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You searched Library Catalogue - Publisher: International development research centre,
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Call Number (WOU)
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SP CEMBA 2015 15
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Author
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Oh, Chung Keat
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Title
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Factors influencing the choice of hypermarket among consumers in Taiping / Oh Chung Keat
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Abstract
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There are total four hypermarkets located in Taiping with population less than 250,000 residents. Consequently, there is an oversupply of hypermarkets in Taiping which induce highly competitive environment among the hypermarkets. This study explores factors influencing the choice of hypermarket among consumers in Taiping. The study first determined the demographic and shopping patterns of consumers in Taiping, followed by investigation on impact of hypermarket attributes and marketing mix on hypermarket choice. The study was conducted by employed non-probability convenience sampling method via custom-designed structure questionnaire in two language namely English language and Malay language. 160 questionnaires had distributed in four hypermarkets and all questionnaires were successfully completed and collected. The findings of this study reveal that hypermarket attributes and marketing mix have positive association with hypermarket choice. The implication of the findings from this study is practical for existing hypermarket operators in Taiping in order them to develop appropriate marketing strategies to gain market share. On the other hand, new investors who intend to venture in hypermarket business also can study findings from this study in order to come up with investment idea and plan.
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Notes
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Final project report submitted in partial fulfilment of the requirements for the Degree of Master of Business Administration (CeMBA).
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Publisher/Year
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Penang : School of Business and Administration, Wawasan Open University, 2015.
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Subject
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Hypermarkets -- Consumers.
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