Factors Affecting the Competitive Advantage of Supermarkets: Evidence from Vietnam

This article focuses on analyzing the factors affecting the competitive advantage of supermarkets. The purpose of the study is to develop a framework for analysis of the factors to likely effect competitive advantage of supermarkets. There are seven factors having a significant effect on the competitive advantage of supermarket. These factors are variety of goods, space of supermarket, price, shop assistants, infrastructure, trust and all the factors combining together. The article uses both qualitative and quantitative methods. Data collected from the in-depth interview of 34 customers in 17 supermarkets in Vietnam were objective and reliability because the researcher interviewed all the 34 customers carefully. 600 questionnaires were delivered. 560 questionnaires were collected. 550 questionnaires were accepted. Questionnaires were analyzed by using SPSS 18.0. The results said that factors affecting the competitive advantage of supermarkets are shop assistant, variety of goods, space of supemarket, and infrastructure.