Study on Cross-format Shopping Motives and Shopper Typologies in Emerging Food and Grocery Retail Market in India

Abstract

The growing incidence of cross-format shopping has become a subject of research to understand why consumer's cross-shop and what are the motives underlying cross-format shopping, which is referred to as consumers shopping regularly at each of two or more food and grocery retail format types. The purpose of this study is to explore crossformat shopping motivations among Indian food and grocery consumers and to categorise cross-format shopping typologies based on cross-shopping motivations. Based on exploratory qualitative (semi-structured personal interviews) and quantative research (mall intercept survey method), this study identifies nine cross-format shopping motivations (value for money, value for time, price conscious, local sopping, shopping enjoyment, social shopping, variety seeking, entertainment motive, and brand conscious) and five cross-format shopper segments (economic shopper, convenience shopper, price-promotional shopper, hedonic shopper, and socialisation shopper). These findings provide food and grocery retailers with specific knowledge of the cross-shopping motivations that consumers consider to be important when making format patronage.