2.5.4 Consumption pattern of an average Vietnam The Vietnamese consumer confidence is believed to have increased sharply for the first time since March 2007, according to the survey provided by the Nielsen Company. Vietnam is now ranked fourth most confident country in the world, jumping up 5 places since March. According to the survey, 69% of Vietnamese consumers said that their nation is currently in a recession compared to the 76% of April 2009. More than half of the Vietnamese being interviewed said that they will be out of the recession and job prospects will be good to excellent during next year. Despite the new sense of optimism in the world, spending money is still constrained. Vietnamese consumers are remaining relatively cautious in spending. Due to the survey, 46% of the Vietnamese consumers stated that the time is still not good enough for them to buy the things they want and need, while 51% said that they would rather put their money into savings after covering important living costs. The Vietnamese people consumption habits have changed dramatically. The accession into WTO together with the strong economic growth, the improving living standards have changed the consumer trends in Vietnam with the modern shopping habits increasing from 9% in (2005) to 14% in (2007) and is predicted to continue to rise to 24% in 2010. Particularly, in Hochiminh city and Hanoi, these rates are at 15%, 24% and 37% respectively. The shopping behaviours are changing from daily shopping in traditional markets to purchasing a huge amount of goods for the whole week from the supermarkets, shopping centres or via Internet; together with the rise in the shopping value, using more health care services, even beauty care for both sexes, travel services, insurances, education, etc. The young consumers as well as consumers with high incomes are increasing, promoting high retail level and therefore, shows an optimistic development for Vietnamese retail businesses. According to Mrs. Loan, together with the changing in consumer habits is the change in the developing trend of the Vietnamese retail market. In the recent time, this trend has shown a positive move and the domestic retail companies are linked together, built upon long- term strategies, enhancing the professionalism, especially paying attention to the personnel training resources and modern management, together overcoming the weakness inherent in the work of finance and logistics. For instant, there are a series of supermarkets and convenience stores chains like Coop Mart, Hapro Mart, Phu Thai Group, Vinatex Mart, Fivimart, HTX Thuan THanh- Thua Thien Hue, etc.