Các yếu tố giá trị thương hiệu ảnh hưởng đến quyết định mua sắm của người tiêu dùng: Trường hợp các siêu thị bán lẻ thương hiệu việt ở Đồng bằng sông Cửu Long
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Abstract
The study is conducted to determine the impact of the components of brand equity on the purchasing decision for Vietnamese brand retail supermarket in Mekong River Delta. the theoretical model of brand equity affecting consumer’s purchasing decision is built based on the brand equity model of Aaker (1991) including brand awareness, brand associations, brand loyalty, perceived quality, other proprietary brand assets. Research results from the survey of 504 consumers in the Mekong River Delta by the quota sampling method show that all five components of brand equity have positive impact on consumer’s purchasing decision for Vietnamese brand retail supermarket in Mekong River Delta. in particular, brand awareness is the factor that has the strongest impact on the purchasing decision. The results provide deeply understanding of the components of brand equity that impact on purchasing decision, these may support Vietnamese brand retail supermarket managers to prepare properly strategy on brand equity investment for increasing purchasing decision.
Tóm tắt
Mục tiêu của bài viết nhằm đo lường mức độ ảnh hưởng của các yếu tố giá trị thương hiệu đến quyết định mua sắm của người tiêu dùng tại các siêu thị bán lẻ thương hiệu Việt ở đồng bằng Sông Cửu Long (ĐBSCL). Mô hình lý thuyết được xây dựng dựa trên việc kế thừa mô hình của Aaker (1991) bao gồm: nhận biết thương hiệu, liên tưởng thương hiệu, trung thành thương hiệu, chất lượng cảm nhận, giá trị thương hiệu khác, quyết định mua. Kết quả nghiên cứu từ việc khảo sát 504 người tiêu dùng theo phương pháp chọn mẫu hạn mức cho thấy cả 5 yếu tố cấu thành giá trị thương hiệu đều có ý nghĩa thống kê. Trong đó, nhận biết thương hiệu là yếu tố có tác động mạnh nhất đến quyết định mua. Kết quả nghiên cứu đã cung cấp cho các nhà quản trị siêu thị thương hiệu Việt cái nhìn chi tiết về sự tác động của các yếu tố cấu thành giá trị thương hiệu đến quyết định mua của người tiêu dùng để từ đó có những chiến lược quản trị thương hiệu phù hợp.
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