| Abstract: | The general objective of this study is to examine factors influencing consumers’ choice of
supermarket in the case of some selected supermarkets in Addis Ababa. The researcher was
adopting both a quantitative and qualitative approach to quantify respondents’ evaluations. A total
of 126 respondents were sampled from Addis Ababa city Ababa in the case of All Mart, Fresh
Corner, Shoa Shopping Center, Queen’s Supermarket, and Fantu Supermarket based on two stages
judgmental sampling technique. The main sources for this study were primary and secondary data
sources. Descriptive analysis is presented by using statistical tools, mainly frequencies,
percentages, mean and standard deviations, to summarize the responses. An inferential analysis is
conducted by using correlation and multivariate regression to show the relationship and the
significance effect between dependent and independent variables. The data was analyzed using
computer software, Statistical Package for Social Sciences (SPSS) version 21. According to
correlation results, all independent variables included in the study had a positively correlated with
the dependent variable Consumer Choice of Supermarket. The regression analysis reveals that
product variety, customer service and branch availability have a significant influence on the
consumers’ choice of supermarket. |
