Factors Affecting Customer Involvement In Grocery Shopping: An Empirical Study On Consumers In Kolkata

Abstract

Grocery buying is an on-going as well as crucial activity in daily life and can be highly involving with respect to choice of products, brands and the shopping environment. As such, for the last few decades the significance of marketing and consumer research is well established. Consumer behavior is a conglomeration of several related activities which include varied and exclusive consumer thoughts, purchase plans, decision making and purchase behavior. This often leads marketers to search for answers to how consumers collect the required information and apply the same in selecting products of their choice either from competitors or from them. Such answers about consumers’ buying pattern and attitude are used to predict their ultimate buying behavior in the market. Customer involvement can be used to divide the consumer’s level into low, moderate or high involvement groups which in turn can be selected based on strategic promotional activities. This paper has attempted to extract the different factors which affect in the customer’s involvement in grocery shopping. Data were collected from 350 respondents using convenient sampling in Kolkata from different store formats likely (organized and unorganized) and 317 data were usable after final data cleaning process, and as a result 8 different factors were found which affect the customer’s involvement in grocery shopping.