An Assessment of Customer Attitudes Toward Local Grocery Stores: Evidence from Sundarharaincha Municipality, Morang

Abstract

There has been a fast expansion of local grocery stores, which provide a variety of products for customers. Normally, such local grocery stores are owned or managed by a family and operate within a certain area. The main purpose of the research will be to find out customers’ attitudes towards local groceries in Sundarharaincha. This is a descriptive type of research. The total population of the research includes all customers that come to the local grocery store. Simple random sampling technique has been used for selecting samples, which include 40 customers selected according to their age and gender. For data analysis, descriptive statistics will be used, which includes mean, standard deviation and percentage analysis, along with rank correlation. The result of this analysis suggests positive customer attitudes and satisfaction with the product quality, price, variety, store location, and service provided by the local grocery store. So, the local grocery store has maintained a good reputation due to its quality, pricing, and service. The analysis of Spearman's rank correlation shows a weak negative correlation between the actual and ideal ranks derived from theory. Different customers have different attitudes, perceptions, and levels of satisfaction towards local grocery stores. Understanding these differences and providing the service customers need is vital to the survival and growth of local grocery stores.