Academic journal article Review of European Studies

The Impacts of Consumers' Familiarity on Their Behavioral Intentions towards Frozen Pangasius Products: A Study in Ho Chi Minh City, Vietnam

Academic journal article Review of European Studies

The Impacts of Consumers' Familiarity on Their Behavioral Intentions towards Frozen Pangasius Products: A Study in Ho Chi Minh City, Vietnam

Article excerpt


The paper aims to examine the impacts of product familiarity on the intention of customers in purchasing frozen pangasius products in Ho Chi Minh City, Vietnam. Quantitative surveys were conducted, in which 300 valid responses were used for data analysis. Based on previous studies in consumer behaviors, five hypotheses to test the effects of familiarity on behavioral intentions of purchasing pangasius products were proposed, which were implemented by structural equation modeling (SEM) technique. The data analysis showed that three independent factors (i.e. product knowledge, product involvement, and social-environmental impacts), except information approach, are positively correlated with product familiarity, which also plays an essential role in identifying the behavioral intention toward pangasius products. Furthermore, the empirical results also demonstrated that gender and age have no impact on consumers' behavior intentions. The results from this research could benefit for the aquaculture industry, especially business enterprises. Furthermore, this study provides a wide view to recognize the influences on behavior intentions towards frozen pangasius products in Ho Chi Minh City, Vietnam.

Keywords: pangasius products, behavioral intentions, product familiarity, knowledge, involvement

1. Introduction

1.1 Introduce the Problem

With the trend of urbanization, people have become busier earning for their living, especially those living in big cities. Therefore, their time for cooking is usually shortened than before and using frozen or canned products has become one of their most favorite choices since it can bring time utilization to consumers. When it comes to frozen aquaculture products, it can be seen that they have become more and more familiar to many households in dynamic cities and contribute to the diversity of the food products for Vietnamese consumers. The frozen-food market has developed from 20-40% each year, in which products from pangasius are among the most popular frozen ones favored by consumers. According to the Sales Department of Big C Supermarket, within the first two months of 2012, the consumption of pangasius products increased 20% compared to the same period last year. Furthermore, in recent years, the number of supermarkets and convenient stores in Ho Chi Minh City has been growing rapidly with the jump of both domestic and foreign investments. Up to December 31, 2011, there were about 140 supermarkets and more than 500 convenient stores in Ho Chi Minh City. They have become one of the fastest and most convenient channels operated to bring products closer to consumers; therefore, they can be the appropriate places for food-processing firms to introduce their products to domestic consumers. In addition, with the population of more than 86 million people, the Vietnamese domestic market becomes a very promising segment for food-processing firms in general and aquaculture products processing firms in particular.

1.2 Explore Importance of the Problem

As mentioned above, Ho Chi Minh City is one of the largest and most dynamic cities in Vietnam. The bustle at work every day makes people now prefer something fast and convenient but still healthy and nutritious for an affordable price; thus, frozen food has become popular in many supermarkets in the city recently. Although researchers have determined the predominant driving factors of customer behavior intention in many commodities such as mobile services (Guo & Barnes, 2011; Shin & Shin, 2011), or vegetable products (Kamphuis et al., 2006; Kamphuis et al., 2007; Sabbe, Verbeke, & Van Damme, 2008), there are a few studies about a specific kind of food products like pangasius. Therefore, this study aims to analyze what factors influence on the familiar feelings among consumers in Ho Chi Minh City towards frozen pangasius products and how the level of familiarity could affect their behavioral intentions. …

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