Consumer Demographics and food shopping Motives in Ghanaian Supermarkets: A Case Study of Accra and Kumasi.
Author
Dadzie, Schmidt Helmut
Term
4. Term
Publication year
2015
Submitted on
2015-12-02
Pages
89
Abstract
Afhandlingen undersøger, hvem der handler i supermarkeder i Accra og Kumasi, og hvorfor de træffer deres indkøbsvalg. Et spørgeskema indsamlede 300 gyldige besvarelser fra kunder i de to byer. Den demografiske profil peger på overvejende unge og højtuddannede forbrugere med varierende indkomstniveauer. Ved hjælp af faktoranalysen—en statistisk metode, der grupperer relaterede motiver—blev der identificeret fire hovedtyper af shoppere: den nysgerrige, økonomiske shopper; kvalitets- og sikkerhedsshopperen; den æstetiske shopper; og den sociale shopper. Disse typer spænder over både hedoniske (fornøjelsesorienterede) og utilitaristiske (praktisk/nytteorienterede) motiver. Motiverne viste sig at overlappe og være mere flydende end faste, fordi de fire kategorier deler underliggende ligheder. De identificerede motiver blev omdannet til opsummerede skalaer, og deres variation på tværs af demografiske faktorer blev undersøgt. Opfølgende post hoc-test (sammenligninger efter den overordnede statistiske test) viste, at der var signifikante forskelle af varierende størrelse mellem demografiske variabler og indkøbsmotiver. Resultaterne blev diskuteret, og der blev givet anbefalinger baseret på fundene.
This thesis examines who shops in supermarkets in Accra and Kumasi and why they make certain food shopping choices. A questionnaire survey collected 300 valid responses from shoppers in the two cities. The sample was mainly young and highly educated, with incomes at different levels. Using factor analysis—a statistical method that groups related reasons—the study identified four main shopper types: the Curious Economic Shopper, the Quality and Safety Shopper, the Aesthetic Shopper, and the Social Shopper. These types span both hedonic (pleasure-oriented) and utilitarian (practical/benefit-oriented) motives. The motives overlapped, indicating that categories are fluid rather than rigid because the four types share underlying similarities. The identified motives were converted into summated scales and examined for differences across demographic factors. Post hoc tests (follow-up comparisons after overall statistical tests) showed significant differences of varying sizes between demographic variables and shopping motives. The results were discussed, and recommendations were made based on the findings.
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