Possible marketing solutions to attract the customers to coop mart can tho, viet nam

International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)
Available online at: www.ijaetis.org
Volume2, Issue 1, Page No: 09-23
January-February 2016
ISSN:2455-1651

Possible marketing solutions to attract the customers to Coop Mart Can Tho, Viet Nam
Vuong Quoc Duy

College of Economics,
Can Tho University, Viet Nam


ABSTRACT
This paper investigates the possible marketing solutions to attract the customers to Coopmark Can Tho. Using primary
data of 110 observations and statistical and EFA analysis, the paper show that few groups of factors that may affect on
using decisions Coopmark Can Tho are reasonable prices, good products quality, shopping experience, advertisement
and decoration methods, safety and comfortable of additional services. On the given basics, the paper suggests possible
marketing solutions to attract the customers to come with Can Tho Coopmark more affiance.
Keywords: Coopmark, Customers, Marketing, EFA analysis
INTRODUCTION:
In the era of economic integration in the world, economic

supermarket itself needs to propose the Marketing

experts evaluated that Vietnam is a market of great

solutions in order to create competitive advantage and

potential. In addition, the business activities of

the difference to consumers increasingly trust and use

enterprises in the country are facing the risks and

the goods. To attract and retain customers, the essential

challenges. Due to the volatility of the overall economy

step is making consumers aware of and interested in the

and demand as well as the purchase behavior of

supermarket. In the experience in Coopmark Can Tho,

consumers change, propose marketing solutions for

current and potential risks have been presented.

business enterprise, especially the retail business to

Therefore, the study of “possible marrketing solutions to

business sales is essential issues.

attract the customers to Coopmark Can Tho” is naturally

The retail market in Vietnam is becoming more quite
competition. Besides the traditional markets, the general
stores, the representative store, the appearance of many

neccesary.
II. Theoretical framework and Methodology
2.1 Theoretical framework

retail supermarkets have been established. The emerging
of the supermarkets that matched the diversified

2.1.1 Supermarket concept

demand of customers is promoting to change the

Currently, regarding to the views of each of the country,

national economic development. With the increasing of

the supermarket is defined differently. First, the United

the customer shopping demands, various suppermarkets

States admitted the supermarket is "self service store

have been appearanced such as Coopmark Can Tho, Big

relatively large levels of low cost, high profit rate and the

C, Metro, Vincom and supermarket Lotte Mark.

high volume of goods sold, to ensure full satisfaction of

Moreover, many foreign retailers are already looking for

consumer demand on food, laundry detergents, cleaners

opportunities to join the Vietnam market.

and care homes" (Philips Kotler). Second, a supermarket

Can Tho, a big city with the crowded population has

in France is considered as "retail stores according to the

become a major consumption markets that many of

mainly selling food" (Marc Benoun, 1991).

9

geared to businesses. In the competitive market, each

method of self service area from 400 m 2 to 2500m2

Corresponding author: Vuong Quoc Duy

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Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

In Vietnam, according to the regulations of the

behavior, the making purchasing decisions of consumers

supermarket issued on 24 September 2004 of Vietnam

can be predicted and estimated. Following parts focus on

Trade Center (now the Ministry of trade of Vietnam), the

the social, personal and psychological characteristics of

supermarket is the type of modern stores; general

consumer behavior.

business or sales professional; the category of cargo

2.2.1. Social characteristics:

abundant variety, quality assurance; meet the standards
of the business area, the technical equipment and the

Perreau (2014) found that social factors affect consumer

level of management, business organization; There is the

behavior significantly. Every individual has someone

method of service of civilization and convenient to the

around influencing their buying decisions. The important

customers’ shopping demand.

social issues included reference groups, family, role and
status.

2.1.2 Consumption behavioral theory
Every consumer is an individual and still belong to a
Leon G.Schiffman & Leslie Lazar Kanuk has defined that
"consumer behavior is the entire action that consumers
revealed in the course of the exchange of products,
including: the investigation, procurement, use, and
evaluation of handling waste product removal and service
satisfying their needs".

group which is classified directly or simply.The behavioral
consumer can be affected by a reference group. The
reference group provides some points of comparison to
consumers about their behavior, lifestyle or habits.
Reference groups are often from smaller groups such as
family member, close friends, neighbors, work group or

The purchasing decision process is a sequence of stages

other people that consumers associate with. Sometimes,

that consumers spent in shopping decisions a product, of

the consumers can be affected by the group to which

any service. That process consists of five stages:

they do not belong yet. Above groups are group where a

Needs awareness  search products and related

consumer aspires to belong and wants to be a part in the

information  Analysis, compare the products among

future (Kotler and Amstrong, 2009; Khan, 2006).

brands  purchasing decision  evaluate the products

Consumers’ buying behavior can affected by the family

after use.

member. A family forms the environment for an

2.2. Factors affecting on the buying decision

individual

to

acquire value,

develop

and

shape

personality. This environment provides the possibility to
Individuals and groups have been considered by the

develop attitudes and options towards several subjects

consumer behavior as they select, purchase, use and

such as society, social relations and politics. A family

dispose

makes first perceptions about the brands or products and

products, ideas, services

or experiences.

Consumers seek items to satisfy their basic needs and

consumer habits (Kotler and Amstrong, 2009).

desires event their children needs. Therefore, consumer

making process goes and how the consumers’ buying
behavior is affected (Solomon, 2004).
A consumer’s buying behavior is influened by the social,

cultural, personal and psychological factors. Given
behavior is a part of human behavior and by studying
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role consists of activities and attitudes that are expected
from an individual to perform according to the persons
around him/her. Social status reflects the position that
individuals have in social groups based on such things as
wealth and money, education or occupation. In the
world, social status is significant and people want the

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buy. It is expected to understand how the decision-

Individuals play various different roles in their lives. Each

Page

behavior is much more than studying what consumer


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

admiration of others. Product and brand selection often

their lifestyle. An individual’s lifestyle consists of different

reflects the social role and status (Wright, 2003)

life style dimensions (Khan 2006). These dimensions are

2.2.2. Personal characteristics
Personal factors such as a buyer’s age and life sycle state,

activities describe how consumer s spends their time, e.g.
work, hobbies, or vacations; Interests are consumer s ’
preferences and priorities e.g. family, home or food; and

occupation, economic situation, lifestyle, and personality

Opinions tell how consumers feel about different issues,

and seft concept have affected on an individual’s

e.g. themselves, politics or products (Plummer, 1974).

decisions. The decision of consumers have changed
during their life and buying of products alter depending
on age and stage of life. Age related characteristics are
such as taste in food, clothing, recreation and furniture.

Above dimension express a person’s pattern of living.
Lifestyle will influence consumer’s buying behavior and
dicision.

In addition, the values, environment, lifestyle, hobbies

Individual traits have been considered as personal

and consumer habits change during lifetime. Traditionally

standard to distinguish one person from another. These

a family life cycle include only married couples with

individual traits can be self-confidence, adaptability,

children and young singles. Recently, the concept of

sociability and dominance (Kotler and Amstrong, 2009).

family life have been changed to vary such as unmarried

Personality determines how we see ourselves and the

couples, childless couples, same sex couples, single

world arond us as well as how other people see us. Our

parents and singles marrying later in life (Kotler and

personality can be shaped by the attitudes, values and

Amstrong, 2009). It is assumed that consumers’ buying

people around us. Wright (2006) indicated that the

decision at super market can change during lifetime and

personality change during life when a person grows up

has effect on good and products selection in different

and changes surroundings. Moreover, Kardes et al (2011)

stages of life.

describes the self-concept as follows: ”Self-concept is

Purchasing decisions and buying behavior have been

often discribed as the totality of an individual’s thoughts

affected by a consumer’s occupation and purchasing

and feelings regarding him herself as an object”.

power. The income level influences what consumers can

2.2.3. Psychological factors

afford and the perspective towards money. Similar taste

A buyer’s choices are also influenced bu four

in music, clothing and leisure activities are the tendency
of the people who have similar occupation. People often
socialze with each other, and share the same kind of

values and ideas. Solomon (2004) found that what
consumer can afford and perspective towards money can
affected by the income level. Individuals from lower
income groups are probably more interested in buying

psychological factors such as motivation, perception,
learning and beliefs and attitudes. A consumer is an
individual who has different kind of needs. These needs
can be biological like thirst or psychological arising from
the need of recognition or beloging as proposed by
Abraham Maslow which are: Phyciological need; Safety;
Belongingness needs; Ego needs and Self-actualization.

products that are necessary for survival than buying

spends money. It is combined from earlier experiences,
current situation and congenital characteristics. The
product choices that consumer s make are related to
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© 2016 IJAETIS. All Rights Reserved

situation. Each person receives thousands of sensory
stimuli like light, color, sound, smell, taste and texture
per day. Perception is the process through which these
sensations are selected, organized and interpret to form

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Consumers’ life style tells how the person lives and

A person acts regarding to his or her perception of the

Page

luxury brands good and products.


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

meaningful picture of the world. A consumer only focuses

Consumers’ knowledge of the world changes constantly

on a few stimulus that he/she is exposed. Consumer

as they are exposed to new stimuli and situations. They

might follow many stimulus in the environment and only

can receive feeback that allows them to change behavior

focus on those related to their current need. Selective

when finding themselves in the same kind of sitution than

distortion shows how people will interpret information in

before (Kotler and Amstrong, 2009).

the way that it supports what they already believe. Due

to their experience, beliefs and attitudes, consumers
have different perception. Selective distortion may lead
people to situations that are compatible with their beliefs
and values.
Since motivated, they are ready to act. Learning comes
from action. Learning illustrates changes in a person’s
behavior that emerge from experience. Consumer can
also learn by observing others without having their own
personal

experience.

Learning

can

happen

even

unconsciously. Consumers can learn all the time.

Through learning and experiencing, consumers acquire
beliefs and attitudes, A belief is a vision that consumer
has on something. It can be based on real knowledge,
faith or option. Consumer’s buying behavior can be
affected by the external factors like family or neighbors
combined with learning produces beliefs. Different types
of people have different attitudes concerning religion,
politics, food, music and others. The attitude describes

consumers’ feelings or evaluations toward an object or
idea. Both beliefs and attitudes are rarely to change.
Those are anchored deep in consumers mind and can be
part of a person’s personality ( Kotler and Amstrong,
2009

Good & Product quality
Services quality

Buying
decision

Price

Promotions

Individuals
Figure 1: Proposed research model
2.3 Literature reviews:
More attention on determinants of buying decision have
been focused both on over the worlds and Viet Nam.

employees, students and others. To select desired
respondents, convenient sampling method was used. A
structured questionaire designed based on previous
study with five points Liker scale was uses to interview
respondents. Factor analysis was applied to exact the
underlying factors affect mobile phone purchasing

Bangladesh. Data used in the paper were collected from

decision. The findings show that the most important

those people live in Khulna city maintaining equal ratios

factor is physical attributes. Other factors are pricing,

of various groups like male, female, businessmand,
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customers’ buyinh decisions of mobile phone in Khulna,

Page

Firstly, Uddin et al., (2014) studied the factors affecting


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

charging and operating facilities, size and weight, friends

to attract customers. Research article shows there are

and colleagues’ recommendations, recommendations,

many causes that affect the number of customers are

neighbors’ recommendations and afvertising.

attracted, and the cause is mainly due to the irrational

In the case of Pakistan, Waheed et al (2014) also
investigated the factors that affect consumer buying

price policy and the need to give much more marketing
strategies to find and attract customers.

behavior. Through in depth analysis of the available data,

Hoang Anh (2010) studied “Solutions to attract the

it has confirmed that the level of education and income

customers for Wellcome Mark in Can Tho city”. Data

level are only two key determinants of consumers’

comparision, descriptive statistics and frequency analysis

response to product offer. In addition, the consumers’

were used to determine the factors affecting on buying

are not homogeneous in terms of their response to

decision of customers at Wellcome Mark, then

product offer in context of level of education and income

investigated the shopping habits and satisfication level of

level. Consumers who earn more i.e have high income

customers for possible solutions to attract them for the

level are more responsive to product offers as compared

Mark. The findings showed that determinants of buying

to those who earn less within a month. Convincingly, the

decision at Wellcome Mark are women customers from

consumers with high level of income have adequate

22

saving and surplus amount to spend on such extra

businessman/woman and income ranked from 1,5 to 5

product offerings. Contrary, consumers with limited

million dongs. In addition, the customers are mainly

earnings do not have something extra to pay agaisnt such

experience clients and have known the Mark by

product offers.

observation and convenience. 4 main factors that

Also in 2014, Al-Azzam evaluated effect of social factors
affecting consumer behavior in purchasing home
furnishing products in Jordan. The data used were
collected by the questionaires from 400 respondents.

to

45

year

of

age,

officials,

workers

and

Wellcome Mark may target are comfortable, product
quality, economic issues and spiritual interest group.
2.4 Methodology

2.4.1 Data collection

Descriptive analysis, factor analysis, test of reliability,
correlation test, and regression analysis were used in the

This article used primary and secondary data to achieve

study. The findings shown that there is a significantly

the objectives. Primary data was collected from 130

positive relationship between purchasing decision and

customers shopping at the supermarket on the

reference group such as family, price, quality and color. In

information influencing to the customer's purchase

addition, implications of the work and directions for

decision. Besides, secondary data from other sources: the

future research are discussed.

report results of operations, personnel reports, customer

In Vietnam, Lan (2010) investigated the “Improvement
Marketing strategy-Mix to attract customers of Saigon
limited company - Kien Giang Province". The article used

information collected from the administrative, accounting
and marketing of Tho can tho co.op Mart supermarket.
Additionally, other data have been gathered from
observing and learning the staffs in supermarkets.
2.4.2 Data analysis

analysis to analyze the situation of business activities of

Besides compare descriptive statistics and frequency, the

the company, evaluate the level of satisfaction of clients

Alpha Cronbach's test to check the level of rigor that the

of the Marketing activities from which to build strategies

items in question due to correlate with each other and

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descriptive statistics, frequency analysis, and SWOT

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the method of comparing absolute figures, relative,

Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

the EFA factor analysis were used to identify those groups

Ui

: the characteristic factor of the variable i

the supermarket

m

: Number of common factor

Factor analysis model:

Typical factors are correlated with each other and

of factors that affect the customer's shopping decisions at

form new public factor. The common factor groups

X i  Ai1 F1  Ai 2 F2  Ai 3 F3  ...  Aim Fm  ViU i
(2.1)

themselves can be expressed as the linear combination of
the variables observed:
Fi = wi1 x1 + wi2 x2 + …+ wik xk

Where:

Where: Fi: estimation for factor I; Wi: the weight or

Xi

: Variable I standardization

Aij

: standardized regression coefficient

factor of j to the i
F

: the common factor

Vi

: Standardized regression coefficient

variable factor score coefficient
K: Variable.
3. Findings
3.1. Sample structure by occupation:

factor of I to I
3.3 Sample structure by age:

Figure 2: Sample structure by occupation

Figure 2 illustrated that respondence are mainly official
staffs (38,5%), students (28,5%), businessman and
business women (15,4%), housewife (6,9%), then workers
(4,6%) and others (6,2%). About 50% of respondences are
official staffs having limited time for shopping rather than
traditional markets.

Figure 3: Sample structure by age
Figure 3 represents the sample structure by age. The
highest percentage of customers are between 22 to 30
years of age with 33.1%. 31,5% illustrates for the clients
aging ranked between 30 to 40 years of age. The other
two groups of below 22 and ablve 40 are 19.2% and
16.2%, respectively.

3. 2 Sample structure by gender
In General, Customers of supermarket are mainly female
(60%) while male account for 40%. Because the majority
decisions, spending the majority of the consumer goods

Page

in the family.

14

of females have more powerful in selection and buying

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Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

3.4 Sample structure by income:
Trên 10.000.000,
2,30%

Dưới 2.000.000,
9,20%

Từ 5.000.000 đến
dưới 10.000.000,
32,30%

Từ 2.000.000 đến
dưới 5.000.000,
56,20%

Figure 4: Sample structure by Income
As shown in figure 4, the income of customers are vary.
The income from 2 to 5 millions and from 5 to 10 millions
are 56,2% and 32,3%, respectively. The customer with

3.6. Characteristics of customers
3.6.1. Shopping habits of customers at Co.opMart Can
Tho

highest income (more than 10 millions) accounts for 2,3%
Table 1: Shopping frequency of customers by occupation

while those with lowest income is only 9,2%.

Shopping at Co.opMart within month
Occupation

< 1 time

1 – 2 times

3 - 4 times

>5 times

Total

Students

4

21

9

3

37

Official staffs

4

13

25

14

56

Business

1

9

5

5

20

Housewife

1

6

5

5

17

10

49

44

27

130

Total

Source: Survey in 2015
Table 1 depicted that the shopping frequency of

are often constant. A small part of customers who are

customer at Co-opmark Can Tho fluctuated from 1 – 4

businessman/women

times accounts 70%. The customers come to Co-opmark

approximately 20%. The rest 8% are not going to shop

mainly students and official staffs because their income

during a

go

month due

shopping
to

5

times/month

their work too busy

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Page

Figure 5: Shopping frequency by day within week

15

.


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

In 130 observations, customers shooping at the Saturday

However, customers are occasionally attracted to the

accounts for 74,6% and Sunday 66,2%. Such highest

shops during the vocation and holidays times. Such times

percentages are due to the fact that at the weekend

are interesting not only for the customers but also for

everyone is often free for their habits and various

their relatives and friends. Given source of customers can

promotions are often happened. In addition, Tuesday is

contributed highly revenue for the supermarket.

also a good day for customers shopping due to a high sale
off and promotion and discount programs such as
“Tuesday is free to accumulate grades”. Other days, it is
rarely from custormer to go shopping due to the strict of

Table 2: Revenue of Coopmark during vacation and
holiday times.
(Unit:milliondongs)

their working times.

Vocations/Holidays

2013

2014

6 first months of
2015

Women day 8/3

1.493

1.670

1.903

Independent day 30/4

1.534

1.886

1.762

National day 2/9

1.948

1.853

1.890

Source: Co.opMart Can Tho
3.7. Factors affecting on buying decision of customer at Coopmark Can Tho
In order to factor analysis, the confidence of the factors need to be tested by Cronbach’s Alpha procedure in table 3:
Table 3: Results of Cronbach’s Alpha test
Factors

Question

Least

Cronbach’s

Confident

number

correlation to

Alpha

evaluation

general
variables
Good

and

5

0,329

0,785

Services

5

0,351

0,678 Proper

Price

4

0,426

0,683

Promotion

5

0,312

0,679

Individual

3

0,373

0,603

Products

Source: Result from SPSS software
The Cronbach’s Alpha test illustrated that the scale has

inappropriate variables. Consequence of given procedure,

highly significant confidence thus the factors are granded

there are 22 variables affecting on the model with highly

to be used in the model.

importance

as

shown

in

table

4

.
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procedure has been used to analyze and drop the

16

After running regression model by SPSS software, EFA


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

Table 4: Average significant level of factors affecting on buying decision of customer at Coopmark Can Tho
Mức độ quan trọng bình quân
Transperancy origin

4.22

Diversification samples

4.18

Vary quantity products and goods

4.09

Strange and new characteristics

4.25

Good quality

4.13

Safe and large parking

4.06

Modern Cashier Machines

4.39

Staffs are welling to serve

4.40

Safe customer cabin

4.13

Comfortable environment

4.39

Proper price compared to public market

4.36

Lower price compared to other super markets

4.42

Price is good as quality

4.28

Quoted price

4.30

Building good customer relation

4.18

Various promotion programmes

4.38

Various advertisment methods

4.56

Attractive docoration

4.43

Building Co-opmark prestige

4.38

Times from houses to Co-opmark

3.95

Having relative shopping together

4.24

Shopping experience

4.03

Page

17

Source : Result from SPSS analysis

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Table 5: Matrix factor table after rotation
Factor
F1
The staff always ready to serve

0,948

There are many promotions

0,930

Building supermarkets

0,924

Modern computer systems

0,923

The prices are often cheaper than other
supermarkets
The prices are not much higher than the
market

F2

F3

F4

F5

F6

0,903

0,841

Diversified

0,894

Build good customer relations

0,865

Reviews are listed

0,836

The prices match the quality

0,800

There are novelty

0,790

Good quality

0,882

The number of cargo lot

0,877

Safe place

0,832

Time cost from House to the supermarket

0,834

Shopping experience

0,697

People come together

0,671

Many advertising methods

0,683

The way the article's featured attraction,

0,597

fascinating
The airy space

0,504

Origins clear

0,768

Spacious parking

0,726

Table 5 shows 6 group factors affecting on buying decision of customers at Coopmark Can Tho as follows:
+ Factor 1 (F1): includes variables G1 (The prices are not

many

much higher than in the market), G2 (Price is usually

supermarket).

CT5

(build

prestige

+ Factor 2 (F2): includes the G3 (the prices match the
quality), G4 (prices listed), HH2 (diversified), HH4 (new
features) and CT1 (build good customer relations).

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for

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DV3 (employees are always ready to serve), CT2 (has

and

Page

cheaper than other supermarkets), DV2 (modern system),

promotions)


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

+ Factor 3 (F3): include the variables HH5 (good quality),
HH3 (goods lot number) and DV4 (Safe place).

F2 = 0,244 HH2 + 0,265 HH4 + 0,231 CT1 + 0,238
G3 + 0.270 G4

+ Factor 4 (F4): include the CN1 (time cost from the

F3 = 0,434 HH5 + 0,422 HH3 + 0,366 DV4

House to the supermarket), CN2 (people shopping

F4 = 0,493 CN1 + 0,358 CN2 + 0,412 CN3

together), CN3 (shopping experience)
F5 =0,541 CT3 + 0,455 CT4 + 0,377 DV5
+ Factor 5 (F5): include the CT3 (Many advertising
methods), CT4 (gravitational attraction on display) and

F6 = 0,603 HH1 + 0,535 DV1

DV5 (atmosphere).

As illustrated, there are 22 factors affecting on the F1.

+ Factor 6 (F6): include the HH1 variable (source) and DV1

However, only 6 factors such as DV2, DV3, G1, G2, CT2

(ample parking)

and CT5 are highly signficant affecting ong the F1. These
imply that the customers are usually consider to the

Then, the factoral grades within each group need to be
defined as follows. Based on the given 4 groups, the

model is defined as:
F1 = 0,199 DV2 + 0,190 DV3 + 0,166 G1 + 0,190 G2 +

comparable price from supermarket to other markets,
modern cashier systems, ready to serve customers of
staffs, various promotion programmes, building prestige
of

supermarket

0,192 CT2 + 0,199 CT5

Page

19

.

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Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

Bảng 6: Estimation of factoral grades
Factoral groups
F2

F3

F4

F5

F6

Origins clear

-0,026 -0,009 -0,029 -0,039 -0,132

0,603

Diversified products and goods

-0,030 0,244

0,040

The number of cargo lot

-0,012 -0,095 0,422

There are novelty

-0,035 0,265

Good quality

0,005

Spacious, secure car parking

-0,057 -0,057 -0,067 -0,052 0,198

0,535

Modern computer systems

0,199

-0,004 -0,033 -0,003 -0,068

-0,029

The staff always ready to serve

0,190

-0,020 0,003

-0,008 0,000

-0,027

Safe place

-0,021 -0,064 0,366

0,012

0,059

-0,039

The airy space

-0,017 0,106

-0,065 0,069

0,377

-0,224

The prices are not much higher than the

-0,060 -0,018 -0,012
0,014

-0,064

-0,151 -0,024 0,010

-0,109 0,434

-0,003 -0,051

-0,007
-0,012
-0,046

0,166

-0,027 -0,031 -0,025 0,002

0,037

0,190

-0,024 0,022

The prices match the quality

0,012

0,238

Reviews are listed

-0,008 0,270

-0,098 -0,029 -0,151

0,025

Build good customer relations

-0,016 0,231

-0,037 -0,007 -0,023

0,010

There are many promotions

0,192

Many advertising methods

-0,045 -0,111 0,058

Showcasing the attraction, fascinating

-0,049 -0,037 -0,078 -0,127 0,455

0,106

Building prestige supermarkets

0,199

-0,092

-0,030

0,045

-0,123

-0,279

0,269

0,127

-0,111

market
The prices are often cheaper than other
supermarkets

Time cost from the House to the
supermarket

0,005

-0,054

-0,031

-0,028 0,064

-0,081

-0,119

-0,016 0,011

-0,005 0,001

-0,010 0,030

People shopping together

0,024

Shopping experience

-0,020 0,010

-0,002 -0,012

-0,064

0,133

-0,056

0,002

-0,003 0,493

-0,068 0,079

0,358

-0,014 0,412

0,541

Factor F2 are affected by 22 elements in which only the 5

relations. This group can be renamed as Group of

most powerful impact factors to F2 are HH2, HH4, CT1,

customers interested in computer goods.

G3 and G4. This group of customers often appreciate the
prices match the quality, the quoted price, the diversified

elements namely HH5, HH4 and DV4 have strong impact
on F3. This group of customers is interested on good

Page

products and goods, novelty and build good customer

Factor F3 are influenced by all elements but only three

20

F1

Volume 2, Issue 1; January-February - 2016; Page No. 09-23
© 2016 IJAETIS. All Rights Reserved


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

quality, number of cargo lot and safy place. This group

Coopmark need to establish the market research

can be renamed as the customers interested in quality.

department to gather customers’ demand, psychology

Factor F4 is affected by 22 elements in which CN1, CN2
and CN3 have strong powerfull influence on the F4. This
group of factors includes the customers who considered

and behavior in order to determine who is the targeted
customers, who is the potential customers and what do
they need from the Coopmark?

the time cost from house to supermarket, people

* Improvement the product system industry and

shopping together and shooping experience. This group

showcase and decoration

can be replaced by the individual behavioral customers.

To meet and stimulate the customers ' shopping in all the

Three factors among other elements such as CT3, CT4

items, supermarkets need to define and develop the

and DV5 are significantly affecting on the F5. This group

industry and staples such as consumer goods and food

includes

the

items, while expanded goods and additional items, such

advertisement methods, decoration methods and good

as support garments, household. Besides, more attention

atmostphere. The new name relaced the group can be

needs to be considered on quality control such as signing

the customers interested in attractive issues.

the contract with quality input manufacturers; Having

the

customer’s

consideration

to

Last factor F6 are mainly affected by HH1 and DV1. This
group includes the customers who are interested in origin
clear and large and safe parking. The safe customers are
the new name of this group.

system checked the quality of goods before putting them
on sale.
* Planning the proper and flexible price policies
The coopmark needs to improve the pricing

In general, the current customers in the supermarket can

methods for each goods and items for a purpose of

be divided into six main groups: the first group is more

flexible price. In addition, import directly from producers

concerned on the reasonableness, the second group

can be seen as perfect solution to reduce price and

concerns about the goods, the third group concerns

attract more customers from the city while guarantee the

quality, customers in group fourth interested in personal

comparable price to other supermarkets and normal

habits, the fifth group is the customers seriously the

markets. Furthermore, a proper promotion needs to be

appeal and the last one interested in computer security.

applied for the customers with high quantity and

Currently, supermarket is interested in serving the

assemblers.

customers based on the diversified goods and services

* Form development and distribution, sales network

and attractive decorations. The 4 others are not really
good served by the supermarket.

To expand the sales network, co.op Mart can tho
supermarket need to search more retailers and

Coopmark Can Tho

intermediary to consume the goods with high quantity or
organize the sale mobiles in countrysides and the rural

Regarding the findings, Coopmark Can Tho needs to

areas with low income. In particular, Coopmark Can Tho

consider possible solution to overcome and improve the

needs to focus on the internet sales due to the era of

current position as follows:

information technology and sales by the Internet are the

* Market research:

preferred date.

Page

* Advertisement and Promotion programmes

21

3.8. Possible solution to attract the customers at

Volume 2, Issue 1; January-February - 2016; Page No. 09-23
© 2016 IJAETIS. All Rights Reserved


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

Enhance the activities dítribution to the customer

number of factors yet to be pleasing the customers as

houses. More attention needs to be concerned on the

much as the price is usually more expensive than other

customers who are the coopmark membership. In

supermarkets, price listed yet clear and showcasing

addition, besides the applied promotions, the coopmark

attractive, unattractive. Then set out a number of

needs to change and innovate many more promotions to

solutions to help cured restrictions and the satisfied

stimulate consumers to stores such as frequently

customers and is not intended to draw out these

changing forms of promotion, with the different items to

activities stimulate customers to purchase in the

showcase the diversity of goods just don't do boring

supermarket next time.

clients; linkage the vendors who are offering the good

4.2. Recommedations

and products for Coopmark may result of good
promotion programme for customers.

* For Co.opMart Sai Gon

4. Conclusions and Recommendations

- Support for Coopmark Can Tho in performing the task of
Marketing to attract more customers.

4.1 Conclusions
-Research the customer further needs to propose proper
This article investigates the factors affecting the
customer’s shopping decisions and assesses the level of

market solutions to meet meadiately needs of the
location in general and Can Tho city in particular

satisfaction of clients for Coopmark Can Tho in order to
attract more customers. Regarding to the findings,
proposed numbers solutions to attract customers to a

-Do not stop giving the positive direction help Coopmark
Can Tho operate more efficiency.

supermarket in the future is discussed. Firstly, shopping

-Change the form of the brand to create strange new

at the supermarket are mainly women, clients from 22 to

feeling for customers.

40 years old, mostly career staff and the students, with

* For the intermediate providers

the level of revenue from 2 million to 5 million. Secondly,
Buying habits of customers at the supermarket is that

- Guarantee to offer to meet the quantity and quality for

customer are often shopping at the weekends and once a

the goods and services as commitment.

week and customer purpose is for sightseeing and

- Support and provide products with comparable price in

shopping, customers often buy consumption goods and

order to reach customers with the comparable price

foodstuffs as much with expenditure lower than 2

compared to competitors.

million/ a month, and sources of information to clients to

* For the distributors and agencies

Coop Mart Can Tho. Thirdly, the factors affecting on
buying decision of customers are good source clear, new,

- Guarantees ro provide with right price or not higher

modern cashier systems, willing to serve of coopmark

price than previous offered in order to constants the

staffs, supermarket environments, price not much higher

prices.

than the market price, usually cheaper than other

- Ensure the preservation of goods, the product when

supermarkets, the prices match the quality, reviews are

received from the supermarket to avoid effects to

listed, more promotion and advertisement programmes,

reputable supermarket.

and

people

shopping together. Overall, the customers feel satisfied
when shopping at Coopmark Can Tho there are still a
Volume 2, Issue 1; January-February - 2016; Page No. 09-23
© 2016 IJAETIS. All Rights Reserved

- Improve the public relation for brand to the consumers
* For Can Tho Citizen Committee

22

construction supermarkets

Page

prestigious


Vuong Quoc Duy, et al. International Journal of Advanced Engineering Technology and Innovative Science (IJAETIS)

-Facilitate assurance for business, healthy competition,
the match between the supermarkets and stores in the
inner city.

-Build the perfect convenient infrastructure, traffic

system, contact information, and to create better
conditions for guests coming to the supermarket.
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© 2016 IJAETIS. All Rights Reserved