Chinese consumer's evaluation of multinational and domestic discount store image and store satisfaction

Scope and method of study. This study examined Chinese consumers' evaluation of multinational and domestic discount retail stores on selected store attributes of store image and consumer satisfaction with the store. Data was collected in a university and a residential area in China and paper questionnaires were distributed to the participant. 134 usable questionnaires were obtained and used in data analysis. Independent Samples t-tests, Bivariate Correlation and Regression analysis using SPSS 14.0 was conducted to test hypotheses.;Findings and conclusions. The results indicate that store image is positively related to store satisfaction for both Social Reform and Republican generations. These two consumer groups do not perceive store image or reported shopping satisfaction to be significantly different for the Chinese domestic discount retailer and the multinational discount retailer. Store image was found as a predictor of store satisfaction among both the Social Reform and the Republican generation. Mean scores to store image were higher for the Social Reform generation and mean store satisfaction scores were higher for the Republican generation.