Consumer Purchase Intention in the Superstore context of Bangladesh – An Analysis

Abstract

The purpose of this report is to show how customers show their choices of superstores in the context of Bangladesh. Despite the fact that the Bangladeshi superstore sector is still in its early stages, it is highly established in certain industrialized countries. The number of super shop locations in Bangladesh is insufficient; yet, it has tremendous growth potential because customer demand patterns are changing, overhead income is increasing, and super shop chains are also expanding. Over the last 19 years, supermarkets have changed the country's shopping habits and customer service. In every business, achieving customer happiness has always been difficult. Quality is the only factor that matters to a consumer. When a customer receives a service that fits his/her needs, s/he is happy and committed to that company and ensures repeat purchase.

In this study, consumer purchase intention from a superstore or choices of superstores is taken as a dependent variable. To evaluate the choices of superstores, five variables are used including distinctiveness, consumer group distinctiveness, brand quality, organizational associations, and image consistency. A structured questionnaire was used to collect data from the customers who frequently shop from the superstores in Dhaka city. Results show that among the five variables, image consistency and brand quality are the most important variable that influences consumer purchase intention. On the other hand, organizational associations are the least important variable to influence consumer purchase intention in the context of Bangladeshi superstores. Based on the results several implications and suggestions are forwarded.