Factors influencing intention to consume fast food of student in ho chi minh city

FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF STUDENT IN HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Marketing By Mr: Dang Hai Dang ID: MBA04007 International University - Vietnam National University HCMC September 2013 FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF STUDENTS IN HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Marketing by Mr: Dang Hai Dang ID: MBA04007 International University - Vietnam National University HCMC September 2013 Under the guidance and approval of the committee, and approved by all its members, this thesis has been accepted in partial fulfillment of the requirements for the degree. Approved: ---------------------------------------------Chairperson --------------------------------------------Committee member ---------------------------------------------Committee member --------------------------------------------Committee member ---------------------------------------------Committee member --------------------------------------------Committee member Acknowledge I am particularly grateful to my advisor Dr. Ho Thi Bich Van for the support of my Master study and research. Her guidance helped me a lot in all time of research and writing of this thesis. I wish to express my deep sense of gratitude to my dissertation committee members: Dr. Nguyen Quynh Mai and Dr. Mai Ngoc Khuong who gave me valuable comments on the thesis proposal and helped me to increase the quality of the thesis. Finally, my special thanks are extended to everyone who supported and helped me to complete research work directly or indirectly. -i- Plagiarism Statements I would like to declare that, apart from the acknowledged references, this thesis either does not use language, ideas, or other original material from anyone; or has not been previously submitted to any other educational and research programs or institutions. I fully understand that any writings in this thesis contradicted to the above statement will automatically lead to the rejection from the MBA program at the International University – Vietnam National University Hochiminh City. - ii - Copyright Statement This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognize that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without the author’s prior consent. © Dang Hai Dang / MBA04007 / 2011-2013 - iii - Table of Contents Chapter I - Introduction ......................................................................................................1 1.1. Fast food market .................................................................................................1 1.2. Rationale and problem statement ........................................................................2 1.3. Research question ...............................................................................................3 1.4. Research objectives.............................................................................................3 1.5. Research methodology ........................................................................................4 1.6. Structure of research ...........................................................................................4 Chapter II - Literature review ............................................................................................5 2.1. Intention ..............................................................................................................5 2.2. Attitude Toward the Behavior ............................................................................5 2.3. Subjective Norm .................................................................................................6 2.4. Perceived Behavioral Control .............................................................................6 2.5. Research Model ..................................................................................................7 Chapter III - Methodology ..................................................................................................8 3.1. Research Process.................................................................................................8 3.2. Research Method ................................................................................................9 3.2.1. Research Sample ......................................................................................9 3.2.1.1. Research population an sample size ...........................................9 3.2.1.2. Sampling method ........................................................................10 3.2.2. Questionnaire design ................................................................................11 - iv - 3.2.2.1. Questionnaire structure ...............................................................11 3.2.2.2. Measurement scale and coding ...................................................12 3.2.3. Data analysis.............................................................................................14 3.2.3.1. Descriptive Statistics...................................................................14 3.2.3.2. Reliability test .............................................................................15 3.2.3.3. Exploratory Factors Analysis ......................................................15 3.2.3.4. Correlation test ............................................................................15 3.2.3.5. Multiple Linear Regression Analysis..........................................15 Chapter IV - Data analysis and result................................................................................16 4.1. Sample description ..............................................................................................16 4.1.1. Respondents' information .........................................................................16 4.1.2. Respondents' fast food habit .....................................................................25 4.2. Descriptive statistics ...........................................................................................30 4.2.1. Attitude toward the behavior ....................................................................31 4.2.2. Subjective norm........................................................................................31 4.2.3. Perceived Behavioral Control ..................................................................32 4.2.4. Consumption intention .............................................................................33 4.3. Reliability test .....................................................................................................33 4.3.1. Attitude toward the behavior ....................................................................33 4.3.2. Subjective norm........................................................................................37 4.3.3. Perceived Behavioral Control ..................................................................37 -v- 4.3.4. Consumption intention .............................................................................38 4.4. Exploratory Factors Analysis ..............................................................................38 4.4.1. Exploratory Factor Analysis of Independent Variable .............................38 4.4.2. Exploratory Factor Analysis of Dependent Variable ...............................41 4.5. Revised Research Model.....................................................................................43 4.6. Summary of hypothesis for revised research model ...........................................46 4.7. Correlation test ....................................................................................................46 4.8. Multiple Linear Regression Analysis..................................................................58 Chapter V - Conclusion and Marketing Strategy .............................................................51 5.1. Conclusion ..........................................................................................................51 5.2. Marketing Strategy..............................................................................................52 5.2.1. Marketing segmentation strategy .............................................................52 5.2.2. Objective strategy .....................................................................................53 5.2.3. Marketing Mix..........................................................................................54 5.2.3.1. Product ........................................................................................54 5.2.3.2. Price ............................................................................................55 5.2.3.3. Place ............................................................................................55 5.2.3.4. Promotion ....................................................................................55 i) Advertising ..............................................................................55 ii) Sales Promotion .....................................................................58 iii) Direct Marketing ...................................................................59 - vi - - vii - List of Tables Table 3.1. Measurement scale ................................................................................................14 Table 4.1. BMI category ........................................................................................................19 Table 4.2. Descriptive Statistics of Attitude Toward the Behavior .......................................31 Table 4.3. Descriptive Statistics of Subjective Norm ............................................................31 Table 4.4. Descriptive Statistics of Perceived Behavioral Control........................................32 Table 4.5. Descriptive Statistics of Consumption Intention ..................................................33 Table 4.6. Reliability Statistics of Attitude Toward the Behavior (1) ...................................33 Table 4.7. Item-Total Statistics of Attitude Toward the Behavior (1) ...................................34 Table 4.8. Reliability Statistics of Attitude Toward the Behavior (2) ...................................34 Table 4.9. Item-Total Statistics of Attitude Toward the Behavior (2) ...................................34 Table 4.10. Reliability Statistics of Attitude Toward the Behavior (3) .................................35 Table 4.11. Item-Total Statistics of Attitude Toward the Behavior (3) .................................35 Table 4.12. Reliability Statistics of Attitude Toward the Behavior (4) .................................35 Table 4.13. Item-Total Statistics of Attitude Toward the Behavior (4) .................................36 Table 4.14. Reliability Statistics of Attitude Toward the Behavior (5) .................................36 Table 4.15. Item-Total Statistics of Attitude Toward the Behavior (5) .................................36 Table 4.16. Reliability Statistics of Subjective Norm............................................................37 Table 4.17. Item-Total Statistics of Subjective Norm ...........................................................37 Table 4.18. Reliability Statistics of Perceived Behavioral Control .......................................37 Table 4.19. Item-Total Statistics of Perceived Behavioral Control .......................................37 Table 4.20. Reliability Statistics of Consumption Intention ..................................................38 Table 4.21. Item-Total Statistics of Consumption Intention..................................................38 Table 4.22. KMO and Bartlett's Test (1) ...............................................................................39 Table 4.23. Total Variance Explained (1)..............................................................................39 - viii - Table 4.24. Component Matrix (1) ........................................................................................40 Table 4.25. Rotated Component Matrix (1) ...........................................................................41 Table 4.26. KMO and Bartlett's test (2) .................................................................................42 Table 4.27. Total Variance Explained (2)..............................................................................42 Table 4.28. Component Matrix .............................................................................................42 Table 4.29. Rotated Component Matrix ...............................................................................42 Table 4.30. Variables and Measurement Items ......................................................................43 Table 4.31. Variables and Items' description .........................................................................45 Table 4.32. Correlations.........................................................................................................47 Table 4.33. Model summary ..................................................................................................48 Table 4.34. Anova ..................................................................................................................49 Table 4.35. Coefficients .........................................................................................................49 Table 4.36. Hypothesis testing result .....................................................................................50 Table 5.1. Gift coupon ...........................................................................................................56 Table 5.2. Group discount......................................................................................................59 - ix - List of Figures Figure 2.1. Research model ...................................................................................................7 Figure 3.1. Research Process .................................................................................................8 Figure 4.1 Percentage of respondents' gender .......................................................................16 Figure 4.2. Percentage of respondents' gender and University .............................................17 Figure 4.3. Percentage of respondents' years .........................................................................18 Figure 4.4. Percentage of respondents' Native village ...........................................................18 Figure 4.5. BMI of respondents .............................................................................................20 Figure 4.6. Respondents' monthly income .............................................................................21 Figure 4.7. Respondents' payment for each time eating ........................................................22 Figure 4.8. Respondents' monthly eating expenditure ...........................................................22 Figure 4.9. Respondents' consuming fast food frequency .....................................................23 Figure 4.10. Fast food restaurant brand names ......................................................................24 Figure 4.11. Fast food brand names with payment for each time eating ...............................25 Figure 4.12. Fast food dishes .................................................................................................26 Figure 4.13. When respondents often have fast food.............................................................27 Figure 4.14. Where respondents often have fast food ...........................................................27 Figure 4.15. With people they often have fast food...............................................................28 Figure 4.16. Respondents' occasions for having fast food .....................................................29 Figure 4.17. Meals which respondents often eat fast food for ...............................................30 Figure 4.18. Revised Research Model ...................................................................................45 -x- - xi - Abstract This study aimed to explore factors influencing fast food consumption intention of students who study or live in Vietnam National University Village, HCMC by applying Theory of Planned Behavior. A total of 400 students (46.8 % male) were surveyed with a questionnaire. Descriptive statistics, Reliability test, Exploratory Factors Analysis (EFA), Correlation test and Multiple Linear Regressions Analysis were performed in analyzing the data. The most popular fast food dishes in descending order were Fired chicken (73%), French fries (58.8%), Hamburger (49.2%) and Pizza (42.5%). Exploratory factors analysis (EFA) grouped the items into 6 variables: Subjective Norm, Perceived Behavioral Control, Risk Awareness, Motivation, Attitude toward the Behavior and Intention. Multiple Linear Regressions Analysis showed that fast food consumption intention was significantly related to Subjective Norm (b=0.137, P=0.006), Perceived Behavioral Control (b=0.394, P=0), Risk Awareness (b=0.141, P=0.012) and Attitude Toward the Behavior (b=0.14, P=0.008). Motivation was not significantly related to consumption intention (b=0.065, P=0.059). The finding of the study was used to build up the marketing strategy for the new fast food restaurant Loca Loca which located in Vietnam National University Village, HCMC. Keywords: BMI Body mass index EFA Exploratory Factors Analysis HCMC Ho Chi Minh City VNU Vietnam National University - xii - - xiii - Chapter I - Introduction 1.1. Fast food market Nowadays, with the development of society, people not only satisfy with basic needs but also rise up to a higher level of security needs, fame, social status, etc. Eating not only to feel full but also must be delicious, beautiful and hygienic. Eating has demonstrated personal style, through eating humans express themselves, beside they want to explore new things in food taste, want to experience the wonderful feeling. Fast food is suitable for busy life when time becomes precious, for saving time and still providing enough energy for people. Understanding the needs of fast foods for humans in modern life and the development trends of current epoch, the restaurant constantly making strategies, developing solutions to fast food service to make this service becoming closer and more convenient to people. Therefore, fast food service is becoming a business with high profits. In recent years, the fast food market in Vietnam has been particularly vibrant with the expansion of many famous brands such as KFC, Lotteria, etc. and other big names in the world. Many companies are sprint races in preparation for the upcoming scheduled as "giant" McDonald's appearance. Having been in Vietnam since 1996, Jollibee brand (Philippines) has about 30 stores. Lotteria has 162 stores, followed by more than 130 KFC outlets. Recently, Jollibee acquired Highlands Coffee and Pho 24. Has just been in Vietnam for 2 years, but Burger King has 18 stores and aims to extend the system with an average of 3-4 stores / month. Also, not to mention some brands starting to be familiar with by -1- Vietnamese consumers as Pizza Hut, Pizza Inn, Popeyes, Domino's Pizza, Chicken Texas ... The fast food market is growing rapidly though Vietnamese consumers have truly become familiar with it since 1997. The McDonald's choice of Vietnam asserted our country’s market potential. In recent years, despite of the difficult economic situation, the decrease of consumers’ income and expenditure, the fast food market is still growing by 26% every year. According to statistics of the Ministry of Industry and Trade, the total sales of the fast food industry in 2011 is estimated at 870 billion, up 30% compared to 2010. With a growth rate of about 30% per year, the fast food market is becoming a highgrowth and stable industry in the consumer foods industry today. However, the market share is just focusing on the well-known foreign brands such as KFC, Lotteria, Jollibee, Pizza Hut ... Business Measurement International Company ranks Vietnam as 8th country in the Asia – Pacific’s food and drink industry. McDonald's appearance will change people's perception about fast food and make fast food quickly become a routine part of Vietnamese cuisine. At the same time, the emergence of this ‘big’ brand will split the market and can change the position of the "giants" of fast food in Vietnam. 1.2. Rationale and problem statement The character of fast food is reflected in its name, "fast", or may be called dynamic, enthusiastic, etc. this character is easily found in the students. Student segment is very potential in the field of fast food business, because fast food is appropriate for current trends; furthermore it satisfies the dietary needs and -2- entertainment of young. It gradually affects their daily habits of eating and becomes their eating style. Ho Chi Minh City is a largest city in the country with a great number of students, especially Vietnam National University Village region with Vietnam that located on Thu Duc District, consists of six member universities, one institute, one faculty and other universities with more than 60,000 students lived and studied in. In addition, actual situation of food safety and hygiene in this area is alarming. A lot of articles of reporters reflect this problem on newspapers and internet. It is necessary to have food stores that ensure safe and hygienic food. From those opportunities, it is worth to do a business in this potential market. That is opening a fast food restaurant named "Loca Loca" in Vietnam National University Village region. Starting a business with fast food service, students in that region are target customer in this business; therefore this study was conducted to investigate "Factors influencing intention to consume fast food of students in Ho Chi Minh City". 1.3. Research question The study was carried out to answer the question "What are critical factors influencing students' intention of fast food restaurants?" 1.4. Research objectives To answer that question, the research was conduct with the following objectives:  To get an overview of Vietnam National University Village fast food market  To explore factors influencing students' consumption intention for fast food -3-  To give recommendations about marketing which reflect the research findings and analysis about fast food consumption intention of students in VNU Village, Ho Chi Minh City. 1.5. Research methodology Firstly, Literature review was performed to provide Research Model and theories for the study. From this part, key factors which affecting fast food consumption intention were used to design questionnaire for quantitative research. Data would be collected via questionnaire and analyzed by Statistical Package for the Social Science (SPSS software) to have result with meaningful findings. Finally, conclusions and recommendations would be discussed based on those findings. 1.6. Structure of research This thesis consists of five chapters as follows: Chapter I - Introduction: introducing background of the research, research statement, research question, research objectives and methodology of the research. Chapter II - Literature Review: reviewing all theories about consumption intention for fast food, choosing appropriate model for the research. Chapter III - Research Methodology: including measurement tools, data collection tools of the research Chapter IV - Data Analysis and Result: analyzing data collected by SPSS Software, identifying factors influencing consumption intention for fast food. Chapter V - Conclusions and Recommendations: offering conclusion and marketing recommendation for the research and business also. Chapter II - Literature Review -4- 2.1. Intention According to Icek Ajzen (1991) "Intention is an indication of person's readiness to perform a given behavior, and it is considered to be the immediate of behavior". In addition, "The intention is based on attitude toward behavior, subjective norm, perceived behavioral control, with each predictor weighted for importance in relation to the behavior and population of interest", it came up to the theory of planned behavior TPB (Icek Ajzen, 1991). It was assumed to get the factors that affect behavior. It was suggested that "The stronger the intention engage in a behavior, the more likely should be its performance" (Armitage and Conner, 1999). 2.2. Attitude Toward the Behavior In the Theory of planned behavior of Icek Ajzen (1991), Attitude toward the behavior indicate the degree to performance of the behavior with positively or negatively value, in other words, attitude toward behavior is the individual's favourable or unfavourable feeling of performing that behavior. According to the expectancy- value model, attitude toward a behavior is determined by the total set of accessible behavioral beliefs linking the behavior to various outcomes and other attributes. Attitude toward behavior is also defined as follows: “Attitudes can be described a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object”. (Fishbein & Ajzen, 1975) “Attitude is a summary of evaluation of a psychological object captured in such attribute dimensions as good-bad, harmful - beneficial, pleasant - unpleasant, and likeable - dislikeable”. (Ajzen, 2001) -5- Fishbein and Ajzen (1975) discovered that there is a relationship between attitudes and intention. Specially, consumers' attitudes influence their intention to perform or not perform the behavior (Ajzen 1991). If consumers have a good attitude toward a product, they will intend to buy that product. 2.3. Subjective Norm According to Theory of planned behavior (Icek Ajzen, 1991), "subjective norm is the perceived social pressure to engage or not engage in a behavior". "Subjective norm is determined by the total set of accessible normative beliefs concerning the expectations of important referents". The term normative beliefs indicate the perceived behavioral expectations of other people to consumers such as their family, friends, teacher, doctor, supervisors, co-workers, etc. In other words, subjective norm is also "Person's perception that most people who are important to him think he should or should not perform the behavior in question" (Fishbein & Ajzen, 1975). It was said that individual's performance of behavioral intention was led by its subjective norm about approval or disapproval of important people. Besides, it was also considered that "Subjective norm are the social determinants of intention and reflect social pressure perception in respect of a given behavior" (Martin Fishbein & Icek Ajzen, 1975). 2.4. Perceived Behavioral Control "Perceived behavioral control refers to people's perceptions of their ability to perform a given behavior" (Icek Ajzen 1991). "It is assumed that perceived behavioral control is determined by the total set of accessible control beliefs, i.e., beliefs about the presence of factors that may facilitate or impede performance of the behavior" -6- (Ajzen 1991). Control beliefs could facilitate or impede performance of a behavior. Perceived behavioral control has two aspects:  How much an individual could control over the behavior  How confident an individual feels about being able perform or not perform the behavior Ajzen (2002) defined the component perceived control as "people's beliefs that they have to control over the behavior, that its performance is not up to them". 2.5. Research Model Figure 2.1. Research model H1: There is a positive impact of attitudes toward the behavior on consumption intention for fast food H2: There is a positive impact of subjective norms on consumption intention for fast food H3: There is a positive impact of perceived behavioral control on consumption intention for fast food Chapter III - Methodology -7- 3.1. Research Process Figure 3.1. Research Process After identifying the research question and research objectives, related theories and concepts were also viewed to come up with the appropriate research model. This model was used to design a questionnaire to collect data through quantitative research process. The questionnaires were sent to students in Vietnam National University Village. The data of quantitative research was inputted into SPSS software and analyzed with descriptive statistics, reliability test, exploratory factor analysis, correlation test and linear regression. In the end, conclusion and marketing strategy were proposed base one the results of analysis process. 3.2. Research Method Quantitative Research -8- According to Aliaga and Gunderson (2000), quantitative research explains phenomena by collecting numeric data and using mathematically based methods to analyze that data. Explaining phenomena is the purpose of a research, which is the key element of the all researches. In this study, I'm looking to explain "What factors influence student's consumption intention for fast food". In this study, quantitative research was performed to describe variables, examine the relationships among variables, identify what factors affect student's consumption for fast and build up an equation to explain that affection. Thus, the questionnaires were design as a tool to collect primary data from respondents. 3.2.1. Research Sample 3.2.1.1 Research population and sample size In general, research population is a large collection of individuals who have similar characteristics. Research population is the main focus of a scientific research. Actually, because of the large size of population, it is too expensive and timeconsuming to be able to test all individuals in the population. Therefore it is necessary to withdraw a sample which can represent the population to accomplish the research. The research statement is opening a fast food of restaurant in Vietnam National University Village, therefore the population must be all students who live or study at there. According Cochran's formula (1977) the minimum sample size was calculated by follows formulas: Where t = value for selected alpha level of 0.25 in each tail = 1.96 -9- s = estimate of variance deviation for 5 point scale calculated by using 5(inclusive range of scale) divided by 4 (number of standard deviations) = 1.25 d = 5 (number of point on primary scale) * 0.3 (acceptable margin error) = 0.15 no = (1.962 * 1.252) / 0.152 = 267 Number of sample size: n = 267 / [1 + (267/60000)] = 266 However, to get more reliability sample and in case of there invalid questionnaires of respondent, sample of 400 was chosen to conduct quantitative research. 3.2.1.2 Sampling method This research uses Quota sampling method with convenient sampling technique to ensure selection of adequate numbers of respondent with characteristics about university. Because it is so difficult to get the list of all student of population for probability methods, the non-probability quota sampling method would be the best way to collect data. Furthermore, the technique convenient sampling was applied to approach respondents easier and save time. Library in university is often crowded with students with the abundance of characteristics such as class, years, major branch, etc. Therefore the paper surveys were sent to students in those libraries. There are 5 universities were chosen to conduct the research with the sample size must be - 10 - collected is 400, quota sampling requires 80 students of each university were chosen to do survey.  80 students of International University (IU)  80 students of University of Natural Science (UNS)  80 students of University of Information Technology (UIT)  80 students of University of Economics and Law (UEL)  80 students of University of Social Science and Humanity (USSH) 3.2.2. Questionnaire design 3.2.2.1 Questionnaire structure Normally, the questionnaire has three parts: Screening questions: including the questions which relevant to fast food consumption habit of respondents, such as frequency of having fast food, what restaurants, what dishes, what time, what location, what occasion for having fast food, eating fast with whom, eating fast food as a meal or a snack. Main questions: there are 25 questions about attitude toward behavior, subjective norm, perceived behavioral control and consumption intention for fast food. Personal information: getting respondents' information about region, religion, sex, income, expenditure, payment for fast food, years, university, height and weight. 3.2.2.2 Measurement scale and coding  Measurement scale - 11 - Likert scale which was developed by Rensis Likert, is the most widely used approach to scaling responses in survey research. In this research Likert scale was used to measure the agree level of respondents to the questions about attitude toward behavior, subjective norm, perceived behavioral control and consumption intention. The most common types of Likert scale are 5-point, 7-point and 10-point, in this research the 5-point Likert scale was applied to measure those variable as follow: (1) (2) (3) (4) (5) Completely Disagree Neither agree Agree Completely disagree nor disagree agree  Coding The measurement statements of variables attitude toward behavior, subjective norm, perceived behavioral control and consumption intention were coded as follow: MEASURVARIABLES CODE MEASUREMENT STATEMENTS EMENT SOURCE SCALE AT1 AT2 Attitude Toward the Behavior AT3 (AT) AT4 AT5 Fast food portions are enough to feel full 5-point Likert scale Hyun-sun Fast food can provide all necessary 5-point nutrients of a meal Likert scale Fast food is delicious Fast food stores provide fun environments Fast food stores are clean 5-point Likert scale 5-point Likert scale 5-point Likert scale - 12 - Seo, SooKyung Lee and Soyoung Nam (2011) AT6 Fast food is clean and safe AT7 Fast food is good for health AT8 Fast food doesn't have a lot of fat AT9 Eating fast food won't make people fat AT10 Fast food doesn't have a lot of calories SN1 My friends think that I should eat fast food 5-point Likert scale 5-point Likert scale 5-point Likert scale 5-point Likert scale 5-point Likert scale 5-point Likert scale My family members think that I should eat 5-point Subjective fast food Likert scale Icek Ajzen Norm (SN) I follow opinions of my friends regarding 5-point fast food use Likert scale I follow opinions of my family members 5-point regarding fast food use Likert scale I can eat fast food even though I am on 5-point diet. Likert scale I can eat fast food even though I have to 5-point wait for a long time. Likert scale SN2 SN3 SN4 PBC1 PBC2 I can eat fast food even though there are Perceived PBC3 not many advertisements of fast food on (2006) Hyun-sun 5-point Seo, Soo- Likert scale Kyung Behavioral TV, Internet, Newspapers, etc. Control I can eat fast food even though they offer 5-point few sale promotions. Likert scale I can eat fast food even though I know how 5-point to prepare a simple meal Likert scale (PBC) PBC4 PBC5 I can eat fast food even though I get PBC6 nutrition education about impact of fast food on health. Lee and Soyoung Nam (2011) 5-point Likert scale - 13 - (For examples: calories, nutrient content) PBC7 Meeting friends at places other than fast 5-point food stores would be difficult Likert scale Using places other than fast food stores for PBC8 special occasions such as birthday would be difficult Consumption Intention IT1 I have intention to consume fast foods IT2 I'll eat fast at least once a week If there is a fast food restaurant in National (IT) IT3 University Village I'll come to have fast food 5-point Likert scale 5-point Likert scale 5-point Likert scale 5-point Likert scale Table 3.1. Measurement scale 3.2.3. Data analysis Statistical Package for the Social Science (SPSS) software version 20 was used to input and analyze data with the tools Descriptive Statistics, Reliability test, Exploratory Factors Analysis, Correlation test and Multiple Linear Regression Analysis. 3.2.3.1 Descriptive Statistics Descriptive statistics was conducted first to get an overview of variables. The values of each measurement tool were used to compute the mean and the standard deviation. While the mean indicates the tendency of the distribution, the standard deviation shows that how dispersibility the data is. 3.2.3.2 Reliability test - 14 - Comply by author Reliability test is nearly an imperative process to estimate the stability, internal consistency and equivalence of the data. Cronbach's Alpha coefficient was calculated based on the average inter-item correlation. Cronbach's Alpha value can from 0 to 1, the value of 0.7 or more is acceptable for the internal consistency of data set. 3.2.3.3 Exploratory Factors Analysis Exploratory Factors Analysis (EFA) was conducted to get the interrelationship among items of variables. The items which have strong interrelationship will be grouped in a new set with conditions factor loading mustn't less than 0.5. The EFA would be applied for the 22 items of the three independent variables first (attitude toward behavior, subjective norm, perceived behavior control) and the 3 items of dependent variable consumption intention late. 3.2.3.4 Correlation test Correlation test was accomplished to ensure that the dependent variable (consumption intention) has correlation with each new independent variable after EFA process. The method which was used to estimate the correlation in this research is Pearson test. 3.2.3.5 Multiple Linear Regression Analysis Finally, Multiple Linear Regression Analyze was used to estimate how the relationships between dependent variable and independent variables are. The coefficient Beta will show what factor has the strongest relationship and how the value of dependent variable changes when independent variable has changed. In addition, the regression equation would be build up to predict the value of consumption intention for fast food when all the independent variables are known. Chapter IV - Data analysis and results - 15 - 4.1. Sample description 4.1.1. Respondents' information In June 2013, the survey questionnaires were sent directly to students in Ho Chi Minh National University Village until the number of valid ones reached 400. The percentages of respondents from each University are equal (20%). This part describes the demographic of the research sample about students. Figure 4.1. Percentage of respondents' gender According to the pie chart above, the percentage of male group of the sample is 46.8% smaller than the one of female group (53.3%). The percentages of these two groups are nearly equal. For more detail the chart below shows the percentage of male and female in each university. - 16 - Figure 4.2. Percentage of respondents' gender and University The percentages of male and female of International University are equal completely with the value is 10% for each group. For University of Science, the female group dominates the sample of this University with the percentage of 11.5% while the one of male group is only 8.5%. The disparity between male and female groups is greater in the case of University of Economics and Laws and University of Social Sciences and Humanities. Especially University of Social Sciences and Humanities, the percentage of female is 15.25% while the one of male is only 4.75%. This figure show the characteristic of this university, with most of major branches related to social that attract more female students than male students. In contrast, University of Information Technology, which provides major branches related to technology, attracts more male students than female students. The percentage of male students is nearly 6 times as many as this one of female student. - 17 - Figure 4.3. Percentage of respondents' years This pie chart above shows the percentage of students in year groups. Group has the first highest percentage is freshman group with 38.5%, the second highest percentage is Sophomores with 31%. The third highest percentage of students in year groups is juniors with 17.8%, Senior got the fourth highest percentage with 12.5%. There is 0.2% of over 4th year students in this sample. Figure 4.4. Percentage of respondents' Native village - 18 - As can be seen from Region chart, 50.3% of students in this sample came from South Eastern. Students from South Central Coastal make up 16.8% of sample as second position. Students from Mekong River Delta (13.3%) and Central Highlands (12.1%) get the lower percentage are ranked as third and fourth position. While students from South Eastern dominate the sample, those who from North Central and Northern have the lowest percentage of 4.5% and 3.1% respectively. The bar chart above shows the distribution of students by Body mass index (BMI) in order to get the overview about health status of sample. BMI is defined as individual's body weight divided by the square of their height. The table below lists the categories of MBI BMI Categories IDI&WPRO BMI (w/h2) Severe thinness < 16 Moderate thinness 16 - 16.9 Mild thinness 17 - 18.4 Normal range 18.5 - 22.9 Overweight 23 - 24.9 Obese class I 25 - 29.9 Obese class II 30 - 34.9 Obese class III >= 35 Table 4.1. BMI category - 19 - Figure 4.5. BMI of respondents Almost respondents are in normal range (57.3%) while there are 24.6% of samples are mild thinness. Percentages of overweight, obese class I and obese class II are 7.7%, 2.8% and 0.5% respectively. Finally those who are moderate thinness and severe thinness account for 5.6% and 1.5% of sample. According this figure, percentage of obese groups and severe thinness groups are very low, that is good news for healthy status of students. - 20 - Figure 4.6. Respondents' monthly income The chart above describes Income of respondents which includes money from family and wage from part-time jobs. Almost students received 1,000,000VND - less than 4,000,000VND every month. For more detail, there are 36% and 35% of respondents received 1,000,000VND - less than 2,000,000VND and 2,000,000VND less than 4,000,000 respectively. Groups with monthly income less than 500,000VND (11%) and 500,000VND - less than 1,000,000VND (9.8%) are ranked as third and fourth position. The fifth position belongs to income group of 4,000,000VND - less than 6,000,000VND with 6%. Those who received at least 6,000,000VND every month just contribute 2.3% of the sample. - 21 - Figure 4.7. Respondents' payment for each time eating According to the chart above, it is easy to recognize the trend that the more money students have to pay for each time eating, the lower percentage of them have a meal with this price. There are 36% of respondents paying less than 50,000VND for each time eating, while those who pay more than 200,000VND contribute only 2.5% of sample. Eating Expenditure 10.30% Less than 500,000VND 15.80% 42% 32% 500,000VND - Less than 1,000,000VND 1,000,000VND - Less than 2,000,000VND 2,000,000VND or more Figure 4.8. Respondents' monthly eating expenditure - 22 - The Eating Expenditure chart shows the percentage of respondents based on their monthly eating cost. 42% of respondents spend form 1,000,000VND - less than 2,000,000VND every monthly for eating, those who spend from 500,000VND - less than 1,000,000VND are ranked as second position with the percentage of 32%. The eating cost level less than 500,000VND group contributes 15.8% of the sample as third position. Those who spend at least 6,000,000VND for eating every month contribute only 10.3% of sample. 4.1.2. Respondents' fast food habit Figure 4.9. Respondents' consuming fast food frequency There is high percentage of 34.8% of respondents having fast food once or twice a week, this percentage increase to 37% for those who having fast food once or twice a month. This figure may indicate that Vietnam National University Village, Ho Chi Minh City will be a potential market for fast food business. For the next positions, 15.5% of respondents having fast food once or twice every 3 months and 12.8% of them having fast food once or twice every 6 months are ranked as third and last position. - 23 - Figure 4.10. Fast food restaurant brand names Most of students often have fast food at Lotterria chain with the highest percentage of 74%. Brand which is the second most visited is KFC with second highest percentage of 68.8%. The percentage of those who often visit Pizza Hut is nearly half as many as Lotteria or KFC with percentage of 36%. Jollibee is ranked as fourth position for percentage of visitor of 20.5%. The fifth most visited brand with 12.5% of respondents belongs to Domino's Pizza. In conclusion Lotteria, KFC, Pizza Hut, Jollibee and Domino's Pizza are the five most visited fast food brand of students. - 24 - 120% 100% 3% 4% 12% 2% 4% 13% 22% 17% 4% 2% 15% 80% 4% 8% 4% 2% 12% 20% 18% 27% 60% 26% 30% 40% 30% 30% 28% 32% 20% 0% 33% 34% 30% 21% 200,000 VND or more 150,000VND - less than 200,000VND 100,000VND - less than 150,000VND 70,000VND - less than 100,000VND 50,000VND - less than 70,000VND 12% Less than 50,000VND Figure 4.11. Fast food brand names with payment for each time eating According to the chart above, students who often visit KFC, Lotteria and Jollibee, often pay "less than 50,000VND" for each time eating with the percentage of 33% (KFC), 34%(Lotteria) and 30%(Jollibee) in each case of fast food restaurant. Although the percentage of those who often pay "50,000VND - less than 70,000VND" for each time having fast food and the three fast food restaurants mentioned above are lower than pay "less than 50,000VND", those percentages are fairly high with 26% (KFC), 30% (Lotteria) and 30% ( Jollibee). Those who often have fast food at Pizza Hut and Domino's Pizza often pay higher with the price from "50,000VND - less than 70,000VND", these groups contribute 28% (Pizza Hut) and 32% (Domino's Pizza) of the sample. The percentage of those who often pay from "70,000VND - less than 100,000VND" are also high - 25 - with value are 27% (Pizza Hut) and 30% (Domini's Pizza). In conclusion, the average prices that respondents often pay for each time having fast food at KFC, Lotteria, Jollibee (less than 70,000VND) are lower than at Pizza Hut and Domino's Pizza (50,000VND - 100,000VND). Figure 4.12. Fast food dishes The fast food dishes chart above shows dishes of fast which respondents often have. The four fast food dishes which they often have are Fried chicken with the percentage of 73%, French fries (58.8%), Hamburger (49.2%) and Pizza (42.5%). It could be said that, they often go to fast food restaurants to have a meal with Fried chicken, the common dish for fast food. Other dishes which respondents often have are Sandwich (25.8%), Frilled/ Fried Sausage (25.2%), Spaghetti (20%), Salad (15.5%), Donut (7%) and others (0.5%). - 26 - Figure 4.13. When respondents often have fast food The chart above could answers the question "What time do they often have fast food?". There are 55% of students often have fast food at 16.00pm - 19.00pm, "After 19.00pm" the percentage reduces to 34.2%. The percentage of respondents having fast food at other durations are 18% (7.00am - 11.00am), 20.8% (11.00am 13.00pm) and 19.5% (13.00pm - 16.00pm). In conclusion, most of respondents often have fast food after 16.00pm. Figure 4.14. Where respondents often have fast food - 27 - For respondents' eating habit, this chart shows the location of restaurants that they often visit. There are 36.8% of respondents answered "Wherever" when they was asked "Where do you often have fast food?". The percentage of students having fast food at restaurants in "Downtown" is 32% as ranked as the second position, the third and fourth positions are "Near home" (31.5%) and "Near school" (31%). These four percentages do not differ much from each other. Figure 4.15. With people they often have fast food According to the chart above, most of respondent often have fast food with their friends with the highest percentage of 84.8%. It could be said that, fast food restaurant is a great environment to have a meeting with friends. The percentage of students who often have fast food with their family contributes 30.8% of the sample. There are 23.2% of respondents often have fast food with their lover, the percentage of those who often have fast food alone is only 18%. - 28 - Figure 4.16. Respondents' occasions for having fast food There are many occasions for having fast food, 52.2% of respondents answered that they often have fast food when they meet friends. The occasions such as "Someone invite" (44%), "Weekends" (35%), "When I like" (34%), "When I have appetite" (31.5%) and "Special days" (29.5%) are ranked as from the second to the sixth position of the sample. The percentages of those who often have fast food with the occasions "Hungry", "Holiday" and "Dating" are 21%, 19.2% and 15.5% respectively. - 29 - Meals Breakfast 14.8% Lunch 30.2% Dinner 43.7% Snack 49.0% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% Figure 4.17. Meals which respondents often eat fast food for The Meals chart above could answer whether respondents have fast food as a meal or snack. There are 49% of respondent have fast food as a snack, sometimes they eat fast food for dinner with the percentage of 43.7%. Those who have fast food for lunch contribute 30.2% of the sample. Finally, there is only 14.8% of respondents have fast food for breakfast. 4.2. Descriptive Statistics After the introduction about distribution of sample based on different criteria, this part shows the descriptive statistics about factors which are considered influencing intention to consuming fast food of students. For more detail, mean of agreement levels of respondents to these factors was calculated to describe tendency of distribution. Besides, the standard deviation shows the dispersal of data for each factor. The lower the standard deviation is the closer the data point tends to the mean. - 30 - 4.2.1. Attitude toward the behaviour Descriptive Statistics N Minimum Maximum Mean Std. Deviation AT1 400 1 5 3.09 1.010 AT2 400 1 5 2.55 .924 AT3 400 1 5 3.67 .846 AT4 400 1 5 3.92 .784 AT5 400 1 5 3.63 .872 AT6 400 1 5 3.20 .880 AT7 400 1 5 2.41 .868 AT8 400 1 5 2.03 .963 AT9 400 1 5 2.33 1.189 AT10 400 1 5 2.31 1.010 Valid N (listwise) 400 Table 4.2. Descriptive Statistics of Attitude Toward the Behavior Item AT4 - "Fast food stores provide fun environments" has the highest mean of 3.92 through evaluation of respondents. The second and third highest ones are items AT3 - "Fast food is delicious" (3.67) and AT5 - "Fast food stores are clean" (3.63). Whereas, most respondents disagree to "Fast food doesn't have a lot of fat" (AT8) with the mean 2.03 for this item. Lastly, item AT6, AT1, AT2, AT7, AT9, AT10 are ranked as the fourth to ninth position respectively according to the evaluation of respondents. 4.2.2. Subjective norm N Minimum Maximum Mean Std. Deviation SN1 400 1 5 2.41 .925 SN2 400 1 5 2.10 .919 SN3 400 1 5 2.74 .999 SN4 400 1 5 2.58 .965 Valid N (listwise) 400 Table 4.3. Descriptive Statistics of Subjective Norm - 31 - From the table above, most of respondents ranked the item SN2 - "My family members think that I should eat fast food" with mean value of 2.1, their family's opinions about consuming fast food is less encouraging to respondent than their friends' opinions in item SN1 - "My friends think that I should eat fast food" (2.41). Furthermore, their readiness to follow their family's opinions (2.58) is also lower than one to follow their friends' opinions (2.74). It could be considered that friends are easier to have an effect on students than their family about consuming fast food. 4.2.3. Perceived behavioral control Descriptive Statistics N Minimum Maximum Mean Std. Deviation PBC1 400 1 5 2.75 1.016 PBC2 400 1 5 3.07 1.062 PBC3 400 1 5 3.55 .851 PBC4 400 1 5 3.41 .882 PBC5 400 1 5 3.42 .973 PBC6 400 1 5 3.38 .948 PBC7 400 1 5 2.29 1.099 PBC8 400 1 5 2.11 1.042 Valid N (listwise) 400 Table 4.4. Descriptive Statistics of Perceived Behavioral Control For Perceived behavioral control, most of respondents say that they can eat fast food even though there are not many advertisement of fast food on TV, Internet, Newspapers, etc. (PBC3) with the highest mean value of 3.55 and lowest standard deviation value of 0.851. The second, third, and fourth position belong to item PBC5, PBC4 and PBC6 which have the mean value of agreement level of 3.42, 3.41 and 3.38 respectively. Finally PBC1 (3.07), PBC2 (2.75), PBC7 (2.29) and PBC8 (2.11) hold the rest of position. - 32 - 4.2.4. Intention Descriptive Statistics N Minimum Maximum Mean Std. Deviation IT1 400 1 5 3.27 .923 IT2 400 1 5 2.73 1.079 IT3 400 1 5 3.69 .972 Valid N (listwise) 400 Table 4.5. Descriptive Statistics of Consumption Intention These students intend to consume fast food with the mean value 3.27 (IT1), furthermore they are willing to have fast food at fast food restaurant if there is any one in National University Village with highest mean value of 3.69 (IT3). But they don't appreciate having fast food at least once a week (IT2) when was asked, this item has the lowest mean of agreement level of 2.73. 4.3. Reliability Test For checking whether the data was collected by a reliable instrument, the first step reliability test was conducted. Criteria for evaluating reliability are "Cronbach's Alpha" must be at least 0.6 and "Corrected Item-Total Correlation" must be 0.3 or higher. Which item has "Corrected Item-Total Correlation" less than 0.3 will be removed. 4.3.1. Attitude Toward Behavior Reliability Statistics Cronbach's Alpha .691 N of Items 10 Table 4.6. Reliability Statistics of Attitude Toward the Behavior - 33 - Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted AT1 26.05 21.860 .058 .722 AT2 26.59 18.319 .538 .634 AT3 25.46 21.121 .204 .692 AT4 25.22 21.404 .194 .692 AT5 25.51 20.226 .311 .675 AT6 25.94 18.937 .485 .645 AT7 26.73 18.443 .567 .631 AT8 27.11 18.472 .487 .642 AT9 26.81 18.667 .326 .677 AT10 26.83 18.823 .409 .657 Table 4.7. Item-Total Statistics of Attitude Toward the Behavior Firstly, the Cronbach's Alpha is 0.691, it is good enough for instrument measuring Attitude toward behavior. But Corrected Item-Total Correlation value of AT1 is only 0.058, Cronbach's Alpha will increase to 0.722 if this item is deleted. The reliability test for Attitude toward behavoir was re-conducted when deleting item AT1.  Deleting AT1 Reliability Statistics Cronbach's N of Items Alpha .722 9 Table 4.8. Reliability Statistics of Attitude Toward the Behavior Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted AT2 23.49 17.243 .490 .680 AT3 22.37 19.743 .186 .731 AT4 22.13 20.056 .169 .731 AT5 22.42 18.790 .306 .713 AT6 22.85 17.459 .493 .681 AT7 23.64 16.812 .603 .662 AT8 24.02 16.809 .523 .673 AT9 23.72 16.815 .372 .707 AT10 23.74 17.125 .444 .688 Table 4.9. Item-Total Statistics of Attitude Toward the Behavior - 34 - Column Corrected Item-Total Correlation show that there are 2 items which have value lower than 0.3 (AT3 and AT4), they must be deleted by turn. AT4 has the lowest Corrected Item-Total Correlation value, it was deleted first.  Deleting AT4 Reliability Statistics Cronbach's Alpha N of Items .731 8 Table 4.10. Reliability Statistics of Attitude Toward the Behavior Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted AT2 19.58 15.593 .494 .690 AT3 18.45 18.309 .142 .752 AT5 18.50 17.404 .260 .734 AT6 18.93 15.998 .467 .697 AT7 19.72 15.139 .616 .668 AT8 20.10 15.016 .552 .678 AT9 19.80 14.849 .414 .711 AT10 19.82 15.251 .480 .692 Table 4.11. Item-Total Statistics of Attitude Toward the Behavior Cronbach's Alpha increased to 0.731 but Corrected Item-Total Correlation value of item AT3 was still lower than 0.3. The item AT3 needs to be deleted, then Reliability test needs to be re-conducted.  Deleting AT3 Reliability Statistics Cronbach's Alpha .752 N of Items 7 Table 4.12. Reliability Statistics of Attitude Toward the Behavior - 35 - Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted AT2 15.90 14.035 .494 .717 AT5 14.82 15.780 .255 .763 AT6 15.26 14.457 .460 .724 AT7 16.05 13.622 .614 .693 AT8 16.42 13.317 .579 .697 AT9 16.12 13.200 .427 .737 AT10 16.15 13.633 .490 .717 Table 4.13. Item-Total Statistics of Attitude Toward the Behavior After AT4 and AT3 had been deleted, item AT5 reduced to 0.255, it must be deleted also.  Deleting AT5 Reliability Statistics Cronbach's Alpha N of Items .763 6 Table 4.14. Reliability Statistics of Attitude Toward the Behavior Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted AT2 12.27 11.922 .471 .737 AT6 11.63 12.821 .347 .766 AT7 12.42 11.366 .626 .701 AT8 12.79 10.902 .622 .698 AT9 12.49 10.652 .478 .742 AT10 12.52 11.203 .526 .723 Table 4.15. Item-Total Statistics of Attitude Toward the Behavior Cronbach's Alpha reached highest value 0.763, couldn't be higher by deleting any Item. Besides, all remaining items' Corrected Item-Total Correlation values greater 0.3, these items would be kept for the next testing. - 36 - 4.3.2. Subjective Norm Reliability Statistics Cronbach's Alpha N of Items .768 4 Table 4.16. Reliability Statistics of Subjective Norm Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted SN1 7.43 5.253 .575 .708 SN2 7.74 5.319 .562 .715 SN3 7.10 5.063 .553 .721 SN4 7.26 5.086 .582 .705 Table 4.17. Item-Total Statistics of Subjective Norm According to table above, subjective Norm variable has the good value of Cronbach's Alpha - 0.768 and the Corrected Item-Total Correlation values are greater than 0.3. There is no need to delete any item. 4.3.3. Perceived Behavioral Control Reliability Statistics Cronbach's Alpha N of Items .680 8 Table 4.18 Reliability Statistics of Perceived Behavioral Control Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted PBC1 21.22 15.765 .308 .666 PBC2 20.90 15.098 .370 .651 PBC3 20.42 16.229 .339 .658 PBC4 20.56 15.651 .408 .643 PBC5 20.55 15.356 .390 .646 PBC6 20.58 15.171 .434 .636 PBC7 21.68 14.821 .384 .648 PBC8 21.86 15.372 .345 .657 Table 4.19. Item-Total Statistics of Perceived Behavioral Control - 37 - Although Cronbach's Alpha of Perceived control behavior variable is lower than others, deleting any item to increase this value is unnecessary. All Corrected Item-Total Correlation values are above 0.3, therefore they were all retained. 4.3.4. Consumption intention Reliability Statistics Cronbach's Alpha N of Items .630 3 Table 4.20. Reliability Statistics of Consumption Intention Item-Total Statistics Scale Mean if Item Deleted Scale Variance if Item Deleted Corrected ItemTotal Correlation Cronbach's Alpha if Item Deleted IT1 6.42 2.671 .525 .420 IT2 6.96 2.522 .414 .575 IT3 6.00 2.877 .390 .598 Table 4.21. Item-Total Statistics of Consumption Intention As can be seen that Consumption Intention variable's Corrected Item-Total Correlation are above 0.3 and Cronbach's Alpha are over 0.6 also. It shows that the data was collected is reliable significantly. None of the items needs deleting. 4.4. Exploratory Factor Analysis (EFA) 4.4.1. Exploratory Factor Analysis of Independent Variables The Exploratory Factor Analysis (EFA) was conducted to reduce set of observed variables into smaller set which has correlation in order to be more meaningful. The KMO (Kaiser - Meyer - Olkin) is a criterion to examine the appropriateness of factor analysis. High value of KMO (0.5 ≤ KMO ≤ 1) indicates factor analysis is appropriate. Factor analysis is considered not appropriate when KMO value below 0.5 In addition, Bartlett's test of sphericity Sig. must lower than 0.05 to ensure variables are correlated in the population. - 38 - KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .773 Approx. Chi-Square 2199.229 Bartlett's Test of Sphericity df 153 Sig. .000 Table 4.22. KMO and Bartlett's Test From the table above, KMO value of 0.773 imply that factor analysis is appropriate. Besides, Bartlett's test of Sphericity (Sig.) is smaller than 0.05, it means the variables are correlated in the population. Total Variance Explained Com pone nt Initial Eigenvalues Total Extraction Sums of Squared Loadings % of Variance Cumulative % Total % of Variance Cumulative % Rotation Sums of Squared Loadings Total % of Variance Cumulative % 1 4.528 25.154 25.154 4.528 25.154 25.154 2.345 13.028 13.028 2 2.160 11.999 37.153 2.160 11.999 37.153 2.298 12.767 25.795 3 1.474 8.189 45.342 1.474 8.189 45.342 2.288 12.710 38.505 4 1.368 7.598 52.940 1.368 7.598 52.940 1.908 10.600 49.105 5 1.208 6.709 59.649 1.208 6.709 59.649 1.898 10.544 59.649 6 .965 5.361 65.010 7 .899 4.993 70.003 8 .895 4.973 74.976 9 .653 3.627 78.603 10 .637 3.536 82.139 11 .571 3.170 85.309 12 .546 3.036 88.345 13 .469 2.605 90.950 14 .417 2.318 93.268 15 .373 2.074 95.342 16 .335 1.859 97.201 17 .280 1.554 98.755 18 .224 1.245 100.000 Extraction Method: Principal Component Analysis. Table 4.23. Total Variance Explained - 39 - According to the table above, there are 5 components with Eigenvalues over 1 and five extracted components can explain 59.649% of total variance. Component Matrixa Component 1 2 3 4 -.216 5 SN2 .709 AT7 .670 -.286 AT8 .652 -.388 SN1 .620 AT2 .554 -.187 PBC8 .547 -.165 AT10 .541 AT9 .541 PBC7 .540 PBC6 .315 .623 PBC5 .312 .606 PBC3 .221 .597 .110 .193 PBC4 .297 .582 .145 .107 SN4 .506 .114 -.622 -.213 SN3 .513 .170 -.583 -.208 .115 AT6 .367 -.153 .527 -.390 PBC2 .401 .341 .143 .100 .457 PBC1 .366 .203 .234 .167 .406 -.304 -.151 .291 -.116 .141 .164 -.248 .314 -.330 .446 -.522 -.214 -.321 .128 .189 .264 -.274 .129 .139 .297 .467 -.539 -.201 .151 .158 -.328 .167 -.340 Extraction Method: Principal Component Analysis. a. 5 components extracted. Table 4.24. Component Matrix The table Component Matrix shows factor loadings of 18 items corresponding with each component. However the Component Matrix without rotation is difficult to analyze, next table about Rotated Component Matrix gives more useful information for analyzing. - 40 - Rotated Component Matrixa Component 1 2 SN4 .830 SN3 .813 SN1 .654 SN2 .595 3 PBC6 .720 PBC5 .692 PBC4 .654 PBC3 .646 4 AT10 .655 AT9 .651 AT8 .638 PBC1 .522 PBC2 .494 5 PBC7 .897 PBC8 .892 AT6 .757 AT2 .678 AT7 .592 Extraction Method: Principal Component Analysis. Rotation Method: Varimax with Kaiser Normalization. a. Rotation converged in 5 iterations. Table 4.25. Rotated Component Matrix Although the requirement for factor loading value is at least 0.5, item PBC2 which has factor loading value of 0.494 - nearly equal 0.5 would be retained. All items is group into 5 independent variables 4.4.2. Exploratory Factor Analysis of Dependent Variable Exploratory Factor Analysis test was also conducted for dependent variable Consumption Intention. - 41 - KMO and Bartlett's Test Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .620 Approx. Chi-Square 157.677 Bartlett's Test of Sphericity df 3 Sig. .000 Table 4.26. KMO and Bartlett's test KMO value is also over 0.6 and Barlett's Test of Sphericity (Sig.) less than 0.05, therefore the dependent variable can be tested by Exploratory Factor Analysis. Total Variance Explained Component Initial Eigenvalues Total % of Variance Extraction Sums of Squared Loadings Cumulative % 1 1.739 57.979 57.979 2 .734 24.467 82.447 3 .527 17.553 100.000 Total 1.739 % of Variance Cumulative % 57.979 57.979 Extraction Method: Principal Component Analysis. Table 4.27. Total Variance Explained Component Matrixa Component 1 IT1 .824 IT2 .740 IT2 .717 Extraction Method: Principal Component Analysis. a. 1 component extracted. Table 4.28. Component Matrix From Component Matrix all items of Consumption Intention have high factor loading in only one component. Rotated Component Matrixa a. Only one component was extracted. The solution cannot be rotated. Table 4.29. Rotated Component Matrix - 42 - Finally, the research model has 6 variables and 21 measurement items. Variable Measurement Items SN SN1, SN2, SN3, SN4 PBC PBC3, PBC4, PBC5, PBC6 RAS AT8, AT9, AT10, PBC1, PBC2 MOT PBC7, PBC8 AT AT2, AT6, AT7 IT IT1, IT2, IT3 Table 4.30. Variables and Measurement Items 4.5. Revised Research Model Table below summarizes group factors after Exploratory Factor Analysis Variables Code Description SN1 My friends think that I should eat fast food SN2 My family members think that I should eat fast food Subjective Norm (SN) SN3 SN4 I follow opinions of my friends regarding fast food use I follow opinions of my family members regarding fast food use - 43 - I can eat fast food even though there are not many PBC3 advertisement of fast food on TV, Internet, Newspapers, etc. Perceived PBC4 Behavioral Control (PBC) PBC5 I can eat fast food even though they offer few sale promotions. I can eat fast food even though I know how to prepare a simple meal I can eat fast food even though I get nutrition PBC6 education about impact of fast food on health. (For examples: calories, nutrient content) AT8 Fast food doesn't have a lot of fat AT9 Eating fast food won't make people fat AT10 Fast food doesn't have a lot of calories Risk Awareness (RAS) PBC1 I can eat fast food even though I am on diet. PBC2 PBC7 Motivation (MOT) PBC8 I can eat fast food even though I have to wait for a long time. Meeting friends at places other than fast food stores would be difficult Using places other than fast food stores for special occasions such as birthday would be difficult AT2 Fast food can provide all necessary nutrients of a meal AT6 Fast food is clean and safe AT7 Fast food is good for health Attitude Toward the Behavior (AT) - 44 - Consumption IT1 I have intention to consume fast foods IT2 I'll have fast at least once a week Intention (IT) IT3 If there is a fast food restaurant in National University Village I'll come to have fast food Table 4.31. Variables and Items' description Figure 4.18. Research Model - 45 - 4.6. Summary of hypothesis for revised research model H1: There is a positive impact of Subjective Norm on Intention to consume fast food H2: There is a positive impact of Perceived Behavioral Control on Intention to consume fast food H3: There is a positive impact of Risk Awareness on Intention to consume fast food H4: There is a positive impact of Motivation on Intention to consume fast food H5: There is a positive impact of Attitude Toward Behavior on Intention to consume fast food 4.7. Correlation Test To examine linear relationship between two variables, Correlation test was conducted with the assistance of Pearson Correlation and two-tails test. The sig (+/-) of the correlation coefficient (r) shows the positive or negative relationship between to variables. When the correlation coefficient of pair of variable (r) is positive, the increase of one variable will make the other variable increase, similar to the decrease. A negative r means that when one variable increase, the other decreases, and vice versa. Correlation coefficient r is between -1 and 1, the closer correlation coefficient is to -1 or 1, the stronger the linear relationship of two variables is. When r=0, there is an absence of a linear relationship between variables. There is five pairs of variable which need testing correlation: Subjective Norm (SN) and Intention (IT), Perceived Behavior Control ( PBC) and Intention (IT), Risk Awareness (RAS) and Intention (IT), Motivation (MOT) and Intention (IT), Attitude Toward Behavior (AT) and Intention (IT).The mean of all measurement item of each - 46 - variable was calculated to represent the value of that variable. For instance the mean of SN1, SN2, SN3 and SN4 represents value of variable Subjective Norm (SN), other means of the rest of variable was calculated in the same method. Correlations SN SN Pearson Correlation PBC 1 Sig. (2-tailed) N PBC RAS MOT AT IT Pearson Correlation RAS ** .244 .000 400 400 400 400 400 1 ** ** * .244 N 400 400 ** ** .194 .000 400 400 400 400 1 ** ** .332** .000 .000 .000 400 400 400 1 ** .000 N 400 400 400 ** ** ** .333 Sig. (2-tailed) .000 .006 .000 N 400 400 400 ** * ** .121 ** .428 .016 .000 .359 .121 .006 .194 .136 .136 .000 Sig. (2-tailed) Pearson Correlation ** .339 .000 ** .287 .359 .000 .000 Pearson Correlation .287 IT ** .000 400 .397 .397 AT ** .000 Sig. (2-tailed) Pearson Correlation MOT ** .439 .333 .439 .260 ** .248 .000 .000 400 400 400 ** 1 .297** .260 Sig. (2-tailed) .000 .016 .000 .000 N 400 400 400 400 400 400 ** ** ** ** ** 1 Pearson Correlation .339 .428 .332 .248 .000 .297 Sig. (2-tailed) .000 .000 .000 .000 .000 N 400 400 400 400 400 400 **. Correlation is significant at the 0.01 level (2-tailed). *. Correlation is significant at the 0.05 level (2-tailed). Table 4.32. Correlations As can be seen from the table above, Intention has positive linear relationship with Subjective Norm (SN), Perceived Behavior Control (PBC), Risk Awareness (RAS), Motivation (MOT) and Attitude (AT). In addition, these correlation are statistically significant because Sig. = 0 [...]... Village region Starting a business with fast food service, students in that region are target customer in this business; therefore this study was conducted to investigate "Factors influencing intention to consume fast food of students in Ho Chi Minh City" 1.3 Research question The study was carried out to answer the question "What are critical factors influencing students' intention of fast food restaurants?"... decrease of consumers’ income and expenditure, the fast food market is still growing by 26% every year According to statistics of the Ministry of Industry and Trade, the total sales of the fast food industry in 2011 is estimated at 870 billion, up 30% compared to 2010 With a growth rate of about 30% per year, the fast food market is becoming a highgrowth and stable industry in the consumer foods industry today... objectives To answer that question, the research was conduct with the following objectives:  To get an overview of Vietnam National University Village fast food market  To explore factors influencing students' consumption intention for fast food -3-  To give recommendations about marketing which reflect the research findings and analysis about fast food consumption intention of students in VNU Village, Ho. .. consumption intention for fast food, choosing appropriate model for the research Chapter III - Research Methodology: including measurement tools, data collection tools of the research Chapter IV - Data Analysis and Result: analyzing data collected by SPSS Software, identifying factors influencing consumption intention for fast food Chapter V - Conclusions and Recommendations: offering conclusion and marketing... than fast 5-point food stores would be difficult Likert scale Using places other than fast food stores for PBC8 special occasions such as birthday would be difficult Consumption Intention IT1 I have intention to consume fast foods IT2 I'll eat fast at least once a week If there is a fast food restaurant in National (IT) IT3 University Village I'll come to have fast food 5-point Likert scale 5-point... have a lot of calories SN1 My friends think that I should eat fast food 5-point Likert scale 5-point Likert scale 5-point Likert scale 5-point Likert scale 5-point Likert scale 5-point Likert scale My family members think that I should eat 5-point Subjective fast food Likert scale Icek Ajzen Norm (SN) I follow opinions of my friends regarding 5-point fast food use Likert scale I follow opinions of my family... nutrients of a meal Likert scale Fast food is delicious Fast food stores provide fun environments Fast food stores are clean 5-point Likert scale 5-point Likert scale 5-point Likert scale - 12 - Seo, SooKyung Lee and Soyoung Nam (2011) AT6 Fast food is clean and safe AT7 Fast food is good for health AT8 Fast food doesn't have a lot of fat AT9 Eating fast food won't make people fat AT10 Fast food doesn't... the purpose of a research, which is the key element of the all researches In this study, I'm looking to explain "What factors influence student' s consumption intention for fast food" In this study, quantitative research was performed to describe variables, examine the relationships among variables, identify what factors affect student' s consumption for fast and build up an equation to explain that affection... Abstract This study aimed to explore factors influencing fast food consumption intention of students who study or live in Vietnam National University Village, HCMC by applying Theory of Planned Behavior A total of 400 students (46.8 % male) were surveyed with a questionnaire Descriptive statistics, Reliability test, Exploratory Factors Analysis (EFA), Correlation test and Multiple Linear Regressions Analysis... questionnaire has three parts: Screening questions: including the questions which relevant to fast food consumption habit of respondents, such as frequency of having fast food, what restaurants, what dishes, what time, what location, what occasion for having fast food, eating fast with whom, eating fast food as a meal or a snack Main questions: there are 25 questions about attitude toward behavior, subjective .. .FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF STUDENTS IN HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Marketing... students in that region are target customer in this business; therefore this study was conducted to investigate "Factors influencing intention to consume fast food of students in Ho Chi Minh City" ... shows the descriptive statistics about factors which are considered influencing intention to consuming fast food of students For more detail, mean of agreement levels of respondents to these factors