Retail store-attributes influence on Food and Grocery purchase behavior

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.