Determinants of choosing fresh concrete suppliers: A case study of Le Phan company
Main Article Content
Abstract
The study aims to analyze customers’ behavior in making the decision of fresh concrete supplier with the case study of Le Phan company. The survey consists of 301 business customers in the construction sector in the southern key economic region. Results from logit regression analysis show that the more reliable distribution, customer services, cooperation, and linking factors are interested, the higher the probability of customers choosing Le Phan company compared to other suppliers. However, the more customers are interested in the cost of purchase, the lower the probability of choosing Le Phan company. In addition, customers being experienced in the industry, owning a large labor scale, or building a good relationship with Le Phan also have a higher probability of choosing Le Phan. The findings of the study help Le Phan's managers and fresh concrete suppliers in general as a basis for reference, offering solutions to improve business efficiency and brand positioning in the construction market.
Article Details
Keywords
Supplier selection, Construction industry, Fresh concrete, Customer behavior, Supply chains
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