The Impact of Demographic Variables and Consumer Shopping Orientations on the Purchasing Preference for Different Product Categories in the Context of Online Grocery Shopping

Haseba Hamad, Martin Schmitz


This study examines the impact of demographic variables and consumer shopping orientations on the purchasing preference for different product categories in the context of online grocery shopping within the UK. The data for this study was primarily collected from a web-based survey of consumers in the UK using a questionnaire. The quantitative data was enhanced by qualitative data in form of semi-structured interviews to enhance the quantitative results. A structural equation model (SEM) was used to analyse the quantitative data and to measure the relationships between the respective constructs. The findings show that the purchasing preferences vary by product category.

Keywords: Demographic Variables, Consumer Shopping Orientations, Product Categories, UK, and Structure Equation Modelling.

DOI: 10.7176/JMCR/52-05

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