Operation of HCMC-based modern retail channels

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.\r\n