Abstract
This study aims to determine factors of marketing promotion which have impacts on the trust of customers in OCOP products in the Mekong Delta. The study was conducted on two promotional tools (advertising and PR), with 360 surveyed subjects in the Mekong Delta region, Vietnam. Descriptive statistics, EFA analysis and MLR regression analysis were used to find the advertising and PR’s impacts on the customers’ trust. The results showed that the advertising messages, the quality of PR activities, the frequency of advertising and the usefulness of PR activities have great impacts on customers’ trust. Based on the results, the authors proposed solutions to gain greater trust from customers. For instance, it is necessary to have a careful study on target customers’ psychology, preferences and habits when they approach advertising media and their perceptions of the frequency of advertising. The enterprises need to provide advertising information in a full and honest manner. They should develop PR programs that focus on usefulness for the target audience and the community.
Key words: promotion marketing, trust, OCOP products.
JEL classification: M; M14; M31; M37
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
