| dc.description.abstract | The Doi Moi (the Reform) in 1986 and the potential development of handicraft industry in Vietnam in recent years has brought the chances for nylon flower products, which are a handicraft item of imitation flowers, are very promising to develop in the future. Nylon flowers are unique because they are quite new in the market, because of their unique beauties, high quality, long duration and reasonable prices, and they are very easy to make, even with people with disabilities. Moreover, the market of nylon flower products has developing
in foreign countries but has not developing successfully and professionally in Vietnam. The purpose of this research is to conduct a market research on customer behavior of nylon flower products in Hochiminh City, produced by women with disabilities, specifically the Women with Physical Disabilities Club
in Hochiminh City.
Applying the Consumers’ Buying Process model of Leon, G.Schiffman and Kanuk, and the model of Consumer Decision Making of Alan Andrean and Jossey-Bass, together with data collected from 300 targeted audiences and some interviews taken place with imitation flower retailers in the big markets of Hochiminh City, the study found that consumers are mostly in the segment of low and medium income, are not willing to spend high price for this kind of product, pay most attention on purpose and price, not familiar with online shopping, not pay attention on imitation flower’s brand but keep re-purchasing with the products they’ve trusted, and some other results of consumer behavior have been analyze and concluded .
Although there are still some limitations in this research, businesses in imitation flower market, especially a start-up business of nylon flower products, can know more about opinions and needs of young consumers to build an
effective business plan for their own. | en_US |
