Academy of Entrepreneurship Journal (Print ISSN: 1087-9595; Online ISSN: 1528-2686)


Factors Determining Perceived Retail Crowding and Word of Mouth Evidence from Vietnam

Author(s): Pham Hung Cuong

The goal of this paper is to essentially determine the multiple factors that affect and influence retail outcomes through a study of evidences found in the retail industry of Vietnam. This agenda is relatively new and has not been delved into much yet. Nevertheless, the effect it has on the retail industry is evident, and a constructive view of these factors can lead one to understanding how consumerism plays out in a typical retail setting. This study explores the variables that affect the retail crowding. The data has been collected from the customers that regularly visit the retail stores. In the present study judgement sampling has been used and only those respondents were approached who at least visit four times in a month in the retail store. The sample size of the study is 278. The data analysis tools applied were factor analysis and mean value. Exploratory factor analysis with Principal component analysis and Varimax rotation was applied to derive the factors.

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