FACTORS AFFECTING THE CHOICE OF BUYING SPORTS SHOES: THE CASE OF STUDENTS AT TRA VINH UNIVERSITY

This research aims at identifying factors influencing the trend of buying shoes for students of Tra Vinh University. With the method of random sampling, convenient collection of 200 valid votes. The sample was surveyed over 200  students in different faculties. The research is based on descriptive analysis, verification of reliability of scales by Cronbach’s Alpha coefficient, exploratory factor analysis (EFA) to combine observed variables into each group of factors as the basis for the division linear regression analysis. The research results show that there are four factors that positively influence the trend of buying shoes such as product quality, price, services, brand. In contrast, the group of reference factors negatively affects the trend of buying sport shoes.