+ Occupation : Occupation has a certain influence on the type of product selected. Enterprises should try to identify customers in different occupational groups and pay due attention to the differences in needs of these groups. Enterprises can even specialize in producing products for a certain occupational group.
+ Economic circumstances : A person's actual purchasing power depends on two factors: their financial ability and the price system of goods and services. Therefore, economic circumstances include: income, savings, debt and borrowing ability, spending-saving views ... have a great influence on each person's consumption habits. Economists have found that the sensitivity of demand for different types of goods depends a lot on their real income - nominal income calculated according to the consumer price index. This requires companies to constantly monitor changes in individuals' economic circumstances and fluctuations in prices, interest rates, and inflation to adjust their business strategies accordingly.
+ Lifestyle : A person's lifestyle is expressed through his or her actions, interests, and views on the environment. People from the same subculture, social class, occupation, and family background can have completely different lifestyles. Lifestyle describes a person in the most complete and vivid way. Consumers' choices of goods and services reflect their lifestyle. Marketers need to look for relationships between their products and groups following the same lifestyle.
+ Personality and self-awareness : This is a factor about the outstanding psychological characteristics of each person that creates a stable and consistent behavior towards the surrounding environment such as confidence, caution, dynamism, openness... Personality and self-awareness have a close relationship with habits expressed in shopping behavior.
- Psychological factors : Psychological factors include motivation, perception, belief, and attitude.
+ Motivation : is a need that is strong enough to urge people to act [2,210]. The basis for forming motivation is need.
+ Perception : the driving force that drives people to act, but human action depends largely on their perception of the surrounding environment. It is a process through which individuals select, organize and interpret input information to create a meaningful picture of the surrounding world [2,212].
+ Understanding : When people act, they also acquire knowledge; knowledge describes changes in individual behavior that result from experience [2,213]. It is the result of the interaction between motivation, stimuli (specific goods), cues, response and reinforcement (buyers' response when using the goods compared to their expectations about the goods). So businesses can create demand for the product by associating it with strong stimuli, good cues and ensuring positive reinforcement.
+ Beliefs and attitudes : Through activities and knowledge, people acquire beliefs and attitudes. These factors in turn influence people's purchasing behavior. Beliefs are a person's affirmative thoughts about something [2,214]. Attitudes are the evaluation of feelings and action tendencies of a good or bad nature about an object. Beliefs and attitudes lead people to decide whether to like or dislike an object, to come to it or stay away from it. These factors are very difficult to change, requiring long-term awareness because they lead them to act according to a fairly stable habit that people can save effort and thinking when acting.
2.2.2. Consumers
The main consumer objects are products that serve the daily life of consumers, including consumer goods and services. Consumer products are divided into the following groups: food and drink, beauty, housing, household appliances, transportation, education, health care and entertainment.
2.3. Factors affecting consumer culture
Factors influencing consumer culture are complex and diverse, including the following basic factors: natural environment, demographic environment, economic environment, political - legal environment and technological environment.
2.3.1. Natural environment: Each country has a different geographical location, which leads to natural differences such as climate, terrain and resources; the needs and consumption habits of countries and ethnic groups are therefore different.
2.3.2. Demographic environment
The demographic environment includes the following factors:
Population size: allows us to determine market capacity, average age, old or young population structure and stature and size of consumers in a country.
Family size: directly affects the amount of products used by a family. Family size is different in each country due to the influence of cultural traditions.
Racial issues: countries can be multi-racial like the United States or mono-racial like Vietnam, so consumer needs will be rich or diverse.
2.3.3. Economic environment
The economic structure of a country greatly determines the consumption needs of its people. There are four types of economic structures in the world:
Group of underdeveloped agricultural countries : these are countries with natural economies, the vast majority of the population works in simple agricultural production and consumes most of the agricultural products they produce, the surplus is exchanged for simple goods. It can be seen that this is a fairly fertile market for trading in scarce goods with low quality requirements.
Group of raw material exporting countries : are countries rich in natural resources but poor in many aspects. Their income mainly comes from exporting raw materials and importing goods for consumption. This is also a target market that needs attention with products that cannot be produced domestically such as consumer goods, machinery and equipment, etc.
Developing countries : in these countries, the industrialization process has created a middle and upper class. They have a demand for goods from developed countries, which can only be met by imported goods.
Group of developed industrial countries : this is a rich consumer market for all types of goods from traditional products with strong cultural characteristics such as ceramics, fine arts or high-tech products.
Within a country, it is necessary to pay attention to indicators such as gross national product (GNP), gross domestic product (GDP), average income per capita, economic ranking index of a country, import-export turnover and structure ... to make appropriate business decisions.
2.3.4. Political and legal environment
The political environment has a partial impact on consumer psychology. When the political situation is stable, people will increase spending and reduce savings, and vice versa, when political instability forces people to reduce spending, increase savings and buy more self-defense and insurance products.
The political environment also includes the legal environment. A complete, strict and beneficial legal system for the people is a factor that contributes to increasing investment, production and consumption.
2.3.5. Technological environment
Technology is developing rapidly, contributing to the shortening of product life cycles. High-tech products are often quickly obsolete. Therefore, the needs and consumption attitudes of people in high-tech environments, especially in countries with developed technology, are always changing. Business activities must change accordingly to adapt to those changes. The process of transferring technology from developed countries to less developed countries will also create changes in consumption in these countries.
II. OVERVIEW OF SUPERMARKET
1. General concept of supermarket
Supermarket
Supermarket is a word translated from foreign terms: “ supermarket ” (English) or “ supermarché ” (French), in which “ super ” means “ super ” and “ market ” is market. Currently, there are many different definitions of supermarket depending on each country, we can refer to some of the following definitions:
The United States considers supermarkets to be “ relatively large self-service stores with low costs, low profit margins, and large volumes of goods sold, ensuring full satisfaction of consumer needs for food, laundry detergents, cleaning products, and home care items ” [4,40].
In France, “ a supermarket is a self-service retail store with an area of 400 to 2500 m2 that mainly sells food and household goods ” [13,20].
The online encyclopedia Wikipedia defines a supermarket as follows: “ A supermarket is a self-service store that is usually built on a large area, near residential areas for the convenience of customers and to ensure revenue. Goods in
here are much more diverse and carefully selected than in markets or grocery stores. The size of supermarkets is larger than grocery stores (or markets) and relatively smaller than shopping malls ” [45]
Since June 2004, the Vietnamese Ministry of Trade (now the Ministry of Industry and Trade) has officially defined a supermarket as follows: " A supermarket is a modern store; general or specialized business; has a rich and diverse product structure, ensuring quality; meets standards on business area, technical equipment and management level, business organization, has a civilized and convenient self-service method to satisfy customers' shopping needs" [12]
1.2. Supermarket chain
This is a new concept that has recently appeared in Vietnam, used to refer to a collection of supermarkets of a distributor located in different locations but applying a unified business method from the product range, prices, methods of managing stalls, booths, product display, signs and external appearance [13,21].
1.3. Supermarket system
Supermarket system is a network of all integrated retail stores applying self-service sales method of popular consumer goods of people, including mini-supermarkets, supermarkets and hypermarkets [13,21].
However, due to the strong development of the distribution system, nowadays the concepts of supermarket, supermarket chain or supermarket system all refer to types of retail stores that apply modern sales methods.
The criteria that distinguish supermarkets from other types of commercial businesses are: self-service method, floor area, minimum number of items and the characteristics of goods sold in supermarkets being popular consumer goods.
2. Supermarket classification
Classification of supermarkets by size
The classification of supermarkets by size is applied by most countries in the world and they are based on two basic criteria to determine: the area and the assortment of goods of the supermarket. From here, supermarkets can be divided into types [13,22] :
- Minimart : is a small retail store, mainly selling food in a self-service, unified manner, often located in the middle of urban residential areas (in France, the sales area is regulated from 120 to less than 400 m2 ) .
- Supermarket : concept mentioned in section 1.1.
- Hypermarket : are large-volume retail stores in one location, based on the principle of self-service sales and much larger in scale than supermarkets, often located in the suburbs with large parking lots.
Based on the scale, another criterion is the location of the supermarket. Accordingly, small supermarkets and supermarkets are often located in urban residential areas, while large supermarkets are often located in the outskirts of the city.
In Vietnam, in the Regulations on supermarkets and commercial centers of the Ministry of Trade, supermarkets are divided into 3 levels as follows:
Table 1: Classification of supermarkets according to current supermarket regulations
Class
Type | Minimum standards for | ||
Business area (m 2 ) | Number of item names | ||
Grade I | General business supermarket fit | 5,000 | 20,000 |
Specialty supermarket | 1,000 | 2,000 | |
Class II | General business supermarket fit | 2,000 | 10,000 |
Specialty supermarket | 500 | 1,000 | |
Class III | General business supermarket fit | 500 | 4000 |
Specialty supermarket | 250 | 500 | |
Maybe you are interested!
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Identify Rating Levels and Rating Scales
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of the islanders. Therefore, this indicator will be divided into two sub-indicators:
a1. Natural tourism attractiveness a2. Cultural tourism attractiveness
b. Tourist capacity
The two island communes in Quan Lan have different capacities to receive tourists. Minh Chau Commune is home to many standard hotels and resorts, attracting high-income domestic and international tourists. Meanwhile, Quan Lan Commune has many motels mainly built and operated by local people, so the scale and quality are not high, and will be suitable for ordinary tourists such as students.
c. Time of exploitation of Quan Lan Island Commune:
Quan Lan tourism is seasonal due to weather and climate conditions and festivals only take place on certain days of the year, specifically in spring. In Quan Lan commune, the period from April to June and from September to November is considered the best time to visit Quan Lan because the cultural tourism activities are mainly associated with festivals taking place during this time.
Minh Chau island commune:
Tourism exploitation time is all year round, because this is a place with a number of tourist attractions with diverse ecosystems such as Bai Tu Long National Park Research Center, Tram forest, Turtle Laying Beach, so besides coming to the beach for tourism and vacation in the summer, Minh Chau will attract research groups to come for tourism combined with research at other times of the year.
d. Sustainability
The sustainability of ecotourism sites in Quan Lan and Minh Chau communes depends on the sensitivity of the ecosystems to climate changes.
landscape. In general, these tourist destinations have a fairly high level of sustainability, because they are natural ecosystems, planned and protected. However, if a large number of tourists gather at certain times, it can exceed the carrying capacity and affect the sustainability of the environment (polluted beaches, damaged trees, animals moving away from their habitats, etc.), then the sustainability of the above ecosystems (natural ecosystems, human ecosystems) will also be affected and become less sustainable.
e. Location and accessibility
Both island communes have ports to take tourists to visit from Van Don wharf:
- Quan Lan – Van Don traffic route:
Phuc Thinh – Viet Anh high-speed boat and Quang Minh high-speed boat, depart at 8am and 2pm from Van Don to Quan Lan, and at 7am and 1pm from Quan Lan to Van Don. There are also wooden boats departing at 7am and 1pm.
- Van Don - Minh Chau traffic route:
Chung Huong high-speed train, Minh Chau train, morning 7:30 and afternoon 13:30 from Van Don to Minh Chau, morning 6:30 and afternoon 13:00 from Minh Chau to Van Don.
f. Infrastructure
Despite receiving investment attention, the issue of infrastructure and technical facilities for tourism on Quan Lan Island is still an issue that needs to be resolved because it has a direct impact on the implementation of ecotourism activities. The minimum conditions for serving tourists such as accommodation, electricity, water, communication, especially medical services, and security work need to be given top priority. Ecotourism spots in Minh Chau commune are assessed to have better infrastructure and technical facilities for tourism because there are quite complete and synchronous conditions for serving tourists, meeting many needs of domestic and foreign tourists.
3.2.1.4. Determine assessment levels and assessment scales
Corresponding to the levels of each criterion, the index is the score of those levels in the order of 4, 3, 2, 1 decreasing according to the standard of each level: very attractive (4), attractive (3), average (2), less attractive (1).
3.2.1.5. Determining the coefficients of the criteria
For the assessment of DLST in the two communes of Quan Lan and Minh Chau islands, the students added evaluation coefficients to show the importance of the criteria and indicators as follows:
Coefficient 3 with criteria: Attractiveness, Exploitation time. These are the 2 most important criteria for attracting tourists to tourism in general and eco-tourism in particular, so they have the highest coefficient.
Coefficient 2 with criteria: Capacity, Infrastructure, Location and accessibility . Because the assessment area is an island commune of Van Don district, the above criteria are selected by the author with appropriate coefficients at the average level.
Coefficient 1 with criteria: Sustainability. Quan Lan has natural and human-made ecotourism sites, with high biodiversity and little impact from local human factors. Most of the ecotourism sites are still wild, so they are highly sustainable.
3.2.1.6. Results of DLST assessment on Quan Lan island
a. Assessment of the potential for natural tourism development
For Minh Chau commune:
+ Natural tourism attractiveness is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined as average (2 points) and the coefficient is quite important (coefficient 2), then the score of Capacity criterion is 2 x 2 = 4.
+ Exploitation time is long (4 points), the most important coefficient (coefficient 3) so the score of the Exploitation time criterion is 4 x 3 = 12.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is assessed as good (3 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 3 x 2 = 6 points.
The total score for evaluating DLST in Minh Chau commune according to 6 evaluation criteria is determined as: 12 + 4 + 12 + 4 + 4 + 6 = 42 points
Similar assessment for Quan Lan commune, we have the following table:
Table 3.3: Assessment of the potential for natural ecotourism development in Quan Lan and Minh Chau communes
Attractiveness of self-tourismof course
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
CommuneMinh Chau
12
12
4
8
12
12
4
4
4
8
6
8
42/52
Quan CommuneLan
6
12
6
8
9
12
4
4
4
8
4
8
33/52
b. Assessment of the potential for humanistic tourism development
For Quan Lan commune:
+ The attractiveness of human tourism is determined to be very attractive (4 points) and the most important coefficient (coefficient 3), so the score of the Attractiveness criterion is 4 x 3 = 12.
+ Capacity is determined to be large (3 points) and the coefficient is quite important (coefficient 2), then the score of the Capacity criterion is 3 x 2 = 6.
+ Mining time is average (3 points), the most important coefficient (coefficient 3) so the score of the Mining time criterion is 3 x 3 = 9.
+ Sustainability is determined as sustainable (4 points), the important coefficient is the average coefficient (coefficient 1), so the score of the Sustainability criterion is 4 x 1 = 4 points.
+ Location and accessibility are determined to be quite favorable (2 points), the coefficient is quite important (coefficient 2), the criterion score is 2 x 2 = 4 points.
+ Infrastructure is rated as average (2 points), the coefficient is quite important (coefficient 2), then the score of the Infrastructure criterion is 2 x 2 = 4 points.
The total score for evaluating DLST in Quan Lan commune according to 6 evaluation criteria is determined as: 12 + 6 + 6 + 4 + 4 + 4 = 36 points.
Similar assessment with Minh Chau commune we have the following table:
Table 3.4: Assessment of the potential for developing humanistic eco-tourism in Quan Lan and Minh Chau communes
Attractiveness of human tourismliterature
Capacity
Mining time
Sustainability
Location and accessibility
Infrastructure
Result
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Point
DarkMulti
Quan CommuneLan
12
12
6
8
9
12
4
4
4
8
4
8
39/52
Minh CommuneChau
6
12
4
8
12
12
4
4
4
8
6
8
36/52
Basically, both Minh Chau and Quan Lan localities have quite favorable conditions for developing ecotourism. However, Quan Lan commune has more advantages to develop ecotourism in a humanistic direction, because this is an area with many famous historical relics such as Quan Lan Communal House, Quan Lan Pagoda, Temple worshiping the hero Tran Khanh Du, ... along with local festivals held annually such as the wind praying ceremony (March 15), Quan Lan festival (June 10-19); due to its location near the port and long exploitation time, the beaches in Quan Lan commune (especially Quan Lan beach) are no longer hygienic and clean to ensure the needs of tourists coming to relax and swim; this is also an area with many beautiful landscapes such as Got Beo wind pass, Ong Phong head, Voi Voi cave, but the ability to access these places is still very limited (dirt hill road, lots of gravel and rocks), especially during rainy and windy times; In addition, other natural resources such as mangrove forests and sea worms have not been really exploited for tourism purposes and ecotourism development. On the contrary, Minh Chau commune has more advantages in developing ecotourism in the direction of natural tourism, this is an area with diverse ecosystems such as at Rua De Beach, Bai Tu Long National Park Conservation Center...; Minh Chau beach is highly appreciated for its natural beauty and cleanliness, ranked in the top ten most beautiful beaches in Vietnam; Minh Chau commune is also home to Tram forest with a large area and a purity of up to 90%, suitable for building bridges through the forest (a very effective type of natural ecotourism currently applied by many countries) for tourists to sightsee, as well as for the purpose of studying and researching.
Figure 3.1: Thenmala Forest Bridge (India) Source: https://www.thenmalaecotourism.com/(August 21, 2019)
3.2.2. Using SWOT matrix to evaluate Quan Lan island tourism
General assessment of current tourism activities of Quan Lan island is shown through the following SWOT matrix:
Table 3.5: SWOT matrix evaluating tourism activities on Quan Lan island
Internal agent
Strengths- There is a lot of potential for tourism development, especially natural ecotourism and humanistic ecotourism.- The unskilled labor force is relatively abundant.- resource environmentunpolluted, still
Weaknesses- Poorly developed infrastructure, especially traffic routes to tourist destinations on the island.- The team of professional staff is still weak.- Tourism products in general
quite wild, originalintact
general and DLST in particularalone is monotonous.
External agents
Opportunity- Tourism is a key industry in the socio-economic development strategy of the province and Van Don economic zone.- Quan Lan was selected as a pilot area for eco-tourism development within the framework of the green growth project between Quang Ninh province and the Japanese organization JICA.- The flow of tourists and especially ecotourism in the world tends toincreasing
Challenge- Weather and climate change abnormally.- Competition in tourism products is increasingly fierce, especially with other localities in the province such as Ha Long, Mong Cai...- Awareness of tourists, especially domestic tourists, about ecotourism and nature conservation is not high.
Through summary analysis using SWOT matrix we see that:
To exploit strengths and take advantage of opportunities, it is necessary to:
- Diversify products and service types (build more tourism routes aimed at specific needs of tourists: experiential tourism immersed in nature, spiritual cultural tourism...)
- Effective exploitation of resources and differentiated products (natural resources and human resources)
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Management of capacity building in organizing experiential activities in a multicultural educational environment for teachers of primary schools in Bac Kan city - 16 -
Building a Civilized and Modern Tourism Environment; Strengthening Tourism Promotion and Advertising -
Balancing Supply and Demand of a Country's Currency in the Foreign Exchange Market -
The Integration Process Creates a New, More Dynamic Economic Environment Serving the Growth Process and Gradually Shifting the Economic Structure
Source: Supermarkets, modern retail business methods in Vietnam , Ministry of Trade, editor Nguyen Thi Nhieu (2006), page 93.
Classify supermarkets by business goods
The goods sold in supermarkets are traditionally food. However, human needs are increasingly diverse, so supermarkets today serve the common consumption of people from food to clothing, household goods ... although food is still the most important business item of supermarkets. Thus, it can be divided into [13,26]:
- General supermarket : is a supermarket that sells many types of goods to many types of customers, where consumers can buy almost all types of goods to serve their daily life.
- Specialized supermarkets : are specialized stores that apply the self-service sales method such as stores specializing in selling clothes, shoes, furniture, construction materials , etc. Specialized supermarkets provide a narrow but deep assortment of goods.
Classification according to the virtual nature of supermarkets
The application of technology, especially the Internet in business has created a new type of supermarket, which is the online supermarket - electronic supermarket, virtual supermarket. According to the real-virtual criteria, supermarkets are divided into:
- Traditional supermarkets : are supermarkets with real storefronts, stalls, goods ... Customers who want to buy goods must go to the stores, contact and choose real goods.
- Electronic supermarket : is a supermarket set up on a website, there are no real stalls but everything is virtual. Customers only need to connect to the internet, access an electronic supermarket website to be able to view goods and related information, compare, choose and decide to buy, the entire purchasing process is just simple operations on the computer.
3. Position and role of supermarkets in modern distribution system