Thesis Public Defense | VNP28 - Phạm Lê Quỳnh

To examine the impacts of marketing-mix instruments on retail patronage of TOTO brand through retailers in the South of Vietnam

Student: Phạm Lê Quỳnh, VNP-28

Supervisor: Dr. Trương Đăng Thụy

Abstract:

This study creates a conceptual model that highlights the effects of marketing-mix instruments in elucidating consumers in terms of purchasing decision or introducing behavior. A poll was conducted by 430 consumers who already purchased to collect attitudinal and behavioral traits related to their experiences with TOTO product – a Japanese brand of sanitary wares and retail patronages’ decisions. The independent variables were synthesized using the principal component analysis method and binary response model was employed to test the relationships between the marketing-mix instrument and decision of the participants to be patronages or not. The empirical result demonstrates that four of the seven marketing-mix variables are statistically significant in patrons’ decisions to purchase TOTO items or suggest them to others when requested. Furthermore, purchasing habit and demographic characteristics, particularly the experience factor when the survey participant is the one making the purchase choice, which has a positive impact on the decision afterward. In general, this research adds to a body of knowledge that may be used as advice on whether, when and which marketing-mix instruments to establish for a sanitary-ware retailer or an interior decoration retail channel in general when dealing with the influx of elevating lifestyle of high-income consumers. Additionally, it promotes a literature for a better reference of marketing strategic value proposition in Vietnam market.

Key words: retail patronage, marketing-mix instruments, patronage’s decision, TOTO sanitary wares.

JEL classification: M30, M31