Factors influencing customer intention to purchase automobile in hanoi

Chapter 4 Evaluation of Customer Purchasing Intention to Purchase Automobile in Hanoi This chapter provides respective evaluation about customer purchasing intention to purchase auto pro

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH

-

ĐINH HOÀNG AN

FACTORS INFLUENCING CUSTOMER INTENTION

TO PURCHASE AUTOMOBILE IN HANOI

CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH MUA Ô TÔ CỦA KHÁCH HÀNG TẠI HÀ NỘI

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

HÀ NỘI - 2019

ĐẠI HỌC QUỐC GIA HÀ NỘI KHOA QUẢN TRỊ VÀ KINH DOANH

-

ĐINH HOÀNG AN

FACTORS INFLUENCING CUSTOMER INTENTION

TO PURCHASE AUTOMOBILE IN HANOI

CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN Ý ĐỊNH

MUA Ô TÔ CỦA KHÁCH HÀNG TẠI HÀ NỘI

Chuyên ngành: Quản trị kinh doanh

Mã số: 60 34 01 02

LUẬN VĂN THẠC SĨ QUẢN TRỊ KINH DOANH

NGƯỜI HƯỚNG DẪN KHOA HỌC: PGS.TS LÊ ANH TUẤN

HÀ NỘI - 2019

DECLARATION

The author confirms that the research outcomes in the thesis is the result of author‘ independent work during study and research period and it is not yet published in other‘s research and article

The other‘s research result and documentation (extraction, table, figure, formula and other document) used in the thesis are cited properly and the permission (if required) is given

The author is responsible in front of the Thesis Assessment Committee, Hanoi School of Business and Management, and the laws for above-mentioned declaration

TABLE OF CONTENTS

LIST OF TABLES i

LIST OF FIGURES iii

CHAPTER 1 INTRODUCTION 1

1.1 Rationale of the research 1

1.2 Research objectives 5

1.3 Research object 5

1.4 Scope of the study 5

1.5 Significance of the study 6

1.6 Structure of the research 6

CHAPTER 2 LITERATURE REVIEW 8

2.1 Definitions of Terms 8

2.1.1 Definition of customer purchasing intention 8

2.1.2 Definition of customer purchasing intention process 9

2.2 Customer intention to purchase auto 18

2.3 Conceptual research model and research hypotheses 18

2.3.1 Related literatures 18

2.3.2 Factors influencing on customer purchasing intention in automobile 20

2.3.3 Research model 23

CHAPTER 3 RESEARCH METHODOLOGY 24

3.1 Research philosophy 24

3.2 Research approach 26

3.3 Research strategy 29

3.4 Research method 30

3.5 Data collection 31

3.5.1 Primary data 31

3.5.2 Secondary data 31

3.6 Survey of questionnaire 31

3.6.1 Design of the survey 31

3.6.2 Sample size 33

3.6.3 Pilot test 33

3.7 Data analysis techniques 33

CHAPTER 4: EVALUATION OF CUSTOMER INTENTION TO PURCHASE AUTOMOBILE IN HANOI 38

4.1 Demographic description 38

4.2 Descriptive statistics analysis 40

4.3 Reliability test 43

4.4 Explanatory factor analysis for independent variables 48

4.5 Explanatory factor analysis for dependent variables 51

4.6 ANOVA analysis 52

4.6 Multiple linear regression 56

CHAPTER 5: RECOMMENDATIONS TO VIETNAMESE AUTOMOBILE ENTERPRISES 64

5.1 Conclusion 64

5.2 Recommendation 64

REFERENCE 67

LIST OF TABLES

Table 1.1: Vehicle sales in the ASEAN region by market, 2013-16 4

Table 3.1: Survey of Questionnaire‘s Items 31

Table 3.2: Summary of data analysis techniques 35

Table 4.1: Mean value analysis 41

Table 4.2: Reliability level of consumer purchasing intention 44

Table 4.3: Reliability level of brand awareness 45

Table 4.4: Reliability level of perceived value 46

Table 4.5: Reliability level of brand personality 47

Table 4.6: Reliability level of product quality 48

Table 4.7: KMO and Bartlett‘s Test for independent variables 49

Table 4.8: Total Variance Explained Table for independent variables 49

Table 4.9: Rotated Component Matrix for independent variables 50

Table 4.10: KMO and Bartlett‘s Test for dependent variables 51

Table 4.11: Total Variance Explained Table for dependent variables 51

Table 4.12: Rotated Component Matrix for dependent variables 52

Table 4.13: Independent Sample T-Test for Gender 52

Table 4.14: On-Way ANOVA for Age 53

Table 4.15: On-Way ANOVA for Age with Tukey B test 54

Table 4.16: On-Way ANOVA for Income per annum 54

Table 4.17: On-Way ANOVA for Income per annum with Tukey B test 55

Table 4.18: On-Way ANOVA for Occupation 55

Table 4.19: On-Way ANOVA for Occupation with Tukey B test 56

Table 4.20: Multiple linear regression 57

Table 4.21: Multiple linear regression between customer purchasing intention and items of brand awareness 58

Table 4.22: Multiple linear regression between customer purchasing intention and items of perceived value 60

Table 4.23: Multiple linear regression between customer purchasing intention and items of brand personality 61 Table 4.24: Multiple linear regression between customer purchasing intention and items of product quality 62

LIST OF FIGURES

Figure 1.1: GDP growth rate of countries in Southeast Asia 1

Figure 1.2: How do Vietnamese consumers spend their spare cash? 3

Figure 2.1: Customer purchasing intention process 9

Figure 2.2: Brand equity model 14

Figure 2.3: Research model 23

Figure 3.1: Research onion 24

Figure3.2: Research process 28

Figure 4.1: Gender summary 38

Figure 4.2: Age summary 39

Figure 4.3: Income per annum summary 39

Figure 4.4: Occupation summary 40

CHAPTER 1 INTRODUCTION

1.1 Rationale of the research

Vietnam is successful story in term of economic renovation since the government conducts economic transformation from state-owned management to market-oriented management (Pincus, 2015) The country gains significant result in term of economic development and better living standards for local people (The World Bank Group, 2016) In term of economic development, Vietnam obtains significant results in GDP growth rate According to Asian Development Bank (2018), GDP growth rate of the country during 2015, 2016, and 2017 are 6.7%, 6.2%, and 6.8% respectively and it is forecasted up to 7.1% and 6.8% in 2018 and

2019 Asian Development Bank (2018) also estimates that GDP growth rate of Vietnam is highest compared to GDP growth rate of other countries in Southeast Asia in 2018

Figure 1.1: GDP growth rate of countries in Southeast Asia

Source: Asian Development Bank (2018) The context of Vietnamese people have better living standards is proven through the fact that Vietnam has high GDP per capita growth rate Asian Development Bank (2018) reports the growth rate of Vietnamese GDP per capita is improved from 5.1% in 2016 to 5.8% in 2017 It is forecasted that GDP per capita

growth rate is 6.1% in 2018 (Asian Development Bank, 2018) Vietnam is also ranked at second position in term of highest GDP per capita growth rate and the country is only after Cambodia with GDP per capita growth rate of 6.6% in 2018 (Asian Development Bank, 2018) Vietnam also has stable politics with political stability index is improving over the years (The Global Economy, 2018) It is worthwhile to capture a trend of which more and more Vietnamese people are moving from rural to urban area The World Bank (2018) reports that urbanization rate of Vietnam is 34.2% in 2016 compared to 28.5% in last 10 years ago Moreover, disposal income of Vietnamese people is being increased over last few years and it is determined as key motivation for the change of consumer behavior (Nielsen, 2018) People in Vietnam have high consumer confidence index and the country is being ranked in top 10 countries in the global ranking provided by The Conference Board (2018)

Moreover, based on the speed of social development, the demand of travelling and relaxing after hard-working is increasing to reduce stress and pressure people get every day in their busy lives (Wang 2001, Terry 2010) The ―tourism‖ phenomenon is perceived in the human life as a necessity which is ―created‖ by man, ―for‖ man and ―with‖ man Definitely, tourism can be seen as a way that

―man‖ serves ―man‖ to relax and enjoy the life based on supports from natural conditions (Nakajima 2003, Cheia 2013) Thus, benefits of tourism include not only understanding and researching new destinations‘ cultures and customs such as different places‘ mystery, history and habits, but also recovering health and improving the human labor productivity (Roxana 2012, Chen 2013)

Vietnamese people have preference towards non-food products and they spend their spare cash to holiday and vacations, new clothes, new technology products, home improvements, out of home entertainment, and medical and insurance services Among various consumption purposes for spending spare cash, the study drives its interest towards holiday and vacation since the consumption rate

of this category is about 44% and it is only lower than the consumption rate of new clothes which is about 49% (Nielsen, 2018)

Figure 1.2: How do Vietnamese consumers spend their spare cash?

Source: Nielsen (2018) The automobile industry in Vietnam is relatively in early stage of development Before 1992, most of vehicles belonged to the government and they were mainly imported from Soviet Union or the group of socialist states of Central and Eastern Europe In addition, it is notable that Vietnam conducts economic renovation in 1986 aiming at stimulating and liberalizing the economy Such economic reformulation created opportunities to develop automobile industry by granting auto assembly licenses to more than 30 regional assemblers (PricewaterhouseCoopers – PwC, 2007) It was the first time when global automotive manufacturers such as Mitsubishi, Toyota, and Isuzu started their business and operational chains in Vietnam during 1995 Yozi (2013) emphasizes that production and sales of automobiles in ASEAN‘s nations have been upward recently Pugliese (2017) provides statistics about vehicle sales in ASEAN region from 2013 to 2016

Table 1.1: Vehicle sales in the ASEAN region by market, 2013-16

Table 1 shows that Vietnam gains high percentage of change during

2013-2016 (30.3%) and it is only after two countries as Philippines (30.5%) and Singapore (43.1%) However, number of vehicle sales in Vietnam is much lower than in the other countries During 2016, there are 271,833 vehicles sold in Vietnam while these number in Indonesia, Thailand, and Malaysia are more than double Moreover, Table 1 indicates that Vietnam gains high potential development in automobile market with strong annual growth rate while other markets like Indonesia and Thailand see a decline in their yearly vehicle sales In this context, the competition in Vietnam‘s automobile industry is very high and automobile manufacturers need to have clear business strategy to cope up with threats and to take advantage of opportunities from the market as well as to rely on major strengths to overcome major weaknesses

In Vietnam, there are some studies that are developed by local researchers to detect customer purchasing intention towards automobile product For example, Mai & Ngo (2017) measure the effect of event sponsorship on customers‘ brand awareness and purchase intention in Vietnamese automobile market Quantitative research method is applied and it is identified that the sponsored event and event involvement have both direct and indirect influence on customer purchasing intention but the impacts are generally very low Bui (2015) utilises qualitative

research method to evaluate about innovative vehicle in Vietnam However, this study is based on secondary data and it lacks of empirical measurement about how customer purchasing intention is influenced by which factors and what the level of the impacts are In this context, this study is developed with strong focus on both weaknesses in previous studies of local researchers: one is to identify the factors that have high overall explanation to changes of customer purchasing intention in Vietnamese automobile market and second is to identify how the level of impacts of chosen factors are

1.2 Research objectives

This study is developed with following research objectives:

 To get in-depth understand about customer purchasing intention and customer purchasing process

 To examine factors influencing customer intention to purchase automobile in previous studies

 To measure the influences of factors on customer intention to purchase automobile in Hanoi, Vietnam

 To provide recommendations for automobile dealers to strengthen their sales

1.3 Research object

Research object refers to customers who want to purchase automobile in Hanoi, Vietnam

1.4 Scope of the study

Content: This research focuses on customer intention to purchase automobile

in Hanoi, a capital of Vietnam By determining the factors and measuring the influences of factors on customer intention to purchase auto, the study will help other researchers and business practitioners in automobile industry in Vietnam to provide certain marketing programs to foster sale revenues and volume respectively

Location: This research is carried out in Hanoi, Vietnam The survey of questionnaire is developed and then it is delivered to the customers who have been intention to purchase automobile in three automobile dealers of Toyota, Honda, and

General Motors

1.5 Significance of the study

This study will identify what the level of customer purchasing intention towards automobile products in Vietnam and it helps the auto dealers in Vietnam to understand their customer preference and then they can decide which appropriate marketing strategies to leverage the customers‘ demands especially when Vietnam auto market is optimistic with a lot of demand from local citizen for purchasing auto products for both personal and business purposes This study is also significant to other researchers since they can find a good summary about previous studies about customer purchasing intention towards auto products as well as good key finding for Vietnam market

1.6 Structure of the research

This study is conducted with five chapters

Chapter 1 Introduction

The main part of this chapter is to provide rationale of choosing researched topic as well as proposing research objectives This chapter provides research object, scope of the study, and what the benefits of the readers could get

Chapter 2 Literature Review

This chapter provides the definitions of customer purchasing intention and its process This chapter also consists of part about the definition of customer purchasing intention towards auto products Previous empirical evidences are sought and the relationship between customer purchasing intention and some factors

is discussed before going to the final research model with research hypotheses

Chapter 3 Research Methodology

This chapter discusses about research onion process and it begins with the choice of research philosophy, research approach, research strategy, and research method This chapter proposes how primary and secondary data to be collected Regarding to primary data, a survey of questionnaire is developed and sample size

is proposed accordingly Moreover, some data analysis techniques that will be used

in later chapter will be proposed in this chapter

Chapter 4 Evaluation of Customer Purchasing Intention to Purchase Automobile in Hanoi

This chapter provides respective evaluation about customer purchasing intention to purchase auto products in Hanoi Herein, some data analysis techniques that are proposed in Chapter 3 will be conducted based on primary data Key findings from descriptive statistics are discussed and then it comes up with evaluation of data reliability and validity ANOVA analysis helps the researcher to detect the differences among different demographic characteristics groups and multiple linear regression will reveal causal relationship among variables

Chapter 5 Recommendations to Vietnamese Auto Mobile Enterprises

This chapter provides recommendations to Vietnamese automobile enterprises in Hanoi and Vietnam and what the marketing campaign and key operational are highlights

to help them further increasing the customer demand and purchasing auto products

CHAPTER 2 LITERATURE REVIEW

2.1 Definitions of Terms

2.1.1 Definition of customer purchasing intention

The concept of consumer behavior has gained much attention from previous researchers (Nguyen, 2015) During the time, the concept of consumer behavior is developed by different researchers and no common concept is provided but new concept is then supplemented to older ones (Bray, 2008) Early definition of consumer behavior is provided by Walter (1974) and this researcher defines consumer behavior as the process whereby individual consumers decide what to buy, when to buy, how to buy, and whom to buy of products and services Later, Mowen (1993) provides another definition for consumer behavior whether the consumers conduct action related to acquiring, consuming, and disposing of goods and services as well as feedback during the time of utilization Schiffman & Kanuk (1997) define consumer behavior as reactions of the consumers and it is reflected through actions of searching for products and services that are relevant to their needs, purchasing the most relevant ones, using purchased products and services before disposing them Moreover, Schiffman & Kanuk (1997) also categorize consumer into personal and organizational and while personal consumers purchase products and services for final consumption, organizational consumers purchase products and services for their businesses and operations According to Solomon (2009), consumer behavior is defined as a process which involves selection, buying, using, and disposing products of customers based on their needs and demands Other researchers like Hoyer et al (2013) provide similar definition for consumer behavior as totality of customers‘ decision towards product acquisition, consumption, and disposition In this study, consumer behavior is defined as the process of which it is composition of consumers‘ actions and psychologies in term

of information process, purchasing, utilizing, and disposing products

Customer purchasing intention is a process from the search of, the purchasing of, the utilization of, and the feedback given on products and services‘

performance (Enis, 1974) Kotler (2000) also provides the concept of consumer behaviour and it belongs to marketing perspective It means consumer behaviour is

a process which includes the combination of actions and assessment of products and services (Kotler, 2000) Recently, Kumar (2010) defines consumer behaviour as the attitudes and the actions of the consumers given to specific products and services offered by the companies in comparison with other products and services in the market

2.1.2 Definition of customer purchasing intention process

In this study, the definition of customer purchasing intention process is proposed by Riley (2012) This process is illustrated in the figure below:

Figure 2.1: Customer purchasing intention process

Source: Riley (2012) The first step in customer purchasing intention process is to identify how the customers perceive about their needs and their problems According to Kotler & Armstrong (2010), the customers only purchase a product or service when they suffer a urgent needs or problems that foster them to purchase target things to fulfill the needs or to overcome the problems The second step refers to the action of the customers to search for relevant information of target products or services (Riley, 2012) In general, the customers often look up specific characteristics of key functions of products or services and to evaluate how they can address their needs

or their problems or not (Kotler & Armstrong, 2010) The third step in customer purchasing intention process is the action of evaluating alternative options, meaning that the customers will find alternative products or services and they will evaluate or compare specific characteristics or functions of a product or service with others (Riley, 2012) The objective of the customers in this step is to identify which product or service is more ultimate or more superior compared to others (Wright,

Needs and

problem

perception

Searching for information

Alternative option evaluation

Purchasing desire products and services

After purchasing evaluation

2006) The fourth step is the action of purchasing product or service from the customers and the customers will select the products or services that are most relevant to their needs and demands (Kotler & Armstrong, 2010) Finally, the last step is to make evaluation after purchasing products or services from the customers Khan (2006) indicates that the customers often provide their self-assessment after certain time of using purchased products or services The evaluation is either positive or negative depended on how purchased products or services can satisfy or dissatisfy their needs and their problems (Kardes et al., 2011)

2.1.3 Brand

Brand is existing for many years but its definitions are formulated like a trademark of particular products and services since late of 19th century (Fullerton, 1988; McCrum, 2000; Moore and Reid, 2008) According to Feldwick (1991), brand is generally perceived as a guarantee of authenticity One of common definition of brand is provided by American Marketing Association (1960) and it is either a term or a design or a name or a symbol or combined of those which help the firms to differentiate their products and services with other competitors It is denoted that brand is related to intangible aspect of products and services (Gardner and Levy, 1955; Wood, 2000) Recently, American Marketing Association (1995) updates the definition of brand and it refers to any features of products and services that help the firms to differentiate themselves with others

Product and brand is different concept and the differences between them are highlighted by Gunelius (2018) The first difference is recognized as product is produced by the firms and it is sold to the customers in exchange for money while brand is established to increase customer perception towards product of the firms and it helps to improve customer expectation and customer experience Another difference between product and brand is that product can be copied by other competitors and it can be replaced by new products but brand is unique and it cannot be copied or replaced by others (Gunelius, 2018) The difference between product and brand is reflected through its definition Kotler et al (2003) define product as everything which is shown in the market and the customers purchase

product to facilitate for their needs Keller (1998) define brand as a set of mental association and it reflects how the customers perceive about the value of product or service

Since brand become important concept in marketing theories and practices, it is required to explore functions of brand A numerous studies which are developed to highlight brand‘ functions such as Hoeffler and Keller (2001) and Yoo et al (2000) These studies strongly emphasize that the firms need to establish strong brand as competitive advantage against other competitors (Keller, 2002) In this section, brand‘ functions are put into discussion

The first function of brand refers to its product-related effects It is asserted that brand is associated with the customer evaluation towards a product and service and

it also impacts on perceived product or service quality and customer purchasing intention and purchasing rate (Day and Deutscher, 1982; Rao and Monroe, 1989; Brown and Dacin, 1997) Moreover, when the customers feel familiarity with brand, they are likely to purchase products under this brand accordingly (Feinberg et al., 1992) In addition, this function of brand determines attitudinal loyalty and purchase loyalty in which attitudinal loyalty from the customers allows the firms to gain the benefits from greater relative prices of products and services while purchase loyalty enables the opportunity to acquire higher market share (Chaudhri and Holbrook, 2001)

The second function of brand is determined through its price-related effects Empirical evidences show that brand contributes to the larger prices differences (Simon, 1979; Agrawal, 1996; Sethuraman, 1996) Furthermore, brand allows the firms to more immune to price increases (Sivakumar and Raj, 1997) On the other hand, it means that the firms which have good brand management gain are less price sensitivity and they do not need to go to the price competition with other competitors which have small brand (Bemmaor and Mouchoux, 1991; Russel and Kamakura, 1994; Bucklin et al., 1995) Empirical evidence from Boulding et al (1994) indicates that when the firms conduct unique advertising messages to their customers, they avoid future price competition

The third function of brand is identified as communication-related effects

According to Sawyer (1981), well-known brand or liked brand provide good communication effects It is asserted that halo effect is appeared when the firms bring positive feelings to their customers when an advertising of a brand is published (Brown and Stayman, 1992) Moreover, the customers give favorable attitudes to a brand with humor in advertising contexts rather (Stewart and Furse, 1986; Chattopadhyay and Basu, 1990) In the contrast, the customers react negatively 78to the advertising context with comparative contents (Belch, 1981; Kamins and Marks, 1991) Furthermore, Raj (1982) obtains empirical evidence of which the customers who are loyalty with particular brand do have higher purchasing rate when more advertisings are delivered accordingly In addition, the customers who are loyalty with strong brand are more forgivable in case of negative information from these brand (Ahluwalia et al., 2000)

The last function of brand is channel-related effects It is denoted that the firms which have strong brand often have higher acceptance rate when new products and services are offered to the customers (Montgomery, 1975) In addition, the products which are belonged to strong brand are often acquired and sold in distribution channels or stores due to they have high quality of images to the customers (Lal and Narasimhan, 1996)

The importance of brand in the market economy is reflected through its value

to the firms According to Denoue and Saykiewicz (2009), brand brings value to the firms and it is considered as one of the most important resources of the firms Empirical evidences affirm the role of brand as a business tool and it helps to generate profit and to enhance values delivered to the firms (Kapferer, 2005; Rust et al., 2005) Kapferer (2005) examines the proportion of brand to the value of several firms and this researcher identifies that brand contributes to at least 52% of value of examined firms In addition, the mainstream of literatures about brand confirms that brand is existed to improve customer value (Aaker, 1996; Keller, 2008; Kotler and Keller, 2009) It is denoted that the customers today are being involved into brand creation process or the firms create their brands in line with target customers (Denoue and Saykiewicz, 2009) The importance of brand in the market economy is

finally presented in its roles to national economy This statement enables the establishment of nation brand which are explored under 4 perspectives, including country of origin (Papadoplous and Heslop, 2002), public diplomacy (van Ham, 2001), national identity (Smith, 1991), and place branding (Kotler et al., 2002) According to Kim (2012), nation brand is considered as government‘s strategic tool which is conducted in order to shape nation‘s cultural policy

According to Touminen (1999), the concept of brand equity is emerged since early 1990s and it is generally perceived as brand values with the integration of technologies, trademarks, and other intangibles It is asserted that different researchers provide different definitions for brand equity Aaker (1991) defines brand equity as the inclusion of asset and liabilities associated with a brand and it is often reflected through name and symbol that add or subtract to the value of product and service to the firms or to the customers Barwise (1993) defines brand equity as

a differentiated and clear image of a firm as addition to the characteristics of products and services Keegan et al (1995) provide another definition for brand equity as the incremental price that the customers pay for products and services of one company in comparison with similar products and services from other competitors In addition, Keegan et al (1995) deliver another perception of brand equity as long-term relationship between the firms and their customers in which the customers keep purchasing products and services from those firms Modern marketing theory emphasizes about brand equity and it is considered as key asset of the firms (Davcik et al., 2013) According to Sriram et al (2007), brand equity is defined as valued added of a brand name Kotler and Keller (2012) define brand equity as the value of a brand and it is extracted from high brand loyalty, perceived product and service quality, brand awareness, brand association Another definition

of brand equity is provided by Srinivasan et al (2005) and it refers to annual incremental contribution of a brand in line with a based product In this study, the definition of brand equity is taken from Kotler and Keller (2012) and it is the value

of a brand which is formulated and accumulated from different aspects of a brand

It is also denoted that the definition of brand equity is categorized by 2

perspectives The first perspective of brand equity is sourced from financial market point of view whether brand equity is defined as the asset value of a brand (Farquhar et al., 1991; Simon and Sullivan, 1993) The second perspective of brand equity is generated from customer-based context and brand equity is perceived as total brand value to the customers (Aaker, 1991; Keller, 1993) Among 2 perspectives of brand equity as mentioned above, the study takes into account second perspective as customer-based brand equity In fact, customer-based brand equity is widely accepted in marketing studies and practices (Cobb-Walgren et al., 1995; van Osselaer and Alba, 2000) In case of viewing brand equity under customer-based perspective, brand awareness, brand association, perceived quality, and brand loyalty are key assets of brand equity (Aaker, 1991)

Brand Equity model is developed by Aaker (1991) and it is illustrated below:

Figure 2.2: Brand equity model

Source: Aaker (1996) Brand equity model of Aaker (1996) aims to explore the antecedents of brand equity Aaker (1996) proposes that brand equity has four components, including brand awareness, brand association, perceived quality, and brand loyalty

According to Toth (2014), a successful of marketing program in general and

a brand in particular is depended on how the understandings of customer behavior

It is denoted that products are central focus of individual since he/she spend large proportion of his/her time to acquire products (Richins, 1994) It is asserted that a brand is successful when it is delivered with high focus on customer behavior (Kumra, 2007; Bearden et al., 1989) In this context, customer behavior is central topic which is studied by many researchers over the time The definition of customer behavior is provided by Hardesty and Bearden (2009) as the decisions of the customers towards the acquisition, the consumption, and the disposition of products and services Moreover, one of the most theory which helps to explain customer behavior is theory of Self-Concept

The key component in this theory is self-concept and it is defined as the totality of individual thoughts and feelings with consideration of which individual is

an object (Rosenberg, 1979) With such definition of self-concept, Theory of Concept is developed and utilized in order to provide cognitive structure of individual behaviors and feelings (Zinkham and Hong, 1991) Since self-concept is broader definition, there are different way to determine the construct of this term However, there are 4 constructs of self-concept that are commonly used to encompass self-concept, including actual self, ideal self, social self, and ideal social self (Sirgy, 1997; Jamal and Goode, 2001; Achouri and Bouslama, 2010) Actual self reflects how an individual views about himself or herself Idea self takes into account how individual would like to view about himself or herself Social self refers to how individual feels others‘ views about himself or herself Ideal social self considers that how individual would like others‘ views about himself or herself

Self-Brand awareness is determined as how the brand is well-known by the customers or not On the other hand, the level of brand awareness refers to how the customers can remember a brand, recognize a brand, and how their mindset is associate with a brand According to MacDonald and Sharp (2003), when a brand has low brand awareness level, the customers cannot remember about this brand in different circumstances Keller (2003) indicates that brand awareness is shown

through the relationship between the customers and the brand‘s elements such as logo, symbol, name of the brand, etc It is denoted that brand awareness is appeared when the customers can remember to the brand‘s elements (Keller, 2003) High level of brand awareness is reached when a brand is lying in the top of mind of the customers (Aaker, 1996) The role of brand awareness is explained through the fact that when the customers have positive opinion about a brand, they share their attitudes to other peoples such as friends and relatives that create positive word of mouth‘s effect (Aaker, 1996) Moreover, Aaker (1996) addresses the role of brand awareness in case of new products and services and when the customers have higher brand awareness, new products and services are easier to enter the market Kim and Kim (2005) provide empirical evidence of which higher brand awareness helps the firms to attract more customers in the future Other researchers confirm that brand awareness is core element of brand equity (Yoo et al., 2000; Pappu and Quester, 2006; Hawley, 2009)

Brand association is defined as the thinking and feeling of the customers towards specific brands in the market (Aaker, 1991) According to Kotler and Keller (2006), brand association reflects how the customers actually perceive about

a brand and the higher association level means the higher probability of which the customers choose this brand Moreover, brand association also reflects the beliefs and the attitudes of the customers towards a brand (Kotler and Keller, 2006) Brand association has two antecedents, including products and services association and organizational association (Chen, 2001) The role of brand association in brand equity is significant, according to Rio et al (2001) The studies of Yoo et al (2000) and Atilgan et al (2005) affirms that brand association leads to brand loyalty and the connection between brand association and brand loyalty is positive Bridges et

al (2000) assert that the marketers of the firms should take into account brand association during the communication with the customers

Perceived quality is important element of brand equity due to it affects to the customers‘ willingness level to select a brand, higher price acceptance for the products and services of a brand, and customer purchase intention towards a brand

(Keller, 1993; Aaker, 1996) Perceived quality is associated with the evaluation of the customers towards a specific brand and this evaluation is put into a comparison with other brands‘ performances (Low and Lamb, 2000) Perceived quality is important studied topic which gain high attention from other researchers According

to Zeithaml (1998) and Steenkamp (1997), perceived quality is constructed from two attributes, including extrinsic and intrinsic Extrinsic attributes refer to the physical aspects of the products and services such as how they are packaged and designed while intrinsic attributes refer to intangible aspects of the products and services such as the price, brand name, the quality and the benefits (Bernue et al., 2003) According to Zeithaml (1988), perceived quality impacts positively on customer satisfaction towards the products and services and the customers get satisfaction when their needs and demands are fulfilled during the time of utilization Moreover, perceived quality also impacts positively on customer purchasing intention (Zeithaml, 1988) Moreover, the understandings of perceived quality bring the values to both the customers and the firms (Aaker, 1996) It is denoted that when a brand has good perceived quality from the customers, the firm which owns this brand has more competences or higher competitive advantages than other competitors in the market (Aaker, 1996) Moreover, when the customers perceive the products and services of this brand is good, they are more willing to accept higher price tag due to they perceive that the quality of the products and services of this brand is aligned with higher price (Aaker, 1996) Perceived quality

is important factor that leads to customer purchasing intention (Aaker, 1996) It means that when the customers have good perception about a brand, they are likely

to purchase the products and services from this brand

Brand loyalty is the last element of brand equity model of Aaker (1996) The definition of brand loyalty is provided by different researchers Aaker (1996) defines brand loyalty as the relationship between a brand and its target customers Oliver (1999) indicates that brand loyalty is the customers‘ commitment in which they keep purchasing the products and services from a brand in the future The role

of brand loyalty is visible since it impacts positively to purchasing decision of the

customers and higher brand loyalty limits the possibility of shifting to the products and services from other brands (Yoo et al., 2000) Moreover, brand loyalty is divided into cognitive loyalty and behavioral loyalty (Huang and Yu, 1999; Pritchard et al., 1999; Chaudhuri and Holbrook, 2001; Moreau et al., 2001) Cognitive loyalty is reflected through how the customers can imagine immediately when they are in certain needs and demands (Aaker, 1991) In addition, cognitive loyalty is associated with brand awareness in case of a brand is lying in the top of mind of the customers (Keller, 1998) Behavioral loyalty refers to the customers‘ behavior in which they keep purchasing the products and services from specific brand (Aaker, 1991) Behavior loyalty is understood as how the customers place a brand in priority when purchasing certain products and services (Keller, 2003) Moreover, brand loyalty is associated with the price of the products and services (Chaudhuri and Holbrook, 2001) In this context, brand loyalty is measured through how the customers are willing to accept higher premium for the products and services instead of shifting to the ones with lower prices (Aaker, 1996)

2.2 Customer intention to purchase auto

The definition of customer intention to purchase auto is taken from Chang & Hsiao (2011) and it refers to how customer behavior which is formulated from how

a car has utility value, including transportation or enhancement of personal status Other researchers provide different understandings on customer purchasing intention to purchase auto For instance, Shende (2014) indicates that customer purchasing intention to purchase auto refers to customers‘ decisions based on their preferences or what they actually needs before purchasing auto such as for business purposes or the requirements from their family for personal purposes or just simple

as car upgrade from older models

2.3 Conceptual research model and research hypotheses

intention in two cities of Pakistan and they are product, price, and after-sale services These researchers rely on quantitative research method with primary data

to be collected from survey of questionnaire with 200 valid questionnaire Obtained result shows that three factors above can explain for 86.9% of changes in customer purchasing intention Moreover, highest influence is belonged to product variable, followed by price and after-sale services respectively

Thanosumb (2016) develops conceptual research model with the involvement of brand awareness, brand association, perceived quality, and brand loyalty as explanatory variables of customer purchasing intention towards automobile product in Thailand Quantitative research method is applied with 400 survey of questionnaires are collected Obtained result shows that all explanatory variables can explain for 76.6% of changes in customer purchasing intention and brand loyalty has highest influence on customer purchasing intention

Hosein (2015) utilizes A questionnaire was designed to investigate the relationship between these attributes and consumer‘s intention SEM was used to test each of the hypotheses with the endogenous variables The study was conducted

on 740 respondents while they were visiting the Auto show Structural Equation Model (SEM) technique to identify how customer purchasing intention in automobile show The study reveals the existence of a positive and significant relationship between the consumer‘s attributes and buying intentions Practical implications - The Auto Show management should seek to foster these consumer‘s attributes in order to enhance consumer buying intentions, which may be viewed as the pragmatic side of consumer behavior, an expression of the behavioral side of their attitude, and a reflection of their actions and future behavior

Shende (2014) develops qualitative research method in consumer behavior in automobile passenger car in India This study relies on secondary data information and

it is identified that consumer buying behavior in India automobile market is mainly driven by disposal income and the customers require value for money, safety and driving comforts as top priorities These findings are true in multiple automobile

segments, including small and hatch back, sedan class, SUV and MUV, and luxury segments

Chang & Hsiao (2011) develop a study with the interest towards a car infotainment system (CIS) In this study customer purchasing intention is influenced directly by perceived value and it is indirectly influenced by perceived benefits and perceived sacrifice Perceived benefits include perceived usefulness and perceived driving safety while perceived sacrifice includes perceived risk and perceived price Quantitative research method is applied with 319 valid questionnaire Obtained result shows that customer purchasing intention is influenced by perceived value with explanation level is 69% In addition, perceived value is well-explained by perceived benefits and perceived sacrifice with explanation level of 55% Moreover, perceived price and perceived risk have negative and statistical significant impacts on perceived value while perceived usefulness and perceived driving safety have positive and significant impacts on perceived value

2.3.2 Factors influencing on customer purchasing intention in automobile

2.3.2.1 Brand awareness

Brand awareness is defined as the probability of the customers are get well with firms‘ products or services and how the accessibility level towards these products (Malik et al., 2013) Another definition of brand awareness refers to the reputation of the firms‘ products or services in the market (Gustafson & Chabot, 2007) The relationship between brand awareness and customer purchasing intention towards auto products are highlighted in previous empirical evidences Malik et al (2013) examine industrial and agricultural market in Pakistan of which automobile is within and they identify that brand awareness has positive influence

on customer purchasing intention but its impact level is lower than brand loyalty Hasan (2008) develops a thesis about the influence of brand name on consumer decision in car choice Hasan (2008) obtains the result of which 44% of total respondents state that they often purchase car with well-known brand names in the market

2.3.2.2 Perceived value

Perceived value is defined as how the customers perceive about the benefits

of purchasing products or services and what the sacrifices that they need to take as compensation for ownership (Chang & Hsiao, 2011) Perceived value gains much attention from previous researchers Dodds & Monroe (1985) indicate that the customers often purchase products or services that have higher value than products

or services that have lower value Dodds et al (1991) emphasize that product value

is not reflected through the price but real value that the customers can take from purchasing products or services Monroe (2002) even provides an equation to measure perceived value from the customers and it is equal to perceived benefits divided by perceived sacrifice

In term of the relationship between perceived value and customer purchasing intention towards auto products, some empirical evidences are available Chang & Hsiao (2011) provide a survey with 319 respondents and they obtain the result of which perceived value has positive linkage with purchasing intention and the linkage is very strong with R-Square is 69% Yee & San (2011) examine the relationship between purchasing decision of Malaysian consumers to buy automobile and three explanatory factors, including perceived quality, perceived value, and perceived risk and they obtain the result of which perceived value has positive impact on purchasing decision of the consumers Wen & Noor (2015) propose that perceived value of the customers in Malaysian hybrid car market is formulated from functional value, symbolic value, emotional value, novelty value, and conditional value and customer intention to purchase hybrid cars are only depended on functional value, emotional value, and conditional value

2.3.2.3 Brand personality

Brand personality is defined as human characteristics which the customers ascribe to brands (Aaker, 1997) According to Bruwer & Buller (2005), brand personality is important as it helps the firms to differentiate their brands with other competitors‘ brands When examining the relationship between brand personality and customer purchasing intention towards auto products, Wang et al (2009) divide

brand personality into company-brand personality and product-brand personality in their conceptual model It is noted that the study of Wang et al (2009) is developed for Chinese automobile market and the result shows that both items of brand personality have positive influence on purchasing intention but the impact of product-brand personality is higher than company-brand personality

2.3.2.4 Product quality

Before understanding the impact of product quality to customer purchasing intention, it is necessary to examine its closer term, named as perceived quality According to Keller (2008), customers often rely on their perceived quality to detect quality level of a product and they utilize perceive quality in the process of evaluating alternative options before finalizing purchasing decision Perceived quality, therefore, is defined as the customers‘ perception of product or service quality whether it is superior compared to others or not (Mirabi et al., 2015) The study of Zeeshan (2013) identifies that quality is important factor to the business of the firms and it helps to create competitive advantage that helps the firms to overcome other competitors in the market Other researchers highlight that perceive quality is general perception from the customers and it is relied on how product specification (Kia, 2012; Iisen & Vanec, 2001; Aaker, 1991)

Product quality, then, is considered as one of the most important factor in customer purchasing intention process and the firms which can assure for their product quality will receive the benefit of higher customer satisfaction and customer loyalty (Mirabi et al., 2015) The study of Tariq et al (2013) highlight the role of product quality and they address that product quality must be maintained or improved continuously Tsiotsou (2006) asserts that the products that have high product quality often gain higher customer purchasing intention compared to lower product quality Jalivand et al (2011) provide a questionnaire with more than 240 respondents and they obtain that product quality has positive effect on customer purchasing intention Mirabi et al (2015) carries out a survey with 384 respondents and they identifies that product quality has highest impact to customer purchasing

intention in auto market compared to product packaging, brand name, price, and advertising

2.3.3 Research model

The discussion about factors influencing on customer purchasing intention in automobile market above reveals a research model which is illustrated in the Figure below:

Figure 2.3: Research model

Source: Thanosumb (2016)

Research hypotheses are established upon on this research model as below:

H1: Brand awareness has positive influence on customer purchasing intention in Hanoi automobile market

H2: Perceived value has positive influence on customer purchasing intention

in Hanoi automobile market

H3: Brand personality has positive influence on customer purchasing intention in Hanoi automobile market

H4: Product quality has positive influence on customer purchasing intention

in Hanoi automobile market

H1

H2 H3 H4

CHAPTER 3 RESEARCH METHODOLOGY

3.1 Research philosophy

Before the discussion of research philosophy, the researcher proposes using research onion framework which is provided by Saunders et al (2009) It is illustrated as below:

Figure 3.1: Research onion

Source: Saunders et al (2009)

Research onion is a research framework in which the researchers explore and choose the most suitable types, regarding to different aspects of academic researches According to Saunders et al (2009), research onion framework is constructed by different layers The core of this framework is data collection and data analysis and it is bounded by the time of conducting the researches which is divided into cross-section and longitudinal The next layer is research method and there are two main research method which is categorized into mono method, mixed method, and multi-method Mono method is then divided into quantitative and qualitative method and the researchers choose one of them in their studies Mixed

method is defined as the combination of quantitative and qualitative method while multi method is the application of quantitative and qualitative method in multiple studies Research method is covered by research strategy which has several types, including experiment, survey, case study, action research, grounded theory, ethnography, and archival research It is denoted that each research strategy is suitable for different research situation and research objectives Research strategy is bounded by research approach and there are two research approaches, including deductive and inductive Finally, research philosophy covers all components of research onion framework and it refers to positivism, interpretivism, pragmatism, and realism

Research philosophy is emphasized as a process whether the data for analyses to be collected and what the analytical process (Saunders et al., 2009) Many researchers provide different research philosophies such as functionalism, realism, objectivism, positivism, subjectivism, and interpretivism (Collins, 2010) However, the most preferable research philosophies are either positivism or interpretivism (Neville, 2005)

Positivism research philosophy is the application of neutral language into observation of social phenomenon and of nature science to explore the facts (Levin, 1988) On the other hand, positivism research philosophy is applied when social phenomenon can be analyzed by using natural sciences or they are measurable through quantitative measurements (Fisher et al., 2004) In addition, it is asserted that social phenomenon which is about objective facts and they consist of specific correlations is explored further by using positivism research philosophy (Denscombe, 2002)

In the contrast, interpretivism research philosophy is applied when social phenomenon is consistently changed or the context cannot be described by natural science (Saunders et al., 2009) In this context, interpretivism concept is abstract and social phenomenon which is generally abstract or which is existing in dependence of observed context is resolved by using interpretivism research philosophy (Gephart, 1999) Moreover, interpretivism is applied when the researchers want to understand social phenomenon rationally or they are dealing up

with unstructured data at the point in time of data collection (Bryman & Bell, 2007)

In addition, this research philosophy Basis applicable in case of the researchers want to detect key findings from human actions or social point of view and the way

of explaining key findings is through verbal description (Nudzor, 2009)

Based on the general understandings about positivism and interpretivism research philosophy, this study will follow positivism due to various explanatory factors:

First, this study will clarify the relationship between customer purchasing intention towards auto products and four explanatory factors (brand awareness, perceived value, brand personality, brand personality, and product quality) On the other hand, Vietnamese customer purchasing intention towards auto products is explained through its causal relationship with some factors and it is the first reason

of choosing positivism due to this research philosophy supports the studies that come up with causal correlations

Second, one of the main goal of positivism research philosophy is to gain better understanding about a reality and social phenomenon is an objective reality (Schutt, 2006) It is noted that Vietnamese customer purchasing intention exists independently with the observers, therefore, it is better to apply positivism research philosophy

Third, managing collected data in interpretivism research philosophy is often harder than in positivism research philosophy due to interpretivist often deal up with unstructured data (Altinay & Paraskevas, 2008) To reduce time consuming and data preparation effort, positivism research philosophy will be utilized accordingly

3.2 Research approach

After positivism research philosophy is chosen, the next step in the research onion process is to determine which research approach to be used in this study In general, there are two research approaches that are commonly used, including deductive and inductive (Remeny et al., 1998) Each research approach is different

to each other

Deductive research approach is very useful in academic sciences due to it emphasizes a research process which is started from general and is ended up with

specific findings (Bryman & Bell, 2007) Deductive research approach relies on specific theories which are existing or there are several researchers to mention about

it before and then, these theories will be applied in specific situation with the objective of gaining empirical verification (Anderson, 2004) The result of deductive research approach is to recognize that applied theories are applicable or not (Saunders et al., 2009)

In the contrast, inductive research approach is applied when the researchers want to establish new theories by observing social phenomenon in multiple cases (Anderson, 2004) It means that inductive research approach comes from specific to general (Saunders et al., 2009) Moreover, it is identified that a social phenomenon which is true in multiple case will be true in particular case also (Hackley, 2003)

Based on the general understandings about deductive and inductive research approach, this study will follow deductive due to various explanatory factors:

First, research approach and research philosophy are attached with each other and there are two pairs, one is positivism – deductive and other is interpretivism – inductive (Saunders et al., 2009) Other researchers indicate that positivists often follow deductive research approach while interpretivist often choose inductive research approach (Schiffman & Kanuk, 1997) Since the previous section results the final choice of positivism research philosophy, deductive research approach will

be selected accordingly

Second, nature of researched topic is important criteria to select between deductive and inductive (Creswell, 1994) In fact, the topic which is explored by many researchers before is often resolved by using deductive research approach and vice versa Through Chapter 2, it is said that customer purchasing intention is very common topic and there are many empirical evidences which are about customer purchasing intention towards auto products Thus, positivism research philosophy is certain choice

Third, deductive research approach gains benefit from the following of positivism research philosophy It is less time consuming and data preparing effort (Saunders et al., 2009) As mentioned in earlier part, positivism research philosophy

does not deal up with unstructured data so that deductive research approach is easier

to apply

Based on the reasons of choosing deductive research approach, this study is developed with following steps:

Figure3.2: Research process

In the first step, the researcher identifies problems related to the topic and it helps to construct respective research objectives and research questions This step is carried out and done in Chapter 1 The second step is to investigate the literatures which are relevant to the studied topic and the researcher explores the concept and the process of customer purchasing intention as well as to identify factors influencing on customer purchasing intention towards auto brands in Vietnam The third step is to develop the questionnaire and it must support quantitative measurement as the relationships between variables The next step is to conduct pre-test for the questionnaire with the participation of the volunteers On the other hand, the volunteers evaluate the content of the questionnaire, the suitability of the

Problem Statement Literature Review Quantified questionnaire

Pre-test Data analysis Research Finding Discussion Conclusion & Recommendations

wordings, the easiness of the instruction, and the reasons of adding and removing variables After the questionnaire is developed and tested, the researcher delivers the questionnaire to chosen respondents and to collect their answers Collected data

is utilized for data analysis process and the outputs of the data analyses allow the researcher to generate research findings The researcher also provides the discussions for each part of data analysis results Finally, the last step is conducted

in order to conclude the researched topic and to provide the recommendations to further improve customer purchasing intention towards auto products

3.3 Research strategy

Research strategy is emphasized as how the data to be collected and it provides direct supports to both research philosophy and research approach (Saunders et al., 2009) There are many research strategies such as case study, survey, interview, archival research, etc (Collins, 2010) In fact, case study and survey are the most commonly used research strategies (Gable, 1994) In this study, case study will be selected as main research strategy and it is supported due to various explanatory factors:

First, the selection of research strategy is not only based on research philosophy and research approach but also research objectives (Saunders et al., 2009) For a research objective which is conducted to emphasize specific correlation among variables, case study will be conducted due to this correlation is existed in specific case study (Saunders et al., 2009)

Second, case study is often used in case of deductive research approach as this approach starts from general to specific and the obtaining of specific key finding is done through specific case study (Schiffman & Kanuk, 1997) On the other hand, case study is appropriate in the studies that are conducted with positivism research philosophy and deductive research approach (Saunders et al., 2009) Moreover, case study is deployed with a questionnaire in order to collect required data for specific findings

Third, case study is more relevant compared to survey strategy due to case study overcomes the issue of only a snapshot from case study (Gable, 1994)

Moreover, other researchers identify that case study can provide in-depth understanding about social phenomenon which is complex and it can extend experiences and knowledge of the fact (Soy, 1997)

of this relationship is done when collected data format is well-structured and this kind of data is often collected from a survey of questionnaire or structured interview (Berg & Latin, 2004) Moreover, quantitative research method provides direct support in the studies that are resolved by using positivism research philosophy and deductive research approach (McCarthy, 2008) Other researchers determine key advantage of positivism research philosophy is to reflect opinions from overall opinions due to the data is collected from a survey of questionnaire on overall population or sample and it is more concrete compared to interview method since it

is only done on few respondents or experts (Vanderstoep & Johnson, 2009)

In the contrast, qualitative research method supports the data that is often collected from interviews with the experts or few respondents and it is often done upon on actual observation or verbal description (Boxill et al., 2009) In addition, qualitative research method is very useful in case of the researchers want to collect opinions and attitudes from group of people attached to social phenomenon (Mack

et al., 2005) Moreover, qualitative research method is carried out with subjective assessment while quantitative research method is established with objective assessment (Nykiel, 2007)

Based on the general understandings about quantitative and qualitative, this study will follow quantitative research method

3.5 Data collection

3.5.1 Primary data

Primary data will be collected from well-structured survey of questionnaire with customers who want to purchase auto in Hanoi, Vietnam The questionnaire is designed with two parts The first part is set to collect demographic information of the respondents, including gender, age, education, and monthly income The second part is set to collect the respondents‘ assessment towards auto and related factors

3.6.1 Design of the survey

In this study, survey of questionnaire is designed with several items per each factor On the other hand, it means that each factor is constructed from some items

to help the respondents easily select their options which are closed to their opinions The structure of the questionnaire is presented in the table below Moreover, a scale

of 5 points (1-strongly disagree, 2-disagree, 3-neutral, 4-agree, 5-strongly agree) will be chosen

Table 3.1: Survey of Questionnaire’s Items

Customer

purchasing

intention

 In term of ownership, I intent to purchase automobile

 I would like to have automobile

 If I have an opportunity, I would like to suggest my relatives and my friends to purchase automobile

awareness  I can differentiate this brand from others

 This brand comes up first in my mind when I want to purchase a car

 When I see an advertising about car, I always think about this brand first

 When I think about a car, I can recognise this brand name immediately

Perceived value  This brand provides good value for the money

 The quality of this brand is reliable

 I am proud to own/use a car of this brand

 What I get from this brand is worth the cost

Brand

personality

 This brand matches my personality

 I can quickly recall the symbol or the logo of this brand

 I have a clear image of the type of person who would use this brand

Product quality  I can expect superior performance from this brand

 The quality of this brand is very high

 In term of overall quality, I would rate this brand high value

Source: Thanosumb (2016)

Besides of the survey of questionnaire above, it is necessary to collect demographic information of the respondents Some demographic information that are relevant to this research, including gender, age, income per annum, and occupation Gender is divided into male and female Age is grouped by 25-35, 36-

46, 46-55, and more than 55 Income per annum includes less than 120VNDm, 240VNDm, 240-360VNDm, and more than 360VNDm Finally, occupation of the respondents is collected as last demographic information and it consists of private service, government service, freelancer, and others