Assessing consumer behaviour towards fish sauce products by using food choice questionnaire
Assessing consumer behaviour towards fish sauce products by using food choice questionnaire
This study aims to assess Vietnamese consumer behaviour towards fish sauce product. It consists of two experiments. In the first experiment, consumer concept was explored using word association method. It was performed on 300 Vietnamese consumers with the prompt word as “fish sauce”. The data were analysed by a triangulation method. The results evoke six factors associated with fish sauce as Sensory Appeal, Health, Price, Convenience, Traditional Value, Quality and Safety. These findings were th