Development of a Scale forMeasuring Consumer Behaviorin Store Choice

This study was designed to research factors which consumers consider when choosing a shopping store and to develop a scale. 500 supermarkets shoppers completed self-administered surveys regarding their attitudes toward 34 individual shopping store choice items. The paper used both exploratory factor analysis (EFA) and confirmatory factor analysis (CFA) to develop a Consumer Store Choice (CSC) scale. The results of EFAfound 10 factors with eigenvalues greater than 1.0. According to the results convenient location, price and quality of products, sales personnel attitudes and physical attractiveness play very important roles in CSC.