| dc.description.abstract | The aim of the research are to investigate the factors influencing young customer’s buying intention toward foreign milk tea product. Milk tea are beverage sector which expected to rapidly grow with great amount of demand. Therefore, understand the purchase intention of customer is very important to appropriate strategic decision. Based on this study, 243 surveys were collected from respondents who age range from 18-30 in HCMC and the data would be coded and analyzed by SPSS software. Initially, researcher has identified seven factors affecting to buying intention including Attitude, Subjective Norm, Behavioral and Financial Control, Quality of Product, Quality of Service, Brand Awareness and Perceived Price. However, there are only five factors has significant effect to Purchase Intention except for Quality of service and Subjective Norm. According to result, attitude toward milk tea product has the most significant effect on buying intention of customer. The research may help marketers and managers in milk tea undustry have overview of customer behavior, so they can make appropriate approach to attract more customers.
Key words: Theory of planned behavior, attitude, subjective norm, behavioral and financial control, quality of product, quality of service, brand awareness, perceived price, purchasing intention, multiple linear regression. | en_US |
