Consumer Attitude towards Marketing Practices in Vietnamese Smartphone Market
Main Article Content
Abstract
Abstract
This study aims to investigate customer attitudes towards marketing activities in the smartphone market inVietnam. In order to reach this aim, the index of consumer sentiment towards marketing, which is based on the marketing mix paradigm (4Ps), is adopted. The findings show a positive relationship among four components of the marketing mix (including product, price, place and promotion) and customer satisfaction, among which the “product” component has the most significant impact on customer satisfaction. Thus, the study indicates meaningful implications for marketers in the process of enhancing the customer satisfaction level in practice.
Received 15 July 2015, revised 9 June 2016, accepted 28 June 2016
Keywords: Attitude, consumer sentiment towards marketing, customer satisfaction, marketing mix, smartphone, Vietnam.References
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[3] Flurry Analysis, January 2012 - January 2013, retrieved 2/2013 from http://www.flurry.com/solutions/analytics
[4] Kotler, P. (2012), AQs on Marketing: Answers and advice by the guru of marketing. Marshall Cavendish International Asia Pte Ltd., p.27.
[5] Rosenbloom, B., Dimitrova (2011), B., “The marketing mix paradigm and the Dixonian systems perspective of marketing”, Journal of Historical Research in Marketing, 3, 1, 53-66.
[6] Kotler, P. (2000), Marketing Management, Millenium Edition. Prentice-Hall, Inc. 10th Edition, p.4.
[7] Armstrong, G., Adam, S., Denize, S., Kotler, P.(2014), Principles of Marketing. Pearson Australia, 6th Edition, p.30.
[8] Jain, A. (2009), Principle of Marketing. V.K. (India) Enterprises, pp.77-78.
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[15] Cui, G., Chan, T. S., Lui, H. K., Joy, A.(2002), “Decomposition of Cross-country Differences in Consumer Attitudes toward Marketing”, Journal of Consumer Marketing, 214.
[16] Cui, G., Chan, T. S. (2002), “Consumer beliefs and attitudes toward marketing: an emerging marketing perspective”, Asia Pacific Advances in Consumer Research 5, 406-412.
Nguyen, T. P. T. (2008), Service quality in e-banking: Comparison between SERVQUAL model and GRONROOS model, University of Economics, Ho Chi Minh City.