Factors that influence purchasing decision of consumers in Vietnam passenger car market

Abstract

Automobile is one of the most important industries that are becoming more turbulent since the last decade; however manufacturers do not conduct formal studies on understanding consumer buying behaviours. In this research, the author did a descriptive research in consumer beliefs and behavior about car choice. A survey is used with sampling from HCMC and Hanoi. Another qualitative follow-up interview study is conducted to help more understanding of the result from the descriptive research. Results are shown and implications are discussed.