Factors affecting consumers’ decision to choose supermarkets for shopping in Bien Hoa city, Dong Nai province

Duong Thi Phuong Hanh

Faculty of Administration and International Economics,

Lac Hong University

This study is to find out the factors affecting the decision of consumers to choose supermarkets for shopping in Bien Hoa city. The study’s regression model analysis shows that there are three factors affecting the decision of consumers when they choose a place to go shopping. These factors listed in descending order of impacting level are (1) price, (2) convenience and (3) customer service. The study is expected to provide meaningful policy implications to supermarket managers and help them improve their sales systems.