Maruyama (corresponding author): Graduate School of Business Administration, Kobe University, 2-1 Rokkodai, Nada-ku, Kobe 657-8501, Japan. Email: firstname.lastname@example.org. Trung: same address as Maruyama. Email: email@example.com. We would like to express our special thanks to an anonymous referee and to the Managing Editor Hiro Lee for very helpful and constructive comments on an earlier version of our paper. The research for this study was supported by a Grant-in-Aid for Scientific Research from the Japan Society for the Promotion of Science and the Ministry of Education, Culture, Sports, Science and Technology of the Japanese Government.
Supermarkets in Vietnam: Opportunities and Obstacles
Article first published online: 23 MAR 2007
Asian Economic Journal
Volume 21, Issue 1, pages 19–46, March 2007
How to Cite
Maruyama, M. and Trung, L. V. (2007), Supermarkets in Vietnam: Opportunities and Obstacles. Asian Economic Journal, 21: 19–46. doi: 10.1111/j.1467-8381.2007.00245.x
- Issue published online: 23 MAR 2007
- Article first published online: 23 MAR 2007
- Received 4 August 2006; accepted 18 December 2006
- consumer behavior;
- traditional market;
- probit model
The present paper is the first study to link the perceptions of Vietnamese consumers to the barriers and prospects related to the development of supermarkets in Vietnam by applying quantitative and statistical analysis to Hanoi consumer survey data. It is found that shopping habits related to the purchase of fresh produce in traditional markets, combined with the proximity and low prices these outlets provide, act as a major deterrent to supermarket development. Supermarkets have made considerable advances in the sales of processed food and non-food products. However, without expanding their fresh food category, lowering prices and enhancing their location convenience, supermarkets cannot expand their current position.