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- Tác giả: Trương Thái Hòa
- Thông tin XB: TP. HCM: Trường Đại học Ngoại thương, 2026
- Mô tả vật lý: 173 p.
- Tóm tắt: This study investigates the determinants of fresh food purchasing decisions among Generation Z consumers in Ho Chi Minh City supermarkets, identifying health consciousness as the most influential factor among the six variables analyzed. The findings reveal that young shoppers prioritize food safety standards, product quality, and competitive pricing over promotional activities or store location, reflecting a strong preference for health-oriented consumption. Furthermore, the analysis indicates that ...
- Từ khóa: Supermarket management; Health consciousness; Generation Z; Fresh food purchasing
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