(Tiểu luận) researching the factors affecting the decision to buy containers of customers atphuc van trading and service co , ltd

DUY TAN UNIVERSITY INTERNATIONAL SCHOOL--- ---UNDERGRADUATE THESIS “Researching the factors affecting the decision to buy containers of customers at Phuc Van Trading and Service Co

DUY TAN UNIVERSITY INTERNATIONAL SCHOOL

-

-UNDERGRADUATE THESIS

“Researching the factors affecting the decision to buy containers of customers at

Phuc Van Trading and Service Co., Ltd.”

MAJOR BUSINESS ADMINISTRATION

ID NUMBER : 24212109479

DA NANG 202

This study explores the factors that influence the decision to buy container Phuc Van in Da Nang city Research model is built on the analysis of previous studies

Through testing the scale with the Cronbach Alpha reliability coefficient and the EFA discovery factor analysis with the answer sheets of 202 customers in Da Nang city, the results show that the apartment buying factor has 6 factors with relevant observed 29 variables In which, the first component is Price (there are

5 observed variables); the second is responsiveness (there are 5 variables); third

is 3 quality (with 5 observed variables); the fourth is specification (there are 5 observed variables) and the five is brand image (there are 5 observed variables), the last is brand image (there are 4 observed variables),

It is also found that there is no difference in decision making of customers according to different demographics consisting of gender, age, ocupation, doing business with our company Finally, the authors recommend further studies to guide further reforms in this study

I certify that the attached thesis is my original work No other person's work has been used without due acknowledgement Except where I have l clearly stated that I have used some of this material, it has not been presented by me for examination in any other course or subject at this or any other institution

I understand that the work submitted may be reproduced and/or communicatedfor the purpose of detecting plagiarism I understand that should this declaration

be false; I am libel to be penalized under the Duy Tan Universityregulations

Signature: _Date : _

First of all, I would like to thank my parents who asked me to raise me to bewhere I am today Next, I would like to thank Duy Tan University The schoolgave me the opportunity to complete my studies Moreover, I would like to thankall the teachers in the department who taught me during my 4 years of university.The teachers have put all their heart into teaching me to have knowledge to uselater in life Finally, I would like to thank the board of directors and all staff ofPhuc Van Trading and Service Co., Ltd for helping me gain a lot of knowledgeabout marketing and business as well as learning about experience and style.professional way of working people at the company That helps me a lot toprepare for the future

I would like to express my deep gratitude to my thesis supervisor - Dr NguyenThi Duong, who has helped, wholeheartedly guided and guided me to completethis thesis I am very grateful and grateful for the heart that she has shown meduring the past time

In the process of practicing and completing the thesis, due to my limitedexperience and knowledge, many shortcomings still occurred I hope that theteachers and brothers and sisters at the internship unit will give me theircomments so that I can best complete this thesis in the best way

CHAPTER 1 INTRODUCTION 4

1.1 RESEARCH BACKGROUND: 4

1.2 RESEARCH OBJECTIVES: 5

1.3 RESEARCH QUESTIONS 5

1.4 SUBJECTS AND SCOPE OF THE STUDY 6

1.5 RESEARCH METHODS 6

1.6 THE CONTRIBUTIONS OF THE RESEARCH 6

1.7 RESEARCH ORGANIZATION 7

CHAPTER 2 : THEORETICAL BASIS AND RESEARCH MODEL 7

2.1 THEORETICAL REVIEW 7

2.1.1 CONSUMER BEHAVIOR 7

2.1.2 CUSTOMER 8

2.1.3 Customer Decision 8

2.2 PREVIOUS STUDIES REVIEW 9

2.3 RESEARCH MODEL AND HYPOTHESIS 16

2.3.1 Price : 18

2.3.2 Responsiveness: 19

2.3.3 Quality: 19

2.3.4 Specification : 20

2.3.5 Brand image : 20

2.3.6 Trust 21

CHAPTER 3: RESEARCH METHODOLOGY 23

3.1 THE INTRODUCTION OF PHUC Van Service and Trading Co., Ltd 23

3.1.1 Vision – Mission: 24

3.1.2 Business philosophy 24

3.1.3 Formation and development process: 24

3.1.5 Business products 25

3.1.6 Organizational structure, functions and duties of departments in the organization 25

3.2 Data Collection Procedure 27

3.2.1 Questionnaire Design 27

3.2.2 Sampling 27

3.3 Empirical Data Encoding System 27

3.4 Empirical Data Analysis Method 32

3.4.1 Descriptive analysis 32

3.4.2 Exploratory Factor analysis 32

3.4.3 Reliability Analysis 33

3.4.4 Correlation Analysis 33

3.4.5 inear Regression Analysis 34

CHAPTER 1 INTRODUCTION

Chapter 1 introduces an overview of the research this chapter consists of 7 parts:

(1) Research background, (2) Research objectives, (3) Research question, (4)Subject and scope of the research, (5) Research methods, (6) The contributions ofthe research, (7) the study organization

1.1 RESEARCH BACKGROUND:

Along with the rapid development of e-commerce, consumers' habits havebeen changing, and the buying and selling transaction method has changed

from traditional buying to buying online Besides, the economy opens up and

integrates more and more deeply with more than 500 billion USD of import

and export per year; The scale of freight transport by road, sea, air, and rail are

all very large - this is a fertile ground for startups

Container trading service was present on the Vietnamese market in the early2000s However, at that time, this profession was only concentrated at seaports

such as: Ho Chi Minh City, Hai Phong, and some at ports our sea In 2005,

the service of buying, selling and renting containers began to develop strongly,

especially in the past 10 years

Trade in used containers appeared in our country in the 2000s of the lastdecade Focusing mainly at major seaports, such as Saigon, Hai Phong Port,

and some big cities such as Hanoi and Da Nang However, if we talk about

the development of this service, perhaps until the end of the world In 2005,

the new market began to be exciting, the demand for use began to increase

because units, individuals, construction companies… understood the

importance of containers

It is not only iron containers used to transport goods, but it has graduallybecome a very useful product in the process of reforming and renovating the

uses of that container It is also that the service of buying, selling and renting

containers has developed until now, and doing a profession can be said to be

relatively "Hot" in recent years It is not only a mere industry in container

trading, but has become one of the services provided to many customers such

701021 - kinh te vi

mo (Macro)Price And

9

Khóa luận công tác chăm sóc khách…Price And

113

Phát triển du lịch cộng đồng Tây Bắc …Price And

5

1 Hello My name is kate marry i’m 23…Price And

2

as: Transportation, construction, design or renovation to serve for practicalneeds.

It can be said that in the past 20 years, the container trading business hasmade great strides in development and scaled up across the country Partlywhen big cities, industrial zones sprang up and foreign investment enteredVietnam Therefore, the profession of buying and selling used containers hasalso developed since then to meet the needs of using as warehouses,transportation Especially renovating containers used as offices for projectsand industrial parks industrial and urban areas in recent years

In addition, containers are also renovated to be used for different purposes

in people's lives, which are: Renovating containers used as houses, cafes,motels or hotels, manufacturing techniques to install machines hook.However, it is still mainly renovated to be used as an office for engineers atthe construction site, as a house for staff, etc Because of the high demand foruse, the trade of used containers has been developed and replicated inprovinces and cities across the country Almost every province has 1-2business units in this field of products and services In which, Hanoi and HaiPhong, Ho Chi Minh City, and Da Nang are the most concentrated

It can be seen that today the buying and selling/renting industry is veryprominent Da Nang city is ranked 4th in terms of growth rate and GRDP scaleshows that Danang has a diverse consumer population, near seaports such asTien Sa, realizing that development potential, Phuc Van Trading and ServiceCo., Ltd was born in 2015 So far, the company has brought many containers

to consumers and become a name that is no longer strange in the market ofbuying, selling and renting containers, although it has been around for 6 years

in the market, there are still many customers who do not know the company.This study aims to identify and measure the factors affecting purchasingbehavior, thereby proposing managerial implications to help Phuc Yun Tradingand Service Co., Ltd to adjust its business policies to suit the needs ofcustomers well suited

1.2 RESEARCH OBJECTIVES:

This study aims to give some implications of solutions to increasecustomers' decision to buy or rent containers at Phuc Van Trading Co., Ltd.based on the impact on factors affecting the decision to buy a container.Therefore, the specific research objectives of the topic are identified including:

- Determining factors affecting customers' decision to buy containers

at Phuc Van Trading and Service Co., Ltd

- Analyzing the influence of factors on customers' decision to buycontainers at Phuc Van Trading and Service Co., Ltd

- Proposing some for Phuc Van Trading and Service Co., Ltd toincrease the customer's decision to buy a container based on theimpact on the factors affecting the decision to buy a container

1.3 RESEARCH QUESTIONS

The container Viet Nam has got specific characteristics to which connectedcustomer demands closely In recent years, researchers, domestic and foreigncompanies attracted to container field in Viet Nam with a number of researchwork however, there has been not enough research into the way customersmaking decision to buy container as well as which major factors have notrelationship with customer decision

Consequently, in the term of container purchase decision of customer, theresearch questions of the thesis are raised as two following questions:

- What are the key factors affecting the container purchase decision in

1.4 SUBJECTS AND SCOPE OF THE STUDY

- Research object: factors affecting the decision to buy containers.

- Scope of research: the topic is carried out in Da Nang city

- Respondent: Individuals or businesses that want to buy or rentcontainers for the purposes of projects

Quantitative research: used to measure the influence of factors on thedecision to buy containers in Da Nang city The data for the quantitative study

is based on a questionnaire survey of people who live with their parents, rent ahouse, own a house or an apartment, and who intend to buy a container in DaNang city (customer source from people texting to buy containers on Da Nangfanpage) Convenient sampling method with sample size of 180 people BasedBased on the collected data, the author used SPSS software to performstatistical analysis, including: Assessing the reliability of the scales in theresearch model by Cronbach "s Alpha test, examination factor analysis breaksthe EFA, a regression analysis measures the factors that affect a customer'sdecision to buy an container

1.6 THE CONTRIBUTIONS OF THE RESEARCH

The research topic has scientific significance for researchers about thefactors influencing the decision to buy a container and has practicalimplications for managers' business, in particular, after:

- Scientific contribution: this study has identified research models offactors affecting the decision to buy containers so that researchers in thesame field can refer to the implementation of the next research projects

- Practical contribution: study to measure the factors affecting thecustomer's decision to buy a container, propose some implications forcompany Phuc Van to increase their decision to buy a container Theclient's monarchy is based on the factors that influence the decision tobuy a container

Chapter 3: Research method This chapter presents the research process,qualitative and quantitative research methods, gives a research model toadjust, and builds a scale of variables in the research model

Chapter 4: Research results This chapter presents research results includingtesting the reliability of the scales of variables in the research model, analyzingEFA factors, regression model of factors affecting container-buying decisions,testing hypotheses, research, the violations of regression, and descriptivestatistics of the variables in the research model

Chapter 5: Implications of solutions and conclusions This chapter presentsthe

implications of solutions to help managers of Phuc Van companies increase

a customer's decision to buy a container based on their impact on factorsinfluencing their decision to buy a container This chapter also presentssummary conclusions of the research results, the limitations of the research,and the next research direction

CHAPTER 2: THEORETICAL BASIS AND RESEARCH MODEL

Chapter 1 gave an overview of the research topic Chapter 2 will introducethe theories and related studies that form the basis of the study design Chapter

2 includes 3 parts: (1) Summary of the theory of consumer behavior (2)Overview of factors affecting the decision to buy a container from previousstudies (3) Proposed research model

2.1 THEORETICAL REVIEW

2.1.1 CONSUMER BEHAVIOR

According to Philip Kotler, “consumer behavior is the study of howindividuals, groups and organizations select, purchase, use and dispose ofgoods, services, ideas and experiences to satisfy needs and their wishes”.according to David L.Loudon & Albert J Della Bitta, “consumer behavior isdefined as the decision-making process and actual actions of individuals whenevaluating, purchasing, using or disposing of goods and services goods andservices”

Similarly, according to Leon G Schiffman & Leslie Lazar Kanuk's point ofview, "consumer behavior is the totality of actions that consumers show in theprocess of exchanging products, including: investigation, shopping, shopping.", use, evaluate and dispose of products and services to satisfy their needs”

In this study, the researched product is a container and the consumersmentioned are individuals or businesses who want to buy or rent containers forthe purposes of projects future When consumers make shopping decisions fortheir personal needs or good needs for their business, they always come upwith different forms of shopping Through call marketing research, businessestry to better understand information related to information related to customershopping such as who they are, how they buy, where, when and how they buy.why do they buy

2.1.2 CUSTOMER

According to the father of management - Peter F Drucker (1954) definedcustomer "A group of individuals, groups of people, businesses that haveneeds to use products, services and desire to satisfy their needs there."

As Tom Peters once shared that: Customers are "assets that add value" Andnaturally it is the most important asset even though their value is not recorded

in the reporting company Therefore, companies need to always considercustomers as capital that needs to be managed and constantly raise capital

In this study, customers are known as individuals and businesses that havethe need to buy or rent containers for the purposes of future projects

2.1.3 Customer Decision

The purchase decision is meant as the customer's decision to buy a productafter considering the information about the product (Nazaruddin & Putra, 2011).This phase involves only one decision making, the other may involve severalparticipants who play the role, the originator of ideas, influencers, decision-making, buyers and users (Dinawan, 2010) Customer decision is also claimed as

a desire that has been determined and decided to buy the product or service(Ginting et al., 2020)

Kotler and Keller (2012) explain that purchase decisions are the wayindividuals, groups, or organizations choose, to buy, use, and utilize goods,services, ideas, and experiences in order to satisfy their needs of desires.Berkowitz in Tjiptono (2018) states that purchase decisions are the stages passed

by buyers in determining the choice of products and services to be purchased.The purchase decision is a selection of two or more alternative options, in otherwords, the availability of more than one choice is a must in decision making(Kotler & Keller, 2012) The purchase decision is an action or customers’behavior whether or not to make a purchase or transaction The number ofcustomers in making decisions is one determinant if the companies can achievetheir goals Customers are often encountering multiple selections to use a product

or a service

2.2 PREVIOUS STUDIES REVIEW

From the above theories, domestic and international scholars have many studies on the factors affecting the decision to buy goods We'll look at a few of those studies for a more specific look.

In a research paper by the Yogyakarta, Indonesia (2018) with the topic “Effect

of product prices on consumers” Buying decision customers" conducted a study with a sample size of 166 The research model includes 16 observed variables and 2 factors: Price and Brand Image

The results also show that the brand image variable is an important mediating variable between price and purchasing decision This is indicated by the dominant influence of brand image on consumers’ purchasing decision comparedwith price This means that, by purchasing well-known replicas, the buyer feels more confident as the replica has the same brand symbol as the famous original product Moreover, the buyer can obtain the product functionality, style, and various colors and motifs offered by the original product The results of this research can help the manufacturers of these replica products consider the importance of brand image in consumer purchasing decisions

Figure 2.1: Research model by the Yogyakarta, Indonesia (2018)

Next is a study by (EJBMR, European Journal of Business and ManagementResearchVol 5, No 3, June 2020) with the topic “Factors Affecting Consumer

Buying Behavior for Electronic Notebook” The research model includes 8factors: Fashion and trend, Price, Technology, Brand loyalty, Various brands andspecifications, Specification Retailer's dealer's, Advertising The study also aimed

to reach the climax, in order for marketers to gain a competitive advantage in thelaptop industry, they need to create a list of factors that influence consumerbuying behavior to solve the problem love to what extent and to what extentconfusion is present in the industry After analyzing the causes, manufacturers,marketers and retailers will have a clearer market view, helping them to takerelative actions to reduce confusion in consumers' purchasing decisions buying.Therefore, this will eventually lead to a re-evaluation of the brand choice Research model is presented in the figure below:

Figure 2.2: Research model of (EJBMR, European Journal of Business and

Management ResearchVol 5, No 3, June 2020).

In the research topic "Assessment of the effects of social factors affectingconsumers' behavior in jordan home furniture buying" of (British Journal ofMarketing Research Vol.2, issue 7, pp 80-94, November 2014) This is aresearch model that considers the impact of 7 factors: Social factors, Referencegroups, Family, Evaluation criteria for buying home interior decoration products,

price, color, Quality 7 Elementaryants is being the target of this research process

is to investigate consumer decision making related to home furnishing intentionbehavior and its impact on purchasing decision in order to assess opportunitymarkets based on consumer behavior The results demonstrate that the factors ofthe reference group, family, price, quality, and color are the biggest predictors ofbehavioral intention

Figure 2.3: Research model of (British Journal of Marketing Research Vol.2,

No 7, pp 80-94, November 2014).

In the research topic "Factors Affecting Consumers’ purchasing Decisionthrough E-Commerce " of (Proceedings of the 2016 International Conference onIndustrial Engineering and Operations Management Kuala Lumpur, Malaysia,March 8-10, 2016) This is a research model that considers the impact of 6factors: Trust, Return policy, cash on delivery, after sales service, cash backwarranty, firm Reputation Therefore, e-commerce businesses can be benefitedfrom further understanding of these factors and can direct their efforts to developfeatures that satisfy the needs of their target markets They are advised to paymore attention to factors such as: trust, after sale service, cash back warranty andmanagement of return in order to attract more consumers to transact on their site

Figure 2.4: Research model of International Conference on Industrial Engineering and Operations Management Kuala Lumpur, Malaysia, March

8-10, 2016.

In the research topic "Factors Affecting Consumer Behavior in PurchasingHome Furnishing Products" of (Nishat Nigar - 2021) This is a research model thatexamines the impact of 9 factors: Furniture Design, store Aesthetic design,customer consciousness, Promotional factors, Brand, reference, convenience,price The findings are based on the data provided by 230 respondents fromdifferent area within Bangladesh Some of the factors are considered in previousresearch in Bangladesh perspective Some are considered beyond Bangladesh Theresearcher had tried to accumulate all those factors that are considered fromBangladesh perspective The main implication of this study is for the marketers offurniture industry

Figure 2.5: Research model of Nishat Nigar – 2021

The main topic of the research paper “Factors affecting the meaning ofcustomers to bottle water in a.a the case of aquaddis "of Jemal Kedir Addis byAbaba University Ababa Unive June, 2019 Addis Ababa, Ethiopia This is aresearch model that examines the impact of 5 factors: price, taste, brand image,promotion, packaging attribute Respondents commented on whether or notbottled water commercialization in Addis Ababa was drawn, the followingconclusion was drawn Correlation analysis also revealed this result Consumersprefer to use bottled water at home, work or restaurants as healthier, convenientpackaging at a lower price

Figure 2.6: Research model of ABABA UNIVERSITY ABABA UNIVE

JUNE, 2019 ADDIS ABABA, ETHIOPIA.

Research paper title "Impact of price, service quality, brand image andconvenience on customers' decision on services to terminate container services

by a study in Pt Jakarta international container terminal in 2021 This is aresearch model that considers the impact of 4 factors: price, quality, brand image,and facilities Based on the analysis results, the conclusion is that price, servicequality, brand image and facilities can significantly influence a customer'sdecision to use PT JICT's container port services This company must maintaincompetitive pricing consistency; therefore, customers remain loyal to PT JICT.This company needs to improve the quality of its services, such as addingapplication-based information services, making it easier for customers to accessinformation related to the company In addition, we hope PT JICT can build thecompany's image to the maximum to get more attention from customers In otherwords, companies are required to provide the best in service delivery, one ofwhich is to use more maximum means

Figure 2.7: Research model of A STUDY IN PT JAKARTA INTERNATIONAL CONTAINER TERMINAL IN 2021.

Research paper title “Factors affecting residential real estate purchasedecisions of customers in Selangor, Malaysia by Dwi Rachmawatia *, SakinahShukria, SM Ferdous Azama and Ali Khatibia - 2019 This is the model of theview of 5 factors: price, quality, location, advertising, company image In thispaper, we have presented an empirical investigation to study the impact of fivevariables; namely quality, price, location, promotions and company image on thepurchasing decision of consumers in a region based in Malaysia Location is themost important factor, followed by price, quality, company image, andpromotions play the smallest role in customer purchase intention Therefore, asfuture research, we recommend similar studies to deal with other influencingfactors in purchasing decisions

Figure 2.8: Research model of Dwi Rachmawatia *, Sakinah Shukria, SM

Ferdous Azama and Ali Khatibia - 2019 T.

Research paper title “Effect of dimensions of service quality on the brandequity in the fast-food industry " by Studies in Business and Economics no.11(3)/2016 This is the model of the view of 5 factors: tangibles, assurance,responsiveness, reliability, empathy The aim of the present research was toinvestigate the impact of the quality of service on brand equity in the fast-foodservices industry of Boushehr After studying the theoretical literature and history

of research done in this field, the hypotheses and the conceptual model ofresearch were designed; then through the structural equations modeling with the

help of the Smart PLS software, they were tested They expressed in the results

of their research that the quality of services and their dimensions have a positiveand significant impact on brand equity The customer wants in exchange forhis/her payments to get more value; therefore, it is recommended the restaurant’smanagers and employees provide the service easier and faster so that a strongerbrand occurs to customers With regard to the positive impact of the servicestangible factors on the brand equity, it is recommended the restaurant’s managersand employees use suitable and attractive decoration for restaurants, so that itprovides a relaxed atmosphere and is convenient for our customers; it isrecommended the employees pay attention to their appearance The managers arerecommended that they use the marketing tools such as the placement of thetableaus to help customers

Figure 2.9: Research model of Studies in Business and Economics no.

11(3)/2016

Research paper title "Moderate effects of product quality on religion, pricesensitivity, employee responses and purchase intention: an exploratory study" bythe Journal of Basic Science and Applied Australia, 9 (13) Special 2015 Thisstudy is based on the literature and it proposes a conceptual model outlining thepredictors of likely factors such as belief, religious sensitivity, and sensitivity.Pricing and staff responsiveness to influence purchase intention, along with themoderating role of product quality Admittedly, this model is based on some well-

established structure in the marketing literature, but this study differs in severalrespects.

Figure 2.10: Research model of the Australian Journal of Basic and Applied

Sciences, 9 (13) Special 2015

Research paper title "Deciphering the impact of responsiveness on customer satisfaction, cross-buying behavior, revisit intention and referral behavior" by Deepika Sharma 1 July 2021 by.Studies in Business and Economics no 11(3)/2016 This is the model of the view of 5 factors: tangibles, assurance, responsiveness, reliability, empathy This study has empirically validated the relationship between responsiveness, customer satisfaction, cross-buying behavior, revisit intentions, and referral behavior However, given the

prominence of the study in the upcoming retail scenario, the following future avenues motivated by the study conducted by Nayal et al (2021) have been proposed based upon the identification of limitations of the study

Figure 2.10: Research model of Deepika Sharma 1 July 2021

2.3 RESEARCH MODEL AND HYPOTHESIS

After reviewing many studies related to factors affecting the decision to buy

an container from the research models, the author found that the frequency offrequent occurrence of some factors in those studies is listed in the table: