Solutions for developing the brand Nang Thom cho Dao rice

Abstract

Target – Rice is one of the commodities recording great growth in key agricultural export groups of Vietnam in general and Long An in particular. Nang Thom Cho Dao Rice is a famous rice brand from Long An province that is known by many people. Nang Thom Cho Dao rice is always in the top 100 Vietnamese specialty gifts and top 100 Vietnamese specialty dishes that have just been announced by the Vietnam Records Organization. However, the brand has not had the opportunity to develop widely both domestically and internationally. Therefore, the article has highlighted the criteria to make appropriate recommendations and policies to contribute to improving the brand awareness of Cho Dao Rice to meet the needs of Vietnam's agricultural development. Design / Method – This study applies a convenient sampling method and synthesizes 200 survey samples from consumers who have been using products of Nang Thom Rice Cho Dao brand. The analysis was performed using IBM SPSS 25.0 statistical software. Results – According to quantitative results using multivariate regression analysis, brand value depends on four factors respectively: Brand Awareness, Brand Desire, Perceived Quality, Brand Loyalty Implications – The findings imply that the policy requiring us to consider the proposal is the solution to develop the Cho Dao Rice brand.