Consumption Dynamics and Demographics Effect on Food and Grocery Shopping Behaviour

Abstract

Since more than one and half decades, the concept of shopping among Indians has undergone sea changes, which can be attributed to the changing demographics, urbanisation, a young workforce, etc. India has emerged as a retail destination with lots of growth potential in categories such as food and grocery (F&G) that needs to be explored. Although prior studies have examined the independent influence of variables on food consumption dynamics, this study is different, in that it seeks to investigate consumers’ socio-demographics influence in conjunction with behavioural variables-lifestyle, satisfaction and patronage intention on F&G shopping behaviour. The research framework developed is based on the theory of reasoned action (TRA). The survey study was conducted in Bengaluru, and the data obtained from 346 households is analysed using T-test, 1-way ANOVA, Pearson's correlations and Regression analysis. Results indicate a significant influence of certain sociodemographics based on lifestyle, satisfaction and patronage intention, although it was found that some of the demographic variables influences did not match prior study findings. Another finding of this study is of the significant positive correlation between satisfaction and patronage intention. However, since some of the demographic variables influences on F&G shopping behaviour varied vis-a-vis previous findings, additional research using advanced statistical techniques and methods are suggested. Furthermore, managerial implications, limitations and future research avenues are also discussed.