Journal of Management Research
Volume 17, Number 3 (July–September 2017)
ISSN: 0972-5814 Online ISSN: 0974-455X
Rural Consumers Shopping Behavior Towards Grocery Products in India
Piali Haldar
| Abstract |
There are few studies available on outshopping and inshopping behavior of rural consumers most of them are done in developed countries. Previous studies have identified various reasons for outshopping includes shopping trip, frequency of outshopping, quality of the merchandise, store atmosphere, store location, store reputation, product assortment, product pricing, customer service and credit facilities. The aim of this paper is (1) to investigate the rural consumers shopping behavior for grocery products, (2) to explore the association between demographic variables with choice of shopping destination, and (3) to identify the factors responsible for outshopping behavior by using factor analysis. The results reveal that demographic factors like age, gender, education, occupation, income and family type are associated with outshopping behavior of rural consumers, which indicates large segment of rural consumers believes that outshopping is better option than inshopping, leads to loss in sales in rural retail sector. The result of factor analysis shows that the underlying factors like convenience and reputation of the store, merchandise, ambience, service, promotion and price are key reasons for choosing nearby town as shopping destination by rural consumers in India Hence, the findings of this study are useful for the rural retailers for designing their retail strategy. This study will also help the entrepreneurs who are planning to enter rural retail sector in near future
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