Elements of Supermarket Image Influencing the Purchase Intentions of Youth in Pakistan

Abstract

This study investigated the influence of various elements of store image on the purchase intention of youth  in Pakistan. The store image elements include: atmospherics; convenience; product quality; employee service; and physical facilities. This study employed quantitative technique of survey questionnaire for collecting data. A statistical evaluation was made of various store image elements affecting the purchase intention of youth in making purchases from supermarkets in the cities of Rawalpindi and Islamabad in Pakistan. The study sample population comprised 400 customers. The data was analyzed through SPSS software. Descriptive statistics, Regression model, bivariate correlation analysis and OLS regression were undertaken to compute the data. The findings showed that all the observed elements of supermarket strongly influence the purchase intention of young customers and effective supermarket image building measures can help supermarkets in increasing their sales, profits and reputation in Pakistan.

Keywords: atmospherics, convenience, product quality, employee service, physical facilities, purchase intention, youth.