DOI:

Abstract

By this paper, we ponder factors affecting the consumer behavior in the soft drink market in HCMC including quality & safety (QS), enjoyment (EN), nutrition (NU), convenience (CO), brand (BR), price (PR), distribution (DI) and promotion (PM). These factors are objectively indicated by 300 respondents in HCMC. Also, managerial implications may be identified with regard to such the factors.

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