Factors Affecting Customers’ Choice of Supermarkets for Grocery Shopping in Chinhoyi Town

Abstract

The aim of this study is to investigate the factors that consumers in Chinhoyi Town consider when selecting a supermarket for purchasing goods and services. Supermarkets in Chinhoyi Town have been facing customer loyalty problems hence this study is critical in identifying the real factors that drive customers to choose a supermarket. In recent years, supermarkets in Chinhoyi have increased and become more concentrated in the Central Business area (CBA) and at the same time new grocery store forms, such as hypermarkets have invaded the Central Business Area too. These new options have given customers more alternatives for grocery shopping. Therefore the questionnaire approach was used to collect data from 322 respondents. The cross sectional method of data was collected once from the primary source. The hypothesis developed in this study was measured using regression analysis. The results of the study revealed that the location of the supermarket, children’s play areas and parking areas are likely to influence the customers’ choice of a supermarket. Thus this study recommends that supermarkets in C hinhoyi must have well defined parking areas, children’s play areas and must be located in areas that are more convenient to customers.