TAILIEUCHUNG - Assessing consumer behaviour towards fish sauce products by using food choice questionnaire

This study aims to assess Vietnamese consumer behaviour towards fish sauce product. It consists of two experiments. In the first experiment, consumer concept was explored using word association method. It was performed on 300 Vietnamese consumers with the prompt word as “fish sauce”. The data were analysed by a triangulation method. The results evoke six factors associated with fish sauce as Sensory Appeal, Health, Price, Convenience, Traditional Value, Quality and Safety. These findings were the starting point for a modification of food choice questionnaire (FCQ) adapted to fish sauce product. In the second experiment, the modified FCQ with 18 items was used to assess the consumer behaviour. The survey was performed on 300 Vietnamese consumers. The data were analysed by using Exploratory Factor Analysis and Confirmatory Factor Analysis. The obtained model with five factors was adapted to fish sauce for Vietnamese consumers ( ⁄ = , GFI = , CFI = , RSME = ). In this, Sensory Appeal is the most important factor which might affect consumer food choice motivations. We expect that these results will be useful for the local manufacturers who want to develop traditional food products and/or enlarge national market. | Assessing consumer behaviour towards fish sauce products by using food choice questionnaire

• Ẩm thực
• Consumer behaviour
• Fish sauce
• Word association
• Food choice questionnaire
• Food choice questionnaire
• Lecture Consumer behaviour
• Marketing strategy
• Consumer decision process
• Consumer loyalty
• Consumer outlet selection
• Consumer movement
• Business buying behaviour
• Organisational buying
• Situational influences
• Problem recognition
• Information search
• Selecting alternatives
• Communication strategies
• The strength of learning
• Theories of motivation
• Attitude components
• Australasian society
• Household structure
• Group influence
• Social class
• Cultural values
• Postpurchase processes
• Customer satisfaction
• An introduction to consumer behaviour
• A consumer society
• Buying and evaluating
• Learning and memory
• The world and themselves
• Cognitive dissonance on consumer buying behaviour
• Consumer buying behaviour
• Post purchase dissonance
• Fast Moving Consumer Goods
• Purchase of FMCG products
• Consumer decision
• Post purchase processes
• Outlet selection
• Product purchase
• Individual decision making
• Social media
• European family structures
• Household decision making
• Cultural change processes
• Communication skills
• Marketing strategies
• Habitual decision making
• Measuring problem recognition