tailieunhanh - Research on choice behavior of beer categories brands of Hanoi consumers

Vietnam beer market has experienced quite high and stable growth rate, the presence of many beer producers has facilitated consumers to choose products but caused not a few problems to managers of beer companies, especially in Hanoi market. In this paper, by analyzing factors affecting the choice behavior of beer products of Hanoi consumers, the author suggests some solutions and implications to help managers come up with appropriate decisions in the business process | Editor in chief Deputy Editor in Chief SECTRETARY OF EDITORIAL OFFICE Editor in English Editorial SCIENTIFIC COUNCIL THE Members Journal of Trade Science CONTENTS journal of Trade Science 5:2 (2017) 13 - 20 Riceived: 17th April 2017 Revised: 4th May 2017 ISSN 1859-3666 TMU’S JTS Approved: 10th May 2017 ietnam beer market has experienced quite high and stable growth rate, the presence of many beer producers has facilitated consumers to choose products but caused not a few problems to managers of beer companies, especially in Hanoi market. In this paper, by analyzing factors affecting the choice behavior of beer products of Hanoi consumers, the author suggests some solutions and implications to help managers come up with appropriate decisions in the business process. Key words: beer categories/brands; behavioral intention JOURNAL OF TRADE SCIENCE 13 ISSN 1859-3666 Journal of Trade Science TMU’S JTS . Theory of Reasoned Action (TRA) . Theory of Planned Behavior (TPB) (Source: Schiffman and Kanuk, 1987, ) : Theory of Reasoned Actions Model (TRA) 14 JOURNAL OF TRADE SCIENCE ISSN 1859-3666 journal of Trade Science TMU’S JTS (Source: Armitage & Conner, 2001, ) : Basic model of Theory of Planned Behavior (TPB) . Research model (Source: Ajzen and the author's self development) : Proposed research model JOURNAL OF TRADE .

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