Consumer Behavior, Attitude and Perception Toward ModernTrade Stores in Rural…

ABSTRAK :rnrnModern trade stores have been very successful in Vietnamese retail industry, especially in some big cities. However, the popularity of such stores is still lagging behind the traditional stores. In regard with this issue, many studies have been done over time, but very few have been focused on rural regions in emerging countries like Vietnam. Thus, this study aims at exploring the …