Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context

Van Hai Tran () and Lucie Sirieix
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Van Hai Tran: UMR MOISA - Marchés, Organisations, Institutions et Stratégies d'Acteurs - Cirad - Centre de Coopération Internationale en Recherche Agronomique pour le Développement - CIHEAM-IAMM - Centre International de Hautes Etudes Agronomiques Méditerranéennes - Institut Agronomique Méditerranéen de Montpellier - CIHEAM - Centre International de Hautes Études Agronomiques Méditerranéennes - Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier - INRAE - Institut National de Recherche pour l’Agriculture, l’Alimentation et l’Environnement, Montpellier SupAgro - Institut national d’études supérieures agronomiques de Montpellier

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Abstract: The process of supermarketization in emerging countries does not imply convergence in shopping practices. Based on a qualitative study in Hanoi, Vietnam, this paper adopts a shopping-as-practice approach with a specific focus on factors influencing practices. Seventy-night interviews were conducted in six urban districts of Hanoi. The results allowed to identify five types of shopping practices of differing natures and degrees of cross-shopping, and different strategies used to accomplish these practices, dominated by constraints or based on trust. The analysis showed the relationships between the factors and (1) shopping and cross-shopping strategies and (2) the dimensions of shopping practices. These findings deepen the current understanding of shopping and cross shopping practices in the context of emerging markets. This paper also provides recommendations regarding retail policy and development in Vietnam.

Keywords: Vietnam; Food industry; Shopping as practice; Cross-shopping; Fresh vegetable; Qualitative study; Trust (search for similar items in EconPapers)
Date: 2020
New Economics Papers: this item is included in nep-pay and nep-sea
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Published in Journal of retailing and consumer services, 2020, 56, pp.102178. ⟨10.1016/j.jretconser.2020.102178⟩

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Journal Article: Shopping and cross-shopping practices in Hanoi Vietnam: An emerging urban market context (2020)
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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02880674

DOI: 10.1016/j.jretconser.2020.102178

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