EVALUATING CONSUMER BEHAVIOUR FOR GINSENG SUPPLEMENT PRODUCTS BY MULTIFACTORIAL CORRELATION ANALYSIS AND CLUSTERING

Abstract

The health support food market is growing rapidly, but the consumer’s requirements for this product are also very strict and diverse. This study was conducted to build the image of potential customers based on their survey preferences and habits. Survey data were randomly collected from 306 individuals in Tan Phu District, Ho Chi Minh City and were represented by consumers in the region. The data set was processed by multifactorial correlation analysis and showed the relationship between them by clustering. The obtained results showed that the potential customers have characteristics such as women, office workers, aged 30 years and older with incomes from 10 to 20 million VND per month, buy goods at stores ginseng specializing store, liked the glass bottle, bought product for self use and only used tea with ginseng added. The results of this research can be used to develop new product or further research on the consumer market of ginseng supplements.