Abstract
Through survey results from 286 consumers who bought cars in Danang city, this study has applied the foundational theories and previous research results in researching and analyzing the factors affecting their choice of car brands. Combining basic analysis in quantitative research such as statistics, Cronbach’s alpha reliability, EFA factor analysis, correlation analysis, linear regression model from SPSS software,the main results of the study show the factors affecting the choice of car brand of consumers in Danang city, in which (1) Brand awareness has the strongest impact; next are (2) Emotion of choice; (3) External influences; (4) Car characteristics; (5) Serviceability; (6) Brand image and (7) Price policy.
Keywords: Consumer behavior, brand, Car brand choice.
JEL classification:D11; D12; D23.
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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
