Consumers' purchase behaviour, motivations and perceptions in the UK grocery sector: a multi-channel shopping experience

Objectives: The objectives of this paper are to provide an in-depth examination of consumers‘ purchase behaviour, motives and perceptions of grocery shopping alternatives and to explore the meaning of 'convenience‘ among grocery shoppers. Methods: Four 90 minute semi-structured, face to face triads (groups of three) were conducted among household grocery shoppers, reflecting different ages, family types and social classes. Three triads were conducted with women and one with men in the South East of England. Findings: the contingent and situational approach to grocery shopping found in earlier studies is intensified by the increased availability of grocery channels, particularly the 'branded‘ local convenience stores. The diverse convenience benefits offered by each channel is central to the choice of where and when to grocery shop, whether for a 'main‘ grocery shop or a 'top-up‘ shop. No single grocery channel seems to fulfil all convenience and shopping requirements. Conclusions and recommendations: For grocery shoppers, 'convenience‘ is sought by pursuing the optimal combination of online, 'branded‘ convenience stores and supermarket shopping. Hence grocery shopping can be defined as a truly multi-channel experience. The implication of these findings for grocery retailers is that the integration of their multi-channel strategies must focus on providing and reinforcing appropriate forms of consumer convenience in each channel.