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- Tác giả: Ngô Minh Hải
- Thông tin XB: TP Hồ Chí Minh: Trường Đại học Ngoại thương, 2024
- Mô tả vật lý: 115 p.
- Tóm tắt: The study focuses on the factors influencing parents' purchase behavior towards local dairy products for their children in modern trade channels in Ho Chi Minh City. Utilizing a combination of the marketing mix and the Theory of Planned Behavior (TPB), the research identifies price, product quality, country of origin, and subjective norms as significant determinants of purchase intention. The findings reveal that these factors collectively account for a substantial portion of the variance in purchase ...
- Từ khóa: Marketing Mix; Theory of Planned Behavior (TPB); Purchase Intention; Dairy Products
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