Author: Thi Thanh Phuong Nguyen
Abstract: This paper conducted during the period from August 2014 to July 2015. The consumers’ responses measured through an adapted questionnaire on a 5-point Likert scale and hard copy. The study was conducted to analyze the factors affecting the decision in using functional food of consumers in Ho Chi Minh city (HCMC). Qualitative and quantitative research methods were combined to survey 147 people with 27 observed variables for determining the factors, which influence the decision in using functional food of consumers in HCMC. The study results showed that there are seven factors affecting the group as following: services, social factor, personal characteristics, and impact of promotions, distribution density, price expectations, and product perception. The findings can meet the following objectives: First, to identify the factors affecting the decision using functional food of consumers in HCMC; Second, to determine the order of priority impact level of the factors affecting the decision using functional food of consumers in HCMC; Finally, to propose measures increasing the recommendation group to decide using functional food for consumers in HCMC.
Keywords: Decision theory, food, components, Vietnamese and HCMC.
