The impact of culture, evaluation of store image and satisfaction on purchase intention at supermarkets

Eluiza Alberto de Morais Watanabe, Claudio Vaz Torres and Solange Alfinito

Revista de Gestão, 2019, vol. 26, issue 3, 256-273

Abstract: Purpose - The purpose of this paper is to evaluate the influence of culture in terms of individualism and collectivism (I-C), store image and customer satisfaction, on purchase intention at supermarkets. Design/methodology/approach - In order to carry out the descriptive and quantitative research, the authors applied 443 questionnaires to consumers in two Brazilian supermarket chains. The authors used structured equation modeling for data analysis. Findings - Customers’ satisfaction and the evaluation of store image positively affect purchase intention; however, I-C did not show any effect. The cultural dimension slightly influenced the assessment of store image by only 2 percent. Store image positively affects consumer satisfaction. Research limitations/implications - This study used convenience sampling and omission of vertical and horizontal variations of I-C in data analyses. The authors suggested the use of probabilistic sampling and the inclusion of vertical and horizontal variations of I-C. The relationships investigated herein can still be analyzed in other contexts. Practical implications - In order to increase satisfaction and purchase intention, it is necessary to prioritize aspects related to layout, service and products’ variety and quality. Still, managers should not worry about I-C, since it does not affect purchase intention. Originality/value - The authors observed the relevance of the study after carrying out a literature review on the subject. There is a lack of studies that investigate the relationship between I-C, evaluation of store image, consumer satisfaction and purchase intention, either together or in the context of supermarkets.

Keywords: Satisfaction; Purchase intention; Individualism and collectivism; Store image (search for similar items in EconPapers)
Date: 2019
References: Add references at CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (text/html)
https://www.emerald.com/insight/content/doi/10.110 ... d&utm_campaign=repec (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eme:regepp:rege-12-2017-0009

DOI: 10.1108/REGE-12-2017-0009

Access Statistics for this article

Revista de Gestão is currently edited by Adriana Marotti de Mello

More articles in Revista de Gestão from Emerald Group Publishing Limited
Bibliographic data for series maintained by Emerald Support ().