Factors Influencing Customers' Decisions to Purchase Natural Honey in Vietnam
DOI:
https://doi.org/10.56097/binhduonguniversityjournalofscienceandtechnology.v7i2.230Keywords:
Hành vi tiêu dùng; Mật ong thiên nhiên; Quyết định mua; Việt NamAbstract
The goal of the research is to explore the factors that influence customers' decisions to buy natural honey products in Vietnam, thereby determining the level of influence of those factors and proposing management implications. Value helps businesses develop better in the future. The authors used quantitative research methods through a survey of 754 people in the provinces of Bac Lieu, Can Tho, Ho Chi Minh City, Da Nang, Hai Phong and Hanoi. After processing and analyzing the data, the authors noted the results of regression analysis that there are 04 independent variables affecting the decision to buy natural honey products of customers in Vietnam (QDM) arranged Ranked in order of impact level from most to least, respectively Reference group (NTK) (β = 0.279), Product trust (β = 0.263), Brand (TH) (β = 0.254) and finally Customer Care (β = 0.138).
