Abstract

The purpose of this case study is to explore and study the determinants impacting Vietnamese students’ food choice and the pattern of consumption of fast food in university students. The objective set for this research was conduct with the following objectives respectively getting an insight of fast food market in Vietnam and explore the attributes that Vietnamese students in perceive to be important in the selection of fast food restaurants and the study results provide a better understanding about the industry and consumer food choice variables The model and the design of the questionnaire content in this study was based on the measures of previous related research and literatures and several constructs were measured by single item scale, E-S-QUAL scale (Parasuraman et al., 2005) that has been developed and used in the present study has been shown to be a valid instrument for the measurement with four main factors (Health Consciousness, Value Perceived, Food Safety and Price) toward with Purchase Intention. In this regard, other questions were also applied in the survey to get an insight about demographic information and consumption habits of students in this research. Moreover, we found significant positive relationship between the purchase intentions and food safety, subsequently price and value perceived with similar positive relationships. Hence we can say that managers have to keep these factors in mind to perform better.

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