FACTORS AFFECTING THE BUYING INTENTION FOR PRODUCTS WITH SIPIRULINA INGREDIENT OF HO CHI MINH CITY’S CONSUMERS

Abstract

The product has the main ingredient - Spirulina algae - is a good food for health but not produced and traded in our country for long. Therefore, in order for the product to become familiar, to increase buying intention and then to implement the buying behavior of consumers in Ho Chi Minh City, it is necessary. On the surveying of 350 potential customers with 320 valid questionnaires and data processed by SPSS 20, the study has shown that, four independent variables are: attitudes towards products, subjective norm, the perceived behavioral control and the perceived risk of being included in the model affects 69.6% of the intention to buy. Accordingly, 4 managerial implications are drawn from the research results. Hopefully, these implications, if implemented by businesses, will increase the buying intention of consumers in the city.