Abstract:
Supermarkets play a key role among the people in today’s busy
lifestyle. It is observed that there is a huge flow of products into the retail
markets in Jaffna district in the post conflict period. This research study
attempted to analyze the consumer perception toward the supermarkets in
urban areas of Jaffna district. The research problem associated with this
research study is to investigate the impact of consumer perception toward
the purchasing decision at supermarkets. The main objective of this study is
to identify factors influencing on consumer perception towards
supermarkets and modern retail outlets. For this purpose, 100 respondents
were selected by using Area Probability Sampling method with an
association of Judgment Sampling and data gathered from them through
questionnaire and personal interviewing. The data analysis covered
Univariate analysis, rank order and cross tab analyses by using the version
16.0 of SPSS package. The findings showed that more than 70% of the
respondents have accepted the supermarket and modern retailing concept
and the marketing mix and demographic elements influence mostly on the
perception of buyers and their satisfaction that leads to the acceptance of
supermarket concept in Jaffna district.
