(Luận văn) the determinants of consumers shopping behavior in retail in ho chi minh

t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM ng INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS hi ep w n VIETNAM -NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS lo ad ju y th yi pl al n ua The determinants of consumers' shopping n va behavior in retail market in Ho Chi Minh City ll fu oi m at z ( nh BY LE THAI BAO TRAN z t k jm ht vb l.c gm MASTER OF ARTS IN DEVELOPMENT ECONOMICS om ' n a Lu n va re HO CHI MINH CITY, Dec 2011 _ \,, _ _ ~ t to UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM ng INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS hi ep w n VIETNAM -NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS lo ad ju y th yi pl ua al The determinants of consumers' shopping n behavior in retail market in Ho Chi Minh City n va fu ll A thesis submitted in partial fulfilment ofthe requirements for the degree of m oi MASTER OF ARTS IN DEVELOPMENT ECONOMICS at nh z By z LE THAI BAO TRAN k jm ht vb om l.c gm Academic Supervisor Dr NGUYEN MINH DUC n a Lu n va r HO CHI MINH CITY, Dec 2011 t to ACKNOWLEDGEMENT ng hi ep supervisor, Dr Nguyen Minh Due, for his enthusiastic assistances and guidelines First of all, I would like to express my honest and special thanks to w during my writing of the thesis n lo ad I would like to express special thanks to Dr Peter Calkin for his useful y th comments on my thesis research proposal Besides, I am grateful to Dr Nguyen ju yi Trong Hoai, Dr Pham Khanh Nam and Dr Cao Hao Thi for their very helpful pl guidelines and comment on my thesis as well ua al n I would like to send sincere thanks to my colleagues, my friends who have va n supported me a lot to the survey in this thesis ll fu m oi Finally, I would like to express my sincere thanks to my family for their at nh spiritual encouragement during the time of studying of Master of Development Economics z z vb jm ht Dec, 2011 Le Thai Bao Tran k om l.c gm an Lu n va r 11 t to CONTENTS ng hi ep ACKNOWLEDGEMENT ii CONTENTS iii LIST OF TABLES vii LIST OF FIGURES xiii ABSTRACT xiv CHAPTER I: INTRODUCTION ! 1.1 Problem statement I 1.2 Research objectives 1.3 Research questions 1.4 The organization of thesis CHAPTER II: LITERATURE REVIEW 2.1 Definitions 2.1.1 Supermarket Traditional market 2.1.2 2.1.3 Consumer behavior Theoretical literature 2.2 2.2.1 Theory of Reasoned Action- TRA 2.2.2 Theory of Planned Behavior- TPB 2.2.3 Behavioral economics theory and neo classical economics theory 2.2.4 The process of customer's decision- making 10 2.2.5 Literature about store- choice 10 2.3 Conceptual framework 13 2.3.1 Shopping frequency 13 2.3.1.1 Price 14 w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh 2.3.1.2 Location 15 z z 2.3.1.3 Shopping environment 15 vb 2.3.1.4 Service 16 ht k jm 2.3.1.5 Advertising and promotion 16 2.3.1.6 Product assortment 16 gm 2.3.1.7 Customer demographic characteristics 17 om l.c 2.3.2 Customer satisfaction ofthe favorite store 17 2.3.3 Conceptual framework 19 CHAPTER III: AN OVERVIEW OF SUPERMARKETS/ TRADITIONAL MARKETS ACTIVITIES IN HO CHI MINH CITY 23 3.1 Overview of retail market in Vietnam 23 3.1.1 Population of Vietnam by gender and region 23 3.1.2 Total retail revenue of goods and services 23 3.2 Overview retail market ofHo Chi Minh City (HCMC) 23 3.2.1 Population 23 3.2.3 Development of supermarkets and traditional markets in HCM 27 CHAPTER IV: RESEARCH METHODOLOGY AND DATA ANALYSIS 29 4.1 Samples and data collection technique 29 n va re Ill n a Lu ' -~ t to 4.1.1 Sampling 29 4.1.2 Data collection 30 4.2 Research methodology and data analysis 31 4.2.1 Variable measurement 31 4.2.1.1 Demographic characteristics 31 ng hi ep w n lo 4.2.1.1.1 Location 32 4.2.1.1.2 Gender 32 4.2.1.1.3 Age 32 4.2.1.1.4 Married status (Mar) 32 4.2.1.1.5 Household size (Hsize) 32 4.2.1.1.6 Education (Edu) 32 4.2.1.1 Career 32 4.2.1.1.8 Kind of firm where shopper is working for (KindF) 32 4.2.1.1.9 Average monthly income ofshopper (Mincomei) 33 4.2.1.1.10 Average monthly income offamily of shopper (MincomeH) 33 4.2.1.2 Shopping information 33 ad ju y th yi pl ua al 4.2.1.3 Attributes ofsupermarket/ traditional market 33 n va 4.2.1.4 Satisfaction of shopper with most frequently shopping place 33 n 4.2.2 Supermarket: 34 4.2.2.1 Descriptive statistics of variables: 34 ll fu oi m 4.2.2.2 Exploratory Factor Analysis (EFA) and reliability test (Cronbach's Alpha) 36 nh at 4.2.2.3 Model specification: 41 z 4.2.2.3.1 Model ofshopping frequency: .41 4.2.2.3.2 Model of satisfaction 44 4.2.2.4 Effects of demographic variables on shopping behavior at z ht vb k jm supermarket: 46 4.2.2.5 Bivariate correlation between FreqS and SSatisfy analysis: gm 4.2.2.6 Effect of shopper's satisfaction with distance from home/ working l.c place (SsatisfyDis) to supermarket on their shopping frequency (FreqS) and om satisfaction (Ssatisfy) with favorite supermarket: 48 4.2.3 Traditional market: 51 iv r (Spendsuper) and shopping frequency (FreqS) at supermarket: 51 n 4.2.2.8 The relationship between spending for each shopping time va supermarket: 50 n shopping frequency (FreqS) or satisfaction (Ssatisfy) of shoppers with a Lu 4.2.2 Effect of preference of supermarket shopping (Likeshopsuper) on t to 4.2.3.1 Descriptive statistic of variables: 51 ng 4.2.3.2 Exploratory factor analysis (EFA) and reliability test (Cronbach's hi Alpha) 52 ep 4.2.3.3 Model specification: 56 w n 4.2.3.3.1 Model of shopping frequency 56 4.2.3.3.2 Model of satisfaction 58 4.2.3.4 Effects of demographic variables on shopping behavior at traditional lo ad market: 60 y th 4.2.3.5 Bivariate correlation between shopping frequency (FreqT) and ju satisfaction (Tsatisfy) 62 yi 4.2.3.6 Effect of shoppers' satisfaction with distance (TsatisfyDis) from pl ua al home/ working place to traditional market on their shopping frequency (FreqT) and shopping satisfaction (Tsatisfy) with favorite traditional n va market: 62 n 4.2.3 Effect of preference of traditional market shopping (Likeshoptradi) fu ll on shopping frequency (FreqT) or satisfaction (Tsatisfy) of shoppers with m oi favorite traditional markets 64 at nh 4.2.3.8 The relationship between spending for each shopping time (Spendtradi) and shopping frequency (FreqT) at traditional market: 65 z z 4.2.4 Comparison about the difference of shopping behavior (shopping frequency and satisfaction) between two sample size (supermarket and traditional market) 65 4.2.4.1 Shopping frequency at supermarket and traditional market 65 jm ht vb k 4.2.4.2 Satisfaction about supermarket and traditional market 67 gm 4.2.4.3 The difference of the preference of shopping between two group l.c shoppers 68 om 4.2.4.4 Satisfaction about distance from shopper's house to supermarket/ an Lu traditional market 69 n r v va CHAPTER V: FINDING AND CONCLUSION 70 5.1 Shoppers' behavior at supermarket 70 5.2 Shoppers' behavior at traditional markets 72 5.3 Comparison between supermarket and traditional market 74 5.4 Conclusion and recommendation 75 5.5 Limitation of this research and expectation for further research 76 REFERENCES 77 t to ng hi ep APPENDICES 82 APPENDIX 1: QUESTIONAIRES 82 QUESTIONAIRE (in English) 82 QUESTIONAIRE (in Vietnamese) 91 APPENDIX 2: Overview of HCMC 99 APPENDIX 3: VARIABLE MEARSUREMENT 102 APPENDIX 4: EFA ANALYSIS (SUPERMARKET) 117 APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET) 121 APPENDIX 6: REGRESSION OF SATISFACTION ABOUT SUPERMARKET MODEL (1st time) 123 APPENDIX7: ONE-WAY ANOVA ANALYSIS (SUPERMARKET) 123 APPENDIX 8: EFA ANALYSIS (TRADITIONAL MARKET) 143 APPENDIX 9: 1sT REGRESSION OF SHOPPING FREQUENCY AT TRADITIONAL MARKET 144 APPENDIX 10: ONE-WAY ANOVA ANALYSIS (TRADITIONAL MARKET) 145 APPENDIX 11: COMPARISON ABOUT SHOPPING BEHAVIOR BETWEEN TWO SAMPLE SIZE (SUPERMARKET) AND TRADITIONAL MARKET 166 w n lo ad ju y th yi pl n ua al n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va r J vi t to ng LIST OF TABLES hi ep TABLE IN CONTENT Table 1.1: Ranking of attractiveness of retail market in the world w Table 3.1: Population ofHo Chi Minh City by district 24 n lo Table 3.2: Population ofHCMC by age 25 ad ····························································································································· y th Table 3.3: Total retail revenues of goods and services by region 26 ju yi Table 4.1: Descriptive statistic of supermarkets' attributes .35 pl Table 4.2.: The result of3rd time conducting EFA 37 al ua Table 4.3: Summary of Reliability test result 41 n Table 4.4: Descriptive statistics of group factors affect to frequency of shopping va n at supermarket 42 fu ll Table 4.5: The result of regression (shopping frequency at supermarket) 43 m oi Table 4.6: The result of2"d regression (satisfaction at supermarket) 45 at nh Table 4.7: Correlation between shopping frequency and satisfaction 48 Table 4.8a: Ranks 49 z z Table 4.8b: Test statistics 49 vb jm ht Table 4.9: Descriptive statistic of variables of traditional market's attributes 52 Table 4.10: The result of2"d conducting EPA (traditional market) 53 k gm Table 4.11: Summary of reliability test result (traditional market) 55 l.c Table 4.12: Descriptive statistics of group variables of traditional market 56 om Table 4.13: The result of 2"d regression (shopping frequency at traditional market) 57 vii re Table 4.17: Frequency index ofFreqS and FreqT 65 n Table 4.16b: Test Statistics 63 va Table 4.16a: Ranks 63 n Table 4.15: Correlation between FreqT and Tsatisfy 62 a Lu Table 4.14: The result of regression (satisfaction at traditional market) 59 t to Table 4.18a: Ranks 66 ng Table 4.18b: Test statistics 66 Table 4.19: Satisfaction index about supermarket and traditional market 67 hi ep • Table 4.20a: Ranks 67 w Table 4.20b: Test statistics 67 n lo Table 4.21: Like index of supermarket and traditional market 68 ad Table 4.22a: Ranks 68 y th Table 4.22b: Test statistics 68 ju yi Table 4.23: Satisfaction index about distance 69 pl Table 4.24a: Ranks 69 al ua Table 4.24b: Test statistics 69 n Table 5.1: Cross table ofFreqS and Age 72 n va TABLE IN APPENDICIES ll fu APPENDIX 2: Overview ofHCMC m oi Table 3.4: Population of Vietnam by gender and region 99 at nh Table 3.5: Retail revenues of goods and services by economic sector 100 Table 3.6: Number of traditional market, supermarket and trade centre until z z year 2015 101 jm ht vb APPENDIX 3: VARIABLE MEARSUREMENT Table 4.25: Variable measurement 102 k gm Table 4.26: Location where shopper is living 112 l.c Table 4.27: Gender of shopper 113 om Table 4.28: Percentage of age of shopper 113 Table 4.29: Married status of shoppers 113 n Table 4.32: Career of shoppers 114 va Table 4.31: Education level of shoppers 114 an Lu Table 4.30: Household size of shopper 113 r Table 4.33: Kind of firm where shopper is working for 114 Table 4.34: Monthly income of shopper 115 viii t to Table 4.35: Monthly income ofhousehold 115 ng Table 4.36: Shopping at traditional market is a long- standing traditional habit of hi Vietnamese 116 ep Table 4.37: Going to supermarket is not only for shopping but also for w entertainment 116 n lo Table 4.38: Going shopping at traditional market or supermarket is not important ad The important thing is that I can buy whatever I want efficiently 116 y th APPENDIX 4: EFA ANALYSIS (SUPERMARKET) ju yi Table 4.39: The first time of conducting EF A 117 pl Table 4.40: Second time of conducting EF A 118 al ua APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET) n Table 4.41: Reliability test of group 121 va n Table 4.42: Reliability test of group (Policy) 121 fu ll Table 4.43: Reliability test of group (Service) 122 m oi APPENDIX 6: REGRESSION OF SATISFACTION ABOUT at nh SUPERMARKET MODEL (1st time) Table 4.44: Regression result 123 z z APPENDIX?: ONE-WAY ANOVAANALYSIS (SUPERMARKET) vb jm ht Table 4.45: The relationship between Age and FreqS 123 Table 4.46: The relationship between Gender and FreqS 124 k relationship between monthly income of household l.c Table 4.48: The gm Table 4.47: The relationship between Household size and FreqS 124 om and FreqS 125 Table 4.49: The relationship between married status and FreqS 126 Table 4.54: The relationship between Household size and Ssatisfy 128 ix r Table 4.53: The relationship between sex and Ssatisfy 128 n Table 4.52: The relationship between Age and Ssatisfy 127 va Table 4.51: The relationship between Career and FreqS 127 an Lu Table 4.50: The relationship between education level and FreqS 126