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.
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
