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VIETNAM NATIONAL UNIVERSITY, HA NOI VIETNAM JAPAN UNIVERSITY -o0o - NGUYEN THI THUONG ANTECEDENTS OF CONSUMER’S CHOICE OF FRESH APPLES IN VIETNAM h MASTER THESIS BUSINESS ADMINISTRATION VIETNAM NATIONAL UNIVERSITY, HANOI VIETNAM JAPAN UNIVERSITY -o0o - NGUYEN THI THUONG h ANTECEDENTS OF CONSUMER’S CHOICE OF FRESH APPLES IN VIETNAM MAJOR: BUSINESS ADMINISTRATION CODE: 8340101.01 RESEARCH SUPERVISORS: PROF DR KURATA HISASHI DR DO XUAN TRUONG Hanoi, 2021 ABSTRACT Nowadays the living standard in Vietnam has increased, consumers’ behaviors toward food have shifted to high-quality food to protect their health Since the Vietnamese market provides imported fresh apples from different countries of origin, the consumers have to face a matter to decide which types of country-originated apples that they should choose for their own and family consumption To be able to gain competitive advantages in the market, it is very important for the marketers/ retailers h to understand the apple consumers well Thus, this study investigated antecedents of consumer’s choice of fresh apples to explore how the Vietnamese consumers choose the origin of Envy apples between the USA and New Zealand which are the two biggest exporters of apples in Vietnam The reason for choosing Envy apples is because this type of apple is very common and the most favorable by the buyers, they can be imported from only the two aforementioned countries of origin Besides descriptive analysis, this study applied exploratory factor analysis (EFA) to reduce the number of theoretical factors Next, to test the hypotheses, a binary logistic model was used to investigate what specific factors affect Vietnamese consumers’ choice of New Zealand’s Envy apples compared to the U.S’s Envy apples The result of the study showed that the factors of Health consciousness and Food safety concern have statistically significantly positive influence on the consumer’s choice of New Zealand’s Envy apples; in contrast, the other factors including Promotion, Income and Country of origin image have negative impacts on their choice Therefore, when consumers pay more attention to promotion, country image and their income, they more likely choose the USA’s apples The results can be used as recommendations for the marketing managers/ retailers to understand more about the consumer behaviors in the agricultural industry in order to have an effective marketing strategy and forecast the apple demand to meet the consumers’ needs and wants By applying the findings into practices, that also helps improve the performance of the apple market in Vietnam Keywords: Consumer’s behavior, consumer’s choice, food safety concern, price, perceived quality, perceived value, health consciousness, promotion, country of origin image ACKNOWLEDGEMENT This research was conducted by a student of the MBA program at Vietnam Japan University (VJU), a member of Vietnam National University First and foremost, I would like to have some words to express my journey as a h master’s student at Vietnam –Japan University for over years I graduated from university some years ago After graduation, I went into the workforce happily and enjoyably However, after a few years of work, I found that I needed to boost up my knowledge and skills in business Then, I tried to look for many different types of MBA programs in Vietnam and overseas I was lucky to have a friend who used to be a third –intake student of VJU She introduced me to the school After getting great support from VJU staff, I decided to join the MBA program Over the last years, VJU has been my second home with great teachers, assistants, and classmates It is an unforgettable memory of my school life Every time, when I have struggled with any hard subject, I receive huge support from classmates and lecturers We stand side by side to achieve our goals My master thesis could have never completed without support from whom I would like to sincerely thank to: First of all, I am deeply thankful to my professor supervisors Prof Dr Kurata Hishashi, Dr Do Xuan Truong; advisors Prof Yoshiki Matsui and Prof Dr Motonari Tanabu for their expert guidance, understanding, and encouragement throughout my study and research All Professors have instructed me step by step giving me valuable and meaningful advice and inspired critical ideas for my thesis I also want to express my sincere thanks to the IPO staff of Yokohama National University who always helped me during four-month internship and the thesis journey Last but not least, I would like to especially thank Japan International Cooperation Agency (JICA), Doctor Yoshifumi Hino, JICA expert cum and other VJU’s MBA program teachers who devotedly provided insight and expertise that greatly advised and assisted me during the master program I cannot say more thanks to the MBA program’s Assistants who gave me extremely efficient support to complete this experience I also thank my classmates of VJU’s MBA program for their invaluable assistance in helping me during the data collection process and others h TABLE OF CONTENT h ABSTRACT ACKNOWLEDGEMENT TABLE OF CONTENT LIST OF TABLES LIST OF FIGURES LIST OF ABBREVIATITION CHAPTER 1: INTRODUCTION 1.1 Background of the study 1.2 Purposes of study 1.3 Research questions 1.4 Scope of the study 1.5 Methodology of the study 1.6 Structure of the report CHAPTER 2: LITERATURE REVIEW 2.1 Theoretical necessity 2.1.1 Concept of Consumer behavior 2.1.2 Consumer behavior model 2.1.3 Consumer buying decision-making process 2.2 Definition and previous studies 2.2.1 Food safety concern 2.2.2 Health consciousness 2.2.3 Price 2.2.5 Country of origin image i ii iii 1 3 4 6 7 9 11 11 12 h 2.2.6 Promotion 2.2.7 Demographic factors 2.3 Conceptual framework and research hypotheses CHAPTER 3: METHODOLOGY 3.1 Research method 3.2 Research process 3.3 Measurement scales 3.4 Sampling and Data collection CHAPTER 4: DATA ANALYSIS AND FINDINGS 4.1 Sample Profile 4.2 Exploratory Factor Analysis 4.3 Descriptive Statistics and Reliability Test 4.4 Revised model after EFA 4.5 Binary Logistic Regression CHAPTER 5: DISCUSSION AND RECOMMENDATIONS 5.1 Discussions 5.2 Implications 5.3 Limitations 5.4 Conclusions REFERENCES APPENDIX Appendix Appendix 13 14 15 17 17 17 18 19 22 22 23 26 28 29 34 34 36 39 39 40 45 45 49 LIST OF TABLES Page h Table 1: Measurement scales 18 Table 1: Sample profile 23 Table 2: The result of Rotated Component Matrix 25 Table The result of reliability test 26 Table 4 The result of descriptive statistics 27 Table Estimated logit model for consumer’s choice of Envy apples 30 Table : The result of hypothesis testing 32 LIST OF FIGURES Page Figure 2.1: Phillip kotler and keller (2015) model of consumer behavior Figure 2.2: Kotler and keller (2012) - consumer buying decision-making process h Figure 1.1: Vietnam’s apple consumption per capita from 2011 – 2017 (unit: kg) Figure 2.3: The research framework (created by the author) 15 Figure 1: Revised model after efa (created by the author) 28 Figure 2: The model after analysis (created by the author) 32 LIST OF ABBREVIATITION COO: Country of origin h COI: Country of origin image CI: Country image GDP: Gross Domestic Product EFA: Exploratory factor analysis In conclusion, in the context of Vietnamese market, consumers have an alternative choice of Envy apples between the USA and New Zealand; 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Yes Where have you currently lived? ☐ Hanoi city ☐ Ho Chi Minh city ☐ Other PART A MAIN QUESTIONS Consumer’s choice of fresh apples h Envy apples that are imported from New Zealand Envy apples that are imported from the USA Choice Question: What type of envy apples have you often chosen while buying? ☐ Envy apples that are imported from New Zealand ☐ Envy apples that are imported from the USA 47 Please cross (X) on the box that best represents your level of agreement based on your experience of purchasing fresh apples where 5: Strongly agree, 4: Agree, 3: Neutral, 2: Disagree, 1: Strongly disagree If you are using a smartphone, please swipe to the right to see full scales Self –randomized items Nowadays most Envy apples in Vietnam still contain residues from chemical sprays and fertilizers Price of Envy apples from the USA/New Zealand is suitable with my budget I am very concerned about the amount of artificial additives and preservatives in Envy apples The Envy apples from the USA/New Zealand have more occasional promotions compared to others Price of Envy apples from the USA/New Zealand matched with its quality I choose Envy apples carefully to ensure good health I think often about health issues I receive regular information more on the Envy apples from the USA/New Zealand through email/phone call from my preferred retailer(s) The USA/New Zealand is an economically developed country The USA/New Zealand is a technologically 10 developed country Sales staff in the retail outlets are always available to advise me about The Envy apples from the 11 USA/New Zealand The Envy apples from the USA/New Zealand not 12 contain preservatives compared to others The USA/New Zealand is a culturally developed 13 country The products produced in The USA/New Zealand is 14 reliable The Envy apples from the USA/New Zealand have 15 higher nutritional value compared to others The Envy apples from the USA/New Zealand have a 16 better taste that matches my taste 17 I think of myself as a health-conscious consumer h 48 18 19 20 21 22 23 24 25 26 Price of Envy apples from the USA/New Zealand is stable compared to others The Envy apples from the USA/New Zealand have full product information The Envy apples from the USA/New Zealand are safer for health compared to others The safety of fresh apples nowadays concerns me I am promptly informed about promotions about the Envy apples from the USA/New Zealand compared to others I receive attractive free premium items from the purchase of the Envy apples from the USA/New Zealand compared to others The Envy apples from the USA/New Zealand have clearer price tags I can easily obtain free information through advertisement (i.e., magazines, newspapers, TV Channels, internet, etc) Word-of-mouth from family members, friends, food blogs or referrals have influenced my purchase of Envy apples from The USA/New Zealand h PART B: DEMOGRAPHIC PROFILE OF RESPONDENTS Gender Your Ages Your Average Monthly Income ☐ Male (Nam) ☐ Female (Nữ) ☐ Others ☐ 18-25 ☐ 26-35 ☐ 36–45 ☐ Under mil VND ☐ From to under 15 mil.VND ☐ From 15 to under 30 mil VND 49 Your Education ☐ From 30 mil VND and above ☐ High school ☐ Vocational college ☐ College, University ☐ Post-graduate Family size (Number of ☐ Less than people) ☐ From and above PART C ADDITIONAL COMMENTS Do you have any other comments related to your purchasing experience of fresh apples? THANK YOU VERY MUCH !!! h Appendix BẢNG KHẢO SÁT VỀ HÀNH VI TIÊU DÙNG TÁO ENVY Kính gửi Qúy Anh/Chị, Xin cảm ơn giúp đỡ Qúy Anh/Chị nghiên cứu Tôi học viên trường Đại học Việt- Nhật (VJU) Sự hỗ trợ nhiệt tình Anh/Chị có ý nghĩa vơ to lớn cho học viên làm khóa luận tốt nghiệp Theo luật pháp Việt Nam, học viên nghiên cứu xin cam kết bảo mật liệu thu thập từ anh/chị, thông tin nhằm cho mục đích nghiên cứu 50 Trân thành cảm ơn! Mọi câu hỏi Qúy Anh/Chị, Xin vui lòng liên hệ tới: Nguyễn Thị Thương Email: 19110101@st.vju.ac.vn PHẦN I ☐ Chưa Anh/ chị mua sản phẩm táo Envy nhập chưa? ☐ Đã mua Hà Nội ☐ Tp Hồ Chí Minh ☐ Nơi khác h ☐ Anh/ chị sinh sống đâu PHẦN II NỘI DUNG CÁC CÂU HỎI CHÍNH Lựa chọn táo 51 Táo Envy nhập từ New Táo Envy nhập từ Mỹ Zealand Choice Question: Khi mua sắm, Qúy Anh/ Chị thường lựa chọn táo Envy nhập giới thiệu ? □ Tôi thường chọn Envy nhập từ New Zealand □ Tôi thường chọn táo Envy nhập từ Mỹ Qúy anh/ chị vui lòng cho biết mức độ đồng ý anh/ chị với phát biểu sau dựa theo trải nghiệm tiêu dùng táo nhập theo thang điểm từ → với quy ước sau: 1: Hồn tồn khơgn đồng ý; 2: Không đồng ý; 3: Không ý kiến ; 4: Đồng ý; 5: Hoàn toàn đồng ý Nếu Anh/ Chị dùng điện thoại, Xin vui lòng di chuyển hình điện thoại sang bên phải h để thấy mức độ đánh giá đầy đủ Ngày nay, hầu hết táo Envy nhập tồn dư lượng thuốc phun phân bón hóa học Giá táo Envy từ Mỹ/ New Zealand phù hợp với túi tiền Tôi lo lắng hàm lượng chất phụ gia bảo quản táo Envy nhập Táo Envy từ Mỹ/New Zealand có nhiều đợt khuyến 52 Tôi chọn táo Envy nhập cẩn thận để đảm bảo sức khỏe tốt Tôi thường quan tâm đến vấn đề sức khỏe Tôi nhận thông tin thường xuyên táo Envy từ Mỹ/New Zealand thông qua email, điện thoại từ nhà bán lẻ mà tơi thích Mỹ/New Zealand quốc gia phát triển kinh tế Mỹ/New Zealand quốc gia phát triển công nghệ Nhân viên bán hàng điểm bán lẻ sẵn sàng tư vấn cho táo Envy từ Mỹ/New Zealand Táo Envy Mỹ/New Zealand không chứa chất bảo quản so với loại khác Mỹ/New Zealand quốc gia phát triển văn hóa Mỹ/New Zealand quốc gia đáng tin cậy Táo Envy từ Mỹ/New Zealand có giá trị dinh dưỡng cao so với loại khác Táo Envy từ Mỹ/New Zealand có hương vị ngon phù hợp với sở thích tơi Tôi người quan tâm đến sức khỏe thân tiêu dùng sản phẩm hoa Giá táo Envy từ Mỹ/New Zealand ổn định so với loại khác Táo Envy Mỹ/New Zealand có đầy đủ thông tin sản phẩm Táo Envy Mỹ/New Zealand an toàn cho sức khỏe so với loại khác h Giá táo Envy từ Mỹ/New Zealand phù hợp với chất lượng 53 Sự an tồn táo Envy nhập ngày khiến tơi quan tâm Tôi thông báo kịp thời chương trình khuyến táo Envy từ Mỹ/New Zealand so với sản phẩm khác Tôi nhận nhiều quà tặng cao cấp miễn phí hấp dẫn mua táo Envy từ Mỹ/New Zealand so với loại khác Táo Envy từ Mỹ/New Zealand có giá ghi rõ ràng Tơi tìm kiếm thơng tin sản phẩm táo Envy nhập từ Mỹ/New Zealand cách dễ dàng thơng qua quảng cáo (ví dụ tạp chí, báo, Kênh truyền hình, internet, v.v.) Những lời truyền miệng từ thành viên gia đình, bạn bè, hay người tiếng chia sẻ loại thực phẩm ảnh hưởng đến việc mua táo envy nhập h PHẦN III THÔNG TIN CÁ NHÂN Giới tính □ Nam □Nữ □ Khác Nhóm tuổi □ 18- 25 tuổi □ 26-35 tuổi □ 36-45tuổi □ Dưới triệu □ Từ – 15 triệu □ Từ 15 – 30 triệu □ Từ 30 trở lên Mức thu nhập trung bình tháng □ Tốt nghiệp cấp □ Cao đẳng, đại học Trình độ học vấn □ Trung cấp, đào tạo nghề □ Sau đại học Số thành viên gia đình □ Dưới người □ Từ người trở lên 54 PHẦN Ý KIẾN ĐÓNG GÓP THÊM Những nhận xét, đánh giá khác Qúy Anh/Chị trải nghiệm lựa chọn tiêu dùng sản phẩm táo Envy có nguồn gốc xuất xứ nói trên? Xin cảm ơn nhiệt tình hỗ trợ Anh/ Chị !!! h 55 h 56
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