Investigating factors behind consumer - buying behavior toward imported powdered milk for children under five years old in HoChiMinh city
Abstract
After a storm of melamine and recently protein milk index is lower than the published standard, consumers are more and more careful when they choose powdered milk for their children.More especially, the Vietnamese prefer to buy imported powdered milk rather than domestic powdered milk. Accordingly, this thesis is conducted to investigatewhich factors influence consumer-buying behavior toward imported milk powdered in HOCHIMINH City by quantitative method through a survey of 110 consumers. Based on literature review, a conceptual model was proposed. The model is developed by five hypotheses, which are to investigate the effect of several independent variables on consumer-buying behavior: product brand, advertisement, sponsorship, country of origin and demography.
Several techniques were used to analyze the model, such as descriptive statistics, independent t-test, one-way ANOVA, multiple regression analysis. The findings indicate that product brand, advertisement, and country of origin are significant predictors of consumer-buying behaviors in term of imported powdered milk. The variable sponsorship appeared to be insignificant factor in predicting the dependent variable. Among demographic characteristics only income was found to affect the consumer-buying behavior.
In conclusion, the key findings presented. Furthermore, some implementations were made in order to help the imported powdered milk managers have the clearer understanding about consumer-buying behavior in HOCHIMINH City to help
them perform more effectively in further marketing strategies.