Abstract

This paper focuses on determining three basic factors affecting the capture of market share and expansion of the fruit product market, namely brand, sales and distribution channel and product quality. We seek to answer if there is a significant difference between fruit products which are of high quality, well-branded, distributed and sold through an established system and those without. If yes, whether it can be measured. To find out the difference, we compared prices of fruit products of strong brands and sold in an established sales and distribution system and similar fruit products without brand and sales and distribution system. To measure the impact of these three factors on the possibility in capturing market share of the products, we employed Structural Equation Modeling (SEM). The Confirmatory Factor Analysis (CFA) is utilized to inspect the extent that each factor affects the expansion of fruit product consuming market, thereby evaluating the situation and proposing solutions. Quantitative data is obtained from fruit producers in Long An, Tien Giang, Vinh Long, Ben Tre, Can Tho, Hau Giang, and Dong Thap as well as from consumers in provinces and Ho Chi Minh City in the period from October to December, 2013.