The Attitude Of Young Adult Vietnamese Consumers

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In summation, the primary data derived from this research are that the overall attitude of young adult Vietnamese consumers is favorable to neutral towards Argan oil. In the opinions of young adult Vietnamese consumers, Argan oil’s fragrance, and packaging and labeling should be modified to be more appealing. In-store services are recommended to modify due to the negative experience one of the interviewees have discussed. Return policies made young adult Vietnamese consumers feel that Argan oil is more reliable. The questionnaires also showed that consumers would feel “very satisfied” if they were offered this option. The subsequent section aims to discuss the research results in relations to existing conclusions upon consumer attitudes…show more content…
In a case, Argan oil has exactly met the expectation of a consumer and has received positive responses (Appendix 3, M. 21. March 6th, 2016). This research supports Kernan and Trebbi’s conclusion on the existence of the tricomponent model hierarchy. Possibly due to lack of experience with Argan oil, most respondents have chosen to not respond to many of the Likert scale question regarding their attitude towards the product (questions 5 to 9, and 11 in Appendix 2). Many respondents, although they have never used argan oil, have answered question 10 (Appendix 2) that is a hypothetical question regarding return policies. It can be inferred that due to lack of awareness and knowledge of the Argan oil (cognitive), respondents were unable to form their feelings towards the product (affective) and therefore are not urged to try it or buy it (behavioral). Despite the conclusion based on existing attitude theories, there are still a great deal of skepticism on the topic as a whole. As discussed before, the origins in which attitudes are induced are unknown since it varies from personality, experiences, and media influences (Oskamp, 1991). Therefore, attitude is difficult to trace and often difficult to change (Olson, 1993). Personal factors and situational factors also play a role in customer behavior (Blythe, 2012). A consumer’s personal factors can be that they are not confident with the state of their hair or skin making them feel insecure. A situational factor can include

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