PHÂN TÍCH HÀNH VI MUA THỰC PHẨM CHỨC NĂNG CỦA NGƯỜI TIÊU DÙNG TẠI THÀNH PHỐ HỒ CHÍ MINH

Abstract

Objectives: Develop a questionnaire to investigate the situation of using FF from the buying behavior model of consumers in Ho Chi Minh City in 2019. Method: This cross-sectional study used qualitative and quantitative methods through consumer interview at pharmacies in Ho Chi Minh City with a diversified FF business in 2019.  Result: The results show that 4 factors affecting consumer’s acceptance of functional foods include: (1) Attitude, (2) Knowledge, (3) Belief in functional foods, (4) Perceived price. “Belief in functional foods” is shown to have the strongest impact on consumers’ acceptance. When consumers believe in the health benefits that supplements can bring, consumers are more likely to accept functional foods. Conclusion: Pay attention to the buying behavior of consumers in the process of developing and promoting their products to consumers as well as raising discussions and recommendations on the management of marketing activities to increase the level of accepting functional foods for consumer health.