Powdered Milk Consumers’ Buying Behavior

Abstract

Following the storm of melamine in milk and lower protein milk index than the published standard, consumers are more and more cautious when they choose powdered milk for their children. More especially, the Vietnamese prefer to buy imported powdered milk rather than domestic powdered milk. Accordingly, this research is conducted to investigate which factors influence consumer-buying behavior toward imported milk powdered in Ho Chi Minh City through a quantitative survey of 110 consumers. Through multiple regression analysis, the findings indicate that product brand, advertisement, and country of origin are significant predictors of consumer-buying behaviors towards imported powdered milk. Sponsorship turned out to be insignificant factor in predicting the dependent variable. Among demographic characteristics only income was found to affect the consumer-buying behavior.