Effect Of Promotion On Customers’ Trust Organic Food In The Mekong Delta

Trinh Phuoc Nguyen, Huynh Thanh Tien, Nguyen Thi Diem Hang


The customer’s trust is seen as a key for the survival to any enterprises wanting to maintain sustainably in the competitive market at present time. Enterprises need to experience ceaseless efforts to gain their customer’s trust. In addition, the quality of the product, there are many other factors contributing to build and strengthen the trust of consumers. This study is to determine factors of marketing activities which have impacts on the trust of organic food in The Mekong Delta. The study was conducted with two promotion tools (advertisement and PR), surveyed 300 subjects in the Mekong Delta region, Vietnam. Descriptive statistics, EFA analysis and MLR regression analysis were used to find the advertisement and PR’s impact on the customer’s trust. The analysis results showed, form of public relations, the usefulness of public relations activities, the quality of information from public relations activities have great impacts on customers’ trust. This means that when the customer feels good about the above-mentioned factors, the higher the trust they have on the product. Based on the results, the author proposed solutions to gain greater trusts from customers. For instance, it is necessary to have a careful study on target customers’ psychology, preferences and habits when they approach advertising media and their perceptions of the frequency of advertising. The enterprises need to provide advertising information in a full and honest manner. They should develop PR programs that focus on usefulness for the target audience and the community.

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