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首页> 外文会议>International Conference on System Science and Engineering >Determining the Effects of Marketing Mix on Customers' Purchase Decision Using the Grey Model GM(0, N) - Case Study of the Western style Coffeehouse Chains in Vietnam
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Determining the Effects of Marketing Mix on Customers' Purchase Decision Using the Grey Model GM(0, N) - Case Study of the Western style Coffeehouse Chains in Vietnam

机译：使用灰色模型通用灰色模型（0，N）确定营销组合对客户购买决定的影响 - 越南西式咖啡馆链的案例研究

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摘要

Western style of coffeehouse chain presents a new market trend for beverage business industry with more opportunities and challenges in Vietnam. However, consideration of the Vietnamese consumer perception on this issue has not been introduced in the scholarly study yet as our knowledges. Thus, this study aims at utilizing the questionnaire approach to obtain the consumers' information, and then, the grey model GM(0, N) is applied to determine the major factors of marketing mix impact on Vietnamese's purchase decision who was serviced at western style coffeehouse chains. Based on the data from 176 valid questionnaires among of 220 responses, the results indicated that, five elements of marketing mix significantly impacted to the consumer decision on purchasing coffee beverages. Among them, promotions and products have been evaluated as the crucial factors which factor weightings are 0.3571 and 0.3041, respectively. Follow by, the price (0.1387), place (0.1254) and people (0.0791). This study found that Vietnamese consumers take more considerations on promotions activities and the taste of coffee beverages when purchasing coffee beverages in western style of coffeehouse chains. In spite of that products of coffee beverages with good taste and reasonable price can make consumers have a high level satisfaction and confidence to purchase.
机译：咖啡馆链的西式饮料商业行业的新市场趋势，越南的机遇和挑战。然而，在学术研究中尚未在学术研究中介绍对越南消费者对这个问题的看法。因此，本研究旨在利用调查问卷方法来获得消费者的信息，然后，应用灰色模型GM（0，N）来确定营销混合对越南购买的主要因素，越南的购买决定是在西方风格提供服务的咖啡馆链。根据220份反应中的176个有效问卷的数据，结果表明，五个营销组合的要素显着影响了对购买咖啡馆的消费者决定。其中，促销和产品已被评估为主要因素，分别为0.3571和0.3041。按照，价格（0.1387），地方（0.1254）和人（0.0791）。本研究发现，越南消费者在为西方咖啡杯中购买咖啡饮料时，越南消费者对促销活动和咖啡饮料的味道进行了更多的考虑因素。尽管产品饮料具有良好的味道和合理的价格，但可以使消费者具有高度的满足感和购买信心。

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