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|The Study of Factors that Influence Consumer Purchasing Decisions towards Top Three Fast Food Brands Including Kfc, Pizza Hut and Lotteria in HoChiMinh City, Vietnam
|Pham Hong Giang
|This research intends to investigate and identify factors that influence consumer purchasing decisions towards top three fast food brands including KFC, Pizza Hut and Lotteria in HoChiMinh city, Vietnam. The objectives of the studies are to understand fast food consumer behavior as well as examine factors affecting purchase intension towards fast food in Vietnam. It is a quantitative study using self-administered questionnaire which is randomly distributed at shopping complex, supermarket, stores in HoChiMinh city, Vietnam. The sample size is 400 respondents who live in HoChiMinh, regularly consume fast food. The surveys reliability was tested by Cronbach's alpha coefficient in which showed 0.966 (very high reliability level). The data analysis process for this research is analyzed by SPSS statistic program and present in table format with explanation on each. Several methods were used to analyze statistics such as frequency and percentage, cross tabulation and multinomial logistic regression was used to test hypotheses.
|Independent Study (M.B.A)--Graduate School, Bangkok University, 2016
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|Independent Studies - Master
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