Consumer purchasing behaviour in small Local grocery stores: exploring Psychological, Social, and Economic Influences

Abstract

This research explores the key factors influencing consumer purchasing behavior in small grocery stores, a context often overlooked in academic literature, which tends to focus on large supermarkets or even retail chains. The study addresses this gap by applying a mixed-method approach, quantitative surveys data collected with customers and qualitative interviews with grocery stores managers to measure consumers motivations, preferences and behavior in a small grocery stores environment. Key findings reveal that factors such as price and product quality, emotional and social influences which include trust, community belonging, convenience and personalized service, significantly shape purchasing decision. These insights contribute to a better understanding of small local retail dynamics and offer practical recommendations to support small local grocery retailers to adapt to consumers’ expectations and enhance competitiveness in this increasing market.