How Convenience, Price, Store Layout and Technology Influence Buying Behaviour of Different Millennial Groups in the Convenience Store in Vietnam
Main Article Content
Abstract
It is undeniable that convenience stores have expanded rapidly in the Vietnam retail market in recent years [1]. Convenience store chains such as Circle K, 7-Eleven, VinMart and B's Mart have been popular grocery shopping destinations for shoppers in Vietnam due to the busy modern life and the restricted time for shopping. Noticeably, Millennials with the tremendous spending power have become an important shopper group of the convenience store. This research goes to find out the Millennials' buying behaviour and the influential levels of factors including convenience, store layout, price and technology on different Millennial groups in this market.
Keywords:
Keywords: Convenience stores, Millennials, Buying behaviour, Convenience, Store Layout, Price, Technology, Vietnam
References
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[37] J. Ming-Sung Cheng, C. Blankson, B. Sutikno, M. Wang, Hybrid convenience stores - the changing role of convenience stores in Taiwan, Asia Pacific Journal of Marketing and Logistics 21(3) (2009) 17-432.
[38] P. Tsai, J. Huang, Two-stage replenishment policies for deteriorating items at Taiwanese convenience stores, Journal of Computers & Operations Research 39(2) (2012) 328-338.
[39] M.F. Diallo, Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market, Journal of Retailing and Consumer Services 19(3) (2012) 360-367.
[40] J.L. Temple, A.M. Ziegler, L.H. Epstein, Influence of price and labeling on energy drink purchasing in an experimental convenience store, Journal of nutrition education and behavior 48(1) (2016) 54-59.
[41] J. Shabbir, N. Safwam, Consumer shopping characteristic approach and gender differences in Pakistan, Journal of Marketing Management 2(2) (2014) 1-28.
[42] M. Ding, W.T. Ross Jr, V.R. Rao, Price as an indicator of quality: Implications for utility and demand functions, Journal of Retailing 86(1) (2010) 69-84.
[43] J. Beneke, R. Flynn, T. Greig, M. Mukaiwa, The influence of perceived product quality, relative price and risk on customer value and willingness to buy: A study of private label merchandise, Journal of Product & Brand Management 22(3) (2013) 218-228.
[44] S. Yasav, The impact of digital technology on consumer purchase behavior, 2015.
[45] W. Mangold, D. Faulds, Social media: The new hybrid element of the promotion mix, Business Horizons 52(4) (2009) 357-365.
[46] S. Ozer, The Effect of Social Media on Consumer Buying Decision Process (Doctoral dissertation, Dublin, National College of Ireland), 2012.
[47] K. Lenhart, Social Media & Mobile Internet Use among Teens and Young Adults, Millennials, Eric.ed.gov. https://eric.ed.gov/?id=ED525056/, 2018 (accessed 2 Jun 2018).
[48] A. Hershatter, M. Epstein, Millennials and the world of work: An organization and management perspective, Journal of Business and Psychology, 25(2) (2010) 211-223.
[49] E. Nilsson, A. Marell, A.C. Nordvall, T. Gärling, Who shops groceries where and how? - the relationship between choice of store format and type of grocery shopping, International Review of Retail, Distribution and Consumer Research 25(1) (2015) 1-19.
[50] M.B. Miles, A.M. Huberman, M.A. Huberman, M. Huberman, Qualitative data analysis: An expanded sourcebook. Sage, 1994.
[51] D.G. Bonett, T.A. Wright, Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning, Journal of Organizational Behavior 36(1) (2015) số trang đầu-cuối.
[2] DBS Group Research., Industry focus on ASEAN Grocery Retail, Singapore: DBS Bank Ltd, 2015.
[3] Vingroup, Vingroup annual report, Available from:http://vingroup.net/Uploads/0_Bao%20cao%20thuong%20nien/2018/VIC_Annual%20Report%202017_EN.pdf/, 2018 (accessed 6 Aug 2018).
[4] USDA, Vietnam Retail Foods Sector Report 2016 https://gain.fas.usda.gov/Recent%20GAIN%20Publications/Retail%20Foods_Hanoi_Vietnam_3-7-2017.pdf/, 2017 (accessed 6 August 2018).
[5] Retail News Asia, Vietnam retail on brink of convenience store boom, Retail News Asia, Retail News Asia. Available from: http://www.retailnews.asia/vietnam-retail-brink-convenience-store-boom/, 2016 (accessed 1
April 2017).
[6] P. Loubou, E. Alexander, G. Kalchev, Online shopping behaviors and characteristics of Gen Y consumers in Bulgaria and Croatia: Who, What, How Much and How Often? Journal of Euromarketing 20(1/2) (2011) 85-101.
[7] K.K. Nusair, A. Bilgihan, F. Okumus, The role of online social network travel websites in creating social interaction for Gen Y travelers. International journal of tourism research 15(5) (2013) 458-472.
[8] H. Hong, F. Dang, Y. Tsai, C. Liu, W. Lee,
M. Wangc, P. Chen, An RFID application in the food supply chain: a case study of convenience stores in Taiwan, Journal of Food Engineering 106(2) (2011) 119-126.
[9] P. Tsai, J. Huang, Two-stage replenishment policies for deteriorating items at Taiwanese convenience stores, Journal of Computers & Operations Research 39(2) (2012) 328-338.
[10] Y.H. Chiang, T.C. Peng, C.O. Chang, The nonlinear effect of convenience stores on residential property prices: A case study of Taipei, Taiwan, Habitat International 46 (2015) 82-90.
[11] K.R. Curtis, J.J. McCluskey, Consumer preferences for western-style convenience foods in China, China Economic Review 18(1) (2007) 1-14.
[12] S. Han, Y. Ye, X. Fu, Z. Chen, Category role aided market segmentation approach to convenience store chain category management, Decision Support Systems 57 (2014) 296-308.
[13] H. Fujimoto, Development Of Convenience Store System In Japan: Toward The Synchronization Of Production And Distribution. International Business & Economics Research Journal (IBER) 5(10) (2006) 27-30.
[14] J. Cho, G.S. Ching, T.H. Luong, Impulse buying behavior of Vietnamese consumers in supermarket setting, International Journal of Research Studies in Management 3(2) (2014) 33-50.
[15] N.T. Ha, N.H. Minh, P.C. Anh, Y. Matsui, The relationship between service quality and customer loyalty in specialty supermarket-Empirical evidence in Vietnam, 2015.
[16] B. Xu, J. Chen, Consumer Purchase Decision-Making Process Based on the Traditional Clothing Shopping Form, Journal of Fashion Technology & Textile Engineering 5(3) (2017) 1-12.
[17] J. Engel, P. Miniard, R. Blackwell, Consumer behavior 10th Edition, Thomson South-Western. Mason, USA, 2006.
[18] J.Y.S. Howard, J. Sheth, The Theory of Buyer Behavior, New York, 1969.
[19] R.N. Bolton, et al., Understanding Generation Y and their use of social media: A review and research agenda, Journal of Service Management, 24(3) (2013) 245-267.
[20] A. Parment, Generation Y vs., Baby Boomers: Shopping behavior, buyer involvement and implications for retailing, Journal of Retailing and Consumer Services 20 (2013) 189-199.
[21] V.P. Jackson, M.Y. Lee, Generation Y in the global market: A comparison of South Korean and American female decision making styles, Journal of the Korean Society of Clothing and Textiles 34(6) (2010) 902-912.
[22] C. Bakewell, V.W. Mitchell, Generation Y female consumer decision-making styles, International Journal of Retail & Distribution Management, 31(2) (2003) 95-106.
[23] S.M. Noble, D.L. Haytko, J. Phillips, What drives college-age Generation Y consumers? Journal of Business Research 62 (2009) 617-628.
[24] M. Moore, Interactive media usage among millennial consumers, Journal of Consumer Marketing 29(6) (2012) 436-444.
[25] K. Palmer, Y. Gen: Empowered, engaged, demanding, 2009.
[26] S. Han, Y. Ye, X. Fu, Z. Chen, Category role aided market segmentation approach to convenience store chain category management, Decision Support Systems 57 (2014) 296-308.
[27] P.L. Lind, P.V. Jensen, C. Glümer, U. Toft, The association between accessibility of local convenience stores and unhealthy diet, The European Journal of Public Health 26(4) (2016) 634-639.
[28] M. Jones, D. Mothersbaugh, S. Beatty, The effects of locational convenience on customer repurchase intentions across service types, Journal of Services Marketing 17(7) (2003) 701-712.
[29] G. Panigyrakis, D. Prontzas, P. Theodoridis,
A. Zairis, Convenience store attributes impact on consumer satisfaction. 2nd Biennial International Conference on Services Orchestrating the Service Experience: Music to the Ears of our Costumers, 4-6 November, Thessaloniki, 2009.
[30] R. Heider, S. Moeller, Outlet patronage in on-the-go consumption: An analysis of patronage preference drivers for convenience outlets versus traditional retail outlets, Journal of Retailing and Consumer Services 19(3) (2012) 313-324.
[31] T.P. Tlapana, Store layout and its impact on consumer purchasing behavior at convenience stores in Kwa Mashu(Doctoral dissertation), 2009.
[32] Litz, Rajaguru, Does Small Store Location Matter? A Test of Three Classic Theories of Retail Location. Journal of Small Business and Entrepreneurship 4(4) (2018) 477-492.
[33] A.G. Zairis, P. Evangelos, Consumer behavior toward convenience store chains in Greece, EuroMed Journal of Business 9(2) (2014) 175-197.
[34] E. Fitrianto, I. Daud, Comparing the Determining Factor on Consumer Visits at Convenience Store in Palembang, 2017.
[35] A.P. Vrechopoulos, R.M. O'keefe, G.I. Doukidis, G.J. Siomkos, Virtual store layout: An experimental comparison in the context of grocery retail, Journal of Retailing 80(1) (2004) 13-22.
[36] C. Schwenke, V. Vasyutynskyy, K. Kabitzsch, Simulation and analysis of buying behavior in supermarkets, Proceedings of the 15th IEEE International Conference on Emerging Technologies and Factory Automation, ETFA 2010, 5641255, Bilbao, September, 2010.
[37] J. Ming-Sung Cheng, C. Blankson, B. Sutikno, M. Wang, Hybrid convenience stores - the changing role of convenience stores in Taiwan, Asia Pacific Journal of Marketing and Logistics 21(3) (2009) 17-432.
[38] P. Tsai, J. Huang, Two-stage replenishment policies for deteriorating items at Taiwanese convenience stores, Journal of Computers & Operations Research 39(2) (2012) 328-338.
[39] M.F. Diallo, Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market, Journal of Retailing and Consumer Services 19(3) (2012) 360-367.
[40] J.L. Temple, A.M. Ziegler, L.H. Epstein, Influence of price and labeling on energy drink purchasing in an experimental convenience store, Journal of nutrition education and behavior 48(1) (2016) 54-59.
[41] J. Shabbir, N. Safwam, Consumer shopping characteristic approach and gender differences in Pakistan, Journal of Marketing Management 2(2) (2014) 1-28.
[42] M. Ding, W.T. Ross Jr, V.R. Rao, Price as an indicator of quality: Implications for utility and demand functions, Journal of Retailing 86(1) (2010) 69-84.
[43] J. Beneke, R. Flynn, T. Greig, M. Mukaiwa, The influence of perceived product quality, relative price and risk on customer value and willingness to buy: A study of private label merchandise, Journal of Product & Brand Management 22(3) (2013) 218-228.
[44] S. Yasav, The impact of digital technology on consumer purchase behavior, 2015.
[45] W. Mangold, D. Faulds, Social media: The new hybrid element of the promotion mix, Business Horizons 52(4) (2009) 357-365.
[46] S. Ozer, The Effect of Social Media on Consumer Buying Decision Process (Doctoral dissertation, Dublin, National College of Ireland), 2012.
[47] K. Lenhart, Social Media & Mobile Internet Use among Teens and Young Adults, Millennials, Eric.ed.gov. https://eric.ed.gov/?id=ED525056/, 2018 (accessed 2 Jun 2018).
[48] A. Hershatter, M. Epstein, Millennials and the world of work: An organization and management perspective, Journal of Business and Psychology, 25(2) (2010) 211-223.
[49] E. Nilsson, A. Marell, A.C. Nordvall, T. Gärling, Who shops groceries where and how? - the relationship between choice of store format and type of grocery shopping, International Review of Retail, Distribution and Consumer Research 25(1) (2015) 1-19.
[50] M.B. Miles, A.M. Huberman, M.A. Huberman, M. Huberman, Qualitative data analysis: An expanded sourcebook. Sage, 1994.
[51] D.G. Bonett, T.A. Wright, Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning, Journal of Organizational Behavior 36(1) (2015) số trang đầu-cuối.