A study on consumer perception towards hypermarkets in Kota Kinabalu / Siti Roszariah Awang

This Project Paper is submitted to the School of Business and Management, MARA University of Technology,, a s partial requirement for fulfillment of BBA (Hons) Marketing. The objective of the study is mainly to evaluate the perception of the consumers towards hypermarkets in Likas and Inanam. In addition, this study also attempts to evaluate the consumers' demographic characteristics with respect to their level of income, their purchasing power, and their buying behaviors. Hypermarket and supermarket chains are rapidly growing to meet the needs of more affluent consumers/customers. With rising affluence and education levels, consumers' lifestyles have changed drastically over the years. People, especially in urban areas, prefer to shop in modern retail outlets, which offer them one-stop shopping options. Kota Kinabalu's consumer lifestyle has been evolving and changing due to in part of rising income and education level. High profile international retailer has also played a hand in shaping consumer behaviour. Hypermarkets are fast gaining popularity in Kota Kinabalu, attracting customers with their " one-stop " and " all under one roof " concept. Competitions among the retailers, especially hypermarkets, is intense with large international like Giant and Servay frequently engaging in price wars to establish their presence as major players in the market. The pressure is mounting for local retailers to maintain competitive prices and carry a good variety of products in order to keep up with the big retailers.