Abstract:
Bachelor of Commerce Honors [BComHons]
Deparfment of Commerce
Faculty of Commerce and Management
Eastern Universityo Sri Lanka
2020
ABSTRACT
In the last ten years, a major improvement in the retail sector has been observed in Sri
Lanka. The traditional trade has been impact by new high competitive super market
chain. It has developed to serve all the products, which customer satisff them.so that
traditional trade have also upgraded, in order to compete with the modern retailing
formats. Present Sri Lankan consumer needs to grow day by day. Due to that growth
modern retailing, is the "consumer". Currently most of the Sri Lankan consumers
have been influenced by Western culture and hence now demands greater
convenience. Small retail outlets and modern trade outlets are offering wide range of
products under one place. The consumers are having greater convenience than the
previous time. Also they are demand good quality products at affordable prices.
The Research main objective is to examine factors that influence shopping behavior
of households in supermarkets in Sri Lanka. And also sub actives are examine
relationship between shopping behaviors of household and individual factors that
affect shopping behavior bf households in supermarkets in Sri Lanka. and to make
recommendations for the super markets to gain better insights into customer mind and
the findings helps to provide suggestions for super market development opportunities
in entrepreneurs. Primary data collected by conducted the survey.l00 super market's
consumers participated for the survey and questionnaire used as instrument of data
collection. According to the research findings physical factors strong positively
influence on shopping behavior of households in supermarkets. Also super market
provided facilities consumers persuade to go super market. Such as parking space,
open space, spending time. Most of consumers highly concern about deals and offers
of super markets. Consumers had positive attitude towards super market and
consumers highly stiffened about store layout of products in super market
