The aim of the study is to determine factors affecting consumer decision in choosing supermarkets for purchasing fresh food in Hue City. The proposed study model was developed based on synthesizing the results from similar previous researches in combination with qualitative study. Reliability and validity of the scale were evaluated by Cronbach’s Alpha and Exploratory Factor Analysis (EFA). | Hue University Journal of Science ISSN 1859-1388 Vol. 113, No. 14, 2015, pp. 41-49 FACTORS AFFECTING THE CONSUMER DECISION ON CHOOSING A SUPERMARKET FOR PURCHASING FRESH FOOD IN HUE CITY Nguyen Thi Minh Hoa1*, Nguyen Phuong Thao2 College of Economics, Hue University 2Indochine Hotel 1 Abstract: The aim of the study was to determine factors affecting the consumer decision on choosing a supermarket for purchasing fresh food in Hue City. The proposed study model was developed based on synthesizing the results from similar previous researches in combination with qualitative studies. The reliability and validity of the scale were evaluated by Cronbach’s Alpha and Exploratory Factor Analysis (EFA). Based on the data collected from 136 consumers who were buying fresh food in supermarkets, the results from a multi-linear regression analysis showed that there were three factors affecting consumer decision making for choosing a supermarket to purchase fresh food. Convenience of the location and arragement () was found to have the highest impact on consumer decision making, followed by convenience of services () and products (). Keywords: consumer decision making, supermarket(s), fresh food, EFA 1 Introduction Vietnam economy has been developing steadily; its income per capita is increasing, which leads to a significant improvement in Vietnamese living standard. The demand for food increases along with the improvement of the national economy and per capita income. People desire to be provided with larger quantities of high quality food for their daily consumption. To meet the increasing demand of consumers, the number of supermarkets in Vietnam has significantly risen. Since the first appearance in Vietnam at the end of the 1990s, the number of supermarkets in 2013 peaked at 724 (SYB, 2014). However, the traditional market has always been a familiar place to Vietnamese people to make their purchase because it is convenient, time – saving and easily .
