Content with keyword: Qualitative approach

Toward an Understanding of Young Consumers’ Daily Consumption Practices in Post-Doi Moi Vietnam

NGUYEN N.N, ÖZÇAĞLAR-TOULOUSE N. KJELDGAARD D. (2018). Published in Journal of Business Research, 86, 490-500.

More than 30 years have passed since Doi Moi, the economic and political reforms that transformed Vietnam into a lower middle-income market from one of the world’s poorest markets. This transformation brought about changes in the consumption practices of Vietnamese consumers. Despite several studies focusing on these changes, the impact of the government’s politics on young Vietnamese consumers’ consumption practices has been largely unexamined.… >> continue reading