Determinants of Consumer Choice in Retail Supermarkets: A Case of Brazzaville, Republic of the Congo

Consumer choice in supermarkets is influenced by a combination of economic, logistical, and experiential factors. This qualitative study focused on the factors that determine the selection of supermarkets in Brazzaville, specifically examining price, geographical location, product differentiation, product quality, customer care, brand image, customer loyalty programs, sustainability policies, and online payment systems. The information was collected through semi-structured interviews with 100 consumers selected using a stratified sampling method to ensure a diverse representation of different demographics. The responses obtained were analyzed using the thematic method, with open coding procedures applied to systematically categorize the data and identify common patterns and preferences. This methodological transparency ensures that the analysis is both rigorous and repeatable. The findings show that despite the importance of price, convenience, product freshness, hygiene, and trust are often prioritized in the decision-making process. The availability of stores, the effectiveness of customer service, promotional strategies, and shelf arrangement also play a role in shaping consumer perceptions, hence leading to total shopping satisfaction. Sustainability techniques are being increasingly adopted alongside product support that features locally sourced materials, particularly among younger consumer groups. Although digital payment solutions contribute to increased convenience and reduced wait times, they are not the primary factors determining the selection of a store. The paper concludes that the most competitive pricing, high-quality products, strategic positioning of outlets, and efficient service delivery, enhanced by modern digital features, are better positioned to attract and retain loyal customers in the Brazzaville retail setting.