Dimensions; patronage; store image; supermarket; Vietnam

This study aims to discuss a practical set of store image dimensions in a supermarket format to understand the relationship between store image and consumer patronage behaviour. A quantitative approach was applied to 506 datasets obtained from a survey conducted in Ho Chi Minh City. Using a structured equation modelling (SEM) approach, an analytical framework with practical dimensions is proposed to measure consumers’ perspectives and attitudes.

Five dimensions have been validated, resulting in consumers’ intentions to visit supermarkets: store atmosphere, merchandise, store location, customer service and promotional tools. The SEM results reveal that the most significant impact comes from store atmosphere, followed by merchandise dimension as a merged dimension based on product price. The findings imply that Vietnamese consumers perceive store image through a more holistic and interrelated view of newly boosted retail formats in the transitional market.

 The study's examination of the factors that determine supermarket image in Vietnam – a leading retail market in a booming, medium-developed country – provides guidelines that contribute to the development of strategies to win consumers’ support.

The study is expected to be a valuable reference for research on retail markets in other emerging countries and to provide helpful information for winning consumer support and ensuring business sustainability beyond the impact of COVID-19.

• Anderson, E. W., Fornell, C. and Mazvancheryl, S. K. (2004), "Customer Satisfaction and Shareholder Value", Journal of Marketing, Vol. 68 No. 4, pp. 172-185.
• Asghar Ali, M., Hooi Ting, D., Ahmad-ur-Rehman, M., Zaib Abbasi, A., & Hussain, Z. (2021). Perceived service recovery justice and customer re-patronage intentions: Sequential mediation. Cogent Business & Management, Vol. 8 No.1, pp. 1938352.
• Baker, J., Levy, M. and Grewal, D. (1992), "An Experimental Approach to Making Retail Store Environmental Decisions", Journal of Retailing, Vol. 68 No. 4, pp. 445-460.
• Barr, V., and Field, K. (1997). STORES Retail Display and Design, New York: PBC International. 
• Bearden, W. O. (1977), "Determinant Attributes of Store Patronage: Downtown Versus Outlying Shopping Centers", Journal of Retailing, Vol. 53 No. 2, pp. 15-22.
• Berman, B. and Evans, J. R. (2013), Retail Management: A Strategic Approach. 12th edition. Harlow: Pearson.
• Bettencourt, L. A. and Brown, S. W. (1997), "Contact Employees: Relationships Among Workplace Fairness, Job Satisfaction and Prosocial Service Behaviors", Journal of Retailing, Vol. 73 No. 1, pp. 39-61.
• Bloemer, J. and de Ruyter, K. (1998), "On the relationship between store image, store satisfaction and store loyalty" European Journal of Marketing, Vol. 32 No. 5/6, pp. 397-513.
• Bloemer, J. and Odekerken-Schroder, G. (2002), "Store Satisfaction and Store Loyalty Explained by Customer- And Store-Related Factors", Jouranal of Consumer Satisfadtion Dissatisfation and Complaining Behavior, Vol. 15, pp. 68-80.
• Blut, M., Teller, C., and Floh, A. (2018), "Testing retail marketing-mix effects on patronage: a meta-analysis",  Journal of Retailing, Vol. 94 No. 2, pp. 113-135.
• Bonett, D. G. and Wright, T. A. (2015) "Cronbach's alpha reliability: Interval estimation, hypothesis testing, and sample size planning", Journal of Organizational Behavior,  Vol, 36 No. 1, pp. 3-15.
• Breu, M., Salsberg, B. and Tu, H. T. (2010), "Growing up fast: Vietnam discovers the consumer society", McKinsey, August 2010. available at: http://www.mckinsey.com/business-functions/marketing-and-sales/our-insights/growing-up-fast-vietnam-discovers-the-consumer-society (accessed 22 March 2022).
• Brooks, C. M., Kaufmann, P. J. and Lichtenstein, D. R. (2004), "Travel Configuration on Consumer Trip-Chained Store Choice", Journal of Consumer Research, Vol. 31 No. 2, pp. 241-248.
• Brueckner, M., Dabla-Norris, E., Gradstein, M., and Lederman, D. (2018), "The rise of the middle class and economic growth in ASEAN", Journal of Asian Economics, Vol. 56, pp. 48-58.
• Burlison, J., and Oe, H. (2018), "A discussion framework of store image and patronage: a literature review", International Journal of Retail & Distribution Management, Vol. 46 No. 7, pp. 705-724.
• Cadilhon, J.-J., Moustier, P., Poole, N. D., Tam, P. T. G. and Fearne, A. P. (2006), "Traditional vs. Modern Food Systems? Insights from Vegetable Supply Chains to Ho Chi Minh City (Vietnam)" Development Policy Review, Vol. 24 No. 1, pp. 31-49.
• Chanil, D. (2004),  "Profile of the C-Store Shopper", Convenience Store News, Vol. 40 No. 2, pp. 41-52.
• Chen, H. S. and Hsieh, T. (2011), "The effect of atmosphere on customer perceptions and customer behavior responses in chain store supermarkets" AFRICAN JOURNAL OF BUSINESS MANAGEMENT, Vol. 5 No. 24, pp. 10054-10066.
• Clarke, I., Hallsworth, A., Jackson, P., de Kervenoael, R., del Aguila, R. P. and Kirkup, M. (2006), "Retail restructuring and consumer choice 1. Long-term local changes in consumer behaviour: Portsmouth, 1980-2002",  ENVIRONMENT AND PLANNING A, Vol. 38 No. 1, pp. 25-46.
• Cushman & Wakefield (2019), "Market Beats: Retail Snapshot Q4 2019. Ho Chi Minh City, Vietnam" available at: file:///C:/Users/Hiroko/Downloads/hcmc_retail_4q18.pdf (accessed 17 March 2022)
• Dabija, D. C. and Băbuț, R. (2012), "Empirical Research on the Impact of Location and Service on the Retail Brand Image", Annals of the University of Oradea, Economic Science Series, Vol. 21 No. 2, pp. 813-819.
• Darley, W. K. and Lim, J.-S. (1993). "Store-Choice Behavior for Pre-Owned Merchandise",  Journal of Business Research, Vol. 27 No. 1, pp. 17-31.
• Del Vecchio, D., Henard, D. H. and Freling, T. H. (2006), "The effect of sales promotion on post-promotion brand reference: A meta-analysis", Journal of Retailing, Vol. 82 No. 3, pp. 203-213.
• Dokcen, C., Obedgiu, V., & Nkurunziza, G. (2021). Retail atmospherics and retail store patronage of supermarkets in emerging economies: mediating the role of perceived service quality. Journal of Contemporary Marketing Science, Vol. 4 No. 1, pp. 83-111.
• Donovan, R. J. and Rossiter, J. R. (1982), "Store Atmosphere: An Environmental Psychology Approach", Journal of Retailing, Vol. 58 No. 1, pp. 34-57.
• Donovan, R. J. and Rossiter, J. R. (1994), "Store Atmosphere and Purchasing Behavior", Journal of Retailing, Vol. 70 No. 3, pp. 283-294.
• Doyle, P. and Fenwick, I. (1974), "How Store Image Affects Shopping Habits in Grocery Chains", Journal of Retailing, Vol. 50 No. 4, pp. 39-52.
• Ehlert, J. (2021). Food consumption, habitus and the embodiment of social change: Making class and doing gender in urban Vietnam. The Sociological Review, Vol. 69 No. 3, pp. 681-701.
• Sgroi, F., & Salamone, P. A. (2022). Private label food products: Consumer perception and distribution strategies. Journal of Agriculture and Food Research, 8, 100287.
• Eroglu, S. A., Machleit, K. and Barr, T. F. (2005), "Perceived retail crowding and shopping satisfaction: the role of shopping values", Journal of Business Research, Vol. 58, pp. 1146-1153.
• Fox, E. J., Montgomery, A. L. and Lodish, L. M. (2004), "Consumer Shopping and Spending across Retail Formats", Journal of Business, Vol. 77, pp. 25-60.
• Freire, A. D. (2009), "Motorbikes against Ho Chi Minh? Or the Consumption Icons of a Social Transformation in Vietnam", Copenhagen Journal of Asian Studies, Vol. 27 No. 1, pp. 67-87.
• General Statistics Office of Vietnam (2019), "Population", available from: http://www.gso.gov.vn/default_en.aspx?tabid=467 (accessed 17 March 2022)
• George, R. J. (2005), "Supermarket shopping: what is this thing called "customer service"?", Journal of Food Products Marketing, Vol. 11 No. 2, pp. 1-20.
• Ghosh, A. (1994), Retail Management. 2nd edition. Chicago: The Dryden Press.
• Gilbert, D. (2002), Retail Marketing Management. 2^nd edition. London: Harlow.
• Goswami, P. and Mishra, M. S. (2009), "Would Indian consumers move from kirana stores to organised retailers when shopping for groceries?", Qualitative Research in Organisations and Management, Vol. 21 No. 1, pp. 127-143.
• Grewal, D., Baker, J., Levy, M. and Voss, G. B. (2003), "The effects of wait expectations and store atmosphere evaluations on patronage intentions in service-intensive retail stores", Journal of Retailing, Vol. 79, pp. 259-268.
• Herrington, J. D. and Capella, L. M. (1996), "Effects of music in service environments: a field study", Journal of Services Marketing, Vol. 10 No. 2, pp. 26-41.
• Houston, M. J. and Nevin, J. R. (1981), "Retail Shopping Area Image: Structure and Congruency Between Downtown areas and Shopping Centers", Advances in Consumer Research, Vol. 8 No. 1, pp. 677-681.
• Hsu, M. K., Huang, Y. and Swanson, S. (2010), "Grocery store image, travel distance, satisfaction and behavioral intentions: Evidence from a Midwest college town" International Journal of Retail and Distribution Management, Vol. 38 No. 2, pp. 115-132.
• James, D. L., Durand, R. M. and Dreves, R. A. (1976), "The Use of a Multi-Attribute Attitude Model in a Store Image Study", Journal of Retailing, Vol. 52 No. 2, pp. 23-32.
• Jayawardhena, C. and Farrell, A. M. (2011), "Effects of retail employees' behaviours on customers' service evaluation", International Journal of Retail & Distribution Management, Vol. 39 No. 3, pp. 203-217.
• Kazakevičiūtė, A. and Banytė, J. (2012), "The Relationship between Retail Crowding and Consumers' Satisfaction", Economics & Management, Vol. 17 No. 2, pp. 652-658.
• Kitapci, O., Dortyol, I. T., Yaman, Z. and Gulmez, M. (2013), "The paths from service quality dimensions to customer loyalty: An application on supermarket customers", Management Research Review, Vol. 36 No. 3, pp. 239-255.
• Kunkel, J. H. and Berry, L. L. (1968), "A Behavioral Conception of Retail Image", Journal of Marketing, Vol. 32 No. 4, pp. 21-27.
• Lancaster, K. (1990), "The Economics of Product Variety: A Survey", Marketing Science, Vol. 9 No. 3, pp. 189.
• Li, J.-G. T., Kim, J.-O. and Lee, S. Y. (2009), "An empirical examination of perceived retail crowding, emotions, and retail outcomes", Service Industries Journal, Vol, 29 No. 5, pp. 635-652.
• Lichtenstein, D. R., Ridgway, N. M. and Netemeyer, R. G. (1993), "Price Perceptions and Consumer Shopping Behavior: A Field Study", Journal of Marketing Research, Vol. 30 No. 2, pp. 234-245.
• Lin, Z. and He, X. (2015), "The images of foreign versus domestic retailer brands in China: A model of corporate brand image and store image", Journal of Brand Management, Vol. 22  No. 3, pp. 211-228.
• Léo, P.-Y. and Philippe, J. (2002), "Retail Centres: Location and Consumer's Satisfaction", Service Industries Journal, Vol. 22 No. 1, pp. 122-146.
• Mann, P. W. and Jha, M. (2013), "Impact of Various Situational Factors on "Store Environment, Merchandising and Consumer Behavior" - A Study on Furniture Bazaar" Journal of Marketing & Communication, Vol. 9 No. 2, pp. 29-37.
• Martineau, P. (1958), "The Personality of the Retail Store", Harvard Business Review, Vol. 36 No. 1, pp. 47-55.
• Maruyama, M. and Trung, L. V. (2007a), "Supermarkets in Vietnam: Opportunities and Obstacles", Asian Economic Journal, Vol. 21 No. 1, pp. 19-46.
• Maruyama, M. and Trung, L. V. (2007b), "Traditional bazaar or supermarkets: A probit analysis of affluent consumer perceptions in Hanoi", International Review of Retail, Distribution & Consumer Research, Vol. 17 No. 3, pp. 233-252.
• Maruyama, M. and Trung, L. V. (2012), "Modern Retailers in Transition Economies: The Case of Vietnam", Journal of Macromarketing, Vol. 32 No. 1, pp. 31-51.
• Mazursky, D. and Jacoby, J. (1986), "Exploring the Development of Store Images", Journal of Retailing, Vol. 62 No. 2), pp. 145-165.
• McNeill, L. S. (2012), "Sales promotion in the supermarket industry: a four-country case comparison", International Review of Retail, Distribution & Consumer Research, Vol. 22 No. 3, pp. 243-260.
• Nguyen, T. B., Samsura, D. A. A., van der Krabben, E. and Le, A.-D. (2016), "City profile: Saigon-Ho Chi Minh City", Cities, Vol. 50, pp. 16-27.
• Nilsson, E., Marell, A., Nordvall, A. C. and Gärling, T. (2015), "Who shops groceries where and how? – the relationship between choice of store format and type of grocery shopping" International Review of Retail, Distribution and Consumer Research, Vol. 25 No. 1, pp. 1-19.
• Oh, J., Fiorito, S. S., Cho, H. and Hofacker, C. F. (2008), "Effects of design factors on store image and expectation of merchandise quality in web-based stores" Journal of Retailing and Consumer Services, Vol. 15, pp. 237-249.
• Osman, M. Z. (1993), "A conceptual model of retail image influences on loyalty patronage behavior", International Review of Retail, Distribution & Consumer Research, Vol. 3 No. 2, pp. 133-148.
• Pan, Y. and Zinkhan, G. M. (2006), "Determinants of retail patronage: A meta-analytical perspective" Journal of Retailing, Vol. 82, pp. 229-243.
• Phuong, L. N., Tuan, K. C., Duc, N. N., & Thi, U. N. (2022). The Impact of Absorption Capability, Innovation Capability, and Branding Capability on Firm Performance—An Empirical Study on Vietnamese Retail Firms. Sustainability, Vol. 14 No. 11, pp. 6422.
• Prendergast, G., Shi, Y.-Z. and Cheung, K.-M. (2005), "Behavioural response to sales promotion tools", International Journal of Advertising, Vol. 24 No. 4, pp. 467-486.
• Reardon, J., Kling, N., Amirebayeva, S. and McCorkle, D. (2001), A Multidisciplinary Approach to Multistop/Multipurpose Shopping Behavior and Retail Location Planning", Marketing Management Journal, Vol. 11 No. 2, pp. 41-49.
• Reardon, T., Timmer, C. P., Barrett, C. B. and Berdegue, J. (2003) "Principal Paper Sessions the Rise of Supermarkets in Developing Countries: Opportunities and Chal-lenges for Agrifood Products Suppliers (Fred Buttel, University of Wisconsin at Madison, presiding) The Rise of Supermarkets in Africa, Asia, and Latin", American Journal of Agricultural Economics, Vol. 85 No. 5, pp. 1140-1146.
• Shultz Ii, C. J. (1994), "Balancing Policy, Consumer Desire and Corporate Interests: Considerations for Market Entry in Vietnam", Columbia Journal of World Business, Vol. 29 No. 4, pp. 42-52.
• Singh, S., Mondal, S., Singh, L. B., Sahoo, K. K., & Das, S. (2020). An empirical evidence study of consumer perception and socioeconomic profiles for digital stores in Vietnam. Sustainability, Vol. 12 No. 5, pp. 1716.
• Sirohi, N., McLaughlin, E. W. and Wittink, D. R. (1998), "A Model of Consumer Perceptions and Store Loyalty Intentions for a Supermarket Retailer" Journal of Retailing, Vol. 74 No. 2, pp. 223-245.
• Speece, M. and Huong, L. T. (2002), "Attitudes of Mini-Supennarket Shoppers in Hanoi, Vietnam: A Case Study in the Early Development of Modem Retailing" Journal of Global Scholars of Marketing Science, Vol. 10 No. 1, pp. 187-212.
• Steenkamp, J.-B. E. M. and Wedel, M. (1991), "Segmenting Retail Markets on Store Image Using a Consumer-Based Methodology", Journal of Retailing, Vol. 67 No. 3, pp. 300-320.
• Tang, C. S., Bell, D. R. and Ho, T.-H. (2001), "Store Choice and Shopping Behavior: HOW PRICE FORMAT WORKS", California Management Review, Vol. 43 No. 2, pp. 56-74.
• Terano, R., Yahya, R., Mohamed, Z. and Saimin, S. B. (2014) "Consumers’ Shopping Preferences for Retail Format Choice Between Modern and Traditional Retails in Malaysia" Journal of Food Products Marketing, Vol. 20, pp. 179-192.
• Thang, D. C. L. and Tan, B. L. B. (2003), "Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image", Journal of Retailing and Consumer Services, Vol. 10, pp. 193-200.
• Thanh Nien News (TNN) (2015) "Foreign Retailers Drive the Rise of Convenience Stores in Vietnam. TNN", available from: http://www.thanhniennews.com/business/foreign-retailers-drive-the-rise-of-convenience-stores-in-vietnam-50007.html (accessed 23 March 2019).
• Tien, N. H., Diem, P. T., Van On, P., Anh, V. T., Van Dat, N., Hung, N. T., & Tam, B. Q. (2021). The formation and development of CRM system at Thien Hoa electronics supermarket in Vietnam. International Journal of Research and Growth Evaluation, Vol. 2 No. 4, pp. 752-760.
• Traill, W. B. (2006), "The Rapid Rise of Supermarkets?", Development Policy Review, Vol. 24 No. 2, pp. 163-174.
• Tráng, B. T., and Dũng, N. C. (2019), "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, Vol. 25 S02, pp. 47-65.
• Turley, L. W. and Milliman, R. E. (2000), "Atmospheric Effects on Shopping Behavior. A Review of the Experimental Evidence", Journal of Business Research, Vol. 49, pp. 193-211.
• van Kenhove, P., de Wulf, K. and van Waterschoot, W. (1999), "The Impact of Task Definition on Store-Attribute Saliences and Store Choice", Journal of Retailing, Vol. 75 No. 1, pp. 125-137.
• Vann, E. F. (2005), "Domesticating consumer goods in the global economy: Examples from Vietnam and Russia", Ethnos, Vol. 70 No. 4, pp. 465-488.
• Verma, H. (2012), "Measuring Store Image: An Empirical Study in Some Selected Apparel Retail Stores", Amity Management Review, Vol. 2 No. 2, pp. 2-18.
• Wakefield, K. L. and Blodgett, J. G. (1999), "Customer Response to Intangible and Tangible Service Factors", Psychology & Marketing, Vol. 16 No. 1, pp. 51-68.
• Wang, S. C. and Lang, M. (2015), "The effects of special displays on shopping behavior", Journal of Retailing and Consumer Services, Vol. 23, pp. 125-132.
• World Bank, (2019), Country Overview: Vietnam, Washington: The World Bank Group. available at: http://www.worldbank.org/en/country/vietnam/overview (accessed 22 March 2019).
• Yan, R. N. and Eckman, M. (2009), "Are lifestyle centres unique? Consumers' perceptions across locations", International Journal of Retail and Distribution Management, Vol. 37 No.1, pp. 24-42.
• Zairis, A. G. and Evangelos, P. (2014), "Consumer behaviour toward convenience store chains in Greece", EuroMed Journal of Business, Vol. 9 No. 2, pp. 175-197.
• Zentes, J., Morschett, D. and Schramm-Klein, H. (2011), Strategic Retail Management: Text and International Cases. 2^nd edition. Wiesbaden: Gabler Verlag.