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Of supermarket convenience of consumer buying behavior

Author: MaoXing
Tutor: YuShiRen
School: Chongqing Technology and Business University
Course: Business management
Keywords: Supermarkets Convenience Consumer perception Emotional reactions Cognitive evaluation Consumer buying behavior
CLC: F224
Type: Master's thesis
Year: 2010
Downloads: 257
Quote: 0
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Abstract

With the deepening of China's economic reforms, the retail industry is developing rapidly. Since supermarkets in China was born in 1991, provided for people living convenience has become an indispensable part. As business competition, consumers growing demand for convenient supermarket. Consumers supermarket survival and development, and how to attract consumers, and to retain consumers become supermarket attention and the focus of the study. In this paper, the theoretical study of the convenient theory, consumer perception and purchasing behavior, overall consumer shopping process line, on the convenient dimensions supermarket and summarized, and the relationship between consumer perception and behavior build a conceptual model and make assumptions. According to research data obtained through principal component analysis convenient supermarket three factors: convenience products and services, environmental services, and close to the convenience, so as to establish a supermarket to facilitate the evaluation of structural system. Using correlation and regression analysis of supermarket convenience, consumer perception and behavior among research, validate assumptions and to obtain the regression equation. Supermarket convenience on consumer purchase behavior have a significant positive correlation between products and services to facilitate the greatest impact, environmental facilitation followed by proximity to facilitate the weakest. Affect consumers' cognitive appraisal of supermarket convenience, convenience factor of the products and services only affect the perception of product quality; convenient products and services, close to the convenience affect perceived service quality. The supermarket convenience affect consumers shopping mood, environment to facilitate consumers' positive emotions and negative emotions are the biggest products and services to facilitate followed the close convenience weakest. Evaluation of consumer awareness and emotional reactions affect their buying behavior and impact: positive emotions, perceived product quality, negative emotions and perceived service quality. Analysis of variance showed that the reaction of the demographic factors of gender on consumer sentiment, significant differences in service quality perception and behavior. Different ages of consumer sentiment and behavior have significant differences, no significant differences in cognitive evaluation; consumers affected by the level of education, income and patronize no significant difference in the frequency of consumer perception and behavior. Consumers shopping planned control variables significantly affect their negative emotions, perceived service quality and behavior; consumers timeliness significantly affect their negative emotions and perception of product quality; the consumers familiar supermarket significant affect consumers' positive emotions and behavior . In accordance with the conclusions of the empirical analysis supermarket should selectively or optimization project supermarket convenience factor, to meet the convenience needs of consumers weigh the costs and benefits on the basis of.

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