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Consumer attitude towards marketing practices in Vietnamese smartphone market

This study aims to investigate customer attitudes towards marketing activities in the smartphone market in Vietnam. In order to reach this aim, the index of consumer sentiment towards marketing, which is based on the marketing mix paradigm (4Ps), is adopted. | VNU Journal of Science: Economics and Business, Vol. 32, No. 2 (2016) 24-34 Consumer Attitude towards Marketing Practices in Vietnamese Smartphone Market Nguyen Khanh Linh1,2*, Nguyen Thu Ha2 1 Illinois Wesleyan University, 1312 Park St. Bloomington, Illinois 61701, USA 2 VNU University of Economics and Business, 144 Xuan Thuy Str., Cau Giay Dist., Hanoi, Vietnam Abstract This study aims to investigate customer attitudes towards marketing activities in the smartphone market in Vietnam. In order to reach this aim, the index of consumer sentiment towards marketing, which is based on the marketing mix paradigm (4Ps), is adopted. The findings show a positive relationship among four components of the marketing mix (including product, price, place and promotion) and customer satisfaction, among which the “product” component has the most significant impact on customer satisfaction. Thus, the study indicates meaningful implications for marketers in the process of enhancing the customer satisfaction level in practice. Received 15 July 2015, revised 9 June 2016, accepted 28 June 2016 Keywords: Attitude, consumer sentiment towards marketing, customer satisfaction, marketing mix, smartphone, Vietnam. 1. Introduction * penetration. From April to June 2013, the top three operating systems accounted for most of the smartphone market in Vietnam, including Android with 82.2 per cent, Windows 15.3 per cent, and iOS 1.6 per cent [2] The smartphone market in Vietnam has recently gone through a significant development. A growth rate of 266 per cent was recorded in 2013, ranked second in the world 2013 [3]. One possible reason to explain this trend is the outstanding development of technology. However, technological development has also created a harsh business environment in which manufacturers have to catch up with new techniques to attract and keep customers in order to remain competitive in the marketplace. Therefore, it is important for any company in the Vietnamese .