Supermarket Image on Consumer Purchase Intention in the Gampaha District, Sri Lanka

Multiple factors impact consumers' purchase intentions at supermarkets, including product pricing, brand trust, merchandise quality, and consumer perception. However, the supermarket retail sector currently lacks a unified theoretical framework that comprehensively explains how these elements collectively influence consumer buying decisions in this specific retail context. This study explores the impact of supermarket image on customer purchase intention within the Gampaha district of Sri Lanka, focusing on key dimensions such as Shopping Experience, Location, Friendliness, and Promotional Activities. By examining these elements, the study aims to provide insights into how supermarkets can improve their image to drive customer loyalty and increase sales. Data for this study was collected from 289 respondents, using a structured questionnaire distributed among supermarket customers in the Gampaha district. The study evaluated the relationship between the independent variables and Purchase Intention through correlation and regression analysis, focusing on how these factors influence customer decision-making processes. The final results revealed that Promotional Activities had the strongest positive impact on Purchase Intention while Shopping Experience and Friendliness, while Location had a significant influence. These findings suggest that supermarkets can boost customer satisfaction and loyalty by enhancing their promotional efforts, improving store environments, and ensuring excellent customer service.