IMPACTS OF MARKETING 4CS ON CUSTOMER'S PURCHASING INTENTION IN THE AIR CONDITIONING INDUSTRY IN VIETNAM

Abstract In the context of a rapidly expanding economy and the rising demand for air conditioning in Vietnam, it is crucial to understand the factors that influence consumers' purchasing decisions. This understanding is essential for businesses to develop effective marketing strategies. The main focus of this dissertation is to investigate the impact of the 4Cs factors (Customer Value, Cost, Convenience, Communication) on the purchasing intention of Vietnamese consumers toward air conditioners. By conducting surveys, analyzing data, and drawing inferences, this study provides valuable insights into consumer buying behavior, which can assist manufacturers and enterprises in the Vietnamese air conditioning sector. The author utilizes both qualitative and quantitative methodologies. The qualitative methodology involves interviews with a panel of 20 experts, while the quantitative methodology involves data analysis using SPSS 20.0 software. The research findings reveal the influence of various factors on purchasing intention, including (1) Cost, (2) Corporation Image, (3) Convenience, (4) Communication, and (5) Consumer factors. This paper presents the results of the research by analyzing the collected data.