Vietnam is the develop country with population of over 90 million. Year after year,
Vietnamese income is increasing sharply. These reasons are making Vietnam become
attractive market to both domestic and international fashion retailers.
People have been quite familiar with cheap clothes imported from China. The raise of
fordable and high quality clothes from Thailand makes fashion market is becoming more
and more competitive. Domestic fashion brands are doing very hard to gain market share.
One of the most recent trend is using in-store marketing with the purpose of “grabbing
customers at point of purchase”.
However, there is no study, which related to in-store marketing at CANIFA, conducted up
to present. Therefore, this research aims to examine what is customers’ evaluation about
in-store marketing activities at CANIFA and what is the correlation(s) between these
activities and customers behaviour. Two research questions are formed accordingly to the
research objective. Both quantitative and qualitative research were conducted to gather
data and answer research questions.
There are two key findings derive from this study: (1) Merchandise received highest
average score and (2) there are four in-store marketing factors have correlation with
Finally, based on the results, authors provide some recommendations to improve the
effectiveness of in-store marketing activities such as: the use of discount code, surprised
coupons, enhance price-packs and provide some funny activities with CANIFA simple