Factors Affecting the Choice of Supermarket for Shopping by Consumers in Hanoi Capital in Vietnam

Do Hai Hung ,Nguyen Hong Nguyen

doi:10.7176/ejbm/12-3-06

Abstract

In recent years, the Vietnam's economy has been growing, the demand for shopping and consumption of Vietnamese people has been sharply increased. The boom of branded and prestigious supermarket chains in the market such as Big C, Mobile World, Vinmart, or new retailers entering the organized retail market (supermarkets) in Vietnam has partly met the shopping needs of Vietnamese people. The authors select the scope of the study is Hanoi capital to identify and measure the factors that influence consumers' decisions to choose a shopping supermarket. Through qualitative and quantitative analysis, the research results show that there are 07 factors that influence the consumer's decision of choosing supermarkets to buy goods in Hanoi capital, which are the goods, prices, Convenience, reliability, supermarket staff, communication marketing and shopping environment. In particular, goods have the biggest influence on the consumer's decision choosing the supermarkets to buy in Hanoi, Vietnams. Keywords: Consumers; Supermarket; Consumer behavior DOI : 10.7176/EJBM/12-3-06 Publication date: January 31 st 2020

Highlights

According to the authors' research, up to now, there has not been any research to test the behavior of selecting supermarkets as shopping places of consumers in Hanoi capital in Vietnam, and this is the reason why the authors decided to conduct this study
The members of the three discussion groups agreed: affirming the factors according to the author's research model (Figure 2) are the main factors affecting the decision to choose a supermarket as a shopping address of consumers in Hanoi
After obtaining the official scale and identifying the main factors that influence the decision on supermarket selection, the authors conduct multiple correlation analysis and multiple linear regression analysis to measure the extent of factors affecting on the choice of supermarkets to buy by consumers in Hanoi

Summary

Introduction

According to Kotler, businesses and marketers must understand the needs and factors that influence customers' buying behaviors (Figure 1). Proposed research model The authors propose a research model consisting of 08 elements, including: Goods; Price; Personal characteristics of customers, proposed based on the research model of Pugazhenthi (2010) [3]; factor: trust and shopping environment of Batt & Chamhuri' (2010) [4]; At the same time, the author added 3 new elements to the proposed research model: Marketing communication - promotion, convenience and supermarket staff. In this proposed model, the dependent variable is the decision to choose a supermarket for shopping, the independent variables are Price, goods, convenience, shopping environment, service personnel, marketing communication- promotion, trust. Hypothesis H8: There is a difference in the decision to choose a supermarket to shop among customer groups with different personal characteristics in terms of gender, age, education level, occupation and income

Research method

Official research

Research results

Findings

Regression analysis