Phân tích quyết định lựa chọn nơi mua sắm của người tiêu dùng đối với kênh phân phối bán lẻ hiện đại tại thành phố Cần Thơ

Abstract

The study was conducted to analyze the factors affecting the decision to choose a shopping place in modern retail distribution channels of consumers in Can Tho city. The data used in the study were collected from 255 consumers in Can Tho city. Methods of testing the reliability of the scale like Cronbach's Alpha coefficient, exploratory factor analysis (EFA) and Logit regression model were also used in the study. The result of polynomial Logit regression model shows that there is a difference among the choices of consumers’ shopping place. In the model of comparing between supermarket and convenience store, the influential factors include promotion policies, material equipment and staff. In the model of comparing shopping centers and convenience stores, the influential factors include promotion policies, material equipment, and employees.