Factors influencing consumers’ supermarket visitation in developing economies: The case of Ghana
The purpose of this chapter is to explore the factors that influence consumers in developing economies, and specifically in Ghana into shopping in the supermarkets. A convenience sampling technique was used to collect data in two cities of Accra and Kumasi in Ghana. Using exploratory factor analysis and analysis of variance for 300 respondents, the findings show the curiosity of economic shopper, quality and safety, esthetic motives, and social motives are the four factors that influence Ghanaian consumers to shop in the supermarkets. The study provides areas for further research and strategies to be undertaken by retailers in Ghana.
Supermarket, Consumers, Ghana