Kotler and Keller
Kotler and Keller (2009, p. 482) define retailing to encompass all activities in selling goods or services to the final consumers for personal or business use irrespective of the type of organization, how the goods are sold or where the goods are sold. The retail sector accounts for a sizable share of the Philippine economy. Patalinghug (2001) claimed that the retail trade sector contributed on the average 10.7 percent of the Gross Domestic
Product (GDP) from 1981 to 1999 and employed 4.3 million mostly female workers in 1998. Performing the distribution and bulk breaking function, the retail sector serves the population for most of the household requirements. The typical retailers’ marketing decisions include target market, product assortment and procurement, pricing, services and store atmosphere, store activities and experiences, communication and location (Kotler &
Keller, 2009, pp. 488-495). The scope of the present study covers aspects of the supermarket1 which affect retail patronage.
Such factors may include satisfiers, which attract the customers to the store, and dissatisfiers, which pose as shopping2 problems of customers. Thus, two of the retailers’ decisions like target market or product procurement are not applicable. For one thing, the target market decision is made when the store is established, while procurement decisions relate to replenishment of store inventory. The remainder of the retailers’ marketing decisions are customer-centric and these influence retail patronage.
Such focus on supermarkets is understandable because Filipinos still shop in-store for most of their groceries (AC
Nielsen, 2005). Most urban Filipino households shop for groceries on a regular basis to replenish food, health and beauty products, household maintenance and supply, and so forth (AC Nielsen, 2005). While
Filipinos still purchase most food in traditional outlets such as
Product (GDP) from 1981 to 1999 and employed 4.3 million mostly female workers in 1998. Performing the distribution and bulk breaking function, the retail sector serves the population for most of the household requirements. The typical retailers’ marketing decisions include target market, product assortment and procurement, pricing, services and store atmosphere, store activities and experiences, communication and location (Kotler &
Keller, 2009, pp. 488-495). The scope of the present study covers aspects of the supermarket1 which affect retail patronage.
Such factors may include satisfiers, which attract the customers to the store, and dissatisfiers, which pose as shopping2 problems of customers. Thus, two of the retailers’ decisions like target market or product procurement are not applicable. For one thing, the target market decision is made when the store is established, while procurement decisions relate to replenishment of store inventory. The remainder of the retailers’ marketing decisions are customer-centric and these influence retail patronage.
Such focus on supermarkets is understandable because Filipinos still shop in-store for most of their groceries (AC
Nielsen, 2005). Most urban Filipino households shop for groceries on a regular basis to replenish food, health and beauty products, household maintenance and supply, and so forth (AC Nielsen, 2005). While
Filipinos still purchase most food in traditional outlets such as