Abstract
The study assessed the choice of the supermarket consumers in Thai Nguyen city and proposed key solutions to improve the service quality of the supermarkets and to attract more consumers to the supermarkets in the future. Data used in the study were collected from a survey of 205 consumers and processed by SPSS statistical software; scales were tested with Cronbach Alpha coefficients, and factor analysis model discovery (EFA) was employed. The factors affecting the consumer’s choice are: personality, quality of service, social movements, promotions, merchandise and supermarket locations.
Keywords: Consumers, the decision to buy, supermarkets, Thai Nguyen City, the social movements, supermarket location, product quality, price, service
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Ban biên tập Tạp chí Kinh tế & Quản trị Kinh doanh
Phòng 514, Nhà điều hành, trường Đại học Kinh tế & Quản trị Kinh doanh
Địa chỉ: Phường Tân Thịnh, thành phố Thái Nguyên
Email: tapchikt-qtkd@tueba.edu.vn; Điện thoại: 0208.3903373
