| Abstract: | This study aims to investigate to factors affecting customers on retail outlets selection in the
case of queen’s market. Retail outlets characteristics are being measured such as various
sizes, customer service, and convenience of store, price merchandise, and promotion as per
its importance in selection of retail outlets. This research also sought to investigate the
importance of customer choice on supermarkets characteristics retail outlets on how
consumers measure on the mentioned variables. Out of 384 distributed questionnaires 350
were collected 42 were not returned. During data editing, the collected questionnaires were
checked for errors and 37incomplete questionnaires were identified and
discard.therefor308questionnaire were found to be valid and used for the final analysis.
Convenience sampling (n=308).data was analysed using descriptive statistics, (ANOVA) and
(correlation and multiple linear regression).Result reveal that product quality, promotion
store ambience exert influence on consumer decision and. respectively. The finding of the
study also shows that there is significant difference in demographic structure (demographic
structures are determined by; age, gender, occupation, income, and educational
background). These findings contribute to the literature relating to retail marketing and have
marketing implies for bringing traffic into supermarket and increase sales.. Finally,
conclusion was drawn that retail outlets selection characteristics has an association with
product quality in selection of supermarkets |
