Purpose – The purpose of this study aims to investigate the Vietnamese consumers’perception
of mobile phone retailers’store image based on college students’perception in Hanoi City. First,
to find out store image attributes valued by Vietnamese college consumers in Hanoi; second,
to understand how college consumers’preference by comparing the well-known mobile phone
retailers; and third, to provide both international and domestic retailers with suggestions for
store image improvement.
Design/methodology/approach – The primary data for this study was collected through a
web-based questionnaire survey with about 359 validated college student samples. The survey
data was analyzed using SPSS. The factor analyses, K-mean cluster analysis, two-way ANOVA
and independent sample t-test were performed to determine the important factors influencing
choice of retailers.
Originality/value – This study expected to provide consumers’perception of store image and
top concerns of making buying intention toward particular retailers.
Based on the results of this study, managerial insights and practical implications for marketing
strategies in the mobile phone market are recommended accordingly