Influence of Demographic Factors on Grocery Buying Behaviour Dr. Thiruvenkadam T.*, Dr. Panchanatham N.** *Associate Professor, SSN School of Management, Chennai, India **Professor, Department of Management Studies, Annamalai University, Chidambaram, India Online published on 5 April, 2016. 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 demographic factors such as age, gender, education, income, family type are having a significant influence on the buying behaviour of grocery shoppers. Top Keywords Store Patronage, store choice, Grocery buying behaviour, Demography. Top |