Factors influencing the consumer's purchase intention toward long an's seedless lime - A study in Ho Chi Minh City
Abstract
With the overall purpose of studying the customer behavior, this research was conducted to identify factors affect customer buying intention of Long An’s seedless limes in Ho Chi Minh city.
Base on the model of buyer behavior - stimulus response and model of Social Cognitive Theory in customer behavior of intention to consume fruits and vegetables of Khairunnisa, 2012, the author build a proposed model which includes five factors influenced on customer buying intention.
This research applied quantitative method and questionnaire with 245 respondents of consumer was conducted. The respondents were randomly chosen in Ho Chi Minh city. The results were analyzed with reliability test, EFA, correlation test and regression analysis by using SPSS ver 20 software.
In conclusion, the results show that Purchase Intention variable is positively influenced by Product Characteristics, Buyer Characteristics, Price, Distribution channel and Promotion. Some conclusions and recommendations were made in order to help the companies and firms to have the clearer picture effects of buying intention so that they can perform more effectively.