FACTORS AFFECTING ON DECIDING FORMULA MILK FOR BABIES FROM 1-5 YEARS: RESEARCH SITUATION IN HOCHIMINH CITY

Abstract

This study aims to identify factors affecting the decision to buy milk for babies, the case study in Ho Chi Minh City. Mix method, qualitative and quantitative research, is used. Quantitative research was conducted with 216 mothers in the Ho Chi Minh city. Research results is analyzed by the method of structural equation modeling (SEM). The research shows 5 factors affecting the decision to buy milk for babies: (1) brand, (2) product attributes, (3) promotion, (4) price, and (5) influence group, in particular the brand factor has the strongest impact on the decision to buy milk for babies. From the above results, the study presents implications for managers.