IMPACT OF MARKETING COMMUNICATION ON PURCHASE BEHAVIOUR IN RETAILING CONTEXT: AN EMPIRICAL DATA OF SUPERMARKETS IN VIETNAM

Abstract

This paper investigates the impacts of marketing communication on purchase behaviour at supermarkets of Vietnamese consumers. Based on reviewing preeminent literature, the conceptual model is developed to present the relationships between marketing communication tools in both traditional and modern forms and purchase behaviour.  A paper-based survey was conducted with 403 consumers in their real shopping context. The results show that all marketing communication tools have an influence on consumers’ purchase behaviour. The findings recommend that supermarkets should combine traditional communication activities and new communicative forms to promote consumers’ purchase behaviour. It is advisable to enhance promotional activities on mobile apps, improve the quality of personnel, differentiate sales promotion strategies, as well as promote programs related to corporate responsibilities because of their strong impacts on purchase behaviour. Furthermore, improving the effectiveness of other communication including advertising, social media marketing and in-store promotion are needed to accelerate consumers’ choices. Finally, limitations of the study and future research orientations are presented.