Các yếu tố ảnh hưởng đến quyết định mua hàng đối với sản phẩm bánh trung thu của khách hàng tại Hà Nội

Abstract

The study evaluated the factors affecting the purchasing decision of customers in Hanoi for moon cakes. The study was conducted based on data collected from 260 customers using moon cakes, then conducted EFA analysis and linear regression analysis. The research results showed that the purchasing decision for moon cakes is influenced by 5 factors: Attitude, Subjective norms, Awareness, Perceived quality and Perceived cost. In which, the perceived cost factor has the strongest impact. At the same time, the study also proposed some solutions for moon cake manufacturing companies to attract customers.