Impact of store-attributes on food and grocery shopping behavior: insights from an emerging market context
ISSN: 1450-2194
Article publication date: 17 April 2020
Issue publication date: 20 August 2021
Abstract
Purpose
In recent years, while the food and grocery retail in developed markets like Western Europe seem to be slowly facing saturation, it has been steadily growing in the Asia–Pacific region markets like India. This is mainly due to the emergence of modern retail and the changing consumer dynamics. This study purposes to assesses whether food and grocery (F&G) shoppers in India are strongly influenced by store-attributes.
Design/methodology/approach
Descriptive research design, a cross-sectional survey involving 346 respondents (households) from metropolitan Bengaluru, participated in the study. Data is analyzed with SPSS 21, involving descriptive analysis, 1-way Anova, and confirmatory factor analysis (CFA), which appears useful to confirm the theoretical structure used for the study.
Findings
Store-attributes – atmosphere, promotion, convenience, facilities, merchandise, store personnel interaction and services affect F&G store choice decisions. Additionally, significant difference is found in the way respondents perceive the sub-constructs of store-attributes, based on age.
Practical implications
The study contributes to the theoretical knowledge on store-attributes and dynamic socio-demographic influences on store choices. It has managerial implications to encourage global retailers use knowledge on store-attributes influences to initiate effective communication and promotion strategies and work at customer relationship management (CRM) that earn profitably in the long run.
Originality/value
Today, connected consumers seek shopping experiences that blend physical stores-attributes with other retail formats offerings. This research paper provides insights on shopper expectations of store-attributes, which could be used by global retailers to create delightful shopping experiences and to build CRM, especially when “experience per square foot” is used to measure the retailer's performance.
Keywords
Citation
Nair, S.R. and Shams, S.M.R. (2021), "Impact of store-attributes on food and grocery shopping behavior: insights from an emerging market context", EuroMed Journal of Business, Vol. 16 No. 3, pp. 324-343. https://doi.org/10.1108/EMJB-10-2019-0128
Publisher
:Emerald Publishing Limited
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