UNDERSTANDING RURAL CONSUMER BEHAVIOUR IN EMERGING FOOD RETAIL FORMATS: A STUDY ON PURCHASING TRENDS AND RETAIL PREFERENCES
DOI:
https://doi.org/10.55955/510003Keywords:
Rural consumer behaviour, purchasing trends, organised retail, unorganised retail, retail preferences, socioeconomic factors, rural markets, consumer preferencesAbstract
This study examines the purchasing behaviour of rural consumers, focusing on their preferences for different product categories and retail store types within an emerging rural landscape. The objective is to explore the most frequently purchased product categories, rural consumers’ perceptions of organised and unorganised retail, acceptable travel distances for food and grocery shopping, and preferred types of retail stores. Data were collected from 502 rural respondents using a structured questionnaire. The analysis considers variables such as distance to retail outlets, awareness of retail formats, and demographic characteristics. Findings indicate that food and groceries are the top-purchased items, with most consumers able to distinguish between organised and unorganised retail stores. While unorganised retail remains the preferred option, a significant number of respondents also shop at organised outlets. Many consumers source food and grocery items from nearby village markets, emphasising the importance of accessibility. These insights offer valuable implications for retailers targeting rural markets by highlighting the importance of convenience, familiarity, and the diverse socioeconomic profile of rural consumers.
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