With the descriptive statistics based on secondary data and a survey of 267 customers, the paper tries to evaluate the customer attraction ability of HCMC-based modern retail channels by examining such factors as product type and quality, the role and status of modern retail channels, display, price, sales promotion campaigns, and service quality of modern retail channels. The paper also recommends several measures to promote modern retail channels. | JED January 2013 | 135 Operation of HCMC-Based Modern Retail Channels LÊ TẤN BỬU Doctor of Philosophy, University of Economics HCMC Email: buult@ BÙI THANH TRÁNG Doctor of Philosophy, University of Economics HCMC Email: trangbui@ ABSTRACT In past years, even though the world and local economies have encountered numerous difficulties, the gross retail revenue of Vietnam has been retained at a high level, reaching the annual average growth rate of 28%. Yet, the retail market of Vietnam in general and that of HCMC in particular is not attractive enough to tempt the world’s big retailers into it. This paper looks into the real situation of modern retail channels in HCMC and its ability to attract customers. With the descriptive statistics based on secondary data and a survey of 267 customers, the paper tries to evaluate the customer attraction ability of HCMC-based modern retail channels by examining such factors as product type and quality, the role and status of modern retail channels, display, price, sales promotion campaigns, and service quality of modern retail channels. The paper also recommends several measures to promote modern retail channels. Keywords: retail situation, modern retail channels, HCMC supermarkets and trade centers 136 | Lê Tấn Bửu Operation of HCMC-Based Modern Retail Channels 1. AN OVERVIEW OF VIETNAM’S RETAIL MARKET In 2011, the gross domestic retail revenue reached VND2,000 trillion, equaling US$86bn and constituting 15 to 16 percent of the GDP. With a population of around 87 million, the demand for consumer goods is expected to rise in upcoming years and to be a happy hunting ground for retailers. Given commitments to open the retail market when joining WTO, Vietnam has officially allowed foreign investors to take part in the market; yet the number of big retailers in the world are only a handful. Although the Global Retail Development Index (GRDI) of Vietnam has constantly dropped in past years, Vietnam is
