FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF
STUDENT IN HO CHI MINH CITY

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

In Marketing

By

Mr: Dang Hai Dang

ID: MBA04007

International University - Vietnam National University HCMC

September 2013


FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF
STUDENTS IN HO CHI MINH CITY

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

In Marketing
by
Mr: Dang Hai Dang
ID: MBA04007

complete research work directly or indirectly.

-i-


Plagiarism Statements
I would like to declare that, apart from the acknowledged references, this thesis either
does not use language, ideas, or other original material from anyone; or has not been
previously submitted to any other educational and research programs or institutions. I fully
understand that any writings in this thesis contradicted to the above statement will
automatically lead to the rejection from the MBA program at the International University –
Vietnam National University Hochiminh City.

- ii -


Copyright Statement
This copy of the thesis has been supplied on condition that anyone who consults it is
understood to recognize that its copyright rests with its author and that no quotation from the
thesis and no information derived from it may be published without the author’s prior consent.
© Dang Hai Dang / MBA04007 / 2011-2013

- iii -


Table of Contents
Chapter I - Introduction ......................................................................................................1
1.1. Fast food market .................................................................................................1
1.2. Rationale and problem statement ........................................................................2
1.3. Research question ...............................................................................................3

4.1.1. Respondents' information .........................................................................16
4.1.2. Respondents' fast food habit .....................................................................25
4.2. Descriptive statistics ...........................................................................................30
4.2.1. Attitude toward the behavior ....................................................................31
4.2.2. Subjective norm........................................................................................31
4.2.3. Perceived Behavioral Control ..................................................................32
4.2.4. Consumption intention .............................................................................33
4.3. Reliability test .....................................................................................................33
4.3.1. Attitude toward the behavior ....................................................................33
4.3.2. Subjective norm........................................................................................37
4.3.3. Perceived Behavioral Control ..................................................................37

-v-


4.3.4. Consumption intention .............................................................................38
4.4. Exploratory Factors Analysis ..............................................................................38
4.4.1. Exploratory Factor Analysis of Independent Variable .............................38
4.4.2. Exploratory Factor Analysis of Dependent Variable ...............................41
4.5. Revised Research Model.....................................................................................43
4.6. Summary of hypothesis for revised research model ...........................................46
4.7. Correlation test ....................................................................................................46
4.8. Multiple Linear Regression Analysis..................................................................58
Chapter V - Conclusion and Marketing Strategy .............................................................51
5.1. Conclusion ..........................................................................................................51
5.2. Marketing Strategy..............................................................................................52
5.2.1. Marketing segmentation strategy .............................................................52
5.2.2. Objective strategy .....................................................................................53
5.2.3. Marketing Mix..........................................................................................54
5.2.3.1. Product ........................................................................................54

Table 4.16. Reliability Statistics of Subjective Norm............................................................37
Table 4.17. Item-Total Statistics of Subjective Norm ...........................................................37
Table 4.18. Reliability Statistics of Perceived Behavioral Control .......................................37
Table 4.19. Item-Total Statistics of Perceived Behavioral Control .......................................37
Table 4.20. Reliability Statistics of Consumption Intention ..................................................38
Table 4.21. Item-Total Statistics of Consumption Intention..................................................38
Table 4.22. KMO and Bartlett's Test (1) ...............................................................................39
Table 4.23. Total Variance Explained (1)..............................................................................39

- viii -


Table 4.24. Component Matrix (1) ........................................................................................40
Table 4.25. Rotated Component Matrix (1) ...........................................................................41
Table 4.26. KMO and Bartlett's test (2) .................................................................................42
Table 4.27. Total Variance Explained (2)..............................................................................42
Table 4.28. Component Matrix .............................................................................................42
Table 4.29. Rotated Component Matrix ...............................................................................42
Table 4.30. Variables and Measurement Items ......................................................................43
Table 4.31. Variables and Items' description .........................................................................45
Table 4.32. Correlations.........................................................................................................47
Table 4.33. Model summary ..................................................................................................48
Table 4.34. Anova ..................................................................................................................49
Table 4.35. Coefficients .........................................................................................................49
Table 4.36. Hypothesis testing result .....................................................................................50
Table 5.1. Gift coupon ...........................................................................................................56
Table 5.2. Group discount......................................................................................................59

- ix -


This study aimed to explore factors influencing fast food consumption intention of
students who study or live in Vietnam National University Village, HCMC by applying
Theory of Planned Behavior. A total of 400 students (46.8 % male) were surveyed with a
questionnaire. Descriptive statistics, Reliability test, Exploratory Factors Analysis (EFA),
Correlation test and Multiple Linear Regressions Analysis were performed in analyzing the
data. The most popular fast food dishes in descending order were Fired chicken (73%),
French fries (58.8%), Hamburger (49.2%) and Pizza (42.5%). Exploratory factors analysis
(EFA) grouped the items into 6 variables: Subjective Norm, Perceived Behavioral Control,
Risk Awareness, Motivation, Attitude toward the Behavior and Intention. Multiple Linear
Regressions Analysis showed that fast food consumption intention was significantly related
to Subjective Norm (b=0.137, P=0.006), Perceived Behavioral Control (b=0.394, P=0), Risk
Awareness (b=0.141, P=0.012) and Attitude Toward the Behavior (b=0.14, P=0.008).
Motivation was not significantly related to consumption intention (b=0.065, P=0.059). The
finding of the study was used to build up the marketing strategy for the new fast food
restaurant Loca Loca which located in Vietnam National University Village, HCMC.

Keywords:
BMI

Body mass index

EFA

Exploratory Factors Analysis

HCMC

Ho Chi Minh City

VNU

Having been in Vietnam since 1996, Jollibee brand (Philippines) has about 30
stores. Lotteria has 162 stores, followed by more than 130 KFC outlets. Recently,
Jollibee acquired Highlands Coffee and Pho 24. Has just been in Vietnam for 2 years,
but Burger King has 18 stores and aims to extend the system with an average of 3-4
stores / month. Also, not to mention some brands starting to be familiar with by

-1-


Vietnamese consumers as Pizza Hut, Pizza Inn, Popeyes, Domino's Pizza, Chicken
Texas ...
The fast food market is growing rapidly though Vietnamese consumers have
truly become familiar with it since 1997. The McDonald's choice of Vietnam asserted
our country’s market potential. In recent years, despite of the difficult economic
situation, the decrease of consumers’ income and expenditure, the fast food market is
still growing by 26% every year.
According to statistics of the Ministry of Industry and Trade, the total sales of
the fast food industry in 2011 is estimated at 870 billion, up 30% compared to 2010.
With a growth rate of about 30% per year, the fast food market is becoming a highgrowth and stable industry in the consumer foods industry today. However, the
market share is just focusing on the well-known foreign brands such as KFC, Lotteria,
Jollibee, Pizza Hut ... Business Measurement International Company ranks Vietnam
as 8th country in the Asia – Pacific’s food and drink industry.
McDonald's appearance will change people's perception about fast food and
make fast food quickly become a routine part of Vietnamese cuisine. At the same time,
the emergence of this ‘big’ brand will split the market and can change the position of
the "giants" of fast food in Vietnam.
1.2.

Rationale and problem statement
The character of fast food is reflected in its name, "fast", or may be called


Figure 3.1. Research Process
After identifying the research question and research objectives, related
theories and concepts were also viewed to come up with the appropriate research
model. This model was used to design a questionnaire to collect data through
quantitative research process. The questionnaires were sent to students in Vietnam
National University Village. The data of quantitative research was inputted into SPSS
software and analyzed with descriptive statistics, reliability test, exploratory factor
analysis, correlation test and linear regression. In the end, conclusion and marketing
strategy were proposed base one the results of analysis process.
3.2.

Research Method
Quantitative Research
-8-


According to Aliaga and Gunderson (2000), quantitative research explains
phenomena by collecting numeric data and using mathematically based methods to
analyze that data. Explaining phenomena is the purpose of a research, which is the
key element of the all researches. In this study, I'm looking to explain "What factors
influence student's consumption intention for fast food".
In this study, quantitative research was performed to describe variables,
examine the relationships among variables, identify what factors affect student's
consumption for fast and build up an equation to explain that affection. Thus, the
questionnaires were design as a tool to collect primary data from respondents.
3.2.1. Research Sample
3.2.1.1 Research population and sample size
In general, research population is a large collection of individuals who have
similar characteristics. Research population is the main focus of a scientific research.

etc. Therefore the paper surveys were sent to students in those libraries. There are 5
universities were chosen to conduct the research with the sample size must be

- 10 -