Factors Influencing Customer’s Purchasing Decision: A Case Study Of Co.Op Mart Supermarket In Ho Chi Minh City

Abstract

The purpose of this article is to integrate the factors affecting the purchasing process of customers at Co.op Mart Supermarket in Ho Chi Minh City to learn and evaluate the factors affecting the decision of customer's purchase and the influence of those factors in order to provide the right model and the right solution. The results after collecting variables from related articles show that there are three factors, which are out of 6 factors included in the study, affecting customers' purchasing decisions at Co.op Mart supermarkets in Ho Chi Minh City: Convenience, Location, Display. Finally, a systematic review was carried out, which collected the variables related to the customer's purchasing decision and provided a model to be included in the survey. Then, use SPSS to analyze the collected data and prove the reliability of the aforementioned influencing factors, analysising EFA and proving the fit of the model. From there, the general conclusion for the whole topic and recommendations and solutions are given to improve the purchase decision of customers at Co.op Mart supermarket in Ho Chi Minh City, which can be predicted for the future.