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18/09/2020 10:33:12 PM

RESEARCHING FACTORS AFFECTING THE BEHAVIOR OF CHOOSING SECURITIES COMPANY BY INDIVIDUAL INVESTORS AT FPT-DA NANG SECURITIES JOINT STOCK COMPANY-P2

Proposed research model:

            Through understanding the theoretical foundations that underlie the research topic, it was found that, before making a decision to choose a product service, customers had to go through stages - awareness demand, find information and evaluate options. Thus, the final choice of customers is influenced by many different factors and lasts for a certain period of time. This is very important for administrators because if managers know what factors influence their customers' choice of products and services, they will give strategies to influence and adjust those factors. In the end, those factors will affect customer choices. This factor will help the promotion and promotion activities of enterprises achieve the highest efficiency.

            Through learning about FPT Securities Joint Stock Company along with acquiring, analyzing and learning models and research methods in the country and the world on studying the factors affecting the behavior of bank selection individual customers' goods to build, review and evaluate the factors affecting individual securities company behavior of individual customers.

            According to the summary from the above research works, there are many factors affecting the behavior of selecting banks and securities companies of individual customers. On the basis of synthesizing, consulting, inheriting, developing and selecting from the above 6 research projects, the thesis presents a research model proposed with 5 factors as follows:

CHOICE BEHAVIOR = COMPANY REPUTATION + EMPLOYEES + VARIOUS SERVICE + COSTS + THE INFLUENCE OF RELATIVES      

COMPANY REPUTATION

+ Strong financial situation=> Master Nguyen Kim Nam and Master Tran Thi Tuyet Van (2015), Hoang Thi Anh Thu (2016)

+  company is well known=> Hoang Thi Anh Thu (2016)

+ Prestigious company in stock market => Master Nguyen Kim Nam and Master Tran Thi Tuyet Van (2015)

EMPLOYEES          

+ Employees have good knowledge and competence=>Nguyen Hoang Giang(2016)

+ Respectful, polite, friendly attitude            => Nguyen Hoang Giang(2016), Pham Thi Tam and Pham Ngoc Thuy (2010)

+ Formal dress, aspect => Pham Thi Tam and Pham Ngoc Thuy (2010)

+ Highly effective consulting => Nguyen Hoang Giang(2016), Hoang Thi Anh Thu (2016)

+ Professional counseling skills => Qualitative research

+ Understanding customers' needs=> Master Nguyen Kim Nam and Master Tran Thi Tuyet Van (2015)

VARIOUS SERVICE

+ EzMarginPro - Margin Trading on Buying Power =>Nguyen Hoang Giang(2016)

+ Custody => Qualitative research

+ Cash and Dividend Advance=>Nguyen Hoang Giang(2016), Hoang Thi Anh Thu (2016)

+ Buying/Selling Securities at Predetermined Prices => Qualitative research

COSTS

+ Low transaction fee=>Siddique (2012)

+ Low deposit interest rateNg => uyen Hoang Giang(2016)

+ The interest rate for cash advance is low=>Qualitative research

THE INFLUENCE OF RELATIVES      

+ Recommendations and influences from friends=> Master Nguyen Kim Nam and Master Tran Thi Tuyet Van (2015)

+ Recommendations and influences from family=> Pham Thi Tam and Pham Ngoc Thuy (2010)

+ Recommendations and influences from colleagues => Hoang Thi Anh Thu (2016), Master Nguyen Kim Nam and MasterTranThiTuyetVan(2015)

CHOICE BEHAVIOR

+ I will continue trading at FPT Securities Company => Nguyen Hoang Giang(2016) , Master Nguyen Kim Nam and Master Tran Thi Tuyet Van (2015)

+ I will prioritize the selection of FPT company over other securities companies => Nguyen Hoang Giang(2016) , Master Nguyen Kim Nam and Master Tran Thi Tuyet Van (2015)

+ I will recommend to my friends and relatives to choose FPT Securities Company => Nguyen Hoang Giang(2016) , Master Nguyen Kim Nam and Master Tran Thi Tuyet Van (2015)

Nguyen Thi My My