Shopper's attitude and demographics influence on store patronage - a comparison of formal vs. informal food retail stores in India
by Prashanth Mishra; G. Sridhar; Tinu Jain
International Journal of Indian Culture and Business Management (IJICBM), Vol. 11, No. 2, 2015

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 behaviour 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 behaviour 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 behaviour.

Online publication date: Thu, 20-Aug-2015

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