Factors Influencing Purchasing Decision of Butter Oil Substitute in Vietnam

• 발행기관: 한국유통과학회
• 저자명: Ha, Nam Khanh Giao
• 간행물 정보: 『KODISA ICBE (International Conference on Business and Economics)』2019 International Conference on Business and Economics (ICBE 2019), 219~221쪽, 전체 3쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2019.07.08

영문 초록

The study was aimed at determining the impacts of factors that influence the purchasing decision of Butter Oil Substitute (BOS) in coffee roasting industry. The study was carried out in Ho Chi Minh City on 88 customers using face to face interview and structured questionnaire as the instruments for data collection. Questions were designed to find out how consumers behave in relation to BOS for coffee roasting. The study showed that the purchase of BOS in coffee roasting industry is influenced mostly by the customer’s price consciousness, relationship between buyer and seller, and customer service. The study can be used as references for the planning of marketing strategies and as the basis for future researches in the customer behavior with regard to bakery customers (another application of BOS) and specialty fats in general.

목차

1. Introduction

2. Literature Review

3. Data Analysis

4. Reliability Analysis

5. Factor Analysis

6. Multiple Regression

7. Recommendations

키워드

Butter oil substitute Coffee roasting industry Purchasing decision Vietnam