Factors Affect to Cosumer Choice Motives for Purchasing Pure Coffe in Dalat City
Main Article Content
Abstract
This research determines factors which affect consumer choice motives for purchasing pure coffee in Dalat City. The dissertation is executed through two means: qualitative research and quantitative research. The research results show that: “Choice Motive” positively impacts the “Subjective Norm” of customers, the “Purchase Attitude” of customers, and the “Perceived behavioral control” of customers. And the factors “Subjective Norm” of customers, “Purchase Attitude” of customers and “Perception behavior control” of consumers have a positive impact on the “Intention to purchase” pure coffee of customers. The result of this research can used to reference in theory and reality through the basic argument of the behavior of consumers. From that, the author gives management implications for managers as well as limitations and directions for further research of the topic.
Keywords:
Pure coffee, subjective norm, choice motive, perceived behavioral control, purchase attitude, intention to purchase.
References
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[10] K.H. Lee, M.A. Bonn, M. Cho, “Consumer motives for purchasing organic coffee: The moderating effects of ethical concern and price sensitivity”, International Journal of Contemporary Hospitality Management 27 (6) (2014) 1157-1180.
https://doi.org/10.1108/IJCHM-02-2014-0060.
[11] M.F. Chen, “Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: Moderating effects of food-related personality traits”, Food Quality and Preference 18 (7) (2007) 1008-1021.
[12] Z. Wang, X. Dong, J. Yin, “Antecedents of urban residents’ separate collection intentions for household solid waste and their willingness to pay: Evidence from China”, Journal of Cleaner Production 173 (2018) 256-264. https://doi.org/10.1016/j.jclepro.2016.09.223.
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[14] A. Tarkiainen, S. Sundqvist, “Emerald Article: Subjective norms, attitudes and intentions of Finnish”, British Food Journal 17 (11) (2005) 808-822.
[15] H. Torjusen, G. Lieblein, M. Wandel, “Food system orientation and quality perception among consumers and producers of organic food”, In Hedmark County, Norway, Food Quality and Preference 12 (2001) 207-216.
[16] P.D. Pelsmacker, W. Janssens, E. Sterckx,
C. Mielants, “Consumer preferences for the marketing of ethically labeled coffee”, International Marketing Review 22 (5) (2005) 512-530.
[17] Nguyễn Đình Thọ, Nguyễn Thị Mai Trang, Nghiên cứu khoa học trong quản trị kinh doanh, NXB Thống kê, Hà Nội, 2009.