The Changing Contours of Supermarket Shoppers in India

With a large share of India’s population opting to shop at supermarkets, the contours of supermarket shoppers are said to be getting more and more complex by each passing day. In the midst of this dilemma, this paper attempts to study the characteristics of supermarket shoppers in India across different regions through a descriptive approach. In this study an all India level survey of 1111 supermarket shoppers has been initiated in analyzing the characteristic features of supermarket shoppers in India. The study also attempts to assess the shopping habits and the factors that influence the Indian supermarket shoppers. The researchers believe that the valuable insights provided by this study can be fruitfully used by retailers to devise strategies to attract customers and also beat the competition.