期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2022
卷号：4
期号：1
页码：842-846
DOI：10.35629/5252-0401637641
语种：English
出版社：IJAEM JOURNAL
摘要：The objective of this study is to identify and clarify some factors affecting the consumption behavior of Vinamilk fresh milk in Thai Nguyen city.The data used in the study were collected from the survey results of 250 customers in Thai Nguyen city and processed with the statistical software SPSS 20.0,The scale is tested using Cronbachs' Alpha coefficient, exploratory factor analysis (EFA) model and Binary Logistic regression analysis model.The research results show that the factors affecting the consumption behavior of Vinamilk fresh milk in Thai Nguyen city are "Consumer perception", "Consumer's attitude", "Consumer's experience". consumers". In which, "Consumer's attitude" is the factor that has the strongest influence on Vinamilk's fresh milk consumption behavior in Thai Nguyen city.
