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By the end of 2017, General Statistics Office shows total retail sales in the country reached 3934.2 trillion dongs ($171 billion), increased 10.9% compared to the same period of 2016. The research focused on the questions of what are the factors that affect store image and customer’s choice of convenience stores, and how these factors affect them. The study used descriptive analysis and quantitative methods (the survey has sample size n = 252 comprising of students, officers and customers who had purchase experience in any convenience store in Ho Chi Minh city). The final conceptual model was based on various past researches related to the issue. After collecting data and testing with SPSS v.21 and AMOS, the research found out that consumer social-mindedness have a positive effect on all the four factors of store image while world-mindedness just impact three factors: purchase experience, augmented experience and repeat purchase experience. Furthermore, purchase, visit, augmented and repeat purchase experience all had a positive impact on customer choice. Although subject to some constraint such as time and resources, the research can help companies have a general understanding of what customers want and help them attract more customers.
... Conclusion The objective of this study is to identify the factors affecting store image and the choice of a convenience store Then it also evaluates the importance degree of each element The received... choosing which products and brands to stock, how to display them, and ways to develop their store image (Figure 2, Appendix) Model of factors affecting store image and the choice of hypermarkets in... support and illumine them However, the contents may be different and adjusted to appropriate with the case of convenience stores The relationship and impact of store image toward other factors