Factors Affecting Store Image And The Choice Of Convenience Store

Factors Affecting Store Image And The Choice Of Convenience Store
Truc, Bui Thanh
Quang, Ho Nhut
Vi, Tran Thi Tuong
International University, Vietnam National University HCMC, Vietnam

Abstract
By the end of 2017, General Statistics Office shows total retail sales in the country reached 3934.2 trillion
dongs ($171 billion), increased 10.9% compared to the same period of 2016. The research focused on the
questions of what are the factors that affect store image and customer’s choice of convenience stores, and how
these factors affect them. The study used descriptive analysis and quantitative methods (the survey has sample
size n = 252 comprising of students, officers and customers who had purchase experience in any convenience
store in Ho Chi Minh city). The final conceptual model was based on various past researches related to the
issue. After collecting data and testing with SPSS v.21 and AMOS, the research found out that consumer socialmindedness have a positive effect on all the four factors of store image while world-mindedness just impact
three factors: purchase experience, augmented experience and repeat purchase experience. Furthermore,
purchase, visit, augmented and repeat purchase experience all had a positive impact on customer choice.
Although subject to some constraint such as time and resources, the research can help companies have a
general understanding of what customers want and help them attract more customers.
Keywords: convenience store, store image, consumer social-mindedness, consumer world-mindedness, purchase
experience, visit experience, augmented experience, repeat purchase experience and customer choice

1. Introduction
High growth rate and large population make Viet Nam become one of the most attractive retail markets in
the world. More and more chain stores, as well as new brands, enter the market to look for opportunities and
tapping the great potential. With the remarkable growth of the retail market, convenience stores are showing
an impressive performance with high revenue and the expansion of outlet networks in big cities such as Ho
Chi Minh and Hanoi. It also means that the customers are confronted with multiple options for where they
can shop and where they can enjoy their food. The choices they make among many brands are based on some
criteria that are not always clear. People may choose a store because of its high quality, its better price, its
diversified goods or simply because they were in need of shopping at night and there it was. This may create
a fierce competition for market share. Those companies need to consider how to persuade the customer to

choose their store among a dozen brands. To impress customers, make people satisfied, they must make their
services at the higher level compared to competitors. Understanding the factors that determine store image
and the customer’s choice is important for the successful strategy of every convenience store. The more they
learn about those factors the better they are able to meet the decision criteria and boost occupancy and rate.
The main objective of this research is to identify factors affecting store image and choice of customers and

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construct a conceptual model from them. From those results, companies can improve stores image and attract
more customers.
2. Literature Review
2.1. Research concepts and definitions

2.1.1. Convenience store

According to Kirby (1976), a convenience store is a shop which has a smaller size than the supermarket,
providing most of the daily goods and household requisites, usually located in high population neighborhood.
Baron et al. (2001) said it has 3,000 square feet size (280 m2) and a “wide and shallow” range of product. The
conception of a convenience store is described in various ways like long operating hours (serving over 16
hours a day, six or seven days a week) and a self-service approach for quick shopping.
For detail, the product range meets the urgent needs and impulse buying of the local consumers (Jones,
1986) but does not give the wide choice in brands or sizes like a supermarket (Guberman, 1971). On average,
prices are higher than in supermarkets and there are not many good foods for health (Guy, 2004; Liese et al.,
2007). Some stores also provide groceries, vegetables, fresh fruit, frozen goods, fast food, small household
goods and newspapers (Jones, 1986). Dairy, alcoholic drinks and tobacco are the most popular products (Kirby,
1976).
Convenience stores seem to satisfy consumers when they want to achieve high quality, convenience, and
service, combined with the efficient use of their purchase time (Kirby, 1976). One of the advantages is that the
average time people spend in a store is only three or four minutes (Brown, 1989). It also becomes a good choice

to for customer who does want to travel so far (Lorch and Smith, 1993). These stores are not only wellorganized small stores but also are considered as a large retailer supplier with basic good (Kirby, 1986). Young
consumers are using it as a "shopping habitat" to buy drinks and food and their decisions imply temporal,
social and advertising activities. (Marshall, 2016).
2.1.2. The market of convenience stores in the world
Since the first time it appears in Texas in 1927 (Kirby, 1976), the US retail market has paid much attention
to the development of convenience stores. It grew rapidly in the United States in the late 1960s (Jones, 1986).
As Americans expanded into the suburbs, the important of the store became more distinct (Vastine, 1991). Due
to the low population, there are several supermarkets in the countryside, but most of them are convenience
stores compared to urban areas (Bustillos et al., 2009).
In Japan, the convenience store has developed strongly for more than 20 years, providing a legend in the
Japanese retail industry (Kunitomo, 1997). Some operational methods which are supported by the widespread
use of advanced technology systems that help them manage to redefine their courses (Sparks, 1995). The
parking space is the difference between a shop in the United States and Japan. According to Terasaka (1998),
there is no parking in Japan. Sato (2009) presents the different strategies that Family Mart and 7-Eleven Japan,
the world's two leading convenience stores. Family Mart has chosen a group management strategy, while 7Eleven Japan selects a policy as a single management strategy.
Han and colleagues (2014) reported that convenience store channel has the highest growth rate in Chinese
retail market. Some researchers also consider it as the same case of convenience stores in Taiwan (Hong et al.,
2011). According to Chen and Ou (2009), Taiwan has the greatest number of shops in the world. There are
more than 9,000 convenience stores and for every 2,600 people, there is one person owns a store. It is the main

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channel which can offer consumers more quality and stable services (Tsai and Huang, 2012). Recently, a new
kind of convenience store has emerged in Taiwan, which combining both shopping and dining. These stores
are described as "hybrid convenience stores" (Ming-Sung Cheng et al., 2009).
2.1.3. Market of convenience stores in Vietnam
General Statistics Office shows that the size of the retail market has grown rapidly from $70 billion in 2010
to $158 billion in 2016. The retail market in Vietnam has increased in many forms, especially in the form of
modern retail such as supermarkets, shopping centers, and large commercial centers. In addition, shops,

household business, street vendors are also growing. Currently, the country has about 800 supermarkets and
shopping centers, 150 trade centers, nearly 9,000 markets, 1,600 convenience stores and 2.2 million retail
businesses across the region. The growth of convenience stores and mini markets in the past few years is quite
impressive. According to a research by Kantar World Panel last year, more than one-third of Vietnamese
household visit convenience stores or mini markets 10 times per year. Nielsen said that the growth rate of the
modern retail channel from April 2016 to March 2017 is 7.7%, higher than the 6.1% of the traditional channel;
the revenue growth rate of modern channels reach 6.3%, 1.34 times higher than traditional channels.
Despite the current fast-growing segment, this shopping channel still faces competitive pressures from the
supermarket for the buying experience and variety of goods or from the traditional market for fresh products
and good price. In fact, modern retail in our country has grown slower than previously forecast, currently only
accounts for about 25% of total retail sales (data from the Ministry of Industry and Trade of the Socialist
Republic of Vietnam). High location fee, high costs, traditional shopping habits and consumption are the main
reasons consumers do not choose convenience stores and mini markets. Therefore, it requires a rational
strategy to develop in this market segment.
A typical convenience store in Vietnam covers an area of approximately 50-250m2 and offers a variety of
basic products, including dairy, bakery products, detergents, household cleaning products, alcoholic
beverages, soft drinks, tobacco products, fresh and frozen food, prepared meals, as well as health and beauty
products. On average, it manages about 1000-1500 codes. Besides, the consumer can pay for electricity, water,
telecommunications, cable TV or use ATMs at the store. Compared to other types of stores, working hours are
more extended, operating approximately 24 hours a day and 7 days a week. There are about 50-150 customers
visit such a store per day.
Appeared in Vietnam from 2005 but not many years, the convenience store model really developed.
Especially in 2015, this segment of the market "blooms" with the participation of many investors at home and
abroad. Foreign businesses such as Family Mart (Japan), B’smart (Thailand), Ministop (Japan), Circle K (USA),
Shop & Go (Singapore) continually expand the system and form large chain stores. According to Q&Me
Vietnam Market Research’s report, in particular, Circle K has 211 stores, B’smart has about 150 stores, and
Shop & Go has 46 stores. Domestic enterprises also continuously expand the chain, of which, the strongest is
Vingroup. After almost 2 years of building and developing the system, VinMart+ has about 1,000 business
locations. Saigon Coop also contributes to the market by releasing its new business model Coop Smile. In
October 2017, they open 60 stores all over Ho Chi Minh City (Figure 1).

In Figure 1, the geographical distribution of convenience stores is presented. The total number of
convenience stores in 2017 is 1,561 while 927 (59.39%) are operating in Ho Chi Minh City. Ha Noi has 469
stores accounting for 30.04%. It is obvious that the market of convenience stores is highly concentrated in the
two major cities (89.43%) compared to all the other regions.
2.1.4. Store image
There are many definitions of store images. Keaveney and Hunt (1992) view store image as a combination
of individual cognitive and emotional responses. They also emphasize that prior customer experience is
important to the image. Similarly, Martineau (1958) describes it as the way in which the store is defined in the

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mind of the consumer, separate from qualities and psychological characteristics. In another study, image was
defined as the set of perceptions and attributes associated with a store, it is an important factor to predict
customer choice (Grewal et al. 1998). Favorable storefront development is an important aspect of the retailer's
ability to maintain and develop their market segment (Steenkamp and Wedel, 1991).
Store images play an important and can influent the consumers. The visual assessment of the store,
including the convenience factor in the store, is closely related to customer satisfaction over the air factor and
the sale does not have a significant impact (Theodoridis and Chatzipanagiotou, 2009). Marketers also mention
the importance of how products are introduced inside the store, so they can be easily ordered or even attract
customers to buy them (Schwenke et. al., 2010). On the interior of the store, Panigyrakis et al. (2009) argue that
proper product placement, using comfort criteria and convenience (convenience in the store), affects the time
spent inside the store.
Terblanche and Boshoff (2004) think that offering an in-store shopping experience (ISE), can help the
retailer to position their stores with some factors. ISE includes (i) handling complaints, (ii) internal storage
environment, (iii) personal interactions, and (iv) value, diversity, and type of goods.
Fonseca (2011) classified the customer segment for the supermarket by two types of variables: behavior
variables and base variables. When customers spend their time in retail stores, near the house, close to the
work, lower prices, brand diversity, product diversity, parking conditions, product quality, promotion, fast
service, good service, store cleanliness, opening hours, consumption habit are considered "behavior variables”

and "basic variables" are travel time, transportation methods, reason for purchase, access patterns, and
frequency of usage.
A study in China think the service attitude, quality, reputation, payment efficiency, low price, breadth and
depth of choice, store layout, internal environment, easy-to-find goods, membership services, opening hours,
staff knowledge, decoration geographical convenience, advertising services and staff numbers are eighteen
elements of the store image which may lead to the customer preference (Chang and Luan, 2010).
2.1.5. Customer choice
It seems that the determinants that drive consumers to convenience stores are: impulse purchases, easy
access, time pressure, shopping hours (Han et al., 2014). Jones et al. (2003) and Fitch (2004) have emphasized
that convenience (in terms of reducing the time and effort of consumers to get a product) is a priority for the
customer. Moreover, according to Findlay and Sparks (2008), the most loyal customers are the ones who walk
to visit the store.
In addition, Jones et al. (2003) think that the provision of quality products and services contributed
significantly to the retention of a store's customer base. The main attributes that affect customers of
convenience stores are prices, customer service, the variety of products and convenience (Panigyrakis et al.,
2009). It should be noted that Skallerud et al. (2009) shows that although customers can be loyal to a
convenience store, they may visit a supermarket or even a supermarket.
2.1.6 World mindedness
Sampson and Smith (1957) appear to be the first one to evaluate the concept of the world in the spirit of
world-mindedness. There is a scale of 32 items content in eight concepts (i.e., government, immigration,
religion, education, race, patriotism, economics, and war). Yaprak (1996) develops a tool to describe
cosmopolitan consumers based on items related to organizational commitment and community and the
tendency to identify themselves in a broader context. This scale is built up from the world-mindedness scale
of Sampson and Smith (1957); therefore, it relies on general measures, rather than on specific consumers,
attitudes, and behaviors. Here, in accordance with the definition of Hannerz (1990), a world-mindedness
person is considered to reflect both "cultural openness" (i.e., acceptance of customs, ideas, and products from

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other cultures) and "cultural adaptability" (i.e. adapt to local customs and habits in another country). The term
"world-mindedness" is used to differentiate this structure from previous cosmopolitanism measurement.
Recently, Nijssen and Douglas (2008) have identified consumer world-mindedness in terms of concern,
openness, and acceptance of products and ideas from other cultures or regions in the world and accept the
standards and values of these cultures without biased or prejudiced nationalism. This is from Hannerz's (1990)
view of a person who has world-mindedness is inclined or ready to engage with "other" and thus may open
to different cultures (e.g. looking for contrast rather than homogeneity). This is understood to be related to
personality traits of openness to experience. Nijssen and Douglas transform this concept into a consumer
context that shows interest, openness, and acceptance of products and ideas from other cultures or parts of the
world. Consumers with world-mindedness are also more willing than other consumers to try foreign goods,
both at home and when visiting these cultures, as a means of learning and experience them.
2.1.7. Social mindedness
The early study about socially concerned consumers (Anderson and Cunningham, 1972) pay more
attention to environmental issues, such as concern for air or water pollution, recycling, use of pesticides,
conservation of energy volume and social inequality. These studies often include the development of
sociocultural and demographic profiles of socially conscious consumers as a potential basis for market
segmentation.
Anderson and Cunningham (1972) think that environmental and social measurement include ecological
concern index, the scale of ecologically conscious consumer behavior, and degree measurement of ethical and
social responsibility. In general, these measures are not customer-specific and can benefit from being more
closely aligned with the consumer context.
According to Nijssen and Douglas (2008), consumer social-mindedness is related to the tendency to engage
in socially, economically, and environmentally responsible behavior. This implies interest in buying products
manufactured under ethical, eco-friendly humanitarian conditions. These customers tend to support small
businesses in developing economies, so it can help to enhance their living standard. In the context of
consumption, social-mindedness consumers will have a positive attitude towards products that have been
made in ethical labor practices as well as environmentally friendly products.
2.2. Previous research
Consumer world-mindedness, social-mindedness and store image
Nijssen and Douglas (2008) developed a model of consumer world-mindedness and social-mindedness

and examine their effect on store image. In this study, they test image of three types of store: The Body Shop,
fair-trade stores, and a grocery store with an imported food products section. The result shows that consumers’
exposure to foreign cultures increases consumer world-mindedness and social-mindedness and that both have
a significant impact on store image. However, the degree of effect is not the same.
The Body shop – the environmentally and ecologically concerned cosmetics stores display a strong positive
relationship with consumer social-mindedness. It is explained that this brand demonstrates an image of using
natural ingredients or no testing on animals which can appeal to customer effectively. World-mindedness
shows low result because this environmental friendly image is not unique and can be seen at other stores in
the same segment. Fair-trade stores are affected by both social-mindedness and world-mindedness. This
relationship is equally strong. Like the outcome of The Body shop, women are more attracted to this kind of
store. World-mindedness express stronger than social-mindedness in the case of the grocery store with
imported food section.
The authors conclude that consumer social-mindedness make customer have favorable image toward store
which demonstrates ethical concern, especially in global context. On the other hand, world-mindedness

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impact the ones who have a positive attitude toward stores provide traditional product from other countries.
They also suggest that retailers will need to pay greater attention to such issues in choosing which products
and brands to stock, how to display them, and ways to develop their store image (Figure 2, Appendix).
Model of factors affecting store image and the choice of hypermarkets in Oman
In this study, Belwal and Belwal (2017) compare two hypermarkets in Sohar, Oman: Lulu and Al Safeer.
They try to find out which one the customers prefer and the reason for this choice. There are four main groups
of factors have a positive relationship to customer choice: purchase experience, visit experience, augmented
experience and repeat purchase experience.
The result gained from the respondents of difference in demographic reveals that the four components are
the main factors impact the customer choice of hypermarket in Oman. Based on it the comparison shows that
Lulu hypermarket has a better store image than Al Safeer on all of the four groups. However, consumers in
Oman derive greater satisfaction in the purchase and visit experience than augmented and repeat purchase.

The findings are important because they indicate some genuine buying preferences of the customer in the
context of store choice.
The authors also suggest the manager in the retail market focus on identifying factors and the underline
variables in the process of development to acquire a higher level of store image and customer patronage.
2.3. Concept of store image
Belwal and belwal (2017) indicate the four factors contained in store image are purchase experience, visit
experience, augmented experience and repeat purchase experience. It is based on the conceptual framework
of Kotler about product or service which offers benefits in classes: core, basic, anticipated, enhanced and
product potential (Kotler, 1997). He also demonstrates an example of the customer expectation from a hotel
room and it can be conceptualized for a supermarket or convenience store as a retail service provider. Other
researchers also categorize these benefits, tangible products, and intangibles, either as core or intrinsic
(Gronroos, 1978)
Therefore, this study concerns these four main groups would represent the image of convenience stores
and in each group, there are some dimensions to support and illumine them. However, the contents may be
different and adjusted to appropriate with the case of convenience stores. The relationship and impact of store
image toward other factors will be explained in more detail in the next parts.
2.4. Consumer social-mindedness relation to store image
In previous studies, retailers are starting to aware of increasing consumer exposure to have heightened
environmental and social concern by adapting their products and build special stores for socially concerned
consumers like stores selling organic products or natural food. Stores with a wide range of products such as
supermarkets or grocery stores sometimes react with environmental issues and globalization by increasing
special friendly environmental products and social responsibility brands. This is the proof for the new trend
that products are not just used to satisfy essential needs, it represents the customer's perception of the world
around them and the responsibility in every action that may affect the sustainable development of the
community, in this case, it's daily shopping.
Consumers with social-mindedness attitude have strong ethical norms, therefore this research also expects
convenience store can appeal them by offering favorable image with these kinds of products. A full range of
healthy and human right guarantee products can help them to create a friendly look and get support from
those people. This leads to the hypothesis:
H1a: Consumer social- mindedness will be positively related to purchase experience

H1b: Consumer social- mindedness will be positively related to visit experience

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H1c: Consumer social- mindedness will be positively related to augmented experience
H1d: Consumer social- mindedness will be positively related to repeated purchase experience
2.5. Consumer world-mindedness relate to store image
Consumer world-mindedness is an openness to products from other culture or country. Nowadays, this
concept is so true for customers who are exposed to global trends through travel and international social
network. Foreign travel gives people a chance to contact directly with the lifestyle and product from other
country and culture. This trend is similar to different customs, habits, and artifact which can make them more
willing to adopt or try products from these cultures. Social networks also play an important role in the
awareness of global issues and it leads to the increase in social interaction. This help to enhance people’s
knowledge and concern about norms and values of these cultures without nationalistic bias or prejudice.
Customers are interested in foreign products and would like to experience new things which come from new
culture. Different flavor, taste, characteristic or ideas is a great attraction for those people. More than just
seeking variety, they tend to appreciate and open to diverse products and brands.
Therefore, the research expects the store with an international image may lead to positive attitude from the
customer. Besides the local or traditional products, foreign goods can give them a new experience and arouse
curiosity to attract them to come. This suggests the following hypothesis:
H2a: Consumer world-mindedness will be positively related to purchase experience
H2b: Consumer world-mindedness will be positively related to visit experience
H2c: Consumer world-mindedness will be positively related to augmented experience
H2d: Consumer world-mindedness will be positively related to repeated purchase experience
2.6. Purchase experience relates to customer choice
The results from the study by Belwal and Belwal (2017) suggest that purchasing experience is one of the
key factors for store image, which can be seen from the perspective of service support, convenience shopping,
quality products, varieties, after purchase services and courtesy extends by the participants during the
purchase process. Previous studies have also shown that product offerings and quality, product varieties such

as organic and exotic products, and convenience are provided through self-scanning devices (Cho and Fiorito,
2010) is supposed to an important attribution. These factors may be related to the level of “core and basic”
benefits within the framework of Kotler (1997) that customers expect from supermarkets or convenience stores
as a different type of retail format.
In the case of convenience stores, purchase experience contains product quality, variety, and shopping
convenience which imply the way products are arranged and condition of inventory. This factor focuses on
products they provide to customers including fresh and packaged products. The goods must satisfy the quality
condition since it impacts directly the customers’ health. Moreover, they should be arranged rationally for
people to approach easily. The stores need to restock product regularly to avoid a situation in which customer
cannot find what they want. By investing in and taking care of merchandises, retailers can have advantages
over consumer choice. And it is the hypothesis:
H3: Purchase experience will be positively related to customer choice
2.7. Visit experience relates to customer choice
According to Belwal and Belwal (2017), visit experience gives importance to parking facilities, cleanliness,
merchandising, access to ATMs, and efficiency at payment counters. This factor is considered as facilities that
consumers expect while shopping from a particular supermarket and matching the groups of "stores" and
"services" as defined by Amine and Cadenat (2003).

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To make it fit this research, visit experience focuses on the parking area, cleanliness, facilities, and
merchandise. In merchandising element, there are some aspects will be examined, they are security in store,
the attitude, and knowledge of staffs, whether they know enough about all the products to help customers
and the store location. This factor reflects the degree of convenience that store may offer to the consumer when
they are shopping. If they feel comfortable and please with the service, they might consider convenience store
as a first choice. So, the hypothesis is:
H4: Visit experience will be positively related to customer choice
2.8. Augmented experience relates to customer choice
Kotler (1997) refers to "augmented level" as additional services are added to the product. Based on this

concept, Belwal and Belwal (2017) show that these are additional efforts that a store needs to improve its
reputation. Advanced experiences include prayer rooms, better deals, advertising, promotions, and contests.
Among other demanding enhancements in all major retail formats is air conditioning (Belwal and Belwal,
2009), this is necessary, keeping the current rate of overheating in the region. Some studies show that the
promotion can provide information about the price, quality and brand image of the product. The way given
by promotion is handled in the minds of consumers ultimately leads to a favorable or unfavorable purchasing
decision (Blattberg and Neslin, 1990).
In Vietnam, prayer room does not suit our culture then it is not mentioned in the model. The main elements
are price, better deal, and promotion. In this factor, the study examines whether the price is proportional to
the quality and the customer's assessment of the amount of money they have to pay for a specific product.
Better price or deal may have a relationship to a favorable image in customers’ mind. Discount and promotion
campaign can represent the bargain that they want to get. Therefore, showing them the practical benefit when
shopping at the store is a good strategy to attract consumers. This result in the hypothesis:
H5: Augmented experience will be positively related to customer choice
2.9. Repeat purchase experience relates to customer choice
The last factor is repeat purchase experience. Belwal and Belwal (2017) assume that customers like a store
with their next trip will create confidence. This factor can be viewed from the perspective of consumer
satisfaction and loyalty, as it evolves as a result of better value perception (Tsai et al., 2010). Focusing on the
relationship between satisfaction and purchase intent, some studies suggest that greater satisfaction with an
organization or supplier will reinforce the buyer's intent or service on later visit (Pereira, Salgueiro, & Rita,
2016).
In this study, repeat purchase experience refers to the ability to maintain the quality of goods and services
in the next visit of customers. It examines whether the quality and the price are the same as the previous times.
The staffs can keep polite and friendly attitude toward visitors also play an important role. This is the
hypothesis:
H6: Repeated purchase experience will be positively related to customer choice
2.10. Hypotheses
In order to achieve the research aim, hypotheses are created to be tested. Each of the hypothesis was
devised based on past research, which is detailed in Table 1, Appendix. The hypotheses of the thesis are shown
below:

H1a: Consumer social- mindedness will be positively related to purchase experience.
H1b: Consumer social- mindedness will be positively related to visit experience.
H1c: Consumer social- mindedness will be positively related to augmented experience.

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H1d: Consumer social- mindedness will be positively related to repeated purchase experience.
H2a: Consumer world-mindedness will be positively related to purchase experience.
H2b: Consumer world-mindedness will be positively related to visit experience.
H2c: Consumer world-mindedness will be positively related to augmented experience.
H2d: Consumer world-mindedness will be positively related to repeated purchase experience.
H3: Purchase experience will be positively related to customer choice.
H4: Visit experience will be positively related to customer choice.
H5: Augmented experience will be positively related to customer choice.
H6: Repeated purchase experience will be positively related to customer choice
3. Methodology
Conceptual model
The conceptual model was composed using various other research in the past. The model is shown in
Figure 3, Appendix

Research design and analysis
First, the study tries to find out the problems that convenience stores are facing, the retail market situation
and the competition within the industry. From these statements, research objective decides what questions
should be solved. Next, the theoretical model is built a base on some previous related research and the
secondary data. To identify factors affecting store image and the choice of convenience stores, a survey is
conducted by making a questionnaire and collecting data directly or via the internet. The research using SPSS
and AMOS software to analyze data. SPSS software can test sample characteristics, descriptive statistics,
reliability test, and exploratory factor analysis. AMOS software is used to test confirmatory factors analysis,
structural equation modeling, and bootstrap test to evaluate the degree of each determinant that affects

customer choice. Base on the result, some solutions can be proposed to improve the image of a convenience
store and the customer choice.
Measurement Scale
This research uses the Five-point Likert Scale to measure the 32 statements that represent the influence on
Employee Loyalty on a scale from 1 to 5, which 1 is Strongly agree, 2 is Agree, 3 is Neutral, 4 is Disagree, and
finally, 5 is Strongly Disagree.
4. Results
Demographic
Statistic between male and female genders are surveyed randomly, where male account for 36.1% and
female occupies 63.9% of the sample.
Age
Total sample size is 252 in which there are 41 respondents under 18 years old (16.3%), 95 people in the age
of 18 – 25 (37.7%), 105 persons from 26 – 35 (41.7%), 10 persons from 36 – 55 (4%) and only 1 persons over 55
years old (0.4%).

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Income
The result also shows that there are 31.3% people have income under 5 million, 20.6% respondents in the
range of 5 – 10 million, income over 10 – 15 million belongs to 18.3% customer and 29.8% persons over 15
million.
Consumer social-mindedness
Consumer social-mindedness has 7 statements about customers’ awareness of human rights, working
condition, environment, and social responsibility. The average Mean is 4.011 meaning that the respondents
agree to all of the statements. The statement “I feel that everyone should purchase environmentally friendly
products” has the highest mean which suggests that a lot of consumers concerned about the environmental
issue.
Consumer world-mindedness
Consumer world-mindedness is about the customers’ cultural openness and adaptability. Consumers have

a neutral opinion of foreign products. They do not give too high or too low respect for products from other
countries.
Purchase experience
This factor reflects the quality and variety of products, shopping convenience. The statement “It is easy to
find the product in the store” has the most support, implying that convenience stores arrange their products
rationally so people can easily approach what they need.
Visit experience
Visit experience is about parking facility, infrastructure, cleanliness and merchandising. Parking facility,
infrastructure, cleanliness and merchandising all receive a high score from consumers.
Augmented experience
Augmented experience includes better deal, advertising, and promotion. Customers give the highest score
to the statement “the store has a stable price”
Repeat purchase experience
In this factor, the research discusses the customers’ experience during the next visit, whether the store
maintains the good quality, price or staffs’ attitude. Most of the customers feel the service provided are always
the same.
Customer choice
Customers have to rate which factor is most important to them when choosing a convenience store. “I
always choose a convenience store with good location for me” gets the highest mean proves that customers
appreciate the convenience of location the most.
Descriptive Analysis
Many statistical tests were used to verify the data. First of all, we used Cronbach’s Alpha to check the
reliability of the data following the principle of (George & Mallery, 2003). After we have run the tests for all

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data, we concluded that all data passed the reliability test and none was eliminated. Next, we used Exploratory
Factor Analysis to summarize the data, which shows the relationship between the groups of observed
variables with hidden variables called factors. Next, we used Confirmatory Factor Analysis to measure how

well the collected variables can fit a model.
After data were verified, Hypotheses Testing were conducted. The results of the Hypotheses Test (Table 2,
Appendix) show that all the hypotheses are accepted at 5% of significant level except for H2b: Consumer
world-mindedness will be positively related to visiting experience. The H2b hypotheses should be removed
to ensure the significance of the model. The revised model is shown in Figure 4, Appendix.
5. Implications For Convenience Stores
Examination of the parameter reveals that consumer social-mindedness and world-mindedness is
significant in all four regressions involving store image. This result confirms the hypotheses of the previous
study that both constructs are related to consumer perception of store image (Nijssen and Douglas, 2008).
Consumer social-mindedness leads to favorable attitudes toward stores demonstrating ethical concerns,
particularly in an environmental context. Nowadays, with the development of media and social network, this
issue attracts more attention than ever. Awareness about human rights and protecting the earth is enhanced
through generations. They can be willing to pay a premium price for fair-trade or ecologically friendly
products.
Similarly, consumer world-mindedness is also associated with favorable attitudes toward store choice.
However, it is not a strong effect as expected. People do not give too high or too low respect for products from
other countries. It still depends on the kind of product and the manufacturing country. Not all the foreign
goods receive appreciation since some countries have an infertile reputation. Moreover, Vietnamese
merchandise these days can offer high quality with reasonable price which is a substantial competitive
advantage.
Purchase experience is also a major factor for store image, which can be seen from high quality and
prestigious brands. This is understandable because customers believe that good branding products are more
likely to be safer, healthier and more durable than unpopular brand products. These determinants are
important because health is a top concern nowadays.
The visit experience factor gives importance to the parking area, basic facility, and safety. Even though a
typical convenience store covers an area of approximately 50-250m2, the demand for parking space and tables
for on-site dining are very high. Some young customers consider the store as an ideal place to spend time or
take rest then it should provide these facilities to attract them more. Since it operates 24 hours a day, security
matter plays a necessary role to protect customers, especially at night.
Augmented experience denotes the additional efforts needed to be made by stores to boost their image. It

contains discounts and promotional campaigns. This retail channel usually has a higher price than others due
to high operating cost. Giving bargain can help to boost the store image and customer choice.
In repeat purchase experience factor, the research discusses the customers’ experience during the next visit,
whether the store maintains the good quality, price or staffs’ attitude. The result indicates that attitude and
familiarity are the most concern. A friendly staff can create a comfortable atmosphere as well as enhance the
store reputation. Consumers appreciate the polite behavior maintaining of employees every time they visit
and suppose it as a true durable attitude not contemporary or occasionally.
Base on the findings above, conveniences stores need to concentrate on the factors which have a sustainable
effect on store image which leads to positive decision to choose a specific brand of convenience store rather
than other brands or other kinds of retail channels like a traditional market, grocery store, and even
supermarket.

742


Firstly, companies should pay more attention to the origins of the products they supply, whether their
stores specialize in ethical concern goods or not. Offering favorite products or low prices is not enough to
attract customers. Marketers should pay attention to this aspect and exploit its strengths. Specifically, they
should have promotion strategy which expresses the support to organic and ecological goods. These products
should be displayed in specific and eye-catching locations. Besides focusing on the merchandises, companies
should incorporate human rights into the operations of their stores and organizations. If the employees are
guaranteed the basic rights, it will create the view of sympathy and receive support from customers.
Secondly, world-mindedness plays an equally important role in the store's image. Although the survey
results show that it has less impact on social-mindedness but that does not mean it has no effect. The customers
feel comfortable with the imported products and also have the opinion that the use of foreign brands will help
to enhance their reputation. Foreign products are particularly attractive to people who travel or have contact
with other cultures. They are very open and willing to accept these products and tend to view it as a brand
value assertion of themselves. In addition, most of the imported products create a positive image for
Vietnamese. Therefore, they are always preferable to domestic products. However, because the impact of
world-mindedness is not so great, companies should consider adopting these strategies. If the company does

not specialize in selling foreign products, then only import a few products to create a variety of store images,
especially the products that young people favor. In addition, it can be combined with social-mindedness by
importing ethical concerned goods to increase the value of the store. Foreign factors should also be applied in
executing companies such as the professional attitude of employees towards every single customer.
Thirdly, creating a good image will have a direct impact on the customer's buying intent. Retailers should
pay more attention to the following factors. On merchandise, they should be safe and always have new
products to avoid boredom. Foreign or organic, ecological products may be a good choice for it. In addition,
they should pay attention to the parking area and the cleanliness of the store. Some customers may stay in the
store for a long time, so it is necessary to provide good facilities. Marketers should concern about the discount
campaign or product offering. As usual, the price at convenience stores is quite higher than others so
occasionally offers a bargain for consumers is a practical strategy.
6. Limitation
Because of time and resources shortage, the survey is just conducted in the office, university, and a few
convenience stores. Besides, one sampling method is collecting data on the internet somehow not present the
whole, just a small part of the population. Thus, the scope will wider and more accurate if it is expanded to
most of convenience stores’ brand name located evenly in Ho Chi Minh City.
7. Conclusion
The objective of this study is to identify the factors affecting store image and the choice of a convenience
store. Then it also evaluates the importance degree of each element. The received result is used to propose a
solution to enhance store image and improve customer choice. In order to achieve these targets, a research
model is constructed a base on some previous studies. In this model, consumer social-mindedness and
consumer world-mindedness are the two factors impact convenience store image (Nijssen and Douglas, 2008).
Store image is supposed to include four groups, they are purchase experience, visit experience, augmented
experience, and repeated purchase experience. These groups and their elements have a positive effect on
customer choice (Belwal and Belwal, 2017).
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743

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APPENDIX

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Figure 1: Convenience stores in Vietnam

Figure 2. Consumer world-mindedness, social mindedness, and store image

745


Figure 3. Conceptual Model

Figure 4. Revised model

746


No.
1

Hypothesis

H1a

Content
Consumer
socialmindedness will be
positively related to
purchase experience

2

H1b

Consumer
socialmindedness will be
positively related to
visit experience

3

H1c

Consumer
socialmindedness will be
positively related to
augmented experience

4

H1d

Consumer
socialmindedness will be
positively related to
repeated
purchase
experience

5

H2a

Consumer
worldmindedness will be
positively related to
purchase experience

6

H2b

Consumer
worldmindedness will be
positively related to
visit experience

7

H2c

Consumer

worldmindedness will be
positively related to
augmented experience

8

H2d

Consumer
worldmindedness will be
positively related to

Author
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Sampson and Smith (1957)
Cannon and colleagues (1994)
Yoon, Cannon, and Yaprak (1996)
Hannerz’s (1990)
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Sampson and Smith (1957)
Cannon and colleagues (1994)
Yoon, Cannon, and Yaprak (1996)
Hannerz’s (1990)
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Sampson and Smith (1957)
Cannon and colleagues (1994)
Yoon, Cannon, and Yaprak (1996)

Hannerz’s (1990)
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Sampson and Smith (1957)
Cannon and colleagues (1994)
Yoon, Cannon, and Yaprak (1996)
Hannerz’s (1990)
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Anderson and Cunningham (1972)
Webster (1975)
Lee and Holden (1999)
Stones, Barnes, and Montgomery (1995)
Roberts (1996)
Singhapakdi et al. (1996)
Treise et al. (1994)
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Anderson and Cunningham (1972)
Webster (1975)
Lee and Holden (1999)
Stones, Barnes, and Montgomery (1995)
Roberts (1996)
Singhapakdi et al. (1996)
Treise et al. (1994)
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Anderson and Cunningham (1972)
Webster (1975)
Lee and Holden (1999)

Stones, Barnes, and Montgomery (1995)
Roberts (1996)
Singhapakdi et al. (1996)
Treise et al. (1994)
Nijssen and Douglas (2008)
Belwal and Belwal (2017)
Anderson and Cunningham (1972)

747


repeated
experience

purchase

9

H3

Purchase
experience
will
be
positively
related to customer
choice

10

H4

Visit experience will be
positively related to
customer choice

11

H5

Augmented experience
will
be
positively
related to customer
choice

12

H6

Repeated
purchase
experience will be
positively related to
customer choice

No.

Hypothesis

Content

1

H1a

Consumer
socialmindedness will be
positively related to
purchase experience
Consumer
socialmindedness will be
positively related to
visiting experience

2

H1b

Webster (1975)
Lee and Holden (1999)
Stones, Barnes, and Montgomery (1995)
Roberts (1996)
Singhapakdi et al. (1996)
Treise et al. (1994)
Belwal and Belwal (2017)
Heider and Moeller (2012)
Panigyrakis et al. (2009)
Berry et al., 2002

Han et al.,2014
Jones et al. (2003)
Fitch (2004)
Findlay and Sparks (2008)
Belwal and Belwal (2017)
Heider and Moeller (2012)
Panigyrakis et al. (2009)
Berry et al., 2002
Han et al.,2014
Jones et al. (2003)
Fitch (2004)
Findlay and Sparks (2008)
Belwal and Belwal (2017)
Heider and Moeller (2012)
Panigyrakis et al. (2009)
Berry et al., 2002
Han et al.,2014
Jones et al. (2003)
Fitch (2004)
Findlay and Sparks (2008)
Belwal and Belwal (2017)
Heider and Moeller (2012)
Panigyrakis et al. (2009)
Berry et al., 2002
Han et al.,2014
Jones et al. (2003)
Fitch (2004)
Findlay and Sparks (2008)

Standardize

regression
weight

p-value (level
of significant
0.05)

Conclusion

Supported
0.376

***
Supported

0.466

***

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3

4

5

6

7

8

9

10

11

12

H1c

H1d

H2a

H2b

H2c

H2d

H3

H4

H5

H6

Consumer
socialmindedness will be
positively related to
augmented
experience
Consumer
socialmindedness will be
positively related to
repeated purchase
experience
Consumer worldmindedness will be
positively related to
purchase experience
Consumer worldmindedness will be
positively related to
visiting experience
Consumer worldmindedness will be
positively related to
augmented
experience
Consumer worldmindedness will be
positively related to
repeated purchase
experience
Purchase experience
will be positively
related to customer
choice

Visit experience will
be positively related
to customer choice
Augmented
experience will be
positively related to
customer choice
Repeated purchase
experience will be
positively related to
customer choice

Supported
0.28

0.004

Supported
0.409

***

Supported
0.266

***
Not supported

0.103

0.168
Supported

0.182

0.017

Supported
0.208

0.013

Supported
0.407

***

0.493

***

Supported

Supported
0.42

***
Supported

0.579

***

Table 2. Hypothesis Testing

749