Factors impacting on Consumer Behavior towards functional foods

Abstract

Vietnam has been one of the countries that consume Functional foods the most in the whole Asia. However, Vietnamese consumers have become more and more prudent when it comes to making purchasing decision of functional foods because there are so many functional foods companies out there in the market with tons of different products which cause market saturation. Therefore, the purpose of this thesis is to draw a bright path for functional foods companies in Vietnam by analyzing the factors impacting consumer behavior via survey so that the companies would know how to create a more successful marketing strategy to stand out in the market.