Relationship between customer's expectation on own-brand food quality of retail brand and customer's purchase intention - The case of METRO cash & carry Vietnam

Abstract

Customer Expectation – easy to figure out, hard to be quantified – is measured in this thesis. Metro Cash & Carry Vietnam was the center piece of the investigation. An Total Food Quality model is used as the structure of the analysis.

The research was conducted during October 2012 to January 2013 in Ho Chi Minh City where membership of Metro was the target of the study. Findings present the differences in five dimensions of Expected Quality of customer which are Expected Taste, Expected Appearance, Expected Health, Expected Convenience and Expected Process. The discussion and recommendations of the thesis are expressed carefully and bring many advantages to Levi‟s® further marketing strategies in terms

of turning new customers to loyal ones in Vietnamese fashion market.

Key words: Customer Expectation, Metro Cash & Carry Vietnam, Total Food

Quality Model.