Please use this identifier to cite or link to this item:
https://digital.lib.ueh.edu.vn/handle/UEH/59648
Full metadata record
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Huan Quang Ngo | - |
dc.contributor.other | Thang Quyet Nguyen | - |
dc.contributor.other | Nguyen Thanh Long | - |
dc.contributor.other | Tung Van Tran | - |
dc.contributor.other | Hoang, Tri M. | - |
dc.date.accessioned | 2019-12-10T06:36:45Z | - |
dc.date.available | 2019-12-10T06:36:45Z | - |
dc.date.issued | 2019 | - |
dc.identifier.issn | 2288-4637 (Print), 2288-4645 (Online) | - |
dc.identifier.uri | http://digital.lib.ueh.edu.vn/handle/UEH/59648 | - |
dc.description.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. | en |
dc.format | Portable Document Format (PDF) | - |
dc.language.iso | eng | - |
dc.publisher | Korean Distribution Science Association | - |
dc.relation.ispartof | Journal of Asian Finance, Economics and Business | - |
dc.relation.ispartofseries | Vol. 6, No. 3 | - |
dc.rights | Korean Distribution Science Association (KODISA) | - |
dc.subject | Consumer behaviour | en |
dc.subject | Buying decision | en |
dc.subject | Fresh milk | en |
dc.subject | Brand | en |
dc.subject | Ho Chi Minh City | en |
dc.subject | Vietnam | en |
dc.title | Factors affecting brand and student decision buying fresh milk: a case study in Ho Chi Minh City, Vietnam | en |
dc.type | Journal Article | en |
dc.identifier.doi | https://doi.org/10.13106/jafeb.2019.vol6.no3.247 | - |
dc.format.firstpage | 247 | - |
dc.format.lastpage | 258 | - |
ueh.JournalRanking | ISI | - |
item.cerifentitytype | Publications | - |
item.fulltext | Only abstracts | - |
item.languageiso639-1 | en | - |
item.grantfulltext | none | - |
item.openairecristype | http://purl.org/coar/resource_type/c_18cf | - |
item.openairetype | Journal Article | - |
Appears in Collections: | INTERNATIONAL PUBLICATIONS |
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