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Unpacking purchase decisions: What drives consumer to choose hypermarket brand product?

This research explores the factors influencing consumer purchase decisions for hypermarket brand products in Melaka, Malaysia. As hypermarkets play a critical role in the retail landscape, understanding what drives consumer choices is essential for hypermarket managers to remain competitive. Grounde...

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Main Authors: Mohd Din, Adilah, Abdul Rahim, Nur Nadhirah, Othman, Azrina, Mohamad, Norhidayah
Format: Article
Language:English
Published: Human Resource Management Academic Research Society 2024
Online Access:http://eprints.utem.edu.my/id/eprint/28209/2/0232124102024616331222.pdf
http://eprints.utem.edu.my/id/eprint/28209/
https://hrmars.com/papers_submitted/22977/unpacking-purchase-decisions-what-drives-consumer-to-choose-hypermarket-brand-product.pdf
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spelling my.utem.eprints.282092025-02-10T17:00:55Z http://eprints.utem.edu.my/id/eprint/28209/ Unpacking purchase decisions: What drives consumer to choose hypermarket brand product? Mohd Din, Adilah Abdul Rahim, Nur Nadhirah Othman, Azrina Mohamad, Norhidayah This research explores the factors influencing consumer purchase decisions for hypermarket brand products in Melaka, Malaysia. As hypermarkets play a critical role in the retail landscape, understanding what drives consumer choices is essential for hypermarket managers to remain competitive. Grounded in Keller’s Customer-Based Brand Equity (CBBE) Model and the Engel Kollat Blackwell (EKB) Model of Consumer Behavior, the study examines the effects of four key factors: store image, customer loyalty, sales promotions, and product quality. A survey of 380 hypermarket shoppers was conducted through online and in-store methods. Data analysis using SPSS version 27, including descriptive statistics, Pearson correlation, and multiple regression, revealed that all four factors significantly affect consumer purchase decisions, with product quality being the most influential. The findings emphasize the importance of delivering high-quality products to enhance customer satisfaction and loyalty. The study's scope was limited to hypermarkets in Melaka, which may affect the generalizability of the results. Future research should expand to include other regions in Malaysia and examine additional factors, such as pricing strategies and digital marketing, to gain a more comprehensive understanding of consumer behavior in the retail industry. Human Resource Management Academic Research Society 2024 Article PeerReviewed text en cc_by_4 http://eprints.utem.edu.my/id/eprint/28209/2/0232124102024616331222.pdf Mohd Din, Adilah and Abdul Rahim, Nur Nadhirah and Othman, Azrina and Mohamad, Norhidayah (2024) Unpacking purchase decisions: What drives consumer to choose hypermarket brand product? International Journal of Academic Research in Business and Social Sciences, 14 (10). pp. 933-943. ISSN 2222-6990 https://hrmars.com/papers_submitted/22977/unpacking-purchase-decisions-what-drives-consumer-to-choose-hypermarket-brand-product.pdf 10.6007/IJARBSS/v14-i10/22977
institution Universiti Teknikal Malaysia Melaka
building UTEM Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Teknikal Malaysia Melaka
content_source UTEM Institutional Repository
url_provider http://eprints.utem.edu.my/
language English
description This research explores the factors influencing consumer purchase decisions for hypermarket brand products in Melaka, Malaysia. As hypermarkets play a critical role in the retail landscape, understanding what drives consumer choices is essential for hypermarket managers to remain competitive. Grounded in Keller’s Customer-Based Brand Equity (CBBE) Model and the Engel Kollat Blackwell (EKB) Model of Consumer Behavior, the study examines the effects of four key factors: store image, customer loyalty, sales promotions, and product quality. A survey of 380 hypermarket shoppers was conducted through online and in-store methods. Data analysis using SPSS version 27, including descriptive statistics, Pearson correlation, and multiple regression, revealed that all four factors significantly affect consumer purchase decisions, with product quality being the most influential. The findings emphasize the importance of delivering high-quality products to enhance customer satisfaction and loyalty. The study's scope was limited to hypermarkets in Melaka, which may affect the generalizability of the results. Future research should expand to include other regions in Malaysia and examine additional factors, such as pricing strategies and digital marketing, to gain a more comprehensive understanding of consumer behavior in the retail industry.
format Article
author Mohd Din, Adilah
Abdul Rahim, Nur Nadhirah
Othman, Azrina
Mohamad, Norhidayah
spellingShingle Mohd Din, Adilah
Abdul Rahim, Nur Nadhirah
Othman, Azrina
Mohamad, Norhidayah
Unpacking purchase decisions: What drives consumer to choose hypermarket brand product?
author_facet Mohd Din, Adilah
Abdul Rahim, Nur Nadhirah
Othman, Azrina
Mohamad, Norhidayah
author_sort Mohd Din, Adilah
title Unpacking purchase decisions: What drives consumer to choose hypermarket brand product?
title_short Unpacking purchase decisions: What drives consumer to choose hypermarket brand product?
title_full Unpacking purchase decisions: What drives consumer to choose hypermarket brand product?
title_fullStr Unpacking purchase decisions: What drives consumer to choose hypermarket brand product?
title_full_unstemmed Unpacking purchase decisions: What drives consumer to choose hypermarket brand product?
title_sort unpacking purchase decisions: what drives consumer to choose hypermarket brand product?
publisher Human Resource Management Academic Research Society
publishDate 2024
url http://eprints.utem.edu.my/id/eprint/28209/2/0232124102024616331222.pdf
http://eprints.utem.edu.my/id/eprint/28209/
https://hrmars.com/papers_submitted/22977/unpacking-purchase-decisions-what-drives-consumer-to-choose-hypermarket-brand-product.pdf
_version_ 1825166525441507328
score 13.244413

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