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035 _a.b11678471
099 9 _aAIT RSPR no.SM-97-78
100 0 _aLuc Thi Thu Huong
245 1 0 _aAssessment the long-term viability of supermarkets :
_ba customer survey in Hanoi
260 _aBangkok :
_bAsian Institute of Technology,
_c1997
300 _a124 p.:
_bill.
490 1 _aResearch studies project report ;
_vno. SM-97-78
500 _aA research proposal submitted in partial fulfillment of the requirements for the degree of Master of Business Administration.
502 _aResearch Studies Project Report (M.B.A.) - Asian Institute of Technology, 1997
520 _aThe objective of the study is to investigate the customer shopping behavior at supermarkets in Hanoi city, then to find out the gaps between what is currently available and what shoppers want and are expecting. A personal interview survey was conducted around the stores in the city. The pattern found is that the target customers are quite sophisticated, they are value-oriented, they are young working people with above-average income. The top three important store choice criteria are merchandise quality, price level and product variety. The CtJstomers quite satisfy with product quality in supermarkets, but the stores fail to fulfill what shoppers consider the second and the third important. There is a big difference in behavior between the two groups: non-users and heavy-users. The latter hold much more favorable assessment on the stores and they seemed to prefer convenience, better atmosphere and services against higher prices. The market is potential with the growing affluence among urban population, but there is also a strong need for the supermarkets to adjust and upgrade themselves to get higher patronage among their customers. Some measurements suggested for improvement are expansions of product varieties and services, awareness promotion focus, increase in store size and modernization of facilities.
650 1 0 _aGrocery shopping
_xVietnam
_xHanoi
650 1 0 _aSupermarkets
_xVietnam
_xHanoi
700 1 _aSpeece, Mark W.,
_eChairperson
700 1 _aDo, Ba Khang,
_eExamination Committee
700 1 _aBechter, Clemens,
_eExamination Committee
710 2 _aSwiss Government,
_eScholarship donor
810 2 _aAsian Institute of Technology.
_tResearch studies project report ;
_vno. SM-97-78
856 _3Full-Text
_uhttp://203.159.5.9/ait-thesis/detail.php?q=B13704
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