Applying Exploratory Factor Analysis (EFA) in Analyzing Factors Affecting the Intention to Choose Traditional Markets for Buying Fresh Food: A Case Study in Southern Central Coastal Region, Vietnam

- International Conference on Marketing in the Connected Age (MICA-2018), October 6 th , 2018 Danang City, Vietnam.
- Applying Exploratory Factor Analysis (EFA) in Analyzing Factors Affecting the Intention to Choose Traditional Markets for Buying Fresh Food: A Case Study in Southern Central Coastal Region, Vietnam.
- However, that does not mean the system of traditional market will be replaced in the future.These two systems will continue to coexist and become competitors in the development of the market economy.To improve competitiveness the system of traditional markets contributed to the construction of civilized trade system in Vietnam.
- This study is aimed at applying EFA method in analyzing some factors affecting the consumers’ intention to choose traditional markets for buying fresh food.
- Research results have shown that convenience, product quality, product selling price, consumer buying habits, and traditional market management are factors that strongly influence the choice that traditional markets are the place to buy fresh food in the Southern Central Coast of Vietnam..
- Thereby, the author has proposed some suggestions to help suppliers to be able to attract more consumers to buy fresh food at traditional markets..
- Keywords: Intention to buy.
- fresh food.
- traditional markets.
- Along with the current flow and the process of rapid integration, the system of modern shopping places has appeared more and more rapidly in the urban areas of Vietnam.
- However, a large part of consumers still choose traditional markets as the place to buy fresh food because of the distinct features that modern shopping places do not have.
- Traditional markets and modernization shopping venues system are coexist and became direct.
- competitors.To promote the overall development of the market economy and improve the civilization of retail trade,every nation must enhance competitiveness of both systems, especially the traditional market system..
- In addition to economic contribution, traditional markets also have many cultural and social values: cultural marks, soul of Vietnam reflected in the transaction and in the market culture (Linh Anh, 2012).
- Consumers who come to a local market often want to buy a traditional local product, so this is also a good channel for promoting and selling Vietnamese goods.
- In addition, the results of the review show that, previous studies conducted in Vietnam in general and in the South Central Coast in particular have focused relatively heavily on the location of the Modern shopping such as supermarkets, online shopping channels.
- Therefore, in the view of the authors, the implementation of research with shopping venues as traditional markets, The type of shopping product that is fresh food is essential and ensures novelty for research..
- Therefore, studying the factors influencing the intention to choose traditional market as place to buy fresh food in the southern central coastal region is necessary to answer the question: why consumers do not quit purchasing fresh food at traditional markets to transfer to shopping at modern trading centers?.
- The study by Masayoshi Maruyama and Le Viet Trung (2006) suggested that the choice of supermarkets for buying fresh food of Hanoians was influenced by: personal factors, product factors, and location factors.
- the higher the family income is, the more they want to buy fresh food at supermarkets.
- For product factors, safe products, fresh products, quality products with clear origin, well-known brands, product diversity are important factors in determining consumers’ intention to by fresh food at supermarkets.
- The higher levels of these factors are, the more consumers want to buy fresh food at supermarkets.
- The location factors show that the closer to a home a supermarket is and the more convenient it is to buy fresh food, the more consumers come to buy fresh food..
- The more satisfactory these factors are, the more people choose supermarket when buying fresh food.
- For location factors, the convenience and the environment of where to buy fresh food are the advantages for supermarkets to attract consumers..
- Another study in the Chinese market, which has a relatively similar culture to Vietnam - study by Zhou et al..
- (2003) found that the factors influencing the decision to choose supermarket channel when buying fresh food included product factor, and location factor.
- In particular, the product factors including safe food, good quality, fresh products, good packaging positively influence the decision to choose the supermarket channel when buying fresh food, which means that the more satisfactory these factors are, the more people choose supermarket as fresh food channel.
- (1999) argue that although modern supermarkets “grow” a lot in Asian countries like China, Indonesia, Japan, Singapore, Taiwan, etc., the supermarket system cannot dominate the fresh food line to attract consumers for such reasons as in traditional markets, retailers can supply different quantities and quality of products as required.
- Namely, for fish or meat products, when consumers want to buy products that are alive, the modern system such as supermarkets or other convenience stores cannot meet the requirements..
- Therefore, both traditional markets and modern ones will coexist..
- More specifically, the aim of the research was to understand the relationship between the factors and the decision to choose supermarket channel of consumers in HCM city when buying fresh food.
- the research results showed that the factors affecting the decision to buy fresh food at the supermarket channel included those related to products, form of packaging, price and location, whereas the factors related to marketing did not show clear impact on the decision to buy fresh food at the supermarket..
- I think the food at traditional markets are fresh, delicious (quality assurance) Norshamliza Chamhuri and Peter J.
- The quality of fresh food in traditional markets is better than in other places.
- The quality of fresh food at traditional markets does not cause any health risk CL4.
- The origin of fresh food in traditional markets is clear.
- I know that fresh food at traditional markets is not as good as in supermarkets but I still decide to buy..
- The sale price of fresh food in traditional markets is reasonable Norshamliza Chamhuri and Peter J.
- The price of fresh food at traditional markets is cheaper than in other markets.
- I am willing to pay high prices when buying fresh food at traditional markets GC4.
- I can bargain when buying fresh food at a traditional market.
- I can easily compare the prices of fresh food in traditional markets with other places GC6.
- At the traditional market I can buy on the nod for my acquaintance with the seller Advantages.
- At traditional markets, fresh food is very diverse Norshamliza.
- At traditional markets, fresh food is clearly classified.
- Traditional markets are open daily TL4.
- Traditional markets open very early.
- Traditional markets offer a variety of fresh products to choose TL6.
- It is convenient for parking when buying fresh food at traditional markets TL10.
- Payment at the traditional market is favorable/familiar.
- Familiar sellers do not cheat about the quality of the product..
- I have a good relationship with a seller at traditional market.
- I go to the traditional market because I have an appointment with a seller BH6.
- I go to the traditional market because I like talking to sellers.
- I choose traditional markets because this is a beautiful local culture of the Vietnamese.
- I go to traditional markets as a habit of my family.
- I have no other choice than traditional markets to buy fresh food.
- I go to the traditional market because my family cooks regularly at home.
- I often go to the traditional market early in the morning after doing morning exercise TQ6.
- I often go to the traditional market early in the morning before going to work or school TQ7.
- I often go to the traditional market on my way home from work or school.
- I usually go to the traditional market to meet my friends, acquaintances to exchange and talk.
- 511 Traditional market management.
- Source: The author’s synthesis.
- Primary data was collected from consumer interviews - Fresh food buyers in traditional markets or in supermarkets - using standardized questionnaires with a 5-point Likert scale to measure the perception of the respondents by the level from 1 to 5 corresponding from strongly disagree to strongly agree with the opinion given in the questionnaires..
- The author conducted a survey for 990 consumers - those who buy fresh food at traditional markets in three cities: Quy Nhon City - Binh Dinh Province, Da Nang City and Nha Trang City, Khanh Hoa province.
- Duration of the survey: from August 2017 to the end of December 2017..
- Consumers selected for survey according to the convenient sampling method are those who have been carrying out fresh food shopping at traditional markets of Nha Trang, Da Nang and Quy Nhon..
- After gathering information, the author cleaned the data.
- in the event that the number of samples after cleaning was not enough to ensure the minimum number of samples, the author conducted further interview to ensure the sample size to meet the minimum requirement for statistical analysis..
- With 990 questionnaires distributed, the author collected 936 questionnaires.
- For the convenience of data processing, the author selected 900 among those questionnaires, inserted data into the exel software and performed the analysis with the help of SPSS software 20.0..
- The EFA method was used to analyze a number of factors affecting the intention to choose traditional markets for fresh food in the South Central Coast region of Vietnam with the help of SPSS software 20.0..
- In order to perform the exploratory factor analysis (EFA), firstly the author conducted Cronbach’s alpha testing to verify the reliability of the scales.
- The test results removed some of the unreliable scales.
- Traditional market management.
- So the research model of the author is appropriate..
- Then, the author performed factor analysis with Eigenvalues>.
- Source: Analysis results of the author based on survey data Table 3 shows that the first factor consists of 10 scales and is named as convenience factor group in which the scale with the greatest impact score is TL10 - Payment at the traditional market is favorable/familiar - with the impact score of 0.886.
- the lowest impact factor is TL2 - At traditional markets, fresh food is clearly classified with the impact score of 0.782..
- The research results of the author are consistent with the reality, as compared with other modern shopping places, queuing up and waiting to pay the food often cause negative psychology to consumers, especially in rush hours.
- The second factor is named as the price factor group in which the scale with the greatest impact score is GC2 - The price of fresh food at traditional markets is cheaper than in other markets - with the impact score of 0.854..
- The lowest impact factor is GC4 - I can bargain when buying fresh food at a traditional market – with the impact score of 0.758.
- The scale with the greatest impact score is BH7 - Familiar sellers do not need to bargain with the impact score of 0.875.
- The lowest impact factor is BH4 - I have a good relationship with a seller at traditional market – with the impact score of 0.764..
- The fourth factor is traditional market management with six scales in which the scale with the greatest impact score is QL4 - Service quality provided at the market is good - with the impact score of 0.912..
- FAC5 = 0,876TQ8 + 0,75TQ6 + 0,796TQ2 + 0,775TQ5 + 0,736TQ1 + 0,725TQ3 + 0,687TQ7 + 0,518TQ4 The consumer’s habit factor includes 8 scales in which the scale that has greatest impact score is TQ8 - I usually go to the traditional market to meet my friends, acquaintances to exchange and talk- with the impact score of 0.876.
- The lowest impact score is TQ4 - I go to the traditional market because my family cooks regularly at home- with the impact score of 0.518..
- This factor includes 5 scales in which the scale that has greatest impact score is CL3 -The quality of fresh food at traditional markets does not cause any health risk - with the impact score of 0.755.
- It is also consistent with the increasing demand of consumers in terms of product quality beside product design..
- In the scope of this study, the author does not focus on analyzing consumer behavior variable (TD)..
- Results of statistical analysis using data from the survey showed that the factors with the influence of different sizes in the view of the object to be examined are consumers buy fresh food at traditional markets in the South Central Coast..
- Research’s results have shown with different groups of factors that influence the level of the scale according to the consumer are different corresponding to that is expressed through the impact point is different..
- Based on the analysis of the study, the authors make recommendations that contribute to further enhancing the level of.
- of traditional markets with consumers through recommendations in turn relating to each group of factors from price , convenience, product’s quality, traditional market management,.
- Second, ensure that the product prices are competitive in comparison with other suppliers of the same product.
- Also, there should be a price list to avoid fraud that affects the prestige of the traditional markets..
- Third, rearrange stalls to make it attractive and convenient for consumers when choosing to purchase goods at a traditional market.
- And finally, ensure security in the market area, creating the feeling of safety and trust for consumers when shopping.

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