Factors Affecting Brand and Student Decision Buying Fresh Milk

• 발행기관: 한국유통과학회
• 저자명: Huan Quang NGO Thang Quyet NGUYEN Nguyen Thanh LONG Tung Van TRAN Tri M. HOANG
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 6 No.3, 247~258쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.07.31

영문 초록

The paper aims to examine the factors affecting brand and student decision in buying fresh milk. Combining qualitative and quantitative research methods, this study used self-completed questionnaires to investigate 520 students in Ho Chi Minh City. The results of the study show that that there are five key determinants affecting the dairy brand and student decision in buying fresh milk, including: (1) product quality, (2) fair price, (3) product promotion and customer services, (4) product convenience, and (5) reference group’s attitude to the brand. In addition, it is also found that product brand has a direct and positive impact on the student decision. The finding in this study is quite different from other existing literatures in terms of the importance level of the determinants of the student decision in buying fresh milk; specifically, in deciding to buy their fresh milk, students are often interested in the promotion and customer service, the product convenience, and the reference group for the purchase, more than in the quality and price of the product. From these findings, some managerial implications are proposed for policy-makers and relevant enterprises to have appropriate policies and strategies for their business development.

목차

1. Introduction

2. Literature Review and Research Model

3. Research Methodology

4. Empirical Findings

5. Discussion and Managerial Implication

References

키워드

Consumer Behaviour Buying Decision Fresh Milk Brand Ho Chi Minh City Vietnam