IMPACTS ON CONSUMER BEHAVIOR: THE CASE STUDY ON VIETNAM MULTI-LABEL FASHION STORE
The purpose of this paper is to study customer behavior which nearly always can be impacted by the environment around a particular store. There is a tremendous rising demand for fashion items in Vietnam. Recently, some Vietnam designer brands have become available at the market without own flagship store. A multi-label fashion store representing a variety of designer brand items enable the Vietnamese to select the needed appreciating the whole variety of fashionable quality outfits in one place. The multi-label fashion store is often difficult to manage in terms of planning and design, also, it is very different from a flagship store. Becoming aware of the environment surrounding a multi-label fashion store enable marketers to create new opportunities in terms of sales. This study has been carried out in the form of surveys so that to analyze the behavior in Vietnamese consumers purchasing fashion items. This has helped us understand how multilabel fashion retail stores are using the merchandising display and space layout so that to influence Vietnamese customers’ behavior, in both positive and negative ways. Therefore, marketers may consider our results as important information to be used further to improve the store environment in order to meet customer need better and thus – to enhance sales.
BOF & Mckinsey&Company. (2017). The State of Fashion 2017. Retrieved from https://images.businessoffashion.com/site/uploads/2016/11/The_State_of_Fashion_2017.pdf
Briggs, A. (June 6, 2016). Shoppers Prefer to Make Final Purchase Decisions In-Store, Despite Researching Online, Study Shows. Retrieved from https://www.forbes.com/sites/fionabriggs /2016/07/06/shoppers-prefer-to-make-final-purchase-decisions-in-store-despite-researching-online-study-shows/#5d164d035456
Chen, H., Zhou, J. & Yu, J. (November 1, 2016). Consumer perception and consumption behavior
regarding luxury products in fashion industry. International Journal of Business, Marketing and Decision Science, 9. 84-97.
Fashion Industry. (2005). In: Encyclopedia of clothing and fashion. Retrieved from http://www.encyclopedia.com/fashion/encyclopedias-almanacs-transcripts-and-maps/fashion-industry
Frings, G. S. (2005). Fashion from Concept to Consumer. USA: Pearson Education inc.
Heffner, C.L. (2014). Chapter 7: Section 2: Motivation. Retrieved from https://allpsych.com/psychology101/motivation/
Kotler, P. (2000). Kotler on Marketing: How to create, win and dominate markets. UK: CPI Group Ltd.
Li, F. & Ho, J. (2010). The influences of physical environment of multi-brand fashion retail store on consumer’s behavior. Retrieved from http://bada.hb.se/bitstream/2320/7727/1/2010.13.4.pdf
Lockett, H. (2017). IMF lowers 2017 GDP forecast for Vietnam. Retrieved from https://www.ft.com/content/ae0eec25-c0c3-39d0-92b9-2fde84a9b1ad
Marketline. (2016). Apparel retail in Vietnam. Retrieved from https://www.marketresearch.com/MarketLine-v3883/Apparel-Retail-Vietnam-10329500/
McLeod, S. (2016). Maslow’s Hierarchy of Needs. Retrieved from https://www.simplypsychology.org/maslow.html
Motivation. (2017). In English Oxford living Dictionaries. Retrieved from https://en.oxforddictionaries.com/definition/motivation
Rath, P.M., Bay ,S., Petrizzi, R. & Gill, P. (2008). The Why of the Buy. USA: Fairchild book.
Solomon, M.R., Bamossy, G., Askegaard, S. & Hogg, M.K. (2006). Consumer Behavior: A European Perspective. New Jersey, USA: Financial Times/ Prentice Hall.
Trotter, C. (September 5, 2016). What is a flagship store?. Retrieved from https://www.insider-trends.com/what-is-a-flagship-store/
Witte, S. (2016). What potential strategies for multi brand stores can countervail the increasing competition from mono brand stores?. Retrieved from http://kennisbank.hva.nl/document/642209
World Bank. (2017). GDP growth (annual %): Vietnam. Retrieved from https://data.worldbank.org/indicator/NY.GDP.MKTP.KD.ZG
International College Suan Sunandha
Rajabhat University, Bangkok, Thailand