tailieunhanh - Summary of dissertation: Consumer behaviors and the marketing mix of mobile enterprises in Vietnam

Research purposes: On the one hand, the research investigates the consumer behavior model, and the external and internal factors of the consumer’s “black box” that have impacts on the consumer’s behavioral intentions towards mobile services. On the other hand, based on theresults of the investigation of the Vietnamese consumer behaviors, the research provides an analysis of the orientation of the marketing mix employed by the Vietnamese mobile enterprises over the past time and proposes a new orientation to these enterprises for thecoming time. | MINISTRY OF EDUCATION AND TRAINING NATIONAL ECONOMICS UNIVERSITY CHU TIEN DAT CONSUMER BEHAVIORS AND THE MARKETING MIX OF MOBILE ENTERPRISES IN VIETNAM MAJOR BUSINESS ADMINISTRATION MARKETING CODE SUMMARY OF DISSERTATION IN BUSINESS AND MANAGEMENT HANOI 2014 2 THIS DISSERTATION WAS ACCOMPLISHED AT THE NATIONAL ECONOMICS UNIVERSITY Supervisors 1. Prof. Dr. Luong Xuan Quy 2. Assoc. Prof. Dr. Luu Van Nghiem Critic 1 Critic 2 Critic 3 This dissertation shall be defended before the state-level Dissertation Assessment Council convening at the National Economics University Hanoi at. on . 2014 This dissertation can be found at 1. The National Library 2. The National Economics University Library 2 CHAPTER 1 INTRODUCTION The urgency of the dissertation In theory There have been many studies on consumer behaviors in the field of mobile telecommunications throughout the world. However most of these studies have addressed only one aspect of consumer behaviors examining the impact of the external or internal factors of the consumer s black box or technology on consumer behaviors. Almost none of them have provided an overall examination of external and internal factors that may have effects on behaviors consumers. In Vietnam there have not been many studies on mobile services especially on consumer behaviors towards these services. There are two reasons for this shortage. On the one hand not many enterprises have been licensed to trade in these services. On the other hand due to the recent slow-growth market the mobile enterprises have started to develop intensively retaining customers and paying more attention to them instead of developing extensively with the focus on increasing subscribers. In practice Mobile enterprises are recommended to start with a good understanding of customers to have appropriate strategies for a reasonable distribution of their limited resources to both marketing and technology developing activities. Mobile .