The purpose of this study is first, to identify and evaluate the store image attributes perceived by Vietnamese college students for mobile phone retailers in Hanoi. Second, by comparing the top three established mobile retailers, to characterize college consumers’ preferences with respect to each store dimension. Thirdly, to investigate the interaction between consumers’ price conscious and information-seeking traits as they relate to respondents’ perceptions of store image. A total of 307 usable college student questionnaires were obtained from an original sample of 500. The data obtained was analyzed using factor and reliability analysis, one-way ANOVA, K-mean cluster analysis, two-way ANOVA and independent sample t-test. Results found that variety of merchandise is the most important store image dimension perceived by college consumers in Hanoi. They no longer look for only low prices. Mobile World accurately aligned its positioning with consumer’s expectation of merchandise variation. Tran Anh was perceived as a low-price appeal retailer. FPT should give priority to improving its promotion strategy and store design. Meanwhile, three new factors of store image were labeled ‘professional and reliable service’, ‘ample brands, quantity and range’, and ‘building friendship for better deal’ in this study. Unexpectedly, there was a higher degree indication that price consciousness would moderate the influence of consumers’ information seeking tendency on their perception of store image. Based on the results of the survey generating more reliable and useful implications for both international and domestic retailers would help them to improve their store image.
