Research on consumer behavior of Vinamilk's Dielac Alpha Gold product in Ho Chi Minh City

Abstract:

The study aims to analyze factors that influenced Vinamilk’s Dielac Alpha Gold consumer behavior in Ho Chi Minh City. The study was conducted on 240 subjects, parents with children under the age of six. The survey was conducted in 24 districts of Ho Chi Minh City. The results showed that there are eight factors that influence consumer behavior for Dielac Alpha Gold products in Ho Chi Minh City market, including: Product quality, excellent nutritional characteristics, ease of purchase, form of promotion, product packaging, social influence, product brand, and price. The factors that influ- ence consumer behavior vary not so much with the standardized weighting ranging from 0,207 to 0,269; of which, the most powerful factor that influences consumers’ consumption behaviour is the form of auction. From there, the author proposes some management implications with the expectation of helping Vinamilk better meet the needs of customers in the future.