Factors Affecting Consumers’ Purchasing Behavior Toward Organic Milk A Case Study Of Vinamilk In Ho Chi Minh City
Abstract
Vinamilk is the leading company in Vietnamese’s dairy market. The pandemic has raised organic milk demand and the market is a prosperous segment in the future. To compete in this market, Vinamilk must have an effective strategy to strengthen their position. Therefore, this research will explore the determinants of purchase behavior for organic milk. Quantitative method will be applied to investigate 323 target participants living in Ho Chi Minh city. Then, SPSS and AMOS will be employed to assess the model and analyse the variable’s relationship. This research closes with some practical recommendations for practitioners looking to increase sales volume.