The influence of shopping characteristics and socio- demographic factors on selected in-store buying practices in different socio-economic regions

Abstract

The aim of this paper is to ascertain the usage of price comparisons and avoidance of impulse purchases regarding in-store food-buying practices among consumers who reside in low, middle and high socio-economic status (SES) regions. The article will also focus on the effect of shopping characteristics and socio-demographic factors on in-store food-buying practices. A quantitative consumer intercept survey was conducted among 400 low, 400 middle and 400 high SES region consumers in retail stores. Statistical analysis of in-store food-buying practices was conducted via a generalised linear model analysis of variables, utilising the Wald’s Chi-square statistic distribution. Consumers who live in the low SES region exhibited the largest price comparison usage tendency, whereas the high SES region consumers showed the highest predisposition to make impulse purchases. Several shopping characteristics and socio-demographic factors resulted in significant associations in terms of price comparisons and the avoidance of impulse purchases. Food manufacturers, marketers and retailers should consider implementing the study’s primary results in their marketing activities among consumers in the different SES regions. Additionally, shopping characteristics and socio-demographic factors of in-store food-buying practices require further research to add to the limited theoretical discourse.

Keywords: price comparisons; avoidance of impulse purchases; in-store food-buying practices; socio-economic status (SES) regions