A Market Expansion Research for F&B Distribution Agents in Ho Chi Minh city, Vietnam: Importing Valio Oddly Good® through Brand Image

Abstract

In a highly competitive business environment, customers’ evaluation of the brand image of the product (Valio Oddly Good®) is critical for food and beverages (F&B) firms’ survival. While there are numerous studies on brand image, very few have investigated the relationship between brand image and consumers’ purchase intentions at F&B agents in Ho Chi Minh city, Vietnam. Therefore, this study aims to provide additional insight into the relationship between brand image and consumers’ purchase intention by investigating the brand image dimensions in the F&B industry and to identify the extent each brand image attributes in relation to consumers’ purchase intentions, as perceived by Vietnamese customers.

A set of questionnaire examining the attributes of brand image and purchase intentions was developed. The data was collected through a survey completed by 269 respondents. Demographic analysis and reliability analysis were employed to analyze the data. F&B agent operators need to pay more attention to delivering consistent and dependable product packaging, promotion, and improve customer's knowledge of the new product (non-dairy drinks) in the Vietnamese F&B market. Customers are also attracted to new products imported from Finland, providing media promotion, practicing accurate guest needs, and delivering great products.