The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets

Abstract

Purpose: The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets. Design/methodology/approach: In order to carry out the descriptive and quantitative research, the authors applied 443 questionnaires to consumers in two Brazilian supermarket chains. The authors used structured equation modeling for data analysis. Findings: Customers’ satisfaction and the evaluation of store image positively affect purchase intention; however, I-C did not show any effect. The cultural dimension slightly influenced the assessment of store image by only 2 percent. Store image positively affects consumer satisfaction. Research limitations/implications: This study used convenience sampling and omission of vertical and horizontal variations of I-C in data analyses. The authors suggested the use of probabilistic sampling and the inclusion of vertical and horizontal variations of I-C. The relationships investigated herein can still be analyzed in other contexts. Practical implications: In order to increase satisfaction and purchase intention, it is necessary to prioritize aspects related to layout, service and products’ variety and quality. Still, managers should not worry about I-C, since it does not affect purchase intention. Originality/value: The authors observed the relevance of the study after carrying out a literature review on the subject. There is a lack of studies that investigate the relationship between I-C, evaluation of store image, consumer satisfaction and purchase intention, either together or in the context of supermarkets.