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Luận Quản trị kinh doanh:Influenced factors on Hanoi consumer's satisfaction for safety and hygiene= Các yếu tố ảnh hưởng đến sự hài lòng của người tiêu dùng Hà Nội về vấn đề vệ sinh an toàn thực phẩm. Luận văn ThS. Kinh doanh và quản lý:
1. Necessity of the research .......................................................................................... 1
2. Research Objectives .................................................................................................1
3. Research questions ................................................................................................... 2
4. Scope of the research................................................................................................2
5. Research methodology.............................................................................................. 3
6. Limitations................................................................................................................ 3
7. Contributions of the research .................................................................................. 3
8. Expected results........................................................................................................4
9. Suggestions for future research................................................................................ 4
10. Research structure.................................................................................................. 4
Chapter 1: Literature Review.......................................................................................... 6
1.1. Consumer’s satisfaction definition........................................................................6
1.2. Theories of consumer’s satisfaction interpretations.............................................9
1.2.1. Psychological interpretation ............................................................................ 10
1.2.2. Economic interpretations................................................................................. 16
1.2.3. Sociological interpretation .............................................................................. 22
1.3. Discussion of related research 25
Chapter 2: Research model and Hypothesis ................................................................. 30
2.1. Research model.................................................................................................... 30
2.2. Description of factors in the model ..................................................................... 32
2.2.1. Media ............................................................................................................. 32
2.2.2. Product’s quality ............................................................................................. 35
2.2.3. Product’s price ................................................................................................ 38
2.2.4. Product’s label ................................................................................................ 42
2.2.5. Compliance level of food safety and hygiene .................................................. 44
2.3. Hypothesis of correlation among factors ..................................................... 45
Chapter 3: Research Methodology ................................................................................ 48
3.1. Research purpose................................................................................................. 48
3.2. Research approach .............................................................................................. 51
3.3. Measurement index of factors............................................................................. 52
3.4. Sample selection................................................................................................... 55
3.5. Data collection ..................................................................................................... 57
3.6. Data analysis........................................................................................................ 59
3.6.1. Validity ........................................................................................................... 59
3.6.2. Reliability ....................................................................................................... 60
Chapter 4: Data presentation and results...................................................................... 62
4.1. Data presentation................................................................................................. 62
4.2. Some results ......................................................................................................... 76
4.2.1. The most important factors of Hanoi consumer’s satisfaction regarding food
safety and hygiene .................................................................................................... 76
4.2.2. Consumer’s satisfaction regarding food safety and hygiene by influenced factors
79
4.2.3. Hypothesis tested ............................................................................................ 81
CONCLUSION .............................................................................................................. 85
REFERENCES............................................................................................................... 87
APPENDICES.............................................................................................................. 101
Appendix A: Survey questionnaire for Chinsu sauce product................................ 101
Appendix B: Survey questionnaire for Dr. Thanh product .................................... 104
Introduction
1. Necessity of the research
With annual growth rate of 1.2%, Hanoi population reaches
approximately 6.7 million people in 2010, the demand for food is increasing
more than ever before despite the fact that land for agriculture is getting
smaller due to urbanization. Therefore, food consumption situation becomes
more complex and hard to control.
Nowadays, many cases of un-safety and in-hygiene food have been
revealed and punished by food management authorities including Ministry of
Health, Ministry of Industry and Trade and Ministry of Agriculture and Rural
development. As the result, Hanoi consumer’s satisfaction has been affected
and their confidence in food safety and hygiene has been being lost.
However, there are still some foods brands that take care of consumers’
health and commit to provide only safe and qualified products would be
awarded consumers’ trust.
In such context, I decide to choose the topic: “Influenced factors on
Hanoi consumer’s satisfaction for food safety and hygiene”, to identify key
factors influencing consumer’s satisfaction and to propose solutions for
marketers in enhancing Hanoi consumer’s satisfaction with food industry.
2. Research Objectives
 Study definition and theory of consumer’s satisfaction
 Study factors influencing consumer’s satisfaction in Hanoi
regarding food safety and hygiene

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