KEY FACTORS IN HYPERMARKET BUSINESS THAT EFFECT ON ...

KEY FACTORS IN HYPERMARKET BUSINESS THAT EFFECT

ON CUSTOMER ‘S REPURCHASE

KEY FACTORS IN HYPERMARKET BUSINESS THAT EFFECT

ON CUSTOMER ‘S REPURCHASE

Rani Pandey

This Independent Study Manu script Presented to

The Graduate School of Bangkok University

in Partial Fulfillment

Of the Requirement for the Degree

Master of Business Administration

2015

© 2015

Rani Pandey

All Rights Reserved

Pandey, R. M.B.A., December 2015, Graduate School, Bangkok University

Key Factors in Hypermarket Business that Effect on Customer‘s Repurchase (88 pp.)

Advisor: Sumas Wongsunopparat, Ph.D.

ABSTRACT

In this research aims to study and identify the key factors in hypermarket business

that effect on customer and keeps them coming back, such as the factors of service,

product quality, price, sales promotion, place, facilities, categories, brand, and consumer

behaviors. These factors effect on customers and keep them coming back to use their

service and purchase their decision and their needs in hypermarket. This study is a

quantitative research based on customer decision to keep coming back to use the service

in hypermarket business. The sample group is from 400 respondents by both male and

female from Bangkok area only. This research is using online and self-administered

questionnaire which is used via Facebook, Email, and Electronic paper, which separated

into the importance aspects that is content validity and reliability and follow by the

analysis of general demographics and consumer behavior the data used to do with

frequency and percentage to find more reliable in the questionnaire part, the analysis of

cross tabulation to differentiate the number of variables to make more clear on the point

of keep customer coming back to hypermarket business, the analysis of nominal logistic

regression to study more in detail of the factors that keep customer coming back in

hypermarket business to analysis the impact of customer decision in purchasing in which

type of hypermarket, and the hypothesis testing is to test the reliable of factors that make

customer come back, the results show that most of the factors there are 7 factors out of 8

factors are significant that is service, product quality, price, sales promotion, facilities,

categories, and brand variety, and the factors that are not significant is place factors it

mean that place is not the important for customer to repurchase in hypermarket business.

V

ACKNOWLEDGEMENT

In performing my MBA independent study, I had to take the help and guideline

of some respected persons, who deserve our greatest thankfulness. The completion of this

independent study gives me much pleasure. I would like to show my thankfulness Dr.

Sumas Wongsunopparat for giving me a good guideline for independent study throughout

various consultations. I would also like to expand our sincere thankfulness to all those

who have directly and indirectly guided me in writing this independent study. In addition,

a thank you to Professor Dr. Sumas Wongsunopparat who introduced me to the

Methodology of work, and whose passion for the “underlying structures” had lasting

effect. I also express thanks the Bangkok University for consent to include copyrighted

pictures as a part of my paper. Many people, especially the respondents who help me to

fill in questionnaire itself, have made valuable comment suggestions on this proposal

which gave me an inspiration to improve my assignment. I thank all the people for their

help directly and indirectly to complete my independent study.

TABLE OF CONTENTS

Page

ABSTRACT……………………………………………………………………………. iv

ACKNOWLEDGEMENT……………………………………………………………... v

LIST OF TABLES……..………………………………………………………………. viii

LIST OF FIGURES……………………………………………………………………. x

CHAPTER 1 RESEARCH PROPOSAL………………………………………………. 1

Background……………………………………………............................................... 1

Statement of problem……………………………………………………………....... 4

Intention and reason for study………………………………………………………...4

Research objectives………………………………………………………………….. 5

Scope of research……………………………………………………………………. 5

Benefit of research…………………………………………………………………... 6

Limitation of research……………………………………………………………….. 6

CHAPTER 2 LITERATURE REVIEW……………………………………………….. 7

Introduction……………………………………………………….............................. 7

Service……………………………………………………………………………….. 7

Product Quality ……………………………………………………………………… 8

Price…………………………………………………………………………………. 9

Sales & Promotion…………………………………………………........................... 10

Place…………………………………………………………………………………. 11

Facilities……………………………………………………………………………... 12

Categories…………………………………………………………………………… 16

Brand…………………………………………………………………........................ 18

Consumer behavior………………………………………………………………….. 19

Related Research…………………………………………………………………….. 20

vii

TABLE OF CONTENTS (Continued)

CHAPTER 2 LITERATURE REVIEW (Continued) Page

Research Framework…………………………………………………………………23

Hypothesis……………………………………………………………………………24

CHAPTER 3 RESEARCH METHDOLOGY………………………………………… 25

Introduction………………………………………………………………………… 25

Research Design……………………………………………………......................... 25

Population and Sample Selection………………………........................................... 25

Research Instrument……………………………………………............................... 26

Reliability and Validity Assessment……………………………………………….. 30

Data Collection Procedure………………………………………………………….. 33

Statistic for Data Analysis………………………………………………………….. 33

CHAPTER 4 RESEARCH FINDING AND DATA ANALYSIS……………………. 35

Introduction………………………………………………………………………… 35

The Analysis of Frequency and Percentage……………............................................ 36

The Analysis of Cross Tabulation…………………………….…………………….. 41

The Analysis of Nominal Regression………………………................................... 47

The Hypothesis Testing…………………………………………………………….. 57

CHAPTER 5 DISCUSSION AND CONCLUSION………………………………… 63

Introduction………………………………………………………………………… 63

Conclusion……………………………………………………………………………65

Discussion………………………………………………………….......................... 69

Managerial Implication…………………………………………………………….. 73

Recommendation for Future Research……………………………………………... 75

BIBLIOGRAPHY……………………………………………………………………………... 76

APPENDIX…………………………………………………………………………….............80

BIODATA…………………………………………………………………………………… 87

LICENSE AGREEMENT………………………………………………………………………88

viii

LIST OF TABLES

Page

Table 1: Level of information measurement and criteria………………………….. 26

Table 2: Criteria of reliability………………………………………........................ 32

Table 3: Reliability Statistics……………………………………………………… 32

Table 4: Frequency and percentage…………………………................................... 36

Table 5: Frequency and percentage………………………………........................... 36

Table 6: Frequency and percentage……………………………………................... 37

Table 7: Frequency and percentage………………………………........................... 38

Table 8: Frequency and percentage……………………………............................... 38

Table 9: Frequency and percentage………………………………………............... 39

Table 10: Frequency and percentage……………………………………………… 39

Table 11: Frequency and percentage………………………………………………. 40

Table 12: Cross tabulation…………………………………………………………. 41





Table 17: Multinomial Logistic Regression of the factors………………………… 47

Table 18: Multinomial Logistic Regression of the factors…………………............ 48

Table 19: Multinomial Logistic Regression details of the factors……………….... 49

Table 20: Multinomial Logistic Regression details of the factors…........................ 50

Table 21: Multinomial Regression details of the factors…...................................... 52

ix

LIST OF TABLES (Continued)

Page

Table 22: Multinomial Logistic Regression details of the factors………………… 54

Table 23: Multinomial Logistic Regression of demographic……………………… 55

Table 24: Multinomial Logistic Regression of demographic……………………… 56

Table 25: Hypothesis testing………………………………………………………. 57







x

LIST OF FIGURES

Page

Figure1: Research Framework…………………………………………………………...22

CHAPTER1

RESEARCH PROPOSAL

This chapter described the general of the research which includes the research

background, research objectives, research questions and additionally the research

methodology, definition of terms, limitation of the research and conclusion are for a

short time described.

1.1 Background

In trade a hypermarket is a super store combining a supermarket and a department

store. The result is an expansive retail capability carrying a large range of products

under one roof, including full groceries lines and general products. In theory,

hypermarkets allow consumers to convince all their regular shopping needs in one

expedition .The hypermarket normally comprises meat, fresh produce, dairy, and

baked good aisles, along with shelf space kept for canned and packaged goods as well

as for a range of non-food items such as kitchenware, household cleaners, pharmacy

products and pet supplies. Some hypermarkets moreover sell a variety other

household products that are consumed regularly, such as alcohol, medicine, and

clothes, and some stores sell a much wider choice of non-food products, such as

DVDs, sporting equipment, board games, and seasonal items.

The established hypermarket occupies a large amount of floor space, regularly on

a single level. It is frequently situated near a residential area in order to be suitable to

consumers. The basic application is the accessibility of a broad selection of goods

under a single roof, at relatively low prices. Other compensation includes ease of

parking and commonly the convenience of shopping house that enlarge into the

evening of day. Hypermarket regularly allocates large budgets to advertising,

naturally through newspapers. They also present complex in shop displays of

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products. The shops are regularly parts of corporate chains that own or control other

hypermarket located close to even global thus increasing opportunities for economies

of scale.

Hypermarkets normally are supplied by the supply centers of their parent

companies, regularly in the largest city in the area. Hypermarkets frequently offer

products at relatively low prices by using their buying power to buy goods from

manufacturers at lower prices than smaller stores can. They also reduce financing

costs by paying for goods at least 30 days after receipt and some extract credit terms

of 90 days or more from vendors. Certain products like staple foods such as bread,

milk, sugar are very occasionally sold as loss leaders, that is, with depressing profit

margins so as to catch the attention of shoppers to their store. There is some debate as

to the usefulness of this tactic. To maintain a profit, hypermarkets make up for the

lower margins by a higher overall volume of sales, and with the sale of higher-margin

items bought by the future higher volume of shoppers. Consumers should shop by

placing their selected merchandise into shopping carts or baskets and pay for the

merchandise at the check-out. At present, many hypermarket chains are attempting to

further decrease labor costs by changing to self-service check out machines, where a

single employee can manage a group of four or five machines at once, secondary

multiple customers at that time. A larger full service hypermarket joint with a

department store is sometime known as supermarket. Other services presented at

some hypermarkets may contain those of banks, cafe, and toy world for children and

so on. Hypermarkets, since they appeared, have played an important role in food

distribution. This distribution model was widely accepted by both companies and

consumers. The evolution of these stores in recent years has been quite dynamic on

the basis of their good combination of supply, proximity and service. Hypermarkets

are increasingly valued by consumers, compared to other commercial formats, which

triggers the gradual disappearance of traditional markets (Maslow, 1943).

All the persons have different needs, and they want to satisfy these needs

(Maslow, 1943). formulates a hierarchy of human needs and he defends that when the

person satisfies their basic needs, they develop higher needs and wishes. Among the

3

needs, it found a food needs, and it is here where the importance of hypermarkets is

important.

These stores satisfy the food need of human beings, so their target audience ranges

all the population. It is a highly competitive market. In these modern times the

different chains use all kind of strategies to increase their sales, becoming the sales

process almost a science. That is because of the process of merchandising are

involved studies of psychology, science and business, which seek to know the tastes,

habits, needs and way of thinking of consumers (Martinez, 1997). For this reason and

in these times of ruthless competition is an excellent idea to have tools like

“merchandising“, to try to gain advantage against the other competitors (Martinez,

1997).

The Supermarket Industry is Highly Competitive. The supermarket industry is

characterized by narrow profit margins and competes on value, location and service.

Additionally, increasingly competitive markets and economic uncertainty have made

it difficult generally for grocery store operators to achieve comparable store sales

gains. Because sales growth has been difficult to attain, hypermarket’s competitors

have attempted to maintain market share through increased levels of promotional

activities and discount pricing, creating a more difficult environment in which to

achieve consistent sales gains. Some of hypermarket’s competitors have greater

financial resources and could use these resources to take measures which could

adversely affect hypermarket competitive position. Accordingly, hypermarket’s

business, financial condition or results of operations could be adversely affected by

competitive factors, including product mix and pricing changes which may be made

in response to competition from existing or new competitors (teeter, 2008).

As markets shrink, companies are scrambling to boost customer satisfaction

and keep their current customers rather than devoting additional resources to chase

potential new customers. The claim that it costs five to eight times as much to get

new customers than to hold on to old ones is key to understanding the drive toward

benchmarking and tracking customer satisfaction (Cacioppo, 1998).

4

1.2 Statement of problem

Hypermarket business is one of the most competitive businesses. And one of

the most important points is the customers. Problem is how to make these

customers return to the hypermarket. What should be the key factors that keep

them coming back? We found that in this business service, product quality, brand

variety, price, sales promotion, and place can be one of the reasons one of their

choice that make them keep repurchase in hypermarket. Why should a business

like to maintain current customer? This should be one problem for the researcher

to study and find the result.

Measuring customer satisfaction is a relatively new concept to many

companies that have been focused exclusively on income statements and balance

sheets. Companies now recognize that the new global economy has changed

things forever. Increased competition, crowded markets with little product

differentiation and years of continual sales growth followed by two decades of

flattened sales curves have indicated to today's sharp competitors that their focus

must change. Competitors that are prospering in the new global economy

recognize that measuring customer satisfaction is key. Only by doing so can they

hold on to the customers they have and understand how to better attract new

customers. The competitors who will be successful recognize that customer

satisfaction is a critical strategic weapon that can bring increased market share and

increased profits (Cacioppo, 1998).

1.3 Intention and Reason for Study

This research is done for identifying customers liking and keep repurchasing in

hypermarket business to use the service of this kind of business and keep this

business growing in the future also. In term of business benefit, hypermarket will

recognize customer’s needs; moreover, hypermarket can focus on how to work

and develop customer’s service. The information gain from study would help to

guide the hypermarket business to increase their responsiveness and understand

5

the key factors that would be increasing the customers. Consequently, the overall

of this research would be the valuable information in order to plan to apply and

develop further. In term of customer benefit, customer can present their opinion

about this hypermarket business.

1.4 Research Objectives

There are some objectives to be measured. The objectives to be achieved are

given below as follows.

1. In this research objective we are trying to study the hypermarket business

management.

2. In this research objective we are trying to study the factors that attractive on

customer and make them repurchase in hypermarket business.

3. In this research we are study the way to make the customer to repurchase in

hypermarket business.

4. In this research we are trying to find out the relationship between the customer

and the factors to make the decision on purchasing in hypermarket business.

1.5 Scope of Research

This research studies the key factors that how to keep customers repurchasing to

our hypermarket business. The scope of this research is limited to the customer that

use the service of hypermarket in Bangkok, On the other hand the findings possibly

useful for other branches in Bangkok, So the consequence of the study cannot be

represented other provinces in Thailand.

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1.6 Benefit of Research

This research is conducted to recognize the factors of how to keep customer

repurchasing into hypermarket business. In term of company benefit, the company

will understand the customer’s need and wants. On the other hand the company

can focus on how to work and develop their marketing strategies. And for the

benefits of the customers they can present their opinion and experience after

repurchase in hypermarket business.

1.7 Limitation of Research

This research performed has several constraints. First, there is the limitation of

the time. This research survey was performed at a specific time, so it might be

used with caution for studying in other period of time. Second, this research has

focused on the key factors that keep customer repurchase in hypermarket business.

So the result of the study cannot be represented for other provinces in Thailand.

CHAPTER 2

LITERATUE REVIEW

Objective of this chapter is to review documents, electronic document (internet),

textbooks, foreign journal and local journals that provide information about the keys

factor in hypermarket business and the way that make customer happy in that factors

and keep them coming back. The chapter has shown the five factors that are common,

service, product quality, price, sale promotion, place and four more factors that are

facility, category, brand variety and customer behavior that can keep customer

repurchasing in this business.

Imagine about favorite service, companies, or brand. What keep you going back for

more? Its might be the outstanding prices, the amazing customer service, or the free

gifts that they give you as a returning for customer. And also make customer

remembering strategies, which is one of the most important uniqueness in marketing

strategy.

If our business looking for the ways to keep or grow your customer base, going to

review some valuable customer to remembering strategies that will keep our users and

customers coming back for more. These are some key factors that related to the

strategies of 4P’s that most of the business are follow in its.

2.2 Service

Service is a commercial enterprise that provides work performed in an expert

manner by an individual or term for the benefit of its customers. The typical service

business provides intangible products, such as accounting, banking, consulting,

cleaning, landscaping, education, insurance, treatment, and transportation service

(Townley, 1991).

8

Good customer service is the support of all business. Can offer promotions and

slash prices to bring in as many new customers as want, but unless can get some of

those customer to come back; business won’t be profitable for long. Good customer

service is all about bringing customers back. And about sending them away happy and

happy sufficient to pass positive feedback about business along to others, who try the

product or service offer for themselves and in their turn become repeat customer.

If we are a good salesperson, then we can sell anything to anyone once. But it

will be approach to customer service that determines whether or not we will ever be

able to sell that person anything else. The essence of good customer service is

forming a relationship with customers, a relationship that individual customer feels

that they would like to pursue. By remembering the one true secret of good customer

service and acting as the result; “We will be judge through what we perform, not what

we say".

2.3 Product Quality

Definitions of a quality construct are by nature cross-disciplinary and encompass

operations, strategy, marketing, engineering and philosophy. Although researchers

cannot agree on a particular definition for quality, a conceptual framework for

categorizing divergent approaches to defining quality was developed by Garvin

(Garvin, 1984).

It is difficult to find any organization today that is not aware of quality and the

increased emphasis placed on quality and value by consumers. Products as varied as

automobiles, super-computers and even candy are all subject to the demands of real or

perceived quality. Indeed, Townley proposes that quality has become a strategic

component in organizational performance (Townley, 1991).

Quality in business, engineering and manufacturing are practical understand as

the weakness or control of something: it is also defined as health for principle. Quality

is a perceptual, condition, and rather subjective quality and may be understood

9

differently by different people. Customers may focus on the requisite quality of a

product and service, or how to compares to competitors in the market. Produces might

measure the conformance quality, or quantity to which the product and service was

produced (https://en.wikipedia.org/wiki/Quality_(business).

2.4 Price

A business can use a variety of pricing strategies when selling

a product or service. The price can be set to maximize profitability for each unit sold

or from the market overall. It can be used to defend an existing market from new

entrants, to increase market share within a market or to enter a new market.

Businesses may benefit from lowering or raising prices, depending on the needs and

behaviors of customers and clients in the particular market. Finding the right pricing

strategy is an important element in running a successful business (Gregson, 2008).

The price variable is among the most powerful weapons in the arsenal of the

executives to achieve entry deterrence objectives. It is inherently flexible, can be

modified quickly, and is directly associated with profitability. In one survey, pricing

was deemed to be “extremely important” by seventy- 2 eight per cent of the

respondents and ranked third among fifteen key marketing issues (Srinivasan et al.,

2000) Chen and McMillan (1992) reported that the likelihood of competitive response

is higher, the response delay is shorter, and the likelihood of a matching response is

higher for price cuts than they are for other competitive actions. Incumbent firms

often reduce price when they encounter new market entry (Calantone and Benedetto,

1990).

Pricing is one of the four main of the marketing mix, with product, place and

promotion. Pricing strategies is most important for the companies to desire to get

success by finding more on the price point where they can make best use of sales and

profits. So the companies may use these strategies to get more chance in sales and this

also can keep customer coming back into the hypermarket business. And these also

depend on the unique marketing goals and objectives (Grensing-Pophal, 2005).

https://en.wikipedia.org/wiki/Product_(business)

https://en.wikipedia.org/wiki/Service_(economics)

https://en.wikipedia.org/wiki/Price

http://www.amazon.com/Marketing-End-Mind-Implement-Successful/dp/1888015462/ref=sr_1_1?ie=UTF8&s=books&qid=1280353549&sr=1-1

10

2.5 Sale & Promotion

For this study, the parent discipline reviews the concept of keeping customers coming

back in hypermarket business that effect customer satisfaction in hypermarket.

The sale promotion is a type of marketing that target to the distribution channel of

directly on the customer. Sale promotion includes several communications activities

that attempt to provide added value or incentives to consumer, wholesalers, retailers,

or other organizational customers to stimulate immediate sales. Sales promotion is

also wanted to attract new customer, to hold present customers, to offset competition,

and to take advantage of opportunities that are exposed by market research. It is made

up of activities, both outside and inside activities, to enhance company sales. (Taylor,

1978).

Sale promotion often comes in the form of discounts. Discounts impact the way

consumers think and behave while shopping. The type of savings and its location can

effect on the way in which consumers view a product and affect their purchase

decision. The two most common discounts are price discounts and bonus packs. Price

discounts are the fall of an original sale by certain percentage while bonus packs are

deals in which the consumer receives more for the original price. Many companies

present different forms of discounts in advertisements, hoping to convince consumers

to buy their products (Huang, 2014).

2.5.2 Consumer Sales Promotion Types

Price deal: An impermanent decrease in the price, such as 50% off.

Loyal Reward program: Consumers collect the points, the credit, and exchange it in

to rewards, gifts, or coupons.

Cents-off deals: Offers a brand at aloe price, and decrease by percentage marked on

the package.

11

Price-pack/ Bonus packs deals: The packaging offers a consumer a certain percentage

more of the product for the same price. This is another types of deal in which

customers are offered more of the product for the same price (Huang 2014).

Coupons: Coupons have become a standard instrument for sales promotions.

Loss leader: The price of a popular product is for the time being cheap below cost in

order to stimulate other profitable sales.

Free-standing insert < FSI >: A coupon booklet is inserted into the local newspaper

for delivery.

Checkout dispensers: On list of the customer is given a coupon created on products

purchased.

Mobile couponing: Coupons are available on a mobile phone. Customers show the

offer on a mobile phone to a salesclerk for recovery.

Online interactive promotion game: Customers play a collaborating game related

with the promoted product.

Rebates: Customer is return money back if the receipt and barcode are sent to the

producer.

Kids eat free specials: Offers a discount on the total dining bill by offering 1 free kids

meal with each fixed meal purchased.

Sampling: Customers get one sample for free, after their experimental and then could

decide whether to purchase or not.

2.6 Place

Marketing, especially international marketing is a great challenge even for private

corporations, which are often regarded as specialists in marketing practices (Duffy

1995; Sergeant 1999). Places are public organizations, and it is, therefore, no wonder

that places suffer even worse from the same dilemma. In this study, the term “place”

12

is used to mean all kinds of places like cities, city-regions, regions, communities,

areas, states and nations1. There is now a consensus about the suitability of marketing

for places, and that places, indeed, should be marketed as efficiently as firm’s market

products or services (Kotler & Hamlin & Rein & Haider 2002), (Braun 1994), (Herrn

1997), (Holcomb 1993), (Ward 1998), (Witt & Moutinho 1995).

Place is one the importance thing that all business are realized to have and

should be convenient for customer. Place ensure that the product is distributed and

made conveniently available for the customer at the right location at the right time.

And also the outside location should be convenient for customers and should be

compatibility with the owner life style. For place of the business should be easy for

the customer to come and location should be clean and convenient for customer (Berg

& Klaasen & Meer 1990).

After the 4P’s strategies we can look inside that most of the business are using

these strategies to survive their business. Many people believe that marketing is just

about advertising or sales. Everything a company does to acquire customer and

maintain the relationship with them. Ultimately, goal of marketing is to competition a

company’s products and services to the people who need and want them to ensure

profitability. And these are other key factors that keep customer coming back in

hypermarket business (Kearns & Philo 1993).

2.7 Facilities

Facility management is an interdisciplinary field devoted to the coordination of

space, infrastructure, people and organization, often associated with the

administration of office blocks, arenas, schools, sporting complexes, convention

centers, shopping complexes, hospitals, hotels, manufacturing, shipping (Wagenberg,

and Wubben, 2004). If talking about facility in hypermarket, a lot of things inside the

hypermarket are make customer coming back. People use a range of service everyday

https://en.wikipedia.org/wiki/Interdisciplinary

https://en.wikipedia.org/wiki/Office_complex

https://en.wikipedia.org/wiki/Arena

https://en.wikipedia.org/wiki/Convention_center

https://en.wikipedia.org/wiki/Convention_center

13

although some talking on the phone, using a credit card, withdrawing money from an

ATM, other service purchase may involve more consideration and may be more

memorable for instance, and booking a ticket of vacation, and also getting financial

advice, or having a medical examination. We use of these services is an example of

service consumption at the individual, or this call business to consumer <B2C>

strategy (Lovelock, and Wirtz, 2011). These are the example of facility that have in

hypermarket and keep customer coming back into this business. The opportunity in

facility is to increase more customers by giving more facility for customer to make

decision in repurchasing they also have more option more choice to do in only one

place , it make more convenient for customer to have more activities in side one roof

of shopping place.

2.7.1 Restaurant Variety

Talking about restaurant in the mall or hypermarket most of customers are

coming to find this thing first, because food is a part of their life and they also want to

sit and talk and find the variety of food to eat meals that are cooked and served on the

place. And they also can choose the restaurant inside the market with a lot kind of

brand and a lot of kind of food, For example Kfc, Pizza, Raman, mk restaurant,

Swensen ice-cream, Chinese food, Japanese food. From the example we can imagine

the design of these restaurant with different color and different atmosphere and it also

depend on customer lifestyle and their need to choose and keep coming back to use

the service on it. These all restaurant also want customer to coming back again

because they need to make more profit to pay the rent when they open their shop, and

the major strategy that all business need is profit and their success, so they will need

to present the advertisement to keep coming back of customers.

2.7.2 Food Court

Food court is generally an indoor plaza or common area within the facility that

is contiguous with the counters of multiple food vendors and provides a common area

14

for self-serve dining (Landlord, 2009). Food court may found in the shopping malls,

airport, and parks (George, 2000). Food court consists of a numbers of vendors at

food stalls or service counters. Meals are ordered at one of the vendors and then

carried to a common dining area. The food may also be ordered as takeout for

consumption at another location, such as a home, or workplace. In this case, it may be

packaged in foam food containers, though one common food tray used by all the stalls

might also be utilized to allow the food to be carried to the table. Food courts may

also have shops which sell prepared meals for consumers to take home and warm,

making the food court a daily stop for some (Underhill, 2004). Food court is one of

the convenient places for customer to come and use the service. And this good sign to

keep customer coming back in hypermarket and to digest after meals by walking

around and shopping in it.

2.7.3 Parking Area

The retail business, or any business for that matter, is competitive enough

without losing customers because of a parking lot. Some folks may purposely stray

away from a place of business because of either the condition or configuration of the

parking lot. In summary, a parking lot is more than just a place to park. It is a

perception enhancer, a customer draw, and a great deal of responsibility. While it is

understandable to invest in aspects of the business that make it run, one should never

neglect to take care of this crucial element. Remember, parking lots are a welcome

mat to your business. In hypermarket business parking area is one of the most

important places for customer to come and used the service, parking area is a business

that hypermarket add in it. There are two type of parking area, first is to payment and

second is or free. By payment mostly have in big mall customer can booked it before

coming. And for free parking everyone can use the service. This business can also

have and creative idea for customer like they create the moon parking and the sun

parking, the moon parking is inside the building and the sun parking is outside the

building. Depending on the location of the parking space, there can be regulations

regarding the time allowed to park and a fee paid to use the parking space (kerb,

2009).

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2.7.4 Inside & Outside shopping booth

Booth a stall compartment or light structure for the sale of goods or for display

purposes, as at a market, exhibition, or fair. Shopping booth effect on customer

because of the variety of the goods make customer to come and join with them and

purchase on it, most of the goods is like the clothes booth, food booth, etc. This also

can make customer go and purchase more in hypermarket because customer can join

different type of goods to find and purchase on it. If customer tough or pick up the

goods they are more likely to buy it. Customer shopping style are different some can

shopping alone this type of person only come and see the goods but not purchasing,

some coming with friend and their both have to purchase on the goods which they like

2.7.5 Banking Area

A bank is a financial agent that creates credit by lending money to a borrow,

thereby creating a consequent deposit on the bank’s balance sheet. Lending activates

can be performed either directly or indirectly through capital markets. Due to their

importance in the financial system and pressure on national economies, banks are

highly keeping pace in most countries. Most nations have institutionalized a system

known as incomplete preserve banking under which banks hold liquid assets equal to

only a fraction of their current liabilities. In addition to other regulations intended to

make sure liquidity, banks are generally subject to minimum capital necessities based

on an international set of capital standard, known as the Basel accords

(Hoggson,.1926). Banking Area in one of the important thing inside hypermarket it’s

convenient for customer to using the service. Different between street bank and bank

inside hypermarket, street bank is closed before bank inside hypermarket and most of

customer they are leaving their job late or after street bank closed and they have no

choice to come inside hypermarket and used the service.

https://en.wikipedia.org/wiki/Noble_Foster_Hoggson

16

2.8 Categories

Category management is a retailing and purchasing concept in which the range of

products purchased by a business organization or sold by a retailer is broken down

into discrete groups of similar or related products; these groups are known as product

categories (examples of grocery categories might be: tinned fish, washing detergent,

toothpastes). It is a systematic, disciplined approach to managing a product category

as a strategic business unit (Pradham, 2007). A lot of category can be defined in

hypermarket but researcher will talk about the facility in atmosphere in side

hypermarket.

2.8.1 Interior design

Interior design is all-around profession in which creative and technical solutions

are of use within a structure to complete a built interior environment. These solutions

are functional; improve the quality of life and culture of the occupants and are

aesthetically attractive. Designs are created in response to and matched with the

building shell and acknowledge the physical location and social framework of the

project. Designs must stick on to code and dictatorial requirements, and support the

principles of environmental sustainability. The interior design development follows a

systematic and coordinated methodology, including research, analysis and integration

of knowledge into the creative process, whereby the needs and resources of the client

are fulfilled to produce an interior space that fulfills the project goals

(http://www.ncidqexam.org/about-interior-design/definition-of-interior-design/). For

interior design in hypermarket inside we can see that they arrange and follow by the

season or the famous festival that happen at that time. Interior design is one of the

important things that can give customer coming back; most of the people are purchase

their money by seeing the color and the design of the places.

https://en.wikipedia.org/wiki/Retailing

https://en.wikipedia.org/wiki/Purchasing

https://en.wikipedia.org/wiki/Retailer

17

2.8.2 Layout

For Lotus and Big C their used type of layout in grid layout because both are

hypermarket that has much kind of products and there are limit merchandisers. It has

to separate products into categories for using space usefully, easy to find products, the

lighting should allow for large obstructions such as signage and seasonal decorations

to be displayed without causing shadowing, and there are always have music or

announcement in the stores to let people know about promotion in products

(http://achiism.onsugar.com/Store-type-layout-hypermarket-3732972). Store layout

should be convenience, allocation of shelf space to products, store flow pattern,

merchandise display, bendable, changeable and beautiful and attractive on customer

to make them come and make them interested on it. In hypermarket business layout

are important because its show that how professional you are in business, it have to

attractive on customer when they come and shop, and it have to be convenient for

them to find the goods.

2.8.3 Atmosphere

In marketing the term atmosphere is used to describe the discipline of designing

commercial spaces. Atmospherics was coined by Philip Kotler in a 1973 article in the

journal of Retailing (Kotler, 1973). Kotler argues that the tangible product is only a

small part of the total consumption package. Buyers respond to the total product,

which include service, warranties, packaging, advertising, financing, pleasantries,

images and so on. Atmospherics covers three major art forms important to retail:

architecture: exterior structure, interior design, and the design of window displays.

The atmosphere of a commercial space performs three functions: creating attention,

communication and affect (Kotler, 1973). Atmosphere in a retail store factors such as

design and fixtures, flooring, smell, sound level, store lighting and temperature, wall

coverings, and other elements of store’s ambience, which can be studied and

controller by a retailer to influence the customer’s buying mood, they should impress

when they come inside and have shopping. In today’s competitive marketplace,

retailers find it more difficult to differentiate their stores exclusively on the basis of

http://achiism.onsugar.com/Store-type-layout-hypermarket-3732972

18

merchandise, price, and promotion, or location, place. Though, the store itself, can

offer a unique atmosphere that may influence the customers patronage decision

(Kotler, 1973 p. 74). In store elements such as color, lighting, style of music may have

more immediate effects on decision making than other marketing inputs such as

advertisements that are not present at the point of purchase (Baker & Grewal, 1994).

2.9 Brand

In 2001 His lop defined branding as "the process of creating a relationship or a

connection between a company's product and emotional perception of the customer

for the purpose of generating segregation among competition and building loyalty

among customers." In 2004 and 2008, Kapferer and Keller respectively defined it as a

fulfillment in customer expectations and consistent customer satisfaction (Shamoon &

Saiqa, 2011). Brand management is a function of marketing that uses special

techniques in order to increase the perceived value of a product. Based on the aims of

the established marketing strategy, brand management enables the price of products to

grow and builds loyal customers through positive associations and images or a strong

awareness of the brand ("Brand Management Definition", 2015).

2.9.1 Brand variety

Grocery retailing especially hypermarket is mainly based on self-service

(Swoboda, Morschett & Schramm, 2007). Grocery retailers sell variety of products

(Esbjerg and Larsen, 2009) and this is exactly what is being offered by hypermarkets.

Hypermarket retailing is a common industry to everyone regardless of social status,

income and even background. Product by hypermarket brand extension is also known

as private brand, store brand, retail brand, distributor brand, own label, own brand or

private label product (Burt and Davies, 2010), (Gomez and Rubio, 2008), (Tifferet

and Herstein, 2010). There are many varieties of brands with quality and good price

for customer to choose and selected the best one. In my opinion it is the good idea in

http://www.investopedia.com/terms/b/brand-management.asp

19

business to add more brand variety inside on place, it is convenient for customer to

come and used the service and they also can compare to another brand.

In hypermarket business brand variety is one of the most importance factors for

customer when they come and used the service inside. More of the customer likes to

buy on quality of brand more like to buy because of the brand. There are many

varieties of brands with quality and good price for customer to choose and selected

the best one. In my opinion it is the good idea in business to add more brand variety

inside on place, it is convenient for customer to come and used the service and they

also can compare to another brand. Variety of brand make customer easy to take

decision to purchase on it.

2.10 Consumer Behavior

2.10.1 Lifestyle

The term lifestyle can denote the interest, opinions, behaviors, and behavioral

orientations of an individual, group, or culture (Lynn, Angeline, 2011). Lifestyle is all

about the customer behavior or their hobby, it’s all about what they want in their life,

How they interested in their life, There are many lifestyle of the person, some in

luxury style, normal style, low style, relax style etc. We can see our lifestyle in many

action and many places, when we shopping in market that behavior can point out that

how we behavior when we shopping, we feel happy, lazy, or bored it shows our

lifestyle, some like to buy the expensive goods and some like to buy the cheapest

goods, some specific in quality and some specific in quantity. This call lifestyle of

person, in hypermarket most of the customer behavior is looking for cheapest price of

the goods, some like sale promotion, some like service, and this can see the different

lifestyle of person.

20

2.11 Related Research

Rajshekhar S Inglay & Rizwan S Dhalla (January 9 – 10, 2010) Application of

Systematic Layout Planning in Hypermarkets to study store layout is a very important

part of the store atmospherics and plays a major role in the customer’s store

experience. The store experience decides the customers repeat visit to the store. From

a retailer's perspective, the store layout determines the exposure to goods and thus

affects the chances of customer buying the goods. There is a need for developing a

systematic procedure of layout planning in retail stores which can provide a

competitive advantage to the retailer. Store Planning is considered more of an art.

Introducing a systematic procedure in the store layout planning can make the process

holistic and bring-in objectivity. An attempt is being made to modify and customize

the SLP for application in retail store/hypermarket planning. The modified SLP can

then serve as a very useful planning tool for the store layout planner. The approach

can be further extended by application of analytical methods to store layout planning.

Kah Loong Leow & Arsiah Bahron & Vincent Kong (Volume 6, Number 2,

December 2011) Commitment in the Hypermarket Industry: Today, Tomorrow, and

Days to Come International Journal of Business and Information this study aims at a

better understanding of organizational commitment in the hypermarket industry. It

focuses on hypermarkets that provide services in Klang Valley, Malaysia; namely,

Carrefour, Tesco, and Giant. Specifically, it seeks to measure the commitment level of

non-executives in those hypermarkets. A sample of 1,500 non-executives was drawn,

from which there were 463 respondents. Data were collected using self-administered

questionnaires designed by the researchers. Results showed a positive relationship

between organizational commitment and job satisfaction, organizational

empowerment and trust, career advancement opportunities, and perceived

organizational justice, but showed a negative relationship between education level and

organizational commitment; that is, the higher the employee’s education, the lower

his or her commitment level to the organization.

21

Hasliza Hassan & Muhammad Sabbir Rahman 2012 International Conference on

Economics, Business Innovation IPEDR vol.38 (2012) Conceptual Study of National

Brand towards Hypermarket Brand Extension through Brand Asset Valuator retailing

industry has been aggressively moving forward in the past two decades.

Hypermarkets have been introducing brand extension products by using the corporate

retail brand name to attract consumers to purchase more at affordable prices. This

concept has been widely accepted by Westerners as a way to reduce overall expenses

especially in fast moving consumption products. However, it is less accepted by

Malaysian due to their perceived quality. The introduction of “1 Malaysia” as a

national brand by the government has enlightened consumer on this branding concept.

This research paper is proposing a conceptual study to discover how far the national

brand could give impact on hypermarket brand extension. It is expected that the

positive valuation of national brand will influence similar valuation towards

hypermarkets brand extension and vice versa.

Salomão Alencar de Farias, & Edvan Cruz Aguiar1 & Francisco Vicente Sales

Melo (Online Published: January 23, 2014) Store Atmospherics and Experiential

Marketing: A Conceptual Framework and Research Propositions for An

Extraordinary Customer Experience the components of a store atmosphere that can be

manipulated to generate answers on individuals are related to sensory factors.

Experiential marketing that enhances the sensory aspects of consumption helps in

understanding the impact of retail environment on consumer behavior. Retailers

around the world have embraced the concept of customer experience management,

with many incorporating the notion into their mission statements, searching for the

creation of a distinctive customer experience for their customers (Verhoef et al.,

2009). The main objective of this paper is to propose a conceptual framework for an

extraordinary customer experience. The construction of this theoretical paper was

possible through the usage of desk research methodology. We reviewed the theory on

store atmospherics and customer experience, both related to the retail setting,

beginning on the 1950’s and ending on 2011. We also provide some research

propositions aiming to develop the knowledge in this field. It is concluded that it is

22

imperative for retailers today to take in account customers’ holistic experience as a

relevant tool to manage the retail operation in a scenario of global competition.

Han-Shen Chen & Tsuifang Hsieh (Accepted 22 November, 2010). The effect of

atmosphere on customer perceptions and customer behavior responses in chain store

supermarkets this study aims at exploring the theme of creating and managing store

atmosphere of chain store supermarket from customer’s point of view. The findings

from the study indicate: (1) The customer perceived factors of store atmosphere of

supermarket include 6 factors in 3 categories, that is, design factors, ambient factors

(including intangible factors and visual stimulus) and social factors (including image

of service personnel, image of other customers and environmental crowding); (2)

Store atmospheric factors have significant positive correlation with customer

approach behaviors, design factors being the most significant impact among all

factors. Store atmospheric factors will influence not only customer emotions but also

customer cognitive valuations of commodities and services. Customer cognitive

valuations and emotional responses will affect customer approach behaviors

significantly; meanwhile, customers’ cognitions and emotional responses will

moderator the impact of store atmosphere on customer behaviors partially; (3)

Customers with various characteristics (including different shopping planning, time

urgency, environmental familiarity etc.) have significant differences in customer

perceptions and behaviors in general. Finally, this study proposes specific suggestions

and measures of how to create a pleasant store atmosphere in chain store supermarket

according to results of empirical analyses.

23

2.12 Research Framework

This research studies about the key factors that effect on customer and keep

coming back in hypermarket business, this research framework explain about the

detail inside independent variable that effect on dependent variable.

Figure: 1 Research Framework

24

2.13 Hypothesis

H1o: β service1, service2, service3 = 0

H1a: At least one of β service1, service2, service3 ≠ 0

H2o: β product quality1, product quality2 = 0

H2a: At least one of β product quality1, product quality2 ≠ 0

H3o: β price1, price2 = 0

H3a: At least one of β price1, price2, ≠ 0

H4o: β sale promotion1, sale promotion 2, sale promotion 3 = 0

H4a: At least one of β sale promotion 1, sale promotion 2, sale promotion 3 ≠ 0

H5o: β place1, place 2, place 3, place4 = 0

H5a: At least one of β place 1, place 2, place 3, place4 ≠ 0

H6o: β facility1, facility2, facility3, facility4 = 0

H6a: At least one of βfacility1, facility2, facility3, facility4 ≠ 0

H7o: β interior design1, interior design 2 = 0

H7a: At least one of β interior design1, interior design 2 ≠ 0

H8o: β brand variety1, brand variety 2, brand variety 3 = 0

H8a: At least one of β brand variety1, brand variety 2, brand variety 3 ≠ 0

CHAPTER 3

RESEARCH METHODOLOGY

This chapter researcher analysis about research design, populations and sample

selection, research instrument, reliability and validity assessment, data collection

procedure, statistic for data analysis.

3.2 Research Design

This research used a quantitative data, which distribute questionnaire using

Facebook, Email, and electronic paper to casual the group of population of data

collection process. The reason to study is done for identifying customers liking and

keep coming back to use the service of this kind of business and keep this business

growing in the future also. In term of business benefit, hypermarket will recognize

customer’s needs moreover, hypermarket can focus on how to work and develop

customer’s service. The information gain from study would help to guide the

hypermarket business to increase their responsiveness and understand the key factors

that would be increase the customers. Consequently, the overall of this research would

be the valuable information in order to plan to apply and develop further. In term of

customer benefit, customer can present their opinion about this hypermarket business.

This research could provide accurate the relation between variables which is related to

hypothesis.

3.3 Population and Sample Selection

Population in this research is a common person who knows the hypermarket

business and they used their service in daily life. They can be the student, officer,

employed, and self-employed in Thailand.

26

Sample selection is from 400 respondents in Bangkok who used the service in

hypermarket business. They can be the student, officer, employed, and self-employed

in Bangkok.

3.4 Research Instrument

This research has an instrument to collect data in order to observe and identify

which independent variable effect on factors has impact on hypermarket and keep

customer coming back. Thus this questionnaire consists of three parts.

Part:1 In hypermarket business the demographic question is all about which

hypermarket that customer often used the service, what is their favorite hobby or their

lifestyle, how often they come to hypermarket, gender, age, the highest education,

profession and monthly income. This all question are closed ended and opened.

Table1: Level of information measurement and criteria.

Variable Level of

measurement Criteria classification

1.Which hypermarket you

often come to use their

service?

Nominal 1.Big C

2.Tesco Lotus

3.Makro

4.Top Supermarket

2. What is your favorite

hobby?

Nominal 1.Playing internet with

shopping detail

2.Exercise

3.Shopping in hypermarket

4.Movie

5.Watching TV a home

6.Other....................................

3. How often do you come to

hypermarket?

Ordinal 1. Once a month

2. 2-3 times per month

3. 3-5 times per month

4. More than 5 times per

month

(Continued)

27

4. Gender Nominal 1.Male

2.Female

5. Age Ordinal 1.18-20 Years

2.21-25 Years

3.26-30 Years

4.31-35 Years

5.More than 35 Years

6. What is the highest level

of education you have

completed?

Nominal 1.Lower than Bachelor

degree

2.Bachelor degree

3.Higher than Bachelor

degree

7. What is your profession? Nominal 1.Student

2.Officer

3.Employed

4.Self-Employed

8. Monthly income (Baht)? Ordinal 1.Less than 15,000 Baht

2.15,001 - 30,000 Baht

3.30,001 – 45,000 Baht

4.45,001 - 60,000 Baht

5.60,001 – and above

Table1: (Continued) Level of information measurement and criteria.

Part:2 Question about impact of the important factors that influence customer to

come back in hypermarket continuously. And the factors are service, quality, price,

sale promotion, place, facility, interior design, brand variety. This is more influence

on customer to coming back in hypermarket business as well.

28

For service

Staff in hypermarket gives the best service and best advices

Staff in hypermarket can answer all questions and solve all problems

Goods are available for customer

For quality

The quality of product got standardization

Have variety of product

For price

Have a suitable price

The prices are cheaper than other competitors

For sale promotion

Always have promotion by discount, gift voucher

The price of the product is worth

Have a loyalty card in exchange for rewards or discounts

For place

Beautiful decoration

Clean

Convenient parking place and secure

Easy to travel

For facility

Have quality and branded restaurant

Food court offer clean and hygienic

Parking place has security guards

The booth inside and outside attractive on customer to come

Offers banking services in finance

For interior design

The interior is decorated as theme in each month such as New year,

Christmas, Chinese New year

29

The music system opens as in each season in that month

For brand variety

Have variety of brand with quality and price

Brand is famous

Brand is well known

These questionnaires are rated by respondents by five Likert scale. And each

scale is beginning with Strongly Agree, Agree, Neutral, Disagree, and Strong

Disagree. The score is set in each level as below,

Strong agree = 5

Agree = 4

Neutral = 3

Disagree = 2

Strong disagree = 1

The dimension analysis of the researcher used mean and interval class formula

to calculate the range of data in each stage as following.

= 0.8

Interval class = 𝑅𝑎𝑛𝑔𝑒 𝑀𝑎𝑥 𝑣𝑎𝑙𝑢𝑒 𝑀𝑖𝑛 𝑣𝑎𝑙𝑢𝑒

𝑁𝑢𝑚𝑏𝑒𝑟 𝑜𝑓 𝑖𝑛𝑡𝑒𝑟𝑣𝑎𝑙

30

Thus, the average score can translate as below,

The score 4.21-5.00 refers to maximum impact level

The score 3.41-4.20 refers to high impact level

The score 2.61-3.40 refers to medium impact level

The score 1.81-2.60 refers to low impact level

The score 1.00-1.80 refers to lowest impact level

3.5 Reliability and Validity Assessment

The survey examines to two significant aspects, which are content validity and

reliability to make sure that the respondents have a same frequent understanding of

questionnaire. After that they can retort based on reality, emotion and knowledge as

statistical reliability of the questionnaire.

3.5.1 Content validity

Each questions be on questionnaires are from previous works and literature.

Even though the writer submitted this questionnaire to an independent study advisor

and five experienced experts who have experience in related field in order to make

sure content validity.

1. Manish Ranjan Assistance vice president of marketing

2. Sanjeev Rai Vice president of marketing

3. Duangporn Rojanawattanakun Purchase Manager

4. Wanaporn Torthanalarp Assistance Marketing Manager

5. Jitkasem Harndhamarak Marketing

31

To establish the constancy of questions, the researcher uses Index of Item

Objective Congruence (IOC) method to calculate the consistency between the

objective and content or questions and objective.

IOC =

IOC = consistency between the objective and content or questions and

objective.

R = total assessment points given from all qualified experts.

N = number of qualified experts.

The consistency index value must have the value 0.5 or above to be accepted. After

measurement result, the questions have misused and have adapted to make sure that

each question has the constancy index value more than 0.5.

Therefore,

= 0.95

According to IOC result of 36 questions on this questionnaire has value index of item

objective congruence (IOC) equal to 0.95 without any question has IOC index less

than 0.5. Thus, all questions are reasonable.

3.5.2 Reliability

The researcher chooses the questionnaire to samples as a show experiment to

examine the reliability of the questionnaire. The reliability test for this study

processes on SPSS statistic program by using Cronbach’s alpha coefficient.

32

Table: 2 Criteria of reliability

Cronbach’s

alpha coefficient Reliability level Desirability level

0.80-1.00 Very high Excellent

0.70-0.79 High Good

0.50-0.69 Medium Fair

0.30-0.49 Low Poor

Less than 0.30 Very low Unacceptable

However, Cronbach’s alpha coefficient is more than 0.70. The questionnaire reliability is

acceptable (Cronbach, 1951; Olorunniwo el al., 2006).

The value of Cronbach’s alpha coefficient from 40 pre-test questionnaires is

0.943 with N of items = 41. As the result have shown on in the Table2. According to

Olorunniwo et al., (2006) the acceptable value of alpha must be proximally 0.70. The

overall Cronbach’s alpha coefficient value from this questionnaire is higher the

counter score value (0.70). Thus, the quality and correctness of questionnaire is high

is reliability level and the attraction level is excellent (Cronbach, 1951; Olorunniwo et

al., 2006). All 41 items on the questionnaire are adequate in the research based on

alpha significance result.

Table : 3 Reliability Statistics

Cronbach's Alpha N of Items

.943 41

33

3.6 Data Collection Procedure

The data that used in this research are from two sources, which are primary data

and secondary data.

For primary data the data is received from questionnaire implement that has been

self-administered by sample group. Total number of accomplished questionnaire is

400 respondents. The questionnaire spread by random sample groups that have

selected by the research in the capital city (Bangkok).

For secondary data the data has been composed, analyzed, and prepared on the

previous studies and literatures in related topic on EBSCO database, online articles,

books, journal, and website on top of related research.

Data collection process has been collected on September to October 2015 by

issue self-administered questionnaires to sample group as a result of channels by

using website questionnaires. The researcher separated the questionnaire into two

parts, which are General demographic questionnaires which are age, gender, monthly

income, profession, education level. & Main factors questionnaire which are

marketing mix questionnaire, facility questionnaire, category questionnaire, brand

variety questionnaire, and consumer behavior questionnaire.

3.7 Statistic for Data Analysis

Researcher processed and analysis by using SPSS program for dispensation and

statics analysis. The statistical are used to examine the information in this study are

following

Descriptive statistics to present the results by percentage used to analyze

the data for consumer in Bangkok area. Frequency, the percentage and

frequency (number of respondents) for the qualitative variables including

age, education, occupation, income, Hobby and lifestyle. Cross

tabulation, the contingency analysis to analyze categorical data by the

34

number of frequency of respondents that can explain specific characteristic

of the research (dominance).

Inferential statistics correlations factors those are connected with a

statistically in hypothesis. Data were analyzed using the statistic package

(SPSS) for the computer to test the relationship between the dependent

variable and independent variable in the hypothesis. Regression Analysis

is used to test hypothesis that both variables are quantitative variables. And

especially used the main of questionnaire in part two to analysis the

hypothesis testing.

CHAPTER 4

RESEARCH FINDING AND DATA ANALYSIS

This chapter will discuss the analysis methodology and describe data presentation

from the analysis to understand the factor that effect on the customer and keep them

coming back in hypermarket business, this research will use SPSS program for showing

the data presentation in this chapter and analyze the result. Information of this chapter

acquire from the questionnaires survey by using 400 Respondents based on the

conceptual framework was presented and discussed in order to prove the research

objective which include data analysis and the results of this study.

The result of hypermarket that effect on customer and keep them coming back

will be separate in to four parts,

4.2 The analysis of general demographics and consumer behavior the data used to

do with frequency and percentage.

4.3 The analysis of cross tabulation to explained the factors that keep customer

coming back to hypermarket business.

4.4 The analysis of multinomial logistic regression to study the most important

factors that keep customer coming back in hypermarket business.

4.5 The hypothesis testing

36

4.2 The Analysis of General Demographics and Consumer Behavior the Data

used to do with Frequency and Percentage.

Table: 4 frequency and percentage

Which hypermarket you often come to use their service?

Frequency Percent Valid Percent

Cumulative

Percent

Valid Big C 156 39.0 39.0 39.0

Tesco Lotus 124 31.0 31.0 70.0

Makro 59 14.8 14.8 84.8

Top Supermarket 61 15.3 15.3 100.0

Total 400 100.0 100.0

The majority of respondents are often come to use the service is in Big C with

frequency of 156 in (39%) follow by Tesco Lotus with frequency of 124 in (31%),

Top Supermarket with frequency of 61 in (15.3%) and Makro with respondent less

than 60 people with 59 in (14.8%) respectively.


What is your favorite hobby?


Cumulative

Percent

Valid Playing internet with

shopping detail 71 17.8 17.8 17.8

Exercise 61 15.3 15.3 33.0

Shopping in hypermarket 111 27.8 27.8 60.8

Movie 40 10.0 10.0 70.8

Watching TV a home 113 28.3 28.3 99.0

Other 4 1.0 1.0 100.0

Total 400 100.0 100.0

37

In a hobby most of the person like to watching TV at home by frequency of 113

(28.3%) follow by shopping in hypermarket by frequency of 111 (27.8%) then playing

internet with shopping detail by frequency of 71 (17.8%) then exercise in the frequency

of 61 (15.3%) then movie in frequency of 40 (10%) and for other such as plant a tree,

Writing Handcrafting, walk in the park, and go to the temple by frequency of 4 (1%)

severally.


How often do you come to hypermarket?


Cumulative

Percent

Valid Once a month 120 30.0 30.0 30.0

2-3 times per month 165 41.3 41.3 71.3

3-5 times per month 53 13.3 13.3 84.5

More than 5 times per

month 62 15.5 15.5 100.0

Total 400 100.0 100.0

The majority on how often that the person comes to hypermarket it shows the

frequency of 2-3 times per month of 165 (41.3%) follow by once a month in

frequency of 120 (30%) for more than 5 times per month in frequency of 62 (15.5%)

and the last is 3-5 times per month with the frequency of 53 (13.3%) in that order.

38


Gender?


Cumulative

Percent

Valid Male 199 49.8 49.8 49.8

Female 201 50.3 50.3 100.0

Total 400 100.0 100.0

Frequency of 201 (50.3%) are female and male has frequency of 199 (49.8%) as

follow.


Age?


Cumulative

Percent

Valid 18-20 Years 23 5.8 5.8 5.8

21-25 Years 77 19.3 19.3 25.0

26-30 Years 158 39.5 39.5 64.5

31-35 Years 65 16.3 16.3 80.8

More than 35 Years 77 19.3 19.3 100.0

Total 400 100.0 100.0

The majority in age of 26-30 years infrequency of 158 (39.5%) and the range of

21-25 years, more than 35 years are in the same frequency of 77 (19.3 %) follow by

the frequency of 65 (16.3%) and the last is 18-20 years in the frequency of 23 (5.8%)

randomly.

39


What is the highest level of education you have completed?


Cumulative

Percent

Valid Lower than Bachelor

degree 120 30.0 30.0 30.0

Bachelor degree 243 60.8 60.8 90.8

Higher than Bachelor

degree 37 9.3 9.3 100.0

Total 400 100.0 100.0

Most of the respondents are educated on bachelor degree by the frequency of

243 (60.8%) follow by educated on lower than bachelor degree in the frequency of

120 (30%) and then educated on higher than bachelor degree by the frequency of 37

(9.3%) correspondingly.


What is your profession?


Cumulative

Percent

Valid Student 54 13.5 13.5 13.5

Officer 40 10.0 10.0 23.5

Employed 247 61.8 61.8 85.3

Self-Employed 59 14.8 14.8 100.0

Total 400 100.0 100.0

In majority of profession most of the respondents that used hypermarket service

are the employed in the frequency of 247 (61.8%) range by the respondents in self-

employed in frequency of 59 (14.8%) follow by the respondents in student in

40

frequency of 54 (13.5%) and the last with respondent in officer in frequency of 40

(10%) respectively.


Monthly income (Baht)?


Cumulative

Percent

Valid Less than 15,000 Baht 93 23.3 23.3 23.3

15,001 - 30,000 Baht 187 46.8 46.8 70.0

30,001 – 45,000 Baht 55 13.8 13.8 83.8

45,001 - 60,000 Baht 46 11.5 11.5 95.3

60,001 – and above 19 4.8 4.8 100.0

Total 400 100.0 100.0

Most of the respondents are in the rate of 15,000-30,000 baht in monthly

income with the frequency of 187 (46.8%) follow by the rate of less than 15,000 baht

with the frequency of 93 (23.3%) then with the rate of 30,000-45,000 baht in the

frequency of 55 (13.8%) and in the rate of 45,000-60,000 baht in the frequency of 46

(11.5%) and the last is in the rate of 60,001 above in the frequency of 19 (4.8%) in

that order.

41

4.3 The Analysis of Cross Tabulation to Explained the Factors that Keep Customer

Coming Back to Hypermarket Business.

Table: 12 Cross tabulation

How often do you come to hypermarket? * Which hypermarket you often come to use their service? Cross

tabulation

Which hypermarket you often come to use

their service?

Total Big C

Tesco

Lotus Makro

Top

Supermarket

How often do

you come to

hypermarket?

Once a month Count 48 30 23 19 120

% often comes to

hypermarket? 40.0% 25.0% 19.2% 15.8% 100.0%

% often use? 30.8% 24.2% 39.0% 31.1% 30.0%

2-3 times per month Count 69 57 19 20 165

% often comes to

hypermarket? 41.8% 34.5% 11.5% 12.1% 100.0%

% often use? 44.2% 46.0% 32.2% 32.8% 41.3%

3-5 times per month Count 20 24 2 7 53

% often comes to

hypermarket? 37.7% 45.3% 3.8% 13.2% 100.0%

% often use? 12.8% 19.4% 3.4% 11.5% 13.3%

More than 5 times per

month

Count 19 13 15 15 62

% often comes to

hypermarket? 30.6% 21.0% 24.2% 24.2% 100.0%

% often use? 12.2% 10.5% 25.4% 24.6% 15.5%

Total Count 156 124 59 61 400

% often comes to

hypermarket? 39.0% 31.0% 14.8% 15.3% 100.0%

% often use? 100.0% 100.0% 100.0% 100.0% 100.0%

42

For the often of the customer to come into the hypermarket can show that in this table most of

the respondents often come into Big C with the number of 156 out of 400 respondents or (39%) and

then Tesco Lotus is the second range by the number of 124 out of 400 respondents or (31%) and

follow by Makro in the number of 61 out of 400 respondent or (15.3%) and end by Top supermarket

with the lowest number of 59 out of 400 respondents or (14.8%) randomly.

In this table researcher analyzed that most of the respondents often come to used Big C, service

with the number of (44.2%) Tesco Lotus with the number of (46%) and Top supermarket with the

number of (32.2%) and their regularly come around 2-3 times per month and for Makro the

respondents come to used their service with the number of (39%) in the regularly of once a month.


Gender? * Which hypermarket you often come to use their service? Cross tabulation

Which hypermarket you often come to use their

service?

Total Big C

Tesco

Lotus Makro

Top

Supermarket

Gender? Male Count 82 43 50 24 199

% within Gender? 41.2% 21.6% 25.1% 12.1% 100.0%

% within you often use? 52.6% 34.7% 84.7% 39.3% 49.8%

Female Count 74 81 9 37 201

% within Gender? 36.8% 40.3% 4.5% 18.4% 100.0%


Total Count 156 124 59 61 400

% within Gender? 39.0% 31.0% 14.8% 15.3% 100.0%


For the gender can show that in this table most of the respondents often come into

Big C with the number of 156 out of 400 respondents or (39%) and then Tesco Lotus is

the second range by the number of 124 out of 400 respondents or (31%) and follow by

43

Makro in the number of 61 out of 400 respondent or (15.3%) and end by Top

supermarket with the lowest number of 59 out of 400 respondents or (14.8%) randomly.

In this table researcher analyzed that most of the respondent’s gender in Big C are

male by the number of (52.6%) and in Tesco Lotus most of the respondents are female

by the number of (65.3%) and in Makro most of the respondents are male by the number

of (84.7%) and the last in Top supermarket most of the respondents are female by the

number of (60.7%).


Age? * Which hypermarket you often come to use their service? Cross tabulation

Which hypermarket you often come to use their

service?

Total Big C

Tesco

Lotus Makro

Top

Supermarket

Age? 18-20 Years Count 11 7 4 1 23

% within Age? 47.8% 30.4% 17.4% 4.3% 100.0%


21-25 Years Count 35 25 3 14 77

% within Age? 45.5% 32.5% 3.9% 18.2% 100.0%


26-30 Years Count 60 51 23 24 158

% within Age? 38.0% 32.3% 14.6% 15.2% 100.0%


31-35 Years Count 24 20 10 11 65

% within Age? 36.9% 30.8% 15.4% 16.9% 100.0%


More than 35 Years Count 26 21 19 11 77

% within Age? 33.8% 27.3% 24.7% 14.3% 100.0%


Total Count 156 124 59 61 400

% within Age? 39.0% 31.0% 14.8% 15.3% 100.0%


44

For the age can show that in this table most of the respondents often come into Big

C with the number of 156 out of 400 respondents or (39%) and then Tesco Lotus is the

second range by the number of 124 out of 400 respondents or (31%) and follow by



In this table researcher analyzed that most of the respondents are in the age of 26-30

years by the number of Big C with (38.5%) Tesco Lotus with (41.1%) Makro with (39%)

and Top supermarket with (39.3%) are mostly come to use the service in hypermarket.


What is your profession? * Which hypermarket you often come to use their service? Cross tabulation


their service?

Total

Big C Tesco

Lotus

Makro Top

Supermarket

What is your

profession?

Student Count 19 17 6 12 54

% within profession? 35.2% 31.5% 11.1% 22.2% 100.0%


Officer Count 14 10 8 8 40



Employed Count 97 86 27 37 247



Self-

Employed

Count 26 11 18 4 59



Total Count 156 124 59 61 400


% within you often use? 100.0

%

100.0

%

100.0% 100.0% 100.0%

45

For the profession can show that in this table most of the respondents often come

into Big C with the number of 156 out of 400 respondents or (39%) and then Tesco

Lotus is the second range by the number of 124 out of 400 respondents or (31%) and

follow by Makro in the number of 61 out of 400 respondent or (15.3%) and end by Top


In this table researcher analyzed that most of the respondents are employed with the

number in Big C with (62.2%) Tesco Lotus with (69.4%) Makro with (45.8%) and the

last is Top supermarket with (60.7%) respectively.

46


For the profession can show that in this table most of the respondents often come into

Big C with the number of 156 out of 400 respondents or (39%) and then Tesco Lotus is

the second range by the number of 124 out of 400 respondents or (31%) and follow by



Monthly income (Baht)? * Which hypermarket you often come to use their service? Cross tabulation


their service?

Total Big C

Tesco

Lotus Makro

Top

Supermark

et

Monthly

income

Less than 15,000

Baht

Count 37 28 12 16 93

% within income? 39.8% 30.1% 12.9% 17.2% 100.0%

% you often use? 23.7% 22.6% 20.3% 26.2% 23.3%

15,001 - 30,000

Baht

Count 74 72 22 19 187

% income? 39.6% 38.5% 11.8% 10.2% 100.0%


30,001 – 45,000

Baht

Count 27 12 1 15 55

% within income? 49.1% 21.8% 1.8% 27.3% 100.0%


45,001 - 60,000

Baht

Count 15 5 18 8 46

% within income? 32.6% 10.9% 39.1% 17.4% 100.0%


60,001 – and above Count 3 7 6 3 19

% within income? 15.8% 36.8% 31.6% 15.8% 100.0%


Total Count 156 124 59 61 400

% within income? 39.0% 31.0% 14.8% 15.3% 100.0%

% within you often use? 100.0

% 100.0% 100.0% 100.0% 100.0%

47

In this table researcher analyzed that most of the respondents are in 15,000-30,000

monthly income with the number in Big C with (47.4%) Tesco Lotus with (58.1%)

Makro with (37.3%) and the last is Top supermarket with (31.1%) respectively.

4.4 The Analysis of Multinomial Logistic Regression to Study the Most Important

Factors that Keep Customer Coming Back in Hypermarket Business

Table: 17Multinomial Logistic Regression of the factors

Likelihood Ratio Tests

Effect

Model Fitting

Criteria Likelihood Ratio Tests

-2 Log

Likelihood of

Reduced

Model Chi-Square df Sig.

Intercept 586.509a .000 0 .

Fservice 596.626 10.118 6 .120

Fquality 595.157 8.649 6 .194

Fprice 599.230 12.722 9 .176

Fsale 631.822 45.313 9 .000

Fplace 594.162 7.653 9 .569

Ffacility 596.357 9.848 9 .363

Finterior 595.773 9.264 9 .413

Fbrand 605.707 19.198 9 .024

Flife 596.519 10.010 9 .350

According to the table above it shows the factors of sale promotion and factors of brand

variety are significant on keep customer coming back in hypermarket business and the

number is lower than (0.05) and the detail of each factors that influence will show as

following below.

48

To testing hypothesis, the researcher was using multinomial logistic regression to

analysis on factor that keep customer coming back in hypermarket business of Big C and

Tesco Lotus comparing with Top supermarket.

For Big C the factors of price and factors of sale promotion are significant that keep

customer coming back in hypermarket business at the score of Factors of price = 4

(Agree) (.024 < .05) Factors of sale promotion = 3 (Neutral) (.000 < .05) and Factors of

sale promotion = 4 (Agree) (.000 < .05).

For Tesco Lotus the factors of price and sale promotion are significant that keep

customer coming back in hypermarket business at the score of Factors of = 4 (Agree)

Table: 18 Multinomial Logistic Regression of the factors

Parameter Estimates

Which hypermarket

you often come to

use their service?a B

Std.

Error Wald df Sig. Exp(B)

95% Confidence Interval

for Exp(B)

Lower

Bound Upper Bound

Big C Intercept 1.176 .456 6.644 1 .010

[Fprice=4] 1.706 .753 5.129 1 .024 5.509 1.258 24.123

[Fsale=3] -2.490 .580 18.432 1 .000 .083 .027 .258

[Fsale=4] -1.858 .475 15.328 1 .000 .156 .062 .395

Tesco

Lotus

Intercept 1.087 .458 5.635 1 .018

[Fprice=4] 1.586 .746 4.519 1 .034 4.886 1.132 21.089

[Fsale=3] -2.234 .579 14.881 1 .000 .107 .034 .333

[Fsale=4] -1.207 .467 6.666 1 .010 .299 .120 .748

a. The reference category is: Top Supermarket.

b. Floating point overflow occurred while computing this statistic. Its value is therefore set to system missing.

c. This parameter is set to zero because it is redundant.

49

(.034 < .05) Factors of sale promotion = 3 (Neutral) (.000 < .05) and Factors of sale

promotion = 4 (Agree) (.010 < .05).

Table: 19 Multinomial Logistic Regression details of the factors


Effect

Model Fitting Criteria Likelihood Ratio Tests

-2 Log Likelihood of

Reduced Model Chi-Square df Sig.

Intercept 495.289a .000 0 .

mktS1.1 504.545b 9.256 9 .414

mktS1.2 527.038b 31.749 9 .000

mktS1.3 510.414b 15.126 6 .019

mktQ2.1 530.161b 34.872 9 .000

mktQ2.2 508.319b 13.030 6 .043

mktPR3.1 505.935b 10.647 9 .301

mktPR3.2 517.790b 22.501 9 .007

mktSP4.1 520.137b 24.848 9 .003

mktSP4.2 507.524b 12.235 9 .200

mktSP4.3 524.146b 28.857 9 .001

mktPL5.1 514.872b 19.583 12 .075

mktPL5.2 509.854b 14.565 12 .266

mktPL5.3 512.673b 17.384 12 .136

mktPL5.4 506.919b 11.630 9 .235

keepF6.1 546.352b 51.063 9 .000

keepF6.2 564.488b 69.199 9 .000

keepF6.3 508.770b 13.482 9 .142

keepF6.4 513.211b 17.922 9 .036

keepF6.5 506.302b 11.013 9 .275

keepIN7.1 521.049b 25.760 12 .012

keepIN7.2 517.338b 22.049 12 .037

keepB8.1 513.428b 18.139 6 .006

keepB8.2 517.574b 22.285 6 .001

keepB8.3 502.271b 6.982 6 .323

50

According to the table above it shows the detail of factors of service, quality, price,

sale promotion, place, facility, interior design, and brand variety that are significant on

keep customer coming back in hypermarket business and the number is lower than (0.05)

and the detail of each factors that influence will show as following below.


Parameter Estimates

Which hypermarket you often come to use their service?

a B

Std. Error Wald df Sig. Exp(B)

95% Confidence Interval for Exp(B)

Lower Bound Upper Bound

Big C Intercept 1.726 .929 3.455 1 .063 [mktS1.2=3] 9.908 3.139 9.966 1 .002 20100.464 42.812 9437331.432

[mktS1.2=4] 5.458 1.784 9.359 1 .002 234.550 7.107 7740.467

[mktS1.3=4] -2.807 1.403 4.005 1 .045 .060 .004 .944

[mktQ2.1=4] 9.492 2.496 14.460 1 .000 13248.327 99.429 1765255.604

[mktQ2.2=3] -6.627 3.041 4.749 1 .029 .001 3.413E-6 .514

[mktQ2.2=4] -4.082 1.747 5.459 1 .019 .017 .001 .518

[mktPR3.2=3] -5.928 1.745 11.537 1 .001 .003 8.707E-5 .081

[mktSP4.1=4] 2.374 1.160 4.192 1 .041 10.743 1.107 104.274

[mktSP4.3=3] -4.588 1.542 8.849 1 .003 .010 .000 .209

[mktPL5.2=3] 9.444 4.203 5.048 1 .025 12635.331 3.339 47815640.474

[keepF6.1=4] -4.978 1.120 19.762 1 .000 .007 .001 .062

[keepF6.2=3] -6.247 2.573 5.897 1 .015 .002 1.251E-5 .300

[keepF6.2=4] 6.226 2.149 8.391 1 .004 505.900 7.489 34175.932

[keepF6.3=3] -5.539 2.782 3.963 1 .047 .004 1.683E-5 .918

[keepIN7.2=2] -12.016 4.368 7.568 1 .006 6.044E-6 1.157E-9 .032

[keepB8.1=3] -4.422 1.714 6.660 1 .010 .012 .000 .345

[keepB8.2=3] 10.720 3.299 10.557 1 .001 45253.500 70.348 29110499.550

[keepB8.2=4] 5.428 1.878 8.350 1 .004 227.672 5.733 9041.009




51


analysis on the detail of factors that keep customer coming back in hypermarket business

of Big C, Tesco Lotus and Makro comparing with Top supermarket.

For Big C the detail of factors of service (mktS1.2 solve problem) are significant that

keep customer coming back in hypermarket business at the score of Factors of service = 3

(Neutral) (.002 < .05), Factors of service (mktS1.2 solve problem) = 4 (Agree) (.002 <

.05) and Factors of service (mktS1.3 goods available) = 4 (Agree) (.045 < .05), Factors of

quality (mktQ2.1 standardization) = 4 (Agree) (.000 < .05), Factors of quality (mktQ2.2

variety) = 3 (Neutral) (.029 < .05), Factors of quality (mktQ2.2 variety) = 4 (Agree) (.019

< .05), Factors of price (mktPR3.2 cheaper than competitor) = 3 (Neutral) (.001 < .05),

Factors of sale promotion (mktSP4.1 always discount) = 4 (Agree) (.041 < .05), Factors

of sale promotion (mktSP4.3 loyalty card) = 3 (Neutral) (.003 < .05), Factors of place

(mktPL5.2 clean) = 3 (Neutral) (.025 < .05), Factors of facility (keepF6.1 quality

restaurant) = 4 (Agree) (.000 < .05), Factors of facility (keep6.2 clean food) = 3 (Neutral)

(.015 < .05), Factors of facility (keep6.2 clean food) = 4 (Agree) (.004 < .05), Factors of

facility (keep6.3 security guard) = 3 (Neutral) (.047 < .05), Factors of interior design

(keep7.2 music) = 2 (Disagree) (.006 < .05), Factors of brand variety (keep8.1 variety of

brand) = 3 (Neutral) (.010 < .05), Factors of brand variety (keep8.2 famous) = 3 (Neutral)

(.001 < .05), Factors of brand variety (keep8.2 famous) = 4 (Agree) (.004 < .05).

52


Parameter Estimates

Which hypermarket you often

come to use their service?a B

Std.


95% Confidence Interval for

Exp(B)

Lower

Bound Upper Bound

Tesco Lotus Intercept 2.349 .898 6.844 1 .009

[mktS1.2=3] 7.932 3.155 6.322 1 .012 2785.865 5.750 1349792.976

[mktS1.2=4] 5.781 1.844 9.831 1 .002 324.234 8.736 12034.032

[mktS1.3=4] -3.032 1.504 4.067 1 .044 .048 .003 .918

[mktQ2.1=4] 10.985 2.518 19.037 1 .000 58996.427 424.333 8202469.702

[mktQ2.2=3] -7.425 3.056 5.904 1 .015 .001 1.493E-6 .238

[mktQ2.2=4] -4.709 1.762 7.142 1 .008 .009 .000 .285

[mktPR3.2=3] -4.736 1.752 7.307 1 .007 .009 .000 .272

[mktSP4.1=4] 2.442 1.208 4.084 1 .043 11.494 1.076 122.725

[mktSP4.3=3] -4.246 1.512 7.881 1 .005 .014 .001 .278

[mktPL5.2=3] 8.568 4.221 4.120 1 .042 5259.817 1.343 20600486.406

[keepF6.1=4] -3.502 1.111 9.934 1 .002 .030 .003 .266

[keepF6.2=3] -6.491 2.610 6.185 1 .013 .002 9.115E-6 .253

[keepF6.2=4] 6.657 2.166 9.442 1 .002 777.891 11.141 54313.204

[keepF6.4=3] 3.565 1.452 6.030 1 .014 35.354 2.053 608.674

[keepB8.1=3] -4.683 1.753 7.134 1 .008 .009 .000 .288

[keepB8.1=4] -2.877 1.295 4.935 1 .026 .056 .004 .713

[keepB8.2=3] 9.369 3.338 7.877 1 .005 11718.227 16.883 8133398.410

[keepB8.2=4] 5.825 1.928 9.125 1 .003 338.574 7.733 14823.965

[keepB8.3=4] -4.543 1.945 5.454 1 .020 .011 .000 .482




53




For Tesco Lotus the detail of factors of service (mktS1.2 solve problem) are

significant that keep customer coming back in hypermarket business at the score of the

factors of service = 3 (Neutral) (.012 < .05), Factors of service (mktS1.2 solve problem) =

4 (Agree) (.002 < .05) and Factors of service (mktS1.3 goods available) = 4 (Agree) (.044

< .05), Factors of quality (mktQ2.1 standardization) = 4 (Agree) (.000 < .05), Factors of

quality (mktQ2.2 variety) = 3 (Neutral) (.015 < .05), Factors of quality (mktQ2.2 variety)

= 4 (Agree) (.008 < .05), Factors of price (mktPR3.2 cheaper than competitor) = 3

(Neutral) (.007 < .05), Factors of sale promotion (mktSP4.1 always discount) = 4

(Agree) (.043 < .05), Factors of sale promotion (mktSP4.3 loyalty card) = 3 (Neutral)

(.005 < .05), Factors of place (mktPL5.2 clean) = 3 (Neutral) (.042 < .05), Factors of

facility (keepF6.1 quality restaurant) = 4 (Agree) (.002 < .05), Factors of facility (keep6.2

clean food) = 3 (Neutral) (.013 < .05), Factors of facility (keep6.2 clean food) = 4

(Agree) (.002 < .05), Factors of facility (keep6.4 booth ) = 3 (Neutral) (.014 < .05),

Factors of brand variety (keep8.1 variety of brand) = 3 (Neutral) (.008 < .05), Factors of

brand variety (keep8.1 variety of brand) = 4 (Agree) (.026 < .05), Factors of brand variety

(keep8.2 famous) = 3 (Neutral) (.005 < .05), Factors of brand variety (keep8.2 famous) =

4 (Agree) (.003 < .05), Factors of brand variety (keep8.3 well known) = 4 (Agree) (.020 <

.05).

54


Parameter Estimates




For Makro the detail of factors of service (mktS1.2 solve problem) are significant that

keep customer coming back in hypermarket business at the score of Factors of service = 4

(Agree) (.020 < .05), Factors of service (mktS1.3 goods available) = 3 (Neutral) (.044 <

.05), Factors of service (mktS1.3 goods available) = 4 (Agree) (.001 < .05), Factors of

quality (mktQ2.1 standardization) = 3 (Neutral) (.009 < .05), Factors of quality (mktQ2.1

standardization) = 4 (Agree) (.000 < .05), Factors of place (mktPL5.3 convenient

parking) = 3 (Neutral) (.040 < .05), Factors of facility (keepF6.1 quality restaurant) = 4

Which hypermarket you often

come to use their service?a B

Std.


95% Confidence Interval for

Exp(B)

Lower

Bound Upper Bound

Makro Intercept -.069 1.173 .003 1 .953

[mktS1.2=4] 5.267 2.261 5.424 1 .020 193.760 2.303 16298.784

[mktS1.3=3] -7.695 3.814 4.071 1 .044 .000 2.582E-7 .802

[mktS1.3=4] -10.280 3.129 10.797 1 .001 3.432E-5 7.457E-8 .016

[mktQ2.1=3] 10.254 3.903 6.902 1 .009 28398.574 13.520 59649927.153

[mktQ2.1=4] 10.449 2.938 12.644 1 .000 34502.901 108.795 10942106.339

[mktPL5.3=3] -8.515 4.147 4.217 1 .040 .000 5.919E-8 .679

[keepF6.1=4] -4.078 1.311 9.678 1 .002 .017 .001 .221

[keepIN7.1=4] 3.425 1.705 4.036 1 .045 30.721 1.087 868.075

[keepB8.3=4] -5.242 2.388 4.820 1 .028 .005 4.908E-5 .570




55

(Agree) (.002 < .05), Factors of interior design (keep7.1 decorate) = 4 (Agree) (.045 <

.05),Factors of brand variety (keep8.3 well known) = 4 (Agree) (.028 < .05).

Table: 23 Multinomial Logistic Regression of demographic


Effect

Model Fitting


-2 Log

Likelihood of


Intercept 532.488a .000 0 .

Often 550.505 18.017 9 .035

Age 541.281 8.793 12 .721

Education 574.226 41.738 6 .000

Income 584.950 52.462 12 .000

According to the table above it shows the demographic factors that have often of

coming to hypermarket, education, and income are significant on keep customer coming

back in hypermarket business and the number is lower than (0.05) and the detail of each

factors that influence will show as following below.

56

Table: 24 Multinomial Logistic Regression of demographic


analysis on demographic factors that keep customer coming back in hypermarket

business of Big C, Tesco Lotus and Makro comparing with Top supermarket.

For Big C the factors of (often2 2-3 times per month) are significant and keep

customer coming back in hypermarket business at the score of often2 = 2-3 times per

month (.016 < .05).

For Tesco Lotus the factors of (often2 2-3 times per month), (often3 3-5 times per

month) are significant that keep customer coming back in hypermarket business at the

score of often2 = 2-3 times per month (.007 < .05), often3 = 3-5 times per month (.009 <

.05).

Parameter Estimates

Which hypermarket you often come

to use their service?a B

Std.


95% Confidence

Interval for Exp(B)

Lower

Bound

Upper

Bound

Big C Intercept .314 1.124 .078 1 .780

[Often=2] 1.098 .458 5.758 1 .016 2.999 1.223 7.357

Tesco

Lotus

Intercept 1.228 1.070 1.317 1 .251

[Often=2] 1.348 .498 7.331 1 .007 3.850 1.451 10.214

[Often=3] 1.636 .628 6.781 1 .009 5.136 1.499 17.596

Makro Intercept .281 1.195 .055 1 .814

[Education=1] 1.933 .941 4.215 1 .040 6.907 1.092 43.709

[Income=1] -2.405 1.085 4.909 1 .027 .090 .011 .758

[Income=3] -3.509 1.366 6.604 1 .010 .030 .002 .435


b. This parameter is set to zero because it is redundant.

57

For Makro the factors of (Education1 Lower than bachelor degree), (income1 less than

15,000 baht), (income3 30,000-45,000 baht) are significant that keep customer coming

back in hypermarket business at the score of education1 = lower than bachelor degree

(.040 < .05), income1 = less than 15,000 baht (.027 < .05), income 3 = 30,000-45,000

baht (0.10 < .05).

4.5The Hypothesis testing

Table: 25 Hypothesis testing


Effect

Model Fitting


Part Question

-2 Log

Likelihood of


Intercept 495.289a .000 0 .

Service mktS1.1 Best service 504.545b 9.256 9 .414

mktS1.2 Solve problem 527.038b 31.749 9 .000

mktS1.3 Goods available 510.414b 15.126 6 .019



According to the table above show that there are two variable from analysis of

service are significant that is (mktS1.2 solve problem) by the number of P value (.000),

and (mktS1.3 goods available) by the number of P value (.019). So it reject the

hypothesis of H1o and accept the hypothesis of H1a, its mean that service is significant

on customer and keep them coming back in hypermarket business at the standards

number of (0.05) of significant.

58



Effect

Model Fitting


Part Question

-2 Log

Likelihood of


Intercept 495.289a .000 0 .

Product quality mktQ2.1 standardization 530.161b 34.872 9 .000

mktQ2.2 variety 508.319b 13.030 6 .043

H2o: β quality1, quality2 = 0

H2a: At least one of β quality1, quality2 ≠ 0


product quality are significant that is (mktQ2.1 standardization) by the number of P value

(.000), and (mktQ2.2 variety of product) by the number of P value (.043). So it reject the

hypothesis of H2a and accept the hypothesis of H2o, its mean that product quality is

significant on customer and keep them coming back in hypermarket business at the

standards number of (0.05) of significant.



Effect

Model Fitting


Part Question

-2 Log

Likelihood of

Reduced Model

Chi-

Squar

e df Sig.

Intercept 495.289a .000 0 .

Price mktPR3.1 Suitable price 505.935b 10.647 9 .301

mktPR3.2 Cheaper than competitor 517.790b 22.501 9 .007

59



According to the table above show that there is one variable from analysis of price is

significant that is (mktPR3.2 cheaper than competitor) by the number of P value (.007).

So it reject the hypothesis of H3o and accept the hypothesis of H3a, its mean that the

price is significant on customer and keep them coming back in hypermarket business at

the standards number of (0.05) of significant.



Effect

Model Fitting


Part Question

-2 Log

Likelihood of


Intercept 495.289a .000 0 .

Sale promotion mktSP4.1 Always discount 520.137b 24.848 9 .003

mktSP4.2 Price is worth 507.524b 12.235 9 .200

mktSP4.3 Loyalty card 524.146b 28.857 9 .001



According to the table above show that there are two variable from analysis of sale

promotion are significant that is (mktSP4.1 always discount) by the number of P value

(.003), and (mktSP4.3 loyalty card) by the number of P value (.001). So it reject the

hypothesis of H4o and accept the hypothesis of H4a, its mean that the sale promotion is

significant on customer and keep them coming back in hypermarket business at the

standards number of (0.05) of significant.

60



Effect

Model Fitting


Part Question

-2 Log Likelihood

of Reduced Model

Chi-

Squar

e df Sig.

Intercept 495.289a .000 0 .

Facility keepF6.1 Quality restaurant 546.352b 51.063 9 .000

keepF6.2 Clean food 564.488b 69.199 9 .000

keepF6.3 Security guard 508.770b 13.482 9 .142

keepF6.4 Booth 513.211b 17.922 9 .036

keepF6.5 Bank 506.302b 11.013 9 .275



According to the table above show that there are three variable from analysis of

facility are significant that is (keepF6.1 quality restaurant) by the number of P value

(.000), (keepF6.2 clean food) by the number of P value (.000), and (keepF6.4 Booth) by

the number of P value (.036). So it reject the hypothesis of H6o and accept the hypothesis

of H6a, its mean that the facility is significant on customer and keep them coming back in

hypermarket business at the standards number of (0.05) of significant.

61



Effect

Model Fitting


Part Question

-2 Log

Likelihood of


Intercept 495.289a .000 0 .

Category keepIN7.1 Decorate 521.049b 25.760 12 .012

keepIN7.2 Music 517.338b 22.049 12 .037




Category are significant that is (keepIN7.1 decorate) by the number of P value (.012), and

(keepIN7.2 music) by the number of P value (.037). So it reject the hypothesis of H7a

and accept the hypothesis of H7o, its mean that the category is significant on customer

and keep them coming back in hypermarket business at the standards number of (0.05) of

significant.



Effect

Model Fitting


Part Question

-2 Log Likelihood

of Reduced

Model Chi-Square df Sig.

Intercept 495.289a .000 0 .

Brand Variety keepB8.1 Variety of brand 513.428b 18.139 6 .006

keepB8.2 Famous 517.574b 22.285 6 .001

keepB8.3 Well known 502.271b 6.982 6 .323

62



According to the table above show that there are two variable from analysis of Brand

variety are significant that is (keepB8.1 variety of brand) by the number of P value (.006),

and (keepB8.2 famous) by the number of P value (.001). So it reject the hypothesis of

H8o and accept the hypothesis of H8a, its mean that the brand variety is significant on

customer and keep them coming back in hypermarket business at the standards number of

(0.05) of significant.

For the hypothesis result show that the seven factors is service, product quality,

price, sale promotion, facility, category, and brand variety factors are significant on

customer to come and repurchasing in hypermarket and only one factor that is place

factor is not significant or not important for customer to repurchasing inside hypermarket

business.

CHAPTER 5

DISCUSSION AND CONCLUSION

In this chapter the researcher summarized in the general the important components of

research studied, hypothesis, concept of theories, related research and testing hypothesis

show as the result of key factors in hypermarket business that effect on customer and

keep them coming back.

This research will useful for hypermarket business, related business, business owner

marketers and staffs, investors and researcher which are related to hypermarket business.

The result of this study can improve the way to keep customer coming back in to

hypermarket business, it can help to create more appropriate marketing strategy to their

market segment and competitor in this business and to focus more on over all of facility,

category, brand variety, and consumer behavior inside and outside the business. This

research used a quantitative data, which distribute questionnaire using Facebook, Email,

and electronic paper to casual the group of population of data collection process. The

reason to study is done for identifying customers liking and keep coming back to use the

service of this kind of business and keep this business growing in the future also. In term

of business benefit, hypermarket will recognize customer’s needs moreover, hypermarket

can focus on how to work and develop customer’s service. The information gain from

study would help to guide the hypermarket business to increase their responsiveness and

understand the key factors that would be increase the customers. Consequently, the

overall of this research would be the valuable information in order to plan to apply and

develop further. In term of customer benefit, customer can present their opinion about

this hypermarket business. In this research there are the theoretical foundations of

conceptual framework that can measure the related to coming of customer in hypermarket

business and analyzed to hypothesis as following;

64



H2o: β quality1, quality2 = 0

H2a: At least one of β quality1, quality2 ≠ 0





H5o: β place1, place 2, place 3, place4 = 0

H5a: At least one of β place 1, place 2, place 3, place4 ≠ 0







This research is quantitative research; the data collect by the questionnaire. The

sample size is 400 respondents in Bangkok. The hypothesis analyzed through Frequency,

Cross Tabulation, Multinomial Logistic Regression and Analysis of hypothesis testing.

65

5.2 Conclusion

From the research of the factors that effect on customer and keep them coming back

into hypermarket business and able to finish off the result as following;

The majority on how often that the person comes to hypermarket it shows the

frequency of 2-3 times per month of 165 (41.3%), most are the female by the number of

201 (50.3%), The majority in age of 26-30 years infrequency of 158 (39.5%), Most of the

respondents are educated on bachelor degree by the frequency of 243 (60.8%), In

majority of profession most of the respondents that used hypermarket service are the

employed in the frequency of 247 (61.8%), Most of the respondents are in the rate of

15,000-30,000 baht in monthly income with the frequency of 187 (46.8%).

The majority of respondents are often come to use the service is in Big C with

frequency of 156 in (39%), In life style of person, most of them like to watching TV at

home by frequency of 113 (28.3%).

In the analysis of cross tabulation for the often of the customer to come into the

hypermarket can show that in this research most of the respondents often come into Big

C with the number of 156 out of 400 respondents or (39%) and then Tesco Lotus is the

second range by the number of 124 out of 400 respondents or (31%) and follow by



In the research analyzed that most of the respondents often come to used Big C, service

with the number of (44.2%) their regularly come around 2-3 times per month. In the

research analyzed that most of the respondents are in the age of 26-30 years by the

number of Big C with (38.5%) Tesco Lotus with (41.1%) Makro with (39%) and Top

supermarket with (39.3%) are mostly come to use the service in hypermarket. In the

research analyzed that most of the respondents are employed with the number in Big C

with (62.2%) Tesco Lotus with (69.4%) Makro with (45.8%) and the last is Top

66

supermarket with (60.7%). In the research analyzed that most of the respondents are in

15,000-30,000 monthly income with the number in Big C with (47.4%) Tesco Lotus with

(58.1%) Makro with (37.3%) and the last is Top supermarket with (31.1%).

In the analysis of multinomial logistic regression the result of Big C, Tesco Lotus,

Makro, and compare with Top supermarket in the standard level of (0.05) are significant

and that effect on customer and keep them coming back in hypermarket business.

For the analysis of factors of Big C the factors of price and factors of sale promotion

are significant that keep customer coming back in hypermarket business at the factors of

price (Agree) (.024 < .05) factors of sale promotion (Neutral) (.000 < .05) and factors of

sale promotion (Agree) (.000 < .05).

For the analysis of Tesco Lotus the factors of price and sale promotion are significant

that keep customer coming back in hypermarket business at factors of (Agree) (.034 <

.05) factors of sale promotion (Neutral) (.000 < .05) and factors of sale promotion

(Agree) (.010 < .05).

For the analysis of the detail of factors of Big C the detail of factors of service (solve

problem) are significant that keep customer coming back in hypermarket business at the

score of Factors of service (Neutral) (.002 < .05), Factors of service (solve problem)

(Agree) (.002 < .05) and Factors of service (goods available) (Agree) (.045 < .05),

Factors of quality (standardization) (Agree) (.000 < .05), Factors of quality (variety)

(Neutral) (.029 < .05), Factors of quality (variety) (Agree) (.019 < .05), Factors of price

(cheaper than competitor) (Neutral) (.001 < .05), Factors of sale promotion (always

discount) (Agree) (.041 < .05), Factors of sale promotion (loyalty card) (Neutral) (.003 <

.05), Factors of place (clean) (Neutral) (.025 < .05), Factors of facility (quality restaurant)

(Agree) (.000 < .05), Factors of facility (clean food) (Neutral) (.015 < .05), Factors of

facility (clean food) (Agree) (.004 < .05), Factors of facility (security guard) (Neutral)

(.047 < .05), Factors of interior design (music) (Disagree) (.006 < .05), Factors of brand

67

variety (variety of brand) (Neutral) (.010 < .05), Factors of brand variety (famous)

(Neutral) (.001 < .05), Factors of brand variety (famous) (Agree) (.004 < .05).

For the analysis of Tesco Lotus the detail of factors of service (solve problem) are

significant that keep customer coming back in hypermarket business at the score of the

factors of service (Neutral) (.012 < .05), Factors of service (solve problem)(Agree) (.002

< .05) and Factors of service (goods available) (Agree) (.044 < .05), Factors of quality

(standardization) (Agree) (.000 < .05), Factors of quality (variety) (Neutral) (.015 < .05),

Factors of quality (variety) (Agree) (.008 < .05), Factors of price (cheaper than

competitor) (Neutral) (.007 < .05), Factors of sale promotion (always discount) (Agree)

(.043 < .05), Factors of sale promotion (loyalty card) (Neutral) (.005 < .05), Factors of

place (clean) (Neutral) (.042 < .05), Factors of facility (quality restaurant) (Agree) (.002

< .05), Factors of facility (clean food) (Neutral) (.013 < .05), Factors of facility (clean

food) (Agree) (.002 < .05), Factors of facility (booth ) (Neutral) (.014 < .05), Factors of

brand variety (variety of brand) (Neutral) (.008 < .05), Factors of brand variety (variety

of brand) (Agree) (.026 < .05), Factors of brand variety (famous) (Neutral) (.005 < .05),

Factors of brand variety (famous) = (Agree) (.003 < .05), Factors of brand variety (well

known) (Agree) (.020 < .05).

For the analysis of Makro the detail of factors of service (solve problem) are

significant that keep customer coming back in hypermarket business at the score of

Factors of service (Agree) (.020 < .05), Factors of service (goods available) (Neutral)

(.044 < .05), Factors of service (goods available) (Agree) (.001 < .05), Factors of quality

(standardization) (Neutral) (.009 < .05), Factors of quality (standardization) (Agree) (.000

< .05), Factors of place (convenient parking) (Neutral) (.040 < .05), Factors of facility

(quality restaurant) (Agree) (.002 < .05), Factors of interior design (decorate) (Agree)

(.045 < .05),Factors of brand variety (well known) (Agree) (.028 < .05).

For the analysis of demographic of Big C the factors of (2-3 times per month) are

significant and keep customer coming back in hypermarket business at the score of 2-3

times per month (.016 < .05).

68

For the analysis of demographic of Tesco Lotus the factors of (2-3 times per month),

(3-5 times per month) are significant that keep customer coming back in hypermarket

business at the score of 2-3 times per month (.007 < .05), 3-5 times per month (.009 <

.05).

For the analysis of demographic of Makro the factors of (Lower than bachelor degree),

(less than 15,000 baht), (30,000-45,000 baht) are significant that keep customer coming

back in hypermarket business at the score of lower than bachelor degree (.040 < .05), less

than 15,000 baht (.027 < .05), 30,000-45,000 baht (0.10 < .05).

In the analysis of hypothesis test it show that there are two variable from analysis of

service are significant that are (solve problem) by the number of P value (.000), and

(goods available) by the number of P value (.019). Two variable from analysis of product

quality are significant that is (standardization) by the number of P value (.000), and

(variety of product) by the number of P value (.043). One variable from analysis of price

is significant that is (mktPR3.2 cheaper than competitor) by the number of P value (.007).

Two variable from analysis of sale promotion are significant that is (always discount) by

the number of P value (.003), and (loyalty card) by the number of P value (.001). Three

variable from analysis of facility are significant that is (quality restaurant) by the number

of P value (.000), (clean food) by the number of P value (.000), and (Booth) by the

number of P value (.036). Two variable from analysis of Category are significant that is

(decorate) by the number of P value (.012), and (music) by the number of P value (.037).

Two variable from analysis of Brand variety are significant that is (variety of brand) by

the number of P value (.006), and (famous) by the number of P value (.001).

69

5.3 Discussion

Rajshekhar S Inglay & Rizwan S Dhalla (January 9 – 10, 2010) Application of

Systematic Layout Planning in Hypermarkets to study store layout is a very important

part of the store atmospherics and plays a major role in the customer’s store experience.

The store experience decides the customers repeat visit to the store. From a retailer's

perspective, the store layout determines the exposure to goods and thus affects the

chances of customer buying the goods. There is a need for developing a systematic

procedure of layout planning in retail stores which can provide a competitive advantage

to the retailer. Store Planning is considered more of an art. Introducing a systematic

procedure in the store layout planning can make the process holistic and bring-in

objectivity. An attempt is being made to modify and customize the SLP for application in

retail store/hypermarket planning. The modified SLP can then serve as a very useful

planning tool for the store layout planner. The approach can be further extended by

application of analytical methods to store layout planning.

For study of Rajshekhar S Inglay & Rizwan S Dhalla. Application of Systematic

Layout Planning in Hypermarkets are related with my study in the part of category

factors, this study result is show that the modified SLP can then serve as a very useful

planning tool for the store layout planner mean this plan are significant on customer in

SLP layout plan. Also my researches of category factors are also significant for customer

to come and make decision in side hypermarket business.

Kah Loong Leow & Arsiah Bahron & Vincent Kong (Volume 6, Number 2,

December 2011) Commitment in the Hypermarket Industry: Today, Tomorrow, and Days

to Come International Journal of Business and Information this study aims at a better

understanding of organizational commitment in the hypermarket industry. It focuses on

hypermarkets that provide services in Klang Valley, Malaysia; namely, Carrefour, Tesco,

and Giant. Specifically, it seeks to measure the commitment level of non-executives in

those hypermarkets. A sample of 1,500 non-executives was drawn, from which there

70

were 463 respondents. Data were collected using self-administered questionnaires

designed by the researchers. Results showed a positive relationship between

organizational commitment and job satisfaction, organizational empowerment and trust,

career advancement opportunities, and perceived organizational justice, but showed a

negative relationship between education level and organizational commitment; that is, the

higher the employee’s education, the lower his or her commitment level to the

organization.

For this study is focuses on hypermarkets that provide services in Klang Valley,

Malaysia; namely, Carrefour, Tesco, and Giant. Specifically, it seeks to measure the

commitment level of non-executives in those hypermarkets. Related with my study in the

topic of finding is hypermarket business and the result of Kah Loong Leow & Arsiah

Bahron & Vincent Kong shoe that relationship between organizational commitment and

job satisfaction, organizational empowerment and trust, career advancement

opportunities, and perceived organizational justice, and in my study is about the customer

satisfaction that how customer can come back to repurchase in this business.

Hasliza Hassan & Muhammad Sabbir Rahman 2012 International Conference on

Economics, Business Innovation IPEDR vol.38 (2012) Conceptual Study of National

Brand towards Hypermarket Brand Extension through Brand Asset Valuator retailing

industry has been aggressively moving forward in the past two decades. Hypermarkets

have been introducing brand extension products by using the corporate retail brand name

to attract consumers to purchase more at affordable prices. This concept has been widely

accepted by Westerners as a way to reduce overall expenses especially in fast moving

consumption products. However, it is less accepted by Malaysian due to their perceived

quality. The introduction of “1 Malaysia” as a national brand by the government has

enlightened consumer on this branding concept. This research paper is proposing a

conceptual study to discover how far the national brand could give impact on

hypermarket brand extension. It is expected that the positive valuation of national brand

will influence similar valuation towards hypermarkets brand extension and vice versa.

71

For the study of Hasliza Hassan & Muhammad Sabbir Rahman they study about

Conceptual Study of National Brand towards Hypermarket Brand Extension through

Brand Asset Valuator is about brand extension related with my research in hypermarket

topic only and different in brand variety. The result of Hasliza Hassan & Muhammad

Sabbir Rahman show that it is expected that the positive valuation of national brand will

influence similar valuation towards hypermarkets brand extension and vice versa. And

for my study show that brand variety are significant on customer to coming and

repurchase in hypermarket business.

Salomão Alencar de Farias, & Edvan Cruz Aguiar1 & Francisco Vicente Sales

Melo (Online Published: January 23, 2014) Store Atmospherics and Experiential

Marketing: A Conceptual Framework and Research Propositions for An Extraordinary

Customer Experience the components of a store atmosphere that can be manipulated to

generate answers on individuals are related to sensory factors. Experiential marketing that

enhances the sensory aspects of consumption helps in understanding the impact of retail

environment on consumer behavior. Retailers around the world have embraced the

concept of customer experience management, with many incorporating the notion into

their mission statements, searching for the creation of a distinctive customer experience

for their customers (Verhoef et al., 2009). The main objective of this paper is to propose a

conceptual framework for an extraordinary customer experience. The construction of this

theoretical paper was possible through the usage of desk research methodology. We

reviewed the theory on store atmospherics and customer experience, both related to the

retail setting, beginning on the 1950’s and ending on 2011. We also provide some

research propositions aiming to develop the knowledge in this field. It is concluded that it

is imperative for retailers today to take in account customers’ holistic experience as a

relevant tool to manage the retail operation in a scenario of global competition.

For this study is about Store Atmospherics and Experiential Marketing of Salomão

Alencar de Farias, & Edvan Cruz Aguiar1 & Francisco Vicente Sales Melo related with

72

my research in category factors about atmospheres, their research showed that the

components of a store atmosphere that can be manipulated to generate answers on

individuals are related to sensory factors. The main objective of this paper is to propose a

conceptual framework for an extraordinary customer experience. And for my research

show that the atmospheres are significant on customer to come back and repurchase in

hypermarket business.

Han-Shen Chen & Tsuifang Hsieh (Accepted 22 November, 2010). The effect of

atmosphere on customer perceptions and customer behavior responses in chain store

supermarkets this study aims at exploring the theme of creating and managing store

atmosphere of chain store supermarket from customer’s point of view. The findings from

the study indicate: (1) The customer perceived factors of store atmosphere of supermarket

include 6 factors in 3 categories, that is, design factors, ambient factors (including

intangible factors and visual stimulus) and social factors (including image of service

personnel, image of other customers and environmental crowding); (2) Store atmospheric

factors have significant positive correlation with customer approach behaviors, design

factors being the most significant impact among all factors. Store atmospheric factors

will influence not only customer emotions but also customer cognitive valuations of

commodities and services. Customer cognitive valuations and emotional responses will

affect customer approach behaviors significantly; meanwhile, customers’ cognitions and

emotional responses will moderator the impact of store atmosphere on customer

behaviors partially; (3) Customers with various characteristics (including different

shopping planning, time urgency, environmental familiarity etc.) have significant

differences in customer perceptions and behaviors in general. Finally, this study proposes

specific suggestions and measures of how to create a pleasant store atmosphere in chain

store supermarket according to results of empirical analyses.

For this study is about the effect of atmosphere on customer perceptions and

customer behavior responses in chain store supermarkets related with my research in

73

category factors and customer behavior factors, this study aims at exploring the theme of

creating and managing store atmosphere of chain store supermarket from customer’s

point of view. And for my research show that the atmospheres are significant on

customer to come back and repurchase in hypermarket business and customer behavior

are also significant for customer.

5.4 Managerial Implication

In business part, business owners, investors, managers and staffs can use the results

from this study in which open that the major factors that effect on customer and keep

them coming back in hypermarket business are the main components that help

contributing both customers and to answer their require before using the service in

hypermarket. This paper can be applied and develop in marketing strategy and the main

factors as following;

Service factor

For the service factors after get survey from 400 respondent the result show that

service factors are significant for customer to come to use the hypermarket service, most

of them like the service at solving the problem of the staff, staff can help them and

suggested them with the knowledge and experience, and most of them also like at the

point of the goods are available for all customer to take and get the best thing.

Product quality factor

For the product quality factor after the survey from 400 respondent the result show

that the product quality factor are significant on customer and keep them coming back in

hypermarket business on standardization of the quality and variety of quality that

customer keep coming back and come to use the service.

74

Price factor

For the price factors after the survey from the 400 respondent the result of price factor are

significant on the cheaper than other competitors, it mean that price is one of the factor

that keep customer coming back into hypermarket business.

Sale promotion factors

For the sale promotion factors after the survey from the 400 respondent the result of

sale promotion factor are significant on always have discount for customer to make them

more attractive and repeat to coming back, customer also agree on the loyalty card or

member card they can get give or discount in the next time when they come and purchase

on it.

Facility factors

For the facility factors after the survey from the 400 respondent the result of facility

factor are significant on quality of the restaurant inside the food court and inside that are

clean also it make customer impress and repetitively come to used the service, more on

booth that customer like to shopping and like to the inside and outside the booth before

going inside hypermarket.

Category factors

For the category factors after the survey from the 400 respondent the result of

category factor are significant on decoration inside the hypermarket, they decorate in the

theme of each festival that happen in each month and music also open follow the theme

as the decoration at that time.

75

Brand variety factor

For the brand variety factors after the survey from the 400 respondent the result of

brand variety factor are significant on variety of each brand that hypermarket keep for

customer to choose and take it, also most of variety of brand are famous and well known.

5.5 Recommendation for Future Research

For the new researcher should add more sample size; get increase sample size to get

the better understand of the customers and potential buyer that can replicate the true

population. Should be search for more factors such as add more in marketing mix

strategy from 4p to 7p that can effect on customers to keep them coming back more into

hypermarket business. Nowadays in Bangkok the AEC are the newly project of the

government to expand more market in all business so in hypermarket business should add

more product that related to other country for customer to come and used the service.

76

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APPENDIX

81

APPENDIX

Key factors in hypermarket business that effect on customer and keeps them

coming back.

Part I: General Information

1. Which hypermarket you often come to use their service? (สวนใหญคณใชบรการหางสรรพสนคาทใด)

o Big C (บกซ)

o Tesco Lotus (โลตส)

o Makro (แมคโคร)

o Top Supermarket (ทอป ชปเปอรมารเกต)

2. What is your favorite hobby? (งานอดเรกทคณชอบมากทสด)

o (Playing internet with shopping detail) เลนอนเตอรเนตหาขอมลเกยวกบแหลงชอปปง

(Exercise) ออกก าลงกาย

o (Shopping in hypermarket) เดนหางสรรพสนคาหรอแหลงชอปปงอนๆ

o (Movie) ชมภาพยนตรทโรงภาพยนตร

o (Watching TV a home) ดทวทบาน

o (Other) อนๆ....................................

3. How often do you come to hypermarket? (คณใชบรการหางสรรพสนคาบอยแคไหน)

o Once a month (เดอนละครง)

o 2-3 times per month (2-3 ครงตอเดอน)

o 3-5 times per month (3-5 ครงตอเดอน)

o More than 5 times per month (มากกวา 5 ครงตอเดอน)

4. Gender (เพศ)

o Male (ชาย)

o Female (หญง)

5. Age (อาย)

o 18-20 Years

o 21-25 Years

o 26-30 Years

o 31-35 Years

o More than 35 Years

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6. What is the highest level of education you have completed? (ระดบการศกษา)

o Lower than Bachelor degree (ต ากวาระดบปรญญาตร)

o Bachelor degree (ระดบปรญญาตร)

o Higher than Bachelor degree (มากกวาระดบปรญญาตร)

7. What is your profession? (คณท าอาชพอะไร)

o Student (นกเรยน/นกศกษา)

o Officer (ขาราชการ)

o Employed (พนกงานบรษท)

o Self-Employed (ธรกจสวนตว)

8. Monthly income (Baht)? (รายไดเฉลยตอเดอน)

o Less than 15,000 Baht

o 15,001 - 30,000 Baht

o 30,001 – 45,000 Baht

o 45,001 - 60,000 Baht

o 60,001 – and above

83

Part II Factors of marketing mix

Please indicate your response of using services in hypermarket by marking (√) the box that corresponds

to your opinion

5 Strongly Agree 4 Agree 3 Neutral 2 Disagree 1 Strongly Disagree

กรณาใหคะแนนระดบความส าคญของปจจยทมผลตอการตดสนใจเขารบบรการในหางสรรพสนคาทคณใชบรการเปนประจ า โดย 5= ส าคญมากทสด ถง 1=

ส าคญนอยทสด

Strongly

Agree

5

Agree

4

Neutral

3

Disagree

2

Strongly

Disagree

1

The important factors that influence customer to come back in hyper market continuously. (ความส าคญของปจจยตอไปนทสงผลตอการกลบมาใชบรการในหางสรรพสนคา )

Service (บรการ)

Quality (คณภาพ)

Price (ราคา)

Sale Promotion (โปรโมชน)

Place (สถานท)

Facility (สงอ านวยความสะดวก)

Interior Design (การตกแตงภายใน)

Brand Variety (ความหลากหลายของตราสนคา)

Life style (ไลฟสไตล)

Marketing Mix

Strongly

Agree

5

Agree

4

Neutral

3

Disagree

2

Strongly

Disagree

1

1. Service (บรการ)

1.1 Staff in hypermarket give the best

84

service and best advices พนกงานในหางสรรพสนคา

ใหค าแนะน าและบรการอยางประทบใจ

1.2 Staff in hypermarket can answer all

questions and solve all problem พนกงานใน

หางสรรพสนคาสามารถตอบค าและแกไขปญหาเฉพาะหนาได

1.3 Goods are available for customer สนคา

จดเตรยมไวอยางเพยงพอตอความตองการ

2. Quality (คณภาพ)

2.1 The quality of product got

standardization คณภาพของสนคาตางๆไดมาตรฐาน

2.2 Have variety of product สนคามใหเลอกอยาง

หลากหลาย

3. Price (ราคา)

3.1 Have a suitable price ราคาของสนคาตางๆเหมาะสม

กบคณภาพและปรมาณ

3.2 The price are cheaper than other

competitors ราคาของสนคาถกกวาเมอเปรยบเทยบกบราคา

ของคแขง

4. Sales Promotion (การลดราคาสนคา)

4.1 Always have promotion by discount, gift

voucher มการ ลด แลก แจก แถม สนคาใหแกลกคา

4.2 The price of the product is worth

การลดราคาของสนคามความคมคา

4.3 Have a loyalty card in exchange for

rewards or discounts

มบตรสะสมคะแนนเพอแลกรางวลหรอรบสวนลด

5. Place (สถานท)

5.1 Beautiful decoration สถานทมการตกแตงทสวยงาม

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5.2 Clean (สถานทมความสะอาด)

5.3 Convenient parking place and secure

มท$จอดรถสะดวกสบายและมความปลอดภย

5.4 Easy to travel สะดวกในการเดนทาง

Part III Factors that keep customer coming back in hypermarket business

Please indicate your response of using services in hypermarket by marking (√) the box that corresponds

to your opinion

5 Strongly Agree 4 Agree 3 Neutral 2 Disagree 1 Strongly Disagree

กรณาใหคะแนนระดบความส าคญของปจจยทมผลตอการตดสนใจเขารบบรการในหางสรรพสนคาทคณใชบรการเปนประจ า โดย 5= ส าคญมากทสด ถง 1=

ส าคญนอยทสด

Strongly Agree

5

Agree

4

Neutral

3

Disagree

2

Strongly

Disagree

1

6. Facility (สงอ านวยความสะดวก)

6.1 Have quality and branded restaurant มรานอาหารแบรนดดงและมคณภาพ

6.2 A food court offer clean and hygienic มศนยอาหารใหบรการสะอาด และ ถกหลกอนามย

6.3 Parking place have security guards สถานทจอดรถปลอดภยม รปภ. รกษาความปลอดภย

6.4 The booth inside and outside attractive on customer to come มการเปดบทสนคาทงภายในและภายนอกหางสรรพสนคาเพอดงดดลกคา

6.5 Offers banking services in finance มธนาคารใหบรการในดานการเงน

7. Interior Design (การตกแตงภายใน)

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7.1 The interior is decorated as theme in each month such as New year, Christmas, Chinese New year มการตกแตงตามธมงาน เชน ปใหม ครสมาสต ตรษจน

7.2 The music system open as in each season in that month มการเปดเพลงใหสอดคลองกบเทศกาลตางๆในแตละเดอน

8. Brand Variety (ความหลากหลายของตราสนคา)

8.1 Have variety of brand with quality and price ภายในหางสรรพสนคามตราสนคามากยหอพรอมดวยคณภาพและราคา

8.2 Brand are famous ตราสนคาเปนทรจก

8.3 Brand are well known ชอและตราสนคาเรยกและจดจ าไดงาย

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BIODATA

Name: Rani Pandey

Address: 435/35 prachautid 90 prachautid road Bangkok 10290.

Email: [email protected]

Mobile: 085-368-3836, 02-461-5986

Educational: Bachelor of Bachelor Degree of Political Science from Ramkhamhang

University

Occupation: Sales executive in Raymond International co., ltd

Languages: Thai, Hindi, and English Language (good)

Professional Software: Microsoft, HTML

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