ATTITUDES AND PERCEPTIONS OF SHOPPERS’ GROCERY SUPERMARKET CHOICES: A COMPARATIVE ANALYSIS BETWEEN BIG C AND TESCO LOTUS

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).