02. Mbaye Fall Diallo (2015) Drivers of Store Brand Usage in an Asian Emerging Market Evidence From Vietnam- International Journal of Retail & Distribution Management

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International Journal of Retail & Distribution ManagemDrivers of store brand usage in an Asian emerging market: evidence from Vietnam

Mbaye Fall Diallo

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Mbaye Fall Diallo , (2015),"Drivers o store brand usa!e in an sian emer!in! mar#et: evidence rom$ietnam", %nternational &ournal o 'etail Distribution Mana!ement, $ol *+ %ss 12 11** - 11.1Permanent link to this document:htt://ddoior!/10110/%&'DM-0-201*-00.

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http://dx.doi.org/10.1108/IJRDM-07-2014-0086http://dx.doi.org/10.1108/IJRDM-07-2014-0086mailto:[email protected]://dx.doi.org/10.1108/http://dx.doi.org/10.1108/http://www.emeraldinsight.com/authorshttp://www.emeraldinsight.com/mailto:[email protected]://dx.doi.org/10.1108/http://www.emeraldinsight.com/authorshttp://www.emeraldinsight.com/http://dx.doi.org/10.1108/IJRDM-07-2014-0086


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store image and store traBc 2


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and >u# %''?5. evertheless# consumer behaviour towards 34,roducts is less understood in a less6develo,ed emerging countr&such as /ietnam# des,ite the increasing modernisation of the retail

landsca,e# the institutional changes ta7en b& ,ublic authorities tofoster foreign direct investment and the growth of 34 ,roductranges. Existing research on 34s in emerging countries is focusedon 4RI nations 24rail# Russia# India and hina5@ however# a betterunderstanding of consumer behaviour towards modern retailing inother emerging mar7ets is needed 2ai and 3mith# %'$%5. gu&en et al# 2%'$"5 recentl& stressed the im,ortance of understanding the/ietnamese retail sector. Indeed# international retailers are now,resent in man& emerging countries and should have dee, insightsinto 34 ada,tation strategies in these mar7ets with di1erent culturalcontexts.

Arevious research on +sia has investigated several variables in relationto 34s# such as ,rice and 8ualit& ,erce,tions 2>u,ton et al## %'$'5#innovativeness 2 Jin and 3uh# %'')5# consumer ,erce,tions of theretailer origin 2heng et al## %''F5 and store attributes 2


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Drivers of store brandusage 114(


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b#onsumers7

store image ,erce,tions have a ,ositive in9uence on 34 ,riceimage.

Arice ,erce,tion is generall& considered to be a 7e& factor in ;rms 7success in emerging countries 24ene7e et al## %'$"@ 3,eece andgu&en# %'')5. Arevious research in the +sian


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context has shown that local and traditional retailers havecom,etitive ,rice advantages over international retailers 2heng et al## %''F5. 4ao et al# 2%'$$5 showed that 34 image# mainl& sha,ed b&,rice ,erce,tions# ,ositivel& in9uences 34 ,urchase intention. In thecontext of emerging countries# Diallo 2%'$%5 found a signi;cant e1ect of 34 ,rice image on 34 ,urchase intention in 4rail. In the/ietnamese context# ielsen 2%'$$b5 em,hasised the critical role of ,ricing and ,romotion for consumers. 3,eece and gu&en 2%'')5 alsoaddressed the issue of brand ,rice image ,erce,tion in relation tocountr&6of6origin 25 image in /ietnam. The& showed that ,ricecutting b& the Korean brands does little to attract customers awa&from the higher ,erceived 8ualit& of Ja,anese brands. 4ecause 34sare ,ositioned on ,rice advantages com,ared with national brands#we ex,ect that 34 ,rice image will have a ,ositive in9uence on 34usage# as has been observed in other emerging countries 2e.g. Diallo#%'$%5. +s a conse8uence# we ma7e the following deduction:

&(# 34 ,rice image has a ,ositive in9uence on 34 usage.

$%ects of S! perceived value and attitudeIn the current research# we de;ne ,erceived value 2following autilitarian a,,roach5 as the desire to ,a& a low ,rice for a ,roductmoderated b& some 8ualit& constraints 24urton et al## $??(5.onsumer attitude towards 34s refers to a general evaluation of a 34,roducts formed over time 24urton et al## $??(@ Jin and 3uh# %'')5.

Research in emerging countries has established the ,ositive e1ect of ,erceived value on 34 ,urchase behaviour in the +sian context 2 Jinand 3uh# %'')5# but also in other emerging countries such as 4rail2Diallo# %'$%5. 3,eece and Guong 2%''%5 showed that /ietnameseurban middle6class consumers are strongl& value oriented in theirsho,,ing behaviour# desiring fairl& good 8ualit& and service but alsofactoring ,rice into their considerations. Therefore# because 34s arehighl& ,ositioned on utilitarian benefits 24ene7e et al## %'$"@ Diallo et al## %'$"5# we ,osit that /ietnamese consumers will rel& on 34,erceived value in their sho,,ing behaviour in modern retailing. 34sdo have the advantage of being accessible to /ietnamese middle6classconsumers 2ielsen# %'$$a5.


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Drivers of store brandusage 114*


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favourable attitude towards new ,roducts 2


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the&develo,morefavou

rable

attitudes towards 34s such as the interaction between storefamiliarit& and 34 attitude leads to higher 34 ,urchase intentions.Aaswan et al# 2%'$'5 re,ort similar consum,tion ,atterns in anotheremerging countr& 2exico5# where smaller retailers ,erform well due togreater store familiarit&. The moderating role of familiarit& was also

demonstrated in the +sian


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context b& Ga and Jang 2%'$'5# who showed that in 3outh Korea,erceived value a1ects ,urchase intentions in di1erent wa&s de,endingon the level of consumer familiarit&. 4ased on these considerations# we

,ro,ose the following h&,otheses:&a# + higher level of store familiarit& associated with ,ositive

store image ,erce,tions a1ects ,ositivel& 34 usage.

&b# + higher level of store familiarit& associated with a ,ositive34 ,rice image a1ects ,ositivel& 34 usage.

&c# + higher level of store familiarit& associated with a ,ositive 34,erceived value a1ects ,ositivel& store brand usage.

&d# + higher level of store familiarit& associated with a ,ositiveattitude towards 34s a1ects ,ositivel& 34 usage.

0igure $ ,resents our conce,tual model and summarises the researchh&,otheses.

,$ -ethodology and empirical study This research is based on a surve& underta7en in the /ietnamesemar7et.


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3tore familiarit&3tore image ,erce,tions

G-a G-b G-c G-dG) N

G$a NG$b N

G% N34 ,rice6image34 usage

G"a N

34 ,erceived value

G"b N G! N

+ttitude towards 34s

model andh&,otheses


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%

11(

retailers are tr&ing to mar7et the ,roduct lines with their own brandsand believe that in the coming &ears one out of four ,roducts will be of their own brandL%M. 0urthermore# according to the %'$$ ielsen

3ho,,er Trends# 34s are $)6"' ,er cent lower in ,rice thanmanufacturer brands in /ietnam@ therefore# the& would be a highl&a,,ro,riate tool for targeting the emerging middle class in /ietnam2ielsen# %'$$a5.

Data collectionData were collected using a 8uestionnaire administered b&investigators 2enroled in management classes5 s,eciall& trained forthe surve& as in Aaswan et al# 2%'$'5. ative s,ea7ers of /ietnamese double bac76translated the 8uestionnaire# following thecollaborative and iterative translation framewor7 suggested b&Douglas and raig 2%''F5. Res,ondents were interce,ted while

sho,,ing in 4ig 2a h&,ermar7et5 and in 0ivimart 2a su,ermar7et5 inGanoi in arch %'$'.


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+ge ende 0amil& income ,er Education

$(6%) %$ en !' S T!)'6?'' !F.$ o education '.%-6"! %? ?'$6$#F?' %-.$ Gigh school %%.")6!? %% $#F?$6!#?'' $?.$ 4achelor not achieved %%.

3,ecialised 2Gigh school $!.0able %$ )'6-! $- 0emal -'


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segments based on socio6demogra,hics. verall# res,ondents tendedto be between %- and !? &ears old 2)$ ,er cent5# to belong to themiddlehigher6income class in /ietnam 2)" ,er cent had a famil&

income of at least ?'' ,er month5# to be female 2)? ,er cent5 and tobe well educated 2more than )' ,er cent had at least a bachelor7s

degree5.

Measurement of variablesuan#

%'$'@ gu&en et al## %''F5. I Q'.?F and


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Drivers of store brandusage 11(1


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onstructs Dimensions and measurement items 3tand. loadinga r Ub

+/E

11(&

3toreimage,erce,tionsH Q '.F-+/E Q'.)%

Layout : H Q '.(F '.F$Ah&sical facilities are visuall& a,,ealing '.(F '."$'.-?3tore la&out is clear '.F?Eas& to ;nd articles on ,romotion '.(!

'.($

34,rice6 image

H Q '.('

Em,lo&ees are 7nowledgeable '.(F '.%? '.F%

Em,lo&ees are courteous '.('Em,lo&ees are willing to ;nd customer solutions '.((S! perceived relative price: H Q '.(! '.(!I found low6,riced 34 ,roduct ranges in this storecom,ared to other stores '.($ '.!!'.-!

+ll 34 ,roducts in this store seem to be chea,er than

0able %%$As&chometric8ualit&

34usageH Q '.()

3tore familiarit& H Q'.F%

I ,urchase '.F)


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G%df Q $.$F@ 0ivimart: G% Q "F).FF# df Q ""'# p Q '.'!%@ R3E+ Q

'.'"$@ 0I Q '.?F@

T>I Q '.?F and G%df Q $.$". These results suggest

satisfactor& con;gural invariance. I Q '.?'@ and G%df Q $.)-5. It is

therefore a,,ro,riate to conclude that theh&,othesised model acce,tabl& ;ts the data. 0urthermore# theresults indicate that the ,redictors ex,lain substantial amounts of variance in the de,endant variable: 34

Drivers of store

brandusage

11(,

%/ver

all

Q '.)(# R% Q '.)? and R% Q '.)?.

Table III shows the structural coe1icients for estimating our model. The e1ect of storeimage ,erce,tions on 34 usage is not significant 2 p < '.')5# whichrejects &'a. Gowever# an assessment of indirect e1ects# through

bootstra,,ing 2see heung and >au# %''(5# shows that store image,erce,tions affect significantl& 34 usage via the mediation of 34 ,riceimage 2I Q '.%%# p o '.'$5. This result means that for /ietnameseconsumers# store image becomes a determinant of 34 usage onl& whenthe 34 ,rice ,romise is fulfilled. &'b is su,,orted because store image,erce,tions significantl& a1ect 34 ,rice image. The latter has a,ositive e1ect on 34 usage# which su,,orts &(. Gowever# thisrelationshi, is not significant in 0ivimart 2su,ermar7et5# suggesting thatthis retail chain

Directs e1ects

&'aN: storeimage

Totalsam,le 2n Q%F%5

3tandardised IcoeBcientsa 4ig sam,le 2h&,ermar7et5

2n Q $"'5

0ivimartsam,le

2su,ermar7et52n Q $!%5

,erce,tionsV34 usage '.$! ns LW'.'!@ '.""M W'.'% ns LW'."(@ '.%"M '.%)ns LW'.'$@ '.-'M&'bN: store image,erce,tionsV34 ,rice image '.-' L'.!!@ '.F"M** '.)( L'.""@ '.F)M** '.)( L'.""@'.(%M**&(N: 34 ,rice6imageV34 usage '."( L'.$-@ '.-$M** '.)-L'.%(@ '.(?M** '.$( ns LW'.$F@ '.)?M&)aN: 34 ,erceived valueV34usage '.") L'.%$@ '.)$M** '.%? L'.'(@ '.)%M** '.!$ L'.$(@'.-!M**

&)bN: 34,erceivedvalueVattitudetowards 34s

'.!? L'."-@ '.-'M**'.!% L'.%%@ '.)?M**'.)) L'.")@ '.-?M**&*N: attitudetowards 34sV34

!ig Fivimausage:


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usage '.%F L'.'F@ '.!!M** '.%% nsLW'.'%@ '.)"M '.%? L'.'-@ '.)(M*&+N: 3tore familiarit&V34usage '.%) L'.'(@ '.!$M** '."" L'.'!@ '.-$M* '.%) L'.'"@'.!!M*

otes: ns# not signi;cant. a+ssociated bootstra, intervals Llower bound@ u,,erboundM should not include ero for signi;cance of the relationshi,. * p o '.')@** p o '.'$

0able %%%$ain

h&,othesestesting with

bootstra,intervals


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has to im,rove its 34 ,ricing strateg&. The 34 ,erceived valuein9uences not onl& the 34 usage# but also attitudes towards 34s. These results give su,,ort to &)a and &)b and show that ,erceived

value is an im,ortant factor for /ietnamese consumers# regardless of the retail format. 0urthermore# meditation anal&ses showed that,erceived value has an indirect e1ect on 34 usage 2I Q '.$"# p o'.'$5. &* is also su,,orted# because the attitude of consumerstowards 34s has a significant e1ect on 34 usage# but the e1ect is notsigni;cant at 4ig 2h&,ermar7et5. 3imilarl store familiarit& has asignificant e1ect on 34 usage 2I Q '.%)# p o '.'$5# su,,orting &+. This e1ect is# however# stronger for 4ig in com,arison with0ivimart# in contrast with ,revious ;ndings in other emergingcountries 2Aaswan et al## %'$'5. To assess the strength of these resultsrelative to sam,le sie# we used the bootstra,,ing ,rocedure in +mos$( 24ootstra, 4# $#''' re,lications# I Q ?) ,er cent5# following therecommendations of heung and >au 2%''(5.


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&a: 30+ X3IAV34 usage'.$$ ns LW'.'?@'."$M '.%!

LW'.$?@ '.('M*'.'F ns LW'.))@'.(-M

&b: 30+ X 34AIV34 usage '.'' ns LW'.$%@ '.$%M '.$% ns LW'.')@ '.""MW'.$% ns LW'."'@ '.'-M&c: 30+ X 34A/V34 usage '.$' ns LW'.'"@ '.%%M '.%) LW'.'%@ '.!)M**W'.'! ns LW'.%!@ '.$$M&d: 30+ X +T34V34 usage '.'? ns LW'.'F@ '.%%M '.%- LW'.$F@ '.!FM**W'.'F ns LW'.!'@ '.$"M 1otes: ns# not signi;cant@ 30+# store familiarit&@ 3IA# store image ,erce,tions@ 34AI#34 ,rice6image@ 34A/# 34 ,erceived value@ +T34# attitude towards 34s. odel ;twith covariates: G% Q FF-.!?@ df Q !$$# p o '.''@ R3E+ Q '.')F@ 0I Q '.?%@

T>I Q '.?$ and G%df Q $.((. a


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($ Discussions and implicationsDiscussion and t"eoretical implications This research shows that several factors determine 34 usage in the

/ietnamese mar7et. The results indicate that 34 ,rice image and 34,erceived value have the strongest e1ect on 34 usage. These;ndings stress that /ietnamese consumers focus on ,rice cues andutilitarian values in their usage 34 ,roducts. The im,ortance of 34,rice image can be related to consumer ,rice sensitivit& as well as toretailers7 e1orts to o1er a1ordable 34 ,roducts to consumers in/ietnam# es,eciall& in 4ig . This focus on ,rice6related factors hasbeen re,orted in other emerging countries 24ene7e et al## %'$"@D7+ndrea et al## %''-5. It can also be associated with the searchb& /ietnamese consumers for sales ,romotions. ielsen 2%'$$b5found that /ietnam has the most ,romotionall& focused sho,,ers in+sia# with (F ,er cent of consumers o,en to bu&ing through sales,romotions com,ared with a regional average of -( ,er cent. The e1ect

of 34 ,erceived value can be anal&sed similarl& and ma& be relatedto the rising cost of ever&da& consumer goods# which has ,rom,tedsho,,ers to be even more value conscious than before 2ielsen#%'$$b5. om,ared with ;ndings re,orted in ,revious research in +sia2e.g. Jin and 3uh# %'')5 and in e on7house et al## %'$"5# attribute a greatim,ortance to balance in life and consum,tion. Therefore# focusing on a347s ,erceived utilitarian value ma& allow /ietnamese consumers toavoid wasting mone& and remain consistent with their cultural andtraditional values. This result contrasts with recent ;ndings showinga low utilitarian value orientation for hinese consumers 2Phang et al##%'$!5. The e1ect of attitude towards 34s in our research is also,ositive 2I Q '.")# p o '.'$5# but it is rather wea7 com,ared with,revious studies in other +sian emerging countries 2e.g. Jin and 3uh#%'')5. This ;nding shows that attitude is not &et an im,ortant factorin /ietnamese consumer usage of 34s# regardless of the retail chainformat. It also ex,lains wh& 34 mar7et shares are still low in

/ietnam.3tore image ,erce,tions 2i.e. la&out# merchandise and service5 didnot seem to be a leading factor in 34 ,urchase# because the& haveonl& an indirect e1ect on 34 usage. This result contrasts with ,reviousresearch in other emerging countries# in which store image morestrongl& and directl& a1ected 34 ,urchase behaviour 2Diallo# %'$%@


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Drivers of store brandusage 11((


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,oints out a contrast with ;ndings from other emerging mar7ets. In/ietnam# we do not find a di1erence in favour of the smaller retailformat# which was the case for exican consumers 2Aaswan et al##

%'$'5. Rather# we found a slightl& stronger e1ect of store familiarit&in the h&,ermar7et retail chain 24ig 5# which illustrates that eventhough the su,ermar7et format 20ivimart5 has a better 34 ,erceivedvalue# it does not ,erform well in terms of store familiarit&.0urthermore# our assessment of the moderating role of store familiarit&did not demonstrate an& signi;cant e1ect in the overall sam,le#confirming the wea7 e1ect of this variable. Gowever# the interactionbetween store image ,erce,tions and store familiarit& significantl&a1ects 34 usage in the h&,ermar7et format 24ig 5# highlightingagain the greater role of store familiarit& in the bigger format.3imilar results concerning the moderation of store familiarit& arefound in the relationshi,s between 34 ,erceived value and 34 usageas well as between attitude towards 34s and 34 usage in 4ig . These results have several managerial im,lications# which we anal&sebelow.

Managerial implications The results of this stud& allow the researchers to derive severalmanagerial im,lications for retail ;rms o,erating in /ietnam. 0irst# the

stronger e1ect of 34 ,rice image and 34 ,erceived value indicatesthat /ietnamese consumers seem to give a ,riorit& to ,rice6related

constructs in their ,urchase of 34 ,roducts. Therefore# retailers shouldfurther focus their communication strategies on these dimensions.Gowever# because ,rice does not entail either brand attachment or

store lo&alt& in the long run# we recommend that retailers focus on 34,erceived value and on other variables such as brand attitude# to

,romote store lo&alt& and to foster retail sales in /ietnam.om,ared with traditional retail outlets 2i.e. wet mar7ets5# modern

retailers are not suBcientl& com,etitive in terms of ,rice 2aru&amaand Trung# %'$%5. Therefore# focusing onl& on 34 ,rice image ma&

harm retail sales in the long run. This recommendation ises,eciall& true for 4ig 2h&,ermar7et5# where 34 ,rice image

strongl& a1ects 34 usage. onversel 0ivimart 2su,ermar7et5#where 34 ,rice image does not a1ect 34 usage# should focus on

,rice to attract more consumers through sales ,romotions and retailbranding. This retailer# though a local one# is ,erceived to be

ex,ensive b& most /ietnamese consumers. Therefore# it should focus

on 34 ,rice ranges ,ositioned to reach less wealth& consumers andim,rove store traBc. This latter recommendation is also related tostore familiarit the e1ect of which is found to be wea7er in 0ivimart. The h&,ermar7et chain should ,a& attention to the ,erceived value of

its 34s# which less strongl& a1ect 34 usage com,ared with thesu,ermar7et chain 2I Q '.%?# p o '.'$ vs I Q '.!$# p o '.'$5. +

similar consum,tion ,attern was highlighted b& =ang et al# 2%'$$5#who argued that smaller /ietnamese retailers remained sur,risingl&

com,etitive# ,artl& due to the ,reference of man& consumers forconvenience as well as the abilit& to ,urchase food close to their

homes. 3econd# regardless of store format# retailers in the/ietnamese mar7et should concentrate on measures that im,rove

consumer attitudes towards 34s. The e1ect of this variable on 34usage is rather wea7. In general# +sian consumers do not seem tohave strong and ,ositive attitudes towards 34s. Arevious studies have

em,hasised the diBculties in develo,ing 34s in +sia 2andhachitaraet al## %''(5. onse8uentl retailers should im,rove consumers7


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attitudes

towards34s

in +sian mar7ets# es,eciall& in /ietnam# via mar7eting e1orts andcustomer relationshi, management. 3trengthening customer

ex,erience with 34s# through in6store ,reference tests# can hel,im,rove 34 ,erceived 8ualit& and then the attitude towards 34s

com,ared with


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those towards ,roducts o1ered in traditional retail settings where alarge majorit& of /ietnamese consumers continue to sho,. oreim,ortantl leveraging /ietnamese cultural values 2e.g. grou,status# res,ect and reci,rocit&5 is a 7e& o,tion for modern retailersattem,ting to develo, more ,ositive attitudes towards 34s thatcarr& the retailer7s name. /ietnamese consumers are tr&ing to reconcilemodern in9uences with traditional values6that is to sa thetraditional self E with the modern self E 2ai and 3mith# %'$%5. Retailbrand management ,ractices should# therefore# be consistent withconsumers7 desires to ;nd the best balance between tradition andmodernit&. This suggestion is ,robabl& more a,,ro,riate for theh&,ermar7et chain 24ig 5# which is ,erceived as foreign and which isa setting where 34 ,erceived value less strongl& a1ects 34 usage.

Third# our ;ndings show that store image ,erce,tions do not have adirect e1ect on 34 usage. This result is disturbing for retail chainso,erating in /ietnam and throughout +sia. Arevious studies

showed that /ietnamese consumers have a good ,erce,tion of overall image 2gu&en et al## %''F5. Gowever# our ;ndings indicate thatthere is not a strong direct s,illover e1ect of store image ,erce,tions on34 usage# even though retail chains o,erating in /ietnam and other,arts of +sia are tr&ing to leverage their store image to foster retailsales.


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Drivers of store brandusage 11(*


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for theoretical and ,ractical reasons@ however# because each emergingcountr& has its own mar7et and consumer characteristics# com,aring/ietnam to other emerging and develo,ed countries would be an

im,ortant area for further research on 34s. 0or exam,le# heng et al# 2%''F5 found that Taiwanese consumers di1erentiate betweeninternational 2foreign5 and local 34s in terms of brand ,ersonalit&and brand leadershi,. It is not clear# however# whether /ietnameseconsumers would have similar ,erce,tions. 0urthermore# our resultsindicate that the relationshi,s between 34 ,rice image# 34 ,erceivedvalue and 34 ,urchase intention is similar to those found indevelo,ed countries 2e.g. Diallo et al## %'$"5. Therefore# 8ualitativeresearch and cross6countr& investigations are needed to understandthe rationale behind such results and the s,eci;cit& of /ietnameseconsumers.

otes

$. 3ource: www.gba6vi etnam.org u,load;les ;l e EETTER %'$" JHE%'2$' Y') 5 DY 6 %' > e gal%'u,dates %'6 % ''$%'to% ' $) % 'a&Y %' %'$" .,df 2accessed $) +,ril %'$!5.

%. 3ource: /ietamet# htt,:english.vietnamnet.vnenbusinessF()?sbv6to67ee,6close6e&es6 on6lenders Cinvestments.html 2accessed $) +,ril %'$!5.

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hang#E..

and >uan# 4. 2%'$'5# Dhinese consumers7 ,erce,tion of h&,ermar7et storeimageE#

1sia 2aci.c 0ournal of Marketing and Logistics# /ol. %% o. !# ,,. )$%6)%F.

http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F13555851011090538http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F13555851011090538http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F13555851011090538


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heng# J..3.# hen# >.3.>.# >in# J.=.. and .# illas, J.+. and Aurc63te,henson# R. 2%''?5# DRe,orting ,ractices

in con;rmator& factor anal&sis: an overview and some recommendationsE#2syc"ological Met"ods# /ol. $! o. $# ,,. -6%".

Jara# . and li8uet# . 2%'$%5# DRetail brand e8uit&: conce,tualiation andmeasurementE# 0ournal of Retailing and onsumer Services# /ol. $? o.$# ,,. $!'6$!?.

Jin# 4. and 3uh# =.. 2%'')5# Integrating e1ect of consumer ,erce,tionfactors in ,redicting ,rivate brand ,urchase in a Korean discountstore contextE# 0ournal of onsumer Marketing# /ol. %% o. %# ,,. -%6F$.

>e on7house# >.# 4arnes# 4.R. and Aham# T.3.G. 2%'$"5# easuring onfucianvalues among East +sian consumers: a four6countr& stud&E# 1s ia 2aci.c!usiness R evie4# /ol. $? o. "# ,,. "%'6""-.

>in# ..#


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Drivers of store brandusage 11(.


35/51

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>u,ton# R.+.# Rawlinson# D.+. and 4raunstein# >.+. 2%'$'5# Arivate labelbranding in hina: what do H3 and hinese students thin7E# 0ournal of onsumer Marketing# /ol. %F o. %# ,,. $'!6$$".

cDonald# G.# Darb&shire# A. and Jevons# . 2%'''5# 3ho, often# bu& little:the /ietnamese reaction to su,ermar7et retailingE# 0ournal of 6lobalMarketing# /ol. $" o. !# ,,. )"6F$.

ai# .T.T. and 3mith# K. 2%'$%5# D The im,act of status orientations on ,urchase,reference for foreign ,roducts in /ietnam# and im,lications for,olic& and societ&E# 0ournal of Macromarketing# /ol. "% o. $# ,,. )%6-'.andhachitara# R.# 3hannon# R.. and Gadjicharalambous# . 2%''(5# D


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3,eece#.a

ndgu

&en# D.A. 2%'')5# ountering negative countr&6of6origin with low ,rices:a conjoint stud& in /ietnamE# 0ournal of 2roduct and !randManagement # /ol. $! o. $# ,,. "?6!(.

3teen7am,# J.64.E.. and 4aumgartner# G. 2$??(5# +ssessing measurementinvariance in cross6national consumer researchE# 0ournal of onsumer Researc"#

/ol. %) o. $# ,,. F(6?'.3woboda# 4.# Aennemann# K. and Taube# . 2%'$%5# The e1ects of ,erceived

brand globalness and ,erceived brand localness in hina: em,iricalevidence on


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5. Dr ba&e 0all Diallo can be contacted at: mba&efall.diallo`univ6lille%.fr

Drivers of store

brandusage

11)1

http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F03090560810840998&isi=000254142900013http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F03090560810840998&isi=000254142900013http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F03090560810840998&isi=000254142900013http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F03090560810840998&isi=000254142900013http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ausmj.2010.11.001http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ausmj.2010.11.001http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ausmj.2010.11.001http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ibusrev.2013.05.002&isi=000329419600024http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ibusrev.2013.05.002&isi=000329419600024http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F10610420710739982http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F10610420710739982http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F10610420710739982http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2FS0022-4359(99)80099-2&isi=000077247300003http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2FS0022-4359(99)80099-2&isi=000077247300003http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2FS0022-4359(99)80099-2&isi=000077247300003http://www.emeraldinsight.com/action/showLinks?crossref=10.1080%2F0267257X.2010.549197http://www.emeraldinsight.com/action/showLinks?crossref=10.1080%2F0267257X.2010.549197mailto:[email protected]://www.emeraldinsight.com/action/showLinks?system=10.1108%2F03090560810840998&isi=000254142900013http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F03090560810840998&isi=000254142900013http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ausmj.2010.11.001http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ausmj.2010.11.001http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2Fj.ibusrev.2013.05.002&isi=000329419600024http://www.emeraldinsight.com/action/showLinks?system=10.1108%2F10610420710739982http://www.emeraldinsight.com/action/showLinks?crossref=10.1016%2FS0022-4359(99)80099-2&isi=000077247300003http://www.emeraldinsight.com/action/showLinks?crossref=10.1080%2F0267257X.2010.549197mailto:[email protected]


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40/51

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ngˆi tiu d{ng nh gi c‡a cc cza hng. th| hn# lu tr‚ h•nh knh c…nh h•nh trong tOm trƒ c‡a ngˆi mua sm mt ,h‘n byi ch„t chc nng vmt ,h‘n c‡a mt lot cc thuc tƒnh tOm lŽ 2ollins6Dodd v >indle %''"5.34 knh gi c th| c …nh ngh’a nh l mt i din ton c‘u v mc

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4kn. 4yi v• 43 c …nh v… trn li th v gi so vi cc thng hiu 8ucgia# ch€ng t‹i h& v‰ng rng 34 knh gi s c knh hyng tƒch cc i vi vic sz dng 34# nh Œ c 8uan st th„& y cc nc ang ,ht tri|n 7hc 2vƒ dnh Diallo# %'$%5. h mt h 8uk# ch€ng t‹i thc hin vic 7h„u trš sau O&:

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d on rEng:4$ 0hi > _i vi R[H c m>t `nh h;Ing tTch cc _i vi vi8c s9 dng HR$

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44/51

hc hc c{ng ;Sc chng minh trong b_i c`nh chCu c7a = v= zang Z&1\J ng;@i chj ra rEng I=n €u_c nhn thc gi tr? `nh h;Ing ^n w ?nh mua h=ng theo nhng cch khc nhautWy thu>c v=o mc > uen thu>c c7a ng;@i tiu dWng$ Da trn nhng nhn O}t n=yJ

chng tfi 5 OuXt cc gi` thuy^t sau Cy:)a$ ->t mc > cao hc gn li5n vi nhn thc c7a c9a h=ngh3nh `nh tTch cc `nh h;Ing tTch cc s9 dng HR$)b$ ->t mc > cao hc gn li5n vi m>t h3nh `nh tTch cc `nhh;Ing ^n gi HR tTch cc s9 dng HR$)c$ ->t mc > cao hc gn li5n vi m>t gi tr? HR nhn thctTch cc `nh h;Ing tTch cc c9a h=ng s9 dng th;t mc > cao hc gn li5n vi m>t thi > tTch cc _ivi R[H `nh h;Ing ^n vi8c s9 dng tTch cc HR$3nh 1 tr3nh b=y mf h3nh khi ni8m c7a chng tfi v= tm tt cc gi` thuy^t nghin cu$

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45/51

hin i 2c{ng vi Thnh ,h G~ hƒ inh5 ti /it am 2aru&ama v Trung#%'$%5. goi ra# n l mt …a i|m m 7hch hng 8uen thuc hn vi bn lhin i byi v• h‰ thˆng xu&n i n cc siu th… cho cc nhu c‘u hngng& c‡a h‰ 2=ang et al.# %'$$5. >a ch‰n c‡a ch€ng ta v hai chui bn lda trn cc tiu chƒ: th nh„t# O& l mt trong nh‚ng nh lŒnh o trong th…

trˆng bn l /it am@ th hai# h‰ c ,hm vi rng nh„t c‡a cc skn ,hm34 y /it am@ v th ba# h‰ nhm vo ,hOn 7h€c ngî tiu d{ng c{ng2ngî tiu d{ng ‹ th… vi trung b•nh n cao thu nh†, c„,5. Gn n‚a# v• haichui bn l hot ng hai …nh dng cza hng 7hc nhau# nhm mc tiuch€ng cho ,h^, ch€ng ta xem x^t v„n nh› vs cc cza hng ln ti cc th…trˆng mi nqi# sau Aaswan et al. 2%'$'5. To ra vo nm $??(# 4ig l mtc‹ng t& con thuc sy h‚u c‡a cc nh bn l asino c‡a Ah,. l mt nhtin ,hong ‘u c‡a cc …nh dng siu th… ti /it am v cc nh lŒnh oth… trˆng do m‹ h•nh tng tryng v nh‚ng n lc c‡a m•nh | c li cho m‹itrˆng 7inh t v xŒ hi c‡a cc cza hng c‡a m•nh. 0ivimart l mt chuisiu th… …a ,hng iu hnh byi c‹ng t& hOt am v thnh l†, vo nm$??F. c $- cza hng y G i nh thng su nm %'$". Trong nm %'$%#

0ivimart vo danh sch To, )'' nh bn l tt nh„t trong 7hu vc hOu p Thi 4•nh Dng.h€ng t‹i h›i ngî trk lî | tham 7hko rž rng | “thng hiu vi tn nhbn l“# tr‰ng tOm c‡a nghin cu n&. Khi h~ s r‡i ro c th| c s 7hc bitng 7| gi‚a cc loi skn ,hm 2PIE>KE v Dobbelstein# %''F5# ch€ng t‹i giithiu n cc skn ,hm thc ,hm# ch–ng hn nh nc tri cO& v s‚achua# ni 43 thˆng mua ti /it am. /• nh‚ng lŽ do cho vic mua sm cth| tha& qi t{& thuc vo thî gian trong ng& v cc ng& trong tu‘n#ch€ng t‹i thu th†, d‚ liu ti thî i|m 7hc nhau trong ng& v vo nh‚ngng& 7hc nhau trong tu‘n. ]u tr•nh thu th†, d‚ liu cho ,h^, ch€ng ta thuth†, mt mŸu tqng th| c‡a !!) ngî trk lî. c d‚ liu bao g~m mt mŸuchung c‡a $F" ngî trk lî cho ,hOn tƒch nhOn t 7hm ,h v mt mŸu ,hi

sinh vin c‡a %F% bkng cOu h›i c th| sz dng | ,hOn tƒch cui c{ng 24ig Q $"' v 0ivimart Q $!%5. Trk lî Œ c ,hOn ,hi tt trn tuqi# giitƒnh# thu nh†, h gia •nh v gio dc 24kng I5. Kh‹ng c 7hc bit c Ž ngh’agi‚a hai ,hOn 7h€c da trn xŒ hi6nhOn 7hu h‰c. h•n chung# ngî trk lîc xu hng l tš %- n !? tuqi 2)$ ,h‘n trm5# thuc v t‘ng l, trung cao thu nh†, y /it am 2)" ,h‘n trm Œ c mt gia •nh thu nh†, ƒt nh„t ?'' mi thng5# l n‚ 2 )? ,h‘n trm5 v c gio dc tt 2hn )' ,h‘ntrm Œ c ƒt nh„t mt bng cz nhOn5. o lˆng cc binh€ng t‹i Œ la ch‰n cc c‹ng c o lˆng da trn tiu d{ng v th… trˆngŠc i|m c‡a /it am 2mt th… trˆng bn l 7^m ,ht tri|n5. /• v† | olˆng nh†n thc lu tr‚ h•nh knh# ch€ng t‹i sz dng chƒn mc tš 3emeijn etal. 2%''!5. G‰ c ,hOn ,hi trn ba 7hƒa cnh: b trƒ# hng ha v d…ch v.h‚ng mŠt hng tng t nh cc nh nghin cu sz dng trong cc nghincu trc y cc nc ang ,ht tri|n# lm cho so snh hn n‚a 7hk thi hn2xem hang v >uan# %'$'@. gu&en et al# %''F5. h€ng t‹i o 34 knh gi visu mŠt hng c chu&|n th| tš nghin cu trc y cc nc mi nqi2Diallo# %'$%5. 34 gi tr… nh†n thc c o lin 8uan n bn th‹ng s cchu&|n th| tš 4urton et al. 2$??(5. Thi c‡a ngî tiu d{ng i vi 43c o vi bn mc chu&|n th| tš arretson et al. 2%''%5. Gai vk& c—ngc sz dng byi Jin v 3uh 2%'')5 v t•m th„& l ,h{ h, trong bi cknhchOu p 2Gn ]uc5. 34 sz dng 2bin ,h thuc5 c o bng cch sz dngba mc chu&|n th| tš +ilawadi et al. 2%''$5. i vi cza hng 8uen thuc#ch€ng t‹i sz dng mt bin ,h, 8uan g~m hai tham s 2t‘n s c‡a cc czahng l‘n trong mt thng v thî gian c‡a cc cza hng sz dng5 cchu&|n th| tš Diallo et al. 2%'$"5. 3z dng cc bin ,h, 7hch 8uan gi€,trnh nh‚ng hn ch lin 8uan n 8u& m‹ t bo co rng c th| dŸn n s nh‘m lŸn vi cc &u t c bkn 7hc.!. AhOn tƒch v nh gi 7t 8uk m‹ h•nh o lˆng


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AhOn tƒch nhOn t 7hm ,h 2n Q $F"5 cho ,h^, ‘u tin | 7i|m tra ˜tri2I Q '#?Fv ¢% df Q $#$F@ 0ivimart: ¢% Q "F)#FF# df Q ""'# , Q '#'!%@ R3E+ Q'#'"$@ 0I Q '#?F@ T>I Q '#?F v ¢% df Q $#$". h‚ng 7t 8uk n& cho th›a

ng b„t bin con;gural. h€ng t‹i sau xc nh†n b„t bin s liu th‹ng8ua 7i|m tra mt v{ng ~ng bng ¢% 2mt so snh gi‚a mt m‹ h•nh c tƒnhmt cch t do v mt m‹ h•nh trong tki tr‰ng Œ c hn ch n b•nh–ng5. h€ng t‹i t•m th„& b„t bin t &u c‘u s liu: ¢% 2df5 Q $-.F$ 2$?5# ,< '.'). h v† th›a ng b„t bin o lˆng c thc hin v so snh c Žngh’a c th| c thc hin gi‚a hai chui bn l. ‹ h•nh c„u tr€c v gikthu&t chƒnh

Trc 7hi thz nghim cc gik thu&t# 7t c„u m‹ h•nh ,h{ h, c‘n c nhgi. c 7t 8uk c‡a m‹ h•nh d chng tr•nh ,h{ h, vi cc ch} s t &uc‘u# da trn mc ch„, nh†n trong cc nghin cu trc 2mŸu tqngth|: ¢% Q -)!#F?# df Q ""?# ,o '.''@ R3E+ Q '#')?@ 0I Q '#?%@ T>I Q '#?%@v ¢% df Q $#?"5. Kt 8uk tng t c—ng thu c trong subsam,les tš 4ig 2¢% Q )-?#)!# df Q ""?# ,o '.''@ R3E+ Q '#'F"@ 0I Q '#(?@ T>I Q '#((@v ¢% df Q $#-(5 v 0ivimart 2¢% Q )"$#?$# df Q ""?# ,o '.''@ R3E+ Q'#'-!@ 0I Q '#?$@ T>I Q '#?'@ v ¢% df Q $#)-5. Do # thƒch h, | 7t lu†nrngm‹ h•nh gik thu&t c th| ch„, nh†n ,h{ h, vi cc d‚ liu. Gn n‚a# 7t8uk cho th„& cc &u t d bo giki thƒch mt s tin ln c‡a ,hng saitrong cc bin ,h thuc: 34Q '#)(# R%Q '#)? v R%Q '#)?.4kng III cho th„& cc h s c„u tr€c | c lng m‹ h•nh c‡a ch€ng t‹i. ctc dng c‡a cza hngnh†n thc h•nh knh v cch sz dng 34 l 7h‹ng ng 7| 2, < '#')5# m tšchi G$+. Tu& nhin# nh gi v tc ng gin ti,# th‹ng 8ua bootstra,,ing2xem heung v >au# %''(5# cho th„& nh†n thc c‡a cza hng knh knh hyngng 7| 34 sz dng th‹ng 8ua s trung gian c‡a h•nh knh gi 34 2¤ Q '.%%#


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,o '.'$5. Kt 8uk n& c ngh’a l cho ngî tiu d{ng /it# lu tr‚ h•nh knhtry nn mt &u t 8u&t …nh sz dng 34 ch} 7hi lî ha gi 34 Œ c ngnghim. G$4 c h tr byi v• nh†n thc c‡a cza hng knh knh hyng ng7| 34 knh gi. 3au n& c mt tc ng tƒch cc trn 34 sz dng# h tr G%.

Tu& nhin# mi 8uan h n& l 7h‹ng ng 7| trong 0ivimart 2siu th…5# cho

th„& rng chui bn l n& c | cki thin chin lc gi 34 c‡a n. Gnh†n thc knh hyng gi tr… 7h‹ng ch} sz dng 34# m c”n thi i vi43. h‚ng 7t 8uk n& h tr cho G"a v G"b v cho th„& rng gi tr… ckmnh†n l mt &u t 8uan tr‰ng i vi ngî tiu d{ng /it# b„t 7| …nh dngbn l. Gn n‚a# ,hOn tƒch thin cho th„& gi tr… nh†n thc c tc ng ginti, 34 sz dng 2¤ Q '.$"# ,o '.'$5. G! c—ng c h tr# byi v• thi c‡angî tiu d{ng i 43 c mt tc ng ng 7| vo cch sz dng 34#nhng hiu 8uk l 7h‹ng ng 7| ti 4ig 2siu th…5. Tng t nh v† czahng 8uen thuc c mt tc ng ng 7| trn 34 sz dng 2¤ Q '#%)# ,o'.'$5# h tr G). Giu ng n& l# tu& nhin# mnh m hn cho 4ig so vi0ivimart# tri ngc vi nh‚ng ,ht hin trc ti cc 8uc gia mi nqi7hc 2Aaswan et al# %'$'.5. | nh gi sc mnh c‡a cc 7t 8uk lin 8uan

n 7ƒch thc mŸu# ch€ng t‹i sz dng cc th‡ tc bootstra,,ing trong +mos$( 24ootstra, 4# $.''' l‘n lŠ, li# I Q ?) ,h‘n trm5# theo 7hu&n ngh… c‡aheung v >au 2%''(5. h€ng t‹i t•m th„& 7t 8uk qn …nh byi v• cc h s cŽ ngh’a tng t vi cc mŸu bootstra,# c ngh’a rng 7t 8uk l 7h‹ng c7hk nng b… 7ƒch thc mŸu. h€ng t‹i thko lu†n v cc 7t 8uk trong ,h‘n7t lu†n. Ki|m du&t cc cza hng 8uen thuc v knh hyng c‡a bin s| nh gi hiu 8uk iu h”a c‡a nh‚ng cza hng 8uen thuc# ch€ng t‹i tora cc bin tng tc tim tng bng cch sz dng +mos $(. | giki 8u&tv„n a cng tu&n# dŸn n s m„t qn …nh trong vic c lng cc hs# double6b•nh …nh tOm c thc hin# theo 7hu&n ngh… c‡a >in et al.2%'$'5. Do # i vi mi bin tng tc tim tng# ‘u tin ch€ng ta t†,trung mi bin 8uan st v sau to thnh cc skn ,hm v hn gi‚a li n.

| 7i|m tra thng 7 s iu tit c‡a cza hng 8uen thuc# ch€ng t‹i 7i|mtra t67i|m tra v ,6gi tr… lin 8uan n knh hyng c‡a cc bin tng tctim tng. 4kng I/ cho th„& 7h‹ng c hiu ng tng tc c Ž ngh’a trong ccmŸu tqng th|# trong bc b› G-a# G-b# G-c v G-d. Tu& nhin# m‹ h•nh dton trong subsam,les ch} ra ba tc ng iu h”a c‡a cza hng 8uen thuccho 4ig lin 8uan n nh†n thc c‡a cza hng knh 2¤ Q '.%!# ,o '#')5# 34gi tr… ckm nh†n 2¤ Q '#%)# ,o '.'$5 v thi i vi 43 2¤ Q '#%- # ,o'.'$5. h‚ng ,ht hin n& nh„n mnh rng s 8uen thuc cha ,hki l &ut hng ‘u ti th… trˆng /it am# ngc li vi cc nc ,hng TO& 2Dialloet al.# %'$"5 v cc 8uc gia mi nqi nh exico 2Aaswan et al.# %'$'5. Tu&nhin# nh‚ng 7t 8uk nqi b†t s 7hc bit gi‚a 4ig 2…nh dng ln hn5 v0ivimart 2…nh dng nh› hn5 trong cc iu 7hokn c‡a cza hng 8uen thuc#mŠc d{ nh‚ng 7t 8uk n& c‘n c xem x^t th†n tr‰ng v• 7hokng bootstra,cho th„& 7hk nng 7h‹ng c Ž ngh’a# t{& thuc vo 7ƒch thc mŸu 24kngI/ 5. h€ng t‹i thko lu†n v cc 7t 8uk n& trong ,h‘n ti, theo.). Thko lu†n v Ž ngh’a

Thko lu†n v lŽ thu&t hm Žghin cu n& cho th„& rng mt s &u t xc …nh 34 sz dng ti th…trˆng /it am. Kt 8uk ch} ra rng h•nh knh gi tr… v 34 34 nh†n thc chiu lc mnh nh„t trn vic sz dng 34. h‚ng ,ht hin n& nh„n mnhrng ngî tiu d{ng /it t†, trung vo cc &u t gi ck v gi tr… thit thctrong vic sz dng cc skn ,hm 34 c‡a h‰. T‘m 8uan tr‰ng c‡a 34 h•nh gick c th| lin 8uan n nh& ckm v gi c‡a ngî tiu d{ng c—ng nh nh‚ngn lc c‡a cc nh bn l | cung c„, skn ,hm 34 gi ck ,hki chng chongî tiu d{ng ti /it am# Šc bit l y 4ig . iu n& t†, trung vo cc&u t lin 8uan n gi Œ c bo co y cc nc ang ,ht tri|n 7hc2 4ene7e et al# %'$"@.. D˜+ndrea et al# %''-5. c—ng c th| c 7t h, vit•m 7im c‡a ngî tiu d{ng /it i vi chng tr•nh 7hu&n mŒi bn hng.


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ielsen 2%'$$b5 cho th„& /it am c nh‚ng ngî mua sm ,romotionall&nh„t t†, trung y chOu p# vi (F ,h‘n trm c‡a ngî tiu d{ng my | muath‹ng 8ua chng tr•nh 7hu&n mŒi bn hng so vi trung b•nh 7hu vc c‡a-( ,h‘n trm. Giu 8uk c‡a 34 gi tr… nh†n thc c th| c ,hOn tƒch tngt v c th| lin 8uan n vic tng gi hng tiu d{ng hng ng m Œ

nhc nhy ngî mua hng l gi tr… nhiu hn Ž thc hn trc 2ielsen#%'$$b5. 3o vi 7t 8uk bo co trong nghin cu trc y chOu p 2vƒ d nh Jin v 3uh# %'')5 v cc 8uc gia ,hng TO& 2Diallo et al.# %'$"5# 34 gi tr…ckm nh†n mang mt t‘m 8uan tr‰ng cao hn cho ngî tiu d{ng /it. nhhyng c‡a bin n& c—ng l mnh m hn cho cc chui siu th… 0ivimart2¤direct Q '#!$# ,o '#'$5 so vi 4ig # chui i siu th… 2¤direct Q '#%?# ,o'.'$5. t lî giki thƒch v t‘m 8uan tr‰ng tqng th| cao nh„t c‡a 34 gi tr…ckm nh†n 2¤direct Q '#")# '#'$ v ,o ¤indirect Q '.$"# ,o '.'$5 c th| lin8uan n gi tr… vn ha /it# trong 0ivimart l bt ngu~n tš hn. c gitr… vn ha v tru&n thng /it am# ch‡ &u l h•nh c‡a Ah†t gio v hogio 2> on7house et al.# %'$"5# thuc tƒnh mt t‘m 8uan tr‰ng r„t ln |cOn bng trong cuc sng v tiu d{ng. /• v† t†, trung vo gi tr… thc

dng nh†n thc c‡a 34 c th| cho ,h^, ngî tiu d{ng /it | trnh lŒng,hƒ tin bc v vŸn c”n ,h{ h, vi cc gi tr… vn ha v tru&n thng c‡ah‰. Kt 8uk n& tri ngc vi nh‚ng ,ht hin g‘n O& cho th„& mt …nhhng gi tr… thc dng th„, cho ngî tiu d{ng Trung ]uc 2Phang et al.#%'$!5. Giu 8uk c‡a thi i vi 43 trong nghin cu c‡a ch€ng t‹i c—ngl tƒch cc 2¤ Q '#")# ,o '.'$5# nhng n l 7h &u so vi cc nghin cutrc y cc nc chOu p mi nqi 7hc 2vƒ d nh Jin v 3uh# %'')5. Ahthin n& cho th„& thi cha ,hki l mt &u t 8uan tr‰ng trong vic szdng c‡a ngî tiu d{ng /it c‡a 43# b„t 7| …nh dng chui bn l. c—ng giki thƒch lŽ do ti sao th… trˆng cq ,hiu 34 vŸn c”n th„, y /it am.h†n thc >u tr‚ h•nh knh 2tc l b trƒ# hng ha v d…ch v5 dˆng nh7h‹ng ,hki l &u t hng ‘u trong 34 mua# v• h‰ ch} c tc ng gin ti,

sz dng 34. Kt 8uk n& tri ngc vi cc nghin cu trc y cc ncang ,ht tri|n 7hc# trong lu tr‚ h•nh knh mnh m hn v trc ti, knhhyng hnh vi mua 34 2Diallo# %'$%@


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h•nh knh v cza hng 8uen knh hyng ng 7| sz dng 34 trong cc …nhdng siu th… 24ig 5# lm nqi b†t mt l‘n n‚a vai tr” ln hn c‡a cza hng8uen thuc trong cc …nh dng ln hn. Kt 8uk tng t lin 8uan n siu tit c‡a cza hng 8uen thuc c t•m th„& trong cc mi 8uan h gi‚a34 gi tr… nh†n thc v cch sz dng 34 c—ng nh gi‚a thi i vi 43 v

34 sz dng ti 4ig . h‚ng 7t 8uk n& c nhiu Ž ngh’a 8uan 8ukn lŽ mch€ng t‹i ,hOn tƒch di O&.

Tc 8ukn lŽc 7t 8uk c‡a nghin cu n& cho ,h^, cc nh nghin cu | t•m ra mtvi tc 8ukn lŽ cho cc doanh nghi, bn l ang hot ng ti /it am.‘u tin# cc hiu ng mnh m c‡a 34 h•nh gi ck v 34 gi tr… nh†n thcch} ra rng ngî tiu d{ng /it dˆng nh a ra mt u tin cho cc c„utr€c lin 8uan n gi trong mua hng c‡a h‰ cc skn ,hm 34. Do # ccnh bn l nn t†, trung hn n‚a chin lc tru&n th‹ng c‡a h‰ trn cc7ƒch thc. Tu& nhin# do gi 7h‹ng gO& hoŠc gn thng hiu hoŠc cza hngtrung thnh trong thî gian di# ch€ng t‹i ngh… rng cc nh bn l t†,

trung vo 34 gi tr… nh†n thc v trn cc bin 7hc nh thi thng hiu#8ukng b cza hng trung thnh v th€c & doanh s bn l ti /it am. 3ovi cc cza hng bn l tru&n thng 2tc l th… trˆng m t5# cc nh bnl hin i l 7h‹ng ‡ sc cnh tranh v gi ck 2aru&ama v Trung# %'$%5.Do # ch} t†, trung vo h•nh knh 34 gi c th| gO& tqn hi cho doanh s bnl trong thî gian di. >î 7hu&n n& Šc bit €ng i vi 4ig 2siu th…5#ni h•nh knh gi 34 knh hyng mnh m sz dng 34. gc li# 0ivimart 2siuth…5# ni 34 knh gi 7h‹ng knh hyng n vic sz dng 34# nn t†, trung vogi | thu h€t ngî tiu d{ng nhiu hn th‹ng 8ua chng tr•nh 7hu&n mŒibn hng v xO& dng thng hiu bn l. h bn l n mŠc d{ mt trongnh‚ng …a ,hng# c coi l t tin nh„t c‡a ngî tiu d{ng /it. Do #c‘n t†, trung vo 34 ,hm vi gi v… trƒ | t tiu d{ng ƒt giu c v cki thin

cza hng giao th‹ng. ngh… sau n& c—ng lin 8uan n lu tr‚ 8uen thuc#tc dng c‡a n c t•m th„& l &u hn trong 0ivimart. c chui siu th…nn ch€ Ž n gi tr… nh†n thc c‡a 43 c‡a n# m ƒt knh hyng ln n vicsz dng 34 so vi chui siu th… 2¤ Q '.%?# '.'$ ,o vs ¤ Q '#!$# ,o '.'$5. tm‹ h•nh tiu th tng t nh Œ c nh„n mnh byi =ang et al. 2%'$$5#ngî Œ l†, lu†n rng cc nh bn l nh› hn /it vŸn cnh tranh ng ngcnhin# mt ,h‘n l do th… hiu c‡a nhiu ngî tiu d{ng cho thu†n tin c—ngnh 7hk nng | mua thc ,hm g‘n nh c‡a h‰. Th hai# b„t 7| …nh dnglu tr‚# cc nh bn l ti th… trˆng /it am nn t†, trung vo cc bin,h, cki thin thi c‡a ngî tiu d{ng i vi 43. nh hyng c‡a binn& vo cch sz dng 34 l 7h &u. i chung# ngî tiu d{ng chOu pdˆng nh 7h‹ng c thi mnh m v tƒch cc i vi 43. c nghin cutrc Œ nh„n mnh nh‚ng 7h 7hn trong vic ,ht tri|n 43 y chOu p2andhachitara et al# %''(.5. Do # cc nh bn l c‘n ,hki cki thin thi c‡a ngî tiu d{ng i vi 43 ti cc th… trˆng chOu p# Šc bit l y /itam# th‹ng 8ua nh‚ng n lc ti, th… v 8ukn lŽ 8uan h 7hch hng. Tngcˆng 7inh nghim c‡a 7hch hng vi 43# th‹ng 8ua cc cza hng 7i|m trasy thƒch# c th| gi€, cki thin nh†n thc 34 ch„t lng v sau l thi i vi 43 so vi nh‚ng ngî i vi skn ,hm c cung c„, trong ccthit l†, bn l tru&n thng 7hi m ,h‘n ln ngî tiu d{ng /it ti, tcn cza hng. ]uan tr‰ng hn# t†n dng cc gi tr… vn ha /it 2vƒ d nht•nh trng nhm# t‹n tr‰ng v h tng5 l mt la ch‰n 8uan tr‰ng cho ccnh bn l hin i c gng | ,ht tri|n thi tƒch cc hn i vi 43mang tn c‡a nh bn l. gî tiu d{ng /it am ang c gng | h”a gikinh‚ng knh hyng hin i vi nh‚ng gi tr… tru&n thng6 l | ni# “ttru&n thng“ vi “t hin i“ 2ai v 3mith# %'$%5. Thc hnh 8ukn lŽthng hiu bn l nn# do # ,h{ h, vi mong mun c‡a ngî tiu d{ng| t•m s cOn bng tt nh„t gi‚a tru&n thng v hin i. i Ž n& c l


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thƒch h, hn cho cc chui siu th… 24ig 5# c coi l nc ngoi v lmt m‹i trˆng ni m 34 gi tr… ckm nh†n ƒt knh hyng mnh m sz dng34.

Th ba# nh‚ng ,ht hin c‡a ch€ng t‹i cho th„& nh†n thc c‡a cza hng knh7h‹ng c mt knh hyng trc ti, sz dng 34. Kt 8uk n& l ng lo ngi i

vi cc chui bn l ang hot ng ti /it am v trn ton chOu p. cnghin cu trc O& cho th„& ngî tiu d{ng /it c mt nh†n thc tt vh•nh knh tqng th| 2gu&en et al.# %''F5. Tu& nhin# 7t 8uk nghin cu c‡ach€ng t‹i ch} ra rng 7h‹ng c mt tc ng lO& lan trc ti, mnh m vnh†n thc tr‚ knh trn sz dng 34# mŠc d{ cc chui bn l ang hot ngti /it am v cc b ,h†n 7hc c‡a chOu p ang c gng t†n dng h•nhknh cza hng c‡a h‰ | th€c & doanh s bn l. h€ng t‹i ngh… rng ccnh bn l hin i cki tq chin lc ,ht tri|n cza hng h•nh knh c‡a m•nhbng cch thƒch ng thm cho h‰ vi bi cknh …a ,hng th‹ng 8ua vic szdng cc mŸu thit 7 7in tr€c …a ,hng ti cc c sy lu tr‚. G‰ c—ng nntng cˆng cc tng tc xŒ hi trong cc cza hng. Tƒnh hin i 7t h, vichui bn l 7i|u ,hng TO& 7h‹ng nn ch ng cc bi|u hin c‡a vn ha

…a ,hng trong 8ukn lŽ lu tr‚ h•nh knh. Aractises th‹ng 8ua trong s ,httri|n sm c‡a bn l hin i ti i >oan c th| c chu&|n giao ton dinvi /it am v cc nc chOu p 7hc. h€ng bao g~m vic , dng czahng b trƒ ging nh cc th… trˆng tru&n thng | th€c & tiu d{ng ch„,nh†n bn l hin i.Gn ch v nghin cu thm> mt trong nh‚ng ngî ‘u tin c‡a loi h•nh n& y th… trˆng /it am#nghin cu n& cung c„, mt i|m 7hyi ‘u tt | nghin cu thm v 43ti /it am. h | hn ch# ‘u tin# cc nh nghin cu ch} t†, trung vohai chui bn l t, ha# Št ti G i. /i s ,ht tri|n nhanh chng c‡acc c„u tr€c bn l /it am# ngnh 7hc v cc …a i|m 7hc 2vƒ d nhthnh ,h G~ hƒ inh5 c‘n ,hki c iu tra | hi|u rž thm 34 sz dng y

/it am. /ƒ d# cc nh bn l thî trang nh Para# cung c„, thng hiuc‡a m•nh ti /it am c—ng nh y cc nc chOu p 7hc. s l th€ v… |hi|u cch cza hng nh†n thc h•nh knh v gi tr… thc dng v 7h‹ng knhhyng n nh†n thc thc dng 34 sz dng c‡a cc nh bn l Šc skn.gu&en et al. 2%''F5 cho th„& rng ng c mua sm tƒch cc knh hyng7hch hng trung thnh c‡a /it am i chui siu th… bn l@ Tu& nhin#nghin cu c‡a h‰ 7h‹ng t†, trung vo cc v„n xO& dng thng hiu# mŒ try thnh mt ch‡ 8uan tr‰ng c‡a nghin cu y chOu p 23woboda et al#%'$%.5. Th hai# nghin cu n& Œ t†, trung vo cc &u t h•nh knh v7h‹ng iu tra h•nh knh# byi v• cc chui bn l iu tra 7h‹ng c lin7t vi mt c th| trong giao ti, vi ngî tiu d{ng. Tu& nhin# h•nhknh l mt ch‡ th€ v… m ng c ch€ Ž nhiu hn tš cc nhnghin cu ti, th…. Trong bi cknh /it am# 3,eece v gu&™n 2%'')5 choth„ l 8uan tr‰ng i vi hnh vi c‡a ngî tiu d{ng bng cch nh„nmnh rng vic gikm gi c thc hin byi cc thng hiu Gn ]uc lm ƒt| thu h€t 7hch hng i vi skn ,hm c‡a h‰ v trnh xa ch„t lng caothng hiu h†t 4kn nh†n thc. /„n n& l th€ v… hn ht v• cc doanhnghi, …a ,hng 2vƒ d nh 0ivimart5 ang lm tt v ang ng& cng b…cm d | my rng sang cc nc mi nqi 7hc. Th ba# nghin cu n& t†,trung vo /it am v• lŽ do lŽ lu†n v thc ti™n@ Tu& nhin# v• mi 8uc giami nqi c th… trˆng v ngî tiu d{ng Šc trng ring c‡a n# so snh /itam vi cc nc mi nqi v ang ,ht tri|n 7hc s l mt l’nh vc 8uantr‰ng | nghin cu thm v 43. /ƒ d# heng et al. 2%''F5 th„& rng ngîtiu d{ng i >oan ,hOn bit gi‚a 8uc t 2nc ngoi5 v …a ,hng 43 vtƒnh cch thng hiu v s lŒnh o thng hiu. 7h‹ng ,hki l rž rng#tu& nhin# liu ngî tiu d{ng /it s c nh†n thc tng t. Gn n‚a# 7t8uk c‡a ch€ng t‹i ch} ra rng mi 8uan h gi‚a h•nh knh gi 34# 34 gi tr…nh†n thc v 34 Ž …nh mua l tng t nh cc nc ,ht tri|n 2vƒ d nh


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Diallo et al.# %'$"5. Do # iu tra nghin cu v xu&n 8uc gia v ch„tlng l c‘n thit | hi|u c lŽ do ng sau 7t 8uk nh v†& v Šchiu c‡a ngˆi tiu d{ng /it.

hi ch€$. gu~n: www.gba6vietnam.orgu,load;les;leEETTER%'$"JHE%'2$'Y')5DY6 %'>egal %'u,dates %' %''$ %'to %'$)%'a&Y %'%'$".,df 2tru& c†, $) Thng T %'$!5.%. gu~n: /ietamet# htt,:english.vietnamnet.vnenbusinessF()?sbv6to67ee,6close6e&es6 trn ngˆi cho va&6investments.html 2tru& c†, ng& $)

Thng T nm %'$!5.

Documents

02. Mbaye Fall Diallo (2015) Drivers of Store Brand Usage in an Asian Emerging Market Evidence From Vietnam- International Journal of Retail & Distribution Management