Outlet Attributes as Determinants of Preference of Women between a Supermarket and a Traditional Open Market.
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Date
2012
Authors
Oghojafor, B. E. A.
Ladipo, P.K.A.
Nwagwu, K.O.
Journal Title
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Volume Title
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Abstract
Supermarket as a shopping outlet is widely documented in marketing literature. This is without any cognizance to
African traditional open market as a potential substitute. This gap is now recognized to warrant a comparison
between these two outlets. The study was flagged off with an introductory piece and relevant literature reviewed.
The methodology was structured to include research design; a specification of relevant population of study;
description of sample size and the sampling technique involved; instrumentation and its tests for reliability/validity
in ensuring the suitability of the instrument for data collection. SPSS tool was used to analyze data generated from
249 women respondents. Findings showed firstly that seven attributes were considered important in making a
choice of outlets and the order of importance is: (i) Quality, (ii) Price, (iii) Location, (iv) Cleanliness, (v) Product
assortment, (vi) Pricing method, and (vii) Parking space. Secondly, 62 percent of respondents preferred
supermarket over open market as a shopping outlet. Thirdly, the null hypotheses were rejected in favour of the
alternate hypotheses. Though, majority of women preferred supermarket, yet the mean scores of most of the
influencing variables were equally found to be significant for the traditional open market. Consequently, it is
recommended that supermarket operators need not be complacent as respondents could easily switch patronage.
Further research should cover the areas of consumer and psychological attributes and their impact on outlet choice
of African women.
Description
Staff publication
Keywords
Supermarket, , Retailing , Traditional open market , Outlets
Citation
Oghojafor, B. E. A., Ladipo, P.K.A. & Nwagwu, K.O. (2012), Outlet Attributes as Determinants of Preference of Women between a Supermarket and a Traditional Open Market. American Journal of Business and Management, vol. 1(4), pp. 230-240.