| dc.description.abstract | The milk powder industry in Vietnam is a dynamic sector that shows continuous
growth during the past ten years. Opportunities are now so vast for foreign milk
producers to enter this market with their lactose free brands especially when lactose
intolerance awareness is in-creasing gradually among Vietnamese people. The thesis
provides an update of the milk powder market in Vietnam, including current
condition, major players, and factors influencing consumer behaviors in order to find
out if there is a demand for milk powder products on the Vietnamese market – case
of Nestle product. In the empirical research, a survey is conducted to collect data
regarding consumer behavior in Vietnam. The scope of the quantitative research is
limited in the Vietnam market, mostly in Ho Chi Minh City, which has the highest
milk powder consumption nationwide.
Keywords: purchase intention, perceived customer value, non-price competitiveness | en_US |
