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Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context

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  • Hai Tran, Van
  • Sirieix, Lucie

Abstract

The process of supermarketization in emerging countries does not imply convergence in shopping practices. Based on a qualitative study in Hanoi, Vietnam, this paper adopts a shopping-as-practice approach with a specific focus on factors influencing practices. Seventy-night interviews were conducted in six urban districts of Hanoi. The results allowed to identify five types of shopping practices of differing natures and degrees of cross-shopping, and different strategies used to accomplish these practices, dominated by constraints or based on trust. The analysis showed the relationships between the factors and (1) shopping and cross-shopping strategies and (2) the dimensions of shopping practices. These findings deepen the current understanding of shopping and cross-shopping practices in the context of emerging markets. This paper also provides recommendations regarding retail policy and development in Vietnam.

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  • Hai Tran, Van & Sirieix, Lucie, 2020. "Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context," Journal of Retailing and Consumer Services, Elsevier, vol. 56(C).
    • Handle: RePEc:eee:joreco:v:56:y:2020:i:c:s096969891931183x
    DOI: 10.1016/j.jretconser.2020.102178
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