What is it about?
In Food & Grocery market, given the intense competition with the onset of online retailers and the many traditional retailers upgrading their retail store environment, this study provides insights on shopper expectations of store-attributes, which could be used by retailers to create delightful shopping experiences and also towards building CRM, more so when “experience per square foot” is used to measure a retailer's performance.
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Why is it important?
Our findings indicate store-attributes influencing F&G shopping, which can be used by retailers to increase footfalls through customized retail marketing strategies. For example, customized effective communication tools (emails, m-link) that help to engage with; share information on services/service offerings, customize loyalty programs etc. can be used to delight customers. Knowledge on store-attributes driving F&G store choices would encourage global retailers set up base in India and also encourage the pursuit of customer retention and CRM that earn profitably in the long run.
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This page is a summary of: Impact of store-attributes on food and grocery shopping behavior: insights from an emerging market context, EuroMed Journal of Business, April 2020, Emerald, DOI: 10.1108/emjb-10-2019-0128.
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Analyzing the relationship between store attributes, satisfaction, patronage-intention and lifestyle in food and grocery store choice behavior
Abstract: Purpose There is tremendous growth potential for food and grocery (F&G) retail in an emerging market like India. Bengaluru is the third most populous city of India. With a total consumption expenditure of Rs 2,020 billion and per capita retail expenditure of Rs 67,289 (in 2015), Bengaluru has emerged as a sought-after retail market with many foreign and national brands opening stores here. The purpose of this paper is to use the sign of causality to determine the relationships between store attributes, satisfaction, patronage intention and lifestyles in F&G retailing in Bengaluru. Design/methodology/approach An experimentation framework using causal design was developed to establish relationships between variables: store attributes, satisfaction, patronage intention and lifestyle. A primary survey was conducted using a structured non-disguised questionnaire involving 346 F&G shoppers from Bengaluru. Hayes regression models were adapted and hypothesized relationships between the variables tested using correlation, multiple regression and Hayes regression/path analysis. Findings Satisfaction acts as a mediator in the relationship between store attributes and patronage intention. Lifestyle does not act as the moderator in the relationships between store attributes and patronage- intention; and, satisfaction and patronage intention.
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