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Price and Consumers’ Patronage of Food-Type Groceries in Dublin Supermarkets

Oyewole, Nurudeen Adeyinka (2020) Price and Consumers’ Patronage of Food-Type Groceries in Dublin Supermarkets. Masters thesis, Dublin, National College of Ireland.

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Abstract

The grocery retail business has been thriving for many years in Ireland. Yet very few scholarly studies are known to have been carried out in the sector. In this study, price and consumers’ patronage of food-type groceries in Dublin supermarkets was the area of interest. With defined objectives to understand how consumers in Dublin reacts in situations of price instability, whether these consumers are even sensitive to price of food-type groceries considering the fact that same or similar food-type can be sold at different prices in different supermarket, whether there are other factors of patronage that consumers do consider other than price and to establish if consumers in Dublin do use price as a measure of food product quality. A total of 108 respondents who filled an online questionnaire designed for the purpose, participated in the exercise.

At the end, it was discovered that although price instability majorly resonates among female consumers who are students and are within the age range of 28 and 37 years, yet there is variations in reaction to its effects based on consumers’ food type choice, gender, age and occupation; that consumers are sensitive to prices of same food-type groceries across Dublin supermarkets and it is mostly pronounced among females who are students and are within the age range of 18 and 27 years; that consumers take cognizance of “easy accessibility” and “product quality” as other factors of patronage but are indifferent to product brand and are not willing to patronize higher-priced supermarkets even with the offers of safety and hygiene measures against Covid-19 and that consumers do sometimes use price to identify low quality food-type groceries in Dublin supermarkets and are willing to pay extra to buy those perceived as of good quality.

Key words: Price, Consumer, food-type groceries, patronage behaviour, price inference, price instability, price sensitivity, Covid-19

Item Type: Thesis (Masters)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions: School of Business > Master of Science in Entrepreneurship
Depositing User: Dan English
Date Deposited: 17 Feb 2021 16:48
Last Modified: 17 Feb 2021 16:48
URI: http://norma.ncirl.ie/id/eprint/4785

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