High shopping frequency of Vietnamese consumers: theory and measurement

Abstract

Almost all Vietnamese consumers shop at least five or six times a week or everyday or more. We formulated a basic model of the optimal level of shopping frequency. Hanoi consumer survey data has been analysed using the binary choice Probit model to measure factors that influence the major characteristics related to the high-shopping frequency patterns of Vietnamese consumers. The results consolidate the validity of the basic model and show that freshness, convenience (distance), gender and the presence of children in the household had a significant effect on the frequency of shopping. In contrast, factors such as owning a refrigerator as well as income did not have a significant effect in shaping consumer shopping behaviour.