How Vietnamese Cultural Values Impact on Gift Brand Choice Behavior in Lunar New Year: The Case in Ho Chi Minh City, Vietnam

• Main Authors: Huynh Phuong Quy, 黄方貴
• Other Authors: Tsan, Chia-Chi
• Format: Others
• Language: en_US
• Published: 2016
• Online Access: http://ndltd.ncl.edu.tw/handle/5cej3n

碩士 === 龍華科技大學 === 企業管理系碩士班 === 105 === Buying and giving gifts in Lunar New Year becomes indispensable cultural trait of Vietnamese. Nevertheless, to date, quite rare of researchers explore why this such behavior are common in this occasion. Consequently, this paper aims to examine how components of Vietnamese cultural value and Vietnamese cultural value as a whole impact on gift brand choice behaviors of urban consumers during this period. An explicit and comprehensive model was developed and tested in this study that open a clear explanation of consumers’ gift-giving behavior in Ho Chi Minh City (HCMC), Vietnam. Using a questionnaire distributed among a large scale in HCMC to measure the consumer behavior on brand choice. The cultural values examined were filial piety to family, respectful attitudes, social relationship and face saving. Factor analysis and regression analysis were used by SPSS version 20.0 to analyze the data. The research results have highlighted Vietnamese traditional cultural value as a whole as well as partial of its components positively affect the decision to buy gifts in which brand is the most critical aspect to focus on. Furthermore, the results would benefit marketers and practitioners involved in gift market in HCMC by clear observation of the general consumption characteristics of urban consumers, insights into the various antecedents of gift-giving and connecting them with diversified of Vietnamese cultural values. Implications, limitations and future researches for marketing practitioners are discussed at the end of this paper.