TTLA: Current consumption behavior of urban youth in Hanoi on apparel products

1. Full name of PhD student: Dao Thuy Hang 2. Gender: Female

3. Date of birth: June 19, 1992 4. Place of birth: Hanoi

5. Decision on recognition of PhD students No. 3216/2014/QD –XHNV-SDH of the Rector, University of Social Sciences and Humanities, December 31, 2014

6. Changes in the training process:

Adjustment of the title of doctoral thesis, No. 1011/QD-XHNV, March 29, 2016

Adjustment of the title of doctoral thesis, No. 236/QD-XHNV, January 9, 2019

7. Thesis topic: Clothing consumption behavior of urban youth in Hanoi today

8. Major: Sociology 9. Code: 62.31.03.01

10. Scientific guides: Assoc.Prof.Dr. Nguyen Thi Thu Ha

11. Summary ofnew resultsof the thesis:

- Urban youth are quite concerned about their appearance, as shown by the fact that spending on clothing products is one of the three main monthly expenses of urban youth in the survey sample.

- There are differences in aspects of consumer behavior, specifically: access, selection, purchase and use and disposal of clothing products between men and women, between subjects with different income levels, age ranges, occupations, education levels, etc.

- Regarding the core values ​​of garment products, the thesis shows that the lifestyle value orientation of Hanoi urban youth is still pragmatic and realistic, not yet hedonistic, although there are many indicators showing that the value of hedonistic life is gradually forming in a part of the youth. The perception of the symbolic values ​​of garment products and the function of consumer behavior also differs between men and women, between age groups, income, place of residence and length of residence in Hanoi.

- Regarding the function of consumer behavior, consumer behavior meets many needs: personal needs and social needs. Regarding personal needs, it is noteworthy that young people quite agree with the view on the entertainment function of consumer behavior. In addition, urban youth also show that consumer behavior meets their social functions. On the one hand, consumption of clothing products makes them more attached to their close group; on the other hand, they are a tool to shape and determine the position, style and identity of each individual. From the perspective of young people, consumer behavior has both a social bonding function and a social differentiation function. However, the social bonding function is still the more obvious and prominent function.

12. Practical applicability, if any: The research results are reference materials for other studies on the same topic in the future. In addition, the research also has the ability to predict consumer trends based on describing individual behavior and behavioral values ​​- which can help managers, manufacturers and distributors of garment products approach and easily grasp their target market.

13. Further research directions: Studies on consumption of other types of products such as: electronics, household appliances, cultural and artistic consumption; or possibly diversifying other research subjects, such as: students, adolescents, middle-aged, elderly or subjects with specific characteristics, such as: office workers, workers in the free sector, etc. Studies on specific consumption such as: luxury consumption, green consumption or brand-based consumption, online consumption, etc.

14. Published works related to the thesis:

1. Dao Thuy Hang (2018), “Conception of goods in consumer society: A sociological perspective”,Journal of Social Sciences and Humanities, vol. 4, no. 3, pp. 393 – 402.
2. Dao Thuy Hang (2016), “Consumer Sociology: Basic Research Terms from the Approaches of Classical Sociologists”,Journal of Social Sciences and Humanities, vol. 2, no. 1b, pp. 130-142.

INFORMATION ON DOCTORAL THESIS

1. Full name: Dao Thuy Hang 2. Sex: Female

3. Date of birth: June, 19^th, 1992 4. Place of birth: Hanoi

5. Admission decision number: : 3216/2014/QD –XHNV-SĐH, followed by Rector decision, dated 31^st, December, 2014

6. Changes in academic process:

Adjust the title of the doctoral thesis, No. 1011 /QD-XHNV, March 29, 2016

Adjust the title of the dissertation thesis, No. 236 /QD-XHNV, January 9, 2019

7. Official thesis title: Urban youth's clothing products consumption behavior in Hanoi today

8. Major: Sociology 9. Code: 62.31.03.01

10. Supervisor: Assoc. Prof. Nguyen Thi Thu Ha

11. Summary of the new findings of the thesis:

- Urban youth are increasingly interested in their appearance which shows through the consumption of garments is one of three major expenditures

- There are differences in each stage of consumer behavior, namely: access, selection, purchase, use and handling of clothes between men and women, among different income, age, occupation, academic level, etc.

- In terms of the core value of garments, the results show that the orientation of Hanoian youth's lifestyle values ​​are still pragmatism, utilitarianism but not hedonism, although there are many evidences showing that it is gradually forming in some segments of youth. Awareness of the symbolic values ​​of clothing products and the function of consumer behavior are also dissimilar between men and women, among age groups, group of income, living place and time living in Hanoi.

- Besides, consumer behavior meets many people needs: personal needs and social needs. On personal needs, entertainment is notable function of consumer behavior. In addition, consumer behavior meets their social functions. On the one hand, consumption of garments makes them attach to their group member; On the other hand, it is the tool that shapes and defines the social position, lifestyle and identifies of each individual. From a youth perspective, consumer behavior is both linking and distinctive function; however, linking is dominant function.

12. Practical applicability, if any: Research results are references to other later studies. In addition, the study also has the ability to predict consumer trends based on individual behavioral descriptions, behavioral values ​​- which can help garment managers, manufacturers and distributors access and capture their target market audiences, easily.

13. Future research direction, if any: studies on consumption of other products, such as electronics, household appliances, cultural products; or other research objects, such as: students, adolescents, middle-aged, elderly people; or customers with specific occupations, such as: office workers, free-zone workers; or specific consumption, such as: conspicuous consumption, green consumption or brand-based consumption, online consumption, etc.

14. Thesis-related publications:

1. Dao Thuy Hang (2018), “Concept of Commodity in Consumer Society: A Sociological Perspective”,Journal of Social Sciences and Humanities, Vol 4 (3), pp. 393-402.

2. Dao Thuy Hang (2016). “Sociology of consumption: basic research terminologies from classical rebel' perspectives” ,Journal of Social Sciences and Humanities, Vol 2 (1b), pp. 130-142.