ANALYSIS OF PSYCHOLOGYCAL FACTORS INFLUENCING ON THE BUYING DECISION PROCESS AND THE IMPACT INTO MARKETING PROGRAM (CASE STUDY IN RISING DRAGON PALACE HOTEL, VIETNAM)

Abstract

The objective of this study is to explore the adoption and investigates the impact of psychological factors (motivation; perception; knowledge; belief and attitude) on the outcomes of customer purchasing decision making within the Rising Dragon Palace Hotel, Hanoi, Vietnam. In this research, the author used primary data and secondary data. Mail questionnaire and a self-administrative questionnaire given directly to the respondents. Meanwhile, the secondary data obtained through the study of literature, searching the Internet, journals, industry reports and E-books. Software used during the process is Microsoft Word, Microsoft Excel, PDF, and SPSS 20. Sampling method used in this study is non-probability sampling, because the probability within being selected as the sample population is unknown. This study contributes useful information for the hotel’s management in formulating customer service strategies. The result in the descending order of most influenced, after the study, the three factors are ranked as followed: perception, motivation and belief & attitude. The result of the study shows that perception and motivation receive the most positive replies from the customers. It means the customers are impressed with those two factors when using the hotel’s services. Ranked 3rd, belief & attitude still needs improving. Lastly, knowledge included in psychological factors has the least influence when studying.