Consumer purchase decisions : A study of supermarkets in Nepal
Kunwar, Shubham (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-202504308455
https://urn.fi/URN:NBN:fi:amk-202504308455
Tiivistelmä
The customer is the king of the contemporary supermarket for business sustainability and brand development. However, there is a lack of knowledge about customers' purchasing. Therefore, the study aims to explore key factors of consumer purchasing decisions in a supermarket. According to ontology and epistemology, this study considers subjectivism and interpretivism research philosophy, which drives the inductive research approach and qualitative research strategy. Consequently, a case study research design was conducted in the Nepalese supermarket. One store manager and four customers were interviewed using an open-ended questionnaire through Microsoft Forms and Teams. The study thematized the collected data using Microsoft Office.
The research findings reveal that consumers’ purchasing decisions in supermarkets primarily emphasize the value of money in the purchase. Furthermore, product-related factors are quality, familiarity, needs, taste, features, expiry date, and online reviews. The store-related considerations are layout, product placement, ambiance, proximity and visibility, staff behavior, assistance, customer service, and store design. Economic aspects indicate pricing, discounts, promotions, while social factors include word of mouth, referrals, brand reputation, loyalty, publicity, awareness, perceived risk, and trust. Finally, convenience clarifications include easy access, transaction, parking facilities, and quick checkout. Most influential indicators include convenient access, return policy, friendly environment, staff assistance, suitable products, promotions, and discounts. The study contributes to Maslow’s need theory by showing that customers are also aware of product quality and well-being, instead of only basic needs.
The study suggests that Nepalese supermarkets should focus on store layouts, competitive pricing, product availability, and staff training to attract more customers. Digital tools like QR codes and online reviews can enhance transparency and trust. Government and policymakers should focus on optimistic regulations on product quality, labelling, fair pricing, sound infrastructure, supply chain development, and digital payment systems in Nepal.
The research findings reveal that consumers’ purchasing decisions in supermarkets primarily emphasize the value of money in the purchase. Furthermore, product-related factors are quality, familiarity, needs, taste, features, expiry date, and online reviews. The store-related considerations are layout, product placement, ambiance, proximity and visibility, staff behavior, assistance, customer service, and store design. Economic aspects indicate pricing, discounts, promotions, while social factors include word of mouth, referrals, brand reputation, loyalty, publicity, awareness, perceived risk, and trust. Finally, convenience clarifications include easy access, transaction, parking facilities, and quick checkout. Most influential indicators include convenient access, return policy, friendly environment, staff assistance, suitable products, promotions, and discounts. The study contributes to Maslow’s need theory by showing that customers are also aware of product quality and well-being, instead of only basic needs.
The study suggests that Nepalese supermarkets should focus on store layouts, competitive pricing, product availability, and staff training to attract more customers. Digital tools like QR codes and online reviews can enhance transparency and trust. Government and policymakers should focus on optimistic regulations on product quality, labelling, fair pricing, sound infrastructure, supply chain development, and digital payment systems in Nepal.