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- Tác giả: Nguyễn Kim Ngọc
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 124 p.
- Tóm tắt: The thesis examines the factors influencing impulse buying behavior among Gen Z at convenience stores in Ho Chi Minh City. It identifies key factors such as in-store environment, salesperson behavior, sales promotion, visual merchandising, and price discounts. Using quantitative research methods, data were collected through surveys and analyzed to determine the impact of these factors on impulse buying behavior. The findings suggest that improving these aspects can significantly enhance impulse buying ...
- Từ khóa: Impulse Buying; Gen Z; Convenience Stores; Sales Promotion
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