Customers’ Attitudes Towards Retail Chain Store Services in Bangladesh – a Comparative Study Between Retail Chain Store and Small Retail Store

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Customers’ attitudes towards retail chain store services in Bangladesh – A comparative study between retail chain store and small retail store Mohammad Zahedul Alam[1]
S.M. Sohel Rana[2]
Abstract:
The aim of this paper is to analyze the customers’ attitudes towards retail chain store services in comparison with the small retail stores in Bangladesh. From the study, it has been found that most of the retail chain stores are selling the quality products with high quality services in the hassle free environment. Another thing is that retail chain store provides variety of assortments where customers can purchase all kinds of goods from a particular chain store at a time. From the study, it has also been found that majority of the people have positive attitudes towards the retail chain store. Retail chain store introduced a whole new experience in the shopping of daily necessities. Although there are many factors which relate to customer satisfaction, most of the previous empirical research in this field tended to emphasize on quality products, products variety and special products, location, hygienic environment, hassle free shopping and freshness, competitive price, service and layout of the store. The result of this study shows that the factors have positive relationship with customer satisfaction those in terms ensure store loyalty. Therefore, the retail chain store should consider product and store service factors as the foundation to satisfy customer and to improve service quality as an add-on value to customer. Keywords: Superstore, Consumer Behavior, Attitude, Demographic factors. Introduction:

The brain child behind the concept of self-service grocery was an American entrepreneur Clarence Saunders who came up with the idea with his “Piggly Wiggly” stores in Memphis Tennessee on the year 1961. It was a huge success and later on he started to offer franchises of his store. Pretty soon some other companies such as the Great Atlantic and Pacific Tea company of Canada and US followed the business in the year 1920. At present, there are many world renowned superstores spread around the world serving billions of customers and making huge profit of this business. To name a few of them, there are Wal-Mart, Safeway, SPAR, ALDI, Netto, Lidl etc. Retail chain store service is the new era in the history of marketing in the twenty first century. Supermarkets have successfully made a breakthrough in the urban lifestyle with the idea of “all essential commodities under one roof.” From the concept of global retailers such Wal-Mart, Safeway, Sears, some private organizations establish the retail chain store services in Bangladesh. Rahimafrooz Superstores ltd. (RSL) was the first one to launch the first ever retail chain in Bangladesh in the year 2001. From that very year till now people of Bangladesh have seen many of these superstores to open their stores with a huge Bang and Buzz but also leaving many out of business without making noise. Superstore market in Bangladesh has proven itself as a highly competitive and unmerciful business place to get into but also highly profitable business to do if you can play it right so did many such as “Shopno” with their 70 stores around the country with 30 stores outside Dhaka while sharing the dominance of Dhaka city with giant retail stores as Meena Bazar, Agora and Almas. It has been expanded very rapidly within a short span of time in Bangladesh. Over the time, the competitors of retail chain stores are increasing day by day. People in Bangladesh are becoming time conscious and they do not have enough time to spend for shopping. So, majority people want to shop all kinds of goods from a particular departmental store at a time so that they can save their time, money and energy. In the large cities of Bangladesh, it is very difficult to move from one place to another place for shopping purposes due to traffic jam. Due to high level of awareness, most of the educated...
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