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- Grocery shopping channels: lessons from an emerging market
- Greenland, Steven J.
- Emerging markets present strong growth prospects for international retailers, but ill-founded assumptions about the nature of these markets can prove costly. This paper reveals how emerging market consumers' grocery shopping channel choice and shopping behaviour is more complex than developed markets. The paper examines grocery shopping behaviour in a significant African emerging market and reveals some of the challenges facing international retailers. The research is based upon more than 3000 interviews that investigate the retail channel habits of Kenyan grocery shoppers. Findings highlight the significant economic divide between different types of Kenyan consumers who nevertheless use several common grocery shopping channels. The study also reveals the diversity of channels patronised, as well as significant variation in the frequency of households' grocery shopping. By enhancing understanding of the complexities characterising Kenyan grocery shopping behaviour the paper assists retailers and academics considering business in emerging regions.
- Publication type
- Conference paper
- Research centre
- Swinburne University of Technology
- Proceedings of 'Sharing the cup of knowledge', the 2012 Australian and New Zealand Marketing Academy Conference (ANZMAC 2012), Adelaide, South Australia, Australia, 03-05 December 2012
- Publication year
- Africa; Emerging markets; Grocery shopping; Retailing; Shopping channels
- Australian and New Zealand Marketing Academy and and Ehrenberg-Bass Institute for Marketing Science, Edith Cowan University
- Publisher URL
- Copyright © 2012 The author. The published version is reproduced in accordance with the copyright policy of the publisher.
- Full text
- Peer reviewed