USING FISHBEINs MULTIATTRIBUTE ATTITUDE MODEL:
AN ATTITUDINAL STUDY OF RETAIL PATRONAGE AT
PERNAMA SUPERMARKET IN TERENDAK CAMP, MELAKA
DISEDIAKAN OLEH:
ROSIDAH MUSA
LENNORA PUTIT
CHE WAN NOR FARIDAH CHE WAN PUTRA
JUN 1997
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BIRO PENYELIDIKAN DAN PERUNDINSAN (BRC)
(BUREAU OF RESEARCH AND CONSULTANCY)
INSTITUT TEKNOLOGI MARA
Tarikh
Surat kami
Samb. : 4091/4264
23 Mei 1996
100-BRC.9/19(13)
Puan Rosidah bte Musa
Pensyarah
Kajian Perniagaan dan Pengurusan
ITM, Shah Alam
Assalamualaikum
Puan
Projek Penyelidikan Using Fishbien's Multiattribute
Attitude Model: Study on Retail Store Petronage PERNAMA
Supermarket in Trendak Camp, Melaka
Surat puan bertarikh 17 Mei 1996 mengenai ubahsuai cadangan projek
penyelidikan adalah dirujuk.
Sukacita dimaklumkan bahawa setelah meneliti ubahsuai berkenaan dengan ini
pihak Jawatankuasa telah membuat keputusan seperti berikut:1. Meluluskan cadangan projek penyelidikan yang dikemukakan oleh puan.
2. Peruntukan yang diluluskan ialah sebanyak RM3,960.00 (Ringgit:
Ribu Sembilan Ratus Enam Puluh Sahaja).
Tiga
3. Tempoh projek dijalankan mulai 1 Jun 1996 hingga 31 Mac 1997.
4. Mengemukakan taporan kemajuan projek setiap tiga (3) bulan sekali.
Bersama-sama ini dilampirkan surat perjanjian projek penyelidikan untuk
ditandatangani oleh pihak tuan. Sila kembalikan borang peijanjian ini kepada
Biro Penyelidikan dan Perundingan untuk tindakan selanjutnya.
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• i11 11 v
or
iCSEAtCH I
COVSULtkMCT
Sekian, terima kasih.
Wassalam.
Yang benar
DR NORSAADAH HJ fSMAIL Ketua
:AN:hy/rosidah
s.k.
-
1. Dekan
Kajian Perniagaan dan Pengurusan
2. Penolong Bendahari
Zon Pengarah
(Sila buka vot baru dan sediakan peruntukan berjumlah
RM3,960.00)
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Tarikh
No. Fail Projek
: 30Junl997
: 100-BRC.9/19(13)
Ketua
Biro Penyelidikan dan Perundingan (BRC)
ITM, Shah Alam
Puan,
LAPORAN
AKHIR
PENYELIDIKAN
"USING
FISHBEIN's
MULTIATTRIBUTE ATTITUDE MODEL: A N ATTITUDINAL STUDY OF
RETAIL PATRONAGE AT PERNAMA SUPERMARKET IN TERENDAK
CAMP, MELAKA"
M e r u j u k k e p a d a perkara di atas, bersama-sama ini disertakan 3 (tiga)
n a s k h a h Laporan Akhir Penyelidikan bertajuk seperti di atas oleh k u m p u l a n
penyelidik dari Kajian Perniagaan d a n P e n g u r u s a n d a n Kajian Teknologi
M a k l u m a t d a n Sains Kuantitatif, ITM Shah Alam u n t u k m a k l u m a n pihak
puan.
Sekian, terima kasih.
Yi
"
ROSIDAH MUSA
Ketua
Projek Penyelidikan •
iv
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KUMPULAN PENYELIDIK
ROSIDAH MUSA
KEZQA PROJEK
Tandatangan
LENNORA PUTIT
Ahli
Tandatangan
CHE W A N NOR FARID A H CHE W A N PUTRA
Ahli
* Tandaiangan
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ACKNOWLEDGEMENT
Alhamdulillah, we would like to express our gratitude to Allah SWT for HIS
abundant generosity, guidance and strength during the process of completing
this research project.
First of all, we would like to extend our special appreciation to the Bureau of
Research and Consultancy (BRC), MARA Institute of Technology for
providing us with generous f u n d as well as endless encouragement and
guidance.
We also wish to express our utmost gratitude to PERNAMA's General
Manager, Tuan Haji Abdul Wahab Khalil for his support in giving us the
opportunity to carry out our research at the PERNAMA Supermarket in
Terendak Camp, Melaka. Special thanks goes to Tuan Haji Ashari Abu
Hassan (Corporate Planning and Development Manager) in disseminating us
valuable materials and information and to Colonel Hatim Tai Jaafar for his
assistance in making our field work at Terendak Camp possible.
Last but not least, we would like to hold out our sincere and deepest thanks to
our spouses for their continuing support and encouragement and to our
adorable children for their love and patience in making our work possible.
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ABSTRACT
This research investigates a subject of great interest and importance to
retailers.Patronage attitudes towards PERNAMA Supermarket. Attitude is
commonly viewed as one of the important factors that intervenes between
the marketing mix and consumer store patronage decision. The creation of
positive consumer attitude is consider a crucial task of store managements
because they could benefit from positive consumer attitude and consequently
influence store patronage decision and frequency.
The primary objective of this study attempts to determine the overall
attitudes of Terendak Camp's residents of PERNAMA Supermarket which is
located in the camp's Commercial Centre. Our study is designed within the
framework of the Fishbein's Multiattribute Attitude Model. A multiattribute
model is based on the notion that consumers see a store as a collection of
attributes or characteristics. The major attraction of the abovementioned
model is it provides richer insights into the reasons behind consumers'
decisions. Through examining consumers' beliefs, we could indentify both
favorable and unfavorable attributes of PERNAMA Supermarket.
The result of our findings on the overall attitude towards PERNAMA
Supermarket based on Fishbein's Multiattribute Model formula indicates that
the respondents had positive attitude. The variables analyzed shows a mean
overall attitude (Ao) of +48.42 with a minimum and maximum value of
-91.75 and +182.25 respectively.
Analysis on a supermarket's attributes perceived rank of importance in store
selection shows that cleanliness is ranked the highest. Whilst analysis on
attributes' rank of importance in influencing patronage to PERNAMA
Supermarket shows that cleanliness is also ranked the highest.
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TABLE OF CONTENTS
Page No.
RESEARCH OFFER LETTER
ii
LETTER FOR SUBMISSION OF REPORT
iv
REGISTER OF RESEARCH MEMBERS
v
ACKNOWLEDGEMENT
vi
ABSTRACT
vii
TABLE OF CONTENTS
viii
LIST OF TABLES
xi
LIST OF CHARTS
xii
CHAPTER 1
1.1
Introduction
1
1.2
Background of the Company
3
1.2.1
Perbadanan Perwira Niaga Malaysia (PERNAMA)
3
1.2.2
PERNAMA's Mission Statement
3
1.2.3
Shop Categories
4
1.2.4
Merchandise Range
4
1.2.5
Organizational Structure
4
1.3
Background of the Terendak Camp's PERNAMA Outlet
6
1.4
Background of the Study
7
1.4.1
7
What is Attitude?
1.5
Problem Statement
9
1.6
Objectives of the Study
10
1.7
Scope of the Study
11
1.8
Limitations of the Study
11
1.9
Research Methodology
12
1.9.1
Data Collection
12
1.9.2
Questionaire Design
12
1.9.3
Sampling Design
13
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1.9.4
Sampling Technique
14
CHAPTER 2
2.1
Literature Review
15
2.2
Multiattribute Attitude Models
17
2.2.1
2.2.2
Fishbein's Multiattribute Attitude Model (AttitudeToward-Object)
18
Benefits of a Multiattribute Analysis
19
CHAPTER 3
3.1
Findings and Analysis
22
3.2
Findings 1: Analysis on the Overall Attitude of TC Residents
Toward PERNAMA Supermarket
21
3.3
Findings 2: Analysis on the Patronage Frequency Visits to
PERNAMA Supermarket Based on Demographic Profiles
21
3.3.1
Respondents'Gender
21
3.3.2
Respondents' Age
22
3.3.3
Respondents' Marital Status
24
3.3.4
Respondents or Spouses in the Army
25
3.3.5
Respondents' Ranking in the Army
26
3.3.6
Respondents' Monthly Family Allowance
27
3.4
Findings 3: Analysis on a Supermarket's Attributes Perceived
Rank of Importance in Store Selection
28
3.5
Findings 4: Analysis on Attributes' Rank of Importance in
Influencing Patronage to PERNAMA Supermarket
28
Findings 5: Analysis on Any Significant Attribute of PERNAMA
Supermarket That Contribute to its Failure in Capturing the
Market Share
29
Findings 6: Analysis on TC Residents' Dissatisfactions Toward
PERNAMA Supermarket
29
3.6
3.7
CHAPTER 4
4.1
Conclusions
31
4.2
Recommendations
31
4.2.1
32
Price
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4.2.2
After-sales Service
32
4.2.3
Loyalty Scheme
32
BIBLIOGRAPHY
33
APPENDIX
1
PERNAMA Shop Category for Year 1996
35
2
PERNAMA Organizational Chart 1996
36
3
Organizational Chart of PERNAMA Supermarket in
Terendak Camp, Melaka
37
Detailed Distribution of the Residents at Terendak
Camp, Melaka
38
Survey Questionaire
39
4
5
WORK SCHEDULE
44
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LIST OF TABLES
Table No.
Page No.
3.1
Analysis on the Overall Attitude Towards a
Supermarket
21
3.2
Respondents' Gender by Visits
22
3.3
Respondents' Age by Visits
23
3.4
Respondents' Marital Status by Visits
24
3.5
Respondents or Their Spouses in the Army by
Visits
25
3.6
Army Ranks by Visits
26
3.7
Monthly Family Allowances by Visits
27
3.8
A Supermarket's Attributes Perceived Rank of
Importance in Store Selection
28
3.9
Attributes' Rank of Importance in Influencing
Patronage to PERNAMA Supermarket
29
3.10
Dissatisfactions of the Terendak Camp's
Residents Toward PERNAMA Supermarket
30
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LIST OF CHARTS
Chart No.
Page No.
1.1
Distribution of Respondents
14
3.1
Frequency of Visits by Respondents in a 4-week
Period by Gender
22
3.2
Frequency of Visits by Respondents in a 4-week
Period by Age
23
3.3
Frequency of Visits by Respondents in a 4-week
Period by Marital Status
24
3.4
Frequency of Visits in a 4-week Period by Whether
the Respondents or Their Spouses are in the Army
25
3.5
Frequency of Visits in a 4-week Period by Ranking
in the Army
26
3.6
Frequency of Visits in a 4-week Period by Monthly
Family Allowance
27
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CHAPTER 1
1.1
INTRODUCTION
Retailing, in all its forms and formats, is one of today's most dynamic, challenging and
aggressive industry.
complex
economic
It is continually subjected to fluctuating market forces; the advent of
conditions,
environmental
influences,
technology
demographic shifts, changing consumers' attitudes and retail trends.
breakthrough,
At the core of the
changes are a shift in attitude and expectations of consumers and the power they have within
the economic system.
discerned.
In the aggregate, today's consumers are much more informed and
Success in the next decade then, will depend upon the level of understanding
retailers have about the new values, expectations and needs of the consumers.
Hence,
retailers must be adaptive organizations if they are to survive; retailing is not an industry for
the shortsighted or the faint of heart.
The distribution and retail environment has never been as complex and competitive
as it is today. Today's customers are spoilt for choice, they will no longer settle for mere
satisfaction. They want to feel the excitement and pleasure with the services they are getting.
Persuading and enticing consumers to shop at one's store is also harder than ever.
Today's
consumers have moved away from being a simple purchaser of preferred brands at a local
store.
They have to make choices about
dozens of issues unknown to yesterday's
consumers: the type of outlet they prefer, what promotions and specials they choose to
respond to, how much time they can afford to allocate to shopping. In short, purchasing is
increasingly based around the perception of the "total shopping environment".
In this
environment, retailers need better marketing information on customers in order to position
their stores to meet the needs of increasingly demanding and astute shoppers. Understanding
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the factors that shape shopping behavior is a key element in designing strategies for the future
and planning tactics for the present.
Retailers and other consumer service businesses are continually compelled to make
decisions directly towards meeting the varying and changing demands of prospective
customers.
The more nearly a store's products and services offering meet customers'
expectations, the more likely the store will induce customers to become regular patrons.
Retailers must also examine and understand the attributes or store characteristics that are
most critical in influencing patronage patterns.
For all the reasons mentioned above, we decided to carry out an attitudinal study of
the
PERNAMA
supermarket
at
Terendak Camp, Melaka.
Prediction of individual
preference is a difficult and elusive task; it is an important task, however, since it represents a
fundamental step in understanding consumer choice. Ideally, it would have been desirable to
study the
relationship
between
attitudes
and
purchasing
behavior,
but this
posed
methodological and financial difficulties. However, we believe our direct approach provides
initial understanding of the respondents' attitudes.
This study is to investigate the overall attitude of the Terendak Camp's residents,
civilians working in the camp and students of the MARA Junior College towards PERNAMA
supermarket at the Terendak Camp Commercial Complex.
highly depends and focus on the residents of
PERNAMA management to gauge their
Since PERNAMA supermarket
Terendak Camp, it is imperative for the
target customers' overall attitudes towards the
supermarket.
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1.2
BACKGROUND OF THE COMPANY
1.2.1
Perbadanan Perwira Niaga Malaysia (PERNAMA)
PERNAMA
(Armed Forces Trading Corporation of
Malaysia) is the Armed Forces Fund
Board's wholly-owned corporation established in 1983. It runs a network of retail outlets
primarily for military personnels at army camps nationwide.
PERNAMA retail outlets sell
consumer and some duty free products to members of the Armed Forces and their families at
66 outlets.
PERNAMA took over the entire NAAFI (Navy, Army and Airforce Institute) 35 outlets
in July 1983 by virtue of Section 23 of the Tabung Angkatan Tentera Act 1973, to carry out
business activities relating to retail, wholesale, distribution and import-export, hire purchase of
goods and provision of management services.
As at March 1996, PERNAMA already have 69 outlets which includes 2 duty free
outlets at the Terminal one Sultan Salahuddin Abdul Aziz Shah Airport and Langkawi
International Airport. PERNAMA also venture into services retailing by opening 2 restaurants
at the TUDM Subang and Terendak Camp, Melaka.
1.2.2
PERNAMA's Mission Statement
PERNAMA's mission is to provide a high quality service to the Armed Forces and their
families alike by establishing a network of retail outlets at army camps nationwide at
reasonable and controlled prices on the basis of credible and excellent management and
proactive towards its direct and indirect action of its environment. PERNAMA's motto, "Setia
Bersama Anda" manifested to assist them in achieving their mission.
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1.2.3
Shop Categories
The shops are being classified into various categories (A, B, C, D and E). Classifications are
based on the shops' sizes, amount of sales, number of staffs and future potentials. The shop
categorisation is depicted in Appendix 1. Terendak Camp PERNAMA's outlet fall under the
supermarket category E.
1.2.4
Merchandise Range
The initial stage of PERNAMA strategy was to emphasize and concentrate on the consumer
products that government offered for duty free priviledges. The duty free consumer products
are divided into two categories:-
a.
Imported items : exemption from customs duty and sales tax.
b.
Local manufactured items : exemption from excise duty and sales tax.
1.2.5
Organizational Structure
To adapt to the environmental changes and to implement the strategies effectively,
PERNAMA has revamped its organization structure in 1996 (see Appendix 2). PERNAMA's
organization is divided into four major divisions, namely:
a. Operation Division:
The operation division is made up of four key departments to support the company's core
business that involve retailing and new business venture, that is;
i)
Operations
Administration/Development:
The
main
task
of
the
operations
administration is to coordinate and support field operations to ensure the orderly
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implementation of the strategies and decisions made by the management committee.
The main task for the operation development is to administer and coordinate the work
for the rehabilitation
of existing shops, outdoor sales activities, the shop's
computerization project and reviewing existing businesses.
ii)
Duty Free Shop Operation:
Responsible for the operations at the airport duty free
shops.
iii)
Food and Beverage Operations: A new business that will support the operation of the
PERNAMA's traditional retail and shopping complex.
iv)
Field Operations: There are currently 66 shops at various locations to provide services
and goods to the military personnels and their families and some of PERNAMA shops
are also open to members of the public.
b. Central Purchase Division:
PERNAMA's central purchasing division are divided into three corporate level specialists to
deal with the purchasing of sundries items, electrical appliances, sports and durable goods.
c. Finance Department / Management Information System:
This department is mainly concerned with the managing of the KASUMA debtors and the
installation of the shopping system (Point of Sales and Back Office System) to improve
services.
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d. Corporate Planning Division:
This division is created to monitor at the functional area of warehousing and distribution,
personnel services, training and development and marketing services.
1.3
BACKGROUND OF THE TERENDAK CAMP'S PERNAMA OUTLET
With the withdrawal of the British Government, Terendak Camp was officially handed over to
the government of Malaysia on the 28th of March, 1970. The original name of this camp was
"Fort George" which was later changed to Terendak Camp. The camp is located about 30
kilometers from the Melaka Historical City.
Changes in customers' preferences, social mobility, social attitudes and resilience
economics enjoyed by Malaysia in the nineties indirectly forces existing PERNAMA to change.
The existing PERNAMA and the surrounding shops
have been converted into a new
PERNAMA commercial complex within the military environment. Terendak Arcade or Laman
Niaga in Terendak Camp, is a renovation and refurbishment of the existing PERNAMA and
its surrounding shops. There are supermarket, food court, children and adult entertainment
center in this commercial complex. The PERNAMA new supermarket was officially opened
on the 11th of March,
1996. The organisational structure of the supermarket is depicted in
Appendix 3.
As at 1995 statistics, there are about 21,893 residents of the Terendak Camp (refer
to Appendix 4). The population of Terendak Camp is substantial enough to create a captive
market for the PERNAMA supermarket.
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1.4
BACKGROUND OF THE STUDY
Attitude plays a vital role in influencing everyone's life. It affects the ways in which individuals
judge and react towards others, objects, situations and events. The topic of attitude has been
one of the most important subject of study in the field of consumers' behavior.
Widespread
research to investigate the formation of attitude, influence of attitude towards behavior and
influence of behavior towards attitude have been reported in the seventies.
Attitude research laid a foundation for developing and designing the positioning of new
products, repositioning of existing products, creating advertising campaigns and predicting
brand preferences, store patronage preferences, store image as well as general purchase
behavior.
1.4.1 What is attitude?
The word "attitude" comes from the Latin term aptus, which means "fitness" or "adaptedness".
By the eighteenth century the expression had come to refer to bodily posture, and to this day
the
word "attitude" can mean something's general physical orientation with respect to
something else. Late in the eighteenth century, Charles Darwin used the word in a biological
sense as a physical expression of an emotion. Indeed, well into the twentieth century,
researchers tend to link attitude with the physiological tendencies to approach or avoid
something.
Over the past 30 years the definition of attitude varies, complex and sometimes
confusing.
Social psychologists do not agree on the precise definitions of the concept.
In
1935, Allport viewed attitude as "learned predisposition to respond to an object or class of
objects in a consistently favorable or unfavorable way". Markin (1969) has described attitude
as a mental set or proclivity to respond in a certain way when the appropriate situation occurs.
Lunn (1971) on the other hand asserted that attitude is generally held to structure the way in
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which individuals perceive their environment and to guide the ways in which they respond to it.
Thurstone defined an attitude as " the amount of affection or feeling for or against a stimulus".
Attitude on feeling or an evaluative reaction to object perspective states that an
attitude is how positive or negative, favorable or unfavorable, or pro or con a person feels
towards an object. Attitudes are characterized as a predisposition or state of readiness to act
or react in a particular way to a certain stimuli. Nevertheless, there are disagreements among
researchers about the precise nature of attitude, however
many agree that attitudes are
relatively enduring in nature, in which consequently could influence individuals to make
specific responses.
Krech et al. (1962) defined attitude as
"an enduring organization of motivational,
emotional, perceptual, and cognitive process with respect to some aspect of the individual's
world". This definition view attitude as being made up of three components: (1) the cognitive
or knowledge component, (2) the affective or emotional component, and (3) the conative or
behavioral-tendency component.
More recently, theories have contributed to a new definition of attitude which has
generated enormous research and has been useful in predicting behavior. This definition
explicitly spelt out attitude as being multidimensional in nature, as opposed to the
unidimensional mentioned by former definitions. According to these views, a person's overall
attitude towards an object is seen to be a function of (1) the strength of each of a number or
belief the person holds about various attributes or characteristics of the object , and (2) the
evaluation he gives to each belief as it relates to the object.
This last definition has
considerable appeal and popularity because it has shown that consumers perceive a product
or an object as having several attributes or characteristics, and they form a belief about each
of these attributes or characteristics.
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1.5
PROBLEM STATEMENT
PERNAMA's Terendak Camp outlet's sales has been improving favorably since 1995, but the
overall 1996 total sales of PERNAMA has experienced a drop of approximately 3.6 percent
from the 1995 figure. The government's new policy of shrinking the number of armed forces
to only 75,000
business.
military personnels, indirectly have a detrimental effect on PERNAMA's
The ability of PERNAMA to increase sales is restrained due to this new
government's policy, as their target market is declining.
Most of the PERNAMA's outlets are located in the military camps throughout
Malaysia, therefore their target market are those residents of the military camps. Even though
the Terendak Camp's residents are the capture market for PERNAMA but, not all prefer to
shop at this outlet. This phenomenon is probably due to the mushrooming numbers of
supermarkets, discount stores and mini markets sprouting near the Terendak Camp and the
Melaka City.
PERNAMA inevitably lose their sales to these aggressive competitors. The
residents of Terendak camp are attracted to patronize
merchandise varieties and assortments offered at
these stores because of the wide
very competitive prices as well as
the
exciting shopping environment.
Retailing is a highly competitive and aggresive business; new players have to ensure
that customers are drawn to their outlets while the existing player must retain their regular
customers and attract new ones.
The extent to which
competing retailers are able to
maintain their market positions depends upon the degree to which retail management can
creatively adapt their operations to the changing consumers' attitudes. The ultimate survivors
in the long term will be those who succeed in retaining their current customers. Analysts Bain
and Company highlighted that, " a 5 percent increase in customer retention can improve
profits by 25 percent a year".
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An effective marketing strategy have to be formulated, designed and developed by
PERNAMA to win
back the losing market
share, subsequently this could ensure that the
customers will not only come back for more, but will also become loyal patrons to PERNAMA
supermarket.
1.6
OBJECTIVES OF THE STUDY
For the purpose of this study, a few objectives have been established:
1.
To
investigate
the overall
attitude of
the Terendak Camp's
residents toward
PERNAMA supermarket.
2.
To identify patronage frequency visits to PERNAMA
supermarket based on
demographic profiles.
3.
To ascertain the attributes of a supermarket perceived as the most important and the
least important in store selection.
4.
To identify the attributes deemed most important in influencing patronage decision to
PERNAMA Supermarket.
5.
To determine any significant factors that contribute to the failure of PERNAMA to
capture a greater market share.
6.
To
gauge
the
Terendak
Camp
residents'
dissatisfactions
toward
PERNAMA
supermarket.
It is hoped that this research would later provide PERNAMA's management with
valuable insights into their customers'
attitudes and perceptions and will enable them
to
develope effective marketing strategies. It is imperative for the company to identify their
customer's needs and wants and to delight their target consumers with total customers
satisfaction in every aspect.
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1.7
SCOPE OF THE STUDY
This attitudinal study only focused on Terendak Camp residents' attitudes toward the newly
renovated and refurbished PERNAMA supermarket. Issues that the researchers would like to
address in the study are:
i.
Factors that influenced the patronage frequency to a supermarket. Through research
experiences, ten salient attributes have been included in the instrument.
ii.
Factors that influenced the patronage frequency to PERNAMA supermarket. Nine
salient attributes have been predetermined.
iii.
Shopping trips frequency for groceries and to PERNAMA supermarket.
iv.
Opinions and comments by the respondents who do not frequent
PERNAMA
Supermarket within a four-week period..
v.
Using Multiattribute Attitude Model analysis and contigency tables analysis to derive at
findings.
1.8
LIMITATIONS OF THE STUDY
The two problems that we encountered were:
1)
Time constraint:
Due to a tight financial budget, researchers were given three days to complete the
field work.
Interviewers have to obtain at
least 100 respondents per day within a
widely dispersed residents' blocks.
2)
Respondent's Attitude:
Some respondents refuse and reluctant to entertain interviewers' requests to
complete the questionaires. A number of respondents obviously were not serious in
answering the questions.
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1.9
RESEARCH METHODOLOGY
1.9.1
Data collection
The research was conducted through the collection of:
1)
Secondary data :
This method is used
to obtain as much
literature as possible on attitude and
multiattribute attitude model. Secondary source of data includes information on the
background of PERNAMA and the current retail industry situation in Malaysia.
2)
Primary data:
The method of obtaining the primary data is through a consumer survey. The
instrument used in this survey is a structured questionaire.
1.9.2
Questionaire design
A questionaire, the most common instrument in collecting primary data was administered by
the researchers.
Prior to the field survey, the survey instrument was pretested on 100
respondents selected through store interception based on convenience sampling. The pretest
results were used
to further refine and reword the statements and add additional salient
attributes deemed important to the respondents.
The language used was also changed to
Bahasa Melayu because of the problems encountered during the pilot survey.
The developed instrument consists of four sections. The first section are questions
based on the respondents' opinions of attributes of a good supermarket. This section is the
evaluative (e/ ) component of the multiattribute model.
Using a ten-point
Likert
scale,
respondents are required to indicate a degree of agreement and disagreement with each of a
series of statements about the object.
To conduct the analysis, each scale is assigned a
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