Customer Behaviour Influence on Grocery Store Purchasing Decisions

This dissertation explores the influence of customer behaviour on grocery store purchasing decisions. It examines factors such as customer loyalty, demographic profiles, and purchase decisions. The study also analyzes the decline in market share and provides recommendations for improvement. The research focuses on TESCO as a traditional retail store.

Dissertation
(Customer behaviour influence on grocery store purchasing decisions)

TABLE OF CONTENTS
CHAPTER 1 INTRODUCTION.....................................................................................................4
1.1 Background of the study...................................................................................................4
1.2 Research aims and objectives...........................................................................................5
Research Questions................................................................................................................6
1.3 Rationale of study.............................................................................................................6
Problem statement..................................................................................................................7
1.4 Significance of Study.......................................................................................................7
1.5 Dissertation Structure.......................................................................................................8
CHAPTER 2: LITERATURE REVIEW.......................................................................................10
Theme 1: customers loyalty towards grocery stores and ways to maintain customers’ loyalty
..............................................................................................................................................10
Theme 2: Assessment of demographic profiles of both grocery and convenient store
customers and its impact on market share of the organisation.............................................15
Theme 3: Customer's purchase decisions in accordance with customer's switching from
purchasing products in traditional retail to purchasing in convenient stores.......................19
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................26
Research philosophy.............................................................................................................26
Research approach................................................................................................................26
Research design....................................................................................................................27
Data collection......................................................................................................................28
Sampling...............................................................................................................................31
Data analysis.........................................................................................................................32
Ethical consideration............................................................................................................33

Reliability and validity.........................................................................................................34
Research limitation...............................................................................................................34
CHAPTER 4: RESULTS AND DISCUSSION.............................................................................36
4.1 Frequency Table...........................................................................................................36
4.2 Correlations...................................................................................................................46
4.3 Regression.....................................................................................................................49
4.4 T-Test.............................................................................................................................51
4.5 Independent Samples Test...........................................................................................52
4.6 Discussion of findings....................................................................................................54
CHAPTER:5 CONCLUSION AND RECOMMENDATIONS....................................................57
5.1 Conclusion......................................................................................................................57
5.2 Recommendations..........................................................................................................59
REFERENCES..............................................................................................................................62
APPENDIX 1.................................................................................................................................68
QUESTIONNAIRE..............................................................................................................68
Descriptive Analysis......................................................................................................................73

CHAPTER 1 INTRODUCTION
1.1 Background of the study
The consumer behaviour analysed study of ways through which consumers make
decisions to buy products and services in the market. For grocery retail store, behaviour of
customers plays a crucial role in making decisions regarding purchase of products and services
from suppliers. Companies usually provide them emphasize on analysing requirements of
customers and making changes in their perception so that they will buy their products and
services (Glanz, Bader and Iyer, 2012). Usually there are various important decisions that need
to undertake by grocery stores for sustaining their business operations in this competitive
environment. The retail world will change more in the next twenty years than in all the history of
modern day retailing. This is driven by the seismic shift in consumer’s buying behaviour and
habits. Paul and Rana, (2012) stated that there are various factors that drive consumers to
different kinds of stores and influence their buying decision. This helps industry to respond in
favour of consumer behaviour so that grocery stores can effectively achieve profits in a better
way. This is essentially required because purchasing decisions of consumers are influenced by
variety of factors and thus, marketplace is determined with their preferences up to a high extent.
In last several years, supermarket chains in economy have acquired an increased share of
grocery markets and in doing so, they have increased their influence on suppliers(Paul and Rana,
2012. Traditional retail stores in market have faced various challenges due to continuous
changing preference of customers (Cohen and Babey, 2012). Emergence of new technologies
and facilities has attracted people towards online shopping. This major advancement has also
provided ample of opportunities for customers to make choices between products of different
brands in the market. However, sales and market share of traditional grocery store in UK is
highly influenced by this technological advancement because they have not adopted these
facilities to provide products and services. Continuous development in terms of technology and
R&D is required by which UK traditional grocery stores can attain sales and increased profits
with ease.
In addition, continuous raising competition has also influenced customer behaviour because they
prefer to shop from such place which offers them high quality products at affordable rates.. High
income and demographic factors of customers has also influenced the market share of grocery
stores and resulted in decline in sales.

The original retail model had been upgraded to be more modern and comfortable for
consumers by adopting new ideas of international investments in modern trade for traditional
grocery retail (Paul and Rana, 2012). With this major, traditional grocery stores have been
transformed in large retail supermarket chain. This is considered as a major transformation in the
retail sector.
This study is carried out by scholar to analyse and assist the grocery retail sector by
determining the reasons for declining in their market share. Analysis of grocery store have been
undertaken to determine the influence of customers’ behaviour on purchase decision of
organisation. For this dissertation, TESCO retail store have been selected, which is a traditional
retail organisation that is independently owned and operates in supermarket. It's each store
provides itself on fresh quality food, competitive pricing, huge products selections and a broad
range of ethnic food products geared towards its local community. Since the first TESCO opened
in the 1970, it has grown to over 500 incredible stores across countries. This dissertation will
also highlight reasons behind decline in profitability and market share of grocery retail store.
Over a period of time Tesco has faced huge loss, its sales are decreasing and it is unable to
satisfy needs of consumers. This is the major issue in the organisation; firm is operating its
business by using traditional methods that are unable to gain attention of buyers. Researcher
aims to find out root cause of this problem and want to find out proper solution through which
Tesco can gain more profit and can attract buyers towards its stores.
1.2 Research aims and objectives
Aim
The aim of this present study is to assist traditional retail store by determining reasons for
declining in market share- A study on TESCO.
Objectives
Following objectives have been drafted by researcher on the basis of above aim of the study.
 To assess the demographic profiles of both grocery and convenient store customers.
 To identify how the customers are loyal to grocery stores and ways to maintain
customer's loyalty.
 To define customer's buying decision in relation to them switching from buying products
in traditional retail to purchase from convenient stores.

Hypothesis
 There are no significant mean differences between Consumer buying behaviour and store
convenience.
 There are no significant mean differences in the convenience and buying motives of
buyers.
 There is no significant relationship between expansion of traditional stores and
enhancement of brand recognition.
1.3 Research Questions
In order to carry out research in structured and appropriate manner, scholar is required to create
suitable questions on the basis of project aim and objectives of the study.
 What is the demographic profile for both grocery and convenient store?
 How the customers are loyal to grocery stores and how to maintain customer's loyalty.
 What is customer's purchase decision in relation to them from buying products in
traditional retail to purchasing from convenient stores?
1.4 Rationale of study
The main reason of undertaking this research is that the researcher has an interest in this
area of topic and there is a wide scope of study. This study has been conducted to analyse assist
traditional retail stores by determining reasons behind decrease in the market share of companies.
Various important issues have been analysed, which provides support in developing problem
solving skills and capabilities. Expansion of traditional stores in Thailand and other important
opportunities are acquired by organisation that have been analysed effectively. It is a semi
structured topic and thus, this would be more easy to carry out research on this subject.
Various researchers have conducted their research on globalisation and various
organisations are working across the world. However, there is huge secondary data available on
this topic, which can support the investigator in developing their understanding and identifying
impacts of these strategies on business units and other sectors. Study will help in developing,
comprehending, analysing, technological, analytical, conceptual and motivational skills.
Analysis of various literature helps in increasing efficiency of undertaking qualitative research.
This topic is selected as it has major relevance and wide scope of research. It also provides

support in completion of research and analysing that manager needs to maintain effective
leadership. High intention of consumers have also affected the decision of research and
methodology undertaken by researcher to carry out research in appropriate manner.
1.5 Problem statement
In this research. Main issues to analyse the customer behaviour and other factors which
have significant influence on profit margin of retail company. In this study, the major problem is
to find out ways through which firms operating in retail sector of UK can improve its
profitability and overall financial performance (Glesne, 2015). Moreover, profit is analysed as
most important factor which has high level of influence on implementation of strategic. In order
to gain competitive edge, organisation operating in retail sector needs to invest high funds or
money in R&D activity. This is only possible when firm ensures effective management and
generate high profit margin. However, the focus of researcher is to determine reasons for which
customer's behaviour in retail sector are influenced negatively. The present research and its
outcome will deliver appropriate level of support to traditional grocery store in developing
strategic and effective purchase decisions to meet customer's requirements. Scholar has utilized
quantitative data collections methods to collect its primary data.
1.6 Significance of Study
Outcomes and results of the research are highly important for TESCO which is
expanding its business operations in Thailand. It will also provide understanding about major
trends and development which have been undertaken in retail and provided influence on the
consumer's behaviour. It also helps in identification of strategies and tactics that needs to be
implemented by traditional retail store in organisation to increase their market share and
expansion of business operations, there are various important studies have been undertaken to
carry out research in appropriate manner. Study will also provide understanding about the impact
of retail segment on the traditional market share which is changing customer's behaviour. It is
also importance for other scholar who needs to carry out study on these areas. Different measures
which is used for carrying out appropriate research can also be analysed by scholar for carrying
research in appropriate manner. Performance and work initiative have been undertaken by
management to carry out research. Various important issues related to growth and decline market
share of enterprises have been reflected with the study and its major importance in organisation.
Further, report will also provide high level of assistance to other scholar willing to conduct study

on similar topic and by going through the findings of such study on similar topic or issue. By
going through the findings of such study other scholars would become able to gain understanding
about the reasons why the market share of retail stores is influenced in the market.
1.7 Dissertation Structure
Chapter 1: Introduction
In this introductory section, background, rational and significance of study have been
determined by scholar. Along with this, the referring to the research issues, aims and objectives
have also been formulated by the researcher. In this, scholar has completely mentioned the
structure which is followed in overall study. The introduction provides entire understanding of
the study undertaken and research aim, objectives are outlined in this section. Moreover, any
hurdles or issues found in conducting research are also highlighted giving proper structure of
research. All such elements have been duly included in the research.
Chapter 2: Literature review
This chapter will present the views and findings that have already been presented by other
researcher in relation to the influential factors that impact profit margin. Hence, in this, brief
thesis has been prepared by the scholar through the evaluation of books, journals and scholarly
articles. Hence, considering the objectives, several themes have been prepared by researcher with
the motive to assist retail traditional stores by determining reason behind decline market share.
Various themes are produced and views presented by academic literature studies. In recent
studies, it has been shown that businesses can grow quite easily if they relate to customers with
advanced techniques such as interacting over e-mail, analysing purchasing decisions in effective
manner.
Chapter 3: Methodology
In this chapter of dissertation, the researcher has mentioned tools and techniques
undertaken for the present study. Hence, it furnishes information about the tools that have been
undertaken by an investigator for the purpose of data collection and analysis. Target population,
sample size, research instrument and limitation have been determined appropriately. The
research methodology is quite useful for conducting research in an effective manner. It is an
original investigation to analyse several elements and understanding discipline in a better way.
This helps to attain findings from the constructed hypotheses and develop new knowledge.
Chapter 4: Results and discussion

In this chapter, this phase is highly important as it provides information about the key reason
that may cause decrease in profitability aspects. Chapter 4 present the extent to which the market
share of retail store is good. Further, in chapter 5 scholar has supported all the numerical findings
with the brief thesis which is prepared in the literature review section. Along with this, it
facilitates better understanding about the topic. Various charts and graphs have been included by
scholar to provide clear analysis of results. This chapter is useful in attaining results which are
attained in whole dissertation so that conclusion can be accomplished quite effectually. This
helps for having an overview of entire study and results derived from the analysis of the title and
developing existing knowledge in a better way.
Chapter 5:Conclusion and Recommendations
Final chapter of dissertation will conclude all the important findings in a structured way
that shows the extent to which the goals and objectives. Besides this, in such sections,
recommendations have also been included by the researcher which in turn helps researcher in
developing suitable framework for profit maximization. This section comes at last which
highlights what outcome has been generated from entire study. In this manner, any issues
identified in Results and discussion chapter are removed by giving recommendations so that
improvement can be done.

CHAPTER 2: LITERATURE REVIEW
Literature review have been considered as analysis and information of journals and
articles that contains findings and theoretical contribution creation by different scholar about the
topic which is going to be analysed or investigated. This chapter will review articles of other
authors and will develop understanding about consumer buying behaviour and how it impact on
sales of grocery stores.
Theme 1: customers loyalty towards grocery stores and ways to maintain customers’ loyalty
According to Parment (2013), it is fact that companies from retail sector have been very
concerned towards the loss of clients which drives them redesign their strategies to retain
existing customers while creating new ones. For sustain business operations in market, it is
important for grocery stores that they will provide focus on retaining customers and make them
loyal towards their brands. Mohan and et.al (2013), it is the common knowledge that shoppers
wants to save money but they also want to save time, now more than ever. The situation in which
customer decided to walk towards the cash register is possible one of the most important of the
entire buying cycle, yet it is not uncommon to see long lines of people waiting to people. At
present, the customer's higher expectations and they will not buy products if they do not provide
them with the minimum standards. In Thailand, the modern retail market is taken overs market
share, mainly the food retail sector is highly dominated by family styles and home styles stores.
Most of the traditional retail business enterprise in retail business enterprise have been directly
affected by this change and also by the changes in consumers behaviour. Escaron and Martinez-
Donate (2013) stated that, Improvement in efficiencies and strategies adopted by modern
supermarket chain have influenced the perception of customers towards traditional grocery
stores. Different categories drive consumers to different kinds of stores and the ability to shop
online for groceries is more prevalent than ever before with the advent of groceries is more
prevalent ever before within arrival of services.
According to Mohan and et.al (2013), people like to buy products from the stores where
they receive correct services from the employees .There are many big brands that train their
employees to serve better to consumers. Clients make changes in their buying decision after
getting satisfactory services from workers. This makes customers loyal towards the brand. Farr‐
Wharton, Foth and Choi (2014), argued that marketing offers do not influence decision making

of person if entity is unable to provide quality products to clients. People always like to buy
items from the shop where they get high quality products at reasonable prices. Though, reward
points make them loyal and frequent buyer of the company.
As per the view of Farr‐Wharton, Foth and Choi (2014), customers play significant role
in the business unit. If companies are providing satisfactory goods and services to them then it
will support in making them loyal towards the brand. Shoppers want to get high quality items at
affordable rates thus, the retail store which fulfil their expectation, people become loyal towards
it.
Beneke and et.al (2013), argued that usually customers get loyal towards grocery store in
which provide them high quality products at reasonable prices. Price is analysed as major factors
which influence their buying decisions and that will also influence perception towards quality.
Grocery stores having wide range of products and services generally provide their focus on
influencing their suppliers in order to get material at low cost. This aids them in reducing their
cost of products and providing extra benefits to retain customers. In accordance with the views of
Foxall (2014), there are various important factors other than prices which influence
customer's to be loyal towards one retail stores such as satisfaction with the traditional retail and
service quality.
According to Farr‐Wharton, Foth and Choi (2014), this was the only traditional retail
segment which has experienced an increase in customer' satisfaction and remaining other e
commerce, supermarket and convenience stores have not achieved their desired sales. Study
concluded that, among all these retailer, traditional grocery stores are continued to be most
highly rated. Customers are highly satisfied with the convenience of store locations and hours
and least satisfied with the speed and check out process. Chiu and et.al (2014), online sales of
grocery products improved from 76% in the year 2011 to 78% in the year 2012 but after that it
started diminishing due to improvement in service of traditional retail and department store in
Thailand. Changes in business models and products as per customer's expectation have
increased their market share in retail sector.
Reynolds (2016) describe that, the customer loyalty theory is based on consideration of
some important variables demographic which was developed over years of research studying the
habits of consumers. This theory clearly demonstrate the factors which drives loyalty in the

customers and can also represent an appropriate tool for gaining and retaining customers. This
theory determines some demographic variable such as Age, gender, education and expectations.
As stated by Hill and Alexander (2017), young customer's especially those with in-depth
experience searching the internet will exhibit customer’s loyalty to individual businesses as a
result of wide variety of online stores. These shoppers will not experience the personal
interactions which is inherent in visiting a physical location. Conversely, some old people who
are less interest in spending time on internet will buy products from traditional grocery stores.
As a direct consequence, these buyers will get to know specific business employers and
employees which begin developing much valued relationship over time, increasing loyalty to the
business.
Other demographic variable is gender, which determines that the difference between the
male and female shoppers may extend to their shopping experience. Mainly, the nature of
females involves the valuing long term relationship with grocery stores in comparison with male
shoppers. Conventionally more extrovert, female customer may initiate enjoyable interactions
with more readily business owners and staff, laying the foundations for business loyalty. Further,
this experience when duplicated every time the customer's visit the store, can lead to customer's
loyalty. Wang and et.al (2017) argued, “as compared male customers, female customers are
usually considered as more conscious about prices and quality of grocery products”. Their
perception towards products continues to change with the change in price of products.
According to Hwang and Mattila (2018), “there is major connection between better
education and lower customer loyalty, with regards to changing requirements of educated
individuals towards products and services”. Usually they are more cognizant of buying products
from new stores or convenience stores which may offers greater bargains or unique experience.
However, customer loyalty many be no match for the bombardment of constant information from
all sources like internet, radio and cell phones etc. In contrast Hill and Brierley (2017) viewed
that, educated people may also buy products from traditional grocery stores which provides
quality products at lowest prices and extra benefits. This might highlights the need for traditional
grocery stores to become competitive within their utilization of all forms of information
absorbed by the potential customers.

As per the view of Kiran and Diljit (2017), Another variable of theory is analysed as
customer expectation which determines that “customer’s expectation many occur when
expectations are met and continuously exceeded. However, expectations vary among different
people. For example: A product can be high appealing for one customer and not fulfil the
requirement of other at all, therefore satisfaction level of each customers are not congruous.
Despite of making efforts to influence customer loyalty solely through the products carried,
traditional Grocery store might more appropriately garner the consumer's loyalty. This can be
done by learning more about their customer's requirements and value and working in order to
meet expectations. In contrast to this, Kasiri and et.al (2017) customers’ expectations can also be
fulfilled by reducing the prices of products because most of the consumers in grocery retail
stores aims to buy quality products available at low prices. This provides clear understanding
that price satisfaction also plays an important role for organisation to create customer loyalty
along with expectations.
As per the view of Escaron and et.al (2013), customer's experience usually ranks as one
of the most important tool for increasing loyalty and advocacy. Moreover, the secret to provide
satisfaction to customers usually lies in providing them with the superior customer experience.
Study conducted by house of consumers affairs in provided understanding that 80 percent
consumers in the country are willing to pay more to order attaining an improved customer
experience. By improving on the experience and satisfaction to customers, traditional store can
erase the chance the chances of losing customer to modern convenience stores. In the age of
Improved consumer awareness, customer's in Thailand are well aware about their rights and
powers that lie in the choices they make in retail stores.
In contrast, Cohen and Babey (2012) stated that despite of increasing customer
satisfaction, employees performance will affect the experience of customers have when doing
business with organisation. This is even more so for businesses where the employees maintain
constant touch and interactions with their customers such as food and luxury hotels. () describes
that “How your employee see their job will impact how they treat your customers”. This
statement provides understanding that some morale of employees towards influence their
performance and behaviour towards customers. Some kind of morale boosting strategies could
either be offering them career advancing training or providing them incentives based how much

satisfaction they broad the customers. Low cost cannot be always enough for companies to
attract customers; they also need to emphasize on promoting positive behaviour among
employees so that they can provide the best possible services to customer.
According to Farr‐Wharton, Foth and Choi (2014), “Rewarding the customers for their
loyalty is another strategy which traditional grocery stores can successfully implement”. This
aims to these loyalty programs is to reward the customers for the frequently marking purchases.
Marketers and sales executive of traditional stores can even encourage users to become repeated
customers by targeting them with appropriate loyalty programs. Some loyalty programs can be
developed in the form of customers earning points for every purchase they make, which they
will end up by utilising to buy valuable products and services from grocery store. In Thailand,
there are large number of traditional grocery stores like TESCO, ASDA and other have already
planned to implement these loyalty programs for attracting new and retaining old customers. By
using these right strategies, traditional stores can geared towards securing trust of consumers.
Foxall (2014) argued that, loyalty programs can also negative perspective among
customer related to quality of products. In some circumstances, customers from high income
group provide concern to quality rather than prices. They provide less recognition to those
products on which company provide more discount because they consider that product as low
quality. This perception also influences and sales of grocery store because high income
customers shift from them to buy products from convenience stores. However, this analysis
provide understanding that traditional grocery stores are able to create customer loyalty by
improving customer satisfaction and creating attractive loyalty programs. Through utilisation of
these strategies, they can keep their business afloat without an expensive marketing cost.
Geyskens (2018) showed that retail market in country is major concern for overall
economic growth in the best possible manner. It is required that customer's loyalty should be
maintained towards the grocery stores traditional in nature as bigger firms are affecting sales and
profits are declining up to a major extent. Thailand is regarded as fastest growing retail
marketplace which was $25.5 bn USD in 2000 to $63.3 bn in 2010. This figure shows that retail
market have been major force for driving national economy quite effectively. However, Nair
(2018) argued that retail trade has vital role in assessing and determining consumer behaviour
and to foster productivity and innovation in the country. The factors that might impact Thai

economy are legal and economic factors as they have much influence on overall retail trade
market of nation. The total sales especially in retail stood at $88.2 bn in 2016 representing 22 %
of GDP. In $88.2 bn, $83.5 bn came from store retailing and $4.7 bn came from non-store based
retailing. As per the views of Ngamcharoenmongkol (2018), consumer loyalty and confidence in
grocery stores is important factor for attaining higher sales so that more economic growth may
be accomplished benefiting whole nation. Marketing campaigns have to adapted by retailers so
as to attract customers towards the stores and achieving higher profits. These campaigns have to
offer discounting practices in provincial areas so that shoppers may be induced in a better way.
This will help in influencing buying behaviour of consumers. By this way retail consumers will
shop products from the stores. This thing will help researcher in finding the actual needs of
buyers and finding reason of declining sales of retail stores.
Theme 2: Assessment of demographic profiles of both grocery and convenient store customers
and its impact on market share of the organisation
In accordance with the view of Rani (2014) “Retail sector of Thailand is growing at very
high pace and it has also changed from the traditional retail to the modern retail sector”.
Application of new business model has provided major support to retail sector to be more
oriented towards customers demographic such as age, incomes, education and perception. In
Thailand, the modern retail market is taken overs market share, mainly the food retail sector is
highly dominated by family styles and home styles stores. Most of the traditional retail business
enterprise in retail business enterprise have been directly affected by this change and also by the
changes in consumers behaviour. Improvement in efficiencies and strategies adopted by modern
supermarket chain have influenced the perception the of traditional grocery stores.
According to Geyskens (2018) age is the essential demographic element that influences
buying behaviour of the consumers. Young people those who are between age of 20-30 year like
to shop online because they get variety of options and attractive discounts. Amazon etc. are
many sits that offers attractive reward points, special discounts to its consumers. Young people
use technology frequently thus, they think that online shopping is the best way to buy items. It
can save money and time as well. Whereas old people do not prefer to shop online, they have
faith on traditional retail shops and always prefer to purchase items from such shops only.

Farr‐Wharton, Foth and Choi (2014), argued that family influence the decision of
purchaser to great extent. People take suggest from their relatives and friends about company and
its products. If they give positive comments then they buy it but if they give negative comments
then they look for the next option. Purchasing decision of consumers is highly influenced by the
family and friends. According to Paul and Rana (2012) there are many consumers those who do
not make impulse judgement, they compare products with other brands and identify the most
beneficial option for them. There are many firms those which offer same products to consumers.
Amazon etc. e-commerce business gives variety of option to clients. Consumers can get same
product of different brands, this helps them in buying correct products at correct price.
As per the view of ST Wang (2013) “Market share of retail business enterprises are high
influenced by the fundamental of market such as demand and supply of products”. Increase in
supply of products from competitors in market have reduced the demand of products which
affects the behaviour of customers to buy products at low prices. Katrine and Harini, (2018),
argued that, instant gratification is the huge drivers of sales with the convenience stores channel.
Cohen, D.A. and Babey (2012) Price perspective of customers usually provide influence
on the strategies and decision of grocery retailer store in market. Usually retail stores tends to
provide retail products to consumers at low prices which increase their recognition among
customers. Paul and Rana (2012) argued that, “despite the loyalty schemes and incentives
encouraging consumers to return, most of the shopper s do not have allegiance to just one
supermarket with the low prices and better value tempting the customers to shop elsewhere”.
This means that they will not select one store and limit themselves to this one place based on the
current schemes. Since, there are most players offering low prices and better values.
According to Paul and Rana (2012) location is the essential element that impact on
buying pattern and decision of consumers to great extent. If the store is situated at near locations
then this will support in attracting people towards it but if it is place faraway from city then
consumers do not go there. Bilgihan (2016) argued that if retail store is offers satisfactory
services to consumers then people become loyal towards it. In such condition they do not think
about location of store, they frequently buy items from the existing store only.
Usually customer having low income looks for opportunities to buy products and services
at low prices. However, convenience stores also looks for opportunities to convenience people

to buy products or concentrate on prime placements in order to enhance their chances of
increasing market share in retail sector. So and et.al (2016), convenience stores are the small
retail business that shares a range of every day products such as groceries and snacks and other
retail products.
Glanz, Bader and Iyer (2012) Convenience stores brands that outperform on critical
differentiating attributes twice as many customers spending as those do not. From the year 2009
to 2014. The three top performing the convenience stores brands have not captured the greatest
market share at fastest rate than that of all other convenience store brands. Glanz, Bader and Iyer
(2012), grocery retail business enterprise usually provides their focus on attracting wide
customer's. Overall satisfaction with the retail trade in grocery store improved by 1.3 points to
77.9 the highest points since the ACSI began measuring the composite index in the year 2015.
Continuous rise in customer's perception has provided major influence on purchase decision of
customers. There is high influence on customers and their perception. High will also affect the
major perception of customers.
Bilgihan (2016) demographic are used in marketing campaign in order to target a
specific group of the population. Usually they are based on the things which can be easily
measured like Age, sex, nationality, geographical location and incomes status etc. For example,
A mobile phone services provider usually target market with the single college students ages 18
to 24.
As per view of Orel and Kara (2014), the customer of different age groups tends to have
different requirement towards products and services. For increasing market share, it is essential
for traditional grocery store to target appropriate customers for selling different products.
Mainly, grocery store in countries aim to target adult and old customers, generally the people
under 20 to 50 years of age group. These customers usually tend to buy grocery products on
continuous basis and are loyal towards organisation which provide the best quality products at
lowest possible prices. Individual of young age group usually tends to purchase products from
convenience stores and online website, as these are the places where the individuals gets wide
range of products easily available. Whereas old people in Thailand, usually have perception to
buy products from grocery and departmental stores which are nearby their geographical
locations.

As per the view of Jung and Yoon (2012), the two other demographic traits that help the
organisation to target their customers are gender and the marital status. Targeting right people for
selling products and services is considered as important factor that helps in increasing market
share of enterprise. Organisation needs to emphasize on providing information to their customers
that business is customized to meet their needs and requirements. For example: Grocery stores
target families or couples rather than a specific gender. As per the personal behavioural theory,
perception and response of customer's towards products and services is also based on their age,
gender and marital status of buyer
In contrast to this Lay-Yee, Kok-Siew and Yin-Fah (2013), behaviour of consumers
depends upon the social, perception and values of customers towards the products service. They
usually create perception to buy products after making comparison between two choices. This
clearly point out that organisation needs to add values to its products and services for increasing
their requirements.
Other than this, Chen and Chang (2012) stated that, several closely related traits fits the
educational and income description in the profile of customers. Education, income and the
occupation are often distinct attributes in the profile of customers. The general idea with these
essential qualities is to identify education level, occupation and income status of consumers.
For example: An expensive grocery store would naturally target customer of high income level ,
who desire to buy certain type of foods and products familiar to their native culture. High end
providers often needs to target upper income clients who can afford and needs their products.
Low cost providers target lower to middle class customers with the message of low price,
affordability or great value. Targeting consumers with appropriate level of income helps in
increasing sales of products and services in market which tends to raise the market share.
Increase in customer's perception tends to raise the profile of consumer's to buy goods.
These business is required to be arranged by managers for attracting customers. This provide
understanding that demographic profile of customers of both grocery and convenience store are
similar but they usually contrast in the form of needs of customers.
According to Rani (2014), Each customer has a unique set of criteria which they use to
make judgement about products, the practice of classifying customers by characteristics based
on their demographics, interest and other important factors in to manageable groups or market

segment. It would be difficult for traditional grocery organisation to produce a product that
appeal every customer. Hence, successful convenience retailer tends to focus on those
consumers who are mostly going to identify their products appealing and buy them.
As per the view of Jung and Yoon (2012), knowing the level of home ownership within the
market area is particular essential for business which sell grocery products and other retail
products. Income level of consumers also have influence on the amount of money spent and
kind of products they acquire.
In contrast Chen and Chang (2012) view that culture of people provide major influence
on their purchase decision of customer and market share of company rather than income level.
People from different cultures have different taste and distinctive buying habits from each other.
For example: If a restaurant expands its business to a community in which it is culturally
acceptable to negotiate every purchase, employer needs to prepare themselves for selling process
and potentially altering its product process to ensure that restaurant get customers and still attain
a high profit. It is essential to analyse and respect different cultural traditions of specific ethical
demographics. This aids the organisation to influence customer and create competitive
advantage. Similar, respecting other cultural traditions will also provide opportunities to
traditional retail store in economy to their market share in retail sector.
In addition, Kim and Ko (2012) describes that, many businesses are continuously using
digital technologies such as social media, online analytics and cloud computing software to
closely target the demographic down to focused niche market. By focusing on niche marketing,
company influence emotions, hobbies and preference of customers. The theory of this niche
marketing strategy is more focused demographic, according to which better traditional store can
speak to customer's emotions and influence them to buy products. Influencing their emotion
would help in developing loyalty and increase sales of products. However, this strategy also
provide support in raising market share as compared to rivals.
In contrast, Goodrich and De Mooij (2014) view niche market in some circumstances
can also provide negative influence on company by decrease their brand image among consumer
of high income group due to their unnecessary message and promotion on social media.
Modern customers usually prefer to buy groceries from store which provide them various

facilities like online purchase, free delivery and wide range of choice for selection of products. It
can influence the perception of customers.
According to Mohanty (2018), consumer behaviour in making purchases have been
highly influenced by the fact that traditional convenient stores and modern stores have clashed
with another. In this manner, retail food market comprises grocery stores, dry and wet markets,
hypermarkets and variety of other products are made for available for purchase by customers and
fresh goods are imparted to them quite conveniently as per their demographic profiles. The
consumer provides preferences and stores give away the products in a better manner. Modern
customers prefer to purchase grocery items from stores which gives various amenities such as
specialised discounts, free home delivery, discounts on making payments from debit cards of
banks.
Meeyai (2018) analysed that firm is able to attain sales from customers particularly based
on demographic profiles as they usually felt convenient in making purchases. In this way of
purchasing, consumer behaviour towards traditional buying and online have undergone
significant change. Traditional shopping is suitable for old customers as main feature of such
shopping is that product tangibility. It can be felt and touched by people before making final
purchase. This means that customers have choice to look into item and then purchasing it. While,
convenience store usually have everything under one roof and customers can buy products. The
goods are priced high because convenience stores are usually small as low quantities are taken of
inventory at more prices from wholesalers. This affects consumer behaviour towards convenient
and traditional shopping. This thing will help in finding the reason why people do not buy
products from retail stores. And prefer to shop online. By this way necessary solution can be
given to increase sales of grocery stores.
Theme 3: Customer's purchase decisions in accordance with customer's switching from
purchasing products in traditional retail to purchasing in convenient stores.
According to Han and Ryu (2012), in today's continuously changing and dynamic
business environment, it has also become necessary for manager in retail to clearly understand
and consider how different factors affects the purchase decision of customers. In order to create
competitive advantage in marketplace, several retail business enterprises have focused on
creating favourable images about their brands in the minds of consumers in order to influence

their purchase behaviour. Kim and Ko (2012) stated that consumer behaviour usually emphasis
upon analysing the purchase decision process of individual’s consumers and the ways through
which they utilize their existing resources such as time. Money and efforts for getting a product
or service. Hence, it is essential for managers in grocery store to have knowledge about the
characteristics and preferences of consumers as they play an essential role in forming purchase
decisions. This information also enables them to foster their competitiveness and ensure their
long term survival.
Powers and et.al (2012), the consumer decision making process will be described as the
phases which consumers go through for making final decisions. It is task of marketer to focus on
the overall process instead of emphasizing solely on the purchase decision, as consumer takes
experience of different products before a reaching a conclusion.
As per the view of Goodrich and De Mooij (2014), product's quality is considered as
important factors as it creates value of products and helps in influencing perception of
customers. In present context, increase in economic growth of people in Thailand and other
economies have also raised the income level of consumers. Consumers with high level of income
usually tends to buy products having high quality. Chen (2014) stated, Market share of
traditional retail grocery store in Thailand is highly influenced by the quality of products. The
consumers need to buy those products which are having high quality and satisfy their needs.
Shah and et.al (2012) stated that, complex buying behaviour can be initiated by the
motive which is central to an individual's self-concept. There are various brands in retail sector
which can be evaluated separately to consider which brand responds best to the set of desired
characteristics. Gao and et.al (2012) describes, wide variety of products also provide influence
on purchase decision of consumer's as they will get more option for selection of appropriate
products and services. For example, organisation's like Sainsbury, ASDA, TESCO, LIDL are
considered as international retail stores that offers wide range of products to consumers. High
range of products tends to create influence on buying perception.
Along with this Paul and Rana (2012) stated that “customer’s purchase decision in retail
sector usually get influenced by consumption of high quality products and services. In Thailand,
traditional grocery retail store have decline in sales due to application of ineffective pricing

strategies. Competitors in market have adopted appropriate price strategy to influence to sell
wide range of products and services.
As per the view of Foxall (2014), decrease in prices of products by convenience store
enable them to attract more consumers in compared with the traditional retail store. These store
have also improved their quality and strategies which has influence the market share of
traditional retail sector.
Appropriate implementation of marketing program enables the business enterprise to
create beneficial relationship with their customers by increasing satisfaction level of customers
and commitment as well as generating positive word of mouth. Though the continuous
development and wide range of applications of several social media communication channels
consider this way of communication to be noteworthy. Successful brands have become aware of
the power of social media marketing in the today's interactive market place. Rani (2014) stated
that conceptualized social media as internet based program which provides a platform for
consumers to express their own opinions, share information and experiences by using the social
media network.
Chiu and et.al (2014) stated that, marketers of convenience store in Thailand have also
analysed the additional values of social media channels through easier collaboration with the
brand referrals and quality of information sharing. It can be said the social media marketing can
be used as tools for promotion of products which helps in influencing customer's decision to
switching to buy products from traditional retail store to convenience store in Thailand.
In addition to this, Donate (2013) criticized that promotion of products also helps in
influencing customers to buy products and services but it also increases competition between
organisation to influence customers. High value have been attained by managers to influence
customers to purchase products and services. However, critics of literature provide
understanding that organisation should use social media application for promotion of their
products and services. In order to increase the traditional grocery store, it is essential for them
adopt competitive strategies which helps them in completion of research.
According to Kim and Ko (2012), convenience store usually relies upon the speed
about being in the right place, at the right time and delivering everything that customer’s

needs. The main benefits for convenience store is that there is wide opportunity for the store's
offering to be tailored and provide personalized experience. Offering new products, at
appropriate time with the exception customer service is truly differentiating.
After the starting any business, the creator needs to think of how they will become
profitable, survive amidst competition and come with a plan for growth expansion. Various
business enterprises often come up with a plan for growth and expansion. However, there are
various business enterprises that overlook technology and understand how it will influence their
business in long run.
As per the view of Chen (2014), “ with the millions of blog post and online advertisement, there
is too much content for people to analyse”. As a result, the attention of company's customers and
visitors is decreasing continuously. This basically stated that organisation like traditional retail
stores needs to identify ways to grab attention of their customer quickly on their offers and then
make it easy for consumers to buy product from organization. However, grabbing attention of
consumer toward company's website is the key to raise the online sales. Attractive picture rather
than content can also help the traditional store in attracting consumer attention towards their
website. This will provide influence on their intention to buy grocery products from these stores.
Individual usually crave interaction with an individual and software that leave them with
the feeling that their preference and feeling have been taken in to account. This also analysed
important part of country that affects the perception of customers towards products and services.
As per the view of Hill and Alexander (2017), technology has improve the perception of
customer towards selections of products. Companies needs to meet the requirements of
consumers where they are and satisfy their sophisticated needs. Technology has totally changed
that, with the introduction of E-commerce and mobile phones, clients can access products at any
time.
Hill and Brierley (2017) described that, Increase in customer's perception tends to raise
the profile of consumer's purchase decision. This provide understanding that demographic
profile of customers of both grocery and convenience store are similar but they usually contrast
in the form of needs of customers. Critics of literature provide understanding that organisation
should use social media application for promotion of their products and services. In order to

increase the traditional grocery store, it is essential for them adopt competitive strategies which
helps them in completion of research.
So and et.al (2016) stated that high growth and recognition has provided major influence on
customers that affects the customers. Increase in customer perception have influenced the
consumer to buy products and services. Technology has provided major influence on perception
of consumers towards the products and services. Companies have provided wide range of
products to attract customers.
As per the views of Orel and Kara (2014), retail stores have been attaining good quantum of
profits in recent years. Traditional stores are being favourable for purchasing the necessary goods
at the stores by which sales are increased in a better way. This means that customers are buying
goods from stores and profits have been maximised. In contrary to this (), says that buying
behaviour of customers have completely changed because they are purchasing from convenient
stores. The consumers are buying goods as per their convenient location where they live.
Moreover, they are purchasing from the stores which can be easily reach out by them and in this
manner, high-end stores are effectively attaining more sales which may be easily approachable
by customers leading to maximum sales and profits. Location is mostly preferred by customers
because they can easily purchase goods which are necessary for them. This has led to maximum
satisfaction to them as they can easily purchase commodities in the best possible manner. This
means that traditional stores are no more liked by them as they prefer to make purchases from
their nearby high-end stores which has paved the way for maximum satisfaction to customers
and increased sales of stores.
Orel and Kara (2014), says that sales of retail stores decreased in manner as customers
have shifted their purchasing preferences to traditional stores. This has impacted sales of stores
and they are purchasing goods mainly which they can be bought from nearby convenient stores
in effective way. This has paved the way of company in increasing sales in the best possible
manner., It is able to earn more revenue quite effectually. Hence, customers taste and demands
are inclined towards convenient stores and sales of traditional stores are declined.
As per the views of Bosko, Foley and Hellberg (2018), traditional stores have faced much
decline in sales in comparison to convenient stores. Main focus of convenient shops is to provide
quality of products to customers and various tactics applied by them so as to lure them and

achieve higher profits. This has led to decline in profits of traditional stores and they have to plan
and implement strong marketing strategies and tactics to effectively eradicate switching of
customers from traditional to convenient stores. Social media marketing is one of the useful
technique for attracting customers. Various posts should be made available at social media
official channel of firm and attain sales in a better way. Discounts of specific products could be
posted in social media hubs and traditional stores can attract customers quite effectively.
LAVURI (2018) showed that traditional stores are facing decline in sales because they are not
focusing on quality and marketing strategies in a better way. This has made decline in attaining
profits as customer switching rate is being increased significantly and inclined towards
convenient stores. They will have to offer quality products to customers in order to reduce
customer switching. This would help them in achieving customer satisfaction and increased
market share in Thai market and leading to benefit whole economy. This will support in this
research and will create value for the study. By this way researcher will get to know the factors
that can increase satisfaction of buyers and can make them loyal towards the brand.
Conceptual Framework
As per the view of Bosko, Foley and Hellberg (2018), consumer behaviour theory states
that there are various factors that influence the choice of buyers to great extent. Social,
psychological, cultural aspects are considered as most essential tool that impact on choice of
consumers. Maslow theory of motivation describes that if company is able to fulfil basic needs of
persons then it will make them satisfy and loyal towards the brands. Social class, culture impact
on their life style and they prefer to make their buying decision accordingly.
Dependent variable
Consumer Behaviour
Culture Factors
Social class
Geographical regions
Psychological Factors
Motivation
Perception
Social Factors
Family
Age

CHAPTER 3: RESEARCH METHODOLOGY
Research Methodology involves the varied tools and techniques which is used by
researcher for presentation of appropriate solution of issues (Neuman, 2013). It also analyses
methods in addition with the information which is obtained by them. Under this section, points
out the type, philosophies and approaches which have been employed by scholar for analysis of
influence of different factors on the results of different grocery stores. This chapter also entails
the method which have been utilized by researcher with an objective of data collection from
target population.
Research philosophy
Selection of philosophy is highly needed to conduct study in a highly needed to conduct
study in a highly structured format. There are various kinds of philosophies which are associated
with the research such as interpretivism and positivism. At the time of selection of approach and
philosophy researcher needs to keep in the mind the types of research carried out. Positivism
philosophy is appropriate for carrying out quantitative research. Further, interpretivism
philosophy is highly based on assumptions as in this, by interpreting qualitative aspects, scholar
will be able to present solution of research problems. Interpretivism technique involves
theoretical information about topic whereas positivism method take support of statistical
calculations and numbers in order to address research problems.
In this study, scholar needs to carry out analysis with aim to provide assistance to grocery
retail store in Thailand by determining factors which influence their market share. As the study
is quantitative in nature, positivism philosophy has been selected by scholar. As per selections,
assumptions has been tested by scholar through the means of present theoretical framework
(VanPatten and Williams, 2014). In relation to positivism philosophy, after analysis of outcomes
researcher has presented the level to which the profitability aspects of Thailand traditional stores
are affected by various factors.
Research approach
Approaches can be divided in two types such as inductive and deductive which varies as
per the research which is conducted by scholar. In inductive approach, researcher usually with
the observation and specific pattern (Savin-Baden and Major, 2013). In contrast to this,
deductive approach is implemented when the nature of research is quantitative. On the basis of

this approach, scholar tests the hypothesis and confirm the same by taking in to account various
existing theoretical framework. This chapter of dissertation will provide complete description
regarding the trend of Thailand retail sector. In this research, scholar has completely details
about the industrial structure, imports and exports, living standards and size of GDP related to
retail sector of UK.
The study has undertaken research approach and philosophies quite effectively. This has
supported in conducting entire investigation in effective manner. It helps scholar in knowing
what he has to accomplish in entire study by deploying certain methods and techniques in an
effectual manner. This helps to attain constructive results quite comfortably. Qualitative and
quantitative two techniques can be used by scholar so as to attain desired results with much ease.
Qualitative means that only attributes are taken into account and paves the way for theoretical
approach which has certain limitations. This can be overcome by quantitative approach as it
takes into account variables such as dependent and independent and thus, relationships are
established. This approach has a constructive approach because researcher is able to attain the
factors which influences customer behaviour in grocery stores market.
Research design
It is considered as systematic approach that a researcher used to conduct research on
specific topic. It is refers to overall strategy which is chosen for integration of different
components of study in coherent and logical manner, there by ensuring that research problems
are addressed effectively (Dumay and Cai, 2015). It involves the blue print for the collection,
measurement and analysis of data. This research design helps in identification of research
questions and ways to resolve the issues faced by scholar. Research design is termed as blue
print of entire research project and also called schema of project. Important elements of research
design involves research strategies and methods related to collect of data and analysis. Research
design has been divided in two groups such as exploratory and descriptive research design. This
exploratory research, according to its merely aims to explore the specific aspects of research
area. However, it does not aim to provide final and conclusive answers of research questions.
There are various kinds of designs such as descriptive, exploratory, experimental, etc. All
these have unique features and conduct investigation in different manner. Descriptive takes
support of theories and describe the elements whereas experimental design experiments the
things. Exploratory design explores the ideas and facts in order to reach to the final conclusion.

Hence, in this research scholar has utilized descriptive research design which is aimed at
casting light on current issues or problems through a process of data collection. The research
design are usually of various types such as exploratory and descriptive but in this present study
on Thailand's grocery market, descriptive research in the best possible manner. This helps to
effectively attain appropriate structure from which scholar can try to accomplish research with
much ease. On the other hand, it will be useful to come to know in depth analysis in that manner
by which consumer behaviour could be analysed quite effectually. It is used to describe
characteristics and traits prevailing in the population. However, only characteristics are analysed
but it do not provide reason why and how it occurred. It enables scholar to determine situation
more completely than was possible without employing this method. This philosophy will
provide support in completion of research and answering research questions. The descriptive
research is being used by scholar in attaining whether consumer behaviour has major impact on
over purchasing decisions in grocery stores or not. In this manner, research is being conducted
highlighting the issues related with and answering research questions.
In the present study scholar has applied descriptive and exploratory both designs. This is
helpful in analysing what population thinks while making purchase in grocery markets. Hence,
descriptive research design has been used for analysing traits of sample population quite easily
and desired results could be easily accomplished..
Data collection
It is important research instruments which is analysed as the process of gathering data by
using different tools and techniques to carry out analysis of how customer behaviours influence
on grocery store purchase decision. Data has been collected by researcher for getting knowledge
about the behaviour of selected target customers in traditional retail sector. In this, four essential
objectives are formulated which emphasize on key aspects of retail problem. Further, research
questions are created on the basis of four selected objectives and assumptions have been
discussed. Research methodology is analysed is a plan for collecting the data.
There are two main methods of gathering information: primary and secondary. Primary
data are fresh details that have not been used earlier to any study whereas secondary details are
used in previous researches. Both the secondary and primary methods have been used by scholar
for collection of data. There are various methods of analysing and collecting data in that manner
by which information could be easily gathered and results can be attained without any difficulty.

This will be helpful in attaining sources of data in effective manner. Primary sources have been
used in this research and it helps to know that primary sources are reliable ones as investigator
himself is engaged in collecting of data and as such, reliability is achieved in a better way.
Moreover, online questionnaires are used so as to attain results in quick manner because it takes
less time to achieve desired answers and also it saves time. Furthermore, it is cost-effective
approach which is useful in attaining results with ease. Hence, it can be said that primary sources
of data are important for assessing views of people engaged in sample population through
distribution of questionnaire.
Secondary data is already gathered and utilised by scholar for some other purpose. This
means that data is collected from the respondents to analyse consumer behaviour influence on
grocery store purchase decisions.
Primary data has been collected by scholar using interview (Anney, 2014). Close ended
online questionnaire has been conducted for quantitative research. The information which is
collected by scholar by using interview is utilized for development of online questionnaire. Th
response format of questionnaire which is provided for the respondents in multiple choice. This
questionnaire method helps in collection of relevant information related to influence of customer
behaviour on grocery store purchase decisions. Quantitative research is taken because it focuses
on different variables under study and relationship that exists between them. It is helpful in
determining how many respondents do share the same views and opinions and influence of
buying behaviour in grocery stores can be accomplished in effective manner.
It is analysed as total group of individuals selected by scholar for collection of relevant
data related to topic of research. Sample size is drawn from population to identify the results and
decisions are made on the basis of response of sample size (Vaioleti, 2016). A sample size in
analysed group of individuals who takes part in the investigation. Generalisability refers to the
extent to which researcher can apply to findings of research to the target population.
Target population in the present study is consumers of Thailand and Bangkok. They like
to prefer shop from online platform. That is why sales of retail stores is declining. Thus, by
involving these respondents researcher have become able to identify major issue of declining
sales. By targeting the current sample, scholar can gather correct data and can address research
problems.

In other words, target population is analysed as entire group of individuals or objects to
which researchers are interest in generalising the conclusions. It usually has varying
characteristics and it is also considered as theoretical perception. This study is conducted by
scholar with an aim to assist the grocery store sector, by determining the reasons for the decline
market share. Retail sector has major influence on traditional market shares (Flick, 2015). For
analysis of consumer behaviour towards products and services in Thailand and Bangkok,
researcher has decided to conduct survey. To be customer oriented, this research emphasise on
the demographic profiles of customers, consumer behaviour towards traditional retail and
modern retail sector. After gaining an analysis of key factor of consumer behaviour and grocery
stores. This research will involve a sample of the public consisting of the both Thai males and
female in Bangkok city. However, it is difficult for scholar to collect information from the large
sample size with the specified time period. It also contains risk of reliability of data which helps
in completion of research (Bauer, 2014). Selection of public as population helps in analysing
their behaviour towards retail products and services that influence the purchase decisions of
customers. Consumer behaviour in Thailand usually gets affects by various factors as culture,
demographic, technological and other important factors etc. Scholar has completely emphasize
upon demographic profile of people which affect their buying decisions.
Consumer behaviour needs to be analysed which provides company to take into account
what they have to provide customers in the best possible manner. Furthermore, firms should
target the market in which they want customer's attention and sales would be accomplished
accordingly leading to have increased profits quite effectually. It means that for conducting
analysis, all related factors need to be accomplished in that way by which firm may be able to
attain preference and needs of consumers with much ease. The research will take into account
entire population and views will be analysed from the Bangkok city of Thailand. The whole
grocery market is judged with reference to traditional, convenience and modern retail sector. In
this manner, target population is one of the important way of analysing research by scholar in
effective manner. Hence, interpretation of results can be made and conclusion can be drawn with
ease.
Sampling
Sampling is analysed as process of selecting a representative group from the population
under this analysis. Target population is analysed as the total group of individuals from which

the sample is might be drawn. It provides a framework used in statistical analysis in which
predetermined number of observations are taken from a larger population. Sampling is one of the
useful modern tool which is used so as to attain efficiency in obtaining results. This is useful
method as it is impossible to take each and every piece of information or data from entire
Thailand. Thus, particular sample size has been taken so that they represent whole population
views in effectual manner. This has helped scholar in saving time and attain quicker results as
well. Thus, sample is being taken for analysing consumer behaviour purchase decisions in
grocery stores in Thailand. The sampling is one of the easier method for attaining desired results
of undergoing research in effective way. It can be said that sample of 200 will be taken from
different age groups and as such, it will be helpful in assessing consumer behaviour in
purchasing decisions in the best possible manner in context of grocery store. It is essentially
required because firm is able to attain required so that traditional stores and convenience grocery
stores can be differentiated as per the views and thinkings of respondents in a better manner.
This would be fruitful in determining what consumer thinks about while buying any
commodities from the market and what impacts consumer behaviour. This would be helpful in
accomplishing different views and this will be taken by providing online questionnaire to
respondents quite effectively. Thus, sampling is a useful method to take into account only limited
sample from whole population quite effectively.
There are two main techniques of sampling: probability and non probability. Both these
methods are different from each others. Probability is the technique in which each respondent
gets equal chance to be selected on other hand non probability is another approach in which there
is no equal chance for each participant to be selected for the research. In the correct study scholar
has applied random sampling method. This has helped the person in minimising bias and
reaching to the actual issue of declining sales of retail stores.
It can be explained as specific principle which is used for selection of population that
needs to be included by scholar in this study. There are various sampling techniques which can
used for carrying out study in appropriate manner. These important techniques can be divide in
to two categories such as probabilistic and Non probabilistic sampling (Roberts, 2013). In this
study, the scholar has divided the population in to 4 sub populations on the basis of Age 15-24,
25-54, 55-64 and over 65 years of Age. Selection is accomplished on the basis of fact that

people are usually of this age usually buy grocery products and their buying behaviour
continuously changes due to varied factors. Sample population is used to collect data with an
aim to assist the traditional retail sector by determining the reasons market research. As this
research is quantitative in nature, scholar has utilized simple random sampling method. It is
analysed as the purest and the most straight forward probability strategy of sampling. It is most
popular method for selection of sample among population which is equally likely to be selected
as a part of sample. The logic behind simple random sampling is that it removes bias from the
process of selection and should always result in representative samples.
Selection of appropriate population will provide support in collection of data and
analysed as effective in completion. In this research, scholar has directly selected population of
200 for completion of research. Data will be collected from the 200 respondents from selected
population. In this, every individual has the opportunity to participate in sampling. It helps in
completion of research and achievement of aims and objectives. In this research findings from
the application of simple random sampling can be generalised due to representativeness of this
technique of sampling and little relevance of bias (Miller and et.al., 2012). Through this,
researcher has appropriately collected information related to influence of customer behaviour on
purchase decisions of traditional retails stores. Customers of retail stores are targeted for
collection of data to identify their preferences and factors with influence them in switching from
traditional to convenience stores for purchase of grocery products. Highly influenced perception
helps in completion of research. Customer are selected because they provide information about
difference between products and services of traditional and convenience stores.
Data analysis
It is also analysed as process used for transformation of data which is collected by using
primary research techniques in to use information which helps in analysing the outcomes. Data
analysis has been classified in two parts such as qualitative and quantitative analysis (Lim and
Ting, 2012). There are two main methods of analysing data: in qualitative studies scholar takes
support of thematic approach in which themes are being prepared and through graphs data are
presented. On other hand in quantitative researches scholar has to apply statistical tools, by using
SPSS data can be analysed. Data analysis could be used so that results can be attained quite
appropriately. It means that researcher can easily attain from analysis whether consumer

behaviour is influenced in grocery markets particularly purchasing decisions. This helps to know
what are the results that have influence over variables up to a high extent. SPSS is helpful tool
which is used to know whether positive or negative relationship between existing variables in a
better manner. This means that better analysis could be possible while implementing such
statistical tool quite easily. On the other hand, it can be said that data analysis is one of the main
chapter of entire study as it serves as a base for accomplishing results in a significant way. Thus,
it means that data collected from various sources are analysed and then, it is analysed and results
are interpreted thereof. This helps in knowing results of research quite comfortably.
In this study, data is collected by using close ended online questionnaire from selected
sample size of 200 individual from 4 different age groups. As this study is quantitative in nature,
SPSS tool is used by scholar for analysis of data collected from the questionnaire. It is
statistical tool which helps in making research more relevant and provide support in drawing
valid conclusions (Roberts, 2013). Moreover, data preparation and analysis is clearly presented
clearly by using various charts and diagrams.
This statistical tool is most appropriate for presentation of findings and enabling users to
understand the results. SPSS is useful for doing statistical analysis in the best possible manner.
The sample of 200 respondents have been taken for conducting SPSS analysis quite effectually
and results are provided in accordance to the study and sample size taken. Hence, quantitative
technique is applied and research is being conducted in a better way and presented by taking
graphical base. Data analysis is useful in segregating data which has been gathered from primary
data. Hence, it helps to reach to conclusion quite easily.
Ethical consideration
In order to conduct the investigation in appropriate manner researcher has followed all
ethical aspects carefully. Individual has taken ethical approval from the higher authority before
conducting this investigation. Furthermore, researcher has sent consent form to the all
respondents after getting their ethical concern scholar has involved them in this study.
Furthermore, confidentiality has been maintained and data of this study has not been shared with
third person. Researcher has not copied any material from previous articles.

Reliability and validity
All the data that have been used in the present research all taken from reliable and valid
sources. If same data has been used in future studies then also results will be same. Scholar has
taken care of validity and all the information are highly valid.
Research limitation
There are various limitation of research which has affected its reliability and validity of
outcomes. Large population has created difficulties for scholar to analyse the data and outcomes
of research. By using an online questionnaire for data collection, it is complex to create control
on individuals. For example: some respondents have responded more than one time. Lack of
appropriate resources for research has also created some issues. However, it is not possible to
collect data from every city in Thailand. Online questionnaire method was also appropriate for
collection of data but there are technical issues has occurred due to which some respondents was
not capable to assess the questionnaire.
Questionnaire provided was not answered properly by respondents taken as a sample and
as such, objectives of the data were not in the best possible manner. It is practically not possible
to collect data from each and every cities of Thailand, that's why online questionnaire was issued
for attaining views from respondents but there responsive rate was low. Main objective regarding
taking questionnaire was needed to be clarified to respondents but it was not achieved and thus,
valid and constructive conclusion could not be accomplished. Other than this, researcher was not
a trained interviewer which means that it does not have many practices in taking interviews.
Researcher does not have techniques and skills to ask relevant appropriate questions to provide
flexibility to respondents while taking interview. Therefore, data which is collected does not
meet the overall objectives.
There are various limitations which are being identified in the research and as such, it
hinders results up to a high extent. It can be analysed that lack of resources found in
accomplishing this research has affected research. The resources which are analysed are
important and if more resources could have been possible, then results would be optimum. This
is one of the biggest limitation observed in it. On the other hand, questionnaire were not properly
answered and timely revert back by respondents leading to hindrance in results obtained. In this
manner, it can be analysed that questionnaire suffers limitation because not all questions asked in

it are answered by respondents which means that responsive rate is low. Hence, these are some
limitations affected research results.

CHAPTER 4: RESULTS AND DISCUSSION
4.1 Frequency Table
Do you prefer to buy products from traditional retail stores?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 110 55.0 55.0 55.0
2 50 25.0 25.0 80.0
3 20 10.0 10.0 90.0
4 20 10.0 10.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: Online questionnaire was prepared by scholar to collect
data from 4 different age groups of consumers. SPSS tool is used for analysis of data collected
from sample size of 200 respondents. In this analysis, it is clear that 110 respondents are “Agree”
because they prefer to buy products from traditional retail stores. 50 respondents are “strongly
agree” about the statement. The frequency as per the SPSS tool used in carrying out analysis
shows that maximum respondents are in favour of purchasing goods from traditional retail stores.
This clearly implies that customers have faith in buying items from stores operating traditionally
but they have to offer more facilities by which sales could be increased in effective manner.
Apart from this, there are 20 customers who are “Disagree” because they do not prefer to
buy products from traditional retail stores whereas 20 out of 200 respondents have strongly
denied the statement. On the other hand, only collective of 40 customers said that they do not
buy items from such stores. Hence, it can be stated that customer's prefer to buy products from
traditional retail stores due to their quality and affordable prices of products.
Does purchase decision of traditional retail stores are influenced by customer behaviour?
Frequency Percent Valid Percent Cumulative Percent
Valid 1 70 35.0 35.0 35.0
2 80 40.0 40.0 75.0

3 30 15.0 15.0 90.0
4 20 10.0 10.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: For gathering relevant data, online survey is conducted by
researcher in which questionnaire was provided to respondents of 4 age groups. From the
sample of 200 consumers, there are 70 respondents who are “Agree” because they think that
purchase decisions of retail store is highly influenced by behaviour of customers. 80 respondents
are “Strongly Agree” with the statement that buying decisions of grocery stores is highly
influenced by customer's behaviour towards products and services. In the above analysis, it can
be analysed that maximum number of consumers admits that purchase decisions are influenced
by behaviour of them while buying goods from the retail stores and as such, it clarifies the fact
that consumer behaviour has much impact on sales of traditional stores.
On the other hand, 30 out of 200 customers are “Disagree” because they feel that no
influence has been provided customer behaviour on purchase decision of organisation. 20
Respondents are “strongly disagree” with the statement. While minimum number of respondents
believes that consumer behaviour have no impact on purchase decisions up to certain extent.
Therefore, it can be stated the purchase decisions of traditional retail stores are influenced by
customer's behaviour.
Is your traditional retail stores like TESCO is trying to expand business operations in
Thailand?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 90 45.0 45.0 45.0
2 60 30.0 30.0 75.0
3 40 20.0 20.0 95.0
4 10 5.0 5.0 100.0
Total 200 100.0 100.0

Interpretation and analysis: Method of questionnaire survey is used by scholar for collection
of data from selected customers of different age groups. From the sample size of 200 consumers,
there are 90 consumers who are “Agree” as they think that traditional grocery retail stores like
TESCO are making efforts to expand business operations. 60 Respondent are “Strongly Agree”
about the statement which shows that big giant of retail industry of UK is trying to expand
business operations in Thailand. It will have adverse effect on the domestic companies as
competition will get fierce and as such, newer strategies needs to be implemented in order to
capture market from TESCO.
Further, 40 respondents are “Disagree” because they did not feel that traditional retail
stores are like TESCO is making efforts to expand business in Thailand. 10 respondents are
“Strongly Disagree” with this statement. Hence, it is clear that traditional retail stores are
making efforts to expand its business operations in Thailand. Thus, with above analysis, it can be
mentioned that TESCO will expand in Thailand as it will get greater benefits and maximum
sales.
Which demographic characteristics is used by traditional store like TESCO to target its
customers ?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 100 50.0 50.0 50.0
2 60 30.0 30.0 80.0
3 40 20.0 20.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: Questionnaire is prepared by scholar for conducting an
online survey for completion of this dissertation on consumer behaviour influence on purchase
decisions of traditional retail stores. From the above analysis, it is clear that 100 out of 200
respondents have stated that “Age” is the most important demographic factors which is used by
grocery stores like TESCO for targeting consumers. 60 respondents from 200 have viewed that
traditional retail store mainly focus on income and buying capacity to target customers. 50 out

of 200 respondents have said that marital status is highly considered by retail store for targeting
customers. In this study, it is concluded that Age of consumers is considered by traditional store
for targeting customers.
Age is a main factor by which grocery stores giants are capturing the market and earn
good amount of revenue. Moreover, 50 respondents believe that marital status is used by
marketing is main factor used to target customers by TESCO in attaining more customer base.
Which is the most important factor that affects your perception towards buying products from
convenience retail store?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 30 15.0 15.0 15.0
2 60 30.0 30.0 45.0
3 70 35.0 35.0 80.0
4 40 20.0 20.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: By using the online questionnaire survey, scholar has been
able to gather relevant data from selected sample population of 200 customers. From the survey,
it is identified that 30 out of 200 participants have viewed that quality of products highly
influence their perception to purchase products from traditional grocery retail stores. There are
60 respondents who have specified that their perception is highly influenced by recognition of
brand in market. 70 consumer out 200 have stated that prices of products highly influence their
perception and decision of buying products whereas 40 respondents have stated that technology
has highly influence their perception towards buying products from traditional grocery stores.
The above figure shows that prices of items is the main factor which usually changes the
perception of customers up to a major extent. Moreover, it can be said that grocery stores should
focus on lower prices so that maximum sales could be easily accomplished in a better way.

Do you think convenience store in Thailand have captured the market share of grocery retail?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 80 40.0 40.0 40.0
2 50 25.0 25.0 65.0
3 40 20.0 20.0 85.0
4 30 15.0 15.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: This research is conducted by scholar to analyse the
influence of customer's behaviour on purchase decision of market share of traditional retail
stores in economy of Thailand. Questionnaire was provided to respondents on Website and social
media to gather information. From the sample size of 200 respondents, 80 respondents are
“Agree” because they think that convenience stores in Thailand have the captured the market
share of grocery retail stores. 50 customers are “Strongly Agree” because they are in favour of
statement.
On the other hand, 40 respondents are “Disagree” as they feel that convenience stores
have not captured the market share of traditional retail stores. However, 30 respondents are
“Strongly disagree” because it is clear that they are highly influenced by the purchase decision of
customers. Thus, These organisations are highly influenced by purchase decisions of customers
and these perceptions are also influenced by their decision towards purchase of raw materials
from suppliers. Convenience stores have captured the market share of grocery retail stores in
Thailand.
Does traditional stores focus on improvement and enhancement of brand recognition in
retail sector?
Frequency Percent Valid Percent Cumulative Percent
Valid 1 70 35.0 35.0 35.0

2 50 25.0 25.0 60.0
3 40 20.0 20.0 80.0
4 40 20.0 20.0 100.0
Total 200 100.0 100.0
Analysis and interpretation: In this scenario, it is clear that customers are “Agree”
because they feel that traditional store like TESCO continuously focus on improvement and
enhancement of brand identity and receivables in retail industry. This aids them provide positive
influence on customer behaviour and analysing their requirements.
Which is the most important factor that influence people to buy products and service from
convenience stores?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 100 50.0 50.0 50.0
2 40 20.0 20.0 70.0
3 40 20.0 20.0 90.0
4 20 10.0 10.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: From the above study, it is clear that there are various
important factors that affects the people to buy products and services from convenience stores.
From the sample size of 200 customers, 100 respondents have viewed that the quality of
products mainly influence people to buy products and services. 40 customers out of 200 have
stated that reasonable price provide major influence on people to buy products and services from
convenience stores. 40 respondents viewed that wide Accessibility provide influence on people
to buy product and services from convenience retail stores whereas 20 respondents have stated

that wide range of products influence them to buy products from convenience stores. Hence, it is
clear that quality of products mainly influence customers.
Which is the most important promotional techniques applied by traditional?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 90 45.0 45.0 45.0
2 40 20.0 20.0 65.0
3 60 30.0 30.0 95.0
4 10 5.0 5.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: From the above analysis, it is clear that social media techniques is
highly applied by traditional stores to attract customers because it was stated by 90 respondents.
However, It is clear social media networking is method to influence and promote product to large
number of customer across countries.
Does the increase in convenience store have influence the market share of traditional
stores?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 70 35.0 35.0 35.0
2 60 30.0 30.0 65.0
3 30 15.0 15.0 80.0
4 40 20.0 20.0 100.0
Total 200 100.0 100.0

Interpretation and analysis: From the above analysis, it is clear that there are large
number of customers are “Agree” that increase in convenience stores have influenced the
market share of traditional retail stores. It has provide negative influence on customer's
demand of grocery products traditional stores. They also prefer to buy products at lowest
prices with the best quality which are available in convenience stores.
In your perception, which is the most important factor that affects your buying behaviour?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 70 35.0 35.0 35.0
2 80 40.0 40.0 75.0
3 30 15.0 15.0 90.0
4 20 10.0 10.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: From the above analysis, it is clear that there are various important
factors that affects the decisions of customers. After getting information from respondents, it is
clear that price is the most essential factors that affects the customer behaviour in retail industry.
However, grocery stores needs to adopt an appropriate price strategy to provide positive
influence on customers.
Do you think that Sales of traditional retail store is decreased after continuous rise in
competition in market?
Frequency Percent Valid Percent Cumulative Percent
Valid 1 70 35.0 35.0 35.0
2 60 30.0 30.0 65.0
3 50 25.0 25.0 90.0

4 20 10.0 10.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: From the above analysis, it is analysed that majority of 70
respondents are agreed with the statement that Sales of traditional retail store is decreased after
continuous rise in competition in market. This market is highly influenced by purchase decision
of customer. Grocery needs to emphasize upon increase in sale to attain growth and adopt
effective strategies to reduce impact of competitors.
In your perception which is more convenient option to buy a product?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 80 40.0 40.0 40.0
2 50 25.0 25.0 65.0
3 70 35.0 35.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: In this table, 80 respondents have considered that
convenience stores is more appropriate option for people in Thailand to buy products at
appropriate price. Consumers are highly influenced by purchase decisions. 50 respondents have
stated this for traditional and 70 people viewed that online selling is more convenient option for
customers to buy products online.
Which is the most important strategy traditional stores needs to apply for creating customer
loyalty?
Frequency Percent Valid Percent Cumulative Percent
Valid 1 90 45.0 45.0 45.0
2 50 25.0 25.0 70.0

3 20 10.0 10.0 80.0
4 40 20.0 20.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: According to this analysis, it is clear that there are various
important measures that affects the decisions of customer to buy products and services. From the
sample size of 200 customers, majority of customers have stated that low cost leadership strategy
needs to be applied by organisation to create influence people. Price provide major influence on
their values and behaviour. Therefore. Companies needs to expand its operations in Thailand at
high scale and use price effective strategy to influence customer behaviour.
Is traditional use technologies for promotion of products and services?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 60 30.0 30.0 30.0
2 80 40.0 40.0 70.0
3 30 15.0 15.0 85.0
4 30 15.0 15.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: Overall analysis of table provide information that
traditional grocery stores needs to use technologies for promotion of products ad service among
customers. This incentive points provide major focus on achievement of products and services
to attain requirement of customers. Various communication channels can be used to analyse
customer requirement which helps in development appropriate product's portfolio and
influencing large number of customers.
Are you satisfied with the expansion of Traditional stores in Thailand?

Frequency Percent Valid Percent Cumulative Percent
Valid
1 120 60.0 60.0 60.0
2 60 30.0 30.0 90.0
3 20 10.0 10.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: According to this, customer's of TESCO are highly
satisfied with the expansion of traditional retail stores in Thailand. 120 respondents have stated
“Yes” because they feel that expansion of grocery stores will helps them in gaining market share.
Popularity among customers also enables company to increase sales and profitability.
Is traditional stores provide focus on making improvement in strategies to attain growth?
Frequency Percent Valid Percent Cumulative Percent
Valid
1 117 58.5 58.5 58.5
2 60 30.0 30.0 88.5
3 21 10.5 10.5 99.0
4 2 1.0 1.0 100.0
Total 200 100.0 100.0
Interpretation and analysis: From the above analysis, it is clear that there majority of
respondents are “agree” because they feel that traditional retail stores needs to provide focus on
improving its business operations and strategies to attain growth in retail sector. This aids them
to provide positive influence on customer behaviour and their purchase decision.
4.2 Correlations
To analyse a mutual relationship among two or more variables this test will be helpful in
determining the adequate outcomes. It helps in making proper analysis over outcomes as well as

impacts of changes in one variable affects the another. However, in the below listed table, there
has been demonstration on the relationship between consumer convenience and buying
behaviour regarding products offered by store. As per evaluating the outcomes these following
listed two hypothesises will be helpful in bringing clear overview on consumer behaviour such
as:
Null Hypothesis: There is no significant mean differences between Consumer buying
behaviour and store convenience.
Alternative Hypothesis: There is a significant mean difference between consumer
buying behaviour and store convenience.
Correlations
Is your
traditional
retail stores
is trying to
expand
business
operations
in
Thailand?
Does
purchase
decision of
traditional
retail stores
are
influenced
by
customer
behaviour?
Does
traditional
stores focus
on
improvement
and
enhancement
of brand
recognition
in retail
sector?
Which
demographic
characteristics
is used by
traditional
stores to target
its customers in
Thailand?
Is your traditional
retail stores is
trying to expand
business operations
in Thailand?
Pearson
Correlation 1 -.058 .133 -.063
Sig. (2-tailed) .415 .060 .373
N 200 200 200 200
Does purchase
decision of
traditional retail
stores are
influenced by
customer
behaviour?
Pearson
Correlation -.058 1 .186** .472**
Sig. (2-tailed) .415 .008 .000
N 200 200 200 200
Does traditional
stores focus on
Pearson
Correlation
.133 .186** 1 .480**

improvement and
enhancement of
brand recognition
in retail sector?
Sig. (2-tailed) .060 .008 .000
N 200 200 200 200
Which
demographic
characteristics is
used by traditional
stores to target its
customers in
Thailand?
Pearson
Correlation -.063 .472** .480** 1
Sig. (2-tailed) .373 .000 .000
N 200 200 200 200
**. Correlation is significant at the 0.01 level (2-tailed).
Non-parametric Correlations
Correlations
Questions Is your
traditiona
l retail
stores is
trying to
expand
business
operation
s in
Thailand
?
Does
purchase
decision
of
traditiona
l retail
stores are
influence
d by
customer
behaviour
?
Does
traditional
stores focus
on
improveme
nt and
enhanceme
nt of brand
recognition
in retail
sector?
Which
demographic
characteristics
is used by
traditional
stores to target
its customers
in Thailand?
Spearman'
s rho
Is your
traditional
retail stores
is trying to
expand
business
operations in
Thailand?
Correlation
Coefficient 1.000 -.147* .102 -.088
Sig. (2-
tailed) . .038 .150 .218
N 200 200 200 200

Does
purchase
decision of
traditional
retail stores
are
influenced
by customer
behaviour?
Correlation
Coefficient -.147* 1.000 .320** .609**
Sig. (2-
tailed) .038 . .000 .000
N 200 200 200 200
Does
traditional
stores focus
on
improvemen
t and
enhancemen
t of brand
recognition
in retail
sector?
Correlation
Coefficient .102 .320** 1.000 .496**
Sig. (2-
tailed) .150 .000 . .000
N 200 200 200 200
Which
demographic
characteristi
cs is used
by
traditional
stores to
target its
customers in
Thailand?
Correlation
Coefficient -.088 .609** .496** 1.000
Sig. (2-
tailed) .218 .000 .000 .
N 200 200 200 200
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Interpretation: By determining the above listed outcomes which represents relationship
between consumer behaviour and store convenience. Thus, the location of stores is needed to be
at satisfactory location which will bring better outcomes. Enumerating results on which Pearson
correlation states the significant value which are comparatively higher than significance level
0.05 in most of the cases. It determines that there are no significant mean differences between

convenience of stores and consumer buying behaviour. Moreover, as per the outcomes it can be
said that there will be no impacts on consumer as if location of Tesco Store has been shifted from
one location to another.
4.3 Regression
This is comprised on making statistical analysis which determines the relationship among
various variables that will be effective and beneficial as per making favourable determination of
appropriate results. This analysis consisting of developing relationship between dependent and
independent variables. In the below listed table there has been examination on variables store
conveniences and consumers buying motives has been addressed such as:
Null Hypothesis: There is no significant mean differences between Consumer buying
behaviour and store convenience.
Alternative Hypothesis: There is a significant mean difference between consumer
buying behaviour and store convenience.
Model Summary
Model R R
Square
Adjusted
R Square
Std. Error
of the
Estimate
Change Statistics
R Square
Change
F
Change
df1 df2 Sig. F
Change
1 .036a .001 -.004 .974 .001 .254 1 198 .615
a. Predictors: (Constant), In your perception which is more convenient option to buy a product?
ANOVA
Model Sum of
Squares
df Mean Square F Sig.
1
Regression .241 1 .241 .254 .615b
Residual 187.759 198 .948
Total 188.000 199
a. Dependent Variable: Which is the most important factor that affects your perception
towards buying products from traditional retail store?
b. Predictors: (Constant), In your perception which is more convenient option to buy a
product?
Coefficients

Model Unstandardised
Coefficients
Standardize
d
Coefficient
s
t Sig. 95.0% Confidence
Interval for B
B Std.
Error
Beta Lower
Bound
Upper
Bound
1
(Constant) 2.522 .170 14.84
4 .000 2.187 2.857
In your
perception
which is more
convenient
option to buy a
product?
.040 .080 .036 .504 .615 -0.12 .197
a. Dependent Variable: Which is the most important factor that affects your perception towards
buying products from traditional retail store?
Coefficient Correlationsa
Model In your perception
which is more
convenient option to
buy a product?
1
Correlations In your perception which is more
convenient option to buy a product? 1.000
Covariances In your perception which is more
convenient option to buy a product? .006
a. Dependent Variable: Which is the most important factor that affects your perception towards
buying products from traditional retail store?
Interpretation: As per analysing the above listed measurements and evaluation of data
set which brings clear analysis on the outcomes. Analysing the relationship between buying
motives of buyers and store convenience which determines the significant value for 0.615 which
is higher than 0.05 Sig. Level. However, it states an acceptance to the null hypothesis. Therefore,

there will be nor significance mean differences between buying motives and store convenience.
Moreover, plan of professionals for launching the stores at several locations will be successful as
it will not affect buyer’s buying motives.
4.4 T-Test
To identify the mean value of the data set which will be addressed on the basis of
effective identification and implication of statistical analysis which will bring clear Justification
on the time of occurrence of variable in data set.
Null hypothesis: There is no significant relationship between expansion of traditional stores and
enhancement of brand recognition
Alternative hypothesis: There is significant relationship between expansion of traditional stores
and enhancement of brand recognition.
Group Statistics
Are you satisfied
with the expansion of
Traditional stores in
Thailand?
N Mean Std.
Deviation
Std. Error
Mean
Does traditional
stores focus on
improvement and
enhancement of
brand recognition in
retail sector?
>= 2 80 3.00 1.232 .138
< 2 120 1.75 .725 .066
Does the increase in
convenience store
have influence the
market share of
traditional stores?
>= 2 80 2.25 1.401 .157
< 2 120 2.17 .901 .082

4.5 Independent Samples Test
Null hypothesis: there are no significant mean differences in the convenience and buying
motives of buyers
Alternative hypothesis: there are significant mean differences in the convenience and buying
motives of buyers
Levene's
Test for
Equality
of
Variances
t-test for Equality of Means
F Si
g.
t df Sig.
(2-
taile
d)
Mean
Differen
ce
Std.
Error
Differen
ce
95%
Confidence
Interval of
the
Difference
Low
er
Upper
Does
traditional
stores
focus on
improvem
ent and
enhanceme
nt of brand
recognitio
n in retail
sector?
Equal
varianc
es
assume
d
24.0
27
.0
00
9.0
21 198 .000 1.250 .139 .977 1.523
Equal
varianc
es not
assume
d
8.1
78
115.5
42 .000 1.250 .153 .947 1.553
Does the
increase in
convenien
ce store
have
Equal
varianc
es
assume
d
64.5
99
.0
00
.51
2 198 .609 .083 .163 -.23
8 .404

influence
the market
share of
traditional
stores?
Equal
varianc
es not
assume
d
.47
1
122.4
37 .638 .083 .177 -.26
7 .434
Interpretation: By ascertaining the above listed analysis which determines the value of
Individual T-Test implied on variables to address the impacts of convenience of store which
motivates them in making purchase on the products. Analysing the outcomes in which
significance value of the analysis is 0.609 and 0.638 which is comparatively higher than the sign.
Level of 0.05. Therefore, there will be acceptance to the null hypothesis which defines that there
are no significant mean differences in the convenience and buying motives of buyers.
4.6 Discussion of findings
On the basis of literature review and primary analysis, it is analysed that consumer
behaviour is the most crucial aspects for traditional grocery stores. These groceries store aims to
buy products and services which helps in completion of research. Market share of traditional
retail store is Thailand is highly influenced by new convenience stores. Consumer purchase
decisions provide major support and has wide recognition in influencing customers to buy
products and services. In Thailand, convenience stores have continuously captured the market
share of traditional grocery by influencing their customers. Convenience store are those
supermarket chains which products of different brands in their outlets. They generally offer wide
range of products and varieties that highly influence customers to buy products and services.
Purchase decisions of consumer are mainly considered by traditional stores to analyse
trends and requirements. High quality products play a significant role in improvement of
efficiency and performance of employees at workplace. It is based on the fact that customer
behaviour is based on their demographic factors of consumers such as Age, culture, income and
personality. Customers of different age groups have different requirements of products and
services. Their behaviour towards brands is also depends upon the perceived quality, brand
dignity and recognition in market. Traditional retail store like TESCO have varied opportunities
to expand their business operations in different countries by emphasizing of improvement in
quality of products. These aspects of influence of customer behaviour on buying decisions have
highly influence by requirements of customers. This aspect can be clearly supported with the

findings of secondary analysis which shows that in order to meet the customer requirement,
tradition tries to improve their quality of products for raising their requirements.
Some important thesis has been prepared by scholar in literatures section and results
analysed in chapter 4 clearly represent that customers usually prefers to buy grocery products
from traditional retail store which are available. These stores are available in different
geographical regions from last several years and widely recognised by people across countries.
These traditional stores high quality products at affordable prices. Online questionnaire survey is
conducted by scholar for collection of data from selected 200 customers of TESCO from four
different age groups such as 15-24, 25-54, 55-64 and over 65 years. Interviews are also from
customers to analyse their views towards difference between traditional and convenience stores.
From the analysis of customers perception, it is clear that purchase decision of traditional
retail stores is highly influenced by customers' behaviour. In order to meet the requirement of
customers, organisation's mainly needs to provide more focus on market research which provide
them clear understanding current trends and requirements for future growth.
In additional, more than 40% of retail stores in Thailand comes under categories of traditional.
This number will tend to increase due to expansion of traditional stores across countries to raise.
As determined by customers of TESCO, that company is also planning to expand business
operations in Thailand. These traditional stores can also apply various strategies like partnership,
joint ventures and franchises in order to expand business operations. High prices of products and
services tend to raise recognition of products among customers.
Moreover, Demographic segmentation of market is done by traditional retail store in
order to target consumers which are highly appointed by utilized by customers to buy products
and services. High products and services tends to raise recognition of brand among customers.
Increase in price of products requires high performance and criteria to enhance quality. Further,
customers have also stated that traditional retail stores like TESCO provide major focus on
targeting customers of different age groups to analyse their needs and wants of grocery. This aids
management to improve is products and services at affordable prices. For example: Young
customers usually prefer to buy products online because convenience store provided wide range
and option for customers on their website. Modern retail stores have implemented online selling
system to influence consumer's purchase decisions. However, customers over 65 years of age

have high loyalty towards traditional retail store. They usually provide more focus on culture
factors and buy products from stores which provide them more recognition and convenience.
Traditional retail store needs to sustain their existing customers along with influencing new
customers in Thailand.
Creating brand loyalty is also considered as essential strategy which is adopted by
TESCO and other retail brands to attract the requirements of customers. This is considered as
most important strategy that helps the organisation in attracting large number of customers.
Brand loyalty is mainly determined as positive feelings towards a brand and dedication to
purchase same products or service repeatedly now and in the future from the similar brand,
regardless of competitors actions or changes in the environment. Customers with high quality
decisions tends to raise recognition of brand in market.
In addition, findings also determine that their perception towards products is highly
influenced by its quality. They always prefer to buy products which contains appropriate quality
and meet their requirements. Unique selling preposition of traditional retail store is superior
product's performance in the market. Increase in quality of products tends to raise their
recognition towards brand in market. Thus, if the traditional consumer needs to retain or attract
new customers, then they have to improve their quality of products and services. High quality
products tend to raise recognition of customers and their influence on customer to buy quality of
products at appropriate prices. Improvements the quality of products tends to raise recognition of
customers and improve their perception to buy products.
Improvement in quality of products and performance have assessed the customer to retain
customers. Increase in products performance have maintained their recognition towards products
and services. High quality and affordable prices have shared their customer towards products and
services. Improvement in products quality has increased their performance and management of
brand recognition among customers. Customers can also improve their service by raising their
demand among customers. Company also needs to provide focus on improvement in quality of
products to raise the requirements of customers.
In addition, it was also analysed that grocery retailers are expected to see positive
performance over the forecast period. Convenience stores will lead in terms of growth, due to
aggressive expansion of outlets. They key target of company's expansion in metropolitan and

provisional areas. Moreover, customers are more highly expected to become more comfortable in
buying food and other products near their homes. Sales in hypermarkets and supermarkets are
expected to be driven by internet retailing in long term. However, in terms of store expansion
slower movement is expected to be seen over the forecast period with the review period. In the
future, grocery retailers demonstrated stronger current value growth compared with 2015.
Despite from the fact that the majority of customers are low and middle-income consumers.
Expansion of convenience stores and additional promotions by retailer has increase the value
growth.

CHAPTER:5 CONCLUSION AND RECOMMENDATIONS
5.1 Conclusion
This dissertation has explored the special aspects of consumer behaviour or purchase
intention associated with the purchase decisions in Traditional retail stores. Specially the study
focuses on the following questions (1) What is the demographic profile of customers for both
grocery and convenient store? (2) How the customers are loyal to grocery stores and how to
maintain customer's loyalty? (3) What is customer's purchase decision in relation to them from
buying products in traditional retail to purchasing from convenient stores? The study examines
the growth of convenience stores in comparison grocery stores in retail sector.
In general, the results of study have provided understanding that consumer behaviour is
an important phenomenon which is associated buying perception and intention of individuals
towards products and services. With improvement of technology, bargaining power of consumer
in retail sector is also increase because convenience stores are providing wide range of options
on their websites at best possible prices. In this context, quantitative research is conducted to
analyse the elements which have either positive or negative impact on behaviour of purchase
decisions. Purpose of study was to assist traditional retail stores by determining reasons of
decline in market share. There are various demographic factors such as age, income, culture,
status, social perception has their influence on purchase decisions of consumers in market.
Consumer of different age groups usually have different perception towards purchase of products
and services.
It is found that convenience store in Thailand have highly captured the market share of
traditional retail. TESCO is analysed as traditional grocery supermarket chain which has existing
from the last several years and provides quality of grocery products to customers. Study states
that buyer's behaviour is positively related to promotion planning, in store promotional search,
promotional purchase and action loyalty. Along with this offering cost convenient prices on the
product as well as best quality which will result in better relationship with consumers. It will
help in generating buyers and making them brand loyal. There may be various differences in the
opinion, tastes, preferences as well as level of satisfaction among consumers on which it is
required to have proper study and analysis on their desired wants. It will become easy as the
organisation perform more than their expectations. Thus. It will be attractive to a buyer in
relation with having products which are comparatively more than their expectations.

TESCO will have higher consumer retention as if there will be sound management and
development of all operational criteria in terms of meeting goals at the right time. Changes in
operational activities as well as analysing the changing requirement of buyers will bring sound
growth in the market value of an entity.
Analysing the issues and taking feedbacks from consumers will be beneficial in terms of
creating a positive relationship with them. This phycological factor will also help in attaining the
favourable attention from buyers. The changes in policies and plans as according to requirements
of buyers will be attractive and beneficial for making qualitative increment and development of
various operations that will be sound and effective in retaining higher revenue. Motive of an
organisation in respect with higher profitability and sound performance which will help them in
reaching the final goals at the right time. In addition, rewarding consumers based on their
shopping habit and level of amount spend by them in the stores will be appreciated in terms of
rewarding them with some articles or monetary benefits. The lucky draws, competitions or
various relevant rewards will be beneficial in attaining their attention and enhance their interest
in making more shopping at the stores.
Operational efficiency of an organisation ill be helpful in meeting the demands of
consumers in the market. Thailand will be best and appropriate location in terms of attaining the
s suitable gains as well as generating proper amount of revenue. Having a grocery store is itself a
most convenient place which is comprised o all the products and services at a single location.
Buyer do not need to move any other place of location in terms of having the products they
desired off. TESCO has been engaged in various collaboration with several brand in foods,
beverage and household products which makes it most satisfactory to consumers in comparing
the products, prices and quality on the basis of their taste and preferences.
Acknowledgement of number of buyers who have visited the stores in respect with
analysing their regular visit and amount of shopping made by them. Keeping the good records
will be beneficial in rewarding the consumers as per the number of points they have generated on
their every visit or purchases in the stores. It will be attractive to them and enhance the motive
towards regularly shopping in this store. Similarly, taking their contact number will be helpful in
context with updating them with new offers or sales during the festive season. it has been
denoted as the best source of income will be generated by the professionals in term of having
most adequate and appropriate operational gains. It reflects in the drastic rise in the sales of the

products as well as increment in sale revenue made by business during this period. Texting
consumers with every new offered and operational changes in the stores will be attractive to
them in terms of making productive efforts and retaining higher revenue. TESCO will have
positive response from the market in relation with retaining higher revenue as well as making
qualitative efforts for retaining higher earnings.
Demographic variations will also be the main factors in terms of influencing the buyers as
per their shopping habits and buying behaviours. TESCO in Thailand will face several
difficulties in terms of analysing the local requirements of consumers in location as well as
various domestic products which will be deal by them. In relation with such factors they have
analyse the local market, suppliers and distribution of various commodities needed to be
identified. Thus, such determination will help in bringing the products to the consumer in terms
of meeting their demands as well as bringing them the products as per their expectations.
Moreover, it will be required that the professionals in an entity needed to determined and analyse
the domestic requirements in the market on which they are dealing which involves consumer
preferences, resources available in the locations, economic conditions etc. thus, these are the
requirements which will be adequate and beneficial in terms of identifying the wants and make
proper operational offers to the buyers for good revenue generation and analysing the buyer’s
requirements.
5.2 Recommendations
TESCO has been denoted the most successful and highly growing grocery store in the
world. Projection has been considered in terms of launching the stores in various locations apart
from domestic or national boundaries. Considering the growth of worldwide population which
indicates rise in the demands as well as costs implied in the activities. To satisfy the consumer
needs there will be huge expenses made by an organisation in respect with purchasing the
material or promoting the products. Therefore, with respect with the same there will be large
number of outflows have been made by the professionals in respect with retaining the higher
earnings and management of cash flows. in context with reaching to the satisfactory level of
buyers in the right way on which there will make qualitative control on cost implicates in each
activities of firm.
Reforms in the operational practices as well as number of products which have been dealt in
the market are needed to be considered by the professionals. It will result in developing the

organisation as dynamic in nature and widening the operating segmentations. Bringing technical
advantages in organisation such as use of various software, accessing the website on which they
will be benefited in presenting their views as well as attracting consumers to retain adequate
earning. Presenting the changes in selling techniques and offers made by organisation will be
helpful in retaining their interest and enhancing the efficiency of business. The positive changes
in the buying behaviours of consumer will result in growth of industry as well as increasing the
market value of entity.
There can be several reasons behind consumer dissatisfaction and in appropriate
determination of operational efficiencies on which identifying issues will be adequate in meeting
the goals. Promoting the use of e-commerce or makings the smooth consumer care system which
will benefit the organisation in bringing higher satisfaction to the buyers as per their desires.
Along with this, ascertaining the outcomes after analysing the issues in market as well as taking
the opinion of professionals with motive of generating better resources of information which will
affect the adequate control in costs implied. Developing consumer interest in business that will
impacts in retaining buyers for long-terms. Moreover, there can be several suggestions which
will be awarded to the professionals of TESCO in regards with designing favourable operational
framework and consumer relationship.
 Develop a consumer care service centre which will be satisfactory in terms of gaining
information relevant with consumer dissatisfaction. Along with this it will also benefits
the professionals in suggesting the alternative solutions.
 Designing products which will be convenient in costs and quality to the buyers which
will be attractive and helps in developing favourable relationship with their consumers.
 Locating the stores at the most convenient place such as near to market or residential
areas. It will result in higher revenue, consumer turnover as well as rise in the growth of
entity.
 Analysing the current changes in the environment relevant with product and prices such
as changes in fashion, technologies as well as designing of the product has to be
administer and acknowledged by professionals which in turn will be helpful in retaining
their interest in firm.

 The stores should be located at convenient location so that maximum customers may
come and profits could be achieved in the best possible manner.
 Customer resolution campaign should be organised by which certain issues or problems
could be resolved and satisfaction level of consumers can be accomplished in a better
way.
 Cost of products shall be kept low or competitive so as to lure customers and attain more
market share. Furthermore, various amenities shall be provided so that customers may get
attracted towards products and firm can achieve desired revenue.
 It is recommended that grocery stores should take into account all these suggestions and
can attract consumers by which greater sales could be achieved and business can attain
higher market share.

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APPENDIX 1
QUESTIONNAIRE
Data has been collected through questionnaire; these questions have been prepared on the
bases of research aim and objectives. B y using this method scholar has become able to find out
the most influencing factor that impact on buying decision of consumers.
Name:
Designation:
Organisation
Do you prefer to buy products from traditional retail stores?
 Agree
 Strongly agree
 Disagree
 Strongly disagree
Does purchase decision of traditional retail stores are influenced by customer behaviour?
 Agree
 Strongly agree
 Disagree
 Strongly disagree
Is your traditional retail stores is trying to expand business operations in Thailand?
 Agree
 Strongly agree
 Disagree
 Strongly disagree
Which demographic characteristics is used by traditional stores to target its customers?
 · Age

 · Income
 · Marital Status
Which is the most important factor that affects your perception towards buying products from
traditional retail store?
 · Quality
 · Brand recognition
 · Price
 · Technology
Do you think convenience store in Thailand have captured the market of grocery retail?
 Agree
 Strongly agree
 Disagree
 Strongly disagree
Does traditional stores focus on improvement and enhancement of brand recognition in retail
sector?
 Agree
 Strongly agree
 Disagree
 Strongly disagree
Which is the most important factor that influence customers to buy products and service from
Convenience stores?
 Quality of products
 Reasonable price
 Wide accessibility
 Wide variety of products

Which is the most important promotional techniques applied by traditional?
 Social media techniques
 Sales promotion
 Company Website
 Discounting prices
Does the increase in convenience store have influence the market share of traditional stores?
 Agree
 Strongly agree
 Disagree
 Strongly disagree
In your perception, which is the most important factor that influence the purchase decisions of
customer's
 Price
 quality
 geographical location
 Facilities
Do you think that sales of traditional store is decreased after continuous rise in competition in
market?
 Agree
 Strongly agree
 Disagree
· Strongly disagree
In your perception which is more convenient option to buy a product?

 Convenient store
 Traditional store
 Online
Which is the most important strategy traditional stores needs to apply for creating customer
loyalty?
 · Low cost leadership strategy
 · High quality products strategy
 · Advertisement and promotion strategy
 · Incentives and discounting strategy
Is traditional use technologies for promotion of products and services?
 · Agree
 · Strongly agree
 · Disagree
 · Strongly disagree
Are you satisfied with the expansion of Traditional stores in Thailand?
 · Yes
 · No
 · Not sure
Is traditional stores provide focus on improving their strategies to attain growth?
 · Agree
 · Strongly agree
 · Disagree
 · Strongly disagree

Descriptive Analysis
Is your
organis
ation is
conside
red as
traditio
nal
store
in UK?
Do
es
pur
cha
se
dec
isio
n
of
tra
diti
ona
l
reta
il
stor
es
are
infl
uen
ced
by
cus
to
me
r
beh
avi
our
?
Is
yo
ur
tra
diti
on
al
ret
ail
sto
res
is
tryi
ng
to
ex
pa
nd
bus
ine
ss
op
era
tio
ns
in
Th
ail
an
d?
Whi
ch
dem
ogra
phic
char
acter
istic
s is
used
by
tradi
tiona
l
store
s to
targe
t its
cust
ome
rs in
Thai
land
?
W
hic
h is
the
mo
st
im
por
tan
t
fac
tor
tha
t
aff
ect
s
yo
ur
per
cep
tio
n
to
wa
rds
bu
yin
g
pro
du
cts
fro
m
tra
diti
on
al
ret
ail
sto
re?
Do
you
thin
k
con
veni
enc
e
stor
e in
Tha
ilan
d
hav
e
capt
ure
d
the
mar
ket
of
gro
cery
reta
il?
Doe
s
tradi
tion
al
stor
es
focu
s on
impr
ove
men
t
and
enha
nce
men
t of
bran
d
reco
gniti
on
in
retai
l
sect
or?
W
hic
h
is
the
mo
st
im
por
tan
t
fac
tor
tha
t
infl
ue
nce
cus
to
me
rs
to
bu
y
pro
du
cts
an
d
ser
vic
e
fro
m
tra
diti
on
al
sto
res
?
Wh
ich
is
the
mo
st
imp
orta
nt
pro
mot
ion
al
tec
hni
que
s
app
lied
by
trad
itio
nal
?
Do
es
the
incr
ease
in
con
veni
enc
e
stor
e
hav
e
infl
uen
ce
the
mar
ket
shar
e of
trad
itio
nal
stor
es?
In
you
r
per
cep
tio
n,
whi
ch
is
the
mo
st
im
por
tant
fact
or
that
infl
uen
ce
the
pur
cha
se
dec
isio
ns
of
cus
to
me
r's
Do
you
that
cust
om
ers
of
you
r
org
anis
atio
n is
dec
reas
ed
afte
r
con
tinu
ous
rise
in
co
mp
etiti
on
in
mar
ket?
In
yo
ur
per
cep
tio
n
wh
ich
is
mo
re
con
ven
ien
t
opt
ion
to
bu
y a
pro
duc
t?
W
hic
h
is
the
mo
st
im
po
rta
nt
str
ate
gy
tra
dit
ion
al
sto
res
ne
ed
s
to
ap
ply
for
cre
ati
ng
cu
sto
me
r
loy
alt
y?
Is
trad
itio
nal
use
tech
nol
ogie
s
for
pro
mot
ion
of
pro
duct
s
and
serv
ices
?
Ar
e
yo
u
sati
sfi
ed
wit
h
the
ex
pa
nsi
on
of
Tra
diti
on
al
sto
res
in
Th
ail
an
d?
Is
traditi
onal
stores
provi
de
focus
on
maki
ng
impro
veme
nt in
busin
ess to
adapt
strate
gies?

N
V
al
id
200 200 20
0 200 20
0 200 200 20
0 200 200 200 200 20
0
20
0 200 20
0 200
M
is
si
n
g
0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0
Me
an 1.75 2.0
0
1.8
5 1.70 2.6
0 2.10 2.25 1.9
0
1.9
5 2.20 2.0
0
2.1
0
1.9
5
2.0
5 2.15 1.5
0 1.54
Std
.
Err
or
of
Me
an
.070 .06
7
.06
4 .055 .06
9 .077 .080 .07
4
.06
9 .080 .06
7
.07
1
.06
1
.08
2 .072 .04
8 .051
Me
dia
n
1.00 2.0
0
2.0
0 1.50 3.0
0 2.00 2.00 1.5
0
2.0
0 2.00 2.0
0
2.0
0
2.0
0
2.0
0 2.00 1.0
0 1.00
Mo
de 1 2 1 1 3 1 1 1 1 1 2 1 1 1 2 1 1
Std
.
De
viat
ion
.996 .95
1
.91
2 .783 .97
2
1.09
4
1.13
8
1.0
47
.97
6
1.12
5
.95
1
.99
7
.86
7
1.1
64
1.01
6
.67
3 .722
Var
ian
ce
.992 .90
5
.83
2 .613 .94
5
1.19
6
1.29
4
1.0
95
.95
2
1.26
6
.90
5
.99
5
.75
1
1.3
54
1.03
3
.45
2 .521
Ske
wn
ess
1.136 .70
8
.70
4 .584 -.1
19 .498 .323 .73
3
.42
9 .453 .70
8
.41
1
.09
7
.67
5 .565 1.0
01 1.114

Std
.
Err
or
of
Ske
wn
ess
.172 .17
2
.17
2 .172 .17
2 .172 .172 .17
2
.17
2 .172 .17
2
.17
2
.17
2
.17
2 .172 .17
2 .172
Ku
rtos
is
.090 -.3
87
-.5
70
-
1.13
4
-.9
58
-
1.11
1
-
1.31
7
-.8
31
-
1.2
02
-
1.18
1
-.3
87
-.97
4
-
1.6
67
-
1.0
58
-.75
3
-.1
97 .413
Std
.
Err
or
of
Ku
rtos
is
.342 .34
2
.34
2 .342 .34
2 .342 .342 .34
2
.34
2 .342 .34
2
.34
2
.34
2
.34
2 .342 .34
2 .342
Ra
nge 3 3 3 2 3 3 3 3 3 3 3 3 2 3 3 2 3
Mi
ni
mu
m
1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1 1
Ma
xi
mu
m
4 4 4 3 4 4 4 4 4 4 4 4 3 4 4 3 4
Su
m 350 400 37
0 340 52
0 420 450 38
0 390 440 400 420 39
0
41
0 430 30
0 308
Per
cen
tile
s
1
0
1.0
0
1.0
0
1.0
0 1.00 1.0
0 1.00 1.00 1.0
0
1.0
0 1.00 1.0
0
1.0
0
1.0
0
1.0
0 1.00 1.0
0 1.00
2
0
1.0
0
1.0
0
1.0
0 1.00 2.0
0 1.00 1.00 1.0
0
1.0
0 1.00 1.0
0
1.0
0
1.0
0
1.0
0 1.00 1.0
0 1.00
2
5
1.0
0
1.0
0
1.0
0
1.00 2.0
0
1.00 1.00 1.0
0
1.0
0
1.00 1.0
0
1.0
0
1.0
0
1.0
0
1.00 1.0
0
1.00

3
0
1.0
0
1.0
0
1.0
0 1.00 2.0
0 1.00 1.00 1.0
0
1.0
0 1.00 1.0
0
1.0
0
1.0
0
1.0
0 1.30 1.0
0 1.00
4
0
1.0
0
2.0
0
1.0
0 1.00 2.0
0 1.40 2.00 1.0
0
1.0
0 2.00 2.0
0
2.0
0
1.4
0
1.0
0 2.00 1.0
0 1.00
5
0
1.0
0
2.0
0
2.0
0 1.50 3.0
0 2.00 2.00 1.5
0
2.0
0 2.00 2.0
0
2.0
0
2.0
0
2.0
0 2.00 1.0
0 1.00
6
0
2.0
0
2.0
0
2.0
0 2.00 3.0
0 2.00 2.60 2.0
0
2.0
0 2.00 2.0
0
2.0
0
2.0
0
2.0
0 2.00 1.6
0 2.00
7
0
2.0
0
2.0
0
2.0
0 2.00 3.0
0 3.00 3.00 2.7
0
3.0
0 3.00 2.0
0
3.0
0
3.0
0
2.7
0 2.70 2.0
0 2.00
7
5
2.0
0
2.7
5
2.7
5 2.00 3.0
0 3.00 3.00 3.0
0
3.0
0 3.00 2.7
5
3.0
0
3.0
0
3.0
0 3.00 2.0
0 2.00
8
0
2.8
0
3.0
0
3.0
0 2.80 3.8
0 3.00 3.80 3.0
0
3.0
0 3.80 3.0
0
3.0
0
3.0
0
3.8
0 3.00 2.0
0 2.00
9
0
3.9
0
3.9
0
3.0
0 3.00 4.0
0 4.00 4.00 3.9
0
3.0
0 4.00 3.9
0
3.9
0
3.0
0
4.0
0 4.00 2.9
0 3.00