Contents

An Exploratory Investigation into Impulse Buying Behavior in a Transitional Economy: A Study of Urban Consumers in Vietnam

Mai Nguyen, Thi Tuyet / Jung, Kwon / Lantz, Garold / Loeb, Sandra G.

Abstract

As a transitional economy, Vietnam is open to many new marketing experiences. Along with slowly increasing wealth, changes are occurring in the retail environment as stores begin to replace individual vendors. The changing retail environment suggests the usefulness of understanding shopping behaviors relevant to retail settings. The authors examine impulse buying behaviors of urban consumers in Vietnam. The authors conducted an exploratory study that included both qualitative and quantitative methods to provide a general understanding of urban Vietnamese consumers' impulse buying behaviors. Results show that individualism, age, and income are significantly related to impulse buying behaviors of Vietnamese consumers. In addition, personal-use products are the most common impulse purchase items, despite the collectivist nature of consumers in Vietnam. The authors' findings suggest that, at least with respect to impulse buying and despite cultural differences, consumers from transitional economies such as Vietnam may share some common tendencies and behaviors with consumers in advanced economies. The authors discuss other observations and conclude with suggestions for further research.

Issue Date
2003
Publisher
AMER MARKETING ASSOC
Keywords
EXECUTIVE INSIGHTS; CULTURE; PRODUCT; GENDER; ISSUES; AGE
Citation
JOURNAL OF INTERNATIONAL MARKETING, v.11, no.2, pp.13 - 35, 2003
DOI
10.1509/jimk.11.2.13.20162
Journal Title
JOURNAL OF INTERNATIONAL MARKETING
Start Page
13
End Page
35
ISSN
1069-031X
Language
English
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