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Consumer Preference for Vietnam Brand Tea
Xuan, Luong Pham
Vietnamese tea industry
Vietnam Oolong tea
logistic regression analysis
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With increased competition from foreign brand teas, Vietnam tea companies need to adjust and develop marketing strategies to ensure and strengthen their hold in the domestic market, and possibly find a niche in the international scene. With this in mind, this study used data collected through questionnaire survey and then applied factor analysis and Logistic model in analyzing to find out which factor the most important influence to consumer preference for Vietnam Oolong tea. After calculating the factor analysis, 10 valid factors were used for our logistic regression analysis including demographic variables (married, age, income), experience, marketing variables (availability, packaging, price, quality), motive (enjoin, convenience). The result of regression analysis revealed that Vietnam tea consumers seem to be sensitive with income, experience, convenience, packaging, enjoyment, quality and availability. Of these variables, income and packaging have negative coefficients largely indicating the weak aspects in Vietnam tea brands. On the other hand, experience, convenience, enjoyment, quality and availability having positive coefficients point to the stronger aspects of Vietnam tea brands. All in all, from the results of the regression analysis we can say that Vietnam consumers in Hanoi city do not prefer Vietnam brand Oolong tea. We then develop some suggestions for government and tea companies in Vietnam so that it will achieve referenced to improving competiveness of Vietnam brand tea in the future.
|Appears in Collections:||應用經濟學系|
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