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Around sixty percent of urban consumers use both General Trade and Modern Trade channels for their grocery shopping needs.
Freshness, food safety, and price are consistently identified as the top three decision-making factors when purchasing groceries.
General Trade is strongly perceived as offering fresher products and more competitive pricing, especially among heavy users.
Modern Trade is more positively associated with better food safety control, organized environments, and wider product assortment.
Consumers in Hanoi demonstrate a stronger reliance on and preference for General Trade channels compared to Ho Chi Minh City.
Shoppers in Ho Chi Minh City are more inclined toward Modern Trade formats, valuing convenience and structured shopping experiences.
200 female respondents from 20-49 in HCM and Hanoi
Asia Plus Inc.
6F 506 Nguyen Dinh Chieu Street, Ward 4, District 3, Ho Chi Minh City
02839 100 043
