Factors affecting the buying behavior of consumers in Ho Chi Minh City towards instant noodles

This study explores the factors affecting the buying behavior of consumers in Ho Chi Minh City towards instant noodles. The study finds that there are four factors affecting buying behavior toward instant noodles. These factors, listed in the descending order of impacting level, are promotion (Beta = 0.472), price (Beta = 0.217), product (Beta = 0.169), and distribution (Beta = 0.130). Based on the study’s findings, four corresponding groups of solutions are proposed to help instant noodles manufacturers improve their marketing activities to meet the needs of consumers in Ho Chi Minh City.