Factors Influencing Consumer Choice of Supermarkets in Ethiopia

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Addis Ababa University


The study of consumer behavior is very essential in the field of marketing as it helps firms to construct a smarter marketing strategy by getting an insight about what affect the decision making of consumers. The purpose of this study is to identify Factors influencing Consumer Choice of Supermarkets in Ethiopia. Empirical evidence from 342 participants shopping at eight supermarkets validates a theoretical model, indicating a significant positive relationship between extracted factors from reviewed literature and consumers’ choice of supermarket. Factors examined are Product Quality, Product Assortment, Promotion, price of Merchandise, Convenience of store location and working hour, store ambience and Customer Service. Out of the 400 distributed questionnaires, 376 were collected and 342 were complete. Data was analyzed using SPSS 16.0. Data was analyzed using descriptive statistics, one-way ANOVA to compare mean analysis; correlation and multiple linear regression analysis .Results tell that Store Ambience exerts the most significant influence on consumers’ choice of supermarket. Other factors in their importance order were Customer Service, convenience and Product Quality



Supermarkets, Consumers, Consumers Buying Behavior