Factors Influencing Consumers' Decision to Buy at Supermarkets

Supermarket business model has been growing at a faster pace in developing countries contributing to economic growth and this study is focused on understanding consumer behavior at the supermarkets and factors affecting their buying decision. Various Research Journals have been referred to comprehend factors considered for analyzing consumer buying behavior and research approach. Data group was based on convenience sampling and an online survey was circulated among the targeted respondents. A total of 78 responses were received out of which 38 were female and 40 were male where majority of them belong to the 20-25 age group. It was discovered through percentage analysis that the quality of the product, product brand, discounts, and customer service were the most influential factors impacting consumers’ buying decisions at supermarkets. Segmentation of sample is done based on demographic factor gender and z test is employed to understand if there is any disparity in the opinions of the male and female for chosen factors such as product display, brand memory and healthier options.