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Grocery shopping channels: Lessons from an emerging market

Greenland, Steven J. (2012). Grocery shopping channels: Lessons from an emerging market. In: Romaniuk, Jenni, Bogomolova, Svetlana and Lee, Richard ANZMAC Conference 2012, Adelaide, S.A., 3-5 December 2012.

Document type: Conference Paper
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Author Greenland, Steven J.
Title Grocery shopping channels: Lessons from an emerging market
Conference Name ANZMAC Conference 2012
Conference Location Adelaide, S.A.
Conference Dates 3-5 December 2012
Conference Publication Title ANZMAC 2012 Conference Proceedings: Sharing the Cup of Knowledge
Editor Romaniuk, Jenni
Bogomolova, Svetlana
Lee, Richard
Place of Publication Adelaide, S.A.
Publisher ANZMAC
Publication Year 2012
ISBN 9780646563305   (check CDU catalogue open catalogue search in new window)
Total Pages 7
Field of Research 1505 - Marketing
Abstract 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.
Keyword emerging
grocery
retailing
Africa
Additional Notes Paper No. 20
Description for Link Link to conference paper
URL http://pandora.nla.gov.au/pan/25410/20140311-1105/anzmac.org/conference/2012/papers/100ANZMACFINAL.pdf
 
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