CONSUMER CHOICE CRITERIA IN SUPERSTORE SELECTION

Abstract

Purpose- This study aims to find the factors which create a pull towards superstore visits. It will examine all the external and internal factors which lead to a customer visiting a specific superstore regularly. Methodology/sample- A survey is taken among the people who visit superstores to evaluate the factors which are the most important for them and which are least important. Pearson Chi-Square test and Factor Analysis has been conducted to evaluate the factors which are of prime interest to the customers. Findings- This study reveals that customers give a huge emphasis on the location of the superstore and the security of the location as well. The study also indicates that the availability of parking space at a superstore is of prime importance for the customers furthermore the traffic conditions also effects the decisions of customers. Good quality and wide variety in the products at a superstore have a positive effect on the customers. It also suggests that in order to create a pull towards a specific superstore giving proper customer service is quite essential for the customers. Practical Implications- This paper provides an insight into the factors which influence the customers to shop from particular superstore and what factors retailers should keep in their retail mix when building a superstore.