DETERMINANTS OF CONSUMER BUYING BEHAVIOUR OF SUPERMARKET IN TENKASI TALUKSubmitted by Anonymous (not verified) on Sat, 08/19/2017 - 06:40
India has witnessed a fast pace of retail development over the last few year. Customer taste and preferences are changing leading to radical transformation in lifestyles and spending patterns which in turn is giving rise to new business opportunities. There is a change being observed in the shopping pattern of customers, which has resulted in the emergence of big retail chains in most Metros, Mini metros and towns. A supermarket is a self-service store offering a wide variety of food and household merchandise, organised into departments. It is large in size and has a wider selection than a traditional grocery store, also selling items typically found in a convenient store, but smaller and more limited in the range of merchandise than a hypermarket. Mostly supermarkets occupy a large amount of floor space, usually on a single level. It is usually situated near a residential area in order to be convenient to customers. Its basic appeal is the availability of a broad selection of goods under a single roof, at relatively low prices. Other advantages include ease of parking and frequently the convenience of shopping hours that extend far into the evening or even 24 hours a day. This research study aims to analyses the consumer buying behaviour of supermarket. The primary data was collected using structured questionnaires and the opinions were recorded using likerts five point scale and the result was validated using Factor analysis. The sampling method used to identify the representative sample was “Judgment Sampling”. The result found that KMO measure of sampling adequacy is .557, Bartlett‟s test of Sphericity with approximate Chi-square value 427.084 are statistically significant at 5 % level. This shows that the sample size is adequate for 16 variables to identify the predominant factors.