Các nhân tố ảnh hưởng đến lợi thế cạnh tranh của xoài cát Hòa Lộc ở tỉnh Tiền Giang theo cách tiếp cận từ quan điểm của khách hàng

Abstract

Factors affecting the competitive advantage of Ho Loc sweet mango in Tien Giang province approaching from the view of customers This study was conducted to determine the factors that affect the competitive advantage of Hoa Loc sweet mango in Tien Giang province in approach from the view of the customer: Research data were collected randomly by direct interviews from 419 custom-ers, who have been comsuming products in Ho Chi Minh city, Can Tho city and Tien Gi-ang province. Applied structural equation modeling (SEM), the study results showed that 5 factors affecting the competitive advantage of Hoa Loc sweet mango are trademarks, distribution, product feartures, origin and package. In particular, product features are the most powerful of the competitive advantage of Hoa Loc sweet mango.