In Uence of Demographic Factors On Grocery Buying Behaviour

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Inﬂuence of Demographic Factors on Grocery Buying Behaviour
Article in Asian Journal of Research in Social Sciences and Humanities · January 2016

DOI: 10.5958/2249-7315.2016.00078.2
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Asian Journal
Asian Research Consortium of Research in

Social Sciences
and
Asian Journal of Research in Social Sciences and Humanities
Vol. 6, No. 4, April 2016, pp. 544-562. Humanities
ISSN 2249-7315 www.aijsh.com
A Journal Indexed in Indian Citation Index
Influence of Demographic Factors on Grocery Buying

Behaviour
Dr. T. Thiruvenkadam*; Dr. N. Panchanatham**
*Associate Professor,
SSN School of Management,
Chennai, India.
**Professor,
Department of Management Studies,
Annamalai University,
Chidambaram, India.
DOI NUMBER-10.5958/2249-7315.2016.00078.2
Abstract
Retailing in India is witnessing dramatic changes in the last two decades due to the emergence of
organized retailing. Customers are switching from the traditional „kirana shops‟ to „modern
organized retail outlets‟ for buying their groceries, toiletries, vegetables, etc. Today, due to the
intense competition in the organized retail industry, it is inevitable for the marketer to have a good
knowledge about the changing consumer behaviour to ensure sustainability in the business. Many
studies have been carried out in the past to assess the retail patronage, behavior of shoppers,
shopping motives and shopping intentions and other related issues. Most of the studies were
focused on the store elements and store image. But studying these factors in isolation is not of
much use, unless the personal (demographical) factors of the shoppers are also examined. Perhaps,
the demographical factors such as, age, gender, income, education, etc. are the major factors which
influence the buying behaviour and buying intentions of customers rather than the store elements.
The paper examines the influence of the demographic factors towards the consumers‟ patronage
motives such as, shopping orientation, frequency of shopping, average expenditure, shopping
influence, store switching and the reason for switching, and others. A total of five hundred and
twenty two samples were used for the study. The researchers used percentage analysis, chi-square
test and Kruskal-Wallis Test to analyze the data using SPSS package. The results show that the
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Thiruvenkadam & Panchanatham (2016). Asian Journal of Research in Social Sciences and Humanities,
Vol. 6, No.4, pp. 544-562.
demographic factors such as age, gender, education, income, family type are having a significant
influence on the buying behaviour of grocery shoppers.
Keywords: Store Patronage, store choice, Grocery buying behaviour, Demography.

________________________________________________________________________________
Introduction
Retailing in India is witnessing dramatic changes in the last two decades due to the emergence of
organized retailing. Customers are switching from the traditional „kirana shops‟ to „modern
organized retail outlets‟ for buying their groceries, toiletries, vegetables, etc. The organized retail
outlets such as Nilgiris, More Supermarkets, Reliance Fresh, Heritage, etc are expanding their
outlets rapidly from metropolitan cities to even small towns. Changes in the consumer behavior are
influenced by the raise in family income, changes in life-style, education and general awareness
created by mass media and social media, thanks to Information Technology. The wide-spread use
of mobile phones and smart phones have thrown open new avenues for the retail marketers to reach
customers easily. Today, due to the intense competition in the organized retail industry, it is
imperative that the marketer should have a strong idea about the changing consumer behaviour to
ensure sustainability in the business. Many studies have been carried out in the past to study the
retail patronage behavior of shoppers, shopping motives and shopping intentions, etc. But, most of
the studies were focused only on the store elements such as, merchandise quality and assortment,
price and discount factors, sales men, convenience of location, other convenience factors, service
elements, advertising and store image, store atmosphere, etc. But studying these factors in isolation
is not of much use, unless the personal (demographical) factors of the shoppers are studied.
Perhaps, the demographical factors such as, age, gender, income, education, etc. are the major
factors which influence the buying behaviour and buying intentions of the customers rather than the
store elements. Hence, the researchers thought that it is imperative to study the influence of the
above factors towards the consumers‟ patronage motives such as, shopping orientation, frequency
of shopping, average expenditure, shopping influence, store switching and the reason for switching
the store.
Review of Literature
The literature on store patronage and store choice is voluminous. The studies reveal the complexity
of store patronage since it involves a number of factors related to the consumers‟ motives,
orientations and perceptions. These elements have an influence on the consumers‟ patronization
decisions. The literature reviews have focused mostly on the concepts of patronage behaviour and
store choice from a general perspective. Marketing researchers have intensively investigated these
two concepts in almost all types of stores, including department stores, restaurants, banks, hospitals
and airlines to quote a few. A wide range of common attributes have been outlined among retail
entities. But, very few articles are found on linking the influence of demographic factors on store
patronage and store selection.
Hyllegard et al.,(2005) states that demographic factors such as gender, age and education
have an impact on consumer behaviour. Thenmozhi & Dhanapal (2012) studied the impact of the
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Vol. 6, No.4, pp. 544-562.
linkage between the profile of shoppers and factors leading to choose a store in the Indian retailing
environment. They found that the customers‟ profile such as age, gender, education, income,
occupation, family size and average monthly expenditure has significant influence on the store
selection, frequency of purchase and also on the other store attributes such as price, personal
interaction of salesmen, physical aspects and value added services. Mital & Ella Mittal (2011), also
emphasize that the buying behaviour of food and grocery products is always influenced by socio
demographic factors such as age, income, gender etc. The spending pattern, frequency of purchase
and the distance travelled to make grocery purchase, vary widely among different gender, age and
income groups.
One of the earlier studies by Korgaonkar, et al.,(1985) also discusses the relationship
between demographic factors, store attitude and store patronage behaviour. The hypothesized
relationships and outcomes model developed by them describes that store attitude influences the
store patronage and also the demographic factors such as sex, age, income and race have influence
on store patronage of shoppers. The results indicate that overall shopping visits are higher among
females than males; higher for higher-income customers than lower-income groups; and higher for
whites than non whites. The results also provide strong support for the relationship between attitude
and store patronage. Martineau (1958) also suggests that shoppers have a tendency to like a store
that reflects their own perceived social standing. Therefore, it is inevitable to study demographic
aspects such as age, gender and education when analyzing consumers‟ perception of the retail store.
Christoph Teller, et al., (2013) emphasized the role of age in grocery store patronage,
while studying the cognitive age and grocery-store patronage of elderly shoppers, they have found
that age and aging influence the perceptions and behaviour of customers and they have a major
influence on store patronage and satisfaction towards store attributes. While discussing the impact
of gender on shopping behaviour, Sit et al., (2003) found lot of differences between men and
women based on their age. They classified the men and women shoppers as serious shoppers,
convenience shoppers, entertainment-seeking shopper etc. They emphasized that the shopping
orientation of men and women vary based on their age and gender. Otnes and McGrath (2001)
strongly advocate that men and women vary on their attitude towards shopping. Bakewell &
Mitchell, (2004) says that men generally perceive themselves as capable shoppers than women and
even they do impulsive purchases more than women shoppers. Hart et al., (2007) states that,
women do shopping as a leisure activity and also to express their attachment towards their family
members. Theuns Kotzé et al., (2012) pointed out that the sources of shopping enjoyment vary
widely between men and women.
According to Joyce & Lambert (1996) shoppers‟ age significantly affects perceptions of
store image. Foster (2004) says that the significance of gender in retail store choice is not widely
studied even though the fact that „certain retail sectors are gendered‟. Gauri & Cateora, 2005
explained that the interpretation of advertisements is affected by the level of education. Joyce &
Lambert, (1996) says that age, education and gender affect the image perception of a retail store.
Based on the literature reviews, a hypothesis was formed to test whether the buying behaviour is
affected by demographic factors. i.e., H1: Buying behaviour of groceries is influenced by shoppers‟
demographic variables.
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Vol. 6, No.4, pp. 544-562.
Objectives and Methodology

The study has been carried out to examine the store patronage behaviour of retail grocery shoppers
in general, as well, to study the difference between shoppers in terms of their demographic
characteristics on their grocery buying behaviour. The study is descriptive in nature. A self-
administered questionnaire was used to collect primary data. Total of five hundred and twenty two
samples were used for the study. The idea to obtain responses through the database from the
retailers was considered but most of the retailers did not cooperate and the available database was
not adequate. So it was decided to go for convenient sampling, where the survey was distributed to
well-known and trustworthy individuals for redistribution amongst their relatives, friends and
colleagues. This approach has limitations, if not properly administered. To avoid draw-backs in the
convenient sampling approach, proper information was provided to the individuals to whom the
questionnaire was given for distribution. The respondents were followed and tracked at regular
intervals to avoid any discrepancies. Non-probability convenience sampling was used for the study.
Chennai city, the capital of Tamil Nadu, was taken as the research area where people have
more exposure about organized retail outlets. Also, the availability of number of organized retail
outlets is high. Based on the 2001 Census, the population of Chennai was 43, 43,645. Using the
Sample size calculator at 95% confidence level (with confidence interval of 5), the required sample
size was calculated as 384. Considering the increase of population in the last fifteen years and also
to minimize the chances of non-probability sampling errors, the sample size was fixed at 600, to
ensure a minimum response of 500. 540 filled questionnaires were collected back from the
respondents. After careful scrutiny, 18 questionnaires were discarded. Finally, the effective sample
was 522 and the data collected was fed into the computer for analysis. All these samples consisted
of heterogeneous respondents with different income, education and occupation background.
Instruments for Data Collection and Analysis

The questionnaire contained questions with the purpose of eliciting personal details of the
respondents and their buying behaviour of groceries. Personal details of the respondents like age,
income, family etc. were included to understand their buying behaviour including the place from
where they buy? In what frequency they do shopping of groceries? What do they purchase? How
much they spend per month on groceries? etc. The researchers used percentage analysis, chi-square
test and Kruskal-Wallis Test to analyze the data using SPSS package.
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Vol. 6, No.4, pp. 544-562.
Sample Description
Table 1 depicts the respondents profile and composition.
Table – 1: Sample Description
S. No. Respondents Profile Frequency Percentage

Gender
1 Male 167 32
2 Femals 355 68
Age
1 less than 20 12 2
2 21 to 30 84 16
3 31 to 40 223 43
4 41 to 50 127 24
5 51 and above 76 15
Education
1 No formal education 24 5
2 School education 222 43
3 Graduate 132 25
4 Post graduate 70 13
5 Professional 74 14
Monthly Income
1 Below 10000 85 16
2 10001-20000 215 41
3 20001-30000 76 15
4 30001-40000 74 14
5 40001-50000 28 5
6 50000 and above 44 8
Total 522 100%
Source: Primary Data
The above table portrays the sample profile and composition. In the total 522 respondents,
32% were male and 68% were female. From the age wise classification, it is found that 43% of
respondents belong to the age group of 31 to 40; 24% belongs to the age group of forty one to fifty.
43% of respondents were having school education, while, 25% were graduates. 14% of the
respondents are professional degree holders and 13% were post graduates. 40% of the respondents
were under the income bracket of Rs. 10,000 to Rs. 20,000; 16% of the respondents have income
below Rs. 10,000. 15% of the respondents were earning Rs. 20,000 to Rs. 30,000 and 14% of the
sample belongs to the income category of Rs. 30,000 to Rs. 40,000.
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Results and Discussion

The following table describes the store patronage behaviour of retail grocery shoppers in Chennai.
Table 2: Frequency of Shopping, Average Expenditure and Influencers of

Store Choice
S. No Frequency of Shopping Number of Shoppers Percentage

1 Everyday 51 10
2 Once in week 82 16
3. Twice a month 195 37
4. Once in month 194 37
Total 522 100
S. No Average Expenditure Number of Shoppers Percentage
1 Below Rs.500 12 2
2 Rs.500-Rs.1000 64 12
3. Rs.1000-Rs.1500 128 25
4. Rs.1500-2000 221 42
5. Rs.2000 and above 97 19
Total 522 100
S. No Influencers Number of Shoppers Percentage
1 Family members 218 42
2 Self 284 54
3. Friends 12 2
4. Advertisements 8 2
Total 522 100
From the above table it is found that 37% of shoppers shop for groceries once in a month
and another 37% of shoppers are shop twice a month. 16% customers are shopping once a week for
their groceries and only 10% customers are purchasing every day. In India, before 15 to 20 years,
families bought most of the groceries in bulk and stored it for a long time for consumption. There
will be a separate room called “store room” where the provisions are kept. The concept of „store
room‟ was dispensed with due to the changes in the life style, availability of packed groceries at all
sizes and the minimum living space available per family in cities. This led to the people buying
groceries in small quantities at frequent intervals.
From the above, it is also found that majority (42%) of the shoppers spend between Rs.
1,500 and Rs. 2,000 per month for groceries. 25% customers are buying between Rs. 1,000 and Rs.
1,500. 18% of the customers buy for more than Rs. 2,000. 12% of the customers are buying
groceries between Rs. 500 and Rs. 1000 per month. Only 2% of the customers are spending for
groceries below Rs.500. Earlier people were cultivating and most of their requirements were met
from their fields. Due to the changes in economy and shortage of man power and other issues,
many people who were owning lands and doing agriculture have sold out their agricultural lands
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Vol. 6, No.4, pp. 544-562.
and moved to towns and cities in search of a living. This is also because of the increase in
education, increase in employment and increase in salary due to the entry of MNCs in India. This
had increased the amount spent on groceries by families. Those who were getting most of the
groceries from their villages and from their own lands previously, now started buying them from
the shops. The table indicates the influencers of store choice. 54% of shoppers decide the store by
themselves. 42% customers are influenced by their family members for buying groceries. Only 2%
of shoppers are influenced by their friends and remarkably, influence of advertisement is very low
in choosing a store and that is only 2%. Since selection of a store is based on the limited choices
available in an area, the shoppers have to choose either one or the other store to shop for groceries.
Further groceries comes under convenience goods and hence not much help is needed from
reference groups i.e., friends and relatives to make the purchase decision.
Table 3: The Items shoppers buy in a Retail Store

S. Items Not % Rarely % Some % Often % Very % Reg* % Total
No at time often
all
1. Grocery 9 2 32 6 5 1 164 31 130 25 182 35 522
2. Vegetables 100 19 58 11 121 23 128 25 71 14 44 8 522
& fruits
3. Cosmetics 96 18 70 13 179 35 88 17 45 9 44 8 522
and
toiletries
4. Snacks, 85 16 66 13 143 27 141 27 39 8 48 9 522
food and
ready to
eat items
Source: Primary Data * Regularly
Table 3 expresses what Shoppers buy from the retail outlets. Majority (35%) of shoppers
buys grocery regularly and twenty five percent buy very often. Thirty five percent of shoppers said
that they buy cosmetics and toiletries sometimes from the retail outlets. Twenty three percent of
shoppers buy vegetables and fruits sometime. 27% of shoppers often buy snacks, food and ready to
eat items and another 27% of shoppers buy sometimes.
Table 4: Frequency of Changing Store and Reasons for changing Store
S. No Frequency of Changing Store Number of Shoppers Percentage
1 Regularly go to only one store 218 42
2 Frequently change stores 284 54
3. Change stores sometimes 20 4
Total 522 100
S. No Reasons for changing store Number of Shoppers Percentage
1 Never change store 130 25
2 No reason but change store 45 9
3 To experience difference between stores 245 47
4 Only when special offers are given by other 89 17
5 stores
Other reasons 13 2
Total 522 100
550
Vol. 6, No.4, pp. 544-562.
The above table indicates that majority (54%) of Shoppers are not loyal to any store. They
said that they frequently change their stores. 42% of shoppers said that they go to only one store for
purchasing groceries. 4% of customers said that they change the store only sometimes. The table
also indicates that considerable amount of shoppers were found loyal to their stores. But in the
reality, the reason behind the loyalty is that, they don‟t have a better choice. From the various
interviews conducted among the shoppers, it was found that they go to only one store because they
did not find much difference among the various stores. Hence, the loyalty is not the intended
loyalty but only a spurious loyalty.
Table 4 presents the reasons for shoppers for changing their stores. Forty seven percent of
shoppers change their stores for experiencing the difference among the stores. Twenty five percent
of shoppers said that they never changed their store. Seventeen percent of shoppers change only to
get some special offers given by other stores. Nine percent of customers change the store without
any reason. Consumers change stores because of various reasons. One reason is that in the last few
years, many of the corporate have opened their outlets across India. Other reasons are the entry of
many new players into the market, conversion of traditional grocery stores to modern retail stores
and elevating the comfort level of customers while shopping, i.e., air-conditioned outlets, attractive
interiors, carrying trolleys and selecting the products by themselves, etc.
Table No. 5: Shoppers’ Feeling of Shopping in a Retail Store
S. No Respondents Feelings about shopping Number of Percentage

1 Entertainment 34
Shoppers 7
2 Opportunity to gain information about 217 42
3 new products / brands
Get information about offers 208 40
4 As fashion 33 6
5 To match the Social Status 30 6
Total 522 100
The above table tells that 42% of Shoppers feel that shopping gives an opportunity to
know more about the new products and brands, 40% of shoppers said that they do shopping to get
information about the offers, 7% of shoppers said that they go to a retail store for shopping as an
entertainment. 6% of shoppers said that they consider shopping as a fashion today and another 6%
said that they shop to match their social status.
From the above table it was found that consumers go to retail stores not only for
purchasing the required products, but also for acquiring information about the new products, offers,
etc. This need is fulfilled by the modern grocery outlets, where the consumer has the facility to
examine each product and select the best, may be based on his own selection criteria. In the
traditional stores this facility was not offered to the customers.
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Vol. 6, No.4, pp. 544-562.
Demography and Store Patronage Behaviour

The table below explains the impact of demography of shoppers including gender, age, education,
family type and monthly income in their frequency of shopping for groceries. Pearson Chi-square
test and Kruskal-Wallis Test are the tests used in finding out the impact of demographic factors on
their frequency of shopping. These tests have been carried out to test the hypothesis that buying
behaviour of groceries is influenced by shoppers‟ sub-groups. The results are as follows:
Table 7: Demography of the Shoppers and their Frequency of Shopping
Frequency of Shopping Test Statistical

S.No Demography Total
Every Once Twice Once Inference
1 Gender Day in a in
Week Month Month Pearson Chi-
a. Male 31 45 29 62 167 Square Value
b. Female 20 37 166 132 355 65.442
Total 51 82 195 194 522 Sig .000 < 0.05
2 Age
a. Less than 20 8 4 0 0 12
b. 21 – 30 20 12 27 25 84 Kruskal-
c. 31 - 40 Wallis Test
0 21 106 96 223
Value 54.204
d. 41 - 50 12 24 54 37 127 Sig .000 < 0.05
e. 51 and above 11 21 8 36 76
Total 51 82 195 194 522
3 Education
a. No formal 3 1 20 0 24
b. education
School education 20 29 90 83 222 Kruskal-
c. Graduate Wallis Test
8 20 45 59 132
Value 27.260
d. Post graduate 12 24 18 16 70 Sig .000 < 0.05
e. Professional 8 8 22 36 74
Total 51 82 195 194 522
4. Family Type
Pearson Chi-
a. Nuclear Family 20 29 48 79 176 Square Value
b. Joint Family 31 53 147 115 346 61.381
Total 51 82 195 194 522 Sig .000 < 0.05
5. Monthly Income (in Rs)
a. Below 10000 15 17 49 4 85
b. 10001-20000 12 21 92 90 215 Pearson Chi-
c. 20001-30000 12 8 22 34 76 Square Value
d. 30001-40000 4 16 20 34 74 93.603
e. 40001-50000 0 12 4 12 28 Sig .000 < 0.05
f. > 51,000 8 8 8 20 44
Total 51 82 195 194 522
552
Vol. 6, No.4, pp. 544-562.
Table 7 explains the relationship between the demography of shoppers and their frequency
of shopping for groceries. The statistical tests prove that there is an association between all the
above demographic factors and frequency of shopping. Majority of male shoppers go to stores for
purchasing groceries once a month. But female shoppers go for shopping twice in a month. It
proves that women like shopping than men. Most in the middle age group, who in the affordable
income group, shop groceries twice a month. Invariably all age groups between twenty and fifty
years prefer to shop either twice a month or once a month. The young, below twenty years shop
very frequently i.e., daily or weekly, which indicates that they do not go for major purchases, rather
they do filler purchases.
Most of the professionals and graduates shop once a month, majority of the post-
graduates and school completed shoppers prefer to buy twice a month. Majority of the joint family
shoppers prefer to buy twice a month and nuclear family shoppers prefer to shop once in a month.
This may be due to the non availability of time for the nuclear family members since in most of the
nuclear families; both husband and wife are working. It was found that income and frequency of
purchase is inversely related. Lower income group shoppers are shopping more frequently than the
higher income groups for groceries.
Table No. 8: Demography of the shoppers and their average expenditure for
Groceries
Average Expenditure (in Rs)
Test Statistical
Demography Below 500 to 1000 to 1500 to Above Total
S. No Inference
500 1000 1500 2000 2000
1 Gender
Pearson Chi-Square
a. Male 8 36 32 47 44 167
Value 46.469
b. Female 4 28 96 174 53 355
Sig .000 < 0.05
Total 12 64 128 221 97 522
2. Age
a. Less than 20 0 0 4 4 4 12
b. 21 – 30 0 4 13 31 36 84 Kruskal-Wallis Test
c. 31 - 40 4 20 40 143 16 223 Value 53.831
d. 41 - 50 8 28 43 31 17 127 Sig .000 < 0.05
e. 51 and above 0 12 28 12 24 76
Total 12 64 128 221 97 522
3. Education
a. No formal
0 0 19 5 0 24
education
Kruskal-Wallis Test
b. School education 8 44 48 93 29 222
Value 32.168
c. Graduate 4 0 37 75 16 132
Sig .000 < 0.05
d. Post graduate 0 8 12 26 24 70
e. Professional 0 12 12 22 28 74
Total 12 64 128 221 97 522
4. Family Type
Pearson Chi-Square
a. Nuclear Family 0 20 46 54 56 176
Value 40.113
b. Joint Family 12 44 82 167 41 346
Sig .000 < 0.05
Total 12 64 128 221 97 522
a. Below 10000 4 20 23 30 8 85
b. 10001-20000 8 28 41 121 17 215
Pearson Chi-Square
c. 20001-30000 0 4 12 28 32 76
Value 47.075
d. 30001-40000 0 4 32 30 8 74
Sig .000 < 0.05
e. 40001-50000 0 0 12 4 12 28
f. > 51,000 0 8 8 8 20 44
Total 12 64 128 221 97 522
553
Vol. 6, No.4, pp. 544-562.
Table 8 explains the relationship between the demography of shoppers and their average
expenditure for groceries per month. The statistical analysis supports the relationship between all
the demographic factors and their average expenditure. The Pearson‟s Chi-Square test conducted to
find out the association between the gender, family type, monthly income and average expenditure
per month indicates a perfect significance between the variables. The Kruskal-Wallis Test used to
find out the relationship between education, family type and average expenditure also indicates a
perfect significance. Among the 522 respondents, 221 shoppers fall under the category of buying
between Rs. 1,500 and Rs. 2,000 per month, followed by 128 shoppers who spend Rs. 1,500 to Rs.
2,000 per month. The average expenditure of men and women varies in purchase of groceries.
Among the buyers in the various age groups, 61% in the age group between 31 and 40
spend Rs. 1,500 to Rs. 2,000 groceries for per month. 43% between 21 and 30 spend for Rs. 2,000
and above per month. They are the highest spenders for groceries compared to the other groups.
Majority of the professionals spend Rs. 2,000 and more for groceries. Most of the Graduates and
post graduates spend between Rs. 1,500 and Rs. 2,000 per month for groceries. It was also found
that majority of the Nuclear family members were spending Rs. 2,000 and above per month for
groceries and majority of Joint family members were spending between Rs. 1,500 to Rs. 2,000 per
month. It was also found that the lower income groups were spending low amounts on groceries
compared to the higher income groups. The majority of the income group members earning Rs.
40,000 and above spend more than Rs. 2,000 per month and most of the remaining income groups
were found to spend for groceries more than Rs. 1,500 per month. The researchers felt that the
reason for the younger age group to spend more for groceries is their higher income and modern
life style compared to the aged shoppers. There are many literatures to support that the education
has an impact on consumer behaviour (Philip Kotler, 2004). The present study also matches the
past literatures by indicating that the professionals and post-graduates were found spending more
for groceries than other segments. This is due to the relationship between the education and income.
When education increases, in most of the cases, income also increases. This leads to increased
spending by shoppers. Income has a direct relationship on consumer spending. More income will
lead to more spending, that had been proved here, that the more income groups were found
spending more amounts on groceries and lesser income groups were found less on groceries.
The following table indicates the results of the percentage analysis and chi-square test to
find out the association between the demographic factors and average expenditure on groceries per
month.
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Vol. 6, No.4, pp. 544-562.
Table No. 9: Demography of the shoppers and their influencer of store choice
decision
S. Demography Influencer of Store Choice Total Test Statistical

No Family Self Friends Advts. Inference
1. Gender Members Pearson Chi-
a. Male 104 51 12 0 167 Square Value
b. Female 114 233 0 8 355 79.725
c. Total 218 284 12 8 522
Sig .000 < 0.05
2. Age
Kruskal-
a. Less than 20 8 0 0 4 12
Wallis Test
b. 21 – 30 25 59 0 0 84
c. 31 - 40 59 152 8 4 223 Value 58.276
d. 41 - 50 78 45 4 0 127
e. 51 and above 48 28 0 0 76 Sig .000 < 0.05
Total 218 284 12 8 522
3. Education
Kruskal-
a. No formal 5 19 0 0 24
Wallis Test
b. education
School education 98 120 4 0 222
c. Graduate 45 79 4 4 132 Value 30.383
d. Post graduate 46 24 0 0 70
e. Professional 24 42 4 4 74 Sig .000 < 0.05
Total 218 284 12 8 522
4. Family Type Pearson Chi-
a. Nuclear Family 73 91 8 4 176 Square Value
b. Joint Family 145 193 4 4 346 7.140
c. Total 218 284 12 8 522
Sig .068 > 0.05
a. Below 10000 24 61 0 0 85
Pearson Chi-
b. 10001-20000 80 135 0 0 215
Square Value
c. 20001-30000 38 34 0 4 76 20.905
d. 30001-40000 44 22 8 0 74
e. 40001-50000 20 4 0 4 28 Sig .001 < 0.05
f. > 51,000 12 28 4 0 44
Total 218 284 12 8 522
The above table presents the association between the demographic factors and the
influencers of the store choice. Except family type all the other demographic factors i.e., gender,
age, income, education were found to have significance. Among gender, most of the male shoppers
were influenced by their family members; on the other hand, most of the women select the stores
by themselves. Buyers in the age groups between 21 and 30 and 31 and 40, make their own choice
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Vol. 6, No.4, pp. 544-562.
of a retail store, rest of the customers select based on their family members‟ opinion. Further, the
results indicate that the role of advertisement is very little in influencing the store choice compared
to sales promotions. This may be due to the fact that most of these retail stores were not spending
much on advertisements except at the time of launch of a new outlet. Friends were also found to
have little influence in selecting a retail store. It may be because that, groceries come under the
necessities, so people may not spend much time on information search unlike other shopping
goods. Except post-graduates all others make their own selection of the store to buy groceries. Both
in nuclear family and joint family, majority of the shoppers take decision of store choice on their
own. In the income groups, the groups that have income between Rs. 20,001 and Rs. 30,000 and
Rs. 30,001 and Rs. 40,000, were influenced by their family members and all the other groups take
decision on their own.
Table 10: Demography of the shoppers and their reasons for changing stores
Reason for Changing Store
No To Only when Other
Test
Reason experience special offers reasons
S. No Demography Total Statistical
but difference are given by
Inference
change between other stores
store stores
1. Gender Pearson
a. Male 24 85 39 19 167 Chi-Square
b. Female 21 235 85 14 355 Value
Total 23.700
45 320 124 33 522 Sig .000 <
0.05
2. Age
a. Less than 20 4 8 0 0 12 Kruskal-
Wallis Test
b. 21 – 30 4 47 29 4 84
Value
c. 31 - 40 13 174 25 11 223
17.567
d. 41 - 50 16 58 47 6 127
Sig .001 <
e. 51 and above 8 33 23 12 76 0.05
Total 45 320 124 33 522
3. Education
a. No formal education 4 10 10 0 24 Kruskal-
Wallis Test
b. School education 25 128 55 14 222
Value
c. Graduate 4 92 26 10 132
18.042
Sig .001 <
e. Professional 8 49 14 3 74 0.05
f. Total 45 320 124 33 522
4. Family Type Pearson
a. Nuclear Family 4 94 63 15 176 Chi-Square
b. Joint Family 41 226 61 18 346 Value
Total 33.350
45 320 124 33 522 Sig .000 <
0.05
a. Below 10000 12 63 6 4 85 Pearson
b. 10001-20000 25 142 42 6 215 Chi-Square
c. 20001-30000 4 38 30 4 76 Value
d. 30001-40000 0 27 31 16 74 46.653
e. 40001-50000 0 22 5 1 28 Sig .001 <
f. > 51,000 4 28 10 2 44 0.05
Total 45 320 124 33 522
556
Vol. 6, No.4, pp. 544-562.
The above table indicates the relationship between the demography of shoppers and
reasons for changing store. All the statistical tests performed show relationship between
demography and reasons for changing store. Our of the total 522 responses analyzed, 320 shoppers
(61%) expressed that they change stores only to find out the differences between the stores. 24% of
the shoppers said that they change stores only when special offers are given by other stores. These
results indicate that shoppers are in the evaluation of various stores available for them to choose the
best out of available stores. Once they are satisfied with one store, on fulfillment of most of their
expectations, they will fix that store as their regular shopping place for groceries. Invariably, in all
the demographic segments, including the gender, age, income, family type, education, the same
trend is reflected. Majority of these groups said that they change stores only to experience the
difference between the stores followed by the reason that special offers are given by other stores.
From the above results, it was found that the shoppers do not switch stores in normal
conditions and they purchase regularly from only one store. When there is any new store opened,
they visit the new store, evaluate that store and most of the times they come back to the previous
store or they change to the new store. On the other hand, sales promotions by other stores are
affecting the loyalty of customers of a particular retail stores. If a marketer wants to retain his
existing customers he should frequently provide some sales promotion, only then it is possible to
retain majority of the existing customers. The most important thing is that, the benefits the
customer gains from one store should be more than from the other stores, only then he will remain
as a customer of that store in today‟s competitive retail environment.
The following table gives details relating to shoppers‟ opinion to find out whether
shopping for groceries varies based on the demography of the respondents. Pearson Chi-square test
and Kruskal-Wallis Test are the tests used in finding out the significance of demographic factors on
their opinion about shopping. This is also to test the hypothesis that buying behaviour of groceries
is influenced by shoppers‟ sub-groups.
557
Vol. 6, No.4, pp. 544-562.
Table 11: Demography of the shoppers and their opinion about shopping for
Groceries
Opinion about Shopping
Entertainment Chance To get Fashion
to get information Test
S.No Demography info. about offers Total Statistical
about Inference
new
products
1 Gender Pearson
a. Male 4 101 45 17 167 Chi-Square
b. Female 20 137 182 16 355 Value
Total 35.754
24 238 227 33 522 Sig .000 <
0.05
2. Age
a. Less than 20 0 4 8 0 12 Kruskal-
Wallis Test
b. 21 – 30 8 47 21 8 84
Value
c. 31 - 40 8 86 124 5 223
11.776
d. 41 - 50 4 59 52 12 127
Sig .019 <
e. 51 and above 4 42 22 8 76 0.05
Total 24 238 227 33 522
3. Education
a. No formal
0 10 10 4 24 Kruskal-
education
Wallis Test
b. School
8 100 106 8 222 Value
education
42.484
c. Graduate 0 44 75 13 132
Sig .000 <
0.05
e. Professional 12 33 29 0 74
Total 24 238 227 33 522
4. Family Type Pearson
a. Nuclear Chi-Square
8 101 50 17 176
Family Value
b. Joint Family 16 137 177 16 346 26.659
Total Sig .000 <
24 238 227 33 522
0.05
a. Below 10000 4 21 52 8 85 Pearson
b. 10001-20000 4 89 118 4 215 Chi-Square
c. 20001-30000 12 43 17 4 76 Value
d. 30001-40000 0 45 20 9 74 35.626
e. 40001-50000 0 20 4 4 28 Sig .000 <
f. > 51,000 4 20 16 4 44 0.05
Total 24 238 227 33 522
The above table indicates the difference between the demographic sub-groups and their
attitude towards shopping. Majority of the male shoppers felt that shopping gives an opportunity for
getting information about new products. On the other hand, female shoppers perceive that it gives
558
Vol. 6, No.4, pp. 544-562.
opportunities to know about the offers. From this we may understand that female customers are
easy to be influenced by sales promotions than male shoppers.
In the age groups, the middle age group (31 to 40) and the youngest age group (below 20
years) go for shopping to know about offers. The other age groups said that they go for shopping to
know about the new product information. This indicates that the younger age group gets attracted
by offers and promotions than the other groups. Aged shoppers were more interested to know about
the new products, rather than about the offers. Marketers may use this information at the time of
designing promotion strategies at retail stores. Post graduates and professionals also fall under this
category. Shoppers having school education and graduates give more importance for offers than
other reasons for shopping. When comparing educational background, it was found that more than
educated shoppers, less educated shoppers were found more prone to offers.
Most of the joint family shoppers give importance for offers and nuclear family members
give importance for new product information. Inverse relationship found between income and
perception about shopping. The two bottom level income groups perceive that they do shop for
getting knowledge about offers and the other income groups expressed that they go for shopping to
know the new product information. Only very few shoppers said that they go for shopping for
entertainment or as fashion. This indicates that, income and influence of offers were found having
inverse relationship. Less income group shoppers were found more prone to offers than the higher
income group shoppers.
Discussions and Conclusions

While analyzing the shoppers‟ behaviour, the results indicate that the general frequency of visiting
a grocery shop is one a month by most of the shoppers and the average spent is between Rs. 1,500
and Rs. 2,000 per month for groceries. The individual and the family members are the very strong
influencers of store selection compare to friends group and it is evident that advertisements have
very little role to play. Compared to cosmetics, toiletries and vegetables it was found that grocery
items are bought more frequently.
When it comes to store loyalty, it was found that around 50% of customers are not loyal to
any store while around 40% of customers are loyal to a particular store. Even the respondents, who
said that they switch stores, told that they switch the stores mainly to experience the difference
between the stores. Considerable amount of shoppers switch stores only when there are sales
promotions by other stores. The results indicate that the shoppers visit the stores mainly to have
idea on product variety and to get information about the offers. It was observed from the statistical
tests that there is an association between all the demographic factors and frequency of shopping.
Majority of male shoppers go to store for purchasing groceries once a month. But female shoppers
go for shopping twice a month. It proves that women like shopping more than men. Majority of the
middle age group (between thirty one to forty), who are in the affordable income group, shop for
groceries twice a month. Majority of the professionals and graduates shops once a month, majority
of the post-graduates and school completed shoppers prefer to buy twice a month. Majority of the
joint family shoppers prefer to buy twice a month and nuclear family shoppers prefer to shop once a
month. This may be due to the non availability of time for the nuclear family members since in
most of the nuclear families both husband and wife are working. It was found that there is an
559
Vol. 6, No.4, pp. 544-562.
inverse relationship between income and frequency of purchase. Lower income group shoppers
shop more frequently than the higher income groups for groceries.
The results support the relationship between all the demographic factors and their average
expenditure. The Pearson‟s Chi-Square test between the gender, family type, monthly income and
average expenditure per month indicates a perfect significance between the variables. The Kruskal-
Wallis Test used to find out the relationship between education, family type and average
expenditure also indicates a perfect significance. The age group between 21 and 30 buy Rs. 2,000
and above per month, they are the highest spenders for groceries compared to other groups.
Majority of the professionals spend Rs. 2,000 and more for groceries. Most of the Graduates and
post graduates spend between Rs. 1,500 and Rs. 2,000 per month for groceries. It was also found
that majority of the Nuclear family members spend Rs. 2,000 and above per month for groceries
and Majority of Joint family members spend between Rs. 1,500 and Rs. 2,000 per month. It was
also found that the lower income groups spend lower amount on groceries compared to the higher
income groups.
Most of the male shoppers were being influenced by their family members; on the other
hand, most of the women select the stores by themselves. Among the age groups, the age groups
between 21 and 30, and 31 and 40 go by their own choice of a retail store, rest of the customers
select based on their family members‟ opinion. It was also found that advertisement has a very little
role in influencing the store choice. Except post-graduates all other educational groups said that
they are the one taking the decision relating to choice of the store. Both in nuclear family and joint
family, majority of the shoppers take decision of store choice by their own. In the income groups,
the groups having income between Rs. 20,001 and Rs. 30,000, Rs. 30,001 and Rs. 40,000, were
influenced by their family members and all other remaining groups take decision on their own.
Among the 522 shoppers analyzed, 320 shoppers (61%) expressed their opinion that they change
stores only to find out the differences between the stores. Next 24% of the shoppers said that they
change stores only when special offers are given by other stores. These results indicate that
shoppers are in the evaluation of various stores available to them for choosing the best. Once they
are satisfied with one store on most of their expectations, they will fix that store as their regular
shopping place for groceries. On the other hand, sales promotions by other stores affect the loyalty
of customers of a particular retail stores. If a marketer wants to retain his existing customers he
should regularly offer sales promotions, then only it is possible to retain today‟s customers.
Majority of the male shoppers felt that shopping gives an opportunity for getting
information about new products. On the other hand, female shoppers perceive that it gives
opportunity to know about the offers. From this we may understand that female customers are easy
to be influenced by sales promotions than male shoppers. In the age groups, the middle age group
(31 to 40) and the youngest age group (below 20 years) go for shopping to know about offers. The
remaining age groups said that they go for shopping to know about the new product information.
Post graduates and professionals also fall under this category. Shoppers having school education
and graduates gave importance for offers than other reasons for shopping. Most of the joint family
shoppers give importance for offers and nuclear family member give importance for new product
information. Inverse relationship found between income and perception about shopping, that is., the
two bottom level income groups perceive that they do shopping for getting knowledge about offers
560
Vol. 6, No.4, pp. 544-562.
and the remaining income groups expressed that they go for shopping for having new product
information. Only a very few shoppers said that they go for shopping for entertainment or as
fashion.
Managerial Implications
Findings of the study may be used to further understand the complexity of the concept of Store
Patronage and for marketers to possibly develop programs that help build Store Patronage and
Store Loyalty. Since the number of shoppers determines the sales level and not average monthly
spending per shopper, retailers should focus on increasing store traffic by offering the best
individual package of store patronage motives. Such package must contain shopping convenience
and low prices as well, since those factors appeal to all shopper groups. Retailers should work hard
to enhance store loyalty, and when doing this, extreme importance to be given to loyalty programs
and strategies aiming at enhancing the image of the store. It is very difficult for retailers to please
to all shopper segments, so specific market-oriented initiatives are necessary.
Scope for Further Research

Field of store patronage behaviour provides enormous scope to carry out continuous research.
There are several areas that require further research. Further research should investigate the link
between consumer perceptions of retailers‟ performance and satisfaction, store loyalty and
purchasing outcomes, as well as the link between in-store stimuli and purchasing behaviour in
Indian context. Due to the emergence of retail chain stores in India, the growth of private label
brand is astounding. Hence, future studies are required to examine consumers‟ brand loyalty
towards store brands and the same should be compared with national brands. Identifying the brand
loyalty dimensions that separate these two types would certainly widen the existing body of
knowledge in the field of Store Patronage. The study investigated only a few demographic factors
on studying store patronage behaviour. There are so many other psychological factors such as
perception, attitude, motivation, values, etc, to be studied in the context of retail store selection and
store patronage behaviour. It is suggested that an interesting avenue to pursue research would be to
investigate whether store switchers and loyal consumers differ in their information search,
promotional sensitivity and the extent to which store loyalty is affected by sales promotion
schemes.
References
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Inﬂuence of Demographic Factors on Grocery Buying Behaviour

Article in Asian Journal of Research in Social Sciences and Humanities · January 2016

Thiruvenkadam Thiagarajan Panchanatham Natarajan

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Asian Research Consortium of Research in

Influence of Demographic Factors on Grocery Buying

Dr. T. Thiruvenkadam*; Dr. N. Panchanatham**

Keywords: Store Patronage, store choice, Grocery buying behaviour, Demography.

Objectives and Methodology

Instruments for Data Collection and Analysis

Table – 1: Sample Description

S. No. Respondents Profile Frequency Percentage

Results and Discussion

Table 2: Frequency of Shopping, Average Expenditure and Influencers of

S. No Frequency of Shopping Number of Shoppers Percentage

Table 3: The Items shoppers buy in a Retail Store

Table No. 5: Shoppers’ Feeling of Shopping in a Retail Store

S. No Respondents Feelings about shopping Number of Percentage

Demography and Store Patronage Behaviour

Table 7: Demography of the Shoppers and their Frequency of Shopping

Frequency of Shopping Test Statistical

S. Demography Influencer of Store Choice Total Test Statistical

Discussions and Conclusions

Scope for Further Research

Philip Kotler,(2004). Marketing Management. Prentice-Hall of India Private Limited.

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