Consumer Preference on Supermarkets in La Trinidad, Benguet.

Abstract

This study was conducted to determine the most preferred supermarket by the consumers for regular and emergency purchases in La Trinidad, Benguet; to determine the reasons for purchasing at this source; to identify the reasons or factors that influence consumers’ decision to choose a certain supermarket for purchasing. The study reveals that respondents are in their middle age, majority were female married and work in private institutions in Baguio City and La Trinidad. A great majority of them are residing in barangay Balili. Most of the respondents prefer to purchase from Tiongsan because of low prices of goods, with a wide selection of goods, short walking distance, availability of promo products and its accessibility; followed by Rising Sun because of low price of goods also and Kenwayne with a reason that short walking distance for regular purchases. For emergency purchases also Tiongsan and Kenwayne are the most preferred supermarkets by consumers because it is near their residence, accessible and have more cashiers or counter. From the given factors having low price, availability of product, accessibility, product assortment, self-service, variety of brands, variety of goods offered, wide shopping area, product labeled with price, short walking distance, fast service and having loyalty card are moderately influential in the choice of supermarket where they purchase goods. Other factors are creative display of product, accommodating salesmen, sanitation of shopping area, availability of parking area, proximity to other establishment, presence of security guard and promos through buy one-take one, raffle draw and discount are moderately influential in the decision of consumers on the choice of supermarket to purchase goods.