The research aims to investigate retailer’s perceptions of impact of ASEAN Economic Community on the growth of Vietnam retail market. The research is conducted by qualitative and quantitative methods. A sample size is 271 retailers including the retail companies, grocery stores, supermarkets, trade center and convenience store chains. | Journal of Asian Business and Economic Studies Volumn 25, Special Issue 02 (2018), 47–65 Journal of Asian Business and Economic Studies Retailer’s perception of impact of ASEAN Economic Community on the growth of Vietnam retail market: A cognitive approach a BUI THANH TRANG , NGUYEN CONG DUNG a,b b University of Economics Ho Chi Minh City ARTICLE INFO ABSTRACT Received: 16 Sep, 2016 The research aims to investigate retailer’s perceptions of impact of ASEAN Economic Community on the growth of Vietnam retail market. The research is conducted by qualitative and quantitative methods. A sample size is 271 retailers including the retail companies, grocery stores, supermarkets, trade center and convenience store chains. The Cronbach’s alpha, exploratory factor analysis and multiple regressions models are used to test the research hypotheses. The results reveal that retailer’s perception of the impact of ASEAN Economic Community which focuses on four factors such as: (1) Free trade, (2) investment attractiveness, (3) competitive pressure, and (4) competitiveness of small and medium enterprises have significantly positive relationship with the growth of retail sector. The results also suggest the managerial implications to develop Vietnam retail market. Revised: 28 Oct, 2016 Accepted: 8 Oct, 2018 Available online JEL classification: F12, L11, F62 Keywords Retailer’s perception; Retail market. a Email: trangbui@, *Corresponding Author. Email: ncdung@ Please cite this article as: Bui, T. T., & Nguyen, C. D. (2018). Retailer’s perception of impact of ASEAN Economic Community on the growth of Vietnam retail market: A cognitive approach. Journal of Asian Business and Economic Studies, 25(Special Issue 02), 47–65 b Bui Thanh Trang & Nguyen Cong Dung / JABES Vol. 25(Special Issue 02), 2018, 47–65 1. Introduction The Vietnam retail market is highly dynamic and potential, with an average annual revenue growth of
