Whilst the evolution of intermediaries and retail channels has been extensively researched, the reaction of consumers to newly evolved retail forms is not well understood. This paper investigates the reactions of Vietnamese consumers in Hanoi to the introduction of supermarket style retailing. Surveys show that these consumers have reacted positively to supermarkets, but consistently exhibit an inefficient pattern of buying few products (average 2.9) and shopping frequently (often more than three times per week). These findings support work conducted in other developing countries such as China and East Europe where similar patterns were observed. Qualitative research showed that the attraction of Vietnamese consumers to supermarkets can be explained by a combination of novelty seeking, a preference for fixed pricing and the desire for foreign brands. The high level of shopping frequency and low number of purchases resulted from a genuine enjoyment of shopping, a lack of planning and status seeking, not infrastructure or economic factors suggested by past researchers.
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