Impact of Personal Influence of Kirana Shop Owners on the Buying Behaviour of Middle Aged Middle Class Home Makers in Pune

Theme: Consumer Behaviour study

IMPACT OF PERSONAL INFLUENCE OF KIRANA SHOP OWNERS ON THE BUYING BEHAVIOUR OF MIDDLE AGED MIDDLE CLASS HOME MAKERS IN PUNE:

AN ANALYTICAL STUDY

Shahaab Javeri: Media Trainee, Batch of 2014 (Advertising), Symbiosis Institute of Media and Communication(UG), Pune, Maharashtra, India.

Abstract: Kirana stores have proven to be the backbone of the Indian retailing industry. A long standing debate of whether or not the FDI allowance will cripple this kirana industry has also occupied the best portion of present newspapers. Kirana Stores have historically been the Indian family’s grocers and have evolved themselves through changing times and generations. The other main entrant of the study revolves around women who are the biggest buyers in the Indian economy. Most of the Indian grocery shopping is done by the women of the country and they thus hold maximum information on the said products. The study analyses the relationship between these two subjects, the kirana shop owner and the shopper and the influences the have on each other.

Keywords: Kirana Stores, Grocery shopping, Indian women, middle class, buying behaviour, consumer decision making

Introduction

India as we know, is entering the league of superpowers. We came from an economy dominated by agriculture and cottage industries to becoming one of the premier manufactures of steel, iron ore and one of the biggest importers and exporters of raw materials and finished goods. This change in economic event hasn’t come empty. With increasing economy, the buying patterns of the Indian middle class began to undergo certain noticeable changes. Their demands have begun to increase and families have begun to expect more and more in terms of commodities and durables. This has led to an increase in competition amongst manufacturers and a need for retailers to step up their game.

Kirana Stores have dominated the retailing market for generations have done all they could to modify the buying experience for their customers. Since they have been associated with the families for a few generations, kirana stores have a considerable amount of influence in the buying behaviour of Indian Families. Since the home makers of Indian families are generally women, most of this influence exerted by shop owners is exerted upon the women of the families. The study analyses this buying behaviour, the decision making process of these middle aged women in the grocery market and the degree of influence exerted upon these decision makers.

Review Of Literature

The bania has easily survived the entry of Indian giant retailers, and will survive foreign ones too. He uses political clout wherever possible to stem any erosion