The paper aims to examine the factors affecting brand and student decision in buying fresh milk. Combining qualitative and quantitative research methods, this study used self-completed questionnaires to investigate 520 students in Ho Chi Minh City. The results of the study show that that there are five key determinants affecting the dairy brand and student decision in buying fresh milk, including: (1) product quality, (2) fair price, (3) product promotion and customer services, (4) product convenience, and (5) reference group’s attitude to the brand. In addition, it is also found that product brand has a direct and positive impact on the student decision. The finding in this study is quite different from other existing literatures in terms of the importance level of the determinants of the student decision in buying fresh milk; specifically, in deciding to buy their fresh milk, students are often interested in the promotion and customer service, the product convenience, and the reference group for the purchase, more than in the quality and price of the product. From these findings, some managerial implications are proposed for policy-makers and relevant enterprises to have appropriate policies and strategies for their business development.

Abstract
1. Introduction
2. Literature Review and Research Model
    2.1. Literature Review
    2.3. Research Model
3. Research Methodology
4. Empirical Findings
    4.1. Descriptive Statistics
    4.2. Reliability of Measurement Scale
    4.3. Exploratory Factor Analysis (EFA)
    4.4. Confirmatory Factor Analysis (CFA)
    4.5. Structural Equation Modelling
5. Discussion and Managerial Implication
    5.1. Discussion
    5.2. Managerial Implication
References

• Huan Quang NGO(School of Management, University of Economics Ho Chi Minh City (UEH))
• Thang Quyet NGUYEN(Faculty of Tourism and Hospitality Management, Ho Chi Minh City University of Technology (HUTECH)) Corresponding Author.
• Nguyen Thanh LONG(Faculty of Business Administration, Industry University of Ho Chi Minh City (IUH))
• Tung Van TRAN(Faculty of Accounting – Finance – Banking, Ho Chi Minh City University of Technology (HUTECH))
• Tri M. HOANG(School of Economics and Finance (Albany), Massey Business School, Massey University)