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Women's Purchase Behavior

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This study was conducted in a locality in Mumbai, Hiranandani Gardens, Powai that boasts of equidistant proximity of three kinds of store formats- the Kirana store, the Supermarket and an organized Retail Outlet, DMart. Equalising the location factor, this study attempts to understand the relevance of Perceived Risk as a factor of store choice for groceries purchase. It further attempts to identify reasons that enhance or minimize risks associated with the store formats under study. The study focuses on women shoppers in the age group of 35-45 years and carries out a detailed analysis of the purchase behavior of these women shoppers in the shopping of groceries, especially vis-à-vis the perceived risk criterion of store choice. Data was analyzed …show more content…

Ha: The store format choice is independent of the category of groceries purchased. Using a Chi-Squared test for statistical analysis, X2 observed = 9.44 X2 critical = 15.51 Since the value of X2 observed is less than the critical value, we accept the Null Hypothesis. Therefore, we accept the hypothesis that the store format choice is dependent on the category of groceries purchased. 2) Ho1: The perceived risk is the same across all store formats. Ha1: The perceived risk is not the same across all store formats. Ho2: The components breakdown of perceived risk is different for all store formats. Ha2: The components breakdown of perceived risk is not different for all store formats. Using a Two-way ANOVA test without replication for the statistical analysis, For the rows, F observed = 1.35 For the columns, F observed = 1.29 F critical = 3.84 F critical = 4.46 In both the cases, F observed is less than the F critical value. Hence, we accept the Null …show more content…

The social and the psychological risk associated with shopping at the Kirana store have been addressed through not shopping personally, but getting the purchases home-delivered. Inspite of shifting over to newer store formats for bulk of their purchases, as high as 77% of the sample was found to source at least part of their groceries from the Kirana stores especially in urgent purchase or smaller quantities or customized purchase situations. The convenience in terms of the above and the savings in overall time spent in shopping appears to more than compensate for the disadvantages of shopping at a Kirana

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