Factors affecting the decision on shopping of consumers at supermarkets in Ho Chi Minh City

Abstract

This research aims to identify factors affecting the decision on shopping of consumers at supermarkets in Ho Chi Minh City, then proposing solutions to help businesses plan strategies to attract and retain customers in the current competitive situation. Research is based on the available research of previous masters and researchers. In which, the main research method is the quantitative research method through questionnaires collected with the sample size of 195 people in Ho Chi Minh City. In addition, the study also adopted a group discussion method to understand, affirm and propose a model to fully reflect the factors affecting the decision of shopping at supermarkets. Data is processed and analyzed by SPSS20 software. Data analysis results show that: Goods, Price, Service, Advertising and Promotion affects the decision on shopping of customers at supermarkets in Ho Chi Minh City. From the research results, the group proposed some solutions for supermarket managers in Ho Chi Minh City in planning solutions for organization, management, ... to attract more customers to shop.