CONSUMER’S PERCEPTION AND BEHAVIOR TOWARDS FAST FOODS: A CASE STUDY IN GIA LAM DISTRICT, HANOI CITY
Từ khóa:
Perception, behavior, fast food, consumerTóm tắt
Together with economic transition, Vietnam has obtained remarkable changes in culture, society, and human daily life, especially in food consumption. There are more and more people, particularly youngsters choosing to eat outdoor and fast foods. Based on primary data collected from 200 consumers in Gia Lam district, Hanoi city by Google forms, this research indicated that consumers have differently perceived advantages and disadvantages of fast foods. Consumers’ behaviors towards fast foods have been strongly influenced by the brand. Among varieties of brand, price, taste, advertisement, and experience are factors which lead consumers’ purchasing decisions.
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