The Study Of Supermarket's Siting Based On Customer-Perceived Convenience

The supermarket's siting plays an important role in the supermarket business.Current research about the location of the supermarket,the main analysis and research are from the perspective of macro and micro location factors.Macro location factors determine the area of the supermarket's siting;The micro location factors determine the final location of supermarket.The area of the supermarket's siting is determined,at the time,consumers of the supermarket are also sure.According to the research of convenience,consumer demand for convenience is more and more strong.Some studys of supermarket site consider consumers' traffic convenience to the supermarket,but their researchs are from the perspective of the enterprise and can't really understand the consumer' demand for convenience.If we can determine the address of the supermarket based on consumer convenience,it provide a research idea for the research of supermarket site.Based on the above background,the Theory of convenience and the study about the supermarkets' siting are reviewed and summarized.In the theoretical study of the convenience,the convenience of the existing research contains mainly the concept of convenience,convenient dimension and the service's convenience model.About the location theory and related research of the supermarket,mainly researchs are the supermarket's location factor,the determination of supermarket site address,business circle theory,etc.In the study of location factors about the supermarket,there are some scholars who puts forward the convenience of location.But they only study the convenience of traffic in the location from an enterprise perspective.Now convenience is becoming consumers' pursuit.In addition there is no systematic research about consumer covenience in supermarket location.Only considered the convenient traffic,it is lack of integrity.Supermarket site selection lacks a system of supermarket location of consumer convenient perception.This study builds a system model of consumer convenience perceptions about supermarket location,according to literature review of convenience research and supermarket location research.The system includes three dimensions.They are respectively the size of the supermarket,the traffic to the supermarket and the supermarket surrounding facilities.In addition,based on the discrete choice probability model and consumer behavior theory,it is studied that consumer convenient perception supermarket site selection variables impacts on consumer choice of supermarket shopping behavior,by using Logit function study.According to the system model of consumer convenient perception,convenient system indicators are identified,throngh the survey of 10 experts and 10 consumers.On the basis of questionnaire design and sample survey of 260 respondents,reliability and validity are analysed.Then,each index of consumers convenient perception supermarket location is confirmed.Moreover the indicators' weight is determined by the analytic hierarchy process(AHP).According to the system of consumers convenient perception supermarket site selection,jiangyin shengang as an example is studied.Firstly,according to the commercial network planning about jiangyin lingang,two alternative supermarket site selections are determined.Secondly,by random questionnaire,220 shengang residents are investigated to know their convenient perception about the location of two alternative supermarkets.Then the supermarket site selection is determined by the system of convenient perception of supermarket location.Finally,based on the binary Logit model,the study researchs relationship of consumer convenient perception of the location of the supermarket and consumer behavior of choosing supermarket shopping relationship to clarify the importance of the convenient system.Results:1)consumers convenient perception about the supermarket location contains the scale of the supermarket,traffic to the supermarket and the supermarket surrounding facilities;2)in the dimension of consumer convenient perception supermarket location,the most important factor is supermarket's scale.And in validation studiy,it gets the same conclusion;3)in supermarket's scale factor,it is the most significance that the area of the supermarket influences the consumer perception of supermarket convenience;4)in the dimension of traffic to the supermarket,it is the biggest degree that the distance from home tothe supermarket and from the surrounding to the supermarket distance;5)in supermarket surronuding facilities factor,the city square and shopping squar around supermarket is the most important factor.