Factors affecting the purchase decision of consumers in Hue city towards Sonboss paint manufactured by Thanh Phat Consulting and Construction Joint Stock Company

This study determines the factors affecting the purchase decision of consumers in Hue city towards Sonboss paint manufactured by Thanh Phat Consulting and Construction Joint Stock Company. The study’s data is collected from 120 consumers with the convenience sampling method. The Cronbach’s alpha, the exploratory factor analysis (EFA) and the regression analysis methods are applied to analyze collected data. The results show that there are four factors affecting positively the purchase decision of consumers towards Sonboss paint, including: the product quality, the perceived price, the customer service, and the responsiveness.