Open AccessFACTORS AFFECTING ON DECIDING FORMULA MILK FOR BABIES FROM 1-5 YEARS: RESEARCH SITUATION IN HOCHIMINH CITY
Author(s) -
Bùi Văn Quang,
Đàm Trí Cường
Publication year - 2020
Publication title -
khoa học và công nghệ
Language(s) - English
Resource type - Journals
ISSN - 2525-2267
DOI - 10.46242/jst-iuh.v34i04.413
Subject(s) - ho chi minh , product (mathematics) , promotion (chess) , structural equation modeling , business , marketing , psychology , mathematics , socioeconomics , statistics , sociology , political science , geometry , politics , low income , law
This study aims to identify factors affecting the decision to buy milk for babies, the case study in Ho Chi Minh City. Mix method, qualitative and quantitative research, is used. Quantitative research was conducted with 216 mothers in the Ho Chi Minh city. Research results is analyzed by the method of structural equation modeling (SEM). The research shows 5 factors affecting the decision to buy milk for babies: (1) brand, (2) product attributes, (3) promotion, (4) price, and (5) influence group, in particular the brand factor has the strongest impact on the decision to buy milk for babies. From the above results, the study presents implications for managers.