This paper investigates the determinants of buying decision and amount of money spent by the households at Coopmart Can Tho. Data used in the paper including 120 observations were randomly gathered from the households in Can Tho city. Using the Heckman Selection Model, the paper show that the factors related to households head characteristics (occupation of household head, average monthly income) and households characteristics (households size) are significantly affecting on decision to buy goods and services at the Coopmart Can Tho (Probit model) and the factors including the households head charateristics (occupation of household head, average monthly income, shopping experience) and the enterprises characteristics (promotion programmes and gifts) are significantly influencing on the money spent