Factors affecting young generation's intention to choose instant noodle products in Ho Chi Minh City
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- Tác giả: Nguyễn Trần Quỳnh Vi
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 91 p.
- Tóm tắt: This thesis explores the factors influencing the young generation's intention to choose instant noodle products in Ho Chi Minh City. Utilizing theories such as the Theory of Planned Behavior (TPB) and the Theory of Reasoned Action (TRA), the study identifies key factors including convenience, product attributes, perceived health risks, subjective norms, and price. The research employs surveys and statistical analyses like Cronbach's Alpha, EFA, and multiple regression analysis to reveal that these ...
- Từ khóa: Instant Noodles; Purchase Intention; Young Generation; Consumer Behavior
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