INFLUENCE OF SOCIO-ECONOMIC VARIABLES OF RESPONDENTS ON GROCERY SHOPPING

Abstract

Influences of eight socio-economic variables of the consumers viz. Locality, Residential Type, Nature of House, Structure of House, Educational Level, Occupation, Monthly Household Income and Employment of Family Head were evaluated in the store choice of consumers for the purchase of grocery items in Mayiladuthurai District, a coastal District of Tamil Nadu, India. Supermarkets were the most preferred store type followed by Departmental Stores, Big Grocery Stores, Local Grocery Stores and other types of stores, in that order. Monthly Household Income and Educational Level of the consumers were the major socio-economic variables of the consumers that influenced their store choice, although the Nature, type and structure of their inhabitations (Houses) had a significant influence as well.