TABLE OF CONTENTS
I. INTRODUCTION
1. Coolmate
Coolmate Is a Vietnamese fashion brand with a different operating style than the
traditional one- selling through a modern, user-friendly website online platform,
offering an antidote to on-trend shopping, offering high-quality, out-of-season
essentials for men’s wardrobes.
The Coolmate Store is completely online with 2 customer support centers
including defective goods recall, return goods in Hanoi and Ho Chi Minh City.
Coolmate is aiming to improve product quality and customer service quality to
aim for the most perfect professionalism, for customer convenience.
Coolmate’s mission is to make shopping easier for men because Coolmate
believes men deserve it.
2. Us
We are a group of students from Advanced Finance 61A – University National
Economy (NEU). We did this survey For our Marketing course to collect
information and gain insight into people’s needs and experiences of Online
Apparel Shopping – Coolmate.
3. Our Survey
From this survey, our team analyzed consumer data to find out the barriers and
buying motivations of the target audience, then, based on that to propose an
effective marketing strategy for Coolmate.
This report clarifies the latest consumer behaviors in online shopping as
well as their barriers and buying motivations to propose an effective
marketing strategy for Coolmate.
The report will examine: target customers’ needs, behaviors & preferences as
well as the Coolmates brand awareness and post-purchase loyalty of Coolmate
from the Key Findings.
II. METHODOLOGY
Data Collection
We conducted an online survey in English via MS Form and posted on
Facebook to invite the online shoppers to participate in the survey.
Data were collected from 15th September to 3rd October 2021 among Male
consumers aged 18 – 30 living in Hanoi.
The sample size for final analysis was 125 participants. The conducted
questionnaires have three separate sections
The 1st Section contained demographic questions asking for participants’ sex,
age and income. The 2nd part focused on the respondents’ shopping behaviors
and preferences and the last one looked into their shopping experience with the
Coolmate brand.
The purpose of this research study was to investigate recommendation,
customer satisfaction, online shopping experience, trust, and word-of-mouth
(WOM) affecting consumer online shopping decision China. The closed-end
questionnaires were applied for collecting data from 150 online consumers in
China. The majority of respondents were females with the age between 21-30
years old. Most of them completed high school /vocational colleges, worked as
company employees, and had monthly income less than 8,000 RMB. More than
82% of the respondents had an online shopping experience in the past one
month. The results revealed that online shopping WOM, online shopping trust,
online shopping experience, and recommendation were the significant factors
that affected customers’ online shopping decision in China at the significant
level of .05. On the other hand, customer satisfaction did not affect customers’
online shopping decision in China.
The overall purpose of this study is to explore and comprehend
recommendation, customer satisfaction, online shopping experience, online
shopping trust, and online shopping word-of-mouth affecting the customer
online shopping decision in China
III. DETAILED FINDING
1. Demographics
2. Shopping behaviors & Preference
Since most survey respondents are financially independent young people, over
66% of them are willing to invest 200,000 – 400,000 VND in an article of
clothing per month, which is a reasonable price for a quality shirt or short.
Meanwhile, only 2% don’t care about the prices.
E-commerce websites (Tiki, Shopee, Lazada,…) are where the most consumers
buy online.
Only a modest 16.13% of respondents chose the Shops’ Official Website to
