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Supermarkets in Vietnam: Opportunities and Obstacles

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  • Masayoshi Maruyama
  • Le Viet Trung

Abstract

The present paper is the first study to link the perceptions of Vietnamese consumers to the barriers and prospects related to the development of supermarkets in Vietnam by applying quantitative and statistical analysis to Hanoi consumer survey data. It is found that shopping habits related to the purchase of fresh produce in traditional markets, combined with the proximity and low prices these outlets provide, act as a major deterrent to supermarket development. Supermarkets have made considerable advances in the sales of processed food and non‐food products. However, without expanding their fresh food category, lowering prices and enhancing their location convenience, supermarkets cannot expand their current position.

Suggested Citation

  • Masayoshi Maruyama & Le Viet Trung, 2007. "Supermarkets in Vietnam: Opportunities and Obstacles," Asian Economic Journal, East Asian Economic Association, vol. 21(1), pages 19-46, March.
    • Handle: RePEc:bla:asiaec:v:21:y:2007:i:1:p:19-46
    DOI: 10.1111/j.1467-8381.2007.00245.x
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    Citations

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    Cited by:

    1. Moustier, Paule & Figue, Muriel & Anh, Dao The & Tam, Phan Thi Giac & Binh, Vu Trong & tan Loc, Nguyen Thi, 2007. "The Participation of the Poor in Supermarket-driven chains in Vietnam," 106th Seminar, October 25-27, 2007, Montpellier, France 7937, European Association of Agricultural Economists.
    2. Tran, Phuong Nguyen Thu & Gorton, Matthew & Lemke, Fred, 2021. "When supplier development initiatives fail: Identifying the causes of opportunism and unexpected outcomes," Journal of Business Research, Elsevier, vol. 127(C), pages 277-289.
    3. Emalie Rosewarne & Annet C. Hoek & Aliyah Palu & Kathy Trieu & Colman Taylor & Do Thi Phuong Ha & Michael Sieburg & Nicole Ide & Kent Buse & Jacqui Webster, 2022. "Advancing Health Research Impact through a Systemic Multi-Sectoral Approach: A Protocol for Introducing Reduced-Sodium Salts and Salty Condiments in Vietnam," IJERPH, MDPI, vol. 19(19), pages 1-10, October.
    4. Tschirley, David L. & Ayieko, Miltone W. & Hichaambwa, Munguzwe & Goeb, Joey & Loescher, Wayne, 2010. "Modernizing Africa’s Fresh Produce Supply Chains without Rapid Supermarket Takeover: Towards a Definition of Research and Investment Priorities," Food Security International Development Working Papers 93030, Michigan State University, Department of Agricultural, Food, and Resource Economics.
    5. Moustier, Paule & Tam, Phan Thi Giac & Anh, Dao The & Binh, Vu Trong & Loc, Nguyen Thi Tan, 2010. "The role of farmer organizations in supplying supermarkets with quality food in Vietnam," Food Policy, Elsevier, vol. 35(1), pages 69-78, February.
    6. Wertheim-Heck, Sigrid C.O. & Vellema, Sietze & Spaargaren, Gert, 2015. "Food safety and urban food markets in Vietnam: The need for flexible and customized retail modernization policies," Food Policy, Elsevier, vol. 54(C), pages 95-106.
    7. Lapar, Ma. Lucila A. & Toan, Nguyen Ngoc & Que, Nguyen Ngoc & Jabbar, Mohammad A. & Tisdell, Clement A. & Staal, Steven J., 2009. "Market outlet choices in the context of changing demand for fresh meat: implications for smallholder inclusion in pork supply chain in Vietnam," 2009 Conference, August 16-22, 2009, Beijing, China 51437, International Association of Agricultural Economists.
    8. Heard, Brent R. & Thi, Huong Trinh & Burra, Dharani Dhar & Heller, Martin C. & Miller, Shelie A. & Duong, Thanh Thi & Simioni, Michel & Jones, Andrew D., 2020. "The Influence of Household Refrigerator Ownership on Diets in Vietnam," Economics & Human Biology, Elsevier, vol. 39(C).
    9. Maruyama, Masayoshi & Wu, Lihui, 2014. "Quantifying barriers impeding the diffusion of supermarkets in China: The role of shopping habits," Journal of Retailing and Consumer Services, Elsevier, vol. 21(3), pages 383-393.
    10. Ifft, Jennifer & Roland-Holst, David W. & Zilberman, David, 2009. "Valuation of Safety-Branded and Traceable Free Range Chicken in Ha Noi: Results from a Field Experiment," 2009 Annual Meeting, July 26-28, 2009, Milwaukee, Wisconsin 49444, Agricultural and Applied Economics Association.
    11. Figui, Muriel & Moustier, Paule, 2009. "Market appeal in an emerging economy: Supermarkets and poor consumers in Vietnam," Food Policy, Elsevier, vol. 34(2), pages 210-217, April.
    12. Sina Hardaker, 2018. "The Emerging Retail Market in Myanmar - An Institutional Perspective of Foreign Retailers’ Market Entry Decisions," International Business Research, Canadian Center of Science and Education, vol. 11(1), pages 19-33, January.
    13. Masayoshi Maruyama & Le Viet Trung, 2009. "High shopping frequency of Vietnamese consumers: theory and measurement," Applied Economics Letters, Taylor & Francis Journals, vol. 16(4), pages 411-415.
    14. Mergenthaler, Marcus & Weinberger, Katinka & Qaim, Matin, 2009. "The food system transformation in developing countries: A disaggregate demand analysis for fruits and vegetables in Vietnam," Food Policy, Elsevier, vol. 34(5), pages 426-436, October.
    15. Ngo Chi Thanh, 2018. "Middlemen Market Power and Land Reform Policy Implication: An Imperfect Competition Analysis for the Traditional Food Market of Vietnam," International Journal of Economics and Finance, Canadian Center of Science and Education, vol. 10(5), pages 31-40, May.
    16. Altenburg, Tilman & Kulke, Elmar & Reeg, Caroline & Peterskovsky, Lisa & Hampel-Milagrosa, Aimée, 2016. "Making retail modernisation in developing countries inclusive: a development policy perspective," IDOS Discussion Papers 2/2016, German Institute of Development and Sustainability (IDOS).
    17. Thi Huong Trinh & Dharani Dhar Burra & Michel Simioni & Stef de Haan & Tuyen Thi Thanh Huynh & Tung Van Huynh & Andrew D. Jones, 2019. "Supermarkets and their impacts on the relationship between food acquisition patterns and socio-economic and demographic characteristics of households: empirical evidence from Vietnam," Post-Print hal-02790424, HAL.
    18. Huong, Pham Thi Mai & Hau, Nguyen Van & Kaufmann, Brigitte & Valle-Zarate, Anne & Mergenthaler, Marcus, 2009. "Emerging supply chains of indigenous pork and their impacts on small-scale farmers in upland areas of Vietnam," 2009 Conference, August 16-22, 2009, Beijing, China 51628, International Association of Agricultural Economists.
    19. Berger, Mira & van Helvoirt, Bram, 2018. "Ensuring food secure cities – Retail modernization and policy implications in Nairobi, Kenya," Food Policy, Elsevier, vol. 79(C), pages 12-22.
    20. Huong Thi Trinh & Burra D. Dhar & Michel Simioni & Stef de Haan & Tuyen Thi Thanh Huynh & Tung V. Huynh & Andrew D. Jones, 2020. "Supermarkets and household food acquisition patterns in Vietnam in relation to population demographics and socioeconomic strata: insights from public data," Post-Print hal-02624928, HAL.
    21. Maruyama, Masayoshi & Trung, Le Viet, 2010. "The nature of informal food bazaars: Empirical results for Urban Hanoi, Vietnam," Journal of Retailing and Consumer Services, Elsevier, vol. 17(1), pages 1-9.

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