- International Conference on Marketing in the Connected Age (MICA-2018), October 6 th , 2018 Danang City, Vietnam. - Demographic Variables in the Research of Hanoian’s Intentions of Buying Chinese Garments. - This research supplies the theory of Chinese garments with some information about the demographic characteristics of consumers, which are related to their intentions to buy Chinese garments. - Quantitative methods, which depend on the result of multiple regression analysis and group comparison, are used to come up with the conclusion of the research.. - The results indicate that 3 out of 4 demographic variables are ineffective on Hanoian consumers’ intentions to buy Chinese garments, which includes: (1) age, (2) gender, (3) income. - The “literacy” variable was discovered to have impacts on the consumers’ Chinese garments buying intentions. - The group of buyers who have not graduated from high school have the highest tendency to buy Chinese garments.. - Buying intentions. - Chinese garments. - Regarding clothes, it can be said that China is a top competitor of domestic companies in the Vietnam market in general and the Hanoi market in particular. - To acquire the market’s competitive advantages, companies which produce and provide domestic clothing items must have a good understanding of the customers to fulfil their needs better than the competitors. - This research is undertaken to justify the differences between groups of customers according to some demographic variables in the Chinese garments buying intentions.. - The intention of the consumer. - The sales of enterprises can be tracked through the customers’ buying intentions. - Forecasting buying intentions is the first step to predict the customers’ actual buying behaviors (Howard and Seth, 1967). - And according to some theories, buying intentions is considered a basis to predict the demand in the future (Warshaw, 1980. - Examining the consumers’ buying intentions, authors of some researches (Ajzen and Driver, 1992. - Zeithaml (1988) argued that the consumers’ buying intentions depends on the felt quality, value, objective level, and the product’s. - The higher the value of awareness, the higher the buying intentions. - Schiffman and Kanuk (2004) also showed that buying intentions are a tool to measure the probability to buy a product of consumers. - Elbeck (2008) stated that buying intentions are described as the customers’ willing to buy a product.. - According to a report of the survey about the habit of fashion consumption of the Vietnamese in 2012 conducted by the online market researching company named W&S, the expenditure for clothing of Vietnamese consumers is the third highest (lower than food and savings), account for 13.9% in the total personal spending.. - Thus, there might be a difference in the intentions to buy clothes between groups of people categorized by some controlling variables. - On that basis, the authors conducted a research about the impact of four demographic variables including age, gender, educational level, incomes on Hanoian consumers’ Chinese garments buying intentions, at the same time examine the heterogeneity between the intentions at the different groups in these demographic variables. - The demographic variables are divided into groups according to real life. - intentions to buy Chinese garments. - Apart from the introduction and the invitation to take part in the survey, the main contents of the questionnaire include questions about the buying intentions scale, and questions about consumers’ demographic characteristics. - The respondents will mark the best answers according to their opinion level of the statements. - To examine the effect of demographic variables on the intentions to buy Chinese garments of Hanoian consumers, the authors uses the multiple regression method. - Intentions to buy Chinese garments. - To compare the impact of different groups in each demographic variable on the Chinese garments buying intentions, the authors uses the group comparing method. - There are 4 demographic variables are used in the model: age, gender, educational level, income.. - To examine the difference in the Chinese garments buying intentions between the two genders, the authors uses the Independent- sample T-test with Sig <. - To examine the difference between these age groups in the Chinese garments buying intentions, the authors use the Analysis of Variance method with Sig <. - To examine the difference between these different educational levels in the Chinese garments buying intentions, the authors use the Analysis of Variance method with Sig <. - To examine the difference between groups of income in the Chinese garments buying intentions, the authors use the Analysis of Variance method.. - Statistics descriptive of the researching sample based on the controlling variables. - The model included four controlling variables: age, gender, income and education level. - Statistical results show that the number of women is 312 people, accounting for 76.8% of sample. - The number of men is 94, accounting for 23.2%.. - Regarding the age structure in the sample, the number of people from 18 to 25 years old was the highest, including 245 people, accounting for 60.3%. - the number of people aged 26-35 was the second largest (92 people), accounting for 22.7%. - According to a survey of an online market research company on Vietnamese people’s clothing consumption tendencies in 08/2012, the higher the age of the customer the lower the tendency of purchasing clothes is. - Therefore, the number of people aged between 36 and 54 is the third highest with 68 people, accounting for 16.7%. - In the group of people aged 55 and above, there is only one person, which accounts for the smallest proportion of 2%.. - In terms of education level, there are 6 consumers who did not go to high school, accounting for 1.5%. - The number of people completing high school in the sample was 99, accounting for 24.4%. - The number of community college or university graduates is 230, accounting for 56.7%. - The number of people with Master's degrees or Doctorate degrees is 71 people, accounting for 17.5%. - Statistics descriptive of the sample indicate that people in the sample possess relatively high education levels (56.7% of people in the sample have community college degrees or higher). - There are 25 people with income from 10.1 million VND to 12.5 million VND, accounting for 6.2%. - There are 9 people with income of 12.6 million VND to 15 million VND, accounting for 2.2%. - Only 2 people have income from 15.1 million VND to 17.5 million VND, accounting for 0.5%. - There are 3 people with income from 17.6 million VND to 20 million VND, accounting for 0.7%. - Finally, there are 17 people who earn over 20 million VND, accounting for 4.2%. - As can be seen in the. - This shows that the compatibility of the model with demographic variables is reasonable. - Thus, the demographic variables: Gender, Age, Education and Income can explain for 34% of the fluctuations in Intention to purchase Chinese garments.. - Consequently, it is possible to conclude that the demographic variables have an impact on consumers' willingness to buy safe products and that a linear regression model is consistent with the data set and is usable.. - The results of multi-collinearity test showed that the VIF variance coefficients of the demographic variables included in the model analysis were <. - Thus, the multivariate multi-collinearity can be neglected and the variables in the model can be accepted.. - The results of the regression analysis in Table 1 show that only the variable, Education level below high school, affects the intention to purchase Chinese garments because it has Sig <. - The remaining variables do not affect the intention to buy Chinese garments because they have Sig >. - The relationship between dependent variables and independent variables is shown in the following linear regression equation:. - Y1: Intention to buy Chinese garments Xa: Educational level below high school. - The standardized Beta Equivalence curves for Education level below high school is larger than 0, which shows that the controlling variable is positive for the dependent variable. - Accordingly, as Intention to buy Chinese garments is increased by 1 unit, there is a positive resonance of 0.640 units of Educational level below high school.. - Results of regression analysis. - Demographic variables Beta. - Education level below high school 0.640*. - High school graduates 0.086. - ***p=<0.001. - To understand more about the different levels of intention to buy Chinese garments among groups of the variable Education level, the authors use group comparisons. - Anova testing between controlling variable Educational level and dependent variable Intention to buy Chinese garments.. - Table 2 shows the Levene test results for the groups of education level. - That means there are differences in the variance between the groups of education level. - Levene tests for homogeneous groups of education level Test of Homogeneity of Variances. - Table 3 shows the results of the Anova analysis between education level and the intention to buy Chinese garments from Hanoi consumers. - 0.05, we can conclude that there is a difference in intention to purchase safe products among different education levels.. - Anova Testing Between Education Level and Intention to Buy Chinese garments. - Table 4 shows the difference in the average of Hanoi consumers’ intentions of buying Chinese garments among different groups of education level. - According to the descriptive table, the average of Hanoi consumers’. - intentions of buying Chinese garments of Education level below high school group is 2.5833, of High school graduates group is 2.0303, of Community college/ University graduates group is 2.0880, of Masters/ Doctors group is 2.0563.. - Table describing the average of Hanoi consumers’ intentions of buying Chinese garments among different groups of education level. - Thus, we can see that the group with education level below high school has the highest tendency to buy Chinese garments, second is the group of community college/ university graduates, third is the group of Masters/. - PhDs and finally, the group of high school graduates have the lowest tendency to buy Chinese garments among the four groups.. - The research shows that consumers with education level below high school are most likely to buy Chinese garments. - The results of this study can be explained as follows: according to data from the Vietnamese Living Standards Survey in 2014, the results of the estimated personal income function show that education is an important factor in determining personal income. - The salaries of community college or university graduates are higher than those of [people with education level below high school. - Additionally, Chinese garments mentioned in this study is in the low-end segment, which is appropriate for consumers who have low incomes and low education levels. - Therefore, it is reasonable that the research shows results of consumers with education level below high school having the highest tendency to buy Chinese garments is reasonable.. - The results of researching the impact of demographic variables on the intention to buy Chinese garments show that: gender, age and income do not affect the intention to purchase Chinese garments. - Also according to the research results, consumers of lower than high school educated have the highest intention to buy Chinese garments. - The research results of may be because low educated consumers are often less knowledgeable, so they will not care much about the brand, material, or ethnicity of the product they buy but pay attention to the design, especially the variety and constant change of this product line, which is the strength of Chinese garments. - Therefore, the results of this study are reasonable.. - The research shows that demographic factors including gender, age and income do not affect the intentions of buying Chinese garments. - Education level has a positive impact on consumers' intentions to buy Chinese garments, with people with education level below high school being the most likely to buy Chinese garments. - Thus, in order to gain competitive advantage over Chinese garments in the market with target consumers who are low educated, domestic firms should focus on the variety of styles and design of the product.. - Based on this research, further researches can go into directions that examine new independent variables, broadening the scope of the research.. - Application of the theory of planned behaviour to leisure choice. - (ed.) “Changing Marketing System”, Proceedings of the 1967 Winter Conference of the American Marketing Association AMA, pp
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