Customer buying behavior toward sport utility vehicle Hyundai Santa FE
Abstract
The purpose of this study is to find out which factors affect on the buying
decision of people when they purchase a car. Specifically, this research aims to analyze which determinants can affect Vietnamese customers when they decide to buy a Hyundai Santa Fe.
The method used in the research is quantitative method analysis and
questionnaires were delivered to collect information from 110 randomly people around
Ho Chi Minh City in May, 2011. The data were analyzed by SPSS software.
The findings of this research revealed that all respondents considered price and characteristics of a Hyundai Santa Fe are the most important factors for them when
making a decision. Therefore, a suggestion for Hyundai Motor Company comes out that they should have an attractive price policy and improve their Santa Fe day by day to gain
more market share in Vietnam.