Business Research: Ministry of Finance University of Finance and Marketing

MINISTRY OF FINANCE
UNIVERSITY OF FINANCE
AND MARKETING
BUSINESS RESEARCH
FACTORS AFFECTING CUSTOMER’S

DECISION TO BUY CO.OPMART PRIVATE
LABEL BRAND FAST MOVING CONSUMER
GOODS IN HO CHI MINH CITY
MINISTRY OF FINANCE
UNIVERSITY OF FINANCE
AND MARKETING
BUSINESS RESEARCH
Student name: Ly Minh Chau
Student ID:1721000955
Class: IP_17DKQ
Lecturer: Hoang Thu Hang

Abstract
In recent years, the market for Fast Moving Consumer Goods has developed at such
a promising growth rate that it has become such a tough competition between many brands.
Interestingly, many brands have been trying to differentiate their product by offering the
customers with private label brands. In order to survive in this fierce competition, the
company or the brand have to understand well the customer decision criteria. One of the
most well-known brand in Vietnam market mow is Co.opmart. This research aims to find
out and analyze which factors can possibly affect the purchase decision of Co.opmart
private label brand Fast Moving Consumer Goods. Furthermore, by conducting this
research, the author hopes to shed light on the dimensions in which the brand or the
company can influence to achieve better customer’s purchase decisions.
There are four factors including in the research: PRICE CONSCIOUSNESS,

VALUE CONSCIOUSNESS, BRAND IMAGE, and QUALITY. After the study was
conducted with quantitative method, it came to the conclusion that BRAND IMAGE
appeared to be the most influencing factor to the purchase decision of Co.opmart’s private
label FMCG.
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Table of Contents
Abstract ........................................................................................................................................... 3
List of Figures ................................................................................................................................. 6
List of tables .................................................................................................................................... 7
Chapter I. Introduction ............................................................................................................... 8
1.1 Background of the study .................................................................................................. 8
1.2 Problem statement ............................................................................................................ 9
1.2.1Research objective .......................................................................................................... 9
1.2.2Research question ......................................................................................................... 10
1.3 The scope of study.......................................................................................................... 10
1.4 The relevance of the study ............................................................................................. 10
1.5 Structure of the study ..................................................................................................... 11
Chapter II. Literature review ..................................................................................................... 12
2.1 Basic concepts ..................................................................................................................... 12
2.1.1 Fast Moving Consumer Goods (FMCG) ..................................................................... 12
2.1.2 Private label brand (PLB) ............................................................................................ 13
2.2 Background theories ........................................................................................................... 14
2.2.1 Consumer behavior model ........................................................................................... 14
2.2.2 Theory of reasoned action (TRA) ................................................................................ 16
2.2.3 Theory of planned behavior (TPB) .............................................................................. 17
2.3 Related studies .................................................................................................................... 18
2.3.1 Review of previous studies .......................................................................................... 18
2.3.2 Price consciousness ...................................................................................................... 22
2.3.3 Value consciousness .................................................................................................... 23
2.3.4 Brand image ................................................................................................................. 24
2.3.5 Quality.......................................................................................................................... 25
2.3.6 Purchase decision ......................................................................................................... 25
2.4 Proposed research model .................................................................................................... 26
Chapter III. Methodolody ....................................................................................................... 27
3.1 Research design .................................................................................................................. 27
3.1.1 Quantitative research ................................................................................................... 27
3.1.2 Research process .......................................................................................................... 27
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3.2 Research type ...................................................................................................................... 28
3.3 Research data ...................................................................................................................... 28
3.3.1 Secondary data ............................................................................................................. 28
3.3.2 Primary data ................................................................................................................. 29
3.4 Research tool ....................................................................................................................... 30
3.4.1 Questionnaires.............................................................................................................. 30
3.4.2 Preparation of the multi-item scale .............................................................................. 32
3.5 Sampling ............................................................................................................................. 33
3.5.1 Sample population ....................................................................................................... 33
3.5.2 Sampling frame ............................................................................................................ 33
3.5.3 Sampling size ............................................................................................................... 34
3.5.3 Sampling technique ...................................................................................................... 34
3.6 Data analysis ....................................................................................................................... 36
Chapter IV. Data Analysis and Results ................................................................................... 37
4.1 Introduction ......................................................................................................................... 37
4.2 Descriptive analysis ............................................................................................................ 37
4.3 Reliability analysis .............................................................................................................. 38
4.4 Exploratory Factor Analysis ............................................................................................... 44
4.4.1 Independent variables .................................................................................................. 44
4.4.2 Dependent variables ..................................................................................................... 47
4.5 Pearson Correlation Analysis .............................................................................................. 49
4.6 Linear Regression Analysis ................................................................................................ 50
4.7 Hypothesis Testing.............................................................................................................. 53
Chapter V. Conclusion and recommendation ............................................................................ 55
5.1 Introduction ......................................................................................................................... 55
5.2 Discussion of results ........................................................................................................... 55
5.3 Address the research question ............................................................................................. 56
5.4 Limitations of the research.................................................................................................. 56
5.5 Recommendations for the future research .......................................................................... 57
5.6 Recommendations for the business/brand .......................................................................... 57
APPENDIX: QUESTIONNAIRE ................................................................................................ 59
References ..................................................................................................................................... 63
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List of Figures
Figure 1 Consumer behavior model .................................................................................. 16
Figure 2 Theory of Reasoned Action ................................................................................ 17
Figure 3 Theory of Planned Behavior ............................................................................... 18
Figure 4 The proposed research model ............................................................................. 26
Figure 5 The research process ........................................................................................... 27
Figure 6 Data analysis process .......................................................................................... 36
Figure 7 Descriptive analysis of age and gender ............................................................... 37
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List of tables
Table 1 Summary of previous study .................................................................................. 21
Table 2 Measurement scale for factors .............................................................................. 32
Table 3 The first run of Cronbach's alpha ......................................................................... 41
Table 4 The second run of Cronbach's alpha .................................................................... 44
Table 5 KMO and Bartlett’s Test for independent variables ............................................ 44
Table 6 Total Variance Explain of independent variables ................................................ 45
Table 7 Rotated Component Matrix of independent variables.......................................... 46
Table 8 KMO and Bartlett's Test of dependent variables ................................................. 47
Table 9 Total variance explained of dependent variables ................................................. 48
Table 10 Component matrix of dependent variables ......................................................... 48
Table 11 Correlations ........................................................................................................ 50
Table 12 Model Summary ................................................................................................. 51
Table 13 ANNOVA ........................................................................................................... 52
Table 14 Coefficients......................................................................................................... 52
Table 15 Hypothesis Testing ............................................................................................. 54
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Chapter I. Introduction
1.1 Background of the study
Human’s life has witnessed significant changes recently due to the innovation and
ongoing growth rate of globalization. It really makes sense that human’s demand keeps
rising in parallel with the high development of the modern world. Maslow’s hierarchy of
needs has stated that human needs are never fully satisfied. As a result, the marketer’s job
is to satisfy the ever-changing customer’s needs. This creates a very promising opportunity
for those who can catch up with the latest trends and run the business. Consequently, Fast
Moving Consumer Goods emerge as a lucrative target for manifold investors. Due to the
very nature of the FMCGs (the provision of essential products at high quality and low cost),
they have the ability to constitute a large portion of consumers’ budget in every corner all
over the world. As a developing country, Vietnam’s population bears a very high demand
for daily consumption of these products. Possessed with more than 90 million people and
a gold-population structure (with 56 % of the population under 30), Vietnam is not the
exception in the expansion of FMCGs sector (MInh, 2018). Moreover, it is predicted that
the total expenditures of Vietnam consumers will double and reach approximately $173
billion in 2020. The growth rate in the period 2011-2010 is supposed to be the highest
among ASEAN countries (8%)(Như, 2019). Many report from international market
investigation bears a strong resemblance to these figure and conclude that Vietnam
(especially the very dynamic Ho Chi Minh city) poses great opportunities for the
development of FMCGs.
Besides, there is a rising retail revolution underway, which is known as “private

label”. Instead of introducing multi-brands to adapt to the various choices of consumers,
retailers are now transforming into developing their own products. As consumers are more
cautious with their purchase decision, they are gradually forming the habits of finding and
seeking the value for their money. This generates a very high potential for the growth of
private label on the globe. It is noticeable to see that this sector now seems to take the lead
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in Vietnam market as more and more retailers want their customer to recognize their own
products and maintain strong brand identification.
Since Vietnam is an open economy, it is no longer the game between domestic

competitors but they also have to face obstacles at international level. There is always a
rising concern whether or not Vietnamese retailers will be defeated on their own home.
Fortunately, in recent years, the government has promoted encouragements to use
Vietnamese products as a Vietnamese people. A successful business is operated by the wise
idea of recognizing the possibility of the current market situations. Vietnamese retailers are
approaching these innovations quite well provide that various retailers mushrooms to
provide FMCGs under their own brand name. Among these retailers, it is obvious that
Co.opmart seems to take the lead in the industry by incorporating the aforementioned
business ideas. What Co.opmart does is just to provide daily consumption products under
their own brand name, so what makes them distinctive from other competitors and becomes
the apple of people’s eyes? These drive my curiosity and I keep questioning myself how?
For this reason, I would like to choose the topic “Factors affecting customer’s decision to
buy Co.opmart private label brand FMCGs in Ho Chi Minh city” to tackle my concerns.
This study is made with a view to shedding light on the contributing factors that influence
customer’s decision to select FMCGs under Co.opmart private brand.
1.2 Problem statement

1.2.1Research objective
It is of great significance to study how consumer behaviors are affected as it strongly
represents the success of the business. The behaviors of consumers change from time to
time by changing some factors affecting their selection. The preliminary purpose of the
study is the research of behavior of people in Ho Chi Minh city in the selection of
Co.opmart private label FMCGs. The study also wants to find out factors affecting
customer decisions to gain more insights into consumer behavior. In addition, the
researcher wants to determine the level impact of factors to the selections of the customers
(from the most important to the least important). Finally, the research aims to identify on
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which dimensions can Co.opmart brand concentrate on to live up to customer’s
expectations and operate a successful business.
1.2.2Research question
The researcher will collect and analyze data and reveals the findings to answer the
below questions:
- What factors affecting customer’s decision to buy Co.opmart brand private label FMCGs?
- What is the most crucial factor to the selection of consumers?
- What is the least crucial factor to the selection of consumers?
- The relationship of each factor to the selection of consumers? (positive or negative)
- To what extent does price factor affect customer’s decision?
- Does brand loyalty affect consumer’s decisions?
- Does reference groups have an influence on the selection of consumer?
- In which way can Co.opmart do to increase the consumer’s purchase decision?
1.3 The scope of study

The research will only focus on the factors that drive consumers’ decision to the
selection of Co.opmart private label brand FMCGs in Ho Chi Minh city. Ho Chi Minh city
is such a bustling city in Vietnam so that most of consumers have a very high demand for
FMCGs and get acquaintances to the consumption of FMCGs. The research is
accomplished through collecting information from respondents by creating online
questionnaire- one of the most common method for data collection. The research is
conducted within a month (from middle September 2019 to middle October 2019).
1.4 The relevance of the study

From the economy’s perspective, this study will specify the reasons that contribute
to the selection of Co.opmart brand private label FMCGs in Ho Chi Minh city. This gives
the company a broad picture of Vietnamese retail market and helps them to highlight the
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important factors that are of great consideration of consumers when making a purchase
decision. By emphasizing the role of significant factors, the company is able to understand
the market better and satisfy what consumers need. As a result, this study assists the
company in analyzing the market and implementing appropriate marketing strategies to
achieve the best consequences when running the business.
1.5 Structure of the study

The study is comprised of five chapters. Each chapter will be discussed separately
with various concepts and explanations. These chapters are:
- Chapter 1 (Introduction): It describes what drives the researcher to conduct the research
by referring the current situation of FMCGs and private brand in Vietnam market. Also,
chapter 1 gives the brief ideas of research objectives, research procedures, …
-Chapter 2 (Literature review): This part is very important to the conduct of the research
because it reveals many concepts and theories related to the study. By referring to the
results of previous study, the researcher extracts some potential factors that will be used
for the research. Also, the proposed research model will be formed and the researcher will
clearly state the relationship between each factors and the purchase decisions.
-Chapter 3 (Methodology): This chapter visualizes how the research will be conducted. It
includes determining the sample and sampling method for data collection, forming the
questionnaire.
-Chapter 4 (Results and discussions): Data analysis and its results will be shown in this
chapter. The data collected from the survey will be analyzed by using the SPSS software.
-Chapter 5 (Conclusions and recommendations): This chapter will summarize what the
research has achieved so far and give some recommendations for the development of the
company. What is more, some limitations of the research will be pointed out to seek for
improvements in the future research.
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Chapter II. Literature review
2.1 Basic concepts
2.1.1 Fast Moving Consumer Goods (FMCG)
The Fast Moving Consumer Goods (FMCG) sector represents one the largest
industry in the world. It is mainly characterized by corporations with the provision of low-
cost products that are in constant high demand. To fully understand the concept of FMCG,
we need to go back to the very nature of FMCG. Years ago, the corporation’s productive
activity was the main criteria for the evaluation of competitiveness in the market.
Nowadays, the development of sales-systems in the manufacturing or distributing of the
FMCG market boosts the dynamic processes of the companies. FMCG’s are extremely
important for the market as they constitute the dominant part of the consumer’s demand.
This is due to the fact that FMCGs are always essential products for the consumers. This
is the reason one of the defining word combination is “fast moving”. The term “fast
moving” stems from the fact that FMCG products usually have a short shelf life and are
non-durable. These goods move fast throughout the market and bring good profit margin
for the FMCG corporations. Products that are categorized as FMCG include food,
beverages, personal hygiene and household cleaning utensils. From a retailing perspective,
FMCG is often cited as a low margin-high volume game. Seeing as profit margins are
usually rather slim, firms operating in the FMCG sector mostly employ a strategy focused
on driving top line sales. Within categories, FMCG products are often near-identical, and
for this reason, price competition between retailers can be intense. To boost profitability,
companies use marketing and other techniques to establish loyalty to the product, which
enables them to charge higher prices. That said, managing input costs also remain vitally
important, as small margin gains still have a significant impact on the bottom line due to
the large volumes. Another important characteristic of the FMCG sector is that it generally
does well in an economic downturn, with consumers rather cutting back on luxury
products.
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2.1.2 Private label brand (PLB)
A private-label product is a manufactured good that a retailer purchases from a
supplier, with the intention of renaming, repackaging and selling it under the distributor’s
own brand name. Depending on the agreement between a manufacturer and a retailer, the
manufacturer sometimes handles the packaging and labeling for the retailer for an
additional charge. Otherwise, the retailer is responsible for the process of dressing up the
product as its own. Thus, it can be said that Brands owned not by a manufacturer or
producer but by a retailer or supplier who gets its goods made by a contract manufacturer
under its own label are called private label brands. Manufacturers use either their own
name, that of a middleman, or a combination of both when they are marketing their
products. Private labeling occurs when middlemen, usually large retailers or wholesalers,
develop their own brand. Building a following from scratch through private-label products,
especially in rough economic times, is challenging because smaller retailers do not have
the marketing budget compared to their larger-sized competition.(Asst & Studies, n.d.)
The definition of private label branding has evolved significantly over time. Some
would argue the term “private label” is a misnomer of great proportions. There is no
question that the words “private label” acknowledges the birth, history and existence of
generic and store brands. Yet, the term does not adequately capture the extent to which
private label has progressed. Today's retail marketers are managing their proprietary brands
with the same combination of care and innovation as manufacturers of national brands. In
recent years, retailers have been liberating themselves from the traditional definition of
private label marketing as being the poor relative of national brand consumer goods, and,
in doing so, opening up huge opportunities for private label branding. These opportunities
require the adoption of a different set of marketing and branding practices to support and
propel the retailer’s business and marketing ideals for its PLBs. The key to successful
marketing management for today’s retailers is to understand the contribution and role of
their proprietary or “own” brands in the long-term business strategy and marketing mix of
the retail store and consider both the supply side and the demand side of the equation.
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Strategic brand management goes hand in hand with these endeavors to establish
sustainable points of difference in each aisle and segment within the store. It also spurs
decisions about how to appropriately define the retailer’s “own” brand portfolio in order to
galvanize consumers to connect and reconnect with its franchise in a compelling manner
(Bharathi, 2017).
Since manufacturers' (producers') brands have large advertising expenditures built

into their cost, a private labeler is able to buy the same goods at a lower cost and thus sell
them at a lower price and/or at a better profit margin. In addition, private labelers have
more control over pricing and are able to advantageously display their own brands for
maximum impact. For example, a grocery store can quickly reduce the price of its own
PLB in order to meet or beat a competitor's price. Or the grocery store can create a special
point-of-purchase advertising display and/or give its brand predominant shelf space in
order to boost sales. PLBs are usually priced lower than comparable manufacturers' brands
and therefore appeal to bargain-conscious consumers. As already mentioned, retailers like
PLBs because of their potential to increase store loyalty, chain profitability, control over
shelf space, bargaining power over manufacturers, and so forth (Dhar & Hoch, 1997)
2.2 Background theories

2.2.1 Consumer behavior model
This research focuses on the behaviour of personal or individual consumer.Personal
consumer is defined as people who purchases product and service for his or her own use.
They are referred as “end user” or “ultimate user”. Personal consumer performs end
consumption which involves individual of different age and background. Consumer
behavior is a subset of human behavior which is the way how a person interact with
everything around him. Human behavior is all the every thought, motive, sensation and
decision that a person experiences daily.
Walters (1974) described personal consumer behavior as: "the process whereby
individuals decide whether, what, when, where, how, and from whom to purchase goods
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and services." Schiffman and Kanuk defined personal consumer behavior as the analysis
of how people makes decision spending their available resources (time, money, effort) on
consumption-related purchase. In addition, it also encompasses that consumers display in
“searching for, purchasing, using, evaluating and disposing of products and services that
they expect it will satisfy their needs” (Jisana, 2014).
There are many models about consumer behavior which can be divided into three
main categories: traditional models, cognitive models and recent humanistic models. Two
categories cognitive models and recent humanistic models are important bases for many
customer intention or customer decision researchs. Among cognitive models, the Howard
& Sheth (H&S) Model which is published in 1969 is the most empirically validated model.
Figure 2.1 describes the consumer behavirour model of H&S including inputs, perceptual
and learning constructs, outputs and exogenous (external) variables. There are three types
of input which can be described as informational source and called as “stimuli”.
Significative stimuli is the information source coming from the product and brand
information. Symbolic stimuli is the information source coming from verbal or visual
product characteristics. Impersonal stimuli is the external information source such as
family, reference group and social class. Perceptual and learning constructs are the critical
parts in this model. It indicates the information adaptation and understanding process of
customers. The outputs are the intention or actual actions which happen after consumer’s
perceptual and learning constructs (Diogo R. Seborro, 2011).
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Figure 1 Consumer behavior model
Consumer behavior is still one new research topic in economic so most of consumer
behavior models are referred on scientific disciplines, such as psychology (the study of the
individual), sociology (the study of groups), social psychology (the study of how
individuals operate in groups), anthropology (the influence of society on the individual).
Consumer behavior is very critical to marketing and operation field that it is stated by
Assael that "Consumers determine the sales and profits of a firm by their purchasing
decisions. As such, their motives and actions determine the economic viability of the firm”
(PG Mostert, 2012).
2.2.2 Theory of reasoned action (TRA)

Theory of reasoned action was developed by Ajzen and Fishbein in the late 1960s
and revised in the 1970s. It was widely recognized as a pioneering doctrine in the field of
social psychology research (Eagly & Chaiken, 1993; Olson & Zanna, 1993). Its model
shows that the elements of consumption are the best predictors of consumer behavior.
According to TRA theory, a person's behavior was influenced by both attitudes and
subjective norms. The attitude was measured by beliefs and assessments of the results that
the behavior could create. Subjective Norms were defined as the perception of influential
people who thought that the individual should perform / or not perform the
behavior.(Leone, Perugini, & Ercolani, 1999)
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The biggest limitation of the TRA theory is that the theory comes from the
assumption that behavior is under control of the will. This theory applies only to conscious
behaviors. Unreasonable intentions, acting on habits or any behavior that is not consciously
considered, can’t be used to explain this.
Figure 2 Theory of Reasoned Action
2.2.3 Theory of planned behavior (TPB)

In order to have a further understanding of customer behavior, many researchers
refer to the model of Icek Ajzen which is firstly introduced in 1985 called the theory of
planned behavior. This theory is used to explain many intention and action including
smoking, drinking, breastfeeding and other substances. It suggested that these actions
depened on both motivation (intention) and ability (behavioral control). It stated that
“behavior is determined by intentions, attitudes (beliefs about a behavior) and subjective
norms (beliefs about others' attitudes toward a behavior)” (Raingruber, n.d.). A model of
planned behavior based on three types of beliefs including behavioral belief, normative
belief and control belief. Normative belief is the social belief about not doing some wrong
behavior which leads to the subjective norm.Subjective norm is individual’s perspective
about specific actions influenced by the judgement of people around them. Control belief
is the determination of the presence factors that can faciliate or prevent the performance of
behavior. It leads to the perceived behavioral control which is the estimation of the level
of ease or difficulty of conducting behavior. They all together lead to the intention of
behavior which is the desire to perform action in a specific way. However, the intention of
behavior is not very useful when individual's control over the behavior is incompleted. By
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adding "perceived behavioral control”, the model will be able to explain the relationship
of intention and actual action in the case of incompleted control. In addition, the theory of
planned behavior also increases the predictibility of intention in various fields including
healthcare, leisure, exercise, ect. Another application of the theory is in environmental
psychology. Generally, if a person behaves in a environmental friendly and sustainable
way, the action will have positive impacts and it will be a positive normative belief. This
application faciliates the explaination of the difference between sustainable behavior and
unsustainable behavior.
Figure 3 Theory of Planned Behavior
2.3 Related studies

2.3.1 Review of previous studies
According to Mark S.Glynn and Shaoshan Chen research, their study about
customer-factors moderating private label brands success has provided the foundation to
understand the purchase decision of customers in terms of private label brands. The results
indicate that quality variability, price consciousness, price‐quality association and brand
loyalty influence consumer proneness to buy PLBs. In addition, income, education and
household size are moderators of PLB purchasing. This research confirms the importance
of price consciousness and quality variability on PLB purchasing. The importance of these
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determinants depends on both the product category and the PLB market share within the
category. Retailers and manufacturers need to consider the effects of PLB in relation to the
product category. For retailers, the value of a PLB is less relevant in some categories but
appealing to the price conscious consumer is important. Manufacturers should note in some
categories that brand loyalty is important but not as much as price consciousness. Customer
income is still an important determinant of PLB purchasing(Glynn & Chen, 2009).
The study made by Justin Beneke, Ryan Flynn, Tamsin Greig, Melissa Mukaiwa
xamine the influence of perceived product quality, relative price and risk, respectively, on
perceived product value and, ultimately, consumers' willingness to buy private label
household cleaning products. The results are similar to those proposed by Sweeney, Soutar
and Johnson. Strong relationships between perceived relative price and perceived product
value, as well as between perceived product value and willingness‐to‐buy, were found to
exist. A negative relationship was observed between perceived product quality and
perceived risk. The results indicate that establishing a value perception is critical in the
buying process. Tangible cues exhibiting high quality (e.g. packaging, shelf space, media
placement) need profound attention. Furthermore, it is suggested that risk (which plays an
important part in the consumer decision process) is minimized through optimal retail
service quality and customer reassurances (Beneke et al., 2013).
L.E.Wells, H.Farley, G.A.Armstrong has investigated the importance of

packaging design for own-label food brands. This paper seeks to investigate the importance
of packaging design for a UK premium own‐label food brand, by developing an
understanding of how consumers evaluate own‐label packaging, providing an insight into
their shopping behavior regarding premium own‐label desserts and identifying the factors
that influence their purchase decisions. Implicit in this is a need to establish how the
packaging designs of premium own‐label products influence the purchase decisions of
consumers. As own‐label brands are exclusive to, and owned by, the retailer they have
potentially the opportunity to develop packaging designs that are even more attuned to their
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customer base than those offered by the equivalent range of branded products (Wells,
Farley, & Armstrong, 2007).
In 2017, Ebru Enginkaya has made a research to investigate into the dimensions
that are important to consumers during their purchase of private labels. The research was
conducted with variables: price consciousness, value consciousness, perceived quality,
consumer innovativeness. What the research has revealed is that price and value
consciousness are the major determinants of consumers’ purchase decision of private
labels. Price consciousness is the most important factor on the consumers’ attitude towards
private labels and purchase behavior. Consumers who are more sensitive to price and value,
prefer private label products while shopping. According to their experiences these
consumers believe that private labels are reliable and can be used instead of expensive
alternatives (Enginkaya, 2017).
The research conducted by Yongchuan Bao, Yeqing Bao, Shibing Shen in 2011
with a view to shedding light on the motivating purchase of private brands. The study
figured out that store image and product signatureness enhance quality perception and
purchase decision of private brands while quality variation reduces both outcomes (Bao,
Bao, & Sheng, 2011).
The study made by Stany Wee Lian Fong, Tan Pei Kian, and Yeo Sook Fern in
Malaysia in 2015 to find out the factors affecting the purchase decisions of private label
brands in Malyasia. The objective of the research is to examine the relationship between
brand image, perceived price and promotion to the purchase decisions of private label
brands. The research found out that monetary factors (price perceived and promotion) were
of little significance to the purchase decisions of private label brands. This study
empirically showed that brand image has full mediation effects on mediating price
perceived and promotion to purchase decision of private label products in Malaysia (Wee,
Fong, Kian, Fern, & Vincent, 2015).
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Aja Ebeke Egele, Prince Obinna Ikechi2, Ama Aka Udu (2017) have made the
research to figure out the Influence of Consumer Attitude on Private Label Brand Purchase
Behavior in Port Harcourt, Rivers State, Nigeria. There are three variables researched
(quality, familiarity, perceived economic situation). The findings revealed that there is
positive significant relationship between the three consumer attitude variables and private
label brand purchase behavior. The findings also validated passive learning theory that
attitude to object are likely formed after a purchase experience. Hence, the study concludes
that customer attitude to private label brand purchase behavior is formed from the
consumer's previous purchase experience with the store including the purchase of generic
brands. The implication of the findings, is that stores must ensure that their marketing
strategies achieve favorable consumer attitude to their store for the successes of any of their
private label brand or to develop and implement consumer attitude modification strategy if
they are faced with unfavorable consumer attitude (Article, 2009).
Table 1 Summary of previous study
Author Title Dependent variable Independent variable
Consumer-factors -Quality variability

Mark S.Glynn,
moderating private label -Price consciousness -
Shaoshan Chen Purchase decision
brand success: further Price‐quality association
(2009)
empirical results -Brand loyalty
The influence of
Justin Beneke,
perceived product quality,
Ryan Flynn,
relative price and risk on
Tamsin Greig,
customer value and Purchase decision
Melissa -Perceived product value
willingness to buy: a
Mukaiwa
study of private label
xamine
merchandise
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The importance of
L.E.Wells,
packaging design for
H.Farley, Purchase decision Packaging
own‐label food brands
G.A.Armstrong
-Price consciousness
The Factors Affecting The
Ebru -Value consciousness
Attitude Of Consumers' Purchase decision
Enginkaya -Consumer
Purchasing Private Labels
innovativeness
Motivating purchase of
Yongchuan
private brands: Effects of -Store image
Bao, Yeqing
store image, product Purchase decision -Product signatureness
Bao, Shibing
signatureness, and quality -Quality variation
Shen (2011)
variation
Stany Wee Monetary and Image
Lian Fong, Tan Influences on the -Brand image
Pei Kian, and Purchase Decision of Purchase decision -Perceived price
Yeo Sook Fern Private Label Products in -Promotion
(2015) Malaysia
The Influence of
Aja Ebeke
Consumer Attitude on -Quality
Egele, Prince
Private Label Brand -Familiarity
Obinna
Purchase Behavior in Port Purchase decision -Perceived economic
Ikechi2, Ama
Harcourt, Rivers State, situation
Aka Udu
Nigeria
(2017)
2.3.2 Price consciousness

Price consciousness is defined as “the degree to which the consumer focuses
exclusively on paying a low price” (Ridgway & Netemeyer, 2014). Therefore, price
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conscious consumers are concerned about searching for a low price in the marketplace, and
they derive emotional value and entertainment from shopping for lower prices (Alford &
Biswas, 2002). It is reflected in their shopping basket, since they tend to be store brand
users (Ailawadi, K.L., Neslin, S.A. and Gedenk, n.d.). Given that price consciousness has
similarities with other consumer personal characteristics related to price perception (e.g.,
value consciousness, sales proneness, coupon proneness) such as the focus on paying lower
price, these characteristics have many similar implications for marketplace responses.
However, consumers who are value conscious, sales prone or coupon prone have different
perceptions of prices.
According to the study of Mark S.Glynn, Shaoshan Chen (2009) on consumer-

factors moderating private label success, there is correlation between price consciousness
and the purchase decision of private label brand. The research found out that price
consciousness had the strongest regression coefficient of all discussed factors and in
positive direction.
The study conducted by Ebru Enginkaya has proved that price consciousness
positively affects the customer’s decision to buy.
Therefore, because of information of the studies mentioned above, the writer

decided to choose price consciousness as one of the independent variable affecting the
purchase decision of private label FMCG.
Hypothesis 1: There is a positive relationship between price consciousness (PC) and the
purchase decision of Co.opmart private label brand FMCG
2.3.3 Value consciousness

Perceived value has been defined as "the consumer's overall assessment of the utility
of a product based on what is received and what is given" (Zeithaml, 2012). On the
assumption that for most people price and quality are the most salient "give and get"
components, we define value consciousness as a concern for paying low prices, subject to
some quality constraint. This definition is consistent with the definition of Monroe and
23
Petroshius (1981; i.e., the ratio of quality to price), the findings of Zeithaml (1988) on the
meaning of value used by many consumers (i.e., "the quality I get for the price I pay"), and
several other definitions of value that appear in the literature (Zeithaml, 2012).
According to the study of Ebru Enginkaya (2017), the results of the correlation
analysis indicate that there is positive relationship between the purchase decision of private
label brands and value consciousness. The analysis revealed that the factor is related to
private label purchase decision significantly (p=0,000<0,05)
The study conducted by Justin Beneke, Ryan Flynn, Tamsin Greig, Melissa
Mukaiwa xamine proved that there exists a strong positive relationship between value
consciousness and the purchase decision of private label brands.
Therefore, based on those studies, researcher decided to choose value consciousness

is the factor that affects to the purchase decision
Hypothesis 2: There is a positive relationship between value consciousness (VC) and the
purchase decision of Co.opmart private label brand FMCG
2.3.4 Brand image

Brand image is the overall impression in consumers’ mind that is formed from all
sources. Consumers develop various associations with the brand. Based on these
associations, they form brand image. An image is formed about the brand on the basis of
subjective perceptions of associations bundle that the consumers have about the brand.
Brand image has not to be created, but is automatically formed. The brand image includes
products' appeal, ease of use, functionality, fame, and overall value. Brand image is
actually brand content. When the consumers purchase the product, they are also purchasing
its image. Brand image is the objective and mental feedback of the consumers when they
purchase a product. Positive brand image is exceeding the customers’ expectations.
Positive brand image enhances the goodwill and brand value of an organization (Nadu,
2016).
24
The research made by Yongchuan Bao, Yeqing Bao, Shibing Shen (2011) has
stated that brand name positively affects the purchase decision of private labels (β=.36,
p<.001). Thus, investments in this direction would be worthwhile to the extent that a better
image can help both a retailer brand and its brand extension create a higher differentiation
in the competitive retailing market. Therefore, the effect of brand name on the buying
decision is significant when it comes to terms of private label brands.
Hypothesis 3: There is positive relationship between brand image (BI) and the purchase
decision of Co.opmart private label brand FMCG
2.3.5 Quality
In business, the quality is defined as “the totality of features and characteristics of a
product or service that bears its ability to satisfy stated or implied needs” (OECD, 2016).
Quality is made from any conditional, perceptual attributes and can be understood
differently by different people. Each product and service owns different quality standard
which includes criteria required in production (Jayakrishnan, n.d.).
The research on the effect of consumer attitude to the buying decision of private
label brands (Aja Ebeke Egele, Prince Obinna Ikechi, Ama Aka Udu) has come up with
a conclusion that there exists a positive relationship between quality and the purchase
decision of private label brands.
Hypothesis 4: There is a positive relationship between Quality (QL) and the purchase
decision of Co.opmart private label brand FMCG
2.3.6 Purchase decision

Purchase decision is the thought process that leads a consumer from identifying a
need, generating options, and choosing a specific product and brand. Some purchase
decisions are minor, like buying toothpaste, while other purchases are major, like buying a
house. The more major the purchase decision, the more effort is typically put into the
process (Pennsylvania, n.d.).
25
After the consumer has evaluated all the options and would be having the intention
to buy any product, there could be now only two things which might just change the
decision of the consumer of buying the product that is what the other peers of the consumer
think of the product and any unforeseen circumstances. Unforeseen circumstances for
example in this case would be financial losses which led to not buying of the product.
According to Kotler, Keller, Koshy and Jha (2009) the final purchase decision can
be disrupted by two factors: negative feedback from other customers and the level of
motivation to comply or to accept the feedback. For example, after going through the above
three stages, a customer chooses to buy a Nikon D80 DSLR Camera. However, because
his good friend, who is also a photographer, gives him negative feedbacks, he will then be
bound to change his preference. Secondly, the decision may be disrupted due to
unanticipated situations such as a sudden job loss or the closing of a retail store.
2.4 Proposed research model

With the combination of all four (4) factors in terms of literature review, the proposed
research model is described as:
Price consciousness
Value consciousness
Purchase decision
Brand image
Quality
Figure 4 The proposed research model
26
Chapter III. Methodolody
3.1 Research design
The research used quantitative approach to obtain the data through direct and
indirect survey. The research’s questionnaires were either printed or sent via social network
platforms to access the scale and test the theoretical model of the topic.
3.1.1 Quantitative research

The quantitative approach of this research is conducted by a survey of people either
working or living in Ho Chi Minh city. Quantitative research deals with number, logic and
objective stance.
The purpose of quantitative research is to confirm the factors relevant through:

measurement scales, test the theoretical model of the groups of factors.
3.1.2 Research process
Research Theories and

objectives related studies Research model
Cronbach’s Quantitative
Factors Analysis Alpha Testing research
Pearson Regression Conclusion and

Correlation Analysis recommendation
Analysis
Figure 5 The research process
27
3.2 Research type
The study is an exploratory study which is conducted by using the specific sample
size and utilizing the analysis withdrawn from the research’s results to answer the
research’s questions. However, since some theories and previous studies from other
researchers are also included in the research to have the basic knowledge of the problem,
the research can also call itself a descriptive study. Therefore, the scope of this study is the
mix of exploratory and descriptive study.
3.3 Research data

After the questionnaire is developed, preliminary survey will be conducted . On the
one hand, it helps to ensure the well-understanding of the respondents and collect the
preliminary data to test the reliability of the questions. On the other hand, it is a useful
approach to increase the validity and reliability of the questionnaire as well as the final
data analysis. During that process, if there is any questions that confuse the respondents,
some changes have to be carried out to revise and adjust the questions logically. After
getting the final questionnaire, the researchers begin to collect data by implementing non-
probability method. The researcher mainly gather information through online survey rather
than offline survey. Eventhough offline survey can give researcher a better understanding
and recognize any possible problem in the process, the research is conducted by online
survey due to the pressure of time and time-consuming concerns.
As for the online data collection, the researcher begins to create an online
questionnaire by Google Docs. The researcher firstly sends the questionnaire to friends and
tells them to forward the questionnaire to some qualified friends or relatives. By doing so,
the researcher can ensure the quality of responses of them and their relatives and friends
3.3.1 Secondary data

The secondary data was initially used in my research because of its importance to
obtain the very basic knowledge in the researching field. Secondary data is defined as the
original data collected for other purposed and used again for other research questions. The
28
advantage of using secondary is easily accessible, time-saving and inexpensive. The
secondary data enabled researchers to access a huge amount of previously conducted
researches. By referring to these research, the researchers can have some basic
understanding of the field that is being conducted. The only problem is that researcher have
to filter out the most significant or relevant factors to make the stable literature review of
the research. Such a huge amount of research is definitely a challenge. The main source of
my secondary data was from various researchers, but these researchers bear high level of
reliability.
3.3.2 Primary data

Unlike the secondary data, primary data is the original data collected and
unavailable elsewhere rather than the researchers have to collect on their own. Primary data
in this study was collected directly and indirectly from those who have been working and
living in Ho Chi Minh City provided that they have experienced buying Co.opmart’s
private label FMCG. The accuracy and validity of the primary collected have the high
degree of guarantee since the researchers made all the way to manage by themselves.
However, it is time-consuming and costly.
In my research, primary data was collected through survey research. The survey
method is the technique of gathering data by asking questions to individual who are thought
to have desired information. Researchers selected this research method because it is the
easiest way to collect necessary data and allow researchers to gather a large quantity of
data relatively quickly. In addition, it is convenient for respondents whereas they do not
need to go to a specific location. With the support of technology, especially smartphones,
respondents can answer the questionnaire anywhere such as school or at their home.
Moreover, doing a survey can help researchers save time and money. Survey allow
researchers to collect large amounts of data in a short period of time and also less expensive
than others data collection techniques. Thus, collecting data through survey is by far the
most appropriate and effective approach. However, if the survey questions is ambiguous
or misinterpreted, the collected data will no longer be validated.
29
3.4 Research tool
To determine the decision to buy Co.opmart’s private label brands FMCG, the
survey method is carried out by questionnaires.
3.4.1 Questionnaires
The questionnaire was formed and adjusted by referring to the previous researches
relating to the field of private label brands and fast moving consumer goods to obtain the
appropriate results. The questionnaire is comprised of two parts. The first part is to gather
some basic personal information used for descriptive analysis. The second part is
concentrated on the four independent variable and the dependent variable as mentioned
above in the proposed research model. Details of questionnaire can be found in
APPENDIX
The measurement scale is described as follows:
Variables Code Observation Source
I took reference for pricing before

PC1
making the purchase decision
I often choose the products at the lowest
PC2
Price price (Aja Ebeke Egele,
Consciousness Pricing is the most important element Prince Obinna Ikechi,
PC3
(PC) when I make a purchase decision Ama Aka Udu)
I claim that Co.opmart’s private labels
PC4 FMCG is the cheapest among other
brands
Value VC1 I am fully satisfied with the value of Justin Beneke, Ryan
Consciousness Co.opmart’s private label brands FMCG Flynn, Tamsin Greig,
30
(VC) VC2 I claim that the value of the products is Melissa Mukaiwa
fully guaranteed within the usage xamine
process
VC3 I always check the validity of the
products to ensure that I receive the best
value
BR1 Co.opmart always came first in my

mind whenever I want to buy FMCG
BR2 Co.opmart is the my most favorable
Brand brand in Vietnam market. Yongchuan Bao,
Image BR3 It gives me a feeling of secure when Yeqing Bao, Shibing
(BR) using Co.opmart’s private labels FMCG Shen
BR4 I decided to buy Co.opmart’s private
labels FMCG cause I’ve already known
the brand
QL1 Co.opmart’s private labels brand

provides better products than other
brands
(Aja Ebeke Egele,
Quality QL2 Co.opmart’s private label brands FMCG
Prince Obinna Ikechi,
(QL) is trustworthy
Ama Aka Udu)
QL3 My purchase decision depends on the
quality of Co.opmart’s private label
brands FMCG
31
DM1 My purchase decision is totally right
Purchase DM2 I will repeat purchasing Co.opmart’s (Aja Ebeke Egele,

Decision private labels brand FMCG Prince Obinna Ikechi,
(DM) DM3 My purchase decision is due to the Ama Aka Udu)
superior attributes of Co.opmart’s
private label brand.
Table 2 Measurement scale for factors
3.4.2 Preparation of the multi-item scale

In the questionnaire, the first part contained variables about each respondent’s
personal information. The nominal scale was used in this part of the questionnaire with
non-numerical variables and no relative ordering of categories for respondents to choose.
In addition, non-comparative scaling technique also used to conduct the research

was the Likert scale, which belongs to a set of rating scale divided into groups. In my Likert
scale, respondents answering the questionnaire are required to specify their (1) Totally
disagree, (2) Disagree, (3) Neutral, (4) Agree, (5) Totally agree with different statements
based on the number assigned to each different category totally disagree to totally agree.
The second part of the questionnaire measured factors affecting the decision to buy
Co.opmart’s private label brands FMCG, containing Price Consciousness, Value
Consciousness, Brand Image, and Quality. This section provided results in understanding
the purchase decision. Before distributing the respondents to the survey, grammar was
checked to ensure the accuracy of the scale. Reliability was verified when Cronbach Last
Alpha was more than or equal to 0.6. Next, analyzing the factors by using the EFA test. In
this section, variables with small load factors will be excluded and at the same time check
for variable deviations of the variables. Finally, conducting regression analysis to check
the relevance of the research model.
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3.5 Sampling
To conduct a study, researchers have to work with the people in population.
However, to survey the whole population is out of the question. Therefore, a sample - data
collected from a part of representative of the population is better to do the research because
they will bear a strong resemblance to the attributes of the population. Choosing a sample
is essential as it will the basis for the whole research.
3.5.1 Sample population

Population is a total possible respondent that can be participate in the research
within the given area of the case study. The overall population of this research is all people
living and working in Ho Chi Minh City and the sample is retrieved on the population.
Sample is a specific quantity of respondents decided by the researcher that will be asked
for the data. MacCallum said that “the sample size should be evaluated roughly by the
following levels: 50 is very poor, 100 is poor, 200 fair, 300 is good” (MacCallum, 1999).
Sample size depends largely on the population size, the level of common characteristic
between sample and population. The sample of this research is formed demographically
with gender age, income range. The age of respondents must be over 15 year olds which is
grown-up enough to understand and answer the survey properly.
3.5.2 Sampling frame

In statistics, the sampling frame is the material or source device from which the
sample is drawn. This is a list of all people in the population that can be sampled such as
individuals, households or organizations. Different from the population, the sampling
frame is more specific, and that is also an important factor in this category.
This study was made to study the purchase decision of those people who have
already used the Co.opmart’s private label FMCG. Therefore, the responses answered by
non-users will be eliminated from the research. By that way, the research can bear the high
level of credibility.
33
3.5.3 Sampling size
According to Hair and ctg (2006), a sample should be preferably at least 100 to
proceed Exploratory Factor Analysis. Furthermore, the measurement ratio has to be 5:1.
That means the measurement variables must be at least 5 observations.
According to Tabachnick & Fidell (2007), the minimum sample size for
multivariate regression model is calculated by the formula: N = 8*var + 50 (N is the sample
size; var is the independent variable in the model. In the study this regression model has 4
independent variables, so the minimum sample size will be 8 * 4 + 50 = 82
Both EFA and Multivariable regression model is used in this research. In order to
achieve the two results, I decided to select the sample size of 110.
3.5.3 Sampling technique

Choosing appropriate sampling technique is very critical to the success of the study.
Sampling technique is the way how to select respondent for the sample from the population.
There are two types of sampling including probability sampling and non- probability
sampling. The basic difference between these two is the exist of randomization which
occurs when every respondent has an equally distributed opportunity to be selected from
the population (Personal & Archive, 2016). In this research, non-probability sampling is
used since it is not possible to provide equal chance of selection for all respondents of the
population. Among non-probability sampling techniques, convenience or accidental
sampling and snowball sampling are used to select respondents for the research.
Convenience or accidental sampling selects respondents anywhere they are available. On
the other hand, snowball sampling collects data from available respondents and then asks
them to help identify other members to sample and this process continues until enough
samples are collected.
In this research, convenient sampling was selected. There are many reasons why
this method is applied in various researches, not to mention this research alone. This
common type of non-probability sampling can offer much respondents with high speed,
34
cost-effectiveness and availability. Researchers can easily get access to a large number of
respondents. This is a very good point of the convenient sampling. However, it would be a
mistake if the other sides are not mentioned. That being said, the possibility of encountering
errors when using convenient sampling is extremely high because the approach to which
the sample is selected is not tightened, so the results might be disappointing and confusing
since everything cannot be ensured with high level of accuracy. From my perspective, the
advantages of this technique seem to outweigh the disadvantages. Moreover, it is more
appropriate to my context as a student, so this technique is by far the most suitable method
for me to use in this research.
35
3.6 Data analysis
After getting the collected data, the researcher begins to analyze it. After testing and
extracting valid responses, the researcher exports the data into an excel file to analyze it by
SPSS. SPSS stands for statistical package for the social sciences which is avery popular
application assisting people in quantitative data analysis (Art Corvelay,2018). It is easy to
use and generates the results automatically. In this research, the general demographic
responses are firstly counted and listed to have an overall observe about the data. After
that, the descriptive analysis, reliability analysis, exploratory factor analysis, correlation
analysis and linear regression analysis are all conducted to further investigate the data. For
each analysis, different standards are applied for researcher to compare and know when to
accept or reject the variable. The order of analysis is logical when SPSS firsly tests the
positive or negative relationship between selected factor. Next, SPSS determines the
impact level of positive factors on the dependent factor which is the purchase decision of
Co.opmart’s private label brand FMCG. The process of data analysis includes 7 steps:
Data preparation Statistics: Conduct

statistics describing data
Analyze the EFA Reliability Analysis

Discovery Factor
Pearson Correlation Multiple Regression Model Test and

Analysis Analysis Hypothesis Testing
Figure 6 Data analysis process
36
Chapter IV. Data Analysis and Results
4.1 Introduction
After the data is collected, this section will perform stage of analyzing the data to
test the impact of four critical factors on customer’s behavior through reliability analysis,
factor analysis, correlation test, and regression analysis. This section identifies what
applicable result expected after analysis. The content of this chapter is divided into three
main sections: sample description, followed by analysis of measurement and measurement,
and finally hypothesis testing.
4.2 Descriptive analysis

In the sampling of this study, the data used for analysis collected from 110 respondents.
Initially, general information about the sample will be exploited. Figure 7 below will
describe illustrate the basic information of respondents who joined hand in the
questionnaire based on percentage value. The overall variables used in this research were
AGE and GENDER
Figure 7 Descriptive analysis of age and gender

According to the Figure 7, researcher have classified the respondents by gender
(male or female) to find out how factors affected the purchase decision of both gender. It
can be seen from the pie chart the majority of participants was female (71%). The
dominance of female in this research could give such positive results since it is normal
37
belief that there is a strong likelihood that female often involves more purchase decision in
comparison to male’s. It would be more objective and relevant to the research.
Moreover, Figure 7 also showed that the age range 18-24 accounted for the most
number of participants (74%). This does make sense because this age range is easier for
me to approach since I am a part of this age range. According to some statistics in
marketing, this age range has such huge impulse buying behavior, so the responses of these
participants would carry high level of generalization.
4.3 Reliability analysis

According to the research model, the purchase decision of Co.opmart’s private label
brand FMCG is determined by five dimensions and is measured as follows:
(1) Price consciousness is measured by four observable variables, symbolized from

PC1 to PC4. (2) Value consciousness is measured by three observable variables, notations
by VC1 to VC5. (3) Brand image is measured by four observation variables, notations from
BR1 to BR4. (4) Quality is measured by three observable variables, symbolized QL1 to
QL3 and (5) Purchase decision is measured by three observable variables, denoted from
DM1 to DM3.
Alpha is an essential concept of assessments and questionnaires in the evaluation.

Alpha's quantity need to be estimated to add validity and accuracy to the interpretation of
data. The reliability of any measurement is given in relation to the extent to which it is a
consistent measure of a concept and the Cronbach’s alpha is a way of measuring the
strength of that consistency.
Cronbach’s alpha is calculated by correlating the score for each scale item with the
total score for each observation from survey respondents, then comparing with variance
for all scores of each item. Therefore, Cronbach’s alpha is a function of the number of
items in a test, the average covariance between pairs of items and the variance of the total
score (Tavakol & Dennick, 2011).
Cronbach’s Alpha is used in testing the internal consistency of items in the same
38
group in order to see how closely related they are. If variables are closely related, factor
includes these variables will be highly reliable. The total Cronbach’s Alpha of a group of
items should be larger than 0.7 and the correlation of each item compared to the total of
the group should be larger than 0.3. According to George and Mallery (2003), Cronbach’s
Alpha lowers than 0.6 should be reconsidered because it shows that the reliability of all
items in the factor is poor.
The result of Cronbach’s Alpha is displayed in Table 3 below:
Scale Scale Corrected Cronbach’s

Mean if Variance Item-Total Alpha if
Item if Item Correlation Item
Deleted Deleted Deleted
Cronbach’s alpha =.711

Price consciousness
N of Items =4
PC1:I took reference for pricing before
9.900 5.889 .549 .615
PC2:I often choose the products at the
10.218 6.998 .504 .646
lowest price
PC3:Pricing is the most important element
9.764 6.531 .512 .639
when I make a purchase decision
PC4:I claim that Co.opmart’s private
labels FMCG is the cheapest among other 10.127 7.121 .432 .686
brands

Value consciousness
N of Items =3
VC1:I am fully satisfied with the value of
7.082 2.406 .647 .375
Co.opmart’s private label brands FMCG
39
VC2:I claim that the value of the products
is fully guaranteed within the usage 7.127 2.534 .514 .552
process
VC3:I always check the validity of the
products to ensure that I receive the best 6.809 3.092 .336 .772
value

Brand image
N of Items =4
BR1:Co.opmart always came first in my
10.391 5.103 .688 .725
mind whenever I want to buy FMCG
BR2:Co.opmart is the my most favorable
10.255 5.164 .714 .712
brand in Vietnam market.
BR3:It gives me a feeling of secure when
10.027 5.843 .625 .758
using Co.opmart’s private labels FMCG
BR4:I decided to buy Co.opmart’s private
labels FMCG cause I’ve already known 9.855 6.639 .477 .821
the brand

Quality
N of Items =3
QL1:Co.opmart’s private labels brand
7.782 1.677 .424 .399
provides better products than other brands
QL2:Co.opmart’s private label brands
7.336 2.611 .261 .620
FMCG is trustworthy
QL3: My purchase decision depends on
the quality of Co.opmart’s private label 7.573 2.155 .475 .331
brands FMCG
Cronbach’s alpha =.739 Purchase decision
40
N of Items =3
DM1: My purchase decision is totally

7.118 2.252 .643 .572
right
DM2: I will repeat purchasing
7.082 2.314 .530 .693
Co.opmart’s private labels brand FMCG
DM3: My purchase decision is due to the
superior attributes of Co.opmart’s private 7.382 2.073 .534 .700
label brand.
Table 3 The first run of Cronbach's alpha
Price consciousness factor has the Cronbach’s alpha coefficient is pretty high
(.711). The observed variables in this component have a Corrected Item – Total Correlation
that is greater than 0.5, so this scale is acceptable. Therefore, this scale is quite good.
Value consciousness factor has the Cronbach’s alpha coefficient is slightly high
(.678), observing variables VC1 and VC2 have a Corrected Item-Total Correlation is
greater than 0.5, observing variable VC3, the correlation was low (.336) but still be
accepted. Hence, all of them are approved.
Brand image factor has the Cronbach’s alpha coefficient that is very high (.807);
the observed variables in this component have a Corrected Item – Total Correlation that is
greater than 0.4, so this scale is acceptable. Therefore, this scale is really good.
Quality factor has the Cronbach’s alpha coefficient which is quite low only (.567);
observing variables QL1, QL3 have a Corrected Item – Total Correlation that is higher than
.4; and eliminate the QL2 variable because the total variable is less than .3.
Rerun the second time: The final result has changed in Quality factor has the Cronbach’s
alpha coefficient at acceptable level (.620); observing variable QL1, QL3 have the same
Corrected Item – Total Correlation that is .464. Therefore, researchers decided to keep this
factor. The demonstration of final result is in Table 4.
41
Decision making factor has the Cronbach’s alpha coefficient is pretty high (.739).
The observed variables in this component have a Corrected Item – Total Correlation that
is greater than 0.5, so this scale is acceptable. Therefore, this scale is quite good.
Scale Scale Corrected Cronbach’s

Mean if Variance Item-Total Alpha if
Item if Item Correlation Item
Deleted Deleted Deleted

Price consciousness
N of Items =4
PC1:I took reference for pricing before
9.900 5.889 .549 .615
PC2:I often choose the products at the
10.218 6.998 .504 .646
lowest price
PC3:Pricing is the most important
element when I make a purchase 9.764 6.531 .512 .639
decision
PC4:I claim that Co.opmart’s private
labels FMCG is the cheapest among 10.127 7.121 .432 .686
other brands

Value consciousness
N of Items =3
VC1:I am fully satisfied with the value
of Co.opmart’s private label brands 7.082 2.406 .647 .375
FMCG
VC2:I claim that the value of the
products is fully guaranteed within the 7.127 2.534 .514 .552
usage process
42
VC3:I always check the validity of the
products to ensure that I receive the best 6.809 3.092 .336 .772
value

Brand image
N of Items =4
BR1:Co.opmart always came first in
my mind whenever I want to buy 10.391 5.103 .688 .725
FMCG
BR2:Co.opmart is the my most
10.255 5.164 .714 .712
favorable brand in Vietnam market.
BR3:It gives me a feeling of secure
when using Co.opmart’s private labels 10.027 5.843 .625 .758
FMCG
BR4:I decided to buy Co.opmart’s
private labels FMCG cause I’ve already 9.855 6.639 .477 .821
known the brand

Quality
N of Items =2
QL1:Co.opmart’s private labels brand
provides better products than other 3.773 .673 .464
brands
QL3: My purchase decision depends on
the quality of Co.opmart’s private label 3.564 1.129 .464
brands FMCG

Purchase decision
N of Items =3
43
DM1: My purchase decision is totally
7.118 2.252 .643 .572
right
Co.opmart’s private labels brand 7.082 2.314 .530 .693
FMCG
DM3: My purchase decision is due to
the superior attributes of Co.opmart’s 7.382 2.073 .534 .700
private label brand.
Table 4 The second run of Cronbach's alpha
4.4 Exploratory Factor Analysis

Exploratory factor analysis is a mathematical technique which helps researcher to
reduce the structure in a relatively large set of variables. The result will be some stable
factors which are generated in term of the variables that load on them. If all items are good
and they are put into EFA, the result will be a clear pattern matrix without any cross loading
item. Explore factor analysis generates some important results that must be checked by the
researcher. Firstly, in the KMO and Bartlett’s Test, the result of Kaiser-Meyer-Olkin
Measure of Sampling Adequacy must be larger than 0.5 and Sig value must be lower than
0.05. These two numbers show the proper of the data and the observed variable input
correlated. It helps the researcher to investigate whether the respondents of the sample give
adequate answer or not. In addition, the number of variable in one components should be
larger than 3 in order to ensure comprehensive structure and have a significant theoretical
concept (Hair & CTG, 2010).
4.4.1 Independent variables

Kaiser-Meyer-Olkin Measure of Sampling
.660
Adequacy
Approx. Chi-
Bartlett's Test of Sphericity 378.304
Square
df 78
Sig. .000
Table 5 KMO and Bartlett’s Test for independent variables
44
The result of EFA test in the first time is showed on Table 5, KMO coefficient =
.660 (higher than 0.5), factor analysis appropriate with research data. Bartlett's Test is
378.304 with significance level Sig = 0.00 <0.5. With the result above, researchers reject
the hypothesis H0 that related to the observed variables are not correlated with each other.
In an EFA analysis, Eigenvalue is a commonly used criterion for determining the
number of factors. The results of factor analysis are accepted when the total deviation is >
50% and the Eigenvalue is greater than 1 (Gerbing & Anderson, "An Update Paradigm for
Scale Development Incorporation Unidimensionality and Its Assessments," Journal of
Marketing Research, Vol. 1998, 186-192)
Extraction Sums of Squared Rotation Sums of Squared

Component
Initial Eigenvalues
Loadings Loadings
% of % of
% of Cumula Cumula Cumula
Total Variance tive %
Total Varianc tive % Total Varianc tive %
e e
1 3.016 23.203 23.203 3.016 23.203 23.203 2.547 19.593 19.593
2 2.113 16.253 39.457 2.113 16.253 39.457 2.212 17.016 36.609
3 1.621 12.471 51.927 1.621 12.471 51.927 1.863 14.332 50.941
4 1.405 10.808 62.736 1.405 10.808 62.736 1.533 11.795 62.736
5 .946 7.277 70.013
6 .743 5.718 75.731
7 .711 5.468 81.199
8 .549 4.221 85.421
9 .481 3.701 89.122
10 .446 3.431 92.553
11 .438 3.366 95.919
12 .286 2.197 98.116
13 .245 1.884 100.00
Table 6 Total Variance Explain of independent variables

The results inform that the original observed variables were identified into 4 groups.
The variance of the extracted value higher than 50% is satisfactory, then it can be concluded
that there are total 4 components that explain 62.736% data conversion. In addition, the
values of the individual value are higher than 1 which representing the variable part
explained by each factor and the elements that summarize the best meaningful information.
45
Component
1 2 3 4
PC1:I took reference for pricing before making the
.741
purchase decision
PC2:I often choose the products at the lowest price .738
PC3:Pricing is the most important element when I
.745
make a purchase decision
PC4:I claim that Co.opmart’s private labels FMCG is
.656
the cheapest among other brands
VC1:I am fully satisfied with the value of
.845
VC2:I claim that the value of the products is fully
.753
guaranteed within the usage process
VC3:I always check the validity of the products to
.701
ensure that I receive the best value
BR1:Co.opmart always came first in my mind
.841
whenever I want to buy FMCG
BR2:Co.opmart is the my most favorable brand in
.847
Vietnam market.
BR3:It gives me a feeling of secure when using
.797
Co.opmart’s private labels FMCG
BR4:I decided to buy Co.opmart’s private labels
.669
FMCG cause I’ve already known the brand
QL1:Co.opmart’s private labels brand provides better
.863
products than other brands
QL3: My purchase decision depends on the quality of
.818
Table 7 Rotated Component Matrix of independent variables
46
From the rotated component matrix figure, there are four column extracted from the
analysis.
 Component 1 consists of four variables of brand image: BR1, BR2, BR3,

BR4
 Component 2 includes four variables of price consciousness: PC1, PC2,
PC3, PC4
 Component 3 consists of three variables of value consciousness: VC1,
VC2, VC3
 Component 4 includes two variables of quality: QL1, QL3
Overall, each variable is loaded exactly on the factor that it represents at first and
there is no cross loading error. All values of variable are larger than 0.3 and meet the
convergence standard of the analysis. BR2 has the largest contribution in component 1
(.847), PC3 has the largest contribution in component 2 (.745), VC1 has the largest
contribution in component 3 (.845) and QL1 has the largest contribution in component 4
(.863).
Based on the table above, all items in matrix components rotate are larger than 0.5.
This means that all accepted items for validation and independent variables will be sorted
into the 4 groups: PC, VC, BR, QL.
4.4.2 Dependent variables

Kaiser-Meyer-Olkin Measure of Sampling
.665
Adequacy
Approx. Chi-
Bartlett's Test of Sphericity 76.293
Square
df 3
Sig. .000
Table 8 KMO and Bartlett's Test of dependent variables
Exploratory factor analysis of the purchase decision of Co.opmart’s private label
FMCG is investigated by the researcher with three variables. The KMO number is .665
which is higher than 0.5 indicating that the factor has the high adequacy level with many
47
adequate responses. Besides that, the value of Sig is 0.000 below 0.05 proving that the
correlation matrix is not an identity matrix. With 95 percent of confidence, all variables of
this factor are correlated with each other and meet the explore factor analysis requirements.
Extraction Sums of Squared

Initial Eigenvalues
Loadings
Component
% of Cumulative % of Cumulative
Total Total
Variance % Variance %
1 1.990 66.325 66.325 1.990 66.325 66.325
2 .598 19.917 86.242
3 .413 13.758 100.000
Table 9 Total variance explained of dependent variables

From the figure of total variance explained, total Extraction Sums of Squared
Loadings is acceptable (1.990>1). The percentage of variance is 66.325 percent attributing
to the factor after extraction. It means that the variables in the factor of the purchase
decision of Co.opmart’s private label brand FMCG is strong enough to represent for the
factor.
Component
1
DM1: My purchase decision is .891
totally right
.790
Co.opmart’s private labels brand
FMCG
DM3: My purchase decision is
due to the superior attributes of
.790
Co.opmart’s private label brand.
Table 10 Component matrix of dependent variables
From the component matrix figure, the result shows that all three variables were
loaded on only one factor which is the purchase decision of Co.opmart’s private label brand
FMCG. Since all the value are over the convergence standard (>0.5), they are all acceptable
48
and no variable is suppressed out of the factor. With the highest loading value, DM5 has
the largest contribution to the factor. Overall, the results of the EFA of dependent factor
indicates that the scale of customer behaviors toward the purchase decision of Co.opmart’s
private label FMCG reaches the convergence to measure the concept.
4.5 Pearson Correlation Analysis

The Pearson Correlation Analysis provide the linear correlation between the
dependent variable and the independent variable. Because the first condition to running
regression is having a correlation between them. The Pearson Correlation Moment
Correction (Pearson Correlation) is r. In addition, If the sig value is less than .05, then the
correlation coefficient r is statistically significant, sig value greater than .05 means that r is
large or small, nothing related, because it does not make sense. In other words, there is no
correlation between these two variables.
As the result in Table 11, there are no correlation between QL (Sig. = .839>.05) and
DM
Thus, in this results, the Sig of each variable (PC, VC, BR) is less than 0.05, the
researchers have to check to the correlation coefficient Pearson to see the correlation strong
or weak between variables.
Correlations
PC VC BR QL DM
PC Pearson 1 .240* .167 -.041 .254**
Correlation
Sig. (2-tailed) .012 .081 .674 .007
N 110 110 110 110 110
VC Pearson .240* 1 .118 .050 .308**
Correlation
Sig. (2-tailed) .012 .219 .602 .001
N 110 110 110 110 110
BR Pearson .167 .118 1 .085 .530**
Correlation
Sig. (2-tailed) .081 .219 .377 .000
49
N 110 110 110 110 110
QL Pearson -.041 .050 .085 1 -.020
Correlation
Sig. (2-tailed) .674 .602 .377 .839
N 110 110 110 110 110
** **
DM Pearson .254 .308 .530** -.020 1
Correlation
Sig. (2-tailed) .007 .001 .000 .839
N 110 110 110 110 110
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Table 11 Correlations
4.6 Linear Regression Analysis

After correlation analysis, the researcher keeps testing the regression of three
correlated independent factors with the dependent factor. Linear regression analysis is used
to predict the value of the purchase decision of Co.opmart’s private label brand FMCG
based on the value of each independent factor.
Regression analysis allows comparing the relative effects of independent variables
on the dependent variable (Sekaran & Bougie 2013).
Y = B1X1 + B2X2 + B3X3 + BnXn
(Y is the dependent variable, X is the independent variable, and B is the beta standardized).
The standardized regression coefficient, Beta, in all regression coefficients, the
independent variable with the largest Beta, the variable that most affects the variance of
the dependent.
Standardized Coefficients usually called beta coefficients or beta weights, are the
result from regression analysis that already was standardized so that the variances of
dependent and independent variables are 1. Standardized coefficients also reflect the
numbers of standard deviations a dependent variable changed, per standard deviation
increase in the predicted variable. Linear regression also is the absolute value of the
unstandardized regression coefficient same as the correlation between independent and
dependent variables. The purpose of standardization of the coefficient is to understand
50
which independents variables have bigger influences on the dependent variable in a
multiple regression analysis when the variables are measured in different measurement.
The benefit of Standard coefficients is to make comparison easier because the

coefficients denied the independent variable’s scale of unit. However, the misleading of
standardization can be happened. A standardized coefficient only keeps the independent
variables with strong relationship with the variation in the distributions
Model Summaryb
Model R R Square Adjusted R Std. Error of Durbin-Watson
Square the Estimate
1 .596a .355 .337 .56960 1.457

a. Predictors: (Constant), BR, VC, PC
b. Dependent Variable: DM
Table 12 Model Summary
Table 12 provides two values: Adjusted R Square and Durbin-Watson. Adjusted R
Square, usually known as the squared R, reflects the degree of affecting of independents
variables on the dependent variable. In this study, the Adjusted R Square is .337 = 33.7%.
With this result we can know that 3 independent variables introduced to regression
influence 33.7% of the variance of the dependent variable and the remaining is from
extrinsic variables and random errors.
The purpose of the F test in the ANOVA (Table 13) is to test whether the linear
regression model is generalized and applicable to the whole. For instance, in this study,
Table 13 introduces that the sig value of F test is 0.000 <0.05. So that, the linear regression
model constructed is consistent with the overall and significant.
51
ANOVAa
Model Sum of df Mean F Sig.
Squares Square
1 Regression 18.963 3 6.321 19.482 .000b
Residual 34.392 106 .324
Total 53.355 109
a. Dependent Variable: DM
b. Predictors: (Constant), BR, VC, PC
Table 13 ANNOVA
Coefficientsa
Model Unstandardized Standardized t Sig. Collinearity
Coefficients Coefficients Statistics
B Std. Beta Tolera VIF
Error nce
1 (Constant) 1.054 .360 2.928 .004
PC .102 .069 .120 1.479 .142 .923 1.083
VC .205 .074 .222 2.760 .007 .936 1.068
BR .439 .072 .484 6.094 .000 .966 1.036
a. Dependent Variable: DM
Table 14 Coefficients
If hypotheses are determined at significant level of 5%, 2 independent variables will
reach statistical significance in this model because p-value of two independent variables
are at VC (p-value=.007) and BR (p- value=0.000). The researchers concluded that 2 above
variables have strong relationship with dependent variable (DM – Purchase Decision). The
independent variable PC is rejected since sig.=.142>.05
As the result in Table 14, Regression coefficients standardized Beta of variables:

BR is .484 and VC is .222. In this case, BR is the most influential variable to behavior
purchase decision of Co.opmart’s private label brand FMCG. Thus, based on Beta column,
variables can be explained by the following linear equation:
DM = 0.484*BR + 0.222*VC
52
In addition to the linear regression analysis, as the results of table 14, the coefficient
VIF of the independent variables are under 2 (VC is 1.068 and BR is 1.036). Followed by
VIF, this value is used to check for multi-collinearity. VIF<10 will not have multi-
collinearity. In reality, however, with the research subjects having models combined with
questionnaires using the Likert scale, VIF<2 would not have multiple collinearity, in which
case the coefficient is greater than or equal to 2, high probability. So that, in this case, there
has no multi linear happen.
4.7 Hypothesis Testing

As the results in the above analysis, the researchers find that the hypotheses of the
BR, VC models are accepted. This means that the BR and VC have a positive influence on
the behavior intention.
Hypotheses Content Beta Sig(<.05) Result
There is a positive relationship between

price consciousness (PC) and the purchase
H1 .142 Reject
decision of Co.opmart private label brand
FMCG
value consciousness (VC) and the purchase
H2 .222 .001 Accept
FMCG
brand image (BR) and the purchase
H3 .484 .000 Accept
FMCG
H4 quality (QL) and the purchase decision of .839 Reject
Co.opmart private label brand FMCG
53
Table 15 Hypothesis Testing
Brand image: It came as no surprise to me that this factor has the strongest
influence to the purchase decision of Co.opmart’s private label brand FMCG with the
highest Beta (.484). These figures might not be so hard to explain. After various surveys
distributed to respondents, it is well-recognized that the better the brand image is, the more
customers choose to purchase products from that brand. Not this research alone, it has been
accepted widespread that good brand image is of great importance to the purchase decision
of customers. There are manifolds products from different brands on the market. As
customer have more and more options, people tend to make the purchase decision with the
brand that can give them high level of credibility. Consequently, brand image is the key
criteria that they take into consideration when they make a purchase decision. As for
Co.opmart, from the very beginning, they had tried to build good brand image in
customer’s eyes. By focusing on this aspect, it is inevitable that more and more people will
choose to buy Co.opmart’s private label brand FMCG.
Value consciousness: This is the second most important factor to the purchase
decision of Co.opmart’s private label brand FMCG. Customers also pay attention to what
value can they receive by making the purchase decision. As there are more various
competitors in the industry, what helped Co.opmart to win people’s heart is to create value
for customer. The more value Co.opmart can create, the more people will make the
purchase decision of Co.opmart’s private label brand FMCG. This is the positive
relationship (as concluded in the hypothesis above).
54
Chapter V. Conclusion and recommendation
5.1 Introduction
In the previous chapter (chapter 4), all data collected was used for analyzing. The data was
converted from meaningless to meaningful numbers thanks to the help of SPSS. By using
the software and taking many steps to get the data analyzed, the research has got some
results in the end. Consequently, this chapter aims to summarize the results of the study
and what the research has gained so far. From the results concluded, the research can
propose some recommendations for business purpose. Moreover, the limitation of the
research is also included to give the later researcher a big picture to investigate more or to
avoid the limitation of this research.
5.2 Discussion of results

Initially, the research was conducted to analyze which factors can affect the
purchase decision of Co.opmart’s private label brand FMCG. After referring to previous
studies of many researchers, four main factors were chosen to be in the research model
including PRICE CONSCIOUSNESS, VALUE CONSCIOUSNESS, BRAND
IMAGE, AND QUALITY. In accordance with these literature review, there was four
hypothesis formed. These hypotheses were tested through quantitative method and the help
of SPSS software.
The results showed that BRAND IMAGE and VALUE CONSCIOUSNESS bear
a positive relationship to the purchase decision of Co.opmart’s private label brand FMCG.
On the contrary, the results also rejected the proposed hypotheses that there was positive
relationship between PRICE CONSCIOUSNESS, QUALITY and PURCHASE
DECISION since sig <.05. Looking at the result of linear regression, it draws the
conclusion that BRAND IMAGE is the most affecting factor to the purchase decision of
Co.opmart’s private label brand FMCG (.484) and VALUE CONSCIOUSNESS is lower
(.222).
55
5.3 Address the research question
The basic purpose of the research is to find out the factors that affect the purchase
decision of Co.opmart’s private label brand FMCG. The results showed that BRAND
IMAGE and VALUE CONSCIOUSNESS was the affecting factors, and of all the two,
BRAND IMAGE appeared to be the most crucial factor in this case. As a result, to help
the business to evolve even more successfully, the managers can come up with any ideas
that helps to increase the brand image in their customer’s eye.
5.4 Limitations of the research

Similar to many previous studies, this research faced many limitations.
First and foremost, the research is made by using convenient sampling and is
conduct with pretty small sample size (110 samples). The convenient sampling could bear
the probability of not gathering information of respondents from all segments or all ages
of the brand. This might lead to cognitive biases of some segments. The judgement might
be right to this segment but not all the remaining. The proof is that the respondents was
mostly young (below 18, from 18 to 24). The opinion from other age range was relatively
low. The sample size was quite small in comparison to other researches so it could not
cover the largest possible judgements.
The second limitation is from the aspect of the respondents. We have no guarantee
that respondents are rationale and favorable to answer the questionnaire. They might
answer the questionnaire unreasonably to complete as fast as possible to avoid getting
annoyed. Such for their behaviors could lead to the error or the misunderstanding of the
research. This is not a great scenario.
Thirdly, the research is only conducted in Ho Chi Minh city, so it is not

comprehensive and has not been generalized. Whether or not there are any differences
between the purchase decision of Co.opmart’s private label brand FMCG in other
provinces of Vietnam. Moreover, does the purchase decision of Co.opmart’s private label
56
brand FMCG is identical among many branches in Ho Chi Minh city. That is what this
research has not been achieved.
Fourthly, only four factors were tested in the research whereas there might be more
factors that was not mentioned in the research. Provided that the unmentioned factors were
covered in the research, whether the results would be the same. There should be more
perspective to look at the problem to see the big picture at a broader scale.
Finally, due to the time constraint, everything is limited to cover a wider range of
the problem.
Despite the shortcomings, the research also brings some positive results.
5.5 Recommendations for the future research

Based on the aforementioned limitations, there are some suggestions for future
research:
Expanding the sample size and diversifying the sampling method. More sample will
give more diverse responses. And more rationale sampling method would give better
results and increase the level of reliability of the research.
Future research should be conducted in different locations (different provinces,

branches in Ho Chi Minh City) to testify if there any differences and there might be some
surprising results that researchers did not expect to.
More and more factors should be tested in future research to check whether the
unmentioned factors have any relationship to the purchase decision of customers.
5.6 Recommendations for the business/brand

By finding that BRAND IMAGE and VALUE CONSCIOUSNESS positively affect
the purchase decision of Co.opmart’s private label brand FMCG, there are some
recommendations for the business
57
The business should focus on BRAND IMAGE and VALUE CONSCIOUSNESS
to increase the purchase decision of customers than other factors and BRAND IMAGE
should take the priority as it affects the most in customer’s purchase decision.
Co.opmart should build more marketing campaign to remain positive brand image
in Vietnam. A good brand image is never an old wives’ tale to talk the customers into
purchasing the products of the brand. By building good brand image, it is definitely that
Co.opmart will attract more loyal customers.
Also, value consciousness is a perspective to increase the purchase decision of

customers. Co.opmart should try to create value for customer relentlessly. Customers now
pay more attention to the value that they receive when they purchase the products of the
brand. The more value Co.opmart can create, the more possible can the increase the
purchase decision of Co.opmart’s private label brand FMCG.
By incorporating the two dimensions, the business of Co.opmart would be operated

even more successful.
58
APPENDIX: QUESTIONNAIRE
PHIẾU KHẢO SÁT CÁC YẾU TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA HÀNG
HÀNG TIÊU DÙNG NHANH CỦA NHÃN HÀNG RIÊNG CO.OPMART
Xin chào anh chị và các bạn. Tôi là Lý Minh Châu, sinh viên đến từ Đại học Tài
chính-Marketing. Hiện tại tôi đang thực hiện một bài nghiên cứu về hành vi mua hàng hàng
tiêu dùng nhanh của nhãn hàng riêng Co.opmart trên địa bàn thành phố Hồ Chí Minh.
Trước hết xin chân thành cảm ơn quý anh chị và các bạn đã dành thời gian tham gia
trả lời các câu hỏi dưới đây. Tôi xin cam kết mọi thông tin của anh chị và các bạn sẽ được
bảo mật hoàn toàn và mình sẽ chỉ công bố kết quả tổng hợp của nghiên cứu.
Rất mong được anh chị và các bạn giúp đỡ để mình có thể hoàn thành bài nghiên
cứu một cách trọn vẹn.
PHẦN A: THÔNG TIN CHUNG
1. Anh, chị và các bạn có từng sử dụng những sản phẩm hàng tiêu dùng nhanh của nhãn
hàng riêng Co.opmart chưa?
 Có (Nếu có tiếp tục khảo sát)
 Không (Nếu không xin quý anh chị và các bạn dừng lại. Cảm ơn quý anh chị và
các bạn đã dành thời gian tham gia khảo sát)
2. Giới tính của tôi là:
Nam
Nữ
3. Hiện tại tôi đang nằm trong khung độ tuổi:
Dưới 18 tuổi
Từ 18 đến 24 tuổi
Từ 24 đến 35 tuổi
Trên 35 tuổi
PHẦN B: NHỮNG NHÂN TỐ ẢNH HƯỞNG ĐẾN QUYẾT ĐỊNH MUA HÀNG
HÀNG TIÊU DÙNG NHANH CỦA NHÃN HÀNG RIÊNG CO.OPMART
59
Mời anh chị và các bạn cho biết các đánh giá của mình về các ý kiến sau khi đã mua
hàng hàng tiêu dùng nhanh nhãn hàng riêng Co.opmart với các mức độ đánh giá
sau:
Hoàn toàn Hoàn toàn
Không đồng ý Trung lập Đồng ý
không đồng ý đồng ý
1 2 3 4 5
Nhận thức về giá cả

Tôi đã có sự tham khảo giá cả của các
sản phẩm tiêu dùng nhanh nhãn hàng
4 1 2 3 4 5
riêng Co.opmart trước khi đưa ra quyết
định mua hàng
Tôi thường lựa chọn các sản phẩm tiêu
5 dùng nhanh của nhãn hàng riêng 1 2 3 4 5
Co.opmart có mức giá rẻ nhất
Giá cả là yếu tố quan trọng nhất khi tôi
6 đưa ra quyết định mua hàng tiêu dùng 1 2 3 4 5
nhanh nhãn hàng riêng Co.opmart
Tôi thấy hàng tiêu dùng nhanh thuộc
nhãn hàng riêng của Co.opmart có giá
7 1 2 3 4 5
thành rẻ nhất so với cái thương hiệu
khác
Nhận thức về giá trị

8 Tôi hoàn toàn hài lòng với giá trị của
sản phẩm tiêu dùng nhanh thuộc nhãn 1 2 3 4 5
hàng riêng Coopmart.
60
9 Tôi nhận thấy giá trị sản phẩm tiêu dùng
nhanh thuộc nhãn hàng riêng Coopmart
1 2 3 4 5
luôn đảm bảo trong suốt quá trình sử
dụng.
10 Tôi luôn luôn kiểm tra tính xác thực của
các sản phẩm tiêu dùng nhanh thuộc
nhãn riêng Co.opmart tại cửa hàng để 1 2 3 4 5
chắc chắn giá trị tôi nhận được là tốt
nhất
Hình ảnh thương hiệu

11 Tôi suy nghĩ đến Co.opmart đầu tiên khi
tôi muốn mua một món hàng tiêu dùng 1 2 3 4 5
nhanh
12 Co.opmart là thương hiệu được tôi tin
1 2 3 4 5
dùng nhất tại thị trường Việt Nam
13 Tôi luôn cảm thấy an toàn khi sử dụng
những sản phẩm tiêu dùng nhanh thuộc 1 2 3 4 5
nhãn hàng riêng Coopmart.
14 Tôi lựa chọn sử dụng các sản phẩm tiêu
dùng nhanh của Coopmart do đã biết về 1 2 3 4 5
nhãn hàng
Chất lượng
15 Nhãn hàng riêng Co.opmart cung cấp
những sản phẩm tiêu dùng nhanh đảm
1 2 3 4 5
bảo chất lượng hơn các thương hiệu
khác.
61
16 Những sản phẩm tiêu dùng nhanh của
nhãn hàng riêng Co.opmart có nguồn 1 2 3 4 5
gốc, xuất xứ đáng tin cậy
17 Lựa chọn của tôi phụ thuộc vào chất
1 2 3 4 5
lượng sản phẩm của Coopmart
Quyết định mua hàng

18 Quyết định mua hàng hàng tiêu dùng
nhanh nhãn hàng riêng Co.opmart của 1 2 3 4 5
tôi là đúng
19 Tôi sẽ mua hàng tiêu dùng nhanh nhãn
hàng riêng Co.opmart vào lần tiêu dùng 1 2 3 4 5
sau
20 Quyết định lựa chọn hàng tiêu dùng
nhanh nhãn hàng riêng Co.opmart của
1 2 3 4 5
tôi do sản phẩm có điểm nổi trội hơn so
với các hàng khác
62
References
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64
Cơ sở lý thuyết -> Mô hình nghiên cứu dự kiến -> (NC định tính -> Thang đo hiệu chỉnh) -> Xây
dựng bảng câu hỏi -> Xác định cỡ mẫu, Tiến hành khảo sát -> Nhập liệu -> Reliability Test ->
Factor Analysis -> Thang đo hiệu chỉnh -> Phân tích hồi quy tuyến tính
Literature Review -> Proposed Research Model -> (Qualitative Research -> Proposed
Measurement Construction) -> Structure the Survey -> Identify sample -> Conduct Survey ->
Data Input -> Reliability Test -> Factor Analysis -> The Correct Measurement Construction ->
Multiple Regression Analysis -> Hypothesis Testing
Literature Review
Proposed Research Model
Qualitative Research
Proposed Measurement Construction
Structure Survey
65
Proposed
Proposed
Qualitative Measureme Structure Identify Conduct Realibility Factor
Literature Review Research Data Input
Research nt Survey Sample Survey Test Analysis
Model
Construction
66

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MINISTRY OF FINANCE

FACTORS AFFECTING CUSTOMER’S

Student name: Ly Minh Chau

Lecturer: Hoang Thu Hang

There are four factors including in the research: PRICE CONSCIOUSNESS,

Besides, there is a rising retail revolution underway, which is known as “private

Since Vietnam is an open economy, it is no longer the game between domestic

1.2 Problem statement

- What is the most crucial factor to the selection of consumers?

- What is the least crucial factor to the selection of consumers?

- The relationship of each factor to the selection of consumers? (positive or negative)

- To what extent does price factor affect customer’s decision?

- Does brand loyalty affect consumer’s decisions?

- Does reference groups have an influence on the selection of consumer?

- In which way can Co.opmart do to increase the consumer’s purchase decision?

1.3 The scope of study

1.4 The relevance of the study

1.5 Structure of the study

Since manufacturers' (producers') brands have large advertising expenditures built

2.2 Background theories

2.2.2 Theory of reasoned action (TRA)

Figure 2 Theory of Reasoned Action

2.2.3 Theory of planned behavior (TPB)

Figure 3 Theory of Planned Behavior

2.3 Related studies

L.E.Wells, H.Farley, G.A.Armstrong has investigated the importance of

Author Title Dependent variable Independent variable

Consumer-factors -Quality variability

2.3.2 Price consciousness

According to the study of Mark S.Glynn, Shaoshan Chen (2009) on consumer-

Therefore, because of information of the studies mentioned above, the writer

2.3.3 Value consciousness

Therefore, based on those studies, researcher decided to choose value consciousness

2.3.4 Brand image

2.3.6 Purchase decision

2.4 Proposed research model

Figure 4 The proposed research model

3.1.1 Quantitative research

The purpose of quantitative research is to confirm the factors relevant through:

3.1.2 Research process

Research Theories and

Pearson Regression Conclusion and

Figure 5 The research process

3.3 Research data

3.3.1 Secondary data

3.3.2 Primary data

The measurement scale is described as follows:

Variables Code Observation Source

I took reference for pricing before

BR1 Co.opmart always came first in my

QL1 Co.opmart’s private labels brand

Purchase DM2 I will repeat purchasing Co.opmart’s (Aja Ebeke Egele,

3.4.2 Preparation of the multi-item scale

In addition, non-comparative scaling technique also used to conduct the research

3.5.1 Sample population

3.5.2 Sampling frame

3.5.3 Sampling technique

Data preparation Statistics: Conduct

Analyze the EFA Reliability Analysis

Pearson Correlation Multiple Regression Model Test and

Figure 6 Data analysis process

4.2 Descriptive analysis

Figure 7 Descriptive analysis of age and gender