Factors Affecting The Purchasing Decision To Buy The Fresh Food – Empirical Study In Vissan Stores, Ho Chi Minh City, Vietnam

With the recent development of the economy and technological revolutions, lifestyle, income, and consumer behavior have changed dramatically. Additionally, the satisfaction of customers’ needs and concerns should be constantly done in all organizations. , this study is to explore factors affecting the purchasing decision to buy fresh food in Vissan stores in Ho Chi Minh City, Vietnam. The qualitative and quantitative methods have been employed through content analysis, the consultations with 5 experts, 2 group discussions, and 3 in-depths structured interviews with 20 random customers, and 300 surveyed questionnaires with the customers. The findings show 5 factors as Promotion, Income, Price, Place, and Product in the empirical evidence of factors impacting on consumers’ decisions on purchasing the fresh food. This results will be a valuable source of information for the Vissan Corporation in their management and for pedagogical activities for all same cases.