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

h ng p ie MINISTRY OF EDUCATION AND TRAINING UNIVERSITY OF ECONOMICS HOCHIMINH CITY n w lo ad yi ju y th pl n ua al Nguyễn Như Chang va n The influence of store attributes on fu oi m ll CONSUMER ATTITUDES TOWARDS PRIVATE LABELS tz a nh – The case of Metro Cash and Carry Vietnam z ht vb MASTER’S DISSERTATION k jm om l.c gm In Business Administration Ology code: 60.34.05 an Lu n va Supervisor Asso Prof Dr Nguyễn Đình Thọ y te re ac th Ho Chi Minh City, 2010 h ng p ie THE INFLUENCE OF STORE ATTRIBUTES ON CONSUMER ATTITUDES TOWARDS PRIVATE LABELS – THE CASE OF METRO CASH & CARRY VIETNAM n w 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 yi ju y th pl n ua al n va oi m ll fu tz a nh z ht vb k jm om l.c gm an Lu n va y te re ac th h ng p ie n w 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 yi ju y th pl n ua al n va oi m ll fu a nh List of Tables tz 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 ht vb k jm om l.c gm an Lu n va y te re ac th h ng p ie ACKNOWLEDGEMENTS Here are numbers of persons who have played important roles in assisting me finishing n w 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 yi ju great understanding towards my working and studying time table, I deeply dug out the pl matter that is understood as also useful to the company I worked for ua al I also would like to thank Dr Tran Ha Minh Quan who was my class head teacher and n n va gave me lots of encouragement and proactive support over the course oi m ll fu By the way, I couldn’t help acknowledging my classmates and colleagues who gave up their time to look for related documents and to help coaxing data in case a nh So does a thorough understanding of my family, especially my beloved husband during tz z the progress, become a significant motivation for me to successfully fulfill this master ht vb project I therefore would be grateful to their support and patience indeed k jm 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 an Lu n va y te re ac th i h ng p ie ABSTRACT The retail market is now growing faster and bigger than ever over the world of which n w 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 yi ju and of increasing interest to practitioners and academics alike (Hoch and Banerji, 1993; 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 oi m ll would contribute an empirical study about the influence of store attributes on the consumer attitudes towards private labels, explored specifically to Metro Cash and a nh Carry Vietnam There are two parts to deeply be deployed in the dissertation: 1) store tz z attributes, their roles and measurement scales; 2) consumer attitudes towards private 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 an Lu of the success of private labels, consumer attitudes have been dug into while the 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 ac th (2009) dissertation, and deep analysis on brand equity of Nguyen & Nguyen (2008) y te re perceptions of specific private labels with reference to problem approach of Fraser ii (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng From an academic viewpoint, this study contributes by illustrating that store attributes p ie 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 n w “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 ua al predicting consumer proneness towards private labels n n va oi m ll fu tz a nh z ht vb k jm om l.c gm an Lu n va y te re ac th iii (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng ABBREVIATION p ie GRDI: The Global Retail Development Index n w 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 oi m ll fu tz a nh z ht vb k jm om l.c gm an Lu n va y te re ac th iv (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng p ie Chapter 1: INTRODUCTION 1.1 Background to the research n w 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- ua al 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) oi m ll fu This dissertation discovers consumer attitudes towards private labels of MCCVN with a nh respect to key attributes of the store Even though consumer attitudes towards private tz labels have been span more than 40years in the world, this concept is still new in such z a developing market of Vietnam as the first stage of penetration and further ht vb development prospect predicted in the future k jm 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 Lu n va (2007), and the examination on brand equity of Nguyen & Nguyen (2008) an Lindley (2003) with reference to the dissertation of Fraser (2009) and Beyza and Leyla Cash and Carry Vietnam in particular is examined The research question and (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam 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 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng subsequent sections, following by definitions and explanations of some terminologies p ie The last part provides a summary of the chapter Retail modernization in Vietnam n w 1.2 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 yi ju 153 supermarkets (Lotte Mart, Coop Mart, Maximark, Citimart,…), 70 convenient 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 oi m ll fu one of key parts of the modern retail strategy, their contribution is humble to count for, even in their internal sales shares, for example in MCCVN (one of the biggest tz 3% in 2009 a nh concentrating on private labels from the beginning) private label sales share is only by z ht vb As ranked by global management consulting firm A.T Kearney (the Global Retail k jm Development Index – GRDI), Vietnam has fell down to 6th in 2009 from the most gm attractive retail market in the developing world in 2008 because of inflationary 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 Lu an transform Vietnam economics with domestic consumption as a primary focus 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 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam 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 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng 1.3 The Metro Cash and Carry Vietnam p ie MCCVN has started business in Vietnam since 2002 By 2009, it is voted as the first n w choice international wholesaler and the market leader in Vietnam with stores nation- lo wide currently and more plots expansion processing With sales regularly increase 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 ua al hypermarkets, supermarkets and convenient stores (Big C, Saigon Co-op, Maximark, n 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 oi m ll are payment method by cash and limited delivery services a nh It is also necessary to have a quick glance on MCCVN’s customer types MCCVN is a tz solely special business type in Vietnam that mostly concentrates on sales in bulk Their z customer types are professionals, classified into three: Horeca to concentrate on ht vb hotel/accommodation, restaurant, bar/café, canteen, eateries and catering customers; k jm Traders to concentrate on big groceries, mom and pop shops and small wholesalers; 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 an Lu this dissertation, SCO consumers are chosen to examine because of its largest ratio in 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 ac MCCVN in retailing aspect th convenient store…) in somehow but also be adaptable for retailing concept applied for y te re expand the dissertation scope to apply to other store types (supermarket, hypermarket, (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng p ie APPENDIX C-1: THE SURVEY QUESTIONNAIRE– TIẾNG VIỆT n w BẢNG THĂM DÒ Ý KIẾN lo ad y th yi ju Câu hỏi khảo sát: 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? oi m ll fu Ỉ Nếu Có, tiếp tục; Nếu Khơng, dừng Cảm ơn anh/chị tham gia tz a nh z Câu hỏi chính: ht vb Hướng dẫn: Hãy đọc phát biểu sau khoanh tròn vào số mà theo anh/chị k jm xác để diễn tả yù kiến anh/chị Chọn số nghĩa anh/chị không đồng gm yù chọn số nghĩa anh/chị hoàn toàn đồng ý Anh/chị chọn om l.c số khoảng số số để thể mức độ đồng yù anh/chị vấn đề an Lu re Rất khơng đồng yù Diễn giải (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam ac 61 th Metro có nhiều nhãn hiệu Hồn tồn đồng ý y te VA-1 Quan điểm anh/chị hình ảnh Metro? n Biến va (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng p ie Metro có nhiều sản phẩm VA-3 Tơi mua hầu hết thứ tơi cần Metro Metro bán mặt hàng chất lượng cao Hàng hóa Metro tươi and Tơi thích sản phẩm có Metro Tơi tin sản phẩm mua Metro tốt QA-5 Tơi cảm thấy hài lịng với sản phẩm 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 Tơi cảm thấy hài lịng 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 khơng xa so với nhà CV-2 CV-3 Tơi mua sắm thường xun Metro Tơi thích mua sắm Metro 1 2 3 4 5 VA-2 QA-1 n w QA-2 lo yi ju y th QA-4 ad QA-3 pl n ua al n va oi m ll fu tz a nh z ht vb k jm om l.c gm an Lu va Quan điểm anh/chị sản phẩm thương hiệu riêng Metro?2 n Tơi thích sản phẩm mang thương hiệu riêng Metro 62 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam Hoàn toàn đồng ý ac Rất khơng đồng ý Diễn giải th AT-1 y te re Biến (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng p ie AT-2 AT-3 n w 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 yi ju pl Anh/chị siêu thị trung bình lần tháng? n ua al Coop mart …… …… Maximark Big C Khác …… …… Tổng cộng n va Metro oi m ll fu = a nh Nếu gọi mức độ chi tiêu anh/chị 100% (4/4), mức chi tiêu anh/chị tz …… z ht vb cho sản phẩm thương hiệu riêng siêu thị khác cho sản k jm phẩm mang thương hiệu khác nào? Đánh dấu cho mức độ chi tiêu thích hợp anh/chị: Chi 1/4 Chi từ 1/4 tới 1/2 Chi 3/4 om Sản phẩm thương hiệu riêng Metro Chi từ 1/2 đến 3/4 l.c Không chi gm Mô tả an Lu n va re y te Sản phẩm thương hiệu riêng siêu thị khác3 ac th 63 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng p ie Sản phẩm mang thương hiệu khác4 n w 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 pl ua al = …….% 100% n …….% Tổng cộng n va Khoanh trịn số có giá trị phù hợp với anh/chị: oi m ll fu B Tổng thu nhập hàng tháng a nh A Giới tính Từ – 5,000,000 đồng tz Nữ z Từ 5,000,001 – 10,000,000 đồng ht vb Nam k jm Từ 10,000,001 – 20,000,000 đồng Sau đại học y te Trên 65 tuổi re Đại học n 50 – 65 tuổi va Trung cấp/ cao đẳng an 35 – 49 tuổi Lu Phổ thông om 18 – 34 tuổi l.c D Trình độ học vấn C Độ tuổi gm Trên 20,000,000 đồng ac th 64 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng Lưu yù: p ie Metro siêu thị bán sỉ Việt Nam Anh/chị phải có thẻ thành viên n w Metro vào mua sắm kho Metro 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 ua al thương hiệu riêng Metro) Anh/chị mua chúng tận gốc từ kho n n Ngoài sản phẩm mang thương hiệu riêng Metro, siêu thị khác oi m ll fu va Metro mà thơi có sản phẩm mang thương hiệu riêng họ, siêu thị Coopmart (có sản z Sản phẩm mang thương hiệu khác sản phẩm tạo ra, quản lí, kiểm sốt ht vb tz Wow…)… a nh phẩm mang thương hiệu riêng Coopmart), Maximark (có Arluy) and Big C (có k jm thuộc quyền sở hữu công ty sản xuất Head and Shoulders, Omo, 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 an Lu n va -o0o - (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam ac 65 th anh/chị ngày vui vẻ làm việc hiệu y te re Cảm ơn anh/chị nhiều tham gia trả lời bảng câu hỏi khảo sát Chúc (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng APPENDIX C-2: THE SURVEY QUESTIONNAIRE – ENGLISH p ie THE SURVEY QUESTIONNAIRE n w lo Completion of this questionnaire is taken as your consent to participate ad y th yi ju Screening questions: pl ua al Have you ever shopped at Metro?1 n Æ If Yes, keep going on; If No, stop here Thank you for your willing with us n va oi m ll fu Have you ever used own-brand products2 of Metro? Ỉ If Yes, keep going on; If No, stop here Thank you for your willing with us tz a nh z ht vb Main questions: statement and the number that most circle means you strongly disagree with the gm accurately gives your opinion Circling k jm Instructions: Please read the following statements and means you strongly agree You may also wish to circle any number l.c Lu What are your opinions about Metro image? va Strongly disagree Description Strongly agree n Variables an om in the middle to show how strong your opinion is VA-2 MCCVN has a large variety of products VA-3 MCCVN is one-stop solution for everything I need 66 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam ac th MCCVN carries many brands y te re VA-1 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam p ie 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 w MCCVN sells only high quality products lo h 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 oi m ll fu tz a nh z ht vb k jm om l.c gm What are your opinions about private labels of Metro (Metro private labels)?2 an Lu va Variables Strongly agree n Strongly disagree Description 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 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam ac th I like MCCVN private label products y te re AT-1 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng AT-4 p ie AT-6 Overall MCCVN private label products are excellent n w AT-5 I believe to want to buy MCCVN private label products MCCVN private labels are my first choices upon shopping at MCCVN 5 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 ua al Metro Coop mart Big C Others …….% …….% …….% Total n Maximark …….% n va …….% What is the share among your supermarket spending on each of the following a nh 100% oi m ll fu = tz brands? Please tick to the rate that is closest to your spending: z Less than 1/4 1/4 or more, but less than 1/2 1/2 or more, but less than 3/4 ht vb Description None More than 3/4 k jm om l.c gm MCCVN private labels an Lu Other supermarkets’ private labels (e.g.)3 n va re y te National brands4 ac th 68 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng Once you spend on private labels, please estimate the average percentage of your p ie 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 n w label products every time of your shopping at supermarket? lo ad Non-food private label products yi ju y th Food private label products 100% ua al the number that is most appropriate to you: n va circle n Please = …….% …….% pl Total vnd5,000,001 – vnd10,000,000 tz Male vnd0 – vnd5,000,000 a nh Female B Total household income per month oi m ll fu A Gender z vnd10,000,001 – vnd20,000,000 ht vb k jm 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 an Lu n va y te re th ac Notes: 69 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng 1 MCCVN is a solely supermarket in Vietnam that sells in bulk MCCVN member p ie card is of its primary requires to get in and to make a purchase in its store chains MCCVN private labels = Aro/ Fine Food/ H-Line/ Luxana/ Horeca Select/ n w 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 ua al There are other private labels in other supermarkets, named Coopmart (Coopmart n brands), Maximark (Arluy) and Big C (Wow…)… n va National brands are brands managed, controlled and/or belong to manufacturers oi m ll fu such as Head and Shoulders, Omo, P/S, Coca-Cola, X-men, Minh Long tz belong to supermarkets a nh ceramics… These products are also sold in supermarkets but their brands don’t z ht vb k jm om l.c gm -o0o - an Lu n va (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam ac 70 th appreciated y te re Thank you very much for joining the questionnaire It is great help and highly (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng APPENDIX D: THE INTERVIEW TOOLKITS p ie n w lo ad y th yi ju Retail market in Vietnam Ỉ Metro Interview toolkits Trading in VN pl ua al Nguyen Nhu Chang HCMC, AugustModern 23, 2010 trade n General trade Vendor … n Small E&D va Grocery Traditional market… Off premise At works/ School/ E&D/ Entertainment & hospitality oi m ll fu ƒ On premise Super- Convenient market store Copyright © 2009 METRO Cash & Carry Vietnam Metro system: Mini mart … Member of METRO Group a nh - stores currently: (HCM), (Bien Hoa), (Can Tho), (Danang), (HP) & tz (HN) more opening: HCM, Long Xuyen, HN, NT & BD Retail market in Vietnam Ỉ Metro Metro own brand porfolio interview steps Discussion Page k jm Introduction ht vb METRO Cash & Carry Vietnam z - Cash payment & self-delivery Contents - Customer types: Trader, Horeca & SCO Member of METRO Group om l.c gm an Lu n va Page Member of METRO Group y te re METRO Cash & Carry Vietnam ac th 71 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng Introduction p ie Topic: n w THE INFLUENCE OF STORE IMAGE ON CONSUMERS’ ATTITUDES TO PRIVATE LABELS – THE CASE OF METRO CASH & CARRY VIETNAM 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 oi m ll fu METRO Cash & Carry Vietnam Page Member of METRO Group tz a nh Retail market in Vietnam Ỉ Metro Trading in VN z ht vb Small E&D 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 Grocery Modern trade k jm General trade Metro system: n va - Cash payment & self-delivery - Customer types: Trader, Horeca & SCO an (HN) more opening: HCM, Long Xuyen, HN, NT & BD Lu - stores currently: (HCM), (Bien Hoa), (Can Tho), (Danang), (HP) & Page Member of METRO Group y te re METRO Cash & Carry Vietnam ac th 72 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng p ie Metro own brand porfolio Services / Companies & Offices Traders HoReCa n w FRESH DRY „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 ua al „Partly Non Food“ ƒ Wines ƒ Spirits ƒ Filière ƒ Country Origins (e.g IT) ƒ Bio oi m ll fu p Stam 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 „Household Appliances“ „Media“ *TH mainly on Complementary Needs / partly on General Needs Ỉ Top OB: Horeca select, Fine Food, Aro, Rioba & H-line Member of METRO Group tz a nh z ht vb Focus on core Brands Price level k jm A-BRAND Target SKU Food = 150 Non Food = 170 Target 2009 SKU Food = 450 Non Food = 100 Food = 300 Multi Channel Use an 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 va Target 2009 SKU 73 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam Member of METRO Group ac Page th METRO Cash & Carry Vietnam SCO Customer group y te Hotels / Accom re TRADERS HORECA Bars/ Cafés n Food = 400 Non Food = 200 PRICE ENTRY (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam h ng Own brands as a Unique Selling Proposition p ie n w lo ad yi ju y th pl n ua al n va oi m ll fu METRO Cash & Carry Vietnam Page Member of METRO Group a nh Private label value added tz z ht vb Differentiation Profitability Defense Stock availability Competitive price Guaranteed quality n va Range development Customer development Volume development Marketing benefits an Lu CUSTOMER SUPPLIER om l.c gm METRO k jm y te re 74 (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam Member of METRO Group ac Page th METRO Cash & Carry Vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam (Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam(Luận.văn).the.influence.of.store.attributes.on.consumer.attitudes.towards.private.labels.the.case.of.metro.cash.and.carry.vietnam