Factors influencing the decision to buy fruits and vegetables from supermarket channel of consumers in Nha Trang

Vegetables are indispensable foods in people's daily meals. Today, with the improvement of living standard, the demand for fruits and vegetables increases not only in terms of quantity but also quality. Thus, the emergence of modern sales channels such as supermarkets and convenience stores for consumers’ greater access to clean, safe and convenient vegetables is inevitable. The objective of this study is to determine the factors influencing the decision to choose supermarket channels when buying fruits and vegetables of consumers in Nha Trang. Based on qualitative and quantitative research methods, this study proposes a model consisting of eight factors. The final result showed that 6 factors affect the decision of the consumers, including: Technical characteristics, convenient location, characteristics of the shop, promotions, health concerns and trust. This is one of the important bases in proposing solutions to attract and increase the number of consumers buying vegetables at supermarkets.