Singaporean consumer buying behavior towards detergent powder across hypermarket and supermarket retail formats

Thiono, Hansen (2006) Singaporean consumer buying behavior towards detergent powder across hypermarket and supermarket retail formats. Bachelor thesis, Petra Christian University.

Abstract

Singaporean rapid growth of household consumption in the competitive market of hypermarket and supermarket retailer have present the unique pattern of consumer buying behavior, since there are few consideration before the buying decision is made. Detergent powder buying decision will represent the characteristic consumer behavior; including what factors is most affecting the decision-making. The research identifies non-marketing and marketing variables as the factors affecting consumer decision making towards buying detergent powder. Using the multiple regression analysis on SPSS statistic, it is found that the marketing and non-marketing factor does affect the consumer buying behavior. The most affecting factor in the detergent powder buying decision is the promotion of the product, also cultural and personal condition of the consumer. personal-image factors have positive relationship and significant but price have positive relationship but not significant towards customer satisfaction. from this 3 new factors, quality factors have the most dominant contribution towards customer satisfcation

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