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A STUDY OF THE FACTORS THAT AFECT CONSUMERS’ PERCEPTION VALUE OF SUPERMARKETS IN DANANG ác giả n n n n o n n n n n, n dtthanhminh@gmail com óm tắt i á h m ác h các h t ả h h g giá t cảm h c hách h g i[.]
A STUDY OF THE FACTORS THAT AFECT CONSUMERS’ PERCEPTION VALUE OF SUPERMARKETS IN DANANG n o n ác giả: n n n, n n n n n dtthanhminh@gmail.com óm tắt: i h m ác h h t ả h h g giá t cảm h c hách h g i th t th h h g i át t hách h g th g c si th th g ả gc h i ó c h t ch g h m m t ả h t ch ch h t g m “ iá cả’, “ hái h i ”, “ h g gi i th ”, “ t ch t”, “ ti c ” c ch có ả h h g giá t cảm h hách h g i th g ó t “ t ch t” ả h h gm h h t t h t “ h g gi i th ” t ả ghi c i t h m giải há gi t g giá t cảm h c hách h g i th t i g p ừk ó :G n mn nk n n n n n k m Abstract: This article aims to identily factors that influence consumers’ e ce ti e f e m rkets in Da Nang Data is collected from 150 consumers who are frequent customers of supermarkets via questionnaires which are then analyzed by means of SPSS software The results point out five factors that are considered to affect consumers’ perception value of the supermarket including: “Prices”, “Staff’ ttit de”, “Supermarket space”, “Facilities”, “Trust” Particularly, “Facilities” has the strongest influence on consumers’ e ce ti e and the least strong is “Supermarket space” Based on the research findings, the article also provides several suggestions to increase customers’ perception value of supermarkets in Da Nang city Key words: Consumers’ pe ep on v l e pe m ke F o EFA D n