Abstract
This study was conducted within the context of the “One Commune One Product” (OCOP) program, which aims to promote rural economic development and enhance the value of local products. The research focuses on evaluating the factors influencing the decision to purchase OCOP products among residents in Bac Tu Liem district. Data were collected from 200 residents using a convenient sampling method, combined with analytical techniques such as Cronbach’s Alpha reliability testing, exploratory factor analysis (EFA), and linear regression analysis. The results indicate that four main factors influence the decision to purchase OCOP products: Perceived Quality, Product Price, Ethical Standards, and Health Awareness. Among these, Perceived Quality has the strongest impact, followed by Product Price. The study provides important scientific and practical insights for managers and businesses in developing marketing strategies, improving product quality, and optimizing pricing to promote the consumption of OCOP products.
Keywords: Factor, decision, OCOP, Bac Tu Liem.
JEL classification: O13, O4.
DOI: 10.63767/TCKT.33.2025.106.115
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
