A Comparative Study of Customer Perception towards Various Supermarkets: Unraveling Preferences and Influencing Factors

Abstract

This research delves into the intricate realm of customer perceptions towards supermarkets, aiming to conduct a comparative analysis across diverse retail environments. In a competitive market where consumer preferences shape the retail landscape, understanding the factors influencing customer perceptions is critical for supermarkets seeking to enhance customer satisfaction and loyalty. Employing a mixed-methods research design, this study combines qualitative data gathered through interviews and focus group discussions with quantitative surveys to examine and compare customer perceptions towards various supermarkets. Qualitative insights will provide a nuanced understanding of the factors shaping customer opinions, while quantitative analysis will identify trends, preferences, and correlations among different supermarket attributes. The research aims to uncover the key determinants influencing customer choices, such as the impact of pricing strategies, the role of product quality, the importance of a positive shopping experience, and the influence of brand image. Additionally, the study seeks to identify areas for improvement and innovation within the supermarket industry by evaluating the factors that contribute to customer satisfaction and loyalty. The findings from this research are expected to offer valuable insights for supermarket operators, retailers, and industry analysts. By understanding the nuances of customer perceptions, supermarkets can tailor their strategies to better meet consumer expectations, ultimately fostering a competitive and thriving retail environment. This study contributes to the broader understanding of consumer behavior within the supermarket sector, providing a foundation for further research and strategic decision-making in the retail industry.