Supermarket To Facilitate Research On Consumer Buying Behavior

With the deepening of China's economic reform, the retail industry is developing rapidly.Since the birth of the supermarket in China (1991), convenience to people's lives has become an essential part. As the business competition, consumer demand for convenience is increasing. Consumers are the basis for survival and development of the supermarket, how to attract customers; retain consumer attention and study to become the focus of the supermarket.This paper summarizes the supermarket convenient dimensions, the overall consumer shopping process as the main line, in the Convenient Theory, Customers Perceived and Consumer Behavior study of the theory of literature, and proposes a conceptual model and assumptions, by analyzing the relationship among Supermarket Convenience, Customers Perceived Value and Consumer Behavior. According to survey data, this paper gets three factors of Supermarket Convenience by the Principal Component Analysis: Product& Service Convenience, Environmental Convenience and Approaching Convenience, and establishes structural systems of the evaluation the Supermarket Convenience.The relationship between Supermarket Convenience, Customers Perceived Value and Consumer Behavior proves concept model and assumptions by using Correlation Analysis and Regression Analysis. Supermarket Convenience on Consumer Behavior had a significant positive correlation, Product&Service Convenience are the largest, Environmental Convenience second, Approaching Convenience weakest. Supermarket Convenience affects the Consumer Cognitive Appraisal, only the Product&Service Convenience impact Perceived Product Value; Product&Service Convenience and Approaching Convenience affect Perceived Service Value. Supermarket Convenience affect Consumer Emotions, Environmental Convenience effect on the Positive Emotions and Negative Emotions are the largest, Product&Service Convenience second, Approaching Convenience weakest; Consumer Cognitive Appraisal and Consumer Emotions impact Consumer Behavior, followed the order: Positive Emotions, Perceived Product Value, Negative Emotions and Perceived Service Value.Analysis of variance showed that the different demographic factors of gender on Consumer Emotions, Perceived Service Value, and Consumer Behavior were significantly different. Different ages on Consumer Emotions and Consumer Behavior were significantly different, no significant difference on Consumer Cognitive Appraisal; consumers by education level, income, and patronage frequency on Customers Perceived Value and Consumer Behavior was no significant difference. Control variables in the program significantly affect Negative Emotions, Perceived Service Value, and Consumer Behavior; significant effect on the timing of Negative Emotions and Perceived Product Value; familiarity significantly affect Positive Emotions and Consumer Behavior.Conclusions based on the empirical analysis, this paper should be selectively provided or Supermarket Convenience optimization projects, the supermarkets meet consumer demand for convenience after weighing the costs and benefits.