A Research On Consumers’ AttitudesTowards Marketing : The case of Vietnam

Abstract:

The purpose of this paper is to present an alternative perspective of marketing, which is lookingat the concept from a macro point of view, with a chosen country-Vietnam. There are three maingoals that this investigation strives to achieve. In specific, it aims first to observe whether theVietnamese consumers have favorable or unfavorable attitudes towards the marketing systemthat currently operating nationally. This is reached through an application of ICSM model, whichbased very much on the famous marketing mix paradigm (4Ps).The second purpose of this thesis is to test whether Vietnam market exist the relationshipsbetween consumers’ sentiment toward marketing practices and customer satisfaction. Theapplied models in this case are Kano Model and ACSI model where it proposed that therelationship exits. Thirdly, as Vietnam is a developing country, the role of government isexpected to have an effect on the issue of marketing practice, which implicitly can influence thevariables of consumer attitude and consumer satisfaction. Therefore, we took this opportunity todetermine whether it is the case and reflects that with results from previous studies.And above all, demographic factors including age, gender, education background, andoccupation are tested against the three main variables of attitude, satisfaction, and government.To achieve all the three main goals, we adopt quantitative research strategy with self-completedquestionnaires. A total sample of 445 respondents is obtained from two biggest cities ofVietnam- Hanoi and Ho Chi Minh City. The analyzed results show that Vietnamese consumersare much more favorable to the current marketing activities, in comparison to other countrieswith well-developed economic situation. Moreover, the results also proved that there is positiverelationship between the two pairs of variable: attitude - satisfaction, and government regulations- satisfaction; while between government and attitude, a negative correlation is found. Finally,the statistics also shows that demographic factors do have correlation on the variables thoughsome are more influential than others.