¹Pham Thi Thuy Van, ²Nguyen Thi Anh Tram, ³Le Thi Hai Ha

¹,²,³ University of Labor and Social Affairs, Vietnam

Chinese garment products were present throughout the domestic market of Vietnam, both in large cities and in rural areas, attracting the majority of low-income and low-end customers. The main objective of this study was to identify, evaluate, and to measure the attributes of the Vietnamese consumers' intention to buy Chinese garment products. The study was based on a field survey using a semi-structured questionnaire on a sample of 600 consumers in Hanoi city and Ho Chi Minh city. But, only 406 filled questionnaires were satisfactory and therefore included in the analysis. By using seceral statistical analytical tools, i.e. descriptive statistics, Cronbach’s Alpha analysis, the study has identified and measured four (4) attributes of the Vietnamese consumers' intention to buy Chinese garment products. Based on the findings, some recommendations are given for the Vietnamese consumers' intention to buy Chinese garment products and domestic textile and garment firms in Vietnam.

Intention to buy products, Chinese garment products, marketing, consumers

M31, M10

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VOLUME 04 ISSUE 04 APRIL 2021