CÁC NHÂN TỐ ẢNH HƯỞNG ĐẾN HÀNH VI MUA BÁNH KẸO NỘI ĐỊA CỦA NGƯỜI DÂN VIỆT NAM

Abstract

The confectionery market in Vietnam is being dominated by foreign confectionery companies. This study proposes and verifies a model of factors that affect consumer behavior towards Vietnamese domestic confectionery and consumers' willingness to support them. The study conducted a survey of 493 Vietnamese people, and the results showed that there are 5 factorsinfluencing domestic confectionery purchasing behavior, including: Brand reputation,
Perceived quality, Price, Promotion, and Subjective Norms; Meanwhile distribution is found to have no relationship with people's purchasing behavior. From the results of regression analysis, the author proposes solutions to promote confectionery purchasing behavior of Vietnamese brands, thereby improving the competitiveness of businesses.