Factors Influencing Consumer Buying Behavior of Confectionery Products of Domestic Enterprises: An Empirical Study in Hanoi

Nguyen Thi Thanh Dan and Pham Thi Kim Ngoc ()
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Nguyen Thi Thanh Dan: Hanoi University of Science and Technology, School of Economics and Management
Pham Thi Kim Ngoc: Hanoi University of Science and Technology, School of Economics and Management

A chapter in Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022), 2023, pp 537-552 from Springer

Abstract: Abstract For decades, consumer buying behavior has drawn the interest of many researchers. This study reviews theory and previous studies to systematize the theoretical basis for analyzing the factors influencing consumer buying behavior of domestic confectionery products in Hanoi. Research findings show that there are 5 factors affecting the consumer buying behavior of domestic confectionery products, which are packaging, price, customer service, product quality, and place. Among that the packaging factor has the greatest influence and the place factor has the least influence on buying behavior. Based on research findings, several recommendations on increasing the consumption of confectionery products in Vietnam, in general and in Hanoi, in particular, are provided.

Keywords: Consumer Buying Behavior; Confectionery; Packaging; Product Quality; Place; Customer Service; Price (search for similar items in EconPapers)
Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-076-3_43

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DOI: 10.2991/978-94-6463-076-3_43

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