Studying consumer buying behavior at supermarkets in HCMC: A comparision of Co.opmart Nguyen Kiem and Big C Hoang Van Thu

Abstract

Vietnam retailing industry is one of attractive markets in the world. Nowadays, many foreign retailers has been investing and challenging domestic retailer that bring to Vietnam’s retail market more interesting. To compete to foreign retailer, domestic retailers should create advantages such as added value, differentiation to keeping retention customers and attract new customers. However, the first thing has to do is understand customers via finding out customer buying behavior to understand clearly what customer needs in supermarket then know the customer satisfaction level that the customer satisfy or not satisfy with retailers. From which they can improve things that customers have not satisfied yet and keeping the good thing which attract and make customer satisfaction. This study is finding the customer buying behavior leading to factors influence customer satisfaction in supermarkets in HCMC. Big C Hoang Van Thu and Co.opMart Nguyen Kiem are supermarkets to be chosen as a research sample. The study has found that the consumers of Co.opMart Nguyen Kiem really appreciate with

the brand name Co.opMart and the loyalty program. Otherwise, consumers of Big C Hoang

Van Thu high appreciate the product quality, price and promotion program of supermarket. All consumers buying behavior found out in this study will be discussed and used as references for some recommendations to the marketers of both supermarkets.