New trends in Vietnamese consumer behavior

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Abstract

The relevance of this article stems from the need to develop an interdisciplinary approach to understanding the sociocultural characteristics of Vietnamese consumer behavior. The author's goal is to analyze current trends in this area. Specifically, current trends in Vietnamese nutrition are highlighted. A review of the Vietnamese market is provided, prospects for promoting Russian products are identified, and recommendations for business development, taking into account the specifics of local consumer behavior, are offered. Furthermore, the article substantiates the importance of integrating digital technologies into the study of consumer behavior in different countries.

About the authors

Yulia P. Ten

Financial University under the Government of the Russian Federation

Author for correspondence.
Email: YPTen@fa.ru
ORCID iD: 0000-0003-2387-6243

Ph.D., Associate Professor, Professor, the Chair of Marketing

Russian Federation, Moscow

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