Influence of Promotion on Consumer Purchasing Decision of UN899(DINCH) at UPC Technology Corporation in Vietnam Market

Abstract

The research is to find out the influence of four independent variables on dependent variable –costumer purchase decision, which are direct marketing, personal sales, sales promotion, and public relations. Another word, promotional activities that influence on consumer purchase decision of UN899(DINCH) at UPC Technology Corporation (UPC). The survey was conducted with 200 respondents who are UPC’ clients. Promotion is one of important components in the marketing mix. Multiple regression came out to point out which promotional tool had strongly influence on consumer purchase decision on UN899(DINCH). The research has been proceeded by quantitative and qualitative methods; results came out the two determinants were direct marketing and sales promotion significantly influenced on consumer purchase decision of UN899(DINCH). The other two determinants were personal selling and public relations did not impact on consumer purchase decision of UN899(DINCH) at UPC in Vietnam market as proposed hypothesizes for the study, whereas these two tools play very important role in reality; therefore, they need verifying or are a foundation for future research. Nevertheless, the study reveals the managerial implication for UPC mangers or sales, and marketing department or promotional improvement of UN899(DINCH) at UPC in Vietnam.