Analysis of young customer's perceived value toward convenience store - A case in Ho Chi Minh city
Abstract
Purpose – This study aims to discover why young customers choose Convenience Stores as their main shopping channel
Design/methodology/approach – Ethnography, data was collected through semi-structured interview. The sample comprised of 23 people who were living in Ho Chi Minh city and usually go to Convenience Stores. Participants were in the ages of 13-25
Findings – The components of Customer Perceived Value in the concept of Convenience Stores. Young Vietnamese customers perceptions toward Convenience Stores.
Keywords - Young Consumer, Vietnam, Convenience Stores, Customer Perceived Value.
Paper type – Research paper