| dc.description.abstract | This study aims to determine how the dominant factors such as product, price, place, promotion, services quality and health consciousness that affecting buying decision toward fresh foods in supermarkets of Vietnamese consumers. This study included 256 Vietnamese people to obtain the necessary data. Then the questionnaire result analyzed with SPPS statistics v20 which are frequency, descriptive statistics, validity and reliability test, multi regression analysis, correlation analysis, F- Test and Analysis of Variance (ANOVA) in order to see the extend factors influential to customer buying decision.
From the findings, the interesting thing is, Vietnamese supermarket consumers less concerned in Place and Promotions of supermarkets. They much care about Product (fresh foods), followed by Service Quality, Health Consciousness and seem they quite less cared in Price. These findings contribute to the literature related to consumer behavior, retail marketing and marketing effects to bring traffic into the supermarkets and increase sales. This study, as well as an input to help supermarkets in Viet Nam know the consumers behaviour regarding to buying decision toward fresh foods, then improve their own performance in the future.
Keywords: Consumers Behaviour, Buying Decision, Fresh Foods, Supermarket, Marketing Mix, Place, Price, Product, Promotion, Service Quality, Health Consciousness | en_US |
