FACTORS AFFECTING THE BUYING DOMESTIC CONFECTIONERY BEHAVIOR OF VIETNAMESE PEOPLE
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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.
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Keywords
Bánh kẹo nội địa, hành vi mua hàng, khả năng cạnh tranh.