Luận văn thạc sĩ về yếu tố ảnh hưởng đến hành vi mua sắm của người tiêu dùng tại TP.HCM - Le ...

Luận văn thạc sĩ phân tích the determinants of consumers shopping behavior in retail in ho chi minh, đánh giá thực trạng, chỉ ra hạn chế, đề xuất giải pháp khả thi cho thực tiễn.

• Tác giả: Le Thai Bao Tran
• Người hướng dẫn: Dr. Nguyen Minh Duc
• Trường học: University of Economics
• Chuyên ngành: Development Economics
• Đề tài: Yếu Tố Ảnh Hưởng Đến Hành Vi Mua Sắm Tại TP.HCM
• Loại tài liệu: Thesis
• Năm xuất bản: 2011
• Địa điểm: Ho Chi Minh City

Mục lục chi tiết

• ACKNOWLEDGEMENT
• 1. CHAPTER I: INTRODUCTION
• 1.1. Problem statement
• 1.2. The organization of thesis
• 2. CHAPTER II: LITERATURE REVIEW
• 2.1. Theory of Reasoned Action- TRA
• 2.2. Theory of Planned Behavior- TPB
• 2.3. Behavioral economics theory and neo classical economics theory
• 2.4. The process of customer's decision- making
• 2.5. Literature about store- choice
• 2.6. Advertising and promotion
• 2.7. Customer demographic characteristics
• 2.8. Customer satisfaction of the favorite store
• 3. CHAPTER III: AN OVERVIEW OF SUPERMARKETS/ TRADITIONAL MARKETS ACTIVITIES IN HO CHI MINH CITY
• 3.1. Overview of retail market in Vietnam
• 3.2. Population of Vietnam by gender and region
• 3.3. Total retail revenue of goods and services
• 3.4. Overview retail market of Ho Chi Minh City (HCMC)
• 3.5. Development of supermarkets and traditional markets in HCM
• 4. CHAPTER IV: RESEARCH METHODOLOGY AND DATA ANALYSIS
• 4.1. Samples and data collection technique
• 4.2. Research methodology and data analysis
• 4.2.1. Kind of firm where shopper is working for (KindF)
• 4.2.2. Average monthly income of shopper (Mincomei)
• 4.2.3. Average monthly income of family of shopper (MincomeH)
• 4.2.4. Attributes of supermarket/ traditional market
• 4.2.5. Satisfaction of shopper with most frequently shopping place
• 4.2.6. Descriptive statistics of variables
• 4.2.7. Exploratory Factor Analysis (EFA) and reliability test (Cronbach's Alpha)
• 4.2.8. Model of shopping frequency
• 4.2.9. Model of satisfaction
• 4.2.10. Effects of demographic variables on shopping behavior at supermarket
• 4.2.11. Bivariate correlation between FreqS and SSatisfy analysis
• 4.2.12. 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
• 4.2.13. Effect of preference of supermarket shopping (Likeshopsuper) on shopping frequency (FreqS) or satisfaction (Ssatisfy) of shoppers with supermarket
• 4.2.14. The relationship between spending for each shopping time (Spendsuper) and shopping frequency (FreqS) at supermarket
• 4.2.15. Descriptive statistic of variables
• 4.2.16. Exploratory factor analysis (EFA) and reliability test (Cronbach's Alpha)
• 4.2.17. Model of shopping frequency
• 4.2.18. Model of satisfaction
• 4.2.19. Effects of demographic variables on shopping behavior at traditional market
• 4.2.20. Bivariate correlation between shopping frequency (FreqT) and satisfaction (Tsatisfy)
• 4.2.21. 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
• 4.2.22. Effect of preference of traditional market shopping (Likeshoptradi) on shopping frequency (FreqT) or satisfaction (Tsatisfy) of shoppers with favorite traditional markets
• 4.2.23. The relationship between spending for each shopping time (Spendtradi) and shopping frequency (FreqT) at traditional market
• 4.2.24. Comparison about the difference of shopping behavior (shopping frequency and satisfaction) between two sample size (supermarket and traditional market)
• 4.2.25. Shopping frequency at supermarket and traditional market
• 4.2.26. Satisfaction about supermarket and traditional market
• 4.2.27. The difference of the preference of shopping between two group shoppers
• 4.2.28. Satisfaction about distance from shopper's house to supermarket/ traditional market
• 5. CHAPTER V: FINDING AND CONCLUSION
• 5.1. Shoppers' behavior at supermarket
• 5.2. Shoppers' behavior at traditional markets
• 5.3. Comparison between supermarket and traditional market
• 5.4. Conclusion and recommendation
• 5.5. Limitation of this research and expectation for further research
• APPENDIX 2: Overview of HCMC
• APPENDIX 3: VARIABLE MEARSUREMENT
• APPENDIX 4: EFA ANALYSIS (SUPERMARKET)
• APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET)
• APPENDIX 6: REGRESSION OF SATISFACTION ABOUT SUPERMARKET MODEL (1st time)
• APPENDIX 7: ONE-WAY ANOVA ANALYSIS (SUPERMARKET)
• APPENDIX 8: EFA ANALYSIS (TRADITIONAL MARKET)
• APPENDIX 9: 1ST REGRESSION OF SHOPPING FREQUENCY AT TRADITIONAL MARKET
• APPENDIX 10: ONE-WAY ANOVA ANALYSIS (TRADITIONAL MARKET)
• APPENDIX 11: COMPARISON ABOUT SHOPPING BEHAVIOR BETWEEN TWO SAMPLE SIZE (SUPERMARKET) AND TRADITIONAL MARKET

Tóm tắt

I. Tổng quan về yếu tố ảnh hưởng đến hành vi mua sắm tại TP

Hành vi mua sắm của người tiêu dùng tại TP.HCM đang chịu ảnh hưởng từ nhiều yếu tố khác nhau. Các yếu tố này không chỉ bao gồm thói quen mua sắm mà còn liên quan đến tâm lý người tiêu dùng, xu hướng tiêu dùng hiện tại và các yếu tố văn hóa địa phương. Nghiên cứu này sẽ phân tích các yếu tố chính ảnh hưởng đến hành vi mua sắm, từ đó đưa ra cái nhìn tổng quan về thị trường bán lẻ tại TP.HCM.

1.1. Thói quen mua sắm và tâm lý người tiêu dùng

Thói quen mua sắm của người tiêu dùng tại TP.HCM thường bị ảnh hưởng bởi nhiều yếu tố như thu nhập, độ tuổi và giới tính. Nghiên cứu cho thấy rằng người tiêu dùng trẻ tuổi có xu hướng mua sắm nhiều hơn và thường xuyên hơn so với nhóm tuổi lớn hơn. Tâm lý người tiêu dùng cũng đóng vai trò quan trọng trong việc quyết định nơi họ sẽ mua sắm.

1.2. Xu hướng tiêu dùng hiện tại tại TP.HCM

Xu hướng tiêu dùng tại TP.HCM đang chuyển dịch mạnh mẽ từ các chợ truyền thống sang các siêu thị và trung tâm thương mại. Điều này phản ánh sự thay đổi trong nhu cầu và sở thích của người tiêu dùng, đặc biệt là trong bối cảnh đô thị hóa và phát triển kinh tế.

II. Vấn đề và thách thức trong hành vi mua sắm tại TP

Mặc dù thị trường bán lẻ tại TP.HCM đang phát triển mạnh mẽ, nhưng vẫn tồn tại nhiều vấn đề và thách thức. Các vấn đề này bao gồm sự cạnh tranh gay gắt giữa các nhà bán lẻ, sự thay đổi trong thói quen tiêu dùng và ảnh hưởng của quảng cáo đến quyết định mua sắm của người tiêu dùng.

2.1. Cạnh tranh giữa các nhà bán lẻ

Sự cạnh tranh giữa các siêu thị và chợ truyền thống đang ngày càng gia tăng. Các nhà bán lẻ phải tìm cách thu hút khách hàng thông qua các chương trình khuyến mãi và dịch vụ khách hàng tốt hơn.

2.2. Ảnh hưởng của quảng cáo đến hành vi mua sắm

Quảng cáo đóng vai trò quan trọng trong việc định hình nhận thức của người tiêu dùng về sản phẩm và dịch vụ. Nghiên cứu cho thấy rằng quảng cáo hiệu quả có thể làm tăng đáng kể tần suất mua sắm của người tiêu dùng.

III. Phương pháp nghiên cứu hành vi mua sắm tại TP

Để hiểu rõ hơn về hành vi mua sắm, nghiên cứu này sử dụng các phương pháp định lượng và định tính. Các khảo sát và phỏng vấn sâu được thực hiện để thu thập dữ liệu từ người tiêu dùng tại TP.HCM.

3.1. Khảo sát định lượng về hành vi mua sắm

Khảo sát định lượng được thực hiện trên một mẫu lớn người tiêu dùng để thu thập dữ liệu về thói quen mua sắm, mức độ hài lòng và các yếu tố ảnh hưởng đến quyết định mua sắm.

3.2. Phỏng vấn sâu với người tiêu dùng

Phỏng vấn sâu giúp thu thập thông tin chi tiết về tâm lý và thói quen mua sắm của người tiêu dùng, từ đó cung cấp cái nhìn sâu sắc hơn về hành vi mua sắm tại TP.HCM.

IV. Ứng dụng thực tiễn và kết quả nghiên cứu về hành vi mua sắm

Kết quả nghiên cứu cho thấy rằng có sự khác biệt rõ rệt trong hành vi mua sắm giữa các nhóm người tiêu dùng khác nhau. Các yếu tố như thu nhập, độ tuổi và giới tính đều có ảnh hưởng đến tần suất và sự hài lòng của người tiêu dùng khi mua sắm.

4.1. Sự khác biệt trong hành vi mua sắm giữa các nhóm người tiêu dùng

Nghiên cứu chỉ ra rằng người tiêu dùng trẻ tuổi có xu hướng mua sắm nhiều hơn và thường xuyên hơn so với người tiêu dùng lớn tuổi. Điều này cho thấy sự cần thiết phải điều chỉnh chiến lược tiếp thị cho phù hợp với từng nhóm đối tượng.

4.2. Kết quả từ khảo sát và phỏng vấn

Kết quả từ khảo sát và phỏng vấn cho thấy rằng sự hài lòng của người tiêu dùng với các siêu thị cao hơn so với các chợ truyền thống, mặc dù tần suất mua sắm tại chợ truyền thống vẫn cao hơn.

V. Kết luận và tương lai của hành vi mua sắm tại TP

Hành vi mua sắm tại TP.HCM đang trong quá trình chuyển mình mạnh mẽ. Các nhà bán lẻ cần nắm bắt xu hướng này để phát triển chiến lược kinh doanh hiệu quả hơn. Tương lai của thị trường bán lẻ tại TP.HCM hứa hẹn sẽ còn nhiều tiềm năng phát triển.

5.1. Dự báo xu hướng hành vi mua sắm trong tương lai

Dự báo rằng hành vi mua sắm sẽ tiếp tục thay đổi với sự gia tăng của công nghệ và thương mại điện tử. Người tiêu dùng sẽ ngày càng ưu tiên sự tiện lợi và trải nghiệm mua sắm tốt hơn.

5.2. Khuyến nghị cho các nhà bán lẻ

Các nhà bán lẻ cần chú trọng đến việc cải thiện dịch vụ khách hàng và áp dụng các công nghệ mới để thu hút người tiêu dùng. Việc hiểu rõ tâm lý và thói quen mua sắm của người tiêu dùng sẽ giúp các nhà bán lẻ phát triển bền vững.

Trích đoạn nội dung tài liệu

UNIVERSITY OF ECONOMICS INSTITUTE OF SOCIAL STUDIES HO CHI MINH CITY THE HAGUE VIETNAM 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 \,,. TIEU LUAN MOI download : [e-mail] ~ UNIVERSITY OF ECONOMICS INSTITUTE OF SOCIAL STUDIES HO CHI MINH CITY THE HAGUE VIETNAM THE NETHERLANDS 1 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 TIEU LUAN MOI download : [e-mail] 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 1 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 do 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 TIEU LUAN MOI download : [e-mail] CONTENTS ACKNOWLEDGEMENT . iii LIST OF TABLES . vii LIST OF FIGURES . xiv CHAPTER I: INTRODUCTION .4 The organization of thesis . 4 CHAPTER II: LITERATURE REVIEW .1 Theory of Reasoned Action- TRA .2 Theory of Planned Behavior- TPB .3 Behavioral economics theory and neo classical economics theory .4 The process of customer's decision- making .5 Literature about store- choice .5 Advertising and promotion .7 Customer demographic characteristics .2 Customer satisfaction ofthe favorite store . 19 CHAPTER III: AN OVERVIEW OF SUPERMARKETS/ TRADITIONAL MARKETS ACTIVITIES IN HO CHI MINH CITY .1 Overview of retail market in Vietnam .1 Population of Vietnam by gender and region .2 Total retail revenue of goods and services .2 Overview retail market ofHo Chi Minh City (HCMC) .3 Development of supermarkets and traditional markets in HCM . 27 CHAPTER IV: RESEARCH METHODOLOGY AND DATA ANALYSIS .1 Samples and data collection technique . 29 ' -~ Ill TIEU LUAN MOI download : skknchat@gmail.2 Research methodology and data analysis .8 Kind of firm where shopper is working for (KindF) .9 Average monthly income ofshopper (Mincomei) .10 Average monthly income offamily of shopper (MincomeH) .3 Attributes ofsupermarket/ traditional market.4 Satisfaction of shopper with most frequently shopping place .1 Descriptive statistics of variables: .2 Exploratory Factor Analysis (EFA) and reliability test (Cronbach's Alpha) .1 Model ofshopping frequency: .2 Model of satisfaction .4 Effects of demographic variables on shopping behavior at supermarket: .5 Bivariate correlation between FreqS and SSatisfy analysis: .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: . 7 Effect of preference of supermarket shopping (Likeshopsuper) on shopping frequency (FreqS) or satisfaction (Ssatisfy) of shoppers with supermarket: . The relationship between spending for each shopping time (Spendsuper) and shopping frequency (FreqS) at supermarket: . 51 iv TIEU LUAN MOI download : skknchat@gmail.1 Descriptive statistic of variables: .2 Exploratory factor analysis (EFA) and reliability test (Cronbach's Alpha) .1 Model of shopping frequency .2 Model of satisfaction .4 Effects of demographic variables on shopping behavior at traditional market: .5 Bivariate correlation between shopping frequency (FreqT) and satisfaction (Tsatisfy) .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: . 7 Effect of preference of traditional market shopping (Likeshoptradi) on shopping frequency (FreqT) or satisfaction (Tsatisfy) of shoppers with favorite traditional markets .8 The relationship between spending for each shopping time (Spendtradi) and shopping frequency (FreqT) at traditional market: .4 Comparison about the difference of shopping behavior (shopping frequency and satisfaction) between two sample size (supermarket and traditional market) .1 Shopping frequency at supermarket and traditional market .2 Satisfaction about supermarket and traditional market .3 The difference of the preference of shopping between two group shoppers .4 Satisfaction about distance from shopper's house to supermarket/ traditional market . 69 CHAPTER V: FINDING AND CONCLUSION .1 Shoppers' behavior at supermarket .2 Shoppers' behavior at traditional markets .3 Comparison between supermarket and traditional market .4 Conclusion and recommendation .5 Limitation of this research and expectation for further research . 77 v TIEU LUAN MOI download : skknchat@gmail. 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 .J vi TIEU LUAN MOI download : [e-mail] LIST OF TABLES TABLE IN CONTENT Table 1.1: Ranking of attractiveness of retail market in the world .1: Population ofHo Chi Minh City by district .2: Population ofHCMC by age .3: Total retail revenues of goods and services by region .1: Descriptive statistic of supermarkets' attributes .: The result of3rd time conducting EFA .3: Summary of Reliability test result .4: Descriptive statistics of group factors affect to frequency of shopping at supermarket.5: The result of regression (shopping frequency at supermarket) .6: The result of2"d regression (satisfaction at supermarket) .7: Correlation between shopping frequency and satisfaction .9: Descriptive statistic of variables of traditional market's attributes .10: The result of2"d conducting EPA (traditional market) .11: Summary of reliability test result (traditional market) .12: Descriptive statistics of group variables of traditional market .13: The result of 2"d regression (shopping frequency at traditional market) .14: The result of regression (satisfaction at traditional market) .15: Correlation between FreqT and Tsatisfy .17: Frequency index ofFreqS and FreqT . 65 vii TIEU LUAN MOI download : skknchat@gmail.19: Satisfaction index about supermarket and traditional market .21: Like index of supermarket and traditional market.23: Satisfaction index about distance .1: Cross table ofFreqS and Age . 72 TABLE IN APPENDICIES APPENDIX 2: Overview ofHCMC Table 3.4: Population of Vietnam by gender and region .5: Retail revenues of goods and services by economic sector .6: Number of traditional market, supermarket and trade centre until year 2015 . 101 APPENDIX 3: VARIABLE MEARSUREMENT Table 4.26: Location where shopper is living .27: Gender of shopper .28: Percentage of age of shopper .29: Married status of shoppers .30: Household size of shopper .31: Education level of shoppers .32: Career of shoppers .33: Kind of firm where shopper is working for .34: Monthly income of shopper . 115 viii TIEU LUAN MOI download : skknchat@gmail.35: Monthly income ofhousehold .36: Shopping at traditional market is a long- standing traditional habit of Vietnamese .37: Going to supermarket is not only for shopping but also for entertainment .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 .40: Second time of conducting EF A . 118 APPENDIX 5: RELIABILITY TEST (ATTRIBUTE OF SUPERMARKET) Table 4.41: Reliability test of group 1 .42: Reliability test of group 2 (Policy) .43: Reliability test of group 3 (Service) . 122 APPENDIX 6: REGRESSION OF SATISFACTION ABOUT SUPERMARKET MODEL (1st time) Table 4. 123 APPENDIX?: ONE-WAY ANOVAANALYSIS (SUPERMARKET) Table 4.45: The relationship between Age and FreqS .46: The relationship between Gender and FreqS .47: The relationship between Household size and FreqS .48: The relationship between monthly income of household and FreqS .49: The relationship between married status and FreqS .50: The relationship between education level and FreqS .51: The relationship between Career and FreqS .52: The relationship between Age and Ssatisfy .53: The relationship between sex and Ssatisfy .54: The relationship between Household size and Ssatisfy . 128 ix TIEU LUAN MOI download : skknchat@gmail.55: The relationship between monthly income of household and Ssatisfy .56: The relationship between marries status and Ssatisfy .57: The relationship between education level and Ssatisfy .58: The relationship between career and Ssatisfy .59: The relationship between Likeshopsuper and FreqS .60: The relationship between Likeshopsuper and Ssatisfy .61: The relationship between Likeshopsuper and Age .62: The relationship between Likeshopsuper and Sex .63: The relationship between Likeshopsuper and household's size .64: The relationship between Likeshopsuper and monthly income of household .65: The relationship between Likeshopsuper and marriage status .66: The relationship between Likeshopsuper and education level .67: The relationship between Likeshopsuper and career .68: The relationship between Spendsuper and FreqS .69: The relationship between Spendsuper and Age . 70: The relationship between Spendsuper and Sex .71: The relationship between Spendsuper and household size . 72: The relationship between Spendsuper and monthly income of household .73: The relationship between Spendsuper and marriage status .74: The relationship between Spendsuper and education level.75: The relationship between Spendsuper and career. 142 APPENDIX 8: EFA ANALYSIS (TRADITIONAL MARKET) Table 4.76: The result of 1st EFA . 143 APPENDIX 9: 1sT REGRESSION OF SHOPPING FREQUENCY AT TRADITIONAL MARKET Table 4. 144 X TIEU LUAN MOI download : [e-mail] APPENDIX 10: ONE-WAY ANOV A ANALYSIS (TRADITIONAL MARKEST) Table 4.78: The relationship between age and FreqT . 79: The relationship between sex and FreqT .80: The relationship between household's size and FreqT .81: The relationship between monthly income of household and FreqT .82: The relationship between marriage status and FreqT .83: The relationship between education level and FreqT .84: The relationship between Career and FreqT .85: The relationship between age and Tsatisfy .86: The relationship between gender and Tsatisfy .87: The relationship between household's size and Tsatisfy .88: The relationship between monthly income of household and Tsatisfy .89: The relationship between marriage status and Tsatisfy .90: The relationship between education level and Tsatisfy .91: The relationship between career and Tsatisfy .92: The relationship between Likeshoptradi and FreqT .93: The relationship between Likeshoptradi and Tsatisfy .94: The relationship between Likeshoptradi and Age group .95: The relationship between Likeshoptradi and Sex .96: The relationship between Likeshoptradi and household's size .97: The relationship between Likeshoptradi and monthly income of household .98: The relationship between Likeshoptradi and marriage status .99: The relationship between Likeshoptradi and education level .100: The relationship between Likeshoptradi and career .101: The relationship between Spendtradi and FreqT . 160 xi TIEU LUAN MOI download : skknchat@gmail.102: The relationship between Spendtradi and Age .103: The relationship between Spendtradi and Sex .104: The relationship between Spendtradi and household size .105: The relationship between Spendtradi and monthly income of household .106: The relationship between Spendtradi and marriage status .107: The relationship between Spendtradi and education level .108: The relationship between Spendtradi and career . 165 APPENDIX 11: COMPARISON ABOUT SHOPPING BEHAVIOR BETWEEN TWO SAMPLE SIZE (SUPERMARKET) AND TRADITIONAL MARKET Table 4.109: Comparison about FreqS and FreqT .110: Comparison about Ssatisfy and Tsatisfy .111: Comparison about Likeshopsuper and Likeshoptradi . 168 Xll TIEU LUAN MOI download : [e-mail] LIST OF FIGURES Figure 1.1: 2009 GRDI country attractiveness .1: Theory of Reasoned Action (Fishbein & Ajzen 1975) .2: Theory of Planned Behavior (Ajzen 1991) .1 : Total retail revenues of goods and services by region .2: Number of traditional market, supermarket and trade centre in HCMC from 2008- 2015 .1: The preference of shopping at supermarket and traditional market .