PURCHASING INTENTIONS OF CONSUMERS AT A CITY SUPERSTORE

Abstract

Purpose: This study strives to understand what drives suburban superstore customers to buy. With this information, businesses and marketers may better target and interact with these categories of consumers while also gaining insight into the areas that still require significant improvement to maintain their place in the minds of consumers.

Theoretical framework: Over the previous two decades, Bangladesh's superstore commerce has flourished. Multiple reasons have contributed to the rise in the popularity of superstores, which has resulted in intense competition among them. Because of this, researching shoppers' habits concerning supermarkets is crucial. (Alam & Noor, 2020). To broaden the subject of superstore literature in Bangladesh, more research is needed to understand customer behavior patterns, particularly the issue of loyalty.

Design/methodology/approach: This survey focuses on the inhabitants of Bangladesh's northern region. Before the survey, there was a brief discussion that aided in developing a descriptive research design regarding the purchasing behavior of supermarket customers. A research design has been developed using the original UTAUT model, first introduced in 2003 by V. Venkatesh and colleagues (Venkatesh, Morris , Davis , & Davis, 2003), and the study's hypotheses were evaluated using Cronbach’s Alpha Correlation, structural equation regression analysis, Pearson's Correlation analysis, and Scatter plot for Regression analysis.

Findings: The study found a strong correlation between Purchase Intention and consumer awareness, promotional activities, Peer Group influences, and superstore amenities.

Research, Practical & Social Implications: Entrepreneurs find it challenging to develop super shops in urban and suburban areas of Bangladesh, an agricultural country in the lower middle class. Quality goods with a reasonable price strategy, positive word of mouth with celebrity endorsement, extra care, offer and discount, location, and cultural acceptance are all significant elements that require much more attention to attract mega shop customers than typical shops. Marketers and entrepreneurs can establish and successfully promote their super shop businesses in small cities with the help of this study.

Originality/value: Anybody concerned with the mentality of shoppers in an emerging economy should benefit from this research. Business owners and marketers can nudge consumers in that direction by creating exciting promotional activities that make buyers feel compelled to visit the super shop.