NGHIÊN CỨU CÁC PHÂN KHÚC NGƯỜI TIÊU DÙNG DỰA TRÊN NHẬN THỨC VỀ CHẤT LƯỢNG THỰC PHẨM: NGHIÊN CỨU TRƯỜNG HỢP Ở MỘT SỐ TỈNH MIỀN NAM VIỆT NAM

Abstract

Food quality attributes have become increasingly important to consumers in developing countries; however, research on market segmentation based on perceived importance of food quality and its relationship with purchase intention and behavior remains limited in Southeast Asia. This study aims to analyze the relationship between consumers’ perceptions of food quality and their purchase intentions, identify different consumer segments, and assess the extent to which they access and trust various information sources. Based on these insights, the study proposes targeted communication strategies for promoting high-quality food products, such as high quality rice and safe vegetables. Utilizing data from a survey of 500 urban consumers in Ho Chi Minh City and Can Tho, the research applies market segmentation and quantitative analysis methods. Findings reveal that both credence and search attributes have a positive influence on purchase intention and that consumers can be categorized into three distinct segments, offering a foundation for tailored communication strategies to enhance awareness and strengthen purchasing motivation toward quality food.

Keywords: Food quality; Food safety; Consumer market segmentation