TTLA: Consumer behavior in the apparel sector of urban youth today (case study of Hanoi city)

Author name: Dao Thuy Hang

Thesis title:Consumer behavior in the apparel sector of urban youth today (case study of Hanoi city)

Dissertation field: Sociology

Major: Sociology Code: 62.31.03.01

Name of the postgraduate training unit: Faculty of Sociology, University of Social Sciences and Humanities - Vietnam National University, Hanoi.

1. Purpose and research objects of the thesis

Research purpose: The study aims to show the current consumption status of urban youth in the field of apparel and the factors affecting this behavior. In addition, the study wishes to generalize the social meaning and symbolism of goods, specifically apparel products and consumer behavior in today's society from the perspective of urban youth. From there, there are appropriate recommendations to orient the consumption behavior of this target group.

Research object: Consumer behavior in the apparel sector of urban youth

2. Research methods used

The thesis used: Observation method, Document analysis method, In-depth interview method, Sociological questionnaire survey method and information processing method using SPSS software.

3. Main results and conclusions

3.1. Main results

- Overview of previous research works to obtain a relatively complete and valuable source of theoretical and practical reference information for research on lifestyle, youth culture, consumer behavior and factors influencing consumer behavior.

- Present theoretical basis: system of concepts, theories, research methods and overview of research area.

- Analyze the current status of clothing consumption of young people in Hanoi according to the process, including: accessing information, choosing, purchasing, using and processing products. In addition, the thesis integrates "vertical" comparisons between the research results of the thesis with other studies and "horizontal" comparisons showing the differences in consumer behavior among different groups of urban youth in terms of gender, age, income, occupation and other factors.

- Point out and analyze the symbolic meaning of apparel goods, branded goods and the functions of consumer behavior, especially its social function (social bonding function and social differentiation function).

3.2. Conclusion

Urban youth are increasingly concerned about their appearance, as shown by spending on clothing products, which is one of the three main expenditure items of urban youth in the survey sample.

There are differences in consumer behavior, specifically in the behavior of accessing, selecting, purchasing, using and disposing of clothing products between men and women, between customers with different income levels, age ranges, etc.

Regarding the core values ​​of garment products, the thesis shows that the lifestyle value orientation of Hanoi urban youth today is still pragmatic and realistic, not yet hedonistic, although there are many indicators showing that hedonistic life values ​​are gradually forming in a part of the youth.

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 are quite in agreement 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.

SUMMARY OF DOCTORAL THESIS

The author's name:Dao Thuy Hang

Thesis title:Consumption behavior in the garment sector of urban youth today (case study in Hanoi city)

Scientific branch of the thesis: Sociology

Major: Sociology Code: 62.31.03.01

The name of postgraduate training institution: Faculty of Sociology, University of Social Sciences and Humanities, Hanoi National University

1. Thesis purpose and objectives

Thesis purpose: The study aims to show the current status of consumption of urban youth in the garment sector and the factors that influence this behavior. In addition, the study seeks to outline the social and symbolic meaning of the commodity, namely the garment and consumer behavior in today's society from the perspective of urban youth. From there, there are appropriate recommendations orienting the consumption patterns of this group of visitors.

Thesis objective: Consumption behavior in the garment sector (of urban youth)

2. Research methods

Research methods were used: Observation method, Document analysis method, In-depth interview method, Sociological questionnaire method and Information processing method by SPSS software.

3. Major results and conclusions

3.1. The major results

- Reviewing of previous studies to obtain a relatively comprehensive and relevant source of factual and theoretical information for research on youth lifestyle and culture, consumer behavior, and factors which make the difference among type of youth's group on consumer behavior.

- Presenting the theoretical background: conceptual and theoretical systems research methodologies and study's field.

- Analyzing the current situation of urban youth's consumption behavior in Hanoi according to the process, including: information approach, selection, purchase, use and handling of products. In addition, the thesis makes "vertical" comparisons among the results of the thesis and other studies and "horizontal" comparisons which show differences in consumption behaviors among urban youth groups by sex, age, income, occupation and other factors.

- Identifying the symbolic meaning of clothing in general and branded garments in particular and analyzing the functions of consumer behavior, especially social function (linking function and distinction function).

3.2. Conclusions

- 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, 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.

- 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.