Factors influencing intention to consume fast food of student in ho chi minh city

FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF STUDENTS IN HO CHI MINH CITY In Partial Fulfillment of the Requirements of the Degree of MASTER OF BUSINESS ADMINISTRATION In Mark

FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF

STUDENT IN HO CHI MINH CITY

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

FACTORS INFLUENCING INTENTION TO CONSUME FAST FOOD OF

STUDENTS IN HO CHI MINH CITY

In Partial Fulfillment of the Requirements of the Degree of

MASTER OF BUSINESS ADMINISTRATION

In Marketing

by Mr: Dang Hai Dang ID: MBA04007 International University - Vietnam National University HCMC

Acknowledge

I am particularly grateful to my advisor Dr Ho Thi Bich Van for the support of my Master study and research Her guidance helped me a lot in all time of research and writing of this thesis

I wish to express my deep sense of gratitude to my dissertation committee members:

Dr Nguyen Quynh Mai and Dr Mai Ngoc Khuong who gave me valuable comments on the thesis proposal and helped me to increase the quality of the thesis

Finally, my special thanks are extended to everyone who supported and helped me to complete research work directly or indirectly

Plagiarism Statements

I would like to declare that, apart from the acknowledged references, this thesis either does not use language, ideas, or other original material from anyone; or has not been previously submitted to any other educational and research programs or institutions I fully understand that any writings in this thesis contradicted to the above statement will automatically lead to the rejection from the MBA program at the International University – Vietnam National University Hochiminh City

Copyright Statement This copy of the thesis has been supplied on condition that anyone who consults it is understood to recognize that its copyright rests with its author and that no quotation from the thesis and no information derived from it may be published without the author’s prior consent

© Dang Hai Dang / MBA04007 / 2011-2013

Table of Contents

Chapter I - Introduction 1

1.1 Fast food market 1

1.2 Rationale and problem statement 2

1.3 Research question 3

1.4 Research objectives 3

1.5 Research methodology 4

1.6 Structure of research 4

Chapter II - Literature review 5

2.1 Intention 5

2.2 Attitude Toward the Behavior 5

2.3 Subjective Norm 6

2.4 Perceived Behavioral Control 6

2.5 Research Model 7

Chapter III - Methodology 8

3.1 Research Process 8

3.2 Research Method 9

3.2.1 Research Sample 9

3.2.1.1 Research population an sample size 9

3.2.1.2 Sampling method 10

3.2.2 Questionnaire design 11

3.2.2.1 Questionnaire structure 11

3.2.2.2 Measurement scale and coding 12

3.2.3 Data analysis 14

3.2.3.1 Descriptive Statistics 14

3.2.3.2 Reliability test 15

3.2.3.3 Exploratory Factors Analysis 15

3.2.3.4 Correlation test 15

3.2.3.5 Multiple Linear Regression Analysis 15

Chapter IV - Data analysis and result 16

4.1 Sample description 16

4.1.1 Respondents' information 16

4.1.2 Respondents' fast food habit 25

4.2 Descriptive statistics 30

4.2.1 Attitude toward the behavior 31

4.2.2 Subjective norm 31

4.2.3 Perceived Behavioral Control 32

4.2.4 Consumption intention 33

4.3 Reliability test 33

4.3.1 Attitude toward the behavior 33

4.3.2 Subjective norm 37

4.3.3 Perceived Behavioral Control 37

4.3.4 Consumption intention 38

4.4 Exploratory Factors Analysis 38

4.4.1 Exploratory Factor Analysis of Independent Variable 38

4.4.2 Exploratory Factor Analysis of Dependent Variable 41

4.5 Revised Research Model 43

4.6 Summary of hypothesis for revised research model 46

4.7 Correlation test 46

4.8 Multiple Linear Regression Analysis 58

Chapter V - Conclusion and Marketing Strategy 51

5.1 Conclusion 51

5.2 Marketing Strategy 52

5.2.1 Marketing segmentation strategy 52

5.2.2 Objective strategy 53

5.2.3 Marketing Mix 54

5.2.3.1 Product 54

5.2.3.2 Price 55

5.2.3.3 Place 55

5.2.3.4 Promotion 55

i) Advertising 55

ii) Sales Promotion 58

iii) Direct Marketing 59

List of Tables

Table 3.1 Measurement scale 14

Table 4.1 BMI category 19

Table 4.2 Descriptive Statistics of Attitude Toward the Behavior 31

Table 4.3 Descriptive Statistics of Subjective Norm 31

Table 4.4 Descriptive Statistics of Perceived Behavioral Control 32

Table 4.5 Descriptive Statistics of Consumption Intention 33

Table 4.6 Reliability Statistics of Attitude Toward the Behavior (1) 33

Table 4.7 Item-Total Statistics of Attitude Toward the Behavior (1) 34

Table 4.8 Reliability Statistics of Attitude Toward the Behavior (2) 34

Table 4.9 Item-Total Statistics of Attitude Toward the Behavior (2) 34

Table 4.10 Reliability Statistics of Attitude Toward the Behavior (3) 35

Table 4.11 Item-Total Statistics of Attitude Toward the Behavior (3) 35

Table 4.12 Reliability Statistics of Attitude Toward the Behavior (4) 35

Table 4.13 Item-Total Statistics of Attitude Toward the Behavior (4) 36

Table 4.14 Reliability Statistics of Attitude Toward the Behavior (5) 36

Table 4.15 Item-Total Statistics of Attitude Toward the Behavior (5) 36

Table 4.16 Reliability Statistics of Subjective Norm 37

Table 4.17 Item-Total Statistics of Subjective Norm 37

Table 4.18 Reliability Statistics of Perceived Behavioral Control 37

Table 4.19 Item-Total Statistics of Perceived Behavioral Control 37

Table 4.20 Reliability Statistics of Consumption Intention 38

Table 4.21 Item-Total Statistics of Consumption Intention 38

Table 4.22 KMO and Bartlett's Test (1) 39

Table 4.23 Total Variance Explained (1) 39

Table 4.24 Component Matrix (1) 40

Table 4.25 Rotated Component Matrix (1) 41

Table 4.26 KMO and Bartlett's test (2) 42

Table 4.27 Total Variance Explained (2) 42

Table 4.28 Component Matrix .42

Table 4.29 Rotated Component Matrix .42

Table 4.30 Variables and Measurement Items 43

Table 4.31 Variables and Items' description 45

Table 4.32 Correlations 47

Table 4.33 Model summary 48

Table 4.34 Anova 49

Table 4.35 Coefficients 49

Table 4.36 Hypothesis testing result 50

Table 5.1 Gift coupon 56

Table 5.2 Group discount 59

List of Figures

Figure 2.1 Research model 7

Figure 3.1 Research Process 8

Figure 4.1 Percentage of respondents' gender 16

Figure 4.2 Percentage of respondents' gender and University 17

Figure 4.3 Percentage of respondents' years 18

Figure 4.4 Percentage of respondents' Native village 18

Figure 4.5 BMI of respondents 20

Figure 4.6 Respondents' monthly income 21

Figure 4.7 Respondents' payment for each time eating 22

Figure 4.8 Respondents' monthly eating expenditure 22

Figure 4.9 Respondents' consuming fast food frequency 23

Figure 4.10 Fast food restaurant brand names 24

Figure 4.11 Fast food brand names with payment for each time eating 25

Figure 4.12 Fast food dishes 26

Figure 4.13 When respondents often have fast food 27

Figure 4.14 Where respondents often have fast food 27

Figure 4.15 With people they often have fast food 28

Figure 4.16 Respondents' occasions for having fast food 29

Figure 4.17 Meals which respondents often eat fast food for 30

Figure 4.18 Revised Research Model 45

Abstract This study aimed to explore factors influencing fast food consumption intention of students who study or live in Vietnam National University Village, HCMC by applying Theory of Planned Behavior A total of 400 students (46.8 % male) were surveyed with a questionnaire Descriptive statistics, Reliability test, Exploratory Factors Analysis (EFA), Correlation test and Multiple Linear Regressions Analysis were performed in analyzing the data The most popular fast food dishes in descending order were Fired chicken (73%), French fries (58.8%), Hamburger (49.2%) and Pizza (42.5%) Exploratory factors analysis (EFA) grouped the items into 6 variables: Subjective Norm, Perceived Behavioral Control, Risk Awareness, Motivation, Attitude toward the Behavior and Intention Multiple Linear Regressions Analysis showed that fast food consumption intention was significantly related

to Subjective Norm (b=0.137, P=0.006), Perceived Behavioral Control (b=0.394, P=0), Risk Awareness (b=0.141, P=0.012) and Attitude Toward the Behavior (b=0.14, P=0.008) Motivation was not significantly related to consumption intention (b=0.065, P=0.059) The

finding of the study was used to build up the marketing strategy for the new fast food

restaurant Loca Loca which located in Vietnam National University Village, HCMC

Keywords:

EFA Exploratory Factors Analysis

Chapter I - Introduction 1.1 Fast food market

Nowadays, with the development of society, people not only satisfy with basic needs but also rise up to a higher level of security needs, fame, social status, etc Eating not only to feel full but also must be delicious, beautiful and hygienic Eating has demonstrated personal style, through eating humans express themselves, beside they want to explore new things in food taste, want to experience the wonderful feeling

Fast food is suitable for busy life when time becomes precious, for saving time and still providing enough energy for people Understanding the needs of fast foods for humans in modern life and the development trends of current epoch, the restaurant constantly making strategies, developing solutions to fast food service to make this service becoming closer and more convenient to people Therefore, fast food service

is becoming a business with high profits

In recent years, the fast food market in Vietnam has been particularly vibrant with the expansion of many famous brands such as KFC, Lotteria, etc and other big names in the world Many companies are sprint races in preparation for the upcoming scheduled as "giant" McDonald's appearance

Having been in Vietnam since 1996, Jollibee brand (Philippines) has about 30 stores Lotteria has 162 stores, followed by more than 130 KFC outlets Recently, Jollibee acquired Highlands Coffee and Pho 24 Has just been in Vietnam for 2 years, but Burger King has 18 stores and aims to extend the system with an average of 3-4 stores / month Also, not to mention some brands starting to be familiar with by

Vietnamese consumers as Pizza Hut, Pizza Inn, Popeyes, Domino's Pizza, Chicken Texas

The fast food market is growing rapidly though Vietnamese consumers have truly become familiar with it since 1997 The McDonald's choice of Vietnam asserted our country’s market potential In recent years, despite of the difficult economic situation, the decrease of consumers’ income and expenditure, the fast food market is still growing by 26% every year

According to statistics of the Ministry of Industry and Trade, the total sales of the fast food industry in 2011 is estimated at 870 billion, up 30% compared to 2010 With a growth rate of about 30% per year, the fast food market is becoming a high-growth and stable industry in the consumer foods industry today However, the market share is just focusing on the well-known foreign brands such as KFC, Lotteria, Jollibee, Pizza Hut Business Measurement International Company ranks Vietnam

as 8th country in the Asia – Pacific’s food and drink industry

McDonald's appearance will change people's perception about fast food and make fast food quickly become a routine part of Vietnamese cuisine At the same time, the emergence of this ‘big’ brand will split the market and can change the position of the "giants" of fast food in Vietnam

1.2 Rationale and problem statement

The character of fast food is reflected in its name, "fast", or may be called dynamic, enthusiastic, etc this character is easily found in the students Student segment is very potential in the field of fast food business, because fast food is appropriate for current trends; furthermore it satisfies the dietary needs and

entertainment of young It gradually affects their daily habits of eating and becomes their eating style

Ho Chi Minh City is a largest city in the country with a great number of students, especially Vietnam National University Village region with Vietnam that located on Thu Duc District, consists of six member universities, one institute, one faculty and other universities with more than 60,000 students lived and studied in In addition, actual situation of food safety and hygiene in this area is alarming A lot of articles of reporters reflect this problem on newspapers and internet It is necessary to have food stores that ensure safe and hygienic food From those opportunities, it is worth to do a business in this potential market That is opening a fast food restaurant named "Loca Loca" in Vietnam National University Village region

Starting a business with fast food service, students in that region are target customer in this business; therefore this study was conducted to investigate "Factors influencing intention to consume fast food of students in Ho Chi Minh City" 1.3 Research question

The study was carried out to answer the question "What are critical factors influencing students' intention of fast food restaurants?"

1.4 Research objectives

To answer that question, the research was conduct with the following objectives:

 To get an overview of Vietnam National University Village fast food market

 To explore factors influencing students' consumption intention for fast food

 To give recommendations about marketing which reflect the research findings and analysis about fast food consumption intention of students in VNU Village, Ho Chi Minh City

1.5 Research methodology

Firstly, Literature review was performed to provide Research Model and theories for the study From this part, key factors which affecting fast food consumption intention were used to design questionnaire for quantitative research Data would be collected via questionnaire and analyzed by Statistical Package for the Social Science (SPSS software) to have result with meaningful findings Finally, conclusions and recommendations would be discussed based on those findings 1.6 Structure of research

This thesis consists of five chapters as follows:

Chapter I - Introduction: introducing background of the research, research statement, research question, research objectives and methodology of the research

Chapter II - Literature Review: reviewing all theories about consumption intention for fast food, choosing appropriate model for the research

Chapter III - Research Methodology: including measurement tools, data collection tools of the research

Chapter IV - Data Analysis and Result: analyzing data collected by SPSS Software, identifying factors influencing consumption intention for fast food

Chapter V - Conclusions and Recommendations: offering conclusion and marketing recommendation for the research and business also

Chapter II - Literature Review

2.1 Intention

According to Icek Ajzen (1991) "Intention is an indication of person's readiness to perform a given behavior, and it is considered to be the immediate of behavior" In addition, "The intention is based on attitude toward behavior, subjective norm, perceived behavioral control, with each predictor weighted for importance in relation to the behavior and population of interest", it came up to the theory of planned behavior TPB (Icek Ajzen, 1991) It was assumed to get the factors that affect behavior It was suggested that "The stronger the intention engage in a behavior, the more likely should be its performance" (Armitage and Conner, 1999)

2.2 Attitude Toward the Behavior

In the Theory of planned behavior of Icek Ajzen (1991), Attitude toward the behavior indicate the degree to performance of the behavior with positively or negatively value, in other words, attitude toward behavior is the individual's favourable or unfavourable feeling of performing that behavior According to the expectancy- value model, attitude toward a behavior is determined by the total set of accessible behavioral beliefs linking the behavior to various outcomes and other attributes

Attitude toward behavior is also defined as follows:

“Attitudes can be described a learned predisposition to respond in a consistently favourable or unfavourable manner with respect to a given object” (Fishbein & Ajzen, 1975)

“Attitude is a summary of evaluation of a psychological object captured in such attribute dimensions as good-bad, harmful - beneficial, pleasant - unpleasant, and likeable - dislikeable” (Ajzen, 2001)

Fishbein and Ajzen (1975) discovered that there is a relationship between attitudes and intention Specially, consumers' attitudes influence their intention to perform

or not perform the behavior (Ajzen 1991) If consumers have a good attitude toward a product, they will intend to buy that product

by its subjective norm about approval or disapproval of important people Besides, it was also considered that "Subjective norm are the social determinants of intention and reflect social pressure perception in respect of a given behavior" (Martin Fishbein & Icek Ajzen, 1975)

2.4 Perceived Behavioral Control

"Perceived behavioral control refers to people's perceptions of their ability to perform a given behavior" (Icek Ajzen 1991) "It is assumed that perceived behavioral control is determined by the total set of accessible control beliefs, i.e., beliefs about the presence of factors that may facilitate or impede performance of the behavior"

(Ajzen 1991) Control beliefs could facilitate or impede performance of a behavior Perceived behavioral control has two aspects:

 How much an individual could control over the behavior

 How confident an individual feels about being able perform or not perform the behavior

Ajzen (2002) defined the component perceived control as "people's beliefs that they have to control over the behavior, that its performance is not up to them"

2.5 Research Model

Figure 2.1 Research model

H1: There is a positive impact of attitudes toward the behavior on consumption intention for fast food

H2: There is a positive impact of subjective norms on consumption intention for fast food

H3: There is a positive impact of perceived behavioral control on consumption intention for fast food

Chapter III - Methodology

3.1 Research Process

Figure 3.1 Research Process

After identifying the research question and research objectives, related

theories and concepts were also viewed to come up with the appropriate research

model This model was used to design a questionnaire to collect data through

quantitative research process The questionnaires were sent to students in Vietnam

National University Village The data of quantitative research was inputted into SPSS

software and analyzed with descriptive statistics, reliability test, exploratory factor

analysis, correlation test and linear regression In the end, conclusion and marketing

strategy were proposed base one the results of analysis process

3.2 Research Method

Quantitative Research

According to Aliaga and Gunderson (2000), quantitative research explains phenomena by collecting numeric data and using mathematically based methods to analyze that data Explaining phenomena is the purpose of a research, which is the key element of the all researches In this study, I'm looking to explain "What factors influence student's consumption intention for fast food"

In this study, quantitative research was performed to describe variables, examine the relationships among variables, identify what factors affect student's consumption for fast and build up an equation to explain that affection Thus, the questionnaires were design as a tool to collect primary data from respondents

3.2.1 Research Sample

3.2.1.1 Research population and sample size

In general, research population is a large collection of individuals who have similar characteristics Research population is the main focus of a scientific research Actually, because of the large size of population, it is too expensive and time-consuming to be able to test all individuals in the population Therefore it is necessary

to withdraw a sample which can represent the population to accomplish the research

The research statement is opening a fast food of restaurant in Vietnam National University Village, therefore the population must be all students who live or study at there According Cochran's formula (1977) the minimum sample size was calculated by follows formulas:

Where t = value for selected alpha level of 0.25 in each tail = 1.96

s = estimate of variance deviation for 5 point scale calculated by using 5(inclusive range of scale) divided by 4 (number of standard deviations) = 1.25

d = 5 (number of point on primary scale) * 0.3 (acceptable margin error) = 0.15

3.2.1.2 Sampling method

This research uses Quota sampling method with convenient sampling technique to ensure selection of adequate numbers of respondent with characteristics about university Because it is so difficult to get the list of all student of population for probability methods, the non-probability quota sampling method would be the best way to collect data Furthermore, the technique convenient sampling was applied to approach respondents easier and save time Library in university is often crowded with students with the abundance of characteristics such as class, years, major branch, etc Therefore the paper surveys were sent to students in those libraries There are 5 universities were chosen to conduct the research with the sample size must be

collected is 400, quota sampling requires 80 students of each university were chosen

to do survey

 80 students of International University (IU)

 80 students of University of Natural Science (UNS)

 80 students of University of Information Technology (UIT)

 80 students of University of Economics and Law (UEL)

 80 students of University of Social Science and Humanity (USSH)

3.2.2 Questionnaire design

3.2.2.1 Questionnaire structure

Normally, the questionnaire has three parts:

Screening questions: including the questions which relevant to fast food consumption habit of respondents, such as frequency of having fast food, what restaurants, what dishes, what time, what location, what occasion for having fast food, eating fast with whom, eating fast food as a meal or a snack

Main questions: there are 25 questions about attitude toward behavior, subjective norm, perceived behavioral control and consumption intention for fast food Personal information: getting respondents' information about region, religion, sex, income, expenditure, payment for fast food, years, university, height and weight

3.2.2.2 Measurement scale and coding

 Measurement scale

Likert scale which was developed by Rensis Likert, is the most widely used

approach to scaling responses in survey research In this research Likert scale was

used to measure the agree level of respondents to the questions about attitude toward

behavior, subjective norm, perceived behavioral control and consumption intention

The most common types of Likert scale are 5-point, 7-point and 10-point, in this

research the 5-point Likert scale was applied to measure those variable as follow:

The measurement statements of variables attitude toward behavior, subjective

norm, perceived behavioral control and consumption intention were coded as follow:

EMENT SCALE

AT2

Fast food can provide all necessary nutrients of a meal

5-point Likert scale

AT6 Fast food is clean and safe 5-point

SN2 My family members think that I should eat

fast food

5-point Likert scale

SN3 I follow opinions of my friends regarding

fast food use

5-point Likert scale

SN4

I follow opinions of my family members regarding fast food use

5-point Likert scale

Hyun-sun Seo, Soo-Kyung Lee and Soyoung Nam (2011)

PBC2

I can eat fast food even though I have to wait for a long time

5-point Likert scale

PBC4 I can eat fast food even though they offer

few sale promotions

5-point Likert scale

PBC5 I can eat fast food even though I know how

to prepare a simple meal

5-point Likert scale

PBC6

I can eat fast food even though I get nutrition education about impact of fast food on health

5-point Likert scale

(For examples: calories, nutrient content)

PBC7

Meeting friends at places other than fast food stores would be difficult

5-point Likert scale

5-point Likert scale

Table 3.1 Measurement scale

3.2.3 Data analysis

Statistical Package for the Social Science (SPSS) software version 20 was

used to input and analyze data with the tools Descriptive Statistics, Reliability test,

Exploratory Factors Analysis, Correlation test and Multiple Linear Regression

Analysis

3.2.3.1 Descriptive Statistics

Descriptive statistics was conducted first to get an overview of variables The

values of each measurement tool were used to compute the mean and the standard

deviation While the mean indicates the tendency of the distribution, the standard

deviation shows that how dispersibility the data is

3.2.3.2 Reliability test

Reliability test is nearly an imperative process to estimate the stability, internal consistency and equivalence of the data Cronbach's Alpha coefficient was calculated based on the average inter-item correlation Cronbach's Alpha value can from 0 to 1, the value of 0.7 or more is acceptable for the internal consistency of data set

3.2.3.3 Exploratory Factors Analysis

Exploratory Factors Analysis (EFA) was conducted to get the interrelationship among items of variables The items which have strong interrelationship will be grouped in a new set with conditions factor loading mustn't less than 0.5 The EFA would be applied for the 22 items of the three independent variables first (attitude toward behavior, subjective norm, perceived behavior control) and the 3 items of dependent variable consumption intention late

3.2.3.4 Correlation test

Correlation test was accomplished to ensure that the dependent variable (consumption intention) has correlation with each new independent variable after EFA process The method which was used to estimate the correlation in this research

is Pearson test

3.2.3.5 Multiple Linear Regression Analysis

Finally, Multiple Linear Regression Analyze was used to estimate how the relationships between dependent variable and independent variables are The coefficient Beta will show what factor has the strongest relationship and how the value of dependent variable changes when independent variable has changed

In addition, the regression equation would be build up to predict the value of consumption intention for fast food when all the independent variables are known

Chapter IV - Data analysis and results

4.1 Sample description

4.1.1 Respondents' information

In June 2013, the survey questionnaires were sent directly to students in Ho Chi Minh National University Village until the number of valid ones reached 400 The percentages of respondents from each University are equal (20%) This part describes the demographic of the research sample about students

Figure 4.1 Percentage of respondents' gender

According to the pie chart above, the percentage of male group of the sample

is 46.8% smaller than the one of female group (53.3%) The percentages of these two groups are nearly equal For more detail the chart below shows the percentage of male and female in each university

Figure 4.2 Percentage of respondents' gender and University

The percentages of male and female of International University are equal completely with the value is 10% for each group For University of Science, the female group dominates the sample of this University with the percentage of 11.5% while the one of male group is only 8.5% The disparity between male and female groups is greater in the case of University of Economics and Laws and University of Social Sciences and Humanities Especially University of Social Sciences and Humanities, the percentage of female is 15.25% while the one of male is only 4.75% This figure show the characteristic of this university, with most of major branches related to social that attract more female students than male students In contrast, University of Information Technology, which provides major branches related to technology, attracts more male students than female students The percentage of male students is nearly 6 times as many as this one of female student

Figure 4.3 Percentage of respondents' years

This pie chart above shows the percentage of students in year groups Group has the first highest percentage is freshman group with 38.5%, the second highest percentage is Sophomores with 31% The third highest percentage of students in year groups is juniors with 17.8%, Senior got the fourth highest percentage with 12.5% There is 0.2% of over 4th year students in this sample

Figure 4.4 Percentage of respondents' Native village

As can be seen from Region chart, 50.3% of students in this sample came from South Eastern Students from South Central Coastal make up 16.8% of sample as second position Students from Mekong River Delta (13.3%) and Central Highlands (12.1%) get the lower percentage are ranked as third and fourth position While students from South Eastern dominate the sample, those who from North Central and Northern have the lowest percentage of 4.5% and 3.1% respectively

The bar chart above shows the distribution of students by Body mass index (BMI) in order to get the overview about health status of sample BMI is defined as individual's body weight divided by the square of their height

The table below lists the categories of MBI

BMI Categories IDI&WPRO BMI (w/h2) Severe thinness < 16

Table 4.1 BMI category

Figure 4.5 BMI of respondents

Almost respondents are in normal range (57.3%) while there are 24.6% of samples are mild thinness Percentages of overweight, obese class I and obese class II are 7.7%, 2.8% and 0.5% respectively Finally those who are moderate thinness and severe thinness account for 5.6% and 1.5% of sample According this figure, percentage of obese groups and severe thinness groups are very low, that is good news for healthy status of students

Figure 4.6 Respondents' monthly income

The chart above describes Income of respondents which includes money from family and wage from part-time jobs Almost students received 1,000,000VND - less than 4,000,000VND every month For more detail, there are 36% and 35% of respondents received 1,000,000VND - less than 2,000,000VND and 2,000,000VND - less than 4,000,000 respectively Groups with monthly income less than 500,000VND (11%) and 500,000VND - less than 1,000,000VND (9.8%) are ranked as third and fourth position The fifth position belongs to income group of 4,000,000VND - less than 6,000,000VND with 6% Those who received at least 6,000,000VND every month just contribute 2.3% of the sample

Figure 4.7 Respondents' payment for each time eating

According to the chart above, it is easy to recognize the trend that the more money students have to pay for each time eating, the lower percentage of them have a meal with this price There are 36% of respondents paying less than 50,000VND for each time eating, while those who pay more than 200,000VND contribute only 2.5%

1,000,000VND - Less than 2,000,000VND2,000,000VND or more

Figure 4.8 Respondents' monthly eating expenditure

The Eating Expenditure chart shows the percentage of respondents based on their monthly eating cost 42% of respondents spend form 1,000,000VND - less than 2,000,000VND every monthly for eating, those who spend from 500,000VND - less than 1,000,000VND are ranked as second position with the percentage of 32% The eating cost level less than 500,000VND group contributes 15.8% of the sample as third position Those who spend at least 6,000,000VND for eating every month contribute only 10.3% of sample

4.1.2 Respondents' fast food habit

Figure 4.9 Respondents' consuming fast food frequency

There is high percentage of 34.8% of respondents having fast food once or twice a week, this percentage increase to 37% for those who having fast food once or twice a month This figure may indicate that Vietnam National University Village, Ho Chi Minh City will be a potential market for fast food business For the next positions, 15.5% of respondents having fast food once or twice every 3 months and 12.8% of them having fast food once or twice every 6 months are ranked as third and last position

Figure 4.10 Fast food restaurant brand names

Most of students often have fast food at Lotterria chain with the highest percentage of 74% Brand which is the second most visited is KFC with second highest percentage of 68.8% The percentage of those who often visit Pizza Hut is nearly half as many as Lotteria or KFC with percentage of 36% Jollibee is ranked as fourth position for percentage of visitor of 20.5% The fifth most visited brand with 12.5% of respondents belongs to Domino's Pizza In conclusion Lotteria, KFC, Pizza Hut, Jollibee and Domino's Pizza are the five most visited fast food brand of students

100,000VND - less than 150,000VND

70,000VND - less than 100,000VND

50,000VND - less than 70,000VND

Less than 50,000VND

Figure 4.11 Fast food brand names with payment for each time eating

According to the chart above, students who often visit KFC, Lotteria and Jollibee, often pay "less than 50,000VND" for each time eating with the percentage of 33% (KFC), 34%(Lotteria) and 30%(Jollibee) in each case of fast food restaurant Although the percentage of those who often pay "50,000VND - less than 70,000VND" for each time having fast food and the three fast food restaurants mentioned above are lower than pay "less than 50,000VND", those percentages are fairly high with 26% (KFC), 30% (Lotteria) and 30% ( Jollibee)

Those who often have fast food at Pizza Hut and Domino's Pizza often pay higher with the price from "50,000VND - less than 70,000VND", these groups contribute 28% (Pizza Hut) and 32% (Domino's Pizza) of the sample The percentage

of those who often pay from "70,000VND - less than 100,000VND" are also high