Abstract
Factors Affecting Consumer Attitudes Toward Chain Super Store Brands in Bangladesh
Highlights
With the consistent development and changes in the global economy, retail industry culture plays a vital role in our society as well as economy
As there are a number of retail outlets available to the customers and the services, product variety, geographic coverage and competiveness are increasing in Dhaka, customers are getting more option to choice a super shop
The study variables controlled, uncontrolled communication and brand name are significantly related to brand attitude
Summary
With the consistent development and changes in the global economy, retail industry culture plays a vital role in our society as well as economy. The world is becoming so fast that the customers don’t have much time to go for shopping in different markets at a time. They would rather go to a market or a shop where they can buy the all types of products at once from the same place. There are many established super shop chain exits in those countries. AGORA is the first retail super shop chain that introduced in 2001 and it is the largest super shop in Dhaka city. As there are a number of retail outlets available to the customers and the services, product variety, geographic coverage and competiveness are increasing in Dhaka, customers are getting more option to choice a super shop. There is an importance of studying the related factors (i.e. controlled communication, uncontrolled communication, brand name) that influence a customer choosing a particular retail shop in Dhaka
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