How shopping motives, store attributes and demographic factors influence store format choice in Vietnam A logistic regression analysis

Purpose Despite huge investments within the modern trade arena, Vietnam remains a traditional trade retailing country. The purpose of this paper is to establish the combined effects of motivation, store attributes and demographic factors on the predictive outcome of store format choice in Vietnam. Design/methodology/approach A logistic regression model is used to determine the effect of these factors on the predictive outcome of traditional markets or supermarkets in purchasing non-food products or processed food products. Findings The dichotomy between what supermarkets and traditional markets have to offer is simple but effective. Utilitarian-motivated shoppers are more likely to shop at traditional markets. They emphasize the need to buy products quickly, find a good price, with less travel time and hence lower travel costs. Hedonistic shoppers are motivated by feelings of happiness; they shop to relieve stress and to keep up with trends. Significant difference in store choice also exists between older and higher income shoppers. Social implications Shopping at traditional markets is part of the social culture and is embedded in individuals' identity formation, despite increasing urbanization and shoppers' higher incomes. Originality/value This study comprehensively explores the interactions between store choice and motivation, store attributes and demographic factors, taking into account contemporary and contextually relevant factors.