Impact Of Brand Equity On Consumer Purchase Decision: A Case Study Of Mobile Retailer In Hochiminh City, Vietnam

Abstract

The research’s goal was to examine the effect of brand equity on consumer purchasing decisions at Thegioididong store. This study was based on research on the decision-making process and brand equity. There were five factors such as brand awareness (BAW), Brand equity (BL), Brand association (BAS), percieved quality (PQ), and adverstising (AD). This study was used qualitative method and quantitative method in which a discussion group was conducted by 10 consumers and a survey with 40 consumers to test questionnaires. The primary survey was collected from 261 consumers who bought products at Thegioididong stores in Ho Chi Minh City, Vietnam by using a survey questionnaire. The results showed that brand loyalty, brand association and advertising were impacted on consumer purchase decision in which most influential factor was brand loyalty and the least impact factor was brand association. Brand awareness and perceived quality were not impacted on consumer purchase decisions. The findings of this study suggested that Thegioididong should improve image and focus on loyalty consumers to attract new consumers because loyalty consumers were ready to recommend Thegioididong.