Possible marketing solutions to attract the customers to coop mart can tho, viet nam

International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) Available online at: www.ijaetis.org Volume2, Issue 1, Page No: 09-23 January-February 2016 ISSN:2455-1651 Possible marketing solutions to attract the customers to Coop Mart Can Tho, Viet Nam Vuong Quoc Duy College of Economics, Can Tho University, Viet Nam vqduy@ctu.edu.vn ABSTRACT This paper investigates the possible marketing solutions to attract the customers to Coopmark Can Tho Using primary data of 110 observations and statistical and EFA analysis, the paper show that few groups of factors that may affect on using decisions Coopmark Can Tho are reasonable prices, good products quality, shopping experience, advertisement and decoration methods, safety and comfortable of additional services On the given basics, the paper suggests possible marketing solutions to attract the customers to come with Can Tho Coopmark more affiance Keywords: Coopmark, Customers, Marketing, EFA analysis INTRODUCTION: In the era of economic integration in the world, economic supermarket itself needs to propose the Marketing experts evaluated that Vietnam is a market of great solutions in order to create competitive advantage and potential In addition, the business activities of the difference to consumers increasingly trust and use enterprises in the country are facing the risks and the goods To attract and retain customers, the essential challenges Due to the volatility of the overall economy step is making consumers aware of and interested in the and demand as well as the purchase behavior of supermarket In the experience in Coopmark Can Tho, consumers change, propose marketing solutions for current and potential risks have been presented business enterprise, especially the retail business to Therefore, the study of “possible marrketing solutions to business sales is essential issues attract the customers to Coopmark Can Tho” is naturally The retail market in Vietnam is becoming more quite competition Besides the traditional markets, the general stores, the representative store, the appearance of many neccesary II Theoretical framework and Methodology 2.1 Theoretical framework retail supermarkets have been established The emerging of the supermarkets that matched the diversified 2.1.1 Supermarket concept demand of customers is promoting to change the Currently, regarding to the views of each of the country, national economic development With the increasing of the supermarket is defined differently First, the United the customer shopping demands, various suppermarkets States admitted the supermarket is "self service store have been appearanced such as Coopmark Can Tho, Big relatively large levels of low cost, high profit rate and the C, Metro, Vincom and supermarket Lotte Mark high volume of goods sold, to ensure full satisfaction of Moreover, many foreign retailers are already looking for consumer demand on food, laundry detergents, cleaners opportunities to join the Vietnam market and care homes" (Philips Kotler) Second, a supermarket Can Tho, a big city with the crowded population has in France is considered as "retail stores according to the become a major consumption markets that many of mainly selling food" (Marc Benoun, 1991) geared to businesses In the competitive market, each method of self service area from 400 m to 2500m2 Corresponding author: Vuong Quoc Duy www.ijaetis.org Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) In Vietnam, according to the regulations of the behavior, the making purchasing decisions of consumers supermarket issued on 24 September 2004 of Vietnam can be predicted and estimated Following parts focus on Trade Center (now the Ministry of trade of Vietnam), the the social, personal and psychological characteristics of supermarket is the type of modern stores; general consumer behavior business or sales professional; the category of cargo 2.2.1 Social characteristics: abundant variety, quality assurance; meet the standards of the business area, the technical equipment and the Perreau (2014) found that social factors affect consumer level of management, business organization; There is the behavior significantly Every individual has someone method of service of civilization and convenient to the around influencing their buying decisions The important customers’ shopping demand social issues included reference groups, family, role and status 2.1.2 Consumption behavioral theory Every consumer is an individual and still belong to a Leon G.Schiffman & Leslie Lazar Kanuk has defined that "consumer behavior is the entire action that consumers revealed in the course of the exchange of products, including: the investigation, procurement, use, and evaluation of handling waste product removal and service satisfying their needs" group which is classified directly or simply.The behavioral consumer can be affected by a reference group The reference group provides some points of comparison to consumers about their behavior, lifestyle or habits Reference groups are often from smaller groups such as family member, close friends, neighbors, work group or The purchasing decision process is a sequence of stages other people that consumers associate with Sometimes, that consumers spent in shopping decisions a product, of the consumers can be affected by the group to which any service That process consists of five stages: they not belong yet Above groups are group where a Needs awareness  search products and related consumer aspires to belong and wants to be a part in the information  Analysis, compare the products among future (Kotler and Amstrong, 2009; Khan, 2006) brands  purchasing decision  evaluate the products Consumers’ buying behavior can affected by the family after use member A family forms the environment for an 2.2 Factors affecting on the buying decision individual to acquire value, develop and shape personality This environment provides the possibility to Individuals and groups have been considered by the develop attitudes and options towards several subjects consumer behavior as they select, purchase, use and such as society, social relations and politics A family dispose makes first perceptions about the brands or products and products, ideas, services or experiences Consumers seek items to satisfy their basic needs and consumer habits (Kotler and Amstrong, 2009) desires event their children needs Therefore, consumer making process goes and how the consumers’ buying behavior is affected (Solomon, 2004) A consumer’s buying behavior is influened by the social, cultural, personal and psychological factors Given behavior is a part of human behavior and by studying Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved role consists of activities and attitudes that are expected from an individual to perform according to the persons around him/her Social status reflects the position that individuals have in social groups based on such things as wealth and money, education or occupation In the world, social status is significant and people want the 10 buy It is expected to understand how the decision- Individuals play various different roles in their lives Each Page behavior is much more than studying what consumer Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) admiration of others Product and brand selection often their lifestyle An individual’s lifestyle consists of different reflects the social role and status (Wright, 2003) life style dimensions (Khan 2006) These dimensions are 2.2.2 Personal characteristics Personal factors such as a buyer’s age and life sycle state, activities describe how consumer s spends their time, e.g work, hobbies, or vacations; Interests are consumer s ’ preferences and priorities e.g family, home or food; and occupation, economic situation, lifestyle, and personality Opinions tell how consumers feel about different issues, and seft concept have affected on an individual’s e.g themselves, politics or products (Plummer, 1974) decisions The decision of consumers have changed during their life and buying of products alter depending on age and stage of life Age related characteristics are such as taste in food, clothing, recreation and furniture Above dimension express a person’s pattern of living Lifestyle will influence consumer’s buying behavior and dicision In addition, the values, environment, lifestyle, hobbies Individual traits have been considered as personal and consumer habits change during lifetime Traditionally standard to distinguish one person from another These a family life cycle include only married couples with individual traits can be self-confidence, adaptability, children and young singles Recently, the concept of sociability and dominance (Kotler and Amstrong, 2009) family life have been changed to vary such as unmarried Personality determines how we see ourselves and the couples, childless couples, same sex couples, single world arond us as well as how other people see us Our parents and singles marrying later in life (Kotler and personality can be shaped by the attitudes, values and Amstrong, 2009) It is assumed that consumers’ buying people around us Wright (2006) indicated that the decision at super market can change during lifetime and personality change during life when a person grows up has effect on good and products selection in different and changes surroundings Moreover, Kardes et al (2011) stages of life describes the self-concept as follows: ”Self-concept is Purchasing decisions and buying behavior have been often discribed as the totality of an individual’s thoughts affected by a consumer’s occupation and purchasing and feelings regarding him herself as an object” power The income level influences what consumers can 2.2.3 Psychological factors afford and the perspective towards money Similar taste A buyer’s choices are also influenced bu four in music, clothing and leisure activities are the tendency of the people who have similar occupation People often socialze with each other, and share the same kind of values and ideas Solomon (2004) found that what consumer can afford and perspective towards money can affected by the income level Individuals from lower income groups are probably more interested in buying psychological factors such as motivation, perception, learning and beliefs and attitudes A consumer is an individual who has different kind of needs These needs can be biological like thirst or psychological arising from the need of recognition or beloging as proposed by Abraham Maslow which are: Phyciological need; Safety; Belongingness needs; Ego needs and Self-actualization products that are necessary for survival than buying spends money It is combined from earlier experiences, current situation and congenital characteristics The product choices that consumer s make are related to Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved situation Each person receives thousands of sensory stimuli like light, color, sound, smell, taste and texture per day Perception is the process through which these sensations are selected, organized and interpret to form 11 Consumers’ life style tells how the person lives and A person acts regarding to his or her perception of the Page luxury brands good and products Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) meaningful picture of the world A consumer only focuses Consumers’ knowledge of the world changes constantly on a few stimulus that he/she is exposed Consumer as they are exposed to new stimuli and situations They might follow many stimulus in the environment and only can receive feeback that allows them to change behavior focus on those related to their current need Selective when finding themselves in the same kind of sitution than distortion shows how people will interpret information in before (Kotler and Amstrong, 2009) the way that it supports what they already believe Due to their experience, beliefs and attitudes, consumers have different perception Selective distortion may lead people to situations that are compatible with their beliefs and values Since motivated, they are ready to act Learning comes from action Learning illustrates changes in a person’s behavior that emerge from experience Consumer can also learn by observing others without having their own personal experience Learning can happen even unconsciously Consumers can learn all the time Through learning and experiencing, consumers acquire beliefs and attitudes, A belief is a vision that consumer has on something It can be based on real knowledge, faith or option Consumer’s buying behavior can be affected by the external factors like family or neighbors combined with learning produces beliefs Different types of people have different attitudes concerning religion, politics, food, music and others The attitude describes consumers’ feelings or evaluations toward an object or idea Both beliefs and attitudes are rarely to change Those are anchored deep in consumers mind and can be part of a person’s personality ( Kotler and Amstrong, 2009 Good & Product quality Services quality Buying decision Price Promotions Individuals Figure 1: Proposed research model 2.3 Literature reviews: More attention on determinants of buying decision have been focused both on over the worlds and Viet Nam employees, students and others To select desired respondents, convenient sampling method was used A structured questionaire designed based on previous study with five points Liker scale was uses to interview respondents Factor analysis was applied to exact the underlying factors affect mobile phone purchasing Bangladesh Data used in the paper were collected from decision The findings show that the most important those people live in Khulna city maintaining equal ratios factor is physical attributes Other factors are pricing, of various groups like male, female, businessmand, Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved 12 customers’ buyinh decisions of mobile phone in Khulna, Page Firstly, Uddin et al., (2014) studied the factors affecting Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) charging and operating facilities, size and weight, friends to attract customers Research article shows there are and colleagues’ recommendations, recommendations, many causes that affect the number of customers are neighbors’ recommendations and afvertising attracted, and the cause is mainly due to the irrational In the case of Pakistan, Waheed et al (2014) also investigated the factors that affect consumer buying price policy and the need to give much more marketing strategies to find and attract customers behavior Through in depth analysis of the available data, Hoang Anh (2010) studied “Solutions to attract the it has confirmed that the level of education and income customers for Wellcome Mark in Can Tho city” Data level are only two key determinants of consumers’ comparision, descriptive statistics and frequency analysis response to product offer In addition, the consumers’ were used to determine the factors affecting on buying are not homogeneous in terms of their response to decision of customers at Wellcome Mark, then product offer in context of level of education and income investigated the shopping habits and satisfication level of level Consumers who earn more i.e have high income customers for possible solutions to attract them for the level are more responsive to product offers as compared Mark The findings showed that determinants of buying to those who earn less within a month Convincingly, the decision at Wellcome Mark are women customers from consumers with high level of income have adequate 22 saving and surplus amount to spend on such extra businessman/woman and income ranked from 1,5 to product offerings Contrary, consumers with limited million dongs In addition, the customers are mainly earnings not have something extra to pay agaisnt such experience clients and have known the Mark by product offers observation and convenience main factors that Also in 2014, Al-Azzam evaluated effect of social factors affecting consumer behavior in purchasing home furnishing products in Jordan The data used were collected by the questionaires from 400 respondents to 45 year of age, officials, workers and Wellcome Mark may target are comfortable, product quality, economic issues and spiritual interest group 2.4 Methodology 2.4.1 Data collection Descriptive analysis, factor analysis, test of reliability, correlation test, and regression analysis were used in the This article used primary and secondary data to achieve study The findings shown that there is a significantly the objectives Primary data was collected from 130 positive relationship between purchasing decision and customers shopping at the supermarket on the reference group such as family, price, quality and color In information influencing to the customer's purchase addition, implications of the work and directions for decision Besides, secondary data from other sources: the future research are discussed report results of operations, personnel reports, customer In Vietnam, Lan (2010) investigated the “Improvement Marketing strategy-Mix to attract customers of Saigon limited company - Kien Giang Province" The article used information collected from the administrative, accounting and marketing of Tho can tho co.op Mart supermarket Additionally, other data have been gathered from observing and learning the staffs in supermarkets 2.4.2 Data analysis analysis to analyze the situation of business activities of Besides compare descriptive statistics and frequency, the the company, evaluate the level of satisfaction of clients Alpha Cronbach's test to check the level of rigor that the of the Marketing activities from which to build strategies items in question due to correlate with each other and Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Page descriptive statistics, frequency analysis, and SWOT 13 the method of comparing absolute figures, relative, Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) the EFA factor analysis were used to identify those groups Ui : the characteristic factor of the variable i the supermarket m : Number of common factor Factor analysis model: Typical factors are correlated with each other and of factors that affect the customer's shopping decisions at form new public factor The common factor groups X i  Ai1 F1  Ai F2  Ai F3   Aim Fm  ViU i (2.1) themselves can be expressed as the linear combination of the variables observed: Fi = wi1 x1 + wi2 x2 + …+ wik xk Where: Where: Fi: estimation for factor I; Wi: the weight or Xi : Variable I standardization Aij : standardized regression coefficient factor of j to the i F : the common factor Vi : Standardized regression coefficient variable factor score coefficient K: Variable Findings 3.1 Sample structure by occupation: factor of I to I 3.3 Sample structure by age: Figure 2: Sample structure by occupation Figure illustrated that respondence are mainly official staffs (38,5%), students (28,5%), businessman and business women (15,4%), housewife (6,9%), then workers (4,6%) and others (6,2%) About 50% of respondences are official staffs having limited time for shopping rather than traditional markets Figure 3: Sample structure by age Figure represents the sample structure by age The highest percentage of customers are between 22 to 30 years of age with 33.1% 31,5% illustrates for the clients aging ranked between 30 to 40 years of age The other two groups of below 22 and ablve 40 are 19.2% and 16.2%, respectively Sample structure by gender In General, Customers of supermarket are mainly female (60%) while male account for 40% Because the majority decisions, spending the majority of the consumer goods Page in the family 14 of females have more powerful in selection and buying Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) 3.4 Sample structure by income: Trên 10.000.000, 2,30% Dưới 2.000.000, 9,20% Từ 5.000.000 đến 10.000.000, 32,30% Từ 2.000.000 đến 5.000.000, 56,20% Figure 4: Sample structure by Income As shown in figure 4, the income of customers are vary The income from to millions and from to 10 millions are 56,2% and 32,3%, respectively The customer with 3.6 Characteristics of customers 3.6.1 Shopping habits of customers at Co.opMart Can Tho highest income (more than 10 millions) accounts for 2,3% Table 1: Shopping frequency of customers by occupation while those with lowest income is only 9,2% Shopping at Co.opMart within month Occupation < time – times - times >5 times Total Students 21 37 Official staffs 13 25 14 56 Business 5 20 Housewife 5 17 10 49 44 27 130 Total Source: Survey in 2015 Table depicted that the shopping frequency of are often constant A small part of customers who are customer at Co-opmark Can Tho fluctuated from – businessman/women times accounts 70% The customers come to Co-opmark approximately 20% The rest 8% are not going to shop mainly students and official staffs because their income during a go month due shopping to times/month their work too busy Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Page Figure 5: Shopping frequency by day within week 15 Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) In 130 observations, customers shooping at the Saturday However, customers are occasionally attracted to the accounts for 74,6% and Sunday 66,2% Such highest shops during the vocation and holidays times Such times percentages are due to the fact that at the weekend are interesting not only for the customers but also for everyone is often free for their habits and various their relatives and friends Given source of customers can promotions are often happened In addition, Tuesday is contributed highly revenue for the supermarket also a good day for customers shopping due to a high sale off and promotion and discount programs such as “Tuesday is free to accumulate grades” Other days, it is rarely from custormer to go shopping due to the strict of Table 2: Revenue of Coopmark during vacation and holiday times (Unit:milliondongs) their working times Vocations/Holidays 2013 2014 first months of 2015 Women day 8/3 1.493 1.670 1.903 Independent day 30/4 1.534 1.886 1.762 National day 2/9 1.948 1.853 1.890 Source: Co.opMart Can Tho 3.7 Factors affecting on buying decision of customer at Coopmark Can Tho In order to factor analysis, the confidence of the factors need to be tested by Cronbach’s Alpha procedure in table 3: Table 3: Results of Cronbach’s Alpha test Factors Question Least Cronbach’s Confident number correlation to Alpha evaluation general variables Good and 0,329 0,785 Services 0,351 0,678 Proper Price 0,426 0,683 Promotion 0,312 0,679 Individual 0,373 0,603 Products Source: Result from SPSS software The Cronbach’s Alpha test illustrated that the scale has inappropriate variables Consequence of given procedure, highly significant confidence thus the factors are granded there are 22 variables affecting on the model with highly to be used in the model importance as shown in table Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Page procedure has been used to analyze and drop the 16 After running regression model by SPSS software, EFA Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) Table 4: Average significant level of factors affecting on buying decision of customer at Coopmark Can Tho Mức độ quan trọng bình quân Transperancy origin 4.22 Diversification samples 4.18 Vary quantity products and goods 4.09 Strange and new characteristics 4.25 Good quality 4.13 Safe and large parking 4.06 Modern Cashier Machines 4.39 Staffs are welling to serve 4.40 Safe customer cabin 4.13 Comfortable environment 4.39 Proper price compared to public market 4.36 Lower price compared to other super markets 4.42 Price is good as quality 4.28 Quoted price 4.30 Building good customer relation 4.18 Various promotion programmes 4.38 Various advertisment methods 4.56 Attractive docoration 4.43 Building Co-opmark prestige 4.38 Times from houses to Co-opmark 3.95 Having relative shopping together 4.24 Shopping experience 4.03 Page 17 Source : Result from SPSS analysis Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) Table 5: Matrix factor table after rotation Factor F1 The staff always ready to serve 0,948 There are many promotions 0,930 Building supermarkets 0,924 Modern computer systems 0,923 The prices are often cheaper than other supermarkets The prices are not much higher than the market F2 F3 F4 F5 F6 0,903 0,841 Diversified 0,894 Build good customer relations 0,865 Reviews are listed 0,836 The prices match the quality 0,800 There are novelty 0,790 Good quality 0,882 The number of cargo lot 0,877 Safe place 0,832 Time cost from House to the supermarket 0,834 Shopping experience 0,697 People come together 0,671 Many advertising methods 0,683 The way the article's featured attraction, 0,597 fascinating The airy space 0,504 Origins clear 0,768 Spacious parking 0,726 Table shows group factors affecting on buying decision of customers at Coopmark Can Tho as follows: + Factor (F1): includes variables G1 (The prices are not many much higher than in the market), G2 (Price is usually supermarket) CT5 (build prestige + Factor (F2): includes the G3 (the prices match the quality), G4 (prices listed), HH2 (diversified), HH4 (new features) and CT1 (build good customer relations) Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved for 18 DV3 (employees are always ready to serve), CT2 (has and Page cheaper than other supermarkets), DV2 (modern system), promotions) Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) + Factor (F3): include the variables HH5 (good quality), HH3 (goods lot number) and DV4 (Safe place) F2 = 0,244 HH2 + 0,265 HH4 + 0,231 CT1 + 0,238 G3 + 0.270 G4 + Factor (F4): include the CN1 (time cost from the F3 = 0,434 HH5 + 0,422 HH3 + 0,366 DV4 House to the supermarket), CN2 (people shopping F4 = 0,493 CN1 + 0,358 CN2 + 0,412 CN3 together), CN3 (shopping experience) F5 =0,541 CT3 + 0,455 CT4 + 0,377 DV5 + Factor (F5): include the CT3 (Many advertising methods), CT4 (gravitational attraction on display) and F6 = 0,603 HH1 + 0,535 DV1 DV5 (atmosphere) As illustrated, there are 22 factors affecting on the F1 + Factor (F6): include the HH1 variable (source) and DV1 However, only factors such as DV2, DV3, G1, G2, CT2 (ample parking) and CT5 are highly signficant affecting ong the F1 These imply that the customers are usually consider to the Then, the factoral grades within each group need to be defined as follows Based on the given groups, the model is defined as: F1 = 0,199 DV2 + 0,190 DV3 + 0,166 G1 + 0,190 G2 + comparable price from supermarket to other markets, modern cashier systems, ready to serve customers of staffs, various promotion programmes, building prestige of supermarket 0,192 CT2 + 0,199 CT5 Page 19 Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) Bảng 6: Estimation of factoral grades Factoral groups F2 F3 F4 F5 F6 Origins clear -0,026 -0,009 -0,029 -0,039 -0,132 0,603 Diversified products and goods -0,030 0,244 0,040 The number of cargo lot -0,012 -0,095 0,422 There are novelty -0,035 0,265 Good quality 0,005 Spacious, secure car parking -0,057 -0,057 -0,067 -0,052 0,198 0,535 Modern computer systems 0,199 -0,004 -0,033 -0,003 -0,068 -0,029 The staff always ready to serve 0,190 -0,020 0,003 -0,008 0,000 -0,027 Safe place -0,021 -0,064 0,366 0,012 0,059 -0,039 The airy space -0,017 0,106 -0,065 0,069 0,377 -0,224 The prices are not much higher than the -0,060 -0,018 -0,012 0,014 -0,064 -0,151 -0,024 0,010 -0,109 0,434 -0,003 -0,051 -0,007 -0,012 -0,046 0,166 -0,027 -0,031 -0,025 0,002 0,037 0,190 -0,024 0,022 The prices match the quality 0,012 0,238 Reviews are listed -0,008 0,270 -0,098 -0,029 -0,151 0,025 Build good customer relations -0,016 0,231 -0,037 -0,007 -0,023 0,010 There are many promotions 0,192 Many advertising methods -0,045 -0,111 0,058 Showcasing the attraction, fascinating -0,049 -0,037 -0,078 -0,127 0,455 0,106 Building prestige supermarkets 0,199 -0,092 -0,030 0,045 -0,123 -0,279 0,269 0,127 -0,111 market The prices are often cheaper than other supermarkets Time cost from the House to the supermarket 0,005 -0,054 -0,031 -0,028 0,064 -0,081 -0,119 -0,016 0,011 -0,005 0,001 -0,010 0,030 People shopping together 0,024 Shopping experience -0,020 0,010 -0,002 -0,012 -0,064 0,133 -0,056 0,002 -0,003 0,493 -0,068 0,079 0,358 -0,014 0,412 0,541 Factor F2 are affected by 22 elements in which only the relations This group can be renamed as Group of most powerful impact factors to F2 are HH2, HH4, CT1, customers interested in computer goods G3 and G4 This group of customers often appreciate the prices match the quality, the quoted price, the diversified elements namely HH5, HH4 and DV4 have strong impact on F3 This group of customers is interested on good Page products and goods, novelty and build good customer Factor F3 are influenced by all elements but only three 20 F1 Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) quality, number of cargo lot and safy place This group Coopmark need to establish the market research can be renamed as the customers interested in quality department to gather customers’ demand, psychology Factor F4 is affected by 22 elements in which CN1, CN2 and CN3 have strong powerfull influence on the F4 This group of factors includes the customers who considered and behavior in order to determine who is the targeted customers, who is the potential customers and what they need from the Coopmark? the time cost from house to supermarket, people * Improvement the product system industry and shopping together and shooping experience This group showcase and decoration can be replaced by the individual behavioral customers To meet and stimulate the customers ' shopping in all the Three factors among other elements such as CT3, CT4 items, supermarkets need to define and develop the and DV5 are significantly affecting on the F5 This group industry and staples such as consumer goods and food includes the items, while expanded goods and additional items, such advertisement methods, decoration methods and good as support garments, household Besides, more attention atmostphere The new name relaced the group can be needs to be considered on quality control such as signing the customers interested in attractive issues the contract with quality input manufacturers; Having the customer’s consideration to Last factor F6 are mainly affected by HH1 and DV1 This group includes the customers who are interested in origin clear and large and safe parking The safe customers are the new name of this group system checked the quality of goods before putting them on sale * Planning the proper and flexible price policies The coopmark needs to improve the pricing In general, the current customers in the supermarket can methods for each goods and items for a purpose of be divided into six main groups: the first group is more flexible price In addition, import directly from producers concerned on the reasonableness, the second group can be seen as perfect solution to reduce price and concerns about the goods, the third group concerns attract more customers from the city while guarantee the quality, customers in group fourth interested in personal comparable price to other supermarkets and normal habits, the fifth group is the customers seriously the markets Furthermore, a proper promotion needs to be appeal and the last one interested in computer security applied for the customers with high quantity and Currently, supermarket is interested in serving the assemblers customers based on the diversified goods and services * Form development and distribution, sales network and attractive decorations The others are not really good served by the supermarket To expand the sales network, co.op Mart can tho supermarket need to search more retailers and Coopmark Can Tho intermediary to consume the goods with high quantity or organize the sale mobiles in countrysides and the rural Regarding the findings, Coopmark Can Tho needs to areas with low income In particular, Coopmark Can Tho consider possible solution to overcome and improve the needs to focus on the internet sales due to the era of current position as follows: information technology and sales by the Internet are the * Market research: preferred date Page * Advertisement and Promotion programmes 21 3.8 Possible solution to attract the customers at Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) Enhance the activities dítribution to the customer number of factors yet to be pleasing the customers as houses More attention needs to be concerned on the much as the price is usually more expensive than other customers who are the coopmark membership In supermarkets, price listed yet clear and showcasing addition, besides the applied promotions, the coopmark attractive, unattractive Then set out a number of needs to change and innovate many more promotions to solutions to help cured restrictions and the satisfied stimulate consumers to stores such as frequently customers and is not intended to draw out these changing forms of promotion, with the different items to activities stimulate customers to purchase in the showcase the diversity of goods just don't boring supermarket next time clients; linkage the vendors who are offering the good 4.2 Recommedations and products for Coopmark may result of good promotion programme for customers * For Co.opMart Sai Gon Conclusions and Recommendations - Support for Coopmark Can Tho in performing the task of Marketing to attract more customers 4.1 Conclusions -Research the customer further needs to propose proper This article investigates the factors affecting the customer’s shopping decisions and assesses the level of market solutions to meet meadiately needs of the location in general and Can Tho city in particular satisfaction of clients for Coopmark Can Tho in order to attract more customers Regarding to the findings, proposed numbers solutions to attract customers to a -Do not stop giving the positive direction help Coopmark Can Tho operate more efficiency supermarket in the future is discussed Firstly, shopping -Change the form of the brand to create strange new at the supermarket are mainly women, clients from 22 to feeling for customers 40 years old, mostly career staff and the students, with * For the intermediate providers the level of revenue from million to million Secondly, Buying habits of customers at the supermarket is that - Guarantee to offer to meet the quantity and quality for customer are often shopping at the weekends and once a the goods and services as commitment week and customer purpose is for sightseeing and - Support and provide products with comparable price in shopping, customers often buy consumption goods and order to reach customers with the comparable price foodstuffs as much with expenditure lower than compared to competitors million/ a month, and sources of information to clients to * For the distributors and agencies Coop Mart Can Tho Thirdly, the factors affecting on buying decision of customers are good source clear, new, - Guarantees ro provide with right price or not higher modern cashier systems, willing to serve of coopmark price than previous offered in order to constants the staffs, supermarket environments, price not much higher prices than the market price, usually cheaper than other - Ensure the preservation of goods, the product when supermarkets, the prices match the quality, reviews are received from the supermarket to avoid effects to listed, more promotion and advertisement programmes, reputable supermarket and people shopping together Overall, the customers feel satisfied when shopping at Coopmark Can Tho there are still a Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved - Improve the public relation for brand to the consumers * For Can Tho Citizen Committee 22 construction supermarkets Page prestigious Vuong Quoc Duy, et al International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS) -Facilitate assurance for business, healthy competition, the match between the supermarkets and stores in the inner city -Build the perfect convenient infrastructure, traffic system, contact information, and to create better conditions for guests coming to the supermarket 10 Phan Thi Thu Hoai, 2009 Choice Behavioral Hoang Trong and Chu Nguyen Mong Ngoc, 2008 Model on Retail Markets of the customers and Analysing the researched data by SPSS software, application on the marketing activities of retail Hong Duc publication companies Commercial Sciences Journal, (số 29) Vien Ngoc Anh, 2012 Evaluation the customer’s satisfication on the service quality at Coopmark system in Mekong Delta of Viet Nam Master thesis in Economics, Can Tho University Philip kotler, 2003 Marketing Management,Statistical Publication Bui Thii Ngoc Nga, 2013 Evaluation the customer’s satisfication on the services of electronic markets in Can Tho City, Master thesis in Economics, Can Tho University Nguyen Dinh Thoo and Nguyen Thii Mai Trang, 2008 Science research Marketing – Application of structured linear regression - SEM Ho Chi Minh National University Publication Le Thi Tuyet Lan, 2010 Improvement the Marketing – Mix Strategy in order to attract the 11 Leon G.Schiffman & Leslie Lazar Kanuk, 1997 Consumer Behavior Person Prentice 12 Solomon, M 2004 Consumer behavior Sixth edition Prentice Hall 13 Kotler, P and Amstrong, G 2009 Principles of Marketing Pearson Education Thirteenth Edition, New Jersey 14 Khan, M 2006 Consumer Behavior and Advertising Management New Age International 15 Wright, Erik Olin 2003 Social Class In The Encyclopedia of Social Theory, ed George Ritzer Thousand Oaks, Calif: Sage Publication 16 Kardes F Cline, T Cronley, M 2011 Consumer behavior: Science and Practice South-Western Cengage Learning 17 Md Reaz Uddin, Nusrat Zahan Lopa and Md customers of Sai Gon – Kien Giang one member Oheduzzaman limited company Bachelor thesis, Can Tho customers’ buying decisions of mobile phone: A University study on Khulna City, Bangladesh International Long Hoang Anh, 2010 Solutions to attract the customer at Wellcome Mark Can Tho Bachelor thesis Can Tho University (2014) Factors affecting Journal of Managing Value and Supply Chains (UMVSC), Vol.5, No.2, June 2014 18 Abdul Waheed, Syeda Shawana, Syeda Shawana Nguyen Duy Tung, 2008 Planning and Solutions Mahasan and Moeed Ahmand Sandhu (2014) to improve the Super Markets at Can Tho City up Factor That Affects Consumer Buying Behavior: to 2010 Master thesis in Economics, Ho Chi Minh An Analysis of Some Selected Factors Middle- Economics University East Journal of Scientific Research 19(5): 636-641 Le Van Loi, 2012 Analysis the factors affecting on super market decision choice of the households in Hue city, Viet Nam Bachelor thesis, Hue (2014) affting home Journal 80-94, Page Economic University 19 Abdel Fattah Mahmoud Al-Azzam Evaluating effect of social factors consumer behavior in purchasing furnishing productions in Jordan British of Marketing Studies Vol 2(7): November2014 23 REFERENCES Volume 2, Issue 1; January-February - 2016; Page No 09-23 © 2016 IJAETIS All Rights Reserved ... Coopmark Can Tho in order to attract more customers Regarding to the findings, proposed numbers solutions to attract customers to a -Do not stop giving the positive direction help Coopmark Can Tho... for Coopmark Can Tho in performing the task of Marketing to attract more customers 4.1 Conclusions -Research the customer further needs to propose proper This article investigates the factors... on the F4 This group of factors includes the customers who considered and behavior in order to determine who is the targeted customers, who is the potential customers and what they need from the