Rural grocery shoppers: do their attitudes reflect their actions? Available to Purchase

Using a longitudinal research methodology, this research investigated the grocery shopping habits of residents in rural communities in Western Stirlingshire, Scotland. In particular, it attempted to uncover the factors and attitudes that influence customers’ store choice decisions and their attitudes towards their local shops. Findings revealed that although respondents held a positive overall view of their local shops, less than one‐third purchased a high proportion of their food shopping in local shops. While it is unlikely that local traders will reverse outshoppers’ shopping behaviours, with a re‐evaluation of their overall offer, they may be able to establish themselves as a reliable supplementary or secondary choice option, thereby maintaining the local shop as a viable function. Recommendations based on offer, service and environment are made to differentiate local shops from the major multiples.