CONSUMER BEHAVIOR TOWARDS CLOTHING PRODUCTS OF GARCO 10 - A CASESTUDY AT LONG BIEN DISTRICT

The general objective of the study is to reveal real consumer behavior towards clothing products of GARCO 10 at Long Bien district. The research results are mainly based on the primary data collected from the survey of 120 customers in 2013. The survey indicates that the largest number of consumers buys clothing products for themselves when their cloths are old. They usually shop at company’s stores, and products that they prefer the most are shirts and khaki pants. Buying frequency of the respondents is not so high with chiefly 1-2 times per year. The satisfactory levels of consumers are relative high towards sale staff, durability, design and price of the products. The EFA analysis shows that consumer behavior is affected largely by 6 factor groups, namely price, reputation and identity, sales staff, inference group, store facilities, product quality, and physical fitness. Among the variables included in the regression model, the product quality affects the most; and male customers have higher potential of buying GARCO 10’s clothing than female customers. Finally, the study proposes some suggestions related to developing high quality clothing products, diversifying range of products, and improving price policy in order to help the company attract more customers and then increase its sales.