Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)

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Factors Influencing Consumer Buying Behavior of Confectionery Products of Domestic Enterprises: An Empirical Study in Hanoi

Authors
Nguyen Thi Thanh Dan1, Pham Thi Kim Ngoc1, *
1School of Economics and Management, Hanoi University of Science and Technology, Hanoi, Vietnam
*Corresponding author. Email: ngoc.phamthikim@hust.edu.vn
Corresponding Author
Pham Thi Kim Ngoc
Available Online 12 December 2022.
DOI
10.2991/978-94-6463-076-3_43How to use a DOI?
Keywords
Consumer Buying Behavior; Confectionery; Packaging; Product Quality; Place; Customer Service; Price
Abstract

For decades, consumer buying behavior has drawn the interest of many researchers. This study reviews theory and previous studies to systematize the theoretical basis for analyzing the factors influencing consumer buying behavior of domestic confectionery products in Hanoi. Research findings show that there are 5 factors affecting the consumer buying behavior of domestic confectionery products, which are packaging, price, customer service, product quality, and place. Among that the packaging factor has the greatest influence and the place factor has the least influence on buying behavior. Based on research findings, several recommendations on increasing the consumption of confectionery products in Vietnam, in general and in Hanoi, in particular, are provided.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
12 December 2022
ISBN
10.2991/978-94-6463-076-3_43
ISSN
2352-5428
DOI
10.2991/978-94-6463-076-3_43How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Nguyen Thi Thanh Dan
AU  - Pham Thi Kim Ngoc
PY  - 2022
DA  - 2022/12/12
TI  - Factors Influencing Consumer Buying Behavior of Confectionery Products of Domestic Enterprises: An Empirical Study in Hanoi
BT  - Proceedings of the 4th Asia Pacific Management Research Conference (APMRC 2022)
PB  - Atlantis Press
SP  - 537
EP  - 552
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-076-3_43
DO  - 10.2991/978-94-6463-076-3_43
ID  - Dan2022
ER  -