Exploring Consumers' Preferences with Regard to Department Stores in Vietnam : An Empirical Assessment of the Multi-Attributes of Store Image

Using a stimulus-organism-response (S–O–R) framework, this study examines the S–R relationship of consumer retail behavior. In particular, we focus on how the multi-attributes of department store in customer perception effect their preference by studying three department stores in Central Business District, Ho Chi Minh City. The stimuli that pertain to store attributes include merchandising, store atmosphere, in-store service, accessibility, reputation, promotion, facilities and post-transaction service. Consumers' preference is based on their post-visit ranking of the stores. Nine hypotheses were developed and tested with data collected from a survey using a random sampling approach. Results from a multi nominal logistic regression analysis identified the following attributes as significantly influencing consumer preference: merchandising, accessibility, reputation, in-store service and atmosphere of the stores. The findings provide empirical support that store preference are positively influenced by the efficiency of multi-attributes in customer perception, including merchandise, atmosphere, facility, accessibility, sale personnel, reputation and in-store service. Consequently, retailers can attract more customers by develop and improve those empirical key attributes. From the preference outcome, retailers will have chance to turn visitors to loyalty customers in future and increase level of store patronage. Theoretical and managerial implications of the findings are discussed and opportunities for further research are suggested