| dc.description.abstract | This study conducted to investigate the motivations leading to purchase intention
of foreign and domestic chocolate of Vietnamese people in Ho Chi Minh City. Based on
the improvement of Vietnamese’ life quality and the familiarity to Western culture, the
consumption of chocolate is increasing year by year. It leads to a national potential market
for chocolate. Besides, the quality of cocoa in Vietnam could be compared to the top
countries exporting cocoa seeds to the world. The issue is that with the dynamic of
Vietnamese entrepreneurs and the internally potential cocoa material, why domestic
chocolate is not given much support from Vietnamese people. Therefore, the purpose of
this research is to identify the factors affecting Vietnamese’s purchase intention of foreign
and domestic chocolate. From that, recommendations are given to local business to have
better quality of Vietnamese chocolate.
This study applies the Models of Pieniak et al., 2009; Wang et al., 2014 to measure
the impact on purchase intention of chocolate. With 301 randomly targeted respondents in
Ho Chi Minh City, the research found out that only some dimensions affect buying motives
of customers for foreign and domestic chocolate. Concerning to local chocolate, the result
reveals that price, mood, health and convenience give impact on purchase intention.
Besides, purchase intention for foreign goods is affected by health, mood and weight
control dimensions.
Based on those findings, recommendations for producers and further researches are
suggested in the final chapter. | en_US |
