Retailer’s perception of impact of ASEAN Economic Community on the growth of Vietnam retail market: a cognitive approach

Abstract

The research aims to investigate retailer’s perceptions of impact of ASEAN Economic Community on the growth of Vietnam retail market. The research is conducted by qualitative and quantitative methods. A sample size is 271 retailers including the retail companies, grocery stores, supermarkets, trade center and convenience store chains. The Cronbach’s alpha, exploratory factor analysis and multiple regressions models are used to test the research hypotheses. The results reveal that retailer’s perception of the impact of ASEAN Economic Community which focuses on four factors such as: (1) Free trade, (2) investment attractiveness, (3) competitive pressure, and (4) competitiveness of small and medium enterprises have significantly positive relationship with the growth of retail sector. The results also suggest the managerial implications to develop Vietnam retail market.