Abstract
Retailing is the final stage of the distribution channel, including businesses and people involved in the movement and transfer of ownership of goods and services from the producer to the final consumer. The customer's selection decision is a very complicated matter, where they have to decide: (1) how many types of items from each category are selected; (2) how to select purchases during shopping trips by period; (3) how to choose a different type of store. Combined with the research context in Vietnam, the author has proposed a number of factors affecting the brand choice behavior of retail chain stores, including the following 6 factors: (1) the image of the store customers, (2) price perception, (3) perceived risk, (4) attitude towards the brand, (5) brand awareness, (6) brand familiarity. A formal quantitative research was carried out on a sample size of 420 NTD. The values of the scale were analyzed using the following methods: Cronbach's Alpha, EFA, CFA and SEM to test the research hypotheses of the model.
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