Impact of COVID-19 on consumer behaviour in Vietnam

Thesis title: Impact of COVID-19 on consumer behaviour in Vietnam
Author: Pham, Minh Thu
Thesis type: Bachelor thesis
Supervisor: Kottika, Efthymia
Opponents: Karlíček, Miroslav
Thesis language: English
Abstract:
The aim of this study is to investigate the shift of consumer behaviour under the impact of COVID-19 on the Millennials living in Vietnam. To explain their behaviour during the pandemic, the qualitative approach has been used and an in-depth interview have been carried out with Vietnamese customers. Findings of the study revealed that there was a change in shopping channel, from physical stores to e-commerce sites because of fear of virus infection. However, consumers still feel the potential danger when shopping online. Decision-making process of consumers during this period is also forced to adapt because of consumer income is declining. Consumers become more cautious in every decision they made by looking more sources of product information, finding other alternative goods that are suitable for their budgets. Overall, four key factors influencing consumer decision-making process during COVID-19 have been identified in this study, namely price, quality, promotion and shipping fee. The results of the study thus confirm the signinificant effect of COVID-19 on the shopping patterns in Vietnam. As a result, recommendations were provided for the improvements of Vietnamese businesses during this tough time.
Keywords: Consumer behaviour; Millennials; COVID-19; e-commerce; Vietnam
Thesis title: Impact of COVID-19 on the consumer behaviour in Vietnam
Author: Pham, Minh Thu
Thesis type: Bakalářská práce
Supervisor: Kottika, Efthymia
Opponents: Karlíček, Miroslav
Thesis language: English
Abstract:
The aim of this study is to investigate the shift of consumer behaviour under the impact of COVID-19 on the Millennials living in Vietnam. To explain their behaviour during the pandemic, the qualitative approach has been used and an in-depth interview have been carried out with Vietnamese customers. Findings of the study revealed that there was a change in shopping channel, from physical stores to e-commerce sites because of fear of virus infection. However, consumers still feel the potential danger when shopping online. Decision-making process of consumers during this period is also forced to adapt because of consumer income is declining. Consumers become more cautious in every decision they made by looking more sources of product information, finding other alternative goods that are suitable for their budgets. Overall, four key factors influencing consumer decision-making process during COVID-19 have been identified in this study, namely price, quality, promotion and shipping fee. The results of the study thus confirm the signinificant effect of COVID-19 on the shopping patterns in Vietnam. As a result, recommendations were provided for the improvements of Vietnamese businesses during this tough time.
Keywords: Consumer behaviour; COVID-19; Millennials; e-commerce; Vietnam

Information about study

Study programme: Ekonomika a management/Business Administration/Corporate Finance and Management
Type of study programme: Bakalářský studijní program
Assigned degree: Bc.
Institutions assigning academic degree: Vysoká škola ekonomická v Praze
Faculty: Faculty of Business Administration
Department: Department of Marketing

Information on submission and defense

Date of assignment: 8. 1. 2021
Date of submission: 13. 5. 2021
Date of defense: 24. 6. 2021
Identifier in the InSIS system: https://insis.vse.cz/zp/75818/podrobnosti

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