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Orientation & Decision Making Styles: The Case of Vietnamese Customers’ Purchase of Audiovisual Products

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This research aims to investigate the relationship between time orientation (past, future, and present orientation) and the decision making styles of Vietnamese customers when they decide to purchase a audiovisual product. A survey was conducted on 423 Vietnamese customers in Hanoi in 2016. | VNU Journal of Science: Policy and Management Studies, Vol. 33, No. 2 (2017) 114-123 Orientation and Decision Making Styles: The Case of Vietnamese Customers’ Purchase of Audiovisual Products Dao Tung* VNU International School, Building G7-G8, 144 Xuan Thuy, Cau Giay, Hanoi, Vietnam Received 05 April 2017 Revised 11 June 2017, Accepted 28 June 2017 Abstract: This research aims to investigate the relationship between time orientation (past, future, and present orientation) and the decision making styles of Vietnamese customers when they decide to purchase a audiovisual product. A survey was conducted on 423 Vietnamese customers in Hanoi in 2016. The results demonstrate significant relationships between perspectives of time orientation and customer’s decision-making styles. Among the three time perspectives, the past and future orientation manifest a significant difference between decision making styles (customer segments). The present orientation was shown to have significant relationships with some individual characteristics of decision-making styles, but no significant difference found between decision-making styles. Keywords: Time Orientation, Decision Making Styles (DMS), Vietnamese Customers, Audiovisual products. 1. Introdution applied in this study because it has high practical implications and allows us to understand customer’s decision making styles based on their fundamental characteristics which are related to purchasing decisions. Additionally, this research explores the decisions to purchase audiovisual products which are considered to be expensive and durable goods and are suitable to the research objective of exploring the effects of customer’s time orientation on customer’s decision making styles. In recent decades, the relationship between time orientation and customer behavior has attracted considerable attention from scholars. More specifically, prior researches indicate that time orientation is an important psychological characteristic .