Retail Store Attributes, Shopping Motives and Cross Shopping Behaviour: Traditional Stores vs. Supermarkets

Abstract

Allowing multi-brand retailing through foreign direct investment in India as well as the growth of large format retailers of Indian origin was considered as a big challenge for the existence of traditional retail stores in India. This study explores the shopping behavioural pattern of retail consumers in the food and grocery sector especially after the entry of large format retailing such as supermarkets in the Indian market. To explore this behaviour, the study has employed retail store attributes and shopping motives relevant to traditional retail stores and supermarkets as predictor variables. Initially, information was obtained from a focus group drawn from highly qualified retail consumers on their perception towards supermarkets and traditional retailers. Based on the focus group interviews and existing literature available in the field of retailing, a structured questionnaire was framed. Data was collected from retail shoppers by self administering the questionnaire. Applying appropriate statistical techniques, it was found that retail consumers exhibit cross shopping behaviour in order to take advantage of both the types of retail formats.