Consumer behavior affecting consumer willingness to visit franchise convenience store in Malaysia

A franchise store in Malaysia has brought new competition to the current market competition. The objective of this research is franchise convenience store. Franchise convenience store known as a small retail business that provides groceries, snack foods, soft drinks, tobacco products, toiletries and newspaper. Since the business operates for 24 hours, the business operating expenses are costly. As the result, the franchise convenience store their products are expensive than stores. However, the numbers of franchise convenience store have been growth rapidly such as 7-Eleven and Kk mart. In this research analyzes what is most influence factor affect consumer willingness to visit franchise convenience store. This research is purposed to find the relationship between the consumer behavior variables (cultural factor, social factor, personal factor, psychological factor, and retail image factor) to the consumer willingness to visit franchise convenience store. According to the findings, there is weak significant between cultural and willingness to visit franchise convenience store. Compare with retail image, it have a strong significant between the retail image and willingness to visit franchise convenience store. There are moderate significant between social, personal, and psychological with willingness to visit franchise convenience store. The research found that all the independents variables which is cultural, social, personal, psychological, and retail image can explained the dependent variables which is cultural, social, personal, psychological, and retail image can explained the depend variable which is willingness to visit franchise convenience store due to the high of R2. The implications from this research, franchise convenience store can be able to easily identify the willingness of customer in which improvement is needed in the future and the result can be implement by franchise convenience store in order to gain profit and become the perfect one in franchise industries.