文章基本信息

标题：RESEARCH SOME FACTORS INFLUENCING THE FAVORITE OF “HAO HAO” INSTANT NOODLE OF STUDENTS AT INDUSTRIAL UNIVERSITY OF HO CHI MINH CITY
本地全文：下载
作者：Quoc Le-Pham-Tan ; Tuyen Dang-Thi-Bich ; Huyen Nguyen-Thi 等
期刊名称：Annals : Food Science and Technology
电子版ISSN：2065-2828
出版年度：2013
卷号：14
期号：2
出版社：Valahia University Press
摘要：Acecook Vietnam Joint Stock Company has been developing dramatically and becomes a leading manufacturer of foodstuffs in Vietnam. Acecook company obtained a strong position in the market while providing instant processed products with high quality and nutritional values, especially instant nood with the famous brand name "Hao Hao". Some product belong to this brand name was suitable for all class, especially popular class with cheap price and best quality. From the first test showed that most students prefer to use "Hao Hao" instant noodle of Acecook brand. Based on the research model of service quality and loyalty of staff, this subject research the factors influencing the favorites of "Hao Hao" noodle of students at HCM University of Industry. The model was adjusted through: Reliability coefficient Cronbach's alpha, Exploratory Factor Analysis (EFA) and linear regression analysis. The model proposed consists of four observed variables are: quality, price, marketing and branding. After adjusting for the remaining 3 observed variables: quality, price and brand. In that, the "Brand" is the most powerful factor and the "Marketing" do not affect to consumers. For this reason, it can explain that this brand name was very popular in Vietnam and Vietnamese always believes this brand name
关键词：Brand; Exploratory Factor Analysis (EFA); linear regression analysis; price; quality