Author(s)

Li Xia ¹, Tachakorn Wongkumchai ²

Affiliation(s)

¹ MBA, Faculty of Management Science, Dhonburi Rajabhat University, Bangkok, Thailand
² Faculty of Management Science, Dhonburi Rajabhat University, Bangkok, Thailand

Corresponding Author

Li Xia

ABSTRACT

As an important part of the retail industry, China's supermarket industry has experienced rapid development and transformation in recent years. Driven by sustained economic growth and diversified consumer demand, the industry market size has exceeded one trillion yuan and maintained a stable growth rate. The case of Fat Donglai, a well-known brand in the region, is representative of the industry. Its supply chain management, product selection strategy and service system experience provide reference for the industry, and also reflect the common problems faced by the whole industry. This study conducted a questionnaire survey on 400 consumers through a combination of field and online research to explore the impact mechanism of marketing strategy, employee training and service quality on market demand. The empirical analysis shows that: (1) layout design (Beta=0.251), atmosphere creation (0.273), cleanliness (0.263), commodity display (0.451) and convenience of moving line (0.140) in the store environment significantly affect the purchase decision;(2) In product attributes, quality freshness (Sig=0.025), category diversity (0.042), brand packaging (0.035), pricing promotion (0.002) and inventory level (0.004) have significant effects, among which pricing strategy has the strongest influence (Beta=3.92);(3) Among consumer characteristics, demographic statistics (Beta=0.305), psychological characteristics (0.335), cultural and social factors (0.314) and past shopping experience (0.103) are all predictive. The research implications include: providing data support for enterprises to formulate precision marketing strategies, improving operational efficiency by optimizing product mix and promotional activities; Enhance customer satisfaction and loyalty by improving the shopping environment and service quality; drive the industry's transformation towards efficiency, personalization, and digitalization. The results reveal the inherent law of consumer behavior, and provide theoretical basis and practical reference for the innovation and development of supermarket enterprises and industry upgrading.

KEYWORDS

Consumer Purchase Decision; Influencing Factors; Consumer Behavior

CITE THIS PAPER

Li Xia, Tachakorn Wongkumchai, Influencing factors of supermarket purchase decision-making process in China: A case study of Pangdonglai supermarket . Accounting and Corporate Management (2025) Vol. 7: 56-67. DOI: http://dx.doi.org/10.23977/acccm.2025.070208.

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