The paper discusses "Factors affecting the Decision to select the store to buy books of student in university in Ho Chi Minh city." The author proposed research model based on the reference of the research model Junio Andreti et al, 2013, consisting of 5 elements: Product, Price, Convenient, Consumer service, Promotion. Research using SPSS 20 software data analysis problem: Cronbach's Alpha, exploring factor analysis and regression analysis EFA linear multiples. The results showed that 5 factors that affect the decision to select stores to buy books by students at tp.hcm be sequenced level from high to low impact is Promotion (beta = 0368), Product (beta = 0185), Price (beta = 0177), Convenient (beta = 0154), Consumer service (beta = 0126).
đang được dịch, vui lòng đợi..