Retailing marketing strategy development: The case of HP printer in Ho Chi Minh City
Huynh Dang Khoa, Ngo Giang Thy
Based on the final sample of 122 respondents interviewed, who already bought HP Printer less than twelve months ago, the quantitative model is employed to test how five factors, e.g. point of sales materials, visual merchandising, promotion, activation, sale person, relate with the end user purchasing decision. Although the sample is not large, it is sufficient for the quantitative method, e.g. EFA, then the regression function is used. The finding confirms that there are a huge changes in the purchasing decision of end users by point of sales materials, visual merchandising, promotion, activation, and sale person, in which the visual merchandising is positively evaluated as the best influence to the purchasing decision, next as point of sales, sales person, activation, and promotion.
Huynh Dang Khoa, Ngo Giang Thy. Retailing marketing strategy development: The case of HP printer in Ho Chi Minh City. International Journal of Commerce and Economics, Volume 2, Issue 1, 2020, Pages 22-26