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

ng hi MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY ep w n lo ad ju y th yi pl n ua al Nguyễn Như Chang va n The influence of store attributes on fu ll CONSUMER ATTITUDES TOWARDS PRIVATE LABELS oi m at nh – The case of Metro Cash and Carry Vietnam z z om l.c gm In Business Administration Ology code: 60.34.05 k jm ht vb MASTER’S DISSERTATION n a Lu n va Supervisor Asso Prof Dr Nguyễn Đình Thọ y te re ac th Ho Chi Minh City, 2010 ng hi THE INFLUENCE OF STORE ATTRIBUTES ON CONSUMER ATTITUDES TOWARDS PRIVATE LABELS – THE CASE OF METRO CASH & CARRY VIETNAM ep w n lo ad ACKNOWLEDGEMENTS ABSTRACT ABBREVIATION Chapter 1: INTRODUCTION 1.1 Background to the research 1.2 Retail modernization in Vietnam 1.3 The Metro Cash and Carry Vietnam 1.4 Research objectives 1.5 Significance of the study 1.6 Research question 1.7 Structure of the thesis 1.8 Definitions 1.9 Scope of the study 10 1.10 Summary 11 Chapter 2: LITERATURE REVIEW AND HYPOTHESES 12 2.1 Introduction 12 2.2 Retailer motivations for private labels 13 2.3 The evolution and repositioning of private labels 14 2.4 The store attributes 14 2.5 The relationship between store attributes and consumer attitudes towards private labels 15 2.6 The effects of store attributes on consumer attitudes towards private labels 17 2.7 Summary 20 2.8 The research gap 21 Chapter 3: METHODOLOGY 22 3.1 Introduction 22 3.2 Research Methodology 22 3.2.1 The development of the scales 23 3.2.2 The questionnaire design 24 3.2.3 Measurement 25 3.2.4 Data Collection 25 3.2.5 Sample Size and Type 26 3.3 Summary 27 Chapter 4: DATA ANALYSIS 29 4.1 Introduction 29 4.2 Preliminarily qualitative examination of the data through focus group (pilot study)29 4.3 Respondent profile 30 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 y te re ac th ng hi ep w n 4.4 Quantitative examination of the data through questionnaire 32 4.5 Summary 37 CHAPTER 5: CONCLUSIONS AND IMPLICATIONS 39 5.1 Introduction 39 5.2 Significance of findings 39 5.3 Implications for theory 41 5.4 Managerial implications 42 5.5 Limitations of the research 43 5.6 Further research 45 5.7 Dissertation conclusions 46 REFERENCE 48 TIẾNG VIỆT 48 ENGLISH 48 APPENDIX A: LIST OF TABLES 52 APPENDIX B: MCCVN’S PRIVATE LABELS PORFOLIO 60 APPENDIX C-1: THE SURVEY QUESTIONNAIRE– TIẾNG VIỆT 61 APPENDIX C-2: THE SURVEY QUESTIONNAIRE – ENGLISH 66 APPENDIX D: THE INTERVIEW TOOLKITS 71 lo ad ju y th yi pl n ua al n va ll fu oi m at nh List of Tables z Table 1: MCCVN performance Table 2: The item list of store attributes 23 Table 3: Demographic profile of all respondents 31 Table 4.1: Descriptive statistics – Store attributes 52 Table 4.2: Descriptive statistics – Consumer attitudes 53 Table 5.1: Reliability – Store attributes 53 Table 5.2: Reliability – Consumer attitudes 54 Table 6.1: EFA results – KMO result 54 Table 6.2: EFA results – Communalities result 55 Table 6.3: EFA results – Total variance explained 56 Table 6.4: EFA results – Rotated component matrix 57 Table 7.1: Regression analysis – R2 value 58 Table 7.2: Regression analysis – Coefficients results 59 Table 8: Hypothesis test results 36 z k jm ht vb om l.c gm n a Lu n va y te re ac th ng hi ACKNOWLEDGEMENTS ep Here are numbers of persons who have played important roles in assisting me finishing w n this research I would like to thank Asso Prof Dr Nguyen Dinh Tho who is my lo sponsor of the dissertation Thanks to his invaluable academic guidance while leading ad y th me to this approach and encouraging me in uncovering the issues in comply with a ju great understanding towards my working and studying time table, I deeply dug out the yi pl matter that is understood as also useful to the company I worked for al n ua I also would like to thank Dr Tran Ha Minh Quan who was my class head teacher and n va gave me lots of encouragement and proactive support over the course ll fu By the way, I couldn’t help acknowledging my classmates and colleagues who gave up oi m their time to look for related documents and to help coaxing data in case nh at So does a thorough understanding of my family, especially my beloved husband during z the progress, become a significant motivation for me to successfully fulfill this master z jm ht vb project I therefore would be grateful to their support and patience indeed k Last, I would thank all consumers who have joined the questionnaire with sincere and gm active feedback to help me put the theory of consumer attitudes towards private labels om l.c in practice, specifically applied on the real case of Metro Cash and Carry Vietnam n a Lu n va y te re ac th i ng hi ABSTRACT ep The retail market is now growing faster and bigger than ever over the world of which w n Vietnam is the sixth most attractive retail market in the developing world in 2009 lo Considered as one of key motivation strategies to differentiate retailers from retailers, ad y th private label products have been introduced and quickly become a global phenomenon ju and of increasing interest to practitioners and academics alike (Hoch and Banerji, 1993; yi pl Quelch and Harding, 1996) Private labels have achieved a significant global sales n foreseen ua al share, especially in grocery market, with a bright future of further development va n Still there is little research on private labels in Vietnam This dissertation therefore fu ll would contribute an empirical study about the influence of store attributes on the m oi consumer attitudes towards private labels, explored specifically to Metro Cash and nh at Carry Vietnam There are two parts to deeply be deployed in the dissertation: 1) store z attributes, their roles and measurement scales; 2) consumer attitudes towards private z ht vb labels in reference with the influence of store attributes And the Metro Cash and Carry k jm Vietnam case is chosen to examine gm Deploying private labels from 2002, MCCVN enjoyed great success last year with l.c sizeable sales share increased nearly double from 1.8% in 2008 to 3% in 2009 and its om target to 2016 is 20% (MCCVN source, 2009) With the effort to find out determinants a Lu of the success of private labels, consumer attitudes have been dug into while the n concept of retailer risen as brand The study bases on Chowdhury et al (1998) and va n Dodd and Lindley (2003) empirical studies of the influence of store attributes on the te re perceptions of specific private labels with reference to problem approach of Fraser y ac th (2009) dissertation, and deep analysis on brand equity of Nguyen & Nguyen (2008) ii ng hi From an academic viewpoint, this study contributes by illustrating that store attributes ep are considered as major strategic tools in the highly competitive retailing environment This finding points to the need for both practitioners and researchers to examine the w n “fit” between store positioning and private label positioning For retailers, the finding lo ad suggests the need to reduce perceived risks of private labels For manufacturers, the ju y th finding indicates that they should highlight the differences between their national brands and private labels, especially in terms of the superior quality For researchers, yi pl the finding also suggests that store attributes should be incorporated in models al n ua predicting consumer proneness towards private labels n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re ac th iii ng hi ABBREVIATION ep GRDI: The Global Retail Development Index w n Hotels, Restaurants and Caterings lo Horeca: ad Metro Cash and Carry International ju y th MCCI: Metro Cash and Carry Vietnam yi MCCVN: pl Modern Grocery Distribution SCO: Services, Companies and Offices n ua al MGD: n va ll fu oi m at nh z z k jm ht vb om l.c gm n a Lu n va y te re ac th iv ng hi Chapter 1: INTRODUCTION ep 1.1 Background to the research w n Private label products, or store brands, have become a major force with more than 268 lo ad billions US dollars in sales presented (Perez, 2008) Despite their market penetration ju y th varies from countries to countries, from retailers to retailers and from product categories to product categories; these brands, owned and managed by retailers, have yi pl grown to be a noteworthy threat to national brand manufacturers because of the too- al ua closed quality gap between them To retailers, private labels are not only one of key n motivations for differentiation but also a strategy to improve their profitability, store va n attributes and brand loyalty (Quelch and Harding, 1996) ll fu oi m This dissertation discovers consumer attitudes towards private labels of MCCVN with nh respect to key attributes of the store Even though consumer attitudes towards private at labels have been span more than 40years in the world, this concept is still new in such z z a developing market of Vietnam as the first stage of penetration and further jm ht vb development prospect predicted in the future k The literature review would deeply draw the whole scene of private labels from the gm viewpoint of retailers It also presents private label positioning as well as determinants om l.c of consumer attitudes towards private labels in which store attributes impressed and analyzed in detail base on the research of Chowdhury et al (1998) and Dodd and a Lu Lindley (2003) with reference to the dissertation of Fraser (2009) and Beyza and Leyla n n va (2007), and the examination on brand equity of Nguyen & Nguyen (2008) Cash and Carry Vietnam in particular is examined The research question and ac th hypotheses together with the methodology used in the study are introduced in the y te re Within the scope of the first chapter, the retail market of Vietnam in general and Metro ng hi subsequent sections, following by definitions and explanations of some terminologies ep The last part provides a summary of the chapter w 1.2 Retail modernization in Vietnam n lo ad In Vietnam, the modern retailing began in the mid 1990s in the HCMC area (James M y th Hagen, 2002), followed by the capital, Hanoi, and Danang By end of 2007, there are ju 153 supermarkets (Lotte Mart, Coop Mart, Maximark, Citimart,…), 70 convenient yi pl stores (G7 mart, Shop and Go, Vinatex…), hypermarkets (Big C) and warehouse ua al clubs (MCCVN) (Retail and shopper trends – Urban HCMC and Hanoi, AC Nielsen, n 2008) Private labels have been established in 2000s, mostly by namely substantial va n stores as MCCVN, Coop Mart, Big C and Maximark Although they are considered as ll fu one of key parts of the modern retail strategy, their contribution is humble to count for, oi m even in their internal sales shares, for example in MCCVN (one of the biggest 3% in 2009 at nh concentrating on private labels from the beginning) private label sales share is only by z z ht vb As ranked by global management consulting firm A.T Kearney (the Global Retail jm Development Index – GRDI), Vietnam has fell down to 6th in 2009 from the most k attractive retail market in the developing world in 2008 because of inflationary gm pressures from its own real estate boom, consumer price inflation in the last half of l.c om 2008, and a significant drop in its export-driven economy However, this retailing is still considered one of the most attractive industries in Vietnam and continuing to a Lu transform Vietnam economics with domestic consumption as a primary focus n n va coinciding with its committable opening doors to international investors, young growth in retail over the long term (Moriarty and Shabat, A.T Kearney partners) This ac prospect of the private label development th retail process of modernization and innovation would trigger enhance the bright y te re population and continuously urbanizing process – a trend that should favor continued ng hi 1.3 The Metro Cash and Carry Vietnam ep MCCVN has started business in Vietnam since 2002 By 2009, it is voted as the first w choice international wholesaler and the market leader in Vietnam with stores nation- n wide currently and more plots expansion processing With sales regularly increase lo ad year after year, in 2009, it achieved vnd bil7,188 (11% increase in compare with 2008) y th vs vnd bil15,770 of the modern grocery distribution in hypermarket and supermarket ju yi (MGD; 37% increase in compare with 2008); or 45.6% of MGD Vietnam (Source: pl Euromonitor, MCCI Corp Controlling) However, competitors still exist as al n ua hypermarkets, supermarkets and convenient stores (Big C, Saigon Co-op, Maximark, va Lotte…), wet markets, importers, black/grey markets and shortly coming international n retailers like Tesco, Auchan, Aeon Its most limitations but opportunities to improve fu ll are payment method by cash and limited delivery services oi m at nh It is also necessary to have a quick glance on MCCVN’s customer types MCCVN is a solely special business type in Vietnam that mostly concentrates on sales in bulk Their z z customer types are professionals, classified into three: Horeca to concentrate on vb jm ht hotel/accommodation, restaurant, bar/café, canteen, eateries and catering customers; Traders to concentrate on big groceries, mom and pop shops and small wholesalers; k gm SCO to concentrate on service, companies, offices and non-residents consumers While l.c customer shares among these types are in turn 12.6%, 19% and 68.4%; the turnover om shares are slightly alike 15%, 30% and 55% (MCCVN source, 2008) For the scope of a Lu this dissertation, SCO consumers are chosen to examine because of its largest ratio in n both consumers share and sales share In another reason, SCO is also the consumer va n type of other supermarkets, hypermarkets and convenient stores That not only helps te re expand the dissertation scope to apply to other store types (supermarket, hypermarket, ac th MCCVN in retailing aspect y convenient store…) in somehow but also be adaptable for retailing concept applied for ng hi APPENDIX C-1: THE SURVEY QUESTIONNAIRE– TIẾNG VIỆT ep w BẢNG THĂM DÒ Ý KIẾN n lo ad y th ju Câu hỏi khảo sát: yi pl Anh/chị mua sắm Metro chưa?1 ua al n Ỉ Nếu Có, tiếp tục; Nếu Không, dừng Cảm ơn anh/chị tham gia va n Anh/chị sử dụng hàng nhãn hiệu riêng2 Metro chưa? ll fu oi m Ỉ Nếu Có, tiếp tục; Nếu Khơng, dừng Cảm ơn anh/chị tham gia at nh z Câu hỏi chính: z vb jm ht Hướng dẫn: Hãy đọc phát biểu sau khoanh tròn vào số mà theo anh/chị k xác để diễn tả yù kiến anh/chị Chọn số nghĩa anh/chị khơng đồng gm ý chọn số nghĩa anh/chị hồn tồn đồng ý Anh/chị chọn om l.c số khoảng số số để thể mức độ đồng yù anh/chị vấn đề n a Lu 61 ac Metro có nhiều nhãn hiệu Hồn tồn đồng ý th Rất khơng đồng ý Diễn giải y te re VA-1 Quan điểm anh/chị hình ảnh Metro? n Biến va ng hi ep Metro có nhiều sản phẩm VA-3 Tơi mua hầu hết thứ cần Metro Metro bán mặt hàng chất lượng cao Hàng hóa Metro tươi and Tơi thích sản phẩm có Metro Tôi tin sản phẩm mua Metro tốt QA-5 Tơi cảm thấy hài lịng với sản phẩm tơi mua Metro PR-1 Tôi mua sản phẩm đáng với khoản tiền bỏ Metro PR-2 Tôi thấy tiết kiệm mua sắm Metro PR-3 Giá Metro rẻ SV-1 Nhân viên Metro thân thiện SV-2 Nhân viên Metro nhiệt tình giúp đỡ SV-3 Dịch vụ Metro chuyên nghiệp SV-4 Tôi cảm thấy hài lòng với dịch vụ Metro SV-5 Các chương trình khuyến bán hàng Metro thật hấp dẫn AP-1 Hình thức trưng bày Metro bắt mắt AP-2 Tơi thích âm nhạc sử dụng Metro AP-3 Tơi thích màu sắc trang trí Metro AP-4 Metro luôn AP-5 Metro đại AP-6 Cách trưng bày hàng hóa Metro dễ tìm CV-1 Metro không xa so với nhà CV-2 CV-3 Tôi mua sắm thường xun Metro Tơi thích mua sắm Metro 1 2 3 4 5 VA-2 QA-1 w n QA-2 lo ju y th QA-4 ad QA-3 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 62 ac Tơi thích sản phẩm mang thương hiệu riêng Metro Hồn tồn đồng ý th Rất khơng đồng ý Diễn giải y te re AT-1 Quan điểm anh/chị sản phẩm thương hiệu riêng Metro?2 n Biến va ng hi ep AT-2 AT-3 w n AT-4 lo Tôi thấy tiết kiệm mua sản phẩm mang thương hiệu riêng Metro Tơi thích mua sản phẩm mang thương hiệu riêng Metro sản phẩm loại mang nhãn hiệu khác Tôi tin muốn mua sản phẩm mang thương hiệu riêng Metro Sản phẩm mang thương hiệu riêng Metro lựa chọn ad AT-5 y th AT-6 Nói chung sản phẩm mang thương hiệu riêng Metro tốt 5 5 ju yi pl Anh/chị siêu thị trung bình lần tháng? n ua al Coop mart …… …… Maximark Big C Khác …… …… Tổng cộng n va Metro ll fu = oi m …… at nh Nếu gọi mức độ chi tiêu anh/chị 100% (4/4), mức chi tiêu anh/chị z z vb cho sản phẩm thương hiệu riêng siêu thị khác cho sản jm ht phẩm mang thương hiệu khác nào? Đánh dấu cho mức độ Chi 1/4 Chi từ 1/2 đến 3/4 Chi 3/4 om Sản phẩm thương hiệu riêng Metro Chi từ 1/4 tới 1/2 l.c Không chi gm Mơ tả k chi tiêu thích hợp anh/chị: n a Lu n va te re y Sản phẩm thương hiệu riêng siêu thị khác3 ac th 63 ng hi ep Sản phẩm mang thương hiệu khác4 w n lo Đánh giá mức trung bình chi tiêu (theo phần trăm) anh/chị cho sản phẩm ad thương hiệu riêng hình thức thực phẩm/ phi thực phẩm đây: ju y th Hàng phi thực phẩm có thương hiệu riêng yi Hàng thực phẩm có thương hiệu riêng Tổng cộng pl ua al = …….% 100% n …….% n va Khoanh tròn số có giá trị phù hợp với anh/chị: ll fu oi m B Tổng thu nhập hàng tháng at nh A Giới tính Từ – 5,000,000 đồng Nam Từ 5,000,001 – 10,000,000 đồng z Nữ z ht vb jm Từ 10,000,001 – 20,000,000 đồng k Trên 20,000,000 đồng Trên 65 tuổi Sau đại học y te re Đại học n 50 – 65 tuổi va Trung cấp/ cao đẳng n 35 – 49 tuổi a Lu Phổ thông om 18 – 34 tuổi l.c D Trình độ học vấn gm C Độ tuổi ac th 64 ng hi Lưu yù: ep Metro siêu thị bán sỉ Việt Nam Anh/chị phải có thẻ thành viên w Metro vào mua sắm kho Metro n lo Hàng hóa mang thương hiệu riêng Metro Việt Nam gồm thương ad y th hiệu sau: Aro/ Fine Food/ H-Line/ Luxana/ Horeca Select/ Sigma/ Fairline/ ju yi Authentic/ L.Lambertazzi/ Rioba/ Watson Tarrington House Đây sản pl phẩm thuộc quyền sở hữu quản lí riêng Metro (được gọi sản phẩm mang al n ua thương hiệu riêng Metro) Anh/chị mua chúng tận gốc từ kho n Ngoài sản phẩm mang thương hiệu riêng Metro, siêu thị khác ll fu va Metro mà thơi oi m có sản phẩm mang thương hiệu riêng họ, siêu thị Coopmart (có sản Wow…)… at nh phẩm mang thương hiệu riêng Coopmart), Maximark (có Arluy) and Big C (có z z Sản phẩm mang thương hiệu khác sản phẩm tạo ra, quản lí, kiểm sốt ht vb jm thuộc quyền sở hữu công ty sản xuất Head and Shoulders, Omo, k P/S, Coca-Cola, X-men, gốm sứ Minh Long… Các sản phẩm bày gm bán siêu thị không thuộc quyền sở hữu siêu thị om l.c n a Lu n va -o0o - ac th 65 y anh/chị ngày vui vẻ làm việc hiệu te re Cảm ơn anh/chị nhiều tham gia trả lời bảng câu hỏi khảo sát Chúc ng hi APPENDIX C-2: THE SURVEY QUESTIONNAIRE – ENGLISH ep THE SURVEY QUESTIONNAIRE w n lo Completion of this questionnaire is taken as your consent to participate ad y th ju Screening questions: yi pl ua al Have you ever shopped at Metro?1 n Ỉ If Yes, keep going on; If No, stop here Thank you for your willing with us n va ll fu Have you ever used own-brand products2 of Metro? m oi Ỉ If Yes, keep going on; If No, stop here Thank you for your willing with us at nh z z Instructions: Please read the following statements and means you strongly disagree with the means you strongly agree You may also wish to circle any number om l.c in the middle to show how strong your opinion is a Lu the number that most gm statement and circle k accurately gives your opinion Circling jm ht vb Main questions: What are your opinions about Metro image? n va Strongly disagree Description Strongly agree n Variables VA-2 MCCVN has a large variety of products VA-3 MCCVN is one-stop solution for everything I need 66 ac th MCCVN carries many brands y te re VA-1 hi ep w QA-2 MCCVN products are fresh QA-3 I like MCCVN products 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 I get value for my money at MCCVN The prices at MCCVN are fair n MCCVN sells only high quality products lo ng QA-1 ad ju y th PR-2 yi PR-3 pl 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 AP-5 MCCVN is modern AP-6 Merchandising at MCCVN helps easily finding products CV-1 MCCVN is not too far from my house CV-2 CV-3 I can go for shopping at MCCVN frequently I like shopping at MCCVN 5 n ua al SV-1 n va ll fu oi m at nh z z k jm ht vb om l.c gm What are your opinions about private labels of Metro (Metro private labels)?2 n a Lu va Variables Strongly agree n Strongly disagree Description te re AT-2 I get value for my money from MCCVN private label products AT-3 My capability to buy MCCVN private label products is high 67 ac th I like MCCVN private label products y AT-1 ng hi AT-4 ep w AT-5 I believe to want to buy MCCVN private label products MCCVN private labels are my first choices upon shopping at MCCVN AT-6 Overall MCCVN private label products are excellent 5 n lo ad If you are asked to rate the degree of frequency that you spend for your y th ju supermarket calls in rough, what percentage of your supermarket spending is at yi each of the following supermarkets? pl al Coop mart Maximark Big C Others …….% …….% …….% Total n ua Metro …….% n va …….% 100% ll fu = oi m What is the share among your supermarket spending on each of the following nh at brands? Please tick to the rate that is closest to your spending: z z Less than 1/4 vb Description None 1/2 or more, but less than 3/4 More than 3/4 k jm ht 1/4 or more, but less than 1/2 om l.c gm MCCVN private labels n a Lu Other supermarkets’ private labels (e.g.)3 n va te re y National brands4 ac th 68 ng hi Once you spend on private labels, please estimate the average percentage of your ep 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 w n label products every time of your shopping at supermarket? lo ad Non-food private label products ju y th Food private label products Total yi = …….% pl …….% 100% the number that is most appropriate to you: n va circle n Please ua al B Total household income per month oi m vnd0 – vnd5,000,000 nh vnd5,000,001 – vnd10,000,000 at Male ll Female fu A Gender z z vnd10,000,001 – vnd20,000,000 vb k jm ht More than vnd20,000,000 D Education gm C Age group Primary/ Secondary/ High school 35 – 49 years old College 50 – 65 years old University Over 65 years old Postgraduate om l.c 20 – 34 years old n a Lu n va y te re th ac Notes: 69 ng hi MCCVN is a solely supermarket in Vietnam that sells in bulk MCCVN member ep card is of its primary requires to get in and to make a purchase in its store chains w MCCVN private labels = Aro/ Fine Food/ H-Line/ Luxana/ Horeca Select/ n lo Sigma/ Fairline/ Authentic/ L.Lambertazzi/ Rioba/ Watson and/or Tarrington ad y th House These products are exclusive product lines of MCCVN, called MCCVN ju own brands (private labels) You only can find them originally from MCCVN yi store chains pl al There are other private labels in other supermarkets, named Coopmart (Coopmart ua n brands), Maximark (Arluy) and Big C (Wow…)… n va National brands are brands managed, controlled and/or belong to manufacturers ll fu oi m such as Head and Shoulders, Omo, P/S, Coca-Cola, X-men, Minh Long at belong to supermarkets nh ceramics… These products are also sold in supermarkets but their brands don’t z z k jm ht vb om l.c gm -o0o - n a Lu n va ac th 70 y appreciated te re Thank you very much for joining the questionnaire It is great help and highly ng hi APPENDIX D: THE INTERVIEW TOOLKITS ep w n lo ad y th ju Retail market in Vietnam Æ Metro Interview toolkits yi Trading in VN pl al ua Nguyen Nhu Chang HCMC, AugustModern 23, 2010 trade n General trade Vendor … n Small E&D va Grocery Traditional market… On premise Off premise ll fu ƒ Copyright © 2009 METRO Cash & Carry Vietnam Metro system: Super- Convenient market store oi m At works/ School/ E&D/ Entertainment & hospitality Mini mart … Member of METRO Group nh - stores currently: (HCM), (Bien Hoa), (Can Tho), (Danang), (HP) & at (HN) more opening: HCM, Long Xuyen, HN, NT & BD z - Cash payment & self-delivery - Customer types: Trader, Horeca & SCO Metro own brand porfolio interview steps Discussion k Retail market in Vietnam Ỉ Metro Member of METRO Group jm Page ht Introduction vb METRO Cash & Carry Vietnam z Contents om l.c gm n a Lu n va Member of METRO Group y Page te re METRO Cash & Carry Vietnam ac th 71 ng Introduction hi ep Topic: w THE INFLUENCE OF STORE IMAGE ON CONSUMERS’ ATTITUDES TO PRIVATE LABELS – THE CASE OF METRO CASH & CARRY VIETNAM n lo ad ju y th yi Research requirements: pl -Collect full answers from at least 240 respondents who are interviewed directly at Metro exit gate of An Phu (District 2) & Hiep Phu (District 12) n ua al n va ll fu METRO Cash & Carry Vietnam Page Member of METRO Group oi m at nh Retail market in Vietnam Ỉ Metro z Trading in VN z ht vb Vendor … Traditional market… On premise Super- Convenient market store Mini mart … om ƒ Off premise l.c At works/ School/ E&D/ Entertainment & hospitality gm Small E&D k Grocery Modern trade jm General trade Metro system: Member of METRO Group y te re Page n METRO Cash & Carry Vietnam va - Cash payment & self-delivery - Customer types: Trader, Horeca & SCO n (HN) more opening: HCM, Long Xuyen, HN, NT & BD a Lu - stores currently: (HCM), (Bien Hoa), (Can Tho), (Danang), (HP) & ac th 72 ng hi ep Metro own brand porfolio Services / Companies & Offices Traders HoReCa w FRESH DRY n „Umbrella Brand“ lo „Kitchen“ „Detergents“ ad „Cosmetics“ „Guest Contact“ „Bars & Cafés“ „Pet Food“ „F & V“ ju y th Core Needs yi General Needs „ Cleaning“ „Office“ pl Complem Needs „Household Appliances“ ua al „Media“ „Partly Non Food“ ƒ Wines ƒ Spirits ƒ Filière ƒ Country Origins (e.g IT) ƒ Bio ll fu p St a m ƒ Energy Drinks ƒ Beers n Special Interests „Luggage & Shoes“ „Clothing & Shoes“ „Total Food / partly Non Food“ va Products Brands „Sports & Leisure“ „Gardening „DIY Table, Textile, Deco n Price Entry * *TH mainly on Complementary Needs / partly on General Needs oi m Ỉ Top OB: Horeca select, Fine Food, Aro, Rioba & H-line Member of METRO Group at nh z z vb Focus on core Brands jm ht Price level Target SKU Food = 150 Non Food = 170 Target 2009 SKU Food = 450 Non Food = 100 Food = 300 Multi Channel Use n a Lu N E E D S Target 2009 SKU om Target SKU Food = 60 Non Food = 20 l.c VALUE BRAND gm C O R E k A-BRAND va Target 2009 SKU 73 Member of METRO Group ac Page th METRO Cash & Carry Vietnam SCO Customer group y Hotels / Accom te re TRADERS HORECA Bars/ Cafés n Food = 400 Non Food = 200 PRICE ENTRY ng Own brands as a Unique Selling Proposition hi ep w n lo ad ju y th yi pl n ua al n va ll fu m METRO Cash & Carry Vietnam Page Member of METRO Group oi nh at Private label value added z z Differentiation Profitability Defense k jm ht vb Stock availability Competitive price Guaranteed quality n va Range development Customer development Volume development Marketing benefits n a Lu CUSTOMER SUPPLIER om l.c gm METRO y te re 74 Member of METRO Group ac Page th METRO Cash & Carry Vietnam ng hi ep interview steps Step 1: Preparation w n -Double check if interview toolkits available -Customer seeking & filtering lo ad y th Step Friendly but target aiming at first Customer greetings ju Step Presentation yi Principle: Friendly, esteem, smiling & professional pl al Step Principle: listening & positive in solving Step Thank you customers for their participation Gift offers n va End of interview n ua Objections/ Feedbacks handling ll Data records Rearrange documents & data records if any for the next interviews fu Step oi m Member of METRO Group at nh z z k jm ht vb om l.c gm DISCUSSION n a Lu n va y te re Page 10 75 Member of METRO Group ac th METRO Cash & Carry Vietnam