CONSUMERPERCEPTION ON FRESH FOOD PURCHASING AT SUPER SHOP IN DHAKA.

Abstract

Super stores are playing a key role in the field of shopping in Bangladesh. The popularity of super stores is increasing day by day in our country and consumers are becoming more habituated to buying from here. Today’s consumers are also very much concern about food items. They want fresh, hygienic and healthy foods. So, super stores have become a great source for the consumers to get these items of foods. This paper is an attempt to investigate consumer perception of food purchasing at super shop in Dhaka. Survey methodology was used to collect the data from 80 respondents. The researcher analyzes data variable using percentages, frequencies, means, standard deviations, t Test and answers the research questions. The study found that many factors were responsible for this changing buying behavior such as: in store atmosphere, point of purchase display, convenience, location, product characteristics, product quality, availability of branded items, store size, store image, product variety seeking, discounts, stock outs, packaging, in store display etc. All the characteristics are subject to consideration while making a purchase. Quality of product has the most significant influence on purchasing decisions at super shop customers. Specifically planned purchase, generally planned purchase, substitute products all have an impact on impulse buying. The paper will be useful for marketing practitioners and researchers towards comprehensive understanding of the consumer’s perception on super shop.