suggests that at least five observations are needed for each parameter being estimated (Tho and Trang, 2002) Consequently, this study aims for a sample size of 300 or more, based on the number of parameters to be assessed.
The questionnaire was administered to a non-probability sample of 490 graduate and postgraduate students in Economics, as well as professionals from various organizations in Ho Chi Minh City Utilizing a more homogeneous group, such as postgraduate students, effectively reduces random error that may arise from a heterogeneous sample, as noted by Calder, Philips, and Tybout (1981) This approach minimizes the potential for measurement errors influenced by diverse situational factors, such as income and social class, ensuring that respondents share similar demographic and behavioral traits (Assael and Keon, 1982).
The convenient sampling is used With 490 surveys being distributed, the number of surveys obtained is 450 (accounting for 92%) Among them, 410 surveys (accounting for 84%) are usable.
3.2.4 Data analysis method o After data input is completed, descriptive statistics is initially conducted to provide an overview of the data o Exploratory factor analysis (EFA) is applied to the data of official survey Items are analyzed using exploratory factor analysis (EFA) method to determine the actual dimensions of each construct In this step, an accepted method of interpretation of factor loadings is to regard as significant any variable with a loading of 0.5 or greater as associated with the appropriate factor The EFA results will identify decision- making styles and clothes choice criteria o Scale reliability analysis is applied to the data in order to conduct a primary test of the validity and reliability of the instrument The purpose of this test is to assess the scales used to measure the constructs, to refine the measures The measures of each construct are refined by Cronbach alpha coefficients Scale reliability analysis is also used to remove items with low item-total correlations (lower than 0.3) The reliabilities of the CSI Scale, according to Sproles and Kendall model (1986), ranged from 0.48 to 0.76 The exploratory factor analysis is run again in case there are changes of items of construct after scale reliability analysis o In order to find the differences in decision-making styles among gender, age, income groups, factors are run with t-test and ANOVA test o Finally, the factors are run with correlation analysis and multiple regression analysis (MLR) to investigate the relationship between decision-making styles and clothes choice criteria The methods used in this research are the same as methods used in previous researches on identifying decision-making styles and their relationship with choice criteria
This chapter concludes with the availability of the official questionnaire for the survey, the confirmation of the research sample, and the selection of data analysis methods The empirical results will be detailed in the following chapter.
CHAPTER 4: DATA ANALYSIS AND FINDINGS
This chapter presents the research findings, focusing on exploratory factor analysis, scale reliability analysis, multiple regression analysis, t-tests, and ANOVA tests to evaluate the research hypotheses established in the previous chapter.
Characteristics of sample
Samples in this study are consumers in Ho Chi Minh City ranging from 18 to
A total of 490 surveys were distributed to students in second graduate and postgraduate programs in Economics at a university, as well as to office, sales, marketing, and finance staff, including managers from state-owned, private, foreign, and joint-stock companies in Ho Chi Minh City Out of these, 450 surveys were collected, representing a 92% response rate, with 410 surveys deemed usable, accounting for 84% of the total The specific characteristics of the sample will be detailed in the following section.
Finance, banking, stock related job 42.7
Descriptive statistics
Descriptive statistics for each measurement item are presented in Table 4.2, including minimum, maximum, mean and standard deviation
4.2.1 Descriptive statistics for variables of decision-making styles Table 4.2.Descriptive statistics for variables of decision-making styles
The study reveals that participants exhibit a high mean score (above 3.0) in areas such as Recreational and Hedonic consciousness, Fashion and Novelty consciousness, Perfection and High Quality consciousness, Habit and Brand Loyalty, Price and Value for Money consciousness, and Confusion by Overchoice Conversely, the mean score is low (below 3.0) for Brand and Price equals Quality consciousness, as well as Impulsiveness, indicating a distinct preference for quality and value over impulsive purchasing behaviors.
4.2.2 Descriptive statistics for variables of clothes choice criteria
Descriptive statistics for each measurement item are presented in Table 4.3, including minimum, maximum, mean and standard deviation
Table 4.3.: Descriptive statistics for variables of clothes choice criteria
The analysis reveals that the mean scores for "product and quality related criteria," "style and design related criteria," "price related criteria," and "store and salesperson related criteria" are notably high, exceeding 3.0 In contrast, the mean score for "brand and image related criteria" falls below 3.0, indicating a lower level of importance or satisfaction in this area.
In general, results from descriptive statistics of variables of decision-making styles are in consistent with results from descriptive statistics of variables of clothes choice criteria.
Exploratory factor analysis
The 40 variables of decision-making styles and 20 variables of clothes choice criteria are put into exploratory factor analysis One of the underlying objectives of EFA is to identify the components that explain for the correlation between variables and also to reduce a large number of variables to a minimum number that can explain the characteristics of the original variables The extracted factors then can be used as dependent and independent variables in later analysis The EFA model is expressed in the following equation:
W ik : Weight or factor score coefficient
This study utilizes principal components analysis with varimax rotation to identify decision-making styles and streamline variables for subsequent multiple regression analysis The methodology aligns with Sproles and Kendall’s model and builds upon previous research focused on consumer decision-making styles and criteria for clothing selection.
4.3.1 Exploratory factor analysis for decision-making styles
In a study examining decision-making styles, an exploratory factor analysis of 40 variables initially identified 11 factors that explained 61.714% of the total variance To enhance the interpretability of the factor structure, six items with factor loadings below 0.5 were removed, along with two additional items to improve scale reliability This refined analysis of the remaining 32 items yielded an 8-factor solution, accounting for 60.411% of the total variance, which aligns with the factors outlined in Sproles and Kendall’s model, including "Brand" and "Price."
In today's consumer landscape, various consciousness factors influence purchasing decisions, including quality awareness, fashion and novelty preferences, and a pursuit of perfection and high quality Additionally, impulsiveness and carelessness can lead to confusion from an overwhelming array of choices Brand loyalty and habitual buying behaviors also play significant roles, alongside considerations of price and perceived value for money Furthermore, recreational and hedonic motivations drive consumers towards experiences that enhance pleasure and enjoyment.
The exploratory factor analysis (EFA) results, presented in Table 4.4, reveal the extraction of eight factors with an Eigenvalue of 1.127, accounting for a total explained variance of 60.411% All factor loadings exceed the threshold of 0.5, and the KMO and Bartlett's Test yield a high value of 0.777 (p < 0.01), confirming the suitability of EFA for further analysis The characteristics of each factor will be detailed in the subsequent section.
Table 4.4.: Rotated Component Matrix for decision-making styles
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 6 iterations
Explanation of the eight factors Factor 1: Brand and “Price equals Quality” consciousness
Consumers who score high in brand orientation tend to associate higher prices with superior quality, showing a preference for well-known national clothing brands They generally favor department and specialty stores that feature brand names and premium pricing, and they are inclined to choose popular, advertised clothing brands.
Factor 2: Fashion and Novelty consciousness
Individuals who score highly in this characteristic are attentive to fashion and trends, prioritizing staying current with styles They derive excitement and enjoyment from exploring new experiences and products, and they value variety as a key component of their interests.
Factor 3: Perfection and High Quality consciousness
Consumers prioritize high-quality clothing and have elevated standards and expectations for their purchases, rejecting anything that falls short of excellence or is merely "good enough."
Individuals who score highly on this trait tend to shop for clothes impulsively, lacking a shopping plan They often show little concern for their spending habits or for finding the best deals, which frequently leads to feelings of regret regarding their purchases.
Individuals with high scores in this characteristic often face an overwhelming array of clothing brands, leading to challenges in decision-making This abundance of options can result in information overload, complicating their ability to choose effectively.
Factor 6: Habit and Brand-Loyalty
Individuals who score high in brand loyalty often develop preferences for specific clothing brands and stores, leading to habitual shopping behaviors These brand-loyal consumers consistently choose to shop at the same retailers and purchase the same brands repeatedly This tendency highlights the significance of habitual behavior in consumer decision-making, underscoring its role as a common trait among shoppers.
Factor 7: Price and “Value for Money” consciousness
Individuals who score high on this trait tend to be aware of lower prices and prioritize obtaining the best value for their money, making them more inclined to engage in comparison shopping.
Factor 8: Recreational and Hedonic consciousness
Those scoring high on this characteristic find clothes shopping pleasant The loadings show that this factor measures clothes shopping for recreation and entertainment
4.3.2 Exploratory factor analysis for clothes choice criteria
This research utilizes exploratory factor analysis with Principal Components analysis and Varimax rotation to examine the underlying factors influencing twenty selected clothing choice criteria These criteria include material, durability, colourfastness, store image, brand reputation, country of origin, ease of care, accessories, fit, workmanship, colour, fashionableness, style, design, price, sales promotions, store location, store design and layout, professional salespeople, and after-sales services.
The initial factor analysis revealed five factors that explained 67.176% of the total variance One item, accessory – produ_5, was removed due to a factor loading below 0.5 (Chen et al., 2002) The final analysis retained 19 items, resulting in a five-factor solution that accounted for 70.089% of the total variance Each factor was assigned a distinct name: “product and quality related criteria,” “store and salesperson related criteria,” “style and design related criteria,” “image and brand related criteria,” and “price related criteria.”
The exploratory factor analysis (EFA) of 20 clothing choice criteria variables revealed five significant factors, with an Eigenvalue of 1.242 and a total explained variance of 70.089% All factor loadings exceeded the acceptable threshold of 0.5 Additionally, the Kaiser-Meyer-Olkin (KMO) measure and Bartlett's Test yielded a high value of 0.812 (p = 0.00), confirming the appropriateness of the EFA The detailed results of the analysis are presented in Table 4.5.
Table 4.5 Rotated Component Matrix for clothes choice criteria
Extraction Method: Principal Component Analysis
Rotation Method: Varimax with Kaiser Normalization a Rotation converged in 5 iterations
Explanation of the five factors Factor 1: Product and quality related criteria
Testing the differences in decision-making styles among gender, age, monthly income groups
4.5.1 Testing the differences in decision-making styles between male and female consumers
The testing results indicate varying decision-making styles among consumers, including "Brand and Price equals Quality" consciousness, "Fashion and Novelty" consciousness, "Impulsiveness and Carelessness," and "Habit and Brand Loyalty."
“Recreational and Hedonic consciousness” between male and female consumers (appendix 6)
Male consumers tend to exhibit a stronger awareness of brand and the perception that price equates to quality compared to female consumers They are often more impulsive and less cautious when purchasing fashion items Additionally, male consumers demonstrate greater brand loyalty and habitual buying patterns than their female counterparts.
Female consumers have higher “fashion and novelty consciousness” than male consumers Female consumers have higher recreational and hedonic consciousness than male consumers in fashion clothes purchase
The testing results show that there is no difference in decision-making styles
“Perfection and High Quality consciousness”, “Confusion by Overchoice”, “Price and
“Value for Money” consciousness” between male and female consumers
Female consumers tend to shop for fashion clothes more frequently than males, exploring various stores to find diverse styles and designs In contrast, male shoppers often prioritize brand names and demonstrate greater loyalty to specific stores and brands Additionally, men typically make quicker purchasing decisions compared to their female counterparts.
4.5.2 Testing the differences in decision-making styles among age groups
The Levene test indicates significant differences in the decision-making styles across various age groups, highlighting the importance of equal variances Subsequently, the Bonferroni test will be employed to identify specific differences among these age groups.
The result of ANOVA analysis shows that there is no difference in “Brand and “Price equals Quality” consciousness”, “Fashion and Novelty consciousness”,
“Perfection and High Quality consciousness”, “Impulsiveness and Carelessness”, in
“Confusion by Overchoice”, “Price and “Value for Money” consciousness ” among age groups
There are differences in “Habit and Brand-Loyalty”, “Recreational and
Hedonic consciousness” among age groups (appendix 6)
The result of Bonferroni test shows that consumers from 26 to 30 years old are more habitual and brand-loyal than consumers from 18 to 25 years old in fashion clothes puchase
Consumers aged 18 to 25 exhibit greater recreational and hedonic consciousness compared to those aged 31 to 40 Similarly, individuals between 26 and 30 years old also demonstrate higher levels of recreational and hedonic awareness than their 31 to 40-year-old counterparts.
Research indicates that consumers aged 26 to 30 demonstrate greater loyalty to stores and brand names compared to those aged 18 to 25 Additionally, both younger age groups (18 to 25 and 26 to 30) show a stronger preference for shopping for fashion clothes than consumers aged 31 to 40 This trend is understandable, as the youth in Ho Chi Minh City are known for their dynamic lifestyles and a strong inclination towards shopping, particularly in the fashion sector.
4.5.3 Testing the differences in decision-making styles among income groups
The Levene test indicates significant differences in the equal variances of income groups related to decision-making styles To explore these differences further, the Bonferroni test will be employed in the subsequent analysis.
The result of ANOVA analysis shows that there is no difference in “Brand and
“Price equals Quality” consciousness”, “Fashion and Novelty consciousness”,
“Perfection and High Quality consciousness”, “Impulsiveness and Carelessness”,
“Confusion by Overchoice”, “Habit and Brand-Loyalty”, “Price and “Value for
Money” consciousness” among income groups
There is difference in “Recreational and Hedonic consciousness” among income groups
The result of Bonferroni test shows that consumers having monthly income from
5 to 7 million VND have higher recreational and hedonic consciousness than consumers having monthly income over 9 million VND in fashion clothes purchase (appendix 6)
Testing results indicate minimal variation in decision-making styles across different income groups at a significant level of 5% This finding suggests that consumer behavior, particularly among office staff, is relatively uniform in practice Generally, these individuals spend an average of 300,000 on fashion clothing.
400,000 VND per month Therefore, it is rational that there is little difference in decision-making styles among income groups with significant level of 5%
Male and female consumers are different in decision-making styles such as:
“Brand and “Price equals Quality” consciousness”, “Fashion and Novelty consciousness”, “Impulsiveness and Carelessness”, “Habit and Brand Loyalty”,
There are differences in “Habit and Brand-Loyalty”, “Recreational and Hedonic consciousness” among age groups
There is difference in “Recreational and Hedonic consciousness” among income groups.
Multiple regression analysis
In correlation and multiple regression analysis, factors are renamed as below:
* Dependent variables: decision-making styles
Brand style: Brand and “Price equals Quality” consciousness Fashion style: Fashion and Novelty consciousness
Quality style: Perfection and High Quality consciousness Impulse style: Impulsiveness and Carelessness
Confusion style: Confusion by Overchoice Habit style: Habit and Brand-loyalty Price style: Price and “Value for Money” consciousness Recreation style: Recreational and Hedonic consciousness
* Independent variables: clothes choice criteria
Product criteria: product and quality related criteria Store criteria: store and salesperson related criteria
Style criteria: style and design related criteria Image criteria: image and brand related criteria Price criteria: price related criteria
** Correlation is significant at the 0.01 level (2-tailed)
* Correlation is significant at the 0.05 level (2-tailed)
The correlation analysis reveals no significant correlation among the independent variables, suggesting minimal risk of collinearity However, there are notable correlations between the dependent and independent variables, which will be explored in the following section.
The preliminary correlation analysis reveals a relationship between consumer decision-making styles and clothing choice criteria To further explore these relationships, a multiple regression analysis will be conducted, with empirical results presented in the following section.
4.6.2.1 The relationship between “Brand and “Price equals Quality” consciousness” and clothes choice criteria
In the study, the "Brand and Price equals Quality" consciousness factor was identified as the dependent variable, while five criteria for clothing choice served as independent variables The analysis utilized the "enter" method, and the findings from the multiple regression analysis are detailed below.
Collinearity tolerance is quite high (equals 1.0), Variance inflation factor –
The Variance Inflation Factor (VIF) is low at 1.0, indicating no issues with collinearity, supported by correlation analysis The Durbin-Watson coefficient is 2.038, falling between the lower (1.82) and upper (2.18) bounds, confirming that the independence of errors hypothesis is upheld (White, 2007) Additionally, the graph of the distribution of Standardized Residuals suggests a nearly normal distribution, and the Q-Q Plot further indicates that the observed values align closely with the expected line, reinforcing that the hypothesis of normal distribution of residuals is not violated.
The ANOVA analysis indicates a significance level of 0.000, confirming a linear regression relationship between the dependent variable and at least one independent variable This suggests that the multiple regression model is appropriate for the observed data.
In order to investigate the relationship, partial regression coefficients are tested with t value The results in table 4.9 show that 3 variables are statistically significant
Product criteria 084 036 084 2.362 019 1.000 1.000 Store criteria 074 036 074 2.085 038 1.000 1.000 Style criteria 055 036 055 1.535 126 1.000 1.000 Image criteria 688 036 688 19.321 000 1.000 1.000
Price criteria -.015 036 -.015 -.419 675 1.000 1.000 a Dependent Variable: Brand style
Data analysis reveals that three clothing choice criteria significantly influence "Brand and 'Price equals Quality' consciousness." These factors include "product and quality related criteria" (β = 0.084, sig = 0.019), "store and salesperson related criteria" (β = 0.074, sig = 0.038), and "image and brand related criteria" (β = 0.688, sig = 0.000), with the latter showing the strongest correlation.
The adjusted R square of the model is 482, this means that factors of clothes choice criteria explain 48.2% the “Brand and “Price equals Quality” consciousness” factor (appendix 7)
Consumers with a "Brand and Price equals Quality" mindset prioritize brand-related factors such as store image, brand reputation, and country of origin when making clothing purchases In contrast, product quality attributes like material, durability, and fit, as well as store aspects like location and layout, are deemed less significant To effectively cater to these consumers, clothing companies and marketers should focus more on enhancing brand and image criteria.
4.6.2.2 The relationship between “Fashion and Novelty consciousness” and clothes choice criteria
The "Fashion and Novelty consciousness" factor serves as the dependent variable in this study, while five clothing choice criteria act as independent variables Utilizing the "enter" method, the outcomes of the multiple regression analysis reveal significant insights into the relationship between these factors.
The analysis reveals a high collinearity tolerance of 1.0 and a low Variance Inflation Factor (VIF) of 1.0, indicating no collinearity concerns The Durbin-Watson coefficient is 1.950, which falls between the critical values of 1.82 and 2.18, suggesting that the hypothesis of error independence is upheld (White, 2007) Additionally, the distribution of Standardized Residuals approaches a normal distribution, as evidenced by the graph and Q-Q Plot, confirming that the hypothesis regarding the normal distribution of residuals remains valid.
In ANOVA analysis, sig = 0.000, there is linear regression relationship between the dependent variable and at least 1 independent variable, the multiple regression model is suitable with the data observed (appendix 7)
In order to investigate the relationship, partial regression coefficients are tested with t value The results in table 4.10 show that 2 variables are statistically significant.
Product criteria 133 036 133 3.664 000 1.000 1.000 Store criteria -.044 036 -.044 -1.220 223 1.000 1.000 Style criteria 667 036 667 18.320 000 1.000 1.000 Image criteria 000 036 000 009 993 1.000 1.000
Price criteria -.027 036 -.027 -.753 452 1.000 1.000 a Dependent Variable: Fashion style
Data analysis reveals a significant positive correlation between clothing choice criteria and "Fashion and Novelty consciousness," specifically highlighting "style and design related criteria" (β = 0.667, sig = 0.000) and "product and quality related criteria" (β = 0.133, sig = 0.000).
The adjusted R square of the model is 0.458, this means that factors of clothes choice criteria explain 45.8% the “Fashion and Novelty consciousness” factor (appendix 7)
Consumers with a strong sense of "Fashion and Novelty consciousness" prioritize style and design elements—such as color, trendiness, and overall aesthetics—when making clothing purchase decisions In contrast, factors related to product quality, including material, durability, and fit, hold less significance for them To effectively cater to this demographic, clothing companies and marketers should focus more on enhancing the style and design aspects of their offerings.
4.6.2.3 The relationship between “Perfection and High Quality consciousness” and clothes choice criteria
In the analysis, "Perfection and High Quality consciousness" was identified as the dependent variable, influenced by five independent factors related to clothing choice criteria The "enter" method was employed in the multiple regression analysis, yielding significant results.
The analysis indicates a high collinearity tolerance of 1.0 and a low Variance Inflation Factor (VIF) of 1.0, suggesting no issues with collinearity The Durbin-Watson coefficient is 1.821, which falls between the critical values of 1.82 (dU) and 2.18 (4-dU) for 200 observations and 5 independent variables, confirming that the independence of error hypothesis is upheld (White, 2007) Additionally, the distribution of Standardized Residuals appears nearly normal, as evidenced by the Q-Q Plot, which shows observed values closely aligning with the expected line, thereby supporting the hypothesis of normal distribution of residuals.
In ANOVA analysis, sig = 0.000, there is linear regression relationship between the dependent variable and at least 1 independent variable, the multiple regression model is suitable with the data observed (appendix 7)
In order to investigate the relationship, partial regression coefficients are tested with t value The results in table 4.11 show that 2 variables are statistically significant
Product criteria 652 037 652 17.427 000 1.000 1.000 Store criteria 058 037 058 1.553 121 1.000 1.000 Style criteria 020 037 020 530 597 1.000 1.000 Image criteria 004 037 004 119 905 1.000 1.000
Price criteria 076 037 076 2.019 044 1.000 1.000 a Dependent Variable: Quality style
Data analysis reveals a significant positive correlation between clothing choice criteria and "Perfection and High Quality consciousness." Specifically, "product and quality related criteria" (β = 0.652, sig = 0.000) and "price related criteria" (β = 0.076, sig = 0.044) both influence this factor.
The adjusted R square of the model is 428, this means that factors of clothes choice criteria explain 42.8% the “Perfection and High Quality consciousness” factor (appendix 7)
Consumers with a strong focus on "Perfection and High Quality" prioritize factors such as material, durability, colourfastness, ease of care, fit, and workmanship when making clothing purchase decisions In contrast, price-related criteria like pricing and sales promotions hold less significance for these consumers To effectively cater to this market segment, clothing companies and marketers should emphasize product quality and related attributes in their strategies.
4.6.2.4 The relationship between “Impulsiveness and Carelessness” and clothes choice criteria
Conclusion
This chapter presents the analysis results and key findings of the research, highlighting arguments that elucidate these outcomes Statistical evidence reveals unexpected results, indicating that not all hypotheses from the research model are supported A summary of the multiple regression analysis and the revised research model results are provided below.
Data analysis results show that decision – making styles of HCMC consumers are “Brand and “Price equals Quality” consciousness”, “Fashion and Novelty consciousness”, “Perfection and High Quality consciousness”,
“Impulsiveness and Carelessness”, “Confusion by Overchoice ”, “Habit and Brand Loyalty”, “Price and “Value for Money” consciousness”, “Recreational and Hedonic consciousness”
The results of t-test and ANOVA test show that there are differences in decision – making styles among gender, age and income groups
The result of the research model is below:
Figure 4.1: The result of research model
Brand and “Price equals Quality” consciousness
Price and “Value for Money” consciousness
Perfection and High Quality consciousness
Table 4.15: Summary of the multiple regression analysis
Product and quality related criteria
Store and salesperso n related criteria
Style and design related criteria
Image and brand related criteria
Brand and “Price equals Quality” consciousness
Perfection and High Quality consciousness Sig .000 044
Price and “Value for Money” consciousness Sig
Chapter 4 presented the analysis results and main findings of the research This chapter will summarize the research results that will be used to answer for the research objectives Some implications are suggested for policy-makers, companies and marketers,…in fashion clothes industry as well The limitations of the research and suggestions for further researches are also presented in this chapter.