— Shopping has long been regarded as a risky activity as shoppers may be uncertain of a purchase decision and the consequences of a poor decision (Bauer, 1960). Risk plays an essential role in consumer behaviour, and it makes a valuable contribution towards explaining informationsearching behaviour and consumer purchase decision making. Retail is the dominion of women and shopping is an action frequently seen as complementary to female role. Women consumers actively seek information and are likely to enjoy social interaction and activities outside the home. There is a lot of comparison of the offering before the final purchase. Once a woman is sure that she has gathered enough information and evaluated all possible alternatives, she would arrive at a decision. The Indian food and groceries sector can be divided into fresh groceries, branded packaged foods, personal hygiene products and toiletries and dry unprocessed groceries. According to Krysalis (2014) the food and grocery sector has occupied 60% of the total retail market size. This paper takes a look at the retail factors that influences the consumers’ perceived risk which further has an impact on the purchasing behaviour of the consumers shopping at modern retail outlets. To analyze the influence of perceived risk on women shopping behaviour, a scale was generated, validated and compared with the retail factors of the store. The study indicated that female shoppers like to purchase from organized stores because of the product quality and variety. This is because the organized stores claim a lower perceived risk by their store atmospherics, merchandise variety, price and promotions, friendly store personnel; value added services and a store image that gels with the social status of the customers.
— Perceived risk, women, shopping behaviour, retail, organized retail, food and groceries.
K. Ramprabha is with the Department of Business Administration, Annamalai University, Tamil Nadu, India (e-mail: email@example.com).
Cite: K. Ramprabha, " Influence of Perceived Risk towards Women Shopping Behavior in Food and Grocery Stores in Puducherry," International Journal of Innovation, Management and Technology vol. 8, no. 1, pp. 17-21, 2017.