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

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  • Van Hai Tran

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

  • Lucie Sirieix

    (UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier)

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.

Suggested Citation

  • Van Hai Tran & Lucie Sirieix, 2020. "Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context," Post-Print hal-02880674, HAL.
    • Handle: RePEc:hal:journl:hal-02880674
    DOI: 10.1016/j.jretconser.2020.102178
    Note: View the original document on HAL open archive server: https://hal.inrae.fr/hal-02880674
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    References listed on IDEAS

    as
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    2. Madani, Fatima & Seenivasan, Satheesh & Ma, Junzhao, 2021. "Determinants of store patronage: The roles of political ideology, consumer and market characteristics," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    3. Yuan, Yuan & Si, Zhenzhong & Zhong, Taiyang & Huang, Xianjin & Crush, Jonathan, 2021. "Revisiting China’s supermarket revolution: Complementarity and co-evolution between traditional and modern food outlets," World Development, Elsevier, vol. 147(C).
    4. Fuentes, Christian & Cegrell, Olivia & Vesterinen, Josefine, 2021. "Digitally enabling sustainable food shopping: App glitches, practice conflicts, and digital failure," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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    More about this item

    Keywords

    Vietnam; Food industry; Shopping as practice; Cross-shopping; Fresh vegetable; Qualitative study; Trust;
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