(LUẬN văn THẠC sĩ) the influence of store attributes on consumer attitudes towards private labels the case of metro cash and carry vietnam

INTRODUCTION

Background to the research

Private label products, also known as store brands, have emerged as a significant market force, generating over $268 billion in sales (Perez, 2008) Their market penetration varies across different countries, retailers, and product categories; however, these retailer-owned brands pose a considerable challenge to national brand manufacturers due to the narrowing quality gap For retailers, private labels serve as a crucial differentiation strategy, enhancing profitability, store attributes, and brand loyalty (Quelch and Harding, 1996).

This dissertation explores consumer attitudes towards private labels in the MCCVN context, focusing on key store attributes Despite over 40 years of global research on consumer attitudes towards private labels, this concept remains relatively new in Vietnam, a developing market currently experiencing its initial stage of penetration and promising future growth potential.

This literature review explores the landscape of private labels from a retailer's perspective, highlighting their positioning and the factors that influence consumer attitudes towards them It emphasizes the significance of store attributes, drawing on detailed analyses from the research conducted by Chowdhury et al (1998) and Dodd.

Lindley (2003) with reference to the dissertation of Fraser (2009) and Beyza and Leyla

(2007), and the examination on brand equity of Nguyen & Nguyen (2008)

Within the scope of the first chapter, the retail market of Vietnam in general and Metro

This article focuses on Cash and Carry Vietnam, presenting the research question and hypotheses, along with the methodology employed in the study It also includes definitions and explanations of key terminologies relevant to the research.

The last part provides a summary of the chapter.

Retail modernization in Vietnam

In Vietnam, the modern retailing began in the mid 1990s in the HCMC area (James M

Hagen, 2002), followed by the capital, Hanoi, and Danang By end of 2007, there are

In urban areas of Ho Chi Minh City and Hanoi, the retail landscape features a diverse array of shopping options, including 153 supermarkets such as Lotte Mart, Coop Mart, Maximark, and Citimart Additionally, there are 70 convenient stores like G7 Mart, Shop and Go, and Vinatex, alongside 4 hypermarkets, notably Big C, and 5 warehouse clubs including MCCVN This variety reflects the evolving retail and shopper trends in these bustling cities, as highlighted by AC Nielsen.

Private labels emerged in the 2000s, primarily introduced by major retailers such as MCCVN, Coop Mart, Big C, and Maximark Despite being integral to modern retail strategies, their impact on overall sales remains modest For instance, MCCVN, a pioneer in private labels, reports that private label sales account for only a small percentage of its total sales.

As ranked by global management consulting firm A.T Kearney (the Global Retail

In 2009, Vietnam dropped to 6th place in the Global Retail Development Index (GRDI) after being the most attractive retail market in the developing world in 2008 This decline was primarily due to inflationary pressures stemming from a real estate boom and rising consumer prices in the latter half of the year.

Since the significant decline of its export-driven economy in 2008, Vietnam's retail industry has emerged as one of the most appealing sectors, driving economic transformation through a focus on domestic consumption The country's commitment to opening its markets to international investors, combined with a young population and ongoing urbanization, positions the retail sector for sustained long-term growth This modernization and innovation in retail are expected to further enhance its promising future.

The Metro Cash and Carry Vietnam

MCCVN has been operating in Vietnam since 2002 and was recognized in 2009 as the top international wholesaler and market leader, boasting nine stores nationwide and plans for five additional locations The company has experienced consistent year-over-year sales growth, achieving VND 7,188 billion in 2009, which represents an 11% increase compared to 2008, while the modern grocery distribution sector in hypermarkets and supermarkets reached VND 15,770 billion.

(MGD; 37% increase in compare with 2008); or 45.6% of MGD Vietnam (Source:

Euromonitor, MCCI Corp Controlling) However, competitors still exist as hypermarkets, supermarkets and convenient stores (Big C, Saigon Co-op, Maximark,

Lotte, along with wet markets and importers, faces challenges from black and grey markets, while international retailers like Tesco, Auchan, and Aeon are entering the scene Despite these limitations, there are opportunities for improvement, particularly in enhancing payment methods beyond cash and expanding delivery services.

MCCVN is a unique business model in Vietnam, primarily focused on bulk sales to various customer types Their clientele includes professionals from the Horeca sector, which encompasses hotels, restaurants, bars, cafés, canteens, eateries, and catering services.

Traders to concentrate on big groceries, mom and pop shops and small wholesalers;

The SCO segment will focus on servicing companies, offices, and non-resident consumers, with market shares of 12.6%, 19%, and 68.4% respectively, while turnover shares are 15%, 30%, and 55% (MCCVN source, 2008) This dissertation specifically examines SCO consumers due to their dominant share in both consumer and sales metrics Additionally, SCO consumers are also patrons of supermarkets, hypermarkets, and convenience stores, thereby broadening the scope of the dissertation to encompass various retail formats and enhancing the adaptability of retail concepts.

There are a number of MCCVN's private labels: Aro/ Fine Food/ H-Line/ Luxana/

Horeca Select/ Sigma/ Fairline/ Authentic/ L.Lambertazzi/ Rioba/ Watson and/or

Tarrington House offers exclusive product lines under Metro's private labels, including Aro and Fine Food Aro serves as an entry-level brand (C-level) for both food and non-food items, while Fine Food is positioned as an umbrella brand (B-level in price and A-level in quality) specifically for food products These brands are designed to compete effectively with national brands at their respective market levels.

1The brand level is ordered from A (premium level) to B (value for money) to C (price

Member of METRO Group METRO Cash & Carry International GmbH

Metro vs competitions among professional customers

Top 1 supplier Top 2 supplier One of many suppliers (prompted)

Research objectives

As previously mentioned, private labels are new phenomenon in Vietnam To retailers, it plays an important role and becomes 6 th out of retailers’ top ten critical issues

Creating competitive advantages through store differentiation is essential for retailers, as it enhances store patronage and loyalty while fostering brand loyalty High-quality private labels not only attract consumers from competitors but also improve profitability by increasing retail margins and strengthening bargaining power with national brand manufacturers.

Vietnam is a developing market The role of brand image is more and more important

Research on brand image in Vietnam is limited, with existing studies not fully applicable to the Vietnamese context (Nguyen & Nguyen, 2008) This dissertation aims to fill this gap by examining consumer attitudes towards private labels in relation to various store attributes Specifically, it explores how product variety, product quality, pricing, service, store atmosphere, and convenience influence consumer perceptions of private labels Through this empirical study, the dissertation seeks to enhance understanding of the factors affecting consumer attitudes towards private labels in Vietnam.

Significance of the study

This study aims to provide supermarkets, hypermarkets, convenience store chains, marketing companies, market research firms, marketing researchers, and students with a comprehensive understanding of private labels and their significance, along with the impact of store attributes on consumer behavior.

Supermarkets, hypermarkets, and convenience store chains should focus on developing strategies that enhance their competitiveness and revenue by effectively leveraging the role of private labels.

Marketing and market research companies play a crucial role in understanding consumer attitudes towards private labels by identifying key store attributes By effectively measuring these factors, they can implement targeted market research projects and provide valuable solutions to enhance both private label and store images for their clients.

This study offers valuable empirical insights into how store attributes influence consumer attitudes towards private labels, making it a significant resource for marketing researchers and students interested in exploring this topic further in the context of Vietnam.

Research question

The research problem is addressed in the following question:

How do store attributes influence consumer attitudes towards private labels in terms of

Metro Cash and Carry Vietnam?

Private labels chosen to examine here are Metro private labels, based on the well- known brands by consumers; including Aro, Fine Food, H-Line, Luxana, Horeca

Select, Sigma, Fairline, Authentic, L.Lambertazzi, Rioba, Watson and Tarrington

Chowdhury et al (1998) identify six key attributes of a store that influence consumer attitudes towards private labels: product variety, product quality, price, service, atmosphere, and convenience These attributes serve as independent variables in the research, which includes a total of twenty-four items categorized as follows: variety (3 items), quality (5 items), price (3 items), service (5 items), atmosphere (5 items), and convenience (3 items) The dependent variable, "consumer attitude," comprises six items.

There are six hypotheses developed to test the role of store attributes on consumer attitudes towards private labels:

(H1): Product variety positively influences consumer attitudes towards private labels

(H2): Product quality positively influences consumer attitudes towards private labels

(H3): Price positively influences consumer attitudes towards private labels

(H4): Service positively influences consumer attitudes towards private labels

(H5): Store atmosphere positively influences consumer attitudes towards private labels

(H6): Convenience positively influences consumer attitudes towards private labels

The questionnaire is designed based on specific hypotheses (refer to Appendix C) and utilizes a five-point Likert scale ranging from strongly disagree (1) to strongly agree (5) to assess the study's items This method streamlines data entry and interpretation, with higher scores indicating more favorable ratings.

Structure of the thesis

This dissertation is structured into five chapters, beginning with an introduction that details the research objectives and highlights the empirical significance of the study, along with an overview of the research problem and hypotheses The subsequent section offers definitions and explanations of key terminologies, culminating in a summary at the end of the chapter.

Chapter two offers a comprehensive literature review, beginning with an exploration of the motivations behind retailers' introduction of private labels It briefly examines how retailers position these brands, followed by an in-depth discussion on the relationship between store attributes and private labels Additionally, it analyzes the impact of store attributes on consumer attitudes towards private labels, highlighting their significance in retail strategy.

Chapter three outlines the research methodology employed for data collection and analysis, focusing on a quantitative approach It presents six hypotheses regarding the relationship between store attributes and private labels Key research methods include scale development, questionnaire design, and data collection techniques, specifically utilizing intercept surveys and self-administered questionnaires.

Chapter four presents a comprehensive analysis of the data, combining qualitative insights from focus groups with quantitative findings from questionnaires It details respondent profiles and includes descriptive statistics, reliability and validity assessments, and hypothesis test results The analysis reveals that most store variables significantly influence consumer attitudes, as tested through multiple regression analysis Key findings indicate that perceptions of store attributes, particularly product quality, price, service, atmosphere, and convenience, strongly impact consumer attitudes, while product variety does not show a significant effect.

Chapter five presents significance of findings, the implications for researchers and managers and limitations of the study as well as opens new trends of further research

The study highlights the significant influence of store attributes on consumer attitudes towards private labels, emphasizing the need for private label positioning to align with the store's unique identity Enhancing the store atmosphere can positively affect consumer perceptions of private label quality Retailers are encouraged to explore additional marketing strategies beyond store attributes to attract new private label buyers and strengthen their negotiation power with manufacturers While the research is limited to two Metro Cash and Carry stores in Ho Chi Minh City, it paves the way for future studies in this area.

Definitions

Private labels, also known as store brands or dealer brands, refer to consumer products that are designed, produced, and controlled by a retailer, bearing the retailer's name or a name owned by the store This concept is relatively new in Vietnam, making it essential to clarify its meaning and application within this study An example of this is MCCVN’s product line.

“Aro” products Sometimes we see another terms used for private labels such as own brands, own labels (Fraser, 2009), house brands, distributor brands According to

MCCVN refers to private labels, also known as own brands, which are products managed by modern retailers These goods and services can be produced in-house or sourced from multiple third parties Private labels may carry the retailer's name or be distinct brands, such as Woolworths, which offers both Signature Range and Woolworths Select brands.

The term "retail brand" or "retailer brand" encompasses the overall identity of a retailer, while generics represent a specific type of private label characterized by unbranded or no-name products Typically, these generic items are packaged in plain white or single-color designs, featuring minimal product information and significantly lower prices compared to branded alternatives Although there is no standardized terminology for private labels in literature, various terms are commonly used to describe the same concept (Fraser, 2009) For this study, "private labels" will be used to refer to all types and terminologies associated with private label products.

A national brand refers to a product that is marketed and distributed across the entire country under a brand name owned by the producer or distributor This contrasts with local brands, which are limited to specific regions, and private label brands, which feature the retailer's brand instead of the manufacturer's Examples of national brands include well-known products like Head and Shoulders.

Omo, P/S, Coca-Cola, X-men, Minh Long ceramics… These products are also sold in supermarkets but their brands don’t belong to stores.

Scope of the study

Vietnam is currently in the early stages of private label establishment and development, leading to findings that may differ from those in countries with varying levels of private label maturity, retail concentration, and consumer attitudes Notably, the research focuses on a specific customer type, the SCO, and examines consumer attitudes towards private labels at two selected MCCVN stores in Ho Chi Minh City: An Phu and Hiep Phu Consequently, the results may not be representative of all MCCVN stores nationwide or applicable to other retail systems in Vietnam.

(for example Big C, Coopmart, Maximark…) and to all private labels.

Summary

The chapter is divided intro 10 sections to introduce the basis of the dissertation

This dissertation begins with a background introduction, followed by the research question and hypotheses Chapter two will provide an in-depth review of relevant theories, while chapter three will focus on the methodology A clear outline of the dissertation is presented to facilitate understanding of its structure Definitions of private labels and national brands are included as valuable contributions Finally, the study's delimitations are identified Addressing the research question, "How do store attributes influence consumer attitudes towards private labels in terms of MCCVN?", the detailed exploration commences in chapter two with a comprehensive literature review.

LITERATURE REVIEW AND HYPOTHESES

Introduction

The growing significance of private labels for both retailers and national brand manufacturers highlights their varying market penetration across different countries, retailers, and product categories As discussed in Chapter One, numerous studies on private labels explore the consumer, retailer, and market factors that contribute to their success, as noted by Grewal et al.

Positive store attributes are crucial for retailers aiming to thrive in a competitive market, as they significantly influence consumer patronage decisions Effective management of a retailer's image can enhance competitiveness and drive customer loyalty Additionally, unique private labels can attract more consumers, foster greater loyalty, and boost profitability.

Numerous researchers have examined store attributes in marketing literature This chapter builds upon the empirical studies conducted by Dodd and Lindley (2003), Beyza and Leyla (2007), and Fraser, contributing to the understanding of these attributes.

(2009) to dig into the influence of a set of store attributes on consumers’ perceptions of private labels

This literature review begins by exploring the motivations and benefits of private labels for retailers, highlighting their transition from mere merchants to strategic marketers It then examines the evolution and repositioning of private labels in the marketplace.

The following sections detail the attributes of stores and their influence on consumer attitudes toward private labels A summary of the key findings from the literature review is provided, leading to the restatement of the research question, which will be explored in greater depth in the subsequent chapters.

Retailer motivations for private labels

Retailers always try to increase as much gross margin as possible in doing business

Intense competition among retailers for national brands often leads to reduced profit margins To address this challenge, retailers are increasingly focusing on private labels, which, according to Hoch and Banerji (1993), can provide gross margins that are 20 to 30 percent higher than those of national brands.

MCCVN indicates that private labels typically enjoy a gross margin that is 10-20% higher than national brands However, the increasing market share of private labels poses significant challenges for national brand manufacturers by strengthening retailers' bargaining power and driving down wholesale prices of national brand products.

This finding has largely been confirmed in private label literature The manufacturers in this case may response depending on consumer loyalty to national brands

Retailers often introduce private labels primarily to improve gross margins, but a significant motivation is to differentiate their stores and gain a competitive edge By providing exclusive products, retailers aim to boost customer loyalty and increase store patronage However, research presents mixed evidence regarding the effectiveness of private labels in fostering store loyalty, with some studies confirming their positive impact.

Private labels significantly attract consumers from competing retailers, as noted by Richards et al (2007) Additionally, Anselmsson and Johansson (2007) found a correlation between the purchase of private labels and increased consumer loyalty to the store This highlights the strategic importance of private labels in enhancing customer retention and loyalty.

A 2004 study indicates that store patronage is improved by differentiating through private labels Additionally, research by Corstjens and Lal (2000) reveals that high-quality private labels foster store loyalty and differentiation by leveraging consumer inertia (Fraser, 2009).

Private labels are increasingly competing with established national brands by fostering brand loyalty among consumers This shift indicates that private labels are capturing market share traditionally held by national brands However, the loyalty to private label brands is significantly influenced by the overall loyalty customers have towards the store itself.

The evolution and repositioning of private labels

Laaksonen and Reynolds (1994) outline a typology illustrating the evolution of retail brands, categorizing private labels into four distinct generations The first generation consists of low-quality, low-priced "generics." The second generation features private labels with slightly improved quality, still positioned below national brands, while maintaining a focus on affordability The third generation introduces "me too" private labels that match national brands in quality but are priced lower, emphasizing value for money Finally, the fourth generation showcases advanced private labels that deliver innovative and unique products, often matching or exceeding the quality of national brands, with prices that may equal or surpass those of leading national competitors.

While this typology is developed largely in relation to developments in the United

Kingdom and Europe, retailers in North America have also started to introduce private labels of equal or even better quality than national brands although still at lower prices

The store attributes

Understanding the store attributes that enhance consumer attitudes towards private labels offers retailers a strategic edge By focusing on these key attributes, retailers can strengthen their store's appeal while simultaneously improving consumer perceptions of their private labels, which are often viewed as inferior to national brands (Dick et al 1996) The success of a private label can vary across product categories, influenced by differences in promotional strategies, packaging design, and the perceived quality of private labels in those categories.

Store attributes play a vital role in retail success due to their significant influence on customer behavior and profitability According to Hansen and Solgaard (2004), these attributes positively impact store patronage, making them essential strategic tools for retailers facing intense competition By effectively leveraging store attributes, retailers can enhance their profitability and overall performance Furthermore, these attributes can boost customer retention, increase the duration of store visits, and encourage higher purchase quantities, ultimately driving sales and growth.

Within the scope of this study, store attributes are adapted from the related literature

(Chowdhury et al., 1998; Dodd and Lindley, 2003) Store attributes thus commonly mentioned by those studies are product variety, product quality, price, store atmosphere, employee service and location/convenience.

The relationship between store attributes and consumer attitudes towards private

Consumer perceptions of merchandise quality and service significantly influence their shopping experience A positive store atmosphere and thoughtful design enhance consumers' views on product quality and create an impression of higher prices Additionally, a diverse store assortment facilitates one-stop shopping, allowing customers to easily purchase a variety of products across different categories Research by Sayman and Raju (2004) indicates that an increased presence of private labels in a store correlates with more favorable consumer attitudes towards those private labels within specific categories.

The reputation of a store serves as an important indicator of product quality, as highlighted by Grewal et al (1998), who found that store name positively influences consumer perceptions and purchase intentions However, consumers' buying decisions are also significantly shaped by brand name and price, given the extensive competition among products across varying quality levels Thus, while retailer reputation plays a role, it is not solely indicative of the quality of specific products.

The perceived quality of private labels is often analyzed in relation to perceived risks, as outlined in an extended risk model This model suggests that consumers evaluate their overall perceived risks based on factors such as prior knowledge, involvement, purchase goals, and usage, along with uncertainties and consequences associated with specific product attributes These attributes are connected to various types of risks, including functional, monetary, social, and psychological risks Functional risk pertains to potential losses from inadequate product quality, monetary risk involves possible financial losses from poor purchases, and social risk refers to the potential damage to one’s image or prestige from buying or using a product, particularly in public settings.

There are reciprocal influences between store attributes and private labels Citing from

Consumer perceptions of private labels are significantly influenced by their assessment of store attributes, which can mitigate both functional and psychosocial risks associated with purchasing these products According to Semejin et al (2004), these store attributes serve as a "risk reducer." Liu and Wang (2008) also highlight that in Taiwan, store attributes are strong predictors of general attitudes towards private labels Additionally, a study conducted in Spain supports these findings, emphasizing the importance of store characteristics in shaping consumer attitudes toward private labels.

Research by Guerrero et al (2000) demonstrates that consumers' perceptions of private label quality are influenced by the store itself, emphasizing the significance of store attributes in shaping attitudes towards private labels Additionally, a study by Zielke and Dobbelstein (2007) underscores the importance of consumer attitudes towards specific private brands, further illustrating the connection between store perception and brand evaluation.

2.6 The effects of store attributes on consumer attitudes towards private labels

Summary

This chapter explores the connection between store attributes and private labels, focusing on how these attributes influence consumer attitudes toward private labels It begins by introducing retailer motivations for developing private labels and the significance of store attributes Subsequently, the chapter delves into a detailed discussion of the relationship between store attributes and consumer perceptions of private labels, supported by relevant hypotheses.

Retailers are increasingly introducing private labels to maximize margins and create a competitive advantage through store differentiation This strategy not only enhances their bargaining power but also boosts store patronage and loyalty, offering an alternative to national brands while fostering brand loyalty The shift in retailers' positioning strategy from merchants to marketers is evident as private labels evolve through four stages, progressing from low-quality, low-price generics to premium-quality products featuring innovative offerings.

The influence of store attributes on private labels has become increasingly evident, serving as a "risk reducer" by minimizing both functional and psychosocial risks This relationship positively impacts consumer perceptions of specific private labels and influences their purchasing decisions Key attributes that contribute to this effect include product variety, product quality, pricing, store atmosphere, employee service, and location convenience, as confirmed by Sayman and Raju.

(2004), the bigger the number of private labels present in the store, the more favorable the consumers regard the private labels in a given category.

The research gap

Most of studies on private labels are examined in United States and European markets

This study examines the impact of store attributes on private label products within the food and non-food categories, specifically focusing on the private labels offered by Metro Cash and Carry Vietnam The research addresses the challenges posed by the underdeveloped market in Vietnam, where private labels are seldom introduced in emerging markets.

METHODOLOGY

Introduction

This chapter outlines the research methodology employed to gather data for testing the conceptual model and hypotheses presented in the previous literature review.

This chapter is structured into three key sections: an introduction, a detailed research methodology, and the development of a measurement scale It encompasses the design of the questionnaire, measurement techniques, data collection processes, and the determination of sample size and type.

The data handling and analysis are mentioned later on The last part is the summary of the chapter.

Research Methodology

The research was conducted in two phases in Ho Chi Minh City, Vietnam's main business hub The initial phase involved a pilot study using qualitative methods through focus groups, followed by a main survey that employed quantitative techniques via questionnaires The study focused on private label products from MCCVN, which offers a diverse range of food and non-food items By utilizing both qualitative and quantitative approaches, the research aimed to empirically test hypotheses through statistical analysis of data collected from a convenient consumer survey.

A pilot study was conducted using a focus group of eight consumers aged 26 to 33, who were inclined towards private labels The insights gained from this study were instrumental in modifying and refining the scale items.

The main survey was conducted mainly through face-to-face survey at Metro An Phu

The main survey was conducted in District 2 and Hiep Phu (District 12), along with a small portion gathered through an online questionnaire Participants received clear instructions on completing the questionnaire, emphasizing that all responses were valid, with no right or wrong answers The primary aim of this survey was to evaluate the scales and test the models.

3.2.1 The development of the scales

The measurement scales for store attributes were primarily based on the framework established by Dodd and Lindley (2003), which itself was derived from the research conducted by Chowdhury et al (1998), as detailed in chapter two Utilizing a five-point Likert scale ranging from strongly disagree (1) to strongly agree (5), the evaluation focused on several key attributes: product variety (3 items), product quality (5 items), price (3 items), service (5 items), store atmosphere (5 items), and convenience (3 items).

The items in Table 2 were adapted from earlier research on store attributes, and the questionnaire also included considerations for the product categories of purchased private labels, such as food and non-food items, along with socio-demographic variables including age, gender, education, and income.

Table 2: The item list of store attributes

VA-1 MCCVN carries many brands

VA-2 MCCVN has a large variety of products

VA-3 MCCVN is one-stop solution for everything I need

QA-1 MCCVN sells only high quality products

QA-2 MCCVN products are fresh

QA-4 I can count on the products I buy at MCCVN being excellent

QA-5 I'm satisfied with the products I bought at MCCVN

PR-1 I can buy products for less at MCCVN

PR-2 I get value for my money at MCCVN

PR-3 The prices at MCCVN are fair

SV-1 MCCVN employees are friendly

SV-2 MCCVN employees are helpful

SV-3 The service of MCCVN is professional

SV-4 I am pleased with the service I receive at MCCVN

SV-5 Sales promotions are attractive

AP-1 The appearance of MCCVN is appealing

AP-2 I like music played in the store

AP-3 I like colors used in the store

AP-4 MCCVN is always clean

CV-1 MCCVN is not too far from my house

CV-2 I can go for shopping at MCCVN frequently

CV-3 I like shopping at MCCVN

Churchill and Iacobucci (2002) found that the reliability of a measurement scale improves with the number of items included As a result, they developed a scale for store attributes that encompasses six key variables: product variety, product quality, price, service, atmosphere, and convenience, which together consist of twenty-four multi-item variables.

The study utilized a self-administered questionnaire to measure store attributes and consumer attitudes towards MCCVN's private labels The questionnaire, detailed in Appendix C, comprised five sections addressing independent variables (store attributes) and dependent variables (consumer attitudes) Respondents rated their answers on a five-point Likert scale, ranging from 1 to 5.

The third section of the study aimed to analyze the percentage of participants' spending across different stores to determine if shopping habits influenced attitudes It further examined the market share of MCCVN's private labels in comparison to those of other supermarkets, hypermarkets, and national brands Additionally, the study assessed consumer spending on food and non-food private label products The final section gathered demographic information from participants to create profiles and ensure they represented the target consumer type, while also exploring the relationship between private label purchasing tendencies and demographic characteristics, as discussed in Chapter Two.

In this study, a five-point Likert scale was employed to assess store attributes, with options ranging from (1) strongly disagree to (5) strongly agree This method facilitates straightforward data entry and interpretation, as higher scores correspond to more favorable ratings Participants indicated their opinions by circling the appropriate number on the scale for each statement.

The questionnaire will be administered to consumers randomly as they exit the Metro store, with interviewers providing clear instructions for self-completion While some responses will be gathered through email, this method will be limited to minimize misunderstandings and unanswered questions This multi-sampling approach allows for a broader reach to respondents compared to traditional intercept surveys, which focus solely on consumers present in the store at a specific time.

The selected Metro store chain locations in Ho Chi Minh City, Vietnam, are in close proximity, ensuring similar socio-economic profiles among respondents This proximity minimizes discrepancies in perceptions regarding the stores and their products According to Bell et al (1998), location significantly influences store choice The survey, supported by MCCVN store staff, is scheduled for completion within two weeks.

An Phu and Hiep Phu

Multiple regression analysis was employed to examine how store attributes influence consumer attitudes toward private labels The large sample size allowed for the identification of statistically significant relationships, even with a lower R² value for the hypothesized connections.

On the other hand, sample size also affected the result generalization In exploratory factor analysis (Hair et al., 2006), we had: n = 5t Where: n: size of sample t: number of items

In the current research, there were six independent variables with 24 items examined, or the size of sample should be equal to 120 (n = 5*24 = 120)

However, according to Tabachnick (2007), in multiple regression, we had: n ≥ 8m + 50 Where: n: size of sample m: number of independent variables

For the study, a statistically significant sample size of 125 per store was established, totaling 250 participants, to ensure robust exploratory factor analysis and multiple regression outcomes This decision accounted for unusable responses and missing data, optimizing the reliability of the analysis across the two stores involved.

Summary

This chapter outlines the methodology employed for data collection and analysis in the research Following a pilot study that utilized qualitative data from focus groups, the main survey was conducted at Metro An Phu & Hiep Phu, supplemented by an online questionnaire Key aspects included the development of scales, questionnaire design, measurement, and data collection methods, which involved an intercept survey and a self-administered questionnaire Additionally, the chapter addresses sampling control issues and justifies the target sample size of 250 shoppers in relation to statistical power and generalizability.

DATA ANALYSIS

Introduction 29 4.2 Preliminarily qualitative examination of the data through focus group (pilot study)29

This chapter details the statistical analysis results derived from the collected data, adhering to the methodology established in Chapter 3 It aims to present findings relevant to the study's hypotheses, which were evaluated through multiple regression analysis following initial qualitative research via focus groups The reliability and validity of the scales employed in the research are thoroughly examined Lastly, the chapter concludes with a discussion of the statistical analyses results that test the hypotheses.

4.2 Preliminarily qualitative examination of the data through focus group (pilot study)

Due to variations in culture, consumption habits, and levels of economic development across countries, the scale was adapted and tested through focus groups to ensure its relevance within the Vietnamese context.

This research aimed to examine and refine the store variables and related items identified in chapter three It utilized a focus group consisting of eight consumers, all of whom were inclined towards private label products, with ages ranging from [insert age range].

26 to 33 It was carried out in Ho Chi Minh City August 2010

The research identified six key constructs representing store attributes: variety (VA) with three items, quality (QA) with five items, price (PR) with three items, service (SV) with five items, atmosphere (AP) with five items, and convenience (CV) with three items Each construct was evaluated using a 5-point Likert scale to ensure consistent measurement across the different attributes.

According to the consumers from focus group, there were two adjustments listed below, the rest was acceptable and understandable:

− The first screening question “Do you have Metro member card?” was changed to

Have you ever visited Metro? A notable feature of the Metro membership is that one card allows up to three people to enter the store simultaneously.

There are numbers of people who don’t have Metro member card but they sometime shop at Metro

− With the main questions, one more statement called AP-6 “Merchandising at

MCCVN simplifies product discovery, as most focus group members noted that the vast selection at Metro, featuring thousands of items, is enhanced by effective product placement on shelves, which plays a crucial role in attracting consumers.

The study identified a total of 25 independent variables, with consumers recognizing six key attributes influencing their experience at the Metro store: variety, quality, price, service, atmosphere, and convenience Regression analysis will be utilized to test the research findings in the subsequent section.

The questionnaire was partially administered online, but due to specific filter conditions, only thirty-four individuals who had shopped at Metro and used its private labels participated in the survey Many of these consumers may not recognize Metro private labels due to a lack of awareness or understanding of the concept To reach the target of 250 samples, a decision was made to conduct face-to-face surveys at An Phu.

A survey conducted at Hiep Phu Metro stores in District 2 and District 12 involved 292 consumers, exceeding the initial target of 250 to mitigate response bias The study, carried out from August 9 to August 25, 2010, included support from four university graduates who received half-day training on Metro's private labels and the survey process Randomly selected respondents were approached post-purchase, achieving a response rate of approximately 70% Notably, many shoppers declined to participate, particularly those waiting for transportation or with large grocery items The majority of participants, 70%, were women, with incomes predominantly at or below VND 5,000,000.

The demographic profile of all respondents was provided in table 3, including interests in gender, age, income and education

Table 3: Demographic profile of all respondents

Most of people participated in the survey were in age of 18-34 (61%) and 35-49 (27%)

In the analyzed demographic, 64% of individuals earned VND 5,000,000 or less monthly, while 24% earned between VND 5,000,000 and VND 10,000,000, and only 12% had higher incomes Regarding education, approximately 37% were university graduates, with housewives and college graduates making up 29% and 26%, respectively Shoppers typically allocated less than one-fourth of their spending to private label products, with two-thirds of consumers favoring non-food items such as detergents and cleaning materials over food products like milk and yogurt.

Quantitative examination of the data through questionnaire

The analysis of interval-scaled variables focused on the central tendency and dispersion by calculating the means and standard deviations of consumer scores related to store attributes and attitudes towards private labels The findings are presented in Table 4.1.

Descriptive statistics for the twenty-five independent store variables and the six dependent items assessing consumer attitudes towards private labels are detailed in Section 4.2 (refer to Appendix A).

The distribution of responses demonstrated a satisfactory range across the scales Among the store attributes evaluated, the highest mean score was for the statement "MCCVN was always clean," which received a score of 4.33, while the lowest mean score pertained to the preference for music played in the store.

The study revealed that the mean score for consumer attitudes towards private labels was highest for the statement “I get value for my money from MCCVN private label products” (AT-2: 3.31), indicating a positive perception of value However, the standard deviation in perceptions of convenience was notably high, ranging from 1.02 to 1.23, suggesting varied consumer opinions on this aspect.

“MCCVN private labels were my first choices upon shopping at MCCVN” (AT-

Consumer opinions on MCCVN private label products varied significantly, with the highest standard deviation of 0.80 for the statement "I like MCCVN private label products." In contrast, the agreement was more consistent for the sentiment that "MCCVN private labels were my first choices upon shopping."

MCCVN” and “Overall MCCVN private label products were excellent” (0.69)

The skewness and kurtosis figures beyond the range of plus and minus one indicated that some variables had moderately non-normal distributions

Hair et al (2006) indicate that smaller sample sizes, particularly those under 30, can significantly affect the results due to departures from normality Conversely, larger sample sizes mitigate these effects, with samples of 200 or more showing negligible impact In this study, the sample size was 292, exceeding the 200 threshold suggested by Hair et al., which deemed data transformations for normality unnecessary.

Reliability was assessed by examining internal consistency of the scales through inter-item correlations and item-total correlations as well as Cronbach alpha

Inter-item correlations should be greater than 0.30, item-total correlations should be greater than 0.50 and Cronbach alpha reliability coefficient should be

0.70 or higher (Hair et al, 2006)

The results of the reliability tests for both the store attributes and consumer attitudes towards private labels scales were shown in Table 5.1 & 5.2

(Reliability – see Appendix A) All had Cronbach alpha scores well above 0.70

(the lowest value was 0.775) and the inter-item correlations were above 0.30

(the lowest value was 0.319) as well as most of the item-total correlations were above 0.50, except the item “Sales promotions were attractive” (SV-5: 0.463)

These results therefore confirmed the internal consistency of these scales

Similarly, the scale of consumer attitudes towards private labels was tested, the

Cronbach alpha was 0.847, the inter-item was well at 0.345 and all item-total correlations were above 0.50

Principal component analysis was applied to identify factors as showed in table

To test the Pearson correlation coefficient, several conditions must be met: KMO should be greater than 0.5, significance (sig) must be less than 0.05, communality values need to exceed 0.5, default eigenvalues should be greater than 1, and total cumulative variance must surpass 50% In this analysis, the results indicate that KMO is 0.868, which is greater than 0.5; the significance level is 0.000, which is less than 0.05; all communality values are above 0.5; the default eigenvalues reached 1.116; and the total cumulative variance is 64.007%, exceeding the 50% threshold.

The factor loadings indicated the relationships between factors and variables, leading to the exclusion of one service variable item (SV-5) due to its insignificant correlation with other items within the atmosphere multi-item variable.

Further more, once excluding this item, the Cronbach alpha on the table 5.1

(Reliability: Store attributes – see Appendix A) could increase from 0.849 to

0.864 The Pearson correlation results therefore were: KMO=0.864>0.5; sig=0.0000.5; default eigenvalues halted at

The regression analysis was performed to test the hypotheses with the results given in table 7.1 & 7.2 (Regression analysis – see Appendix A)

The following formula illustrates the relationships that were tested:

Y = attitudes towards private labels α = intercept (the constant) β1 = slope coefficient of the independent store variable, variety

X1 = score of the independent store variable, variety β2 = slope coefficient of the independent store variable, quality

X2 = score of the independent store variable, quality β3 = slope coefficient of the independent store variable, price

X3 = score of the independent store variable, price β4 = slope coefficient of the independent store variable, service

X4 = score of the independent store variable, service β5 = slope coefficient of the independent store variable, atmosphere

X5 = score of the independent store variable, atmosphere β6 = slope coefficient of the independent store variable, convenience

X6 = score of the independent store variable, convenience ε = the random error associated with the prediction of Y

The study revealed a statistically significant relationship (F = 14.409, p = 0.000), with an adjusted R² value of 0.217, indicating that 21.7% of the variance in consumer attitudes towards private labels can be attributed to store variables Specifically, the attributes of quality, price, service, atmosphere, and convenience significantly influenced consumer perceptions of private labels at Metro (p < 0.05) Higher consumer evaluations of these store attributes correlated with more positive attitudes towards private labels.

The data supported hypotheses H4, H5, and H6, indicating significant findings However, the variety attributes of the store did not influence consumer attitudes towards private labels, leading to the rejection of hypothesis H1.

Hypotheses and their status were summarized in Table 8

H1 Product variety positively influences consumer attitudes towards private labels

H2 Product quality positively influences consumer attitudes towards private labels

H3 Price positively influences consumer attitudes towards private labels

H4 Service positively influences consumer attitudes towards private labels

H5 Store atmosphere positively influences consumer attitudes towards private labels

H6 Convenience positively influences consumer attitudes towards private labels

Summary

This section summarizes the findings from the data analysis, incorporating both qualitative insights from focus groups and respondent profiles, as well as quantitative results derived from questionnaires It presents descriptive statistics, assesses reliability and validity, and discusses the outcomes of the hypothesis tests conducted.

The addition of one more atmospheric element raised the total number of independent variables to 25 Qualitative assessments revealed that consumers identified six key attributes influencing the Metro store experience: variety, quality, price, service, atmosphere, and convenience An official survey was conducted primarily at the entrances of Metro An Phu (District 2) and Hiep Phu (District 12), with assistance from four recent graduates and a Metro employee, utilizing a five-point scale for responses.

Likert scales with the anchors from strongly disagree (1) to strongly agree (5) were used to measure the items in the study Finally, the total number of participants was

292 in which 70% were women with income most less than or equal to vnd5,000,000

The data analysis revealed that most interval-scaled items were well-distributed across the scales, with the exception of one service item (SV-5) It was found that the independent variables related to the store significantly correlated with the dependent variable of consumer attitudes, confirming the hypothesized relationship between store variables and attitudes toward private labels Six hypotheses were examined through multiple regression analysis, and the results supported the majority of these hypotheses.

The result however would differ from the original study In the original studies of

In previous studies by Chowdhury et al (1998) and Collins-Dodd & Lindley (2003), product variety was acknowledged as an important attribute, while convenience was overlooked However, the current research reveals a significant contribution of the convenience attribute, while the product variety attribute has been dismissed.

Consumer attitudes are significantly influenced by perceptions of store attributes, including product quality, price, service, atmosphere, and convenience This finding aligns with the 2006 research report on Coopmart's re-branding and potential consumer analysis (Axis, 2006) The summary of the hypothesis status is detailed in tables 6.1, 6.2, 6.3, and 6.4 (EFA results – see Appendix A).

CONCLUSIONS AND IMPLICATIONS

Introduction

This research aims to investigate the relationship between consumer perceptions of store attributes and their attitudes towards private labels, specifically within the emerging Vietnamese market, where private labels are still in their infancy By focusing on Metro Cash and Carry Vietnam, the study seeks to provide empirical evidence on how store attributes influence consumer attitudes towards private labels Additionally, it offers valuable insights for both researchers and practitioners regarding effective positioning strategies for retailers and private labels.

This chapter discusses the findings arising from the research, comparing them with those of the original study and placing them within the context of the broader literature

The article concludes by addressing the research question, discussing its implications for both researchers and marketing practitioners It also outlines the limitations of the study and suggests areas for future research The final section offers a comprehensive conclusion for the dissertation.

Significance of findings

Research indicates a positive correlation between consumer perceptions of store attributes and their attitudes towards private labels Specifically, consumers who have a favorable view of a store are more likely to hold positive opinions about the store's private label products This insight addresses the research question regarding the influence of store attributes on consumer attitudes toward private labels in the context of Metro.

Cash and Carry Vietnam?” Semeijn et al.‘s (2004) comprehensive study of the effect of store attributes on consumer attitudes towards private label reported similar findings

Store attributes significantly influence consumer perceptions of the brands offered, underscoring their critical role in a competitive marketplace This connection emphasizes the necessity for effective store positioning to enhance brand perception and drive customer engagement.

According to Hansen and Solgaard (2004), effective store positioning is crucial for private labels, focusing on key attributes such as product quality, price, service, atmosphere, and convenience Each retailer, including Metro, Coopmart, Maximark, and Big C, has a distinct store positioning, leading to unique private label images Consequently, the impact of store attributes on consumer attitudes towards private labels varies among different retailers.

Consumer attitudes towards private labels are significantly influenced by store attributes such as quality, price, service, atmosphere, and convenience, while the variety attribute is deemed unimportant Research indicates that private labels struggle with negative quality perceptions despite offering good value for money, suggesting that perceived consumer risks associated with these brands are higher compared to national brands Familiarity with private labels also plays a crucial role in shaping consumer attitudes regarding perceived quality and risk Additionally, the service style at stores like Metro, which adopts a Western approach, contributes to a more comfortable shopping experience for consumers, aligning with findings that suggest a preference for Western service styles over Asian ones.

Asian service style; on convenience attribute in which “close to consumers’ houses” much favored; on product variety in which “one-stop solution” has a preference (Axis,

2006); and on price in which “value for money” is a like

Consumers perceive supermarkets like Metro as offering a wide range of products, leading them to view these stores as one-stop solutions Consequently, the attribute of variety is seen as having little impact on consumer attitudes towards private labels.

This research enhances the understanding of private labels in underexplored markets, contributing to the limited body of studies conducted outside the United States and Europe.

Implications for theory

The study highlights several key implications for researchers, emphasizing the importance of incorporating store attributes as predictors of consumer attitudes towards private labels in future studies to improve model explanatory power Additionally, it suggests that private labels may also shape store positioning in consumer perceptions, indicating a reciprocal relationship Furthermore, researchers are encouraged to leverage private labels as a means of enhancing store differentiation, given that consumer attitudes towards these labels are linked to distinct store positioning.

Next, the results of the study highlight the importance of price, service, atmosphere and convenience on consumer evaluations of private labels, as well as present the preferred

Western service style to Asian service style, which most of those Metro has advantages in compare with rivals’, except convenience

Finally, the quality of products carried by the store is a critical determinant of consumer attitudes towards the store’s private labels According to Ailawadi and Keller

(2004), national brands carried by the store can also serve as an important cue for consumer perceptions of private labels.

Managerial implications

The study highlights the importance of private label strategies for retailers, emphasizing the positive correlation between store attributes and consumer attitudes towards private labels Retailers should focus on aligning store characteristics with their private label offerings to enhance unique store positioning It is crucial to maintain a consistent image between the store and its private labels, especially when offering multiple labels across different price tiers Additionally, the research underscores the value of investing in store improvements, as an enhanced store atmosphere can positively influence consumer perceptions of private label quality.

To effectively attract new buyers of private labels, retailers should adopt various marketing strategies beyond store attributes Implementing in-store trials of private labels can enhance consumers' perceived quality Additionally, upgrading packaging and design can further appeal to shoppers To mitigate perceived functional risks, retailers should include detailed information about ingredients and performance on private label packaging.

Advertising can enhance retailers' image by conveying a sense of quality associated with their products While these marketing strategies might influence production costs and, consequently, the pricing of private labels, they can also boost consumers' willingness to purchase these products.

Consumers often look to national brands as indicators of private label quality, highlighting the need for retailers to mitigate perceived risks associated with these products To address this, retailers should establish a consistent quality positioning for their private labels and ensure that consumer experiences reflect this quality consistently over time.

Manufacturers should emphasize the superior quality of their national brands compared to private labels, as consumers often rely on these national brands as indicators of quality The perceived quality differences between national brands and private labels contribute to consumer risk assessments when evaluating private label products Additionally, manufacturers must focus on brand image, including brand name and packaging, since research indicates that consumers prioritize image over intrinsic quality when comparing national brands with private labels.

Marketing and market research companies can enhance their projects by understanding the store attributes that influence consumer perceptions of private labels By effectively measuring these attributes, they can provide valuable insights and solutions to improve the image of private labels and optimize store characteristics for their clients.

Limitations of the research

The research limitations stem from the focus on store attributes, which primarily emphasize functional aspects It is recommended that a distinct identity be developed for stores that incorporates not only functional attributes but also consumer perceptions, such as the store's "personality" (Fraser, 2009) Additionally, store attributes alone are insufficient to mitigate perceived risks, including functional, financial, social, and psychological risks Consequently, consumers are likely to favor national brands over private labels when quality variations exist within a product category (Semeijn et al., 2004).

Consequently the scale used in this study doesn’t account for more psychological aspects (attractiveness, luxuriousness…) of the store

With respect to the scope of the study, the main limitation is that only Metro Cash and

Carry Vietnam's investigation reveals that none of the private labels associated with the retailer Metro bear the store's name, limiting the study's examination of how store attributes influence private labels This contrasts with Europe, where the "store as the brand" concept is well-established and private label penetration is high The research does not address Coopmart, which features private labels that include its brand name Previous studies by Dhar and Hoch (1997) and Grunert et al (2006) highlight the importance of store names in the success of private labels and consumer preference for them Additionally, focusing solely on one retailer with two locations in Ho Chi Minh City restricts the geographic scope, as local market variations may lead to differing emphasis on private labels in other areas.

This research is conducted over a limited timeframe, which restricts its ability to track changes in consumer attitudes towards private labels, particularly in relation to the ongoing evolution of the private label market.

Also, intrinsic cues (such as product performance, taste, smell) and extrinsic cues

When assessing consumer attitudes towards private label products, it's essential to consider not only intrinsic and extrinsic cues but also significant store attributes Factors such as the store's involvement in community programs, the customer demographic, and the overall perceptions of the store can greatly influence consumer preferences.

The participants in this study primarily possess medium income levels and hold university or college degrees Future research could expand on these findings by including a larger sample size to explore additional demographic variables While this study focused on supermarket store attributes, subsequent investigations could address its limitations by conducting cross-cultural research or examining different retail formats, such as convenience stores, specialty shops, and hypermarkets Additionally, the impact of web-based store images on private label products warrants further evaluation.

Finally, albeit several studies have indicated that category differences (food, non-food) help explain consumer attitudes towards private labels and preference (e.g Batra and

Research indicates that consumer attitudes towards private labels are influenced by store attributes, but these effects can differ by category This study takes a broader approach, focusing on consumer attitudes towards private labels in general, rather than being limited to specific products or categories.

Further research

Further research is essential to enhance our understanding of how store attributes influence consumer attitudes towards private labels Adapting the store scale to incorporate psychological factors could provide deeper insights into consumer perceptions Additionally, conducting a longitudinal study would allow for the examination of shifts in consumer attitudes over time, particularly in response to the evolving private label market and changes in store attributes within the Vietnamese market.

Expanding the study to include additional stores and private labels across diverse geographic locations will enhance the understanding of how store attributes influence consumer attitudes towards private labels, thereby providing a broader perspective on retailer brand architectures.

This could comprise, for example, private labels that carry the store names and/or specific private labels that are positioned differently within the store

A further area for additional research indicated by the results of the current study is the effect of national brands on evaluations of private labels in the store Ailawadi and

Keller (2004) highlights the limited research available on the relationship between store attributes and consumer attitudes towards private labels Conducting category-specific studies could enhance our understanding of how perceived risks influence these consumer attitudes.

Dissertation conclusions

Retailer differentiation is a key driver behind the development of private labels, which have evolved through four generations, culminating in superior quality and innovative products This study highlights the importance of store attributes—such as quality, price, service, atmosphere, and convenience—as strategic tools in a competitive retail landscape Positive consumer perceptions of a store significantly influence their attitudes towards its private labels Despite ongoing challenges related to quality perceptions, private labels are recognized for their value for money, particularly as consumers continue to perceive higher risks compared to national brands.

Researchers should incorporate store variables when analyzing consumer attitudes and preferences for private labels, as these labels can enhance store differentiation Retailers need to assess the alignment between store positioning and private label strategies, especially when multiple private labels exist across various price tiers, to avoid any inconsistency between store attributes and these labels Additionally, the overall quality of the store's product assortment serves as a significant external indicator for consumers evaluating private label products Investing in store atmosphere can also positively influence consumer perceptions of private label quality Ultimately, retailers are encouraged to enhance store attributes and adopt strategic marketing initiatives to attract new private label buyers and strengthen their negotiation power with manufacturers.

For manufacturers, the findings indicate that they should highlight the differences between their national brands and private labels, especially in terms of superior quality

Further more, they should also continue to emphasize image, for example through brand name and packaging

Despite its limitations, including a focus on functional attributes rather than psychological aspects, a limited research timeframe, and a narrow geographic scope limited to HCMC's MCCVN without private labels, this study paves the way for future research Future investigations should incorporate psychological variables related to consumer attitudes, conduct longitudinal studies to track changes in these attitudes over time, and explore a wider variety of store types such as convenience stores, specialty shops, and online retailers Additionally, examining various private label categories, including food and non-food items, as well as the influence of national brands on private labels, presents rich opportunities for in-depth research.

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Table 4.1: Descriptive statistics – Store attributes

MCCVN has a large variety of products 4.28 0.83 -0.927 0.057

MCCVN is one-stop solution for everything I need 3.67 0.73 -0.274 0.223

MCCVN sells only high quality products 3.61 0.90 -0.228 -0.319

I can count on the products I buy at MCCVN being excellent 3.89 0.87 -0.468 -0.281

I'm satisfied with the products I bought at Metro Cash &

I can buy products for less at Metro Cash & Carry

I get value for my money at Metro Cash & Carry Vietnam 3.59 1.03 -0.374 -0.281

The prices at MCCVN are fair 3.51 0.97 -0.318 -0.165

The service of MCCVN is professional 3.66 0.98 -0.493 -0.111

I am pleased with the service I receive at Metro Cash &

The appearance of MCCVN is appealing 3.71 0.90 -0.282 -0.401

I like music played in the store 3.38 0.89 -0.178 -0.076

I like colors used in the store 3.72 0.86 -0.536 0.362

Merchandising at MCCVN helps easily finding products 3.92 0.92 -0.649 0.158

MCCVN is not too far from my house 3.58 1.23 -0.450 -0.856

I can go for shopping at MCCVN frequently 3.57 1.14 -0.382 -0.775

I like shopping at Metro Cash & Carry Vietnam 3.78 1.02 -0.473 -0.550 n = 292

Table 4.2: Descriptive statistics – Consumer attitudes

ATTITUDES TOWARDS PRIVATE LABELS Mean score

I like MCCVN private label products 3.17 0.80 -0.569 0.704

I get value for my money from MCCVN private label products 3.31 0.79 -0.231 0.298

My capability to buy MCCVN private label products is high 3.00 0.76 -0.284 0.505

I do believe to want to buy MCCVN private label products 2.92 0.73 -0.412 0.158

MCCVN private labels are my first choices upon shopping at

Overall MCCVN private label products are excellent 3.02 0.69 -0.526 0.636 n = 292

Note: All variables were measured using 5-point Likert scales, from 1 strongly disagree to 5 strongly agree

Inter-item correlations (lowest value)

Cronbach alpha if item deleted

MCCVN has a large variety of products

MCCVN is one-stop solution for everything I need

MCCVN sells only high quality products

I can count on the products I buy at MCCVN being excellent

I'm satisfied with the products I bought at MCCVN

I can buy products for less at MCCVN

I get value for my money at MCCVN

The prices at MCCVN are fair

The service of MCCVN is professional

I am pleased with the service I receive at MCCVN

The appearance of MCCVN is appealing

I like music played in the store

I like colors used in the store

Merchandising at MCCVN helps easily finding products

MCCVN is not too far from my house

I can go for shopping at MCCVN frequently

Inter-item correlations (lowest value)

Cronbach alpha if item deleted

I like MCCVN private label products

I get value for my money from MCCVN private label products

My capability to buy MCCVN private label products is high

I do believe to want to buy MCCVN private label products

MCCVN private label products are my first choices upon shopping at MCCVN

Overall MCCVN private label products are excellent

Table 6.1: EFA results – KMO result

Kaiser-Meyer-Olkin Measure of Sampling Adequacy 0.864

Table 6.2: EFA results – Communalities result

Extraction Method: Principal Component Analysis

Table 6.3: EFA results – Total variance explained

Extraction Method: Principal Component Analysis.

Table 6.4: EFA results – Rotated component matrix

Extraction Method: Principal Component Analysis

Rotation Method: Varimax with Kaiser Normalization. a Rotation converged in 6 iterations

Std Error of the Estimate

R Square Change F Change df1 df2 Sig F Change

1 0.482 a 0.233 0.217 0.88510358 0.233 14.409 6 285 0.000 a Predictors: (Constant), Conv, Atmo, Serv, Pric, Quali, Vari

Table 7.2: Regression analysis – Coefficients results

Model B Std Error Beta t Sig

APPENDIX B: MCCVN’S PRIVATE LABELS PORFOLIO

APPENDIX C-1: THE SURVEY QUESTIONNAIRE– TIẾNG VIỆT

1 Anh/chị đã bao giờ đi mua sắm ở Metro chưa? 1 ặ Nếu Cú, tiếp tục; Nếu Khụng, dừng Cảm ơn anh/chị đó tham gia cựng chỳng tụi

2 Anh/chị đã bao giờ sử dụng hàng nhãn hiệu riêng 2 của Metro chưa? ặ Nếu Cú, tiếp tục; Nếu Khụng, dừng Cảm ơn anh/chị đó tham gia cựng chỳng tụi

Hướng dẫn: Vui lòng đọc các phát biểu dưới đây và khoanh tròn vào con số mà bạn cho là chính xác nhất để diễn tả ý kiến của mình Số 1 biểu thị sự không đồng ý hoàn toàn, trong khi số 5 thể hiện sự đồng ý tuyệt đối Bạn cũng có thể chọn bất kỳ số nào trong khoảng từ 1 đến 5 để thể hiện mức độ đồng ý của mình về vấn đề này.

1 Quan điểm của anh/chị như thế nào về hình ảnh của Metro?

Biến Diễn giải Rất không Hoàn toàn đồng yù đồng yù

VA-1 Metro có rất nhiều nhãn hiệu 1 2 3 4 5

VA-2 Metro có rất nhiều sản phẩm 1 2 3 4 5

VA-3 Tôi có thể mua hầu hết những thứ tôi cần ở Metro 1 2 3 4 5

QA-1 Metro chỉ bán những mặt hàng chất lượng cao 1 2 3 4 5

QA-2 Hàng hóa của Metro thì rất tươi and mới 1 2 3 4 5

QA-3 Tôi thích các sản phẩm có trong Metro 1 2 3 4 5

QA-4 Tôi tin sản phẩm tôi mua ở Metro là tốt 1 2 3 4 5

QA-5 Tôi cảm thấy hài lòng với những sản phẩm tôi mua được ở Metro 1 2 3 4 5

PR-1 Tôi mua được sản phẩm đáng với khoản tiền tôi bỏ ra tại Metro 1 2 3 4 5

PR-2 Tôi thấy tiết kiệm hơn khi mua sắm ở Metro 1 2 3 4 5

PR-3 Giá cả ở Metro là rẻ 1 2 3 4 5

SV-1 Nhân viên của Metro rất thân thiện 1 2 3 4 5

SV-2 Nhân viên của Metro rất nhiệt tình giúp đỡ 1 2 3 4 5

SV-3 Dịch vụ ở Metro rất chuyên nghiệp 1 2 3 4 5

SV-4 Tôi cảm thấy hài lòng với dịch vụ của Metro 1 2 3 4 5

SV-5 Các chương trình khuyến mãi bán hàng của Metro thật hấp dẫn 1 2 3 4 5

AP-1 Hình thức trưng bày tại Metro rất bắt mắt 1 2 3 4 5

AP-2 Tôi thích âm nhạc được sử dụng tại Metro 1 2 3 4 5

AP-3 Tôi thích màu sắc trang trí tại Metro 1 2 3 4 5

AP-4 Metro luôn luôn sạch sẽ 1 2 3 4 5

AP-5 Metro rất hiện đại 1 2 3 4 5

AP-6 Cách trưng bày hàng hóa tại Metro rất dễ tìm 1 2 3 4 5

CV-1 Metro không xa so với nhà của tôi 1 2 3 4 5

CV-2 Tôi có thể mua sắm thường xuyên tại Metro 1 2 3 4 5

CV-3 Tôi thích mua sắm tại Metro 1 2 3 4 5

2 Quan điểm của anh/chị như thế nào về sản phẩm thương hiệu riêng của Metro?2

Biến Diễn giải Rất không Hoàn toàn đồng yù đồng yù

Tôi thấy tiết kiệm hơn khi mua sản phẩm mang thương hiệu riêng của Metro 1 2 3 4 5

Tôi thích mua sản phẩm mang thương hiệu riêng của Metro hơn sản phẩm cùng loại mang nhãn hiệu khác 1 2 3 4 5

Tôi tin rằng tôi muốn mua sản phẩm mang thương hiệu riêng của

AT-5 Sản phẩm mang thương hiệu riêng của Metro là sự lựa chọn đầu tiên của tôi 1 2 3 4 5

AT-6 Nói chung sản phẩm mang thương hiệu riêng của Metro là tốt 1 2 3 4 5

3 Anh/chị đi các siêu thị dưới đây trung bình bao nhiêu lần một tháng?

4 Nếu gọi mức độ chi tiêu của anh/chị là 100% (4/4), thì mức chi tiêu của anh/chị cho các sản phẩm thương hiệu riêng của các siêu thị khác nhau và cho các sản phẩm mang thương hiệu khác dưới đây là như thế nào? Đánh dấu 9 cho mức độ chi tiêu thích hợp của anh/chị:

Mô tả Không chi Chi dưới

1/4 Chi từ 1/4 tới 1/2 Chi từ 1/2 đến 3/4 Chi trên 3/4 Sản phẩm thương hiệu riêng của

Sản phẩm thương hiệu riêng của các siêu thị khác 3

Sản phẩm mang thương hiệu khác 4

5 Đánh giá mức trung bình chi tiêu (theo phần trăm) của anh/chị cho các sản phẩm thương hiệu riêng dưới hình thức thực phẩm/ phi thực phẩm như dưới đây:

Hàng thực phẩm có thương hiệu riêng

Hàng phi thực phẩm có thương hiệu riêng

6 Khoanh tròn con số có giá trị phù hợp nhất với anh/chị:

B Tổng thu nhập hàng tháng

1 1 Metro hiện là siêu thị bán sỉ duy nhất ở Việt Nam Anh/chị phải có thẻ thành viên

Metro mới có thể vào mua sắm ở các kho Metro

2 2 Hàng hóa mang thương hiệu riêng của Metro ở Việt Nam hiện gồm các thương hiệu sau: Aro/ Fine Food/ H-Line/ Luxana/ Horeca Select/ Sigma/ Fairline/

Sản phẩm Authentic, L.Lambertazzi, Rioba, Watson và Tarrington House đều là những thương hiệu riêng của Metro, được quản lý và sở hữu độc quyền Khách hàng chỉ có thể mua các sản phẩm này trực tiếp từ kho của Metro.

Ngoài các sản phẩm mang thương hiệu riêng của Metro, nhiều siêu thị khác cũng cung cấp sản phẩm mang thương hiệu riêng của họ Cụ thể, siêu thị Coopmart có sản phẩm mang thương hiệu Coopmart, trong khi Maximark giới thiệu sản phẩm Arluy, và Big C cũng có các sản phẩm mang thương hiệu riêng.

Sản phẩm mang thương hiệu khác là những sản phẩm được phát triển, quản lý và sở hữu bởi các công ty sản xuất, ví dụ như Head and Shoulders và Omo.

P/S, Coca-Cola, X-men, gốm sứ Minh Long… Các sản phẩm này cũng được bày bán trong siêu thị nhưng không thuộc quyền sở hữu của siêu thị

Cảm ơn anh/chị đã dành thời gian tham gia khảo sát Chúc anh/chị có một ngày làm việc hiệu quả và tràn đầy niềm vui.

APPENDIX C-2: THE SURVEY QUESTIONNAIRE – ENGLISH

Completion of this questionnaire is taken as your consent to participate

1 Have you ever shopped at Metro? 1 ặ If Yes, keep going on; If No, stop here Thank you for your willing with us

2 Have you ever used own-brand products 2 of Metro? ặ If Yes, keep going on; If No, stop here Thank you for your willing with us

To express your opinion accurately, please review the following statements and select the number that best represents your viewpoint Circle a number to indicate your level of agreement, with the lowest number indicating strong disagreement and the highest number indicating strong agreement You can also choose a middle number to reflect a more moderate opinion.

1 What are your opinions about Metro image?

VA-1 MCCVN carries many brands 1 2 3 4 5

VA-2 MCCVN has a large variety of products 1 2 3 4 5

QA-1 MCCVN sells only high quality products 1 2 3 4 5

QA-2 MCCVN products are fresh 1 2 3 4 5

QA-4 I can count on the products I buy at MCCVN being excellent 1 2 3 4 5

QA-5 I'm satisfied with the products I bought at MCCVN 1 2 3 4 5

PR-1 I can buy products for less at MCCVN 1 2 3 4 5

PR-2 I get value for my money at MCCVN 1 2 3 4 5

PR-3 The prices at MCCVN are fair 1 2 3 4 5

SV-1 MCCVN employees are friendly 1 2 3 4 5

SV-2 MCCVN employees are helpful 1 2 3 4 5

SV-3 The service of MCCVN is professional 1 2 3 4 5

SV-4 I am pleased with the service I receive at MCCVN 1 2 3 4 5

SV-5 Sales promotions are attractive 1 2 3 4 5

AP-1 The appearance of MCCVN is appealing 1 2 3 4 5

AP-2 I like music played in the store 1 2 3 4 5

AP-3 I like colors used in the store 1 2 3 4 5

AP-4 MCCVN is always clean 1 2 3 4 5

AP-6 Merchandising at MCCVN helps easily finding products 1 2 3 4 5

CV-1 MCCVN is not too far from my house 1 2 3 4 5

CV-2 I can go for shopping at MCCVN frequently 1 2 3 4 5

CV-3 I like shopping at MCCVN 1 2 3 4 5

2 What are your opinions about private labels of Metro (Metro private labels)? 2

AT-1 I like MCCVN private label products 1 2 3 4 5

AT-2 I get value for my money from MCCVN private label products 1 2 3 4 5

AT-3 My capability to buy MCCVN private label products is high 1 2 3 4 5

AT-4 I do believe to want to buy MCCVN private label products 1 2 3 4 5

AT-5 MCCVN private labels are my first choices upon shopping at

AT-6 Overall MCCVN private label products are excellent 1 2 3 4 5

3 If you are asked to rate the degree of frequency that you spend for your supermarket calls in rough, what percentage of your supermarket spending is at each of the following supermarkets?

4 What is the share among your supermarket spending on each of the following brands? Please tick 9 to the rate that is closest to your spending:

1/4 or more, but less than 1/2

1/2 or more, but less than 3/4

5 Once you spend on private labels, please estimate the average percentage of your spend on food/non-food private label products for your supermarket calls in rough, what average percentage of your spending is at food/ non-food private label products every time of your shopping at supermarket?

Non-food private label products

6 Please the number that is most appropriate to you: circle

B Total household income per month

1 1 MCCVN is a solely supermarket in Vietnam that sells in bulk MCCVN member card is of its primary requires to get in and to make a purchase in its store chains

2 2 MCCVN private labels = Aro/ Fine Food/ H-Line/ Luxana/ Horeca Select/

Sigma/ Fairline/ Authentic/ L.Lambertazzi/ Rioba/ Watson and/or Tarrington

House These products are exclusive product lines of MCCVN, called MCCVN own brands (private labels) You only can find them originally from MCCVN store chains

3 3 There are other private labels in other supermarkets, named Coopmart (Coopmart brands), Maximark (Arluy) and Big C (Wow…)…