Factors Affecting the Choice of Supermarket for Shopping by Consumers in Hanoi Capital in Vietnam

In recent years, the Vietnam's economy has been growing, the demand for shopping and consumption of Vietnamese people has been sharply increased. The boom of branded and prestigious supermarket chains in the market such as Big C, Mobile World, Vinmart, or new retailers entering the organized retail market (supermarkets) in Vietnam has partly met the shopping needs of Vietnamese people. The authors select the scope of the study is Hanoi capital to identify and measure the factors that influence consumers' decisions to choose a shopping supermarket. Through qualitative and quantitative analysis, the research results show that there are 07 factors that influence the consumer's decision of choosing supermarkets to buy goods in Hanoi capital, which are the goods, prices, Convenience, reliability, supermarket staff, communication marketing and shopping environment. In particular, goods have the biggest influence on the consumer's decision choosing the supermarkets to buy in Hanoi, Vietnams. Keywords: Consumers; Supermarket; Consumer behavior DOI : 10.7176/EJBM/12-3-06 Publication date: January 31 st 2020