Vol. 11, Special Issue 9 (2022)

Author(s):
Shradha Vishwakrma and Dr. SK Joshi

Abstract:
The Indian grocery retail sector has been evolving from traditional to a modern, Grocery store choice behaviour in Indian grocery retailing has now become complex issue for both retailers and shoppers. Shoppers’ attributes like socio-economic, demographic, geographic and psychographic dynamics have influenced the selection of retail format and store in grocery retailing. Purpose of this research paper is to research the consumer behaviour towards grocery shopping (organized and unorganized retailing) in Raipur region. The paper examines the key determinants that influences consumer in making retail outlet choice. The results show that the while demographic factor preference towards organized and unorganized retail outlets were independent of every other, the attributes associated with product, price, promotion, process etc. do impact consumer decision in Raipur region. the aim of the paper is twofold first is to form thorough study on the association and predictability of shopper’s demographic and geographic attributes with supermarket store choice behaviour and second is to look at the effect of shopper’s demographic, geographic and psychographic attributes on segmenting the grocery retail consumers towards supermarket or mom and pop stores. The study is only depended on primary data collected from 200 retail customers from six supermarket, five departmental store and five mom and pops store through intercept survey method using structured and non-disguised questionnaire in several areas of Raipur cities both descriptive and inferential statistical tools are accustomed test the statistical significance. The findings revealed that shoppers’ age, monthly household income, family size, distance travelled to store, gender, education, occupation, lifestyle factors and shopping motives are the many predictors of grocery choice behaviour. The findings also revealed that shoppers’ attributes have significantly affected the segmentation of grocery retail consumers into hedonic, utilitarian, autonomous, conventional and socialization.