The Influence of Product Quality, Shopping Environment, and Promotional Activities on Consumer Behavior in Offline Shopping at X Supermarket Chain, Fuzhou City

Abstrak

This study aimed to assess the effects of demographic factors and the influences of product quality, shopping environment, and promotional activities on consumer behavior in offline shopping at X supermarket chain in Fuzhou City. The research framework was developed based on perceived quality, service scape, and consumer behavior theory. The convenience sampling method was used to collect data from 400 respondents across six X supermarket branches. Data were analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation. The inferential statistics used were the independent sample t-test, one-way ANOVA, and multiple linear regression, all at a statistical significance level of 0.05.  The analysis results indicate that the age difference has a different effect on consumer behavior in offline shopping at X supermarket chain. For product quality, brand has the highest influence, followed by freshness and packaging. In the shopping environment, music and scent have the most significant influence, followed by cleanliness, comfort, and spatial layout. For promotional activities, discount price is the most influential, followed by gift and membership points. The research recommends a comprehensive approach to enhance consumer satisfaction and loyalty, including optimizing product quality management to strengthen trust, enhancing the shopping environment for a better experience, and refining promotional strategies to drive engagement. Additionally, the study emphasizes the importance of adopting age-based targeting, implementing differentiated marketing strategies, and integrating these efforts to establish a competitive advantage for offline supermarkets in Fuzhou.