Abstract
This study aims to measure the attitudes and perceptions of grocery shoppers towards Big C and Tesco Lotus among Thais and non-Thais. In achieving this, the importance and satisfaction of shoppers’ grocery store choice is examined. The product and service outlets of these two supermarket giants may look identical, but the satisfaction and importance attributed by shoppers may differ considerably. Results from the survey (questionnaire) of 180 respondents show that store image, quality of service, size and location, as well as price and promotion are positively related to satisfaction of shoppers’ choice of supermarkets. In addition, price and promotion, parking, and the environment positively affect the importance of shoppers’ choice of supermarkets. No valid relationship was found between either satisfaction or importance and demographic factors (gender, age, occupation, and ethnicity).
Highlights
When it comes to grocery shopping experience in Thailand, it is hard to shun the two major players, Big C and Tesco Lotus
This study investigates factors affecting consumers’ choice of grocery supermarket, perceived satisfaction and importance attributed to the Big C and Tesco Lotus
Results from the independent t-test of the difference in satisfaction and importance between shoppers’ store choice at Big C and Tesco Lotus show that both satisfaction and importance of Big C Tesco Lotus shoppers are not different
Summary
When it comes to grocery shopping experience in Thailand, it is hard to shun the two major players, Big C and Tesco Lotus. Other popular supermarket chains in Thailand include Macro, MaxValu, Tops, and Gourmet Markets Both stores are littered all over the national territory with branches found in every “nook and cranny” of Bangkok. Though both of them provide similar in operating large and smaller stores, Big C is noted for household items and electronics, similar to products and services found in Tesco Lotus. The latter, sell Thai products and Attitudes and Perceptions of Shoppers’ Grocery Supermarket Choices: A Comparative Analysis Between Big C and Tesco Lotus western goods. A shopper may choose to be loyal to one over the other of some reason(s)
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