Women Shopping Behaviour With Reference To Food Retailing In Tamilnadu

Abstract

The role of women in food shopping related decisions is becoming significant these days. Changing socio economic profile, higher stake in decisions relating to monthly household spending, growing awareness towards shopping options etc are involving women like never before when they do shopping. When it comes to food shopping, the care and concern with which women shop for their family is quite noteworthy. In fact they are left with decisions regarding the choice of food categories, preference towards healthy food and choice of retailers. At this juncture, the researcher conducted a study on Women shopping behaviour with reference to food retailing in Tamilnadu covering four major cities such as Chennai, Coimbatore, Madurai and Tiruchirapalli. A sample of 805 women shoppers forms the respondent group of this study. newline The objectives of the study are focussed towards identifying how the women shoppers differ across certain shopping variables based on demographics and their geographic locations. Further psychographic clusters are formed based on the respondents shopping ideology, Activities, Interests and Opinions (AIO) and List of Values (LOV). Statistic tools such as chi-square test, correlation, ANOVA, mean score ranking, factor analysis and cluster analysis are used to arrive at key findings supporting the objectives of the study. A set of retail strategies is recommended to food retailers in Tamilnadu for successful and sustainable retail operations. newline