文章基本信息

标题：Elements of Supermarket Image Influencing the Purchase Intentions of Youth in Pakistan
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作者：Ammar Pervaiz Maria Khan
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2015
卷号：14
页码：103-108
语种：English
出版社：International Institute for Science, Technology Education
摘要：This study investigated the influence of various elements of store image on the purchase intention of youth in Pakistan. The store image elements include: atmospherics; convenience; product quality; employee service; and physical facilities. This study employed quantitative technique of survey questionnaire for collecting data. A statistical evaluation was made of various store image elements affecting the purchase intention of youth in making purchases from supermarkets in the cities of Rawalpindi and Islamabad in Pakistan. The study sample population comprised 400 customers. The data was analyzed through SPSS software. Descriptive statistics, Regression model, bivariate correlation analysis and OLS regression were undertaken to compute the data. The findings showed that all the observed elements of supermarket strongly influence the purchase intention of young customers and effective supermarket image building measures can help supermarkets in increasing their sales, profits and reputation in Pakistan.
关键词：atmospherics; convenience; product quality; employee service; physical facilities; purchase intention; youth.