After being graded, I share my thesis to you!
ANTECEDENTS OF SHOPPER LOYALTY of vietnamese
I would like to express my sincere thankfulness to my research advisor, Dr. Nguyen
Thi Mai Trang, who made me believe in myself and gave me the possibility to
complete this thesis. Her guidance helped me in all the time of research and writing
this thesis. I am sure that this thesis would not have been possible without her support.
I also thank Prof. Nguyen Dinh Tho. I am extremely grateful and indebted to him for
his expert, valuable guidance, insightful comments, and encouragement extended to
I would like to express my gratitude to all ISB staffs that supported necessary
materials and helped summit my papers.
Especially, I would like to give my special thanks my family for supporting me
spiritually throughout my life.
With a population of 91 million consumers and economic growth rate averaged 6.37
percent from 2000 until 2012, Vietnam has been an attractive foreign investment
destination. Moreover, consumer preference has been changing along with higher
income, becoming sophisticated and improving living standard in recent years. In
addition, Nguyen, Nguyen, and Barrett (2007, p. 228) claim that “little has been paid
to transitional markets like Vietnam, where supermarkets are still a new retailing
system, appealing primarily to upper class consumers in urban areas of the country”.
Therefore, supermarket retailers have to take advantage of new innovations to create
their competitive advantages. When a customer goes shop at certain supermarket,
what make him/her keeping buying? And what are factors affecting his/her loyalty?
The retailers had to find out the answer to identify appropriate strategies for achieving
their own goals. Based on that, the study was carried out to reveal the impact of
service quality, product quality and assortment, layout, perceived price fairness, and
convenient location on shopper loyalty. The study was conducted by the survey
questionnaire. A sample of 420 consumers are living and working in Ho Chi Minh
City. The result revealed that service quality, product quality, perceived price fairness,
and convenient location have positive relationships with shopper loyalty.
This chapter introduces the background of the Vietnamese supermarket industry as well
as the status of shopper loyalty. The research questions and objective are proposed to
explore the factors determining customer loyalty. Based on these, research delimitation
is proposed and thesis structure is presented.
According to “Vietnam Retail Analysis (2008-2012)” (2010), the researchers claimed
that “fast pace growth in Vietnam’s retail market has made the country an attractive
destination for multinational retailers. Vietnam holds the 4th
position among 30
countries attracting foreign investors. As per the WTO agreement, the government has
removed limitation on capital invested by the foreign investors.”. “The value of retail
sales in Vietnam has rapidly risen over the past few years”. “The retail sales are
expected to surge at a CAGR of around 20% during 2010-2012.”
C. V (2012) states that although the nation has faced a difficult year, the retail market in
2011 still grew and made up 15-16 percent of Vietnam’s GDP with an increase of 29.3
percent over the previous year. Currently, there are approximately 900 supermarkets,
shopping malls, and convenience stores, along with a system of 9,000 traditional
markets in Vietnam. Moreover, the spending and consumption habit of Vietnamese
people has change a lot in the last few years.
As stated in “Vietnam Retail Market Forecast to 2014” (2012), “the modern retail
channels are expected to play a crucial role in future growth”. Moreover, it is estimated
that the retail sale will continue to grow at a CAGR of around 26% during 2012-2015.
In addition, the report also mentioned that Vietnam is one of the world’s five most
lucrative retail markets. Therefore, Vietnam’s retail market will attract a number of
foreign investors as well as international brands.
These researches have pointed out that Vietnam has been considered to be one of the
most potential markets in Asia. In addition, foreign firms (like Big C, Metro) have been