FACTORS INFLUENCING CONSUMERS' CHOICES OF RETAIL BRAND NAMES IN VIETNAM

FACTORS INFLUENCING CONSUMERS' CHOICES OF RETAIL BRAND NAMES IN VIETNAM

Nguyen Manh Thang

Department of Business Planning, Korea - Vietnam Incubator Park, Vietnam, This email address is being protected from spambots. You need JavaScript enabled to view it.

ABSTRACT

The study focused on studying and testing the factors influencing the behaviour of the consumer choice of retail brands and studied in Vietnam. For secondary data, the author reviews the behavioural and shop choice behaviour in the world and Vietnam to determine the factors that make up the branding behaviour of retail stores, models and research methods. Primary data collection method for primary data, the study conducted in-depth interviews and tabulated interviews with consumers. The study used SPSS software to analyze the customer survey on retailer brand behaviour for typical chain stores in Vietnam for detailed questionnaire data. Use exploratory factor analysis to validate variables and the Cronbach Alpha reliability analysis to evaluate the scale's reliability. The study has synthesized and constructed a model with eight factors influencing the behaviour of brand name selection of retail stores, including layout-store image, merchandise-store image, service-store image, price consciousness, risk perception, brand attitudes, brand awareness, and brand familiarity. The study has improved the image store, the price consciousness and the behaviour of selecting the retail stores' brand names in the context of reality in Vietnam. Suppose this topic is continued in the following study. In that case, the author will broaden the scope of research into other research areas and fields to create a more comprehensive picture of the brand name's impact on the store chain to the purchase's destination selection behaviour.

Key Words: Retail brand names, store chain, consumer behaviour

INTRODUCTION

Vietnam's retail market is one of the most promising and appealing in the world today. With the opening of the retail market on January 1, 2009, and the official opening in January 2015, retail companies are allowed to establish their companies in Vietnam with completely 100% foreign capital, implying that there will be competition among companies to attract customers to their side. Foreign retail brands can offer the pricing policy more consistently and better when they get this opportunity. For Vietnamese companies, this is an enormous pressure forcing them to be more active and professional and raise competitive capacity with foreign companies. According to the General Department of Statistics (2020) data, the average personal consumption growth was 10.5 per cent per year. From then on, the total level of retail goods and consumer services revenues of Vietnam also increased steadily over the years, and the average growth rate was 15.5 per cent per year. From that fact, customers' behaviour in choosing retail brands and the factors affecting that behaviour has been a topic concerned by many scientists and management. Scientists chose various background research to determine the cause of promoting and hindering customers' retail brand selection behaviour. It also suggested administrations for the solutions to attract and entice customers to choose the store system.

There is a lot of research on customers' behaviour when choosing retail brands. Selecting the retail store is one of the research areas mainly in marketing (Aaker & Jones, 1971; Solgaard & Hansen, 2003; Morschett, Swoboda & Foscht, 2005). Choosing retail stores includes two levels: (1) choosing the location (retail-outlet type), (2) choosing the brand store-brand of the outlet (Lantos, 2015). At this level, researchers in this field have focused primarily on the store's properties to analyze and explain the behaviour of choice. There are four more notable properties: price, classification level, distance/location, and product quality. Most researchers have recognized that the four properties significantly impact consumers' decision to select goods (Solgaard & Hansen, 2003). An array of research relevant to the issues is the behaviour of the brand choice. The majority of this research is studied through the probabilistic model to examine the impact of the marketing mix-considered by the Predictor; the variables related to situational factors, the personality of the consumers, the social benefits, emotion, the quality, the prestige brand, product properties and so on. So, until now, the world has plenty of research about the retail store. However, most research has focused on the behavioural choice of retail stores, brand choice behaviour, and buying habits related to the first phase of choice, which is selecting the type of retail store. Still, there hasn't been much research on retail store branding and how to influence customer choice of stores. In Vietnam, there have been a number of studies on the behaviour of the place of choice, but there is still a lack of scientific evidence regarding the choice of brand retail stores.

LITERATURE REVIEW

Retail and retail store

Retail is a type of trading business in which goods and services are directly sold to customers for their use to satisfy a particular need (material or spiritual), not a company (retail goods, services). Building a brand in the retail field, according to conventional wisdom, is linked with the brand of the retailer's products (Fernie, Burt, & Davies, 2010), which helps the retail business to create benefits in activities to increase profitability, scale, segment the market, and make a difference. Products and services are provided to determine the score difference between retail brands. Ailawadi and Keller's (2004, p. 332) second opinion suggests retail documentation determines the retail brand such as goods and services of retailers and helps distinguish them from competitors.

Classification of the type of retail business

Nowadays, the types of retail businesses in Vietnam and all over the world are diverse. We can be grouped by some criteria as follows: (1) Basing on communication characteristics and sales position: type of sale through the store or not (direct marketing, direct selling, sell by machine); (2) According to the characteristics of business items: mixed shops (convenience stores), business matching facilities (specialized large business), specialized types (specialized narrow business), convenient stores, supermarkets; (3) Level of service: self-serviced stores, retail stores have limited service, retail stores serve the whole; (4) Basing on the type of retail ownership: independent retailers, retail network (retail chain), exclusive agency and other forms of ownership; (5) Price: high cost stores, low cost stores, discount stores; (6) Classified by sales method: stores with conventional selling methods, stores with modern selling methods. Within the framework of this study, the authors selected retail chain stores. Retail chains are systems that operate and manage the business activities of a chain's retail stores. Members and the functional operations in the system are specialized, standardized, and linked closely.

Consumer behaviour

Retail marketing is classified into three types: (1) branding for manufacturing and selling products at retail stores, (2) branding for the retailer and advertising the manufacturer's product at retail stores, and (3) branding for the retailer and advertising your stores and chain stores stores. Brand selection behaviour can take place before selecting a store or also occur at the same time.

Shop selection includes two decisive levels: (1) choose where to sell (discount stores, convenience stores, general stores or supermarket), (2) brand selection of the store (Vinmart, Fivimart, BigC or Metro). In this research, the author focuses on the second level of decision making that is the store's branding and specifically applies to the chain of retail stores for the consumer goods industry.

* Behaviour where to sell: choosing the type of store where consumers want to buy the product they need to satisfy their expectations.

* Retail brand selection behaviour is the selective choice of consumers about the store's brand after selecting the type of store.

Overview of the research on retail store behaviour

There is a lot of research work related to consumers’ behaviour in the world. Most of the research focused on the first level of research is selecting the type of retail store. Feelings of risk, store image, price, distance, and location are all factors that influence store choice behaviour (Yavas & Tuncalp, 1984; Netopil, Antošová & Turčínková, 2014; Kanyi, 2015; Zulqarnain, Zafar, & Shahzad, 2015). Summarizing previous studies on brand choice behaviors, it can be seen that factors influencing brand choice behaviours can be divided into groups: demographic characteristics, characteristics of psychology and consumer attitudes. In this research, the author focuses on finding out the psychological characteristics and consumer attitudes. Mentioned as: brand awareness, feeling risk, brand attitudes, brand familiarity, trust, perceived quality, brand loyalty, price perception, perceived emotional value (Askarova, 2002; Sandor Czellar, 2003; Ballantyne, Warren & Nobbs, 2006; Wu, Yeh, & Hsiao, 2010; Yu, 2014; Srivastava & Dey, 2016).

Research models and hypothesis in the research model

Based on Ajzen’s (1991) planned behavioural theory and previous studies of store behaviour, branding behaviour in general, the authors decide on the behaviour of choice in the second level of branding, which is the branding of the retailer –brand of the outlet (emphasizing the branding factor associated with the type of retail chain). Thus, the author will remove all elements such as places, convenient space.

Deriving from the above reasons, combining with the context of research in Vietnam Nam, the author proposed some of the factors that influence the choice behaviour of the retailer’s brand in Picture 1: (1) store image, (2) price consciousness, (3) risk perception, (4) brand attitude, (5) Brand awareness, (6) brand familiarity.

Figure 1: The research model

* Store image

The store image is a meaningful collection of the relationship of the service elements that the store provides for buyers (Aron 1960) and researches three elements that make up the store’s image of goods, goods and services. The author uses Diallo’s story image scale (2012), which is developed and based on the original scale of Semeijn, Van Riel and Ambrosini (2004). This scale has been used by Diallo to measure shop images in BigC and Fivimart supermarkets in Vietnam in 2015. Thus, the author used this scale for his research.

* Price consciousness

Understanding prices is seen as the degree to which consumers focus on lower prices (Lichtenstein, Ridgway & Netemeyer, 1993). The measure of understanding scale is inherited and developed by Prasad and Aryassi (2010). This scale has been used by Prasad and Aryassi to measure the effect of prices on retail store behaviour in India. This is a developing Asian country with many similarities to the retail market in Vietnam, so the authors hope to develop a prices understanding of the two authors that measure Vietnamese consumers' retail brand behaviour.

* Risk perception

Risk perception is defined as a personal subjective belief about the potential positive consequences of your purchase decision, and the behaviour can not be predicted certainly (Diallo, 2012). The risk perception scale is inherited and developed from Erdem and Swait (1998) scale. This scale has been used by Diallo to measure the risk of consumers in the selection process of private brands in two supermarket chains, BigC and Fivimart of Vietnam, in 2015. Thus, the author also hopes that this scale is suitable for his thesis.

* Attitude to the brand

Attitude to the brand as a long-term relative assessment of the brand leading to employer behaviour (Spear and Singh, 2014) and brand attitudes scale is cited from the study of Yu (2014).

* Brand awareness

Brand awareness is defined as the ability of consumers to recognize and recall a brand in different situations (Aaker, 1996) and the scale of Low and Lamb (2000), Yoo and partner (2001).

* The similarity of the brand

Brand similarity is understood as the experience associated with the accumulation of consumers available with a brand (Tam, 2008). The measure of brand familiarity is derived from the study by Yu (2014).

* Dependent variable

The dependent variable in the research model is the branding behaviour of the retailer. There are a number of ways to measure retail store brand behaviour. However, the topic of inheritance and use of Tsui's retail brand selection scales Shih (2010) in the first step to measure consumers' brand choice behaviour, and then they decide to choose the type of store to shop and determine the store's brand of the store type. Selected behavioural scales are developed from the Shih (2010) brand selection scales.

* Demographic variable

The dissertation presents a number of demographic variables based on the conclusions from models of consumer buying behaviour and selection of employers in previous theories and research as follows: (1) Age is a continuous variable, measured in years from the employer; (2) Consumer income is measured by average monthly income (from all sources) of the employer; (3) The education level of the consumers is shown below: lower high school, high school graduation, college/university graduation; (4) Sex: Both male and female.

METHODOLOGY

Qualitative research

Methods of conducting in-depth interviews: (1) Investigators (in-depth interview): Interviews are conducted with 100 objects in Vietnam using the non-probable method; (2) Interview content: Basically, the interview focused on the brand choice of the retail chain and the factors that influence the choice; (3) Data collection and processing: data is directly collected interviews. Then, data is compared and collated to form the most common view of the research problems.

Official research model and draft scale

Through the results of in-depth interviews of qualitative research, six factors are predicted to be related to the brand selection behaviour of retailers. Therefore, the model and theoretical hypothesis of the study are shown:

Hypothesis 1 (H1): The retail store's image will have a positive impact on consumers' choice of the retail chain brand.

Hypothesis 2 (H2): The price consciousness will positively impact consumers' choice of the brand name.

Hypothesis 3 (H3): Risk perception has a negative impact on consumers' choice of retail chain brand.

Hypothesis 4 (H4): Attitude towards the retailer brand will positively affect the choice of the retail chain brand.

Hypothesis 5 (H5): Brand awareness positively influences consumers' choice of the retail chai brand.

Hypothesis 6 (H6): Brand familiarity will positively impact the choice of retail chain brand.

Quantitative research

Preliminary quantitative study

Beyond introducing yourself, the main content of the questionnaire included questions about the brand image of the store, the price of the brand, the brand awareness of the store, the familiarity of the brand, the brand awareness, the brand’s intention to shop, demographic information (age, sex, income, education level) and some general questions are built by the author. The sample size for the preliminary quantitative study is n=70. The method used by the author to evaluate the scale used in the study is the Cronbach’s alpha coefficient method. Results of the preliminary evaluation of the scale: Eliminate the CNG5 observation variable. The remaining scale ensures dependability when used in formal quantitative research.

Formal quantitative study

The sample size is 700 consumers. Select stratified sample according to geography criteria. In Vietnam, data is collected at retail chains and grocery stores. To analyze data, the study employs EFA factors analysis, Cronbach's Alpha, and regression analysis.

RESULTS AND DISCUSSION

Sample descriptive statistics

To reach the desired sample size as described, the author conducted 700 questionnaires. After the investigation, the number of answer sheets (the inappropriate answer sheets have been eliminated) was 661 votes, reaching 94%. During the consumer investigation process, the author also conducted the questionnaire survey. The sample is based on gender, age, income and education level.

* By gender

Of the 661 respondents, 248 were male, accounting for 37.5%, 413 were female, accounting for 62.5%. Based on this, we find that the characteristic of the sample is that the proportion of males is lower than that of females. This is reasonable with the demographic characteristics of Vietnamese consumers, as women are always the ones taking the primary responsibility for purchasing family goods. Men are also involved in this purchasing process, but the rate is less than that of women.

* By age

The number of consumers aged from 18 to 25 years old is 335 people, equivalent to 50.7%. From 26 to 35 years old, 160 people account for 24.2%, nearly half of the total number of respondents. The number of people aged from 36 to 54 years old is 119 people, accounting for 18%, and only 47 people are over 55 years old, accounting for 7.1%.

* By income

According to statistical results, 178 interviewees earn less than 5 million VND/month, accounting for 26.9%. Most of them are students or retirees. 41.3% of surveyed consumers earn from 5-10 million VND/month, 22.4% earn from 10-15 million VND/month, and only 2.1% of consumers asked to earn over 20 million VND/month.

* By education level

According to the survey, 430 graduates from colleges and universities accounted for 65.1%; 158 high school graduates accounted for 23.9%; 58 graduates from post-graduate degrees accounted for 8.8%, and there were only 15 lower secondary graduates accounting for 2.3%. Statistics describing the elements in the model: The mean value of the display variable and merchandise variable (store image variables) has the largest value, 3.8366 and 3.8593, respectively. The risk perception variable has a relatively low average value compared to other variables, only reaching 2.3485 points. Thus, the shop's image, brand familiarity, and price perception of consumers in Vietnam are relatively high. The attitude and brand awareness variables are average value, and the risk perception variable is relatively low.

Results of official scale evaluation

Results of the distribution scale evaluation: The scale has Min and Max values in the range from 1 to 5. To find out whether a variable has a symmetric distribution, look at the Skewness and Kurtosis values. If these two values have absolute values within the range of <1, then the values of the variables are considered to be relatively normal distributions, neither left nor right. The values of the variables are distributed quite normal, not too far left or right. Therefore, the scales which the author synthesized from previous studies have normal distributions, which are sufficient to ensure that the tests are performed in the next steps.

Evaluation of the official scale’s value: KMO value = 0.864 > 0.5 so analyse suitable factors for research data. Barlett's test result is 8455.542 with significance level sig = 0.000 < 0.05 (rejecting the hypothesis H0: the observed variables are not correlated in the overall), so the theory of factor model is inconsistent and will be eliminated, which indicates that the data used for factor analysis is perfectly appropriate, the observed variables are interrelated in the overall. The value of the total variance deviation = 62,104% > 50% is satisfactory, so it can be said that 62,104% of the variance of the data was explained by eight new factors. Eigenvalues of factor 1.211 > 1. The loading factor of the observed variables is greater than 0.5. Thirty-three observed variables could be divided into eight factorial groups.

Assess the reliability of the official scale

Table 1: Analysis results of Cronbach's Alpha

Through analysis, the above scale all have satisfactory reliability. Thus, the use of these scales to calculate the next steps is reasonable. All scales meet the requirements, and no scale is excluded. This can also be explained by qualitative research. The author also interviewed consumers about the appropriateness of these scales. The qualitative research met the author's requirements, and the comments of the interviewed consumers were quite suitable to the common trend of choosing brand store chain business.

Research hypothesis are adjusted:

Figure 2: Adjustment study model

Hypothesis 1.1 (H1.1): Shop image-display method will positively affect customers’ intention to choose the retail chain brand.

Hypothesis 1.2 (H1.2): Shop image-goods will positively affect customers’ intention of choosing the retail chain brand.

Hypothesis 1.3 (H1.3): Shop image-service will positively affect customers’ intention of choosing the retail chain brand.

Hypothesis 2 (H2): The price consciousness will positively affect customers’ intention of choosing the retail chain brand.

Hypothesis 3 (H3): Risk perception will negatively affect customers’ intention of choosing the retail chain brand.

Hypothesis 4 (H4): Attitude towards the retail brand will have an influence (positive or negative) on the customers’ intention to choose the retail chain brand.

Hypothesis 5 (H5): Awareness of the brand will positively affect customers’ intention of choosing the retail chain brand.

Hypothesis 6 (H6): Familiarity with the brand will positively affect customers’ intention of choosing the retail chain brand.

Retail brand choosing behaviour of consumers in Vietnam

According to statistics, up to 453 respondents chose all types of retail stores, accounting for 68.6%. The number of people choosing the remaining questions is relatively the same. The number of people choosing to buy only in the chain stores is 75 people, accounting for 11.3%; The number of people choosing any retail store was 64, accounting for 9.7% of the total, and 64 people chose to often buy at any retail store, accounting for 10.4%. The sample chosen to answer the questionnaire is quite secure because the number of consumers who are usually purchased at traditional retail stores is only a small amount of 10.4%. The number of respondents who reported that they have experience in retail chains is 526, accounting for 79.6%. Only 74 respondents said they have no shopping experience in retail chain stores, accounting for 20.4%.

Influences the elements in the model to the intention of selecting the store chain brand test

Correlation coefficient test: The analysis results show correlations between the mean values of observed variables and dependent variables. The results of the correlation analysis in Table 4.11 show that all variables have a correlation coefficient of 0.01 corresponding to a significance level of 99%. Correlation coefficients between mean values of independent and dependent variables ranged from 20.5% to 49.7%. Thus, the author may temporarily conclude that these independent variables are suitable for inclusion in the model to explain the intention to choose a store brand for chain stores.

Table 2: Summary of regression models

Table 2 shows that when independent variables are introduced into the model and not included in the model, the R2 adjusts is 0.442. This shows that the independent variables introduced into the model are quite compatible. R2 of the model included independent variables considered as control variables of 44.2%. Hence, eight independent variables with significant control variables accounted for 44.2% Movement for intention to choose retail store chain and particularly the grocery stores chain. This shows that the compatibility of the model with the control variable is reasonable.

Table 3: Analysis of Anova

The test F got F = 66.439 and the sig value = 0.000 in the model when the independent variables were introduced. It can be seen that the relationship between independent variables and dependent variables ensures reliability with a tolerable level of 0.05. Consequently, it can be concluded that independent variables influence the intention to select the retail chain brand and, in particular, the chain stores for grocery goods, and the retrieval linear regression model is consistent with the data that the author used.

Table 4: Results of regression analysis of factors affecting the intention to choose

For normal data, there will be no hyperbolic multiplication when the VIF coefficient is less than 2. Thus, looking at the table of independent variables in the model is <2, there is no hyperbolic multiplication. The relationship between independent variables and dependent variables is shown by the following linear regression equation:

QD = 1.203+ 0.089 HA1 + 0.099 HA2 + 0.095 HA3 + 0.31 CNG - 0.193 CRR + 0.132 TD + 0.111 NT + 0.058 QT

Results of regression analysis on hypothesis testing:

- Goods displaying factor has the value of sig. = 0.007 <0.05. Therefore, it is acceptable to accept H1.1.

- Commodity factor has the value sig = 0.003 <0.05. Accept the hypothesis H1.2.

- Service factor has the value sig = 0.001 <0.05. Accept Hypothesis H1.3.

- Price consciousness factor has value sig = 0.000 <0.05: Accept the hypothesis H2.

- Risk-sensitive factor sig = 0.000 <0.05: Accept hypothesis H3.

- The attitude for the brand factor has sig = 0.000 <0.05: Accept the hypothesis H4.

- Familiarity with the brand factor has sig = 0.001 <0.05. Accept the hypothesis H5.

- The cognitive factor for the brand has sig = 0.075> 0.05: reject the hypothesis H6.

From the regression equation, the impact of independent variables on the intention to choose the retail brand stores chain. The display of goods, goods, services, understanding of price, brand awareness, and attitudes toward the brand directly influence brand selection behaviour; only the perceived risk has the opposite effect on store brand behaviour. Thus, if there is an increase in a unit of goods display elements, goods; service; understanding of price; attitudes towards brand and brand awareness, the intention to choose the retail chain brand will increase by: 0.089; 0.099; 0.095; 0.31; 0.132; 0.11 units. Conversely, if the perceived risk factor increases to one unit, the intention to select the retail brand will decrease by 0.193 units.

DISCUSSION AND RECOMMENDATIONS

This study was conducted to assist administrators in identifying some of the factors that influence Vietnamese consumers' retailer selection behaviour. Through this study, it is possible to know the degree of influence and the direction of impact on each factor. It can help to promote the retail brand selection of consumers. At the same time, theoretically, the author also contributed a number of new findings while studying the behaviour of choosing a retailer's brand in the business context and specific conditions in the Vietnam market.

Based on previous studies related to the topic in the world and Vietnam, the author decided to use research methods qualitative (in-depth interview) and quantitative (through two preliminary and official rounds) to conduct research. The research has shown that (1) there are six factors built from the original theoretical model. After the KMO test and the rotary matrix, the separation of factors appeared. Shop image is separated into three factors: the display of goods, goods and service. Reliability and correlation analysis results also show all seven factors are affecting the choice of retail store chain brand (can be positive or negative); (2) The initial hypotheses are accepted; (3) The impact of the six factors of the store image-display goods, store images - goods, store images-services, price perception, attitude towards the brand, brand perception has positive β coefficients. The risk factor is β = - 0.193 is less than 0. When this factor increases, it will make the behaviour of choosing the brand decrease.

After examining this hypothesis, the result is that the correlation of this variable with consumers’ brand choice behaviour, significant. ≤ 0.05 and coefficient β adjusted = 0.089 > 0. Thus, we can accept the given hypothesis. Thus, like other studies, the store image factor - the display of goods has a positive influence on the intention to choose the brand (retail store brand). However, the results of this study show that the effect of this factor is quite small. When a unit of brand choosing behaviour increases, the display of goods contributes only 0.089 units. Testing the correlation of this factor with the retail brand choosing behaviour variable indicates that this factor positively influences brand choice behaviour with β adjusted = 0.099. This shows that the influence of this factor is weak. The results of this study are perfectly suited to the development of chain stores in Vietnam today. Modern shops in general and branded chain stores in particular in Vietnam almost have the same product category, and most of the products are nationally branded. Only a small number of them have differences in their product categories. Most of these chain stores use the supply of branded products of their country to make a difference. For example, Korean chain stores make a difference to their product items by selling Korean-made products, similar to Thai-branded chains supplied by the system of many Thai-originated items. Despite this difference, it has not affected the choice of consumers as they can find alternatives at other chain stores that have no common source.

The test results accept the hypothesis and the correlation between the store image - service for store brand choosing behaviour. However, this correlation is quite weak with Sig significance. = <0.05 and have coefficients β adjusted = 0.095 > 0. Thus, it can be seen that for chain stores (especially convenience stores), customers do not pay much attention to the service factor. Through in-depth interviews, customers who choose these retail stores (especially convenience stores) are often young customers who have a good understanding of the store's brand and product brand. Their search process is also easier because they have taken the initiative in choosing the product to buy during the selection process at the store. Therefore, they do not need too much help from the staff at the stores.

By testing, hypotheses were accepted. This factor correlated with shop brand choosing behaviour and was statistically significant with sig significance level. = < 0.05 and coefficient β adjusted = 0.31 > 0. Therefore, it is possible to see that the respondents are most interested in the price factor, which influences brand choosing behaviour quite much. Although modern chain stores sell their national brands, prices are relatively homogeneous. However, different brands have different price policies for consumers. Secondly, current retail brand chains have begun to pay more attention to developing their own branded products to compete with national brands. For example, household appliances are branded by Metro, BigC, Fivimart, Vinmart, or the Vinmart + chain promotes organic vegetables with the Vin brand. This has also created price competition among different retail brands and created the difference in this factor for consumers to choose. Moreover, emphasis on price perception has also been mentioned in reports on other emerging countries (Beneke et al., 2013; D'Andrea et al., 2006). It is also easy to see that Vietnamese consumers often search for promotions during the purchase process. According to Nielsen (2011b), Vietnamese consumers are focusing on popular promotional products with the highest percentage in Asia, with 87% of consumers willing to buy through discounts, while the average in the region is 68%. According to Erdem & Swait (1998), a reputable brand will increase the brand choice behaviour of consumers. Increasing brand credibility will reduce consumers' risk perception so that it can entice consumers to increase their brand choice. Studies by Bhat & Reddy (2001); Lau & Phau (2007) also pointed out that by reducing the perception of risk, consumers' intention to choose this brand also increased. To minimize the risk perception of consumers, these authors have proven that it is necessary to increase the brand's prestige, making it a more prestigious brand. This can also easily be explained: store brands often provide very similar product items, so the product category often expresses features and functions of the product, while consumers are more likely to be influenced by the brand's reputation rather than the brand itself, providing the cognitive benefits of the store's orientation (Kim, Morris & Swait, 2008). The reason for the above results is partly related to the cultural values of the Vietnamese. Vietnam's traditional and cultural values are largely shaped by Buddhism and Confucianism (Monkhouse, Barnes & Hanh Pham, 2013). The author argued that the balance between life and consumption is important. Thus, focusing on the values that are practically perceived in the store brand can help the consumer avoid wasting money and still suitable to traditional culture. Attitude toward the brand has a positive influence on the behaviour of retail brand selection of Vietnamese consumers, but it has a smaller impact than other emerging Asian countries such as China or Korea (Jin and Suh, 2005).

The results of the analysis show that brand awareness has a positive influence on brand selection behaviour. Brand awareness has a positive impact on the brand selection behaviour of retail stores by consumers. In other words, if consumers are not aware of a certain retail store when they search for the store to choose, it will be very difficult for them to choose retail brand stores. As a result, brand awareness primarily affects the cognitive component and brand value created to be recognized. In other words, the higher awareness is, the higher the brand selection behaviour will be, which is consistent with the findings of Hsin Kuang Chi et al. (2009). Research also shows that the moment consumers can identify a particular brand name when they want to choose a retailer to shop for, it means that the retailer keeps a higher brand awareness. When a retailer has a known and recognized brand name, it can win consumers' preference and increase their selection behaviour. Therefore, retailers need to build the brand name and brand awareness through sales promotion, advertisement and other marketing activities. When brand recognition is high, consumers' brand loyalty will also increase. As a result, if brand awareness increases, the selection and repeat behaviour of consumers will increase.

Hypothesis H6: Brand familiarity will have a positive impact on the choice of the retail brand. This study shows that brand familiarity does not impact the choice of the retail brand stores chain, but this is not a critical factor in choosing this factor. If any, there is a weak influence on the intention to choose ( β adjusted = 0.075). If the reliability is reduced to 90%, the relationship between this variable and the consumer's brand choice will be found. Through the survey, the authors found that in large-scale chains, the impact level is slightly stronger than that of smaller chains. However, the overall interaction of this factor with the intention of choice is still unchanged. However, during the in-depth interview, the author also noticed the influence of this factor on the consumer's brand awareness about retail brand stores chain.

It is suggested they concentrate on communication strategy about the supply chain brand's price aspects and minimize risk perception for customers. Besides, the study proposes a campaign to help consumers loyal to the brand or create brand awareness and build the relationship positively for your store and the products or services. They concentrate on measures to improve consumer attitudes towards store brands and reorganize store image development policies by strong localization through local architectural design in their stores. Develop trade activities of marketing in the POP for the manufacturer FCMG.

CONCLUSION

The study has synthesized and constructed a model with eight factors influencing the behaviour of brand name selection of retail stores, including layout-store image, merchandise-store image, service-store image, price consciousness, risk perception, brand attitudes, brand awareness, and brand familiarity. The study improved the store's image, price consciousness, and behaviour in selecting retail store brand names in the context of reality in Vietnam.

The study has determined the level of impact of the factors, in which seven factors affect the direction of the image: store-display, store-goods, services, price consciousness, brand attitudes, brand awareness, brand familiarity, and negative impact factor: risk perception of chain brand behaviour of retailing in Vietnam. Understanding price has the strongest influence; Factors such as store image and shop brand familiarity do not exert too much influence on buyer behaviour. The study's author proposed solutions for retailers: providing sufficient information to improve consumer price understanding; minimizing risk perception when selecting a brand by developing customer service; and developing a store image associated with traditional ethnicity. Suppose this topic is continued in the following study. In that case, the author will broaden the scope of research into other research areas and fields to create a more comprehensive picture of the impact of the brand name on the store chain on the destination selection behaviour of the purchase.

REFERENCES

Aaker, D. A. (1996), ‘Measuring brand equity across products and markets’, California management review, 38(3).

Aaker, D. A., & Jones, J. M. (1971), ‘Modeling store choice behavior’, Journal of Marketing Research, 8(1), 38-42.

Ailawadi, K. L., & Keller, K. L. (2004), ‘Understanding retail branding: conceptual insights and research priorities’, Journal of retailing, 80(4), 331-342.

Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001), ‘Pursuing the value-conscious consumer: store brands versus national brand promotions’, Journal of marketing, 65(1), 71-89.

Alba, J. W., & Hutchinson, J. W. (1987), ‘Dimensions of consumer expertise’, Journal of consumer research, 13(4), 411-454.

Amal, M., Svensson, G., & Lahiri, S. (2011), ‘Brazil‐focused publications in leading business journals’, European Business Review.

Ambler, T., & Styles, C. (1997), ‘Marketing in the modern world: networks of silk’, London: livro aguardando publicação.

Askarova, L. (2002), Consumer brand choice and categorization processes in a post Soviet country: Kazakhstan (Doctoral dissertation, Concordia University).

Au‐Yeung, A. Y. S., & Lu, J. (2009), ‘Development of retailers' own label products in Taiwan’, Asia Pacific Journal of Marketing and Logistics.

Babin, B. J., Darden, W. R., & Griffin, M. (1994), ‘Work and/or fun: measuring hedonic and utilitarian shopping value’, Journal of consumer research, 20(4), 644-656.

Baek, T. H., Kim, J., & Yu, J. H. (2010), ‘The differential roles of brand credibility and brand prestige in consumer brand choice’, Psychology & Marketing, 27(7), 662-678.

Ballantyne, R., Warren, A., & Nobbs, K. (2006), ‘The evolution of brand choice’, Journal of Brand Management, 13(4), 339-352.

Bhardwaj, V., Kumar, A., & Kim, Y. K. (2010), ‘Brand analyses of US global and local brands in India: The case of Levi's’, Journal of Global Marketing, 23(1), 80-94.

Bianchi, C. C. (2009), ‘Investigating consumer expectations of convenience-store attributes in emerging markets: evidence in Chile’, Journal of International Consumer Marketing, 21(4), 309-320.

Bornmark, H., Göransson, Å., & Svensson, C. (2006), ‘A study to indicate the importance of brand awareness in brand choice-A cultural perspective’.

Burton, S., Lichtenstein, D. R., Netemeyer, R. G., & Garretson, J. A. (1998), ‘A scale for measuring attitude toward private label products and an examination of its psychological and behavioral correlates’, Journal of the academy of marketing science, 26(4), 293-306.

Chang, E. C., & Luan, B. (2010), ‘Chinese consumers' perception of hypermarket store image’, Asia Pacific Journal of Marketing and Logistics.

Cheng, J. M. S., Chen, L. S. L., Lin, J. Y. C., & Wang, E. S. T. (2007), ‘Do consumers perceive differences among national brands, international private labels and local private labels? The case of Taiwan’, Journal of Product & Brand Management.

Clodfelter, R. (2015), Retail buying: From basics to fashion, Bloomsbury Publishing USA.

Collins-Dodd, C., & Lindley, T. (2003), ‘Store brands and retail differentiation: the influence of store image and store brand attitude on store own brand perceptions’, Journal of Retailing and consumer services, 10(6), 345-352.

Czellar, S. (2003), ‘Consumer attitude toward brand extensions: an integrative model and research propositions’, International Journal of Research in Marketing, 20(1), 97-115.

Das, G. (2014), ‘Impacts of retail brand personality and self-congruity on store loyalty: The moderating role of gender’, Journal of Retailing and Consumer services, 21(2), 130-138.

Das, G., Datta, B., & Guin, K. K. (2012), ‘From brands in general to retail brands: A review and future agenda for brand personality measurement’, The Marketing Review, 12(1), 91-106.

Davis, D. F., Golicic, S. L., & Marquardt, A. J. (2008), ‘Branding a B2B service: does a brand differentiate a logistics service provider?’, Industrial Marketing Management, 37(2), 218-227.

Diallo, M. F. (2012), ‘Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market’, Journal of Retailing and Consumer Services, 19(3), 360-367.

Diallo, M. F. (2015), ‘Drivers of store brand usage in an Asian emerging market: evidence from Vietnam’, International Journal of Retail & Distribution Management.

Diallo, M. F., Burt, S., & Sparks, L. (2015), ‘The influence of image and consumer factors on store brand choice in the Brazilian market: Evidence from two retail chains, European Business Review.

Diallo, M. F., Chandon, J. L., Cliquet, G., & Philippe, J. (2013), ‘Factors influencing consumer behaviour towards store brands: evidence from the French market’, International Journal of Retail & Distribution Management.

Dick, A., Jain, A., & Richardson, P. (1995), ‘Correlates of store brand proneness: some empirical observations’, Journal of Product & Brand Management.

Dillon, W. R., Madden, T. J., Kirmani, A., & Mukherjee, S. (2001), ‘Understanding what's in a brand rating: A model for assessing brand and attribute effects and their relationship to brand equity’, Journal of Marketing Research, 38(4), 415-429.

Dodds, W. B., Monroe, K. B., & Grewal, D. (1991), ‘Effects of price, brand, and store information on buyers’ product evaluations’, Journal of marketing research, 28(3), 307-319.

Dursun, I., Kabadayı, E. T., Alan, A. K., & Sezen, B. (2011), ‘Store brand purchase intention: Effects of risk, quality, familiarity and store brand shelf space’, Procedia-Social and Behavioral Sciences, 24, 1190-1200.

Erdem, T., & Swait, J. (1998), ‘Brand equity as a signaling phenomenon’, Journal of consumer Psychology, 7(2), 131-157.

Erdem, T., & Swait, J. (2004), ‘Brand credibility, brand consideration, and choice’, Journal of consumer research, 31(1), 191-198.

Erdil, T. S. (2015), ‘Effects of customer brand perceptions on store image and purchase intention: An application in apparel clothing’, Procedia-Social and Behavioral Sciences, 207, 196-205.

Feldman, J. M., & Lynch, J. G. (1988), ‘Self-generated validity and other effects of measurement on belief, attitude, intention, and behavior’, Journal of applied Psychology, 73(3), 421.

Fernie, J., Burt, S., & Davies, K. (2010), ‘From the retail brand to the retail‐er as a brand: themes and issues in retail branding research’, International Journal of Retail & Distribution Management.

Fill, C. (2002), Marketing communications: Contexts, strategies and applications, Financial Times/Prentice Hall.

Fishbein, M., & Ajzen, I. (1977), Belief, attitude, intention, and behavior: An introduction to theory and research.

Garretson, J. A., Fisher, D., & Burton, S. (2002), ‘Antecedents of private label attitude and national brand promotion attitude: similarities and differences’, Journal of retailing, 78(2), 91-99.

Giese, J. L., & Cote, J. A. (2000), ‘Defining consumer satisfaction’, Academy of marketing science review, 1(1), 1-22.

Grewal, D., Krishnan, R., Baker, J., & Borin, N. (1998), ‘The effect of store name, brand name and price discounts on consumers' evaluations and purchase intentions’, Journal of retailing, 74(3), 331-352.

Hair, J. F., Anderson, R. E., Babin, B. J., & Black, W. C. (2010), Multivariate data analysis: A global perspective (Vol. 7): Pearson Upper Saddle River.

Herbig, P., & Milewicz, J. (1995), ‘The relationship of reputation and credibility to brand success’, Journal of consumer marketing, 12(4), 5-11.

Hoeffler, S., & Keller, K. L. (2002), ‘Building brand equity through corporate societal marketing’, Journal of Public Policy & Marketing, 21(1), 78-89.

Hoyer, W. D., & Brown, S. P. (1990), ‘Effects of brand awareness on choice for a common, repeat-purchase product’, Journal of consumer research, 17(2), 141-148.

Huang, Y., & Huddleston, P. (2009), ‘Retailer premium own‐brands: creating customer loyalty through own‐brand products advantage’, International Journal of Retail & Distribution Management.

Huang, Y., Oppewal, H., & Mavondo, F. (2013), ‘The influence of ethnic attributes on ethnic consumer choice of service outlet’, European Journal of Marketing.

Iton, C. A. (2015), ‘Factors influencing retail outlet choice of women purchasing fresh fruits in Trinidad and Tobago’, American Journal of Business and Management, 4(1), 38-48.

Iton, C. A., & Seepersad, G. (2014), ‘Choice of retail outlet for fresh fruits: the case of women in Trinidad and Tobago’, Journal of Sustainable Development Studies, 7(2).

Jain, R., & Bagdare, S. (2009), ‘Determinants of customer experience in new format retail stores’, Journal of Marketing & Communication, 5(2).

Janiszewski, C., & Van Osselaer, S. M. (2000), ‘A connectionist model of brand–quality associations’, Journal of Marketing Research, 37(3), 331-350.

Jantan, M., & Kamaruddin, A. R. (1999), ‘Store Image and Store Choice Decision: An investigation of consumers’ shopping behavior in Malaysia’, AAM Journal, 4(2), 69-83.

Jara, M., & Cliquet, G. (2012), ‘Retail brand equity: conceptualization and measurement’, Journal of Retailing and Consumer Services, 19(1), 140-149.

Jin, B., & Suh, Y. G. (2005), ‘Integrating effect of consumer perception factors in predicting private brand purchase in a Korean discount store context’, Journal of consumer marketing.

Keng, K. A., Uncles, M., Ehrenberg, A., & Barnard, N. (1998), ‘Competitive brand‐choice and store‐choice among Japanese consumers’, Journal of Product & Brand Management.

Kim, J., Morris, J. D., & Swait, J. (2008), ‘Antecedents of true brand loyalty’, Journal of Advertising, 37(2), 99-117.

Kim, W., Kim, B. S., & Youn, M. K. (2012), ‘Usefulness of analytic hierarchy process (AHP) to determinants win-win growth factor for retailing industry in Korea’, African Journal of Business Management, 6(14), 4824-4834.

Kimani, S. W., Kagira, E. K., Kendi, L., & Wawire, C. M. (2012), ‘Shoppers perception of retail service quality: supermarkets versus small convenience shops (Dukas) in Kenya’, Journal of management and strategy, 3(1), 55.

Konuk, F. A. (2015), ‘The effects of price consciousness and sale proneness on purchase intention towards expiration date-based priced perishable foods’, British food journal.

Koul, S., & Mishra, H. G. (2013), ‘Customer perceptions for store attributes: A study of traditional retail stores in India’, Journal of Business & Economics, 5(1), 79.

Kumar, N. (2007), Private label strategy: How to meet the store brand challenge, Harvard Business Review Press.

Kurtuluş, K., & Özdamar Erçetin, Z. (2015), Consumers' attitude to and choice of store brands in fashion apparel: Role of gender and shopping style.

Lamey, L., Deleersnyder, B., Dekimpe, M. G., & Steenkamp, J. B. E. (2007), ‘How business cycles contribute to private-label success: Evidence from the United States and Europe’, Journal of marketing, 71(1), 1-15.

Lantos, G. P. (2015), Consumer behavior in action: Real-life applications for marketing managers. Routledge.

Leclerc, F., Schmitt, B. H., & Dubé, L. (1994), ‘Foreign branding and its effects on product perceptions and attitudes’, Journal of marketing Research, 31(2), 263-270.

Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G. (1993), ‘Price perceptions and consumer shopping behavior: a field study’, Journal of marketing research, 30(2), 234-245.

Lin, C. Y., Marshall, D., & Dawson, J. (2009), ‘Consumer attitudes towards a European retailer's private brand food products: an integrated model of Taiwanese consumers’, Journal of Marketing Management, 25(9-10), 875-891.

Lindquist, J. D. (1974), ‘Meaning of image-survey of empirical and hypothetical evidence’, Journal of retailing, 50(4), 29-+.

Low, G. S., & Lamb, C. W. (2000), ‘The measurement and dimensionality of brand associations’, Journal of product & brand management.

Lupton, R. A., Rawlinson, D. R., & Braunstein, L. A. (2010), ‘Private label branding in China: what do US and Chinese students think?’, Journal of Consumer Marketing.

Macdonald, E. K., & Sharp, B. M. (2000), ‘Brand awareness effects on consumer decision making for a common, repeat purchase product: A replication’, Journal of business research, 48(1), 5-15.

Mafini, C., & Dhurup, M. (2015), ‘Drivers of customer loyalty in South African retail stores’, Journal of Applied Business Research (JABR), 31(4), 1295-1310.

Mandhachitara, R., Shannon, R. M., & Hadjicharalambous, C. (2007), Why private label grocery brands have not succeeded in Asia, Journal of Global Marketing, 20(2-3), 71-87.

Martinez, E., & Montaner, T. (2008), ‘Characterisation of Spanish store brand consumers’, International Journal of Retail & Distribution Management.

Maruyama, M., & Trung, L. V. (2007), ‘Traditional bazaar or supermarkets: a probit analysis of affluent consumer perceptions in Hanoi’, International Review of Retail, Distribution and Consumer Research, 17(3), 233-252.

Mazodier, M., & Merunka, D. (2014), ‘Beyond brand attitude: Individual drivers of purchase for symbolic cobranded products’, Journal of Business Research, 67(7), 1552-1558.

Mazursky, D., & Jacoby, J. (1986), ‘Exploring the development of store images’, Journal of retailing, 62(2), 145-165.

Mehta, N., Chen, X., & Narasimhan, O. (2008), ‘Informing, transforming, and persuading: Disentangling the multiple effects of advertising on brand choice decisions’, Marketing Science, 27(3), 334-355.

Möller, J., & Herm, S. (2013), ‘Shaping retail brand personality perceptions by bodily experiences’, Journal of Retailing, 89(4), 438-446.

Monkhouse, L. L., Barnes, B. R., & Hanh Pham, T. S. (2013), ‘Measuring Confucian values among East Asian consumers: A four country study’, Asia Pacific Business Review, 19(3), 320-336.

Morschett, D., Swoboda, B., & Foscht, T. (2005), ‘Perception of store attributes and overall attitude towards grocery retailers: The role of shopping motives’, The International Review of Retail, Distribution and Consumer Research, 15(4), 423-447.

Myers, J. G. (1967), ‘Determinants of private brand attitude’, Journal of marketing Research, 4(1), 73-81.

Narteh, B., Odoom, R., Braimah, M., & Buame, S. (2012), ‘Key drivers of automobile brand choice in sub‐Saharan Africa: the case of Ghana’, Journal of Product & Brand Management.

Netopil, T., Antošová, V., & Turčínková, J. (2014), ‘Retirees: How do they choose their grocery store? How do they shop?’, Procedia Economics and Finance, 12, 480-488.

Nguyen, T. T., Nguyen, T. D., & Barrett, N. J. (2007), ‘Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets’, Asia Pacific Journal of Marketing and Logistics.

O’cass, A., & Frost, H. (2002), ‘Status brands: examining the effects of non‐product‐related brand associations on status and conspicuous consumption’, Journal of product & brand management.

Okello, J. J., Lagerkvist, C. J., Hess, S., Ngigi, M., & Karanja, N. (2012), ‘Choice of fresh vegetable retail outlets by developing-country urban consumers: The case of kale consumers in Nairobi, Kenya’, The European Journal of Development Research, 24(3), 434-449.

Orth, U. R., & Kahle, L. R. (2008), ‘Intrapersonal variation in consumer susceptibility to normative influence: toward a better understanding of brand choice decisions’, The Journal of social psychology, 148(4), 423-448.

Paswan, A., Pineda, M. D. L. D. S., & Ramirez, F. C. S. (2010), ‘Small versus large retail stores in an emerging market—Mexico’, Journal of business research, 63(7), 667-672.

Percy, L., & Rossiter, J. R. (1992), ‘A model of brand awareness and brand attitude advertising strategies’, Psychology & Marketing, 9(4), 263-274.

Prasad, C. J., & Aryasri, A. R. (2011), ‘Effect of shopper attributes on retail format choice behaviour for food and grocery retailing in India’, International Journal of Retail & Distribution Management.

Punj, G., & Moon, J. (2002), ‘Positioning options for achieving brand association: a psychological categorization framework’, Journal of Business research, 55(4), 275-283.

Rao, A. R., & Monroe, K. B. (1989), ‘The effect of price, brand name, and store name on buyers’ perceptions of product quality: An integrative review’, Journal of marketing Research, 26(3), 351-357.

Rintamäki, T., Kanto, A., Kuusela, H., & Spence, M. T. (2006), ‘Decomposing the value of department store shopping into utilitarian, hedonic and social dimensions’, International Journal of retail & distribution Management.

Semeijn, J., Van Riel, A. C., & Ambrosini, A. B. (2004), ‘Consumer evaluations of store brands: effects of store image and product attributes’, Journal of retailing and Consumer Services, 11(4), 247-258.

Shih, T. Y. (2010), ‘COMPARATIVE ANALYSIS OF MARKETING STRATEGIES FOR MANUFACTURERS'AND RETAILERS'BRANDS’, International Journal of Electronic Business Management, 8(1), 56.

Shim, S., & Eastlick, M. A. (1998), ‘The hierarchical influence of personal values on mall shopping attitute and behavior’, Journal of Retailing, 74(1), 139-160.

Solgaard, H. S., & Hansen, T. (2003), ‘A hierarchical Bayes model of choice between supermarket formats’, Journal of retailing and Consumer Services, 10(3), 169-180.

Spanjaard, D., Young, L., & Freeman, L. (2014), ‘Emotions in supermarket brand choice’, Qualitative Market Research: An International Journal.

Srivastava, A., & Dey, D. K. (2016), ‘Brand analysis of global and local banks in India: a study of young consumers’, Journal of Indian Business Research.

Theodoridis, C. D., & Priporas, C. V. (2009), ‘Store choice in computer retailing: the case of home users in Greece’, EuroMed Journal of Business.

TuRlEY, L. W., & Moore, P. A. (1995), ‘Brand name strategies in the service sector’, Journal of consumer marketing.

Willems, K., Swinnen, G., Janssens, W., & Brengman, M. (2011), ‘Fashion store personality: Scale development and relation to self-congruity theory’, Journal of Global Fashion Marketing, 2(2), 55-65.

Wong, A., & Dean, A. (2009), ‘Enhancing value for Chinese shoppers: The contribution of store and customer characteristics’, Journal of retailing and consumer services, 16(2), 123-134.

Wu, P. C., Yeh, G. Y. Y., & Hsiao, C. R. (2011), ‘The effect of store image and service quality on brand image and purchase intention for private label brands’, Australasian Marketing Journal (AMJ), 19(1), 30-39.

Yan, R. N., & Eckman, M. (2009), ‘Are lifestyle centres unique? Consumers' perceptions across locations’, International Journal of Retail & Distribution Management.

Yavas, U., & Tuncalp, S. (1984), ‘Perceived risk in grocery outlet selection: a case study in Saudi Arabia’, European Journal of Marketing.

Yu, H. (2014), The effect of social media comment on Chinese consumers' attitude toward the brand.

Zentes, J., Morschett, D., & Schramm-Klein, H. (2008), ‘Brand personality of retailers–an analysis of its applicability and its effect on store loyalty’, The International Review of Retail, Distribution and Consumer Research, 18(2), 167-184.

Zulqarnain, H., Zafar, A. U., & Shahzad, M. (2015), ‘Factors that affect the choice of Consumers in selecting Retail Store, for Grocery Shopping’, International Journal of Multidisciplinary and Current Research, 3(1), 1167-1172.