AN EXPLORATION OF STORE ATTRIBUTE SALIENCE ON STORE CHOICE BEHAVIOUR IN AN EMERGING MARKET – THE CASE OF VIETNAM GROCERY MARKET
Purpose of thesis: The main objective of this study is to evaluate the most salient store attributes that influence store choice of Vietnamese grocery consumers. The store choice phenomenon herein is analyzed under the fierce competition between traditional grocery channel and modern retailers. The research also aims to discover underlying reasons why Vietnamese grocery consumers choose traditiona
