Impact of Retail Formats on Consumer Buyer Behavior- A Study of Fast Moving Consumer Goods Market in South Africa

Inspite of the fact that retailers around the globe are embracing different retail formats to invoke positive consumer responses, little evidence exists of empirical research, that explores the success of a particular retail format in the South African Fast Moving Consumer Goods market. Retail formats are required to be aligned with the changing customer taste and preferences, and the trends in the industry in order to be effective.

This research paper explores the impact of retail formats in the Fast Moving Consumer Goods market by surveying a randomly selected sample of 96 respondents of consumers in the Sandton area of Johannesburg, South Africa. It became evident through the survey that the respondents are aware of the different retail formats, which increase their potential as customers of Fast Moving Consumer Goods (FMCGs). It is found through empirical research that Hypermarkets followed by Convenience Stores and Super Markets are the most preferred retail stores by the customers for the purchase of FMCGs whereas Independent Retail Stores have an insignificant impact on the customers.