Effect of Consumer Demographic Attributes on Store Choice Behaviour in Food and Grocery Retailing - An Empirical Analysis

Abstract

The paradigm shift in consumerís socio-economic, demographic, geographic and psychographic dimensions has changed the face of Indian food and grocery retailing. The present paper endeavours to make a detailed study on the association and predictability of consumerís demographic dimensions towards supermarket store format choice behaviour in food and grocery retailing. The study is purely based on primary data collected from 1040 retail customers from forty different food and grocery supermarket stores through mall intercept technique using structured and non-disguised questionnaire in twin cities of Hyderabad and Secunderabad in Andhrapradesh. The descriptive statistical tools (percentiles mean standard deviation and cross tabulations) and inferential statistical tools (Chi-square, Correlations, Regressions, and ANOVA) were used to test the formulated hypotheses. It was found that customersí age, monthly household income, family size, distance travelled to store, gender, education and occupation have been the significant predictors of store choice behaviour. Various managerial and marketing implications are elaborately discussed in this paper.