Personal values and consumer supermarket selection decisions

Consumer Behavior Research

Contemporarily, companies do not depend solely on an efficacious global strategy but also on fully understanding the impact on consumer culture, values and attitudes on consumption and how that in turn influences their marketing. Cultural and personal values ate deemed significant influences on the preferences, attitudes and behaviors of the consumers. The purpose of this study was to examine and analyze the impact of personal values in consumer supermarket selection. In particular, the researched examined three supermarkets, namely, Walmart, Costco, and Kroger. The study examined the attitudes of 15 participants who rated each of the three supermarkets through six distinct evaluative components. The participants offered their beliefs regarding the most important elements for selecting a particular supermarket to shop in in terms of attributes and thereafter ranking such attributes for each of the three supermarkets. These included the location of the supermarket, the variety and assortment of commodities offered, whether the supermarket has fair and economic prices offering, and value for money. It also included whether the supermarket offered top-notch customer service and the cleanliness of the supermarket.

The results of the research study indicated that the most important determinant attribute for the consumers is the location of the supermarket, in the sense that it is close by and easy to access. On the other hand, the brands offered by the store was the least significant determinant attribute out of the six attributes selected. Subsequent to the analysis of the ratings, results indicated that the highest rated supermarket was Kroger, followed by Costco and lastly Walmart. The recommended marketing strategy that accounts for the influence of culture and personal values on consumer purchasing behavior in a global business environment is product positioning.

Overview

In the recent decades, globalization has become to be an inevitable inclination and leaning for several industries. Through globalization, companies not only significantly refashion the essential business strategies, but also magnify and grow their scope to increase their consumer base (Gau and James, 2014). One such industry that is impacted through this aspect together with international market is the retail industry, and particularly supermarkets. Taking into consideration that supermarkets include all sorts of products and services, ranging from food products to household products, electronics as well as other commodities, the consumers make an increasingly personal connection with the supermarkets. More so, since supermarkets are located all across the nation and encompass a wide variety of products, they appeal to a multicultural base of consumers (Baba, 2003).

The product category evaluated in this work is supermarkets. Selecting a supermarket takes into account the comparison of accessible supermarkets across a variety of attributes. These attributes are the fundamental constituents of the choice of store scopes, for instance service and commodities and are significant for customers to make the decision on where to do their shopping. The features and benefits that are most important to the consumer when making a decision about a supermarket include price, quality, the brands offered by the store, diversity of commodities and cleanliness, services rendered, location and speedy checkout. The three product brands that will be evaluated within this particular product category include Walmart, Costco, and Kroger. The objectives of the research are to survey and examine the attributes that consumers utilize when assess a supermarket from which to purchase commodities.

The key research tools that will be used in this analysis are both qualitative and quantitative sources of data. The analysis largely relies on primary research, but the primary research will be supplemented by the secondary research. The main research approach that will be utilized will be through surveys, which will be the primary research. This method was selected for the research study and deemed fitting to ascertain the supermarket attributes chosen by consumers when selecting a supermarket. When undertaking a research survey, this approach can also be classified as inductive or deductive in context. With respect to an inductive study, the researcher has the liberty to shift from faltering hypothesis to pattern formation or observations that permit him or her to articulate a reliable theory. On the other hand, models of deductive reasoning develop from its existing state of being a predefined theory to the uncertain formation of a hypothesis or structured reflection that leads to culmination in the validation of the elaborate premise (Soiferman, 2010). This particular research paper will employ deductive analysis as a way of assessing the determinant attributes used by customers in the selection of different supermarkets. The paramount important quality of choosing sources of secondary data is that they ought to be from scholarly journals. These sort of journals have an ostentatious distinguishing veracity in contrast to other secondary sources such as websites. It enables the deliberation of the level of integrity comprised in the data delivered by the comparative source of data and information (Soiferman, 2010). These particular tools and methods are significant in unveiling the necessary data because they aid in guiding the focus of the primary research that is being conducted and put it into context.

Research Plan and Implementation

Determinant Attributes and Questions

Determinant attributes are delineated as the different aspects regarding products and services that serve as contributing factors and ascertain why consumers purchase such products and services. In particular, all these determinant attributes might be dissimilar with respect to various kinds of products. Nonetheless, all these attributes can be measured within a business (Davies and Alpert, 2013). In accordance to Myers and Alpert (1968), to consider an attribute as a determinant in the selection process, such an attribute ought to reveal two features. First, it ought to be deemed significant in the sense that the consumer becomes largely upset by the lack of such an attribute. The other one is the aspect of the attribute being highly assessed is that its presence considerably satisfies the consumers.

The survey will ask the participants to rate the determinant attributes and brands of a supermarket. The following are questions prepared purposefully for the research to measure each of the component parts of the attitude toward object model.

To begin with, the evaluative constituents are measured as follows:

1. A supermarket that is located nearby is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

2. A supermarket that offers a variety and assortment of commodities is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

3. A supermarket that has fair and economic prices offering value for money is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

4. A supermarket that offers courteous and top-notch customer service is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

5. A supermarket that has cleanliness is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

6. A supermarket that has several brands is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

In addition, the following are questions that are purposed to measure the beliefs component:

1. How likely is the supermarket brand located near you?

2. How likely is the supermarket brand to have a variety of commodities?

3. How likely is the supermarket brand to offer fair prices that offer value for money?

4. How likely is the supermarket brand to offer courteous and excellent customer service?

5. How likely is the supermarket brand to be really clean?

6. How likely is the supermarket brand to have different brands within its store?

A supermarket that is located nearby is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

A supermarket that offers a variety and assortment of commodities is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

A supermarket that has fair and economic prices offering value for money is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

A supermarket that offers courteous and top-notch customer service is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

A supermarket that has cleanliness is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

A supermarket that has several brands is

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

The following are questions that are purposed to measure the beliefs component:

How likely is a Walmart supermarket located near you?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Walmart to have a variety of commodities?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Walmart to offer fair prices that are value for money?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Walmart to offer courteous and top-notch customer service?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Walmart to be really clean?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Walmart to have different brands within its store?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is a Costco supermarket located near you?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Walmart to have a variety of commodities?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Costco to offer fair prices that are value for money?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Costco to offer courteous and top-notch customer service?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Costco to be really clean?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Costco to have different brands within its store?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is a Kroger supermarket located near you?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Kroger to have a variety of commodities?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Kroger to offer fair prices that are value for money?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Kroger to offer courteous and top-notch customer service?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Kroger to be really clean?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

How likely is Kroger to have different brands within its store?

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

Research Outline

The research will lay primary emphasis on supermarkets as the product category, and study will encompass the examination of three distinct supermarket brands, which include Walmart, Costco and Kroger. The study primary focuses on answering one key question by answering a few number of sub-questions that intricate factors encircle the research question. The primary target for the study is consumers, both male and female, between the ages of 25 and 45 years. Understanding their behaviors, perceptions, as well as outlooks regarding determinant attributes that influence their product selection constitute the main objective of the research. Taking into account the nature of the research study, the researcher aims to have the utmost objectivity in order to facilitate the advancement of a representative research study.

The research project is expected to take 4 weeks where the researcher will dedicate five to six hours every day in the research. In the course of this period, the researcher will carry out all the intricate issues and stages of the research, which take into account obtaining appointments with the participants and data collection, analysis and presentation. Accordingly, the time plan encompasses the research project from its start to its culmination. The chart below signifies the distribution of activities in the time plan (projected research design and period):

Activity

Duration

Introduction/ background

2 days

Scope

2 days

Literature Review

3 days

Methodology (Questions)

3 days

Data Collection

6 days

Data Analysis

5 days

Results

2 days

Conclusion

1 days

Appendix

1 days

Executive Summary

1 days

Glossary & References

1 day

Review and Hand out

3 days

Total (15 weeks)

30 days

Consumer Behaviors

The consumer behavior examined and analyzed in this research study is supermarket selection. The values of a person in general may impact the individual's preferences and behaviors of selection. Culture and personal values have an impact on the purchasing behavior of consumers on this product category. For example, if a sense of shopping ease is an important value for an individual, then there is the likelihood that the person will have a preference of a supermarket that offers a sense of ease, for instance, having variety of brands in one store and being easy to locate. As a result, the consumers may regularly attend, take part in and consume through the supermarket that generates and nurtures a sense of ease for them (Baba, 2003). This research study examines the relationships that exist between personal values and consumption preferences for supermarkets. In particular, cultural values are deemed the vehicles that convey culturally-ascertained knowledge that disseminates from one generation to another. Such cultural values are mixed into a certain group, thereafter imparted, and communicated to the subsequent generation. Consequently, values persevere and carry on over time, and as a result may have an impact on the manner in which consumers behave (Nayeem, 2012).

Value

Values might be one of the most essential variables adding to the impact of culture on the behavior of consumers with regard to selection of supermarkets. In particular, the value concept, over and above any other concept, ought to occupy a dominant position that has the capability of uniting the seemingly varied interests of all the knowledges focused on human behavior. In addition, values provide a manner of comprehending a person's decision-making because there is a likelihood of the correspondence to the beliefs and behaviors of consumers (Gau and James, 2014). Values put forth a key impact on the consumers' behavior, therefore acting as determinants for their decision-making in a subtle selection amongst brands, products or in any state of affairs where struggle of choice is existent. It is commonly acknowledged that selection criteria are centered on a person's social values. Choice measures are impacted by criteria individuals have put in place for themselves to choose and validate the actions of their own and that of others (Kaze, 2010). Nonetheless, individuals are not born with particular values, which are significantly created in a practice of socialization that comes about through education, social groups or from one person to another. For instance, in this case, numerous consumers in the present times opt for supermarkets that offer organic products as well as fresh products. This is owing to education, which shows consumers that such products are much healthier and provide a better lifestyle (Kaze, 2010).

Results, Conclusions, Quantitative Analysis, and Analysis of Consumer Behavior

The following section provides a record of the survey results. This takes into account a record of how each of the 15 participants rated each determinant attribute overall and in relation to the product brand (b), which together indicate the effect of each determinant attribute on the decision to purchase each specific brand (b*e). This is based on the Fishbein formula which is A= ?be, where e = the importance of the determinant attribute on a scale of -3 to +3;

b = belief value that a specific brand of the product type has the determinant attribute. This is measured on a scale of -3 to +3;

A = the sum of all consumer attribute values (b * e) for a particular brand, or the overall brand score.

Part 1: Please identify based on the scale provided below how important each item ranks when selecting a supermarket

Important [+3] [+2] [+1] [0] [-1] [-2] [-3] Unimportant

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

John

Steve

Grace

Mercy

James

Desmond

Charlie

Jack

Kate

Ana

Faith

Jeremiah

Martin

Sheila

Ben

1

A supermarket that is located nearby

3

3

3

2

1

3

3

0

1

3

-1

-2

3

2

-3

2

The variety of the commodities in the supermarket

1

0

3

3

-1

3

2

1

3

1

-3

3

2

1

0

3

A supermarket that has fair and economic prices (Value for money)

2

1

3

-3

2

3

-2

1

2

3

-1

1

0

3

2

4

A supermarket that offers courteous and top-notch customer service

3

2

3

-2

0

-2

3

-1

0

2

2

2

3

0

1

5

Cleanliness of the supermarket

0

2

1

0

3

-2

1

3

2

-1

3

-2

0

2

2

6

Brands situated within the supermarket

1

2

1

3

-1

-3

2

2

1

3

0

3

2

-1

-3

The following section encompasses the computation of the average of participant responses by determinant attribute and product brand using the formula A= be/N, where N. is the number of participants.

Part 2: Please indicate, based on the scale provided below, how likely the cellular phone service providers are to provide the service indicated

Very Likely [+3] [+2] [+1] 0] [-1] [-2] [-3] Very Unlikely

John

Steve

Grace

Mercy

James

Desmond

Charlie

Jack

Kate

Ana

Faith

Jeremiah

Martin

Sheila

Ben

1

How likely is a Walmart supermarket located near you?

3

3

2

1

3

2

1

1

2

3

3

3

1

2

3

2

How likely is Walmart to have a variety of commodities?

3

3

2

3

1

2

0

3

2

1

3

1

2

3

1

3

How likely is Walmart to offer fair prices that are value for money?

1

2

3

2

3

1

-1

0

3

2

1

2

3

3

2

4

How likely is Walmart to offer courteous and top-notch customer service?

1

0

3

-1

3

2

3

1

0

3

2

3

1

2

3

5

How likely is Walmart to be really clean?

3

3

1

2

0

-1

0

1

-2

1

0

3

2

1

3

6

How likely is Walmart to have different brands within its store?

2

3

1

0

3

2

3

1

0

2

3

1

0

2

1

1

How likely is a Costco supermarket located near you?

2

3

2

3

3

1

2

1

2

3

2

3

2

0

1

2

How likely is Walmart to have a variety of commodities?

1

2

1

2

2

3

3

3

3

0

0

2

3

1

2

3

How likely is Costco to offer fair prices that are value for money?

2

3

0

0

1

-3

2

2

1

3

2

1

3

2

3

4

How likely is Costco to offer courteous and top-notch customer service?

3

1

2

-1

2

1

1

-1

0

2

1

0

2

3

2

5

How likely is Costco to be really clean?

1

2

3

3

1

0

2

3

-1

3

2

2

1

3

0

6

How likely is Costco to have different brands within its store?

2

0

2

1

2

1

3

2

1

1

1

3

2

1

2

1

How likely is a Kroger supermarket located near you?

3

3

3

3

3

1

2

3

3

3

3

3

3

3

3

2

How likely is Kroger to have a variety of commodities?

3

2

2

3

2

3

1

3

1

1

1

3

1

1

2

3

How likely is Kroger to offer fair prices that are value for money?

2

1

3

0

3

1

-1

0

2

2

2

0

2

2

0

4

How likely is Kroger to offer courteous and top-notch customer service?

2

2

3

-1

2

2

2

1

-1

3

1

2

3

3

-1

5

How likely is Kroger to be really clean?

1

1

1

3

1

1

1

2

0

1

2

1

1

0

2

6

How likely is Kroger to have different brands within its store?

0

2

1

2

3

2

2

1

1

2

0

2

-1

3

3

The total the product brand scores, using the formula A for all averaged values of A for a product brand are as follows:

Attribute

Walmart

Costco

Kroger

Location

38

45

54

Variety

34

48

43

Value

44

20

39

Courtesy

40

35

42

Cleanliness

9

24

18

Brands

12

22

7

Total

A=be/N

11.8

12.93333

13.53333

Conclusion

The research attempts to examine the determinant attributes of supermarkets as a product category. In particular, the study takes into account three supermarket brands in its analysis, which include Walmart, Costco and Kroger. The research study undertook a survey of 15 participants that were questioned to offer their views regarding the most important elements for selecting a particular supermarket to shop in in terms of attributes and thereafter ranking such attributes for each of the three supermarkets. The analysis delineates the overall performance of each brand. Results from the Fishbein analysis show Kroger to be ranked as the top performing and most preferred supermarket in general, with respect to all attributes with a ranking of 13.5. Costco is ranked second with an overall performance of 12.9. Lastly, Walmart is ranked third with a general performance score of 11.8. The rankings for every brand indicates the competitive advantages as well as downsides of every supermarket. With respect to location, Kroger was ranked highest, indicating that the consumers consider it easier to access the brand in terms of geographical location compared to the others. Secondly, Costco was considered to be the supermarket with the widest range and assortment and variety within its stores. Walmart was ranked as having economic prices and offering consumers a value for their money, with Costco being lowly ranked in this measure. Kroger was deemed to provide courteous and consumer friendly services. With respect to cleanliness and having a variety of brands within the supermarket, Costco was ranked the highest with Kroger getting the last ranking.

Kroger and Walmart being the highest and lowest ranked brands in the survey can strategically develop and implement different strategies with the purpose of maintaining and increasing their ratings, respectively, by the consumers. One of the strategies that Walmart can undertake to enhance its ratings is to increase the number of locations. This can be through wholesale and other forms of indirect distribution. In addition, the supermarket brand ought to increase the assortment and variety of the products and services necessitated and desired by consumers. On the other hand, as for Kroger, the supermarket brand should increase the different business brands offered by its stores as a strategy to sustain its ratings.