| In the last ten years, the biggest change in retailing was that General Supermarket entered and developped quickly. General Supermarket has strong potential and faces drastic foreign competition, especially, as our country entered into WTO and ended the protection for national retailing. So, to investigate the consumer behavior of General Supermarket and to find out the latest consumption trend, become the main problem we resolve in the study.We want to research the store image on the impact of different types of customers from the consumer view. At the same time, we will analyze the difference of consumer characteristics in all the variables, retailers can establish marketing strategies according to consumer characteristics to attract different consumer groups. To study these questions, we investigated consumers of General Supermarket in Chongqing, and collected 216 questionnaires. The empirical results supported most of our hypothesis. The main conclusion is showed as follows:①Staff services on the impulse-shopping and shopping-dependent customers have varying degrees of positive effect, and Brand / perfect customers are tired of this.②The stronger shopping atmosphere thick, the more recreational shopping consciousness, and has negative effect on impulsive shoppers. The goods'characteristics affects habitual and brand-loyal significantly, because the goods to large supermarket popular mainly commodities almost all brands and quality;③Promotional activities of the shopping have varying degrees of significant positive effect on entertainment customers, impulse-shopping customers and economic benefits of customers;④In addition to the price conscious customers, other types of customers are not sensitive to price, and large supermarkets may be of overall commodity prices in the little differences.⑤Health and Environmental customers pay attention to the location of convenience store, whether other types of customers, the data show not significant. |
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