In emerging markets, consumers such as the Vietnamese middle class in urban areas are becoming more affluent. Today, consumer spending is an important part of Vietnam’s economy (Cohen, 2004; Euromonitor International, 2010). These developments transform families’ and individuals’ consumption habits. After they become wealthier, consumers tend to spend money on expensive products, such as luxury goods, cars, furniture, and high-end technology (Khanh and Hau, 2007).