Determinants of customers' purchase intention towards ipad series in Ho Chi Minh city
Abstract
The main objective of this study is to determine factors affect customers’
purchase intention towards iPad series tablet in Ho Chi Minh City market. Based on the
literature review, the research model is conducted includes five independent variables
(Attitudes toward Product, Subjective Norms, Perceived Behavioral Control, Perceived
Quality, Brand Loyalty) and one dependent variable (Purchase Intention).
The draft questionnaire is conducted with 22 items. Then, a Pilot test is
conducted among 20 respondents in Ho Chi Minh City. After performing Pilot test,
respondents reported that they had no difficulty in answer the questions. The result
presents that the questionnaire is conducted simply, clearly and understandably for
respondents without ambiguous or confused statements. Hence, the questionnaire is
considered qualified.
This study data is based on a sample size of 295 respondents who are students
or officers in Ho Chi Minh City. Sampling method is accessed to the sample population
by giving questionnaires to direct respondents at the locations such as universities,
companies, etc. Besides, Statistical Package for the Social Sciences (SPSS) software
version 21 is utilized to analyze data.
The research result shows that customers’ purchase intention toward iPad
series tablet in Ho Chi Minh City is affected by their attitudes toward product, perceived
behavioral control, perceived quality and brand loyalty. Among independent variables,
perceived behavioral control is demonstrated to have the strongest positive effect on
purchase intention.
Conclusions and recommendations are made in order to support marketers can
review to find out relevant plans and strategies to extend tablet market, especially iPad
series tablet in Vietnam.