Keywords
FMCG, retail, shopping location, shopping behavior, EFA, SPSS. FMCG, bán lẻ, địa điểm mua hàng, hành vi mua sắm, EFA, SPSS.
How to Cite
ĐOÀN, N. Q. A., VŨ, ĐỨC P., PHẠM, M. T., CHU, P. Q. T., & NGUYỄN, T. L. H. (2023). NGHIÊN CỨU CÁC YẾU TỐ TÁC ĐỘNG TỚI SỰ HÀI LÒNG CỦA KHÁCH HÀNG KHI LỰA CHỌN ĐỊA ĐIỂM MUA SẮM NGÀNH HÀNG FMCG TẠI HẢI PHÒNG. Journal of Marine Science and Technology, 75(75), 94–100. Retrieved from https://jmst.vimaru.edu.vn/index.php/tckhcnhh/article/view/392
Abstract
Fast Moving Consumer Goods (FMCG) includes all products of daily and essential consumer goods. For this industry, customers always wish to experience by considering and touching directly cargoes. Through the collecting data of Likert survey in Hai Phong city and applying the EFA exploratory factor analysis and multiple linear regression analysis on SPSS 20.0 software, the paper identifies the factors and their influence level which affects customers satisfaction of selecting FMCG shopping location. It helps the FMCG business to come up with appreciate business strategies by better understanding the psychology of customer.