Research on Factors Affecting the Decision to Buy Fast Food – A Case Study of Vietnam’s Genz Generation
Abstract
In order to study the factors affecting the decision to buy Fast food of the GenZ generation in Vietnam, the research team used quantitative research methods based on the analysis of data collected from a survey of 308 GenZ respondents in Vietnam. The research team used the SMARTPLS software to process the survey data collected. The results show that, among the 6 factors considered with a 95% confidence level, there are 4 factors that have an impact on the decision to buy Fast food of GenZ Vietnam, in which "Price" (GC) has the strongest impact on the decision to buy Fast food of GenZ Vietnam with an impact level of 0.3; followed by the factor "Perceived Behavioral Control" (NTKS) with an impact level of 0.206; the factor "Product Quality" (CLSP) has an impact level of 0.197; the factor "Attitude towards Fast food" (TD) has an impact level of 0.155; with a 90% confidence level, the factor "Convenience" (TT) has an impact level of 0.135. The factor "Subjective Norm" (CCQ) is not statistically significant to conclude the effect of the factor on the dependent variable "Decision to buy Fast food of GenZ Vietnam" (QD). From the research results, the authors propose some discussions to promote the consumption of Fast food for the restaurants producing and selling this item.
References
Ajzen, I. (1991). The theory of planned behavior. Orgnizational Behavior and Human Decision Processe, 50, 179–211.
Bagozzi, R. and Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Sciences, 16, 74-94. http://dx.doi.org/10.1007/BF02723327.
Cersei (2021). Look up: What is Gen Z that appears more and more on the internet?. VTC News. https://vtc.vn/tra-tu-gen-z-la-gi-ma-xuat-hien-ngay-mot-nhieu-tren-mang-ar612271.html
Charles W. Lamb, Joseph F. Hair và Carl McDaniel (2000), “Essentials of Marketing”, NXB Cengage Learning
Christina Sagala, Mila Destriani, Ulffa Karina Putri, Suresh Kumar (2014). Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food sector: A survey on University Students in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia. International Journal of Scientific and Research Publications. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=4cfcb4cef42be999477e100a84c1fc049c90560d#page=510
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
Comrey, A.L, & Lee, H. B. (1992). A First Course in Factor Analysis (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum.
Devellis, R (2012). Scale Development Theory and Applications. Sage Publications, New York
Do Anh (2020). How is fastfood made?. Economic and Forecast Magazine. https://kinhtevadubao.vn/thuc-an-nhanh-duoc-lam-ra-the-nao-680.html
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (1st ed.). Thousand Oaks, CA: Sage publications.
Hoang Trong, Chu Nguyen Mong Ngoc (2005). Analyze research data with SPSS. Statistics Publishing House.
Hock, C., Ringle, C.M., & Sarstedt, M (2010). Management of multi-purpose stadiums: Importance and performance measurement of service interfaces. International Journal of Services Technology and Management, 14(2-3)
Hong Lam (2019). 7 characteristics that make Gen Z in Vietnam, despite not earning much money, still have enough strength to change industries from business to technology, entertainment. Cafebiz. https://cafebiz.vn/7-dac-diem-khien-the-he-gen-z-viet-nam-du-chua-kiem-ra-nhieu-tien-van-du-suc-manh-thay-doi-cac-nganh-tu-kinh-doanh-den-cong-nghe-giai-tri-20190304172707078.chn
Hu, L. T., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling, 6, 1-55. http://dx.doi.org/10.1080/10705519909540118
Huynh Dinh Le Thu; Duong Tu Hao; Ha Nam Khanh Giao (2022). Factors influencing the intention to buy and the behavior of buying green products of consumers in Long Xuyen City. Scientific research and economic development (Tay Do University, 14, 1 – 21). https://sti.vista.gov.vn/tw/Lists/TaiLieuKHCN/Attachments/347258/CVv475S142022001.pdf
KFC Viet Nam (2024). Over 26 years, KFC has conquered the taste of Vietnamese people. vnexpress.net. https://vnexpress.net/hon-26-nam-kfc-chinh-phuc-khau-vi-nguoi-viet-4696863.html?gidzl=KaIhVAQIGtHJNQfyfuf6TrfQgt2mZKfsH5kZAkM9JYqM2V8WiD0VA1K7z2Mrr1yi5G2b93B4uTW_fPL5SW
Kieu Minh (2021). Gen Z in Ha Tinh - young people with courage and confidence. Ha Tinh Newspaper. https://baohatinh.vn/nui-hong-song-la/the-he-gen-z-o-ha-tinh-nhung-nguoi-tre-ban-linh-tu-tin/222418.htm
Kotler, P. and Levy, S.J, Broadening the concept of marketing, Journal of Marketing, 1969
Leko Šimić, M.; Pap, A. (2021). Generation Z buying behavior change in the Covid-19 pandemic context. Journal article. https://repozitorij.unios.hr/islandora/object/efos%3A4231/datastream/FILE0/view
Minh Nguyet (2022). What is Gen Z? 90% of Gen Z all have these characteristics. Understand the law. https://hieuluat.vn/thong-tin-can-biet/gen-z-la-gi-90-gen-z-deu-co-nhung-dac-diem-nay-2713-46217-article.html
MQ - Win Flavor (2023). The fast food market in Vietnam - Continuous development. mqflavor.com. https://mqflavor.com/thi-truong-thuc-an-nhanh-viet-nam-dau-hieu-khoi-sac-trong-boi-canh-binh-thuong-moi/
Nguyen Bao Ngoc (2020). Descriptive analysis of the factors affecting the decision to order food online of consumers in Hanoi. 123docz.net. https://123docz.net/document/9288597-phan-tich-mo-ta-cac-yeu-to-tac-dong-den-quyet-dinh-dat-mua-truc-tuyen-do-an-cua-nguoi-tieu-dung-ha-noi.htm
Nguyen Huy Tuan and Mai Thi Hong Nhung (2019). Factors influencing the behavior of buying fast food online of consumers in Da Nang city. Online Finance Magazine. https://tapchitaichinh.vn/nhan-to-anh-huong-den-hanh-vi-mua-thuc-an-nhanh-qua-internet-cua-nguoi-tieu-dung-tai-tp-da-nang.html
Nguyen Thi Minh Hai and Tran Quang Huy (2017). The habit of using fast food of consumers in Long Xuyen City. Science Journal. https://websrv2.dthu.edu.vn/tckh/images/2017/so24/104-109.pdf
Philip Kotler (2001), Marketing Management, Labor and Society Publishing House.
Phuong Thi Ngoc Mai and Phan Thi Cuc (2021). Factors influencing consumer decisions in choosing fast food stores in Ho Chi Minh City. Journal of Economics and Forecasting. https://sti.vista.gov.vn/tw/Lists/TaiLieuKHCN/Attachments/320249/CVv139S92021068.pdf
Ta Van Thanh and Dang Xuan On (2021). Factors influencing the online shopping intentions of Generation Z consumers in Vietnam. Journal of Banking Science & Training. https://hvnh.edu.vn/medias/tapchi/vi/07.2021/system/archivedate/cf91463f_B%C3%A0i c%E1%BB%A7a T%C3%A1c gi%E1%BA%A3 T%E1%BA%A1 V%C4%83n Th%C3%A0nh, %C4%90%E1%BA%B7ng Xu%C3%A2n %C6%A0n.pdf
Tran Dung (2024). Overview of the Vietnamese fast food market - development trends in 2024. bepos.io. https://bepos.io/blogs/thi-truong-thuc-an-nhanh-viet-nam/
Tran Thi Bao Yen and Le Thi Giang (2021). Factors influencing the behavior of consuming fast food online in Ho Chi Minh City. Journal of Financial - Marketing Research. https://jfm.ufm.edu.vn/index.php/jfm/article/view/143/100
Tran Thi Minh Nguyet, Phan Thi My Kieu (2020). Research on factors influencing consumer decisions in choosing fast food stores in Quang Ngai City. Journal of Economics & Business Administration. https://tailieu.vn/doc/nghien-cuu-cac-nhan-to-anh-huong-den-quyet-dinh-lua-chon-cua-hang-thuc-an-nhanh-cua-nguoi-tieu-dung--2405171.html
Tuyet Nhi (2019). What is Consumer Behaviour?. Vietnambiz. https://vietnambiz.vn/hanh-vi-khach-hang-consumer-behavioura-la-gi 20190930163129654.htm
Viet Trinh (2023). What is Fast food? What are the popular types of fast food nowadays?. Sapo.vn. https://www.sapo.vn/blog/fastfood-thuc-an-nhanh-la-gi
Vyhuynh (2022). The fast food market in Vietnam and the major players on Vietnamese soil. kinhdoanhtot.com. https://kinhdoanhtot.com/tong-quan-thi-truong-do-an-nhanh-viet-nam/
Bagozzi, R. and Yi, Y. (1988). On the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Sciences, 16, 74-94. http://dx.doi.org/10.1007/BF02723327.
Cersei (2021). Look up: What is Gen Z that appears more and more on the internet?. VTC News. https://vtc.vn/tra-tu-gen-z-la-gi-ma-xuat-hien-ngay-mot-nhieu-tren-mang-ar612271.html
Charles W. Lamb, Joseph F. Hair và Carl McDaniel (2000), “Essentials of Marketing”, NXB Cengage Learning
Christina Sagala, Mila Destriani, Ulffa Karina Putri, Suresh Kumar (2014). Influence of Promotional Mix and Price on Customer Buying Decision toward Fast Food sector: A survey on University Students in Jabodetabek (Jakarta, Bogor, Depok, Tangerang, Bekasi) Indonesia. International Journal of Scientific and Research Publications. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=4cfcb4cef42be999477e100a84c1fc049c90560d#page=510
Cohen, J. (1988). Statistical Power Analysis for the Behavioral Sciences (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum Associates, Publishers.
Comrey, A.L, & Lee, H. B. (1992). A First Course in Factor Analysis (2nd ed.). Hillsdale, NJ: Lawrence Erlbaum.
Devellis, R (2012). Scale Development Theory and Applications. Sage Publications, New York
Do Anh (2020). How is fastfood made?. Economic and Forecast Magazine. https://kinhtevadubao.vn/thuc-an-nhanh-duoc-lam-ra-the-nao-680.html
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2016). A primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) (1st ed.). Thousand Oaks, CA: Sage publications.
Hoang Trong, Chu Nguyen Mong Ngoc (2005). Analyze research data with SPSS. Statistics Publishing House.
Hock, C., Ringle, C.M., & Sarstedt, M (2010). Management of multi-purpose stadiums: Importance and performance measurement of service interfaces. International Journal of Services Technology and Management, 14(2-3)
Hong Lam (2019). 7 characteristics that make Gen Z in Vietnam, despite not earning much money, still have enough strength to change industries from business to technology, entertainment. Cafebiz. https://cafebiz.vn/7-dac-diem-khien-the-he-gen-z-viet-nam-du-chua-kiem-ra-nhieu-tien-van-du-suc-manh-thay-doi-cac-nganh-tu-kinh-doanh-den-cong-nghe-giai-tri-20190304172707078.chn
Hu, L. T., & Bentler, P. M. (1999). Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria versus New Alternatives. Structural Equation Modeling, 6, 1-55. http://dx.doi.org/10.1080/10705519909540118
Huynh Dinh Le Thu; Duong Tu Hao; Ha Nam Khanh Giao (2022). Factors influencing the intention to buy and the behavior of buying green products of consumers in Long Xuyen City. Scientific research and economic development (Tay Do University, 14, 1 – 21). https://sti.vista.gov.vn/tw/Lists/TaiLieuKHCN/Attachments/347258/CVv475S142022001.pdf
KFC Viet Nam (2024). Over 26 years, KFC has conquered the taste of Vietnamese people. vnexpress.net. https://vnexpress.net/hon-26-nam-kfc-chinh-phuc-khau-vi-nguoi-viet-4696863.html?gidzl=KaIhVAQIGtHJNQfyfuf6TrfQgt2mZKfsH5kZAkM9JYqM2V8WiD0VA1K7z2Mrr1yi5G2b93B4uTW_fPL5SW
Kieu Minh (2021). Gen Z in Ha Tinh - young people with courage and confidence. Ha Tinh Newspaper. https://baohatinh.vn/nui-hong-song-la/the-he-gen-z-o-ha-tinh-nhung-nguoi-tre-ban-linh-tu-tin/222418.htm
Kotler, P. and Levy, S.J, Broadening the concept of marketing, Journal of Marketing, 1969
Leko Šimić, M.; Pap, A. (2021). Generation Z buying behavior change in the Covid-19 pandemic context. Journal article. https://repozitorij.unios.hr/islandora/object/efos%3A4231/datastream/FILE0/view
Minh Nguyet (2022). What is Gen Z? 90% of Gen Z all have these characteristics. Understand the law. https://hieuluat.vn/thong-tin-can-biet/gen-z-la-gi-90-gen-z-deu-co-nhung-dac-diem-nay-2713-46217-article.html
MQ - Win Flavor (2023). The fast food market in Vietnam - Continuous development. mqflavor.com. https://mqflavor.com/thi-truong-thuc-an-nhanh-viet-nam-dau-hieu-khoi-sac-trong-boi-canh-binh-thuong-moi/
Nguyen Bao Ngoc (2020). Descriptive analysis of the factors affecting the decision to order food online of consumers in Hanoi. 123docz.net. https://123docz.net/document/9288597-phan-tich-mo-ta-cac-yeu-to-tac-dong-den-quyet-dinh-dat-mua-truc-tuyen-do-an-cua-nguoi-tieu-dung-ha-noi.htm
Nguyen Huy Tuan and Mai Thi Hong Nhung (2019). Factors influencing the behavior of buying fast food online of consumers in Da Nang city. Online Finance Magazine. https://tapchitaichinh.vn/nhan-to-anh-huong-den-hanh-vi-mua-thuc-an-nhanh-qua-internet-cua-nguoi-tieu-dung-tai-tp-da-nang.html
Nguyen Thi Minh Hai and Tran Quang Huy (2017). The habit of using fast food of consumers in Long Xuyen City. Science Journal. https://websrv2.dthu.edu.vn/tckh/images/2017/so24/104-109.pdf
Philip Kotler (2001), Marketing Management, Labor and Society Publishing House.
Phuong Thi Ngoc Mai and Phan Thi Cuc (2021). Factors influencing consumer decisions in choosing fast food stores in Ho Chi Minh City. Journal of Economics and Forecasting. https://sti.vista.gov.vn/tw/Lists/TaiLieuKHCN/Attachments/320249/CVv139S92021068.pdf
Ta Van Thanh and Dang Xuan On (2021). Factors influencing the online shopping intentions of Generation Z consumers in Vietnam. Journal of Banking Science & Training. https://hvnh.edu.vn/medias/tapchi/vi/07.2021/system/archivedate/cf91463f_B%C3%A0i c%E1%BB%A7a T%C3%A1c gi%E1%BA%A3 T%E1%BA%A1 V%C4%83n Th%C3%A0nh, %C4%90%E1%BA%B7ng Xu%C3%A2n %C6%A0n.pdf
Tran Dung (2024). Overview of the Vietnamese fast food market - development trends in 2024. bepos.io. https://bepos.io/blogs/thi-truong-thuc-an-nhanh-viet-nam/
Tran Thi Bao Yen and Le Thi Giang (2021). Factors influencing the behavior of consuming fast food online in Ho Chi Minh City. Journal of Financial - Marketing Research. https://jfm.ufm.edu.vn/index.php/jfm/article/view/143/100
Tran Thi Minh Nguyet, Phan Thi My Kieu (2020). Research on factors influencing consumer decisions in choosing fast food stores in Quang Ngai City. Journal of Economics & Business Administration. https://tailieu.vn/doc/nghien-cuu-cac-nhan-to-anh-huong-den-quyet-dinh-lua-chon-cua-hang-thuc-an-nhanh-cua-nguoi-tieu-dung--2405171.html
Tuyet Nhi (2019). What is Consumer Behaviour?. Vietnambiz. https://vietnambiz.vn/hanh-vi-khach-hang-consumer-behavioura-la-gi 20190930163129654.htm
Viet Trinh (2023). What is Fast food? What are the popular types of fast food nowadays?. Sapo.vn. https://www.sapo.vn/blog/fastfood-thuc-an-nhanh-la-gi
Vyhuynh (2022). The fast food market in Vietnam and the major players on Vietnamese soil. kinhdoanhtot.com. https://kinhdoanhtot.com/tong-quan-thi-truong-do-an-nhanh-viet-nam/
Authors
Thi Van Anh Nguyen
Ngo Thi Kim Yen
[1]
“Research on Factors Affecting the Decision to Buy Fast Food – A Case Study of Vietnam’s Genz Generation”, Soc. sci. humanities j., vol. 8, no. 05, pp. 3577–3599, May 2024, doi: 10.18535/sshj.v8i05.1057.
This work is licensed under a Creative Commons Attribution 4.0 International License.