Abstract
The paper aims to examine the impacts of product familiarity on the intention of customers in purchasing frozen pangasius products in Ho Chi Minh City, Vietnam. Quantitative surveys were conducted, in which 300 valid responses were used for data analysis. Based on previous studies in consumer behaviors, five hypotheses to test the effects of familiarity on behavioral intentions of purchasing pangasius products were proposed, which were implemented by structural equation modeling (SEM) technique. The data analysis showed that three independent factors (i.e. product knowledge, product involvement, and social-environmental impacts), except information approach, are positively correlated with product familiarity, which also plays an essential role in identifying the behavioral intention toward pangasius products. Furthermore, the empirical results also demonstrated that gender and age have no impact on consumers’ behavior intentions. The results from this research could benefit for the aquaculture industry, especially business enterprises. Furthermore, this study provides a wide view to recognize the influences on behavior intentions towards frozen pangasius products in Ho Chi Minh City, Vietnam.
Highlights
1.1 Introduce the ProblemWith the trend of urbanization, people have become busier earning for their living, especially those living in big cities
The data analysis showed that three independent factors, except information approach, are positively correlated with product familiarity, which plays an essential role in identifying the behavioral intention toward pangasius products
This study investigated the impact of product knowledge, information approach, product involvement, and social-environmental factors on product familiarity and consumers’ purchase intention towards frozen pangasius products in Ho Chi Minh City
Summary
With the trend of urbanization, people have become busier earning for their living, especially those living in big cities. Their time for cooking is usually shortened than before and using frozen or canned products has become one of their most favorite choices since it can bring time utilization to consumers. When it comes to frozen aquaculture products, it can be seen that they have become more and more familiar to many households in dynamic cities and contribute to the diversity of the food products for Vietnamese consumers. With the population of more than 86 million people, the Vietnamese domestic market becomes a very promising segment for food-processing firms in general and aquaculture products processing firms in particular
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