ABSTRAK :rnrnModern trade stores have been very successful in Vietnamese retail industry, especially in some big cities. However, the popularity of such stores is still lagging behind the traditional stores. In regard with this issue, many studies have been done over time, but very few have been focused on rural regions in emerging countries like Vietnam. Thus, this study aims at exploring the reasons why Vietnamese consumersrnin the remote area prefer to shop at traditional stores instead of modern stores. Furthermore, this study attempts to fill the gap between these two types of formats. The research uses quantitative method with the aid of SPSS software to analyze the data. The results show that consumers in the remote areas are still not willing to quit their traditional shopping habits for a new choice of store based on the current situation. Therefore, it is not the right time for investors to expand their modern business into the country’s rural areas.