Các yếu tố tác động đến quyết định mua hàng nội của người tiêu dùng: Nghiên cứu trường hợp các sản phẩm may mặc

ABSTRACT. The study of the determinants of consumer purchase decisions of domestic products is necessary in the context of Vietnams’ international integration in order to help domestic firms improve their competitiveness. This study aim to analyze factors influencing consumer purchase decision of domestic products based on Binary Logistic regression model and a primary data sample of 232 consumers. Research results show that (i) Perceived reasonable price, (ii) Perceived quality,

and (iii) Consumers ethnocentrism significant influence consumer purchase decision of domestic products.