Supermarket Shoppers Research Articles

Utilization of Liquid Organic Fertilizer from Cow and Chicken Manure, Indigofera on Hydroponic Lettuce, and Consumer Perception

Lettuce (Lactuca sativa L.) is a horticultural plant with high nutritional and economic value and good development prospects in Indonesia. However, the high costs of hydroponic fertilizers drive research to find more economical alternatives, such as substitution with Liquid Organic Fertilizer (LOF). This study aims to analyze consumer perceptions of hydroponic lettuce using LOF substitution and understand consumer responses and purchasing behavior toward these products to identify the attributes influencing purchasing decisions for hydroponic lettuce with LOF substitution. The study employs a survey method with purposive sampling, involving 35 regular customers and 15 supermarket shoppers from PT ABA to collect primary data through questionnaires regarding consumer interest in hydroponic lettuce with LOF substitution. Additionally, proximate analysis and nutrient content testing are conducted in the laboratory. Data analysis uses conjoint and discriminant analysis with SPSS Statistics 24 to evaluate consumer responses and the most preferred product model based on nutritional attributes, price, and weight. The study successfully analyzes consumer perceptions of hydroponic lettuce with LOF substitution and finds that consumers have a positive view of this product, mainly due to its better nutritional content and the plant's ability to absorb nutrients optimally. These factors significantly influence purchasing decisions, with the main attributes being price, weight, and nutritional content.

Effects of Utilitarian, Hedonic and Social Motives on Mall Shoppers Satisfaction

The primary objective of the study was to comprehend the factors influencing customers' choices in supermarket shopping. A notable concern arises as shoppers tend to frequent supermarkets regardless of the availability of alternative modern shopping options nearby. Employing the convenience sampling method, the research distributed 300 self-administered questionnaires at Mlimani City, a significant mall in Dar es Salaam, and retrieved 291 completed responses. Guided by consumer behavior theories, the study focused on utilitarian, hedonic, and social factors influencing customer satisfaction with supermarket shopping experiences. The findings emphasized the paramount importance of social factors, followed by hedonic factors, in shaping customer satisfaction. Utilitarian factors exhibited a stronger impact on behavioral intention but had a relatively lesser influence on overall customer satisfaction with the supermarket experience. This highlights that, for many Tanzanians, supermarkets serve as spaces for social interaction and leisure activities rather than purely for shopping. These insights carry significant implications for academia, managers, and policymakers, offering valuable perspectives to enhance the supermarket shopping experience for Tanzanian consumers.

Effects of front-of-package nutrition labelling systems on objective understanding and purchase intention in Panama: results from a multi-arm parallel-group randomised controlled trial.

To assess the effect of different front-of-package labelling (FOPL) schemes on the objective understanding of the nutritional content and intention to purchase products, in Panama. Single-blinded multi-arm parallel-group randomised controlled trial. Supermarkets across Panama. Participants were exposed to two-dimensional images of fifteen mock-up products presented at random and balanced orders. Participants assigned to the intervention groups were exposed to mock-ups featuring one FOPL scheme: black octagonal warning labels (OWL), traffic-light labelling (TFL) or guideline daily amounts (GDA). The control group was not exposed to any FOPL scheme. Adult supermarket shoppers (n 1200). Participants were blinded to group assignment. A similar number of participants were randomised and analysed in each group: OWL (n 300), TFL (n 300), GDA (n 300) and control (n 300). The odds of choosing to purchase the least harmful or none of the options more often was the highest in the OWL group. Compared with the control group, these odds were two times higher in the OWL group (OR 2·13, 95 % CI 1·60, 2·84) and 57 % higher in the TFL (1·57, 1·40-2·56), with no changes in the GDA (0·97, 0·73-1·29). OWL also resulted in the highest odds for correctly identifying the least harmful option and for correctly identifying a product with excessive amounts of sugars, sodium and/or saturated fats. OWL performed best in helping shoppers to correctly identify when a product contained excessive amounts of nutrients of concern, to correctly identify the least harmful option and to decide to purchase the least harmful or none of the options, more often.

The Decision-Making Journey of Buying Personal Care Product at Indonesia Supermarket: A Qualitative Study

This study investigates the current purchasing behaviour of women regarding personal care products, using a decision journey methodology. It examines the impact of post-pandemic shopping shifts on XYZ Supermarket's sales, particularly in the personal care category, which experienced a 25% decrease from 2021 to 2023. Through qualitative analysis, including interviews with 16 regular supermarket shoppers, insights were gained into the diverse decision-making processes within this product category. The findings emphasize the necessity for tailored marketing approaches based on product attributes. Overall, this research sheds light on evolving consumer behaviour in personal care, offering valuable implications for strategic marketing in a post-pandemic retail landscape.

From Aisles to Ethics: Investigating the Role of Green Advertising in Shaping Consumer Behavior

Green advertising has piqued the attention of scholars as consumers and business organizations have become more concerned about environmental protection and green practices in recent years. However, many customers consider that there is a general lack of confidence and trust in advertising, particularly when it comes to environmental needs. Therefore, this study aimed to investigate the effects of green advertising (Green messages, eco-labeling, and environmental claims) on consumer purchase behavior of supermarket shoppers in Akure south local government, Ondo state. The study adopted a cross-sectional research design, while a simple random sampling technique was used to select one hundred and eighty-five (185) respondents. Descriptive and inferential statistics were employed for the analysis of data collected through the administration of a five-point Likert scale questionnaire. The findings revealed green messages, eco-labeling, and environmental claims have significant effects on consumer purchase behavior. The study concluded that green advertising had a significant effect on consumer purchase behavior. The study recommended that companies should incorporate green messages and obtain recognized eco-label certifications to attract environmentally conscious consumers and gain a competitive edge.

Mediating Role of Self Congruity on Retail Patronage Decisions among Supermarket Shoppers in Kenya

Self-congruity results when a consumer’s self-image matches their image of a typical store shopper with respect to how they would look like and behave. The objective of this study was to determine the mediating effect of self-congruity on the relationship between store image and retail patronage among supermarket customers in Nairobi, Kenya. The research was based on integrated theory of patronage preference and behavior, self-determination theory and integrative model of retail environment, self-congruity and retail patronage. The positivism research philosophy and exploratory research design were deployed. Supermarkets were selected from Nairobi County as a representative of the whole country with 30% of the supermarkets participating. Every 4th random customer was chosen from the 30 supermarkets for a desired sample size of 384. Primary data was collected from 311 customers using structured questionnaire and data was analysed using path analysis. The results of the study showed that self-congruity mediate the relationship between store image and retail patronage among supermarket customers in Nairobi, Kenya. This indicated that supermarkets in Kenya should consider updating their stores to match with the consumer’s self-image and image of a typical store shopper. This study concludes that self-congruity is an important predictor of retail patronage and that managers should be on the lookout for the self-concepts of their shoppers and try to provide environments that would maximize shopping experiences.

Unravelling the Threads of Customer Loyalty: Motives Shaping Supermarket Patronage in Sri Lanka

Over the past couple of decades, profound changes in the business context in Sri Lanka, including the presence of global brands, emergence of new retail business formats, dominance of the service sector, application of direct marketing, industry convergence, and deregulation, have significantly shaped customer behavior. Accordingly, the supermarket concept has sparked renewed interest among shoppers in the contemporary retailing context in Sri Lanka. This note mainly focuses on comprehending the behaviour of supermarket shoppers and evaluating the motives behind their level of loyalty in the context of supermarket patronage in Sri Lanka. Recent study findings reveal that three major factors, namely ‘product motive’, ‘services motive’ and ‘location motive’ have significantly contributed to enhancing supermarket patronage in the context of grocery shopping in Sri Lanka.

E-Commerce Taxation Challenges and Opportunities: From Clicks to Conversions in Fast-Moving Consumer Goods

The modern world is becoming more and more technologically advanced, and people spend more time working, so there is no time left to do classic shopping in standard stores and supermarkets, but there are opportunities to purchase various goods and services online. This state of affairs is the reason why e-commerce has emerged and is actively developing. Today, e-commerce is no longer just online sales, but a complete system of doing business without classic offices and conservative stores. In recent years, e-commerce has been actively promoted in the service sector, including financial services. Such active development of this area leads to the need to pay special attention to the taxation of transactions involving the electronic sale of goods and services. With this in mind, the purpose of the article is to determine the specifics of the development and peculiarities of taxation of e-commerce transactions. As a result of the study and achievement of the objective of the work, the author has obtained a result which indicates that, in general, e-commerce transactions are taxed under standard taxation schemes, although there are peculiarities of accounting for electronic money and taking into account the fact of transfer of ownership of the product. In general, it is proved that e-commerce has great prospects and will gain more and more market shares of goods and services for various purposes.

Associations between Changes in Food Acquisition Behaviors, Dietary Intake, and Bodyweight during the COVID-19 Pandemic among Low-Income Parents in California.

COVID-19 disrupted food access, potentially increasing nutritional risk and health inequities. This study aimed to describe and assess associations between changes in food/meal acquisition behaviors and relative changes in dietary intake and bodyweight from before to during the pandemic. Low-income parents (n = 1090) reported these changes by online survey in April-August 2021. Associations were assessed by multinomial logistic regression. Compared to those with no change, those who decreased supermarket shopping had greater odds of decreased fruit and vegetable (FV; OR[95%CI] = 2.4[1.4-4.1]) and increased salty snack intakes (OR[95%CI] = 1.7[1.0-2.8]). Those who decreased farmer's market shopping had greater odds of decreased FV intake (OR[95%CI] = 1.8[1.0-3.1]), increased bodyweight (OR[95%CI] = 1.7[1.1-2.6]), and increased SSB (OR[95%CI] = 1.9[1.1-3.2]) and sweets intakes (OR[95%CI] = 1.8[1.1-2.9]). Those who increased online food ordering had greater odds of increased sweets (OR[95%CI] = 1.7[1.1-2.8]), salty snacks (OR[95%CI] = 1.9[1.2-3.2]), and fast food (OR[95%CI] = 2.0[1.2-3.5]) intakes and bodyweight (OR[95%CI] = 1.8[1.1-2.9]). Those who increased healthy meal preparation had greater odds of increased FV intake (OR[95%CI] = 4.0[2.5-6.5]), decreased SSB (OR[95%CI] = 3.7[2.3-6.0]), sweets (OR[95%CI] = 2.7[1.6-4.4]), salty snacks (OR[95%CI] = 3.0[1.8-5]) and fast food intakes (OR[95%CI] = 2.8[1.7-4.6]) and bodyweight (OR[95%CI] = 2.2[1.2-4.0]). Interventions to address the potentially negative impacts of online food/meal shopping and support healthy home cooking may be needed to improve nutrition-related outcomes and reduce health disparities in the aftermath of the current pandemic and during future emergencies requiring similar restrictions.

Retail location modeling of supermarket chains in Taipei city

This study collected the annual revenue data of the top three supermarket chains in Taiwan (PX Mart, Simple Mart, and Wellcome), shopping frequency in supermarkets, and the average expenditure of the general public in order to construct models for simulating supermarket revenue by calibrating model parameters to the actual data. This study employed the competing destinations model (CDM) to designate supermarket shoppers' shopping areas and simulate supermarket sales. The CDM calculated the probability of consumers selecting each supermarket, simulated the total revenues of supermarkets and the average daily revenue of a single store using the expenditure equation, and added spatial competition and agglomeration effect parameters to the model to observe variations in revenue with changing parameter values. The study results revealed profitable expansion opportunities and highly competitive locations not advised for new outlets. Beitou district had the lowest population density in Taipei City yet a high-sales cluster, making it an area suitable for new PX Mart stores. Shilin and Xinyi districts could also be considered suitable areas for new stores because they had insignificant distributions of stores, high-sales clusters, and competition was not yet severe. The study extends the use of analytical revenue and spatial models to empirically study the agglomeration forces between supermarket chains, analyzes the influence of distance variation on supermarket revenues, and determines the most suitable locations for the future inauguration of supermarket stores in Taipei City.

The Role of Shopping Values, Cognitive and Affective Evaluations on the Relationship between Store Environment and Store Patronage Intention: A Future Research Agenda

This study aims to investigate the role of shopping values, cognitive, and affective evaluations on the relationship between store environment and store patronage intention while proposing a future research agenda through a systematic literature review (SLR) approach. Based on the Stimulus-Organism-Response (S-O-R) model, the store environment is identified as the stimuli, affective evaluations are identified as the organism and response is the store patronage intention. The SLR proposed that cognitive evaluations can be included as a mediator between store environment and affective evaluations based on the Cognitive Theory of Emotions. Further, based on the literature, it is suggested that hedonic and utilitarian shopping values may have a moderating effect on the relationship between affective evaluations and store patronage intention. This theoretical association between store environment and store patronage intention of supermarket shoppers will reveal significant managerial and theoretical implications for future research studies.

The Superstore Myth: A Comparison of Generations X and Z's Purchase Intentions

Since life got too busy, individuals have sought to satisfy their requirements using conventional facilities quickly. The word "super shop" has gained widespread usage recently, and Bangladesh is no exception. Bangladeshis are now primarily regarded as super shops while buying daily necessities. But there is thought about the gap between the generations. Every generation has its own economic cycle affecting consumer behavior. Any marketing strategy must take into account the target customer's generation. Supermarket shopping may be prevalent in the West, yet it is challenging to maintain a profitable business in the urban areas of Bangladesh. In three cities in Bangladesh, this study organizes several focused group discussions amongst Generations X and Z. This study indicates that Generation X has a unique perspective on life in Dhaka compared to their peers in Rajshahi and Rangpur. In another sense, GEN X and GEN Z differ significantly in their superstore preferences. The availability of foreign products, peer group influence, cashless transactions, availability of foreign brands, and the shopping environment are all crucial elements for Generation Keeping a superstore profitable in a city is challenging because the majority of shoppers are members of Generation X, who have a preference for the more traditional bazaar. Additional research may be done on the Base of the factors affecting people's attraction to Superstores. More respondents and a wider geographic area should be considered in future studies.

Effects of front-of-package nutrition labelling systems on understanding and purchase intention in Jamaica: results from a multiarm randomised controlled trial

ObjectiveTo assess the effects of three different front-of-package labelling (FOPL) schemes on objective understanding and intention to purchase of products, in Jamaica.SettingSupermarkets in Jamaica.ParticipantsAdult supermarket shoppers in Jamaica (n=1206) aged...

The Ethics of Freedom in Consumption: An Ethnographic Account of the Social Dimensions of Supermarket Shopping for Moroccan Women.

This research brings together insights from philosophy, political theory, and consumer research in conceptualizing and empirically examining the social dimension of negative and positive freedom in consumption. Drawing from ethnographic observations and interviews with Moroccan women regarding their shopping at the supermarket, the findings detail the roles of husbands, store employees, extended family members and friends as constrainer, protector, enabler, facilitator, indulger, and witness. The discussion explains a 'domino effect' in such innovative marketplaces, as these market and social actors together enact positive and negative forms of freedom in consumption in ways that co-disrupt social traditions. Implications for business ethics emphasize the need for greater theoretical understanding and practical transparency and accountability regarding the shared, yet disparate responsibilities among businesses and consumers for the changes to social traditions that result in the joint enactment of women's freedom in consumption.

Technology Acceptance Model in Online Grocery And Supermarket Shopping: A Research in Turkey

Technology Acceptance Model in Online Grocery And Supermarket Shopping: A Research in Turkey

Religiosity as a mediator in the relationship between perceived behavioural control and intention in patronising halal food premises

Food with a halal logo should turn out as an advantage to premises that have proactively adapted to halal business ideas. As Islam teaches its followers on what food is good (halal) and bad (haram) for consumption, the attachment of Islamic decency and goodness to foodservice is expected to spur food premise Halal patronage. The objective of this paper was to investigate the role of religiosity as a mediator in the relationship between perceived behavioural control and intention on patronising at food premise with halal logo. Survey data were collected from supermarket shoppers in all four states in Malaysia such as Selangor, Johor, Kelantan and Pulau Pinang and analysed using partial leastsquares structural equations modelling (PLS-SEM) technique. The key findings were religiosity as an important part in an indirect positive relationship between perceived behavioural control and intention on patronising at food premise with halal logo, thus giving support to the mediating effect of religiosity. An explanation for this mediating effect was probably due to the high degree of dependency on religiosity among Muslim consumers.

Eco-designed retail packaging: The empirical conceptualization and measurement

Eco-designed retail packaging (ECRP) is essential for retailers to respond to increasing environmentally conscious consumerism. However, the conceptualization of ECRP and its measurement scale has not yet been developed. The primary objective of this study is to explore and validate attributes measuring ECRP through a three-stage mixed-method research design. Stage 1 identified dimensions and initial items of ECRP through extant literature review, content analysis of retail packaging designs, expert panel review and pretest. Stage 2 conducted a survey study (n = 200), and an exploratory factor analysis was performed to evaluate the reliability and validity of preliminary items. Stage 3 was carried out through a survey with sample of 410 supermarket shoppers in Vietnam. Confirmatory factor analysis and metric invariance tests were conducted to validate the final 28-item, six-dimension (functional attributes, aesthetic attributes, eco-material attributes, eco-information attributes, eco-production attributes and innovation attributes) scale for measuring ECRP.

IMPACT OF IN-STORE FACTORS ON IMPULSE PURCHASING BEHAVIOUR OF SUPERMARKET CONSUMERS: EMPIRICAL EVIDENCE FROM CHENNAI CITY

There has been a lot of discussion in the marketing literature on how in-store features affect customer impulsive buying, but surprisingly few researches have looked at how in-store elements relate to demographic profiles. Researcher conducted a field study at supermarkets in Chennai, India to understand more about the factors that influence buyers impulse purchases while they are in the store. A primary survey is conducted among supermarket shoppers in Chennai, India, to identify in-store factors (window display, visual merchandising, sales promotion, and store environment) influencing consumer impulse buying behaviours via demographic variables. A self-administered questionnaire on a Likert scale was developed, and it was used to interview 125 customers who shop at supermarkets in Chennai city. Data analysis was performed using the SPSS program, and an ANOVA was used to validate the studys stated hypothesis. The findings indicated that there is no significant relation between consumer groups impulse purchasing behaviour and their demographics (gender, age, education, and income) except visual merchandising on both male and female customers. KEY WORDS: Impulse buying behaviour, In-store factors, Window display, Store environment, Visual merchandising, Sales promotion.

A Supermarket Anti-Theft Scanner : digiSCAN

Supermarket shopping is an essential part of the livelihood of most people around the world. Consumers can acquire items essential for their daily activities. However, in an ever-evolving world with an increasing population and increasing crime rates, supermarket theft is becoming a prevalent problem with supermarket owners spending large sums of money on hiring security often with little effect. Organized Retail Crime (ORC) costs the retail industry approximately $30 billion each year, with 71.3% of retailers reporting an increase in ORC year-over-year. With the current global economic conditions, high labor costs are longer feasible. Consumers also face the issue of paying for items they did not select. Advanced camera systems, for some, may be an escape however, this approach is not feasible for all aspects of shopping and in underdeveloped countries that have technical constraints. The advent of digitization has helped improve the livelihood of consumers in Ghana. Currently, many large-scale retailers are oblivious to some of these advancements. The oblivion of the management of such retail services results in the loss of products, customer dissatisfaction, and the mismanagement of untracked products by employees. To reduce theft and the mismanagement of products by employees, a smart antitheft system should be deployed in supermarkets; at the till and before the exit of supermarkets to ensure all products leaving the store are paid for and accounted for. The system consists of a deactivation and theft detection system. The product is deactivated by the store attendant at the till when the customer pays for the product. However, if a customer crosses the initial warning zone without paying, a warning sound is triggered and after the customer crosses the final warning zone, the alarm is triggered indicating an attempted theft by the customer. A log of products is also kept ensuring employees are not stealing products. This paper presents a smart way of detecting theft during supermarket shopping using Radio Frequency Identification (RFID) readers and tags, a microcontroller-based control system, a database server, and an Integromat.

A Supermarket Anti-Theft RFID Scanner : digiSCAN

Supermarket shopping is an essential part of the livelihood of most people around the world. Consumers can acquire items essential for their daily activities. However, in an ever-evolving world with an increasing population and increasing crime rates, supermarket theft is becoming a prevalent problem with supermarket owners spending large sums of money on hiring security often with little effect. Organized Retail Crime (ORC) costs the retail industry approximately $30 billion each year, with 71.3% of retailers reporting an increase in ORC year-over-year. With the current global economic conditions, high labor costs are longer feasible. Consumers also face the issue of paying for items they did not select. Advanced camera systems, for some, may be an escape however, this approach is not feasible for all aspects of shopping and in underdeveloped countries that have technical constraints. The advent of digitization has helped improve the livelihood of consumers in Ghana. Currently, many large-scale retailers are oblivious to some of these advancements. The oblivion of the management of such retail services results in the loss of products, customer dissatisfaction and the mismanagement of untracked products by employees. To reduce theft and the mismanagement of products by employees, a smart antitheft system should be deployed in supermarkets; at the till and before the exit of supermarkets to ensure all products leaving the store are paid for and accounted for. The system consists of a deactivation and theft detection system. The product is deactivated by the store attendant at the till when the customer pays for the product. However, if a customer crosses the initial warning zone without paying, a warning sound is triggered and after the customer crosses the final warning zone, the alarm is triggered indicating an attempted theft by the customer. A log of products is also kept ensuring employees are not stealing products. This paper presents a smart way of detecting theft during supermarket shopping using Radio Frequency Identification (RFID) readers and tags, microcontroller-based control system, a database server and an Integromat