A Study of the Factors That Affect Consumes'r Perception Value of Supermarkets in Da Nang

This article aims to identify factors that influence consumers' perception value of supermarkets in Da Nang. Data is collected from 150 consumers who are frequent customers of supermarkets via questionnaires which are then analyzed by means of SPSS software.The results point out five factors that are considered to affect consumers' perception value of the supermarket including: “Prices”, “Staff's attitude”, “Supermarket space”, “Facilities, “Trust”.Particularly, \"Facilities\" has the strongest influence on consumers' perception value and the least strong is “Supermarket space”. Based on the research findings, the article also provides several suggestions to increase customers' perception value of supermarkets in Da Nang city