Thạc Sĩ Assessment the long-term viability of supermarkets: A customer survey in hanoi

Tables of contents ​ ​ Chapter Title Page

Title page i
Acknowlegment ii
Abstract iii
Table of contents iv
List of tables vi
List of figures vii

I. Introduction
1.1 Rationale of the study
1.2 Problem Statement
1.3 Research objectives
1.4 Scope and limitations
1.5 Organization of the study
1.6 Research frame work

II. Literature Review
2.1 Background and definitions of the supermarket
2.2 Supermarket in Asian developing countries
2.3 Vietnam retailing environment
2.3.1 Economic overview and consumer purchasing power
2.3.2 Retail options
2.4. Consumer store choice behavior and retailer strategy
2.5 The store choice decision process
2.6 Patronage motives

III. Research methodology
3.1 Information needs
3.2 Research methodology
3.2.1 Target population
3.2.2 Pilot survey and questionnaire development
3.2.3 Sampling procedure
3.2.4 Sample characteristics

VI. Discussions and analysis
4.1. From customer survey
4.1.1. Shopping frequency in general and at supermarkets
4.1.2. Store choice criteria
4.1.3. Supermarkets evaluation
4.1.4. Spending at supermarkets
4.1.5 Things bought at supermarkets
4.1.6 Prior intention of going supermarkets
4.1.7 Purposes of going supermarkets
4.1.8 Perception toward supermarkets
4.1.9 Attitude towards supermarkets
4.1.10. Demographic profile of non-users and heavy- users
4.1.11 Summary
4.2 From the supermarket side

V. Conclusions and recommendations
5.1 Conclusions
5.2 Recommendations

References 44
Appendices: A. Questionnaire 46
B. Pilot results 53
C. List of supermarkets in Hanoi 54
D. Raw output of SPSS for the whole sample 55
E. Raw output of SPSS for non-users 90
F. Raw output of SPSS for heavy-users 106