A Study on Influence of Geographical Difference on : Grocery Purchase Behaviour

Abstract

India today is witnessing a plethora of activities in Retail. But the major concern for them is the diversity in the Indian consumer behaviour. A good number of studies on consumer choice of retail formats have been devoted to the consumer demographics. Studies have shown that certain demographic groups are associated with certain store formats and the store attributes like price competitiveness, product selection, and atmosphere are drivers of format choice. This paper focused on analysing the grocery purchase behaviour in order to find out the factors influencing the purchase of grocery and the extent of heterogeneity in the consumer perception towards these factors in rural, semi urban and urban market. The study was done at two levels in three catchment areas and the data were analysed by Factor Analysis and ANOVA which revealed Retail Purchase Factors (RPFs) that could influence grocery purchase behaviour