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Consumer Preference for Vietnam Brand Tea
Xuan, Luong Pham
|關鍵字:||Consumer preference;消費者偏好;Brand name;Vietnamese tea industry;Vietnam Oolong tea;logistic regression analysis;品牌名稱;越南茶葉產業;越南烏龍茶;邏輯斯迴歸分析||出版社:||應用經濟學系所||引用:||Eva-Lena Andersson, et al. (2006).“Coca-Cola or Pepsis that is the question- A study about different factors affecting consumer preference”. International Marketing Strategy (2006). Rik Pieters and Luk Warlop (1999) “Visual attention during brand choice: The impact of time pressure and task motivation”. Intern. J. of Research in Marketing 16 1999 1-16. Andrew S.C. Ehrenberga, et al. (2004). "Understanding brand performance measures: using Dirichlet benchmarks”. Journal of Business Research 57 (2004) 1307- 1325. Anca E. Cretu and Roderick J. Brodie (2005). “The influence of brand image and company reputation where manufacturers market to small firms: A customer value perspective”. Industrial Marketing Management 36 (2007) 230 - 240. Adeolu B. Ayanwale, Taiwo Alimi and Matthew A. 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Haddock (1971) “Price, brand name, and product composition characteristics as determinants of perceived quality” Journal of Applied Psychology, Volume 55, Issue 6, December 1971, Pages 570-579||摘要:||
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.
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