Influental factors on consuming domestic products at local market in Tien Giang province, Vietnam

The aim of this study is to analyze and verify some factors influence consumers ’behavior related to essential product categories in Tien Giang province. The research data have been collected from groups of 405 respondents in 05 first-ranked markets, 21 second-ranked markets and 18 third-ranked markets located in Tien Giang province. Author has applied Cronbach's Alpha test, Analysis and Factors Analysis (EFA), Confirmatory Factor Analysis (CFA) and Structural Equation Modeling (SEM) model to test and verify suggested models and hypotheses. Briefly, model with four key factors are cultural sensitivity, consumer ethnocentrism, perceived quality, and consumer trend that affect customers’ behavior.