The determinants of consumers shopping behavior in retail in ho chi minh

UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS VIETNAM -NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS The determinants of consumers' shopping behavior in retail market in Ho Chi Minh City BY ( LE THAI BAO TRAN t MASTER OF ARTS IN DEVELOPMENT ECONOMICS ' HO CHI MINH CITY, Dec 2011 _ \,, _ _ ~ UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS VIETNAM -NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS The determinants of consumers' shopping behavior in retail market in Ho Chi Minh City A thesis submitted in partial fulfilment ofthe requirements for the degree of MASTER OF ARTS IN DEVELOPMENT ECONOMICS By LE THAI BAO TRAN Academic Supervisor Dr NGUYEN MINH DUC HO CHI MINH CITY, Dec 2011 ACKNOWLEDGEMENT First of all, I would like to express my honest and special thanks to supervisor, Dr Nguyen Minh Due, for his enthusiastic assistances and guidelines during my writing of the thesis I would like to express special thanks to Dr Peter Calkin for his useful comments on my thesis research proposal Besides, I am grateful to Dr Nguyen Trong Hoai, Dr Pham Khanh Nam and Dr Cao Hao Thi for their very helpful guidelines and comment on my thesis as well I would like to send sincere thanks to my colleagues, my friends who have supported me a lot to the survey in this thesis Finally, I would like to express my sincere thanks to my family for their spiritual encouragement during the time of studying of Master of Development Economics Dec, 2011 Le Thai Bao Tran 11 CONTENTS 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 2.3.1.2 Location 15 2.3.1.3 Shopping environment 15 2.3.1.4 Service 16 2.3.1.5 Advertising and promotion 16 2.3.1.6 Product assortment 16 2.3.1.7 Customer demographic characteristics 17 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 ' -~ Ill 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 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 4.2.1.3 Attributes ofsupermarket/ traditional market 33 4.2.1.4 Satisfaction of shopper with most frequently shopping place 33 4.2.2 Supermarket: 34 4.2.2.1 Descriptive statistics of variables: 34 4.2.2.2 Exploratory Factor Analysis (EFA) and reliability test (Cronbach's Alpha) 36 4.2.2.3 Model specification: 41 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 supermarket: 46 4.2.2.5 Bivariate correlation between FreqS and SSatisfy analysis: 4.2.2.6 Effect of shopper's satisfaction with distance from home/ working place (SsatisfyDis) to supermarket on their shopping frequency (FreqS) and satisfaction (Ssatisfy) with favorite supermarket: 48 4.2.2 Effect of preference of supermarket shopping (Likeshopsuper) on shopping frequency (FreqS) or satisfaction (Ssatisfy) of shoppers with supermarket: 50 4.2.2.8 The relationship between spending for each shopping time (Spendsuper) and shopping frequency (FreqS) at supermarket: 51 4.2.3 Traditional market: 51 iv 4.2.3.1 Descriptive statistic of variables: 51 4.2.3.2 Exploratory factor analysis (EFA) and reliability test (Cronbach's Alpha) 52 4.2.3.3 Model specification: 56 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 market: 60 4.2.3.5 Bivariate correlation between shopping frequency (FreqT) and satisfaction (Tsatisfy) 62 4.2.3.6 Effect of shoppers' satisfaction with distance (TsatisfyDis) from home/ working place to traditional market on their shopping frequency (FreqT) and shopping satisfaction (Tsatisfy) with favorite traditional market: 62 4.2.3 Effect of preference of traditional market shopping (Likeshoptradi) on shopping frequency (FreqT) or satisfaction (Tsatisfy) of shoppers with favorite traditional markets 64 4.2.3.8 The relationship between spending for each shopping time (Spendtradi) and shopping frequency (FreqT) at traditional market: 65 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 4.2.4.2 Satisfaction about supermarket and traditional market 67 4.2.4.3 The difference of the preference of shopping between two group shoppers 68 4.2.4.4 Satisfaction about distance from shopper's house to supermarket/ traditional market 69 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 v 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 J vi LIST OF TABLES TABLE IN CONTENT Table 1.1: Ranking of attractiveness of retail market in the world Table 3.1: Population ofHo Chi Minh City by district 24 Table 3.2: Population ofHCMC by age 25 ····························································································································· Table 3.3: Total retail revenues of goods and services by region 26 Table 4.1: Descriptive statistic of supermarkets' attributes .35 Table 4.2.: The result of3rd time conducting EFA 37 Table 4.3: Summary of Reliability test result 41 Table 4.4: Descriptive statistics of group factors affect to frequency of shopping at supermarket 42 Table 4.5: The result of regression (shopping frequency at supermarket) 43 Table 4.6: The result of2"d regression (satisfaction at supermarket) 45 Table 4.7: Correlation between shopping frequency and satisfaction 48 Table 4.8a: Ranks 49 Table 4.8b: Test statistics 49 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 Table 4.11: Summary of reliability test result (traditional market) 55 Table 4.12: Descriptive statistics of group variables of traditional market 56 Table 4.13: The result of 2"d regression (shopping frequency at traditional market) 57 Table 4.14: The result of regression (satisfaction at traditional market) 59 Table 4.15: Correlation between FreqT and Tsatisfy 62 Table 4.16a: Ranks 63 Table 4.16b: Test Statistics 63 Table 4.17: Frequency index ofFreqS and FreqT 65 vii Table 4.18a: Ranks 66 Table 4.18b: Test statistics 66 • Table 4.19: Satisfaction index about supermarket and traditional market 67 Table 4.20a: Ranks 67 Table 4.20b: Test statistics 67 Table 4.21: Like index of supermarket and traditional market 68 Table 4.22a: Ranks 68 Table 4.22b: Test statistics 68 Table 4.23: Satisfaction index about distance 69 Table 4.24a: Ranks 69 Table 4.24b: Test statistics 69 Table 5.1: Cross table ofFreqS and Age 72 TABLE IN APPENDICIES APPENDIX 2: Overview ofHCMC Table 3.4: Population of Vietnam by gender and region 99 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 year 2015 101 APPENDIX 3: VARIABLE MEARSUREMENT Table 4.25: Variable measurement 102 Table 4.26: Location where shopper is living 112 Table 4.27: Gender of shopper 113 Table 4.28: Percentage of age of shopper 113 Table 4.29: Married status of shoppers 113 Table 4.30: Household size of shopper 113 Table 4.31: Education level of shoppers 114 Table 4.32: Career of shoppers 114 Table 4.33: Kind of firm where shopper is working for 114 Table 4.34: Monthly income of shopper 115 viii Table 4.35: Monthly income ofhousehold 115 Table 4.36: Shopping at traditional market is a long- standing traditional habit of Vietnamese 116 Table 4.37: Going to supermarket is not only for shopping but also for entertainment 116 Table 4.38: Going shopping at traditional market or supermarket is not important The important thing is that I can buy whatever I want efficiently 116 APPENDIX 4: EFA ANALYSIS (SUPERMARKET) Table 4.39: The first time of conducting EF A 117 Table 4.40: Second time of conducting EF A 118 APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET) Table 4.41: Reliability test of group 121 Table 4.42: Reliability test of group (Policy) 121 Table 4.43: Reliability test of group (Service) 122 APPENDIX 6: REGRESSION OF SATISFACTION ABOUT SUPERMARKET MODEL (1st time) Table 4.44: Regression result 123 APPENDIX?: ONE-WAY ANOVAANALYSIS (SUPERMARKET) Table 4.45: The relationship between Age and FreqS 123 Table 4.46: The relationship between Gender and FreqS 124 Table 4.47: The relationship between Household size and FreqS 124 Table 4.48: The relationship between monthly income of household and FreqS 125 Table 4.49: The relationship between married status and FreqS 126 Table 4.50: The relationship between education level and FreqS 126 Table 4.51: The relationship between Career and FreqS 127 Table 4.52: The relationship between Age and Ssatisfy 127 Table 4.53: The relationship between sex and Ssatisfy 128 Table 4.54: The relationship between Household size and Ssatisfy 128 ix Table 4.9lb ANOVA Tsatisfy Sum of Squares Between Groups df Mean Square 5.716 1.905 Within Groups 32.280 138 234 Total 37.996 141 F Sig 8.146 000 Table 4.92: The relationship between Likeshoptradi and FreqT Table 4.92a Descriptives FreqT 95% Confidence Interval for Mean Std N Strongly Mean Deviation Std Error Lower Bound Upper Bound Minimum Maximum 1.00 dislike 25 2.04 1.485 297 1.43 Normal 90 3.74 1.597 168 like 56 4.70 807 Strongly like 30 4.87 202 3.95 dislike Total 1 2.65 3.41 4.08 108 4.48 4.91 507 093 4.68 5.06 1.551 109 3.74 4.17 - - Table 4.92b ANOVA FreqT Sum of Squares df Mean Square Between Groups 160.117 40.029 Within Groups 323.388 197 1.642 Total 483.505 201 - 154 F 24.385 - Sig .000 ·- Table 4.93: The relationship between Likeshoptradi and Tsatisfy Table 4.93a: Descriptives Tsatisfy 95% Confidence Interval for Mean Mean N Std Deviation Std Error Upper Bound Lower Bound Minimum Maximum dislike 2.1875 68845 34422 1.0920 3.2830 1.50 3.00 Normal 56 3.0893 41677 05569 2.9777 3.2009 1.75 4.00 like 53 3.3726 47693 06551 3.2412 3.5041 2.00 4.50 Strongly like 29 3.6897 33176 06161 3.5635 3.8159 3.00 4.25 142 3.2923 51911 04356 3.2061 3.3784 1.50 4.50 Total Table 4.93b: ANOVA Tsatisfy Sum of Squares df Mean Square Between Groups 12.111 4.037 Within Groups 25.885 138 188 Total 37.996 141 F Sig 21.523 000 Table 4.94: The relationship between Likeshoptradi and Age group Table 4.94a Descriptives Likeshoptradi 95% Confidence Interval N From 18- under 30 Mean Std Std Deviation Error for Mean Lower Bound Upper Bound Minimum Maximum 191 2.81 1.024 074 2.67 2.96 82 2.76 910 101 2.56 2.96 101 3.07 1.061 106 2.86 3.28 374 2.87 1.015 053 2.77 2.97 years old From 30- under 45 years old 45 years old and above Total - 155 L._ Table 4.94b ANOVA Likeshoptradi Sum of Squares F Mean Square df 5.729 2.864 Within Groups 378.851 371 1.021 Total 384.580 373 Between Groups Sig .062 2.805 Table 4.95: The relationship between Likeshoptradi and Sex Table 4.95a Descriptives Likeshoptradi 95% Confidence Interval for Mean N Mean Std Deviation Std Error Lower Bound Upper Bound Minimum Maximum Male 100 2.82 968 097 2.63 3.01 Female 274 2.89 1.033 062 2.76 3.01 Total 374 2.87 1.015 053 2.77 2.97 Table 4.95b AN OVA Likeshoptradi Sum of Squares df Mean Square 328 328 Within Groups 384.253 372 1.033 Total 384.580 373 Between Groups 156 F Sig .317 574 Table 4.96: The relationship between Likeshoptradi and household's size Table 4.96a Descriptives Likeshoptradi 95% Confidence Interval for Mean Std N One person 2-4 people Mean Std Error Lower Bound Upper Bound Minimum Maximum Deviation 2.75 1.282 453 1.68 3.82 160 2.93 932 074 2.79 3.08 206 2.83 1.068 074 2.68 2.97 374 2.87 1.015 053 2.77 2.97 More than people Total Table 4.96b ANOVA Likeshoptradi Sum of Squares Between Groups df Mean Square 1.128 564 Within Groups 383.452 371 1.034 Total 384.580 373 F Sig .546 580 Table 4.97: The relationship between Likeshoptradi and monthly income of household Table 4.97a Descriptives Likeshoptradi 95% Confidence Interval N 2,000,000- less than Mean Std Std Deviation Error for Mean Lower Bound Upper Bound Minimum Maximum 39 2.97 1.088 174 2.62 3.33 84 2.92 1.244 136 2.65 3.19 75 3.00 986 114 2.77 3.23 176 2.77 880 066 2.64 2.90 374 2.87 1.015 053 2.77 2.97 4,000,000 VND 4,000,000- less than 6,000,000 VND 6,000,000- less than 10,000,000 VND Above 10,000,000 VND Total 157 Table 4.97b ANOVA Likeshoptradi Sum of Squares df Mean Square 3.740 1.247 Within Groups 380.840 370 1.029 Total 384.580 373 Between Groups Sig F 1.211 305 Table 4.98: The relationship between Likeshoptradi and marriage status Table 4.98a Oescriptives Likeshoptradi 95% Confidence Interval for Mean N Mean Std Deviation Std Error Lower Bound Upper Bound Minimum Maximum Single 183 2.83 1.063 079 2.68 2.99 Married 191 2.91 969 070 2.77 3.04 Total 374 2.87 1.015 053 2.77 2.97 Table 4.98b ANOVA Likeshoptradi Sum of Squares Between Groups df Mean Square 528 528 Within Groups 384.052 372 1.032 Total 384.580 373 158 F Sig .511 475 Table 4.99: The relationship between Likeshoptradi and education level Table 4.99a Oescriptives Likeshoptradi 95% Confidence Interval for Mean N Under high school Graduated High school College/ University Post graduated Total Mean Std Std Lower Upper Deviation Error Bound Bound Minimum Maximum 11 3.73 1.272 384 2.87 4.58 31 3.48 1.151 207 3.06 3.91 287 2.80 982 058 2.69 2.92 45 2.67 826 123 2.42 2.91 374 2.87 1.015 053 2.77 2.97 F Sig Table 4.99b AN OVA Likeshoptradi Sum of Squares Between Groups df Mean Square 22.977 7.659 Within Groups 361.603 370 977 Total 384.580 373 7.837 000 Table 4.100: The relationship between Likeshoptradi and career Table 4.100a: Descriptives Likeshoptradi 95% Confidence Interval for Mean Mean N Std Deviation Std Error Lower Bound Upper Bound Minimum Maximum Student 112 2.79 1.173 111 2.57 3.01 Officer/ staff 183 2.78 811 060 2.66 2.89 Freelancer 37 3.19 1.175 193 2.80 3.58 Unemployment 42 3.21 1.116 172 2.87 3.56 374 2.87 1.015 053 2.77 2.97 Total 159 Table 4.1 OOb ANOVA Likeshoptradi Sum of Squares Mean Square df 11.162 3.721 Within Groups 373.418 370 1.009 Total 384.580 373 Between Groups F Sig .012 3.687 Table 4.101: The relationship between Spendtradi and FreqT Table 4.101a Descriptives FreqT 95% Confidence Interval for Mean N Less than 500,000 From 500,000 to less than 1,000,000 From 1,000,000 to less than 2,500,000 Total Mean Std Std Lower Upper Deviation Error Bound Bound Minimum Maximum 176 4.12 1.478 111 3.90 4.34 17 2.47 1.356 350 1.72 3.22 3.17 1.602 654 1.49 4.85 202 3.96 1.537 109 3.75 4.18 F Sig Table 4.101b ANOVA FreqT Sum of Squares Between Groups df Mean Square 41.690 20.845 Within Groups 421.061 199 2.170 Total 462.751 201 160 9.604 000 - Table 4.102: The relationship between Spendtradi and Age Table 4.102a Descriptlves Spendtradi 95% Confidence Interval for Mean Std Mean N From 16- under 30 140 Std Error Lower Bound Upper Bound Minimum Maximum Deviation 433 1.13 1.06 036 1.21 years old ' From 30- under 45 36 1.21 469 075 1.05 1.36 26 1.04 169 036 96 1.11 202 1.13 417 029 1.06 1.19 31 F Sig years old I 45 years old and above Total Table 4.102b ANOVA Spendtradi Sum of Squares Between Groups Within Groups df Mean Square 468 234 35.781 199 174 1.347 262 I Total 36.249 201 I Table 4.103: The relationship between Spendtradi and Sex Table 4.103a Descriptives Spendtradi 95% Confidence Interval for Mean N Male Mean Std Deviation Std Error Lower Bound Upper Bound Minimum Maximum 58 1.12 462 061 1.00 1.24 Female 151 1.14 401 033 1.07 1.20 Total 202 1.13 029 1.08 1.19 417 - 161 Table 4.103b ANOVA Spendtradi Sum of Squares df 014 014 Within Groups 36.235 200 175 Total 36.249 201 Between Groups F Mean Square Sig .081 776 L - - Table 4.104: The relationship between Spendtradi and household size Table 4.1 04a Descriptives Spendtradi 95% Confidence Interval for Mean N Mean Std Std Lower Upper Deviation Error Bound Bound I Minimum Maximum One person 1.83 983 401 80 2.87 2-4 people 96 1.17 447 044 1.08 1.25 100 1.06 276 028 1.00 1.11 202 1.13 417 029 1.08 1.19 More than people Total Table 4.104b ANOVA Spendtradi Sum of Squares Between Groups Within Groups Total - df Mean Square 3.605 1.803 32.644 199 158 36.249 201 162 F 11.376 Sig .000 Table 4.105: The relationship between Spendtradi and monthly income of household Table 4.1 05a Descriptives Spendtradi 95% Confidence Interval i for Mean Mean N 2,000,000- less than 4,000,000 VND 4,000,000-less than 6,000,000 VND Std Std Lower Upper Deviation Error Bound Bound Minimum Maximum 24 1.00 000 000 1.00 1.00 1 54 1.06 302 041 97 1.14 33 1.14 481 079 97 1.30 91 1.21 484 050 1.11 1.31 202 1.13 417 029 1.08 1.19 F Sig 6,000,000 -less than 10,000,000 VND Above 10,000,000 VND Total L _ Table 4.1 05b ANOVA Spendtradi Sum of Squares df Mean Square 1.346 449 Within Groups 34.902 198 170 Total 36.249 201 Between Groups 163 2.636 051 Table 4.106: The relationship between Spendtradi and marriage status Table 4.106a Descriptives Spendtradi 95% Confidence Interval for Mean Mean N Std Deviation Std Error Lower Bound Upper Bound Minimum Maximum Single 130 1.11 396 034 1.04 1.17 Married 72 1.18 451 051 1.08 1.28 202 1.13 417 029 1.08 1.19 Total Table 4.106b ANOVA Spendtradi Sum of Squares Between Groups df Mean Square 279 279 Within Groups 35.970 200 174 Total 36.249 201 F Sig 1.606 206 Table 4.107: The relationship between Spendtradi and education level Table 4.107a Descriptives Spendtradi 95% Confidence Interval for Mean N Under high school Graduated High school College/ University Post graduated Total Mean Std Std Lower Upper Deviation Error Bound Bound Minimum Maximum 1.00 000 000 1.00 1.00 1 14 1.00 000 000 1.00 1.00 1 160 1.16 455 036 1.08 1.23 22 1.12 326 064 98 1.25 202 1.13 417 029 1.08 1.19 164 Table 4.107b ANOVA Spendtradi Sum of Squares df 477 159 Within Groups 35.772 198 174 Total 36.249 201 Between Groups F Mean Square Sig .911 437 Table 4.108: The relationship between Spendtradi and career Table 4.1 08a Descriptives Spendtradi 95% Confidence Interval for Mean Std N Mean Deviation Std Error Lower Bound Upper Bound Minimum Maximum Student 68 1.00 000 000 1.00 1.00 1 Officer/ staff 98 1.23 508 051 1.13 1.33 Freelancer 21 1.23 612 130 96 1.50 Unemployment 15 1.00 000 000 1.00 1.00 1 202 1.13 Total - · - 029 417 - - - · - - · · 1.19 1.08 ·- - L - - · Table 4.108b ANOVA Spendtradi Sum of Squares Between Groups df Mean Square 2.623 874 Within Groups 33.626 198 164 Total 36.249 201 165 F 5.330 Sig .001 - - Table 4.1 08c: Post Hoc Multiple Comparisons Spendtradi Dunnett t (2-sided) 95% Confidence Interval Mean Difference Sig Std Error Upper Bound (J) Career Student Unemployment 000 110 1.000 -.25 25 Officer/ staff Unemployment 228 106 071 -.02 47 Freelancer Unemployment 227 131 168 -.07 53 APPENDIX 11: (1-J) Lower Bound (I) Career COMPARISON ABOUT SHOPPING BEHAVIOR BETWEEN TWO SAMPLE SIZE (SUPERMARKET) AND TRADITIONAL MARKET Table 4.109: Comparison about FreqS and FreqT FreqS Frequency Valid Valid Percent Cumulative Percent Once a month 75 20.1 23.8 23.8 Twice a month 41 11.0 13.0 36.8 Once a week 124 33.2 39.4 76.2 Twice a week 42 11.2 13.3 89.5 More than times a week 33 8.8 10.5 100.0 315 84.2 100.0 Total Missing Percent 59 15.8 374 100.0 System Total FreqT Frequency Valid Missing Total Percent Valid Percent Cumulative Percent Once a month 33 8.8 16.3 16.3 Twice a month 10 2.7 5.0 21.3 Once a week 19 5.1 9.4 30.7 Twice a week 12 3.2 5.9 36.61 More than times a week 128 34.2 63.4 100.0 Total 202 54.0 100.0 System 172 46.0 374 100.0 166 Table 4.110: Comparison about Ssatisfy and Tsatisfy Ssatisfy 70 Valid 2.25 4 2.75 1.3 1.1 1.7 3.0 3.25 1.6 2.6 5.6 3.5 26 7.2 11.6 17.2 3.75 26 7.0 11.2 28.3 70 18.7 30.0 58.4 4.25 49 13.1 21.0 79.4 4.5 29 7.8 12.4 91.8 4.75 14 3.7 6.0 97.9 1.3 2.1 100.0 Total 232 62.3 100.0 System 142 37.7 374 100.0 Missing Cumulative Percent Valid Percent Percent Frequency Total Tsatisfy Frequency Valid Missing Valid Percent Percent Cumulative Percent 1.5 7 1.75 1.4 2.1 2.8 2.5 1.6 4.2 7.0 2.75 19 5.1 13.4 20.4 24 6.4 16.9 37.3 3.25 23 6.1 16.2 53.5 3.5 27 7.2 19.0 72.5 3.75 22 5.9 15.5 88.0 12 3.2 8.5 96.5 4.25 1.1 2.8 99.3 4.5 100.0 100.0 Total 142 38.0 System 232 62.0 374 100.0 Total - - J 167 ,·"f- Table 4.111 : Comparison about Likeshopsuper and Likeshoptradi Likeshopsuper Cumulative Frequency Valid Percent Valid Percent Percent dislike 37 9.9 9.9 9.9 Normal 99 26.5 26.5 36.4 148 39.6 39.6 75.9 90 24.1 24.1 100.0 374 100.0 100.0 like Strongly like Total ; L1keshoptrad1 Cumulative Frequency Valid Valid Percent 6.7 6.7 6.7 dislike 115 30.7 30.7 37.4 Normal 148 39.6 39.6 77.0 like 56 15.0 15.0 92.0 Strongly like 30 8.0 8.0 100.0 374 100.0 100.0 14 ~-~ • ~;V' ' ~~ f;~ :P: ::~ Percent 25 Strongly dislike Total ~ •• Percent 168 ... following points: The determinants of shopping behavior of consumer in retail market in Ho Chi Minh City The difference m shopping behavior of consumers m retail market by demographic groups of shoppers... market in Ho Chi Minh City has affected shopping habit /shopping behavior of consumers Consumers have more choice to decide where the most convenient place for them to go shopping However, there is...UNIVERSITY OF ECONOMICS HO CHI MINH CITY VIETNAM INSTITUTE OF SOCIAL STUDIES THE HAGUE THE NETHERLANDS VIETNAM -NETHERLANDS PROGRAMME FOR M.A IN DEVELOPMENT ECONOMICS The determinants of consumers' shopping