Shopper’s Attitude and Demographics Influence on Store Patronage: A Comparison of Formal vs. Informal Food Retail Stores in India

Abstract

The study examines the influence of shoppers’ demographic characteristics (age, income, and education) and their attitude towards product and/or retailer related attributes on their store patronage behavior in food retail context in an emerging market setting. The results indicate a clear distinction between formal and informal markets as measured through shoppers’ orientation. Shoppers’ retail patronage behavior towards formal and informal food retail stores shows a distinct pattern. The study reveals that shoppers’ preference for formal vs. informal retail location is influenced by their concern towards merchandise, safety, freshness, bargaining, service, and satisfaction from past experience. Additionally demographics such as age, income and educational status also have a positive influence over shoppers’ patronage behavior.