FACTORS INFLUENCING CONSUMPTION OF IMPORTED APPLES IN HANOI

Abstract

     The aims of this research were to identify the factors affecting consumption of imported apples in Hanoi. A random sample of 80 respondents in Hanoi was selected to collect data on their consumption of imported apples. Methodologically, a statistical analysis was used to identify the preferences of consumers in purchasing imported apples and the two-step econometric technique was applied to measure the effects of the socio-economic and characteristics of the market on consumption of imported apples in Hanoi. The integrating results from the two models showed that the income of the consumer has strongly positive effects on the consumer’s decisions to buy and consume imported apples in Hanoi. At a lighter level, the age of the consumer and information about imported apples also have positive effects on the probability of imported apple purchasing. In contrast, the price of apples has a negative effect on the consumer’s decision to buy imported apples. Finally, several implications of this study highlighted the contribution of the research to theory by enriching the body of literature and marketing perspective by showing the worthy bases for the government to develop the market and for imported apple traders in making their business behaviors more consistent.