Paper Title
WHAT DRIVE THE PURCHASE DECISION OF CONSUMERS IN RETAIL INDUSTRY? AN ANALYSIS OF VIETNAMESE CONSUMERS

Abstract
Abstract - Nowadays, customers play a key role in determining the success of any business, and there isno doubtforthe retailindustry. One of the key determinants of every business's growth and continued existence is the purchasing decision. And that claim gains greater weight via retail. The elements that will influence customers' purchase decisions have therefore been the subject of several researches that aim to quantify and assess them. To examine the aforementioned subject, this research surveyed 127 Vietnamese consumers, especially in Hochiminh City, the most active economic hub in Vietnam to find out key factors fostering the consumers’ purchase decision in retail industry with factor analysis method. The results revealed that social media marketing, reasonable price, reliability, and managementare key factors explaining the purchase decision. In that, reasonable price plays as the most important factor. From the results, some implications for the stakeholders are suggested. Keywords: Retail Industry, Vietnamese Consumers, Purchase Decision, Reasonable Price, Reliability, Management, Social Media Marketing.