Empirical Research on How Shopping Utilities Influence Consumers′ Decision-making for Selection of Objective Supermarkets

The utilities that different forms of supermarkets,such as hypermarkets,medium-sized supermarkets and convenience stores provide have large differences.Shopping utility of supermarkets consumers affects their decision-making for selection of objective supermarkets,and between different groups of consumers the needs are significantly different,so the supermarket should lay down competitive strategy accordingly.