Influence of MIX Marketing Factors on Consumers’ Decision to Buy Chilled Meat in Hanoi


Authors

  • Nguyen Van Phuong VNU University of Economics and Business
DOI: https://doi.org/10.57110/jebvn.v3i5.264

Keywords:

Marketing MIX, cold meat, purchasing decision, consumers, Hanoi

Abstract

The objective of this study is to analyze the influence of factors in marketing MIX on the decision to buy chilled meat of consumers in Hanoi. Data collected by online survey with 381 valid votes were collected and used for analysis. The results of the analysis of the linear structural model (PLS-SEM) show that the selling price factor and the product factor are the two most important factors promoting the purchase of chilled meat products by consumers. The other two factors are place and promotion still the same, they also have a positive effect, boosting consumers’ decision to buy cold meat. Research results provide managerial implications for business managers. To improve efficiency and attract consumers to buy chilled meat, managers need to pay attention and develop a MIX marketing strategy that harmoniously integrates product, pricing, place and promotion policies. In particular, managers pay special attention to building a flexible pricing policy to attract buyers and focus on the strategy of diversification and improvement of product quality.

References

Armstrong, G., & Kotler, P. (2020). Principles of Marketing. Pearson.

Fornell, C., & Larcker, D. F. (1981). Structural equation models with unobservable variables and measurement error: Algebra and statistics. Journal of Marketing Research, 18, 382-388. https://doi.org/http://dx.doi.org/10.2307/3150980

Goi, C. L. (2009). A review of marketing mix: 4 P's or more? International Journal of Marketing Studies, 1-15.

Hair, J. F., Risher, J. J., Sarstedt, M., & Ringle, C. M. (2019). When to use and how to report the results of PLS-SEM. European Business Review, 31(1), 2-24.

Kotler, P., & Keller, K. L. (2012). Marketing Management. United States of America: Pearson, 2012.

Mondéjar-Jiménez, J. A., Sánchez-Cubo, F., & Mondéjar-Jiménez, J. (2022). Consumer behaviour towards Pork Meat Products: A literature review and data analysis. Foods, 11, 307. https://doi.org/https://doi.org/10.3390/foods11030307

Paiva, T., Jacinto, T. A., Sarraguça, M. C., & Coutinho, P. (2022). Beef consumers behaviour and preferences - The case of Portugal. Sustainability 14, 2358. https://doi.org/https://doi.org/10.3390/su14042358

Phuong, N. V., & Nga, B. T. (2021). Analyzing the intention to expand business scale associated with short food supply chains of Vietnamese farmers. Journal of Commercial Science (No.157/2021).

Sarstedt, M., Ringle, C. M., & Hair., J. F. (2017). Partial least squares structural equation modeling (PLS-SEM). Handbook of Market Research. Springer International Publishing.

Sauter-Servaes, T., & Nash, A. (2007). Applying low-cost airline pricing strategies to European railroads. Transportation research record. Journal of the Transportation Research Board, 1995, 1-8.

Shankar, C., & Chin, K. K. (2011). A study of the relationship between marketing mix and customer retention for herbal coffee in Malaysi. 2nd International Conference on Business and Economic Research (2nd ICBER, 2011),

Situmorang, A. D., Sumarwan, U., & Simanjuntak, M. (2018). The effect of marketing mix and brand image on customer loyalty at premixed mortar. International Journal of Science and Research, 7(3), 49–57.

Snyder, D. J., & Tai, P. A. (2012). customer satisfaction at low cost airlines: A case study of Jetstar Pacific Airlines (JPA) The Clute Institute International Academic Conference San Antonio, Texas, USA 201.

Sukamto, R., Lumintan, D. B., & (2015). The impact of marketing mix towards customer loyalty mediated by cutomer satisfaction of Blackberry Indonesia. iBuss Management 3(2), 316–324.

Thao, P. T. T., Trach, N. X., & Dang, P. K. (2019). The impact of applying good hygiene practices in distribution on pork food hygiene and safety. Journal of Vietnam Agricultural Science, 17(10), 809-815.

Vietnamnews (2019). VN consumers yet to warm to chilled. meat. Available in link: https://vietnamnews.vn/society/463353/vn-consumers-yet-to-warm-to-chilled-meat.html#:~:text=Small%20surveys%20conducted%20at%20traditional,to%20hide%20the%20bad%20taste. Accessed 2.12.2022.

Yoo, B. H. (2000). An examination of selected marketingmix elements and brand equity. Journal of the Academy of Marketing Science, 28, 195-211. https://doi.org/https://doi.org/10.1177/0092070300282002

Downloads

Download data is not yet available.

Published

25-10-2023

Abstract View

873

PDF Downloaded

484

How to Cite

Nguyen Van Phuong. (2023). Influence of MIX Marketing Factors on Consumers’ Decision to Buy Chilled Meat in Hanoi. VNU JOURNAL OF ECONOMICS AND BUSINESS, 3(5), 63. https://doi.org/10.57110/jebvn.v3i5.264

Issue

Section

Original Article