CHAPTER I: INTRODUCTION
Every day we have to make many choices and one of those are choosing food. Some people choose food by compare brands’ features. Other people are based on their impressions of the brands. In general, the consumer making decision process is affected by many internal and external influences.
The world has experienced the explosion of technology during the past 50 years. That great invention of technology is one of important elements that take form to the rapid growth of mass media. Since the mass media was born, it has played an important role and gave many effects to human life. Its influences include the impact of mass media to the consumers’ recognition in choosing food.
Especially in the lately years, mass media have published many articles and news about unhygienic food or food that has toxic additives. This has raise society’s attention to the food safety and potential health hazards that are derived from using unhygienic food. Because of this event, it gave me the inspiration to do the research paper to find out more about the roles and impact of the mass media to customer decision.
1.2. APPROACH TO RESEARCH
Although much research has been devote to the external influences of consumer decision making process, there is still little information of the impact of mass media to consumer behavior, especially to Vietnamese consumer behaviour in choosing food.
The purpose of this study is to learn more about the application of my major about mass media to the society and determine its specific impact to consumer.
With the above contents, this study directs some main objectives:
• Evaluate the roles and influences of media to the consumer behavior decision
• Explore and survey the change of consumer perception in choosing food
• Studies about the personal motivation that make people want to change consume habit.
The researchers only study about the impact and roles of...