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Consumer behavior towards clothing products of Garco 10 - A casestudy at Long Bien District

The general objective of the study was to reveal real consumer behavior towards clothing products of GARCO 10 at Long Bien district. The research used the primary data collected from the survey of 120 customers in 2013. | J. Sci. Devel. Vol. 12 No. 2 239-249 Tạp chí Khoa học và Phát triển 2014 tập 12 số 2 239-249 www.hua.edu.vn CONSUMER BEHAVIOR TOWARDS CLOTHING PRODUCTS OF GARCO 10 - A CASESTUDY AT LONG BIEN DISTRICT Chu Thị Kim Loan1 Đinh Thị Ngân2 Hanoi Agricultural University 2Global Sourcenet Limited Company Email ctkloan@hua.edu.vn Received date 22.11.2013 Accepted date 25.02.2014 ABSTRACT The general objective of the study was to reveal real consumer behavior towards clothing products of GARCO 10 at Long Bien district. The research used the primary data collected from the survey of 120 customers in 2013. The survey indicated that the largest number of consumers buying clothing products for themselves when their cloths are old. They usually purchased at company s stores and products that they prefer most were shirts and khaki pants. Buying frequency of the respondents was low with 1-2 times per year. The level of satisfaction of consumers are inclined towards sale staff durability design and price of the products. The EFA analysis showed that consumer behavior is affected largely by 6 factor groups namely price reputation and identity sales staff inference group store facilities product quality and body fit. Among the variables included in the regression model the product quality affected most and male customers have higher potential of buying GARCO 10 s clothing than female customers. Finally the study proposed some suggestions related to developing high quality clothing products diversifying range of products and improving price policy in order to help the company attract more customers and then increase its sales. Key words consume behavior clothing products GARCO 10 exploratory factor analysis EFA Hành vi người tiêu dùng đối với sản phẩm may mặc của Công ty may 10 TÓM TẮT Mục tiêu tổng quát của bài viết là tìm hiểu hành vi người tiêu dùng đối với sản phẩm may mặc của Công ty May 10 trên địa bàn quận Long Biên. Các kết quả nghiên cứu chủ yếu dựa trên số liệu sơ cấp được thu