Research On The Supermarket Consumer Behavior Based On Temperament Theory

In recent years, along with the fast-growing national economy and greatlyimproved resident income, people’s standard of living and consumption level havecontinuously improved. As income rises and consumption level improves, people’sconsumption level on supermarket has constantly increased which promotes the greatdevelopment of supermarket retail industry. As the statistical yearbook data of chainedretailing enterprises categorized by formats released by National Bureau of Statisticsof China from2007to2010shows: compared with2007, in2010, the total number ofsupermarket stores has increased by5673, and the employees and retailing businessarea have increased by123,400and1,891,000respectively by the end of the year, andthe commodity sales income has increased by84,740,000,000RMB.As a barometer of national economy, supermarkets play irreplaceable roles inpeople’s living standard improvement. Although the supermarkets develops rapidly,the supermarkets in our country faces fierce challenge from those abroad. Firstly, thelarge benefits from economies of scale of chained supermarkets abroad make it cutcosts while greatly bring down the price of supermarket commodities which makesthe domestic supermarkets at a disadvantage in the price war. Secondly, the domesticsupermarkets pay little attention on own brand building which makes them lose theirown characteristics and lead to their disadvantage in the competition of consumers.Finally, with the advanced management idea and methods, and sufficient funds andtalents, the chained supermarkets abroad leave the domestic ones far behind. So, howcan the domestic supermarkets attract consumers at utmost in order to remaininvincible in this fierce competition?Consumers’demand is the fundamental source of the supermarkets development,so that in order to stay invincible in this fierce competition, supermarkets have tosatisfy consumers’ needs. According to this article, consumer temperament decides their consumer behaviors acquired afterwards. Therefore, this article will study onconsumers’ supermarket consumption behavior through consumer temperament, andanalyze the marketing strategy of supermarkets through their supermarketconsumption behavior to satisfy different types of consumers’ demand which couldprovide the vast marketing staff of supermarkets with theoretical guidance. Thisarticle will develop the study and analysis with the following four parts.The first chapter is the introduction part which mainly introduces the studybackground of this article including the present domestic supermarkets developmenttrend and status, the study objective and its practical and theoretical meanings, itsgeneral thought, methods and contents; and finally points the overall framework andthe innovations of this study. The innovations consists that this article firstly takes theconsumer temperament as breakthrough point to study on consumers’ supermarketconsumption behavior, and in this article, SPSS19.0software is used to divide theconsumers into five categories of consumer temperament based on the analysis ofacquired questionnaire data.The second chapter is the theoretical support of this article which majorlycontains the review of relative theories and current study status on consumptionbehavior in which the concepts of consumer temperament and significanttemperament theories home and abroad, the concepts of consumption, consumer,consumption behavior and consumption psychology, the consumers’ main behaviormodes and their prominent influencing factors and current study status of supermarketconsumption behavior home and abroad are introduced.The third part is the core part of this article which is composed by the third andfourth chapter. The third chapter is the empirical research part which states theconstruction of scales and related investigation scope and the constitution of scales,and analysis the data’s reliability and validity by using of the SPSS19.0data statisticalanalysis software. Then, according to the results of the analysis, re-defines the fivetemperament types of supermarket consumers. The fourth chapter mainly penetratesthrough the influence of consumer temperament types on supermarket consumptionbehavior and then analyzes the characters of different types of consumers and their consumption behavior on the basis of correlation analysis. Based on the differentconsumption behaviors, the related marketing strategies that the marketing staff ofsupermarkets should resort to are revealed.The fifth chapter is the conclusion and prospect part of this study. This chaptermakes a summary on the content of this article and draws conclusions on the probablyexisted limitations of this article and the future developing trend of related research.