THÓI QUEN NGƯỜI TIÊU DÙNG VIỆT NAM VÀ VAI TRÒ CỦA THỰC PHẨM TƯƠI

This paper presents findings of a consumer survey carried out in Vietnam. the survey has been implemeted in two steps : qualitative and quantitative. The main profile of respondants are women, urban consumers, age from 24 - 39, office workers. The results provide an overall view on the criteria of choice in food buying decision. Concretely, sensorial factors like observing, touching, smelling play a very important role in food choice, more than trust on the vendor or certifcation of a third party like the Government. the consumer appreciates fresh food, assimilating to nutritional value, health and quality of the meal. However, there seems to be a generational difference between two generat…