Demographic characteristics, grocery stores, Vietnamese shoppers, food retailing


This study examines the major demographic characteristics of Vietnamese food consumers who shop from supermarkets. Study location is Vietnam where retailing, specifically the organised retail sector is relatively very young and going through an early phase. The research is based on selecting three leading grocery retailers from Vietnam. Data were collected using a random sample of consumers. This research will contribute to a better understanding of the consumers™ demographic characteristics, so enabling retailers target specific groups more effectively and specifically by understanding their needs and wants.

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