A Study on the Effect of Shopping Motives in Store Patronage Behaviour in Food and Grocery Retailing-An Empirical Analysis

The objective of this study is two-fold: 1) To identify consumers’ shopping motives affecting preferences for multiple store format patronage, and 2) To examine the effect of identified shopping motives on store format patronage behaviour related to kirana stores and supermarkets. Mall intercept survey method is used to collect the data from adult food and grocery consumers by a structured questionnaire. Multivariate techniques like factor analysis and linear discriminant analysis were applied to investigate research questions. Results from factor analysis indicate that utilitarian or value for money, time conscious, price conscious, local shopping, shopping enjoyment, variety seeking, brand conscious and social motives are highly influencing consumers’ multiple store patronage. The linear discriminant analysis provides empirical support, suggesting that utilitarian time conscious, price conscious, local shopping, shopping enjoyment, variety seeking, brand conscious and social motives are not only the significant predictors but also able to discriminate retail format patronage in emerging retail market. Academic and managerial implications are discussed based on findings.