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Title: An empirical cross-sectional survey of food retail internationalisation in Taiwanese hyper, super and traditional markets
Author: Lin, Chia-Shu
Awarding Body: University of Sunderland
Current Institution: University of Sunderland
Date of Award: 2009
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This doctoral thesis presents the findings from an empirical cross-sectional survey of food retail internationalisation in Taiwanese hypermarkets, supermarkets and traditional markets. A critical review of the works of Dupuis and Prime (1996) reveals erratic sales performance of hypermarkets operating in Taiwan and in other Asia-Pacific countries since 1989; this sales trend may be linked to lack of understanding of Taiwanese shopping preferences and choices (Burt and Carralero-Encinas, 2000). This led to the research question: “Can global food retailers using hypermarket store formats achieve and sustain their competitive advantage in emerging economies such as Taiwan”. This led to statement of research objectives with the overall aim to investigate how global food retailers using a hypermarket store format can successfully operate in the Taiwanese food retail market. These objectives were achieved by adopting a phenomenological research philosophy and a mix of focus group interviews and questionnaires (Churchill and Iacobucci, 2005; Saunders et al., 2007). The primary data were presented and analysed using both qualitative and quantitative techniques through employed Microsoft Excel and SPSS (Statistical Package for the Social Sciences). The thesis identified six critical factors: (1) facility convenience, (2) shopping environment, (3) convenient products, (4) price incentive, (5) convenient services, and (6) shopping convenience which impact Taiwanese store patronage. The results of the factor and cluster analyses reveal that ‘facility convenience’ (with the highest alpha coefficient value of α = 0.748) has the greatest impact on five Taiwanese shopping clusters: (1) Value shoppers, (2) Environment shoppers, (3) Efficient shoppers, (4) Leisure shoppers, and (5) Convenient shoppers. Hypothesis and chi-square tests revealed a relationship between the factors and clusters, which represents sources of competitive advantage for each store format, and formed the bases for constructing a conceptual framework for retail internationalisation in Taiwan. The framework is the thesis’ major contribution to knowledge in providing better understanding of Taiwanese consumer patronage of store formats - this has series implications for global food retailers in the broad area of food retail internationalisation. The major limitation of the thesis relates to the fact that there is a limited extent to which the conceptual framework could be generalised across emerging economies in the Asia-Pacific Region. The issue of generalisability led to identification of the following two key areas for further research: • Testing the conceptual framework by widening the sample size to cover other cities in Taiwan and other emerging markets. This would make the framework more relevant to the Asia-Pacific Region. • A comparative study to identify trends in grocery shopping behaviour involving hypermarkets, supermarkets and traditional markets in Europe and Asia.
Supervisor: Not available Sponsor: Not available
Qualification Name: Thesis (Ph.D.) Qualification Level: Doctoral
EThOS ID:  DOI: Not available
Keywords: Business