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Determinants Impacting Consumers¡¯ Purchase Intention: The Case of Fast Food in Vietnam

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  • The Anh Phan
  • Phuong Hoang Mai

Abstract

The purpose of this case study is to explore and study the determinants impacting Vietnamese students¡¯ food choice and the pattern of consumption of fast food in university students. The objective set for this research was conduct with the following objectives respectively getting an insight of fast food market in Vietnam and explore the attributes that Vietnamese students in perceive to be important in the selection of fast food restaurants and the study results provide a better understanding about the industry and consumer food choice variables The model and the design of the questionnaire content in this study was based on the measures of previous related research and literatures and several constructs were measured by single item scale, E-S-QUAL scale (Parasuraman et al., 2005) that has been developed and used in the present study has been shown to be a valid instrument for the measurement with four main factors (Health Consciousness, Value Perceived, Food Safety and Price) toward with Purchase Intention. In this regard, other questions were also applied in the survey to get an insight about demographic information and consumption habits of students in this research. Moreover, we found significant positive relationship between the purchase intentions and food safety, subsequently price and value perceived with similar positive relationships. Hence we can say that managers have to keep these factors in mind to perform better.

Suggested Citation

  • The Anh Phan & Phuong Hoang Mai, 2016. "Determinants Impacting Consumers¡¯ Purchase Intention: The Case of Fast Food in Vietnam," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(5), pages 56-68, October.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:5:p:56-68
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    3. Spencer Henson, 1996. "Consumer Willingness To Pay For Reductions In The Risk Of Food Poisoning In The Uk," Journal of Agricultural Economics, Wiley Blackwell, vol. 47(1‐4), pages 403-420, January.
    4. Newsom, Jason T. & McFarland, Bentson H. & Kaplan, Mark S. & Huguet, Nathalie & Zani, Brigid, 2005. "The health consciousness myth: implications of the near independence of major health behaviors in the North American population," Social Science & Medicine, Elsevier, vol. 60(2), pages 433-437, January.
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    1. A.K.D.N. Dilshani & S.M.N. Praveeni & W.D.M. Wanigasekara, 2022. "Social Commerce Impact on Consumers’ Purchase Intention among Generation-Z Consumers in Sri Lanka," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 6(3), pages 652-659, March.

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    More about this item

    Keywords

    students¡¯ purchase intention; health consciousness; perceived value; food safety; price; fast food; Vietnam;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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