Year: 2021
Type: conference-paper
Study design: Observational Study
Abstract: The paper purposes to evaluate the optimal model choice of trademark, nutrition, price, packaging design, product flavor, utility, convenience, promotion, and safety of the purchasing decision in Vietnam. The method was implemented through quantitative research. Data was collected Vietnam consumers who are living in Ho Chi Minh City, usually eat products from the soursop. We used R 4.0.2 for analyzing statistics. The research model was suggested from the studies of the product purchasing decisions. We used R 4.0.2 for analyzing statistics. The results of this study indicate that the product flavor, safety, nutrition, and convenience had an important and positive effect on purchasing decisions the products from the soursop is 37.45%. Trademark, price, packaging design, utility, and promotion are not related to the purchasing decision. Implications were giving the necessity to develop the soursop trees to boost the economy in Soc Trang, Vietnam. Previous studies revealed that using linear regression. This study uses the optimal choice by the AIC method.
Authors: Dam Sao Mai, Phan Hong Hai, Bui Huy Khoi
Institution: Industrial University of Ho Chi Minh City
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W3134727459