Đối tượng nghiên cứu: Các yếu tố như ánh sáng, nhiệt độ, mùi hương, màu sắc, cách bố trí của một cửa hàng có thể ảnh hưởng đến hành vi và quyết định mua hàng của khách hàng.. Lý thuyết m
Trang 11 Tên đề tài: Ảnh hưởng của các yếu tố ngoại vi lên hành vi mua sắm của khách hàng.
2 Đối tượng nghiên cứu: Các yếu tố như ánh sáng, nhiệt độ, mùi hương, màu sắc, cách bố trí
của một cửa hàng có thể ảnh hưởng đến hành vi và quyết định mua hàng của khách hàng
3 Đối tượng khảo sát: Khách hàng mua sắm tại các cửa hàng nhỏ lẻ, cửa hàng tiện dụng, siêu
thị, pop-up store, gian hàng tại trung tâm mua sắm,
4 Lý thuyết marketing sử dụng: Hành vi khách hàng (Consumer Behavior) Ngoài ra có tham
khảo sách “Marketing Hệ Não đồ” – Tiến sĩ David Levis, chủ tịch Mindlab International
5 Các bài nghiên cứu liên quan đến Consumer Behavior
Research 01: “A Study on Factors Influencing on Buying Behavior of Customers” – Sudarshan Pawar, Sunil Naranje.
Abstract:
In Present Marketing Scenario, the Study of Consumer Behavior has become essential Consumers are the kings of markets Without consumers no business organization can run All the activities of the business concerns end with consumers and consumer satisfaction Customer behavior study is based on consumer buying behavior, with the customer playing the three distinct roles of user, payer and buyer Consumer buying behaviour has become an integral part of strategic market planning In order to develop a framework for the study consumer behaviour it is helpful to begin by considering the factors which impacts on consumer buying behaviour as well as the evolution of the field of consumer research and the different paradigms of thought that have influenced the discipline As described in this article, a set of dimensions can be identified in the literature, which can be used to characterize and differentiate, the various perspectives on consumer research
The objective of the research endeavour is to achieve a better understanding of consumer behaviour with the factors influence consumer buying processes This article aims to identify different streams of thought that could guide future consumer research
This research paper mainly focuses on Automobile (Four wheeler) Customers and their buying behaviour in pune city Descriptive type research design used in the study Sample size is 265 Customers who own a car Convenience sampling technique is used in the research Data is collected through structured questionnaire Data is analysed through using Excel and various statistical tools Findings are derived from the data analysis and required suggestions are given Link: 'A Study on Factors Influencing on Buying Behaviour of Customers' by Sudarshan Pawar, Sunil Naranje :: SSRN
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Trang 2Research 02: Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh – Mohammad Anisur Rahman, Md Aminul Islam, Bushra Humyra Esha, Nahida Sultana & Sujan Chakravorty.
Abstract:
The World Wide Web has propelled in no small extent of changes in the attitude and behavior
of people all over the world Due to this blessing, online shopping has emerged which influenced the lives of ordinary citizens Online shopping has also been started in Bangladesh, but consumers are not much habituated yet to go online shopping frequently This study is undertaken to understand the behavior of online shoppers through a self-constructed questionnaire of 160 respondents from Dhaka city The survey reveals that consumers shop online to save time, and for available varieties of products and services Both male and female both have the same type of behavior towards liking and disliking factors; they like home delivery facility and dislike inability to touch and feel the product most They acquire online shopping information from websites especially from the social network and purchase apparels, accessories mostly through cash on delivery method of payment The most of the consumers are concern about the security of the payment system, and their overall online shopping satisfaction is mixed
Link: Full article: Consumer buying behavior towards online shopping: An empirical study on Dhaka city, Bangladesh (tandfonline.com)
Research 03: Impact of Covid-19 on consumer behavior: Will the old habits return or die? – Jagdish Sheth.
Abstract:
The COVID-19 pandemic and the lockdown and social distancing mandates have disrupted the consumer habits of buying as well as shopping Consumers are learning to improvise and learn new habits For example, consumers cannot go to the store, so the store comes to home While consumers go back to old habits, it is likely that they will be modified by new regulations and procedures in the way consumers shop and buy products and services New habits will also emerge by technology advances, changing demographics and innovative ways consumers have learned to cope with blurring the work, leisure, and education boundaries
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