Factors affecting the connection of rice consumers with the place of origin of rice products: A case study of An Giang province

In order to achieve the goal of becoming the local rice center in the Mekong Delta, it is necessary for An Giang province to improve the engagement of consumers with local rice distribution system. This engagement plays a key role in the internal marketing for important provincial products. It is important to create a positive experience when customers consume rice products of An Giang province to establish a strong connection between customers and An Giang rice brand. This study explores the factors affecting the connection of consumers with rice products of An Giang province. The study is expected to help the province better promote its rice products.