Factors influencing consumers’ choice of vegetable stores in Quy Nhơn city

Abstract

In this study, the authors apply the Multinominal Logit model to determine
factors affecting consumers’ choice of vegetable stores in Quy Nhon city. The results
indicate that a number of consumers’ characteristics influence their choices of vegetable
stores, including their budget for the product, income, age, gender, bargaining, number of
vegetarian days, frequency of updating information about the product, and awareness of the
product. The article proposes policy implications/solutions to attracting customers to certain
vegetable stores based on the research results.