CRITICAL FACTORS AFFECTING SALES REVENUE IN SUPERMARKET CHAINS: A CRITICAL REVIEW OF LITERATURE

Abstract

The retail industry in Vietnam has received a great contribution from
supermarket chains. With the explosion of urban areas, the supermarket chains
have gradually replaced the role of markets. However, the retail industry is
highly competitive, requiring businesses in this industry to have appropriate
strategies to survive and develop sustainably. This study is a theoretical study,
based on the analysis of previous research papers, to investigate the factors
affecting sales in supermarket systems in Vietnam. The results of the study
suggest factors affecting sales revenue of supermarket systems in Vietnam,
including the quality of the goods, selling prices, the volume of sales and
supermarket location, competitors and marketing policies. Research results are
the basis for developing empirical studies later.