Powdered Milk Consumers’ Buying Behavior

Abstract

Following the storm of melamine in milk and lower protein milk index than the published standard, consumersare more and more cautious when they choose powdered milk for their children. More especially, theVietnamese prefer to buy imported powdered milk rather than domestic powdered milk. Accordingly, thisresearch is conducted to investigate which factors influence consumer-buying behavior toward imported milkpowdered in Ho Chi Minh City through a quantitative survey of 110 consumers. Through multiple regressionanalysis, the findings indicate that product brand, advertisement, and country of origin are significant predictorsof consumer-buying behaviors towards imported powdered milk. Sponsorship turned out to be insignificantfactor in predicting the dependent variable. Among demographic characteristics only income was found to affectthe consumer-buying behavior.

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