Vietnamese consumers’ attitude toward H&M brand, visual merchandising and their purchasing behavior

Abstract

This research wants to investigate Vietnamese consumers’ attitude toward H&M brand, visual merchandising and their purchasing behavior since visual merchandising in fast fashion has been considered to be one of the most strategic marketing tools among others. Quantitative research method was employed by distributing online questionnaire to collect data from Vietnamese consumers living in Ho Chi Minh city. Two hundred and two survey participants were 18 years old or older, visited H&M stores in the past 6 months, and bought H&M products over the past 12 months. The results showed that there were positive relationships between attitude toward H&M visual merchandising and brand attitude (r = 0.58) as well as between attitude toward H&M visual merchandising and instore purchasing behavior (r = 0.57). Nevertheless, although having a preference for international fast fashion brand, Vietnamese consumers’ impulse purchasing behavior was limited (M = 2.88) due to their perception about H&M products as expensive, not affordable, ones. To buy H&M products, Vietnamese consumers would take a high-involvement decision-making process, including searching for information and evaluating alternatives, as well as engaging in high level of rationality. In order to improve brand image boost sales, it is suggested that H&M brand should invest and enrich its website’s content, collaborate with various opinion influencers, and utilize Vietnam’s iconic symbols in visual merchandising.