Hedonic Shopping Motivations Essay

6227 Words Oct 2nd, 2012 25 Pages
The current issue and full text archive of this journal is available at www.emeraldinsight.com/1355-5855.htm Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets Evidence from Vietnam
Trang T.M. Nguyen

Hedonic shopping motivations
Received February 2006
Revised July 2006
Accepted August 2006

Vietnam National University, Ho Chi Minh City, Vietnam

Tho D. Nguyen and Nigel J. Barrett
School of Marketing, University of Technology, Sydney, Australia
Purpose – This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO).
Design/methodology/approach – A sample of 608 supermarket shoppers in
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Supermarkets currently account for just 10 per cent of the US$20 billion sales of the retail industry, however, it must be noted that supermarkets are growing rapidly, attracting increasing numbers of shoppers away from traditional outdoor markets (Vietnam Investment Review, 2004). This trend is in line with the support from the Vietnamese government which is keen to develop modern retailing networks throughout the country. Currently, there are approximately 160 supermarkets and 32 shopping centres in Vietnam, that are mainly located in heavily populated areas which contain relatively affluent consumers with increasing purchasing power, such as
Ho Chi Minh City and Hanoi (Vietnam Investment Review, 2004). A recent survey shows that up to 85 per cent of urban dwellers in the South of Vietnam are fond of shopping at supermarkets because they believe that supermarkets offer them a convenient shopping environment as well as high quality products (Thanh Nien, 2004).

Asia Pacific Journal of Marketing and Logistics
Vol. 19 No. 3, 2007 pp. 227-239
# Emerald Group Publishing Limited
DOI 10.1108/13555850710772914



With a population of 80 million and an economic growth rate of about 7

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