Investigation of Vietnamese Customers’ Buying Behaviors – A Case Study of Amway Functional Food

• Main Authors: Tran Bich Diep, 陳碧葉
• Other Authors: Lin, Hsiao-Tseng
• Format: Others
• Language: en_US
• Published: 2017
• Online Access: http://ndltd.ncl.edu.tw/handle/ej95ut

碩士 === 美和科技大學 === 企業管理系經營管理碩士班 === 106 === Because of the importance in preventing diseases and supplying nutrition, people are paying more attention in functional food, which leads to an explosion in the nutrition supplements market. Vietnam is preferred as “a gold market” for most of foreign functional food companies and the competition becomes more and more fierce. Amway is an American company which gained lots of Vietnamese customers’ awareness on Personal and Home Care products from the initial period. Following the trend in Vientam, Amway is investing significantly in branding activities for Nutrilite – a functional food category. However, performing several branding activities is not enough for Amway at this moment. To maximize its profitability and occupy larger market share, Amway needs to concentrate on its marketing approach to analyze clearly the factors affecting customers’ purchasing behaviors in order to take appropriate strategies for its functional food category. The goal of this research is investigating which factors influencing Vietnamese customers’ buying behaviors for Amway functional food, then providing some appropriate suggestions for Amway to enhance its brand image of Nutrilite and maximize revenue. To obtain these goals, this study applied Quantitative research in a random survey of 200 respondents who are current Amway customers. After evaluating all data through SPSS, we pointed out that customers with demographic characteristics react differently when consuming Amway functional food. Besides that, health benefits, personal background and preferences have positive relationship with customers’ buying behaviors for this product. Meanwhile, there is a negative relationship between price and buying behaviors for Amway functional food. This is strongly valuable information to conclude some suggestions for Amway Vietnam.