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The Impact of Marketing Mix Elements on Food Buying Behavior: A Study of Supermarket Consumers in Vietnam
| Content Provider | Scilit |
|---|---|
| Author | Phan, Thi Thu Hoai Vu, Phuong Anh |
| Copyright Year | 2015 |
| Description | The purpose of this study is to investigate the impact of marketing mix elements on food buying behavior of supermarket consumers in Vietnam. Empirical evidence from 222 participants shopping at five supermarkets validates a theoretical model, indicating a significant positive relationship between marketing mix variables and food purchasing behavior. Results reveal that product factor exerts greatest influence on consumer buying decision, followed by shopping convenience, store atmosphere, price, promotion and personnel respectively. These findings contribute to the literature relating to retail marketing and have marketing implications for bringing traffic into supermarkets and increasing sales. |
| e-ISSN | 27905187 |
| DOI | 10.5539/ijbm.v10n10p206 |
| Journal | International Journal of Business and Management |
| Issue Number | 10 |
| Volume Number | 10 |
| Language | English |
| Publisher | Canadian Center of Science and Education |
| Publisher Date | 2015-09-27 |
| Access Restriction | Open |
| Subject Keyword | Tourism, Leisure, Sport and Hospitality Marketing Mix Mix Elements |
| Content Type | Text |
| Resource Type | Article |
