The Factors That Influence the Consumer in Choosing Departmental Store in Bangladesh
Chapter 01
Abstract
City life is changing day by day. People are experiencing more and more changes and developments. People from diverse walks of life are also settling themselves with the growing pace. For the marketer, it has become a great opportunity to understand the actual needs and wants of the population and while providing them with the commodities, the service industries are also going through tremendous changes. The Chain Superstores are now a growing phenomenon in Dhaka city. As the customers are increasingly becoming more aware of the conveniences and their own lifestyles, they are in many cases preferring to go to a Chain Superstore for their everyday shopping rather than to small departmental stores around. This research has been conducted to identify the Factors influencing consumers to shop Superstore in Bangladesh- in specific six probable extrinsic cues. The six extrinsic cues- Brand Image, Perceive Price, Perceived Quality Product Availability, Location of the store and Environment were tested to see if they have any positive influence on customers’ decision making to go shopping from a Chain Superstore. The study illustrates the various responses from the survey respondents which were later used as input for further data analysis to get the statistical output of the research. This research has identified certain important findings both for market researchers as well as students involved in academic researches. The research can be used for the basic understanding of the market dynamics when it comes to the consumers’ influencing factors on Chain Superstores.
Introduction
Supermarket biggies have attempted a massive expansion drive to catch up more shoppers who still depend on unorganized wet markets to buy their essentials. According to analysts, the rise in supermarkets will diversify consumer choices and boost consumer spending needed for economic growth, while the wet markets will also witness an improvement in quality and
Abstract
City life is changing day by day. People are experiencing more and more changes and developments. People from diverse walks of life are also settling themselves with the growing pace. For the marketer, it has become a great opportunity to understand the actual needs and wants of the population and while providing them with the commodities, the service industries are also going through tremendous changes. The Chain Superstores are now a growing phenomenon in Dhaka city. As the customers are increasingly becoming more aware of the conveniences and their own lifestyles, they are in many cases preferring to go to a Chain Superstore for their everyday shopping rather than to small departmental stores around. This research has been conducted to identify the Factors influencing consumers to shop Superstore in Bangladesh- in specific six probable extrinsic cues. The six extrinsic cues- Brand Image, Perceive Price, Perceived Quality Product Availability, Location of the store and Environment were tested to see if they have any positive influence on customers’ decision making to go shopping from a Chain Superstore. The study illustrates the various responses from the survey respondents which were later used as input for further data analysis to get the statistical output of the research. This research has identified certain important findings both for market researchers as well as students involved in academic researches. The research can be used for the basic understanding of the market dynamics when it comes to the consumers’ influencing factors on Chain Superstores.
Introduction
Supermarket biggies have attempted a massive expansion drive to catch up more shoppers who still depend on unorganized wet markets to buy their essentials. According to analysts, the rise in supermarkets will diversify consumer choices and boost consumer spending needed for economic growth, while the wet markets will also witness an improvement in quality and