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Research on Consumer Behavior of Wine in HoChiMinh City

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  • Giao, Ha Nam Khanh
  • Duong, Pham Ngoc
  • Tu, Tran Ngoc

Abstract

This study was conducted to find out the factors affecting the consumers’ choice of wine in HoChiMinh City, Vietnam. The multiple regression model was not statistically significant for finding the relationship between the factors and the Money spent on wine, so discriminant analysis method was used to evaluate the contribution of factors to the differentiation between consumers’ group presented by average bottle consumed per month. The Symbolic benefit factor turned out to be the strongest, followed by Enjoyment benefit factor and Utilitarian & Experiental benefit factor. The findings were used to provide suggestions for wine marketers in Ho Chi Minh City market.

Suggested Citation

  • Giao, Ha Nam Khanh & Duong, Pham Ngoc & Tu, Tran Ngoc, 2018. "Research on Consumer Behavior of Wine in HoChiMinh City," OSF Preprints 4cvn7, Center for Open Science.
    • Handle: RePEc:osf:osfxxx:4cvn7
    DOI: 10.31219/osf.io/4cvn7
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