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The examination of attitudes towards buying food online in Ho Chi Minh City

Tran, Thi Huong Giang (2021) The examination of attitudes towards buying food online in Ho Chi Minh City. Masters thesis, Dublin, National College of Ireland.

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Background: Food category is a basic necessity that people consume daily, and it directly influences their health. Vietnamese consumers prefer to purchase food items mainly in retail to judge physical goods for measurement of quality. However, young Vietnamese generations (Gen Z and Millennials) face ‘moneyrich, time-less’ in their life like living in a metropolitan – Ho Chi Minh City, Vietnam. Therefore, they need to find a solution that assists their life more comfortably. Besides, online shopping is a current trend globally and has been rapidly grown in the Vietnam market in recent years. Thus, the consumers could go shopping on online channels to save time and convenience (like easily receive goods at doorstep). Therefore, online channels (eCommerce and social commerce) could be a good option to buy food products.

Objectives: This study aims to determine customers' awareness of Ho Chi Minh City online food purchases during their shopping experience. Also, the online market has potential growth in the future. The food businesses' perspectives also examine their purposes and the matching points between customers and companies in the infancy stage of the online market.

Method: A semi-structured interview (face-to-face) towards online meeting applications is the applied research tool. The answers of respondents were found based on open questions that gained rich and in-depth information. There were determined through 16 respondents being consumers aged 18 to 35, and 5 participantd being businesses, and all of them live in Ho Chi Minh City.

Findings: The customers’ awareness defined two main groups: benefits (rich references and value for money) and barriers (inconvenience and uncertain quality product). These findings were resulted from their satisfations of shopping experiences and comparison between its and offline shopping experiences. Then, in infancy stage of online shopping, the current food businesses’ puspose is increasing brand awareness. That helps to introduce and remind their products
in customers’ minds and also raise purchase intention.

Conclusion: The customers’ awareness determined depended on the online shopping experience and comparison with the offline shopping experience. Although they recognized the benefits of online food purchased, especially in a busy period, they still prefer to purchase food items at physical stores. The barriers of online shopping and the significant development of retail influence their decisions. However, towards businesses’ online activities increased brand awareness, searching and analysing products’ information on online channels is a new customer behavior, which benefits their awareness.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DS Asia
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
Z Bibliography. Library Science. Information Resources > ZA Information resources > ZA4150 Computer Network Resources > The Internet > World Wide Web > Online Shopping
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications > The Internet > World Wide Web > Online Shopping
Divisions: School of Business > Master of Science in Marketing
Depositing User: Clara Chan
Date Deposited: 22 Feb 2022 15:55
Last Modified: 22 Feb 2022 15:55

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