A Study On Grocery And Household Items Buying Behaviour In Kolkata
Grocery buying is one of the constant and most important phenomenons in every household. In the past few years this sector has shifted towards intangibility in the tangibility intangibility spectrum. This change has changed the mindset of the consumers and also the definition of grocery shopping. The simple act of getting groceries for the family has been transformed and the factors range from being demographic to global. The objectives of this research are to understand the consumer behavior towards grocery purchase of male and female respondents and to study the relationship between demographic factors and choice of retail outlet for grocery shopping. It also aims to find out those factors which play an important role in choosing a retail outlet. This research methodology comprised of cross-sectional research design and non-probabilistic sampling was done based on the basis of convenience and judgment. Primary research was conducted and a structured questionnaire was used to collect the data from a sample of 123 respondents from Kolkata. A cluster of factors were selected on the basis of literature review and among these factors cleanliness, quality of merchandise, distance, accessibility and availability of all items under one roof emerged as most important amidst the changing landscape of Indian consumers which in increasing income and global exposure. Monthly income and family size were seen to have positive correlation on supermarket buying and also occupation is seen to be correlated to choice of convenience stores. This is expected to provide valuable insight for marketers in framing their marketing strategy to connect with their target audience.