Shopping value orientation towards Modern distribution channels: A study in consumer electronics retailers in ho chi minh city

Abstract

The study aims at investigating the shopping value orientation which consists of 3 major components: utilitarian shopping benefit, hedonic shopping benefit, and shopping cost of consumers at electronics retailers in Ho Chi Minh City, Vietnam. Based on these components, the retailing market of electronics has been segmented. The hierarchical cluster analysis of 350 respondents’ quantitative data resulted in 2 clusters (market segments). The fisrt cluster -“Involved shoppers” -displays high levels of all constructs, especially the utilitarian shopping benefit and shopping cost constructs. Meanwhile, the second cluster -“nonchalant shoppers” exhibits low levels of all constructs. In managerial implications, managers of consumer electronics retailers should target the first cluster that contains most of the respondents. Accordingly, marketing strategies should focus more on after-sale services, conveniences, eases of accessibility, eases of transportation, and penetrating price policies to serve the market better

Keywords

• chi phí mua sắm
• định hướng giá trị khi đi mua sắm
• lợi ích thực dụng khi mua sắm
• lợi ích tinh thần khi đi mua sắm
• siêu thị điện máy