Shopper’s Attitude and Demographics Influence on Store Patronage: A Comparison of Formal vs. Informal Food Retail Stores in India

Mishra, Prashanth; Sridhar, GR; Jain, Tinu

doi:10.1007/978-3-319-19428-8_60

Cited by 3 publications

(5 citation statements)

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“…A moderately strong and significant correlation was found for in-store quality and customer satisfaction. Studies in developing nations (Al-Ali et al, 2015;Mishra et al, 2015) considered these as store image or store quality composed of service offered, store proximity and stock availability. The present study highlights few additional features such as store atmospherics, availability of packaged product, label verification and physical examination like smell, touch and feel.…”

Section: Discussionmentioning

confidence: 99%

“…It is a relative term that differs with the customer experience and with product information (Péneau et al, 2009). For minimally processed products, such as fruits and vegetables, freshness is an important determinant that correlates with customer satisfaction (Drake, 2001;Homburg et al, 2005;Mishra et al, 2015). It is evident willingness to pay constantly decreases with the shelf life for carrots, lettuce, milk and yogurt and exponentially decreases for meat products as reported in previous studies (Tsiros and Heilman, 2005;Arboretti and Bordignon, 2016).…”

Section: Customer Satisfactionmentioning

confidence: 96%

“…Hallowell (1996) claimed customer satisfaction to influence the firms' profitability by studying the mediating effect of customer loyalty. Customer satisfaction is also found to vary with the demographics like age, gender, income and education level (Goswami and Mishra, 2009;Zameer and Mukherjee, 2011;Mishra et al, 2015;Narayan and Chandra, 2015;Belwal and Belwal, 2017;Deshwal, 2016 influence customer satisfaction in FFR store are discussed in detail w.r.t. Ps of marketing which includes product, price, promotion, place and people.…”

Section: Customer Satisfactionmentioning

confidence: 99%

“…These include the studies of Prasad and Aryasri (2011) where age, gender, education, income and household size were found influencing the choice of store. Mishra et al (2015) claimed age, education and income as significant demographics influencing the choice between formal and informal stores. Deshwal (2016) demonstrated the impact of demographics on customer satisfaction among Indian consumers.…”

Section: Customer Satisfaction and Demographicsmentioning

confidence: 99%

“…There are studies that have reported the various attributes of customer satisfaction in developed nations (Uusitalo, 2001;Maggioni, 2016;Huddleston et al, 2009) and developing nations (Prasad and Aryasri, 2011;Al-Ali et al, 2015;Astuti et al, 2015;Maruyama et al, 2016) for fresh foods but in developing economies like India the studies are very limited that have identified the impact of customer expectations on customer satisfaction. Studies those of Goswami and Mishra (2009), Zameer and Mukherjee (2011), Mishra et al (2015), Narayan and Chandra (2015) and Belwal and Belwal (2017) present irregular patterns with respect to the customer expectations and the moderating role of demographics along with other situational factors toward FFR in India.…”

Section: Introductionmentioning

confidence: 99%

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Customer expectations and moderating role of demographics in fresh food retail

Antony

Khanapuri

Jain

2018

IJRDM

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Purpose The purpose of this paper is to identify the dimensions of customer expectations and study the moderating role of demographics in the context of fresh food retail. Design/methodology/approach A structured questionnaire was designed using extant literature review followed by expert opinions. The survey was conducted among the customers in the twin cities of Maharashtra in India. The factors of customer expectations were identified using exploratory factor analysis (EFA) and further confirmed using confirmatory factor analysis in SPSS and AMOS, respectively. The significance of the customer expectations on customer satisfaction was studied using structural equation modeling. Subsequently, the role of demographics was studied using two-step cluster analysis and multigroup moderation. Findings During EFA three factors emerged, namely, product-related features, in-store quality and store support services. Structural model evaluation found product-related features and in-store quality significantly influencing the customer satisfaction, while store support services were found as a non-significant factor in the region studied. Further, using cluster analysis customers were segregated into three groups, namely, traditional, autonomous and premium customers, where the premium customers were found to prefer the store support services on a higher scale, and similar results were obtained using multigroup moderation. Demographics, namely, gender, age, respondents’ income and marital status moderated for product-related features and in-store quality. Interestingly, respondents’ income also moderated for the store support services. Practical implications The findings provide directions for store managers of the fresh food category to align supply chain decisions with the unique requirements of customers considering their socio-economic characteristics. Originality/value On the basis of social exchange theory, the authors found that in a mutually beneficial relationship, concerning the value proposition, retailers need to address the requirement of the different income group customers for store support services.

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Section: Discussionmentioning

confidence: 99%