A Study on Effect of Customer’s Demographic Factors on In-Store Experience Perception in Superstores Using Analysis of Variance

Abstract

This paper brings out the connection between the in-store experience factors (merchandise variety & value, internal shop environment & in-store emotions, interaction with staff and presence of & interaction with other customers) and customer’s demographic specifics which are gender, age, family income, frequency of visit and discovery of store. The questionnaires containing four sections of independent variables with 23 questions in it and a section of demographic details carrying five question were distributed among customers visiting superstores and 220 customer’ s responses were finally used for analysis. The collected data was analyzed using one way ANOVA and finally the result was presented to speculate the research hypothesis. Lastly the analysis confirmed 10 out of 20 posited hypothesis to be valid.