Key factors influencing consumer behavior in retail stores: a case study of food land supermarket in Bangkok.

Abstract

This research aims to investigate the factors that can affect consumer behavior with regard to visiting supermarket by focusing on the case of Foodland supermarket in Bangkok in order to identify an effective strategy to attract consumers. This research uses the quantitative method by adopting questionnaire to collect data. The data were derived from customers, who visited in 3 branches of Foodland supermarket in Bangkok on October 2015, and also from questionnaires distributed online. The findings of this research show that the consumers’ motivations for visiting Foodland supermarket were composed of several factors, which also influence the perception of the store. For data analysis, the SPSS was used including the correlation coefficient and the multiple regressive analysis. However, all influencing factors have positive relationship to customer satisfaction, with the three highest significants being sales personnel, service, and advertising. The results are expected to facilitate Foodland supermarket stores to improve their products and services and create sustainable advantage by improving their strategy to attract consumers.