factors affecting consumer behaviour in retail

This research adopted questionnaires from the customers visiting retail stores in Tesco Lotus hypermarket in Bangkok. The retail stores are stores located within the same building of the hypermarket. This study examines how Tesco Lotus hypermarket in Bangkok motivates consumers to visit its retail stores located in the same building of its hypermarket.

Therefore, the main research question is "What factors influence consumer behavior to visit retail stores in Tesco Lotus hypermarket in Bangkok?". To observe consumer behavior in purchasing products or services from retail stores in the hypermarket;. To determine the factors influencing consumer behavior in purchasing products and services from retail stores in Tesco Lotus hypermarket in Bangkok;.

To predict the consumer behavior trend in consumption of products and services from retail stores in hypermarkets;. To use the information to improve the quality of the products and services sold in retail stores in the Tesco Lotus hypermarket. There are some factors in the patronage motive which can encourage consumers to visit retail stores in a hypermarket.

Ensuring exact compliance with specifications has a positive relationship with consumers visiting hypermarket stores.

Theoretical Foundation

Kelly (2012) found that when consumers shop for their personal consumption, such as clothing or electronics, they try to minimize their costs in terms of product prices, time spent, and even energy required to devote to finding products. .

ResearchFramework

METHODOLOGY

The selection of these respondents suited the context of the study, that is, to identify the factors that influence consumer behavior in terms of visiting retail stores in a hypermarket. The questionnaires were adapted from Paiboon (2011), “Successful Hypermarket Retail Marketing Strategy for Three Location Samples in Thailand”.

RESULTS

Demographics Results
Visiting Retail stores in Tesco Lotus Hypermarket
MAIN FINDINGS
The Emotional Buying Motive and Consumer Behaviour
Rational Buying Motive and Consumer Behaviour

According to hypothesis 1, I predicted that variety of selection would be a factor influencing whether Tesco Lotus consumers visit retail stores, as consumers tend to seek a location that offers more choices. According to hypothesis 2, I predicted that ensuring exact fulfillment of specifications would affect consumers' decision making regarding visiting retail stores to shop at Tesco Lotus hypermarket, as it means providing what consumers want. I found that less than 50% of consumers believed that this is an important factor that motivates them to visit retail stores.

As predicted in Hypothesis 3, convenience of location may be a factor that motivates consumers to visit retail stores in Tesco Lotus hypermarket as it allows consumers to save travel time as well as transportation costs. The results show that more than 70% of the respondents on all aspects believed that it is more important or the most important factor that motivates them to visit retail stores in Tesco Lotus hypermarket. According to the results, most of the consumers believed that distinctiveness is a neutral factor that affects their decision to come to retail stores to shop at Tesco Lotus hypermarket as the weight scores are around 3 or lower.

My prediction in hypothesis 5 was that enjoyment of recreation would have a positive relationship with the consumers who visit retail stores in hypermarkets because it would offer customers a place to rest and spend time with family. The results indicate that most of the consumers thought of this as a neutral factor in their motivation to come to retail stores. According to the results, about 60% of customers see this factor as more important to influence their decision to visit retail stores in hypermarkets.

Thus, it is reasonable to conclude that quality reliability is an important factor influencing consumers' decision to visit retail stores in Tesco Lotus hypermarket. My prediction in hypothesis 7 was that ancillary service reliability would affect whether consumers visit retail stores in Tesco Lotus hypermarket because consumers may worry about other services when they go shopping. The results show that only the safety criterion is an important factor for consumers when they visit Tesco Lotus retail stores and hypermarkets, as all other aspects received average scores above 3.00, while safety received 3.47.

I predicted in hypothesis 8 that purchasing economy is a factor that motivates consumers to visit retail stores in Tesco Lotus hypermarket which. The results indicate that almost 60% of consumers responded that visiting retail stores in Tesco Lotus hypermarket provides shopping economy. Since visiting and shopping in retail stores in Tesco Lotus hypermarket can enable consumers to save money, it is a factor that influences consumer behavior in relation to visiting retail stores.

More than half of the 100 respondents (59%) are generally satisfied with all aspects of the factors that motivate them to visit Tesco Lotus hypermarket retail stores. All respondents (100%) expressed their willingness to return and shop at the retail stores in the Tesco Lotus hypermarket.

DISCUSSION AND CONCLUSION

This research supports the theory of merchandising principles (Copeland, 1924), according to which companies can adapt to consumer behavior based on how consumers perceive the factors that influence their willingness to visit retail stores. According to the results, all motivational factors can encourage consumers to visit retail stores in hypermarkets at different levels. The research can serve as a guideline for Tesco Lotus in developing its strategies to attract customers and improve the quality of products and services to meet customer needs.

Future research can compare different hypermarkets to gain more insight into consumer perception and level of satisfaction. Since this study focused on one hypermarket chain, the results may not be strong enough to represent all consumers' perceptions of the factors that influence their willingness to visit retail stores in a hypermarket. Furthermore, retail stores in the Tesco Lotus hypermarket offer a variety of products and cater to consumers differently than other hypermarkets.

Furthermore, the size of each hypermarket is important; therefore, results may vary by location and size of location where data is collected. The second limitation of this research is that it used simple statistics to analyze the data, due to time constraints. Another limitation is that the principle of merchandising theory would not be able to be applied 100% in retail stores.

However, it can be transferred to the retail stores, as the products sold do not differ much from the products in the department store, such as the VAT and pop stores and the individual kiosk. For future research, the data should be collected from different hypermarkets such as BigC and Macro. In addition, future research can study the factors that lead consumers to make purchases in hypermarket retail stores to obtain more insightful information for companies that will enable them to improve their strategies to attract more consumers.

Moreover, future research can explore the factors that influence consumer behavior regarding repurchasing products and services in hypermarket stores. Finally, future research should observe and prioritize the key factors of each dimension that influence consumer behavior in terms of shopping in hypermarket stores, such as product quality, service quality, cleanliness, and perceived value. These factors would provide a better understanding of customer satisfaction and guide how to improve service quality to meet customer needs.

Rethinking One-Stop Shopping: A TIMES Model Approach to Matching Store Hours and Shopping Schedules, Journal of Consumer. Retrieved March 15, 2014, from http://www.fooddigital.com/top_ten/top-10-business/top-ten-grootste-supermarkt-ketens-in-the-world.

APPENDICES

APPENDIX A: Questionnaire

Consumer behaviour in visiting retail stores in Tesco Lotus hypermarket

How much do you spend on average in retail stores in Tesco Lotus hypermarket per time. Who do you usually come with when you visit retail stores in Tesco Lotus hypermarket.