Abstract
The aim of the study is to determine factors affecting consumer decision in choosing supermarkets for purchasing fresh food in Hue City. The proposed study model was developed based on synthesizing the results from similar previous researches in combination with qualitative study. Reliability and validity of the scale were evaluated by Cronbach’s Alpha and Exploratory Factor Analysis (EFA). Based on data collected from 136 consumers who are buying fresh food in the supermarkets, results from multi linear regression shows that there are three factors affecting consumer decision in choosing supermarket for purchasing fresh food in which highest impact on consumer decision is convenience of location and arragement (0.368), following is convenience of services (0.318) and product (0.241).