Performance measure of convenience stores: A comparison between Vinmart + and familymart in Phu Nhuan district

Abstract

The thesis is constructed for the main purpose of finding out agglomeration effects created by various factors surrounding the store locations of VinMart+ and Family Mart convenience store chains in Phu Nhuan District. Research bases on the Huff model of Dr. David L. Huff and builds the Modified Huff model. This newly created model has positive manifestation and fulfills several component objectives such as (1) optimizing the agglomeration radius of each store, (2) evaluating the impact of the population in a determined area of each store, (3) giving the anticipation and comparing the expected market share with the actual one. The Modified Huff model indicates results relatively closing to reality and smallest errors. It also partially demonstrates some differences of performance between VinMart+ and Family Mart. Therefore, the model assists entrepreneurs in the retail market in general and the convenience store market in particular. They will have a basis for assessing the market share and the performance of each store. In addition, the model also contributes to identifying the optimal areas so as to establish or relocate the stores. Keywords: Huff model, Modified Huff model, market share, stores, errors