They buy goods in bulk and they also sell items in bulk, as a result they are in the long run, able to offer fresh produce and larger quantities at lower prices. However, the supermarket also creates an impersonal atmosphere, where consumers do not enjoy any close interaction with the people from whom they buy their goods and this could possibly contribute to a negative attitude towards supermarkets. When combined with other aspects developing in the retail sector, such as e-commerce, this provides an indication that factors such as the lack of time or the desire to avoid close personal contact may be affecting consumer attitudes and preference for supermarkets. It also appears likely that the greater range of products available under one roof and the lower prices may also be affecting consumer attitudes towards shopping at supermarkets.
The objective of this research study is to examine the growing prevalence of supermarkets and to examine consumer attitudes towards them. At the outset, the attempt would be to determine whether consumers have a predominantly positive or negative attitude towards them and then determine the reasons for such an attitude. In order to gain an understanding of consumer attitudes towards supermarkets, the researcher will apply the Fishbein Model to measure the affective component of a consumer’s response to supermarkets. The research question which is proposed to be examined is therefore:
The evolution of the super market was therefore the result of economic considerations shaped as a result of urban growth and technological innovations. The phenomenon of mass production that characterized the industrial era spilled over into mass marketing as well. Earlier, bartering, wholesale buying and serving customer needs was all carried out within the premises of the small store. (Mayo, 1993:43), but a broader range of products with enhanced shopping