The factors that drive consumers to purchase from premium / discount grocery retailers

Addo, Bowaah Nyamekye (2025) The factors that drive consumers to purchase from premium / discount grocery retailers. Masters thesis, Dublin, National College of Ireland.

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Abstract

There are two types of grocery store retailers in Dublin, these are premium grocery retailers such as M&S and Dunne stores and discount grocery retailers such as Aldi and Lidl. The various grocery retail stores in discussion have been around for some time and have been established in Ireland as grocery retailers. The topic of consumer behaviour has been long explored over the years, but do management and decision makers and individuals in authority ask themselves what drives the consumers to purchase from these grocery retail stores? Management is so fast to place strategies in place, but do they understand the factors that motivate the consumers to return to the store and purchase from them.

This paper aimed to explore the factors that drive consumers to purchase from premium and discount grocery retailers.

This study addresses the gaps in literature with that being that there is no overarching study that discusses the behavioural variables of impulse buying, hedonistic shopping behaviour, utilitarian shopping behaviour, and post purchase regret along with other demographic factors such as education, occupation, culture, age and gender as factors that drive consumers grocery retail preference.

The author took a quantitative method approach with the use of a questionnaire in carrying out this study with the use of Microsoft Forms SPSS and Excel. These software and apps aided the author in analysing and finding results to answer the research question.

Item Type:	Thesis (Masters)
Supervisors:	Name Email Lambert, Jonathan UNSPECIFIED
Subjects:	H Social Sciences > HF Commerce > Marketing > Consumer Behaviour H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Food Industry H Social Sciences > HF Commerce > Marketing H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Retail Industry
Divisions:	School of Business (- 2025) > Master of Science in Marketing
Depositing User:	Ciara O'Brien
Date Deposited:	14 Feb 2026 10:43
Last Modified:	14 Feb 2026 10:43
URI:	https://norma.ncirl.ie/id/eprint/9134

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