THE INTERPLAY BETWEEN GENDER, AGE AND CONSUMER GROCERY SHOPPING BEHAVIOR: AN EXPLORATORY STUDY
Keywords:
Grocery shopper, gender, age, residents, price, brand, post-purchase, satisfaction.Abstract
The study examines the grocery shopping behavior of the residents of the United Arab Emirates (UAE). A predesigned questionnaire was used to collect the primary data (experiences) from 264 respondents residing in and around the Emirates of Sharjah and Dubai of the UAE. The collected data was analyzed with the help of statistical tools such as averages, percentages, factor analysis, Student’s t-test, structural equation model and correlation. The objectives of this study were the following:
To know the extent to which men and women residents differ in their grocery shopping behavior
To know the extent to which older and younger residents differ in their grocery shopping behavior
To know whether the grocery shoppers are satisfied with their grocery shopping experience.
The study revealed the following: The majority of the surveyed shoppers do grocery shopping once a week and the majority of the shoppers indicated that they spend an hour grocery shopping during each visit. Although the respondents show some differences in their grocery shopping behavior depending on their gender and age, there appear to be a number of similarities in their grocery shopping behavior. Irrespective of their gender and age, grocery shoppers always look for lowest prices when they shop, like to list specific private label/store brand items to buy, are keen to buy fresh and new stocks of items and shop at a particular grocery outlet because they get all their requirements.