Thesis topic: Changing Consumer Preferences from Traditional Retail Channel (TTC) to Modern Retail Channel (MTC): A Study in HCM City.
CHAPTER I
INTRODUCTION
The introduction section will look at the retail market nowadays in Vietnam that is reason and factors from initiated this study. This part will show you the background of research, problem statement, research methodology, implication and scope and limitations which expect from the research and structure of this study. Those parts help you capture the content of this study to understand clearly what this study did.

1.1 Background and Rationale:
Vietnam's retail market is considered as one of the dynamic retail market and the annual growth rate is quite high in the area. In 2012, despite Vietnam's retail market slipped to number 32 in its annual index global retail markets (GRDI) announced by AT Kearney (2011 ranked 23). However many experts have identified this market still has great potential and opportunity. According to international organizations, Vietnam is still considered one of the countries with attractive retail market in the 2013-2015 period. Nielsen – Organization of market research evaluation, forecasts retail sales in the period 2013-2015 will have the average increase of about 8.5% / year. However, revenue growth will depend mainly on the disposable income of the people and the rise of the middle class (http://www.nhandan.com.vn/kinhte/).
According to a survey by the market research company and the data from the statistical offices, modern retail models ratio in Vietnam remained below 20%, much lower than other countries in the region . Currently, this rate in Indonesia is 43%, Thailand 46%, Malaysia 53% and China 64%. In terms of the big city, Vietnam Nielsen survey in 2011 showed that modern retail in Hanoi rate of 16%, in the Hochiminh city is 37%. However, this figure is still