Nhóm 5 Lớp đề án ca 3 - TRANSPORTATION - Tài liệu tham khảo

HO CHI MINH CITY UNIVERSITY OF FOREIGN LANGUAGES
- INFORMATION TECHNOLOGY
FACULTY OF BUSINESS ADMINISTRATION ---------***-------- RESEARCH PAPER
SOME FACTORS AFFECTING THE BUYING
BEHAVIOR OF INSTANT FOOD FOR STUDENTS AT HUFLIT Group 15: Đặng Thành Thái
Nguyễn Thị Ngọc Trân
Nguyễn Quỳnh Trâm – 20DH121577
Instructor: Nguyễn Thị Huyền Trân HCMC, May/2024 ABSTRACT
In today's busy and modern life, instant food products are essential. It meets the needs
of people because this is a dish that is not only convenient, saves time, ensures food
hygiene and safety but also has a reasonable price. Instant food seems to be no longer
strange to people, especially very familiar to students. The purpose of this study is to
find out the factors affecting the consumption behavior of HUFLIT students about
instant food. The paper makes recommendations according to the theoretical model of
planned behavior and uses quantitative research methods. The data were statistically
analyzed using SPSS and AMOS software, and the hypotheses were tested for
reliability through linear structural modeling and confirmatory factor analysis. This
study aims to identify the needs, preferences and habits of HUFLIT students about
consuming instant food. Research results assess the level of consumption of instant
food and help businesses have more basis to build the right strategy to motivate consumers to buy more goods.
Keywords: consumption behavior, instant food, TPB model, HUFLIT students. ABLE OF CONTENTS
ABSTRACT..................................................................................................................i
LIST OF ABBREVIATIONS....................................................................................iii
LIST OF TABLES AND FIGURES..........................................................................iv
CHAPTER 1: INTRODUCTION...............................................................................1
1.1. Rationale..........................................................................................................1
1.2. Objectives......................................................................................................... 2
1.3. Scope................................................................................................................2
1.4. Structure...........................................................................................................3
CHAPTER 2: LITERATURE REVIEW...................................................................4
2.1. Concepts and definitions..................................................................................4
2.1.1. Consumption behavior............................................................................4
2.1.2. Consumer decision making process – General patterns of consumption 4
2.2. Theoretical framework.....................................................................................6
2.2.1. Theory of Reasoned Action – TRA........................................................6
2.2.2. Theory of Planned Behavior - TPB (proposed research model)..............8
2.3. Previous studies..............................................................................................11
CHAPTER 3: METHODOLOGY............................................................................13
3.1. Research process............................................................................................13
3.2. Research Design.............................................................................................14
3.2.1 Design the study table and select the scale............................................14
3.2.2 Sample selection and data collection method.........................................16
3.3. Data Analysis Methods...................................................................................17
3.3.1. Check the reliability of the research scale.............................................17
3.3.2. Factor exploratory analysis...................................................................17
3.3.3. Analyze by linear structural model and test research hypothesis..........18
3.4. Overview........................................................................................................18
CHAPTER 4: FINDINGS AND DISCUSSIONS....................................................19
4.1. Cronbach's Alpha reliability analysis in SPSS................................................19
4.1.1. Testing the reliability of the factor scale “Attitude”..............................19
4.1.2. Testing the reliability of the factor scale “Subjective Norm”................19
4.1.3. Testing the reliability of the factor scale "Perceived Behavioral Control”
........................................................................................................................ 20
4.1.4. Testing the reliability of the factor scale “Behavioral Intention”..........21
4.1.5. Testing the reliability of the factor scale “Behavior”............................21
4.2. Exploratory Factor Analysis (EFA) in SPSS..................................................22
4.3. Confirmatory factor analysis..........................................................................24
4.4. Analysis by linear structural model and research hypothesis testing..............28
4.5. Evaluation of research results.........................................................................35
CHAPTER 5: CONCLUSIONS AND RECOMMENDATIONS...........................37
5.1. Conclusions....................................................................................................37
5.2. Recommendations..........................................................................................37
REFERENCES........................................................................................................... 39
APPENDIX.................................................................................................................43 LIST OF ABBREVIATIONS 1 CFA Confirmatory Factor Analysis 2 EFA Exploratory Factor Analysis 3 TBP Theory of Planned Behavior 4 SEM Search Engine Marketing
LIST OF TABLES AND FIGURES
Table 3.1 Measurement Items......................................................................................15
Table 4.1 The results of testing the reliability of the factor scale "Attitude"................19
Table 4.2 The results of testing the reliability of the factor scale "Subjective Norm”..20
Table 4.3 The results of testing the reliability of the factor scale "Perceived Behavioral
Control”.................................................................................................................20
Table 4.4 The results of testing the reliability of the factor scale “Behavioral Intention”
.............................................................................................................................. 21
Table 4.5 The results of testing the reliability of the factor scale “Behavior”..............21
Table 4.6 KMO and Bartlett's Test...............................................................................22
Table 4.7 Total Variance Explained.............................................................................23
Table 4.8 Rotated Component Matrixa........................................................................24
Table 4.9 Regression Weights: (Group number 1 - Default model).............................26
Table 4.10 Standardized Regression Weights: (Group number 1 - Default model).....27
Table 4.11 Regression Weights: (Group number 1 - Default model)...........................29
Table 4.12 Second Regression Weights: (Group number 1 - Default model)..............31
Table 4.13 Sencond Standardized Regression Weights: (Group number 1 - Default
model)...................................................................................................................32
Table 4.14 Squared Multiple Correlations: (Group number 1 - Default model)...........34
Figure 2.1 General model of consumer decision making...............................................6
Figure 2.2 The Theory of Reasoned Action...................................................................7
Figure 2.3 Theory of Planned Behavior.........................................................................8
Figure 3.1 Research Process........................................................................................13
Figure 4.1 The results of the Confirmatory Factor Analysis........................................25
Figure 4.2 Results of the first SEM (normalized) analysis.........................................298
Figure 4.3 SEM analysis results (normalized) after removing the variable SN..........310 CHAPTER 1: INTRODUCTION 1.1. Rationale
In today's busy lifestyle and increasingly developed society, people's life is also
more and more improving every day. Therefore, consumers have tending to use
products that are convenient, saving time, and cost. Grasping the current situation,
there are many goods that have become abundant but few products have a "coverage"
as wide as instant food. The processing industry produces a variety of instant products
such as instant noodles, vermicelli, pho, vermicelli, porridge, etc, and is widely sold
throughout the world. "Since its appearance until now, instant food has shown its
necessity, especially in the industrial era, where consumption in some countries is very
strong," Dr. Le Bach Mai - former Institute of the Institute Deputy National
Nutritionist said and cited data from the World Instant Noodle Association (WINA) (Nhon & Loi, 2019).
Human behavior is diverse and is changing more and more complicated due to
the increasing awareness and understanding of customers. Therefore, it is very
important to understand the consumption behavior of customers. Currently, instant
food is a very popular food in every family and most of which is preferred by
consumers. Especially with easy use and convenient features, instant food has been
occupying quite a high market share of the student segment. According to the market
research report Facts and Factors, the revenue of this item is expected to grow from
45.67 billion USD in 2020 to 73.55 billion USD in 2026 and average annual revenue
growth will reach 6%/year in the period 2021-2026 (MOIT, 2021). This shows the
potential for business and development instant food in both the domestic market and
the world market is quite high. However, quality issues are increasingly a concern to
adapt to the health needs of consumers. It is constantly essential to focus on the safety
and hygiene of food through high standards of quality.
In addition, the authors searched for previous research papers related to instant
food consumption behavior, some of which were outstanding. These are "Analysis of
factors affecting the consumption behavior of supermarket customers about the instant
noodle industry" by (Hue, Linh, Thanh, Trinh, & Xuan, 2012), "Survey to the extent
Satisfaction of consumers in Go Vap district about Hao Hao instant noodle products"
by (UFM Students, 2012), "Study on the consumption behavior of instant noodles by
students of some universities in the Ho Chi Minh City" by (Storm, 2006), etc.
Previous studies have mainly focused on studying the purchasing decisions of
customers, not on the factors affecting consumption behavior.
Grasping this key point of the instant food market, the authors decided to
choose the topic "Factors affecting instant food consumption behavior of students in
HUFLIT" to understand the consumption behavior and concern about quality issues
with this popular market of consumers in general and students in particular. Currently,
on the market, instant food products are very diverse in quality and type, so creating a
perfect product that brings health to consumers is not what any manufacturer can do.
Therefore, this paper provides data for plans and strategies for businesses in line with
customer needs. Since then, enterprises have improved and innovated product quality
as well as developing the student market segment, making instant food become the highest market share. 1.2. Objectives
Research on consumer behavior is a very important issue in the business of domestic
and foreign enterprises. Moreover, this study also helps managers have more basis to
build the right strategy to motivate consumers to buy goods and services and bring
value to businesses. This study focuses on understanding the factors affecting the
consumption behavior of customers, specifically HUFLIT students. The research topic
will answer some questions such as “How often do HUFLIT students use instant
food?”; “What is the student's attitude towards instant food?”; "How do social factors
affect students' consuming behavior of instant food?". This research also mentioned
their needs, preferences, habits, and specifically "what consumers want, why they buy,
how they buy"…. From there, the research will give some suggestions help to make
instant food products more and more chosen by consumers in the future. 1.3. Scope
The scope of this research paper is students of Ho Chi Minh City University of
Foreign Languages and Information Technology. This group includes all students from
its eight faculties and four courses. The number of samples that this study collected
was 397 responses. The study focused on surveying through Google Forms with a
question system including 30 closed and open questions. The study will be conducted
over a period of 13 weeks and used collected data from the participants to analyze and present the results. 1.4. Structure
The structure of this paper is divided into 5 main parts besides the table of
contents, appendixes, and references. Chapter 1 is the introduction and presents an
overview of the research, including the reasons for choosing the topic, objectives,
scope, and structure of the study. Chapter 2 will provide an overview of the literature
and present theoretical, and practical basis, and previous studies thereby proposing
theoretical research models and research hypotheses. Next is chapter 3 - Methodology,
which will include the implementation of research methods as the basis for analyzing,
supplementing, and testing the theoretical research model and the research hypotheses
proposed in this chapter. Chapter 4 - Results and discussion will show the process of
analyzing research data and the results of testing theoretical research models, and
research hypotheses and discuss research results. And finally chapter 5 - conclusions
and recommendations, this chapter will summarize the research results and propose
some solutions drawn from the research results.
CHAPTER 2: LITERATURE REVIEW
2.1. Concepts and definitions
2.1.1. Consumption behavior
Consumer behavior is the study of the actions people or groups take while
choosing, purchasing, using, or discarding goods, services, concepts, or experiences in
order to fulfill their needs and desires (Solomon, 2006). Consumption behavior
focuses on how individuals make decisions about how to use available resources (time,
money, effort) for the consumption of related items. It includes what they buy, why
they buy them, how they buy them, where they buy them, how often they buy them,
how often they use them, how they rate them after purchase, and the impact of these
reviews for the next purchase, and how they dispose of them.
When businesses are interested in consumer behavior and are aware of the
important role of consumer research. They find that it is necessary to reach out to
customers and understand consumers in order to identify the reasons that motivate
consumers to buy products, what needs customers are trying to fill, and what factors
affect the purchase of products and individual product selection. To develop new
products and develop marketing strategies that stimulate purchases, experts must study
consumer behavior and apply it in the design of marketing strategies. The birth of The
marketing concept and The societal marketing concept has promoted the development of consumer behavior research.
Consumers are those who buy and/or use products, goods, and services
provided in the market. In general, consumers are often divided into two basic groups:
personal and organizational consumers. Personal consumers are those who buy goods
to serve their own consumption, family, relatives, and friends. These consumers are
also known as “end consumers”. Organizational consumers include enterprises,
administrators, etc. These people buy products and services to use for the activities of
agencies and organizations. Within the scope of this paper, the authors only focus on
researching individual consumer behavior.
2.1.2. Consumer decision making process – General patterns of consumption
Researchers have found that consumers are not only influenced by family,
friends, and previous advertisements but also by their status, circumstances, and