| dc.description.abstract | The Vietnamese retail market in the recent years has many positive changes. It had ranked in the most attractive retail market in the world and then, Vietnamese retail market is attracting many big foreigner investments in the world. Vietnamese retail market still develops two retail channels: traditional trade channel and modern trade channel. Although the traditional trade channel is more dominant in some cities such
as Da Nang and Ha Noi, the research of AC Nielsen shows Vietnamese retail market
is gradually moving to the modern retail trend. Retail shoppers also change their shopping habits.
Seizing the opportunity and potential of the Vietnam market, Mr. Hung Do Viet and the other consultants build a chain of stores specializing in health and beauty and essential products with the name “Calia Health and Beauty store”. However, after 2 years of operation, Calia just stays at one store and meets many difficult problems. The purpose of this study is to understand behaviors and habits of retail shoppers in their purchasing decisions. The research also understands the situation of Calia and
thereby builds up new business model which is suitable and effective for Calia.
By applying qualitative approach, I have conducted the in-dept interview with 11 woman retail shoppers who alike the target customers of Calia. In addition, the data collection is analyzed along with the secondary data to support the findings of the research. Thus, I deeply understand retail shoppers’ insight in shopping behaviors. The data analysis will be linked to the case of Calia to find out the solution for its issues. Calia has not been positioning its brand yet and it also has no clear image in the retail shoppers’ eyes. Therefore, Calia should reconsider its business model to fit with its demographic or even build up a new effective one to change the new business
path.
The implications will be written down to recommend the case study of Calia. It is essential to look over the Vietnamese retail market to adjust the business model
ix
effectively. However, this paper falls in market research, the way to study is so
practical so that it is impossible to avoid the limitations. | en_US |
