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Shopping value orientation towards Modern distribution channels: A study in consumer electronics retailers in ho chi minh city

Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh- Kinh tế và Quản trị kinh doanh (bản điện tử), 2020-08, Vol.10 (2), p.111-120

ISSN: 2734-9306 ;EISSN: 2734-9578

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  • Title:
    Shopping value orientation towards Modern distribution channels: A study in consumer electronics retailers in ho chi minh city
  • Author: Hứa Kiều Phương Mai ; Lê Phước Luông ; Lê Nguyễn Hậu
  • Subjects: chi phí mua sắm ; lợi ích thực dụng khi mua sắm ; lợi ích tinh thần khi đi mua sắm ; siêu thị điện máy ; định hướng giá trị khi đi mua sắm
  • Is Part Of: Tạp chí Khoa học Đại học Mở Thành phố Hồ Chí Minh- Kinh tế và Quản trị kinh doanh (bản điện tử), 2020-08, Vol.10 (2), p.111-120
  • Description: The study aims at investigating the shopping value orientation which consists of 3 major components: utilitarian shopping benefit, hedonic shopping benefit, and shopping cost of consumers at electronics retailers in Ho Chi Minh City, Vietnam. Based on these components, the retailing market of electronics has been segmented. The hierarchical cluster analysis of 350 respondents’ quantitative data resulted in 2 clusters (market segments). The fisrt cluster -“Involved shoppers” -displays high levels of all constructs, especially the utilitarian shopping benefit and shopping cost constructs. Meanwhile, the second cluster -“nonchalant shoppers” exhibits low levels of all constructs. In managerial implications, managers of consumer electronics retailers should target the first cluster that contains most of the respondents. Accordingly, marketing strategies should focus more on after-sale services, conveniences, eases of accessibility, eases of transportation, and penetrating price policies to serve the market better
  • Publisher: TẠP CHÍ KHOA HỌC ĐẠI HỌC MỞ THÀNH PHỐ HỒ CHÍ MINH
  • Language: Vietnamese
  • Identifier: ISSN: 2734-9306
    EISSN: 2734-9578
  • Source: DOAJ Directory of Open Access Journals
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