Studies On The Formation Mechanism Of Supermarket Customers Patronage Intention

The supermarket industry in urban China has already come to a saturation point and the competition in supermarket is almost in a full market competition. Facing the intensely competition market environment, the supermarkets have to take the concept of centrality of customer to survive and develop. The competition based on production should turn to a new competition which based on customer resources. For the supermarket, customer patronage is the premise of customer purchasing, then to attract customers'patronage plays a basic role and become one of the important problem which the supermarkets should study on.Study on the formation mechanism of the supermarket customers'patronage intention is on the basis of theory of consumer psychology, consumer motivation, planned behavior as a theoretical foundation in this distortion. On the basis of qualitative analysis, seven impacting factors which are support services, internal business environment, personalized incentives, the appearance image, facilitation services, the customer's brand preference and marketing communication are ensured by a survey which can offer data in a statistical way. According to the analysis about the seven aspects here in above, the model of formation mechanism of supermarket customers'patronage intentions is designed based on the planned behavior model. It is proposed that the formation of the supermarket customer patronage intention mainly depends on following three items: related factors lead the way of patronage-attitudes; brand loyalty makes an influence on patronage intentions as the only behavior subjective norms; perceived behavioral control makes an influence on the formation of patronage intentions as a random factor and it also conducts an impact on the transformation of the behavioral intention.The countermeasures on enhance the patronage intention of supermarket customer are proposed based on the research of formation mechanism of supermarket customers patronage intentions. The conclusions of this study could be reference for the supermarket companies on the decision of marketing strategy.