An examination of factors affecting on purchasing decision of womenswear in Vietnam

Abstract

This study investigates factors affecting buyers’ decision to purchase womenswear in Vietnam. The research model consists of three independent variables, namely social factors, psychological factors, and marketing promotion. The regression analysis is used to examine the relationship between factors. The actual sample size of this research amounts to 280. Based on these findings, this research has provided practical recommendations for fashion brands or womenswear providers to attract more buyers. The findings have shown that social factors have the most significant positive impact on buyers' decision of purchasing womenswear, followed by psychological factors. To raise buyers' desire in the purchase, social factors should be conducted as a priority. However, marketing promotion is found to negatively affect buyers’ decisions on purchase. It is recommended that brands should develop a more prudent and intelligent marketing strategy. As a result, the communication or marketing strategy must also be reevaluated to develop properly, following the psychology and perceptions of buyers.