Factors affecting the perceived value of customers towards retail supermarkets in Tra Vinh city
Published: July 22, 2026
Abstract
This study analyzes the impact of factors on the perceived value of customers when they go shopping at retail supermarkets in Tra Vinh city. The study uses both qualitative and quantitative analysis methods including Cronbach's alpha, exploratory factor analysis (EFA) and multiple linear regression analysis. The study’s research sample size is of 322 customers and data is collected via surveys from retail supermarkets in Tra Vinh city. The study finds out that there are five factors affecting the perceived value of customers, including: (1) Perception quality, (2) Product variety, (3) Store display, (4) Employee service ability, and (5) Price. Based on these results, some management implications are made to help retail supermarkets in Tra Vinh city enhance the perceived value of customers.
Keywords
perceived valueretail supermarketsTra Vinh city
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