Factors affecting consumer behaviour in retail stores in Tesco Lotus hypermarket in Bangkok.

Abstract

The purpose of this paper is to identify the factors that can affect consumer behaviour with regard to visiting retail stores in a hypermarket, in order to identify an effective strategy for attracting consumers. This research adopted questionnaires from the customers who visit retail stores in Tesco Lotus hypermarket in Bangkok. The data were derived from 100 respondents from 5 branches of Tesco Lotus hypermarket in Bangkok. The findings of this research show that the consumers‟ motivations for visiting retail stores were patronage buying motive, emotional buying motive, and rational buying motive. However, the top five factors that influenced the consumer behaviour to visit Tesco Lotus hypermarket were the convenience of the location, economy of purchase, variety of selection, dependability of the quality, and securing exact fulfilment of specifications, respectively. KEY WORDS: Hypermarket /Tesco Lotus / Bangkok / Consumer Behaviour / Retail stores