Product attributes and preference for foreign brands among Vietnamese consumers

Abstract

This research attempted to investigate important product attributes in purchasing fashion goods and the influence of these attributes on preferences for American fashion brands versus local fashion brands, by Vietnamese consumers. A web-based survey was developed to collect the data from Vietnamese consumers who reside in HoChinMinh City, which is the Vietnam's largest urban area. Descriptive and multiple regression analyses were used to analyze the data. It was found that the functional attributes such as fit and comfort were the most important attributes when the Vietnamese consumers purchased fashion goods. Vietnamese consumers who put importance on the subjective norm and the symbolic attributes such as latest fashion, country of origin, and well-known brand preferred American fashion brands over local fashion brands. Vietnamese consumers indicated American fashion brands as more attractive, higher quality and more prestigious than local fashion brands. Quality, brand image, and material were indicated as advantages of American fashion brands while price was the only advantage of local fashion brands. American mass-market brands can be competitive in the Vietnam market with appropriate marketing. In order to better compete, American mass-market brands should actively promote their brands in Vietnam, offering quality products with good fit and comfort at lower prices than high-end brands.