The Journal of Asian Finance, Economics and Business

Korea Distribution Science Association (한국유통과학회)
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Factors Affecting Brand and Student Decision Buying Fresh Milk: A Case Study in Ho Chi Minh City, Vietnam

  • NGO, Huan Quang (School of Management, University of Economics Ho Chi Minh City (UEH)) ;
  • NGUYEN, Thang Quyet (Faculty of Tourism and Hospitality Management, Ho Chi Minh City University of Technology (HUTECH)) ;
  • LONG, Nguyen Thanh (Faculty of Business Administration, Industry University of Ho Chi Minh City (IUH)) ;
  • TRAN, Tung Van (Faculty of Accounting - Finance - Banking, Ho Chi Minh City University of Technology (HUTECH)) ;
  • HOANG, Tri M. (School of Economics and Finance (Albany), Massey Business School, Massey University)
  • Received : 2019.06.22
  • Accepted : 2019.07.17
  • Published : 2019.08.30
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Abstract

The paper aims to examine the factors affecting brand and student decision in buying fresh milk. Combining qualitative and quantitative research methods, this study used self-completed questionnaires to investigate 520 students in Ho Chi Minh City. The results of the study show that that there are five key determinants affecting the dairy brand and student decision in buying fresh milk, including: (1) product quality, (2) fair price, (3) product promotion and customer services, (4) product convenience, and (5) reference group's attitude to the brand. In addition, it is also found that product brand has a direct and positive impact on the student decision. The finding in this study is quite different from other existing literatures in terms of the importance level of the determinants of the student decision in buying fresh milk; specifically, in deciding to buy their fresh milk, students are often interested in the promotion and customer service, the product convenience, and the reference group for the purchase, more than in the quality and price of the product. From these findings, some managerial implications are proposed for policy-makers and relevant enterprises to have appropriate policies and strategies for their business development.

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