EXAMINE IN-STORE PROMOTION AT CANIFA

Abstract

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 customer behaviour. 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 design products.