Carrefour is the largest hypermarket in Indonesia and also the second largest hypermarket in the world which come into the second biggest city of Indonesia, Surabaya. By that reason, The author want to know the behavior of consumer toward Carrefour, which are divided into man, woman, and teenager, toward Carrefour in west Surabaya. Data were collected via 405 of questionnaires that filled by consumers who shop in Carrefour. The numbers of questionnaires, which are calculated by slovin formula, represent the number of population in west Surabaya. After collecting the data, the writer use Fishbein Extended model to analyze the behavior toward Carrefour.
The result is teenager has formed the highest positive behavior to Carrefour, it means that teenager has more passion to shop in Carrefour rather than Man and Woman. The positive behavior of variable that has been formed in Carrefour is location, facility, availability of goods, and security by woman and teenager, on the other hand, man is only formed by facility, availability of goods, and security. Price, convenience, and service have not been formed, it means that the price still expensive, the store is not convenience enough to shop, and the service has not satisfied the consumer.

Carrefour is the largest hypermarket in Indonesia and also the second largest hypermarket in the world which come into the second biggest city of Indonesia, Surabaya. By that reason, The author want to know the behavior of consumer toward Carrefour, which are divided into man, woman, and teenager, toward Carrefour in west Surabaya. Data were collected via 405 of questionnaires that filled by consumers who shop in Carrefour. The numbers of questionnaires, which are calculated by slovin formula, represent the number of population in west Surabaya. After collecting the data, the writer use Fishbein Extended model to analyze the behavior toward Carrefour.
The result is teenager has formed the highest positive behavior to Carrefour, it means that teenager has more passion to shop in Carrefour rather than Man and Woman. The positive behavior of variable that has been formed in Carrefour is location, facility, availability of goods, and security by woman and teenager, on the other hand, man is only formed by facility, availability of goods, and security. Price, convenience, and service have not been formed, it means that the price still expensive, the store is not convenience enough to shop, and the service has not satisfied the consumer.

TABLE OF CONTENT

ABSTRACT i
ACKNOWLEDGEMENT ii
TABLE OF CONTENT iii
LIST OF TABLES v
LIST OF FIGURES vi
CHAPTER 1: INTRODUCTION 1
1.1 Background 1
1.2 The Purpose of Research 3
1.3 The Contents and Flow Chart 4
CHAPTER 2: LITERATURE REVIEW 5
2.1 Consumer Attitude 5
2.1.1 Attitude Formation 6
2.1.2 Model Attitude Three Components 7
2.1.3 Multi-Attribute Attitude Models 8
2.1.4 Consumer Learning 10
2.1.5 Purchasing Decision 11
2.1.6 Perceived value and satisfaction 14
2.1.7 Gender Differences 15
2.2 Retail Store 15
2.2.1 Store Choice Attributes 17
2.2.2 Gender, Grocery Shopping Behavior and Store Characteristics 17
CHAPTER 3: RESEARCH METHODOLOGY 20
3.1 Types of Research and Overview Research Population 20
3.1.1 Type of Research 20
3.1.2 Overview Population Research 20
3.2 Sampling Techniques 20
3.3 The Reliability and Validity Test 23
3.3.1 Validity Test 23
3.3.2 Reliability Test 24
3.4 Analysis 24
CHAPTER 4: INDUSTRY ANALYSIS 26
4.1 General Description about Company 26
4.2 Carrefour Surabaya Analysis 26
4.2 Carrefour Variable Analysis 28
CHAPTER 5: EMPIRICAL STUDY 30
5.1 Description of Empirical Studies 30
5.2.1 The Result of Questionnaire 30
5.2.2 Respondent Characteristics by Sex and Age 36
5.3 The Result Validity and Reliability Test 36
5.4 Analysis of Attitudes 39
5.4.1 Analysis Male Consumer’s belief towards Carrefour and The Evaluation 40
5.4.2 Analysis Female Consumer’s belief towards Carrefour and The Evaluation 42
5.4.3 Analysis Teenage Consumer’s belief towards Carrefour and The Evaluation 44
5.4.4 Analysis of Average Attitude Total Score from Male Consumers,
Female Consumers, and Teenage Consumers toward Carrefour 46
5.4.5 Analysis of Reference Group Score from Male Consumers, Female Consumers,
and Teenage Consumers toward Carrefour 46
5.4.6 Analysis of Behavior Intention Total Score from Male Consumers,
Female Consumers, and Teenage Consumers toward Carrefour 50
CHAPTER 6: CONCLUSION AND SUGGESTION 51
6.1 Conclusion 51
6.2 Suggestion 55
REFERENCES 57
APPENDIX A – QUESTIONNAIRE 65