The research is based on both secondaryand primary data collection. The secondary data came from trustworthy andempirical evidence of various scholars relating to food buying behavior,consumers’ choice of retail outlets for fresh meat, fresh meat attributes, andmarketing mix factors.
However primary data occupies the most because thesecondary data are not precise enough for Vietnamese fresh meat consumers. Primaryquantitative data were gathered through a questionnaire-based survey with meatconsumers in Thu Dau Mot city, Vietnam, This study implements the survey method,and then a structured questionnaire must be established. According to Tull andHawkins (1990), lots of areas of data can be exploited by using survey method,as attitudes, feelings, beliefs, past and intended behaviors, knowledge andpersonal characteristics. In marketing research, using survey method is alwaysthe most well-known way of primary data. The survey method is simple to manageand it can support by giving trustworthy data even when only having limitedresponses (Malhotra et al.2008) Thisstudy mainly implemented SPSS v. 17 to analyze data.
Thesurvey will be conducted at some predetermined modern and traditional retailoutlets. This action is considered to give a correct means of data collection.Spending less time and effort for researchers will be benefits when using theshopping mall intercepts method because they don’t have to spend money on theattraction interviewee’s willingness (Hair, 2008). The questionnaire was divided into 2sections:Thefirst section is exploring socio-demographic information of respondents.According to Bonne and Verbeke (2006) and Krystallis and Arvanitoyannis (2006),there are interrelations appeared between socio-demographic characteristicssuch as income, education level, gender, family size, number of children in thehouse and the quality of fresh meat.Thesecond section is deeply investigating all factors influence on consumers’choice of retail outlets for fresh meatThetarget meat for this study is fresh meat (chicken, pork or beef).