XÂY DỰNG THANG ĐO KIẾN THỨC, THÁI ĐỘ, HÀNH VI TIÊU DÙNG THỰC PHẨM CHỨC NĂNG TẠI NHÀ THUỐC TRÊN ĐỊA BÀN THÀNH PHỐ HỒ CHÍ MINH

Abstract

Nowadays, with the change in the concept of health care, the role of functional foods is increasingly promoted and considered as one of the measures to implement a healthy lifestyle. Learning about consumer knowledge, attitudes and behaviors is important to develop products suitable to the needs of the people. Therefore, the study was conducted with the goal of developing a scale of knowledge, attitudes and factors related to food supplement consumption behavior at inner-city pharmacies in Ho Chi Minh City to assess the level of consumer acceptance. The study uses qualitative methods (a review of the theory and model of consumer behavior by Phillip Kotler to build the initial scale and in-depth interviews to build a preliminary scale) and quantitative (including testing Cronbach's Alpha and EFA) to calibrate the preliminary scale, thereby preliminarily assessing the reliability and validity of the scale in order to complete the official scale. The topic has developed a scale of knowledge, attitudes and factors related to consumer behavior with 5 factors including: (1) attitude, (2) knowledge, (3) belief, (4) social, (5) prices with 20 observed variables. Survey variables were measured using a 5-level Likert scale. The scale achieves reliability with Cronbach's Alpha coefficients both greater than 0,7 and total correlation greater than 0,3. EFA analysis gives satisfactory results a good quality.