FACTORS INFLUENCING CONSUMERS’ CHOICE OF SUPERMARKET IN ADDIS ABABA

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.