Understanding Consumer Decision during Shopping Food and Grocery in Hypermarket: Demographic and Trip Characteristic
Journal Title: Scholars Bulletin - Year 2016, Vol 2, Issue 1
Abstract
Abstract: Retail environment in Malaysia was changed especially in food and grocery segment when hypermarket format was introduced by foreign retailer in 1993. In this paper we tried to understand consumer decision during shopping food and grocery either hypermarket is a main location or not. An empirical study, which was carried out in Shah Alam with 400 grocery shopper as respondent showed no significant relationship between shopping decisions and demographic characteristic except marital status. On the other hand, only two out of five trips characteristic showed significant relationship namely trip frequency and companion during shopping in hypermarket. Keywords: shopping, food and grocery, hypermarket, demographic, trip.
Authors and Affiliations
Abd Rahman Roslan, Rohana Jani, Rosmadi Fauzi
Keywords
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