Determinants of customer's purchase intention to products with Matcha in Ho Chi Minh City, Vietnam
Abstract
Nowadays, the demand of products with Matcha in Ho Chi Minh city, Viet Nam increase significantly. Matcha products have been introduced by nutrition, flavor, and unique. More and more Matcha product store opened as well as shops use Matcha to create the strange for their products. However, there are a lot of factors which influence to consumer's decision. Hence, the aim of this research is that determinant of customer's purchase intention to products with Matcha in Ho Chi Minh city, Viet Nam. In detail, these factors are advertising, perceived quality, perceived value, health consciousness, subjective norms. Conceptual model with 6 dimensions, which is developed and adapted by The Theory Planned Behavior (Ajzen 1991), Smith and Paladino (2009) and Monroe and Krisnan (1985). Besides, Quantitative approach and Amos were used to test data, with sample size is 250. According to result of this study, purchase intention is mostly related to perceived value. Besides, there are strong relationships between perceived quality and perceived value, advertising and perceived quality. In addition, health consciousness has association with purchase intention, while subjective norms is showed that subjective norms has not positive effect on purchase intention with this product. Although this research still has some limitations, it also bring to practical implications as well as recommendations in order to firms find the right way to approach customers effectively.
Keywords – advertising, perceived quality, perceived value, health consciousness, subjective norms and purchase intention.