6WRUHDWWULEXWHVDVGULYHUVRIVWRUHFKRLFHDQG OR\DOW\ 7KHIHPDOHJURFHU\VKRSSHULQ%RWVZDQD D Selema
Prof R Makgosa
Research Assistant: Department of Marketing University of Botswana
Department of Marketing University of Botswana
[email protected]
[email protected]
https://orcid.org/0000-0002-1734-0517
https://orcid.org/0000-0001-6885-3497
$%675$&7 This study examined the role that convenience, merchandise, promotion, service, physical facilities and store atmosphere play as drivers of store choice and loyalty in Botswana. A sample of 160 female shoppers whose ages IDOOEHWZHHQDQG\HDUVUHVLGLQJLQWZRRIWKHODUJHVWFLWLHVLQ%RWVZDQDEHLQJ*DERURQHDQG)UDQFLVWRZQZDV used. A structured questionnaire was personally administered to respondents from convenient locations such as VKRSSLQJFHQWUHVWKH8QLYHUVLW\DQG&ROOHJHFDPSXVHV5HVXOWVVKRZWKDWFRQYHQLHQFHLVWKHRQO\VWRUHDWWULEXWHWKDW VHUYHVDVDVLJQL¿FDQWSRVLWLYHGULYHUIRUERWKVWRUHFKRLFHDQGOR\DOW\0HUFKDQGLVHDQGVWRUHDWPRVSKHUHHPHUJHG DVVLJQL¿FDQWSRVLWLYHGULYHUVIRUVWRUHOR\DOW\&RQWUDU\WRH[SHFWDWLRQVVHUYLFH\LHOGHGDVLJQL¿FDQWQHJDWLYHHIIHFW on store choice. This study makes a contribution to the knowledge of female grocery shopping behaviour by studying an extensive list of store attributes in an under-studied context. Additionally, both store choice and loyalty are used for conceptualizing female grocery shopping behaviour while most of the available studies focus on each concept RQHDWDWLPH7KH¿QGLQJVRIWKLVVWXG\FRXOGEHXVHIXOIRUJURFHU\UHWDLOHUVRSHUDWLQJLQGHYHORSLQJFRXQWULHVDVWKH\ seek ways to ensure competitive advantage in the retail marketplace that experiences radical change and intense competition. Keywords:
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,1752'8&7,21 Convenience, merchandise, promotion, service, physical facilities and store atmosphere, have emerged as store DWWULEXWHV WKDW JURFHU\ VKRSSHUV FRQVLGHU LPSRUWDQW ZKHQ PDNLQJ GHFLVLRQV WR FKRRVH -DQWDQ DQG .DPDUXGGLQ 7ODSDQD =XOTDUQDLQ =DIDU DQG 6KDK]DG RU WR EH OR\DO WR D SDUWLFXODU UHWDLO VWRUH +X
