'Shopping Behaviour: Bangladesh\r'

'2006 EABR & ETLC Siena, Italy Determinants Of Grocery S bust inscription Of Consumers In Bangladesh Plato Ranjan Datta, capital of the United Kingdom College of trouble Studies, unite Kingdom Bonya Rani Chakraborty, capital of the United Kingdom College of Management Studies, United Kingdom Abstract fixable to the belief that node memory is a much follow-effective st straygy than attracting revolutionary guests, the guest subjection subject has come of improverd interest to most furrowes all(prenominal) over the hold out a couple of(prenominal) years.\r\n devoted nodes invariably bring to a greater extent kale for the cheek as they argon more liable(predicate) to advocate their friends and family, ready to grant reward tolls and incur increased procure back intention. This c every for rophys discover to examine the academic point of consumer’s verity in Bangladesh among consumers who lead astray from dissimilar super installs. The main objective is to empirically suss commit the strength of trustworthyty of Bangladeshi nutrient consumers on the basis of their obtain deportment and line of descent- train value provision, and hence provide assure which demonstrates a pose of consumer faithfulness establish on these factors.\r\nIn frame to determine consumer inscription in Bangladesh Oliver’s quartette spot of stanchty molding were adopted. A total strain of cl fargon shop consumers from three conduct memory boards in Bangladesh were selected stochasticly and interviewed in March by happy interviewers. The analyse results indicate that Bangladeshi regimen consumers argon assured of the court and hit (cognitive truth), ar conscious with feli city ( affectional allegiance), cheery consumers ar in all likelihood to urge on their primal super stock certificate to their family and friends (Co-native verity) and in any case they rent frequencies of trim (Action co mmitment).\r\nThe findings of olfactory modality for flock be go ford to offer a sound basis for sellers to improve their trading operations in all the beas, so increase their profits and to provide the first such(prenominal)(prenominal) survey in this particular (and extremely measurable) field in the Bangladeshi context and therefore offer a human foot and mastermindion for future investigate. INTRODUCTION The sell industry is dynamic, huge and change is a constant phenomenon. Over the determination few decades in both Europe and northeast America sensation as seen the issue of super nutriment for thoughtstuffs as the dominant sell form. This is callable to the fact that consumers’ de con noneour has changed and shifted towards thingmajig, utmost woodland start out, provision for client c ar, flexible pay methods and civilise channels of dispersal. To cope with consumer demands sellers atomic physique 18 constantly shaping their business strategies and try to offer the right reapings and operates.\r\nDeterminants of m whizztary fund select, client obedience and swap behavior stir been widely studied across the globe. on that pointfore, a sheer great deal of literature exists regarding nourishment sell. However, in that respect is lock vast range of mountains for research in this field as the surround of sell is in a constant shape of change and the outlet of innovative fund formats in regular army and Europe befuddle led to melodramatic changes in consumer behavior.\r\nThis is particularly rightful(a) and has remarkable effect on nub ex iodineratedhearted consumers in Bangladesh with the impudently introduced ‘so-called’ super food product stack aways which be providing a all new experience for those consumers offering educate node service, a wide and several(a) variety of costlys, pleasant ambience, spacious layout, smell trade and noteed harvestings and p rovision for early on on(a) western life style facilities. Although t present is whatsoever research on sell in opposite Asian counterparts, there has been truly little research in Bangladesh.\r\nThe retailing industry in Bangladesh is actually separate and under demonstrable. The so called European 1 2006 EABR & ETLC Siena, Italy style new super line format has emerged in this celestial sphere b atomic number 18ly in the culture few years so this heavens of retailing is in an early phase. thence, it is of rife importance for retailers in Bangladesh to know the attributes that appealingness to their clients in swan to satisfy them. Thus, this atomic number 18na sets out to examine the degree of consumer’s consignment in Bangladesh among consumers.\r\nRETAILING IN BANGLADESH Bangladesh is predominantly a conventional, poor society, where nearly 90% of the creation is Muslim; other groups represented atomic number 18 Hindu, Christian, Buddhist, an d other minorities. Per-capita income is somewhat US$ 380 (Gain depict, 2004). The population has grown from 42 cardinal in 1941 to133 million in 2002 (Bangladesh billet of Statistics, 2003) make it the 9th most thickly settled country in the world (Bangladesh chest of Statistics, Dec. 2002). sell industry in Bangladesh is fragmented and un develop.\r\n regular(a) comp atomic number 18d to its South Asian counterparts, Bangladesh is fuck in terms of development, building and organisation. However, the last several years has witnessed dramatic changes, curiously in victuals retailing industry. This is out-of-pocket to the effects of sphericisation, economic and trade full(a)isation, changing casts of consumers’ obtain behaviour, substantial increase of middle degree consumers and the government’s liberal locating towards hostile trade f atomic number 18 products and growth of coordinate super workshops.\r\nBangladeshi food retail sector is domin ated by traditional shops, and this traditional food distribution system is with so called ` wealthy markets` which sell fruits, vegs, meat and fish unitedly with teeny-weeny food set ups which sell run dry foods. The traditional retailing has been established for some centuries. only its expansion is keeping grounds with rapid growth of economy, intense rival, population growth and changing consumption patterns. all these changes led to dramatic changes in the twist of the food retailing sector.\r\nThus new-made super inserts, supermarkets, convenient installs, genius stop funds and multi- retentivity complexes developed to service the evolution middle rank with their demand for more sophisticated food introduces and greater varieties of products, many of which were imported, particularly in major cities. Thus organised retail sectors be facing competition from traditional unorganised huge retail outlets. This is receivable to their distinctive characteristic s which are not case related but quite a monetary value related.\r\nMost of the traditional shops are unorganised, do not incur proper employee structure (normally â€Å"mom and popâ€Å" shops run by family members), choose negligible real estate, no external or underpaid beat back terms and no or little taxes to pay. Consumer’s familiarities run from generation to generation and thus they have a strong alliance with most of the guests who are normally local. at that placefore guests whitethorn have the opportunity to demoralise any products on credit and pay any month or every week. Thus worths are always less(prenominal), although smell is not guaranteed and no or few imported products are purchasable.\r\nThis is again delinquent(p) to the socio-economic group of the middle and start class which is more sensitive to price rather than sense of smell. On the other hand the organised retail sector is incurring senior richlyer(prenominal) cost due to various cost pressures. A substantial symmetry of their products are imported and good tonicity, they employ graduate(prenominal) calibre employees with consequently high labour costs, have bigger premises and so offer more comfort and care for for the customer. However, this growth and expansion was not structurally organised due to lack of upkeep from government and public.\r\nThe retail industry in Bangladesh was never before comprehend arrogantly as a sector until recently. in that respectfore there is no or very limited market data formtable on this sector, but various spot-string sources indicate that the turnover of the food retail sector in Bangladesh could be US $ 12-14 billion and the number of retail market place shops could be virtually 1 million (Gain Report, 2004). According to the same overlay, retail is one of the biggest sources of employment (12%) and it contributed 13% to Bangladesh’s gross domestic product in 2001 / 2002. The organised ret ail sector (i. e. arge supermarkets) is new in Bangladesh and started to appear less than 5 years ago. Within this ill-judged meter period it has attracted investors, developed positive degree experiences among the public and performd government attention. no it is growing dramatically. The share in terms of volume and value in the organised retail sector of Bangladesh is 49. 60% and 18. 5% in 2003 (post market survey, 2003). To date there are 2 2006 EABR & ETLC Siena, Italy active 30 stash aways of this kind ope rate in the country, the majority of which are hardened in Dhaka and this sector makes up 1% of the total retail sector in Bangladesh.\r\nOwnership of all major super keeps is private and limited, owned by local retailers merely one which is a joint venture and other in Australian ownership. However, the concept of international retailing is at a very early act in Bangladesh. According to horse parsley (1997) â€Å"international retailing is comm only(pre nominal) if pre hunted to concern retail operations, owned by a atomic number 53 company in more than one countryâ€Å". there is no evidence of the physical social movement of international outsizing retailers in Bangladesh except one or two of long suit coat.\r\nTraditional shops like small wayside shops accounted for 75% of the retail sector and these shops are ocular without the country (Gain Report, 2004). They are very small and no foreign or imported products are obtainable except in some shops located in urban or suburban areas where consumers tail assembly bargain for comparatively high gauge products from neighbouring countries (i. e. India and Burma). These products are imported through in general unauthorised channels. As these types of small shops are mainly family owned and run, they do not incur huge costs and also are not high feeling. Shop sizes are normally 30-100 sq. feet.\r\nThey open for long hours and consumers faeces bargain with the sellers in order to lower the price. Other types are typified as Municipal pot Mini-Market and mainly establish in semi-urban or urban areas and these are under Municipal Corporation ownership. Shops are generally arranged by product or service categories such as fish market, meat market, vegetable market, groceries etc. This menage represents 20% of the retail market (Gain Report, 2004). Most of the shops sell imported and persona products although their appeal is limited to only the middle-class or high class consumer market due to the cost factor.\r\nProducts are acquired by wholesalers and importers. The third category of shops is doohickey or departmental bloods. These funds are recountingly large and offer good calibre domestic and imported products. no.mally subgross in urban areas they represent 5% of the retail sector (Gain report, 2004). Due to their quality and shuffling name these monetary funds are always expensive and a large proportion of the population rottern ot afford their products. They are therefore strictly limited to upper berth-middle or upper class Bangladeshis and foreigners residing in major cities, especially Dhaka.\r\nTheir products are acquired from importers and distributors with adequate storage facilities and some pace topped-up by local suppliers. Finally, over the last few years another sophisticated retail format has appeared in the retail sector in Bangladesh; these are organised, developed and more structured which are supermarkets or the organised retail sector which at the moment represent less than 1% (Gain report, 2004). This sector is very young and is in its early stage of development, mainly visible in major cities (i. e. Dhaka, Chittogong). These are large retailers and sell very high quality products, mainly imported goods.\r\nLess than 5% of total food consumption comes from this outlet. There are at the moment around 30 super parentages and most of them have only 1 outlet except agora and PQS with 2 out lets. GROCERY fund obedience: A LITERATURE REVIEW In today’s competitive environment to compete with competitors and confine in business all organisations are investing resources to gain incorruptible customers by offering overlord products, superior services to increase customers re secure intentions, their dedication towards the organisations and satisfy customers needs and wants.\r\nA satisfied customer has positive post- barter for behaviour which leads to him/her positive military position and commitment towards the organisation. A committed customer is always stay with the company for longer term. An unsatisfied, non-committed customer reproach from the company. This is more paramount case in retailing scenario where organisations are making account thin profit. As Huddleston et al (2003) pointed out that â€Å"to survive in today’s competitive markets food retailers mustiness take a shit and handle a loyal customer base.\r\nOmar (1999) has emphasis ed that investment trust faithfulness is the single most historic factor in retail market success and keep longevity. A review of literature by Jacoby & Chestnut (1978) indicates that much of the initial research emphasizes the behavioural aspect of consignment, after a period when the majority of researchers careful the true as a pattern of resound purchasing (Oliver, 1997). However, Cunningham (1956) in early stage of behavioural aspect of commitment utter that livestock fealty concept derived from brand faithfulness with respect to tangible 3 006 EABR & ETLC Siena, Italy goods. Current dedication literature indicates that there are two ratio of breed allegiance: Attitudinal and behavioural dimension. behavioural dimension is measured by proportion of purchase of a specialised brand, term attitudinal truth dimension is measured by psychological commitment to the target object (Caruana, 2002). There are various advantages for retailers to have loyal c ustomers. As stated by Huddleston et al (2003) customers trueness foot yield indulgent operating cost advantage for retailers.\r\n advance they have stressed that obtaining new customer costs five to cardinal convictions as much as retaining sure customers. Loyal customer so-and-so increase their purchase spending, low costs for retailers for obtaining new customers, price premiums and customer longevity. Dick and Basu (1994) proposed that brand plays a special role in generating repeat purchase. Food business line intelligence defined customer homage more concisely as `creating the strongest possible consanguinity surrounded by the retailer and customer, so that peck feel they give miss something if they go to another breed.\r\nHowever, Sivadas and Baker-Prwewitt defined consignment as â€Å"to get customers to preach a store to othersâ€Å". Odekerken-Schroder et el (2001) defined store truth as â€Å" the conscious debauching behaviour of a consumer expresse d over clipping with respect to one store out of a set of stores and which is driven by commitment to this store. Huddleston et el (2003) have conducted a rent in mid-western US city with six focus group in order to define store loyalty by replyents and also they have investigated respondents likes and dislikes of a preferred food store.\r\nRespondent’s likes and dislikes relate to identify factors associated with repeat and loyal purchase behaviour. The abstract framework of this study was found on Dick and Basu (1994) which conceptualises loyalty as the family amongst congeneric spatial relation towards a brand and patronage behaviour. The study determine preferred doojigger attributes such as store localization, familiarity with store layout, one-stop shopping and be able to get in and out in a hurry. Product related attributes are: product variety, good store brand, fresh produce and meats, making bulk item available and carrying general merchandise.\r\nThe s tudy also determine environmental attributes such as cleanliness, gangplank width, layout and friendly clientele. zero(prenominal)se from announcements and music, small or narrow aisles, too hot or too cold temperatures, bad odours from nursing bottle returns, big size of store, too concern and crowded and layout changes been selected by respondents as negative attributes. Huddleston et al (2003) pointed out that store commitment as a necessary hold in for a store loyalty. Without commitment customers are spuriously loyal.\r\nAnother study conducted by Koo (2003) among Korea Discount retail patrons to examine the inter races among store stoves, Satisfaction and depot loyalty. How store dates elicit influence consumers gratification and how consumers merriment can influence store loyalty. The conceptual model developed by Koo (2003) indicates that various deduction retail characteristics have positive influences on positioning towards a discount retail store which leads to store blessedness and this leads to store loyalty. Also it stresses that Discount retail store (DRS) attributes have a positive clash on store comfort.\r\nThus puddle store loyalty. He developed six hypothesis based on his conceptual model. The research determine quartet-spot store cooking stoves such as strain glory, employee service, trade and after gross revenue service have solid contact on attitude, sequence location, convenient facilities and value have no cushion on attitude. The research findings frequent Bloemer & Ruyter (1998), but it is contradictory to You et al (1998) who in their study showed that only location has a probatory effect on attitude. Findings also partially support that store exposures (i. e. tore atmosphere and value) have a positive impact on store mirth, while location, convenient, after sales service and selling have not significant impact on store cheer. This support Bloemer & Ruyeter (1998), Kumar & Karande (20 00), Thang & convert (2003). Study hike up have place Location, after sales service and merchandising have significant impact on store loyalty which contradict Bloemer & Ruyeter (1998) who place that there is no direct descent amidst store image and store loyalty, but an validating impact on store loyalty through satisfaction.\r\nKoo 92003) conclude that the overall attitude towards discount retail has the greatest impact on store loyalty, followed by location, after sales service and merchandising. In Korean discount retail store environment his study indicates that store image and location are important factors in attracting patrons to the store. Furthermore, it indicates that satisfaction has an insignificant positive effect on store loyalty. 4 2006 EABR & ETLC Siena, Italy Jacoby and Chestnut (1978) defined store loyalty as â€Å"the biased (I. e. non random) behavioural reaction (I. . revisit) expressed over term, by some last making unit with respect t o one store out of a set of store, which is a function of psychological (decision making and military rating) treates resulting in brand commitment. However unfavorable part of store loyalty is seen by Bloemer et al (1998) is store commitment which is a necessary condition for store loyalty to occur. They further stresses that a loyal customer is committed and that commitment arises from sharing intelligible and extensive decision making as closely as evaluative processes.\r\n contain and non explicit decision making and rating process can leads to consumers not plump committed to the store. thus they are not loyal. Based on store commitment they have defined a degree of store loyalty as true store loyalty and spurious store loyalty. CUSTOMER SATISFACTION TO CUSTOMER committedness customer satisfaction can be defined in many ways, one of which is â€Å" a person’s feeling of pleasure or disappointment from comparison a product’s perceived performance (or out come) in relation to his or her expectations (Kotler, 2000).\r\nBloemer et al (1998) also support this definition which states that satisfaction is occur through a matching pf expectation and perceived performance. Bloemer et al (1998) have identified two distinguishable types of satisfaction: manifest and potential satisfaction. shew satisfaction is the result of an evaluation which is well elaborated on where as potential satisfaction is the result of an implicit evaluation which is not elaborated on (Bloemer et al, 1998). Customer satisfaction positively influences customer retention, and increase repeat sales (Anderson, Claes & Lehman, 1958).\r\nMoreover, `satisfaction direct is a function of the difference between perceived performance and expectations` (Kotler, 1994). If the performance waterfall short of expectations the customer is dissatisfied. If the performance is exceeds expectations, the customer is highly satisfied. `High satisfaction may create an emotional affinity with the brand, not just a rational penchant and this creates high brand loyalty (Kotler, 1994). Even if the customer is not highly satisfied, soundless from behavioural aspect of brand loyalty, the customer can be brand loyal.\r\nThis can occur if no other pick is available or may be alternatives are of a higher price which the consumers can not afford or if the customer’s purchase effect is limited. Bloemer et al (1998) were conducted an empirical study in major Swiss city in the German-speaking part of Switzerland to establish relationship between Image, satisfaction and loyalty by developing three hypothesis. Hypothesis 1 examine whether positive relationship between manifest satisfaction and store loyalty is stronger than the positive relationship between latent satisfaction and store loyalty.\r\nHypothesis 2: store image has a direct positive effect on store loyalty and hypothesis 3 examines the indirect positive effect of store image on store loyalty thro ugh store satisfaction. Their findings indicated that the relationship between store satisfaction and store loyalty opine on the type of satisfaction and tested all three hypotheses positively. However, the study conducted by Huddleston et al (2003) indicates that satisfaction does not think commitment to a store either; many respondents stated that they could be persuaded to shop elsewhere.\r\nHowever, Heskett (2002) suggests that customer satisfaction is the lowest level from the five levelhierarchies of customer behaviours. Others customer behaviours are: mere loyalty (repeat purchase), commitment (willingness to refer others to a product or service), apostle-like behaviour (willingness to convince others to use a product or service) and ownership. Nevertheless, Sivdas and Baker-Prewitt (2000) pointed out that satisfaction influences telling attitude, purchase and recommendation but has no direct effect on store loyalty.\r\nAccording to Sivdas and Baker-Prewitt (2000), servic e quality at one sequence affects both sexual relation attitude and satisfaction and that satisfaction affects congeneric attitude. Both telling attitude and satisfaction influence the likeliness of recommending but only satisfaction plays a part in influencing corruptback. Study further indicates that there is no direct relationship between relative attitude and salvation and both relative attitude and satisfaction have no direct impact on royalty.\r\nThus, it appears that relative attitude and satisfaction which is influenced by service quality can influence customer recommendation which leads to both customers repurchase and loyalty. Sivadas and baker-Prewitt (2000) study support Oliver’s model of loyalty in a store loyalty context. 5 2006 EABR & ETLC STORE IMAGE AND CUSTOMER LOYALTY Siena, Italy brisk literature indicates that store images have un approbatory impact on store loyalty (Bloemer & Ruyter, 1998). theoretical open upations of store images are found in theories of brand images (Koo, 2003). inject image or store attributes have significant influence on satisfaction.\r\n ancestry image is defined as the complex of a consumer’s perceptions of a store on polar (salient) attributes (Bloemer and Ruyter, 1998), or a presumptuousness consumer’s or target market’s perception of all of the attributes associated with a retail outlet to create and maintain a level of storeservice provision or quality for the store loyalty (Keaveny and Hunt, 1992; Lascu and Giese, 1995). The competition and increasing customer expectations have created a climate where â€Å"quality is touch to be a major strategic inconsistent for improving customer satisfaction (Smith, 1990).\r\nLucas, pubic hair and Gresham (1994) said that decision to visit a particular store can be influenced by many factors, experienceing such factors and building them into store operations can increase the profitability of gaining customer loyalt y. They had identified the baseball club basic motives for the store choice allow ins: general store characteristics, physical characteristics of the store, convenience, merchandise, prices, store personnel, in-store effects, customer service and advertising. They had also identified the five motives for patronising ervices which include: quality of service provided, appointments, reasonable fees, waiting areas, attitude of service provider. Early studies of store images are closely related to the multiattribute model. Lindquist (1974) defines store images as a â€Å"structure of some shield that is tying together the dimensions that are at workâ€Å" and conceptualises store images as nine key attribute categories: merchandise, service, clientele, physical facilities, exploit satisfaction, promotion, store ambience, institutional factors and post exploit satisfaction.\r\nBy combining retail selling mix elements Ghosh (1990) identified eight elements of store image. These a re location, merchandise, store atmosphere, customer service, price, advertising, personalised selling and sales incentives programs. Customers may have various perception for distinguishable stores and different store may apply different attributes to attract different types of customers in different times and in different locations. ancestry images may differ between small and larger stores.\r\nA study conducted by Mitchell and Kiral (1998) found that there are differences between primary store loyal customers perception of their store and secondary store loyal customer perception of that store. This view is support to Hansen and Deutscher (1978) proposition that store attributes vary by store types. Mitchell and Kiral (1998) in their study they have asked 30 shoppers to identify which store attributes they use in Manchester at two grocery stores (e. g. Tesco and Kwick-save).\r\nThey have identified three factors associated with customer perception and these are: property, T ime and convenience, value. Tesco customer perceived quality, convenience and value factors in that order of importance while kwick-save customer perceived quality, value and convenience when considering Tesco. Theoretical base for modelling the grocery store loyalty After behavioural linear perspective on loyalty majority researchers measured loyalty as a pattern of repeat purchasing.\r\nThe most relevant of the models for mensuration the grocery store loyalty is Oliver’s four-stage loyalty model (Oliver, 1997). Oliver’s four-stag loyalty model produced in 1997 in a simplified form and suggests that customer loyalty progresses in four phases, with each phase representing a greater degree of loyalty. quaternary stages are: cognitive loyalty, emotive loyalty, conative loyalty and action loyalty. Figure: The Oliver’s four stages of loyalty model COGNITIVE approach and turn a profits AFFECTIVE CONATIVE ACTION *Frequency of shopping Relative attitude *Recommen dation *satisfaction *Repurchase intentions cognitive Loyalty: At this stage consumers are more concerned about quality and prices of the products and services and this is wherefore they patronise the store rather than other stores. However, at this stage loyalty may not be that strong because consumers can defect from that store and move to another store if they perceive it as a remediate 6 2006 EABR & ETLC Siena, Italy option. So, service quality evaluation can be taken as a good indication of their cognitive loyalty.\r\nTo understand Bangladeshi consumers’ cognitive loyalty three chiefs were selected to measure this category of loyalty. emotional Loyalty: At this stage consumers’ loyalty is based on relative attitude towards the store and satisfaction gained. The relative attitude is the result of their previous loyalty based on cognitive loyalty. Therefore relative attitude and satisfaction were employ as independent variables to measures consumers†™ affective loyalty towards the store. There are 26 interrogation in nine categories selected to measure affective loyalty.\r\nCategories are: convenience of store location, convenience of service provisions, congestion, cleanliness and store atmosphere, variety of ranges, shopping difficulties, propel difficulties, unfamiliarity and degree of customer service from sales personnel. Co-native Loyalty: Having a relative attitude towards the store and being satisfied with the store a consumer will hold a commitment to buy there, so repurchase intentions will be increased and consumers are willing to recommend to others.\r\nTwo headings were selected to measure a consumer’s co-native loyalty towards the store. Action loyalty: This is the final stage of a consumer’s loyalty. With this loyalty a consumer will be kept up(p) with the store thus leading to absolute frequency of shopping there. Therefore, one simple question was asked to consumer to measure this loyalty. RESEARCH METHODOLOGY The research was based on selecting three (3) leading grocery retailers from Bangladesh. investment trusts were selected based on market share and length of operation.\r\nIn order to understand consumer loyalty in Bangladesh Oliver’s four stage of loyalty model (Cognitive loyalty: consumers consciousness with cost and benefits; Affective loyalty: Consumer conscious with satisfaction; Co-native loyalty: consumers recommendation to other great deal and repurchase behaviour and Action loyalty: consumers’ frequencies of store visits) were adopted. Data were colleted using a random sample of consumers. The data and information were equanimous from selected grocery stores in Bangladesh. Consumers who have significant knowledge of the topic were identified and selected at random for questioning.\r\nInterviews were conducted face to face on exit from three selected superstores to capture the attitude and experience of consumers who had just purchased g rocery items. The choice of face to face interview was in order to get high response rate and edit the response bias. A low response rate is a common problem with self-completion questionnaires and can be subject to response bias, especially in that people with reading and writing difficulties are less presumable to respond (Robson, 2002). Furthermore, the refusal rate for face to face interviews is very lower than the non-response rate for postal questionnaires.\r\nA sample of 50 consumers in each store (3*50) making a total of 150 food shopping consumers from the three (3) selected stores in Bangladesh were selected. However, 10 subjects were not included due to incomplete answers. It is logical that the larger the size of the sample, the greater is the precision or reliableness when research is replicated (Saunders et al, 1997). But constraints on time, workforce and costs influenced decisions on sample size in this study. The sample size was found to be representative for th e store population.\r\nA study conducted by Bloemer and Ruyter (1998) in a major Swiss city in the German-speaking part of Switzerland utilise only 153. The current market leaders in grocery retailing in Bangladesh include-Agora, Nandan, and mensurate Plus were selected as samples for investigation. DATA compendium AND ANALYSIS Data were collected in early March 2005 by trained interviewers throughout the week. In order to reduce possible shopping patterns biases all interviewers used stratifying interviews across the time of the day (morning, early afternoon, and late afternoon) (Odekerken-Schroder et al, 2001) and weekend (Thursday and Friday).\r\nAs a Muslim populated country Friday is the official holiday and Thursday normally half-day off. But special consideration were placed on weekend and evening when most of the people are going for shopping and this time always busy. All interviews were last for uttermost of 12 minutes. 7 2006 EABR & ETLC Siena, Italy After pile up data from the field data were coded and analysed by using SPSS version 11 software programmes. Quantitative analysis was used to understand the degree of store loyalty.\r\nRESULTS The main findings were: Cognitive Loyalty Cognitive loyalty factors are associated with cost and benefits and three statements were asked to consumers concerning cost and benefits. The conceive middling of consumers was 3. 94 and SD was 0. 929. These refer to the grocery consumers in Bangladesh conscious with cost and benefit when they were shopping (on a scale rating from one to five). In this category, the first question was ‘If a store provides a violate price, I am going to buy from the store’, the mean intermediates and SD of the consumers replies was 3. 77 and 0. 876.\r\nThe second question was `If any store provides cleanse quality, I am going to buy from that store`. The mean average and SD was 3. 92 and . 953. The third question to understand the degree of consciousness towar ds cost and benefits was `I am always concerned about price and quality`, the mean and SD for this was: 4. 13 and 0. 958. tabularise: Cognitive loyalty Cognitive loyalty factors If a store provides a better price, I am going to buy If any store provides better quality, I am going to buy I am always concerned about price and quality Total taut 3. 77 3. 92 4. 13 3. 94 Std. disagreement . 876 . 953 . 958 0. 929\r\nAffective loyalty The mean average was 3. 98 and SD was 0. 892 . These results indicate that consumers in Bangladesh conscious with satisfaction when they did shopping. In this category total 25 statements were asked to consumers with nine limited factors. These factors were: convenience of store location, convenience of service provisions, congestion, cleanness and store atmosphere, variety of ranges, shopping difficulty, travel difficulty, unfamiliarity and customer service by sales personnel. These factors were chosen to understand consumer’s relative attitudes the store and satisfaction 8 2006 EABR & ETLC\r\nTable: Affective loyalty Affective loyalty factors Parking facilities Convenient location Inside the store temperature Good place for shopping with children Credit card payment Opening and closing times visually appealing interior Good customer service Duration of checking out time Convenient to move around cash machine of the store is good Cleanliness of the store fragrancy of the place Variety of items Variety of mark items woodland & variety of imported products Overcrowded in the store Long waiting time at the checkout Transportation is awkward very much time & effort for set a car I am familiar with store layout Familiar with the store since I used to shop here Has presentable sales personnel Has sales personnel who show a heartfelt interest Has sales personnel who are willing to help Total entertain 3. 89 4. 06 4. 21 3. 86 3. 66 3. 86 4. 02 4. 46 3. 46 3. 89 4. 46 4. 60 4. 59 4. 51 4. 49 4. 37 3. 12 3. 8 3. 21 3. 29 3. 32 3. 49 4. 37 4. 37 4. 37 3. 98 Std. excursus . 874 1. 098 . 747 . 878 . 845 . 878 . 809 . 723 . 932 . 972 . 661 . 644 . 710 . 735 . 791 . 924 1. 042 . 916 . 956 . 834 . 984 1. 083 . 733 . 743 . 752 0. 892 Siena, Italy Co-native loyalty Two questions were selected to measure consumers’ co-native loyalty towards the store. At this stage consumers must have a positive attitude and commitment towards the store and thus create repurchase intention. Based on customer’s satisfaction they work to recommend their friends and relatives. Findings indicate that satisfied consumers are probable to recommend their friends and repurchase.\r\nThe first question was `how likely would you be to recommend`, where the mean average and SD were: 4. 35 and 0. 709. The second question was `how likely would you be to purchase at this store`, giving a mean average and SD of: 4. 17 and . 831 respectively. Table: Co-native loyalty Co native Loyalty factors How likely would you be to recommend How likely would you be to purchase at this store Total convey 4. 35 4. 17 4. 26 Std. Deviation . 709 . 831 . 776 Action loyalty This is the final criteria of Oliver’s loyalty model which indicates that having fulfilled all previous stages at this stage consumers bunk to retain their connection with the store so leading to continued frequencies of shopping.\r\nOnly one simple question was asked to measure consumers retention and that was `how oft do you purchase at this store`. The mean average and SD were 3. 47 and 1. 305 9 2006 EABR & ETLC Table: Action loyalty Action Loyalty factor How often do you purchase at this store Total Mean 3. 47 Std. Deviation 1. 305 Siena, Italy DISCUSSIONS The survey results indicate that Bangladeshi food consumers are conscious of the cost and benefit (Cognitive loyalty), are conscious with satisfaction (Affective loyalty), satisfied consumers are likely to recommend their primary super store to their family and friends (Co-native Loyalty) and also they have frequencies of visit (Action Loyalty).\r\nTable: Level of food consumer loyalty in Bangladesh Stages of loyalty Cognitive Affective Co-native Action Store loyalty Conscious with cost and benefits Conscious with satisfaction Likely to recommend to their family and friends Have frequencies of visit Consumers respond differently in every country (Child, Heywood and Kliger, 2002), as international retailing has become an important feature of global distribution systems. This has been brought about through changing socio economic patterns, favourable political and heathen environments and a shift from manufacturing to service based economies (Quinn and Alexander, 2002). Although in Bangladesh the retailing environment is whole different from its counterparts the results indicate that Oliver’s four stages of consumer store loyalty model is still applicable.\r\nConsumers’ loyalty can be measured through cognitive, affective, co-native and action behavioural patterns. From the findings it is understandably that consumers are very conscious with cost and benefits (cognitive loyalty). This is the basis to create a favourable attitude towards the store and through the process of providing store and service attributes consumers will be satisfied, thus indicating that consumers are conscious with satisfaction (affective loyalty). A satisfied consumer will race to recommend to their friends and family the product and service they tend to buy from (Co-native loyalty) and at the same time their repurchase intention tends to increase (Action loyalty).\r\nCONCLUSIONS Store loyalty is a very important phenomenon for retailers to understand the underlying principles and antecedents in order to retain and acquire more customers. Loyal customers spend more money and at the same time recommend the store to their family and friends, thus bringing more customers and profit for the retailers. It is of paramount important for man agers to identify the circumstantial characteristics which can influence consumers to shop from their store. As characteristics of retailing environments are changing, along with consumer’s behaviour, patterns of choice and mode of shopping, retailers must respond quickly to those changes in order to sustain and achieve competitive advantage. The study looked at the degree of store loyalty by applying Oliver’s four stages of store loyalty model.\r\nThe implications for management and retailers are that they must look closely at the kind of price and quality they are offering, as customers are more conscious with cost and benefits. Although this cognitive stage of consumers’ loyalty will not create a strong draw with their commitment or favourable attitude, it does have positive impact on their adjoining stage of loyalty behaviour which is the affective stage. To create a favourable attitude amongst consumers’ towards the store retailers must use specif ic service or product attributes. The research indicates that convenient location, good customer service, atmosphere of the store, 10 2006 EABR & ETLC Siena, Italy cleanliness, quality and variety of imported products and good sales personnel are the major attributes to satisfy customers.\r\nThus, to create consumers relative attitude and satisfaction which leads to co-native loyalty of consumers, where consumers tend to recommend to their family and friend and increase repurchase intention. If these three previous stages can be implemented appropriately, consumer’s frequency of shopping will increase. Organised retailing in Bangladesh is in the introductory phase of development. emulation is virtually non-existent. 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