Abstract
<p>The purpose of this case study is to explore and study the determinants impacting Vietnamese students’ food choice and the pattern of consumption of fast food in university students. The objective set for this research was conduct with the following objectives respectively getting an insight of fast food market in Vietnam and explore the attributes that Vietnamese students in perceive to be important in the selection of fast food restaurants and the study results provide a better understanding about the industry and consumer food choice variables The model and the design of the questionnaire content in this study was based on the measures of previous related research and literatures and several constructs were measured by single item scale, E-S-QUAL scale (Parasuraman et al., 2005) that has been developed and used in the present study has been shown to be a valid instrument for the measurement with four main factors (Health Consciousness, Value Perceived, Food Safety and Price) toward with Purchase Intention. In this regard, other questions were also applied in the survey to get an insight about demographic information and consumption habits of students in this research. Moreover, we found significant positive relationship between the purchase intentions and food safety, subsequently price and value perceived with similar positive relationships. Hence we can say that managers have to keep these factors in mind to perform better.<strong> </strong></p>
Highlights
Nowadays, the food corporates have been grown in interest and adoption successfully in replacing healthy food and fresh from consumers’ diet with processed food
It was performed to get the qualitative information concerned with their habit of buying fast food, subsequently identifying and building measurement scale for 4 factors impacting on purchase intention of fast food: health consciousness, value perceived, food safety and price
There were 5 main questions are delivered to the interviewees as following questions: (1) How is your feeling as going to eat fast food?, (2) What do you think if you consume fast food excessively?, (3) How do you feel about the status of fast food safety nowadays?, (4) How do you think about the price of fast food restaurants in Vietnam market? And (5) how often do you purchase fast food?
Summary
The food corporates have been grown in interest and adoption successfully in replacing healthy food and fresh from consumers’ diet with processed food. Fast food consumption spread out rapidly as the basic needs. Understanding the needs, there has been a gradual demand for the fast food and has become one of the fastest growing industries, the corporates continuously created new campaigns for their brand to make their products becoming closer and more convenient to customers. The growing competitive pressure from other industries poses serious challenges for traditional fast food chains with the big foreign brands like KFC, Lotteria and Jollibee from 2004, and it is more fierce with the big brother of America’s top brands, McDonald’s. With growth of 30% per year, fast food market is the potential industry which has a high growth and stability in the consumption food industry recently (Phuong, 2013)
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