Available online JEL classification:F12, L11, F62 KeywordsRetailer's perception; Retail market.The research aims to investigate retailer's perceptions of impact of ASEAN Economic Community on the growth of Vietnam retail market. The research is conducted by qualitative and quantitative methods. A sample size is 271 retailers including the retail companies, grocery stores, supermarkets, trade center and convenience store chains. The Cronbach's alpha, exploratory factor analysis and multiple regressions models are used to test the research hypotheses. The results reveal that retailer's perception of the impact of ASEAN Economic Community which focuses on four factors such as: (1) Free trade, (2) investment attractiveness, (3) competitive pressure, and (4) competitiveness of small and medium enterprises have significantly positive relationship with the growth of retail sector. The results also suggest the managerial implications to develop Vietnam retail market. a
In past years, even though the world and local economies have encountered numerous difficulties, the gross retail revenue of Vietnam has been retained at a high level, reaching the annual average growth rate of 28%. Yet, the retail market of Vietnam in general and that of HCMC in particular is not attractive enough to tempt the world?s big retailers into it. This paper looks into the real situation of modern retail channels in HCMC and its ability to attract customers. With the descriptive statistics based on secondary data and a survey of 267 customers, the paper tries to evaluate the customer attraction ability of HCMC-based modern retail channels by examining such factors as product type and quality, the role and status of modern retail channels, display, price, sales promotion campaigns, and service quality of modern retail channels. The paper also recommends several measures to promote modern retail channels.
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