Key Factors in Hypermarket Business that Effect on Customer‘s Repurchase

Abstract

In this research aims to study and identify the key factors in hypermarket business that effect on customer and keeps them coming back, such as the factors of service, product quality, price, sales promotion, place, facilities, categories, brand, and consumer behaviors. These factors effect on customers and keep them coming back to use their service and purchase their decision and their needs in hypermarket. This study is a quantitative research based on customer decision to keep coming back to use the service in hypermarket business. The sample group is from 400 respondents by both male and female from Bangkok area only. This research is using online and self-administered questionnaire which is used via Facebook, Email, and Electronic paper, which separated into the importance aspects that is content validity and reliability and follow by the analysis of general demographics and consumer behavior the data used to do with frequency and percentage to find more reliable in the questionnaire part, the analysis of cross tabulation to differentiate the number of variables to make more clear on the point of keep customer coming back to hypermarket business, the analysis of nominal logistic regression to study more in detail of the factors that keep customer coming back in hypermarket business to analysis the impact of customer decision in purchasing in which type of hypermarket, and the hypothesis testing is to test the reliable of factors that make customer come back, the results show that most of the factors there are 7 factors out of 8 factors are significant that is service, product quality, price, sales promotion, facilities, categories, and brand variety, and the factors that are not significant is place factors it mean that place is not the important for customer to repurchase in hypermarket business.