Abstract:
Super stores are playing a key role in the field of shopping in Bangladesh. The
popularity of super stores is increasing day by day in our country and consumers
are becoming more habituated to buying from here. Today’s consumers are also
very much concern about food items. They want fresh, hygienic and healthy foods.
So, super stores have become a great source for the consumers to get these items of
foods. This paper is an attempt to investigate consumer perception of food
purchasing at super shop in Dhaka. Survey methodology was used to collect the
data from 80 respondents. The researcher analyzes data variable using percentages,
frequencies, means, standard deviations, t Test and answers the research questions.
The study found that many factors were responsible for this changing buying
behavior such as: in store atmosphere, point of purchase display, convenience,
location, product characteristics, product quality, availability of branded items,
store size, store image, product variety seeking, discounts, stock outs, packaging,
in store display etc. All the characteristics are subject to consideration while
making a purchase. Quality of product has the most significant influence on
purchasing decisions at super shop customers. Specifically planned purchase,
generally planned purchase, substitute products all have an impact on impulse
buying. The paper will be useful for marketing practitioners and researchers
towards comprehensive understanding of the consumer’s perception on super shop.
Description:
A Thesis
Submitted to the Faculty of Agribusiness Management
Sher-e-Bangla Agricultural University, Dhaka,
in partial fulfillment of the requirements
for the degree of
MASTER OF SCIENCE
IN
DEPARTMENT OF AGRIBUSINESS AND MARKETING
