Choice of Vegetable Buyers Choice at Markets and Supermarkets in Hanoi City

This study was conducted by surveying a sample of 255 vegetable buyers at 4 wholesale markets, 7 retail markets and 6 supermarkets in Hanoi city to examine their characteristics and behavior. The findings indicated that: 75.3% of vegegetable buyers are female. Important selection criteria are the freshness and color of vegetables. Some buyers often decide to buy vegetables at supermarkets because they trust on product traceability and trademark. Besides, others select to buy vegetables at markets because they are motivated by reasonable prices. In general, consumers trust on the quality of vegetables sold at supermarkets more than those sold at markets. They are willing to pay with higher price level if the vegetable quality is guaranteed. There are few differences in the convenience of purchasing vegetables at markets and supermarkets. To better meet consumers’ demand for vegetables, following measures should be taken: 1) Supporting for producers, collectors and wholesalers in understanding the need of consumers and, especially, the information about their choice; 2) Supermarkets should continue to sell certified products with specific trademark such as safe vegetables, VietGAP vegetables, organic vegetables to gian consumer trust, 3) State management agencies continue to improve the market planning and regularly control the food safety and sanitation and products’ trademark; 4) Producers should diversify products and apply safe vegetable production techniques and register the trademark and traceability for all of their products.