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High shopping frequency of Vietnamese consumers: theory and measurement

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  • Masayoshi Maruyama
  • Le Viet Trung

Abstract

Almost all Vietnamese consumers shop at least five or six times a week or everyday or more. We formulated a basic model of the optimal level of shopping frequency. Hanoi consumer survey data has been analysed using the binary choice Probit model to measure factors that influence the major characteristics related to the high-shopping frequency patterns of Vietnamese consumers. The results consolidate the validity of the basic model and show that freshness, convenience (distance), gender and the presence of children in the household had a significant effect on the frequency of shopping. In contrast, factors such as owning a refrigerator as well as income did not have a significant effect in shaping consumer shopping behaviour.

Suggested Citation

  • Masayoshi Maruyama & Le Viet Trung, 2009. "High shopping frequency of Vietnamese consumers: theory and measurement," Applied Economics Letters, Taylor & Francis Journals, vol. 16(4), pages 411-415.
    • Handle: RePEc:taf:apeclt:v:16:y:2009:i:4:p:411-415
    DOI: 10.1080/13504850601018593
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    References listed on IDEAS

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    1. David Bell & Christian Hilber, 2006. "An empirical test of the Theory of Sales: Do household storage constraints affect consumer and store behavior?," Quantitative Marketing and Economics (QME), Springer, vol. 4(2), pages 87-117, June.
    2. Masayoshi Maruyama & Le Viet Trung, 2007. "Supermarkets in Vietnam: Opportunities and Obstacles," Asian Economic Journal, East Asian Economic Association, vol. 21(1), pages 19-46, March.
    3. repec:bla:devpol:v:24:y:2006:i:1:p:31-49 is not listed on IDEAS
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    1. Alemayehu Dekeba Bekele & Joost Beuving & Ruerd Ruben, 2017. "How African Households Shop: Evidence from Dairy Chains in Ethiopia," The European Journal of Development Research, Palgrave Macmillan;European Association of Development Research and Training Institutes (EADI), vol. 29(4), pages 806-826, August.
    2. Maruyama, Masayoshi & Trung, Le Viet, 2010. "The nature of informal food bazaars: Empirical results for Urban Hanoi, Vietnam," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 1-9.

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