FACTORS INFLUENCING CUSTOMERS SATISFACTION OF SELECTING THE SHOPPING LOCATION IN FMCG INDUSTRY: EVIDENCE IN HAI PHONG

Abstract

Fast Moving Consumer Goods (FMCG) includes all products of daily and essential consumer goods. For this industry, customers always wish to experience by considering and touching directly cargoes. Through the collecting data of Likert survey in Hai Phong city and applying the EFA exploratory factor analysis and multiple linear regression analysis on SPSS 20.0 software, the paper identifies the factors and their influence level which affects customers satisfaction of selecting FMCG shopping location. It helps the FMCG business to come up with appreciate business strategies by better understanding the psychology of customer.