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Supermarkets in Vietnam: Opportunities and Obstacles


  • Masayoshi Maruyama
  • Le Viet Trung


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. Copyright 2007 The Authors Journal compilation 2007 East Asian Economic Association and Blackwell Publishing Ltd .

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

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    Cited by:

    1. 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.
    2. 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.
    3. 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.
    4. 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.
    5. 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.
    6. 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.
    7. Sigrid C. O. Wertheim-Heck & Gert Spaargaren, 2016. "Shifting configurations of shopping practices and food safety dynamics in Hanoi, Vietnam: a historical analysis," Agriculture and Human Values, Springer;The Agriculture, Food, & Human Values Society (AFHVS), vol. 33(3), pages 655-671, September.
    8. 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.
    9. 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.

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