FACTORS INFLUENCING THE TRADITIONAL DURIAN CAKE PURCHASING BEHAVIOR OF VIETNAMESE CONSUMERS

Abstract Objective: This article researches the factors affecting the traditional durian cake purchasing behavior of Vietnamese consumers. Theoretical Framework: Base on The Theory of Reasoned Action (TRA) and The Theory of Planned Behavior (TPB) by Fishbein and Ajzen (1975) Method: By a combination of qualitative and quantitative research methods, the research group indicates the degree of impact of factors influencing the traditional durian cake purchasing behavior. Results and Discussion: Among those, there are 3 factors showing a direct impact on “Traditional durian cake purchasing behavior of Vietnamese consumers” at a 5% significance level. The perceived quality factor (CL) affects the Attitude towards traditional durian cake (TD) with an impact level of 0.852. The impact on traditional durian cake purchasing behavior, the Ethnocentrism factor (TVC) has the largest impact level with an impact level of 0.518; Attitude towards traditional durian cake (TD) has an impact level of 0.276; Perceived price has an impact level of 0.191. The Subjective norm factor (CCQ) is not statistically significant to conclude about the impact on “Traditional durian cake purchasing behavior of Vietnamese consumers” (HV). Research Implications Thereby, the research group has offered some suggestions to promote the purchasing behavior of Vietnamese consumers for traditional durian cake products.