Browse > Article
http://dx.doi.org/10.13106/jafeb.2021.vol8.no4.0571

Factors Affecting Consumer's Choice of Retail Store Chain: Empirical Evidence from Vietnam  

BUI, Thu Thi (Faculty of Economics, Natural Resources and Environment, Hanoi University of Natural Resources and Environment)
NGUYEN, Huong Thi (Faculty of Economics and Management, Thuyloi University)
KHUC, Long Dai (Thuongmai University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.8, no.4, 2021 , pp. 571-580 More about this Journal
Abstract
The study explores the factors affecting the brand selection behavior of retail chains in Vietnam and to what extent they have an impact on the customer's choice intention. This research employs a combination of both qualitative and quantitative mixed methods with the help of SPSS version 22.0 in data analysis. Expert interviews are used to design the questionnaire for the survey conducted on 700 consumers. Research results show that the eight factors of store image (1-to-3 split factor of store image including the display of goods and services), price perception, risk perception, brand attitude, brand awareness, and brand familiarity were determined. They all influence the intention to choose the retail chain brand. With a positive β coefficient, the more store image, price perception, brand attitude, and brand awareness are enhanced, the more likely the intention to choose the retail chain brand. The factor of risk perception has negative ��, resulting in an inverse impact on choosing a retail chain brand name. Price perception and risk perception have the strongest impact on retail chain decision behavior while commodity display factors the least. Based on these important results, the study proposes implications for retailers and manufacturers.
Keywords
Brand; Retail Chain; Selection; Consumer Behavior;
Citations & Related Records
연도 인용수 순위
  • Reference
1 Kim, W., Kim, B. S., & M. K. Youn (2012). The usefulness of analytic hierarchy process (AHP) to determinants win-win growth factor for retailing industry in Korea. African Journal of Business Management, 6(14), 4824-4834. https://doi.org/10.5897/AJBM11.1526   DOI
2 Kim, P. J., Kim, M. S., Kim, W., Mehyaoui, O., & Youn, M. K. (2014). Effects on the Consumer Buying Behavior of an Agricultural Brand in South Korea. The Journal of Industrial Distribution & Business, 5(2), 21-28. https://doi.org/10.13106/jidb.2014.vol5.no2.21   DOI
3 Lin, M. Y., & Chang, L. H. (2003). Determinants of habitual behavior for national and leading brands in China. Journal of Product and Brand Management, 12(2), 94-107. https://doi.org/10.1108/10610420310469788   DOI
4 Londhe, B. R. (2006). Retail and distribution management: Theory and cases. Pune, India: Nirali Prakashan Enterprises.
5 Low, G. S. & Lamb, C. W. J. (2000). The measurement and dimensionality of brand associations. Journal of Product & Brand Management, 9(6), 350-70. https://doi.org/10.1108/10610420010356966   DOI
6 Morschett, D., Swoboda, B., & Schramm-Klein, H. (2005). Perception of store attributes and overall attitude towards grocery retailers: The role of shopping motives. The International Review of Retail, Distribution and Consumer Research, 15, 423-447. https://doi.org/10.1080/09593960500197552   DOI
7 Ngo, H. Q., Nguyen, T. Q., Long. N. T., Tran, T. V., & Hoang, T. M. (2019). Factors Affecting Brand and Student Decision Buying Fresh Milk: A Case Study in Ho Chi Minh City, Vietnam. The Journal of Asian Finance, Economics and Business, 6(3), 247-258. https://doi.org/10.13106/jafeb.2019.vol6.no3.247   DOI
8 Keller, K. L. (1998). Strategic brand management. Upper Saddle River, NJ: Prentice-Hall.
9 Nguyen, T. T. M., Nguyen, T. D., & Barrett, N. J (2007). Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: Evidence from Vietnam. Asia Pacific Journal of Marketing and Logistics, 19(3), 227-239. https://doi.org/10.1108/13555850710772914   DOI
10 Prasad, C. J., & Aryasri, A. R (2011). Effect of shopper attributes on retail format choice behavior for food and grocery retailing in India. International Journal of Retail & Distribution Management, 39(1), 68-86. https://doi.org/10.1108/09590551111104486   DOI
11 Pham, H. C. (2020). Factors affecting consumer goods buyers' choice in e-commerce sites: Evidence from Vietnam. The Journal of Asian Finance, Economics, and Business, 7(11), 947-953. https://doi.org/10.13106/jafeb.2020.vol7.no11.947   DOI
12 Ryan. M. J., & Bonfield. E. H. (1975). The Fishbein extended model and consumer behavior. Journal of Consumer Research, 9, l63-168. https://doi.org/10.1086/208623   DOI
13 Solgaard, H. S., & Hansen, T. (2003). A hierarchical Bayes model of choice between supermarket formats. Journal of Retailing and Consumer Services, 10, 169-180. http://doi.org/10.1.1.1068.3981   DOI
14 Volle, P. (2001). The short-term effect of store-level promotions on store choice, and the moderating role of individual variables. Journal of Business Research, 53, 63-73. https://doi.org/10.1016/S0148-2963(99)00074-0   DOI
15 Ulrich R. O., & Luynn R. K. (2008). Intrapersonal variation in consumer susceptibility to normative influence: Toward a better understanding of brand choice decisions. The Journal of Social Psychology, 148(4), 423-447. https://doi.org/ 10.3200/SOCP.148.4.423-448   DOI
16 Yu, H. (2014). The effect of social media comments on Chinese consumers' attitude toward the brand [Master Thesis, IOWA State University]. https://lib.dr.iastate.edu/etd/13935/
17 Burton, S., Lichtenstein, D., Netemeyer, R., & Garretson, J. (1998). A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates. Journal of the Academy of Marketing Science, 26(4), 293-306. https://doi.org/10.1177/0092070398264003   DOI
18 Aaker, D. A., & Morgan, J. J. (1971). Modeling store choice behavior. Journal of Marketing Research, 8(1), 38-42. https://doi.org/10.1177/002224377100800104   DOI
19 Bell, D. R., & Lattin, J (1998). Shopping behavior and consumer preference for store price format: Why large basket shoppers prefer EDLP. Marketing Science, 17(1), 66-88. https://doi.org/10.1.1.37.5143   DOI
20 Berman, B., & Evans, J. R. (2009). Retail management: A strategic approach (12th ed.). London, UK: Pearson Com. Inc.
21 EU-Vietnam Business Network (EVBN). (2018). Vietnam's distribution and retail channels. http://www.ukabc.org.uk/wpcontent/uploads/2018/09/EVBN-Report-Retail-Final-Report.compressed.pdf
22 Chang, E. C., & Luan, B (2010). Chinese consumers' perception of hypermarket store image. Asia Pacific Journal of Marketing and Logistics, 22(4), 512-527. https://www.econbiz.de/Record/chinese-consumers-perception-of-hypermarket-store-imagechang-chi/10008738304   DOI
23 Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing & Consumer Services, 19(3), 360-367. https://doi.org/10.1016/j.jretconser.2012.03.010   DOI
24 Dick, A., Jain, A., & Richardson, P. (1995). Correlates of store brand proneness: Some empirical observations. The Journal of Product and Brand Management, 4(4), 8-15. http://dx.doi.org/10.1108/10610429510097663   DOI
25 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention, and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
26 Geoffrey P. L. (2010). Consumer behavior in action: Real-life applications for marketing managers. London: Routledge Taylor & Francis Group.
27 Hair, J. F., Black, W. C., Babin, B., & Anderson, R. E. (2009). Multivariate data analysis (7th ed.). New York: Prentice-Hall.
28 Jin, B., & Suh, Y. G. (2005). Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context. Journal of Consumer Marketing, 22(2), 62-71. https://doi.org/10.1108/07363760510589226   DOI