The Bangladeshi Consumer Behavior and Attitude Toward Superstores

Abstract

Superstores introduced a whole new experience in the shopping of daily necessities. They offered quality products at a stable price in safe and clean environment in order to survive and achieve profitability. Although there are many factors which relate to customer satisfaction, but most of previous empirical research in this field tended to emphasize on quality products, products variety and special products, location, hygienic environment, hassle free shopping and freshness , competitive price, service and layout of the store. The purpose of the study is to identify the role of each of the factors to respond to customer requirements to satisfy customers and what and how they behave in the market place toward these factors. The totality of their movement toward the factors and attitude, the researcher liked to demonstrate here.  The questionnaires were developed from many previous researches. The data was collected from 50 customers of 5 superstores in Chittagong. The result of this study shows that the factors have positive relationship with customer satisfaction those in terms ensure store loyalty. Therefore, the superstores should consider product and store service factors as the foundation to satisfy customer and to improve service quality as an add-on value to customer.

Keywords: Superstore, Consumer Behaviour, Attitude, Demographic factors.