| Summary: | 碩士 === 正修科技大學 === 金融管理研究所 === 105 === Abstract
Consumer spending pattern have been changing, supermarkets which provides convenience and service are growing rapidly. The sustainability of this intense competition environment is thus worth discussing. PXMart has been a new star in the retail business in this decade. The retail business face challenges from traditional market, convenience store and whole sellers. Moreover, supermarkets homogeneous goods and services and this ultimately results in virulent price competition. How did PXMart transform and outperform its competitors is the major research question. Primary data were collected through survey,and SPSS were used to as the statistical analysis tool. We examine the relationship between consumer attitude and satisfaction, and how PXMart incorporate marketing and operating strategy to transform into a successful business.We found that PXMart incorporates a low margin strategy with profit margin only at 2%, simplfy decoration reduces spending, lower pricing, and expand quickly.The mean score regarding operating strategy all is higher than 2.5 which is the total average of all the item scores. Among all the items, participants respond most favorable to items regarding “brand image” as the mean score of this aspect reaches 4.36. Conclusion and implication were then provided.
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